New Wellness Trends In Drinks

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
  • METHODOLOGY
  • TABLE OF CONTENTS
  • Datamonitor View 1
  • CATALYST 1
  • SUMMARY 1
  • METHODOLOGY 2
  • TABLE OF CONTENTS 3
  • Analysis 5
  • TREND: people are taking greater individual responsibilityfor wellness 6
  • People are clearly looking to improve their health 6
  • Wider initiatives are in place encouraging a longer-termwellness approach 7
  • TREND: consumers are purchasing ever larger quantities of'wellness drinks' 7
  • US consumers are flocking to natural and organic drinks 8
  • European consumers are less diet-focused than Americans 9
  • Natural ingredients are perceived to complement wellness11
  • TREND: wellness is a trend with relevance for the entiredrinks market 13
  • Overall drinks consumption is becoming healthier 14
  • Several consumer wellness trends are driving overalldrinks sales 15
  • INSIGHT: consumer stress drives emotional wellnessconcerns 15
  • Stress and anxiety are increasingly prominent lifestylefactors 16
  • Work-life imbalance is a key priority for wellnessproducts to tackle 17
  • Emotional wellness seekers will choose sensory loadedproducts 17
  • INSIGHT: body image is an important part of wellness 17
  • Time spent on personal appearance is increasing 17
  • Consumers are generally dissatisfied with their appearance18
  • Appearance dissatisfaction leads to a lower sense ofwellness 18
  • INSIGHT: consumers have strong associations between drinksand wellness 18
  • Dietary issues are perceived as most important inachieving a sense of wellness 18
  • Beverages have clear wellness advantages of their own 19
  • INSIGHT: attitudes to health and wellness vary by consumergroup 20
  • Women tend to care more about wellness than men 20
  • The old and the young are the most important wellnessconsumers 21
  • INSIGHT: there is still a gap between wellness attitudesand behaviors 22
  • Consumers are skeptical of health information and healthclaims 22
  • Consumers find healthy living regimes too difficult tofollow 23
  • Conclusions 24
  • ACTIONS 24
  • Target wellness marketing towards body image concerns 25
  • Create drinks that go beyond 'diet' to 'weight management'25
  • Move beyond weight loss to personal beauty 26
  • Address the health/indulgence clash using 'freshness' 26
  • Build freshness using packaging cues 27
  • Don't neglect the product itself 27
  • Develop 'refreshing' qualities through product andmarketing manipulation 28
  • Tailor NPD and marketing to specific demographic groups 29
  • Meet older and younger consumers' unmet healthy beverageneeds 29
  • Make sure that attempts at gender-based wellnesspositioning are targeted appropriately 30
  • Address the attitude/behavior gap by building trust andawareness 31
  • Do not make 'scientific' claims that consumers cannoteasily understand 31
  • Use 'natural' as a code word to build consumer trust 32
  • APPENDIX 34
  • Additional data 34
  • Definitions 37
  • Extended methodology 37
  • Ask the analyst 38
• ANALYSIS
  • TREND: people are taking greater individual responsibilityfor wellness
    • People are clearly looking to improve their health
    • Wider initiatives are in place encouraging a longer-termwellness approach
  • TREND: consumers are purchasing ever larger quantities of'wellness drinks'
    • US consumers are flocking to natural and organic drinks
    • European consumers are less diet-focused than Americans
    • Natural ingredients are perceived to complement wellness
      • Organic helps overcome lost confidence in the food chain
      • The number of natural consumers is rising
      • Natural is a word with many positive connotations
  • TREND: wellness is a trend with relevance for the entiredrinks market
    • Overall drinks consumption is becoming healthier
    • Several consumer wellness trends are driving overalldrinks sales
  • INSIGHT: consumer stress drives emotional wellnessconcerns
    • Stress and anxiety are increasingly prominent lifestylefactors
    • Work-life imbalance is a key priority for wellnessproducts to tackle
    • Emotional wellness seekers will choose sensory loadedproducts
  • INSIGHT: body image is an important part of wellness
    • Time spent on personal appearance is increasing
    • Consumers are generally dissatisfied with their appearance
    • Appearance dissatisfaction leads to a lower sense ofwellness
