Global Consumer Trends: Health
Datamonitor, June 2009, Pages: 481
For 75% of consumers across 17 countries and 4 regions, "maintaining or improving health" has become more important to them in the 2 years since The 2007 report New Developments in Global Consumer Trends. This report outlines how over 40 health-driven trends influence consumer lifestyles and product choices globally and considers the implications and opportunities for industry players.
Scope
- Detailed trend analysis outlining what constitutes value for consumers (trends are, after all, a reflection of whats important to consumers)
- Global in focus, but also offers country-by-country and category-by-category insights thereby catering to top-line or more specific information needs
- Covers all major FMCG sectors, but also with applicability to wider consumer goods audiences
- One of 10 dedicated mega-trend reports outlining the most important issues shaping global consumers buying behavior both now and in the future
Highlights of this title
Good trend-watching is about taking the bigger-picture approach. Adopting a broader global perspective to trend-tracking facilitates better decision making by overcoming category myopia. Monitoring the broader FMCG environment will enable bigger picture learning that can be applied more specifically
Even in 2004, 91% of US respondents told Datamonitor that "improving their physical health" was either very important (40%) or important (51%) to them. The most recent research conducted by Datamonitor shows that US consumers are continuing to adopt a more proactive approach towards managing their health
75% of Australians told Datamonitor in April 2009 that maintaining or improving their health has become more important to them in the last two years. Nearly a third of these respondents (31%) stated it had become significantly more important. Japanese respondents were least inclined within the Asia Pacific region to express this sentiment
Key reasons to purchase this title
- Understand the significance of the different health-aligned trends across territories and FMCG sectors to help support market diversification plans
- Save time and gain maximal insight by using this one-stop-shop resource which offers a clear and up-to-date framework for understanding consumers
- Access data from two waves of global primary research to increase the likelihood of being on-trend with NPD and marketing activities
Overview
Catalyst
Summary
EXECUTIVE SUMMARY
This report is one of 10 mega-trend reports examining consumer attitudes and behaviors
Datamonitor has identified seven key messages about trend-watching
Health concerns are gaining momentum and increasing in scope
Consumers are acting more holistically in the pursuit of general wellbeing
Health conscious consumers are increasingly prone to, and acting upon, product safety concerns
Ethical Wellbeing reflects a convergence of ethicality and emotional wellbeing
Financial Wellbeing reflects how consumers value the peace of mind that emanates from financial security
Stress is a common theme in modern lifestyles as consumers adopt stress reduction strategies in their pursuit of wellbeing
Jaded Society: overcoming fatigue and lethargy
Visual Culture: appearance consciousness continues to characterize an image conscious society
Sterilized Society: the escalating obsession with hygiene, cleanliness and immunity
Consumers are embracing tools that enable more informed health-driven choices
Moderation and avoidance
Positive nutrition
Fitness for wellbeing: getting active and using supporting products
Table of figures
Table of tables
INTRODUCTION: THE IMPORTANCE OF TREND-TRACKING
Tracking consumer mega-trends is fundamental to long-term success
Trend-tracking insight 1: mega-trends can be classified in two ways according to desirable product/service benefits and societal complexities
Trend-tracking insight 2: trends are aligned with pre-existing, but evolving human values, attitudes, needs and behaviors
Trend-tracking insight 3: mega-trends can be broken down into trends and sub-trends to provide structure and clarity at a time of information overload
Trend-tracking insight 4: manufacturers, retailers and researchers/futurologists perpetuate trends
Trend-tracking insight 5: adopting a broader, global perspective to trend-tracking facilitates better decision making by overcoming category myopia
Trend-tracking insight 6: trends have longer-term implications than fads and can be categorized by evolvement
Trend-tracking insight 7: for every trend there is a counter-trend while trend-crossover is also an important phenomena
Takeouts and implications: a trend framework boosts the quality and frequency of insight generation ensuring maximum return from the broader market research processes in place
THE FUTURE DECODED: DECIPERING THE HEALTH MEGA-TREND
MEGA-TREND SYNOPSIS: Health concerns are gaining momentum and increasing in scope
TREND: Consumers are acting more holistically in the pursuit of general wellbeing
SUB-TREND: Consumers are taking more self responsibility for their health
Western and Eastern Europeans have become more proactively health conscious in recent years
Improving health continues to become more important to consumers in the Americas
Japanese consumers are among the most health conscious and health aware while consumers in the emerging Asian economies are also highly health conscious
