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Global Consumer Trends: Health

Datamonitor
June 29, 2009
505 Pages - SKU: DFMN2303355

Abstract Table of Contents Search inside this report Related Reports

Countries covered: Global

Introduction

For 75% of consumers across 17 countries and 4 regions, maintaining or improving health has become more important to them in the 2 years since Datamonitor's 2007 report New Developments in Global Consumer Trends. This report outlines how over 40 health-driven trends influence consumer lifestyles and product choices globally and considers the implications and opportunities for industry players.

Scope

Detailed trend analysis outlining what constitutes 'value' for consumers (trends are, after all, a reflection of what's important to consumers)
Global in focus, but also offers country-by-country and category-by-category insights thereby catering to top-line or more specific information needs
Covers all major FMCG sectors, but also with applicability to wider consumer goods audiences
One of 10 dedicated mega-trend reports outlining the most important issues shaping global consumers' buying behavior both now and in the future

Highlights

Good trend-watching is about taking the bigger-picture approach. Adopting a broader global perspective to trend-tracking facilitates better decision making by overcoming 'category myopia'. Monitoring the broader FMCG environment will enable bigger picture learning that can be applied more specifically

Even in 2004, 91% of US respondents told Datamonitor that improving their physical health was either 'very important' (40%) or 'important' (51%) to them. The most recent research conducted by Datamonitor shows that US consumers are continuing to adopt a more proactive approach towards managing their health

75% of Australians told Datamonitor in April 2009 that maintaining or improving their health has become more important to them in the last two years. Nearly a third of these respondents (31%) stated it had become 'significantly more important'. Japanese respondents were least inclined within the Asia Pacific region to express this sentiment

Reasons to Purchase

Understand the significance of the different health-aligned trends across territories and FMCG sectors to help support market diversification plans
Save time and gain maximal insight by using this 'one-stop-shop' resource which offers a clear and up-to-date framework for understanding consumers
Access data from two waves of global primary research to increase the likelihood of being 'on-trend' with NPD and marketing activities

