繊維食品とホールフード（Whole Food）の消費動向：高収益の革新機会

Overview

Introduction

From an attitudinal perspective, consumers place high importance on fiber and whole food intake - it is deemed more important than moderating consumption of ingredients such as fat, sugar, and salt. This report examines consumer attitudes AND behaviors towards increasing fiber and whole food consumption and how this creates a profitable opportunity for the food and beverage industry going forward.

Scope

• Detailed insights and analysis documenting the drivers and inhibitors of fiber and whole food consumption
• Detailed country level consumer and market insight covering Europe, the US, Australia and New Zealand
• Analysis documenting the relative importance that consumers place on fiber and whole food consumption and how this varies by socio-demographics
• Strategic conclusions combined with actionable recommendations for all industry players to profit from the trend

Report Highlights

A Datamonitor consumer survey of more than 5,000 European and US consumers identified that a substantive proportion of respondents considered both ' eating fiber' and ' eating whole grains or whole foods' to be ' very important' or ' important'

In 2003, almost 40% of new global whole grain launches were cereal products (39.1%), but just three years later the figure is down to around a quarter (25.9%). Snack bar launches have halved from 18.2% in 2000 to 7.8% in 2007. Conversely, other snacks such as trail mixes and multi-grain cakes have increased from 1.3% in 2000 to 7.6% in 2007

The fact that consumers are behind in fiber and whole grain consumption relative to dietary guidelines only serves to re-enforce the market opportunity for manufacturers and retailers

Reasons to Purchase

• Obtain a detailed understanding of consumer attitudes and behaviors towards increasing fiber and whole food consumption
• Find inspiration for innovative formulations and product positioning to take advantage of consumers' evolving preferences
• Access a blend of quantitative and qualitative data illustrating consumer attitudes, actual consumption and best-practice marketing across the globe

