Abstract
Introduction
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 of this research
- 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
Research and analysis 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
Key reasons to purchase this research
- 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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