Opportunities in Digestive & Immunity Health: Consumer Attitudes & Behaviors

Published by: Datamonitor

Published: Feb. 27, 2009 - 129 Pages

Table of Contents

Overview

Catalyst

Summary

Table of Contents

Table of figures

Table of tables

THE FUTURE DECODED

INTRODUCTION: Digestive health is an important facet of overall health and wellness

The digestive tract is extremely important for a healthy and functioning body

Growing interest in digestive health products reflects the broader demand for functional food and drinks

There are a number of issues driving the demand for digestive health products

TREND: Intensifying health concerns are driving interest in more sophisticated and effective forms of nutrition such as digestive health products

Considerable importance is placed upon diet and nutrition in creating a feeling of wellbeing

Many consumers are demonstrating high levels of concern about their dietary choices

Consumers continue to make concerted efforts to improve their dietary health

Consumption habits are evolving as consumers opt for nutrient rich food and beverages that help optimize their performance and reduce the risk, or delay the onset of diseases

Consumers have mixed feelings about the manipulation of food and beverage products

The growing interest in food labeling highlights the importance of diet and nutrition to consumers and that shoppers are looking for nutritional information that is personally important to them

Key takeouts and implications: an increasing proportion of 'nutritionally proactive' consumers are demanding more specific functionality from their products

TREND: Contemporary lifestyles are resulting in an increase in digestive health problems for consumers

There are a number of ways in which aspects of modern life can negatively impact digestive health

Digestive health refers to numerous ailments which relate to the stomach and/or bowel

Definitional notes for the number of consumers with gut health problems

Aging populations and infants in particular can benefit from digestive and immunity focused products

Key takeouts and implications: improving digestive health is a growing need for many global consumers

TREND: The global market for products positioned as beneficial to digestive health is expanding in line with changing consumer preferences

There are several major benefit claims associated with the consumption of probiotics, prebiotics and fiber that consumers are buying into

Probiotics are more established than prebiotics in the digestive health market, but prebiotics are growing the faster of the two

In Japan, the continued success of probiotics in functional beverages is resulting in a decline in the ordinary yogurt category

Key takeouts and implications: with the current focus on disease prevention and the quest for optimal health at all ages, the digestive health market potential is enormous

INSIGHT: Awareness of, and attentiveness towards digestive health problems is growing among consumers and the nutritional community but knowledge gaps persist

Consumers are increasingly aware that some foods or beverages can provide specific health benefits such improved digestive health

Just because consumers recognize the broad range of benefits associated with certain food doesn't necessarily mean that they think they need them

More technical terms such as probiotics and prebiotics are still not fully understood by many consumers

There is a high degree of polarization between those consumers who are attentive towards their digestive health and those who are carefree

Consumers are less attentive to digestive health than other aspects of health and wellbeing including immunity

Despite being generally more aware of their existence and implications, some consumers are embarrassed about admitting gut health problems

Key takeouts and implications: consumers' attitudes towards and understanding of the health benefits of health-enhancing foods are fundamental in influencing actual choice

INSIGHT: Overcoming consumer skepticism will be vital to maximize the longer-term growth potential of digestive health products especially in the current economic climate

Though trust in digestive health benefit claims exceeds other nutritional claims it is still relatively low

Females and younger age groups are more trusting of digestive health claims

Independent nutritionists warn that not all the probiotic-containing products found on store shelves provide the health benefits they claim

As consumers become more value-conscious the need to address skepticism is even more apparent

Key takeouts and implications: trust is a major issue in the long-term profitability of digestive and immunity health enhancing functional food and beverages

INSIGHT: Functional foods, especially those delivering digestive and immunity health benefits, must strike a balance between science and sensory benefits

Although consumers are making active attempts to eat healthier, they are generally not willing to do so by compromising sensory benefits

Perceptions of a sensory compromise influences non-adoption of digestive health promoting products

Key takeouts and implications: despite consumers making active attempts to eat healthier, they will generally not compromise sensory benefits for nutritional goodness

INSIGHT: Manufacturers are using a multitude of ingredients and unique blends to make digestive health products more attractive to consumers

Japan remains the number one country for probiotic and prebiotic launches, but launches in the US are also gaining significant momentum

The non-alcoholic beverage industry is showing signs of becoming more important to the future growth of digestive health products, especially as prebiotic innovation intensifies

The dairy food market is well-established as the primary avenue for probiotics and prebiotics, which may make it difficult for new products to differentiate when entering this market

Probiotic and prebiotic products are most prominent in the yogurt category although both are branching out in line with new technologies and research

