“I want a balanced approach to
health and wellness, to have greater
control through the choices I can
make”
1
“I want a balanced approach to health and wellness,
to have greater control through the choices I make”
•
Media coverage continues to draw attention to
health issues facing society today; people have
become more aware of the challenges they face
and their increased responsibility for both their
health today and into the longer-term future.
•
Brands and institutions continue to help educate
people about how to live more balanced lifestyles
and make healthier choices.
•
But with levels of information and options
reaching overwhelming levels, people often
struggle to navigate the complex array of choice
now at their fingertips. Finding the right strategy
and approach to health and wellness has become
a key challenge.
2
“I want a balanced approach to health and wellness,
to have greater control through the choices I make”
•
With financial constraints creating added
pressures, many people have begun to adopt a
more balanced approach to life and their diets,
recognising that whilst physical health is
important, their mental health and outlook on life
is equally as important.
•
Food is becoming core to people‟s health
strategies and overall sense of wellbeing,
whether they are looking for healthier options
that do not compromise on quality and a feeling
of indulgence or solutions that set their children
up for a good start to life and a healthier future.
3
Health and wellness has become more top of
mind for most people
„I have made it a top priority in my life to live a
healthy lifestyle‟1
% Agree
2009
2010
2011
100
90
80
70
60
53
58
62
50
70
63 64 64
55
50 51 51
59 61
66 65
40
30
20
10
The rising interest in health
is manifested by the
functional food and drink
market, which is outpacing
the conventional food and
drink market in terms of
global growth, by about 4%
per year. The functional
foods market is expected to
grow 22.8% by 2014.2
0
Ireland
UK
Western Europe
USA
BRIC
Source: 1. Global MONITOR. See appendix for base sizes; 2. Leatherhead Food Research ,2011
4
People are finding it more difficult to manage their
physical and emotional wellbeing; they are looking for
help to regain control over their health
„I am satisfied with my physical health‟1
% Agree
2011
2010
100
90
80
70
60
50
40
30
20
10
0
46
42
Ireland
39
49
36
UK
40
Western
Europe
47
60
45
USA
52
BRIC
„I am satisfied with my emotional health‟2
% Agree
2011
2010
100
90
80
70
60
50
40
30
20
10
0
57
46
Ireland
52
43
UK
50
59
41
Western
Europe
54
USA
62
51
The global market for mobile
health applications for
smartphones is expected to
nearly double in 2012, rising
to $1.3 billion. The mobile
health apps market
experienced seven-fold
growth in 2011, growing to
$718 million.3
BRIC
Source: 1&2. Global MONITOR. See appendix for base sizes; 3. research2guidance, 2012
5
Food „baddies‟ are increasingly being demonised
and „natural‟ still resonates very strongly
Concern remains over artificial
additives
Nestlé is the first of the large confectionery
companies to have removed artificial additives
from all its confectionery lines in the UK and
Ireland.1 More than 80 artificial ingredients
have been replaced with natural alternatives.
More sophisticated reformulations to
replace fat, sugar and salt
Advancements in reformulations mean that
products which substitute sugar, salt and fat are
more accurately mimicking the taste profile of
traditional products. Calorie-free herbal extract
stevia has been recently approved by the EC.
Brands such as Canderel and Cargill have recently
launched stevia products in GB.2
Source: 1. The Grocer, 2012; 2. just-food, 2012
6
Key takeaways
•
People increasingly expect convenience and healthy solutions; fast food and
ready made meals do not necessarily need to mean „bad‟ food choices.
•
Mental health and a broader sense of wellbeing is rising in profile. People seek
balance in their approach to diet and lifestyles, indulging in moderation with
food that is about enhancing their mood on some occasions and making time
for exercise or counting the calories on others.
•
As people look out for foods with the „bad stuff‟ in and avoid chemicals, high
levels of saturated fat and salt, natural remains popular. With a growing
understanding that some foods offer an added extra, the right type of
ingredient is increasing sought.
7
Drivers
Sub-trends
Proactive prevention
Increasing availability of
health information
Proactively defending the body against future
disease and illness through healthier choices
Finding balance
Looking for emotional and mental balance
via nutrition and lifestyle
Scientific advances
Image control
Growing pressure on
healthcare resources
Managing weight and external appearance
Good start
Ensuring children get the best start in life
Increasing life expectancy
Coping strategies
Rising prevalence of lifestyle
diseases
Using or excluding products in a response
to modern day ailments
Naturally good
Searching for the best from nature to
improve health
8
SUB TRENDS
9
HOW IS THE SUB-TREND EVOLVING?
