How To Exploit New Wellness Trends in Food: resolving the conflict between healthy desires and unhealthy lifestyles

This publication has been discontinued on July 19, 2011.

Introduction

Abstract

Overview

Introduction

Food is considered to be the most important individual aspect of 'wellness', but consumers' eating behavior still does not always align with their desire for healthy lifestyles. This report examines how wellness interacts with consumers' food choices, and how manufacturers can benefit from growth in the wellness trend.

Scope

• Quantitative data covering sales value of organic, natural and functional foods between 2000 and 2010, broken down by country and category
• Population data showing the numbers of overweight consumers by country between 2005 and 2010
• Survey-based insights into consumers' attitudes towards their bodies and minds, and how they affect consumption behavior.
• Detailed action points offering practical strategies based on the trends and insights analyzed in the report.

Report Highlights

Consumers are increasingly flocking to purchase organic, natural and functional foods, in an attempt to gain wellness from within. In a 2006 Datamonitor survey, 29% of US, and 38% of European respondents said that they had chosen more natural organic food and drinks over standard variants over the past year.

Despite greater awareness of nutritional issues, and growing media concerns over obesity the population of the developed world is becoming unhealthier. The percentage of the population who are overweight or obese in the US is forecast to be 72% by 2010, up from 68% in 2005.

Reasons to Purchase

• Obtain exclusive data concerning value consumption of 'wellness' food categories over time
• Understand the health-related attitudes driving changes in consumers' food consumption behavior
• Improve your marketing strategy by tailoring food to consumers' key wellness needs

