The 2007 HealthFocus Trend Report
HealthFocus
May 1, 2007 359 Pages - SKU: HF1517990
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| Trends, according to the World Future Society, last anywhere from 10-20 years and are at the center of human behavior. In food and nutrition, we are at the center of a number of major trends. HealthFocus International's 2007 Trend Report analyzes trends in varying stages of their life cycle, but all affect primary shoppers' choices related to health and nutrition.
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- Section 1: Key Learnings
- Section 2: Who is Shopping For Health and Nutrition? Who Isn’t?
- Nearly All Shoppers are Health Active
- Understanding Health Active Shoppers
- HealthFocus Segments
- Shoppers’ Attitudes towards Health and Nutrition
- Fewer Investors, More Managers… and Strugglers
- Health Active Demographics
- Introducing the Managers
- Food with a Purpose
- Eat Well and Be Productive
- Introducing the Investors
- Health: Not a Matter of Luck
- Food as Preventive Medicine
- Introducing the Healers
- Health Concerns and Conditions High Among Healers
- Health Drives Healers’ Food Choices
- Introducing the Strugglers
- Knowing and Doing Right are Two Different Things
- Dieting Efforts
- Introducing the Disciples
- Disciples’ Priorities
- Top Food Choice Influences
- Introducing the Unmotivated Shoppers
- I Eat It Because I Like It
- No Control, So Why Try?
- Section 3: What are Shoppers Doing in Their Efforts to Stay Healthy?
- Shoppers Understand the Importance of Diet and Exercise
- Shopper Inertia Holds Sway with a Few Exceptions
- Dieting
- Diet is Deemed Important but Actual Behaviors may not Match Up
- Many Still See Room for Improvement
- Eating Habits: Aspirations and Reality
- Health and Not So Healthy Coexist
- Change is in the Air
- Dietary Regimens Work Only for a Few
- Provide Solutions that Fit with Existing Lifestyles
- What Kind of Diet Are You On?
- Eating Light vs. Dieting
- Portion Size & Portion Control
- No One Size Fits All
- Taste Rules
- Healthy Foods are Tastier, but Still not Enough
- Balancing Between Taste, Convenience and Health Benefits
- Shoppers Also Seek to Balance Health and Self Indulgence
- Snack Attacks
- Exercise
- Moderate and Strenuous Exercise
- Unconcerned and Carefree
- Few are Lucky and Don’t Worry
- Younger Shoppers are More Carefree
- Section 4: What Influences Healthy Choices?
- Reach for Higher Level, Emotional Benefits
- Shoppers Reach for Higher Level, Emotional Benefits
- Looking Healthy Tied to Eating Healthfully
- Choosing Foods to Enhance Energy Level and Performance
- Performance Needs Differ by Age
- Medicinal Powers of Foods
- Benefit Based Communications
- HealthFocus Benefit Platforms
- Finding the Right Fit
- Overweight / Obesity
- Many do not Recognize they are Overweight
- Fat and Fit
- Health Conditions and Problems
- Health Conditions: Concern vs. Incidence
- Health Condition and Segments
- Identifying Healthy Shoppers
- Aging is a Great Motivator
- Moms Safeguard Family Health
- Grave Diseases Top Health Concerns
- Men and Women Have Different Concerns
- Older and Younger Shoppers Have Different Concerns
- Fatigue and Stress are Universal Problems
- Gender Influences Incidence of Health Problems
- Age Differences in Health Problems
- Section 5: Eating and Drinking Behaviors
- Making healthy food choices
- Fruits and Vegetables
- Eat Your Fruits and Veggies
- Meat, Poultry and Fish
- The Beef with Meat
- Lean Proteins are In
- Meat for Everyone
- Gone Fishin’: Foods from the Sea
- Dairy Products
- Got Dairy?
- Got Fat?
- Snacks
- Snack Attack
- Snacking Changes Ahead
- Section 6: Negative Nutrition
- General Attitudes & Behaviors
- What is Negative Nutrition?
