How To Exploit New Wellness Trends in Food: Resolving The Conflict Between Healthy Desires and Unhealthy Lifestyles

Published by: Datamonitor

Published: Sep. 29, 2006 - 80 Pages

Table of Contents

CHAPTER 1 EXECUTIVE SUMMARY

Introduction

The future decoded

Consumers are eating more wellness-related food

People are not necessarily becoming healthier

Consumers' view of health is formed of a broad range of factors

The ways in which consumers diet are changing

The importance of health-related crossover trends is rising

Consumers do not trust food manufacturers' claims

Action points

CHAPTER 2 THE FUTURE DECODED

Introduction

Wellness is best defined in terms of lifestyles

Health trends are becoming more complex

TREND: Consumers are eating more wellness-related foods

People are increasingly purchasing organic products

There is growing interest in natural products, especially in the US

Consumers use functional products to increase the feeling of well-being

TREND: People are not necessarily becoming healthier

Consumers still eat in a debits and credits fashion

There is an attitude-behavior gap characterizing healthy eating

Obesity rates are on the rise

TREND: People increasingly understand the link between food and health

Consumers seek to look after themselves from within

There have been many new initiatives to encourage health consciousness

'People-power' is forcing food companies to be health conscious

INSIGHT: Consumers' view of health is formed of a broad range of factors

Consumers are moving toward fresh and whole-food solutions

Whole grains and whole foods are more important in the US than Europe

All consumers are moving away from supplements towards fresh solutions

Organic foods are being consumed now for quality rather than health reasons

US consumers believe in freshness, fiber and water

Europeans believe in freshness and diversity

INSIGHT: Some consumers take a holistic approach to wellness, but others remain guilt-free indulgers

Established health food trends continue to develop

The core organic driver shifts from safety to quality

Companies are re-branding and re-labeling to fit with new trends

Consumers seek out total health solutions

Many people struggle to understand food labeling

Levels of health are polarizing between groups

INSIGHT: The ways in which consumers diet are changing

Fad diets have fallen in popularity

Personalization is becoming an important factor with respect to dieting

INSIGHT: Consumers seek natural products for changing reasons

Consumers seek organic food in non-traditional categories

Greater retail presence has widened the organic consumer base

Consumers demand more organic products from foodservice

INSIGHT: Consumers crave energy and vitality

Consumers feel increasingly time-starved

Functional energy sales grow, but their make-up is changing

INSIGHT: The importance of health-related crossover trends is rising

Fresh food combines health and taste benefits

Consumers say they prefer fresh food to processed food

Fresh food launches are growing against frozen launches

Consumers seek foods that are both healthy and indulgent

People in Europe and the US demand healthy convenience

INSIGHT: Allergy-free is becoming an important consumer niche

People increasingly believe it is important to check for allergies

Allergen-free dairy products are especially popular

INSIGHT: Consumers do not trust food manufacturers' claims

Word-of-mouth can help improve consumer trust

Consumers are using word-of-mouth to make food choices

Conclusions

CHAPTER 3 ACTION POINTS

Introduction

Incorporate good content into new and existing products

Incorporate whole grains and whole foods into existing products

Create organic versions of existing products

Focus on freshness as a key brand value

Fast, fresh distribution systems can bring substantial first-to-market benefits

Build freshness using packaging cues

Align products with cuisines perceived as healthy and indulgent

Capitalize on consumers' desire for health on-the-go

Develop a snack range based on already high nutrient foods

Promote impulse snacking as a positive part of daily nutrition

Build trust by engaging with consumers

Use expert opinions to help sway consumers

Become a healthy resource for your clients

Embrace the internet as a trusted source of information

Use ethical consumerism to drive organic uptake

Add scientific credibility to natural and fresh labels

CHAPTER 4 APPENDIX

Supplementary data

Additional survey responses

Additional country-level data

Natural & organic food spending in France

Natural & organic food spending in Germany

Natural & organic food spending in Italy

Natural & organic food spending in the Netherlands

Natural & organic food spending in Spain

Natural & organic food spending in Sweden

Natural & organic food spending in the UK

Natural & organic food spending in the rest of Europe

Natural & organic food spending in Europe

Natural & organic food spending in the US

Definitions

Research methodology

Future readings

Report writing team

How to contact experts in your industry

List of Tables

Table 1: Consumer spending on organic foods (US$ m), US & Europe, 2000-2010

Table 2: Consumer spending on natural foods (US$ m), US & Europe, 2000-2010

Table 3: Consumer spending on nutraceuticals (US$ m), Europe & US, 2000-2010

Table 4: Overweight and obese population by country (% adults), 2005-2010

Table 5: How much consumers have chosen natural or organic food and drinks rather than standard variants in the past year (%), US & Europe, 2006

