Lifestyle Food and Drinks: Future product opportunities from changing consumer attitudes

Published by: Business Insights

Published: May. 1, 2008 - 157 Pages

Table of Contents

Lifestyle Food and Drinks

Executive Summary

Healthy, beauty and a positive image

Stress reduction and time management

Culture, travel and exploration

Back to basics and nostalgia

Ethical, fairtrade, organic and safety

Satisfaction without penalty

More fun, less boring and energetic

Survey results

Conclusions

Chapter 1 Introduction

Defining lifestyle food and drinks

Aspirational lifestyles

The complexity and diversity of modern lifestyles

Lifestyle benefits

Chapter 2 Health, beauty and a positive image

Summary

Introduction

The health, beauty and positive image trend

Ageing population

Increase in working women and single consumers

Value of the oral beauty supplements market

Innovation and NPD

Key trends

Skin moisturizing and nourishing

Tanning

Anti-ageing

Hair and nail care

Inner beauty and feeling good

Conclusion

Chapter 3 Stress reduction and time management

Summary

Introduction

The stress reduction and time management trend

Stress

Depression

Time management

Innovation and NPD

Key trends

Relaxation

Theanine

GABA

Improving mental function

Saving time

Conclusions

Chapter 4 Culture, travel and exploration

Summary

Introduction

The culture, travel and exploration trend

Global tourism and travel

Ethnic diversity

Increasing popularity of eating out

Interest in food and cooking

Value of the ethnic food and drink market

Types of cuisine

Innovation and NPD

Key trends

Expanding tastes

Caribbean food and drink

Brazilian food and drink

Japanese food and drink

African and Middle Eastern food and drink

Emerging Asian cuisines

Authenticity

Conclusions

Chapter 5 Back to basics and nostalgia

Summary

Introduction

The back to basics and nostalgia trend

The influx of foreign food

Growth of eating out and fast-food

Decline in family meal occasions

Case study - Bisto’s ‘Aah Night’ campaign

Provenance / food miles

Backlash against food safety scares and additives and preservatives

Value of the natural food and drinks market

Innovation and NPD

Key trends

Tradition and heritage

The good ole’ times

Homemade style products

Homemade products

Helping consumers to cook

Locally produced products

Natural products

Conclusions

Chapter 6 Ethical, Fairtrade, organic and safety

Summary

Introduction

The ethical, Fairtrade, organic and safety trend

Increased concern for the environment and animal welfare

Recycling

Carbon emissions

Animal welfare

Increased awareness of world poverty and exploitation

Food safety scares

Value of the ethical food and drinks market

Organic products

Fairtrade products

Innovation and NPD

Key trends

Biodegradeable packaging

Responses to food safety scares

Fairtrade evolution

Carbon neutral

Conclusions

Chapter 7 Satisfaction without penalty

Summary

Introduction

The satisfaction without penalty trend

Obesity levels

Emphasis on appearance

Growing popularity of eating out

Failure of strict diets

Value of the diet food and drinks market

Innovation and NPD

Key trends

Foods with low / no calories, sugar and fat

Reducing sugar and fat

Moving into the mainstream

Products with nutraceutical benefits

Hoodia

Citrimax

L-carnitine

Conclusions

Chapter 8 More fun, less boring and energetic

Summary

Introduction

The more fun, less boring and energetic trend

Rising female employment

Long working hours and increasing commuting times

Market value of energy food and drinks market

Innovation and NPD

Key trends

A natural boost

Guarana

White Tea

Long-term vitality

Having fun

Conclusions

Chapter 9 Survey results

Summary

Introduction

Defining lifestyle food and drinks

Health trends

Ethical, indulgence and convenience trends

Consumer compromises

Charging a premium

Product categories

Consumer groups

Companies

Innovative brands

Innocent

Danone

Conclusions

Chapter 10 Conclusions

Summary

Introduction

Key lifestyle food and drink trends

Ethical, Fairtrade, organic and safety

Health, beauty and a positive image

Key geographical markets

Key categories

Opportunities for food and drinks manufacturers

Index

List of Figures

Figure 1.1: The complexity and diversity of modern lifestyles

Figure 1.2: Aspirations in food and drink: beyond nutrition to self-fulfillment

Figure 2.3: Percentage share of products launched in each category in the health, beauty and positive image trend, 2003-2006

Figure 2.4: Melodian Natural Beauty Ceramide Drink, Snow Collagen Cheesecake and Danone Essensis

Figure 2.5: Microfluid Biotechnology’s L’eau Bronzante

Figure 2.6: Lotte Snow Beauty Sensation Coenzyme Q10 cup ice and Kyodo First Health and Beauty Custom Coenzyme Q10

