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

Published bySean Meggett Modified over 10 years ago

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

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

2 OUTLINE 1.Distinguishing fads from trends 2.Health trends to watch 3.The role of convenience 4.The role of taste

3 LONG-TERM HEALTH TRENDS CRITERIA Overall well-being Balanced diet Effectiveness re health Taste and convenience will not be sacrificed

4 FADS OR TRENDS? The Smart Car Four wheel drives Platform Shoes Casual dressing

5 CONSUMER HEALTH CONCERNS Weight loss Energy levels Tiredness and sleep quality Gut function

6 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

7 RECENT HEALTH TRENDS Energy drinksEnergy levels Gut function Weight loss Well-being Probiotics Low-carb Five-a-day

8 UPCOMING HEALTH TRENDS Glycemic Index Energy levels Gut function Weight loss Well-being Prebiotics Good vs bad carbs Omega-3s

9 COMBINING MEGA-TRENDS 1.Health and convenience 2.Health and taste

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

11 ON-THE-GO EATING OCCASIONS 2003-2008 Source: Datamonitor New Impulse Consumptions Occasions NCI Report

12 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

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

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

15 ENERGY LEVELS – TODAY Energy drinks

16 ENERGY LEVELS – FUTURE Glycemic Index Drinks Cereal bars Dairy

17 GUT FUNCTION – TODAY Probiotics

18 GUT FUNCTION – FUTURE Prebiotics Dairy Bread Snacks Chocolate Beverages

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

20 WELL-BEING – TODAY Five-a-day

21 WELL-BEING – FUTURE Omega-3s Dairy Bread Beverages Sandwich fillings

22 BITE-SIZED EATING Pizza slices Cereal bites Bitty-burgers Sushi bars Appetiser and salad replace main course Shot-glass sized desserts

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

24 CREATING HEALTH-ON-THE-GO SUMMARY Dairy Low GI foods Prebiotics Omega-3s Beverages Sandwich fillings Savoury barsBite-sized eating

25 HEALTH AND TASTE Can consumers be persuaded to compromise on taste?

26 EXAMPLES Skimmed milk Baked beans and salt Fish Soy products

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

28 SOURCES & REFERENCES stephanie.french@harlequinplus.com

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