食品的營養和成分:亞洲太平洋地域相關的消費者的態度和行動 是由出版商Datamonitor在2009年12月所出版的。
這份英文市場調查報告書包含Pages: 83 價格從美金2495起跳。
亞洲太平洋地域的消費者的健康意識日益提高,對於食品的營養和成分相當注意。
報告書内容包括:亞洲太平洋地域的消費者針對飲食的想法為何、檢證食品標籤等還有食品的購買方面受到怎樣的影響、和其他地域的國際稽效管理執行狀況。概要内容如下:
概要
將來動向
- 序論：由於亞洲太平洋地域的消費者已由一直關注飲食上的健康,轉向食品的營養資訊的重視
- 趨勢：亞洲太平洋地域的消費者對飲食上意識日益高昇,對於特定的成分一直關注著
- 見解：對亞洲太平洋地域的消費者來説,在選擇飲食時,份量和卡路里的控制都是最初注意焦點
- 見解：對亞洲太平洋地域的消費者來説,減少死亡攝取其最重要的是,不斷地在飲食上實踐
- 見解：亞洲太平洋地域的消費者依據國情差異,都有注意對於某物鹽分的過度攝取
- 見解：減少砂糖的攝取或是想要作調整的心態,以亞洲最為強烈
- 見解：對亞洲太平洋地域的消費者來説,在炭水化合物的擔憂方面,整體較低
- 見解：在亞洲這個非常地域,對於食品添加物和加工食品上有廣大的擔憂
- 見解：持有應促進健康食品開發使調製技術進歩的想法的消費者,陸續增加中
- 見解：陷入食品和成分的完整性的擔憂,對亞洲太平洋地域消費者的産地注目度提高
- 見解：今日健康意識抬頭的亞洲太平洋地域消費者,思考從食品和飲料來獲得最大營養價值
行動重點
- 行動：朝向使消費者和壓力團體滿足的健康意識産品,導入積極的活動
- 行動：積極地宣導『更好』産品調製相關責任
- 行動：開發能廣泛解決消費者所面臨健康上許多的問題的強化食品・飲料
附錄
Abstract
Introduction
Like their counterpart elsewhere, consumers in Asia Pacific are becoming
increasingly health conscious, and are therefore paying closer attention to
the nutritional profile of foodsincluding ingredient composition. This puts
additional pressure on regional food and beverage manufacturers to respond by
reducing or cutting out fat, salt and sugar as well as preservatives,
additives and colorings.
Scope of this research
- A snapshot of the importance that Asia Pacific consumers attach to diet
and nutrition and its impact on food buying habits such as label usage
- Analysis of the major food components such as fats, and Asia Pacific
consumers' efforts to exclude, moderate or enhance such elements in their diets
- Covers other pertinent food issues impacting the propensity to consume
such as consumer trust, product origin, and food allergens/intolerances
- Covers food and non-alcoholic beverages. Analysis focuses on the Asia
Pacific region, also benchmarked against global sentiment
Research and analysis highlights
Maintaining or improving health has become more important to over
three-quarters of Asia-Pacific consumers. Accordingly, consumers are trying to
make more informed choices by paying greater attention to specific food
ingredients. This partly explains why nutritional labelling has emerged as
such an important topic in food and beverage marketing
Rising knowledge about the link between diet and health has resulted in salt
content being heavily scrutinized. Indian and Chinese consumers report paying
the most attention to low salt claims, however it is consumers from South
Korea who are most influenced by them
Food allergies and intolerance to certain food types is driving an increasing
market segment to focus on products which omit certain ingredients in
formulation. While gluten-free claims have yet to exert significant influence
over a large segment of consumers, allergen-free products are being recognized
by a wider audience
Key reasons to purchase this research
- Understand consumer attitudes and bevaviors regarding the most pertinent
macronutrients to help inform product formulation and communication tactics
- Gain deep insight into the changing dietary behaviors of this unique,
multi-faceted and highly sought regional market
- Access data from two waves of primary research to increase the likelihood
of being ‘on-trend’ with NPD and marketing plans in the Asia Pacific region
Table of Contents
OVERVIEW
THE FUTURE DECODED
- INTRODUCTION: The nutritional specifics are becoming more important to
Asia Pacific consumers as they become more attentive to their wider health
through dietary intake
- TREND: Asia Pacific consumers are highly conscious of dietary issues and
this translates into a growing attentiveness towards, and concern about,
specific ingredients
- Health and nutrition is a top-of-mind consideration for Asia Pacific
consumers which partially explains the high levels of satisfaction expressed
about their general health and diet
- There appears to be considerable room for the healthy food and beverage
market in Asia Pacific to grow
- A growing appetite for health information has emerged as consumers take
interest in the formulation specifics
- Key takeouts and implications: the deepening link between diet and
wellness in the mind of Asia Pacific consumers is important for the ongoing
popularization of ‘better-for-you' food and beverages
- INSIGHT: Portion and calorie control are often at the forefront of Asia
Pacific consumers' efforts to be disciplined in their dietary choices
- Asia Pacific consumers are divided in their propensity to embrace a more
disciplined diet
- Calories have become an important measurement against which consumers
make food and drink decisions
- Key takeouts and implications: it still only a minority of Asia-Pacific
consumers who are scrutinizing their caloric intake but this behavior is
expected to become more prominent as consumers shun strict diet plans
- INSIGHT: Reducing fat intake is the most important and frequently
