Obesity, Dieting, Exercise And The Future Of Food And Drink

Table of Contents

• Overview
  • Catalyst
  • Summary
• Executive Summary
  • Hot topic
  • The Future Decoded
  • Obesity remains the key health issue to address
  • The increasing prevalence of obesity is no longer confined to high income countries or households
  • "Obesogenic" environments are contributing to the growth of obesity
    • More sedentary lifestyles are creating imbalances between energy intake and expenditure
    • Genes are contributing to the growth of obesity and overweight prevalence
    • Changes in culture and societies are reflected in changing patterns of food consumption
  • Consumers are increasingly taking responsibility for their own health
  • Consumers are not willing to give up taste for health
  • Regulation and government efforts to control the rise of obesity have had limited success to date
  • Action Points
• Table of Contents
• Table of figures
• Table of tables
• THE FUTURE DECODED
  • A contradiction - the rise of obesity and consumer demand for healthy products
  • TREND: Obesity remains the key health issue to address
    • How do we define obesity?
    • The longevity and widespread implications of obesity are very concerning
      • Healthcare costs are also set to spiral
  • TREND: The increasing prevalence of obesity is not confined to high income countries or households
    • There is a lack of consistent, trended and directly comparable data, despite the high profile of the issue
    • Over half the population across Western Europe, the US and Asia Pacific are overweight or obese
      • Obesity is not only associated with just high income countries or households
    • Overweight and obesity prevalence in children is increasing worldwide
  • TREND: "Obesogenic" environments are contributing to the growth of obesity
    • More sedentary lifestyles are creating imbalances between energy intake and expenditure
      • Calorie intake has increased globally
      • There has been an increase in daily calorie intake and increased consumption of calorie dense foods
      • Increased consumption of beverages is contributing to increased calorie intake
      • Seventy percent of Australians are sedentary or have low exercise levels
      • Southern Europe has the lowest frequency and intensity of exercise of the countries compared
    • Genes are contributing to the growth of obesity and prevalence of overweight consumers
    • Changes in culture and societies are reflected in changing patterns of food consumption
      • Changing food consumption habits are encouraging the obesity trend
  • INSIGHT: Consumers are increasingly taking responsibility for their own health
    • Consumers are trying to control their weight through dieting regimes
      • The notion of an ideal body shape is encouraging people to go on weight-loss diets
      • In Asia Pacific, consumers are more likely to cut out fats from their diet
      • European consumers equate a healthy diet to one incorporating more fruit and vegetables
    • The five a day message is getting through
  • INSIGHT: Consumers are not willing to give up taste for health
    • Growth rates of diet alternatives are projected to grow faster than regular variants in Europe
    • Health claims are behind the fastest growing brands in the UK
    • The growth of indulgent products highlights the importance of taste
    • Health comes second to taste when selecting products for snacks
    • Consumer concern for health is creating shifts within product categories
    • Consumers are moving to adjacent categories that they perceive to be healthier
    • Obesity and overweight prevalence continue to rise despite consumer awareness and manufacturer response
  • INSIGHT: Regulation and government efforts to control the rise of obesity have had limited success to date
    • The current bans on advertising to children are ineffective
    • Banning vending machines in schools may not be the whole solution
    • Nutritional labeling is inconsistent across the globe and consumers check labels for different elements
    • Fat taxes have obtained limited support but could change market dynamics if introduced
• ACTION POINTS
  • ACTION: Add healthy products to your range to minimize the risk exposure to obesity
    • Reducing fat, salt and sugar content on existing products can help rejuvenate growth in core businesses
    • Position food and drink offers as nutritionally beneficial
    • Develop products that can address multiple health concerns to really achieve differentiation
  • ACTION: Improve your existing portfolio by using portion control and labeling to help consumers make healthy choices