Health is becoming an increasingly important issue as health reforms improve chronic disease awareness and accessibility to healthcare services in the UAE and Saudi Arabia
Key takeouts and implications: health is set to stay at the top of the agenda for the years ahead
SUB-TREND: Consumers are adopting a broader "wellness" orientated lifestyle
Europeans have embraced the notion of adopting a more holistic attitude to health and wellness
Factors contributing to an overall sense of wellbeing are similar in North and South America
Asia Pacific consumers embrace various elements associated with wellness
Consumers in the Gulf are adopting a "wellness" oriented lifestyle
Key takeouts and implications: the pursuit of wellness/wellbeing is best thought of not as a trend in its own right, but as an umbrella of related trends and behaviors that must be reflected in products and marketing
TREND: Health conscious consumers are increasingly prone to, and acting upon, product safety concerns
SUB-TREND: Intensifying product safety anxieties affect many global citizens
Europeans express worry about a broad range of product risks across FMCG product categories
Consumers in the Americas exhibit concern over the safety of products they purchase from grocery stores
Many consumers in the Asia Pacific region are exposed to food safety problems but this does not fully manifest in a lack of confidence
Product safety is an issue gaining prominence in the Gulf region
Key takeouts and implications: escalating health attentiveness has been matched by growing concern about the safety of products
SUB-TREND: Consumer sensitivity is a growing phenomena as reflected by allergen and intolerance influenced consumption
Allergy and intolerance issues impact the product choices of many Europeans
Allergen and intolerance influenced consumption is practiced by a minority of consumers in the Americas
Allergy and intolerance concerns among Asia Pacific consumers are most prevalent among Indians
Consumers in the UAE and Saudi Arabia are highly conscious of the food and drinks they purchase due to issues with tolerance or allergies
Key takeouts and implications: consumer sensitivities such as allergies and intolerances create opportunities to target specific segments
SUB-TREND: Fear-driven avoidance means some consumers are outright rejecting products that are perceived as containing harmful ingredients or where safety is compromised
Europeans propensity to act upon product safety concerns by changing consumption preferences varies by country and sector
In the Americas, consumers were most likely to act on their product safety concerns in food and beverages
Asia Pacific consumers are generally more wary about harmful ingredients in food than in personal and household care products, although less so in Australia
Key takeouts and implications: consumers will be less forgiving when products compromise their safety
SUB-TREND: Consumers are opting for more local products, especially food products, due to a perception they are safer
Consuming groceries which have been produced locally is important to the majority of Europeans
The origin of grocery products is important to the majority of consumers in North and South America and this is influenced by safety perceptions
There is a high degree of uniformity in the view that choosing locally produced grocery products is important across the Asia Pacific region
Consumers in the Gulf have a predilection towards western goods in pharmaceuticals but appear to increasingly favor local products
Key takeouts and implications: safety concerns will be one of a number of drivers ensuring that local products will continue to gain favorability, especially in food and beverages
SUB-TREND: Global shoppers, especially those in developed consumer societies, increasingly value reassurances and transparency about how products are produced
Product origin and type impact the purchasing decisions of some Europeans
Knowing the origin of groceries can be a decisive factor in purchases made by consumers in the Americas
Asia Pacific consumers value knowing about product origin, but may not regard knowing this information as a guarantee of product safety
Key takeouts and implications: reassuring consumers will become a necessity to overcome trust voids and build stronger brands
TREND: Ethical wellbeing reflects a convergence of ethicality and emotional wellbeing
SUB-TREND: Direct altruism has been negatively impacted by financial pressures and a sense of being overwhelmed by everyday lifestyle responsibilities
SUB-TREND: Indirect altruism is gaining momentum as time poor consumers want to feel good about themselves through consumption rather than what they do in terms of behavioral/lifestyle sacrifices
Europeans believe that it is important to live an ethical or sustainable lifestyle, but are not fully prepared to confirm this by purchasing relevant products
Ethics are important to consumers in the Americas, although consumption does not always reflect this
Asia Pacific consumers also place considerable importance on living an ethical lifestyle as a route to wellbeing
Ethical and/or environmental considerations heavily impact Middle Eastern consumers purchasing activities
Key takeouts and implications: environmentalism and health are more inter-related than many realize
TREND: Financial wellbeing: consumers value the peace of mind that emanates from financial security
SUB-TREND: Financial anxiety and the economics of happiness heavily influence emotional wellbeing
Financial pressures are impacting the happiness levels of Europeans
