suite 220, st. petersburg, florida 33701 727. 821€¦ · healthfocusinternational ® 100 second...
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HealthFocus International ® 100 Second Avenue N, Suite 220, St. Petersburg, Florida 33701 727. 821.7499
HealthFocus International ® 100 Second Avenue N, Suite 220, St. Petersburg, Florida 33701 727. 821.7499
Top Trends in Health and Nutrition
Steven WaltonHealthFocus International
+1 727 821 [email protected]
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Innovación
“640k de memoria deberían ser suficientes
para todos”Bill Gates
“Ninguna máquina voladora podrá
volar de NY a París”Orville Wright
“El teléfono tiene demasiados defectos como para ser
considerado seriamente como un medio de comunicación”Memo de la Western Union
International
“La locura por la radiodesaparecerá con elcorrer del tiempo”Thomas Edison
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Putting in place the pieces of the puzzle around consumer trends that help drive healthy eating.
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How many of you are healthy?
85% LATAM shoppers claim they are in
Excellent, Very Good or Good
Health
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are overweight or obese
claim they are
affected by a chronic or acute health problem
However…
65% 52%
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In defining health and well‐being –A lot of the pieces are important
Please rate the importance of each in creating a feeling of total well‐being or fulfillment.
Followed by friends and spirituality
Financial Status
84%
Family and relation‐ships
93%
Feelings of contentment or happiness
94%
Spiritualityincludingreligion
74%
PhysicalCondition
78%
Satisfaction with work or
career
78%
Social Relation‐ships
73%
Almost equal parts family support and feelings of
satisfactionFollowed by money and
career
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Almost everyone is eating or thinking about healthy eating
93% of LATAM shoppers always, usually or sometimes eat healthy foods
More than 7 of 10 strongly agree/agreeI enjoy eating healthy foods
I eat healthy foods because I want to
I feel better physically when I eat healthy foods
I would like to eat healthy foods more often
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Price, Taste, Nutrition
68% 66%69%
0%
10%
20%
30%
40%
50%
60%
70%
Taste Price Nutrition
Brand Influence: Extremely/Very important
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¿Cómo conducir a los consumidores hacia una mejor nutrición?
Sabor / Valor
Receptor del
Mensaje
Relevancia según target y estilo de vida
Sinergia entre categoría,
ingrediente y funcionalidad
Elementos no nutritivos
Tendencia actual
Beneficio del consumidor
final
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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 shopper data is Attitudinal to help understanding of human behavior and the potential opportunities or needs to fill.
Perceptions Motivations
Beliefs
Insights &Understandings
Behaviors
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Top Trends
“The most important element of a strategy is a coherent view point about the forces at work, not the plan”
Richard Rumelt PhDUCLA Anderson School of Management
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10 Top Trends 1. More alike than different
8. At home vs. Away from home
3. Loss of trust
2. New ways to communicate
4. Food as a delivery vehicle for health
5. Easy health ‐a regimen6. War
against aging
7. Weight schizophrenia
9. Energy and performance
10. Reason to believe to reason
to reject
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1. More alike than different
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Healers
HealthFocus®Segments
Strugglers
Managers
Unmotivated
Disciples
Investors
9%
11% 10%11%
48%
11%
LATAM 2008
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How to Communicate Health & Nutrition‐ “One Technology Can Be Multiple SKUs”
Struggler UnmotivatedManager
Disciple InvestorHealer
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2. New ways to communicate
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56%
38%
16%
16%
19%
10%
30%
10%
TV/Radio
Mnfg
Health Magazine
Physicians/doctors
Registered dietitian
Food labels
Friends/relatives
Internet
LATAM 2008 Global 2008 Global 2003
Peak into the future for LATAM?
Q30. From which of the following do you receive the most useful health and nutrition information?
