Superfood & Drinks: Consumer Attitudes to Nutrient Rich Products

Introduction

Consumers are trying new products on the basis of a "superfood" label. Accordingly, retailers are doing their utmost to meet demand, offering a year-round supply of items (especially fresh fruit) once only available in smaller health shops. This report assesses the long-term sustainability of the latest health buzzword that is gaining considerable attention in industry and consumer circles.

Scope

• Detailed insight and analysis covering healthy eating attitudes and behaviours, especially towards nutrient rich products.
• Analysis of key superfood market development trends such as fruit, nuts, soy and green tea. Also includes a review of superfood product trends.
• Showcases the latest best-practice product and marketing innovation highlighting just how to capitalize on the trend in the long-term.
• Strategic conclusions and actions highlighting how manufacturers and retailers should direct resources towards the trend.

Highlights

Pomegranate is the superfood of the moment, apparently consumed daily by many high profile celebrities. Productscan analysis shows that the increase in pomegranate based products has not been restricted to the US, which has seen a growth of 383% in new products launched containing the ingredient in the last two years compared to the previous six.

It is not just the health boosting properties of pomegranates and exotic berries that is helping to accelerate the uptake of the more exotic superfood offerings. As shoppers become more daring in the flavors they try, the hunt will be on for the next fruit or ingredient that could capture the imagination in the coming years.

Consumers are more conscious of the importance of a balanced and varied diet. 82% of European and 75% of US shoppers feel that "eating from a diverse range of foods" is "important" or "very important" in maintaining a healthy diet. For this reason, superfoods should not be promoted as a 'magic bullet' solution to consumers' dietary needs.

Reasons to Purchase

• Gain a detailed understanding of the drivers and inhibitors associated with the latest craze impacting the food and drinks industry.
• Determine if, how and why to invest resources into the superfoods trend based on evidence backed analytical opinion.
• Access a compelling blend of quantitative and qualitative data illustrating consumer attitudes and market developments.