  • INSIGHT: consumers have strong associations between drinksand wellness
    • Dietary issues are perceived as most important inachieving a sense of wellness
    • Beverages have clear wellness advantages of their own
  • INSIGHT: attitudes to health and wellness vary by consumergroup
    • Women tend to care more about wellness than men
      • Male interest in wellness is rising
    • The old and the young are the most important wellnessconsumers
  • INSIGHT: there is still a gap between wellness attitudesand behaviors
    • Consumers are skeptical of health information and healthclaims
    • Consumers find healthy living regimes too difficult tofollow
  • Conclusions
• ACTIONS
  • Target wellness marketing towards body image concerns
    • Create drinks that go beyond 'diet' to 'weight management'
    • Move beyond weight loss to personal beauty
  • Address the health/indulgence clash using 'freshness'
    • Build freshness using packaging cues
    • Don't neglect the product itself
  • Develop 'refreshing' qualities through product andmarketing manipulation
  • Tailor NPD and marketing to specific demographic groups
    • Meet older and younger consumers' unmet healthy beverageneeds
    • Make sure that attempts at gender-based wellnesspositioning are targeted appropriately
  • Address the attitude/behavior gap by building trust andawareness
    • Do not make 'scientific' claims that consumers cannoteasily understand
    • Use 'natural' as a code word to build consumer trust
• APPENDIX
  • Additional data
  • Definitions
  • Extended methodology
  • Ask the analyst
• List of Tables
  • Table 1: Wellness drinks' share of non-alcoholic drinksspending, by country (%), US & Europe, 2000-2010
  • Table 2: Sales of wellness drinks in the US, bycategory, 2000-2010 (US$ m)
  • Table 3: Sales of wellness drinks in Europe, bycategory, 2000-2010 (US$ m)
  • Table 4: Sales of wellness drinks in Europe, by country,2000-2010 (US$ m)
  • Table 5: Share of different wellness drink types, bycountry (%), US & Europe, 2005
  • Table 6: Consumers who seek out 'natural' products,Europe & US, 2000-2010 (millions)
  • Table 7: Healthy and healthy-indulgent food and drinkoccasions as % of all food and drink occasions, 2005
  • Table 8: Wellness drinks spending in France, bycategory, 2000-2010 (US$ m)
  • Table 9: Wellness drinks spending in Germany, bycategory, 2000-2010 (US$ m)
  • Table 10: Wellness drinks spending in Italy, bycategory, 2000-2010 (US$ m)
  • Table 11: Wellness drinks spending in the Netherlands,by category, 2000-2010 (US$ m)
  • Table 12: Wellness drinks spending in Spain, bycategory, 2000-2010 (US$ m)
  • Table 13: Wellness drinks spending in Sweden, bycategory, 2000-2010 (US$ m)
  • Table 14: Wellness drinks spending in the UK, bycategory, 2000-2010 (US$ m)
  • Table 15: Wellness drinks spending in the rest ofEurope, by category, 2000-2010 (US$ m)
  • Table 16: Definitions of terms
• List of Figures
  • Figure 1: Wellness has six major dimensions
  • Figure 2: Consumers are gradually becoming more aware ofand focused on health concerns
  • Figure 3: Different wellness drink attributes are drivenby different core consumer needs
  • Figure 4: Carbonates are losing share to bottled waterand functional drinks in Europe and the US
  • Figure 5: Around 90% of consumers believe that stressreduction is important
  • Figure 6: Consumers across all the countries surveyedbelieve improving health through diet is important
  • Figure 7: Older consumers show the smallestattitude-behavior gap in terms of diet
  • Figure 8: Fewer than 50% of Europeans trust major CPGcompanies to "do the right thing"
  • Figure 9: Consumers across the US and Europe do nottrust health and nutritional claims
  • Figure 10: There is a trend clash between health andconvenience, driving the importance of health on-the-go
  • Figure 11: Diet drinks can go beyond low-cal to achieveactive weight-loss benefits
  • Figure 12: Healthy drinks can target body image as wellas general health concerns
  • Figure 13: Innovative formulations and packaging caninteract well with freshness
  • Figure 14: Products for kids should appeal to parents'need for wellness and kids' need for fun
  • Figure 15: Not all attempts at female focused marketingare specific enough
  • Figure 16: Only 36% of consumers view "containsOmega 3" as a purchasing driver
  • Figure 17: Natural drinks help engender consumer trust