practiced dietary approach by consumers in Asia Pacific
- Asia Pacific consumers attach high importance to cutting fat intake and
this is somewhat reflected by their attentiveness to this dietary issue
- Low or reduced fat claims exert a significant degree of influence over
Asia Pacific consumers' food and beverage choice, but the proportion of
products making such claims is declining
- Key takeouts and implications: reduced fat foods are generally
considered to improve the healthiness of the diet, help control weight and
benefit physical wellbeing generally
- INSIGHT: Asia Pacific consumers are becoming wary about over-consumption
of salt, albeit with variations by country
- Indian, Chinese and South Korean consumers all attach above average
importance to reducing salt intake
- Among the countries covered in the research, South Koreans are most
likely to be influenced by low or reduced salt claims while NPD data shows
considerable room for growth in low/no salt/sodium claims
- Key takeouts and implications: Asia Pacific consumers are becoming wary
about over-consumption of salt, but not to the extent that many health
professionals would like
- INSIGHT: Desires to reduce or modify sugar intake are intensifying across
Asia
- Sugar intake is a particularly important issue for Indian, Chinese and
South Korean consumers
- Low or reduced sugar claims exert a significant degree of influence over
Asia Pacific consumers' food and beverage choice and represent a relatively
significant innovation theme in non-alcoholic beverages
- Key takeouts and implications: the influence of sugar based claims will
prove to be a spur for formulation innovation, particularly with low-calorie
sweeteners gaining traction
- INSIGHT: Carbohydrate concerns are generally lower on Asia Pacific
consumers' agendas
- Most Asia Pacific consumers attach comparably less importance to
reducing their carbohydrate intake and are therefore less attentive to
monitoring carbs
- Key takeouts and implications: consumers' focus will increasingly be
about consuming the ‘right carbs' rather than reducing carbohydrate
intake
- INSIGHT: Food additives and processed food are of high concern for the
vast majority of Asia Pacific consumers who are increasingly conscious and
influenced by fresh claims
- Asia Pacific consumers generally perceive they are more influenced by
‘no additive' claims than they are attentive to additives
- Consistent with stated concerns about food additives, Asia Pacific
consumers are making significant attempts to consume fresh food and some
attempt to limit processed food consumption
- Key takeouts and implications: the presence of additives in food, an
issue increasingly highlighted by the media, is an issue of concern to
consumers and exacerbates rising interest in natural and fresh alternatives
- INSIGHT: Sensory-driven consumers intensify the need for advancements in
formulation technologies that facilitate the development of healthier
indulgences
- Research continually demonstrates that more Asia Pacific consumers
choose food and beverages on the basis of sensory appeal than health
considerations
- Consumer skepticism about health and nutritional claims is another
important issue for food and beverage producers
- Key takeouts and implications: despite consumers making active attempts
to eat healthier, they will generally not compromise sensory benefits for
nutrition benefits
- INSIGHT: Concerns surrounding food and ingredient integrity have
intensified Asia Pacific consumers' focus on food sourcing while
‘free-from' foods also remain a growth niche
- Consumer concerns about the integrity of ‘foreign' ingredients has
intensified ‘locavorism'
- Allergen and intolerance concerns have fuelled the growth of
‘free-from' food and beverages
- Key takeouts and implications: allergen and intolerance concerns and
product locality also influence the moderation and avoidance behaviors of
consumers
- INSIGHT: Today' s health-conscious Asia Pacific consumers want to derive
the maximum nutritional value from the food and drinks they already enjoy
- Consumers are becoming more interested in hearing positive messages
about food choices and food ingredients
- Key takeouts and implications: contemporary dietary patterns are guided
by three important themes: exclusion, moderation and enhancement
ACTION POINTS
- ACTION: Adopt a proactive stance towards health-driven product
reformulation to satisfy both consumer and pressure group scrutiny
- Adopt a three-tiered approach to food and drink innovation which is
focused on health
- Focus on formulation simplification both in ingredients and product
communication
- Use Datamonitor' s Product Launch Analytics (PLA) database to stay
abreast of the most prominent product formulation trends both in and outside