Flavor diversity in digestive health products appears to matter most to European consumers

Product claims are becoming more focused on positive nutritional benefits beyond digestive health

Probiotic and prebiotic products still contain more sugar than any other common ingredient, but this is set to occur less in the future

Scientific research is still very much underway to find more ways in which certain ingredients can benefit good health while the use of proprietary is an emerging trend

Whole grain and fiber orientated innovation is strong with industry players adding new flavors to products and incorporating fiber and whole grains into new formats

Key takeouts and implications: an ongoing raft of new product introductions will continue to make the global digestive health market more competitive

ACTION POINTS

ACTION POINT: Embrace 'informative marketing' tactics to educate a wider audience about the benefits of digestive health products

Encourage consumers to take on a more holistic approach to improving their digestive health

Encourage embarrassed consumers to be more open about digestive health problems

Educate consumers about the specifics such as strain specificity

Use periodic event marketing as a catalyst to keep consumers informed about the latest developments in digestive health

Use celebrity spokespeople to help popularize digestive health

Fiber and whole food products must capitalize on the 'healthy halo' surrounding naturally functional products

More technical digestive health formulations must communicate why the technology works

Assess the possibilities associated new delivery platforms for probiotics

Consider more targeted positionings with products specially catered to each individual gut health need

Target the 'at risk' consumers such as kids with more personalized age-specific formulations

Formulate products for travelers which provide on-the-go solutions to gut health problems

ACTION POINT: Assess the opportunities to make more expansive claims when marketing products with strong digestive health credentials

Use digestive health aligned ingredients as a platform to make broader, multi-functional claims

Consider a possible alliance with other immunity focused products

Explore new distribution opportunities as the digestive health market saturates

APPENDIX

Definitions

Methodology

Further reading and references

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Consumer survey: the importance that individuals attach to diet and nutrition in creating a feeling of wellbeing or wellness, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 2: Consumer survey: the influence of health on food and beverage product choices, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 3: Consumer survey: the propensity to take active steps to eat more healthily more or less often, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 4: Consumer survey: the appeal of adding nutrients and other substances not usually found in that particular food and beverage, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 5: Consumer survey: how much of the time in the past month consumers have felt noticeably tense, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 6: Consumer survey: agreement with the statement, it is difficult to manage my daily obligations and find time to relax, by gender, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 7: The percentage and overall number of individuals (millions) who suffer from heartburn in Europe, the US, Russia and Brazil, by country and gender, 2003-2013

Table 8: The percentage and overall number of individuals (millions) who suffer from heartburn in the Asia Pacific region, by country and gender, 2003-2013

Table 9: The percentage and overall number of individuals (millions) who suffer from Irritable Bowel Syndrome (IBS) in Europe, the US, Russia and Brazil, by country and gender, 2003-2013

Table 10: The percentage and overall number of individuals (millions) who suffer from Irritable Bowel Syndrome (IBS) in the Asia Pacific region, by country and gender, 2003-2013

Table 11: The percentage and overall number of individuals (millions) who suffer from Peptic Ulcer Disease (PUD) in Europe, the US, Russia and Brazil, by country and gender, 2003-2013

Table 12: The percentage and overall number of individuals (millions) who suffer from Peptic Ulcer Disease (PUD) in the Asia Pacific region, by country and gender, 2003-2013

Table 13: The percentage and overall number of individuals (millions) who suffer from colorectal cancer in Europe, the US, Russia and Brazil, by country and gender, 2003-2013

Table 14: The percentage and overall number of individuals (millions) who suffer from colorectal cancer in the Asia Pacific region, by country and gender, 2003-2013

Table 15: Overall and per capita value of digestive health products in Europe ($ millions), by country and product type, 2003-2013

Table 16: Overall and per capita value of digestive health products in the US, Russia and Brazil ($ millions), by country and product type, 2003-2003

Table 17: Overall and per capita value of digestive health products in the Asia Pacific region ($ millions), by country and category, 2003-2013

Table 18: FOSHU approval to yogurt products and lactic acid bacteria drinks products

Table 19: Consumer survey: agreement that some specific foods or beverages can improve digestive health in the US, by age, gender and dietary attitudes and behaviors, 2008

Table 20: Consumer survey: the amount of attention paid to digestive health concerns, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 21: Consumer survey: current or future interest in foods and beverages with digestive benefits in the US, by age, gender and dietary attitudes and behaviors, 2008

