The International Trend Study has been conducted on a biennial basis in the United States for 26 years and in 45 countries internationally since the Year 2000. The resulting database is the longest running of its kind, providing trended shopper insight data to food manufacturers, ingredient suppliers, foodservice establishments, pharmaceutical companies and health organizations. Shopper nutrition and health insights are used to create and support strategy, position and improve brands and track trends.
In general, shoppers report high awareness of common nutrients and ingredients, including vitamins C and D; minerals like calcium, iron, and sodium; omega-3 fatty acids; whole grains; and other compounds like caffeine, fiber, and protein. Though many say they are tired of expert advice, some are interested in learning more about certain ingredients. Omega-3s, protein, natural foods, antioxidants, fiber, whole grains, vitamin C, iron, and calcium garner most interest.
- Shoppers get health and nutrition information from a variety of sources.
- Technology influences some nutrition and lifestyle habits.
- Labeling is important
- Purity and natural are important to shoppers and are reflected in top brand influences, and the labeling, they feel, is most crucial
- Price, taste and freshness are even more important
- While label claims are very important to many shoppers, they are skeptical about health claims
- Shoppers may be seeking to avoid ingredients more than looking for added ingredients
- Cooking is a common and well-embraced practice.
This product is a global compendium of 24 countries. Please note that Individual Country Reports are available for purchase. Contact us for details.
1. Introduction and Methodology
2. Executive Summary
3. Detailed Information
4. Paying a Premium for Health
5. Health Knowledge
6. Health Commitment
7. Top 10 Sources of Health Information
8. Searching the Internet
9. Impact of Technology on Health Management
10. Ingredient Awareness & Interest
11. Believability of Food Benefit Claims
12. Top 10 Brand Influences
13. Reading Labels
14. Label Claims
15. Generic or Store Brands
17. Eating Habits
18. Shopping Patterns