Food And Nutrition Trends

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2008 RFA Symposium

U.S. Health & Wellness Trends and the Food & Nutrition Industry Greg Stephens, RD Natural Marketing Institute

September 16, 2008 1

Gregory J. Stephens, RD Vice President of Strategic Consulting Natural Marketing Institute • Greg brings 25 years of specialized expertise in the CPG, nutrition and pharmaceutical industries to NMI. His background includes sales, marketing, strategic planning and regulatory affairs for companies such as Ross Nutritional Products Division of Abbott Laboratories. • He received a Bachelor of Science degree in Human Nutrition from Georgia State University and is a Registered Dietitian with the American Dietetic Association. • Greg is a frequent author of published articles, a contributing editor for Nutraceuticals World Magazine and has spoken at industry events such as Natural Products Expo, Supply Side, American Dietetic Association, and American Healthcare Association to name a few.

2

Presentation Outline

™ About Natural Marketing Institute (NMI) ™ Consumer Insights & Trends • Natural, Organic & Preservatives • Friendly Labeling & Packaging

™ Health and Wellness Trends • General Health & Wellbeing • Cardiovascular Health • Immunity & Inflammation • Cancer (Prevention) • Mental Health • Stress (Energy & Lack of Sleep) • Skin • Joint Health • Digestive, GI Health

Source: NMI’s 2007 Health and Wellness Trends Database™ ©Natural Marketing Institute, 2008

3

NMI: Health, Wellness & Sustainability

Syndicated Data Sources Published Reports Custom Data Mining Sponsorship & Subscriptions

Custom, Primary Consulting

• • • • • • • • • •

Strategic Marketing/Business Planning Brand Development/Expansion/Positioning New Product Concept Development/Strategy Emerging Trend Identification Competitive Intelligence/Tracking Communications And Media Strategy Acquisition Identification, Due Diligence Market Assessment And Industry/Sector Sizing Volumetric Modeling/Financial Proforma Development Full Service Qualitative And Quantitative Research…

Algorithms & Panels 4

Consumer Insights from NMI Nationally Projectable Studies...

The Health & Wellness Trends Database ™ (HWTD)

Healthy Aging/ Boomer Database

The LOHAS Consumer Trends Database™ (LCTD)

Product Attribute Trend Identifier

5

Presentation Outline

™ About Natural Marketing Institute (NMI) ™ Consumer Insights • Natural, Organic & Preservatives • Friendly Labeling & Packaging

™ Health and Wellness Trends • General Health & Wellbeing • Cardiovascular Health • Immunity & Inflammation • Cancer (Prevention) • Mental Health • Stress (Energy & Lack of Sleep) • Skin • Joint Health • Digestive, GI Health

Source: NMI’s 2007 Health and Wellness Trends Database™ ©Natural Marketing Institute, 2008

6

Ingredient Label Reading Impacts Product Purchase Two- thirds of consumers have avoided certain foods to eat healthier What are Americans doing? ™Reading labels (65%) ™Selecting foods based on nutritional facts panel (51%) ™Avoiding products with high fructose corn syrup (46%) ™Trying to limit trans-fats in their diet (61%)

Source: NMI’s 2007 Health and Wellness Trends Database™ ©Natural Marketing Institute, 2008

7

Food Fears Abound

8

Most Important Criteria for Food/Beverage Selections (% GP-PGS segment indicating which attributes are most important when selecting the food or beverages consumed by their household)

Significantly more consumers are basing food selection on “natural” or “organic” criteria compared to 2 years ago

16% Product is natural 10%

Product is organic

7%

3%

2005

Source: NMI’s 2007 Health and Wellness Trends Database™ ©Natural Marketing Institute, 2008

2007

9

Avoidance Is Driving Specific Food Choices (% general population who completely/somewhat agree...)

Half of consumers feel that the use of pesticides and preservatives have caused increased food allergies

Approximately two out of three consumers indicated they first started using the following to avoid pesticides, toxins, GMO ingredients, hormones and antibiotics ™ Organic produce ™ Organic packaged foods ™ Natural foods ™ Organic milk

Source: NMI’s 2007 Health and Wellness Trends Database™ ©Natural Marketing Institute, 2008

70% 64% 63% 59%

10

New U.S. Organic Food and Beverage Launches with Allergy and Additive Conscious Claims Organic Allergy and Additive Conscious Product Claims

