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FMCG GURUS: Trends and Developments in Active Nutrition: New Consumer Insight
June 2019
AGENDA
Introduction to FMCG Gurus
What is active nutrition and what is driving the trend
Analysis of five key trends driving active nutrition
Considerations
Summary
Introduction to FMCG Gurus
FMCG Gurus: Bespoke and syndicated research
About us
Headquartered in London, UK
Specific focus on nutrition and health, covering key categories such as healthy ageing, sports nutrition,
protein and alternative protein sources, clean label and general health and wellness
Over 350,000 consumers surveyed across over 30 countries in the last eight months
Particular focus on understanding the true drivers of consumer behavior
AGENDA
Introduction to FMCG Gurus
What is active nutrition and what is driving the trend
Analysis of five key trends driving active nutrition
Considerations
Summary
Active nutrition incorporates all of the latest “buzz” trends into one area,
as consumers seek out better-for-you options
FMCG Gurus has identified five key areas that are driving the active nutrition trend
Demand for protein
Mainstream sports nutrition
consumption
Embracing the concept of healthy
ageing
Demand for natural and authentic
offerings
Focus on sugar reductionDemand for products that offer genuine
nutritional value
Products that are guilt-free
Products that boost long-term health
Three key need states
Active nutrition is a mainstream concept – a focus on consumers getting
healthier rather than toned
Consumers are currently unsatisfied with their health and lifestyles
34% of consumers across the
globe are currently on a diet in
order to try and lose weight
(2019)
80% of consumers across the
globe have purchased a sports
nutrition product in the last six
month
87% of consumers across the
globe say they would like to make
some improvements to their heart
health
46% of consumers across the
globe say they are making
conscious attempts to avoid high
sugar offerings
67% of consumers across the
globe say it is important that food
and drink products are naturally
formulated
Continued meal-time fragmentation and snacking is a key reason for the
demand for active nutrition
In a typical week, how often do you eat breakfast? Global, 201969%
6% 5% 5% 3% 3% 2% 6%
Every day 6 days a week 5 days a week 4 days a week 3 days a week Twice a week Once a week Never
In a typical week, how often do you eat lunch? Global, 2019
61%
12% 10%4% 2% 3% 5% 3%
Every day 6 days a week 5 days a week 4 days a week 3 days a week Twice a week Once a week Never
Irregular eating habits are a key reason for the rise in health problems across the globe
Young adults most likely to skip meals three times a week or more
Irregular meal-times is a key reason why health problems such as obesity are on the rise
This is driving demand for better-for-you snacking options for nutritional value/reduced guilt purposes
The concept of active nutrition is being driven in the snacking industry
Consumers want products that offer nutritional value and alleviate feelings of guilt
Snacking is particularly popular mid-afternoon and mid-afternoon
These are moments where traditionally consumers are more indulgence-orientated
However, snacking is something that can create feelings of guilt afterwards – particularly if the snack was
lacking in nutritional value
Consumers want snack products that offer nutritional value and alleviate the guilt of snacking
Which moments of the day do you typically choose to snack? Global, 2019
17%
35%
24%
45%
16%
26%
9%
Breakfast Mid-morning Lunchreplacement
Mid-afternoon Dinnerreplacement
Evening/afterdinner
I do not snack
Consumers state that they are being proactive towards their health and
want to make changes to their diets and lifestyle
Consumers want to improve their physical and mental health
A total of 61% of consumers across the globe say that they are actively looking to improve their diets
This is due to concern towards the impact of current lifestyles on long-term health.
This is driving demand for products with active ingredients that aid health
I am actively looking to improve my diet? Global,
2019
2%
7%
31%
48%
12%
Strongly disagree Disagree Not sure
Agree Strongly agree
67%
70%
70%
71%
76%
77%
77%
80%
81%
81%
Risk of diabetes
Lean muscle mass
Healthy blood sugar levels
Aged related muscle loss
Mental wellbeing
Energy levels
Physical appearance
Gut health
Heart health
Bone health
Proportion of consumers who are interested in
food and drink that help aid…? Global, 2019
AGENDA
Introduction to FMCG Gurus
What is active nutrition and what is driving the trend
Analysis of five key trends driving active nutrition
Considerations
Summary
Almost half of all consumers say that they want to increase their protein
intake
This is because of the myriad of benefits associated with protein
Protein is no longer associated with specific issues such as developing lean muscle, but wider issues
such as general health and wellness and boosting energy
This is why 45% of global consumers want to increase their protein intake
What benefits do you associate with protein in
general.