Table 6: Sales of functional energy products, (US$ m), Europe & US, 2000-2010

Table 7: Consumers agreeing that checking food or drinks for allergy or intolerance reasons is important towards maintaining a healthy diet (%), Europe & US, 2006

Table 8: Extent to which consumers purchased new products based on personal recommendations more in 2006 than 2005 (% respondents), Europe & US

Table 9: Level of importance of different factors related to maintaining a healthy diet (%), US, 2006

Table 10: Level of importance of different factors related to maintaining a healthy diet (%), Europe, 2006

Table 11: Level of trust consumers have in various claims made by packaged goods manufacturers (%), US & Europe

Table 12: Consumer spending on organic foods (US$ m), France, 2000-2010

Table 13: Consumer spending on natural foods (US$ m), France, 2000-2010

Table 14: Consumer spending on organic foods (US$ m), Germany, 2000-2010

Table 15: Consumer spending on natural foods (US$ m), Germany, 2000-2010

Table 16: Consumer spending on organic foods (US$ m), Italy, 2000-2010

Table 17: Consumer spending on natural foods (US$ m), Italy, 2000-2010

Table 18: Consumer spending on organic foods (US$ m), Netherlands, 2000-2010

Table 19: Consumer spending on natural foods (US$ m), Netherlands, 2000-2010

Table 20: Consumer spending on organic foods (US$ m), Spain, 2000-2010

Table 21: Consumer spending on natural foods (US$ m), Spain, 2000-2010

Table 22: Consumer spending on organic foods (US$ m), Sweden, 2000-2010

Table 23: Consumer spending on natural foods (US$ m), Sweden, 2000-2010

Table 24: Consumer spending on organic foods (US$ m), UK, 2000-2010

Table 25: Consumer spending on natural foods (US$ m), UK, 2000-2010

Table 26: Consumer spending on organic foods (US$ m), Rest of Europe, 2000-2010

Table 27: Consumer spending on natural foods (US$ m), Rest of Europe, 2000-2010

Table 28: Consumer spending on organic foods (US$ m), Europe, 2000-2010

Table 29: Consumer spending on natural foods (US$ m), Europe, 2000-2010

Table 30: Consumer spending on organic foods (US$ m), US, 2000-2010

Table 31: Consumer spending on natural foods (US$ m), US, 2000-2010

Table 32: Definitions of terms

List of Figures

Figure 1: Wellness has six major dimensions

Figure 2: Trends can be analyzed using the evolving, emerging and established framework

Figure 3: Consumers shift between healthy and indulgent consumption

Figure 4: The majority of US and European consumers value the importance of improving diet but fewer act on this belief

Figure 5: Consumers in the UK have taken the most steps to improve their diet in recent years

Figure 6: Consumers in the US consider drinking plenty of water the most important factor in maintaining a healthy diet

Figure 7: Consumers in Europe consider eating fresh food and drinks the most important factor towards maintaining a healthy diet

Figure 8: Food labeling can be confusing and contradictory even within the context of organized schemes

Figure 9: The number of low-carb product releases has seen a sharp decline since 2004 in the US

Figure 10: USDA's MyPyramid offers a personalized approach for consumers seeking dietary information

Figure 11: Organic has grown as a proportion of total food launches

Figure 12: Consumers in the US feel their leisure time is falling

Figure 13: Fresh product launches have gained share from frozen

Figure 14: Enjoying small indulgences to escape the pressures of everyday life remains as important as ever

Figure 15: Consumers are becoming more demanding with regard to the snacks that they consume

Figure 16: European and US consumers do not trust consumer goods companies' claims

Figure 17: Manufacturers can infuse their products with whole grains to capitalize on the heart healthy trend

Figure 18: Kellogg's Rice Krispies now have USDA organic certification

Figure 19: True freshness will require innovation in food production and packaging methods

Figure 20: Manufacturers can provide transparent packaging to enhance the impression of freshness

Figure 21: Snacks based on high-nutrient food have a head-start in offering health-on-the-go

Figure 22: Companies such as McDonald's are putting an increasing amount of nutritional information on their websites

Abstract

• Quantitative data covering sales value of organic, natural and functional foods between 2000 and 2010, broken down by country and category
• Population data showing the numbers of overweight consumers by country between 2005 and 2010
• 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.

• Obtain exclusive data concerning value consumption of 'wellness' food categories over time
• Understand the health-related attitudes driving changes in consumers' food consumption behavior
• Improve your marketing strategy by tailoring food to consumers' key wellness needs

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