TrendSights Analysis: Moderation & Avoidance - Empowering consumers to limit or avoid specific ingredients, or products; by choice or necessity

TrendSights Analysis: Moderation & Avoidance - Empowering consumers to limit or avoid specific ingredients, or products; by choice or necessity


Consumers exhibit, or aim to exhibit restraint, as a means of supporting or improving their wellbeing. In doing so, they are giving up or moderating many villain ingredients, vices and other impurities for the good of their long-term health. For many consumers moderation or avoidance behaviour is done through choice; however, others are forced to for certain medical, cultural, or religious reasons.

While the moderation or avoidance of certain ingredients can be forced upon consumers due to certain medical diagnosis, such as diabetes or food allergies; for many it is a personal lifestyle choice. Indeed, as health continues to be a major topic in the press and social media, and innovative new products enable consumers to take better care of them; consumers feel more empowered to manage their own health.Trend drivers

  • Proactive health: Consumers are taking a DIY approach to their health; and trying to prevent problems before they occur (e.g. through changes to diet).
  • Media buzz: Strong attention around “free from” diets in mainstream and social media has driven consumers to seek out such lifestyles
Consumer targets
  • Forced moderators & avoiders: Forced to limit or cut out certain vices or ingredients due to reasons beyond their choice (e.g. due to medical diagnosis or religious beliefs).
  • Chosen moderators & avoiders: Choose to cut certain ingredients and vices from their lifestyle for personal reasons (e.g. cutting out fat to meet a personal weight loss goal).
Moderation & Avoidance (M&A) is in the maturity stage overall. The key ingredients and products consumers are trying to moderate or avoid are now well established. However as new scientific research emerges, this will continue to evolve over time creating opportunities for revival of the trend.

The report TrendSights Analysis: Moderation & Avoidance is one of the 63 trends that covers as part of our TrendSights series of Consumer Insight studies. The analysis covers what the trend is, why it is important, who is most influenced by it and how brands and manufacturers can capitalize. The research concludes by identifying where the trend is heading next and how long it will last.

Companies mentioned in this report: TofuTown; Hovis; Lantana; McVities; Heinz; Real Iced Tea Co.; Nestle; Impossible Burger; Futura Foods; DA-SH Water; Green Giant; Benevo; Califia; Pepsi; Vivid; Corona; Marlboro; Dr Sebagh; Alba Botanica; Taiko Pharmaceutical; Dr Elsey's; H2Rose; Panera Bread

  • Moderation is a key strategy for weight loss, with more than half of consumers trying to lose weight globally eating smaller portions to do so.
  • The majority of consumers are driven to experiment with new flavors and fragrances as a result of curiosity.
  • Lack of time, choice overload, and brand loyalty present barriers to consumer experimentation.
  • A third of consumers legally allowed to drink alcohol globally abstain from doing so altogether.
  • Six in 10 consumers globally are concerned about the impact of chemicals on their health and appearance, opting for natural formulations to avoid chemical ingredients.
Reasons to buy
  • Gain insight into the different routes through which brands can stimulate consumer demand through helping consumers moderate or avoid specific villains, vices, and impurities.
  • Understand what motivates consumers to moderate or avoid certain ingredients and products.
  • Compare the relevance of Moderation & Avoidance in each industry across the FMCG space, and learn what the key opportunities are.
  • Identify the innovation implications of Moderation & Avoidance for your sector.

  • Executive Summary
    • Content to help you learn from the past, understand the present, and see the future
    • Empowering consumers to limit or avoid specific ingredients, or products; by choice or necessity
  • Moderation & Avoidance
    • Moderation & Avoidance is part of the Health & Wellness mega-trend
    • Moderation & Avoidance is one of the 63 trends in GlobalData's TrendSights framework
    • Consumers are avoiding or limiting their intake of certain substances either by necessity or choice
    • Consumers are proactively addressing their health by curbing and avoiding ingredients and indulgences
    • Moderation & Avoidance is shaped by a number of drivers and inhibitors
    • Consumer motivations and implications for moderation and avoidance differ from the "norm"
    • There are four key types of consumer behavior in relation to moderation and avoidance
    • Many opportunities exist for brands that can effectively target "flexible" moderators and avoiders
    • The relevance of the Moderation & Avoidance trend varies by sector
    • Ingredients or substances being moderated or avoided can be categorized into three main groups
    • Rising health awareness and media scrutiny is driving moderation and avoidance of "villain" ingredients
    • Weight loss is a key motivator behind moderation of villain ingredients
    • Sugar has emerged as the top villain; with demonization strongly impacting soft drinks consumption
    • Consumers remain highly cautious of their fat intake; although some types are viewed more positively
    • Carbohydrates have come under fire as "low carb" claims grow in popularity
    • Meat has emerged as a new kind of villain; as consumers turn to plant-based diets
    • Consumers are more likely to be moderating their dairy intake than avoiding it altogether
    • Food allergens such as gluten have become vilified in recent years; but only a minority are forced to avoid them for medical reasons
    • On-trend innovation: helping consumers moderate their consumption of villain ingredients
    • On-trend innovation: free-from alternatives which offer complete avoidance of villains
    • Many consumers are trying to cut down on their vices for health reasons
    • Most consumers recognize the need to drink in moderation; a third avoid alcohol altogether
    • Time-poor consumers are seeking caffeine alternatives for a healthier energy boost
    • Many smokers are moderating their tobacco consumption; rather than quitting altogether
    • On-trend innovation: enabling consumers to overcome their vices
    • Concerned consumers are trying to minimize exposure to impurities; both in the environment and in the products they choose to consume
    • Allergens are less of a concern for Next Generation Emerging Market consumers
    • The "clean" movement is prompting demand for pure and natural products; in addition to a clean living environment generally
    • On-trend innovation: products which help consumers moderate or minimize exposure to impurities
    • How to capitalize on Moderation & Avoidance: Key Innovation Implications
    • Moderation & Avoidance is in the maturity stage of its trend lifecycle
    • Future opportunities to align with Moderation & Avoidance
  • Appendix

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