飲料市場における新たな健康志向

Abstract

Overview

Introduction

Consumers spent more than US$25bn on 'wellness drinks' in 2005, making up 12% of all soft drinks spending across the US and Europe. The market represents a major opportunity for drinks marketers, as consumers become aware of the link between diet and lifestyle. Drinks offer consumers a convenient way of maximizing nutrition and 'feel-good' benefits while living increasingly hectic lifestyles.

Scope

• Quantitative data covering wellness drinks sales value and volume between 2000 and 2010, broken down by country and category.
• Population data showing the numbers of regular and occasional users of natural products between 2000 and 2010, broken down by country.
• Survey-based insights into consumers' attitudes towards their bodies and minds, and how they affect consumption behavior.
• Detailed action points offering practical strategies based on the trends and insights analyzed in the report.

Highlights

Growth in wellness drinks consumption is no longer driven by diet products: functional drinks saw sales in the US rise by more than 5% a year over the 2000-2005 time period, while natural and organic drinks grew by almost 30% every year. In Europe, functional, natural and organic drinks grew at double the rate of diet drinks.

There are 58 million 'loyal' users of natural products in Europe, and another 39 million in the US. Along with 177 million European and 123 million American 'occasional' users, they make up well over half the total population. The number of people who do not seek out natural products is forecast to decline by 3% a year in both countries.

According to a global online poll conducted by The Economist, health was the most important factor considered important for personal happiness, with only family relations coming close. Similarly, 90% of European and US consumers surveyed by Datamonitor believe that improving their health is important and 66% have taken recent steps to improve it.

Reasons to Purchase

• Obtain exclusive data concerning value consumption of all different wellness drinks categories over time
• Understand the attitudes driving changes in consumers' healthy drinks consumption behavior
• Improve your marketing strategy by tailoring wellness drinks to the most important consumer needs

