Abstract
Overview
Introduction
Consumers have a heightened level of health awareness and say they are taking active steps to control their health, yet obesity and its implications seem unstoppable. Important shifts in lifestyle, nutrition and cultures are creating challenging market dynamics with manufacturers' core product offers being squeezed and having to find new strategies for growth.
Scope
- Comprehensive data on adult and child obesity and overweight prevalence by country. Data on exercise patterns and diet market sizes by category
- Quantitative data from Datamonitor' s proprietary consumer surveys highlighting the attitudes and behaviors of consumers
- Insights into changing attitudes and behaviors of consumers with important implications for industry
- Detailed action points offering practical strategies and examples of recently-launched innovative products
Report Highlights
Increased consumption of beverages is contributing to increased calorie intake. In the US in 1965 beverages accounted for just 12 percent of daily energy intake but by 2002, this number had jumped to 21 percent. This increase in consumption is not being offset by a reduction in calories from food.
Across the whole Asia Pacific region, over two thirds of consumers were trying to lose weight even though only half considered themselves overweight. In South Korea, which has the lowest levels of obesity, 90 percent were trying to lose weight. In Asia, consumers are more likely to control weight through diet than exercise.
"Obesogenic" environments are contributing to the growth of obesity. Among the key causes are the imbalance between calories consumed and energy used. This imbalance is pronounced by social and cultural factors including the heightened need for convenience and pressure on time.
Reasons to Purchase
- Understand regional and national differences through qualitative and quantitative market data and compare growth forecasts to plan for the future
- Gain insight into the consumer preferences and changing behaviors that will affect the strategic direction of manufacturers and retailers
- Explore in-depth analysis of new products and action points that highlight existing best practice in NPD, communications and positioning strategies
Table of Contents
- Overview
- Catalyst
- Summary
- Executive Summary
- Hot topic
- The Future Decoded
- Obesity remains the key health issue to address
- The increasing prevalence of obesity is no longer confined to high income countries or households
- "Obesogenic" environments are contributing to the growth of obesity
- More sedentary lifestyles are creating imbalances between energy intake and expenditure
- Genes are contributing to the growth of obesity and overweight prevalence
- Changes in culture and societies are reflected in changing patterns of food consumption
- Consumers are increasingly taking responsibility for their own health
- Consumers are not willing to give up taste for health
- Regulation and government efforts to control the rise of obesity have had limited success to date
- Action Points
- Table of Contents
- Table of figures
- Table of tables
- THE FUTURE DECODED
- A contradiction - the rise of obesity and consumer demand for healthy products
- TREND: Obesity remains the key health issue to address
- How do we define obesity?
- The longevity and widespread implications of obesity are very
concerning
- Healthcare costs are also set to spiral
- TREND: The increasing prevalence of obesity is not confined to high
income countries or households
- There is a lack of consistent, trended and directly comparable data, despite the high profile of the issue
- Over half the population across Western Europe, the US and Asia
Pacific are overweight or obese
- Obesity is not only associated with just high income countries or households
- Overweight and obesity prevalence in children is increasing worldwide
- TREND: "Obesogenic" environments are contributing to the growth of
obesity
- More sedentary lifestyles are creating imbalances between energy
intake and expenditure
- Calorie intake has increased globally
- There has been an increase in daily calorie intake and increased consumption of calorie dense foods
- Increased consumption of beverages is contributing to increased calorie intake
- Seventy percent of Australians are sedentary or have low exercise levels
- Southern Europe has the lowest frequency and intensity of exercise of the countries compared
- Genes are contributing to the growth of obesity and prevalence of overweight consumers
- Changes in culture and societies are reflected in changing patterns of
food consumption
- Changing food consumption habits are encouraging the obesity trend
- More sedentary lifestyles are creating imbalances between energy
intake and expenditure
- INSIGHT: Consumers are increasingly taking responsibility for their own
health
- Consumers are trying to control their weight through dieting regimes
- The notion of an ideal body shape is encouraging people to go on weight-loss diets
- In Asia Pacific, consumers are more likely to cut out fats from their diet
- European consumers equate a healthy diet to one incorporating more fruit and vegetables
- The five a day message is getting through
- Consumers are trying to control their weight through dieting regimes
- INSIGHT: Consumers are not willing to give up taste for health
- Growth rates of diet alternatives are projected to grow faster than regular variants in Europe
- Health claims are behind the fastest growing brands in the UK
- The growth of indulgent products highlights the importance of taste
- Health comes second to taste when selecting products for snacks