Proactive prevention
TOWARD
Proactively defending the body
against future disease and illness
through healthier choices
More sophisticated solutions offering
targeted health benefits
People are assuming more responsibility for
their health and becoming more proactive
about preventing illness. Preventative health
solutions are becoming more targeted at a
wider range of specific health concerns or
conditions.
FROM
A variety of supplements to help
prevent the onset of illness and a
focus on gut health
Growth of products
designed for gut health, GB
Alzheimer's drink
prevents memory loss
through nutrients, US
Drinks with added lutein
for improving and
safeguarding long term
macular health, Japan
Strength & Energy drink
prevents muscle loss
through vitamins,
minerals, amino acids
and leucine content, US
Antioxidant enriched coffee allows
people to boost their body‟s
defenses whilst enjoying their
daily cup, Thailand
10
SUB-TREND: Proactive prevention
Proactively defending the body against future disease
and illness through healthier choices
Fortified drink prevents
muscle loss, US
BeneVia Strength & Energy fruit
drink from the US is targeted at
older peoples and contains a
high concentration of proteins,
leucine, essential amino acids
and key vitamins and minerals
required to slow muscle loss.
Lutein drinks to preserve
eye health, Japan
New products in Japan, the US
and South Korea are emerging
which contain added lutein for
improving and safeguarding long
term macular health.
Alzheimer's drink, US
Souvenaid is a nutritional drink
currently being developed by
Danone to help prevent memory
loss in ageing adults. It contains
FortasynConnect, a patented
combination of nutrients that
includes Omega-3 fatty acids,
choline, uridine monophosphate
and a mixture of antioxidants
and B vitamins.
11
HOW IS THE SUB-TREND EVOLVING?
Finding balance
TOWARD
Looking for emotional and mental
balance via nutrition and lifestyle
As mental health rises up public health
agendas and the prevalence of stress
increases, finding solutions that help people
cope with the stresses and strains of
everyday life has become a priority. As a
result, people are turning to food and drink
for solutions to help them manage their
emotional and mental wellbeing.
Delo bottle caps
dispenses vitamins into
water to help women
stay calm at work,
France
Coffee brand serves up free
drinks and experiences in “feel
good” café, Canada
Times of India publishes a list
of mood foods that prevent
anxiety, reduce fatigue and
avoid moodswings, India
FROM
Solutions to promote
mental focus or calm
Sophisticated solutions that meet
different moods or emotional
states at different times
Mood tracking apps monitor
your emotional wellbeing
throughout the day, Global
Chewing gum that
promotes mental
focus, Sweden
12
SUB-TREND: Finding balance
Looking for emotional and mental balance via nutrition
and lifestyle
Mood tracking apps,
Global
Smartphones have given rise to
numerous apps that allow people
to track their moods, mostly
through online diaries and
analysis of the data within these
diaries.
List of foods to manage
your mood, India
The Times of India recently
published a list of mood foods to
help people manage their
emotional health. The foods
listed include peanuts to ward off
anxiety, spinach to prevent
fatigue and sweet potatoes to
regulate the blood and avoid
mood swings.
Maxwell House “feel
good” cafe, Canada
Maxwell House served free
coffee and positive stories to the
people of Toronto at their
Optimism Café. On a mission to
help Canadians “feel more glass
half-full” while building brand
awareness, Maxwell House also
offered free Wi-Fi and biscuits to
anyone in need of a pick-me-up.
13
HOW IS THE SUB-TREND EVOLVING?
Image control
TOWARD
Managing weight and external
appearance
Maintaining weight and external appearance
continues to be a top priority for many
people. Brands increasingly offer total
beauty solutions that help people manage all
aspects of their appearance and food and
drink products that deliver beauty benefits
are emerging.