552

Organic no additives/preservatives

Organic low/no/reduced allergen

237 184

Organic gluten free

148

27 6 2001

Source: Mintel, NMI PATI Data

2002

2003

2004

2005

2006

2007

11

Ingredient List Items Checked Most Often (% GP-PGS who indicated that when they read the label of a packaged food/beverage item, they check the following most often*)

GP-PGS Ingredient list

32%

Nutritional facts panel

26%

Preservatives

21%

Natural ingredients

15%

Organic ingredients

9%

Four out of ten consumers look for a “short list of recognizable ingredients”

*Select mentions

Source: NMI’s 2007 Health and Wellness Trends Database™ ©Natural Marketing Institute, 2008

12

“No Junk” Claim

Organix’s Organic Crunchy Sticks, UK, with a “no junk promise” Smart Snacks’ Hopper Hip Hop cereal bars, Australia

13

Simplicity Via Graphic Communication of Benefits

Jordans’ Organic Granola, UK, with symbols on pack that convey specific benefits about the product

Clear Packaging Also Conveys Purity

Peaceworks’ Kind bars Bear Naked’s All Natural Appalachian Trail Mix Taylor Fresh Foods’ Steam Cuisine Chilled Meals

15

Kraft Embraces “Less is Better”; “Natural” and Environmentally Responsible This innovative bottle improves transport efficiency, energy consumption and consumer convenience, with no change in source materials.

A process refinement enables a 19 percent weight reduction, saving over three million pounds of plastic annually. In addition, Kraft now contains “natural” preservatives 16

Recent Headlines Pronouncing Americans Are Eating Better-for-You Foods (Q.23 - TRENDED GP-PGS usage for fortified and functional foods)

Functional and fortified food use trends provide proof!

74% 72% 59% Fortified foods/beverages

47% Functional foods/beverages

1999

2000

2001

Source: NMI’s 2007 Health and Wellness Trends Database™ ©Natural Marketing Institute, 2008

2002

2003

2004

2005

2006

2007

17

However, Consumer Confusion Persists (% GP-PGS who agree completely/somewhat with the following statement)

‘I feel overwhelmed about the nutritional characteristics of the foods/beverages I eat’ (one-third of consumers agree)

‘When it comes to healthy eating, I am confused about what I should be doing’ (one-third of consumers agree)

‘ A healthy lifestyle is much more difficult as I get older’ (two-thirds of consumers agree)

Source: NMI’s 2007 Health and Wellness Trends Database™ ©Natural Marketing Institute, 2008

18

Labels Can Help Take the Guesswork Out of Healthy Eating

General Mills’ Green Giant frozen vegetables--Healthy Vision (beta carotene in carrots); Healthy Weight (high in fiber), and Immunity Boost (high in antioxidants and with olive oil), all USA 19

Presentation Outline

™ About Natural Marketing Institute (NMI) ™ Consumer Insights • Natural, Organic & Preservatives • Friendly Labeling & Packaging

™ Health and Wellness Trends • General Health & Wellbeing • Cardiovascular Health • Immunity & Inflammation • Cancer (Prevention) • Mental Health • Stress (Energy & Lack of Sleep) • Skin • Joint Health • Digestive, GI Health

Source: NMI’s 2007 Health and Wellness Trends Database™ ©Natural Marketing Institute, 2008

20

General Health & Wellbeing Cardiovascular Health Immunity Cancer Mental Health Stress, Energy, Lack of Sleep Skin Joint Health Digestive, GI Health

21

Natural Food and Beverage Usage Trending Upward (Q.23 % GP-PGS indicating past year usage of natural foods and beverages by year)

Natural Foods 63%

63%

2003

2004

68%

73%

74%

2005

2006

2007

Natural Beverages 59%

65%

68%

2005

2006

2007

Source: NMI’s 2007 Health & Wellness Trends Database™

22

Food Choices Paramount to Healthy Lifestyles (Q.6 % GP-PGS indicating it is extremely/very important in how they maintain a healthy, balanced lifestyle)

CAG’ 02 - ‘07 74%

72%

67%

68%

40%

Consumption of healthy, nutritious foods

-0.5%

Overall consumption of food/bevs

+0.3%

Consumption of functional foods/bevs

+6.1%

Consumption of natural foods/bevs

+7.2%

Consumption of organic foods/bevs

+7.4%

30% 35%

25% 20% 14%

2002

2003

2004

Source: NMI’s 2007 Health & Wellness Trends Database™

2005

2006

2007 23

Consumer Usage of Functional & Fortified Beverages Trends Upward (Q.23 - TRENDED GP-PGS usage for fortified and functional foods)

