食品・飲料の摂取に関する消費者動向と「Better-For-You」製品への影響

Abstract

Overview

Introduction

Messages regarding the potential benefits and risks of certain foods and nutrients are resonating with consumers. This has created a strong trend towards "moderation and avoidance" in food and drink, which is often associated with dieting and the consumption of "better-for-you" food and drinks.

Scope

• Detailed insight and analysis covering healthy eating attitudes and behaviours, especially regarding fat, sugar, salt, carbs and calories.
• Exploring consumer awareness and understanding of different nutrients and a review of the latest literature on nutritional labeling.
• Showcases the latest best-practice product and marketing innovation highlighting just how to capitalize on changing trends in the long-term.
• Strategic conclusions and actions highlighting how manufacturers and retailers should direct resources towards changing trends.

Report Highlights

Well over half of consumers in Europe and America report that they are taking proactive steps to follow a healthy diet. In doing so they are increasingly recognizing that moderating calories, sugar, salt, carbohydrates and saturated fat intake can benefit long-term health.

When Datamonitor asked consumers about the relative importance of cutting back on saturated fats, sugars, salt, processed food, carbohydrates and calorie intake, it was fats that consumers generally placed most importance on reducing. The only exceptions were in Germany and Sweden where cutting back on fat intake was still deemed important.

58% of US respondents stated that they had used nutritional information on product packaging to help make food and drink choices with greater regularity in the previous twelve months in a Datamonitor survey conducted in July 2006. More than a third of respondents in every European country surveyed stated that they had done the same.

Reasons to Purchase

• Gain a detailed understanding of the drivers and inhibitors associated with the moderation and avoidance of ' bad' nutrients from one' s diet.
• Use the latest evidence based insight to help guide crucial health driven reformulation methods in new product development.
• Access a compelling blend of quantitative and qualitative data illustrating consumer attitudes and market developments