Greater focus on improving
outward appearance using food
and drink
Swallowable perfume emits
fragrance from the skin,
The Netherlands
Collagen drink improves the
skin‟s elasticity and suppleness,
GB
FROM
Focus on weight
management and emergence
of mass satiety products
Marks and Spencer
launch satiety range of
pre-prepared meals, GB
Lato G's ice cream
promotes tanning with
added vitamin A, Italy
Beauty drinks help
manage weight
though fat burning,
detoxing or killing
cravings, US
14
SUB-TREND: Image control
Managing weight and external appearance
Lato G's tanning ice
cream, Italy
Milan based ice cream parlour
Lato G has introduced three ice
cream varieties to improve the
skin: Acai, rich in vitamins A, C,
and E, is marketed as an antiageing ice cream; Goiaba is said
to stimulate tanning through its
high vitamin A content; and the
Greek Yogurt flavour is rich in
probiotics to help skin
regeneration and elasticity.
Collagen drink, GB
GOLD COLLAGEN provides an
immediate boost of energy and
over the longer term improves
the skin‟s appearance due to the
collagen it contains. The product
claims to increase skin elasticity
and over a period of four to eight
weeks wrinkles decrease with
the improved elasticity and
suppleness of the skin.
Swallowable perfume,
The Netherlands
Swallowable Parfum is a capsule
containing synthetic fragrant
lipid molecules that are
metabolised by the body‟s
enzymes and excreted through
the skin‟s surface through
perspiration. The strength of the
scent is determined by the
individual‟s acclimatisation to
temperature, stress, exercise or
sexual arousal.
15
HOW IS THE SUB-TREND EVOLVING?
Good start
TOWARD
Ensuring children get the best
start in life
Introducing kids to more
sophisticated tastes and food
education from a young age
Growing focus on the role that good nutrition
plays in later life is leading people to rethink
the way in which they shop for their children.
Parents looking to secure a healthy, happy
future for their children recognise the
importance of education about good eating
habits; offering a healthy diet is not enough.
Nestlé‟s range of probiotics for
kids, US
Food education classes for kids,
Japan
FROM
Simple, natural, no worries
Müller Little Stars are made
with 100% naturally sourced
ingredients and no E
numbers, GB
Supermarket Tesco introduces
„rainbow‟ cauliflower to appeal to
kids, GB
Subscription service offers
local organic baby food, US
16
SUB-TREND: Good start
Ensuring children get the best start in life
„Rainbow‟ cauliflower, GB
Stunningly coloured varieties of
one of the most unloved of all
vegetables, the humble
cauliflower, have gone on sale in
order to widen its appeal,
especially to children. Tesco
greens buyer Jeni Gray says:
'These cauliflowers are almost
works of art and have a real wow
factor that should really create a
stir with shoppers and hopefully
children at dinnertime.‟
Food education classes,
Japan
Shokuiku - food education for
young children – teaches
children about balanced diets
and healthy eating. Healthy
cooking classes for parents and
kids are becoming popular and
are increasingly being organised
by local government and private
companies.
Probiotics for kids, US
Nestlé‟s BOOST Kid Essentials is
a nutritionally complete drink
intended for children aged 1 to
13. The probiotics in the drink
are embedded in a straw that
comes with the drink. Probiotics
are live, beneficial bacteria that
are found naturally in many
foods, and they are known for
aiding digestion and fighting
harmful bacteria.
17
HOW IS THE SUB-TREND EVOLVING?
Coping strategies
TOWARD
Using or excluding products in a
response to modern day ailments
Products sensitive to allergies and
intolerances are no longer the preserve of
those who are unable to consume standard
products. Dairy-free is becoming more
mainstream as brands continue to focus on
new products with an emphasis on taste and
variety.
FROM
Gluten free becomes a lifestyle
choice and more premium and
artisan brands routinely offer
these products
Tailor-made food to help
you cope with your
environment, Japan
Allergy testing kits ensure
that food is suitable for
those with intolerances,
Global
Alice‟s Stick Cookies are
free of eggs, nuts, and
artificial ingredients safe for those with
allergies, US
Brewery‟s strawberry
flavoured gluten free beer,
Global
Choices that do not
represent a compromise
and smarter ways to
Dogfish Head Craft
manage ailments
Posh cakes that are
wheat, gluten and
dairy free, GB
18
SUB-TREND: Coping strategies
Using or excluding products in a response to modern
day ailments
Gourmet free-from
cookies, US
Alice‟s Stick Cookies are
premium gourmet cookies
available in vanilla, lemon,
orange-chocolate chip and
cinnamon-ginger varieties, and
are free of eggs, nuts, artificial
flavours and preservatives,
making them safe for those with
allergies.
