How To Exploit New Wellness Trends in Food: resolving the conflict between healthy desires and unhealthy lifestyles

Table of Contents

• CHAPTER 1 EXECUTIVE SUMMARY
  • Introduction
  • The future decoded
    • Consumers are eating more wellness-related food
    • People are not necessarily becoming healthier
    • Consumers' view of health is formed of a broad range of factors
    • The ways in which consumers diet are changing
    • The importance of health-related crossover trends is rising
    • Consumers do not trust food manufacturers' claims
  • Action points
• CHAPTER 2 THE FUTURE DECODED
  • Introduction
    • Wellness is best defined in terms of lifestyles
    • Health trends are becoming more complex
  • TREND: Consumers are eating more wellness-related foods
    • People are increasingly purchasing organic products
    • There is growing interest in natural products, especially in the US
    • Consumers use functional products to increase the feeling of well-being
  • TREND: People are not necessarily becoming healthier
    • Consumers still eat in a debits and credits fashion
    • There is an attitude-behavior gap characterizing healthy eating
    • Obesity rates are on the rise
  • TREND: People increasingly understand the link between food and health
    • Consumers seek to look after themselves from within
    • There have been many new initiatives to encourage health consciousness
    • 'People-power' is forcing food companies to be health conscious
  • INSIGHT: Consumers' view of health is formed of a broad range of factors
    • Consumers are moving toward fresh and whole-food solutions
      • Whole grains and whole foods are more important in the US than Europe
      • All consumers are moving away from supplements towards fresh solutions
      • Organic foods are being consumed now for quality rather than health reasons
    • US consumers believe in freshness, fiber and water
    • Europeans believe in freshness and diversity
  • INSIGHT: Some consumers take a holistic approach to wellness, but others remain guilt-free indulgers
    • Established health food trends continue to develop
      • The core organic driver shifts from safety to quality
      • Companies are re-branding and re-labeling to fit with new trends
      • Consumers seek out total health solutions
    • Many people struggle to understand food labeling
    • Levels of health are polarizing between groups
  • INSIGHT: The ways in which consumers diet are changing
    • Fad diets have fallen in popularity
    • Personalization is becoming an important factor with respect to dieting
  • INSIGHT: Consumers seek natural products for changing reasons
    • Consumers seek organic food in non-traditional categories
    • Greater retail presence has widened the organic consumer base
    • Consumers demand more organic products from foodservice
  • INSIGHT: Consumers crave energy and vitality
    • Consumers feel increasingly time-starved
    • Functional energy sales grow, but their make-up is changing
  • INSIGHT: The importance of health-related crossover trends is rising
    • Fresh food combines health and taste benefits
      • Consumers say they prefer fresh food to processed food
      • Fresh food launches are growing against frozen launches
    • Consumers seek foods that are both healthy and indulgent
    • People in Europe and the US demand healthy convenience
  • INSIGHT: Allergy-free is becoming an important consumer niche
    • People increasingly believe it is important to check for allergies
    • Allergen-free dairy products are especially popular
  • INSIGHT: Consumers do not trust food manufacturers' claims
    • Word-of-mouth can help improve consumer trust
    • Consumers are using word-of-mouth to make food choices
  • Conclusions
• CHAPTER 3 ACTION POINTS
  • Introduction
  • Incorporate good content into new and existing products
    • Incorporate whole grains and whole foods into existing products
    • Create organic versions of existing products
    • Focus on freshness as a key brand value
      • Fast, fresh distribution systems can bring substantial first-to-market benefits
    • Build freshness using packaging cues
    • Align products with cuisines perceived as healthy and indulgent
  • Capitalize on consumers' desire for health on-the-go
    • Develop a snack range based on already high nutrient foods
    • Promote impulse snacking as a positive part of daily nutrition
  • Build trust by engaging with consumers
    • Use expert opinions to help sway consumers
    • Become a healthy resource for your clients
    • Embrace the internet as a trusted source of information
    • Use ethical consumerism to drive organic uptake
    • Add scientific credibility to natural and fresh labels
• CHAPTER 4 APPENDIX
  • Supplementary data
    • Additional survey responses
    • Additional country-level data
      • Natural & organic food spending in France
      • Natural & organic food spending in Germany
      • Natural & organic food spending in Italy
      • Natural & organic food spending in the Netherlands
      • Natural & organic food spending in Spain
      • Natural & organic food spending in Sweden
      • Natural & organic food spending in the UK
