The 2007 HealthFocus Trend Report

Published by: HealthFocus

Published: May. 1, 2007 - 359 Pages

Table of Contents

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

Abstract

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