HealthFocus International ® 100 Second Avenue N, Suite 220, St. Petersburg, Florida 33701 727. 821.7499

HEALTHIER BRANDS FOR A

HEALTHIER BUSINESS – FOOD & DRINK SUMMIT

Seminar date : Thursday 17th March

HEALTHIER BRANDS FOR A HEALTHIER BUSINESS –

FOOD & DRINK SUMMIT

Seminar date : Thursday 17th March

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“Fosbury Flop”

1968 Olympics

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Source of Data

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Dedicated to consulting and insights only in consumer health and nutrition both US and global.

Based in US and Europe

Member of Health and Wellness Advisory boards of many large packaged goods companies

Cornerstone of knowledge based on HealthFocus Trend Survey covering current and evolving topics in consumer health and nutrition in the USA and in other 32 Countries

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HealthFocus Trend Survey Country HistoryCountry Years Country Years Country Years Country Years

Argentina2000 2003 2005 Germany

2000 2003 2005 2008 2010

Netherlands2000 2003 2005 2008 2010

Sweden2000 20032006 2010

Australia2000 2003 2005 2008 2010

Greece 2003 Norway2000 20032006 2010 Thailand 2003 2010

Belgium 2008 India2000 2003 2005 2008 2010

Philippines2003 2008 2010 Turkey 2003

Brazil2000 2003 2005 2008 2010

Indonesia2003 2008 2010 Poland

2003 20052008 2010 Ukraine 2003

Canada2005 2008 2010 Ireland 2007 Portugal 2003

United Kingdom

2000 2003 2005 2008 2010

China2000 2003 2005 2008 2010

Italy2003 20052008 2010 Russia

2003 2008 2010

1990 19921994 1996

Denmark2000 20032006 2010 Japan

2003 2008 2010

Saudi Arabia

2003 2008 2010

USA 1998 20002002 2004

Finland2000 20032006 2010 Malaysia 2003 2010 Singapore 2010

2006 2008 2010

France2000 2003 2005 2008 2010

Mexico2000 2003 2005 2008 2010

Spain2003 20052008 2010 Venezuela 2003

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HFI Trend Survey Asks Shoppers About:Attitudes Towards Health

Attitudes Toward Food

Nutrition Health Interests and Concerns

Factors that Make Up Well-being

Key Health Benefits of Interest

Food Related Concerns

Labeling

Organics

Attitudes towards cooking and eating out

Family and Child Nutrition and Health

Key Ingredients of Interest

Meal Habits

Product Usage

Shopping Patterns

Brand Usage

Weight

Sustainability

Foods used for health management

Food vs. Prescription usage

Exercise Habits

Segmentation of Shoppers

Segmentation of Parents

Demographics

HealthFocus Information is attitudinal tohelp understanding of Human Behavior and the

Potential opportunity or need to fill.

Perceptions Motivations

Beliefs

BehaviorsBehaviors

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What Drives Health?

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How Many of You Are Healthy?

State of MindState of Mind

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UK Health and DietUK Health and Diet

Personal Health Global 2010 UK 2008 UK 2010

Excellent/Very Good

45% 41% 37%

Fair/Poor 18% 24% 25%

Diet

Very Healthy/Healthy

85% 82% 78%

Unhealthy/Very Unhealthy

15% 19% 22%

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Why Are We Healthy?

Balanced Nutrition

PhysicalCondition

State ofMind

Usually eat well and generallyget the nutrients I need

Pretty knowledgeable aboutwhat to avoid

No major illnesses that aren’t under control

Usually feel good exceptfor the odd cold or flu

Pretty active, no trouble moving around

Pretty happy and satisfied

Have family/friends/pets/otherfor support.

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In Defining Wellbeing – A lot of the Pieces are Equally Important

Please rate the importance of each in creating a feeling of total well-being or fulfillment.

Followed by Spirituality for Some

Physical Condition

76% (78%)

Feelings ofContentment

Or Happiness

78% (78%)

Family Relationships

80% (81%)

Financial Status

61% (69%)

Satisfaction With Work

orCareer

53% (63%)

Social Relationship

s

63% (69%)

SpiritualityIncludingReligion

25% (47%)

Almost equal parts family support, good health, and feelings of satisfaction Followed by Friends,

Money and Career

UK 2010UK 2010 18 country global18 country global

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63%

I go through periodswhere I pay attentionto neither my diet or

my exercise andperiods where I pay

attention to both

So What Does It Mean?

Half of shoppers globally are notoriously inconsistent in their diet and health efforts as they move back and forth between other priorities.

Strongly agree/agree

Because achieving health means balancing life.

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Primary reason for choosing healthy foods and beveragesUK

2003UK

2010Change

Global2010

To ensure my future good health 24% 33% +9 pts 24%

To enhance my daily health 22% 23% +1 pt 22%

To meet the health needs of family members 14% 18% +4 pts 15%

To lose weight 10% 9% -1 pt 4%To treat or control an existing health problem 6% 6% 0 pts 7%

To feel good 11% 5% -6 pts 11%To provide extra day-to-day energy and stamina -- an energy boost 3% 2% -1 pt 13%

To improve my appearance 2% 1% -1 pt 2%For spiritual or philosophical reasons - - - 1%

Primary Drivers to Eat Healthy

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Who is Eating healthy?

16

Healers

9%

17%

48%

13%

5%

8%

Everyone

Strugglers

Managers

Unmotivated

Disciples

Investors

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Disciples Managers Investors Healers Strugglers Unmotivateds

Believe diet is very

important. Compulsive about their

choices.

See positive, daily results from better nutrition. Focus on

daily health.

Make healthy choices to

ensure future good health. Focus on long term health.

Feel compelled to eat healthier due to health

problems.

Yo-yo between healthy and unhealthy

eating.

Don’t believe diet impacts

health.

Include many vegetarians and health

food shoppers.

Know healthy

eating makes them feel

better now.

Value quality over price.

Influenced by environmental

and social concerns.

Tend to be older. Health interests are

often one dimensional.

Believe staying healthy is a

matter of luck.

Tend to be younger and

male.

High awareness of leading edge

nutrition issues.

Won’t give up taste or

convenience for health benefits.

Won’t give up taste or

convenience for health benefits.

Compromise taste and

convenience for health benefits.

Vulnerable to promises of quick fixes.

Taste driven. Make weight

loss choices, but for vanity, not

health.

PROACTIVE REACTIVE PASSIVE

HFI Segments

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Mapping our Segments to the HMT Model™...

1919

Moms are controlling health for their children

Nurturer Nurturer ControllerController OverwhelmedOverwhelmed UninvolvedUninvolved

MotivationAbilityOpportunity

MotivationAbilityOpportunity

2020

Global Gatekeeper Segmentation

Nurturer Nurturer ControllerController OverwhelmedOverwhelmed UninvolvedUninvolved

2008 2010

18 country totals

2008 2010 2008 2010 2008 2010

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Healthy Innovation

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Three Platforms of Healthy Innovation

Commitment Loyalty Profit MarginCommitment Loyalty Profit Margin

FunctionalFunctional MedicalMedicalPurityPurity

Market SizeMarket Size

Value, Taste, fit with current lifestyle, segment appropriateand benefit driven

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4 topics every UK Food Manufacturer Should Understand

Weight Schizophrenia Energy to everything Positive Aging “Immunity”

HealthFocus International ® 100 Second Avenue N, Suite 220, St. Petersburg, Florida 33701 727. 821.7499

For more information, please contact:

Steven WaltonHealthFocus International

+1 727 821 7499swalton@healthfocus.com