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3. Loss of trust
Churches are failing us
Governments are failing us
Business is failing us
Brands are failing us
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Loss of trust
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Prefer to buy generic or store brands
Don't believe many of the health claims
Tired of experts
LATAM 2008
LATAM 2005
US 2008
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Food & Medicine Complement, not Collision
4. Food as a delivery vehicle for health
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Increasing interest in food and the benefits it can provide…
Performance
75%71% 68% 65% 65%
63%
Q7. Extremely/Somewhat interested in buying foods that offerLATAM 2008
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Increasing interest in food and the benefits it can provide…
Prevention
76% 76% 76%75%
72% 72%
Q7. Extremely/Somewhat interested in buying foods that offerLATAM 2008
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Increasing interest in food and the benefits it can provide…
Medical Benefits
78%74%
76%75%
Q7. Extremely/Somewhat interested in buying foods that offerLATAM 2008
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5. Easy health
38%
46%53%
I prefer to set a dietary program to help me eat healthier
2000 2008 LATAM
Driving motivation is simplicity
USA
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Willingness to make changes
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6. War against aging
Consumers do not feel old in 50’s or 60’s; these are years to be enjoyed
Healthy is about good levels of energy and well being
“Successful aging”
Growth of interest in food benefits related to aging
It is not about getting old ‐which is inevitable. It is about what I can do to live life fully in all its manifestations for as long as possible. (Old is 15 years older than me)
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Top Ten Health Concerns‐Ext/VC
USA 2008 LATAM 2008
Retaining mental sharpness as I age
Cancer
Cardiovascular disease Cardiovascular disease
Cancer Diabetes
Bone health/strength Bone health
Eye health Depression
Arthritis High Cholesterol
Joint health Hypertension
Tiredness/lack of energy Eye health
Appearance/skin health Joint health
Lack of mental sharpness/focus
Headaches
Acute
Daily living Aging
Future health trends for LATAM
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#
Key functional and benefit areas of interest for aging
Cognition Mental Focus (47%) Alzheimer’s (47%)
PREVENTION
Activities of daily living
Eye/Vision (53%)Muscle (42%)Joint (52%)
PERFORMANCE
Appearance
Wrinkles/physical signs (41%)of aging
COSMETIC
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7. Weight schizophreniaFrustration, failure and denialBMI increasing globallyWeight is about the right weight that fits your lifestyleWhile weight is not a primary driver for healthy eating, it permeates all the decisions Consumer concern about being overweight is shifting to concernabout the consequences of being overweight (social, health, financial, etc.).
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Obesity and overweight today Globally there are more than 1 billion overweight adults - over 300 million clinically obese
BMI Weight levels are defined as• Underweight <18.5 BMI• Normal 18.5 - 24.9• Overweight 25 - 29.9• Obese 30+
Average shoppers do not use BMI as a tool. In part because of the “tough”levels. (How do you stack up?)
Height Avg. Normal Avg. Overweight Avg. Obese5’6” 135 lbs. 55 lbs. 185 lbs.5’ 9” 147 lbs. 170 lbs. 202 lbs.6’ 160 lbs. 185 lbs. 221 lbs.
How to change from obese to normal overnight?
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Obesity around the World (calculated from 2008 HFI surveyfrom respondent weight and height reported numbers)
Geography Overweight (25 ‐ 29.9 BMI)
Obese (30+ BMI)
Total
18 Country 29% 14% 43%
USA 31% 28% 59%
Germany 34% 21% 55%
Russia 34% 15% 49%
Brazil 37% 14% 51%Japan 13% 5% 19%
Mexico 39% 14% 54%
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The great weight denial
53%
38%
15%
Overweight/Obese ( BMI) Overweight Affected SA/A possible to be overweightand healthy
32%*45%*
* US 2008
43%*
LATAM 2008
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In addition, weight as a primary driver for healthy eating scores well below other items
Q01A. Please check your one primary reason for choosing healthy foods or beverages.