Overview
Catalyst: Summary
EXECUTIVE SUMMARY: This report is one of 10 mega-trend reports examining consumer attitudes and behaviors; Datamonitor has identified seven key messages about trend-watching; Health concerns are gaining momentum and increasing in scope; Consumers are acting more holistically in the pursuit of general wellbeing; Health conscious consumers are increasingly prone to, and acting upon, product safety concerns; Ethical Wellbeing reflects a convergence of ethicality and emotional wellbeing; Financial Wellbeing reflects how consumers value the peace of mind that emanates from financial security; Stress is a common theme in modern lifestyles as consumers adopt stress reduction strategies in their pursuit of wellbeing; Jaded Society: overcoming fatigue and lethargy; Visual Culture: appearance consciousness continues to characterize an image conscious society; Sterilized Society: the escalating obsession with hygiene, cleanliness and immunity; Consumers are embracing tools that enable more informed health-driven choices; Moderation and avoidance; Positive nutrition; Fitness for wellbeing: getting active and using supporting products; Table of Contents; Table of figures; Table of tables
INTRODUCTION: THE IMPORTANCE OF TREND-TRACKING: Tracking consumer mega-trends is fundamental to long-term success; Trend-tracking insight 1: mega-trends can be classified in two ways according to desirable product/service benefits and societal complexities; Trend-tracking insight 2: trends are aligned with pre-existing, but evolving human values, attitudes, needs and behaviors; Trend-tracking insight 3: mega-trends can be broken down into trends and sub-trends to provide structure and clarity at a time of 'information overload'; Trend-tracking insight 4: manufacturers, retailers and researchers/futurologists perpetuate trends; Trend-tracking insight 5: adopting a broader, global perspective to trend-tracking facilitates better decision making by overcoming 'category myopia'; Trend-tracking insight 6: trends have longer-term implications than fads and can be categorized by evolvement; Trend-tracking insight 7: for every trend there is a 'counter-trend' while 'trend-crossover' is also an important phenomena; Takeouts and implications: a trend framework boosts the quality and frequency of insight generation ensuring maximum return from the broader market research processes in place
THE FUTURE DECODED: DECIPERING THE HEALTH MEGA-TREND: MEGA-TREND SYNOPSIS: Health concerns are gaining momentum and increasing in scope; TREND: Consumers are acting more holistically in the pursuit of general wellbeing; SUB-TREND: Consumers are taking more self responsibility for their health; Western and Eastern Europeans have become more proactively health conscious in recent years; Improving health continues to become more important to consumers in the Americas; Japanese consumers are among the most health conscious and health aware while consumers in the emerging Asian economies are also highly health conscious; Health is becoming an increasingly important issue as health reforms improve chronic disease awareness and accessibility to healthcare services in the UAE and Saudi Arabia; Key takeouts and implications: health is set to stay at the top of the agenda for the years ahead; SUB-TREND: Consumers are adopting a broader wellness orientated lifestyle; Europeans have embraced the notion of adopting a more holistic attitude to health and wellness; Factors contributing to an overall sense of wellbeing are similar in North and South America; Asia Pacific consumers embrace various elements associated with wellness; Consumers in the Gulf are adopting a wellness oriented lifestyle; Key takeouts and implications: the pursuit of wellness/wellbeing is best thought of not as a trend in its own right, but as an umbrella of related trends and behaviors that must be reflected in products and marketing; TREND: Health conscious consumers are increasingly prone to, and acting upon, product safety concerns; SUB-TREND: Intensifying product safety anxieties affect many global citizens; Europeans express worry about a broad range of product risks across FMCG product categories; Consumers in the Americas exhibit concern over the safety of products they purchase from grocery stores; Many consumers in the Asia Pacific region are exposed to food safety problems but this does not fully manifest in a lack of confidence; Product safety is an issue gaining prominence in the Gulf region; Key takeouts and implications: escalating health attentiveness has been matched by growing concern about the safety of products; SUB-TREND: Consumer sensitivity is a growing phenomena as reflected by allergen and intolerance influenced consumption; Allergy and intolerance issues impact the product choices of many Europeans; Allergen and intolerance influenced consumption is practiced by a minority of consumers in the Americas; Allergy and intolerance concerns among Asia Pacific consumers are most prevalent among Indians; Consumers in the UAE and Saudi Arabia are highly conscious of the food and drinks they purchase due to issues with tolerance or allergies; Key takeouts and implications: consumer sensitivities such as allergies and intolerances create opportunities to target specific segments; SUB-TREND: 'Fear-driven avoidance' means some consumers are outright rejecting products that are perceived as containing harmful ingredients or where safety is compromised; Europeans' propensity to act upon product safety concerns by changing consumption preferences varies by country and sector; In the Americas, consumers were most likely to act on their product safety concerns in food and beverages; Asia Pacific consumers are generally more wary about harmful ingredients in food than in personal and household care products, although less so in Australia; Key takeouts and implications: consumers will be less forgiving when products compromise their safety; SUB-TREND: Consumers are opting for more local products, especially food products, due to a perception they are safer; Consuming groceries which have been produced locally is important to the majority of Europeans; The