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
  • METHODOLOGY
  • TABLE OF CONTENTS
  • Datamonitor View 1
  • CATALYST 1
  • SUMMARY 1
  • METHODOLOGY 2
  • TABLE OF CONTENTS 3
  • Analysis 5
  • TREND: people are taking greater individual responsibilityfor wellness 6
  • People are clearly looking to improve their health 6
  • Wider initiatives are in place encouraging a longer-termwellness approach 7
  • TREND: consumers are purchasing ever larger quantities of'wellness drinks' 7
  • US consumers are flocking to natural and organic drinks 8
  • European consumers are less diet-focused than Americans 9
  • Natural ingredients are perceived to complement wellness11
  • TREND: wellness is a trend with relevance for the entiredrinks market 13
  • Overall drinks consumption is becoming healthier 14
  • Several consumer wellness trends are driving overalldrinks sales 15
  • INSIGHT: consumer stress drives emotional wellnessconcerns 15
  • Stress and anxiety are increasingly prominent lifestylefactors 16
  • Work-life imbalance is a key priority for wellnessproducts to tackle 17
  • Emotional wellness seekers will choose sensory loadedproducts 17
  • INSIGHT: body image is an important part of wellness 17
  • Time spent on personal appearance is increasing 17
  • Consumers are generally dissatisfied with their appearance18
  • Appearance dissatisfaction leads to a lower sense ofwellness 18
  • INSIGHT: consumers have strong associations between drinksand wellness 18
  • Dietary issues are perceived as most important inachieving a sense of wellness 18
  • Beverages have clear wellness advantages of their own 19
  • INSIGHT: attitudes to health and wellness vary by consumergroup 20
  • Women tend to care more about wellness than men 20
  • The old and the young are the most important wellnessconsumers 21
  • INSIGHT: there is still a gap between wellness attitudesand behaviors 22
  • Consumers are skeptical of health information and healthclaims 22
  • Consumers find healthy living regimes too difficult tofollow 23
  • Conclusions 24
  • ACTIONS 24
  • Target wellness marketing towards body image concerns 25
  • Create drinks that go beyond 'diet' to 'weight management'25
  • Move beyond weight loss to personal beauty 26
  • Address the health/indulgence clash using 'freshness' 26
  • Build freshness using packaging cues 27
  • Don't neglect the product itself 27
  • Develop 'refreshing' qualities through product andmarketing manipulation 28
  • Tailor NPD and marketing to specific demographic groups 29
  • Meet older and younger consumers' unmet healthy beverageneeds 29
  • Make sure that attempts at gender-based wellnesspositioning are targeted appropriately 30
  • Address the attitude/behavior gap by building trust andawareness 31
  • Do not make 'scientific' claims that consumers cannoteasily understand 31
  • Use 'natural' as a code word to build consumer trust 32
  • APPENDIX 34
  • Additional data 34
  • Definitions 37
  • Extended methodology 37
  • Ask the analyst 38
• ANALYSIS
  • TREND: people are taking greater individual responsibilityfor wellness
    • People are clearly looking to improve their health
    • Wider initiatives are in place encouraging a longer-termwellness approach
  • TREND: consumers are purchasing ever larger quantities of'wellness drinks'
    • US consumers are flocking to natural and organic drinks
    • European consumers are less diet-focused than Americans
    • Natural ingredients are perceived to complement wellness
      • Organic helps overcome lost confidence in the food chain
      • The number of natural consumers is rising
      • Natural is a word with many positive connotations
  • TREND: wellness is a trend with relevance for the entiredrinks market
    • Overall drinks consumption is becoming healthier
    • Several consumer wellness trends are driving overalldrinks sales
  • INSIGHT: consumer stress drives emotional wellnessconcerns
    • Stress and anxiety are increasingly prominent lifestylefactors
    • Work-life imbalance is a key priority for wellnessproducts to tackle
    • Emotional wellness seekers will choose sensory loadedproducts
  • INSIGHT: body image is an important part of wellness
    • Time spent on personal appearance is increasing
    • Consumers are generally dissatisfied with their appearance
    • Appearance dissatisfaction leads to a lower sense ofwellness
  • INSIGHT: consumers have strong associations between drinksand wellness
    • Dietary issues are perceived as most important inachieving a sense of wellness
    • Beverages have clear wellness advantages of their own
  • INSIGHT: attitudes to health and wellness vary by consumergroup
    • Women tend to care more about wellness than men
      • Male interest in wellness is rising
    • The old and the young are the most important wellnessconsumers
  • INSIGHT: there is still a gap between wellness attitudesand behaviors
    • Consumers are skeptical of health information and healthclaims
    • Consumers find healthy living regimes too difficult tofollow
  • Conclusions
• ACTIONS
  • Target wellness marketing towards body image concerns
    • Create drinks that go beyond 'diet' to 'weight management'
    • Move beyond weight loss to personal beauty
  • Address the health/indulgence clash using 'freshness'
    • Build freshness using packaging cues
    • Don't neglect the product itself
  • Develop 'refreshing' qualities through product andmarketing manipulation
  • Tailor NPD and marketing to specific demographic groups
    • Meet older and younger consumers' unmet healthy beverageneeds
    • Make sure that attempts at gender-based wellnesspositioning are targeted appropriately
  • Address the attitude/behavior gap by building trust andawareness
    • Do not make 'scientific' claims that consumers cannoteasily understand
    • Use 'natural' as a code word to build consumer trust
• APPENDIX
  • Additional data
  • Definitions
  • Extended methodology
  • Ask the analyst
• List of Tables
  • Table 1: Wellness drinks' share of non-alcoholic drinksspending, by country (%), US & Europe, 2000-2010
  • Table 2: Sales of wellness drinks in the US, bycategory, 2000-2010 (US$ m)
  • Table 3: Sales of wellness drinks in Europe, bycategory, 2000-2010 (US$ m)
  • Table 4: Sales of wellness drinks in Europe, by country,2000-2010 (US$ m)
  • Table 5: Share of different wellness drink types, bycountry (%), US & Europe, 2005
  • Table 6: Consumers who seek out 'natural' products,Europe & US, 2000-2010 (millions)
  • Table 7: Healthy and healthy-indulgent food and drinkoccasions as % of all food and drink occasions, 2005
  • Table 8: Wellness drinks spending in France, bycategory, 2000-2010 (US$ m)
  • Table 9: Wellness drinks spending in Germany, bycategory, 2000-2010 (US$ m)
  • Table 10: Wellness drinks spending in Italy, bycategory, 2000-2010 (US$ m)
  • Table 11: Wellness drinks spending in the Netherlands,by category, 2000-2010 (US$ m)
  • Table 12: Wellness drinks spending in Spain, bycategory, 2000-2010 (US$ m)
  • Table 13: Wellness drinks spending in Sweden, bycategory, 2000-2010 (US$ m)
  • Table 14: Wellness drinks spending in the UK, bycategory, 2000-2010 (US$ m)
  • Table 15: Wellness drinks spending in the rest ofEurope, by category, 2000-2010 (US$ m)
  • Table 16: Definitions of terms
• List of Figures
  • Figure 1: Wellness has six major dimensions
  • Figure 2: Consumers are gradually becoming more aware ofand focused on health concerns
  • Figure 3: Different wellness drink attributes are drivenby different core consumer needs
  • Figure 4: Carbonates are losing share to bottled waterand functional drinks in Europe and the US
  • Figure 5: Around 90% of consumers believe that stressreduction is important
  • Figure 6: Consumers across all the countries surveyedbelieve improving health through diet is important
  • Figure 7: Older consumers show the smallestattitude-behavior gap in terms of diet
  • Figure 8: Fewer than 50% of Europeans trust major CPGcompanies to "do the right thing"
  • Figure 9: Consumers across the US and Europe do nottrust health and nutritional claims
  • Figure 10: There is a trend clash between health andconvenience, driving the importance of health on-the-go
  • Figure 11: Diet drinks can go beyond low-cal to achieveactive weight-loss benefits
  • Figure 12: Healthy drinks can target body image as wellas general health concerns
  • Figure 13: Innovative formulations and packaging caninteract well with freshness
  • Figure 14: Products for kids should appeal to parents'need for wellness and kids' need for fun
  • Figure 15: Not all attempts at female focused marketingare specific enough
  • Figure 16: Only 36% of consumers view "containsOmega 3" as a purchasing driver
  • Figure 17: Natural drinks help engender consumer trust