過体重消費者と飲食品業界の将来

Abstract

Overview

Introduction

Obesity is the number one health trend affecting the food and drinks industry in terms of NPD and marketing. The condition is so widespread that as many as 66% of the US adults and almost half of Europeans were overweight in 2004. To effectively target this group players must understand the gap between attitude and behavior in eating patterns, to develop successful products and marketing.

Scope

• Unique consumer insight into the gaps between consumers' attitudes to health and diet and their behavior segmented by consumer weight groups.
• Market sizes for key diet food and drink categories as well as per head expenditure by country and category.
• Comprehensive data on levels of obesity among adults and children and segmentation of the population according to BMI.
• Actionable reccomnedations on how to effectively target overweight consumers and a review of best-practice new product development.

Report Highlights

66% of all US adults were overweight or obese in 2004, compared to only 51% of Europeans.

Within the diet foods sector, products containing no fat or reduced levels thereof have accounted for more diet food new product development (NPD) than those making any other 'lesser evil' claims. In 2001, 7.4% of food NPD claimed to contain reduced levels of fat, rising to 10.4% in 2005.

On average, 46.5% of consumers find health more important than taste, with a further 25.7% being of the opposite point of view. However the depth of conviction differs: 13.2% of consumers consider taste to be significantly less important than taste, with no consumers at all claiming to find taste significantly more important.

Reasons to Purchase

• Gain unique insight the differences between overweight consumers' attitudes to health and diet and their behaviors.
• Learn about best practice NPD spearheading the trend away from dieting towards healthy eating.
• Access detailed data on attitudes, behaviors and population distribution by Body Mass Index and expenditure on key diet food and drink categories.