• • Trend: 'Superfood' Is A Concept That Has Been Popularized In The Last 2 Years
  • There Is No Official Definition Of Superfood, But Certain Attributes Can Be Identified
  • Superfood Lists Vary Depending On Who Publishes It
  • The Media Has Had A Big Role To Play In Popularizing Superfoods
  • Trend: Consumers Are Paying Additional Attention To Diet And Nutrition
  • Improving General Health Through Diet Is Increasingly Important To Europeans And Americans
  • The Interest In Healthy Eating And Drinking Has Intensified
  • Takeout: An Intensified Focus On Health Through Diet And Nutrition Is Driving Interest In Superfoods
  • Trend: Consumers Are Increasingly Opting For Food And Drinks With Additional Health Promoting Benefits
  • The Move To Positive Nutrition Is Reflected By The Growth Of Functional Food And Drinks
  • The High Proportion Of Successful New Products With Added Nutrients Is Indicative Of The Trend
  • Takeout: The Trend Towards Superfoods Fits In With The Intensified Focus Added Nutrients
  • Trend: Consumers Are Increasingly Incorporating More Fruit Into Their Diet
  • Consumers Attach A High Level Of Importance To Eating More Fruit And Vegetables
  • Per Capita Consumption Of Fruit Is On The Increase
  • Research Indicates That Many Consumers Are Still Not Getting The Recommended Intake Of Fruit And Vegetables
  • 'Superfruit' Products Have Boomed In Selected Countries
  • Consumer Interest In Exotic Berries Is Escalating
  • Pomegranate Is Currently One Of The Most Fashionable Superfood Ingredients
  • A More Cosmopolitan And Experimental Mentality Is Driving Interest In These More Exotic Superfruits
  • Takeout: The Superfood Trends Correlates With The Broader Trend Towards Incorporating More Fresh Food Into One's Diet, Especially Fruit And Vegetables
  • Trend: Numerous Superfood Status Products Are Enjoying Buoyant Sales, Especially In The Us Where The Concept Is More Widely Promoted
  • Soy Products Are Gaining Popularity After Receiving 'Superfood' Status
  • Omega 3 And Fiber Are Key Nutrients That More Discerning Consumers Want To In Corporate In Their Diets
  • Green Tea Sales In The Us Have Been Boosted By The Touted Health Credentials
  • Nut Consumption, Especially In The Us, Is Rising As The Product Format Benefits From Positive Consumer Perceptions
  • Takeout: The Halo Associated With Superfood Status Has Boosted Sales, Especially In The Us
  • Insight: Consumers Have Positive Perceptions Towards Antioxidants
  • But Detailed Consumer Knowledge About Antioxidants Is Lacking
  • A Wide Variety Of Ingredients Are Going To Be Touted For Their Antioxidant Credentials In The Future
  • Takeout: Consumer Awareness Of Antioxidants Is Limited But This Will Change Over The Coming Years
  • Insight: Consumers Find It Difficult And Time Consuming To Maintain Healthy Behaviors
  • Consumers Are Increasingly Seeking Out "Convenient Health"
  • Time Scarcity Is A Big Factor In The Inability To Sustain Healthy Behaviors
  • Consumers Are Skipping Core Mealtimes With Greater Frequency Which Creates Opportunities For Convenient, Nutrient Rich Products
  • Consumers Will Be More Susceptible To Healthy Food Crazes When Indulgence Is Not Compromised
  • Takeout: The Indulgent Properties Of Nutrient Rich Products Need To Be Communicated
  • Insight: A Sceptical Consumer And Media Will Openly Question The Trustworthiness And General Credentials Of Superfood Products
  • The Superfood Concept Is Highly Susceptible To A Consumer Backlash
  • Takeout: There Are A Number Of Inhibitors Behind The Growth Of So-Called Superfoods
  • Conclusions: Superfoods Are An Evolution Rather Than A Revolution
• Actions
  • Action: Develop Nutrient Rich Product Ranges Or Introduce Product Extensions That Avoid Overplaying Superfoods Branding
  • Using Superfood Branding May Help Revive Image In The Short Term
  • Extend Existing Healthy Brands With Recognized Superfood Ingredients
  • Action: Educate Consumers About The Benefits Of Nutrient Rich Products Such As Superfoods
  • Use Websites, Logos And Information Leaflets As Core Components Of Information Provision
  • Highlight Any Ethical Activity Throughout The Supply Chain Of A Product
  • Create An Alliance With Environmentally Friendly Campaigns
  • Promote Superfoods/ Nutrient Rich Ingredients As An Accompaniment Towards Maintaining A Healthy Diet
  • Action: Incorporate Nutrient And Antioxidant Rich Ingredients Into Offerings To Maximize Genuine Good-For-You Credentials
  • Use Nutrient Rich Ingredients And Flavours To Give Indulgent Products A Better-For-You Positioning Without Compromising On Perceived Taste Benefits
  • Develop Convenient Versions Of Enhanced Nutrition Products
• Appendix
  • Definitions
  • Methodology
  • Further Reading
  • Ask The Analyst
  • Datamonitor Consulting
  • Disclaimer
• List Of Tables