of your category
- Listen to customer conversation to help with product formulation
decision making
- ACTION: Actively communicate a commitment to ‘better' product
formulation
- Responsibly utilize wider public health campaigns to promote products
and act as a catalyst for innovation
- Set tangible goals to demonstrate your commitment to public health
through better nutrition
- Adopt a more holistic approach thereby ensuring that ‘free-from'
foods stand up to scrutiny in other aspects of formulation
- Use leading/flagship brands to add additional weight behind
reformulation efforts
- Capitalize on strategic alliances to build credibility around health
reformulation efforts
- Retailers should address nutritional deficiencies in its private label
ranges and actively demonstrate their commitment to meeting consumers'
nutritional concerns with healthier products
- Develop ‘better-for-you' products that facilitate a more
compelling positive health or sensory message
- Stay abreast of the new information tools empowering consumers to make
informed judgments about the nutritional profile of products
- ACTION: Develop a broad range of enhanced food and beverage products
offering antidotes to the myriad health problems facing consumers
APPENDIX
- Methodology
- Further reading and references
- Ask the analyst
- Datamonitor consulting
- Disclaimer
FIGURES
- Figure: Asia-Pacific consumers consider diet and nutrition to be highly
important to their wellbeing
- Figure: To capitalize on the growing interest in health and wellbeing,
industry players must consider a wide array of lifestyle issues to truly be
‘in-touch' with consumers
- Figure: Improving health has become more important to Asia Pacific
consumers in recent years and this is generally reflected by the conscious
attempts made to eat healthily
- Figure: Most consumers shift between periods of healthy and indulgent
consumption in a ‘debits-credits' approach to eating and drinking
- Figure: Orthorexia Nervosa is a condition that reflects the ‘food
stress' that results from the intense interest in healthy eating
- Figure: In what can be termed an ‘optimistic bias' , Asia Pacific
consumers are generally satisfied with both their general health and the
nutritional quality of their diet
- Figure: While the overwhelming majority of Asia Pacific consumers express
interest in food and beverages that improve their health, far fewer are
actively buying such products
- Figure: While Asia-Pacific consumers are generally interested in reading
or hearing about the relationship between food and health, many also feel that
such information is confusing and conflicting
- Figure: Asia Pacific consumers' stated interest in food label information
is higher than the frequency with which they use such information
- Figure: With the exception of India and China, portion control is more
commonly embraced by Asia Pacific consumers than following a specific diet plan
- Figure: Indians are particularly attentive to the portion size of meals
and snacks they consume
- Figure: Calorie intake in Asia Pacific is not as high as in Western Europe
and the US
- Figure: Low or reduced calorie claims have the highest perceived influence
on the food and beverage choices of Indian and South Korean consumers
- Figure: Low/no calorie food launches have accounted for less than 4% of
all food products launched in Asia Pacific over the last five years
- Figure: Although low/no calorie non-alcoholic beverages have become more
prominent in recent years, they still account for no more than 8% of all
product launches in the Asia Pacific region
- Figure: In what represents an evolution in nutritional awareness, there is
not a marked difference in Asia-Pacific consumers' stated attentiveness to the
amount fat consumed and the types consumed
- Figure: At least one-quarter of consumers in Asia Pacific perceive that
‘low' or ‘reduced' fat claims highly influence their food and
beverage choices
- Figure: The number of new food products in the Asia Pacific region making
low fat claims is declining, but is consistent as a proportion of total food
launches
- Figure: Low/no fat product claims in newly introduced non-alcoholic
beverages in Asia Pacific are rare
- Figure: Indian, Chinese and South Korean consumers are the most attentive
to the amount of salt/sodium they consume
- Figure: South Korean consumers are most likely to be influenced by low or
reduced salt claims which perhaps explains recent efforts made by restaurants
to reduce the salt content in its menu items
- Figure: Low/no salt/sodium claims account for just 1% of all food products
launched in Asia Pacific
- Figure: Low/no salt/sodium claims are practically non-existent in Asia
Pacific non-alcoholic beverages
