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市場調查報告書
歐美健康零食消費動向
Healthy Snacking: Future Trends & New Insights
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本報告已在2011年07月19日停止出版。
報告書內容包括：歐美消費者的健康零食消費傾向、消費頻率、與非健康零食的消費比較、購買時的消費者動態、優先順位、兒童產品動向、針對因應消費者需求之對生產、零售業者的建議等等。內容綱要摘記如下：
DATAMONITOR的考察
未來預測
- 動向：對替代性健康零食的關注將增大
- 健康零食的消費頻率增加
- 週期性的健康零食新費
- 健康零食的消費頻率將領先非健康產品
- 健康飲料的消費將帶動市場成長
- 動向：「On-the-Go」生活方式將促進健康零食消費
- 消費者的「On-the-Go」零食消費傾向不健康
- 歐洲「On-the-Go」飲料消費將更健康
- 動向：喜愛非健康嗜好品的消費者意識依然存在
- 現有的零食仍然保持對消費者的強大吸引力
- 健康與零食消費
- 考察：健康意識大大影響零食消費行動
- 考察：追求健康、方便、嗜好的消費者
- 考察：消費者對健康零食的成份認識將對產業投下課題
- 考察：選擇零食、飲料時雖然考慮健康，但還是重視口味
- 考察：兒童健康零食的強化促進未來市場成長
行動點
- 行動：進一步強化信賴與健康的連結
- 行動：將消費者的健康優先配合、定位於產品上
- 行動：著眼產品定位、目標的迴避與適當化、積極的營養補給此三個消費者動向
- 行動：聚焦於在「Care Free」部門提供高信賴度的健康產品
附錄
圖表
Abstract
Overview
Introduction
The majority (61%) of European and US consumers have sought to improve the
healthiness of their snacking in 2007. After all, snacking, despite its
historically bad reputation and negative health connotations, remains an
important component of consumers' daily eating and drinking behaviors. It is
therefore crucial to understand what influences shoppers' choices for this
growing occasion.
Scope
- Detailed insight and analysis covering healthy eating attitudes and
behaviors within the context of snack foods and beverages.
- Showcases the latest best-practice product and marketing innovation
highlighting how to capitalize on the developing trends now and looking
forward.
- Strategic action points highlighting how manufacturers and retailers
should direct resources towards answering consumers' healthy snacking needs.
- Country coverage: France, Germany, Italy, Netherlands, Spain, Sweden, UK
and the US.
Highlights
For daily snacking, healthy options have emerged as the leading choice to
satisfy hunger between meals, while less healthy snacks are reserved for more
indulgent treating occasions. More than a third (36%) of Europeans and
Americans overall consume healthy snacks once a day or more.
Taste is by far the most important factor in governing snack choice for
consumers. Brand was least important thereby suggesting that big name
manufacturers and retailers cannot rely on brand strength alone to generate
healthy snack sales.
The need for convenient health is gaining momentum: nearly 6 in 10 (59%) of
European and US consumers overall sought more convenient AND healthy food and
drinks in 2006 compared to the 12 months previously. This behavior is driving
the number of healthy snacking occasions, especially when on-the-go.
Reasons to Purchase
- Access a compelling blend of quantitative and qualitative data
illustrating consumer attitudes, behaviors, and market developments.
- Understand which health concerns matter most to consumers when snacking
and which healthy attributes they prioritize.
- Use the latest evidence based insight to help guide crucial health driven
new product development in the healthy snacking sector.
