Obesity, Dieting, Exercise And The Future Of Food And Drink

Published by: Datamonitor

Published: Dec. 25, 2007 - 67 Pages

Table of Contents

Overview

Catalyst

Summary

Executive Summary

Hot topic

The Future Decoded

Obesity remains the key health issue to address

The increasing prevalence of obesity is no longer confined to high income countries or households

"Obesogenic" environments are contributing to the growth of obesity

More sedentary lifestyles are creating imbalances between energy intake and expenditure

Genes are contributing to the growth of obesity and overweight prevalence

Changes in culture and societies are reflected in changing patterns of food consumption

Consumers are increasingly taking responsibility for their own health

Consumers are not willing to give up taste for health

Regulation and government efforts to control the rise of obesity have had limited success to date

Action Points

Table of Contents

Table of figures

Table of tables

THE FUTURE DECODED

A contradiction - the rise of obesity and consumer demand for healthy products

TREND: Obesity remains the key health issue to address

How do we define obesity?

The longevity and widespread implications of obesity are very concerning

Healthcare costs are also set to spiral

TREND: The increasing prevalence of obesity is not confined to high income countries or households

There is a lack of consistent, trended and directly comparable data, despite the high profile of the issue

Over half the population across Western Europe, the US and Asia Pacific are overweight or obese

Obesity is not only associated with just high income countries or households

Overweight and obesity prevalence in children is increasing worldwide

TREND: "Obesogenic" environments are contributing to the growth of obesity

More sedentary lifestyles are creating imbalances between energy intake and expenditure

Calorie intake has increased globally

There has been an increase in daily calorie intake and increased consumption of calorie dense foods

Increased consumption of beverages is contributing to increased calorie intake

Seventy percent of Australians are sedentary or have low exercise levels

Southern Europe has the lowest frequency and intensity of exercise of the countries compared

Genes are contributing to the growth of obesity and prevalence of overweight consumers

Changes in culture and societies are reflected in changing patterns of food consumption

Changing food consumption habits are encouraging the obesity trend

INSIGHT: Consumers are increasingly taking responsibility for their own health

Consumers are trying to control their weight through dieting regimes

The notion of an ideal body shape is encouraging people to go on weight-loss diets

In Asia Pacific, consumers are more likely to cut out fats from their diet

European consumers equate a healthy diet to one incorporating more fruit and vegetables

The five a day message is getting through

INSIGHT: Consumers are not willing to give up taste for health

Growth rates of diet alternatives are projected to grow faster than regular variants in Europe

Health claims are behind the fastest growing brands in the UK

The growth of indulgent products highlights the importance of taste

Health comes second to taste when selecting products for snacks

Consumer concern for health is creating shifts within product categories

Consumers are moving to adjacent categories that they perceive to be healthier

Obesity and overweight prevalence continue to rise despite consumer awareness and manufacturer response

INSIGHT: Regulation and government efforts to control the rise of obesity have had limited success to date

The current bans on advertising to children are ineffective

Banning vending machines in schools may not be the whole solution

Nutritional labeling is inconsistent across the globe and consumers check labels for different elements

Fat taxes have obtained limited support but could change market dynamics if introduced

ACTION POINTS

ACTION: Add healthy products to your range to minimize the risk exposure to obesity

Reducing fat, salt and sugar content on existing products can help rejuvenate growth in core businesses

Position food and drink offers as nutritionally beneficial

Develop products that can address multiple health concerns to really achieve differentiation

ACTION: Improve your existing portfolio by using portion control and labeling to help consumers make healthy choices

Consumers are dissatisfied with the lack of healthy options and with the level of nutritional information provided by restaurants

100 calorie initiatives are proving highly successful in some parts of the world

Use labeling as a means to signpost healthy or better nutritional choices for consumers

ACTION: Consider the opportunities that the regulations and revised guidelines provide

ACTION: Take advantage of growth in indulgent categories, but consider the social responsibility implications

Encouraging people to exercise or earn their indulgent moment could improve social responsibility scores

ACTION: Taste and price must be important elements of the product mix alongside health benefits

Consumer concern for their own health does not come at the cost of price, quality or convenience

APPENDIX

Definitions

Methodology

References

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Number of overweight and obese adults (15+ years old) by country (millions), 2002-2012

Table 2: Percentage of overweight and obese adults (15+ years old) by country (% adult population), 2002-2012

Table 3: Number of overweight and obese children (0 to 14 years old) by country (millions), 2002-2012

Table 4: Percentage of overweight and obese children (0 to 14 years old) by country (% child population), 2002-2012

Table 5: On-the-move food and drink market value in Europe and the US (US$m), 2000-2010

Table 6: Changes made to food and drink consumption by EU consumers in 2005 (% respondents)

Table 7: European consumer attitudes to dietary changes (% respondents) , overall results, 20007

Table 8: European diet market as a percentage of segment, (% value) 2002-2012

Table 9: Selected categories, total market size Europe (US$m), 2002-2012

Table 10: Top 10 brands in 2005 and 2007, UK

Table 11: Turnover of the six largest companies most at risk from the obesity crisis

Table 12: Definitions

List of Figures

Figure 1: Comparison of the prevalence of overweight (BMI 25 to <30) and obese (BMI 30+) males and females across selected countries

Figure 2: Per capita daily calorie consumption in selected regions of the world, 1975-1995

Figure 3: Levels of physical activity in the US, 2005

Figure 4: Frequency of physical activity by country, 2005

Figure 5: Duration of physical activity by country, 2005

Figure 6: Active steps taken to eat healthily, by country, 2007

Figure 7: Attitudes to importance of reducing saturated fat intake across Europe and the US in 2007

Figure 8: Attitudes to importance of controlling calorie intake across Europe and the US in 2007

Figure 9: Attitudes to importance of reducing sugar intake across Europe and the US in 2007

Figure 10: Diet alternatives are growing across key food and beverage segments in Europe

Figure 11: NPD in the bread category have led to fast growth for UK bakers Hovis, Warburton and Kingsmill

Figure 12: Survey of Americans and Europeans shows that health influences the consideration of snack choice in around 50% of respondents

Figure 13: Percentage of consumers indulging in higher quality, more indulgent snacks in the evening

Figure 14: EU citizens believe parents and guardians have the most influence over what children eat

Figure 15: Using sunseed oil has helped Walkers rejuvenate sales in its core product lines

Figure 16: Mars Inc. has reformulated its core products by removing trans fats

Figure 17: Including nutritionally beneficial ingredients is becoming increasingly popular

Figure 18: Nutritionally beneficial products targeted at women's health could be replicated across many product categories

Figure 19: 100 calorie packs are increasing in popularity in the US and Canada

Figure 20: 100 calorie packs are evident across a range of categories from rice and desserts to snacks

Figure 21: The FSA Traffic Light Labeling System is intended to provide "at a glance" information on nutritional content of a product

Figure 22: The GDA system allows consumers to make personal choices based on their own needs

Figure 23: Signposting nutritionally beneficial products allows consumers to make like for like comparisons

Figure 24: Products positioned as indulgent are enjoying growth across categories and geographies

Figure 25: Innocent enjoyed their meteoric rise through offering products that are tasty, healthy and convenient

Abstract

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