Consumer Fatigue: Delivering Energy Boosts through Food and Drink
Datamonitor, April 2009, Pages: 65
Consumers busy lifestyles and the plethora of demands on their time, both at work and play, are proving draining to energy levels and a source of stress. With growing numbers of consumers reporting fatigue to be a general problem in their lives, they are increasingly open to and seeking solutions from within the food and drink markets that can help elevate their energy levels.
Scope
- Detailed insights and analysis documenting the drivers and inhibitors of the market for energy boosting food and drink products
- Analysis documenting the relative importance consumers place on tiredness/fatigue and energy shortfalls, and how this varies by socio-demographics.
- Strategic conclusions combined with actionable recommendations for all industry players looking to fully capitalize on this growing segment
- Countries covered: France, Germany, Italy, the Netherlands, Spain, Sweden, UK, US, Australia, Japan, South Korea, China, India, Brazil and Russia
Highlights of this title
The concept of being full of life can also be an expression of energy levels. The fact that many respondents in The 2008 survey reported rarely or never feeling full of life (most acutely in the UK, Japan and Russia, where 73.6%, 71.0% and 68.0% respectively stated sometimes, rarely or never), is clearly indicative of a big energy deficit
Although the energy sector is expanding to encompass many fields, sport and keep fit continue to be a key area of focus for the market. Consumers are interested in maintaining fitness as a means to enhance wellbeing, and thus sports nutrition is a growth industry now encompassing sports bars as well as drinks that claim to enhance performance
Criticism of the high caffeine and sugar content of some energizers has led to use of healthier ingredients, including slow release boosters like fruit antioxidants and B vitamins, unlike the high and crash of caffeine/sugar laced products. This could attract a wider demographic, such as women, who generally demand healthier, more natural products
Key reasons to purchase this title
- Consumer understanding: obtain a detailed understanding of consumer attitudes and behaviors towards energy boosting products
- Market and product understanding: identify the key energy boosting innovation platforms and how best to leverage them going forward
- Ideation: find inspiration for innovative formulations and product positioning which takes advantage of consumers evolving preferences
Overview
Catalyst
Summary
THE FUTURE DECODED
INTRODUCTION: A growing desire to maintain and lift physical energy levels is being witnessed across a broad spectrum of consumers
TREND: Life pressures are impacting consumers physical energy levels
Consumers in some countries complain about not feeling as full of life as they want
Consumer tiredness issues are well reported and have consequences for health and consumption behaviors
Sleeping time is being sacrificed often with the intention of creating more leisure time
Consumers are attempting to improve their work-life balance
Key takeouts and implications: energy boosting products can help offset consumers diminishing energy levels caused by hectic lifestyles
TREND: Consumers are paying close attention to their energy needs
Both genders pay high levels of attention to their energy needs, yet females remain poorly targeted by energizing products
Young adults hectic lifestyles fuel interest in their energy needs, although Seniors are the most desirous of more energy
Consumer energy levels are variable based on seasonality
Key takeouts and implications: consumer energy levels vary by season and demographic, providing useful guidelines for maximizing the impact of and audience for energy products
TREND: Consumers are spending increasing amounts of money on energy beverages
Energy drinks exhibit stronger growth than sports drinks through their association with wider energy needs
Energy drinks sales have been restricted in some countries, where the category has been closely monitored
The energy drink category is becoming very competitive, fuelling the need for innovative marketing campaigns
Coffee is popularly drunk as an everyday energy booster
Instant coffee is enjoyed more for its energizing properties than roast and ground
Research indicated that men are more stimulated by coffee than women
Coffee has been criticized as being a temporary pick me up
New coffee products have been launched that claim to have functional benefits
Consumers have embraced the combination of energy drinks and alcohol
Key takeouts and implications: energy drinks are the new coffee in peoples energizing choices
INSIGHT: Young adults are a core target for energy drinks, but older consumers are being drawn in with a variety of energizing products
Targeting young males with controversial branding has been criticized
Kids are a controversial but increasingly targeted consumer group
Older consumers are being lured to the sector with healthier and more natural energy drinks
Key takeouts and implications: energy drinks should target a greater demographic spread rather than just young males
INSIGHT: Keep fit regimes continue to fuel the energy food and drinks market
Consumers perceive physical fitness to be important to their wellbeing
Exercise is said to boost energy levels and self esteem
The popularity of sports bars in the US shows consumers appetite for quick fix energy boosts and recovery products
Key takeouts and implications: addressing the energy needs of exercisers has been a success, but a large proportion of consumers fail to act out well intentioned exercise plans
INSIGHT: There is a distinct movement towards natural ingredients in energy products
There is a growing mistrust of energy drinks among consumers
There is a move towards slow releasing energy ingredients
Energy drinks are being launched that tout their natural ingredients
Adding natural ingredients could help attract more women to the energy drinks category
Key takeouts and implications: growing mistrust in the healthiness of traditional energy drinks provides an opportunity for natural based products that provide slow release energy