Table of Contents

• CHAPTER 1 EXECUTIVE SUMMARY
  • The hot topic
  • The future decoded
    • The number of overweight and obese consumers is growing rapidly
    • The diet food and drink market will continue to grow in value
    • Consumers will increasingly choose 'lesser evil' products rather than dedicated diet products
    • Consumers are aware of the health implications of diets, but older consumers are far more likely to act in consequence
  • Action points
• CHAPTER 2 THE FUTURE DECODED
  • Introduction
    • Definitions
  • TREND: The number of overweight and obese consumers is growing
    • France and Germany have the fastest growing proportion of overweight consumers
      • The number of overweight consumers in the US will continue to grow fast
      • The number of overweight Europeans will not grow as fast as in the US
    • US and UK consumers are most likely to be overweight
      • In many countries, having a normal BMI is no longer normal
      • France has the highest proportion of underweight consumers
      • Germany and the UK have the highest proportion of obese consumers in Europe
    • Childhood obesity is a growing concern in Europe and the US
      • Changes in dietary habits are fueling childhood obesity and other diseases
      • Obesity in childhood increases the likelihood of ill- health in adulthood
      • Lower levels of exercise contribute to the growth of childhood obesity
  • TREND: The growth in the value of diet food and drinks will remain healthy
    • The strongest growth in the diet food and drinks market will be in France and Spain
      • The US diet food and drinks market will grow faster than in Europe
    • Swedish and Dutch consumers spend the most on diet food and drinks
      • French consumers have the fastest growing per head expenditure on diet products
      • American per head expenditure on diet products will remain on average greater than in Europe
    • Per head expenditure on diet confectionery will grow the fastest
      • Per head expenditure on diet dairy products will be the highest
      • Consumers' expenditure on diet confectionery will grow the fastest
  • TREND: Low/no fat products account for most NPD despite dieting fads
    • Most diet food NPD will remain low-fat
      • Low-fat food products will continue to account for most diet food NPD
      • The rise in the number of low-carbohydrate food products was short-lived
    • The diet drinks product trends are changing more significantly
      • Growth in the number of low-carb drinks is more sustained than in food
      • Consumers will continue to choose more low-calorie drinks
  • INSIGHT: There is a wide gap between consumers' attitudes and behaviors regarding dieting
    • Consumers consider that they can improve their health through their diet
      • Young Adults and Seniors attach most importance to improving health through diet
      • Seniors are far more likely to act on their health beliefs
    • A growing number of consumers base their choices on taste rather than health
      • Most consumers are inclined to consider health more important than taste...
      • ... however in practice, a higher proportion base their choices on sensory considerations
    • Over a third of consumers consider low-carbohydrate foods important
      • Early Midlifers in particular are keen on low-carbohydrate products...
      • ...however almost two-thirds are not prepared to a pay a premium for them
    • Overweight consumers are aware that they should make specific changes to their diet
      • Improving physical appearance through diet is far more important to overweight consumers
      • Overweight consumers feel more strongly that they should exercise more
      • Overweight consumers are less likely to link alcohol to weight
    • Overweight consumers are less likely to act on their health beliefs
      • Overweight consumers are less likely to increase their levels of exercise
      • Overweight consumers are particularly prone to "yoyo" dieting
      • Increased healthy eating is a lot more popular than dedicated dieting
  • INSIGHT: Attitudes and behaviors vary according to BMI
    • Overweight consumers have specific dietary habits
      • Overweight consumers tend to eat more takeaway and ready meals
      • Overweight consumers are the least assiduous restaurant customers
    • There is little difference between men's and women's attitudes
      • The small differences between men's and women's attitudes suggest a feminization of society
      • Men are slightly more likely than women to find health considerations important...
      • ...but they are also less likely to act on their convictions
      • Men's eating habits have a negative effect on women's diets
  • INSIGHT: Consumers are opting for portion control to manage their weight
    • When consumers use portion control they often do not feel adverse effects on satiety
      • Consumer confusion between portion size and serving size remains
  • Conclusions
    • Consumers are moving away from dieting towards healthy eating
• CHAPTER 3 ACTION POINTS
  • Introduction
  • Help consumers to control portion sizes
    • Encourage consumers to opt for smaller portion sizes rather than avoiding food and drink
    • Educate consumers about the difference between a serving size and a portion
  • Target healthy eating rather than dieting fads to support sustained growth
    • Promote healthy eating using positive marketing
    • Target healthy eating concerns among older consumers
      • Extend trusted health brands
      • Build relationships with the 'expert community'
    • Don't neglect dieters in healthy eating focused marketing
    • The biggest opportunities in GI products will be in bakery products and indulgent foods
  • Help consumers overcome barriers to weight loss
    • Encourage consumers to adopt a preventative approach to weight
  • Regain consumers' trust by avoiding misleading claims
    • Take responsibility for the health properties of products
      • Help consumers take responsibility for their diet
