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Functional Food, Drinks & Ingredients: Consumer Attitudes & Trends
Datamonitor, Feb 2008, Pages: 97
OVERVIEW 1
Catalyst 1
Summary 1
2
Table of figures 3
Table of tables 4
THE FUTURE DECODED 5
Introduction: The functional food and beverage market is entering a critical era 5
Defining functional products: functional food and beverages contain specific physiologically active components that provide increased health benefits beyond basic nutritional functions 10
TREND: Consumers are more aware of food and dietary issues and are monitoring and adjusting what they eat and drink accordingly 11
Consumers have increasingly pro-active dispositions towards improving their general health 12
Consumers are actively looking to improve their health through diet on a global scale 12
Consumers are paying more attention to nutritional details and want to know more about functional products 12
Key takeouts and implications: health and nutrition is set to stay at the top of the agenda for the years ahead, creating a real incentive to invest in functional food and beverages 14
TREND: Aging populations are showing a strong concern and desire to improve their personal health 14
Aging is the dominant demographic trend across Europe, North America and much of Asia 14
Older consumers are making more concerted, active attempts to eat and drink in a healthier manner 16
Functional foods and drinks that target senior consumers are growing in popularity because they are a more vulnerable demographic 17
Key takeouts and implications: an aging society exacerbates the need for preventative or treatment benefits from food and beverage products 18
TREND: Consumers are looking for functional antidotes to both short-term and long-term physical and emotional health problems 19
The prevalence of long-term illnesses is increasing across Europe, North America and Asia, with hypertension being the most common problem 19
Diagnosis rates of heart-related health problems are growing in Europe and the US 21
An aging society is leading to more bone health problems being reported, most notably osteoporosis 22
The number of consumers suffering from gut health problems is relatively low, but growing rapidly 23
Individuals are increasingly reporting day-to-day emotional and physical health problems, such as fatigue and sleep deprivation 24
Job stress and difficulties in achieving a work/life balance contribute to sleep deprivation and fatigue 27
Continued increases in both adult and childhood obesity are paving the way for new satiety enhancing functional food and beverages 29
Busier lifestyles means that it is harder to meet nutritional requirements using traditional food and drinks, while less developed countries still have high nutritional deficiencies 30
People are even looking for easy ways to make themselves more beautiful with beauty foods 31
Key takeouts and implications: despite long-term health problems becoming more apparent, consumers want solutions with more short-term, day-to-day relevancy 32
TREND: Consumers are spending more on functional food and drinks across Asia, Europe and the US 33
The US functional food market continues to witness impressive growth rates 33
The value of the European functional food and drink market is significantly lower than the US 34
Sales of functional food and drink products in Asia are being driven by increasing levels of disposable income and the long-established presence of such products 37
Beverages with health boosting credentials are especially popular in Japan, particularly energy drinks 39
Key takeouts and implications: functional food and beverages will continue to be driven by strong sales in the US and Asia-Pacific, while the European market is yet to reach anything like full potential 39
INSIGHT: Consumers are overly optimistic about their diet and are making more concerted efforts to consume a balanced and varied diet 40
A sizeable majority of consumers consider themselves to be in good health and perceive their diet relatively positively 40
Diversity and balance in diet is growing in importance, especially as people suffer from dieting-fatigue 41
Key takeouts and implications: consumers suffer from an optimistic bias with regard to their diets and are looking to embrace a more balanced and nutritious diet 42
INSIGHT: Consumers are skeptical about the sensory appeal of functional food and drinks 43
Consumers are most influenced by the taste, enjoyment and quality of the food and drink they consume 43
Healthy food is often perceived as bland and uninspiring 44
Key takeouts and implications: despite consumers making active attempts to eat healthier, they will not compromise sensory benefits for nutritional goodness 45
INSIGHT: Consumer awareness and understanding of functional food and drink claims and benefits is limited 46
Consumers have an increasing awareness about which food categories are good for them, without knowing a huge amount about the actual healthy component 46
Americans are increasingly aware of specific health benefits associated with various functional foods 46
Asia has a long history of consumption of foods for specific health benefits which helps boost awareness 49
Europeans exhibit a similar level of awareness and understanding of functional products as Americans 49
The impact of socio-demographics on consumer awareness towards functional food and beverages is inconclusive 50
