[Report] Profiting From Consumers' Desires For Healthy Indulgences TOC

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

Profiting From Consumers' Desires For Healthy Indulgences

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