Abstract
Introduction
Consumers' busy lifestyles and the plethora of demands on their time, both at
work and play, are proving draining to energy levels and a source of stress.
With growing numbers of consumers reporting fatigue to be a general problem in
their lives, they are increasingly open to and seeking solutions from within
the food and drink markets that can help elevate their energy levels.
Scope of this research
- Detailed insights and analysis documenting the drivers and inhibitors of
the market for energy boosting food and drink products
- Analysis documenting the relative importance consumers place on
tiredness/fatigue and energy shortfalls, 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
The concept of being full of life can also be an expression of energy levels.
The fact that many respondents in Datamonitor' s 2008 survey reported rarely or
never feeling full of life (most acutely in the UK, Japan and Russia, where
73.6%, 71.0% and 68.0% respectively stated sometimes, rarely or never), is
clearly indicative of a big energy deficit
Although the energy sector is expanding to encompass many fields, sport and
keep fit continue to be a key area of focus for the market. Consumers are
interested in maintaining fitness as a means to enhance wellbeing, and thus
sports nutrition is a growth industry now encompassing sports bars as well as
drinks that claim to enhance performance
Criticism of the high caffeine and sugar content of some energizers has led to
use of healthier ingredients, including slow release boosters like fruit
antioxidants and B vitamins, unlike the high and crash of caffeine/sugar laced
products. This could attract a wider demographic, such as women, who generally
demand healthier, more natural products
Key reasons to purchase this research
- Consumer understanding: obtain a detailed understanding of consumer
attitudes and behaviors towards energy boosting products
- Market and product understanding: identify the key energy boosting
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 preferences
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