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Health On-The-Go 2005
Market Report, February 2005, 4556  €


Description

IntroductionHealth and convenience are of increasing importance in defining food and drink needs.
However, consumers are typically forced to make a trade-off with eating and drinking healthily to facilitate convenience needs, and vice versa.
This report, in highlighting how the two trends co-exist, offers a complete review of how to more effectively satisfy unmet needs for health on-the-go.ScopeA complete review of European and US consumers' health on-the-go habits with market size and occasion based data segmented by daypart and country.Explores in detail the convenience and health mega-trends, with specific focus on how the two trends co-exist and the opportunities this creates.Health need state market analysis with the value of healthy eating and drinking on-the-go broken down by need state.Detailed Action Points pinpointing how to effectively target the growing number and value of health on-the-go occasionsHighlightsThe number of healthy on-the-go eating occasions in Europe and the US combined is set to increase from 73.2 billion occasions in 2003 to 84.4 billion occasions in 2008.
The growth in healthy drinking is even higher with the number of healthy on-the-go drinking occasions rising to 264 billion occasions in 2008, up from 212 billion occasions in 2003.Rising time in transit, mealtime fragmentation and informality and changing work patterns all mean that consuming on-the-go will account for a higher proportion of consumption occasions in the future.
Consumers are also increasingly health conscious with 80% of US and European consumers feeling that it is important to improve health through diet.It is important that marketers demonstrate a long-term commitment to healthy eating and drinking by helping consumers make informed, healthier food and drink choices.
Extending brands with already established health credentials is one tactic that can be utilized to help cement the trust of consumers.Reasons to PurchaseObtain unique data on the size and future development of the European and US health on-the-go markets.Understand the trends and consumer needs affecting health on-the-go needs and behaviors.Discover how to tailor NPD and marketing campaigns to more accurately target health on-the-go occasions.

Sommaire
 
TABLE OF CONTENTS
 
CHAPTER 1 EXECUTIVE SUMMARY 3
 
Hot topic 3
 
The future decoded 3
 
Action points 7
 
CHAPTER 2 THE FUTURE DECODED 16
 
Introduction 16
 
Defining on-the-go consumption 16
 
Definition of healthy on-the-go occasions 17
 
A clash of two consumer mega-trends - health and convenience 18
 
Convenience needs drive on-the-go consumption 19
 
Consumers are spending more time in transit 21
 
Fragmenting mealtimes and informality are driving on-the-go needs 22
 
Consumers’ working patterns induce on-the-go consumption 24
 
The overall number of on-the-go occasions is growing 25
 
Light meals account for a growing number of on-the-go occasions 28
 
Health is an increasingly important purchasing consideration 30
 
Consumers are increasingly health-conscious 30
 
Obesity is rising as cardiovascular health worsens 33
 
Appearance and body-shape consciousness is rising 34
 
Rising quality-of-life expectations increase healthier choices 35
 
The number of health-on-the-go occasions is increasing 39
 
Health on-the-go attittudes by consumer group 41
 
Sociographic variations in health interest and actual behavior 41
 
Gender variances exist in health-related attitudes and behavior 41
 
Age variances exist in health-related attitudes and behavior 43
 
Consumer health need states on-the-go 45
 
Long-term health is the most important need state on-the-go 45
 
Emotional as well as functional needs drive healthy consumption 46
 
The health need state markets vary by region 47
 
Numerous barriers exist deterring health on-the-go 48
 
Many consumers believe consumption on-the-go is too messy 49
 
Many consumers feel it is rude to consume on-the-move 50
 
Many consumers feel it is unhygienic to consume on-the-move 50
 
Consumers are deterred by the difficulty of package disposal 51
 
Convenience channels ineffectively cater for older consumers 52
 
A lack of nutritious healthy food inhibits on-the-go consumption 52
 
Health products are not seen as good value for money 54
 
Large knowledge gaps prevail, preventing healthy eating habits 55
 
Healthy foods are often perceived to be inferior in taste 57
 
Indulgence needs mean healthy eating declines through the day 60
 
The healthy on-the-go market is undervalued 62
 
Conclusions 63
 
CHAPTER 3 ACTION POINTS 64
 
Introduction 64
 
Develop trust as a central value of your health brand 64
 
Demonstrate your commitment to healthy eating and drinking 65
 
Help consumers make informed, healthier food and drink choices 66
 
Develop recognizable and trustworthy labels 67
 
Extend brands with already established health credentials 68
 
Use positive messages to communicate product attributes 70
 
Stop promoting feelings of sacrifice, inadequacy or lack of control 70
 
Develop the ‘sensory’ appeal of healthy on-the-go products 72
 
Promote health as a cooler, more iconic alternative 73
 
Target consumers’ unmet health need states on-the-go 74
 
Target healthy-hunger fill needs by offering light meal solutions 75
 
Position healthy on-the-go solutions as performance boosts 76
 
Target health-specific needs with functional products 77
 
Offer more hot food and drinks on-the-go 79
 
Offer more savory nutritious options in impulse channels 80
 
Develop packaging facilitating healthy on-the-go consumption 82
 
Monitor developments in healthy eating and drinking 84
 
CHAPTER 4 APPENDIX 85
 
Definitions 85
 
Research methodology 86
 
References 87
 
Industry Sources 87
 
Government Sources 87
 
News Sources 87
 
How to contact experts in your industry 88
 

 
LIST OF TABLES
 
Table 1: Food marketers’ perceptions of the impact of convenience on consumer behavior and product development, 2004 19
 
