Health & Wellness: The Purpose-Driven Consumer

Published by: International Dairy-Deli-Bakery Association

Published: Nov. 1, 2008

Table of Contents

Chapter 1 - Executive Summary

Mainstreaming of Health and Nutrition

A Healthy Demographic Re-direction

Strategies for Healthy Eating

Avoidance of Harmful Ingredients

Positive Eating

Better-for-You to Specific-Benefit-for-Me Foods

Ethical Descriptors

Window of Opportunity for Prepared Foods

Chapter 2 - Research Overview

Study Objectives

Methodology

Consumer Survey

Statistical Reliability

Respondent Demographics

Chapter 3 - The Mainstreaming of Health & Wellness

Health Drives Most Successful New U.S. Products

Health Strengthens as Food Purchase Mega-Factor

Health is a Major Driver for Global Food Industry

Chapter 4 - The Health-Conscious Consumer

Who are the Health and Nutrition-Concerned Shoppers?

Frequent Dairy, Deli, Bakery Shopper Concerns About Health

Strong Belief in Diet’s Impact on Health

Consumer Perceptions: Healthfulness of Their Diet

Still Room for Improvement

Making an Effort to Eat Healthier

Barriers to Healthy Eating

Sources of Information

Global Movement to Eat Healthier

Chapter 5 - Demographic Shifts: Healthy Eating Interest Increases With Age

Suddenly Senior

Most Likely to be Trying to Control Diet for Health

Number-One Balanced Eater

Condition-Specific Products

Chapter 6 - Gen Yers: Getting the Health Message

Food Selection Criteria

First to Try New Healthy Foods/Beverages

Number-One Functional Food Buyer

Interest in Fresh, Natural Foods

Younger Consumers Are the Top Healthy Snackers

Seeking Energy

Gen Y Concern about Specific Health Conditions

A Healthy Take-out Target?

Chapter 7 - Healthy Eating: Kids and Families

Families Eating Healthier

Healthy Eating Strategies

Moms’ Concerns

Foods Parents Purchased More/Less Often in Past Three Months

Parents’ Snacking Strategy for Their Children

Fortified and Functional

Moms Prefer Organic for Kids

Children and Obesity and other Risk Factors

Healthy Take-out and Kids’ Meals

Stores Address Eating Right for Kids

Chapter 8 - “He Said, She Said” Gender and Nutrition

Preventive Behavior

Healthy Food Behaviors

Healthy Snacking - Gender

Fruits, Vegetables and Salads Show Strong Female Skew

How Men and Women Determine a Food is Healthy

In-Store Shopping Behaviors/Attitudes

Sources of Health and Nutrition Information Differ by Gender

Health Concerns by Gender

Chapter 9 - Hispanics: Health and Nutrition

Strong Market Potential

Hispanics: Keen on Healthy Eating

Hispanics Have Strong Interest in Fresh, Natural and Organic

Hispanic High-Index Food Categories

Fruit and Vegetable Consumption High Among Hispanics

Hispanics and Snacking

Tempting for Take-Out?

Hispanic In-Home Food Preferences

Power Snacks and Lunches Have Strong Interest Among Hispanics

Health Concerns Among Hispanics

Chapter 10 - Health Status and Concerns

Health Status

Prevention-Driven Lifestyle

Shopping for Health

Concerns About Health

Heart-Health Concerns

Weight & Weight Loss

Dieters

Cancer

Diabetes

Digestive Problems

Immunity

Energy

Osteoporosis

Allergies

Chapter 11 - Strategies and Practices: Healthier Eating

The Balancing Act

Dairy, Deli, and Bakery Shoppers & Balance

Add-Ins and Avoids

Portion Size

Portion Size and Dairy, Deli, and Bakery Shoppers

Eating at Home, New Healthier Eating Strategy

Controlling Diet

Incorporating Healthier Foods into Diet

Healthy Eating by Daypart

Chapter 12 - Fat, Calorie, Sugar, Sodium and Carbohydrate Avoidance Behaviors

Reduced Calorie/Fat Lead Health Claims, Most Successful New Products

Ingredients Most Checked on Labels

Fats: Changing Priorities

Demographics of Shoppers Concerned About Fats

Type and Amount of Fat

Low Fat and Families

Fat Restricted Diets

Dairy, Deli and Bakery Shoppers and Fat

Calories

Counting Calories

Restaurants and Calories

Concern about Calories among Dairy, Deli and Bakery Shoppers

Importance of Calories among Dairy, Deli and Bakery Shoppers by Demographics

Low and Reduced Sugar

Concerns for Type of Sugars

Lower Sugar & Sugar-Free Purchase Motivators

Low-Sugar Diet

Concern about Sugar among Dairy, Deli and Bakery Shoppers

Importance of Reduced Sugar Claim among Dairy, Deli and Bakery Shoppers by Demographics