origin of grocery products is important to the majority of consumers in North and South America and this is influenced by safety perceptions; There is a high degree of uniformity in the view that choosing locally produced grocery products is important across the Asia Pacific region; Consumers in the Gulf have a predilection towards western goods in pharmaceuticals but appear to increasingly favor local products; Key takeouts and implications: safety concerns will be one of a number of drivers ensuring that 'local' products will continue to gain favorability, especially in food and beverages; SUB-TREND: Global shoppers, especially those in developed consumer societies, increasingly value reassurances and transparency about how products are produced; Product origin and type impact the purchasing decisions of some Europeans; Knowing the origin of groceries can be a decisive factor in purchases made by consumers in the Americas; Asia Pacific consumers value knowing about product origin, but may not regard knowing this information as a guarantee of product safety; Key takeouts and implications: reassuring consumers will become a necessity to overcome trust voids and build stronger brands; TREND: Ethical wellbeing reflects a convergence of ethicality and emotional wellbeing; SUB-TREND: 'Direct altruism' has been negatively impacted by financial pressures and a sense of being overwhelmed by everyday lifestyle responsibilities; SUB-TREND: 'Indirect altruism' is gaining momentum as time poor consumers want to feel good about themselves through consumption rather than what they do in terms of behavioral/lifestyle sacrifices; Europeans believe that it is important to live an ethical or sustainable lifestyle, but are not fully prepared to confirm this by purchasing relevant products; Ethics are important to consumers in the Americas, although consumption does not always reflect this; Asia Pacific consumers also place considerable importance on living an ethical lifestyle as a route to wellbeing; Ethical and/or environmental considerations heavily impact Middle Eastern consumers' purchasing activities; Key takeouts and implications: environmentalism and health are more inter-related than many realize; TREND: Financial wellbeing: consumers value the peace of mind that emanates from financial security; SUB-TREND: Financial anxiety and the 'economics of happiness' heavily influence emotional wellbeing; Financial pressures are impacting the happiness levels of Europeans; Financial success is strongly linked to wellbeing in the Americas; Wealth accumulation is particularly important to consumers in Asia Pacific because growing prosperity has been heavily linked to higher life satisfaction; Prevalent ostentatious displays of wealth highlight the emotional significance of financial wellbeing for consumers in the Gulf region; Key takeouts and implications: financial anxieties increase consumers' focus on the short-term; SUB-TREND: Financial moderation: consumers are exercising more financial prudence and control; The global economic downturn has prompted many European consumers to take a greater interest in their personal finances; Financial matters in the Americas are of greater importance to consumers than elsewhere; Australians demonstrate a particularly strong dislike of putting their financial arrangements in order; The downturn has prompted many Middle Eastern consumers to manage their finances more closely and adjust lifestyles; Key takeouts and implications: growing levels of financial moderation will place additional pressure on the growth of upscale premium products and further intensify value consciousness; TREND: Stress is a common theme in modern lifestyles as consumers adopt stress reduction strategies in their pursuit of wellbeing; SUB-TREND: Consumers are faced with the need to confront and manage tension and anxiety; Stress and tension are common problems for many Europeans; Feelings of stress and anxiety are commonplace for many consumers in North and South America; Stress levels are increasing in Asia Pacific and this has had a negative impact on sleep patterns; Stress and tension have increased dramatically in the UAE and Saudi Arabia in the last six months; Key takeouts and implications: the prevalence of stress and anxiety in consumers' lives suggests that there are ongoing opportunities to position products as 'antidotes to reality' and which give consumers a feeling of being in control; SUB-TREND: The pursuit of work-life balance represents the ongoing conflict between a desire to maximize leisure time, maximize occupation success, and maximize leisure time; Europeans often find it difficult to maintain a satisfactory work-life balance; Work-life balance is important to overall wellbeing in the Americas, but many are dissatisfied with their own circumstances; Consumers in the Asia Pacific region understand the importance of balancing work-life commitments but are struggling to achieve this; UAE and Saudi consumers are unhappy with their work-life balance; Key takeouts and implications: opportunities exist for brands to help consumers navigate the ongoing problem of work-life balance; SUB-TREND: Pampered relaxation: consumers are actively seeking moments of downtime; Europeans value moments of indulgence and escapism and are maintaining a desire to fit these moments into their everyday life; Consumers in the Americas are keen to enjoy moments of escape from their everyday lives; Consumers in the Asia Pacific region are doing more to make the most of their free time; Consumers in the Middle East continue to want relaxation therapies and downtime incorporated into their everyday lives; Key takeouts and implications: all FMCG products have the potential to align with the pampered relaxation trend, particularly personal care; SUB-TREND: 'Mood foods' reflect consumers' tendency to comfort and reward eat; Europeans are interested in the benefits of foods designed to aid relaxation; More than a third of Brazilians are already seeking out food and beverages with relaxation benefits; The majority of consumers across the Asia Pacific are at least interested in mood foods and beverages; UAE and Saudi