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Published by: Natural Marketing Institute
Published: Jul. 1, 2009 - 116 Pages
Table of Contents
Introduction
Executive Summary
Definitions
Database Methodology
Health & Wellness Segmentation Model Overview
NMI's Health and Wellness Consumer Segments
WELL BEINGS Summary
WELL BEINGS at a Glance
WELL BEINGS Demographic Profile
FOOD ACTIVES Summary
FOOD ACTIVES at a Glance
FOOD ACTIVES Demographic Profile
MAGIC BULLETS Summary
MAGIC BULLETS at a Glance
MAGIC BULLETS Demographic Profile
FENCE SITTERS Summary
FENCE SITTERS at a Glance
FENCE SITTERS Demographic Profile
EAT, DRINK & BE MERRYS Summary
EAT, DRINK & BE MERRYS at a Glance
EAT, DRINK & BE MERRYS Demographic Profile
Industry Sales Review
U.S. Health and Wellness Industry Sales
Projected Five-Year Health and Wellness Industry Growth
Food/Beverage Selection Criteria
Consumption of Healthy Nutritious Foods in Maintenance of a Healthy Lifestyle
Food & Beverage Label Monitoring
Items Most Often Checked on Label
Minimalism: A Short Ingredient List
Top Attributes for Food/Beverage Selection
Top Attributes for Food/Beverage Selection by Segment
Consumer Concern Over Reducing Certain Ingredients in Their Diet
Avoidance of Carbohydrates
Avoidance of Fats
Avoidance of Fats - Trended
Limiting Sodium
Avoidance of High Fructose Corn Syrup
Monitoring Sugar Content
Usage of Low and No Sugar Products On the Rise
Sweetener Usage
Trended Attitudes Toward Artificial Sweeteners
Drivers of Usage of Artificial Sweeteners
Usage of Artificial Sweeteners - Trended
Usage of Artificial Sweeteners by Segment
Low Glycemic Products: Awareness & Usage
The Perceived Link Between Preservatives, Pesticides and Food Allergies
Avoidance of Toxins
Avoidance of Specific Food Ingredients Due to Dietary Concerns
Desire and Usage of “Free-From” Foods
Convergence of Knowledge and Function
The Blurring of Supplements and Food
The Desire for “Supplemented” Foods
Crossover Products: Beverages, Bars, and Beyond
When Behavior Precedes Attitude: Long-term or Short-Lived Success
Willingness to Use Foods to Prevent High Cholesterol and Intestinal Irregularity-Trended
Consumer Usage of Food/Beverages vs. Supplements to Prevent/Treat Health Conditions
Preferred Supplement Forms: Crossing Over to Food Formats
Fortified/Functional Food/Beverage Use Trending Up
Functional Food/Beverage Usage by Segment
Drivers of Functional/Fortified Food/Beverage Use
Blurring of Usage Drivers for Vitamins/Minerals and Functional/Fortified Foods
The “Value” of Functional Foods
Functional Foods/Beverages: Barriers & Believability
Branded Ingredient
Ingredient Understanding and Opportunities
Growth of Ingredient Recognition
Ingredient/Nutrient Understanding Still Lacking
Perceived Nutrient Deficiencies
Ingredients Consumers Would Like to Add to Their Diet
Fiber and Whole Grains: Deficiency, Monitoring, Usage
Fiber vs. Whole Grain Perceived Benefits
Fiber Benefit Understanding by Digestive Managers
Association of Fiber with Digestive Health Benefits-Trended
Global Fiber Food and Supplement Product Launches, 1999-2008
“Added Fiber” Food/Beverage Global Launches By Category
Whole Grain Benefit Understanding by Heart Managers
Desire and Usage of High Protein Foods
Protein Benefit Understanding by General Population and Weight Managers
Benefit Understanding of Weight Relevant Food Ingredients
Association of Fiber and Protein with Weight Management Benefits-Trended
Consumers’ Pursuit of Immune Boosting Foods/Beverages
Knowledge of Ingredients Associated with Immune Support
Inflammation Management
Growth Opportunities for Inflammation Market
Knowledge of Ingredients Associated with Inflammation Reduction
Desire for Omega 3 Enriched Foods vs. Use of Omega 3 Supplements
Desire for Omega-3 Enriched Foods by Segment
Usage of Heart-Healthy Foods/Beverages
Usage of Heart Health Specific Supplements
Calcium Revisited: A Two-Fold Benefit for the Heart
Knowledge of Ingredients Associated with Heart Health
Association of Oats and Omega 3’s with Heart Health Benefits-Trended
Global Omega 3 Food and Supplement Product Launches, 1999-2008
Awareness of Plant Sterols-Trended
Global Plant Sterol Food and Supplement Product Launches, 1999-2008
Detoxification and Digestion: Generational Opportunities
Knowledge of Ingredients Associated with Digestive Health
Probiotics vs. Fiber for Digestive Health
Awareness of Probiotics-Trended
Desire for Probiotic Enriched Foods vs. Use of Probiotic Supplements
Global & U.S. Probiotic Food/Beverage and Supplement Product Launches, 1999-2008
Vitamin D Opportunity
Vitamin D Use Among Generations and Segments
Benefit Understanding of Vitamin D Among General Population
Benefit Understanding of Vitamin D Among Generations
AbstractConsumers are exhibiting a higher demand for foods and beverages that provide inherent health in naturally occurring forms as well as those that contain additional health benefits from added ingredients. This strong desire presents many opportunities for packaged goods marketers to expand current categories and/or to create new ones.
Within this new report, Ingredients 2.0 - Convergence of Knowledge and Function, NMI researchers have sought to provide a clear consumer picture for marketers. That picture pulls into view consumers’ food and beverage purchase criteria; one that has undergone some changes in the last year due to turbulent economic pressures. In addition, the writers have explored consumer awareness and understanding across ingredients and health benefits and discuss that connection to usage and current market conditions.
For manufacturers and retailers of fortified and/or functional food and beverage products it will be crucial over the next few years to understand where consumers’ knowledge levels are - what do they understand; and, just as important, where are their disconnects. Opportunities for future growth are strong across certain nutrients and health benefits, but some will need strong educational efforts to maintain interest. Others appear ready to flourish on their own.
Consumers are checking labels and the list of what they look for on the label is getting longer; driven by their desire to increase some nutrients while decreasing others. For example, Ingredients 2.0 examines the growing concern over sugar and artificial sweeteners, as consumers are trying to decrease usage of both. Not to be ignored, this subject matter should have food technologists and marketers concerned for the next several years. In addition, data and commentary is provided on the avoidance of fats, carbohydrates, sodium, and allergens as well as the desire to increase nutrients such as omega 3 and probiotics.
The data and commentary provided within Ingredients 2.0 - Convergence of Knowledge and Function will allow the reader to understand the overall market for functionality and fortification as well as general consumer demand for taste, value, nutrition, and convenience. Where do these all intersect? More importantly, how can you capitalize on them? The reader will find key insights throughout as well as a synopsis in the executive summary. The market is prime for new growth opportunities, find out where, how strong, and what they are in this exciting report!
All data is U.S. only.
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