Table of Contents
- CHAPTER 1 EXECUTIVE SUMMARY
- The hot topic
- The desire for health and indulgence represents a trend clash
- The future decoded
- There are two basic patterns of healthy and indulgent consumption
behavior
- Debits and credits eating is growing as healthy-indulgent eating
patterns decline
- Consumers' beverage consumption is shifting away from debits and
credits
- 'Me-focused' consumers have increasing expectations about what they
eat and drink
- Comfort eating and drinking varies considerably among consumers
- Freshness is an increasingly desired characteristic among consumers
and one that can help solve the health versus taste dilemma.
- Consumer attitudes are increasingly favoring a 'healthy eating' rather
than a 'diet' approach in products
- Healthy indulgence is a vast opportunity that is under-developed by
the food and drinks industry.
- Action points
- CHAPTER 2 THE FUTURE DECODED
- Introduction
- The desire for health and indulgence represents a trend clash
- Scope of the consumer occasions data in this report
- TREND: Debits and credits eating is growing as healthy-indulgent eating
patterns decline
- There are two basic patterns of healthy and indulgent consumption
behavior
- Healthy-indulgent consumption
- 'Debits and credits' consumption
- Consumers health intentions do not match behavior
- Fragmenting mealtimes are driving excessive levels of debits and
credits eating patterns
- At-home meals are the key healthy-indulgent occasions
- But at home meals are not the only HI occasions
- Mealtime fragmentation reduces opportunities for healthy-indulgent
occasions
- Healthy-indulgent occasions are more valuable than healthy or
indulgent occasions
- TREND: Consumers' beverage consumption is shifting away from debits and
credits
- The demand for refreshment reduces the need for beverages to be
indulgent
- Health will continue to dominate consumers hot and soft drinks needs
- Healthier soft and hot drink sales will grow the fastest in the
future
- INSIGHT: 'Me-focused' consumers have increasing expectations about what
they eat and drink
- Consumers are less willing to compromise in a climate of rising
affluence and individualism
- Rising affluence enables consumers to pay for better products
- Product choice is rising in tandem with 'me-centric' marketing
- Rising individualism is evident in food and drink choice
- Consumers increasingly want both health and indulgence
- Consumers are making specific efforts to find healthy-indulgent food
and drinks
- INSIGHT: The potential opportunity to satisfy consumers' expectations
for healthy-indulgence is vast
- Consumers have strong needs for more healthy-indulgent food
- In an ideal scenario, healthy-indulgent occasions would account for
81% of all eating occasions
- Consumers have a less strong, but nonetheless significant, need for
healthy indulgences in drinks
- In an ideal scenario, healthy-indulgent occasions would account for
20% of all non-alcoholic drinks occasions
- The value of healthy-indulgent drinks in an ideal scenario
- INSIGHT: Comfort eating and drinking varies considerably among consumers
- Healthy foods can be indulgent to consumers
- Both men and women comfort eat but preferences vary
- Men prefer meal-related comfort foods, women prefer more snack-like
comfort foods
- Women feel guiltier about comfort eating
- Culture affects attitudes to indulgence
- Women do not always prefer sweeter indulgences
- Cultural attitudes towards guilt and pleasure of consumption vary
considerably
- INSIGHT: Age segmentation of flavor preferences reveals significant
differences
- 25 - 34 year olds are the most adventurous in their tastes
- Seniors desire stronger and more exotic tastes, but not necessarily
extreme tastes
- Youths are ready for bolder flavors
- INSIGHT: Healthiness is often associated with both higher quality AND
inferior taste
- Healthiness is often linked with good quality worth paying a premium
for
- Healthiness is often perceived to undermine indulgence credentials
- INSIGHT: Freshness is increasingly valued by consumers as it offers both
health and indulgence
- Freshness is often associated with quality, healthiness and better
taste
- Consumers increasingly desire freshness