consumers are interested in, and actively buying, food and beverage products designed to aid relaxation; Key takeouts and implications: a category of food and beverages based on ingredients that make individuals happier, calmer, livelier and even more intelligent is a potentially compelling proposition for those who are becoming more aware of protecting their mental/emotional wellbeing; TREND: Jaded society: overcoming fatigue and lethargy; SUB-TREND: Many individuals across the globe lack energy and vitality in their day-to-day lives; Energy levels are generally high among European consumers but there are still significant numbers expressing dissatisfaction with this important lifestyle requirement; Consumers in the Americas almost as likely to feel very tired as they are full of energy; Consumers in Asia Pacific are generally happy with how much energy they have; Stated satisfaction with one's energy levels in the Gulf region is similar to the global average; Key takeouts and implications: energy boosting products can help offset consumers' diminishing energy levels caused by hectic lifestyles; SUB-TREND: 'Pick-me-up consumerism' captures the situation whereby consumers are increasingly attentive about their alertness and are opting for products that deliver energy and performance benefits; Feeling alert is important to Europeans, but consumers rarely purchase alert enhancing products; Mental wellbeing and physical stamina are both deemed equally important for consumers in the Americas; Consumers in Asia Pacific are equally focused on physical and mental health and wellbeing; Consumers in the Gulf show high levels of interest in food and beverages delivering antidotes to fatigue; Key takeouts and implications: consumers across the globe are highly interested in functional products that boost mental and physical wellbeing; TREND: Visual culture: appearance consciousness continues to characterize an image conscious society; SUB-TREND: The high prevalence of appearance and body shape anxiety is at the core of 'appearance based wellbeing' (or lack of it); Looking one's best and feeling physically attractive are deemed important to large segments of Europeans; Appearance consciousness in the Americas is driven more by internal wellbeing needs than aspirations to impress others; Consumers in Asia Pacific believe that physical appearance is very important in everyday life; Personal image is a highly important part of life in the Gulf; Key takeouts and implications: appearance concerns impact consumers' emotional and physical wellbeing so looking good has arguably never been more important; SUB-TREND: A more holistic pursuit of beauty through more diverse appearance management tactics is occurring; While Europeans agree there is a correlation between diet and appearance, they remain broadly skeptical of beauty enhancing food and drinks; In the Americas, many consumers link their diet to their appearance; Beauty through nutrition is a more familiar concept in Asia Pacific than other regions; The Gulf consumer is typically interested in the idea that food and beverages improve their appearance; Key takeouts and implications: health, wellbeing and beauty are becoming inextricably linked in consumers' minds; SUB-TREND: Adopting structured and sustained beauty regimes; Europeans spend high amounts on personal care products, valuing skincare the most; Personal care regimes are well established in North and South America; Consumers in Asia Pacific are putting more thought into their own beauty regimes; The use of fragrances has pronounced importance in beauty regimes in the Gulf; Key takeouts and implications: consumers globally attach considerable importance on their oral, skin and hair health respectively which drives spend and the adopting of beauty regimes; SUB-TREND: The polarization of beauty ideals/attitudes reflects the conflict between natural beauty and more 'manufactured appearances'; Europeans find natural beauty products appealing and are unconvinced of the merits of plastic surgery; Natural ingredients have gained popularity in the Americas; Consumers in Asia Pacific are embracing both the natural and the unnatural when it comes to beauty ideals; Key takeouts and implications: manufacturers are retailers must adopt diverse product portfolios on order to meet the polarized beauty ideals among global consumers; TREND: Sterilized society: the escalating obsession with hygiene, cleanliness and immunity; SUB-TREND: Sterilize me: a focus on boosting self-immunity; Europeans differ in their opinion of immune health targeted products; Immunity is a cause for concern for some consumers in North and South America; The immune system is something which is considered important by Asia Pacific consumers; Gulf consumers are highly interested in food and beverages that boost the immune system; Key takeouts and implications: consumer lifestyles rather than a 'sterilized society' reflect the burgeoning interest in immunity boosters; SUB-TREND: Healthy nesting: consumers are ensuring hygiene and purity within their living spaces; Europeans agree that a cleaner home aids their wellbeing; Household cleaning in the Americas is often undertaken for self-gratifying reasons; Consumers in Asia Pacific live hygienically because it creates a strong feeling of wellbeing; Key takeouts and implications: consumers generally recognize the broader health and wellness benefits associated with clean living environments; SUB-TREND: Personal cleanliness matters in a society that values purity; Europeans care considerably about personal hygiene; Personal hygiene maintains an essential status in the Americas; Personal cleanliness is valued by Asia Pacific consumers as the most important aspect of personal wellbeing; There is a large potential for growth in the personal hygiene market in the Gulf region; Key takeouts and implications: leverage the wellness factor in the marketing of personal hygiene products; TREND: Consumers are embracing tools that enable more informed health-driven choices; SUB-TREND: The democratization of health information has facilitated more self reliance; The easy availability of health information online has