Table of Contents

• CHAPTER 1 EXECUTIVE SUMMARY
  • Introduction
  • The future decoded
    • Consumers are eating more wellness-related food
    • People are not necessarily becoming healthier
    • Consumers' view of health is formed of a broad range of factors
    • The ways in which consumers diet are changing
    • The importance of health-related crossover trends is rising
    • Consumers do not trust food manufacturers' claims
  • Action points
• CHAPTER 2 THE FUTURE DECODED
  • Introduction
    • Wellness is best defined in terms of lifestyles
    • Health trends are becoming more complex
  • TREND: Consumers are eating more wellness-related foods
    • People are increasingly purchasing organic products
    • There is growing interest in natural products, especially in the US
    • Consumers use functional products to increase the feeling of well-being
  • TREND: People are not necessarily becoming healthier
    • Consumers still eat in a debits and credits fashion
    • There is an attitude-behavior gap characterizing healthy eating
    • Obesity rates are on the rise
  • TREND: People increasingly understand the link between food and health
    • Consumers seek to look after themselves from within
    • There have been many new initiatives to encourage health consciousness
    • 'People-power' is forcing food companies to be health conscious
  • INSIGHT: Consumers' view of health is formed of a broad range of factors
    • Consumers are moving toward fresh and whole-food solutions
      • Whole grains and whole foods are more important in the US than Europe
      • All consumers are moving away from supplements towards fresh solutions
      • Organic foods are being consumed now for quality rather than health reasons
    • US consumers believe in freshness, fiber and water
    • Europeans believe in freshness and diversity
  • INSIGHT: Some consumers take a holistic approach to wellness, but others remain guilt-free indulgers
    • Established health food trends continue to develop
      • The core organic driver shifts from safety to quality
      • Companies are re-branding and re-labeling to fit with new trends
      • Consumers seek out total health solutions
    • Many people struggle to understand food labeling
    • Levels of health are polarizing between groups
  • INSIGHT: The ways in which consumers diet are changing
    • Fad diets have fallen in popularity
    • Personalization is becoming an important factor with respect to dieting
  • INSIGHT: Consumers seek natural products for changing reasons
    • Consumers seek organic food in non-traditional categories
    • Greater retail presence has widened the organic consumer base
    • Consumers demand more organic products from foodservice
  • INSIGHT: Consumers crave energy and vitality
    • Consumers feel increasingly time-starved
    • Functional energy sales grow, but their make-up is changing
  • INSIGHT: The importance of health-related crossover trends is rising
    • Fresh food combines health and taste benefits
      • Consumers say they prefer fresh food to processed food
      • Fresh food launches are growing against frozen launches
    • Consumers seek foods that are both healthy and indulgent
    • People in Europe and the US demand healthy convenience
  • INSIGHT: Allergy-free is becoming an important consumer niche
    • People increasingly believe it is important to check for allergies
    • Allergen-free dairy products are especially popular
  • INSIGHT: Consumers do not trust food manufacturers' claims
    • Word-of-mouth can help improve consumer trust
    • Consumers are using word-of-mouth to make food choices
  • Conclusions
• CHAPTER 3 ACTION POINTS
  • Introduction
  • Incorporate good content into new and existing products
    • Incorporate whole grains and whole foods into existing products
    • Create organic versions of existing products
    • Focus on freshness as a key brand value
      • Fast, fresh distribution systems can bring substantial first-to-market benefits
    • Build freshness using packaging cues
    • Align products with cuisines perceived as healthy and indulgent
  • Capitalize on consumers' desire for health on-the-go
    • Develop a snack range based on already high nutrient foods
    • Promote impulse snacking as a positive part of daily nutrition
  • Build trust by engaging with consumers
    • Use expert opinions to help sway consumers
    • Become a healthy resource for your clients
    • Embrace the internet as a trusted source of information
    • Use ethical consumerism to drive organic uptake
    • Add scientific credibility to natural and fresh labels
• CHAPTER 4 APPENDIX
  • Supplementary data
    • Additional survey responses
    • Additional country-level data
      • Natural & organic food spending in France
      • Natural & organic food spending in Germany
      • Natural & organic food spending in Italy
      • Natural & organic food spending in the Netherlands
      • Natural & organic food spending in Spain
      • Natural & organic food spending in Sweden
      • Natural & organic food spending in the UK
      • Natural & organic food spending in the rest of Europe
      • Natural & organic food spending in Europe
      • Natural & organic food spending in the US
  • Definitions
  • Research methodology
  • Future readings
  • Report writing team
  • How to contact experts in your industry
  • List of Tables
    • Table 1: Consumer spending on organic foods (US$ m), US & Europe, 2000-2010
    • Table 2: Consumer spending on natural foods (US$ m), US & Europe, 2000-2010
    • Table 3: Consumer spending on nutraceuticals (US$ m), Europe & US, 2000-2010
    • Table 4: Overweight and obese population by country (% adults), 2005-2010
    • Table 5: How much consumers have chosen natural or organic food and drinks rather than standard variants in the past year (%), US & Europe, 2006
    • Table 6: Sales of functional energy products, (US$ m), Europe & US, 2000-2010
    • Table 7: Consumers agreeing that checking food or drinks for allergy or intolerance reasons is important towards maintaining a healthy diet (%), Europe & US, 2006
    • Table 8: Extent to which consumers purchased new products based on personal recommendations more in 2006 than 2005 (% respondents), Europe & US
    • Table 9: Level of importance of different factors related to maintaining a healthy diet (%), US, 2006
    • Table 10: Level of importance of different factors related to maintaining a healthy diet (%), Europe, 2006
    • Table 11: Level of trust consumers have in various claims made by packaged goods manufacturers (%), US & Europe
    • Table 12: Consumer spending on organic foods (US$ m), France, 2000-2010
    • Table 13: Consumer spending on natural foods (US$ m), France, 2000-2010
    • Table 14: Consumer spending on organic foods (US$ m), Germany, 2000-2010
    • Table 15: Consumer spending on natural foods (US$ m), Germany, 2000-2010
    • Table 16: Consumer spending on organic foods (US$ m), Italy, 2000-2010
    • Table 17: Consumer spending on natural foods (US$ m), Italy, 2000-2010
    • Table 18: Consumer spending on organic foods (US$ m), Netherlands, 2000-2010
    • Table 19: Consumer spending on natural foods (US$ m), Netherlands, 2000-2010
    • Table 20: Consumer spending on organic foods (US$ m), Spain, 2000-2010
    • Table 21: Consumer spending on natural foods (US$ m), Spain, 2000-2010
    • Table 22: Consumer spending on organic foods (US$ m), Sweden, 2000-2010
    • Table 23: Consumer spending on natural foods (US$ m), Sweden, 2000-2010
    • Table 24: Consumer spending on organic foods (US$ m), UK, 2000-2010
    • Table 25: Consumer spending on natural foods (US$ m), UK, 2000-2010
    • Table 26: Consumer spending on organic foods (US$ m), Rest of Europe, 2000-2010
    • Table 27: Consumer spending on natural foods (US$ m), Rest of Europe, 2000-2010
    • Table 28: Consumer spending on organic foods (US$ m), Europe, 2000-2010
    • Table 29: Consumer spending on natural foods (US$ m), Europe, 2000-2010
    • Table 30: Consumer spending on organic foods (US$ m), US, 2000-2010
    • Table 31: Consumer spending on natural foods (US$ m), US, 2000-2010
    • Table 32: Definitions of terms
  • List of Figures
    • Figure 1: Wellness has six major dimensions
    • Figure 2: Trends can be analyzed using the evolving, emerging and established framework
    • Figure 3: Consumers shift between healthy and indulgent consumption
    • Figure 4: The majority of US and European consumers value the importance of improving diet but fewer act on this belief
    • Figure 5: Consumers in the UK have taken the most steps to improve their diet in recent years
    • Figure 6: Consumers in the US consider drinking plenty of water the most important factor in maintaining a healthy diet
    • Figure 7: Consumers in Europe consider eating fresh food and drinks the most important factor towards maintaining a healthy diet
    • Figure 8: Food labeling can be confusing and contradictory even within the context of organized schemes
    • Figure 9: The number of low-carb product releases has seen a sharp decline since 2004 in the US
    • Figure 10: USDA's MyPyramid offers a personalized approach for consumers seeking dietary information
    • Figure 11: Organic has grown as a proportion of total food launches
    • Figure 12: Consumers in the US feel their leisure time is falling
    • Figure 13: Fresh product launches have gained share from frozen
    • Figure 14: Enjoying small indulgences to escape the pressures of everyday life remains as important as ever
    • Figure 15: Consumers are becoming more demanding with regard to the snacks that they consume
    • Figure 16: European and US consumers do not trust consumer goods companies' claims
    • Figure 17: Manufacturers can infuse their products with whole grains to capitalize on the heart healthy trend
    • Figure 18: Kellogg's Rice Krispies now have USDA organic certification
    • Figure 19: True freshness will require innovation in food production and packaging methods
    • Figure 20: Manufacturers can provide transparent packaging to enhance the impression of freshness
    • Figure 21: Snacks based on high-nutrient food have a head-start in offering health-on-the-go
    • Figure 22: Companies such as McDonald's are putting an increasing amount of nutritional information on their websites

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