Figure 2.7: Lotte Nature Bio Yogurt Aji, Inaba Shiwa no Bitan functional beauty drink and WholebakeFlax 9 Bar

Figure 2.8: Danone Activia, H2Olive Pure Mineral Water and Solution Sciences Alibi

Figure 3.9: Percentage share of products launched in each category in the stress reduction and time management trend, 2003-2006

Figure 3.10: Blue Cow Relaxation Drinks, GABA Coffee and Meiji Dairies GABA 100 Yogurt

Figure 3.11: Flora Omega-3 Plus spread and Focus Blend Organic Coffee

Figure 3.12: Tilda Rizazz and Quick Cuisine Self-heating Seafood Paella

Figure 4.13: Percentage share of products launched in each category in the culture, travel and exploration trend, 2003-2006

Figure 4.14: Havana Mojito Oven & Grill Sauce and Malibu BBQ Starter Set

Figure 4.15: Isabella’s Brazilian Flavors - Banana and Açaí, Guava and Cashew Fruit jams and Global Brands’ Ypioca Caipirinha Cocktail

Figure 4.16: S&B Foods’ Wasabi in Tube and Kirin Ichiban Japanese Kirin Beer

Figure 4.17: Haddouch Gourmet - Mustapha's Moroccan Harissa Sauce, Kilifi Creek Kenyan Sauces and Something South African Cooking Sauces

Figure 4.18: Pierhead - Max Prime and Albert Heijn Sajoer Boontjes

Figure 5.19: Percentage share of products launched in each category in the back to basics and nostalgia trend, 2003-2006

Figure 5.20: Mrs Beeton’s Rediscovered Ice Creams and Mars American Heritage Chocolate brand

Figure 5.21: Coca-Cola 11.8oz glass bottled with twist top and Cadbury’s Wispa bar

Figure 5.22: Two Chicks Free Range Liquid Egg Whites and Green’s Apple and Blueberry Muffins

Figure 5.23: Casino L’Eau Minerale Mont Blanc and Tarascio Antonino & Figli Olio Extra Vergine di Oliva

Figure 5.24: Alnatura Soups and Eat Natural Organic Fruit and Nut bar

Figure 6.25: The Carbon Trust’s Food Label

Figure 6.26: Percentage share of products launched in each category in the ethical, Fairtrade, organic and safety trend, 2003-2006

Figure 6.27: Life Water’s Belu Mineral Water, Mighty Leaf Tea Company biodegradable pouch and The Village Bakery compostable bag

Figure 6.28: Nature’s Promise Natural and Organic foods and Eat Natural bar

Figure 6.29: Ben & Jerry’s, Tate & Lyle and Rainforest Alliance Certified logo

Figure 6.30: Asda’s Respectful eggs, Salt Spring Coffee’s Carbon Cool Coffee and Icelandic Glacial H2O Carbon Neutral Water

Figure 7.31: Percentage share of products launched in each category in the satisfaction without penalty trend, 2003-2006

Figure 7.32: Wrigley’s Orbit Complete and Xear Spry Xylitol Mints

Figure 7.33: Pepsi Max and Walkers Baked crisps

Figure 7.34: Bija Hoodia Slimming Tea and Froodia Health Bars

Figure 7.35: Leclerc Slimming Mandarin Tea and Cott Beverages’ Slim-Lite Appetite Suppressant Drinks

Figure 7.36: Mawai Food Corporation Power Bowl Noodles and Meiji Dairies Margarine

Figure 8.37: Percentage share of products launched in each category in the more fun, less boring and energetic trend, 2003-2006

Figure 8.38: Hobarama Bawl’s Mints and Unilever’s Kibon Guarana Ice Cream

Figure 8.39: Inko’s White Tea Energy and H3 Enterprises HG7

Figure 8.40: Kirin Venergy Vegetable Juice Drink, Raw Vitality Himalania Goji Berry Trail Mix and Müller Vitality yogurts

Figure 8.41: Lambrini and Cinzano Spritzz Up

Figure 9.42: Definitions of lifestyle food and drinks

Figure 9.43: Health related lifestyle trends important for food and drinks NPD over the next 5 years

Figure 9.44: Ethical, indulgence and convenience lifestyle trends important for food and drinks NPD over the next 5 years

Figure 9.45: Compromises consumers will make in their purchasing and consumption behaviors over the next 5 years

Figure 9.46: Premium consumers are willing to pay for products that offer specific benefits

Figure 9.47: The importance of lifestyle food and drinks in key categories over the next 5 years, compared to today

Figure 9.48: The importance of key consumer groups for lifestyle food and drink products over the next 5 years

Figure 9.49: Companies that have the most influence on innovation in lifestyle food and drinks today, and will have over the next 5 years