- Figure: Asia Pacific consumers typically get 10% or more of their energy
from sugar & sweetener consumption albeit with notable exceptions in China and
Vietnam
- Figure: Indian, Chinese and South Korean consumers are the most attentive
to sugar consumption
- Figure: At least one-third of consumers in all Asia-Pacific markets
covered reported choosing foods to reduce their overall sugar intake more
often in 2008
- Figure: A peak in low/no sugar food product launches in Asia Pacific
occurred in 2007
- Figure: Around 10% of newly introduced non-alcoholic beverages in Asia
Pacific make low/no sugar claims
- Figure: Sugarfree gum in Asia Pacific is outgrowing regular gum by a
significant margin and this is expected to continue going forward
- Figure: The direction of growth for diet and standard carbonates in the
Asia Pacific region is largely similar
- Figure: Indian consumers are comparably more pre-occupied with
carbohydrate consumption, especially compared with Japan
- Figure: The glycemic index has the least amount of influence for Japanese
shoppers
- Figure: Indian consumers are the most influenced by low carbohydrate claims
- Figure: Low/no carbohydrate food products in Asia Pacific only really
gained any kind of momentum during the Atkins fad in 2004-05 and even then it
was very limited
- Figure: Low/no carbohydrate non-alcoholic beverages have been nearly
non-existent in the last five years
- Figure: Food additives are a particularly sensitive issue for Indian,
Chinese and South Korean consumers
- Figure: In line with stated attentiveness to food additives, Indian,
Chinese and South Korean consumers made comparably more concerted efforts to
choose additive free food and beverages in 2008
- Figure: The “healthy halo” of freshness (and desire to
increase fruit and vegetable intake) is reflected by the stated desire of Asia
Pacific consumers to eat as much fresh food as possible
- Figure: The “healthy halo” of freshness is also reflected by
the very high perceived influence fresh claims have on Asia Pacific consumers'
food and beverage choices
- Figure: More and more new food products introduced in Asia Pacific are
making no additive claims
- Figure: 2007 was a record year for additive free non-alcoholic beverage
product claims, both overall and as a percentage of total products launched
- Figure: Sensory benefits are more important in directing Asia-Pacific
consumers' dietary choices than health
- Figure: In what is a major ongoing challenge for manufacturers, polarized
opinion exists among Asia Pacific consumers about whether healthy food and
beverages are actually tasty and enjoyable
- Figure: Considerable skepticism is apparent among Asia Pacific about the
stated health and nutrition benefits of food and beverage products
- Figure: There is ambivalence and distrust among many Asia Pacific
consumers about whether enough efforts are made to ensure safe provision of
food and beverage products at the grocery store
- Figure: Trust in foreign ingredients is low among most consumers in the
region, particularly in Japan
- Figure: Indian consumers make the most concerted effort to buy local, but
the stated importance of this issue has increased for more than half of
consumers in the region
- Figure: Origin and production methods influence Indians more than other
consumers in the region
- Figure: Marked differences characterize food allergens and intolerances
although a large segment of consumers do not recognize this
- Figure: Japanese and Australian consumers express little concern for food
intolerances, especially compared to Indian and Chinese respondents
- Figure: Allergen free claims are deemed particularly influential in what
Indian and Chinese consumers eat and drink
- Figure: Food and beverage formulations need to cater for the more positive
nutritional messages consumers are tying to embrace, particularly via growing
functional food consumption
- Figure: A continuum of healthy eating has emerged based on principles of
dietary exclusion, moderation and enhancement
- Figure: Consumers shift between periods of healthy and indulgent
consumption needs to be catered for with a three-tiered approach to food and
drink innovation
- Figure: The new Haagen-Dazs ‘five' brand reflects a focus on
formulation simplification both in ingredients and communication
- Figure: The top 10 claims/tags of newly introduced products food and
non-alcoholic beverages in Asia-Pacific highlight the differing formulations
required to satisfy consumers' broad dietary habits
- Figure: BARLEYmax has a unique starch profile, giving it nutritional
properties quite different to other grains
- Figure: These consumer needs offer opportunities for targeted food and
beverage solutions
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