Consumer and Market Trends: the Potential to Develop Preventative Heart Health Products that Appeal to Younger Consumers

Transcription

1 Consumer and Market Trends: the Potential to Develop Preventative Heart Health Products that Appeal to Younger Consumers

2 This presentation 1.Some good news 2.A question: what is heart health? 3.Present & future concerns 4.Conclusions & Opportunities 2

3 When I say Europe 3 Source: Datamonitor Consumer Survey, 2014

4 4

5 We are believers in positive nutrition 56% use food/drink to improve health Women 60%. More than men 51% SMALLER BELIEVERS BIGGER BELIEVERS 5 Source: Datamonitor Consumer Survey, 2014

6 Changing dynamics: Self-diagnosing 45% of Europeans self-diagnose online Especially FEMALES and YOUNG ADULTS High Not so high 6 Source: Datamonitor Consumer Survey, 2014

7 Consumption at least a few times a week Functional Foods Functional Drinks 19% 16% That s More Than That s More Than 7 Source: Datamonitor Consumer Survey, 2014

8 Opportunity: not strongly loyal to existing brands Functional Foods Functional Drinks 69% 72% That s More Than That s More Than 8 Source: Datamonitor Consumer Survey, 2014

9 Purchasing at the premium end of the market Functional Foods Functional Drinks 10% 9% That s More Than That s More Than 9 Source: Datamonitor Consumer Survey, 2014

10 10 What is heart health?

11 What is heart health? A tastefully-coloured chart based on International Food Information Council data, 2008 Currently consume Do not currently consume but interested Do not currently consume and not interested Maintain overall health and wellness 50% 42% 8% Reduce risk of getting specific diseases 29% 55% 15% Diminish the effects of current health problems 31% 54% 15% Improve physical energy or stamina 38% 53% 10% Improve mental performance 29% 58% 13% Provide you with satiety benefits 35% 50% 16% Improve digestive health 37% 49% 14% Improve heart health 40% 50% 10% Improve immune system function 31% 56% 12% Improve overall appearance 25% 57% 18% 11 Source: IFIC Food & Health Survey, 2008

12 Attention (%) What is heart health? Datamonitor Consumer s equally-tasteful effort, also % QUESTION: How much attention do you pay to the following 50.0% 44.7% 49.8% 52.6% 40.0% 33.2% 35.5% 39.2% 30.0% 20.0% 10.0% 0.0% Bone health Digestive health Heart health Immune system function Health aspect Having physical energy Mental wellbeing 12 Source: Datamonitor Consumer Survey, 2008

13 Getting more granular with health claims High/low blood pressure Obesity Anaemia High cholesterol levels Some concerns measured by Datamonitor Consumer s global survey, 2014 Low blood sugar Angina Diabetes Heartburn 13 Source: Datamonitor Consumer Survey, 2014

14 14 Consumers love their own products

15 15 Present & Future Concerns

16 Top 10 present concerns Concern % of Europeans Type Tiredness/Fatigue 41 Cognitive/Emotional Stress 39 Cognitive/Emotional Insomnia 27 Cognitive/Emotional General sight degeneration 23 Ophthalmic Overwork 23 Cognitive/Emotional High/low blood pressure 23 Heart & Blood Near-sightedness 23 Ophthalmic Snoring 23 Physical Depression 21 Cognitive/Emotional Restlessness 20 Cognitive/Emotional 16 Source: Datamonitor Consumer Survey, 2014

17 Notable absentees Obesity Diabetes High cholesterol 17 Source: Datamonitor Consumer Survey, 2014

18 Top 10 future concerns of year old Europeans Concern % of Europeans Type General sight degeneration 25 Ophthalmic Memory loss 24 Cognitive/Emotional Depression 21 Cognitive/Emotional Cold/flu 21 Allergy/Immunity High/low blood pressure 20 Heart & Blood High cholesterol levels 20 Heart & Blood Stress 20 Cognitive/Emotional Infertility 20 Sexual/Intimate Overwork 19 Cognitive/Emotional Diabetes 19 Heart & Blood 18 Source: Datamonitor Consumer Survey, 2014

19 Heart/blood concerns, ranked Concern % of Europeans High/low blood pressure 20 High cholesterol levels 20 Diabetes 19 Obesity 18 Angina 15 Low blood sugar 14 Anaemia Source: Datamonitor Consumer Survey, 2014

20 Notable innovation Arty Artichoke Water (US) World s first premium artichoke water Maintains healthy blood pressure Taps into trend for more plant-based waters 20 Source: Datamonitor Consumer

21 Notable innovation Vitasoy Oat Milk (Australia) Actively lowers cholesterol with betaglucan 99% fat free Moves cholesterol-lowering claims beyond the likes spreads such as Flora pro.active and shots such as Benecol 21 Source: Datamonitor Consumer

22 Notable innovation Temnyi Shokolad (Russia) Dark chocolate Functional marketing tapping into food as medicine Apply while having a passionate desire of chocolate, painful love, exam stress, anxiety of soul and extreme hunger 22 Source: Datamonitor Consumer

23 23 Conclusions and opportunities

24 Conclusions 1.Undoubted link between nutrition and health 2.Functional consumers are open to new brands and willing to pay a relative premium 3.The industry needs to get more granular 4.Information about diabetes in particular needs more publicity 24

25 Opportunities 1.Look East Russia and Turkey 2.Young females will drive growth 3.Push food as medicine harder 4.Blood pressure and cholesterol concerns resonate stronger than obesity and diabetes for young Europeans 25

26 Thank you Mark Whalley Head of Food & Your innovation and insight partner