Superfood & Drinks: Consumer Attitudes to Nutrient Rich Products

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
• ANALYSIS
  • TREND: ' superfood' is a concept that has been popularized in the last 2 years
    • There is no official definition of superfood, but certain attributes can be identified
      • Superfood lists vary depending on who publishes it
    • The media has had a big role to play in popularizing superfoods
  • TREND: Consumers are paying additional attention to diet and nutrition
    • Improving general health through diet is increasingly important to Europeans and Americans
    • The interest in healthy eating and drinking has intensified
      • Takeout: an intensified focus on health through diet and nutrition is driving interest in superfoods
  • TREND: Consumers are increasingly opting for food and drinks with additional health promoting benefits
    • The move to positive nutrition is reflected by the growth of functional food and drinks
    • The high proportion of successful new products with added nutrients is indicative of the trend
      • Takeout: the trend towards superfoods fits in with the intensified focus added nutrients
  • TREND: Consumers are increasingly incorporating more fruit into their diet
    • Consumers attach a high level of importance to eating more fruit and vegetables
    • Per capita consumption of fruit is on the increase
    • Research indicates that many consumers are still not getting the recommended intake of fruit and vegetables
  • ' Superfruit' products have boomed in selected countries
    • Consumer interest in exotic berries is escalating
    • Pomegranate is currently one of the most fashionable superfood ingredients
    • A more cosmopolitan and experimental mentality is driving interest in these more exotic superfruits
    • Takeout: the superfood trends correlates with the broader trend towards incorporating more fresh food into one' s diet, especially fruit and vegetables
  • TREND: Numerous superfood status products are enjoying buoyant sales, especially in the US where the concept is more widely promoted
    • Soy products are gaining popularity after receiving ' superfood' status
    • Omega 3 and fiber are key nutrients that more discerning consumers want to in corporate in their diets
    • Green tea sales in the US have been boosted by the touted health credentials
    • Nut consumption, especially in the US, is rising as the product format benefits from positive consumer perceptions
      • Takeout: the halo associated with superfood status has boosted sales, especially in the US
  • INSIGHT: Consumers have positive perceptions towards antioxidants
    • But detailed consumer knowledge about antioxidants is lacking
    • A wide variety of ingredients are going to be touted for their antioxidant credentials in the future
      • Takeout: consumer awareness of antioxidants is limited but this will change over the coming years
  • INSIGHT: Consumers find it difficult and time consuming to maintain healthy behaviors
    • Consumers are increasingly seeking out "convenient health"
    • Time scarcity is a big factor in the inability to sustain healthy behaviors
    • Consumers are skipping core mealtimes with greater frequency which creates opportunities for convenient, nutrient rich products
    • Consumers will be more susceptible to healthy food crazes when indulgence is not compromised
      • Takeout: the indulgent properties of nutrient rich products need to be communicated
  • INSIGHT: A sceptical consumer and media will openly question the trustworthiness and general credentials of superfood products
    • The superfood concept is highly susceptible to a consumer backlash
      • Takeout: there are a number of inhibitors behind the growth of so-called superfoods
  • CONCLUSIONS: Superfoods are an evolution rather than a revolution
• ACTIONS
  • ACTION: Develop nutrient rich product ranges or introduce product extensions that avoid overplaying superfoods branding
    • Using superfood branding may help revive image in the short term
    • Extend existing healthy brands with recognized superfood ingredients
  • ACTION: Educate consumers about the benefits of nutrient rich products such as superfoods
    • Use websites, logos and information leaflets as core components of information provision
    • Highlight any ethical activity throughout the supply chain of a product
    • Create an alliance with environmentally friendly campaigns
    • Promote superfoods/ nutrient rich ingredients as an accompaniment towards maintaining a healthy diet
  • ACTION: Incorporate nutrient and antioxidant rich ingredients into offerings to maximize genuine good-for-you credentials
    • Use nutrient rich ingredients and flavours to give indulgent products a better-for-you positioning without compromising on perceived taste benefits
    • Develop convenient versions of enhanced nutrition products
• APPENDIX
  • Definitions
  • Methodology
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