U.S. sales of functional drinks other than yogurt grew 11% to over $13 billion last year, and are expected to increase by 46% to over $19 billion by 2012

74% 72% 59% Fortified foods/beverages

47% Functional foods/beverages

1999

2000

2001

2002

2003

2004

2005

2006

2007

Source: NMI’s 2007 Health and Wellness Trends Database™

24

Drivers of Usage of Functional/Fortified Foods (Q.27 - % consumers indicating why they first started using functional/fortified foods)

Drivers of initial usage of functional/fortified foods Base: Those using functional/fortified foods/beverages

60%

To promote overall health To increase consumption of certain nutrients

44% 38%

To increase energy

36%

To manage/lose weight To prevent health issue from occurring

28%

To enhance physical performance

28%

To improve mental abilities

26%

To treat health issue

26%

To prevent cancer

Source: NMI’s 2007 Health and Wellness Trends Database™

™ Three quarters of the population (76%) feel they are deficient in some type of nutrient. ™ The top perceived nutrient deficiencies among U.S. adults include: ‰ Omega 3 fatty acids ‰ Fiber ‰ Calcium ‰ Whole grains

24%

25

Consumers Are Driven to Health For Prevention ( Q.46 - % consumers indicating the following are extremely/very important in why they maintain a healthy lifestyle)

67%

To prevent health problems To treat health problems

53%

GP-PGS

Source: NMI's 2007 Health and Wellness Trends Database™

26

Taste is Still a Requirement… Even for Healthy Food (Q.32 - % GP-PGS who completely/somewhat agree with the following statements)

52% 47% 48% Healthy food should taste good and not willing to give up taste for health

44% 28%

23%

23%

18%

2004

2005

2006

Taste is more important than health

2007

Source: NMI’s 2007 Health & Wellness Trends Database™

27

General Health Cardiovascular Health Immunity Cancer Mental Health Stress, Energy, Lack of Sleep Skin Joint Health Digestive, GI Health

28

Foods/Beverages Launched with a Claim Promoting Cardiovascular Health - Global

707

417* 305 209 137 59

86

90

104

2001

2002

2003

37 1999

2000

2004

2005

2006

2007

2008

*As of 8/14/08

Source: NMI’s 2008 Product Attribute Trend Identifier™

29

Costs of Heart Disease Rise as Population over 50 Continues to Grow (Q. 90 - % consumers managing or treating heart related problems: cholesterol, high blood pressure, heart disease)

Over a third of the population (38%) are managing a heart-related condition 79%

59%

34% 19% 7%

18-29

30-39

40-49

50- 64

65+

Source: NMI’s 2007 Health and Wellness Trends Database™

30

Ingredient Association with Heart Health (Q.91 - % general population primary grocery shoppers indicating they associate the following ingredients with heart health)

45%

(% associating the following with heart health)

Omega 3's

45%

Oats

38%

Fish Oil

38%

Antioxidants

35%

Fiber

34%

Whole grains

Soy Plant Sterols

2003

2004

2005

2006

2007

Understanding of Omega 3 heart benefits has grown significantly over past 5 years

31%

Dark chocolate Vitamin E

32%

29%

Media noise and marketing efforts play a large role in educating the consumer

19% 15% 7%

OPPORTUNITY Those managing heart-related problems do not show significantly higher understanding of ingredients Source: NMI’s 2007 Health and Wellness Trends Database™

31

General Health Cardiovascular Health Immunity Cancer Mental Health Stress, Energy, Lack of Sleep Skin Joint Health Digestive, GI Health

32

Foods/Beverages Launched Worldwide With Claim of Promoting Immune Health – Past 10 Years

 Aggressive promotion of condition-specific foods and beverages targeted to immunity (e.g., DanActiveTM) has likely contributed to the explosive rate of product development since 2006

99 41

37

2000

2001

52

116

496

369*

137

70

42 1999

2002

2003

2004

2005

2006

2007

2008

*As of 8/14/08

Source: NMI’s 2008 Product Attribute Trend Identifier™

33

Doctors are Less Likely to be Consulted for these “Less” Serious Conditions (% consumers indicating they spoke with their doctor about a condition they were treating/managing)

+

High blood pressure High cholesterol Diabetes Arthritis Joint pain

Likelihood to speak with doctor

__

Fatigue Lack of energy Memory loss Concentration problems Weight management

Consumers more likely to self-treat

Source: NMI’s 2007 Healthy Aging Boomer Database™

34

Ingredient Association with Immune Health (Q.91 % general population primary grocery shoppers indicating they associate the following ingredients with immune health)

(% associating the following with immune health)

Antioxidants

41%

Omega 3's

21%

Vitamin E

21%

Probiotics

16%

Fish oil

15%

Whole grains

Understanding of ingredient benefits for immune health, while lacking, does show some growth...