      • Embrace interactive media in a more creative way
      • Limit advertising unhealthy foods to children
  • Target weight-loss beverages
    • Case study: Weight Watchers will target consumers with flavored waters
  • Encourage consumers to follow simple and easy weight-loss regimes
  • Recognize that overweight consumers still want satisfaction, not deprivation
  • Appeal to consumers' self-perceptions through empathetic advertisements
    • Create characters with whom consumers can identify
    • Tap into the images with which consumers would like to identify
• CHAPTER 4 APPENDIX
  • Definitions
  • Supplementary data by category and country
    • Diet bakery
    • Diet carbonates
    • Diet confectionery
    • Diet dairy
    • Diet fats and spreads
  • Research methodology
  • How to contact experts in your industry
  • List of Tables
    • Table 1: Percentage of overweight and obese adult consumers by country, 2004-2009 (% adult population)
    • Table 2: Number of overweight and obese adult consumers by country, 2004-2009 (millions)
    • Table 3: Number of adult consumers by BMI by country, 2004 (millions)
    • Table 4: BMI distribution by country, 2004 (% adult population)
    • Table 5: Number of overweight and obese children (5-9 years old) by country, 1999-2009 (millions)
    • Table 6: Overall diet market value by country, Europe and US, 1999-2009 (US$ m)
    • Table 7: Per head expenditure on diet products by country, Europe and US, 1999-2009 (US$/head)
    • Table 8: Per head expenditure on diet products by category, Europe, 1999-2009 (US$/head)
    • Table 9: Per head expenditure on diet products by category, US, 1999-2009 (US$/head)
    • Table 10: Diet products' proportion of overall food NPD by product claim, 2001-2005, Europe and US (%)
    • Table 11: Diet products' proportion of overall drinks NPD by product claim, Europe and US, 2001-2005 (%)
    • Table 12: Consumer survey: "How important to you is improving your health through your diet?"
    • Table 13: Consumer survey: "Please rate the extent to which you have taken active steps to improve your health through diet this year"
    • Table 14: Consumer survey: "To what extent do you agree or disagree that taste is more important than health when choosing food and drinks?"
    • Table 15: Consumer survey: "How much more or less have you chosen the best-tasting rather than the healthiest versions of food and drinks over the past year?"
    • Table 16: Consumer survey: "How important to you are low carbohydrate food and drinks?"
    • Table 17: Consumer survey: "How much extra would you be prepared to pay for low carbohydrate food and drinks?"
    • Table 18: Consumer survey: "To what extent do you agree with the following statements?" (% respondents) Europe and US
    • Table 19: Consumer survey: "How much more or less than previously have you done the following over the past 12 months?" (% respondents) Europe and US
    • Table 20: Consumer survey: "How often do you do the following?" segmented by BMI (% respondents), Europe & US
    • Table 21: Consumer survey: "How important to you is improving your health through your diet?" (answers by gender)
    • Table 22: Consumer survey: "How important to you are low carbohydrate food and drinks?" (answers by gender)
    • Table 23: Consumer survey: "Please rate the extent to which you have taken active steps to improve your health through diet this year" (answers by gender)
    • Table 24: Consumer survey: "To what extent do you agree or disagree that taste is more important than health when choosing food and drinks?" (answers by gender)
    • Table 25: Importance of marketing that reflects consumers' personal situation, by country (% respondents) 2004, Europe and US
    • Table 26: Percentage of consumers who often see themselves in characters used by advertisers, by country, (% respondents) 2004, Europe and US
    • Table 27: Definitions
    • Table 28: Diet bakery market value by country, 1999-2009 (US$ m)
    • Table 29: Diet carbonates market value by country, 1999-2009 (US$ m)
    • Table 30: Diet confectionery market value by country, 1999-2009 (US$ m)
    • Table 31: Diet dairy market value by country, 1999-2009 (US$ m)
    • Table 32: Diet fats and spreads market value by country, 1999-2009 (US$ m)
  • List of Figures
    • Figure 1: The proportion of overweight and obese adults is highest in the US and the UK
    • Figure 2: The Netherlands have the fastest growing number of overweight and obese children in Europe
    • Figure 3: France and Spain have the fastest growing diet product markets
    • Figure 4: Swedish consumers spend more on diet food and drink than any others
    • Figure 5: European and American consumers spend more per head on diet dairy products than on any other category
    • Figure 6: The growth in low-carb food product launches was largely a fad
    • Figure 7: NPD in diet drinks is dominated by low-calorie drinks, but low-carb products are catching up
    • Figure 8: The older consumers are, the more likely they are to act on their beliefs regarding the effect of diet on their health
    • Figure 9: Early Midlifers are more influenced in their choices by taste than other age groups
    • Figure 10: Many consumers think that low-carb products are important, but don't wish to pay a premium for them
    • Figure 11: Overweight consumers are more conscious than others that improving their diet could lead to improved health and appearance
    • Figure 12: Overweight consumers are less likely to act on their beliefs about improving their diet, health and appearance
    • Figure 13: Overweight consumers tend to eat ready-meals and takeaways more often than others
    • Figure 14: Men are slightly more likely than women to actively try and improve their health through diet
    • Figure 15: An innovative example of helping consumers to make more informed decisions when eating out
    • Figure 16: Manufacturers should target weight-loss soft drinks
    • Figure 17: The Primaliv yoghurt range in Sweden uses images to demonstrate energy levels going up and down