Low Carb

No/Low Salt and Reduced Sodium

Low Salt Diet

Sodium and Dairy, Deli and Bakery Shoppers

Importance of Reduced Sodium Claim among Dairy, Deli and Bakery Shoppers by Demographics

Chapter 13 - Avoidance Products or Ingredients

Consumer Perception of Health Risks

Antibiotic and Hormone-free

Hormones/Antibiotics and Dairy, Deli and Bakery Shoppers

Demographics of Concern for Hormones/Antibiotics

Moms and Antibiotics and Hormones

Sales of Antibiotic/Hormone Free

New Antibiotic/Hormone Free Product Introductions

Hormones/Antibiotics & the Menu

Global Concerns: Antibiotics/Hormones

Hormones & Dairy Foods

BST

Additives/Preservatives

Additives and Preservatives and Dairy, Deli and Bakery Shoppers

Demographics of Concern for Additives/Preservatives in the Dairy, Deli and Bakery Departments

Sales of No Additive/Preservative Foods

New No Additive/Preservative Product Introductions

Global Concern Food Additives

Genetically Modified Organisms

Demographics of Concern for GMOs

Sales of No GMO Foods

Non-GMO Movement

Global GMO Product Introductions

Allergies and Intolerances

New Allergy-Free Product Introductions

Gluten

Gluten-Free and Dairy, Deli and Bakery Shoppers

Sales of Gluten-Free Foods

New Gluten-Free Product Introductions

Restaurants & Gluten

New Definition of Gluten-Free

Lactose Intolerance

Lactose-, Gluten- and Allergen-Free and Dairy, Deli and Bakery Shoppers

Sales of Lactose-Free Products

New Lactose-Free Product Introductions

Chapter 14 - Organic and Natural Foods

Defining Natural and Organic

Natural and Organic Market Overview

Market Size and Sales of Organic

Largest Organic Categories

Sales in 2008 So Far

Organic and Cost

Buying Organics in 2008

Who’s Buying Organic and Natural Foods

Demographics of Natural and Organic

Moms and Organic

Importance of Natural vs. Organic When Purchasing Foods

Dairy, Deli and Bakery & Organic/Natural

Consumer Confusion: Natural vs. Organic

Trust in Organic

New Products: Natural/Organic

Organic and the Menu

Take-out, Restaurants & Organic

Going Organic Gets Global

Chapter 15 - Positive Eating

Fresh is Best!

Freshness & Dairy, Deli and Bakery Shoppers

Demographics: Freshness & Sell-by/Use-by Dates

Retailers and Fresh

Fresh on the Menu

Foods Most Added in the Name of Health

Whole Grains and High-Fiber

Dairy, Deli and Bakery Shoppers

Demographics of Concern about Whole Grains

Sales of Whole Grain Foods

New Whole Grain Product Introductions

Whole Grains: Going Global

Naturally Functional Superfoods

Awareness & Believability: Phyto-Health Linkages High

Superfruit Sales

New Superfruit Product Introductions

Superfruits and the Menu

Chapter 16 - Fortified Foods

Demographics Most Interested in Added Nutrition in Dairy, Deli and Bakery Departments

Awareness and Importance of Key Health Enhancing Ingredient Claims and Terms among Dairy, Deli

and Bakery Shoppers

Most Sought After Nutrients

Calcium

Antioxidants

Omega-3s

Protein

Vitamin D

Fortified Claims

International Fortification Claims

Chapter 17 - Functional Foods

From Better-for-You to Specific Benefits-for-Me

Demographics of Functional Food Users

Functional Foods Sales

Condition-Specific Foods and Beverages

Functional Foods with Heart-Health Claims

Bone Health/Osteoporosis

Arthritis

Diabetes

Digestion and Probiotics

Weight

Lifestyle Markets

Energy & Vitality

Mental Performance

Eyesight and Vision

Beauty

Teeth and Periodontal Issues

Global Functional Foods

Chapter 18 - The New Ethics

Awareness Key Ethical Terms

Demographics of Buyers of Food with Ethical Claims

New Product Introductions

Locally-Raised/Grown

“Locally-Grown” Taking a Bite Out of Organic Foods?

