Consumer Fatigue: Delivering Energy Boosts Through Food and Drink

Published by: Datamonitor

Published: Apr. 30, 2009 - 107 Pages

Table of Contents

Overview

Catalyst

Summary

Table of Contents

Table of figures

Table of tables

THE FUTURE DECODED

INTRODUCTION: A growing desire to maintain and lift physical energy levels is being witnessed across a broad spectrum of consumers

TREND: Life pressures are impacting consumers' physical energy levels

Consumers in some countries complain about not feeling as full of life as they want

Consumer tiredness issues are well reported and have consequences for health and consumption behaviors

Sleeping time is being sacrificed often with the intention of creating more leisure time

Consumers are attempting to improve their work-life balance

Key takeouts and implications: energy boosting products can help offset consumers' diminishing energy levels caused by hectic lifestyles

TREND: Consumers are paying close attention to their energy needs

Both genders pay high levels of attention to their energy needs, yet females remain poorly targeted by energizing products

Young adults' hectic lifestyles fuel interest in their energy needs, although Seniors are the most desirous of more energy

Consumer energy levels are variable based on seasonality

Key takeouts and implications: consumer energy levels vary by season and demographic, providing useful guidelines for maximizing the impact of and audience for energy products

TREND: Consumers are spending increasing amounts of money on energy beverages

Energy drinks exhibit stronger growth than sports drinks through their association with wider energy needs

Energy drinks sales have been restricted in some countries, where the category has been closely monitored

The energy drink category is becoming very competitive, fuelling the need for innovative marketing campaigns

Coffee is popularly drunk as an everyday energy booster

Instant coffee is enjoyed more for its energizing properties than roast and ground

Research indicated that men are more stimulated by coffee than women

Coffee has been criticized as being a temporary pick me up

New coffee products have been launched that claim to have functional benefits

Consumers have embraced the combination of energy drinks and alcohol

Key takeouts and implications: energy drinks are the new coffee in peoples' energizing choices

INSIGHT: Young adults are a core target for energy drinks, but older consumers are being drawn in with a variety of energizing products

Targeting young males with controversial branding has been criticized

Kids are a controversial but increasingly targeted consumer group

Older consumers are being lured to the sector with healthier and more natural energy drinks

Key takeouts and implications: energy drinks should target a greater demographic spread rather than just young males

INSIGHT: Keep fit regimes continue to fuel the energy food and drinks market

Consumers perceive physical fitness to be important to their wellbeing

Exercise is said to boost energy levels and self esteem

The popularity of sports bars in the US shows consumers' appetite for quick fix energy boosts and recovery products

Key takeouts and implications: addressing the energy needs of exercisers has been a success, but a large proportion of consumers fail to act out well intentioned exercise plans

INSIGHT: There is a distinct movement towards natural ingredients in energy products

There is a growing mistrust of energy drinks among consumers

There is a move towards slow releasing energy ingredients

Energy drinks are being launched that tout their natural ingredients

Adding natural ingredients could help attract more women to the energy drinks category

Key takeouts and implications: growing mistrust in the healthiness of traditional energy drinks provides an opportunity for natural based products that provide slow release energy

INSIGHT: Energizing ingredients are migrating from drinks to food and personal care products

The new energy candy category aims to capitalize on the success of energy drinks

Energy boosting personal care products include lip balms and shower gels

Key takeouts and implications: energizing candies and personal care products are on the increase, each with a particular gender focus

ACTION POINTS

ACTION: Attract a wider consumer base for energy boosting products through increased personalization and more positive branding strategies

Focus on creating a more positive image for energy drinks by using natural ingredients, non-conventional packaging and subtle branding

Move away from high caffeine products towards slow releasing energy enhancing ingredients

Older consumers and women have shown a desire for energizing products and should be targeted with appropriate products

Emphasizing moderation in energy drink consumption can help claim the moral and healthy high ground

ACTION: Enhance the under exploited non-beverage sector with good tasting energy alternatives

Utilize sweet tasting ingredients to mask bitter tasting energy ingredient flavors, or focus on the energizing properties of the brand