- Consumer concern for health is creating shifts within product categories
- Consumers are moving to adjacent categories that they perceive to be healthier
- Obesity and overweight prevalence continue to rise despite consumer awareness and manufacturer response
- INSIGHT: Regulation and government efforts to control the rise of
obesity have had limited success to date
- The current bans on advertising to children are ineffective
- Banning vending machines in schools may not be the whole solution
- Nutritional labeling is inconsistent across the globe and consumers check labels for different elements
- Fat taxes have obtained limited support but could change market dynamics if introduced
- ACTION POINTS
- ACTION: Add healthy products to your range to minimize the risk exposure
to obesity
- Reducing fat, salt and sugar content on existing products can help rejuvenate growth in core businesses
- Position food and drink offers as nutritionally beneficial
- Develop products that can address multiple health concerns to really achieve differentiation
- ACTION: Improve your existing portfolio by using portion control and
labeling to help consumers make healthy choices
- Consumers are dissatisfied with the lack of healthy options and with the level of nutritional information provided by restaurants
- 100 calorie initiatives are proving highly successful in some parts of the world
- Use labeling as a means to signpost healthy or better nutritional choices for consumers
- ACTION: Consider the opportunities that the regulations and revised guidelines provide
- ACTION: Take advantage of growth in indulgent categories, but consider
the social responsibility implications
- Encouraging people to exercise or earn their indulgent moment could improve social responsibility scores
- ACTION: Taste and price must be important elements of the product mix
alongside health benefits
- Consumer concern for their own health does not come at the cost of price, quality or convenience
- ACTION: Add healthy products to your range to minimize the risk exposure
to obesity
- APPENDIX
- Definitions
- Methodology
- References
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Number of overweight and obese adults (15+ years old) by country (millions), 2002-2012
- Table 2: Percentage of overweight and obese adults (15+ years old) by country (% adult population), 2002-2012
- Table 3: Number of overweight and obese children (0 to 14 years old) by country (millions), 2002-2012
- Table 4: Percentage of overweight and obese children (0 to 14 years old) by country (% child population), 2002-2012
- Table 5: On-the-move food and drink market value in Europe and the US (US$m), 2000-2010
- Table 6: Changes made to food and drink consumption by EU consumers in 2005 (% respondents)
- Table 7: European consumer attitudes to dietary changes (% respondents) , overall results, 20007
- Table 8: European diet market as a percentage of segment, (% value) 2002-2012
- Table 9: Selected categories, total market size Europe (US$m), 2002-2012
- Table 10: Top 10 brands in 2005 and 2007, UK
- Table 11: Turnover of the six largest companies most at risk from the obesity crisis
- Table 12: Definitions
- List of Figures
- Figure 1: Comparison of the prevalence of overweight (BMI 25 to <30) and obese (BMI 30+) males and females across selected countries
- Figure 2: Per capita daily calorie consumption in selected regions of the world, 1975-1995
- Figure 3: Levels of physical activity in the US, 2005
- Figure 4: Frequency of physical activity by country, 2005
- Figure 5: Duration of physical activity by country, 2005
- Figure 6: Active steps taken to eat healthily, by country, 2007
- Figure 7: Attitudes to importance of reducing saturated fat intake across Europe and the US in 2007
- Figure 8: Attitudes to importance of controlling calorie intake across Europe and the US in 2007
- Figure 9: Attitudes to importance of reducing sugar intake across Europe and the US in 2007
- Figure 10: Diet alternatives are growing across key food and beverage segments in Europe
- Figure 11: NPD in the bread category have led to fast growth for UK bakers Hovis, Warburton and Kingsmill
- Figure 12: Survey of Americans and Europeans shows that health influences the consideration of snack choice in around 50% of respondents
- Figure 13: Percentage of consumers indulging in higher quality, more indulgent snacks in the evening
- Figure 14: EU citizens believe parents and guardians have the most influence over what children eat
- Figure 15: Using sunseed oil has helped Walkers rejuvenate sales in its core product lines
- Figure 16: Mars Inc. has reformulated its core products by removing trans fats
- Figure 17: Including nutritionally beneficial ingredients is becoming increasingly popular
- Figure 18: Nutritionally beneficial products targeted at women' s health could be replicated across many product categories
- Figure 19: 100 calorie packs are increasing in popularity in the US and Canada
- Figure 20: 100 calorie packs are evident across a range of categories from rice and desserts to snacks
- Figure 21: The FSA Traffic Light Labeling System is intended to provide "at a glance" information on nutritional content of a product
- Figure 22: The GDA system allows consumers to make personal choices based on their own needs
- Figure 23: Signposting nutritionally beneficial products allows consumers to make like for like comparisons
- Figure 24: Products positioned as indulgent are enjoying growth across categories and geographies
- Figure 25: Innocent enjoyed their meteoric rise through offering products that are tasty, healthy and convenient