Table 22: Consumer survey: attention given towards various functional food related concerns , in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 23: Consumer survey: the amount of attention paid to immune system function, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 24: Consumer survey: relative importance placed on digestive concerns versus various other dietary related concerns in Australia and New Zealand, by country, 2007

Table 25: Consumer survey: how trustworthy consumers believe foods claiming to boost digestive health are, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 26: Consumer survey: trust in food and beverage products claiming to boost digestive health, in 15 countries across Europe, Asia Pacific, South America and the US, by gender and country

Table 27: Consumer survey: the propensity to choose food and beverages, cosmetics and toiletries, household and laundry care and alcoholic drinks on the basis of value/cost in the previous six months, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 28: The top five countries for product launches in the probiotic and prebiotic markets, 2002-2008

Table 29: The top four industries for product launches in the probiotic and prebiotic markets, 2002-2008

Table 30: The top five market sectors for product launches in the probiotic and prebiotic markets, 2002-2008

Table 31: The top five types of category for product launches in the probiotic and prebiotic markets, 2002-2008

Table 32: The top five types of flavor for global product launches in the probiotic and prebiotic markets, 2002-2008

Table 33: The top five types of claim for product launches in the probiotic and prebiotic markets, 2002-2008

Table 34: The top five types of ingredient for product launches in the probiotic and prebiotic markets, 2002-2008

List of Figures

Figure 1: Digestive and immunity health co-exist on the broader spectrum of functional food trends

Figure 2: A nutritional continuum helps pinpoint the role of functional food and drinks and the types of functional food formulations

Figure 3: A number of drivers and inhibitors are affecting the dynamics of the digestive health market

Figure 4: Diet and nutrition is one of six dimensions associated with the broader notion of wellness

Figure 5: More than three quarters of consumers consider diet and nutrition to be an important factor in creating a feeling of wellbeing

Figure 6: There is little variation in the importance attached to diet and nutrition by age cohort

Figure 7: Health considerations have a significant amount of influence on food and beverage choices made by consumers across the globe

Figure 8: Health considerations have a significant amount of influence on food and beverage choices

Figure 9: The growing interest in gut health products reflects the broader trend towards 'positive nutrition'

Figure 10: Opinion is heavily divided in most countries about the relative appeal of enhanced food and drinks

Figure 11: The older consumers are, the less likely they are to find additional functional ingredients appealing

Figure 12: Fears over new techniques and technologies, and anything considered to be unnatural or artificial, influences the negativity shown towards genetically modified foods

Figure 13: Intensifying health concerns lead to more considered choices governed by a heightened reliance on food labels to ascertain the broader benefits can be attained from purchase and usage

Figure 14: Consumers are increasingly prone to skipping meals and this negatively impacts digestive health

Figure 15: Tension and an inability to relax characterizes many contemporary global lifestyles

Figure 16: Helicobacter pylori is a common bacterium which can cause serious gut health problems

Figure 17: Cancer of the rectum is the most prevalent form of colorectal cancer in England

Figure 18: A nutritional continuum helps pinpoint the role of functional food and drinks and the types of functional food formulations

Figure 19: Different bacterial strains offer differing benefits and are apparent in different branded products

Figure 20: Fiber and probiotics are recognized by The World Gastroenterology Organization (WGO) as a means to improving digestive health

Figure 21: Consumers in different regions are drawn to different types of digestive health products

Figure 22: There is a significantly higher per capita spend on probiotics in Asia Pacific countries

Figure 23: Per capita spend on prebiotics is lower than on probiotics across all nations globally

Figure 24: Per capita spend on other digestive health products such as high fiber goods is larger in the West than in Asia

Figure 25: Annual household expenditure on yogurt and lactic acid bacteria drinks in Japan, 2002-2007

Figure 26: US consumers recognize a broad range of health benefits associated with specific food and beverages

Figure 27: US consumers are more familiar with the relationship between fiber and digestive health than they are prebiotics and prebiotics and this influences consumption choices

Figure 28: Consumers in Asia are particularly likely to pay a high amount of attention to digestive health

Figure 29: Seniors are more at risk from gut health problems than younger consumers, and this is reflected, albeit very marginally, in the amount of attention they pay to digestive health

Figure 30: Between 30 and 40% of US consumers are currently consuming food and beverages to improve immune and digestive health

Figure 31: Digestive health less important to consumers as some other aspects of health and wellbeing

Figure 32: Immunity protection is more of a top-of-mind concern than digestive health

Figure 33: Trust in digestive health claims is generally low, but higher than that shown towards other nutritional claims

