Download - HEALTHIER BRANDS FOR A HEALTHIER BUSINESS – FOOD & DRINK SUMMIT Seminar date : Thursday 17th March
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?
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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
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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 [email protected]