Table of Contents

• CHAPTER 1 EXECUTIVE SUMMARY
  • Hot topic
  • The future decoded
    • With rising obesity levels, shoppers are becoming more conscious about their food intake
    • An increasingly strong appetite for nutritional information is emerging among European and US consumers
    • Eliminating or reducing fat is the most important and frequently practiced dietary approach
    • Calories are treated as an important proxy of nutrient quality
    • The desire to reduce sugar consumption is intensifying
    • Carbohydrate concerns are generally lower on consumers' agenda
    • Consumers are becoming wary about over-consumption of salt
  • Action points
• CHAPTER 2 THE FUTURE DECODED
  • Introduction: this report analyzes two important health trends
    • Today' s consumer focuses on both the incorporation of ' good' nutrients' and moderation of ' bad' nutrients
  • TREND: With rising obesity levels, shoppers are becoming more conscious about their food intake
    • The prevalence of obesity in European and US adults and children continues to increase
    • Consumers are monitoring and adjusting what they eat and drink with greater regularity and intensity
      • Awareness of health-related problems associated with obesity means that consumers are taking more self-responsibility
      • Consumers are making conscious attempts to eat and drink more healthily
      • Consumers are trying to avoid or moderate the consumption of many so called ' bad' nutrients/ food groups
      • However, research shows far fewer consumers are actually aware of their daily nutrient and calorie consumption
    • Key takeouts and implications
  • TREND: An increasingly strong appetite for nutritional information is emerging among European and US consumers
    • There is a widespread interest in and usage of nutritional information on food packages
    • Consumers are spending more time checking labels for nutritional advice
    • Situational factors influence propensity to examine nutritional content
    • Consumers have some difficulty interpreting nutritional labels
      • US consumers have been shown to find it difficult to distinguish between portion size and serving size
    • Consumers like the idea of simplified front-of-pack information
      • But shoppers are also critical of overly simplistic information
    • Key takeouts and implications
  • INSIGHT: Eliminating or reducing fat is the most important and frequently practiced dietary approach
    • Fat intake in Europe and the US has been increasing over the last few decades
    • Consumers place most importance on fat moderation
    • Fat content is what global consumers are most likely to check labels for
      • When checking labels, fat is typically the top-of-mind nutrient consideration
    • Females and older consumers are typically more preoccupied with reducing fat consumption
    • Understanding of fats is mixed but is becoming more detailed and sophisticated
      • Consumer awareness of differing fats is relatively high
      • But actual knowledge about the types of fat that should be eliminated from one' s diet is patchy
    • Key takeouts and implications
  • INSIGHT: Calories are treated as an important proxy of nutrient quality
    • Calorie intake is increasing globally
    • Consumer concerns regarding calories are on a par - if not greater - than that shown towards actual nutrients
    • There are notable gender differences in controlling calorie intake
    • Knowledge and awareness of calories is inconsistent
    • Inaccurate self perception of diet is likely to be a contributing factor behind the patchy awareness about personal calorie intake
    • Key takeouts and implications
  • INSIGHT: The desire to reduce sugar consumption is intensifying
    • Sugar and sweeteners typically account for more than 10% of total energy consumption
    • European and US consumers are trying to cut down sugar intake
    • Low calorie sweeteners are proving increasingly popular
    • Females are more likely to focus on sugar reduction than males
    • Awareness of sugars is higher than actual understanding
      • The level of awareness of sugars and low-calorie sweeteners is relatively high in the US
      • Awareness is not reflected by a deep understanding
      • A lack of understanding may be creating a ' trust void' with consumers
    • Key takeouts and implications
  • INSIGHT: Carbohydrate concerns are generally lower on consumers' agenda
    • Carbohydrate consumption concerns are generally lower especially when compared to the Atkins fad and other nutrients
    • Female and older consumers monitor carb intake more intensively
    • The carbohydrate focus has shifted towards ' positive nutrition' as reflected by expressions like ' good carbs' and ' smart carbs'
    • Key takeouts and implications
  • INSIGHT: Consumers are becoming wary about over-consumption of salt
    • US and UK consumers are most concerned with salt/ sodium reduction
    • Females and older consumers place most importance on salt reduction
    • The growing desire to reduce processed food consumption is linked with concerns over salt intake
  • Conclusions
• CHAPTER 3 ACTION POINTS
  • Introduction
  • ACTION: Adopt a proactive stance towards health-driven product reformulation
    • There is considerable evidence to suggest better-for-you innovations are meeting consumer needs
    • Adopt a three-tiered approach to food and drink innovation which is focused on health
    • Where possible make gradual reformulation changes to allow consumer palates to adjust
    • Ensure low-fat reformulation is the primary fixture in better-for-you innovation
      • The reduction of trans fat is especially important in the US
      • Consumers are also looking to restrict saturated fat intake and this needs to be addressed through better-for-you innovation
    • Make efforts to cut salt from processed foods
    • Cut sugar content especially in morning goods and children' s product lines
      • Use sweetening ingredients that are better for consumers and widely recognized as being so
    • Ensure transparency exists regarding calorie content
    • Give better-for-you innovation an added edge by including genuinely healthy content
  • ACTION: Target older consumers, females and children with reformulated products
    • Create messages based on women' s more complex and intimate approach to communication
      • Base humor-orientated messages on shared experiences
    • Support the empowerment of women with societal marketing
      • Target female-friendly media
      • Create word of-mouth marketing campaigns targeting female connectivity
    • Target Seniors' core values with your marketing concept
    • Proactively reformulate kids' targeted products to make them healthier
      • Hold yourselves to rigorous nutritional standards when developing kid-friendly products