prompted many Europeans to self-diagnose; Consumers in the Americas have access to a wide range of portals for health information; Consumers in Asia Pacific have responded positively to transparent product health information; Increasing accessibility of health information has enabled consumers to make health-driven choices in the Gulf; Key takeouts and implications: consumers are continuing to turn to the media to get their health information, but need to feel that they can trust what they are reading; SUB-TREND: Formulation attentiveness: knowing about and being influenced by the (health) details is becoming more widespread; Europeans have a casual approach to label and nutritional information; The majority of consumers in the Americas try to stay well informed on food matters; Consumers in Asia Pacific are different from consumers in other regions in that they are paying less attention to product labels than in the past; Consumers in the UAE are paying more attention to nutritional information available on food and drink packaging; Key takeouts and implications: consumers are demonstrating their increasing knowledge of health by making consumption choices based on labels; SUB-TREND: Information overload: burdened by too much information consumers are using information short-cuts to make informed, but simplified choices; Europeans exhibit mixed responses in their perception about whether they have enough time to read and digest food labels; Time pressures in the Americas mean that many consumers do not read food labels when shopping; Consumers in Asia Pacific can sometimes find food labels confusing; Manufacturers and distributors must ensure that nutritional information is comprehensible to consumers in the Gulf; Key takeouts and implications: product formulation is a battleground for industry players, so key benefits must be clearly communicated to consumers; SUB-TREND: Information overload: gaps in health awareness and understanding; Europeans have conflicting opinions on how easy to understand food labels are; Some consumers have negative opinions of the quality of information on food labels in the Americas; Consumers in Asia Pacific say they understand food label information but can still find it confusing when actually looking at products; Consumers in the Gulf region are dissatisfied with the clarity of the nutritional information available on food packages; Key takeouts and implications: confusion is a barrier to consumption, and therefore should be eliminated to increase consumer confidence; SUB-TREND: Personalized nutrition and nutrigenomics are emerging themes and reflect a crossover between the health and individualism mega-trends; Europeans favor personalized nutrition products over gene focused advice; Personalized nutrition is of interest to consumers in the Americas; Consumers in Asia Pacific are particularly interested in food and beverages which address their specific needs; Key takeouts and implications: personalized nutrition is appealing to consumers but care must be taken not to take them out of their comfort zones; SUB-TREND: Personalized beauty regimes are still relatively niche but are gaining traction as situational and personally adaptive beauty solutions are increasingly sought; The personalization demands of consumers are being addressed in Europe by personal care and household goods players; Personalization in personal care is of importance to some consumers in the Americas, particularly those in South America; Personalized beauty products are rapidly growing in popularity in Asia Pacific; Key takeouts and implications: demand for personalized beauty is growing in all regions as consumers become more 'me' orientated; TREND: Moderation and avoidance: disciplined consumerism; SUB-TREND: Food stress and anxiety is a growing problem among consumers; European consumers vary on the amount of confusion, guilt and worry they feel over food issues; Conflicting opinions are apparent in North and South Americans on food and drink moderation; Consumers in Asia Pacific prefer to consume food for enjoyment rather than to diet to lose weight; Consumers in the Gulf do not worry about what they eat; however, they feel highly guilty of snacking in-between meals; Key takeouts and implications: consumers' aims of moderated consumption and healthier choices are confused by contradictory information and the tendency for carefree consumption; SUB-TREND: Formalized dieting: regimented eating for weight management; Europeans undertake occasional diet plans and other weight management strategies; Specific diet plans are not adhered to by the majority of consumers in the Americas; Most Asia Pacific consumers have difficulty in sustaining planned diets; Specific diet plans are more common in the Gulf than globally; Key takeouts and implications: consumers experience difficulties in pursuing sustained dietary plans; SUB-TREND: Dietary control: exercising dietary restraint is a key manifestation of moderation; Europeans are attentive to or are influenced by various dietary factors, particularly sugar and fat levels; Many consumers of the Americas claim to be vigilant on specific areas of their diet but behaviors lag behind attitudes; Asia Pacific consumers are most worried about the amount and types of fat in their diet; Key takeouts and implications: CPG players must answer consumers' needs for; SUB-TREND: Satiety: appetite control is a developing moderation concept with much potential; Satiety aiding products have the potential to grow in Europe as over 4 in 10 consumers are interested but are not yet actively buying; Satiety benefits are of above average interest to US consumers; Satiety is an interesting concept for consumers in Asia Pacific but associated products must be made more appealing; Satiety benefits are of some interest to consumers in the Gulf; Key takeouts and implications: consumers' understanding of satiety lags behind other areas of health and wellness; SUB-TREND: Vegetarianism and meat reduction have spread among consumers, feeding the market for alternatives; Health fears have prompted many Europeans to cut down on red meat; Meat remains an important constituent of diets