HEALTH & WELLNESS
THROUGH THE EYES OF
THE DIVERSE CONSUMER
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
PRESENTATION SPEAKER & PANELISTS
Todd Hale
Dr. James Gavin
Maryellen Molyneaux
T.J. McIntyre
Nielsen
Partnership for a
Healthier America
NMI
Boulder Brands
#Consumer360
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
HOW DOES THE CPG INDUSTRY GROW IN THE
CURRENT ENVIRONMENT?
WHAT CAN FUEL GROWTH?
Innovation
Crowded
shelves
Slowing population
growth
Product
enhancements
Underdeveloped
consumer segments
Stagnant
wages
WHAT’S WORKING AGAINST GROWTH?
#Consumer360
3
WHY SHOULD WE CARE
ABOUT HEALTH & WELLNESS?
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
HEALTH & WELLNESS OUTPACING RETAIL GROWTH
0.1%
13%
17%
Total store
growth rate (units)
Organic label claims
since 2010
Avg. annual unit growth for the top 5
fastest growing healthy label claims
Source: Nielsen Strategic Planner with Nielsen LabelTrends, Total U.S. - All Outlets Combined, 52-weeks ending 04/12/2014 (percent vs. year ago), UPC-coded
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
AUDIENCE QUESTION
WHICH IS DRIVING GROWTH THE FASTEST?
Gluten
Free
GMO
Free
Hormone
Antibiotic
Free
Low
Glycemic
Organic
#Consumer360
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
“THE WHOLE WORLD HAS A WEIGHT PROBLEM”
13%
Global Perspective on Obesity & Overweight Population
47%
37%
28%
The U.S. accounts for more than a tenth of the obese
people worldwide, with only 5% of the population
14%
Increase in Obesity and Those
Overweight Since 1980
Adults
5%
Percentage Who Were Obese
and Overweight in 2013
Children
Source: Institute for Health Metrics and Evaluation at the University of Washington; Frank Pompa, USA TODAY
#Consumer360
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
FOCUS ON HEALTH IS NOT A PASSING FAD
EVEN IN AMERICA’S BALLPARKS, THE SHIFT IS CLEAR
CHICAGO
Hot dogs
Cotton candy
Adobo mango
chicken sausage
Fries
ANAHEIM
Panini with zucchini, carrots,
mushrooms, tomatoes
& pesto sauce
PHOENIX
Black-bean burger
on a whole-wheat
PHILADELPHIA
Sausages
Veggie cheese steak
(vegan beef)
Nachos
COLORADO
"Infield Greens"
build-your-own salad
#Consumer360
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
WHY DOES HEALTH & WELLNESS MATTER?
65%
35%
of the world’s population live in
countries where overweight & obesity
kills more people than underweight
of U.S. adults are obese
Source: World Health Organization; Centers for Disease Control 2012
Leading to some of the foremost
causes of preventable death…
heart disease, stroke, type 2
diabetes & certain types of cancer
#Consumer360
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
BUT THE EPIDEMIC IS NOT EVENLY DISPERSED
MULTI
CULTURAL
AGE
Age Adjusted Obesity Rate
Obesity Rate Among
48%
35%
of Non-Hispanic Blacks
60 plus
43%
40%
of Hispanics
33%
INCOME &
EDUCATION
of Non-Hispanic Whites
40 to 59
30%
20 to 39
11%
of Non-Hispanic Asians
Source: Centers for Disease Control & Prevention
• Higher income woman are less likely to be obese
• Women with college degrees less likely to be obese
#Consumer360
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
THE NEED IS APPARENT
PANEL QUESTIONS
•
What can NMI tell us about the evolution of consumer involvement in
health & wellness over the past 15 years?
•
What role can the private sector play in delivering healthier options &
supporting the goal for a healthier America? Any success stories?
•
Generally speaking, who has led the way toward increased health &
wellness focus – retailers or manufacturers – and why?
#Consumer360
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HOW ARE CONSUMER SEGMENTS
RESPONDING TO HEALTHY OPTIONS?