Consider developing energizing savory snacks

ACTION: Consider competitive pricing strategies to gain an advantage in the recessionary environment

Energy products could suffer in the downturn as people cut out non-essentials

Private label energy products have not performed well in the past but could gain a price advantage in the downturn

APPENDIX

Definitions

Methodology

Further reading and references

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Consumer survey: how much consumers have felt full of life in the past month in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 2: Consumer survey: propensity for acute tiredness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 3: Average per capita daily sleeping time (hours) in Europe, US and Asia Pacific, by country, 2002-2012

Table 4: Consumer survey: how consumers have made attempts to improve their work-life balance over the past six months in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 5: Consumer survey: the amount of attention consumers pay to their physical energy or stamina needs in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 6: Consumer survey: how much consumers have felt full of energy in the past month in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 7: Energy drinks market value (overall and per capita, US$ m), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012

Table 8: Sports drinks market value (overall and per capita, US$), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012

Table 9: Coffee market value (overall and per capita, US$), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012

Table 10: Consumer survey: how important consumers perceive exercising or physical fitness to the feeling of wellbeing in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 11: Sports and energy bar market value (overall and per capita, US$), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012

Table 12: Consumer survey: the relative importance of different need states in influencing snack choices

List of Figures

Figure 1: This reports deals with the physical health component of the functional food spectrum

Figure 2: There are various drivers and inhibitors to the energy boost market

Figure 3: Some countries reported to feeling more full of life than others

Figure 4: Consumers have reported high levels of tiredness across all 15 countries

Figure 5: Many consumers are attempting to improve their work-life balance

Figure 6: Males and females are paying similar levels of attention to their physical energy needs

Figure 7: The majority of both male and female consumers report feeling only full of energy sometimes

Figure 8: Young Adults and Seniors are paying the most attention to their physical energy and stamina needs

Figure 9: A high proportion of all age groups said they felt full of energy only sometimes

Figure 10: Energy drink launches have increased dramatically in recent years

Figure 11: Monster Energy is marketed on a Las Vegas monorail, creating a novel marketing initiative

Figure 12: Daytime energy boost was the second most popular reason given for drinking instant coffee

Figure 13: Roast and ground coffee consumption has less focus on energy boosting, being perceived more for a special occasion

Figure 14: Men in the UK reported to drinking more coffee in a week on average than women

Figure 15: Coffee beverages with functional benefits have been launched mainly in Japan

Figure 16: Alcoholic energy drinks are a controversial sector of the market

Figure 17: Teenage males are targeted by energy drinks manufacturers through the use of controversial branding, celerity endorsements and bright graphics

Figure 18: Manufacturers have targeted children with kid-friendly energy brands

Figure 19: Consumers consider exercising and physical fitness important in creating a feeling of wellbeing

Figure 20: Clif Bar launches a high number of new products annually to help retain consumer demand

Figure 21: The caffeine content of soft drinks varies considerably

Figure 22: There have been increasing numbers of energy drink launches touting natural ingredients

Figure 23: Manufacturers are attempting to appeal to women with natural ingredients, slim-aiding formulas and colorful packaging

Figure 24: More female respondents had switched to organic and natural products in the past six months than males

Figure 25: Energizing confectionery products have been released that exploit the popularity of energy drinks

Figure 26: There are an increasing number of personal care products that claim to have energizing properties

Figure 27: Slow-releasing energy product encompass a variety of categories

Figure 28: Create brands which have less controversial brand names to gain a wider consumer focus

Figure 29: Energized savory snacks include sunflower seeds and potato chips

Figure 30: Various stores have launched own-brand energy drinks, including Carrefour, Asda, M&S and 7-Eleven

Abstract

• Detailed insights and analysis documenting the drivers and inhibitors of the market for energy boosting food and drink products
• Analysis documenting the relative importance consumers place on tiredness/fatigue and energy shortfalls, 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 energy boosting products
• Market and product understanding: identify the key energy boosting innovation platforms and how best to leverage them going forward
• Ideation: find inspiration for innovative formulations and product positioning which takes advantage of consumers' evolving preferences

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