Opportunities in Heart Health: Consumer Attitudes & Behaviors

Opportunities in Heart Health: Consumer Attitudes & Behaviors published by Datamonitor in April, 2009. This report consists of 94 pages and the price starts from US $ 3995.

Introduction

Abstract

Introduction

Growing interest in heart health products reflects the broader demand for functional food and drinks. Consumers are generally aware of the importance of maintaining good cardiovascular health and that something needs to be done in order to reverse the increase in related health problems such as diabetes. However, inhibitors such as trust issues regarding functional products still remain.

Scope of this research

• Detailed insights and analysis documenting the drivers and inhibitors of heart health enhancing products
• Analysis documenting the relative importance consumers place on cardiovascular health and how this varies by socio-demographics
• Strategic conclusions combined with actionable recommendations for all industry players looking to fully capitalize on this growing segment
• Countries covered: France, Germany, Italy, the Netherlands, Spain, Sweden, UK, US, Australia, Japan, South Korea, China, India, Brazil and Russia.

Research and analysis highlights

Consumers are clearly concerned by the healthiness of their hearts but sedentary lifestyles and the prevalence of fatty foods and beverages mean that the number of heart health problems is increasing year-on-year. The threat of obesity, diabetes and cardiovascular disease is growing all the time.

Consumers do believe that certain foods can have a positive impact on long-term and current health. This has helped facilitate wider acceptance of the term ' functional foods' . Fiber and omega-3 are two ingredients which particularly resonate with consumers for their heart health benefits.

More can be done to raise awareness of heart health problems and the actions that can be undertaken to prevent them. Women mistakenly believe breast cancer to be a greater threat to them than cardiovascular disease. Ensuring that consumers understand the real implications of heart health problems is key to maximizing interest in the category.

Key reasons to purchase this research

• Consumer understanding: obtain a detailed understanding of consumer attitudes and behaviors towards heart health enhancing products
• Market understanding: identify the key heart health growth markets and product innovation trends in 15 countries across four territories
• Ideation: find inspiration for innovative formulations and product positioning which takes advantage of consumers' evolving dietary preferences

Table of Contents

OVERVIEW

• Catalyst
• Summary

THE FUTURE DECODED

• INTRODUCTION: Escalating cardiovascular problems worldwide mean that the issue of heart health is more important than ever
  • There are many sufferers of heart disease around the world
  • Heart health is one part of a multi-facing approach to achieving overall health and wellbeing

TREND: Diet and nutrition is becoming more important to consumers across the globe

• Consumers perceive diet and nutrition to be vital to a feeling of wellbeing or wellness
• Foods and beverages can have a positive effect on cognitive functioning
• Health is a key influencer of consumer food and drink choices
• A higher proportion of consumers are taking more of an active step towards eating healthily now than six months ago
• Consumers are actually eating healthier as a result of the credit crunch
• Key takeouts and implications: consumers understand that food and beverages are important in achieving a high level of health and wellness

TREND: Medical conditions associated with heart health are a significant concern for many modern consumers

• There are numerous risk factors for CVD
• Cardiovascular disease continues to be the leading cause of death despite growing awareness of the issue
• Messages related to heart health are resonating with consumers internationally
• High cholesterol level is a major risk of developing cardiovascular diseases
• Diabetic patients are at higher risk of excessive morbidity and mortality of heart diseases
• Hypertension is a key risk factor leading to cardiovascular diseases
• The growing prevalence rate of obesity is putting more people under the risk of heart diseases
• Given the link between smoking and heart health problems, it is significant that smoking prevalence is decreasing
• Campaigns can provide consumers with information and encourage them to get into better habits
• Key takeouts and implications: consumers need to respond to the growing number of heart health problems experienced worldwide

TREND: Consumers are increasingly turning to functional food and drink products that claim to answer their heart health needs

• The addition of functional nutrients to food and beverages is appealing to some consumers
• Improving their own heart health is an important consideration for many consumers
• However, some industry experts believe that heart health is ' over hyped'
• Healthy foods are not always available to consumers
• Growth in the market value of functional foods formulated for improving heart health is strong in all regions, but is most apparent in the BRIC countries
• Key takeouts and implications: nutraceutical products hold definite appeal to consumers, but there is still a considerable degree of skepticism which must be addressed

INSIGHT: Interest in, and consumption of heart healthy functional food and drink products is influenced by age and gender

• Males are paying higher levels of attention to heart health than females
• Older consumers show a greater concern about heart health
• Key takeouts and implications: heart health problems are particularly dangerous for women and seniors so they are the consumer groups who require the most attention

INSIGHT: Lack of trust is an ongoing inhibitor to growth in heart healthy food and drink products

• General health and nutritional claims made by food and drink manufacturers are often viewed with suspicion by consumers in western nations
• The level of trust attributed to heart health claims by consumers varies significantly by geography
• Key takeouts and implications: consumer trust in products which tout heart health credentials has not yet been well established, and therefore needs to be consolidated

