Opportunities in Heart Health: Consumer Attitudes & Behaviors

Published by: Datamonitor

Published: Apr. 27, 2009 - 286 Pages

Table of Contents

Overview

Catalyst

Summary

Table of Contents

Table of figures

Table of tables

THE FUTURE DECODED

INTRODUCTION: Escalating cardiovascular problems worldwide mean that the issue of heart health is more important than ever

There are many sufferers of heart disease around the world

Heart health is one part of a multi-facing approach to achieving overall health and wellbeing

TREND: Diet and nutrition is becoming more important to consumers across the globe

Consumers perceive diet and nutrition to be vital to a feeling of wellbeing or wellness

Foods and beverages can have a positive effect on cognitive functioning

Health is a key influencer of consumer food and drink choices

A higher proportion of consumers are taking more of an active step towards eating healthily now than six months ago

Consumers are actually eating healthier as a result of the credit crunch

Key takeouts and implications: consumers understand that food and beverages are important in achieving a high level of health and wellness

TREND: Medical conditions associated with heart health are a significant concern for many modern consumers

There are numerous risk factors for CVDs

Cardiovascular disease continues to be the leading cause of death despite growing awareness of the issue

Messages related to heart health are resonating with consumers internationally

High cholesterol level is a major risk of developing cardiovascular diseases

Diabetic patients are at higher risk of excessive morbidity and mortality from heart diseases

Hypertension is a key risk factor leading to cardiovascular diseases

Stress has a well-known relationship with high blood pressure

The growing prevalence rate of obesity is putting more people at risk of heart diseases

Concern for fat intake is registering widely amongst consumers

Given the link between smoking and heart health problems, it is significant that smoking prevalence is decreasing

Campaigns can provide consumers with information and encourage them to take up healthier habits

Key takeouts and implications: consumers need to respond to the growing number of heart health problems experienced worldwide

TREND: Consumers are increasingly turning to functional food and drink products that claim to answer their heart health needs

The addition of functional nutrients to food and beverages is appealing to some consumers

Many consumers consider improving their own heart health to be an important consideration

However, some industry experts believe that heart health is 'over-hyped'

Healthy foods are not always available to consumers

Growth in the market value of functional foods formulated for improving heart health is strong in all regions but is most apparent in the BRIC countries

Awareness campaigns can spark consumer awareness in heart health products

Key takeouts and implications: nutraceutical products hold definite appeal to consumers, but there is still a considerable degree of skepticism that must be addressed

INSIGHT: Interest in and consumption of heart-healthy functional food and drink products is influenced by age and gender

Males are paying higher levels of attention to heart health than females

Older consumers show a greater concern about heart health

Key takeouts and implications: heart health problems are particularly dangerous for women and seniors

INSIGHT: Lack of trust is an ongoing inhibitor to growth in heart-healthy food and drink products

General health and nutritional claims made by food and drink manufacturers are often viewed with suspicion by consumers in western nations

The level of trust attributed to heart health claims by consumers varies significantly by geography

Consumers are not fully trusting of claims that nutraceuticals can actively lower cholesterol levels

The relatively new concept of foods and beverages lowering calorie levels is difficult for consumers to understand and therefore to trust

Key takeouts and implications: consumer trust in products which tout heart health credentials has not yet been well established, and therefore needs to be consolidated

INSIGHT: There are a number of emerging products and ingredients that are becoming popularized in the heart-health arena

Well known nutrients and foodstuffs are being repositioned to emphasize their benefits towards heart health

Flavoxine is an example of a heart-healthy nutraceutical that studies show as being beneficial to consumers

Consumers are interested in the benefits associated with omega consumption

The market potential of functional foods is still limited by shortcomings in consumer awareness and understanding of functional ingredients

Foods which are low in cholesterol are increasingly resonating with consumers and this is reflected in the number of product launches yearly

Omega oils have a 'healthy halo' which resonates with consumers

An increasing focus on diabetes has resulted in more launches of products which are low in sugar and gluten

Concentrating on minimizing fatty content is undoubtedly still important but the number of launches may have reached a plateau in light of the interest in functional foods

Foods and beverages which are fortified with fiber and/or contain whole grains are growing in number because consumers clearly understand the benefits associated with consumption

Key takeouts and implications: industry players are increasingly turning to products fortified with healthful nutrients rather than merely looking to moderate and avoid unhealthy properties in foods and beverages