in the Americas, but some consumers are cutting down; As meat does not make the as much of the Asia diet as in the West, there is a difference between the two regions when it comes to the meat reduction trend; Consumers in the Gulf are limiting their consumption of meat; Key takeouts and implications: respond to consumers' meat reduction behavior with meat alternatives and responsible portion control marketing; SUB-TREND: Mealtime fragmentation: skipping meals is a widespread consequence of modern consumers' time-pressured lives and unhealthy routines; Europeans are more likely to miss breakfast than other meal occasions; Main meals are skipped more regularly than average in the Americas; Indian consumers are far more likely to skip meals than any other consumers in Asia Pacific; Key takeouts and implications: a gap exists between consumer attitudes towards main meal consumption and actual behavior; SUB-TREND: Moderating alcohol consumption is a trend gaining some traction although consumers trade off health for indulgence; While the health issues related to alcohol concern Europeans, alcohol moderation has not increased; Moderation of alcohol is a prevalent trend in the Americas; Consumers in Asia Pacific do not believe that alcohol has too much of a negative effect on health in the long term; Key takeouts and implications: health has some influence over consumers' alcoholic drinks choices but it is clear that consumer behavior fully reflects their attitudes; SUB-TREND: Abstinence and restraint in tobacco consumption; Tobacco sales are strong in Europe, but smoker numbers are falling; Tobacco sales in the Americas remain high, although like Europe, the prevailing trend is downward; Consumers in Asia Pacific are cutting out tobacco consumption in an effort to get healthier; Key takeouts and implications: look at meeting the needs of moderating or ex-smokers with alternative healthy products; TREND: Positive nutrition: consumers are eating and drinking for wellbeing; SUB-TREND: Eating for wellbeing: changeable dietary routines; Europeans in general find diet and nutrition to be important to their sense of wellbeing; Links between nutrition and health are well established in the Americas; Conscious attempts are being made by Asia Pacific consumers to change what they eat for the better; UAE and Saudi consumers are interested in eating for wellbeing; Key takeouts and implications: consumers are willing to change their dietary habits but outside pressures can sometimes make this difficult; SUB-TREND: Embracing diet diversity: a more balanced and varied diet; Regularly eating from a diverse range of food types is of importance to many Europeans; Consumers in the Americas are attaching substantial importance to eating a diverse range of foods; Much attention is given by Asia Pacific consumers towards eating from a diverse range of food types; Key takeouts and implications: diet diversity is something which an increasing number of consumers pay attention to; SUB-TREND: The pursuit of purity and freshness through product choices; Europeans regard eating fresh food as important to health, while organic product purchases have not grown substantially; Purity and freshness are sought in a variety of products by many consumers in the Americas; Consumers in Asia Pacific are more concerned with natural and fresh foods than organic produce; UAE and Saudi consumers are trying to eat fresh produce; Key takeouts and implications: consumers will not compromise on freshness so products that cannot guarantee this face being overlooked; SUB-TREND: The popularization of functional foods and personalized nutrition; Functional foods are an occasional purchase for many Europeans; Functional food and drinks have some popularity among consumers in the Americas; Functional foods are not as relevant a trend in Asia Pacific; UAE and Saudi consumers find added nutrients in food and drinks appealing; Key takeouts and implications: consumers are becoming less skeptical about functional foods but manufacturers must still win confidence in the key areas of trust, price and taste to widen appeal; SUB-TREND: Being hydrated: drinking adequate quantities of water; Hydration is a key issue for European consumers; Hydration is more of a concern in South America than in North America; Consumers in Asia Pacific are more aware of the health benefits of staying hydrated; UAE and KSA consumers recognized the importance of hydration; Key takeouts and implications: the need for instant and continuous hydration has grown in consumer importance; SUB-TREND: Preventative antidoting: anti-ageing cosmeceuticals; Europeans are unenthusiastic about anti-aging and beauty food products; Consumers in the Americas show conflicting attitudes towards preventative antidoting; Concern about skincare is high in China, India and Korea; Key takeouts and implications: oral beauty products are burgeoning in popularity because they are new but there are signs that growth is limited; TREND: Fitness for wellbeing: getting active and using supporting products; SUB-TREND: Getting active: consumers increasingly feel a sense of obligation when it comes to exercise; Europeans are unsatisfied with their fitness levels, with many doing little exercise; Exercise and physical fitness are important to many consumers in both North and South America; Consumers in Asia Pacific are less fit than they would like to be; UAE and Saudi consumers are surprisingly happy with their level of physical fitness; Key takeouts and implications: consumers are far from happy about their current levels of physical fitness; SUB-TREND: Sports nutrition: opting for performance and recovery supporting products; Sports nutrition is a high growth market across Europe; Functional drink sales continue to rise across the Americas; Sports nutrition value growth is strong in China but relatively weak in Japan; Key takeouts and implications: the market value of sports nutrition products is increasing, mainly driven by Lifestyle users
APPENDIX: Definitions; Methodology; Further reading and references; Ask the analyst; Datamonitor consulting; Disclaimer

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