Financial success is strongly linked to wellbeing in the Americas
Wealth accumulation is particularly important to consumers in Asia Pacific because growing prosperity has been heavily linked to higher life satisfaction
Prevalent ostentatious displays of wealth highlight the emotional significance of financial wellbeing for consumers in the Gulf region
Key takeouts and implications: financial anxieties increase consumers focus on the short-term
SUB-TREND: Financial moderation: consumers are exercising more financial prudence and control
The global economic downturn has prompted many European consumers to take a greater interest in their personal finances
Financial matters in the Americas are of greater importance to consumers than elsewhere
Australians demonstrate a particularly strong dislike of putting their financial arrangements in order
The downturn has prompted many Middle Eastern consumers to manage their finances more closely and adjust lifestyles
Key takeouts and implications: growing levels of financial moderation will place additional pressure on the growth of upscale premium products and further intensify value consciousness
TREND: Stress is a common theme in modern lifestyles as consumers adopt stress reduction strategies in their pursuit of wellbeing
SUB-TREND: Consumers are faced with the need to confront and manage tension and anxiety
Stress and tension are common problems for many Europeans
Feelings of stress and anxiety are commonplace for many consumers in North and South America
Stress levels are increasing in Asia Pacific and this has had a negative impact on sleep patterns
Stress and tension have increased dramatically in the UAE and Saudi Arabia in the last six months
Key takeouts and implications: the prevalence of stress and anxiety in consumers lives suggests that there are ongoing opportunities to position products as antidotes to reality and which give consumers a feeling of being in control
SUB-TREND: The pursuit of work-life balance represents the ongoing conflict between a desire to maximize leisure time, maximize occupation success, and maximize leisure time
Europeans often find it difficult to maintain a satisfactory work-life balance
Work-life balance is important to overall wellbeing in the Americas, but many are dissatisfied with their own circumstances
Consumers in the Asia Pacific region understand the importance of balancing work-life commitments but are struggling to achieve this
UAE and Saudi consumers are unhappy with their work-life balance
Key takeouts and implications: opportunities exist for brands to help consumers navigate the ongoing problem of work-life balance
SUB-TREND: Pampered relaxation: consumers are actively seeking moments of downtime
Europeans value moments of indulgence and escapism and are maintaining a desire to fit these moments into their everyday life
Consumers in the Americas are keen to enjoy moments of escape from their everyday lives
Consumers in the Asia Pacific region are doing more to make the most of their free time
Consumers in the Middle East continue to want relaxation therapies and downtime incorporated into their everyday lives
Key takeouts and implications: all FMCG products have the potential to align with the pampered relaxation trend, particularly personal care
SUB-TREND: Mood foods reflect consumers tendency to comfort and reward eat
Europeans are interested in the benefits of foods designed to aid relaxation
More than a third of Brazilians are already seeking out food and beverages with relaxation benefits
The majority of consumers across the Asia Pacific are at least interested in mood foods and beverages
UAE and Saudi consumers are interested in, and actively buying, food and beverage products designed to aid relaxation
Key takeouts and implications: a category of food and beverages based on ingredients that make individuals happier, calmer, livelier and even more intelligent is a potentially compelling proposition for those who are becoming more aware of protecting their mental/emotional wellbeing
TREND: Jaded society: overcoming fatigue and lethargy
SUB-TREND: Many individuals across the globe lack energy and vitality in their day-to-day lives
Energy levels are generally high among European consumers but there are still significant numbers expressing dissatisfaction with this important lifestyle requirement
Consumers in the Americas almost as likely to feel very tired as they are full of energy
Consumers in Asia Pacific are generally happy with how much energy they have
Stated satisfaction with ones energy levels in the Gulf region is similar to the global average
Key takeouts and implications: energy boosting products can help offset consumers diminishing energy levels caused by hectic lifestyles
SUB-TREND: Pick-me-up consumerism captures the situation whereby consumers are increasingly attentive about their alertness and are opting for products that deliver energy and performance benefits
Feeling alert is important to Europeans, but consumers rarely purchase alert enhancing products
Mental wellbeing and physical stamina are both deemed equally important for consumers in the Americas
Consumers in Asia Pacific are equally focused on physical and mental health and wellbeing
Consumers in the Gulf show high levels of interest in food and beverages delivering antidotes to fatigue
Key takeouts and implications: consumers across the globe are highly interested in functional products that boost mental and physical wellbeing