  • List of Tables
    • Table 1: US functional food & drink market value (US$ m), by category, 2001-2011
    • Table 2: Europe functional food & drink market value (US$ m), by category, 2001-2011
    • Table 3: Per capita fruit consumption (kilograms/person) in selected European countries and the US, by country, 2001-2011
    • Table 4: Number of products released in Europe and US containing Blueberry as an ingredient, by country, 1993-2007
    • Table 5: Number of products released in Europe and US containing Acai berries as an ingredient, by country, 1993-2007
    • Table 6: Number of products released in Europe and US containing goji berries as an ingredient, by country, 1993-2007
    • Table 7: Number of products released in Europe and US containing Pomegranate as an ingredient, by country, 1993-2007
    • Table 8: European and US soy product market value (US$ m), by country, 2001-2011
    • Table 9: Number of products released in Europe and US containing soy, by country, 1993-2007
    • Table 10: Number of products released in Europe and US touting Omega-3 credentials, by country, 1993-2007
    • Table 11: Number of products released in Europe and US touting Omega-6 credentials, by country, 1993-2007
    • Table 12: European and US green tea market value (US$ m), by country, 2001-2011
    • Table 13: Nuts & seeds market value, (US$ millions), by country, 2001-2011
    • Table 15: Consumer survey: the propensity to choose food and drink products that are both tasty and healthy, Europe & US, 2005
    • Table 16: The level of trust consumers have in various claims made by packaged goods manufacturers, by country, 2004
  • List of Figures
    • Figure 1: There are numerous drivers behind the popularization of superfoods
    • Figure 2: Consumers deem dietary, occupational and social factors as being most important in achieving wellness
    • Figure 3: Nearly two-thirds of European and US consumers took steps to eat more healthily in 2005-2006
    • Figure 4: Various health promoting food and drinks are making it into shoppers' baskets across the globe
    • Figure 5: Successful US innovations highlight the move towards ' positive nutrition'
    • Figure 6: More fresh content is being incorporated into diets while processed options are being rejected in Europe and the US
    • Figure 7: Europeans are placing considerable importance on incorporating more fruit and vegetables into their diet
    • Figure 8: Consuming fresh food and drink ranks highly among Americans as a contributing factor towards maintaining a healthy diet
    • Figure 9: Consumers in Europe consider eating fresh food and drinks the most important factor towards maintaining a healthy diet
    • Figure 10: The success of POM Wonderful illustrates the commercial relevance of superfoods
    • Figure 11: Open-minded consumers are trying new products and flavors
    • Figure 12: Consumers in both Europe and the US readily identify the importance of fiber rich diets and whole grains are deemed particularly important to Americans
    • Figure 13: Successful innovations illustrate the relevance of fiber and omega-3 to today' s health conscious and health discerning consumers
    • Table 14: Number of food and drinks released in Europe and US touting antioxidant credentials, 1993-2007
    • Figure 14: There is a wide array of ingredients with proven antioxidant benefits
    • Figure 15: The need for convenient health is gaining momentum: nearly 6 in 10 European and US consumers sought more convenient AND healthy food and drinks in 2005-06
    • Figure 16: Europeans consider time to be the biggest impediment to a healthy diet
    • Figure 17: Time is viewed as a scarce luxury and people are prepared to pay extra to save time and/or effort
    • Figure 18: There are numerous inhibitors to the continued popularity of superfoods and superfood branding
    • Figure 19: There is a trust void between business and global consumers
    • Figure 20: After doing much to perpetuate popularity, the media is now de-crediting superfoods
    • Figure 21: Manufacturers and retailers should avoid jumping on the superfoods branding bandwagon
    • Figure 22: Innovations based on ' superfood' branding are more susceptible to shifting consumer perceptions
    • Figure 23: Brands with strong health credentials are well aligned to extensions by incorporating the latest fashionable and genuinely healthy nutrient rich ingredients
    • Figure 24: Information provision on websites is an important part of helping to educate consumers about nutrient rich products
    • Figure 25: Logos and leaflets identifying and explaining about nutrient rich products and ingredients will help in broadening their appeal
    • Figure 26: Superfood ingredients and flavors will appeal to consumers looking for reduced guilt indulgences
    • Figure 27: While promoting nutrient rich products as a quick fix is not recommended, manufacturers and retailers should look to align offerings with the convenience mega-trend