Mood foods have become increasingly popular in recent years as consumers embrace 'emotional management' strategies that include 'purpose driven eating'. This is because 1) eating and drinking is an inherently pleasurable experience and 2) nutrients and bioactive attributes found in food and beverages can influence both cognitive functioning and general mood.
Scope
Detailed insights and analysis documenting the drivers and inhibitors of mood foods, covering stress relievers and cognitive performance enhancers
Analysis documenting the relative importance that consumers place on mood food 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
Highlights
As the grim realities of the financial crisis are increasingly felt in the everyday lives of consumers, it is somewhat inevitable that happiness levels will be lower. The circumstantial factors associated with the global economic downturn actually create a scenario that helps boost the credibility and relevance of mood foods
Less than a quarter of respondents across the 15 countries believed that mental health boosting claims were either 'completely' or 'somewhat' trustworthy. Overall, more 'solid' health claims such as heart health and cholesterol reduction scored higher
Food and drinks are increasingly being consumed for their mood enhancing qualities. As well as seeking out traditional comforting foods such as chocolate, consumers are becoming more receptive to functional ingredients which have been added to foods specifically to improve emotional wellbeing
Reasons to Purchase
Consumer understanding: obtain a detailed understanding of consumer attitudes and behaviors towards mood food products
Market and product understanding: identify the key mood food 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 dietary preferences
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