TREND: Visual culture: appearance consciousness continues to characterize an image conscious society
SUB-TREND: The high prevalence of appearance and body shape anxiety is at the core of appearance based wellbeing (or lack of it)
Looking ones best and feeling physically attractive are deemed important to large segments of Europeans
Appearance consciousness in the Americas is driven more by internal wellbeing needs than aspirations to impress others
Consumers in Asia Pacific believe that physical appearance is very important in everyday life
Personal image is a highly important part of life in the Gulf
Key takeouts and implications: appearance concerns impact consumers emotional and physical wellbeing so looking good has arguably never been more important
SUB-TREND: A more holistic pursuit of beauty through more diverse appearance management tactics is occurring
While Europeans agree there is a correlation between diet and appearance, they remain broadly skeptical of beauty enhancing food and drinks
In the Americas, many consumers link their diet to their appearance
Beauty through nutrition is a more familiar concept in Asia Pacific than other regions
The Gulf consumer is typically interested in the idea that food and beverages improve their appearance
Key takeouts and implications: health, wellbeing and beauty are becoming inextricably linked in consumers minds
SUB-TREND: Adopting structured and sustained beauty regimes
Europeans spend high amounts on personal care products, valuing skincare the most
Personal care regimes are well established in North and South America
Consumers in Asia Pacific are putting more thought into their own beauty regimes
The use of fragrances has pronounced importance in beauty regimes in the Gulf
Key takeouts and implications: consumers globally attach considerable importance on their oral, skin and hair health respectively which drives spend and the adopting of beauty regimes
SUB-TREND: The polarization of beauty ideals/attitudes reflects the conflict between natural beauty and more manufactured appearances
Europeans find natural beauty products appealing and are unconvinced of the merits of plastic surgery
Natural ingredients have gained popularity in the Americas
Consumers in Asia Pacific are embracing both the natural and the unnatural when it comes to beauty ideals
Key takeouts and implications: manufacturers are retailers must adopt diverse product portfolios on order to meet the polarized beauty ideals among global consumers
TREND: Sterilized society: the escalating obsession with hygiene, cleanliness and immunity
SUB-TREND: Sterilize me: a focus on boosting self-immunity
Europeans differ in their opinion of immune health targeted products
Immunity is a cause for concern for some consumers in North and South America
The immune system is something which is considered important by Asia Pacific consumers
Gulf consumers are highly interested in food and beverages that boost the immune system
Key takeouts and implications: consumer lifestyles rather than a sterilized society reflect the burgeoning interest in immunity boosters
SUB-TREND: Healthy nesting: consumers are ensuring hygiene and purity within their living spaces
Europeans agree that a cleaner home aids their wellbeing
Household cleaning in the Americas is often undertaken for self-gratifying reasons
Consumers in Asia Pacific live hygienically because it creates a strong feeling of wellbeing
Key takeouts and implications: consumers generally recognize the broader health and wellness benefits associated with clean living environments
SUB-TREND: Personal cleanliness matters in a society that values purity
Europeans care considerably about personal hygiene
Personal hygiene maintains an essential status in the Americas
Personal cleanliness is valued by Asia Pacific consumers as the most important aspect of personal wellbeing
There is a large potential for growth in the personal hygiene market in the Gulf region
Key takeouts and implications: leverage the wellness factor in the marketing of personal hygiene products
TREND: Consumers are embracing tools that enable more informed health-driven choices
SUB-TREND: The democratization of health information has facilitated more self reliance
The easy availability of health information online has prompted many Europeans to self-diagnose
Consumers in the Americas have access to a wide range of portals for health information
Consumers in Asia Pacific have responded positively to transparent product health information
Increasing accessibility of health information has enabled consumers to make health-driven choices in the Gulf
Key takeouts and implications: consumers are continuing to turn to the media to get their health information, but need to feel that they can trust what they are reading
SUB-TREND: Formulation attentiveness: knowing about and being influenced by the (health) details is becoming more widespread
Europeans have a casual approach to label and nutritional information
The majority of consumers in the Americas try to stay well informed on food matters
Consumers in Asia Pacific are different from consumers in other regions in that they are paying less attention to product labels than in the past
Consumers in the UAE are paying more attention to nutritional information available on food and drink packaging
Key takeouts and implications: consumers are demonstrating their increasing knowledge of health by making consumption choices based on labels