Figure 34: Indian and Russian consumers are the most trusting when it comes to digestive health claims, whereas French consumers are deeply skeptical

Figure 35: Digestive health claims do not resonate with skeptical older consumers as much as younger ones

Figure 36: Consumer watchdogs are encouraging shoppers to be scrupulous about their purchases of functional food and drinks

Figure 37: Consumers now use the internet to discuss digestive health issues

Figure 38: Price and skepticism are the most important barriers preventing the adoption of functional foods

Figure 39: Any gravitation towards natural food and beverages will potentially inhibit the demand for science based formulations such as fermented drinks or probiotic yoghurts

Figure 40: The 'pleasure principle' of food and beverage consumption drives experimentation and engagement in food and beverage choices-albeit against a backdrop of ongoing preferences for traditional flavors as well

Figure 41: Sensory attributes influence consumers' emotional response, which is an important part of determining product choice

Figure 42: Sensory benefits heavily influence consumer choices which is why it is vital that digestive health benefits are carefully communicated in relation to the enjoyment factor

Figure 43: Perceived sensory compromise is a major barrier for buying

Figure 44: Growing numbers and sophistication of digestive health innovation is helping to rive the market

Figure 45: Probiotic non-alcoholic beverages tend to be dairy-based as they contain live cultures, whereas prebiotic drinks can be more varied

Figure 46: Yogurts (including yogurt drinks) dominate the probiotic market in terms of product launches

Figure 47: Non-dairy applications represent a key theme in the direction of digestive health innovation

Figure 48: Consumers in Europe tend to want probiotic products in a multitude as flavors, whereas in the Asia Pacific region where consumers do not necessarily need enticing by flavor, plainer products like ordinary yogurt are thriving

Figure 49: As in the probiotic market, prebiotic products in Europe tend to vary in flavor, with the likes of oat, orange and wheat prominent here but not elsewhere

Figure 50: In the past few years, probiotic products have changed focus from promoting avoidance e.g. low fat to positive nutrition e.g. high vitamins

Figure 51: Inulin is becoming an increasingly popular ingredient in products which promote strong gut health

Figure 52: Branded probiotics enable industry players to differentiate in an increasingly saturated market

Figure 53: Sara Lee profited US consumers' rising interest in grains with Soft & Smooth Whole Grain White

Figure 54: Specialty/ heritage grains is a (re)emerging theme of innovation

Figure 55: Creating awareness interest, desire and action (AIDA) should be a core focus of consumer education initiatives

Figure 56: Yakult has adopted a more holistic approach to helping educate consumers in the UK

Figure 57: Creating awareness interest, desire and action (AIDA) should be a core focus of consumer education initiatives

Figure 58: The so-called cult of celebrity may help in popularizing messages about digestive health

Figure 59: Marketing material to support functional foods should be easy to understand

Figure 60: Innovations such as the SmartTop highlight the increasing focus on maximizing probiotic potency

Figure 61: Activia prebiotic draws on the experiences of users to help re-assure existing and potential users that the products deliver on the promise

Figure 62: Expanding probiotic and prebiotics into everyday packaged foods is an emerging innovation theme

Figure 63: Opportunities exist to target specific gut ailments individually allowing for a more focused positioning

Figure 64: Kids represent a particularly relevant target group for digestive and immunity enhancing products

Figure 65: Convenient and 'on-the-go' products are becoming a feature of the digestive health market

Figure 66: Aside from blends, strawberry flavored yogurts were the most prominent launch in 2002

Figure 67: In 2008, the market for yogurts in South America has strengthened, especially for blended flavors

Figure 68: Many digestive health products now offer multiple health benefits to consumers

Figure 69: A strong pre-occupation with cleanliness explains why consumers might be drawn to immunity enhancing claims more so than digestive health claims

Abstract

• Detailed insights and analysis documenting the drivers and inhibitors of digestive health enhancing products, particularly pro-and prebiotics
• Analysis documenting the relative importance consumers place on digestive health and immunity and how this varies by socio-demographics
• Strategic conclusions combined with actionable recommendations for all industry players looking to fully capitalize on this growing segment
• Countries covered: France, Germany, Italy, the Netherlands, Spain, Sweden, UK, US, Australia, Japan, South Korea, China, India, Brazil and Russia

• Consumer understanding: obtain a detailed understanding of consumer attitudes and behaviors towards digestive and immunity health enhancing products
• Market understanding: identify the key digestive health growth markets and product innovation trends in 15 countries across four territories
• Ideation: find inspiration for innovative formulations and product positioning which takes advantage of consumers' evolving dietary preferences

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