Disease management: understanding and addressing the needs of mainstream consumers

Transcription

1 Disease management: understanding and addressing the needs of mainstream consumers Melanie Felgate Senior Consumer Insights Analyst Food Matters Live 23 November, 2016

2 Agenda Introduction Consumer Drivers Trends to Watch

3 About Canadean s primary consumer research In 2016, we surveyed over 50,000 respondents in 51 countries worldwide Countries surveyed via online mode / countries surveyed via mobile mode 3

4 We track FMCG innovation in over 50 markets globally Discover trends and inspire new innovation

5 TrendSights: 63 trends shaping tomorrow s consumer-brand landscape Mega-Trends

6 Disease Management is part of the Health & Wellness Mega-trend Addressing the conscious need to: Prevent, or reduce risk of, disease Manage symptoms Improve overall health Mega-Trends

7 Agenda Introduction Consumer Drivers Trends to Watch

8 Disease Management is shaped by drivers and inhibitors Drivers Inhibitors Aging populations Poor diet & sedentary lifestyles Rising health awareness Ignorance Confusion & intimidation Lack of trust

9 Consumers can be grouped by motivation 47% react to health problems when they arise 42% proactively seek products to improve their health Source: Canadean s Q3 global survey, 2016 Image: Shutterstock

10 Europeans are least proactive with their health Consumer attitudes to health, by region North America 47% Proactive Latin America 57% Proactive Europe 53% Reactive MEA 47% Reactive Asia Pacific 47% Proactive Source: Canadean s Q3 global survey, 2016

11 Health attitudes shift by generation Consumer attitudes to health, by age Reactive Proactive Reactive Source: Canadean s Q3 global survey, 2016

12 Busy lifestyles are impacting health today Top 5 current health concerns Need: Reactive products which address needs for energy, relaxation and revitalization Source: Canadean s Q2 global survey, 2014

13 NCDs are a concern for the future Top 5 future health concerns Memory Loss Sight degeneration High Cholesterol Diabetes Arthritis 32% 27% 25% 25% 25% Need: Preventative products which address cognitive and eye health; as well as reducing risk of NCDs like diabetes Source: Canadean s Q2 global survey, 2014

14 Reactive and proactive innovation Tiredness & Stress Cholesterol & Diabetes Glaceau Sleep Water targets sleep deprived year olds. It contains L-Theanine to increase sleep quality and reduce stress. Betavivo hot oat cereal with high levels of beta glucan to lower cholesterol and blood glucose levels.

15 The innovation gap is narrowing Consumer interest in food & drink with the following health benefits: General health & wellbeing Immune system Heart Health Source: Canadean s Q4 global survey, 2015

16 Agenda Introduction Consumer Drivers Trends to Watch

17 Trends to Watch Pill Fatigue Connected Health Make it Personal

18 #1 Pill Fatigue What? Boredom and scepticism around pills is driving consumers back to nature; seeking out real food and drink to better their health and fight disease Key TrendSights trends Fresh, Pure & Natural Added Functionality Simplicity

19 Food & drink is more desirable than pills Consumers' preferred delivery format for health-enhancing ingredients, vs what they perceive as most effective Source: Canadean s Q2 global survey, 2015

20 Health benefits of food are widely recognised Consumers who think food or drinks can provide the same or better health benefits than the following: 55% Over-the-counter medicines 64% Vitamin & mineral supplements Source: Canadean s Q3 global survey, 2016

21 Innovation: Tetley s Super Green Tea 84% of consumers perceive green tea as positive for health Contains vitamin B1 to help support a healthy heart Positioned as a natural alternative to cold & flu medication Source: Canadean s Q2 global survey, 2015

22 Innovation: chocolate pills Lavlé capitalizes on the heart healthy benefits of flavanols present in cacao. Source: 22

23 #2 Connected Health What? The proliferation of digital technology and tools is influencing how today s connected consumer manages their health; and in turn impacting their product choices Key TrendSights trends Smart Living Guided Health Digital Lifestyles

24 Consumers are taking control of their health Do you use digital tools (e.g. smartphone apps, wearable devices) to monitor/manage the following? Source: Canadean s Q4 global survey, 2015

25 Innovation: empowering consumers Nima Gluten Sensor can test any food or drink for gluten within two minutes.

26 Innovation: personalized advice

27 #3 Make it Personal What? Consumers are realizing one size does not fit all, creating demand for ever-deeper personalized solutions; from age and gender; to lifestyle and usage occasion Key TrendSights trends Personalization Product Specificity Gender Specificity

28 Personalized health is most appealing to millennials Consumers who find products customized to their individual health needs appealing Source: Canadean s Q3 global survey, 2016

29 Innovation Inspiration: Gatorade Smart Cap

30 Align with relevant trends to meet the needs of mainstream consumers Mega-Trends

31 Please keep in touch Melanie Felgate Follow me on