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How To Exploit New Wellness Trends In DrinksPublished by: Datamonitor Published: Jun. 12, 2006 - 38 Pages Table of ContentsTABLE 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 AbstractIntroductionConsumers spent more than US$25bn on 'wellness drinks' in 2005, making up 12% of all soft drinks spending across the US and Europe. The market represents a major opportunity for drinks marketers, as consumers become aware of the link between diet and lifestyle. Drinks offer consumers a convenient way of maximizing nutrition and 'feel-good' benefits while living increasingly hectic lifestyles. Scope Quantitative data covering wellness drinks sales value and volume between 2000 and 2010, broken down by country and category. Population data showing the numbers of regular and occasional users of natural products between 2000 and 2010, broken down by country. Survey-based insights into consumers' attitudes towards their bodies and minds, and how they affect consumption behavior. Detailed action points offering practical strategies based on the trends and insights analyzed in the report. Highlights Growth in wellness drinks consumption is no longer driven by diet products: functional drinks saw sales in the US rise by more than 5% a year over the 2000-2005 time period, while natural and organic drinks grew by almost 30% every year. In Europe, functional, natural and organic drinks grew at double the rate of diet drinks. There are 58 million 'loyal' users of natural products in Europe, and another 39 million in the US. Along with 177 million European and 123 million American 'occasional' users, they make up well over half the total population. The number of people who do not seek out natural products is forecast to decline by 3% a year in both countries. According to a global online poll conducted by The Economist, health was the most important factor considered important for personal happiness, with only family relations coming close. Similarly, 90% of European and US consumers surveyed by Datamonitor believe that improving their health is important and 66% have taken recent steps to improve it. Reasons to Purchase Obtain exclusive data concerning value consumption of all different wellness drinks categories over time Understand the attitudes driving changes in consumers' healthy drinks consumption behavior Improve your marketing strategy by tailoring wellness drinks to the most important consumer needs Get Full Details About This Report >> |
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