COMBINING MEGA-TRENDS
HEALTH ALONE IS AN INSUFFICIENT MOTIVATOR
DATAMONITOR RULE #3: THERE ARE RICH PICKINGS WHEN
PRODUCTS SATISFY TWO OR MORE MEGA-TRENDS
OUTLINE
1. Distinguishing fads from trends
2. Health trends to watch
3. The role of convenience
4. The role of taste
LONG-TERM HEALTH TRENDS CRITERIA
• Overall well-being
• Balanced diet
• Effectiveness re health
• Taste and convenience will not be sacrificed
FADS OR TRENDS?
The Smart Car Four wheel drives
Platform Shoes
Casual dressing
CONSUMER HEALTH CONCERNS
• Weight loss
• Energy levels
• Tiredness and sleep quality
• Gut function
WEIGHT LOSS
• Interest in weight loss is a long term trend• Method of weight loss subject to fads• Number of followers not relevant• Low-carb may not be effective long-term• Shift from product attributes to benefits
RECENT HEALTH TRENDS
Energy drinks• Energy levels
• Gut function
• Weight loss
• Well-being
Probiotics Low-carb Five-a-day
UPCOMING HEALTH TRENDS
Glycemic Index• Energy levels
• Gut function
• Weight loss
• Well-being
Prebiotics Good vs bad carbs Omega-3s
COMBINING MEGA-TRENDS
1. Health and convenience2. Health and taste
HEALTH AND CONVENIENCE
The demand for Health-On-The-Go
ON-THE-GO EATING OCCASIONS 2003-2008
Source: Datamonitor New Impulse Consumptions Occasions NCI Report
Occasions (m) 2003
Occasions (m) 2008
CAGR 03-08
Occasions per head per day
2008
France 14,514 15,999 2.00% 0.7Germany 18,558 20,401 1.90% 0.7Italy 12,670 13,839 1.80% 0.7Netherlands 4,655 5,322 2.70% 0.9Spain 9,515 10,678 2.30% 0.7Sweden 2,115 2,300 1.70% 0.7UK 22,047 24,131 1.80% 1.1Other 16,815 18,534 2.00% 0.8Europe Total 100,889 111,202 2.00% 0.8
US 123,948 137,261 2.10% 1.3
Overall 224,836 248,462 2.00% 1
1
0.9
0.7
0.7
1.2
0.60.80.70.7
Occasions per head per day
2003
0.70.6
LEVELS OF ACTUAL AND INTENDED HEALTHY ON-THE-GO FOOD AND DRINK CONSUMPTION IN
EUROPE AND THE US (% ON-THE-GO OCCASIONS), 2003
Health-orientated
food on-the-go occasions
(74%)
All on-the-go occasions
(100%)
36%
38%
Health-orientated drink on-the-go occasions (59%)
41%
18%
Food Drink
Actual fulfilled healthy on-the-go occasions
“Failed” healthy on-the-go occasions
Health-orientated
food on-the-go occasions
(74%)
All on-the-go occasions
(100%)
36%
38%
Health-orientated drink on-the-go occasions (59%)
41%
18%
Food Drink
Actual fulfilled healthy on-the-go occasions
“Failed” healthy on-the-go occasions
Source: Datamonitor Health On-The-Go NCI report
WHY DO HEALTHY EATING ATTEMPTS FAIL?
• Availability
• Packaging
No spillNo crumbsCrush-proof packagingRe-sealable packs
HEALTH ON-THE-GOWhat ingredients should be the future
focus?
ENERGY LEVELS – TODAYEnergy drinks
ENERGY LEVELS – FUTUREGlycemic Index
• Drinks
• Cereal bars
• Dairy
GUT FUNCTION – TODAYProbiotics
GUT FUNCTION – FUTUREPrebiotics
• Dairy
• Bread
• Snacks
• Chocolate
• Beverages
WEIGHT LOSS – FUTUREGood vs. bad carbs
• Reduce refined carbohydrates
• Glycemic index
• Prebiotics
WELL-BEING – TODAYFive-a-day
WELL-BEING – FUTUREOmega-3s
• Dairy
• Bread
• Beverages
• Sandwich fillings
BITE-SIZED EATING
• Pizza slices
• Cereal “bites”
• Bitty-burgers • Sushi bars
• Appetiser and salad replace main course
• “Shot-glass” sized desserts
BITE-SIZED EATING – FUTURE• Resealable savoury & snack packs
• Savoury nutritional bars/bites• “Shots” of healthy AND indulgence
foods
CREATING HEALTH-ON-THE-GO SUMMARY
Dairy• Low GI foods
• Prebiotics
• Omega-3s
Beverages Sandwich fillings Savoury bars• Bite-sized eating
HEALTH AND TASTE
Can consumers be persuaded to compromise on taste?
EXAMPLES
• Skimmed milk
• Baked beans and salt
• Fish
• Soy products
SUMMARY
• Key is well-being
• Health alone is insufficient motivator
• Taste matters
• Convenience matters
• Potential of bite-sized eating
SOURCES & REFERENCES