Motivations for buying functional foods reflect a lack of knowledge about the specific health benefits of certain ingredients 51
Key takeouts and implications: awareness of functional products is increasing, but there is a general lack of understanding about the more detailed benefits derived from ingredients/food components 52
INSIGHT: Consumers have a lack of trust in food and drink manufacturers and in functional products more specifically 52
Consumers are skeptical about pharmaceuticals which may impact long-term adoption of functional products 53
Consumers find health claims confusing and contradictory 53
BUT, consumers are beginning to recognize the role that certain foods or food components play in reducing the risk of certain diseases 56
The credibility of functional claims is enhanced in certain scenarios 57
Consumers are skeptical about the price of functional food and drink 59
Consumers are showing a distrust towards food and drink with artificially inserted ingredients 60
Key takeouts and implications: overcoming consumer skepticism about a wide range of issues related to functional products and their purported benefits will be important in gaining long-term mass acceptance 62
INSIGHT: Natural ingredients are becoming a more important feature of functional products 63
New functional products released are touting the benefit of natural health-boosting ingredients 63
Probiotics promoting general wellness are being released with greater frequency 64
New functional groceries in Asia-Pacific are commonly touted as being high in vitamins 65
New functional products in the US are reflective of consumer desire for health and convenience 66
New functional products in Europe continue to be high in vitamins and calcium 67
Key takeouts and implications: natural functional ingredients are becoming more popular 68
INSIGHT: Consumers of all ages are driving sales in the functional food and drink market, albeit for differing reasons 68
Parents are starting to take greater responsibility for the improvement of child health levels 68
The lifestyles of young adults are becoming increasingly pressurized 70
Younger workers are seeking out products that provide a quick-fix energy boost 71
Older consumers are still an important demographic group for functional food and beverage manufacturers 71
There are significant differences in the attitudes of senior citizens 71
Women, married couples and highly educated consumers are more likely to buy functional foods 72
Key takeouts and implications: although older consumers remain an important demographic group for the functional food and drink market, sales are being driven by a younger audience 73
Conclusions: the market drivers for functional products will have more influence than the inhibitors making it a highly important category for investment 73
ACTION POINTS 75
ACTION: Develop a broad range of products offering antidotes to the myriad of problems consumers face 75
Reassure postmenopausal women about the benefits of functional foods 76
Respond to the growing interest in mental wellbeing 77
Educate consumers about the danger of gut health problems and look to eradicate the embarrassment surrounding gut health more generally 78
Release products that help consumers sleep better, and prevent fatigue 79
Launch satiety-enhancing products to help health-conscious consumers suppress hunger 80
Promote the concept of holistic beauty with the development of functional oral beauty formulations 81
ACTION: Align brands with the softer image of natural wholesomeness, rather than function and science 82
Avoid using scientific jargon on packaging and other above-the-line communications 82
Create an image of natural wholesomeness to justify a premium price 83
ACTION: Use Productscan to track innovative functional products emanating from Asia 84
Embrace personalized nutrition by aligning products with the requirements and needs of specific target audiences 85
Recognize and track the growing array of functional products from unconventional categories 85
Promote hedonistic variables of functional products over and above health benefits 86
ACTION: Promote functional foods in a credible and honest manner 86
Promote functional products as an every little helps option rather than a magic bullet solution 88
Persuade consumers to use functional products regularly 88
Use websites and information books to explain the science behind functional products 88
Use independent experts as knowledge and information transmitters 88
Obtain and prominently display backing from an influential body 89
APPENDIX 90
Supplementary Data 90
Definitions 91
Methodology 92
Further reading and references 92
Ask the analyst 93
Our consulting 94
Disclaimer 94
List of Tables
Table 1: Consumer survey: the extent to which European and US consumers used nutritional information on product packaging to help make food and drink choices, by country, 2006 13
Table 2: The number of consumers aged 55 and over, by region, 2002-2012 16
Table 3: Consumer survey: the propensity of European and US shoppers who have taken active steps to eat healthier in the last twelve months 17
Table 4: Consumer survey: the propensity of European citizens undergoing a long-term medical treatment 21
Table 5: Consumers suffering from heart health problems (millions), Europe and US, 2002-2012 22
Table 6: Consumers suffering from bone health problems (millions), Europe and US, 2002-2012 23
Table 7: Consumers suffering from gut health problems (millions), Europe and US, 2002-2012 24
