Next Generation Functional

Download Next Generation Functional

Post on 29-Nov-2014

149 views

Category:

Documents

2 download

Embed Size (px)

TRANSCRIPT

<p>NEW CONSUMER INSIGHT (NCI) SERIES</p> <p>Next Generation Functional Food and Drinks: Opportunities in Personalized NutritionProfiting by aligning food and drink products more closely with consumers individual nutritional requirements, aspirations and preferencesReference Code: DMCM4650 Publication Date: November 2008</p> <p>OVERVIEW CatalystPersonalization is an emerging trend whereby food and drink products are more closely aligned with consumers individual nutritional requirements, lifestyle aspirations and taste preferences. It reflects a crossover between the health and individualism mega-trends: the coming together of intensifying health concerns and a just for me ethos driving a desire for products, services, and experiences that cater to specific needs and identities.</p> <p>Summary Personalized nutrition is an emerging yet potentially influential trend as intensifying health concerns drive interest in more sophisticated and effective forms of nutrition. Personalized nutrition overlaps with a number of other food and beverage trends and themes but is now evolving with complex nutritional science focusing on genetics. Consumers are attracted by the prospect of custom solutions but the desire for personalized benefits is secondary to most other aspects influencing dietary choices. Many consumers appear skeptical about personalized nutrition, especially nutrigenomics. Another potential inhibitor is that the desire for personalized choices conflicts with the desire for choice simplification, a less complicated lifestyle and value conscious purchasing. Manufacturers can capitalize by developing a broad range of functional food and beverage products offering antidotes to the myriad health problems faced by consumers. Developing age, gender and occasion targeted food and beverage solutions is also a key innovation platform. Datamonitor also encourages industry players to be future focused and invest in the opportunities presented by developments in nutritional science such as nutrigenomics.</p> <p>Next Generation Functional Food and Drinks: Opportunities in Personalized Nutrition Datamonitor. This brief is a licensed product and is not to be photocopied</p> <p>DMCM4650/Published 11/2008 Page 1</p> <p>Table of Contents</p> <p>TABLE OF CONTENTSOverview Catalyst Summary THE FUTURE DECODED INTRODUCTION: Personalized nutrition is an emerging yet potentially influential trend 1 1 1 8 8</p> <p>TREND: Intensifying health concerns are driving interest in more sophisticated and effective forms of nutrition9 TREND: Personalized nutrition overlaps with a number of other food and beverage trends and themes but is now evolving with complex nutritional science focusing on genetics 16 INSIGHT: Consumers are attracted by the prospect of custom solutions but the desire for personalized benefits is secondary to most other aspects influencing dietary choices INSIGHT: Many consumers appear skeptical about personalized nutrition, especially nutrigenomics INSIGHT: The desire for personalized choices conflicts with the desire for simplified choices, a less complicated lifestyle and value conscious purchasing ACTION POINTS 32 39 48 54</p> <p>ACTION: Develop a broad range of functional food and beverage products offering antidotes to the myriad 54 health problems facing consumers ACTION: Develop age, gender and occasion targeted food and beverage solutions 80</p> <p>ACTION: Be future focused and invest in the opportunities presented by developments in nutritional science such as nutrigenomics 91 APPENDIX Definitions Methodology Further reading and references Ask the analyst Datamonitor consulting Disclaimer 94 94 94 95 96 96 96</p> <p>Next Generation Functional Food and Drinks: Opportunities in Personalized Nutrition Datamonitor. This brief is a licensed product and is not to be photocopied</p> <p>DMCM4650/Published 11/2008 Page 2</p> <p>Table of Contents</p> <p>TABLE OF FIGURESFigure 1: Personalized nutrition reflects a crossover between the health and individualism megatrends Figure 2: 8</p> <p>More than three quarters of consumers consider diet and nutrition to be an important factor in creating a feeling of wellbeing 10</p> <p>Figure 3:</p> <p>Diet and nutrition is one of six dimensions associated with the broader notion of wellness 10</p> <p>Figure 4:</p> <p>Health considerations have a significant amount of influence on food and beverage choices 12</p> <p>Figure 5:</p> <p>Consumers demonstrate a high level of interest, at least attitudinally, towards label information 14</p> <p>Figure 6:</p> <p>Intensifying health concerns lead to more considered choices governed by a heightened reliance on food labels which in turn is likely to fuel the demand for more personalized choices 15</p> <p>Figure 7:</p> <p>Personalized nutrition encompasses four specific sub-trends and associated product benefits 17</p> <p>Figure 8:</p> <p>Functional food and drinks are formulated to offer specific health and