Consumer Fatigue: Delivering Energy Boosts Through Food and Drink

Consumer Fatigue: Delivering Energy Boosts Through Food and Drink published by Datamonitor in April, 2009. This report consists of 66 pages and the price starts from US $ 3995.

Introduction

Abstract

Introduction

Consumers' busy lifestyles and the plethora of demands on their time, both at work and play, are proving draining to energy levels and a source of stress. With growing numbers of consumers reporting fatigue to be a general problem in their lives, they are increasingly open to and seeking solutions from within the food and drink markets that can help elevate their energy levels.

Scope of this research

• Detailed insights and analysis documenting the drivers and inhibitors of the market for energy boosting food and drink products
• Analysis documenting the relative importance consumers place on tiredness/fatigue and energy shortfalls, 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

The concept of being full of life can also be an expression of energy levels. The fact that many respondents in Datamonitor' s 2008 survey reported rarely or never feeling full of life (most acutely in the UK, Japan and Russia, where 73.6%, 71.0% and 68.0% respectively stated sometimes, rarely or never), is clearly indicative of a big energy deficit

Although the energy sector is expanding to encompass many fields, sport and keep fit continue to be a key area of focus for the market. Consumers are interested in maintaining fitness as a means to enhance wellbeing, and thus sports nutrition is a growth industry now encompassing sports bars as well as drinks that claim to enhance performance

Criticism of the high caffeine and sugar content of some energizers has led to use of healthier ingredients, including slow release boosters like fruit antioxidants and B vitamins, unlike the high and crash of caffeine/sugar laced products. This could attract a wider demographic, such as women, who generally demand healthier, more natural products

Key reasons to purchase this research

• Consumer understanding: obtain a detailed understanding of consumer attitudes and behaviors towards energy boosting products
• Market and product understanding: identify the key energy boosting innovation platforms and how best to leverage them going forward
• Ideation: find inspiration for innovative formulations and product positioning which takes advantage of consumers' evolving preferences

Table of Contents

OVERVIEW

• Catalyst
• Summary

THE FUTURE DECODED

• INTRODUCTION: A growing desire to maintain and lift physical energy levels is being witnessed across a broad spectrum of consumers
• TREND: Life pressures are impacting consumers' physical energy levels
  • Consumers in some countries complain about not feeling as full of life as they want
  • Consumer tiredness issues are well reported and have consequences for health and consumption behaviors
  • Sleeping time is being sacrificed often with the intention of creating more leisure time
  • Consumers are attempting to improve their work-life balance
  • Key takeouts and implications: energy boosting products can help offset consumers' diminishing energy levels caused by hectic lifestyles
• TREND: Consumers are paying close attention to their energy needs
  • Both genders pay high levels of attention to their energy needs, yet females remain poorly targeted by energizing products
  • Young adults' hectic lifestyles fuel interest in their energy needs, although Seniors are the most desirous of more energy
  • Consumer energy levels are variable based on seasonality
  • Key takeouts and implications: consumer energy levels vary by season and demographic, providing useful guidelines for maximizing the impact of and audience for energy products
• TREND: Consumers are spending increasing amounts of money on energy beverages
  • Energy drinks exhibit stronger growth than sports drinks through their association with wider energy needs
  • Energy drinks sales have been restricted in some countries, where the category has been closely monitored
  • The energy drink category is becoming very competitive, fuelling the need for innovative marketing campaigns
  • Coffee is popularly drunk as an everyday energy booster
  • Consumers have embraced the combination of energy drinks and alcohol
  • Key takeouts and implications: energy drinks are the new coffee in peoples' energizing choices
• INSIGHT: Young adults are a core target for energy drinks, but older consumers are being drawn in with a variety of energizing products
  • Targeting young males with controversial branding has been criticized
  • Kids are a controversial but increasingly targeted consumer group
  • Older consumers are being lured to the sector with healthier and more natural energy drinks
  • Key takeouts and implications: energy drinks should target a greater demographic spread rather than just young males
• INSIGHT: Keep fit regimes continue to fuel the energy food and drinks market
  • Consumers perceive physical fitness to be important to their wellbeing
  • Exercise is said to boost energy levels and self esteem
  • The popularity of sports bars in the US shows consumers' appetite for quick fix energy boosts and recovery products
  • Key takeouts and implications: addressing the energy needs of exercisers has been a success, but a large proportion of consumers fail to act out well intentioned exercise plans
• INSIGHT: There is a distinct movement towards natural ingredients in energy products
  • There is a growing mistrust of energy drinks among consumers
  • There is a move towards slow releasing energy ingredients
  • Energy drinks are being launched that tout their natural ingredients
  • Adding natural ingredients could help attract more women to the energy drinks category
  • Key takeouts and implications: growing mistrust in the healthiness of traditional energy drinks provides an opportunity for natural based products that provide slow release energy
• INSIGHT: Energizing ingredients are migrating from drinks to food and personal care products
  • The new energy candy category aims to capitalize on the success of energy drinks
  • Energy boosting personal care products include lip balms and shower gels
  • Key takeouts and implications: energizing candies and personal care products are on the increase, each with a particular gender focus

