COMBINING MEGA-TRENDS

HEALTH ALONE IS AN INSUFFICIENT MOTIVATOR

DATAMONITOR RULE #3: THERE ARE RICH PICKINGS WHEN

PRODUCTS SATISFY TWO OR MORE MEGA-TRENDS

OUTLINE

1. Distinguishing fads from trends2. Health trends to watch3. The role of convenience4. The role of taste

LONG-TERM HEALTH TRENDS CRITERIA

• Overall well-being• Balanced diet• Effectiveness re health• Taste and convenience will not be

sacrificed

FADS OR TRENDS?

The Smart Car Four wheel drives

Platform Shoes

Casual dressing

CONSUMER HEALTH CONCERNS

• Weight loss

• Energy levels• Tiredness and sleep

quality

• Gut function

WEIGHT LOSS

• Interest in weight loss is a long term trend• Method of weight loss subject to fads• Number of followers not relevant• Low-carb may not be effective long-term• Shift from product attributes to benefits

RECENT HEALTH TRENDS

Energy drinks• Energy levels• Gut function• Weight loss• Well-being

Probiotics Low-carb Five-a-day

UPCOMING HEALTH TRENDS

Glycemic Index• Energy levels• Gut function• Weight loss• Well-being

Prebiotics Good vs bad carbs Omega-3s

COMBINING MEGA-TRENDS

1. Health and convenience2. Health and taste

HEALTH AND CONVENIENCE

The demand for Health-On-The-Go

ON-THE-GO EATING OCCASIONS 2003-2008

Source: Datamonitor New Impulse Consumptions Occasions NCI Report

Occasions (m) 2003

Occasions (m) 2008

CAGR 03-08

Occasions per head per day

2008

France 14,514 15,999 2.00% 0.7Germany 18,558 20,401 1.90% 0.7Italy 12,670 13,839 1.80% 0.7Netherlands 4,655 5,322 2.70% 0.9Spain 9,515 10,678 2.30% 0.7Sweden 2,115 2,300 1.70% 0.7UK 22,047 24,131 1.80% 1.1Other 16,815 18,534 2.00% 0.8Europe Total 100,889 111,202 2.00% 0.8

US 123,948 137,261 2.10% 1.3

Overall 224,836 248,462 2.00% 1

1

0.9

0.7

0.7

1.2

0.60.80.70.7

Occasions per head per day

2003

0.70.6

LEVELS OF ACTUAL AND INTENDED HEALTHY ON-THE-GO FOOD AND DRINK CONSUMPTION IN

EUROPE AND THE US (% ON-THE-GO OCCASIONS), 2003

Health-orientated

food on-the-go occasions

(74%)

All on-the-go occasions

(100%)

36%

38%

Health-orientated drink on-the-go occasions (59%)

41%

18%

Food Drink

Actual fulfilled healthy on-the-go occasions

“Failed” healthy on-the-go occasions

Health-orientated

food on-the-go occasions

(74%)

All on-the-go occasions

(100%)

36%

38%

Health-orientated drink on-the-go occasions (59%)

41%

18%

Food Drink

Actual fulfilled healthy on-the-go occasions

“Failed” healthy on-the-go occasions

Source: Datamonitor Health On-The-Go NCI report

WHY DO HEALTHY EATING ATTEMPTS FAIL?

• Availability• Packaging

No spillNo crumbsCrush-proof packagingRe-sealable packs

HEALTH ON-THE-GOWhat ingredients should be the future

focus?

ENERGY LEVELS – TODAYEnergy drinks

ENERGY LEVELS – FUTUREGlycemic Index

• Drinks

• Cereal bars

• Dairy

GUT FUNCTION – TODAYProbiotics

GUT FUNCTION – FUTUREPrebiotics

• Dairy

• Bread

• Snacks

• Chocolate

• Beverages

WEIGHT LOSS – FUTUREGood vs. bad carbs

• Reduce refined carbohydrates• Glycemic index• Prebiotics

WELL-BEING – TODAYFive-a-day

WELL-BEING – FUTUREOmega-3s

• Dairy

• Bread

• Beverages

• Sandwich fillings

BITE-SIZED EATING

• Pizza slices • Cereal “bites”• Bitty-burgers • Sushi bars• Appetiser and salad

replace main course• “Shot-glass” sized

desserts

BITE-SIZED EATING – FUTURE• Resealable savoury & snack packs• Savoury nutritional bars/bites• “Shots” of healthy AND indulgence

foods

CREATING HEALTH-ON-THE-GO SUMMARY

Dairy• Low GI foods• Prebiotics• Omega-3s

Beverages Sandwich fillings Savoury bars• Bite-sized eating

HEALTH AND TASTE

Can consumers be persuaded to compromise on taste?

EXAMPLES

• Skimmed milk• Baked beans and salt• Fish• Soy products

SUMMARY

• Key is well-being• Health alone is insufficient motivator• Taste matters• Convenience matters• Potential of bite-sized eating

SOURCES & REFERENCES

stephanie.french@harlequinplus.com