ACTION POINTS

ACTION: Create more awareness of the seriousness of heart health problems

Take inspiration from breast cancer awareness campaigns

Use recognizable celebrities and inspirational people (especially those who have their own heart health problems) to resonate with consumers

Visual representations of the heart on packaging leave consumers in no doubt about the benefits of consumption

Endorsement from a respected health program can create a point of distinction for heart health products

ACTION: Spark consumer interest in being proactive about their own heart health

Ensure that consumers know the nutritional impact of what they eat and drink

Encourage exercise in order to emphasize the relationship between physical activity and heart health

ACTION: Remain innovative and ensure that relevant trends are followed

Extol the benefits of the most effective heart healthy ingredients

Capitalize on the 'healthy halo' surrounding foods containing omega-3/antioxidants/polyphenols

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 amount of influence that individuals place upon health in their choice of food and beverage products, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 3: Consumer survey: the frequency with which individuals have taken active steps to eat more healthily in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 4: Age-standardized death rates from CHD for adults aged 35-74 (per 100,000 population) in Europe, Russia, Brazil, and the US, 2003-2013

Table 5: Age-standardized death rates from CHD for adults aged 35-74 (per 100,000 population) in the Asia Pacific region, 2003-2013

Table 6: Median age of the population in countries across Europe, the US, Russia, Brazil and Asia Pacific, by country, 2003-2013

Table 7: Consumer survey: the amount of attention paid to digestive health, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 8: The prevalence of dyslipidemia in Europe, the US, Russia, Brazil and the Asia Pacific region (in 000s), by country, 2003-2013

Table 9: The prevalence of diabetes in Europe, the US, Russia, Brazil and Asia Pacific (000s), by country, 2003-2013

Table 10: The prevalence of hypertension, Europe, the US, Russia, Brazil and Asia Pacific (000s), by country, 2003-2013

Table 11: Prevalence of obese population aged 15 years and above, including urban and rural populations, Europe, South America and the US, 2003-2013

Table 12: Prevalence of obese population aged 15 years and above, including urban and rural populations in the Asia Pacific region, 2003-2013

Table 13: Obese and overweight children, Europe, Asia Pacific, South America and the US (%)

Table 14: Consumer survey: the attention consumers paid to the amount of fat consumed daily in 15 countries across Europe, Asia Pacific, South America and the US

Table 15: Consumer survey: the attention consumers paid to the amount of fat consumed daily, by gender, in 15 countries across Europe, Asia Pacific, South America and the US

Table 16: Consumer survey: the degree of attention consumers paid to the type of fat consumed in 15 countries across Europe, Asia Pacific, South America and the US

Table 17: Consumer survey: the degree of attention consumers paid to the type of fat consumed, by gender, in 15 countries across Europe, Asia Pacific, South America and the US

Table 18: Smokers as share of legal smoking age population, Europe, Asia Pacific, South America and the US (%), 2003-2013

Table 19: Consumer survey: the degree of consumers who found food and beverage products to be formulated to their special nutritional needs in 15 countries across Europe, Asia Pacific, South America and the US

Table 20: Consumer survey: the degree of consumers who find added nutrients in food and beverage products to be appealing , in 15 countries across Europe, Asia Pacific, South America and the US

Table 21: Market value of heart health foods and drinks in Europe, the US, Russia, Brazil and Asia Pacific, by country, 2003-2013

Table 22: Consumer survey: the degree of attention paid to heart health, by gender, in 15 countries across Europe, Asia Pacific, South America and the US

Table 23: Consumer survey: the degree of attention paid to heart health, in 15 countries across Europe, Asia Pacific, South America and the US, by age

Table 24: Consumer survey: degree of trustworthiness consumers attribute to health and nutritional claims made by food and beverage manufacturers in 15 countries across Europe, Asia Pacific, South America and the US

Table 25: Consumer survey: the degree that consumers trust the claims of food and beverage products claiming to help improve heart health in 15 countries across Europe, Asia Pacific, South America and the US

Table 26: Consumer survey: the degree that consumers trust the claims of food and beverage products claiming to help improve heart health, by gender, in 15 countries across Europe, Asia Pacific, South America and the US

Table 27: Consumer survey: degree of trust consumers hold regarding claims made by food and beverage products to actively lower cholesterol in 15 countries across Europe, Asia Pacific, South America and the US