Allergy testing kits,
Global
Allergy testing kit GlutenTox
Home can detect gluten in food
at 20 parts per million (ppm).
GlutenTox Home contains a new
antibody called G12 and has
been developed to specifically
recognise the toxic fraction of
gluten present in wheat, barley,
rye and oat that triggers the
auto-immune response in celiac
patients.
Tailor-made food, Japan
„Yakuzen‟, based on traditional
Chinese medicine, are small
plates of food that have been
tailored by a doctor to help an
individual best cope with the
environment – the climate,
physical environment and the
seasons of the region - in which
he/she lives and his/her physical
condition.
19
HOW IS THE SUB-TREND EVOLVING?
Naturally good
TOWARD
Searching for the best from nature
to improve health
Brands harness powerful natural
ingredients and diets of the past
for use in their products
Natural continues to hold strong appeal and
remains a shortcut for healthy. People are
becoming increasingly aware of the potent
health benefits specific natural ingredients
can offer and are looking for easy and
convenient ways to integrate these foods into
their diets.
Seaweed sprinkles
naturally packed with a
essential vitamins and
minerals, US
Superfood snack-makers
harness the benefits of
quinoa, US
FROM
Natural is taken to new
levels of purity and being
unprocessed
Nano-sieves provide a
way to pasteurise milk
without affecting its
natural flavour,
Canada
Restaurant based on
prehistoric diet uses
organic, unprocessed
foods, Germany
Chia seed juice
delivers a natural
source of energy, US
20
SUB-TREND: Naturally good
Searching for the best from nature to improve health
Paleolithic restaurant,
Germany
Sauvage is the first Paleolithic
restaurant in Europe. Its
Palaeolithic cuisine is „the world's
most healthy diet‟. The kitchen
exclusively works with organic,
unprocessed foods and thus
excludes every kind of processed
food resulting from agriculture
and domestication - grains,
starches, dairy products and
sugar. All ingredients come from
organic farming or wildlife.
Quinoa snacks, US
Quinoa contains all nine essential
amino acids and has become one
of the most popular superfoods
in recent years. To harvest its
health benefits, „I Heart
Keenwah‟ makes snack squares
packed with all-natural
ingredients. There are four
available flavours - almond,
cranberry cashew, ginger peanut
and chocolate sea salt.
Seaweed sprinkles, US
Navitas Wakame seaweed flakes
are naturally packed with a wide
range of essential vitamins and
minerals including potassium,
iron, calcium, iodine and
magnesium, in a convenient
ready to sprinkle format.
21
COUNTRY RELEVANCE
How does this trend play out in Ireland and GB?
This trend is growing in importance in both markets; financial constraints have not led to a deprioritisation of
health. In Ireland especially, people are seeking simple ways to stay healthy that don‟t cost much.
Ireland
• In Ireland, the recession has had some positive
implications for health - home cooking with
healthy ingredients is part of a renewed focus
on the people that truly matter in life. However,
decreased disposable incomes mean people
have to work their money harder to be healthy.
• Despite tighter budgets, health remains a key
influence on the weekly grocery shop although
many of the financially constrained consumers
in Ireland have adapted their shopping
behaviours to avoid compromising on fruit and
veg, e.g., by only buying cheaper organic from
the farmers‟ market rather than the
supermarket.
• Fresh is very much synonymous with healthy
and fresh fruit and vegetables are considered
the ultimate source of healthy nutrients. Buying
local produce is often considered the healthiest
option.
Great Britain
• Health and wellness has become more
important to people in GB. They have a huge
volume of information on health at their
fingertips. Although they are better informed
about health, the sheer abundance of - often
conflicting - information can mean that it is
difficult to make decisions about health.
• Despite leading increasingly busy lives, people
in GB are not compromising on health. For the
most part this is due to growing awareness that
eating and living healthily is vital in order to
simply keep up with the busy pace of life.
Healthy convenience foods are a godsend to
many of these people but, processed ready
meals are a last resort.
• Balance continues to be important, particularly
where diet and lifestyle are concerned.
22
COUNTRY RELEVANCE
How does this trend play out in Ireland and GB?