Local vs. Organic in Restaurants

Wal-Mart

“Farm-Raised”

Certified Humane

Ethical Claim Symbols

Meat

Cage-free and Free-Range

Grass- or Vegetarian-Fed

Certified Vegan

Kosher

Halal

Fair Trade

Chapter 19 - Health Drives Opportunity for Retail Prepared Meal Solutions and Snacks

Consumer Cut Back on Restaurants

Ordering Healthier in Restaurants: Retailers Getting the Takeout Nod

Shifting Sources for Prepared Meals

Demographics: Supermarket Take-out

Convenience and Price Make Retail Meals More Appealing

What Shoppers Are Buying and What They Want More Of

Importance of Healthfulness in Prepared Meals

New Daypart Opportunities

Snacks

Breakfast

Lunch

Late Night

Chapter 20 - Healthy Opportunities in the Deli Department

Health Impacts Deli Sales

Consumers Making Healthy Changes in the Deli

Deli Meats and Cheeses

Cheese

Deli Sandwiches

Healthier Appetizers and Snacks

Soup

Prepared Meals

In-Store Bistros, Cafes, Restaurants

The Big Opportunities for the Deli Department

Healthy Snacks

Healthier Take-out

Healthy Kids Meals and Snacks

Healthy Sandwiches

Healthier Party Platters

Make Use of the Term Fresh

Chapter 21 - Healthy Opportunities in the Bakery Department

Health Impacts Bakery Sales

Consumers Making Healthy Changes in the Bakery

Portion Size

Ingredient Focus

The Big Opportunities for Fresh Bakery

In-Store Bakery Café

Healthy Kids Snacks from the Bakery

Fresh-Baked Versions of Popular Snacks for Adults

Fresh Healthier Versions of Trendy Restaurant Breads and Buns

Healthy Cookie Counter or Healthy Bake Shop

Chapter 22 - Healthy Opportunities in the Dairy Department

Items Purchased in the Dairy

Yogurt

Soy 138

Specialty eggs

Opportunities

Fortification Concepts

Digestive Health

Dairy’s Roll in the War on Weight

Daily Shots

Functional Dairy

Addition of Other Healthy Ingredients and Flavors

Chapter 23 - Healthy Actions and Opportunities at Retail

Where People Shop

Shoppers’ Concern about Health Differs By Retail Channel

Promoting Health & Wellness to Consumers

Changing Store Formats

In Store Nutrition Rating Systems

Product Nutrition Rating Systems

Focus on Natural, Organic, Local and Sustainable

Healthy Promotions and Communications

In-Store Resources

Store Websites

Focus on Health Conditions and Concerns

Focus on Kids

Focus on Hispanics

Supermarket Role in Improving Health

References

Please note that different researchers may have findings that differ from other studies. Because the methodology of data collection may differ, we have not attempted to do comparisons. See the original studies for more information.

Health & Wellness: The Purpose-Driven Consumer

List of Figures

Figure 2.1 U.S. Census Regions

Figure 3.1 New Product Pacesetters: Top 10 Brand Sales 2006-2007

Figure 3.2 New U.S. Food & Beverage Introductions by Health Claim

Figure 3.3 Definition of Convenience Now Includes Health

Figure 3.4 Importance for Brand Purchase Decision

Figure 3.5 Fastest Growing Global Food Categories

Figure 3.6 Fastest Growing North American Food Categories

Figure 3.7 Top 10 Largest Food Global Categories by Category Growth Volume

Figure 4.1 Level of Concern about Health & Nutrition

Figure 4.2 Concern about Health & Nutrition by Gender and Age

Figure 4.3 Frequent Dairy, Deli, and Bakery Shopper Level of Concern about Health & Nutrition

Figure 4.4 Strong Beliefs in the Link between Diet, Health, Wellness and Longevity

Figure 4.5 Strong Beliefs in the Link between Diet, Health, Wellness and Longevity by Demographics

Figure 4.6 Strong Beliefs in the Link between Diet, Health, Wellness and Longevity by Frequent Dairy, Deli or Bakery Users