INSIGHT: There are a number of emerging products and ingredients that are becoming popularized in the heart health arena

• Well known nutrients and foodstuffs are being repositioned to emphasize on their benefits towards heart health
• Flavoxine is an example of a heart healthy nutraceutical that studies show as being beneficial to consumers
• Consumers are interested in the benefits associated with omega consumption
• The market potential of functional foods is still limited by shortcomings in consumer awareness and understanding of functional ingredients
• Foods which are low in cholesterol are increasingly resonating with consumers and this is reflected in the number of product launches yearly
• Omega oils have a ' healthy halo' which resonates with consumers
• An increasing focus on diabetes has resulted in more launches of products which are low in sugar and gluten
• Concentrating on minimizing fatty content is undoubtedly still important but the number of launches may have reached a plateau in light of the interest in functional foods
• Foods and beverages which are fortified with fiber and/or contain whole grains are growing in number because consumers clearly understand the benefits associated with consumption
• Key takeouts and implications: industry players are increasingly turning to products fortified with helpful nutrients rather than merely looking to moderate and avoid unhealthy properties in foods and beverages
• ACTION POINTS

ACTION: Create more awareness of the seriousness of heart health problems

• Take inspiration from breast cancer awareness campaigns
• Use recognizable celebrities and inspirational people (especially those who have their own heart health problems) to resonate with consumers
• Visual representations of the heart on packaging leave consumers in no doubt about the benefits of consumption
• Endorsement from a respected health program can create a point of distinction for heart health products
• ACTION: Spark consumer interest in being proactive about their own heart health
• Ensure that consumers know the nutritional impact of what they eat and drink
• Encourage exercise with products in order to emphasize the relationship between physical activity and heart health
• ACTION: Remain innovative and ensure that relevant trends are followed
• Extol the benefits of the most effective heart healthy ingredients
• Capitalize on the ' healthy halo' surrounding foods containing omega-3/antioxidants/polyphenols

APPENDIX

• Definitions
• Methodology
• Further reading and references
• Ask the analyst
• Datamonitor consulting
• Disclaimer

TABLES

• Table: Consumer survey: the importance that individuals attach to diet and nutrition in creating a feeling of wellbeing or wellness, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
• Table: Consumer survey: the amount of influence that individuals place upon health in their choice of food and beverage products, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
• Table: Consumer survey: the frequency with which individuals have taken active steps to eat more healthily, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
• Table: Age-standardized death rates from CHD for adults aged 35 - 74 (per 100,000 population) in Europe, Russia, Brazil, and the US, 2003 - 2013
• Table: Age-standardized death rates from CHD for adults aged 35 - 74 (per 100,000 population) in the Asia-Pacific region, 2003 - 2013
• Table: Median age of the population in countries across Europe, the US, Russia, Brazil and Asia Pacific, by country, 2003 - 2013
• Table: Consumer survey: the amount of attention paid to digestive health, in 15 countries across Europe, Asia Pacific, South America and the US, 2008
• Table: The prevalence of dyslipidemia in Europe, the US, Russia, Brazil and the Asia Pacific region (in 000s), by country, 2003 - 2013
• Table: The prevalence of diabetes, Europe, the US, Russia, Brazil and the Asia Pacific region (000s), by country, 2003 - 2013
• Table: The prevalence of hypertension, Europe, the US, Russia, Brazil and the Asia Pacific region (000s), by country, 2003 - 2013
• Table: Prevalence of obese population aged 15 years and above, including urban and rural populations, Europe, South America and the US, 2003 - 2013
• Table: Prevalence of obese population aged 15 years and above, including urban and rural populations in the Asia Pacific region, 2003 - 2013
• Table: Obese and overweight children, Europe, Asia Pacific, South America and the US (%)
• Table: Consumer survey: the attention consumers paid to the amount of fat consumed daily in 15 countries across Europe, Asia Pacific, South America and the US
• Table: Consumer survey: the attention consumers paid to the amount of fat consumed daily, by gender, in 15 countries across Europe, Asia Pacific, South America and the US
• Table: Consumer survey: the degree of attention consumers paid to the type of fat consumed in 15 countries across Europe, Asia Pacific, South America and the US
• Table: Consumer survey: the degree of attention consumers paid to the type of fat consumed, by gender, in 15 countries across Europe, Asia Pacific, South America and the US
• Table: Smokers as share of legal smoking age population, Europe, Asia Pacific, South America and the US (%), 2003 - 2013
• Table: Consumer survey: the degree of consumers found food and beverage products to be formulated to their special nutritional needs in 15 countries across Europe, Asia Pacific, South America and the US
• Table: Consumer survey: the degree of consumers finding added nutrients in food and beverage products to be �gappealing�h, in 15 countries across Europe, Asia Pacific, South America and the US
• Table: Market value of heart health foods and drinks in Europe, the US, Russia, Brazil and Asia Pacific, by country, 2003 - 2013
• Table: Consumer survey: the degree of attention paid to heart health, by gender, in 15 countries across Europe, Asia Pacific, South America and the US
• Table: Consumer survey: the degree of attention paid to heart health, in 15 countries across Europe, Asia Pacific, South America and the US, by age
• Table: Consumer survey: degree of trustworthiness consumers attribute to health and nutritional claims made by food and beverage manufacturers in 15 countries across Europe, Asia Pacific, South America and the US
• Table: Consumer survey: the degree of consumers trust the claims of food and beverage products claiming to help improve heart health in 15 countries across Europe, Asia Pacific, South America and the US
• Table: Consumer survey: the degree of consumers trust the claims of food and beverage products claiming to help improve heart health, by gender, in 15 countries across Europe, Asia Pacific, South America and the US
• Table: Consumer survey: degree of trust consumers hold regarding claims made by food and beverage products to actively lower cholesterol in 15 countries across Europe, Asia Pacific, South America and the US
• Table: Consumer survey: degree of trust consumers hold regarding claims made by food and beverage products to actively lower cholesterol, by gender, in 15 countries across Europe, Asia Pacific, South America and the US
• Table: Consumer survey: degree of trust consumer have regarding the claim of helping to burn or reduce calories made by food and beverage products in 15 countries across Europe, Asia Pacific, South America and the US
• Table: Consumer survey: consumers' purchasing behavior regarding food and beverages with added omega 3 in 15 countries across Europe, Asia Pacific, South America and the US
• Table: The top ten categories and countries for ' low' and ' no cholesterol' product launches, from 2004 - 2009*
• Table: The top ten categories and countries for ' high omega' product launches, from 2004 - 2009*
• Table: The top ten categories and countries for product launches suitable for diabetics, from 2004 - 2009*
• Table: The top ten categories and countries for ' low' or ' no fats' product launches, from 2004 - 2009*
• Table: The top ten categories and countries for ' high fiber' product launches, from 2004 - 2009*