Global, 2018
4%
18%
20%
21%
27%
28%
31%
34%
35%
43%
46%
46%
65%
Other
Helps reduce signs of ageing
Improve blood sugar levels
Helps improve gut health
Helps improve heart health
Helps with weight loss
Helps improve bone health
Helps improve brain health
Improves mental wellbeing
Help me keep active as I age
Increases muscle mass
Helps improve energy levels
General health and wellness
Would you like to increase the amount
of protein you have in your diet?.
Global, 2018
45%
25%
30%
Yes No Not sure
Meat and dairy protein sources are preferred to plant based protein
Meanwhile, only one in five find the concept of eating insects appealing
7%
17%
20%
25%
42%
54%
61%
Other
Sports nutrition foodand drink
Nutritionalsupplements
Protein snack bars
Plant-based foods
Animal-based foods
Meat
For all the attention towards plant protein,
meat and dairy remain more popular options
for consumers
Where do you get your protein from?.
Global, 2018
81% of consumers across the globe say that
they are unwilling to try insects as a source
of protein (2018)
13% say too expensive
29% concerned about taste
28% concerned about texture
57% disgusted by the idea
Sports nutrition products have become increasingly mainstream due to
the need for energy and interest in protein
Have you purchased any of the following in the last six months?, Globally 2018
8%
9%
12%
12%
13%
14%
14%
14%
17%
20%
21%
21%
24%
26%
26%
27%
30%
30%
39%
41%
Energy gels
Protein fortified baked goods
Weight management/meal replacement bar
Energy powder
Protein gel
Protein water
Protein ice cream
Sports gel
Sports powder to use in shakes/beverages
Protein powder to use in shakes/beverages
High protein drinks that are ready-to-drink
High protein cookies
Protein fortified foods
Energy bars
Milk protein drinks
Sports snack bars
High protein yogurts
Protein snack bars
Sports drinks
Energy drinks
Consumers are swapping everyday snacks for sports nutrition products
A total of 80% of consumers have purchased a sports nutrition product in the last six months
The popularity of protein snacks reflects how consumers are replacing traditional snacking products like
chocolate and sugar confectionery with sports nutrition products
A considerable proportion of consumers who buy sports nutrition
products do not purchase products to engage in work out
Physically active consumers Health conscious consumers
59% of consumers who buy sports nutrition
products say that they do so to specifically to
consumer before/during or after work out
41% of consumers say that they purchase sports
nutrition products to help them get through
everyday life and to boost health
Consumer crossover, with the same
products consumed by different
consumer groups for differing reasons
Size of primary audience Size of primary audience
Sports nutrition products have transcended from a niche to mainstream audience
Consumers are embracing the concept of healthy ageing
Consumers want to stay as fit and healthy until as late as life as possible
87% of consumers would like to make improvements
to their heart health
67% of consumers would
like to make improvements
to their skin health
81% of consumers would
like to make improvements
to their cognitive health
75% of consumers would
like to make improvements
to their joint health
84% of
consumers would
like to make
improvements to
their digestive
health
AS SOCIETY CONTINUES TO
AGE, THERE WILL BE
GREATER EMPHASIS ON
HEALTH MAINTENANCE
Consumers are making active attempts to reduce their sugar intake
The war on sugar is a key driver of the active nutrition trend
Sugar is seen as the primary dietary evil for many consumers across the globe. This is why consumers
are looking to avoid sugar and artificial sweeteners
As consumers continue to link sugar with obesity and diabetes they will continue to look to avoid the
ingredient
For each food type of ingredient how often do you seek out or try and avoid the following?