• Overview
  • Catalyst
  • Summary
• Table of Contents
• Table of figures
• Table of tables
• THE FUTURE DECODED
  • INTRODUCTION: There is a distinction between high fiberand whole foods
  • TREND: More emphasis is being placed on fiber and wholefood consumption
  • TREND: Consumers, especially Americans, see fiber andwhole grain intake as a means of boosting health
    • Fiber intake is linked to a reduced risk of coronary heartdisease, diabetes, and other illnesses
    • Although the idea of whole foods is newer, and there isconfusion in defining the term, the purported health benefits arecompelling
    • The health benefits of high fiber and whole foods aregenerally well understood and recognized by consumers, which is helping to(re)invigorate sales of these products
    • Consumer interest is driving sales of high fiber and wholefood products
    • Key takeouts and implications: high fiber and whole foodproducts offer a platform on which to generate sales uplift
  • TREND: Breakfast is the main avenue for fiber and wholegrain consumption
    • Cereals generally provide the main source of fiber forconsumers
    • Changing breakfast habits have forced manufacturers toprovide alternative means of consuming cereals
    • Whole foods tend to be consumed more at lunch or dinnere.g. in sandwiches, or as whole grain pasta
    • Key takeouts and implications: opportunities exist toexpand the appeal of fiber and whole grain products
  • INSIGHT: Consumers are looking for an easier way toconsume fiber and whole foods
    • A growing number of whole grain and high fiber productsare available
    • Whole grain and fiber orientated innovation is strong,with industry players adding new flavors to products and incorporatingfiber and whole grains into new formats
    • Key takeouts and implications: consumers need furthersensory improvements in order to make fiber and whole food consumptionmore appealing
  • INSIGHT: Socio-demographic variances exist in attitudestowards high fiber and whole grain products
    • Females are more concerned than males about fiber andwhole grain intake
    • Consumption levels of fiber and whole foods increases witheducation, social class and existing health levels
    • Older consumers are likely to become an important consumergroup for fiber and whole food products
    • Key takeouts and implications: socio-demographic nuancesindicate that targeted marketing for specific segments can boost sales ofwhole grain and fiber products
  • INSIGHT: Despite increasingly positive attitudes towardswhole grain and fiber consumption, individuals are still not meeting theirconsumption targets
    • Various national nutrition surveys have highlighted ashortfall in fiber and whole grain intake
    • Consumers suffer from an overall ' optimistic bias' regarding their own diets
    • Many consumers don' t know what the recommended intake offiber and whole grain products should be and are not fully aware of howwhole grains are better than refined grains
    • Consumers prefer the sensory benefits of refined foods
    • Around one in four shoppers is skeptical about the healthbenefits of whole grain, high fiber products
    • Key takeouts and implications: finding solutions to theinhibitors affecting consumption will be an important part of fullycapitalizing on the high fiber and whole foods opportunity
• ACTION POINTS
  • ACTION: Use the various benefits of fiber and whole grainsto tout multiple health benefits
    • Where applicable promote heart health as a key benefit ofwhole grain and high fiber products
    • Weight management: develop proprietary ingredients ofproducts that promote satiety
    • Capitalize on the growing awareness of digestive healthissues
    • Use prominent package logos and information to drawattention to high fiber and whole food products
    • Recognize the broader competitive threat, especially ifyou operate in cereals or bakery
    • Continue to invest in clinical investigations to supportthe efficacy of specific fiber ingredients and invest in new ingredientopportunities
  • ACTION: Seek to combine whole grain and high fiberingredients with convenient and indulgent snacks
    • The success of General Mills' Fiber One Chewy Bar in theUS illustrates that shoppers can be highly receptive high fiber/wholegrain snacks
    • Even varying staple products can reap rewards withinnovative sensory focused formulations
    • Use sampling to help overcome consumer skepticism aboutthe sensory benefits of whole grain and high fiber products
  • ACTION: Increase investment in high fiber and whole foodproducts as a means to insulate from the negative impact of the currenteconomic downturn
  • ACTION: Separate fiber identity from whole foods toincrease consumer awareness of both
    • If no distinction is made, substitution may occur
    • Highlight the key differences so that consumption of bothfiber and whole foods are considered crucial
    • Promote awareness of quantities and quotas to provide allconsumers with a target
      • Efforts can be made to improve consumption across alldemographics
• APPENDIX
  • Definitions
  • Methodology
  • Further reading and references
    • Industry and news sources
    • Datamonitor reports
    • Academic sources
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
• List of Tables
  • Table 1: Quantity of fiber in cereals, by mass
  • Table 2: Market value of breakfast cereals ($ millions),by country, 2002-2011
  • Table 3: Market value of cereal bars ($ millions), bycountry, 2002-2011
  • Table 4: Whole grain new product launches since the year2000
  • Table 5: Percentage breakdown of whole grain new productlaunches since 2000, by category
  • Table 6: High fiber new product launches since the year2000
  • Table 7: Percentage breakdown of high fiber new productlaunches since 2000, by category
  • Table 8: How health and cost factors influence thechoice of goods consumed, by education level
  • Table 9: Population of consumers aged 55 and above(millions), by country
  • Table 10: Factors influencing the consumption of wholegrain, high fiber goods, by region
  • Table 11: List of definitions of terms used in thisreport
• List of Figures
  • Figure 1: Health advantages of whole grains areassociated with consuming the entire whole grain ' package'
  • Figure 2: Different whole grains vary considerably intheir fiber content
  • Figure 3: Higher values are being placed on fiber &whole food consumption
  • Figure 4: The added (re)emphasis on whole grain andfiber consumption reflects the broader trend towards ' positive nutrition'
  • Figure 5: From an attitudinal perspective, European andUS consumers place high importance on fiber and whole food intake: it isdeemed more important than moderating consumption of ingredients such asfat, sugar, and salt
  • Figure 6: North Americans are the most frequentpurchasers of whole grain and high fiber products which reflects theconcerted government and industry focus on the health benefits of suchproducts
  • Figure 7: Whole grain and high fiber claims are amongthe most influential to US consumers, especially when comparing to otherfunctional benefits
  • Figure 8: Compared to issues such as fat, sugar andother aspects consumers are trying to moderate or avoid, fiber content isnot typically a ' top of mind' consideration when it comes to assessingnutritional labels
  • Figure 9: There is a high awareness of whole grains andfiber, both from a general and functionality perspective in the US
  • Figure 10: A number of broader initiatives has helpeddrive interest in, and consumption of, whole grains and high fiberproducts in the US
  • Figure 11: Breakfast options now prominently advertiseboth fiber content and novel flavors
  • Figure 12: The need for convenient health is gainingmomentum and high fiber and whole food products can be a profitablesolution
  • Figure 13: Sara Lee profited from consumers' risinginterest in grains with Soft & Smooth Whole Grain White
  • Figure 14: Productscan analysis reveals that specialty/heritage grains is a (re)emerging theme of innovation
  • Figure 15: Analysis shows notable demographicvariances-especially between men and women-in respondents who consider"eating fiber" to be a "very important" in maintaininga healthy diet
  • Figure 16: The proportion of US individuals who considerdiet to be "extremely influential" in maintaining general healthincreases into adulthood
  • Figure 17: Numerous products are touting high fiberalongside heart health benefits
  • Figure 18: Dietary fiber (often in combination withprotein) as a satiety-promoting ingredient is being incorporated into awider range of products
  • Figure 19: The recent intense interest in digestivewellness, prompted initially by probiotics, has moved companies andconsumers to re-prioritize good fiber sources
  • Figure 20: Fiber One Chewy Bars are an example oftailoring a product to meet consumer needs
  • Figure 21: The popularity of whole grain breads hasresulted in interesting new varieties being launched