Messages regarding the potential benefits and risks of certain foods and nutrients are resonating with consumers. This has created a strong trend towards "moderation and avoidance" in food and drink, which is often associated with dieting and the consumption of "better-for-you" food and drinks.
Scope
Detailed insight and analysis covering healthy eating attitudes and behaviours, especially regarding fat, sugar, salt, carbs and calories.
Exploring consumer awareness and understanding of different nutrients and a review of the latest literature on nutritional labelling.
Showcases the latest best-practice product and marketing innovation highlighting just how to capitalize on changing trends in the long-term.
Strategic conclusions and actions highlighting how manufacturers and retailers should direct resources towards changing trends.
Highlights
Well over half of consumers in Europe and America report that they are taking proactive steps to follow a healthy diet. In doing so they are increasingly recognizing that moderating calories, sugar, salt, carbohydrates and saturated fat intake can benefit long-term health.
When Datamonitor asked consumers about the relative importance of cutting back on saturated fats, sugars, salt, processed food, carbohydrates and calorie intake, it was fats that consumers generally placed most importance on reducing. The only exceptions were in Germany and Sweden where cutting back on fat intake was still deemed important.
58% of US respondents stated that they had used nutritional information on product packaging to help make food and drink choices with greater regularity in the previous twelve months in a Datamonitor survey conducted in July 2006. More than a third of respondents in every European country surveyed stated that they had done the same.
Reasons to Purchase
Gain a detailed understanding of the drivers and inhibitors associated with the moderation and avoidance of 'bad' nutrients from one's diet.
Use the latest evidence based insight to help guide crucial health driven reformulation methods in new product development.
Access a compelling blend of quantitative and qualitative data illustrating consumer attitudes and market developments.
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