  • Table 1: Us Functional Food & Drink Market Value (Us$ M), By Category, 2001-2011
  • Table 2: Europe Functional Food & Drink Market Value (Us$ M), By Category, 2001-2011
  • Table 3: Per Capita Fruit Consumption (Kilograms/Person) In Selected European Countries And The Us, By Country, 2001-2011
  • Table 4: Number Of Products Released In Europe And Us Containing Blueberry As An Ingredient, By Country, 1993-2007
  • Table 5: Number Of Products Released In Europe And Us Containing Acai Berries As An Ingredient, By Country, 1993-2007
  • Table 6: Number Of Products Released In Europe And Us Containing Goji Berries As An Ingredient, By Country, 1993-2007
  • Table 7: Number Of Products Released In Europe And Us Containing Pomegranate As An Ingredient, By Country, 1993-2007
  • Table 8: European And Us Soy Product Market Value (Us$ M), By Country, 2001-2011
  • Table 9: Number Of Products Released In Europe And Us Containing Soy, By Country, 1993-2007
  • Table 10: Number Of Products Released In Europe And Us Touting Omega-3 Credentials, By Country, 1993-2007
  • Table 11: Number Of Products Released In Europe And Us Touting Omega-6 Credentials, By Country, 1993-2007
  • Table 12: European And Us Green Tea Market Value (Us$ M), By Country, 2001-2011
  • Table 13: Nuts & Seeds Market Value, (Us$ Millions), By Country, 2001-2011
  • Table 15: Consumer Survey: The Propensity To Choose Food And Drink Products That Are Both Tasty And Healthy, Europe & Us, 2005
  • Table 16: The Level Of Trust Consumers Have In Various Claims Made By Packaged Goods Manufacturers, By Country, 2004
• List Of Figures
  • Figure 1: There Are Numerous Drivers Behind The Popularization Of Superfoods
  • Figure 2: Consumers Deem Dietary, Occupational And Social Factors As Being Most Important In Achieving Wellness
  • Figure 3: Nearly Two-Thirds Of European And Us Consumers Took Steps To Eat More Healthily In 2005-2006
  • Figure 4: Various Health Promoting Food And Drinks Are Making It Into Shoppers' Baskets Across The Globe
  • Figure 5: Successful Us Innovations Highlight The Move Towards 'Positive Nutrition'
  • Figure 6: More Fresh Content Is Being Incorporated Into Diets While Processed Options Are Being Rejected In Europe And The Us
  • Figure 7: Europeans Are Placing Considerable Importance On Incorporating More Fruit And Vegetables Into Their Diet
  • Figure 8: Consuming Fresh Food And Drink Ranks Highly Among Americans As A Contributing Factor Towards Maintaining A Healthy Diet
  • Figure 9: Consumers In Europe Consider Eating Fresh Food And Drinks The Most Important Factor Towards Maintaining A Healthy Diet
  • Figure 10: The Success Of Pom Wonderful Illustrates The Commercial Relevance Of Superfoods
  • Figure 11: Open-Minded Consumers Are Trying New Products And Flavors
  • Figure 12: Consumers In Both Europe And The Us Readily Identify The Importance Of Fiber Rich Diets And Whole Grains Are Deemed Particularly Important To Americans
  • Figure 13: Successful Innovations Illustrate The Relevance Of Fiber And Omega-3 To Today's Health Conscious And Health Discerning Consumers
  • Table 14: Number Of Food And Drinks Released In Europe And Us Touting Antioxidant Credentials, 1993-2007
  • Figure 14: There Is A Wide Array Of Ingredients With Proven Antioxidant Benefits
  • Figure 15: The Need For Convenient Health Is Gaining Momentum: Nearly 6 In 10 European And Us Consumers Sought More Convenient And Healthy Food And Drinks In 2005-06
  • Figure 16: Europeans Consider Time To Be The Biggest Impediment To A Healthy Diet
  • Figure 17: Time Is Viewed As A Scarce Luxury And People Are Prepared To Pay Extra To Save Time And/Or Effort
  • Figure 18: There Are Numerous Inhibitors To The Continued Popularity Of Superfoods And Superfood Branding
  • Figure 19: There Is A Trust Void Between Business And Global Consumers
  • Figure 20: After Doing Much To Perpetuate Popularity, The Media Is Now De-Crediting Superfoods
  • Figure 21: Manufacturers And Retailers Should Avoid Jumping On The Superfoods Branding Bandwagon
  • Figure 22: Innovations Based On 'Superfood' Branding Are More Susceptible To Shifting Consumer Perceptions
  • Figure 23: Brands With Strong Health Credentials Are Well Aligned To Extensions By Incorporating The Latest Fashionable And Genuinely Healthy Nutrient Rich Ingredients
  • Figure 24: Information Provision On Websites Is An Important Part Of Helping To Educate Consumers About Nutrient Rich Products
  • Figure 25: Logos And Leaflets Identifying And Explaining About Nutrient Rich Products And Ingredients Will Help In Broadening Their Appeal
  • Figure 26: Superfood Ingredients And Flavors Will Appeal To Consumers Looking For Reduced Guilt Indulgences
  • Figure 27: While Promoting Nutrient Rich Products As A Quick Fix Is Not Recommended, Manufacturers And Retailers Should Look To Align Offerings With The Convenience Mega-Trend