      • Natural & organic food spending in the rest of Europe
      • Natural & organic food spending in Europe
      • Natural & organic food spending in the US
  • Definitions
  • Research methodology
  • Future readings
  • Report writing team
  • How to contact experts in your industry
  • List of Tables
    • Table 1: Consumer spending on organic foods (US$ m), US & Europe, 2000-2010
    • Table 2: Consumer spending on natural foods (US$ m), US & Europe, 2000-2010
    • Table 3: Consumer spending on nutraceuticals (US$ m), Europe & US, 2000-2010
    • Table 4: Overweight and obese population by country (% adults), 2005-2010
    • Table 5: How much consumers have chosen natural or organic food and drinks rather than standard variants in the past year (%), US & Europe, 2006
    • Table 6: Sales of functional energy products, (US$ m), Europe & US, 2000-2010
    • Table 7: Consumers agreeing that checking food or drinks for allergy or intolerance reasons is important towards maintaining a healthy diet (%), Europe & US, 2006
    • Table 8: Extent to which consumers purchased new products based on personal recommendations more in 2006 than 2005 (% respondents), Europe & US
    • Table 9: Level of importance of different factors related to maintaining a healthy diet (%), US, 2006
    • Table 10: Level of importance of different factors related to maintaining a healthy diet (%), Europe, 2006
    • Table 11: Level of trust consumers have in various claims made by packaged goods manufacturers (%), US & Europe
    • Table 12: Consumer spending on organic foods (US$ m), France, 2000-2010
    • Table 13: Consumer spending on natural foods (US$ m), France, 2000-2010
    • Table 14: Consumer spending on organic foods (US$ m), Germany, 2000-2010
    • Table 15: Consumer spending on natural foods (US$ m), Germany, 2000-2010
    • Table 16: Consumer spending on organic foods (US$ m), Italy, 2000-2010
    • Table 17: Consumer spending on natural foods (US$ m), Italy, 2000-2010
    • Table 18: Consumer spending on organic foods (US$ m), Netherlands, 2000-2010
    • Table 19: Consumer spending on natural foods (US$ m), Netherlands, 2000-2010
    • Table 20: Consumer spending on organic foods (US$ m), Spain, 2000-2010
    • Table 21: Consumer spending on natural foods (US$ m), Spain, 2000-2010
    • Table 22: Consumer spending on organic foods (US$ m), Sweden, 2000-2010
    • Table 23: Consumer spending on natural foods (US$ m), Sweden, 2000-2010
    • Table 24: Consumer spending on organic foods (US$ m), UK, 2000-2010
    • Table 25: Consumer spending on natural foods (US$ m), UK, 2000-2010
    • Table 26: Consumer spending on organic foods (US$ m), Rest of Europe, 2000-2010
    • Table 27: Consumer spending on natural foods (US$ m), Rest of Europe, 2000-2010
    • Table 28: Consumer spending on organic foods (US$ m), Europe, 2000-2010
    • Table 29: Consumer spending on natural foods (US$ m), Europe, 2000-2010
    • Table 30: Consumer spending on organic foods (US$ m), US, 2000-2010
    • Table 31: Consumer spending on natural foods (US$ m), US, 2000-2010
    • Table 32: Definitions of terms
  • List of Figures
    • Figure 1: Wellness has six major dimensions
    • Figure 2: Trends can be analyzed using the evolving, emerging and established framework
    • Figure 3: Consumers shift between healthy and indulgent consumption
    • Figure 4: The majority of US and European consumers value the importance of improving diet but fewer act on this belief
    • Figure 5: Consumers in the UK have taken the most steps to improve their diet in recent years
    • Figure 6: Consumers in the US consider drinking plenty of water the most important factor in maintaining a healthy diet
    • Figure 7: Consumers in Europe consider eating fresh food and drinks the most important factor towards maintaining a healthy diet
    • Figure 8: Food labeling can be confusing and contradictory even within the context of organized schemes
    • Figure 9: The number of low-carb product releases has seen a sharp decline since 2004 in the US
    • Figure 10: USDA's MyPyramid offers a personalized approach for consumers seeking dietary information
    • Figure 11: Organic has grown as a proportion of total food launches
    • Figure 12: Consumers in the US feel their leisure time is falling
    • Figure 13: Fresh product launches have gained share from frozen
    • Figure 14: Enjoying small indulgences to escape the pressures of everyday life remains as important as ever
    • Figure 15: Consumers are becoming more demanding with regard to the snacks that they consume
    • Figure 16: European and US consumers do not trust consumer goods companies' claims
    • Figure 17: Manufacturers can infuse their products with whole grains to capitalize on the heart healthy trend
    • Figure 18: Kellogg's Rice Krispies now have USDA organic certification
    • Figure 19: True freshness will require innovation in food production and packaging methods
    • Figure 20: Manufacturers can provide transparent packaging to enhance the impression of freshness
    • Figure 21: Snacks based on high-nutrient food have a head-start in offering health-on-the-go
    • Figure 22: Companies such as McDonald's are putting an increasing amount of nutritional information on their websites