COMBINING MEGA-TRENDS HEALTH ALONE IS AN INSUFFICIENT MOTIVATOR DATAMONITOR RULE #3: THERE ARE RICH PICKINGS WHEN PRODUCTS SATISFY TWO OR MORE MEGA-TRENDS.

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Presentation transcript:

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 trends 2.Health trends to watch 3.The role of convenience 4.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 drinksEnergy 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 convenience 2.Health and taste

HEALTH AND CONVENIENCE The demand for Health-On-The-Go

ON-THE-GO EATING OCCASIONS Source: Datamonitor New Impulse Consumptions Occasions NCI Report

LEVELS OF ACTUAL AND INTENDED HEALTHY ON- THE-GO FOOD AND DRINK CONSUMPTION IN EUROPE AND THE US (% ON-THE-GO OCCASIONS), 2003 Source: Datamonitor Health On-The-Go NCI report

WHY DO HEALTHY EATING ATTEMPTS FAIL? Availability Packaging No spill No crumbs Crush-proof packaging Re-sealable packs

HEALTH ON-THE-GO What ingredients should be the future focus?

ENERGY LEVELS – TODAY Energy drinks

ENERGY LEVELS – FUTURE Glycemic Index Drinks Cereal bars Dairy

GUT FUNCTION – TODAY Probiotics

GUT FUNCTION – FUTURE Prebiotics Dairy Bread Snacks Chocolate Beverages

WEIGHT LOSS – FUTURE Good vs. bad carbs Reduce refined carbohydrates Glycemic index Prebiotics

WELL-BEING – TODAY Five-a-day

WELL-BEING – FUTURE Omega-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 barsBite-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