Table of Contents
- DATAMONITOR VIEW
- THE FUTURE DECODED
- TREND: Consumer interest in healthy snack alternatives is increasing
- The frequency of healthy snacking is increasing
- Healthy snacks are consumed with greater regularity than unhealthy ones
- Healthy snacking occasions now outnumber unhealthy ones
- Healthy beverage occasions are leading the market in growth terms
- Healthy snacking is viewed as a viable regular mealtime alternative
by consumers
- TREND: On-the-go lifestyles are fuelling healthy snacking behavior
- Consumers' on-the-go snacking is less likely to be healthy
- On-the-go beverage occasions are becoming more healthy across Europe
- TREND: Consumer desires for less healthy, more indulgent snacks will
remain
- Traditional snacks retain a strong appeal to consumers
- There is a clash between the notion of healthiness and snacking
- Skepticism towards snack' s health claims persists
- Poor alignment between "bad-for-you" snacks and healthy trends
perpetuates consumer distrust
- Health considerations have a limited bearing on traditional snack
choices
- INSIGHT: Healthy attitudes are influencing ingrained snacking behavior
- Consumers are choosing healthy snacks to actively improve their diet
and address bad habits
- INSIGHT: Consumers seek to satisfy their health, convenience and
indulgence requirements through snacking
- Consumer demand for healthy indulgence is influencing new snack
product releases
- US beverage releases in particular are experiencing strong growth in
healthy claims
- INSIGHT: Consumer perceptions of what constitutes a healthy snack poses
a challenge for the industry
- Healthy versions of unhealthy snacks are not perceived as credibly
healthy
- INSIGHT: Taste is more important than healthiness in influencing snack
and beverage choices
- When making snack choices consumers place healthiness on a par with
convenience, but behind taste
- "Healthy" is often equated with compromized taste and flavor benefits
by many consumers
- INSIGHT: The emphasis on healthy snacking for kids will fuel market
growth in the future
- Companies are already responding to the children' s healthy snack
movement
- ACTION POINTS
- ACTION: More clearly link the notion of authenticity with health in
snacks
- Consumers are seeking more authenticity
- Authenticity = better quality = healthier
- Consumers want authentic, simple and thus healthy snacks
- ACTION: Respond to consumers' changing health priorities in snack
formulation and positioning
- Case Study: One-shot fruit drinks offer quick convenient solutions to
health on-the-go
- Case study: Coca-Cola augments the Minute Maid juice range to target
functional health
- Back up healthy attributes with a strong sensory appeal
- ACTION: Tailor product positioning and goals relative to the three
consumer trends of avoidance, moderation and positive nutrition
- ACTION: Focus on providing credible healthy offerings within typically
"carefree" categories
- Case Study: the Spanish market for functional cookies
- APPENDIX
- Definitions
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Consumer survey results: the extent to which consumers are
making an effort to improve the health of their snacking behaviors
- Table 2: Consumer survey results: frequency of consumption of healthy
snack products
- Table 3: Consumer survey results: frequency of consumption of
unhealthy snack products
- Table 4: Number of overall and per capita ' healthy and ' unhealthy'
snacking occasions, by country, 2006-2011
- Table 5: Number of overall and per capita ' healthy and ' unhealthy'
non-alcoholic beverage occasions, by country, 2006-2011
- Table 6: Consumer survey: the extent to which European consumers
sought food and drinks which are both convenient AND healthy compared to
12 months previously, 2006
- Table 7: Number of overall and per capita ' healthy and ' unhealthy'
on-the-go snacking occasions snacking occasions, by country, 2006-2011
- Table 8: Number of overall and per capita ' healthy and ' unhealthy'
on-the-go non-alcoholic beverage occasions, by country, 2006-2011
- Table 9: Per capita consumption (liters) of bottled water and
carbonates, Europe & US, by country, 2002-2011
- Table 10: Consumer survey: the impact of healthy options on impulse
driven snack and beverage choices
- Table 11: Consumer survey: reasons for engaging in healthy snacking
- Table 12: Consumer survey: perceptions concerning the healthiness of
key snack food categories
- Table 13: Consumer survey: the relative importance of different need
states in influencing snack choices
- Table 14: Consumers see "fresh" as the key indicator of healthiness in
the snacking context
- List of Figures
- Figure 1: The majority of US and European consumers are actively
looking to eat more healthily
- Figure 2: Consumers do not view healthy snacking as a nutritional
compromize like they did historically
- Figure 3: Busy consumers are looking for a combination of convenience
and health
- Figure 4: Unhealthy snacks retain a strong share of occasions and are
declining slowly
- Figure 5: Unhealthy snack beverages dominate occasions in Europe and
the US
- Figure 6: The majority of consumers doubt the health claims of snack
foods and beverages
- Figure 7: Eat sweets to look prettier? Unhealthy products jumping on
the wrong functional/healthy trend add to questioning of healthy snacks'
credibility
- Figure 8: Consumers want to escape the pressures of everyday life
through small indulgences
- Figure 9: Health is becoming an increasingly prominent product claim
in indulgent/snack categories
- Figure 10: Beverage releases in the US lead Europe in claiming healthy
attributes
- Figure 11: Coca-Cola Zero focuses on delivering a healthier version of
the original Coke taste
- Figure 12: Authenticity in ingredients and production processes
supports snacks' health claims
- Figure 13: Current snack products that respond to consumers'
indicators of healthiness
- Figure 14: Shot-based fruit and vegetable drinks offer answers to a
variety of consumer health needs
- Figure 15: Healthy snack targeting can be guided by the three trends
of avoidance, moderation and positive nutrition
- Figure 16: Healthy snack variants in "carefree" categories are
proliferating
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