12%

Fiber

11%

Protein

11%

Knowledge of antioxidants for immune support has almost doubled in the past 5 years, and knowledge of Omega 3’s for immune support has literally tripled

Source: NMI’s 2007 Health and Wellness Trends Database™

35

General Health Cardiovascular Health Immunity Cancer Mental Health Stress, Energy, Lack of Sleep Skin Joint Health Digestive, GI Health

36

Management and Concern Over Prevention of Cancer (Q.90/92 - % general population managing cancer/concerned about preventing cancer)

71% Concern is high

Prevalence may be low

36% A lot A little

5%

Household managing

35%

Concerned about preventing

Source: NMI’s 2007 Health and Wellness Trends Database™

37

Cancer Prevention Driving Healthy Behaviors (Q.5 - % general population indicating why they were first prompted to start leading a healthier lifestyle)

One out of five consumers indicate that they started leading a healthier lifestyle to prevent cancer

A third of consumers indicate their biggest fear of aging is “getting cancer”

Source: NMI’s 2007 Health & Wellness Trends Database™ NMI’s 2007 Healthy Aging Boomer Database™

38

Over one-forth of Users First Started Using Functional or Natural Organic Products to Prevent Cancer (Q27 % general population (users of products) stating that they first started using the following to prevent cancer*)

“I first started using the following products to prevent cancer...” ™ Natural foods

32%

™ Organic produce

31%

™ Vitamins and minerals

29%

™ Herbal supplements

28%

™ Organic packaged foods

26%

™ Functional foods and beverages

24%

*mentions >20% shown Source: NMI’s 2007 Health & Wellness Trends Database™

39

Ingredient Association with Cancer Prevention (Q.91 - % general population primary grocery shopper indicating they associate the following ingredients with cancer prevention)

(% associating the following with cancer prevention)

Antioxidants

48%

Fiber

44%

Whole grains

32%

Omega 3's

28%

Oats

20%

Fish oil

19%

Vitamin E

18%

Dark chocolate

18%

Soy

Claim restrictions may limit consumer understanding of ingredient benefits for cancer prevention Independent clinical studies combined with consumer education can help disseminate ingredient benefits surrounding such a serious disease

11%

Source: NMI’s 2007 Health & Wellness Trends Database™

40

General Health

Cardiovascular Health

Immunity Cancer

Mental Health Stress, Energy, Lack of Sleep Skin

Joint Health

Digestive, GI Health

41

Management and Concern Over Prevention of Memory/Concentration Problems (Q.90/92 - % general population managing memory/concentration problems/concerned about preventing memory/concentration problems)

71%

23% A lot A little

13%

Household managing Source: NMI’s 2007 Health & Wellness Trends Database™

37%

Concerned about preventing

42

Ingredient Association with Cognitive/Brain Health (Q.9 1 - % general population primary grocery shopper indicating they associate the following ingredients with cognitive/brain health)

(% associating the following with cognitive/brain health)

Omega 3's

22%

Up from 17% (2006)

Antioxidants

22%

Up from 15% (2006)

Fish Oil

18%

Vitamin E

13%

DHA

12%

Protein

11%

Lycopene

9%

Lutein

8%

Up from 4% (2006)

Note: PS and Ginkgo were not choices in this question. Source: NMI’s 2007 Health & Wellness Trends Database™

43

General Health Cardiovascular Health Immunity Cancer Mental Health Stress (Energy & Lack of Sleep) Skin Joint Health Digestive, GI Health

44

Stress At Younger Ages (Q.7 - % consumers indicating managing/relieving stress is very/somewhat important/ Q.93 - % consumers very/somewhat satisfied with managing stress)

Importance and Satisfaction of Managing/Relieving Stress Finding ways to manage and relieve stress – Younger age groups feel managing stress is important but are less satisfied with the results

87%

62%

18-29

87%

87% 81%

81%

66%

67%

61% 57%

30-39

40-49 Important

50-64

65+

Satisfied

Source: NMI’s 2008 Healthy Aging Boomer Database ™

45

Stress as a Driver of Lack of Energy and Sleep (Q.32, 33 - % consumers who strongly/somewhat agree....)