- Farmers' markets are a response to the lack of freshness options
- Fresh-food supermarkets cater to those fed up with regular
supermarkets
- INSIGHT: Consumer attitudes are increasingly favoring a 'healthy eating'
rather than a 'diet' approach in products
- Dieting approaches are being rejected
- There is an increasing focus on what 'good' you are consuming rather
than just what 'bad' you are avoiding
- Consumer behavior towards seeking healthy-indulgences still favors
avoidance
- INSIGHT: Consumers seek to portion control as a way to mitigate their
health and indulgence needs
- Conclusions
- CHAPTER 3 ACTION POINTS
- Develop trust as a central value of your healthy-indulgent brand
- Respond to consumers desires for healthy-indulgences through a variety
of solution types
- Incorporate 'good content' into your indulgent products
- Case study: Mars CocoaVia
- Add functional benefits to highly indulgent product categories
- Pick your functional benefits to targat the broadest range of
occasions for the greatest growth potential
- Develop fresher products
- Focus on freshness as a key brand value and communicate it accordingly
- Launch a dedicated freshness range
- Enhance healthiness by substituting indulgent flavorings for healthier
ones
- Tailor flavors of healthy indulgence by age and gender
- Maximize the use of sensory and comfort triggers to gain impulse
purchases of healthy-indulgent products
- Exploit other characteristics of indulgence and sensory experience
than taste
- Use emotive language and depiction to evoke indulgence
- Offer strong re-assurances over the product's taste credentials
- In strongly indulgent product categories promote healthy-indulgent
versions on the basis of indulgence first, then health
- Develop premium versions to increase the perception of indulgence of
healthy offerings
- Case study: Innocent smoothies
- Align products with cuisines perceived as being healthy and indulgent
- Develop a snack or beverage range based on already high-nutrient foods
and drinks
- Utilize healthier cooking methods in indulgent products
- Offer portion control in high quality indulgent goods
- Providing portion control should be one among many changes
- Offer better convenience of healthy-indulgent offerings
- CHAPTER 4 APPENDIX
- Supplementary data
- Definitions
- Research methodology
- How to contact experts in your industry
- List of Tables
- Table 1: Responses to the question: "How often do you believe that
your meals / snacking is both healthy/nutritious and tasty/indulgent" (%
respondents in Europe & US), 2005
- Table 2: Total food occasions by type (millions), Europe & US
2005-10
- Table 3: Value of healthy-indulgent (HI) food occasions (US$ billions)
Europe & US, 2005-2010
- Table 4: Value of non-healthy-indulgent (either healthy or indulgent)
food occasions (US$ billions) Europe & US, 2005-2010
- Table 5: Total non-alcoholic drink occasions by type (millions),
Europe & US 2005-10
- Table 6: Value of retail non-alcoholic drinks by type (US$ billions),
Europe & US 2005-10
- Table 7: GDP at PPP per head (US$), 2003-2008
- Table 8: Consumer responses to the question: "Over the past 12 months,
would you agree or disagree that you have become more demanding of your
snacking / soft and hot drink choices, such that you make efforts to
choose products that are both healthy and tasty at the same time?" Europe
& US, 2005
- Table 9: Potential opportunity: Total food occasions by type in an
ideal scenario (millions), Europe & US 2005-10
- Table 10: Potential opportunity: Value of healthy-indulgent (HI) food
occasions in an ideal scenario (US$ billions) Europe & US, 2005-2010
- Table 11: Potential opportunity: Total non-alcoholic drink occasions
by type in an ideal scenario (millions), Europe & US 2005-10
- Table 12: Potential opportunity: Value of retail non-alcoholic drinks
by type in an ideal scenario (US$ billions), Europe & US 2005-10
- Table 13: Gender profile of consumers who "strongly like" savory foods
with this flavor (% respondents), France, Germany, UK & US
- Table 14: Gender profile of consumers who frequently eat the following
cuisine types (% respondents), France, Germany, UK & US
- Table 15: Gender differences in approach to comfort eating habits