  • ACTION: Resolve the food and beverage labeling conundrum
    • Provide information for two types of consumer usage scenarios
    • Ensure that labeling is not the only area where you offer engaging nutrition information
• CHAPTER 4 APPENDIX
  • Definitions
  • Research methodology
  • References
  • Future readings
  • How to contact experts in your industry
  • List of Tables
    • Table 1: Consumer survey: proportion of European and US consumers overall who believed it was important to reduce their levels of consumptions of certain nutrients and food types, 2006
    • Table 2: Consumer survey: frequency by which US consumers read food labels that provide nutritional information about a product
    • Table 3: Consumer survey: the extent to which European and US consumers used nutritional information on product packaging to help make food and drink choices, by country, 2006
    • Table 4: Consumer survey: understanding of nutritional panels/labels used on food packaging, by region, 2005
    • Table 5: Fat consumption expressed in grams per person per day, by country, 1981-2003
    • Table 6: Consumer survey: % of US consumers who had heard of, and were trying to reduce their consumption of, different fats, 2007
    • Table 7: Consumer survey: the degree of importance consumers place on reducing their saturated fat content, by country, 2006
    • Table 8: Consumer survey: propensity of European consumers to consume less fat, less sugar, less salt, fewer calories and less meat, by country, 2006
    • Table 9: Consumer survey: proportion of consumers who ' regularly' check labels for various contents, by content and region, 2005
    • Table 10: Consumer survey: types of nutrient information sought by US consumers, 2006
    • Table 11: Consumer survey: frequency of using fat, sugar, salt and sugar content displayed on package labels, UK, 2006
    • Table 12: Global per capita food consumption (kcal per capita per day), by region and decade, 1964-2030
    • Table 13: Dietary energy expressed in kcal per person per day, by country, 1981-2003
    • Table 14: Consumer survey: importance placed on controlling calorie intake, by country, US & Europe, 2006
    • Table 15: Consumer survey: the degree of importance consumers place on reducing their sugar intake, by country, 2006
    • Table 16: Consumer survey: US consumer awareness and consumption of sugars and low calorie sweeteners
    • Table 17: Consumer survey: the degree of importance consumers place on monitoring their carbohydrate intake, by country, 2006
    • Table 18: Consumer survey: US consumer awareness and consumption of carbohydrates, 2007
    • Table 19: Consumer survey: the degree of importance consumers place on reducing their salt intake, by country, 2006
    • Table 20: Consumer survey: the degree of importance consumers place on reducing processed food consumption, by country, 2006
    • Table 21: Definitions used in the report
  • List of Figures
    • Figure 1: Moderation and avoidance behaviors in food and drink are driven by a broad range of factors
    • Figure 2: Avoidance, moderation and positive nutrition are all trends associated with healthy eating and drinking
    • Figure 3: US adults are most likely to be overweight or obese
    • Figure 4: The prevalence of childhood obesity is increasing in both Europe and the US
    • Figure 5: Changing dietary patterns in the US with an intensified focus on health are reflected by successful new products
    • Figure 6: Nearly two-thirds of European and US consumers took steps to eat more healthily in 2005-2006
    • Figure 7: European and US consumers have strong dispositions towards moderating fat, sugar and salt
    • Figure 8: US consumers are most aware of their sugar intake although general nutrient intake awareness is relatively low
    • Figure 9: Consumers are more likely to check nutritional information on the package when buying it for the first time
    • Figure 10: Key consumer expectations from good nutrition labeling highlight three core criteria that manufacturers and retailers must satisfy
    • Figure 11: Females and older consumers place more importance on reducing fat intake
    • Figure 12: US consumers are aware of many types of fat
    • Figure 13: Governmental and institutional campaigns are contributing to an increased understanding of fats
    • Figure 14: More than half of European and US consumers claimed to know the difference between saturated and unsaturated fats in 2005
    • Figure 15: Gender, age, income and education all influence the degree to which consumers focus on calorific reduction
    • Figure 16: US consumers get the highest proportion of their energy from sugar & sweetener consumption
    • Figure 17: A desire to reduce sugar intake has helped fuel demand for low calorie sweeteners
    • Figure 18: Females in Europe and the US place more importance on reducing sugar consumption
    • Figure 19: Females and older consumers are more likely to monitor carb intake
    • Figure 20: Increasing whole grain consumption is becoming an established trend in the US, but is also evident in Europe too
    • Figure 21: Notable age and gender differences are evident when it comes to the importance consumers place on managing salt intake
    • Figure 22: Italian and Spanish females have the strongest negativity towards processed food and drinks
    • Figure 23: Food outlets are responding to growing concern about trans fats
    • Figure 24: Restricted calorie products, which have transparent calorie credentials, can help consumers feel more in control
    • Figure 25: 100 calorie packs have been an important area of innovation in the US, especially for snacks
    • Figure 26: Low calorie innovation has the potential to evolve into minus calorie innovation in the future
    • Figure 27: Successful innovations illustrate the relevance of fiber and omega-3 to health conscious and health discerning consumers
    • Figure 28: Kraft' s South Beach Diet line has enjoyed considerable success in the US
    • Figure 29: A new level of innovation is occurring, with better-for-you brands offering broader benefits beyond moderated consumption of ' bad' nutrients
    • Figure 30: Marketers should ensure that products and communications are aligned with 5 core values
    • Figure 31: Healthy kids nutrition will be a key focal area of better-for-you innovation
    • Figure 32: A myriad of labeling symbols are competing for consumers' attention and, in some instances, adding to choice complexity
    • Figure 33: Labeling must be well executed, easy to understand and based on trust
    • Figure 34: Web content will be an increasingly important channel to champion better-for-you credentials
    • Figure 35: Websites allow health messages to be presented in a subtle manner
    • Figure 36: Informative advertising and community-based marketing can attract information hungry parents