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
GOOD NEWS: OLDER & YOUNGER POSE UNTAPPED
OPPORTUNITY FOR WINNING WELLNESS CLAIMS
SALES PER 1,000 HOUSEHOLDS INDEX BY AGE OF FEMALE HEAD OF HOUSEHOLD
Female head
Under 35
Label claim:
35 – 45
55 – 65
65+
Low Glycemic
GMO Free
Gluten Free
Hormone Antibiotic Free
CONSUMERS ARE
APPROACHING PREVENTION
DIFFERENTLY
Organic
High Fructose Corn Syrup Free
Lactose Free
Protein Presence
Preservative Free
Index is:
Source: Nielsen Homescan with Nielsen LabelTrends, 52-week ending 12/28/2013, UPC-coded products
120 or greater
between 80–120
80 or less
#Consumer360
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
IS LOWER ATTRACTION AMONG LOW INCOME AN
ISSUE WITH AWARENESS, AVAILABILITY OR PRICE?
SALES PER 1,000 HOUSEHOLDS INDEX BY HOUSEHOLD INCOME
< $20k
Label claim:
$20k –
29.9k
$30k –
39.9
$40k –
49.9l
$50k –
69.9
$70k –
99.9
100k+
Low Glycemic
GMO Free
Gluten Free
Hormone Antibiotic Free
CONSUMERS ARE
APPROACHING PREVENTION
DIFFERENTLY
Organic
High Fructose Corn Syrup Free
Lactose Free
Protein Presence
Preservative Free
Index is:
Source: Nielsen Homescan with Nielsen LabelTrends, 52-week ending 12/28/2013, UPC-coded products
120 or greater
between 80–120
80 or less
#Consumer360
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
ARE HIGHER SALES AMONG ASIANS DRIVEN BY
ETHNICITY, EDUCATION OR INCOME?
SALES PER 1,000 HOUSEHOLDS INDEX BY RACE/ETHNICITY
Label claim:
Caucasian
African American
Asian
Hispanic (any race)
Low Glycemic
GMO Free
Gluten Free
Hormone Antibiotic Free
CONSUMERS ARE
APPROACHING PREVENTION
DIFFERENTLY
Organic
High Fructose Corn Syrup Free
Lactose Free
Protein Presence
Preservative Free
Index is:
Source: Nielsen Homescan with Nielsen LabelTrends, 52-week ending 12/28/2013, UPC-coded products
120 or greater
between 80–120
80 or less
#Consumer360
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
A FOCUS ON FRESH REVEALS THE VARIATION
FRESH PRODUCE SALES INDEX
MULTI
CULTURAL
GENERATION
INCOME
164
136
103
86
105
90
104
95
64
Black
Asian
Hispanic
(any race)
Source: Nielsen Homescan, 52 Weeks Ending 12/28/2013, UPC-coded
Millennials Gen X
Boomers Greatest
Generation
Under
$25k
Income
$200k
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
HEALTH-FOCUSED SHOPPERS ARE THE ONES YOU WANT
FRESH PRODUCE $ BUYING RATE INDEX
41% higher than expected
Higher spending
Expected produce
buying rate
Lower spending
20% lower than expected
Least engaged
Source: NMI; Nielsen Homescan, Total U.S. – 52 weeks ending 12/28/2013, UPC-coded
Most engaged
#Consumer360
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
WHO’S LEADING THE WAY
PANEL QUESTIONS
•
Are highly-engaged consumers the biggest health & wellness opportunity group for
manufacturers & retailers, or does the opportunity lie somewhere else along the spectrum?
•
What factors do you think influence healthy lifestyles among low-income Americans, with
regard to awareness, availability and/or price?
•
Boulder Brands’ Udi’s and Glutino brands market directly to consumers seeking gluten-free.
Tell us about your experience catering to such a specific group & health need.
What resonates with them?
•
What impact have you seen social media make on how consumers approach health?
How can brands, retailers & government leverage it to promote health & wellness?
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
HEALTH & WELLNESS THEMES RESONATING ACROSS
CONSUMER GROUPS
HEALTHY SNACKING
Source: Nielsen, NMI
KNOWLEDGE IS POWER
FOOD AS MEDICINE
#Consumer360
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
WHERE SHOULD YOU START?
PANEL QUESTIONS
•
Do you care to comment on any of these three themes?
•
Do you see the private sector getting ahead of government mandates
when it comes to better nutrition? Or is the government leading the way?
•
What are the next big health & wellness trends our audience should
consider as they look for growth in a challenging retail landscape?
#Consumer360
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AUDIENCE Q&A