Figure 4.7 Shoppers Rank the Healthfulness of their Diet

Figure 4.8 Healthfulness of Diet by Demographics

Figure 4.9 Barriers to Healthy Eating

Figure 4.10 Responsible for Providing Nutritious Food

Figure 4.11 Most Used and Trusted Sources of Shopper Nutrition Information

Figure 4.12 Countries with Greatest Concern for Health

Figure 5.1 U.S. Population Growth by Age Projected through 2015

Figure 5.2 Consumers 51+ Attitudes and Actions

Figure 5.3 Percent of Adults Controlling their Diet by Age

Figure 5.4 Percent of Adults on a Restrictive Diet

Figure 5.5 Foods Older Adults Decreased in Diet

Figure 5.6 Foods Older Adults Increased in Diet

Figure 5.7 Interest in Knowing About Ingredients by Age

Figure 5.8 Importance of Attributes in Boomer Product Selection

Figure 5.9 Older Adults Top Dessert Eaters, Want Healthier Options

Figure 6.1 Young Adult Segments to Enjoy Significant Growth thru 2015

Figure 6.2 Gen Y’s Attitudes and Actions

Figure 6.3 Purchase of Functional Foods Last 3 Months

Figure 6.4 Interest in Natural Foods

Figure 6.5 Gen Y Indexes Highest Use of Energizing Foods

Figure 6.6 Concern for Healthfulness When Purchasing Dinner from Takeout or Delivery by Age

Figure 7.1 Foods Moms Trying to Include More of in Children’s Diets

Figure 7.2 Moms’ Health Concerns for their Kids

Figure 7.3 Important Food Attributes to Households with Children when shopping in the Dairy, Deli or Bakery Departments

Figure 7.4 Health Related Information Moms Look for on Food Labels

Figure 7.5 Purchase Habits of Shoppers with Children at Home

Figure 7.6 Perception of Healthy Foods in the Supermarket

Figure 8.1 Concern about Health by Gender

Figure 8.2 Healthy Behaviors and Beliefs about Food by Gender

Figure 8.3 How Can Restaurants Improve their Menus by Gender

Figure 8.4 How Men/Women Determine if a Food is Healthy when Ordering at Restaurants

Figure 8.5 Reading Food Labels

Figure 8.6 Importance of Food Attributes to Purchase Decision by Gender

Figure 8.7 Most Trustworthy Sources of Food and Nutrition Information by Gender

Figure 8.8 Health Concerns for Self or Family Member by Gender

Figure 9.1 Projected Growth U.S. Hispanic Population

Figure 9.2 Hispanic Population Age Indices vs. Total

Figure 9.3 Hispanic Attitudes: Healthy Eating and Food Preparation by Race

Figure 9.4 Hispanic Attitudes Away-From-Home Dining

Figure 9.5 Hispanic Fresh Fruit/Vegetable Consumption Patterns

Figure 9.6 Incidence of Away-from-Home Eating Per Week by Race/Ethnicity

Figure 9.7 Eating Practices of Hispanics Regarding their Home Country

Figure 9.8 Hispanic Usage Index for Lunch Foods

Figure 9.9 Hispanic Usage Index for Dinner Foods

Figure 9.10 Use of Selected Health, Fitness and Energy Products

Figure 10.1 Consumer Perception of their Health Status

Figure 10.2 Global Consumers Agree; 60s is the new Middle Age

Figure 10.3 Health Factors Influence Food Shopper Behaviors

Figure 10.4 Reasons for Making Dietary Changes

Figure 10.5 Frequent Dairy, Deli, and Bakery Shoppers Very/Extremely Concerned about Specific Health Conditions

Figure 10.6 Health Benefits Consumers Believe that Foods/Beverages Can Deliver

Figure 10.7 Demographics of the Heart-Concerned Shopper

Figure 10.8 Demographics: Shoppers Very Concerned about Heart Health for Self or Household Member

Figure 10.9 Incidence Heart-Related Diseases/Risk Factors

Figure 10.10 Demographics: Shoppers Very Concerned about Weight for Self or Family Member

Figure 10.11 Behaviors Used to Lose or Maintain Weight

Figure 10.12 Means Boomers Use to Lose Weight

Figure 10.13 Demographics: Very Concerned About Diabetes for Self or Family Member

Figure 10.14 Demographics: Very Concerned About Immune System for Self or Family Member

Figure 10.15 Demographics: Very Concerned About Tiredness/Lack of Energy for Self or Family Member

Figure 10.16 Demographics: Very Concerned About Osteoporosis for Self or Family Member

Figure 10.17 Estimated Incidence Food Allergies and Intolerance

Figure 11.1 Degree to Which Consumers Balance their Food Choices

Figure 11.2 Balancing Healthy and Less Healthy Foods by Age

Figure 11.3 Factors in Dinner Selection by Age

Figure 11.4 Percent of Frequent Dairy, Deli and Dakery Shoppers who Balance Healthy with Less Healthy Foods They Enjoy More