Figure 10.50: Percentage share of products launched in each region, 2003 - 2006

Figure 10.51: Percentage share of categories in lifestyle products launched, 2003-2006

List of Tables

Table 2.1: Over 50’s population in Western Europe & US, (m), 2004-2009

Table 2.2: Employment rates by gender, (%), Europe & US, 2002-2006

Table 2.3: Consumer spending on oral beauty supplements, ($m), Europe & US, 2000-2010

Table 3.4: Prevalence of major depressive disorder/anxiety in the seven major markets, 2005

Table 4.5: International tourist arrivals, (m), 2005-2006

Table 4.6: UK Population by Ethnic Group, December 2005

Table 4.7: US Population by Ethnic Group, 2000

Table 4.8: Foreign population by nationality, Japan, 2000 and 2005

Table 4.9: The value of eating out, ($bn), Europe & US, 2004-2009

Table 4.10: Ethnic food retail market, by country ($m), Europe & US, 2004-2009

Table 4.11: Ethnic food retail market, by category ($m), Europe & US, 2004-2009

Table 4.12: US & European ethnic food retail market, by cuisine ($m), 1999-2009

Table 4.13: Europe ethnic food retail market, by cuisine and country (% value), 2004

Table 5.14: Natural (excluding organic) food and drink market, by category, ($m), Europe & US, 2000-2010

Table 6.15: Value of the organic food and drink market, ($bn), Europe & US, 2005-2010

Table 6.16: Value of organic food and drink markets, by key product markets, ($bn), Europe and US, 2005-2010

Table 7.17: Prevalence of obesity in the six major markets by age (000s), 2005

Table 7.18: Adult population on a diet, US vs. EU (% adults), 2004

Table 7.19: Health club membership, by country, (% population aged 6+), 2002-2008

Table 7.20: Diet food and drinks market, ($m), Europe & US, 2006-2010

Table 8.21: Sales of energy food and drinks, ($m), Europe & US, 2001-2011

Table 9.22: Top 10 innovative lifestyle food and drink brands

Abstract

• Environmental issues. Manufacturers cannot afford to ignore environmental issues such as recycling, biodegradable packaging and carbon footprints, which are increasingly important to consumers.
• Food safety and artificial additives. Food safety scares and concern over artificial colors, preservatives and flavorings are prompting consumers to look for products made with natural ingredients.
• Hectic lifestyles. Long working hours, rising female employment and long commutes are increasing stress levels and leaving consumers seeking energy and fun.
• Mainstream diet products. Manufacturers are attempting to broaden the appeal of low and light food and drinks by avoiding using the word “diet”.
• An ageing population. The world’s ageing population is increasing demand for functional and beauty products, including anti-ageing food and drinks.

• Quantify and target future growth areas with this report’s epidemiology data on major depressive/anxiety disorder and obesity in the 7 major markets, to determine the potential for stress reduction and weight management food and drinks.
• Improve targeting and the effectiveness of your NPD strategies with this report’s analysis of Productscan data of over 28,000 food and drink product launches, to determine the key trends, fast growth categories and leading regions.
• Create more effective competitive strategies based on detailed analysis of an industry survey conducted for this report, presenting industry insiders’ opinions on lifestyle food and drinks and the future of the market.
• Predict future market growth levels with this report's analysis of statistical data such as, international tourist arrivals and foreign populations to determine opportunity in the culture, travel and exploration trend.

• What lifestyle trends do today’s consumers aspire to?
• How are food and drinks manufacturers emulating trends seen in topical beauty products and beauty supplements?
• What ingredients are manufacturers using to create food and drinks products which help consumers to relax?
• How can food and drinks manufacturers create products which evoke a sense of heritage or nostalgia?
• What future opportunities are there for ethnic food and drinks?
• How important is it to be environmentally friendly?
• How can the appeal of diet products be widened?
• What natural energy-giving ingredients are food and drinks manufacturers using?

• The combined value of the oral beauty supplements market in Europe and the US is forecast to grow at a CAGR of 9% between 2005 and 2010 to be worth $2.3bn by 2010. Consumers are willing to spend money on products that provide them with beauty benefits.
• 1 in 10 people in the 7 major markets have a major depressive/anxiety disorder, and work-related stress is extremely common. This has created opportunities for food and drinks products which claim to help consumers relax and improve mental function.
• The combined value of the diet food and drinks market in Europe and the US is forecast to grow by 15% between 2006 and 2010 to be worth $111bn. Manufacturers are dropping the word “diet” from their products to gain widespread appeal and are exploring the opportunities of nutraceutical products.
• The ethical, Fairtrade, organic and safety trend will be the most important lifestyle food and drinks trend over the next 5 years.

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