Table 28: Consumer survey: degree of trust consumers hold regarding claims made by food and beverage products to actively lower cholesterol, by gender, in 15 countries across Europe, Asia Pacific, South America and the US

Table 29: Consumer survey: degree of trust consumers have regarding the claim of helping to burn or reduce calories made by food and beverage products in 15 countries across Europe, Asia Pacific, South America and the US

Table 30: Consumer survey: consumers' purchasing behavior regarding food and beverages with added omega 3 in 15 countries across Europe, Asia Pacific, South America and the US

Table 31: The top 10 categories and countries for 'low' and 'no cholesterol' product launches, from 2004-2009*

Table 32: The top 10 categories and countries for 'high omega' product launches, from 2004-2009*

Table 33: The top 10 categories and countries for product launches suitable for diabetics, from 2004-2009*

Table 34: The top 10 categories and countries for 'low' or 'no fats' product launches, from 2004-2009*

Table 35: The top 10 categories and countries for 'high fiber' product launches, from 2004-2009*

List of Figures

Figure 1: There are several important issues which are affecting the global heart health market

Figure 2: Though diet and nutrition is not regarded by consumers as the most important facet of health and wellness, most consumers nevertheless see it as important overall

Figure 3: Nearly three quarters of US consumers have lifestyle habits that increase the risk of heart failure

Figure 4: More consumers in Asia Pacific are 'not at all concerned' about getting heart disease than 'extremely concerned'

Figure 5: US consumers are more aware of trans fats than any other type of dietary fat

Figure 6: Few consumers are actively uninterested in foods and beverages which improve heart health

Figure 7: In 2008, consumers in the US and Japan spent more money on heart health products per capita than in any other country

Figure 8: Heart health is not the primary concern of consumers compared to other aspects of health such as maintaining energy levels and mental wellbeing

Figure 9: Older consumers are more likely to experience heart problems and therefore show most attention to their own heart health

Figure 10: When it comes to regular health checks to monitor heart health risk factors, older consumers are far more proactive than younger consumers

Figure 11: There is a significant variation in whether consumers show more trust in heart health claims than general food and beverage health claims

Figure 12: Consumers trust products that specifically claim to lower cholesterol rather than those with a general 'improves heart health' message

Figure 13: Consumers are more aware of omega-3 than any other nutrient which reduces the risk of heart disease

Figure 14: Interest in functional foods is linked to several socio-demographic variances

Figure 15: Low or no cholesterol product launches increased year-on-year from 2004-2007, but decreased in 2008

Figure 16: Product launches which are high in omega oils have increased annually from 2004 onwards

Figure 17: Diabetics are being increasingly catered for with products which contain little or no sugar/gluten

Figure 18: Many sugar-free foods and beverages are positioned as safeguards against diabetes, or suitable for consumers who already have the condition

Figure 19: The number of product launches for 'low' or 'no fat' products peaked in 2007*

Figure 20: High fiber products are very beneficial to heart health and are increasing in popularity among consumers

Figure 21: Breakfast options now prominently advertise both fiber content and novel flavors

Figure 22: The Go Red for Women campaign looks to emulate the pink/breast cancer relationship and create a strong branding opportunity for heart health products

Figure 23: Heart health promotion could benefit from an association as successful as the one between breast cancer and the color pink

Figure 24: Celebrities can promote heart health whether it be through awareness campaigns or marketing for heart-healthy foods and beverages

Figure 25: Including a heart shape on product packaging is a simple but powerful way of displaying heart health credentials

Figure 26: Information resources raise awareness of heart health issues and can also increase product marketability

Figure 27: Shock adverts can create a large impact on consumers and make them more aware of heart health issues

Figure 28: Kellogg informs consumers not only about the importance of consuming foods and beverages which are good for cardiovascular health, but also about the importance of exercise and other aspects of a healthy lifestyle

Figure 29: Heart-healthy products use high doses of omega-3 to appeal to the increasing amounts of consumers who are aware of the associated benefits

Figure 30: A plethora of foods and juices contain superfruit ingredients for high antioxidant content in order to make cardiovascular health claims

Figure 31: Polyphenols are emerging as a desirable property in foods and beverages to improve heart health

Abstract

• Detailed insights and analysis documenting the drivers and inhibitors of heart health enhancing products
• Analysis documenting the relative importance consumers place on cardiovascular health 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 heart health enhancing products
• Market understanding: identify the key heart 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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