Figure 11.5 Demographics of Frequent Dairy, Deli and Bakery Shoppers

Figure 11.6 Changes Made to Improve the Healthfulness of Diet

Figure 11.7 Consumer’s Equate Eating at Home with Healthier Meals/Snacks

Figure 11.8 Reasons for Controlling Diet by Age

Figure 11.9 How Shoppers Decide if Menu Item is Healthy

Figure 11.10 Interest in Nutrition/Healthy Eating When Buying Lunch

Figure 11.11 Degree of Satisfaction with Healthfulness of Meals Served - Parents of Children age 6-18

Figure 12.1 Sales of Products with Health & Wellness Claims

Figure 12.2 Top Benefits on New IRI Product Pacesetters

Figure 12.3 IRI Top Pacesetter Best Selling New Products Claims

Figure 12.4 Fastest Growing Health Claims - Categories > $1 Billion Sales

Figure 12.5 Top 10 Health-related Claims New Product Introductions 2006-2007

Figure 12.6 Importance of Specific Information on Nutrition Panel for Product Purchase

Figure 12.7 Claims Most Sought Out by Shoppers

Figure 12.8 Importance of Claims When Buying Food in the Dairy, Deli and Bakery Department

Figure 12.9 Importance of Fats When Shopping in the Dairy, Deli and Bakery Departments by Demographics

Figure 12.10 Awareness of Dietary Fats

Figure 12.11 Frequent Dairy, Deli and Bakery Shoppers Concern for Fat Content

Figure 12.12 New Low Calorie Product Introductions 2001-2007

Figure 12.13 Calories Gaining Interest on Nutrition Panel

Figure 12.14 Actions Consumers Take to Lose or Maintain Weight

Figure 12.15 Cutting Calories by Age

Figure 12.16 Percent Frequent Dairy, Deli and Bakery Shoppers Who Consider Calories Important

Figure 12.17 Importance of Calories When Shopping in the Dairy, Deli and Bakery Departments by Demographics

Figure 12.18 Daily Awareness of Consumption of Key Ingredients

Figure 12.19 New Low Sugar Product Introductions 2001-2007

Figure 12.20 Reasons for Purchasing Sugar-Free Products for Self or Other Household Member

Figure 12.21 Percent Frequent Dairy, Deli and Bakery Shoppers Who Consider Sugar Content Important

Figure 12.22 Importance of Reduced Sugar Claim When Shopping in the Dairy, Deli and Bakery Departments by Demographics

Figure 12.23 Types of Weight Loss Diets of the 57% of Shoppers Who Tried to Lose Weight in 2007

Figure 12.24 New Low/No Sodium Product Introductions 2001-2007

Figure 12.25 Percent Frequent Dairy, Deli and Bakery Shoppers Very Concerned about Sodium

Figure 12.26 Mixed Messages on Sodium

Figure 12.27 Importance of Reduced Sodium Claim When Shopping in the Dairy, Deli and Bakery Departments by Demographics

Figure 13.1 Health Risks Perceived as Serious

Figure 13.2 Importance When Buying Food in the Dairy, Deli and Bakery Departments

Figure 13.3 Percent Frequent Dairy, Deli and Bakery Shoppers Very Concerned about Hormones/Antibiotics

Figure 13.4 Importance of No Hormones/Antibiotics Claim When Shopping in the Dairy, Deli and Bakery Departments by Demographics

Figure 13.5 Percent Moms Extremely/Very Concerned

Figure 13.6 Sales Hormone Antibiotic Free Eggs

Figure 13.7 Number New Hormone/Antibiotic Free Product Launches 2004-2007

Figure 13.8 Global Concern about Hormones and Antibiotics in Food

Figure 13.9 Percent Shoppers Aware of Claims

Figure 13.10 Importance of Claims to Shoppers

Figure 13.11 Most Avoided Food Ingredients in 2007

Figure 13.12 Most Avoided Food Ingredients by those aged 55+ in 2007

Figure 13.13 Percent Frequent Dairy, Deli and Bakery Shoppers Very Concerned about Additives and Preservatives

Figure 13.14 Importance of No Additives/Preservatives Claim When Shopping in the Dairy, Deli and Bakery Departments by Demographics

Figure 13.15 New No Additive/Preservative Product Introductions 2001-2007

Figure 13.16 Percent of Global Consumers Checking the Label for Additives and Preservatives

Figure 13.17 No Additives/Preservatives Tops Global “No” & “Low” Health Claims on New Product Introductions

Figure 13.18 Importance of No-GMO Foods to Shoppers

Figure 13.19 No GMO Claims on New Product Introductions

Figure 13.20 Concern about Allergens by Country

Figure 13.21 Importance When Checking the Food Labels

Figure 13.22 Percent Shoppers Purchasing Gluten-Free/Allergen-Free Products during Past 3 Months