Table 2: The value of the European and US cereal bar market (US$m), by country, 1998-2008 20
 
Table 3: Average number of journeys per person per day by country, in Europe and US, 1999 - 2009 21
 
Table 4: Total number of journeys by mode of transport (bn) in Europe and the US, 1999 - 2009 22
 
Table 5: Change in the number of on-the-move European and US breakfast, lunch, dinner and snacking occasions (billions), 2003-2008 24
 
Table 6: The total number of workplace eating occasions (millions), by country, 2003-2008 25
 
Table 7: Number of annual and per person on-the-go eating occasions, by country, 2003-08 26
 
Table 8: Number of annual and per person non-alcoholic on-the-go drinking occasions, by country, 2003-08 27
 
Table 9: Total on-the-move food and drink market value by country (€m / $m), 1999-2009 28
 
Table 10: The number of main meal, light meal and snack on-the-go occasions (millions), by country, 2003-2008 29
 
Table 11: BMI distribution, by country, (% adults) 2003 33
 
Table 12: BMI distribution, by country, (millions adults) 2003 34
 
Table 13: Insights based around the types of health and dietary benefits Europeans and Americans are seeking from meals and snacks 36
 
Table 14: Food marketers’ perceptions concerning the impact of various health-related needs on consumer behavior and product development, 2004 38
 
Table 15: European and US healthy on-the-go eating occasions (per head and total), 2004-2009 40
 
Table 16: European and US healthy on-the-go drinking occasions (per head and total), 2004-2009 40
 
Table 17: Gender-related need state and behavioral analysis – health 42
 
Table 18: Age-related need state and behavioral analysis – health 44
 
Table 19: Healthy eating and drinking on-the-go need state market value (€m) in Europe, 2004-2009 47
 
Table 20: Healthy eating and drinking on-the-go need state market value (US$m) in the US, 2004-2009 48
 
Table 21: Packaging designed to reduce the mess of consuming on-the-move 50
 
Table 22: Products designed to aid hygienic consumption on-the-move 51
 
Table 23: Healthy food and drink occasions on-the-go by daypart in Europe (millions of occasions), 2004-2009 61
 
Table 24: Healthy food and drink occasions on-the-go by daypart in the US (millions of occasions), 2004-2009 61
 
Table 25: An innovative example of helping consumers to make more informed decisions when eating out 67
 
Table 26: Helping consumers make more informed healthy snack purchases – the US Smart Snack ribbon 68
 
Table 27: Healthy brands altering their formats to target on-the-move occasions 69
 
Table 28: Examples of utilizing healthy and trusted brands to target new markets and occasions 69
 
Table 29: Examples of making healthy eating irreverent, cool and fun 73
 
Table 30: Examples of healthy-hunger fill light meal solutions 76
 
Table 31: Examples of performance boosting food and drink solutions 77
 
Table 32: Examples of hot food and drink nutrition with clear convenience benefits 79
 
Table 33: Examples of offering healthier alternatives in convenience channels 81
 
Table 34: Packaging that facilitates on-the-go consumption 82
 
Table 35: Definitions of terms and abbreviations used in this report 85
 

 

 
LIST OF FIGURES
 
Figure 1: Defining the on-the-go occasion 17
 
Figure 2: Health on-the-go: a clash of the ‘health’ and ‘convenience’ mega-trends 18
 
Figure 3: Number of skipped core mealtime occasions per person, by country, 2003-2008 23
 
Figure 4: Convenience mega-trend consumer behavior and product attribute trends for food and drink products 30
 
Figure 5: Cross country comparison highlighting consumer attitudes and behavior towards health, 2004 32
 
Figure 6: Consumers’ changing attitudes towards health over time 32
 
Figure 7: The percentage of European and US consumers that engage in dieting, 2003 35
 
Figure 8: Health mega-trend consumer behavior and product attribute trends for food and drink products 39
 
Figure 9: Health need states on-the-go for food and drink in Europe and the US (% healthy on-the-go occasions), 2003 46
 
Figure 10: A synopsis of the convenience and health-related factors inhibiting health on-the-go occasions 48
 
Figure 11: Responses to the question: What stops you eating or drinking healthily more often when on-the-go? (% respondents), 2003 49
 
Figure 12: Guilt-free indulgence: a clash of the ‘comfort’ and ‘health’ mega-trends 59
 
Figure 13: Value of actual and intended healthy on-the-go consumption through retail channels in Europe and US (€ and US$bn), 2004 62
 

 
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