How To Exploit New Wellness Trends In Drinks

TABLE OF CONTENTS
DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
METHODOLOGY 2
TABLE OF CONTENTS 3
ANALYSIS 5
TREND: people are taking greater individual responsibility for wellness 6
People are clearly looking to improve their health 6
Wider initiatives are in place encouraging a longer-term wellness approach 7
TREND: consumers are purchasing ever larger quantities of ‘wellness drinks’ 7
US consumers are flocking to natural and organic drinks 8
European consumers are less diet-focused than Americans 9
Natural ingredients are perceived to complement wellness 11
TREND: wellness is a trend with relevance for the entire drinks market 13
Overall drinks consumption is becoming healthier 14
Several consumer wellness trends are driving overall drinks sales 15
INSIGHT: consumer stress drives emotional wellness concerns 15
Stress and anxiety are increasingly prominent lifestyle factors 16
Work-life imbalance is a key priority for wellness products to tackle 17
Emotional wellness seekers will choose sensory loaded products 17
INSIGHT: body image is an important part of wellness 17
Time spent on personal appearance is increasing 17
Consumers are generally dissatisfied with their appearance 18
Appearance dissatisfaction leads to a lower sense of wellness 18
INSIGHT: consumers have strong associations between drinks and wellness 18
Dietary issues are perceived as most important in achieving a sense of wellness 18
Beverages have clear wellness advantages of their own 19
INSIGHT: attitudes to health and wellness vary by consumer group 20
Women tend to care more about wellness than men 20
The old and the young are the most important wellness consumers 21
INSIGHT: there is still a gap between wellness attitudes and behaviors 22
Consumers are skeptical of health information and health claims 22
Consumers find healthy living regimes too difficult to follow 23
Conclusions 24
ACTIONS 24
Target wellness marketing towards body image concerns 25
Create drinks that go beyond ‘diet’ to ‘weight management’ 25
Move beyond weight loss to personal beauty 26
Address the health/indulgence clash using ‘freshness’ 26
Build freshness using packaging cues 27
Don’t neglect the product itself 27
Develop ‘refreshing’ qualities through product and marketing manipulation 28
Tailor NPD and marketing to specific demographic groups 29
Meet older and younger consumers’ unmet healthy beverage needs 29
Make sure that attempts at gender-based wellness positioning are targeted appropriately 30
Address the attitude/behavior gap by building trust and awareness 31
Do not make ‘scientific’ claims that consumers cannot easily understand 31
Use ‘natural’ as a code word to build consumer trust 32
APPENDIX 34
Additional data 34
Definitions 37
Extended methodology 37
Ask the analyst 38