Figure 13.23 Gluten Free Products by Category

Figure 13.24 Gluten-Free Sales

Figure 13.25 Awareness of Lactose-Free and other Product Claims among Shoppers

Figure 13.26 Importance of Lactose-Free Claims to Shoppers

Figure 13.27 Lactose-Free New Product Introductions in North America

Figure 13.28 Reduced- and Lactose-Free Global Product Introductions by Category

Figure 14.1 Organic Sales vs. Non-Organic Sales

Figure 14.2 Economic Pressures Cause Consumer Food Buying Changes

Figure 14.3 Frequency of Organic Use 2000, 2005, 2008

Figure 14.4 Shoppers Making Effort to Include More Natural & Organic

Figure 14.5 Importance of Natural and Organic Claim When Shopping in the Dairy, Deli and Bakery Departments by Demographics

Figure 14.6 Importance of Organic & Natural vs. Other Purchase Parameters When Buying Food in the Dairy, Deli and Bakery Departments

Figure 14.7 Dairy, Deli and Bakery Shoppers Making at Least Some Effort to Purchase More Natural/ Organic Food

Figure 14.8 Dairy, Deli and Bakery Shoppers Demand for More Natural/Organic

Figure 14.9 How Consumers Define Organic

Figure 14.10 Level of Trust in the USDA Organic Label

Figure 14.11 New Natural and Organic Product Introductions 2001-2007

Figure 14.12 Claims Shoppers Look For When Purchasing New Products for the First Time

Figure 14.13 Percent of Shoppers Who Find Claims Important

Figure 14.14 Adults Willing to Pay More for Food in Restaurants that was Grown/Raised in an Organic or Environmentally Friendly Way

Figure 14.15 Top Menu Item Health Claims

Figure 14.16 Reasons for Purchasing Organic Foods by Region

Figure 15.1 Fresh is Most Important Factor

Figure 15.2 Consumer Ranking of Package Information on Importance

Figure 15.3 Importance When Buying Food in the Dairy, Deli and Bakery Departments

Figure 15.4 Importance of Freshness and Sell-by/Use-by Dates When Shopping in the Dairy, Deli and Bakery Departments by Demographics

Figure 15.5 Fresh Dominates Restaurant Menu Descriptors

Figure 15.6 Retail Strategies for Differentiating Store from the Competition

Figure 15.7 Package Claims Sough Out By Shoppers

Figure 15.8 Shoppers Increasing Use of Whole Grain Bakery Products

Figure 15.9 Shoppers Increasing Use of Foods & Components

Figure 15.10 Percent Moms Increasing Components in Children’s Diets

Figure 15.11 Number of New Whole Grain Product Introductions

Figure 15.12 Percent Global Consumers Who Think Whole Grains are Important/Very Important to Health

Figure 15.13 Number of New Whole Grain Product Introductions by Category

Figure 15.14 Number of Global New Product Introductions Using Ancient Grains

Figure 15.15 Number of Global New Product Introductions Using Flaxseed

Figure 15.16 Percent Global Consumers Adding Components to Diet

Figure 15.17 Select Superfruit Product Introductions 2003-2007

Figure 16.1 Effort to Consume Fortified Foods

Figure 16.2 Effort to Consume Fortified Beverages

Figure 16.3 Importance of Claim When Buying Food in the Dairy, Deli and Bakery Departments

Figure 16.4 Importance of Added Nutrition (such as calcium, antioxidants, vitamins, fiber) When Shopping in the Dairy, Deli and Bakery Departments by Demographics

Figure 16.5 Awareness of Health Related Ingredients and Terms

Figure 16.6 Importance of Health Related Ingredients and Terms

Figure 16.7 Nutrients Consumers are Making Strong Effort to Include More of in Diet

Figure 16.8 New Product Introductions with Calcium Claims

Figure 16.9 Role of Functional Ingredients in Functional Beverage Purchase Decisions

Figure 16.10 Consumer Health Linkages for Antioxidants

Figure 16.11 DHA Fortified (Food only) Segment Sales by Category

Figure 16.12 Consumer Beliefs about Omega 3’s Health Benefits

Figure 16.13 Belief about Health Linkage and Use of Omega 3 Fatty Acids by Age

Figure 16.14 Industry Executives Pick Hot Ingredients for Healthy Products

Figure 16.15 Use of Fortified Foods by Global Region

Figure 16.16 Nutrients with Greatest Increase in Use Past 2 Years by Global Region

Figure 16.17 Trends in Positive Nutrition Claims for Global New Foods & Beverages