- Table 16: Age profile of consumers who "strongly like" savory foods
with this flavor (% respondents), France, Germany, UK & US
- Table 17: Consumer response to the question: "Do you believe that
Freshly made food or drink is (mostly) both healthy and tasty (%
respondents), Europe & US
- Table 18: Consumer responses to the question: "When seeking to eat
snacks that are healthier, yet indulgent, in which ways have you sought to
do this?" (% respondents) Europe & US, 2005
- Table 19: Consumer responses to the question: "When you aim to choose
soft and hot drinks that are both healthier and tastier, how often do you
do the following?" (% respondents) Europe & US, 2005
- Table 20: Male consumer responses to the question: "Ignoring cost
issues - please rate the following actions that companies could take in
order to offer you food and drinks that are both healthy and indulgent by
how appealing they are to you" (% male respondents) Europe & US
- Table 21: Female consumer responses to the question: "Ignoring cost
issues - please rate the following actions that companies could take in
order to offer you food and drinks that are both healthy and indulgent by
how appealing they are to you" (% female respondents) Europe & US
- Table 22: Historical usage of, and forecast growth in, demand for
savory food flavors globally
- Table 23: Classification of soft and hot drinks as healthy, indulgent
or healthy-indulgent for retail sales data
- Table 24: Potential opportunity: Total food occasions by type in an
ideal scenario (millions), Europe & US 2005-10
- Table 25: Potential opportunity: Value of healthy-indulgent (HI) food
occasions in an ideal scenario (US$ billions) Europe & US, 2005-2010
- Table 26: Potential opportunity: Value of non-healthy-indulgent
(either healthy or indulgent) food occasions in an ideal scenario (US$
billions) Europe & US, 2005-2010
- Table 27: Potential opportunity: Total non-alcoholic drink occasions
by type in an ideal scenario (millions), Europe & US 2005-10
- Table 28: Potential opportunity: Value of retail non-alcoholic drink
in an ideal scenario by type (US$ billions), Europe & US 2005-10
- Table 29: Definition of terms
- List of Figures
- Figure 1: Consumers often shift between periods of healthy and
indulgent consumption - either in a controlled manner or, more often, in a
reactive, compromised way of consuming.
- Figure 2: Almost all US & Europeans recognize the importance of
improving physical health but fewer act on this belief
- Figure 3: The majority of US and European consumers value the
importance of improving their diet but fewer act on this belief
- Figure 4: Healthy-indulgent occasions account for less than half of
all eating occasions and will fall further across Europe and the US
- Figure 5: Healthy occasions dominate the European and US non-alcoholic
drinking landscape
- Figure 6: Consumers want products designed for their specific needs
- Figure 7: Enjoying small indulgences to escape the pressures of
everyday life remains as important as ever
- Figure 8: The difference between consumers current way of aligning
healthy and indulgent eating and their ideal approach is significant
- Figure 9: The untapped revenue opportunity of consumers'
healthy-indulgent eating is vast
- Figure 10: Consumers would prefer to switch a small amount of their
non-alcoholic drinking to be healthy indulgent, but not all.
- Figure 11: Comfort eating and drinking is a behavior that is dominant
among both men and women
- Figure 12: Children's products are a good target for incorporating
more healthy content into indulgent food and drinks
- Figure 13: Yogurts' healthy credentials make it an ideal ingredient to
use in a variety of products to make them healthier.
- Figure 14: CocoaVia is promoted primarily on the basis of what it does
contain and not on missing calories, in addition, promotion of the quality
of ingredients also aids its indulgent status.
- Figure 15: Functionality makes Jelly Belly healthy-indulgent, but it
targets a limited number of occasions restricting its growth potential
- Figure 16: Use ingredients that evoke premium perceptions
- Figure 17: Innocent smoothies' clever marketing ensures it is
perceived as high quality
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