How To Exploit New Wellness Trends In Drinks

Publication Date	June 2006
Publisher	Datamonitor
Product Type	Report
Pages	38
ISBN Number	not applicable
Product Code	DAT00149

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Summary

Introduction

Consumers spent more than US$25bn on 'wellness drinks' in 2005, making up 12% of all soft drinks spending across the US and Europe. The market represents a major opportunity for drinks marketers, as consumers become aware of the link between diet and lifestyle. Drinks offer consumers a convenient way of maximizing nutrition and 'feel-good' benefits while living increasingly hectic lifestyles.

Scope

Quantitative data covering wellness drinks sales value and volume between 2000 and 2010, broken down by country and category.
Population data showing the numbers of regular and occasional users of natural products between 2000 and 2010, broken down by country.
Survey-based insights into consumers' attitudes towards their bodies and minds, and how they affect consumption behavior.
Detailed action points offering practical strategies based on the trends and insights analyzed in the report.

Highlights

Growth in wellness drinks consumption is no longer driven by diet products: functional drinks saw sales in the US rise by more than 5% a year over the 2000-2005 time period, while natural and organic drinks grew by almost 30% every year. In Europe, functional, natural and organic drinks grew at double the rate of diet drinks.

There are 58 million 'loyal' users of natural products in Europe, and another 39 million in the US. Along with 177 million European and 123 million American 'occasional' users, they make up well over half the total population. The number of people who do not seek out natural products is forecast to decline by 3% a year in both countries.

According to a global online poll conducted by The Economist, health was the most important factor considered important for personal happiness, with only family relations coming close. Similarly, 90% of European and US consumers surveyed by Datamonitor believe that improving their health is important and 66% have taken recent steps to improve it.

Reasons to Purchase

Obtain exclusive data concerning value consumption of all different wellness drinks categories over time
Understand the attitudes driving changes in consumers' healthy drinks consumption behavior
Improve your marketing strategy by tailoring wellness drinks to the most important consumer needs

Content

Catalyst
Summary
Methodology
Analysis
- TREND: people are taking greater individual responsibility for wellness
- People are clearly looking to improve their health
- Wider initiatives are in place encouraging a longer-term wellness approach
- TREND: consumers are purchasing ever larger quantities of 'wellness drinks'
- US consumers are flocking to natural and organic drinks
- European consumers are less diet-focused than Americans
- Natural ingredients are perceived to complement wellness
- TREND: wellness is a trend with relevance for the entire drinks market
- Overall drinks consumption is becoming healthier
- Several consumer wellness trends are driving overall drinks sales
- INSIGHT: consumer stress drives emotional wellness concerns
- Stress and anxiety are increasingly prominent lifestyle factors
- Work-life imbalance is a key priority for wellness products to tackle
- Emotional wellness seekers will choose sensory loaded products
- INSIGHT: body image is an important part of wellness
- Time spent on personal appearance is increasing
- Consumers are generally dissatisfied with their appearance
- Appearance dissatisfaction leads to a lower sense of wellness
- INSIGHT: consumers have strong associations between drinks and wellness
- Dietary issues are perceived as most important in achieving a sense of wellness
- Beverages have clear wellness advantages of their own
- INSIGHT: attitudes to health and wellness vary by consumer group
- Women tend to care more about wellness than men
- The old and the young are the most important wellness consumers
- INSIGHT: there is still a gap between wellness attitudes and behaviors
- Consumers are skeptical of health information and health claims
- Consumers find healthy living regimes too difficult to follow
- Conclusions
- ACTIONS
- Target wellness marketing towards body image concerns
- Create drinks that go beyond 'diet' to 'weight management'
- Move beyond weight loss to personal beauty
- Address the health/indulgence clash using 'freshness'
- Build freshness using packaging cues
- Don't neglect the product itself
- Develop 'refreshing' qualities through product and marketing manipulation
- Tailor NPD and marketing to specific demographic groups
- Meet older and younger consumers' unmet healthy beverage needs
- Make sure that attempts at gender-based wellness positioning are targeted appropriately
- Address the attitude/behavior gap by building trust and awareness
- Do not make 'scientific' claims that consumers cannot easily understand
- Use 'natural' as a code word to build consumer trust
Appendix
- Additional data
- Definitions
- Extended methodology
- Ask the analyst