Figure 17.1 Shopper Interest in Foods and Beverages that Claim to Provide Health Benefits

Figure 17.2 Current Conditions, Diseases or Ailments among Boomers and Non-Boomers

Figure 17.3 Number of Current Ailments Suffered

Figure 17.4 Consumer Concerns about Certain Ailments

Figure 17.5 U.S. Functional Food Sales by Condition

Figure 17.6 Percent of Consumers Buying Functional Foods by Type

Figure 17.7 New U.S. Functional Food & Beverage Introductions by Health Claim

Figure 17.8 Food Executives Pick Top Functional Food Opportunities for the Next 3-5 Years

Figure 17.9 Consumer Interest in Foods/Beverages with Benefits by Global Region

Figure 17.10 Top Probiotic Segments in Dollar Sales

Figure 18.1 Ethical Descriptors on Menus among Hottest Trends for 2008

Figure 18.2 Awareness of Key Ethical Descriptors

Figure 18.3 Percentage Who Rate Ethical Descriptors “Very” or “Somewhat” Important among Aware

Figure 18.4 Importance of Ethical Descriptors as a Percent of Total Shoppers

Figure 18.5 Interest of Select Ethical Descriptors by Age

Figure 18.6 New Ethical Product Introductions 2001-2007

Figure 18.7 Importance of Ethical Descriptors by Shopper Demographics

Figure 18.8 Consumer Beliefs about Ethical Foods

Figure 18.9 Consumer Desire for Increased Produce Variety

Figure 18.10 Consumers Want More Ethical & Local Options from Restaurants

Figure 18.11 Sustainability Cues by Product Category

Figure 18.12 Appeal of Locally-Sourced and Organic Foods on the Menu

Figure 18.13 Why Consumers Order Locally-Sourced and Organic at Restaurants

Figure 18.14 Awareness, Understanding and Trust of Ethical, Sustainable and Dietary-Related Icons and Symbols

Figure 18.15 Consumer Understanding of Ethical, Sustainable Symbols or Icons

Figure 18.16 Factors that Would Prompt Increased Meat Purchases

Figure 18.17 Reasons for Purchasing Natural or Organic Meat

Figure 18.18 New Kosher Food Introductions in the U.S., by Type of Food, 2007

Figure 18.19 New Global Product Introductions with a Fair Trade Claim by Region

Figure 18.20 New Global Product Introductions with a Fair Trade Claim by Category

Figure 19.1 Healthy Snacks, Dinner Take-Out and Kids’ Items Top 3 Wants

Figure 19.2 Top Reasons for Dining at Limited-Service and Full-Service Restaurants “Less Often”

Figure 19.3 Restaurant Turn Downs at the Dinner Hour

Figure 19.4 Fast Service Restaurant Take Out in Past Week (% Who Ordered)

Figure 19.5 Meal Types That Replaced LSR and FSR Occasions

Figure 19.6 Percent of Consumers Who Rate Taste Excellent by Source of Prepared, Ready-To-Eat Foods

Figure 19.7 Frequency of Meal or Meal Component Purchases by Venue

Figure 19.8 Shopper Interest in Different Food/Store Options

Figure 19.9 Motivators for Purchasing Retail Meals by Gender

Figure 19.10 Top 10 Reported Prepared Foods Purchases from Retail Stores

Figure 19.11 Importance of Health When Choosing Take-out/Prepared Foods

Figure 19.12 Top Ten Foods and Beverages Consumers Order when Visiting a Restaurant for Healthful or Light Choices and the % of Meals Including Each Item

Figure 19.13 Percent Consumers Rating Availability of Healthy Menu Offerings Extremely/Somewhat Important When Visiting

Figure 19.14 Percent Consumers Noticing Improvements in Healthfulness of LSR Offerings and Percent Willing to Pay More If Improved

Figure 19.15 Percent Consumers Noticing Improvements in Healthfulness of FSR Offerings and Percent Willing to Pay More If Improved

Figure 19.16 Retailers Gain Share of Morning Meal & Evening Snack Market

Figure 19.17 Where Consumers Purchase and Consume Snacks

Figure 19.18 Where Consumers Dine out For Lunch (Among Those Who Eat Lunch Out at Least 1x/Week)

Figure 19.19 Importance of Lunch Options at Grocery Store among Shoppers Who Eat Lunch Out at Least 1x/week