INSIGHT: Energizing ingredients are migrating from drinks to food and personal care products
The new energy candy category aims to capitalize on the success of energy drinks
Energy boosting personal care products include lip balms and shower gels
Key takeouts and implications: energizing candies and personal care products are on the increase, each with a particular gender focus
ACTION POINTS
ACTION: Attract a wider consumer base for energy boosting products through increased personalization and more positive branding strategies
Focus on creating a more positive image for energy drinks by using natural ingredients, non-conventional packaging and subtle branding
Move away from high caffeine products towards slow releasing energy enhancing ingredients
Older consumers and women have shown a desire for energizing products and should be targeted with appropriate products
Emphasizing moderation in energy drink consumption can help claim the moral and healthy high ground
ACTION: Enhance the under exploited non-beverage sector with good tasting energy alternatives
Utilize sweet tasting ingredients to mask bitter tasting energy ingredient flavors, or focus on the energizing properties of the brand
Consider developing energizing savory snacks
ACTION: Consider competitive pricing strategies to gain an advantage in the recessionary environment
Energy products could suffer in the downturn as people cut out non-essentials
Private label energy products have not performed well in the past but could gain a price advantage in the downturn
APPENDIX
Definitions
Methodology
Further reading and references
Ask the analyst
Datamonitor consulting
Disclaimer
List of Tables
Table 1: Consumer survey: how much consumers have felt full of life in the past month in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table 2: Consumer survey: propensity for acute tiredness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table 3: Average per capita daily sleeping time (hours) in Europe, US and Asia Pacific, by country, 2002-2012
Table 4: Consumer survey: how consumers have made attempts to improve their work-life balance over the past six months in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table 5: Consumer survey: the amount of attention consumers pay to their physical energy or stamina needs in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table 6: Consumer survey: how much consumers have felt full of energy in the past month in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table 7: Energy drinks market value (overall and per capita, US$ m), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012
Table 8: Sports drinks market value (overall and per capita, US$), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012
Table 9: Coffee market value (overall and per capita, US$), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012
Table 10: Consumer survey: how important consumers perceive exercising or physical fitness to the feeling of wellbeing in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
Table 11: Sports and energy bar market value (overall and per capita, US$), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012
Table 12: Consumer survey: the relative importance of different need states in influencing snack choices
List of Figures
Figure 1: This reports deals with the "physical health" component of the functional food spectrum
Figure 2: There are various drivers and inhibitors to the energy boost market
Figure 3: Some countries reported to feeling more full of life than others
Figure 4: Consumers have reported high levels of tiredness across all 15 countries
Figure 5: Many consumers are attempting to improve their work-life balance
Figure 6: Males and females are paying similar levels of attention to their physical energy needs
Figure 7: The majority of both male and female consumers report feeling only full of energy sometimes
Figure 8: Young Adults and Seniors are paying the most attention to their physical energy and stamina needs
Figure 9: A high proportion of all age groups said they felt full of energy only sometimes
Figure 10: Energy drink launches have increased dramatically in recent years
Figure 11: Monster Energy is marketed on a Las Vegas monorail, creating a novel marketing initiative
Figure 12: Daytime energy boost was the second most popular reason given for drinking instant coffee
Figure 13: Roast and ground coffee consumption has less focus on energy boosting, being perceived more for a special occasion
Figure 14: Men in the UK reported to drinking more coffee in a week on average than women
Figure 15: Coffee beverages with functional benefits have been launched mainly in Japan
Figure 16: Alcoholic energy drinks are a controversial sector of the market
Figure 17: Teenage males are targeted by energy drinks manufacturers through the use of controversial branding, celerity endorsements and bright graphics
Figure 18: Manufacturers have targeted children with kid-friendly energy brands
Figure 19: Consumers consider exercising and physical fitness important in creating a feeling of wellbeing
Figure 20: Clif Bar launches a high number of new products annually to help retain consumer demand
Figure 21: The caffeine content of soft drinks varies considerably
Figure 22: There have been increasing numbers of energy drink launches touting natural ingredients
Figure 23: Manufacturers are attempting to appeal to women with natural ingredients, slim-aiding formulas and colorful packaging
Figure 24: More female respondents had switched to organic and natural products in the past six months than males
Figure 25: Energizing confectionery products have been released that exploit the popularity of energy drinks
Figure 26: There are an increasing number of personal care products that claim to have energizing properties
Figure 27: Slow-releasing energy product encompass a variety of categories
Figure 28: Create brands which have less controversial brand names to gain a wider consumer focus
Figure 29: Energized savory snacks include sunflower seeds and potato chips
Figure 30: Various stores have launched own-brand energy drinks, including Carrefour, Asda, M&S and 7-Eleven
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