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AROUND THE WORLD
• Half (50%) of global respondents believe they are overweight, and half (50%) are trying to lose weight.
• Consumers seek fresh, natural and minimally processed foods.
• Beneficial ingredients that help fight disease and promote good health are also important.
• Health attributes are most important to emerging-market respondents, who are also most willing to pay a premium for health benefits.
• Younger consumers are most willing to pay a premium for health attributes.
• Healthy categories are growing faster than indulgent categories, but there is still room for occasional treats in consumers’ diets.
•Majority rely on methods to lose weight—diet and exercise
•Eating smaller portions in diet
•Consuming more natural and fresh foods
•Nearly two-thirds (65%) are cutting down on fats ,consumption of fewer processed
food
•Few are opting for commercial skimming programmes.
What's across the globe?
• Foods with all natural ingredients and those without genetically modified
organisms (GMOs) are each considered very important
• Absence of artificial colors and flavors and foods made from vegetables/fruits are
very important.
• Consumers are looking for functional foods that provide benefits that can either
reduce their risk of disease and/or promote good health.
• Foods that are high in fiber as very important, high in protein
• Fortified with calcium ,vitamins ,or minerals .
• Foods are low in cholesterol ,salt ,sugar and fat .
• Environmental and socioeconomic concerns also factor into purchase
decisions(Organic ingredients)
Findings
• The average daily calorie intake per capita in the United States is 3,641
kilocalories (kcal) per person.
• The prevalence of obesity has increased in countries like the United States
and the United Kingdom in the last decade.
• An increased daily caloric intake has been positively associated with this
international problem.
Calorie Issue
Gap between those that think healthy
attributes are very important and their
willingness to pay a premium for them
• Percentages are lowest among Silent Generation (aged 65+)
• Health attribute ratings are highest among Millennials (21-34), followed by
Baby Boomers (50-64), Generation X (35-49) and Generation Z (under 20)
• Willingness to pay a premium for health attributes also declines with age.
GENERATION Z AND MILLENNIALS ARE MOST WILLING TO PAY A
PREMIUM
FINDINGS
Health and Wellness Food and Beverages
Comprise a 170-180 billion INR market in India
• Health and wellness food and beverages includes three sub-segments:
-- Fortified foods and beverages (FFB)
-- Naturally healthy (NH) products
-- Better for you (BFY) products
• FFB constitutes the largest slice of the market while BFY is the fastest
growing sub-segment.
• Increasing penetration of organised retail, growth of packaged foods
andimproving availability of products that are palatable to Indian taste are
driving growth.
• Players are positioning themselves on the combined platform of health andtaste.
Ex:The entire portfolio of Britannia is trans-fat free, and over55% is fortified.
PepsiCo aims to reduce sugar content by 25% and saturated fat content by 15%
in its products by 2020.
MORE EDUCATION ABOUT HEALTH/WELLNESS CLAIMS :
• Packaging labels are a key source of information for consumers.
• Three-quarters of global respondents say they read packaging labels carefully.
• Manufacturers and retailers need to provide easy-to-understand and clear
nutritional information to help respondents take control of their health.
GREATER TRANSPARENCY ABOUT HEALTH/WELLNESS CLAIMS
• Consumers view food with a skeptical eye, and the industry must be more
transparent about the contents and source of foods, providing stronger
scientific support for health claims to build consumer trust.
FOOD AS MEDICINE
• Weight loss and management products are an in-demand area for product
innovation.
• Manufacturers should also explore new product formats that incorporate fruits and
vegetables, fiber and protein.
RESPECTING REGIONAL
DIFFERENCES
•Consumers around the world approach health differently, and these
attitudes and behaviors require different strategies and approaches.
•Manufacturers and retailers need to provide solutions that are compatible
with the preferences and requirements of each region.
• They provide a wide variety of freshly cooked calorie-counted meals to
individuals across Mumbai.
• Team of creative chefs and dieticians work together to ensure that your meal
is not just healthy, but also tasty and varied.
• The meals are individually packed in hygienic, contamination-proof packages
with a clear account of the nutritional content printed on each package.
•
They also provide healthy catering options to offices.
• The meals are a lifestyle choice - providing balanced nutritious meals
designed for thebody's needs.
• Each meal is designed to provide balanced nutrition - a judicious mix of
carbohydrates and proteins, a high fibre content, low fat content and minimal
cholesterol content.
ABOUT CALORIE CARE
Kitchen view
• Meals are cooked and packed in own health kitchen spread over 1800 sq ft.
• The ingredients are carefully weighed and cooked as per Calorie Care's
recipes.
• Non-vegetarian food is cooked in a separate section and the supplies are
stocked separately to ensure that vegetarian and non-vegetarian food is not
mixed.