“My ........... is caused by the amount of stress and anxiety I have in my life”

Lack of energy

Sleep disorder

72%

63%

Almost two-thirds of consumers (58%) indicate that managing stress is an extremely/very important reason for why they maintain a healthy lifestyle

Source: NMI’s 2007 Healthy Aging Boomer Database™ NMI’s 2007 Health & Wellness Trends Database™

46

General Health Cardiovascular Health Immunity Cancer Mental Health Stress, Energy, Lack of Sleep Skin Care Joint Health Digestive, GI Health

47

Younger Generations, and Particularly Females, Are More Fearful of How Their Skin Will Appear As They Age (Q.71 - % consumers who mention dry skin/wrinkles among their biggest fears about aging)

“Dry skin/wrinkles is one of my biggest fears about aging”

Compared to men, women are twice as likely to mention dry skin and wrinkles as one of their biggest fears of aging

21% 17% 15%

8%

Gen Y

Gen X

Boomers

Matures

Source: NMI’s 2008 Healthy Aging/Boomer Database™

48

Consumers Have Embraced the Concept of “Beauty From the Inside Out”… (Q.10 - % consumers who STRONGLY/SOMEWHAT agree with the following)

I believe that how I take care of my body on the ‘inside’ can have an affect on how I look on the ‘outside’

I believe that consuming nutritious foods and beverages is good for my skin 89%

94%

Source: NMI’s 2008 Healthy Aging/Boomer Database™

49

Ingredient Association With Skin Health (Q.91 - % general population primary grocery shopper indicating they associate the following ingredients with skin health)

Only 3% of consumers currently use nutritional supplements formulated for skin health

(% associating the following with skin health)

Vitamin E

42%

Antioxidants

32%

Fish Oil

18%

Omega 3's

17%

Calcium

Fewer than half of consumers associate Vitamin E with skin care

13%

Source: NMI’s 2007 Health & Wellness Trends Database™

50

General Health Cardiovascular Health Immunity Cancer Mental Health Stress, Energy, Lack of Sleep Skin

Joint Health

Digestive, GI Health

51

About One-Fifth of the Population is Suffering from Joint Pain or Arthritis (Q.90/92 - % consumers who are currently managing the following conditions/concerned about preventing)

62%

28% 31%

29%

A lot A little

39%

Household managing joint pain

Source: NMI’s 2007 Health & Wellness Trends Database™

Household managing arthritis

Concerned about preventing joint pain/arthritis 52

Ingredient Association with Joint Health (Q.91 - % general population primary grocery shopper indicating they associate the following ingredients with joint health)

(% associating the following with joint health)

Glucosamine

41%

Calcium Antioxidants

Down 3% (CAG from 2003) Up 10% (CAG from 2003)

38% 13%

Omega 3's

10%

Fish oil

10%

Protein

8%

Source: NMI’s 2007 Health & Wellness Trends Database™

Up 29% (CAG from 2003)

Media noise surrounding glucosamine benefits may be lessening while Omega 3 marketing is becoming louder accounting for the trends over the past 5 years

53

General Health

Cardiovascular Health

Immunity Cancer Mental Health Stress, Energy, Lack of Sleep Skin

Joint Health

Digestive, GI Health

54

Trended Awareness of Probiotics (Q.7 - % GP-PGS indicating they have heard of the term probiotics)

Awareness of the term “probiotics” has shown strong increases over the past six years, with a 56% growth in awareness just in the last year

31%

18%

20%

One out of 5 (21%) feel it is important for their store to carry foods enriched with probiotics

14%

9%

2002

10%

2003

2004

Probiotics awareness is mainstreaming

2005

2006

2007

29% CAG

Source: NMI’s 2007 Health and Wellness Trends Database™

55

Ingredient Association with Digestive Health (Q.91 - % general population primary grocery shoppers indicating they associate the following ingredients with digestive/colon health)

(% associating the following with digestive/colon health)

61%

Fiber

Strong growth in understanding of probiotic benefits

43%

Whole grains

14%

29%

Oats

3%

Probiotics

14% 2002 2003 2004 2005 2006 2007

Antioxidants

11%

Source: NMI’s 2007 Health and Wellness Trends Database™

56

Greg Stephens Vice President, Strategic Consulting [email protected] phone: 215-513-7300, ext 237 fax: 215-513-1713 www.NMIsolutions.com

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