Primary reason for eating healthier
Meet the health needs of my family 18%
Enhance daily health 17%
Extra day‐to‐day energy 17%
To lose weight 4%
LATAM 2008
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SA/A my primary weight management goal is to
Maintain My Current Weight
SA/A my primary weight management goal is to
Lose Weight
Yet…everybody is concerned about it
#2 reason in 2008 for learning more about nutrition is weight control
LATAM
LATAM – 51% LATAM – 51%
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Cooking is a family heritage and socializing force and will not go away to home meal replacement.
Cooking at home provides control over healthy eating.
Battle between food at home and food away from home in H&W.
44%
60%
63%
70%
0% 20% 40% 60% 80%
Cooking at home is a chore I spend toomuch time on
Cooking at home gives me better controlover the healthfulness of the foods I eat
I want to learn more about how to preparehealthy foods but I do not have time
Preparing nutritious foods for family givesme a sense of achievement
Strongly Agree/AgreeLATAM totals
8. At home vs. Away from home
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9. Energy and Performance
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Primary drivers to eat healthyPrimary reason for choosing healthy foods and beverages
LATAM 2005
LATAM 2008
Change
To enhance my daily health 22% 17% ‐5%
To ensure my future good health 19% 16% ‐3%
To meet the health needs of family members
17% 18% +1%
To provide extra day‐to‐day stamina – an energy boost
10% 17% +7%
To feel good 15% 14% ‐1%
To treat or control an existing health problem
8% 8% NC
To improve my appearance 5% 2% ‐3%
To lose weight 3% 4% +1%
For spiritual or philosophical reasons 0% 1% +1%
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Products on shelf
Reason to Believe
Reason To Reject
High Germ Content
Salmonella
Irradiation
Pesticides
Food Poisoning
Preservatives*Contaminated Foods
Food Adulteration
50% Extremely/ Very Concerned
AntibioticsGrowth Hormones
GMO’s Highly Processed Foods
Cost of basic foods/groceries Antibiotics in dairyFoods produced with biotechnology
Foot and mouth/ Hoof and mouth disease
45% Extremely/ Very Concerned
LATAM
Bird Flu
Contaminated Packaging
Mad cow disease
10. Reason to Believe Reason to Reject
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#
1. More alike than different
Be willing to look outside of your own boundaries to see trends that may have relevance.
Identify a core consumer motivation or benefit and it is very likely that will berelevant to shoppers anywhere.
Think globally; act locally.
2. New ways to communicate
Shoppers say they are becoming more knowledgeable about their health and what to do.
Shoppers are taking more control.
Shoppers are becoming more critical and are looking for expertise specificto them. “Don’t talk at; Communicate with”
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3. Loss of trust
Be transparent.
If you make a mistake, own up quickly and change.
Big is no longer the ideal.
Shoppers are holding manufacturers responsible.
4. Food as delivery vehicle for health
Shopper acceptance of functionality in foods and beverages is greater today than it was yesterday and will be greater tomorrow.
How far you can go depends ‐ but we should constantly push the boundaries before assuming something will not work.
Look broadly for competitive threats.
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#
5. Easy health
Try and add functional within current shopper habits.
Look to center store.
Think across multiple categories.
6. War against aging
Not just about old people.
Don’t just think about “helping to cope with old age”; think about positive aspects.
Mental/Structural/Appearance/Performance.
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#
7. Weight schizophrenia
Not always “rationale”.
Major societal issue.
Food companies must be engaged.
8. At home vs. Away from home
Share battle for money/occasions spent on eating.
Opportunity trend for improved health in away from home.
At home needs to work on convenience/away from home on nutrition.
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#
9. Energy and performance
Look for many ways to deliver energy.
Look for energy as an added benefit to many categories.
See energy as a “physical reason to believe”.
10. Reason to believe to Reason to reject
Make sure you are working on delivery on both above and below the “line”.
HealthFocus International ® 100 Second Avenue N, Suite 220, St. Petersburg, Florida 33701 727. 821.7499