wellness benefits to targeted consumers and consumer needs, and are therefore central to personalized nutrition 19 20</p> <p>Figure 9: Figure 10:</p> <p>A high proportion of consumers have no concern over gluten</p> <p>Nutrigenomics is geared towards understanding the response of the body to diets and food factors through various ''omics'' technologies such as transcriptomics, proteomics, and metabolomics 24</p> <p>Figure 11:</p> <p>Identity based consumption is driven by the importance that shoppers place on brand attitude 29</p> <p>Figure 12:</p> <p>Enjoying small indulgences to escape everyday pressures has remained a theme in global consumer behavior in 2008 30</p> <p>Figure 13:</p> <p>Four key personal benefits as well as the additional ease of customizing have driven the trend toward more personalized consumer packaged goods 33</p> <p>Figure 14:</p> <p>Consumers are attracted to the idea of using products and or services designed for specific needs 34</p> <p>Next Generation Functional Food and Drinks: Opportunities in Personalized Nutrition Datamonitor. This brief is a licensed product and is not to be photocopied</p> <p>DMCM4650/Published 11/2008 Page 3</p> <p>Table of Contents</p> <p>Figure 15:</p> <p>When</p> <p>considering</p> <p>a</p> <p>wider</p> <p>set</p> <p>of</p> <p>food</p> <p>and</p> <p>beverage</p> <p>considerations, 37</p> <p>customization/personalization benefits are less important to global consumers Figure 16:</p> <p>Though consumers consider products and or services designed for their specific needs to be important comparatively fewer respondents consider 38 customization/personalization benefits to be an influential factor in their choice of food and beverage products</p> <p>Figure 17:</p> <p>Consumers are unconvinced by the health and nutritional claims made by food and drink products 40</p> <p>Figure 18:</p> <p>Skepticism surrounds food and beverages aimed at children in developed consumer societies 42</p> <p>Figure 19:</p> <p>Many consumers express mixed feelings towards food and beverages that are customized to meet specific needs 43</p> <p>Figure 20:</p> <p>Skepticism surrounds using genetic information to inform and direct food and beverage choices 45</p> <p>Figure 21:</p> <p>The desire for personalized choices conflicts with the desire for simplified choices, a less complicated lifestyle and value conscious purchasing 48</p> <p>Figure 22:</p> <p>A large proportion of consumers already feel there is too much choice when doing grocery shopping which means industry players must be careful to make consumers feel confused or overwhelmed by more food or beverage variants offering more targeted benefits 50</p> <p>Figure 23: Figure 24:</p> <p>The idea of living a less complicated lifestyle resonates with consumer across the globe51 French, US and Brazilian consumers are the most price conscious food and beverage consumers 52 55</p> <p>Figure 25: Figure 26:</p> <p>These consumer needs offer opportunities for targeted food and beverage solutions</p> <p>Bone, joint and tooth strengthening food and beverages are all forms personalized nutrition through targeted functional products 57</p> <p>Figure 27:</p> <p>Heart health products are prevalent across sectors and categories and range in claim specificity 60</p> <p>Figure 28:</p> <p>Probiotics and prebiotics are being offered in tandem and across a broader range of product formats 62</p> <p>Figure 29:</p> <p>Omega-3 DHA is typically the core ingredient for the proliferating lines of brain nourishing food and beverages 65</p> <p>Next Generation Functional Food and Drinks: Opportunities in Personalized Nutrition Datamonitor. This brief is a licensed product and is not to be photocopied</p> <p>DMCM4650/Published 11/2008 Page 4</p> <p>Table of Contents</p> <p>Figure 30: Figure 31:</p> <p>Antioxidant rich ingredients and probiotics are being used to boost immunity health</p> <p>68</p> <p>These products demonstrate just some of the different formats, geographies and ingredients used in beauty food and beverages across the globe 70</p> <p>Figure 32:</p> <p>Supplements targeted primarily or exclusively at beauty concerns are growing in number 71</p> <p>Figure 33:</p> <p>Traditional cosmetic companies are increasingly investigating how food ingredients can be beneficial to the skin and hair 72</p> <p>Figure 34:</p> <p>Targeting the desire for energy and vitality is being done with more intensity and sophistication 74 77</p> <p>Figure 35: Figure 36:</p> <p>Mood foods reflect the growing array of products targeting emotional wellbeing</p> <p>Many brands are delivering multi-faceted health by developing product ranges with variants that cater to the differing health needs of consumers 79</p> <p>Figure 37:</p> <p>Gender specific products are well placed to capitalize on the personalized nutrition trend 83</p> <p>Figure 38:</p> <p>Parents are increasingly acting out their concerns in their roles as gatekeepers of family grocery purchasing 85 87</p> <p>Figure 39: Figure 40:</p> <p>Personalized nutrition will be particularly important for aging populations</p> <p>Targeting