ACTION POINTS

• ACTION: Attract a wider consumer base for energy boosting products through increased personalization and more positive branding strategies
  • Focus on creating a more positive image for energy drinks by using natural ingredients, non-conventional packaging and subtle branding
  • Move away from high caffeine products towards slow releasing energy enhancing ingredients
  • Older consumers and women have shown a desire for energizing products and should be targeted with appropriate products
  • Emphasizing moderation in energy drink consumption can help claim the moral and healthy high ground
• ACTION: Enhance the under exploited non-beverage sector with good tasting energy alternatives
  • Utilize sweet tasting ingredients to mask bitter tasting energy ingredient flavors, or focus on the energizing properties of the brand
  • Consider developing energizing savory snacks
• ACTION: Consider competitive pricing strategies to gain an advantage in the recessionary environment
  • Energy products could suffer in the downturn as people cut out non-essentials
  • Private label energy products have not performed well in the past but could gain a price advantage in the downturn

APPENDIX

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

TABLES

• Table: Consumer survey: how much consumers have felt full of life in the past month in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
• Table: Consumer survey: propensity for acute tiredness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
• Table: Average per capita daily sleeping time (hours) in Europe, US and Asia Pacific, by country, 2002 - 2012
• Table: Consumer survey: how consumers have made attempts to improve their work-life balance over the past six months in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
• Table: Consumer survey: the amount of attention consumers pay to their physical energy or stamina needs in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
• Table: Consumer survey: how much consumers have felt full of energy in the past month in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
• Table: Energy drinks market value (overall and per capita, US$ m), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012
• Table: Sports drinks market value (overall and per capita, US$), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012
• Table: Coffee market value (overall and per capita, US$), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012
• Table: Consumer survey: how important consumers perceive exercising or physical fitness to the feeling of wellbeing in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
• Table: Sports and energy bar market value (overall and per capita, US$), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012
• Table: Consumer survey: the relative importance of different need states in influencing snack choices

FIGURES

• Figure: This reports deals with the "physical health" component of the functional food spectrum
• Figure: There are various drivers and inhibitors to the energy boost market
• Figure: Some countries reported to feeling more full of life than others
• Figure: Consumers have reported high levels of tiredness across all 15 countries
• Figure: Many consumers are attempting to improve their work-life balance
• Figure: Males and females are paying similar levels of attention to their physical energy needs
• Figure: The majority of both male and female consumers report feeling only full of energy sometimes
• Figure: Young Adults and Seniors are paying the most attention to their physical energy and stamina needs
• Figure: A high proportion of all age groups said they felt full of energy only sometimes
• Figure: Energy drink launches have increased dramatically in recent years
• Figure: Monster Energy is marketed on a Las Vegas monorail, creating a novel marketing initiative
• Figure: Daytime energy boost was the second most popular reason given for drinking instant coffee
• Figure: Roast and ground coffee consumption has less focus on energy boosting, being perceived more for a special occasion
• Figure: Men in the UK reported to drinking more coffee in a week on average than women
• Figure: Coffee beverages with functional benefits have been launched mainly in Japan
• Figure: Alcoholic energy drinks are a controversial sector of the market
• Figure: Teenage males are targeted by energy drinks manufacturers through the use of controversial branding, celerity endorsements and bright graphics
• Figure: Manufacturers have targeted children with kid-friendly energy brands
• Figure: Consumers consider exercising and physical fitness important in creating a feeling of wellbeing
• Figure: Clif Bar launches a high number of new products annually to help retain consumer demand
• Figure: The caffeine content of soft drinks varies considerably
• Figure: There have been increasing numbers of energy drink launches touting natural ingredients
• Figure: Manufacturers are attempting to appeal to women with natural ingredients, slim-aiding formulas and colorful packaging
• Figure: More female respondents had switched to organic and natural products in the past six months than males
• Figure: Energizing confectionery products have been released that exploit the popularity of energy drinks
• Figure: There are an increasing number of personal care products that claim to have energizing properties
• Figure: Slow-releasing energy product encompass a variety of categories
• Figure: Create brands which have less controversial brand names to gain a wider consumer focus
• Figure: Energized savory snacks include sunflower seeds and potato chips
• Figure: Various stores have launched own-brand energy drinks, including Carrefour, Asda, M&S and 7-Eleven

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