Table 8: Consumer survey: the extent to which Europeans feel they have lots of energy 26
Table 9: Consumer survey: the propensity of European and US shoppers to supplement their diets with vitamin, mineral or other dietary supplements in the last twelve months 31
Table 10: Overall and per capita US functional food and drink market value (US$ millions and US$), by product category, 2002-2012 34
Table 11: Europe functional food and drink market value (US$ millions), by country, 2002-2012 36
Table 12: European functional food and drink, spend per person, by country (US$), 2002-2012 36
Table 13: Europe functional food and drink market value (US$ millions), by product category, 2002-2012 37
Table 14: Asia-Pacific functional food and drink market (US $ millions), by country, 2002-2012 38
Table 15: Asia-Pacific functional food and drink market, spend per person (US$), 2002-2012 38
Table 16: Asia-Pacific energy drinks market value (US$ millions), by country, 2002-2012 39
Table 17: Consumer survey: US shoppers awareness and consumption of nutrients that have health boosting credentials 48
Table 18: The level of trust consumers have in various claims made by packaged goods manufacturers, by country, 2004 55
Table 19: Consumer survey: the propensity of European and US shoppers who have taken active steps to reduce their stress levels in the last twelve months 70
Table 20: US functional food and drink market value (US$ millions), by claimed health benefit, 2002-2012 90
Table 21: European functional food and drink market value (US$ millions), by claimed health benefit, 2002-2012 90
Table 22: Asia-Pacific functional food and drink market value (US$ millions), by claimed health benefit, 2002-2012 90
Table 23: Definition of disease type covered 91
List of Figures
Figure 1: The functional food and drink market is being driven by a broad range of drivers and inhibitors 10
Figure 2: A nutritional continuum helps pinpoint the role of functional food and drinks 11
Figure 3: The proportion of consumers aged 55 and above is increasing across Europe, Asia and the US 15
Figure 4: Functional food manufacturers are offering solutions to the problems facing aging populations 18
Figure 5: Hypertension is the most common long-term illness in the US 20
Figure 6: The majority of individuals in the Asia-Pacific region struggle to get enough sleep 25
Figure 7: US consumers are more concerned about day-to-day health problems 27
Figure 8: With so many consumers seemingly overwhelmed by their daily responsibilities, they are looking for ways to slow down in order to improve balance and vitality 29
Figure 9: Consumers increasingly recognize the importance of a balanced, varied diet and focus on inclusion rather than exclusion of nutrition 42
Figure 10: Despite the perceived health benefits, consumers will not buy functional foods if they do not like the taste 45
Figure 11: Consumers are unaware of specific types of antioxidants 47
Figure 12: Over 80% of US consumers purchase, or are interested in purchasing functional foods 51
Figure 13: Pharmaceuticals are less trusted than consumer packaged goods, a fact that may inhibit the market potential of functional food and beverages 53
Figure 14: Consumers are skeptical about the perceived health benefits of functional foods 55
Figure 15: Consumers believe functional foods improve heart health 57
Figure 16: Professional medical endorsement is an important pre-condition to Europeans trusting functional food and beverage claims 58
Figure 17: Nutritional consultants and medical doctors are the most trusted sources of information when it comes to the health claims associated with functional products 59
Figure 18: More fresh content is being incorporated into diets while processed options are being rejected in Europe and the US 61
Figure 19: Higher educated consumers are making the most effort to consume more organic products 62
Figure 20: Functional products in Asia tend to be high in vitamins 65
Figure 21: Products that are both healthy and convenient are popular in the US 66
Figure 22: New functional products in Europe continue to be high in vitamins and calcium 67
Figure 23: Developing functional food and beverage solutions specifically for children represents key innovation opportunity 70
Figure 24: Effective marketing is required to capture the interests of consumers with bone health problems 76
Figure 25: Recent food and beverage innovations reflect the growing demand for solutions that improve mental health/performance 78
Figure 26: New functional products are targeting sleep-deprived consumers globally 79
Figure 27: Energy-boosting products also have to be tasty and convenient 80
Figure 28: Satiety-orientated products can help prevent unhealthy snacking 81
Figure 29: Manufacturers are responding to the notion that inner health = outer beauty 82
Figure 30: Marketing material to support functional foods should be easy to understand 83
Figure 31: Manufacturers are using ingredients that are both natural and healthy with greater regularity, especially in functional formulations 84
Figure 32: The increasing specificity of product formulation against age and gender requirements is symptomatic of a trend towards personalized nutrition 85
Figure 33: Functional food and drink manufacturers are emphasizing great taste 86
Figure 34: Consumer watchdogs are encouraging shoppers to be scrupulous about their purchases of functional food and drinks 87
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