- Avoiding Dietary Negatives
- Nutritionally Undesirable Foods
- Negative Nutrition Trends
- Check the Label
- Food Origins
- Food Concerns
- Fats and Carbs
- The Skinny on Low-Fat and Low-Calorie Diets
- Trans Fatty Acids
- Cutting Carbs
- The Carbohydrate/Protein Combination
- Carb Smarts
- Additives, Preservatives and Sodium
- Additives, Preservatives and Sodium
- Passing on the Salt
- Sweeteners
- Sugar Free and Low Carb Options
- Divided on Fat and Sugar Substitutes
- Sweets for the Sweet
- Managing Blood Sugar
- Section 7: Positive Nutrition
- General Attitudes & Behaviors
- Variety is the Spice of a Healthy Life
- Older Shoppers Most Likely to Seek Health Benefits from Food
- Everything in Moderation
- The Food and Health Connection
- The Food as Medicine Connection
- Desired Foods and Ingredients
- Nutritionally Desirable Nutrients
- Who is Making Changes?
- Make Mine Fresh
- Most Shoppers Use Fresh Produce Every Week
- Fiber, Grains and Carbs
- The Carb Culprits
- Women Are More Likely to Believe in Fiber Benefits
- Whole Grains Gaining Ground over Fiber
- Fiber and Grains on Labels
- Specific Nutrient Interests
- Newsworthy Nutrients
- Omega 3 on the Menu
- Viva Olive Oil
- The Surge in Soy
- Soymilk Pours It On
- Active Yogurt Cultures
- Vitamins and Supplements
- Natural or Supplemental Vitamins
- Multiple Sources for Vitamins
- Supplementing for Better Health
- Who Uses Supplements?
- Calcium for Strong Bones
- Building on B’s
- Organic Foods
- Going Organic
- Confidence in Organic Foods
- Full and Part-Time Vegetarians
- Section 8: Functional Nutrition
- Overview
- Functional Health Shoppers
- Functional Health Shoppers Make Similar Choices
- Who are Functional Health Shoppers?
- Supplement Support
- Heart Health
- Who are the Heart Health Shoppers?
- Diets for the Heart
- Heart Health Shoppers and Negative Nutrition
- Bone Health
- Who are Bone Heath Shoppers?
- Supplements for Bones
- Calcium for Bones
- Low Fat Dairy for Bones
- Diabetes Health
- Who are Diabetes Health Shoppers?
- Diabetes Health Shoppers and the Glycemic Index
- Diabetes Health Shoppers and Sweets
- Diabetes Health and Better for you Carbohydrates
- Diabetes and Weight Concerns
- Immunity Health
- Who are Immunity Health Shoppers
- Immunity Health and Stress
- Immunity Health Shoppers Want Information
- Immunity Benefits of Foods and Ingredients
- Immunity Health and Antioxidants
- Benefits of Antioxidants
- Sources of Antioxidants
- Antioxidant-Rich Foods
- Gastrointestinal Health
- Who are Gastrointestinal (GI) Health Shoppers?
- GI Health Shoppers and Fiber
- Food as Medicine for the GI Tract
- Section 9: Communicating Health
- Use Communications that Work
- Label Readers Are Becoming Label Believers
- Important Label Information
- Content Claims Should be Positive
- Fresh is Best
- Health Claims on Labels are Valued
- Nutritional Knowledge and Influencers
- Nutritional Solutions are Believable
- Shoppers Know What to Do
- Doctors Advise Changes
- Seeking Information from Many Sources
- Section 10: Shopping and Eating Patterns
- Overall Shopping Behaviors
- Gaining Brand Trial
- Difficult Eating Occasions
- Who Finds it Difficult?
- Portion Control
- Going Shopping
- Who Shops? And How Often?
- Purchase Drivers
- Traditional Brands are Being Challenged to Meet Health Needs
- Buying Preferences for Healthier Brands
- Brand Influences
- Moms Look for Brands that Deliver Nutrition
- Environmental Concerns
- Brand Perceptions
- Brand Familiarity
- How Healthy is the Brand?