    • Consumers are dissatisfied with the lack of healthy options and with the level of nutritional information provided by restaurants
    • 100 calorie initiatives are proving highly successful in some parts of the world
    • Use labeling as a means to signpost healthy or better nutritional choices for consumers
  • ACTION: Consider the opportunities that the regulations and revised guidelines provide
  • ACTION: Take advantage of growth in indulgent categories, but consider the social responsibility implications
    • Encouraging people to exercise or earn their indulgent moment could improve social responsibility scores
  • ACTION: Taste and price must be important elements of the product mix alongside health benefits
    • Consumer concern for their own health does not come at the cost of price, quality or convenience
• APPENDIX
  • Definitions
  • Methodology
  • References
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
  • List of Tables
    • Table 1: Number of overweight and obese adults (15+ years old) by country (millions), 2002-2012
    • Table 2: Percentage of overweight and obese adults (15+ years old) by country (% adult population), 2002-2012
    • Table 3: Number of overweight and obese children (0 to 14 years old) by country (millions), 2002-2012
    • Table 4: Percentage of overweight and obese children (0 to 14 years old) by country (% child population), 2002-2012
    • Table 5: On-the-move food and drink market value in Europe and the US (US$m), 2000-2010
    • Table 6: Changes made to food and drink consumption by EU consumers in 2005 (% respondents)
    • Table 7: European consumer attitudes to dietary changes (% respondents) , overall results, 20007
    • Table 8: European diet market as a percentage of segment, (% value) 2002-2012
    • Table 9: Selected categories, total market size Europe (US$m), 2002-2012
    • Table 10: Top 10 brands in 2005 and 2007, UK
    • Table 11: Turnover of the six largest companies most at risk from the obesity crisis
    • Table 12: Definitions
  • List of Figures
    • Figure 1: Comparison of the prevalence of overweight (BMI 25 to <30) and obese (BMI 30+) males and females across selected countries
    • Figure 2: Per capita daily calorie consumption in selected regions of the world, 1975-1995
    • Figure 3: Levels of physical activity in the US, 2005
    • Figure 4: Frequency of physical activity by country, 2005
    • Figure 5: Duration of physical activity by country, 2005
    • Figure 6: Active steps taken to eat healthily, by country, 2007
    • Figure 7: Attitudes to importance of reducing saturated fat intake across Europe and the US in 2007
    • Figure 8: Attitudes to importance of controlling calorie intake across Europe and the US in 2007
    • Figure 9: Attitudes to importance of reducing sugar intake across Europe and the US in 2007
    • Figure 10: Diet alternatives are growing across key food and beverage segments in Europe
    • Figure 11: NPD in the bread category have led to fast growth for UK bakers Hovis, Warburton and Kingsmill
    • Figure 12: Survey of Americans and Europeans shows that health influences the consideration of snack choice in around 50% of respondents
    • Figure 13: Percentage of consumers indulging in higher quality, more indulgent snacks in the evening
    • Figure 14: EU citizens believe parents and guardians have the most influence over what children eat
    • Figure 15: Using sunseed oil has helped Walkers rejuvenate sales in its core product lines
    • Figure 16: Mars Inc. has reformulated its core products by removing trans fats
    • Figure 17: Including nutritionally beneficial ingredients is becoming increasingly popular
    • Figure 18: Nutritionally beneficial products targeted at women' s health could be replicated across many product categories
    • Figure 19: 100 calorie packs are increasing in popularity in the US and Canada
    • Figure 20: 100 calorie packs are evident across a range of categories from rice and desserts to snacks
    • Figure 21: The FSA Traffic Light Labeling System is intended to provide "at a glance" information on nutritional content of a product
    • Figure 22: The GDA system allows consumers to make personal choices based on their own needs
    • Figure 23: Signposting nutritionally beneficial products allows consumers to make like for like comparisons
    • Figure 24: Products positioned as indulgent are enjoying growth across categories and geographies
    • Figure 25: Innocent enjoyed their meteoric rise through offering products that are tasty, healthy and convenient