Ireland
Great Britain
Proactive prevention
Proactive prevention
Proactively defending the body against
future disease and illness through
healthier choices
Proactively defending the body against
future disease and illness through
healthier choices
Finding balance
Finding balance
Looking for emotional and mental
balance via nutrition and lifestyle
Looking for emotional and mental
balance via nutrition and lifestyle
Image control
Image control
Managing weight and external
appearance
Managing weight and external
appearance
Good start
Good start
Ensuring children get the best start
in life
Ensuring children get the best start
in life
Coping strategies
Coping strategies
Using or excluding products in a
response to modern-day ailments
Using or excluding products in a
response to modern day ailments
Naturally good
Naturally good
Searching for the best from nature
to improve health
Strength in 2012:
Searching for the best from nature
to improve health
Cooling
Still warm
Heating up
23
SHOPPER DIMENSIONS
24
SHOPPER DIMENSION
How does this trend play out for shoppers?
Providing escape and relaxation in retail
environments
As the pace of life has increased, shopping environments have
become increasingly hectic - particularly in urban areas.
Retailers are beginning to recognise the opportunity of
providing shoppers with a space or experience that allows
them to step away from crowds and recharge.
Mood enhancing retail environments and those that create a
sense of relaxation for shoppers can also benefit the retailer:
A 2011 study in the Journal of Marketing Research found that
relaxed shoppers were willing to pay up to 15% more for
goods than less-relaxed ones.
As the density of urban environments continues to intensify,
retail experiences that offer escape, relaxation or recharge to
weary shoppers will grow in appeal.
Glimpses of the future
Coca-Cola‟s
mood bar,
France
Coca-Cola‟a pop up mood bar on
the Champs Elysées allowed
shoppers to escape the stress of
the street and retreat to a mood
enhancing café with different
relaxing and uplifting smells, lights
and sounds.
Music to match
the mood of
clothes, Brazil
Gomus has enhanced the fitting
room experience with an RFID
platform that recognises
information on embedded tags in
the clothing to create a musical
environments according to the
mood of the garment and shopper.
As a shopper tries on an item, the
system recognises the tag and
plays appropriate music – such as
an upbeat pop song for a party
dress.
25
SHOPPER DIMENSION
How does this trend play out for shoppers?
Organising products in retail space based
on specific health concerns
Advances in science and technology are revolutionising our
approach to health and the way we eat. The market for
functional food continues to grow and product claims are
becoming bolder.
The food and pharma categories are increasingly blurring as
new food and drink products emerge to target health
problems. As the demand for more affordable, sustainable
and nutrient rich foods rises, people are likely to become
more open to the idea of using enhanced foods and will seek
them out.
There is a significant opportunity for food and drink
manufacturers to offer products for specific groups with
specific health conditions, and group these products together
in the retail space. A key challenge for retail will be the
categorisation of these new products: should they retail next
to food and drink products or healthcare products?
Glimpses of the future
Nutritional
information for
every food in the
supermarket, US
King Soopers supermarkets include
nutrition ratings next to its product
prices in store. The company also
staffs its stores with dieticians to
help people understand the scores,
and to help with other dietary
concerns.
Vitamin enhanced
sweets sit in the
confectionery aisles
Oxford Nutrascience‟s Chewyz are a
reduced sugar, high fibre, vitaminenriched soft chew containing 50mg
of Omega 3, vitamins A, C, D & E
and 35% fibre. The sweets compete
within the confectionery market in
high street and supermarket stores.
26
POINTS TO PONDER
Consumer
•
How might your products offer preventative
health benefits as part of everyday meals?
•
What benefits could you offer to help people
maintain emotional wellbeing?
•
What unique beauty benefits could your
products deliver? Are there ways you could
provide a food or drink solution to an aspect of
beauty and personal care not normally managed
orally?
•
How can you help parents make the best choices
for their children? What are the issues of most
concern to parents when it comes to child
nutrition?
•
How can your products better cater to the
mainstreaming of gluten free diets?
Shopper
•
How can retail environments become a
destination to escape to for shoppers? What
in-store features would make spending time
in the retail space more enjoyable – and
desirable?
•
What kind of features within the retail
environment would enhance the experience?
How might retailers look to take the stress
out of shopping and promote a more calming
experience e.g. through light, sounds, smells
etc.?
•
What are the implications of food and
pharma blurring for retailers? What does this
mean for the way in which food and drink
with functional properties are organised instore?
27