SUB-TREND: Information overload: burdened by too much information consumers are using information short-cuts to make informed, but simplified choices
Europeans exhibit mixed responses in their perception about whether they have enough time to read and digest food labels
Time pressures in the Americas mean that many consumers do not read food labels when shopping
Consumers in Asia Pacific can sometimes find food labels confusing
Manufacturers and distributors must ensure that nutritional information is comprehensible to consumers in the Gulf
Key takeouts and implications: product formulation is a battleground for industry players, so key benefits must be clearly communicated to consumers
SUB-TREND: Information overload: gaps in health awareness and understanding
Europeans have conflicting opinions on how easy to understand food labels are
Some consumers have negative opinions of the quality of information on food labels in the Americas
Consumers in Asia Pacific say they understand food label information but can still find it confusing when actually looking at products
Consumers in the Gulf region are dissatisfied with the clarity of the nutritional information available on food packages
Key takeouts and implications: confusion is a barrier to consumption, and therefore should be eliminated to increase consumer confidence
SUB-TREND: Personalized nutrition and nutrigenomics are emerging themes and reflect a crossover between the health and individualism mega-trends
Europeans favor personalized nutrition products over gene focused advice
Personalized nutrition is of interest to consumers in the Americas
Consumers in Asia Pacific are particularly interested in food and beverages which address their specific needs
Key takeouts and implications: personalized nutrition is appealing to consumers but care must be taken not to take them out of their comfort zones
SUB-TREND: Personalized beauty regimes are still relatively niche but are gaining traction as situational and personally adaptive beauty solutions are increasingly sought
The personalization demands of consumers are being addressed in Europe by personal care and household goods players
Personalization in personal care is of importance to some consumers in the Americas, particularly those in South America
Personalized beauty products are rapidly growing in popularity in Asia Pacific
Key takeouts and implications: demand for personalized beauty is growing in all regions as consumers become more me orientated
TREND: Moderation and avoidance: disciplined consumerism
SUB-TREND: Food stress and anxiety is a growing problem among consumers
European consumers vary on the amount of confusion, guilt and worry they feel over food issues
Conflicting opinions are apparent in North and South Americans on food and drink moderation
Consumers in Asia Pacific prefer to consume food for enjoyment rather than to diet to lose weight
Consumers in the Gulf do not worry about what they eat; however, they feel highly guilty of snacking in-between meals
Key takeouts and implications: consumers aims of moderated consumption and healthier choices are confused by contradictory information and the tendency for carefree consumption
SUB-TREND: Formalized dieting: regimented eating for weight management
Europeans undertake occasional diet plans and other weight management strategies
Specific diet plans are not adhered to by the majority of consumers in the Americas
Most Asia Pacific consumers have difficulty in sustaining planned diets
Specific diet plans are more common in the Gulf than globally
Key takeouts and implications: consumers experience difficulties in pursuing sustained dietary plans
SUB-TREND: Dietary control: exercising dietary restraint is a key manifestation of moderation
Europeans are attentive to or are influenced by various dietary factors, particularly sugar and fat levels
Many consumers of the Americas claim to be vigilant on specific areas of their diet but behaviors lag behind attitudes
Asia Pacific consumers are most worried about the amount and types of fat in their diet
Key takeouts and implications: CPG players must answer consumers needs for
SUB-TREND: Satiety: appetite control is a developing moderation concept with much potential
Satiety aiding products have the potential to grow in Europe as over 4 in 10 consumers are interested but are not yet actively buying
Satiety benefits are of above average interest to US consumers
Satiety is an interesting concept for consumers in Asia Pacific but associated products must be made more appealing
Satiety benefits are of some interest to consumers in the Gulf
Key takeouts and implications: consumers understanding of satiety lags behind other areas of health and wellness
SUB-TREND: Vegetarianism and meat reduction have spread among consumers, feeding the market for alternatives
Health fears have prompted many Europeans to cut down on red meat
Meat remains an important constituent of diets in the Americas, but some consumers are cutting down
As meat does not make the as much of the Asia diet as in the West, there is a difference between the two regions when it comes to the meat reduction trend
Consumers in the Gulf are limiting their consumption of meat
Key takeouts and implications: respond to consumers meat reduction behavior with meat alternatives and responsible portion control marketing
SUB-TREND: Mealtime fragmentation: skipping meals is a widespread consequence of modern consumers time-pressured lives and unhealthy routines