Please select all that apply. Global 2019
14% 32% 26% 16% 7% 5%
Actively avoid Try to avoid Don’t pay attention Not sure Try to consume Actively consume
Sugar
19% 27% 24% 16% 10% 4%
Actively avoid Try to avoid Don’t pay attention Not sure Try to consume Actively consume
Artificial sweeteners
Zero sugar claims have a significant impact on shaping perceptions of
healthiness
This is linked to the extent that consumers are trying to avoid sugar
Four in ten consumers say that they think zero sugar claims make a product healthy
This reflects how consumers want to avoid sugar because of the link with obesity and diabetes
What do you think makes a food and drink product healthy? Please select all that apply. Global 2019
21% 23%
24%
27%
30%
34%
36%
38%39%
42%
43%
44%
45%
48%
Small portion size
Zero calories
Has an environmental/ ethicalcertification
Zero salt
Zero fat
High in antioxidants
High in protein
Natural sweeteners
Zero sugar
Natural colors
Additive free
High in fiber
Natural flavors
Contains only natural ingredients
Consumers want natural products that contain real and authentic
ingredients
Consumers want products that are high in the “good” stuff and low in the “bad” stuff
Why is important that groceries are 100%
natural? Global, 2019
What does the word natural mean to you?
Global, 2019 (Top five)
Product is….
100% natural food and drink is tasty: 39%
100% natural food and drink products are better-for-
me: 68%
100% natural food and drink products are healthy
100% natural food and drink products are better for the
environment: 34%
100% natural food and drink products are better for the
environment: 34%
45%
52%
52%
56%
58%
Preservative-free
No synthetics
Shortenedingredient list
Healthier
Sugar-free
Natural is a subjective word
Ultimately, consumers want products that contain “real” and “good” ingredients and are free from “bad”
ingredients
Natural products satisfy the sweet spot by offering health and taste simultaneously
AGENDA
Introduction to FMCG Gurus
What is active nutrition and what is driving the trend
Analysis of five key trends driving active nutrition
Considerations
Summary
Consumers state that they are making active attempts to monitor their
nutritional intake
One in two consumers monitor their daily nutritional intake
Proportion of consumers who monitor their intake of the following
on a daily basis. Global, 2019
Calories
57%
Salt
55%
Artificial
sweeteners
56%
Sugar
62%
Fat
58%
Artificial
colors
48%
Artificial
flavors
51%
Consumers state that they are making active attempts to monitor nutritional intake in an attempt to stay
healthy. This means that even when consuming on-the-go, consumers are monitoring intake
Sugar is the ingredient that consumers are most conscious about
However, adopting a healthier lifestyle is something that consumers can
struggle to maintain
How long consumers turn to better-for-you products is something the industry needs to address
Attempts to lead a healthier lifestyle are often short-lived
This is a key reason why diagnosis rates of problems such as obesity continue to rise, despite
consumers saying they are being healthier
Better for you products need to be seen as compromise-free
This means that it is critical that products are seen as tasty and indulgent so that they can easily
be incorporated into everyday diets
Made attempts to go on a diet but given up doing so:
34%
Said I would reduce sugar intake but not actually done
so: 38%
Said I would cut down on certain food and drink but not
actually done so: 48%
Said I would check nutritional labeling more regularly
but not done so: 32%
Proportion of consumers who say they have done the
following in the last twelve months. Global, 2019
AGENDA
Introduction to FMCG Gurus
What is active nutrition and what is driving the trend
Analysis of five key trends driving active nutrition
Considerations
Summary
Launch better-you products that offer consumers an indulgent guilt-free
treat
Positioning – focus needs to be round either
offering a convenient health boost or a guilt-
free moment of indulgence
Informal consumption occasions – consumers
want products that are quick and convenient to
eat or drink
Categories associated with nutritional value-
consumers more likely to seek out better-for-
you options in product categories they deem to
be healthy/healthier
Categories associated with real
ingredients/natural formulation – again,
credibility around claims is key – consumers
want to avoid artificial ingredients
The key for brands is understanding which occasions to target and with which products