• Salads and Fruit bowls are prepared in an air conditioned environment and
the food is not touched by hand while packaging.
• All the customers are welcome to visit the kitchen at any time, with or
without prior notice.
• Banglore based diet plans services company.
• End-to-end service from dietitian consultation to portion-
controlled meal deliveries at door step
About FitGo
Plans
• Low Calorie Weight Loss Plan
• Stress Buster Plan
• Night Meal Plan for Working
Professionals
• Executive Meal Plan
• Weight Loss Plan
• Long term systematic weight loss plan
• Muscle Building and Workout Plan
• High Fiber Low Cholesterol Diet
• Appetite Builder and Weight Gain Plan
• Weight Gain Plan
• Holistic Immunity Booster Plan
• Long Term Immunity Enhancement Plan
• Post Pregnancy Weight Loss Plan
• PCOD Control Plan
• Diabetes Nutrition Plan
• Personalised Weight Management Plan
• Obesity Control Plan
• Thyroid Nutrition Plan
• Kids Nutrition Plan
• Pre & Post Pregnancy Nutrition
• Immunity Nutrition Post-Cancer
AROUND THE WORLD
• Almost half of baby food (46%) value sales come from North America and
Europe, while Asia-Pacific accounts for 49% of baby food and 53% of sales.
• Sales of baby food pouches and organic products are growing strongly, increasing
28% and 26%, respectively from 2014
• Word-of-mouth communications is the most commonly cited source for information
about baby food/formula.
• Brand name, nutrition and safety are the most important purchase criteria for
baby food.
• Price is an important purchase consideration in developed markets.
HOMEMADE Vs COMMERCIAL BABY FOOD
•until the middle of the 19th century, infant food was generally made at home.
•Recipes and instructions for feeding babies were sometimes found in cookbooks.
• Finely ground grains (oats, rice, barley) mixed with a liquid was common as baby food
across cultures.
•The first mass-produced baby foods were invented by scientists/nutrition experts and
manufactured in the mid-19th century by innovative companies.
• These were infant formulas, substitutes for mother’s milk.
BABY FOOD MARKET
• Rapidly expanding emerging economies such as in India and China, the baby food
market is witnessing intensifying demand.
• India is the potential destination for baby food manufacturers with huge untapped
market.
• Pricing is the major concern for baby food manufacturers in India where only one
fourth of the population belongs to upper middle class and high class.
• China is the second largest baby food and infant formula market in the world and
largest in Asia.
• Over the past few years, a number of large and small new baby food companies
have introduced high quality baby food products to meet the market need for quality
baby food products.
• Baby food forms the largest segment and account for 50.52 percent of the total retail
sales of baby food and formula market.
• Today, 49% of baby food value sales come from Asia-Pacific
• 27% from Europe
• 19% from North America.
Baby Food and Formula sales
• As many working mothers return to their jobs shortly after giving birth, prepared
baby foods and formulas provide an appealing alternative for working mothers,
• Their desires for healthy, nutritious food with their need for convenience.
• The rising middle class in the developing world has opened new opportunities in
the baby care market
• The need for products that are compatible with a working mom’s schedule is
growing
• in many countries, the cache of premium products is an important symbol of
one’s social status.”
Baby Food Demand
PACKAGING INNOVATION AND ORGANIC OPTIONS DRIVE SALES
• products in tubs or glass make up the vast majority of baby food
• when it comes to growth, pouches (containers with plastic spouts at the top from
which food can be sipped)
• The popularity of pouches is largely driven by their ease and flexibility
• The organic sector is also experiencing strong growth
• Consumers are increasingly health conscious and looking for natural, minimally-
processed foods, and the stakes are even higher when it comes to their babies
• The organic sector is also experiencing strong growth
• Consumers are increasingly health conscious and looking for natural, minimally-
processed foods, and the stakes are even higher when it comes to their babies
• More parents are seeking foods that set their children up for a healthy life—even if
it comes at a premium.
• Advice about the best baby food/formula information is taken from the friends
and family.
• Recommendations of health experts are also highly influential.
• TV ads are also an important source of information, but their influence on
decision-making is notably lower
Sources for influencing purchases
• Trusted brand
• Good overall nutrition
• Safe ingredients/processing (
Most important baby food purchase attributes
• Most of the consumers switch because of feedback from family and
friends,
• Consumers are also switching brands for health-related reasons.
• Positive word-of-mouth is particularly important in Asia-Pacific .
• Price is a critical purchase selection factor in developed markets, it is also
a key brand-switching driver in these markets
Most important reasons for switching baby food brands
Competition Overview
• Johnson and Johnson is the market leader in total baby care market with
80% market share.
• Leading brands in baby food market: Nestle Cerlac & Nestum,Wockhardts
Farex.