Figure 19.20 Heavy Users of Late Night Foodservice

Figure 20.1 Largest Gains in Deli Profits by Category

Figure 20.2 Largest Deli Sales Increases in Supermarkets

Figure 20.3 Consumers Purchasing Deli Items More or Less Often in Past 3 Months

Figure 20.4 Consumer Brand Preferences for Meat

Figure 20.5 Natural Cheese Sales

Figure 20.6 Sales of Lunchmeat and Refrigerated/Frozen Sandwiches

Figure 20.7 Where Snacks Originate and Where They are Consumed

Figure 20.8 Percent Shoppers Choosing Food or Drinks Considered More Healthful During Snack Periods

Figure 20.9 Shoppers Changing Snacking Habits

Figure 20.10 Frequency of Healthy Snack Consumption per Week, by Age

Figure 20.11 Health Properties that Drive Soup Sales

Figure 20.12 Positioning Claims - New Soup Introductions

Figure 20.13 Positioning Claims - New Prepared Meal Introductions

Figure 20.14 Percent Consumers Who Want Nutrition and Ingredient Information on Prepared Foods

Figure 20.15 Interest in Purchasing the Following Items in the Deli Department

Figure 20.16 Interest in purchasing the following items in the deli department by age

Figure 20.17 Interest in Deli Items by Demographics

Figure 20.18 What Additional Products Shoppers Want to See Offered in the Deli

Figure 21.1 Growth in Kosher, Natural and Organic Claims for Bakery Products

Figure 21.2 Avoidance Positioning Claims for New Bakery Introductions 2005-2007

Figure 21.3 Sales of Products Using Flax or Hemp Seed as an Ingredient

Figure 21.4 Fresh Bakery Sales

Figure 21.5 Bakery Items Purchased More/Less Often in Past 3 Months

Figure 21.6 Interest in purchasing the following items in the bakery department

Figure 21.7 Interest in Purchasing the Following Items in the Bakery Department by Age

Figure 21.8 What Additional Products Shoppers Want to See Offered in the Bakery

Figure 21.9 Interest in Purchasing the Following Items in the Bakery Department by Demographics

Figure 21.10 Menu Category Sales and Unit Growth - Top 500 Limited Service Restaurants

Figure 22.1 Change in Consumption - Pounds Per Capita for Selected Dairy Products

Figure 22.2 Dairy Items Purchased More/Less Often in Past 3 Months

Figure 22.3 Top 20 Claims in the Dairy Category, by Number of 2007 Introductions

Figure 22.4 Top Probiotic Food Sales by Category

Figure 22.5 Soy Milk Sales

Figure 22.6 Specialty Egg Sales

Figure 22.7 Percentage of Children Who Skip Meals

Figure 23.1 Grocery Buying Habits: Approximately what percentage of your monthly food dollar is spent at each store type?

Figure 23.2 Annual Shopping Trips by Retail Channel

Figure 23.3 Concern about Health by % of Food Dollars Spent at Retail Channel

Figure 23.4 Retailers Increasing Emphasis on Health

Figure 23.5 Health Strategies Retailers are Employing / Plan to Employ

Figure 23.6 Most Used and Trusted Sources of Shopper Nutrition Information

Figure 23.7 Supermarket Role in Improving Health: If your supermarket could do one thing to help improve the health and wellness of you and your family, what would it be?

Abstract

• Health is strengthening as a food purchase mega factor, ranking third after taste and price, and above convenience.
• Dairy shoppers are slightly more likely than the average consumer to believe that foods can have a strong impact on health.
• Those who frequent the full-service deli at least three times monthly are more concerned than the average shopper about all of the major health conditions, including diabetes, high blood pressure, and high cholesterol. People who shop the deli department at least five times a month are more likely than the average consumer to consider themselves extremely health conscious.
• Frequent bakery shoppers tend to be less health-conscious than the rest of the population.
• Shoppers say they are buying more reduced-fat milk (+30%), whole-grain bakery products (+29%), and yogurt (+19%).
• More than half of shoppers are trying to avoid trans fat, total fat and saturated fat. Frequent dairy, deli, and bakery shoppers are more concerned about trans fat than the average shopper, but less concerned about a reduced-fat claim on products.
• More than a third of shoppers say that the calorie content of foods is very important to them when they shop in the dairy, deli, and bakery departments. Frequent deli shoppers are the most concerned, with about 40% of full-service and a similar portion of self-service customers indicating they place great importance on calories.
• Frequent shoppers in the self-service deli and self-service fresh bakery are more likely to buy organic and natural foods.
• Seven in ten consumers tried to increase their consumption of whole grains last year.
• About half of frequent deli and bakery shoppers say it’s important for products in these departments to contain added nutrients, such as vitamins or fiber. Added nutrition is ranked even more important by frequent shoppers in the dairy and full-service deli departments.

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