Europeans are more likely to miss breakfast than other meal occasions
Main meals are skipped more regularly than average in the Americas
Indian consumers are far more likely to skip meals than any other consumers in Asia Pacific
Key takeouts and implications: a gap exists between consumer attitudes towards main meal consumption and actual behavior
SUB-TREND: Moderating alcohol consumption is a trend gaining some traction although consumers trade off health for indulgence
While the health issues related to alcohol concern Europeans, alcohol moderation has not increased
Moderation of alcohol is a prevalent trend in the Americas
Consumers in Asia Pacific do not believe that alcohol has too much of a negative effect on health in the long term
Key takeouts and implications: health has some influence over consumers alcoholic drinks choices but it is clear that consumer behavior fully reflects their attitudes
SUB-TREND: Abstinence and restraint in tobacco consumption
Tobacco sales are strong in Europe, but smoker numbers are falling
Tobacco sales in the Americas remain high, although like Europe, the prevailing trend is downward
Consumers in Asia Pacific are cutting out tobacco consumption in an effort to get healthier
Key takeouts and implications: look at meeting the needs of moderating or ex-smokers with alternative healthy products
TREND: Positive nutrition: consumers are eating and drinking for wellbeing
SUB-TREND: Eating for wellbeing: changeable dietary routines
Europeans in general find diet and nutrition to be important to their sense of wellbeing
Links between nutrition and health are well established in the Americas
Conscious attempts are being made by Asia Pacific consumers to change what they eat for the better
UAE and Saudi consumers are interested in eating for wellbeing
Key takeouts and implications: consumers are willing to change their dietary habits but outside pressures can sometimes make this difficult
SUB-TREND: Embracing diet diversity: a more balanced and varied diet
Regularly eating from a diverse range of food types is of importance to many Europeans
Consumers in the Americas are attaching substantial importance to eating a diverse range of foods
Much attention is given by Asia Pacific consumers towards eating from a diverse range of food types
Key takeouts and implications: diet diversity is something which an increasing number of consumers pay attention to
SUB-TREND: The pursuit of purity and freshness through product choices
Europeans regard eating fresh food as important to health, while organic product purchases have not grown substantially
Purity and freshness are sought in a variety of products by many consumers in the Americas
Consumers in Asia Pacific are more concerned with natural and fresh foods than organic produce
UAE and Saudi consumers are trying to eat fresh produce
Key takeouts and implications: consumers will not compromise on freshness so products that cannot guarantee this face being overlooked
SUB-TREND: The popularization of functional foods and personalized nutrition
Functional foods are an occasional purchase for many Europeans
Functional food and drinks have some popularity among consumers in the Americas
Functional foods are not as relevant a trend in Asia Pacific
UAE and Saudi consumers find added nutrients in food and drinks appealing
Key takeouts and implications: consumers are becoming less skeptical about functional foods but manufacturers must still win confidence in the key areas of trust, price and taste to widen appeal
SUB-TREND: Being hydrated: drinking adequate quantities of water
Hydration is a key issue for European consumers
Hydration is more of a concern in South America than in North America
Consumers in Asia Pacific are more aware of the health benefits of staying hydrated
UAE and KSA consumers recognized the importance of hydration
Key takeouts and implications: the need for instant and continuous hydration has grown in consumer importance
SUB-TREND: Preventative antidoting: anti-ageing cosmeceuticals
Europeans are unenthusiastic about anti-aging and beauty food products
Consumers in the Americas show conflicting attitudes towards preventative antidoting
Concern about skincare is high in China, India and Korea
Key takeouts and implications: oral beauty products are burgeoning in popularity because they are new but there are signs that growth is limited
TREND: Fitness for wellbeing: getting active and using supporting products
SUB-TREND: Getting active: consumers increasingly feel a sense of obligation when it comes to exercise
Europeans are unsatisfied with their fitness levels, with many doing little exercise
Exercise and physical fitness are important to many consumers in both North and South America
Consumers in Asia Pacific are less fit than they would like to be
UAE and Saudi consumers are surprisingly happy with their level of physical fitness
Key takeouts and implications: consumers are far from happy about their current levels of physical fitness
SUB-TREND: Sports nutrition: opting for performance and recovery supporting products
Sports nutrition is a high growth market across Europe
Functional drink sales continue to rise across the Americas
Sports nutrition value growth is strong in China but relatively weak in Japan
Key takeouts and implications: the market value of sports nutrition products is increasing, mainly driven by Lifestyle users
APPENDIX
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