FIGURES

• Figure: There are several important issues which are affecting the global heart health market
• Figure: Though diet and nutrition is not regarded by consumers as the most important facet of health and wellness, most consumers nevertheless see it as important overall
• Figure: Nearly three quarters of US consumers have lifestyle habits that increase the risk of heart failure
• Figure: More consumers in Asia Pacific are ' not at all concerned' about getting heart disease than ' extremely concerned'
• Figure: US consumers are more aware of trans fats than any other type of dietary fat
• Figure: Few consumers are actively uninterested in foods and beverages which improve heart health
• Figure: In 2008, consumers in the US and Japan spend more money on heart health products per capita than in any other country
• Figure: Heart health is not the primary concern of consumers compared to other aspects of health such as maintaining energy levels and mental wellbeing
• Figure: Older consumers are more likely to experience heart problems and therefore show most attention to their own heart health
• Figure: When it comes to regular health checks to monitor heart health risk factors, older consumers are far more proactive than younger consumers
• Figure: There is a significant variation in whether consumers show more trust in heart health claims than general food and beverage health claims
• Figure: Consumers trust products that specifically claim to lower cholesterol rather than those with a general ' improves heart health' message
• Figure: Consumers are more aware of omega-3 than any other nutrient which reduces the risk of heart disease
• Figure: Interest in functional foods is linked to several socio-demographic variances
• Figure: Low or no cholesterol product launches increased year-on-year from 2004 - 2007, but decreased in 2008
• Figure: Product launches which are high in omega oils have increased annually from 2004 onwards
• Figure: Diabetics are being increasingly catered for with products which contain little or no sugar/gluton
• Figure: Many sugar-free foods and beverages are positioned as safeguards against diabetes, or suitable for consumers who already have the condition
• Figure: The number of product launches for ' low' or ' no fat' products peaked in 2007*
• Figure: High fiber products are very beneficial to heart health and increasing in popularity among consumers
• Figure: Breakfast options now prominently advertise both fiber content and novel flavors
• Figure: The Go Red for Women campaign looks to emulate the pink/breast cancer relationship and create a strong branding opportunity for heart health products
• Figure: Heart health promotion could benefit from an association as successful as the one between breast cancer and the color pink
• Figure: Celebrities can promote heart health whether it be through awareness campaigns or marketing for heart-healthy foods and beverages
• Figure: Including a heart shape on product packaging is a simple but powerful way of displaying heart health credentials
• Figure: Information resources raise awareness of heart health issues and can also increase product marketability
• Figure: Shock adverts can create a large impact on consumers and make them more aware of heart health issues
• Figure: Kellogg informs consumers not only about the importance of consuming foods and beverages which are good for cardiovascular health, but also about the importance of exercise and other aspects of a healthy lifestyle
• Figure: Heart-healthy products use high doses of omega-3 to appeal to the increasing amounts of consumers who are aware of the associated benefits
• Figure: A plethora of foods and juices contain superfruit ingredients for high antioxidant content in order to make cardiovascular health claims
• Figure: Polyphenols are emerging as a desirable property in foods and beverage to improve heart health

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