lifestyle/interest groups and more specific occasions are additional routes to offering personalized nutrition 89</p> <p>Figure 41:</p> <p>With FoodFlex, Safeway is demonstrating how retailers can also capitalize on shoppers desire for more personalized offerings 89</p> <p>Figure 42:</p> <p>Developing and clearly signposting gluten and lactose free products will become an increasing feature of food and drink product development in the coming years 91</p> <p>Figure 43:</p> <p>Nutrgenitics and genomics will drive the next generation of health and wellness food and beverages 93</p> <p>Next Generation Functional Food and Drinks: Opportunities in Personalized Nutrition Datamonitor. This brief is a licensed product and is not to be photocopied</p> <p>DMCM4650/Published 11/2008 Page 5</p> <p>Table of ContentsTABLE OF TABLESTable 1: Consumer survey: the importance that individuals attach to diet and nutrition in creating a feeling of wellbeing or wellness, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 Table 2: 9</p> <p>Consumer survey: the influence of health on food and beverage product choices, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 11</p> <p>Table 3:</p> <p>Consumer survey: the propensity to take active steps to eat more healthily more or less often, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 13</p> <p>Table 4:</p> <p>Functional food and drink market value in Europe, the US and Asia Pacific ($ millions), by country, 200212 18</p> <p>Table 5:</p> <p>Consumer survey: the importance that individuals attach to diet and nutrition in creating a feeling of wellbeing or wellness, in 15 countries across Europe, Asia Pacific, South America and the US, by country and gender, by country, 2008 21</p> <p>Table 6:</p> <p>Consumer survey: the importance consumers attach to individuality and self-expression, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 27</p> <p>Table 7:</p> <p>Consumer survey: the importance attached to brands which match their attitudes and outlook on life, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 29</p> <p>Table 8:</p> <p>Consumer survey: the importance of using products and or services designed for specific needs, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 34</p> <p>Table 9:</p> <p>Consumer survey: the perceived influence of customization or personalization benefits on food and beverage product choices, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 36</p> <p>Table 10:</p> <p>Consumer survey: trust in health and nutritional claims made by food and drink manufacturers, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 40</p> <p>Table 11:</p> <p>Consumer survey: trust in food and beverages aimed at children, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 41</p> <p>Table 12:</p> <p>Consumer survey: the appeal of food and beverage products formulated with specific nutritional needs in mind, in 15 countries across Europe, Asia Pacific, South America and the US, by country 43</p> <p>Next Generation Functional Food and Drinks: Opportunities in Personalized Nutrition Datamonitor. This brief is a licensed product and is not to be photocopied</p> <p>DMCM4650/Published 11/2008 Page 6</p> <p>Table of Contents</p> <p>Table 13:</p> <p>Consumer survey: the appeal of using information about genes to provide nutritional and or diet related advice, in 15 countries across Europe, Asia Pacific, South America and the US, by country 45</p> <p>Table 14:</p> <p>Consumer survey: agreement with the statement, there is too much choice when doing grocery shopping, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 49</p> <p>Table 15:</p> <p>Consumer survey: importance attached to living a less complicated lifestyle, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 51</p> <p>Next Generation Functional Food and Drinks: Opportunities in Personalized Nutrition Datamonitor. This brief is a licensed product and is not to be photocopied</p> <p>DMCM4650/Published 11/2008 Page 7</p> <p>The Future Decoded</p> <p>THE FUTURE DECODED INTRODUCTION: Personalized nutrition is an emerging yet potentially influential trendPersonalization is an emerging trend whereby food and drink products are more closely aligned with consumers individual nutritional requirements, lifestyle aspirations and taste preferences. It reflects a crossover between the health and individualism mega-trends: the coming together of intensifying health concerns and a just for me ethos driving a desire for products, services, and experiences that cater to specific needs and identities. Indeed, personalized diets will have replaced 20 century mass consumerism by 2030, according to speakers at the Perspectives for Food conference, held by the European Commission's Directorate-General for Research in Brussels in April 2007. There is a growing belief that diets cannot be right for everyone. As a result, personalization, whether based on lifestyle, ethnicity, blood type or genetics, will become an important component of dietary regimes going forward. If successful branding is developing and marketing a prod...</p>

Recommended

View more >