- Meal Brands
- Soup Brands
- Cereal Brands
- Carbonated Beverage Brands
- Juice/Juice Blend Brands
- Organic Dairy/Soymilk Brands
- Beverage Brands
- Yogurt Brands
- Italian Food Brands
- Snack and Treat Brands
- Condiment and Side-Dish Brands
- Section 11: Children’s Health
- General Attitudes & Behaviors
- Overall Influences and Choices
- Households with Children Have Different Priorities
- Different Dietary Approaches
- Noticing the Benefits of Healthy Eating
- Not Afraid of Snacks
- Influence of Health
- Health Concerns of the Care-Provider
- Concerns are High
- The Balancing Act
- Foods that Help
- Food Use and Concerns
- Consumption Changes
- Food Concerns
- Households with Children are Snacking More
- Beverage Use
- Meat and Dairy are on the Menu
- Attention to Sugar, High Fructose Corn Syrup, & Artificial Sweeteners.
- Young Families Avoid Chemicals and Artificial Ingredients
- Single Parent Households
- Single Parents are Exhausted
- Section 12: Detailed Profiles of HealthFocus Segments
- Understanding Health Active Shoppers
- HealthFocus Segments
- Shoppers’ Attitudes towards Health and Nutrition
- Fewer Investors, More Managers… and Strugglers
- Health Active Demographics
- Meet the Managers
- Meet the Managers
- What Managers Seek
- Managers Take Control
- Education Leads to Knowledge about Nutrition
- Diet and Exercise are Both Important
- Choosing Foods for Specific Purposes
- Making Positive Health Choices
- Healthy Enjoyment
- Eat Well; Feel Well; Be Productive
- Looking Healthy
- Trade Offs for Health
- Managers’ Healthful Choices
- Other Items on the Manager’s Shopping List
- Meet the Investors
- Demographics of Investors
- Investors Look to the Future
- Careful Food Choices Can Pay Off
- Healthy Eating, Moderate Exercise
- Knowledge Spurs Investors
- Health and Nutrition are Important Factors
- Naturally Sourced Vitamins and Minerals are Valued
- Some Foods Can Have Positive Health Impacts
- Specific Foods for Specific Needs
- Not Quite Ready to Give Up
- Investors’ Shopping List
- Other Items on the Investor’s Shopping List
- Meet the Healers
- Demographics of Healers
- Food as Medicine
- Illness Drives Quest for Information
- Healers Suffer from a Number of Health Issues
- Choosing Foods to Improve Health
- Healers Follow a Variety of Diet Plans
- Taking Care - to an Extent
- How Much Does Food Help with Health? 42
- Big on Food, Not on Exercise
- Healers’ Shopping List
- Other Items on the Healer’s Shopping List
- Meet the Strugglers
- Demographics of Strugglers
- What Motivates the Strugglers?
- Needing to Learn About Weight Control
- Careful Eating and Consistent Exercising Pose Challenges
- Not Anxious to Eat Healthy
- Acknowledging Their Bad Habits
- A Balancing Act
- Not in Control
- Struggling with Weight Management
- Strugglers’ Shopping List
- Other Items on the Struggler’s Shopping List
- Meet the Disciples
- Demographics of Disciples
- An Eye on the Future
- Education and Nutrition
- Diet and Exercise Both Important
- Disciples Enjoy Eating Healthfully
- Good Stewards of the Earth
- A High Level of Awareness and Concern
- More Likely To Feel in Control
- Disciples Follow Special Diets
- The Joy of Soy
- Food as Medicine
- Disciples’ Shopping List
- Other Items on the Disciple’s Shopping List
- Meet the Unmotivateds
- Demographics of Unmotivated Shoppers
- As Their Name Suggests, Unmotivateds Don’t Choose For Health
- Rationale behind Eating Habits
- Age Catches Up With the Unmotivateds
- Realistic Assessment - Not a Pretty Picture
- Room for Improvement
- Mostly Unwilling to Compromise
- The Unmotivated Shopper’s Menu
- Other Items on the Unmotivated’s Shopping List
- Appendix A: Methodology
- Appendix B: Questionnaire with Total Percentages
- Index
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