• Baby Toiletries: Dominated by imported brands.
Segment Product Penetration
Baby Milk Medium
Baby Foood Baby Cerals Medium
Baby Snacks Low
Soap High
Massage oil High
Skin care Powder High
Cream Medium
Lotions Medium
Baby wash(Liquid) Low
Diapers Low
Toiletries& Diapers Wipes Low
Hair Hair oil Medium
Shampoo Medium
Baby Food-The Largest Market
Company Food Skincare Toiletries Haircare Major Business
Baby and Adult diapers.otherhygiene products
Baby Milk powder
Made with ayurvedic herbs/plant extracts(Dabourlaltel,Jammaginti,Gripe water)
Oil,Soaps,Talcompowder,cream,lotion,shampoo
Diapers(Snuggy)
Company Food Skincare Toiletries Haircare Major Business
Diapers(Koochies brand).Indore based company.
chennai based company(Anakkubrand)
All baby care
Baby oil,nappy cream,smmothingskin powder,soaps.
Diapers(Huggies)
Company Food Skincare Toiletries Haircare Major Business
Nido,Lactogen,Cerlac,Nestum
Nobel Hygiene
Diapers(Teddy)-Mumbai based company
Diapers
Diaper(Pampers)
Raptacosbreat & Co
Infant milk(lactodex)
Company Food Skincare Toiletries Haircare Major Business
Farex,Dexolac,Nusobee
Diaper,soaps,oil,talcom powder
Cater to changing market demographics and tastes:
Tastes vary around the world, and what’s popular in one region doesn’t necessarily
hold true in another.
Consider partnering and leveraging individual strengths:
When introducing new product lines or entering new categories, a partner with a strong
brand name can lend credibility and expertise
Be transparent:
Parents want to know what is going into their children’s mouths, so labels should detail
all of the ingredients in the product. Including their relative proportions is even better.
Highlight safety first:
• Consumers need to feel like a company values their children’s health above
everything and that they’re willing to take action at the first sign of a problem.
• Manufacturers should highlight their safety record on packaging and in ads.
• They should regularly engage with consumers through their websites and social
media to address questions and concerns.
Go natural:
• Simple is beautiful, and many consumers are looking for the simplicity of homemade
without the fuss.
• Manufacturers should look for opportunities to remove or replace undesirable
ingredients like added sugar, sodium and preservatives.
• There is strong potential for growth in the organic segment, particularly in Asia-
Pacific, but manufacturers need to educate consumers about the benefits of going
organic.
Highlight health:
• Health claims can be a strong differentiator between brands and should be a key
innovation pillar,
• With food intolerances and allergies on the rise in industrialized countries in
particular, manufacturers should look for ways to better serve this growing segment.
• North America and Europe together account for 51% of sales around the
world (34% and 17%, respectively).
• Asia-Pacific and Latin America each claim 23% and 21%, respectively).
Highest Sales
• The diaper pants segment account for high sales .
• largely concentrated in Asia-Pacific and Europe
Diaper Sales
Innovate, innovate, innovate:
• Research and development efforts should be centered on the three key attributes
identified by consumers: superior skin protection, comfort and absorption.
• Thinness is also an important objective because it is a way to ensure optimal
comfort and minimize material and freight costs and environmental impact; plus,
thinner products take up less shelf space, which is appealing for retailers.
Control costs:
• Innovation can help, but manufacturers should also look for ways to reduce
operating costs by optimizing production and improving supply chain efficiencies
Understand and appeal to what drives consumers:
• Consumers’ reasons for purchasing diapers differ around the world.
• For example, while convenience may be appealing in one region, marketers may
need to focus on the sleep and developmental benefits diapers provide in another.
• It’s also important to recognize regional differences in product preferences and
adapt product lines accordingly.
• .
Go mobile:
Optimize mobile compatibility and consider developing a mobile app to take advantage
of the growing m-commerce segment.
Innovative with delivery: T
o increase convenience and keep prices low, get creative with delivery.
In India, Amazon has partnered with traditional trade stores to offer same-day delivery
of food and other essentials.
Offer flexible payment:
To reach unbanked consumers, retailers and manufacturers should experiment with
innovative payment methods such as cash-on-delivery or mobile payments.
Make it easy:
• The fewer clicks, the better.
• Provide links to dedicated baby care pages on the homepage and make it easy for
customer to reorder a previous purchase. Many retailers have taken this a step
further, offering online subscription models that automatically replenish an order at
a specified time period.
Bundle baby care products:
• Bulky item like diapers are expensive to ship and leave little in the way of profits.
• Therefore, online retailers should focus on increasing sales in baby care
categories with higher profit margins like beauty products and bottles.
• They should also use technology to look for efficiencies in packaging and delivery
as retailers such as diapers.com have done.