Health On-The-Go 2005

Content

• Chapter 1 Executive Summary
  • Hot topic
  • The future decoded
  • Action points
• Chapter 2 The Future Decoded
  • Introduction
  • Defining on-the-go consumption
  • Definition of healthy on-the-go occasions
  • A clash of two consumer mega-trends - health and convenience
  • Convenience needs drive on-the-go consumption
  • Consumers are spending more time in transit
  • Fragmenting mealtimes and informality are driving on-the-go needs
  • Consumers' working patterns induce on-the-go consumption
  • The overall number of on-the-go occasions is growing
  • Light meals account for a growing number of on-the-go occasions
  • Health is an increasingly important purchasing consideration
  • Consumers are increasingly health-conscious
  • Obesity is rising as cardiovascular health worsens
  • Appearance and body-shape consciousness is rising
  • Rising quality-of-life expectations increase healthier choices
  • The number of health-on-the-go occasions is increasing
  • Health on-the-go attittudes by consumer group
  • Sociographic variations in health interest and actual behavior
  • Gender variances exist in health-related attitudes and behavior
  • Age variances exist in health-related attitudes and behavior
  • Consumer health need states on-the-go
  • Long-term health is the most important need state on-the-go
  • Emotional as well as functional needs drive healthy consumption
  • The health need state markets vary by region
  • Numerous barriers exist deterring health on-the-go
  • Many consumers believe consumption on-the-go is too messy
  • Many consumers feel it is rude to consume on-the-move
  • Many consumers feel it is unhygienic to consume on-the-move
  • Consumers are deterred by the difficulty of package disposal
  • Convenience channels ineffectively cater for older consumers
  • A lack of nutritious healthy food inhibits on-the-go consumption
  • Health products are not seen as good value for money
  • Large knowledge gaps prevail, preventing healthy eating habits
  • Healthy foods are often perceived to be inferior in taste
  • Indulgence needs mean healthy eating declines through the day
  • The healthy on-the-go market is undervalued
  • Conclusions
• Chapter 3 Action Points
  • Introduction
  • Develop trust as a central value of your health brand
  • Demonstrate your commitment to healthy eating and drinking
  • Help consumers make informed, healthier food and drink choices
  • Develop recognizable and trustworthy labels
  • Extend brands with already established health credentials
  • Use positive messages to communicate product attributes
  • Stop promoting feelings of sacrifice, inadequacy or lack of control
  • Develop the 'sensory' appeal of healthy on-the-go products
  • Promote health as a cooler, more iconic alternative
  • Target consumers' unmet health need states on-the-go
  • Target healthy-hunger fill needs by offering light meal solutions
  • Position healthy on-the-go solutions as performance boosts
  • Target health-specific needs with functional products
  • Offer more hot food and drinks on-the-go
  • Offer more savory nutritious options in impulse channels
  • Develop packaging facilitating healthy on-the-go consumption
  • Monitor developments in healthy eating and drinking
• Chapter 4 Appendix
  • Definitions
  • Research methodology
  • References
  • Industry Sources
  • Government Sources
  • News Sources
  • How to contact experts in your industry
• List of Tables
  • Table 1: Food marketers' perceptions of the impact of convenience on consumer behavior and product development, 2004
  • Table 2: The value of the European and US cereal bar market (US$m), by country, 1998-2008
  • Table 3: Average number of journeys per person per day by country, in Europe and US, 1999 - 2009
  • Table 4: Total number of journeys by mode of transport (bn) in Europe and the US, 1999 - 2009
  • Table 5: Change in the number of on-the-move European and US breakfast, lunch, dinner and snacking occasions (billions), 2003-2008
  • Table 6: The total number of workplace eating occasions (millions), by country, 2003-2008
  • Table 7: Number of annual and per person on-the-go eating occasions, by country, 2003-08
  • Table 8: Number of annual and per person non-alcoholic on-the-go drinking occasions, by country, 2003-08
  • Table 9: Total on-the-move food and drink market value by country (m / $m), 1999-2009
  • Table 10: The number of main meal, light meal and snack on-the-go occasions (millions), by country, 2003-2008
  • Table 11: BMI distribution, by country, (% adults) 2003
  • Table 12: BMI distribution, by country, (millions adults) 2003
  • Table 13: Insights based around the types of health and dietary benefits Europeans and Americans are seeking from meals and snacks
  • Table 14: Food marketers' perceptions concerning the impact of various health-related needs on consumer behavior and product development, 2004
  • Table 15: European and US healthy on-the-go eating occasions (per head and total), 2004-2009
  • Table 16: European and US healthy on-the-go drinking occasions (per head and total), 2004-2009
  • Table 17: Gender-related need state and behavioral analysis - health
  • Table 18: Age-related need state and behavioral analysis - health
  • Table 19: Healthy eating and drinking on-the-go need state market value (m) in Europe, 2004-2009
  • Table 20: Healthy eating and drinking on-the-go need state market value (US$m) in the US, 2004-2009
  • Table 21: Packaging designed to reduce the mess of consuming on-the-move
  • Table 22: Products designed to aid hygienic consumption on-the-move
  • Table 23: Healthy food and drink occasions on-the-go by daypart in Europe (millions of occasions), 2004-2009
  • Table 24: Healthy food and drink occasions on-the-go by daypart in the US (millions of occasions), 2004-2009
  • Table 25: An innovative example of helping consumers to make more informed decisions when eating out
  • Table 26: Helping consumers make more informed healthy snack purchases - the US Smart Snack ribbon
  • Table 27: Healthy brands altering their formats to target on-the-move occasions
  • Table 28: Examples of utilizing healthy and trusted brands to target new markets and occasions
  • Table 29: Examples of making healthy eating irreverent, cool and fun
  • Table 30: Examples of healthy-hunger fill light meal solutions
  • Table 31: Examples of performance boosting food and drink solutions
  • Table 32: Examples of hot food and drink nutrition with clear convenience benefits
  • Table 33: Examples of offering healthier alternatives in convenience channels
  • Table 34: Packaging that facilitates on-the-go consumption
  • Table 35: Definitions of terms and abbreviations used in this report
• List of Figures
  • Figure 1: Defining the on-the-go occasion
  • Figure 2: Health on-the-go: a clash of the 'health' and 'convenience' mega-trends
  • Figure 3: Number of skipped core mealtime occasions per person, by country, 2003-2008
  • Figure 4: Convenience mega-trend consumer behavior and product attribute trends for food and drink products
  • Figure 5: Cross country comparison highlighting consumer attitudes and behavior towards health, 2004
  • Figure 6: Consumers' changing attitudes towards health over time
  • Figure 7: The percentage of European and US consumers that engage in dieting, 2003
  • Figure 8: Health mega-trend consumer behavior and product attribute trends for food and drink products
  • Figure 9: Health need states on-the-go for food and drink in Europe and the US (% healthy on-the-go occasions), 2003
  • Figure 10: A synopsis of the convenience and health-related factors inhibiting health on-the-go occasions
  • Figure 11: Responses to the question: What stops you eating or drinking healthily more often when on-the-go? (% respondents), 2003
  • Figure 12: Guilt-free indulgence: a clash of the 'comfort' and 'health' mega-trends
  • Figure 13: Value of actual and intended healthy on-the-go consumption through retail channels in Europe and US ( and US$bn), 2004