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市場調查報告書

在健康方面消費者趨勢

The health trend: who to target and how to make it work for you

出版商 Canadean 商品編碼 343038
出版日期 內容資訊 英文 78 Pages
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在健康方面消費者趨勢 The health trend: who to target and how to make it work for you
出版日期: 2015年09月30日 內容資訊: 英文 78 Pages
簡介

全球各國對健康飲食生活的關注度都在提升,但被忙碌的生活所逼,不健康的生活方式還是日漸擴大。為了開拓關心健康的消費者,著重健康及天然等宣傳相當有效。過去一般認為健康食品的主要目標為高齡者、兒童等,但其實25~ 34歲的青年層(後青壯年期)才是最大的消費者層。比起「劇烈改善飲食生活、生活方式),更著重「長期、慢慢地促進健康」的宣傳,對食品製造及行銷負責人而言都是相當重要的。

本報告提供全球食品市場上消費者健康方面的需求相關分析,基於對48個國家·總合52,000人的消費者所做之問卷調查,提供您健康的飲食對社會和心理的影響,及消費行為的主要影響因素,健康方面消費者的主要想法,各年齡·男女別趨勢的差異,為了開拓市場應該採取的最新策略 (及現有策略的重新評估方法),彙整給產業相關人員的建議等內容,為您概述為以下內容。

摘要整理

簡介

  • 分析方法·定義
  • Canadean的大趨勢·組成架構概要
  • 對社會·經濟而言的「飲食」重要性
  • 消費者對健康的關心度分析

不健康型生活方式的影響

  • 用餐和健康問題的相關性
  • 健康問題的心理學性的影響

追求拓展關心健康的消費者的方法

  • 測量消費者對健康的關注度
  • 對健康飲食的意志和阻礙其要素之相關分析

擺脫舊思維,適確開拓消費者的方法

  • 年齡相關典型舊思維分析
  • 性別相關典型舊思維分析

主力市場的青年層

  • 將25∼34歲的消費者視作健康相關市場對象開拓的方法
  • 青年層與更年輕世代的互相比較

為了得到健康上的大效果,在用餐方面的小妥協

  • 健康生活方式的實現方法
  • 為了實現在忙碌的生活中健康飲食的「聰明」行動分析

「吃得幸福」的健康

  • 「健康的事」「幸福的事」的關係性分析

針對消費者,強調健康·天然性的宣傳方式

  • 強調天然性·有機性的相關考察
  • 強調道德的相關考察
  • 天然·有機產品的可得性分析

藉由提升透明度擴大消費者的信賴

  • 透明度呼籲的重要性相關分析
  • 明確的標籤標記的重要性相關分析

從昔日的策略,轉移到成功的新計劃

  • 重新評估舊的策略,與消費者方面的感情
  • 新改善的策略相關建議

青年層的健康需求補充方法相關分析

  • 在開拓青年層時,需求·因素更進一步的考察
  • 針對新的有效策略之建議

分析方法·附錄

目錄
Product Code: CS0623IS

Summary

Consumers are becoming increasingly health-conscious as they strive to achieve the lifestyle ideal of happy, healthy and balanced. The adverse effects of an unhealthy lifestyle are frequently broadcast in the media, which furthers the urgency among consumers seek out healthy products. However, consumers face many hurdles as they look to adopt healthy lifestyles including their own desires to indulge, an unwillingness to make wholesome lifestyle changes, and difficulty understanding nutritional information. The challenge facing the food and beverage industry is how to effectively target the health-conscious with products meeting their needs.

Key Findings

  • Consumers globally are aware that health problems are on the rise, and owing to this, they are becoming increasingly health-conscious. Despite widespread awareness about the perils of an unhealthy lifestyle, other need states such as indulgence and convenience often disrupt otherwise healthy intentions.
  • Organic and natural claims can prove successful in appealing to health-conscious consumers as they are intrinsically associated with being healthy and 'better for you'; even if in reality the actual nutritional content between organic and non-organic varieties is very similar.
  • Historically, marketers have targeted healthy products at the youngest and oldest ends of the age spectrum, thereby neglecting those in-between. This has been ignoring those consumers aged from 25-34 who should actually be the main target for healthy products as they are at a lifestage where health is important to them, and they are young enough to do something about it.
  • Rather than assuming that health-conscious consumers will be able to quickly transform their complete diet and lifestyle, manufacturers and marketers need to promote small changes that will have a larger impact on health in the long run. For instance, promoting sugar free carbonates as an alternative to high sugar varieties.

Canadean's 'The health trend: who to target and how to make it work for you' report is a detailed look into the health trend, focussing on consumer targets which will prove most successful, and their specific needs. The report explains the reasons why health is becoming increasingly salient to both individual consumers and society as a whole, and what needs to happen to effectively target these consumers. The report details current and future expectations of behavior towards to the health, derived from the survey responses of 52,000 global consumers in 48 countries.

What else does this report offer?

  • An investigation into how the health trend manifests in society and how to sentiment towards health has evolved
  • Key attitudes and behaviors influencing consumption patterns globally
  • Appraisals of current strategies which are commonly used to target the health trend, and how to improve and update these strategies to attract the modern consumer
  • Key recommendations for manufacturers from product, targeting, and retail perspectives

Reasons To Buy

  • A new and fresh look at the health trend, ignoring common stereotypes, allows brands to effectively target the modern consumer with exactly what they want
  • Streamline marketing budgets and feel confident in specific consumer-group targeting as data and analysis identifies the key audiences for the health trend
  • Truly focus research and development on the specific needs of health-conscious consumers which are identified and explained
  • Stay ahead of competitors and know what health-seeking consumers want next with recommended actions which clearly identify how to successfully adapt product strategies to the latest trends

Table of Contents

Executive Summary

Introduction

  • Methodology and definitions
  • Introduction to Canadean's Mega-Trend framework
  • The importance of diet on society and the economy
  • Exploring consumer interest in health

The implications of an unhealthy lifestyle

  • Diet related health issues
  • Psychological implications from health-related issues

Exploring how to approach health-conscious consumers

  • Measuring consumer concern for their health
  • Exploring consumers' healthy eating intentions and barriers to doing so

Moving away from stereotypes to target the right consumers

  • Analyzing the age stereotypes that are often observed
  • Analyzing the gender stereotypes that are often observed

Older young adults are the key market

  • Exploring consumers aged 25-34 as the target audience for health
  • Cross comparisons between older young adults and younger age groups

Making small dietary compromises for big effects on health

  • Making a healthy lifestyle achievable
  • Exploring SMART actions to fit healthy eating into a busy schedule

Health as the door to happiness

  • Analyzing the link between being healthy and being happy

Appealing to consumers through healthy and natural claims

  • Considering the appeal of natural and organic claims
  • Considering the appeal of ethical claims
  • Studying the availability of natural and organic products

Being transparent will increase consumer trust

  • Exploring the importance of transparency claims
  • Understanding the importance of clear labeling

Turning out-dated strategies into new and successful plans

  • Revising out-dated strategies and consumer feeling towards them
  • Recommendations for new and improved strategies

Focusing on meeting the health needs of Older Young Adults

  • Considering further needs and factors in targeting Older Young Adults
  • Recommendations for new and improved strategies

Methodology and Appendix

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