Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on nutrition claims
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on nutrition claims, December 2020
- Opportunities and challenges
- Challenges
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- Figure 2: Food and drink behaviors, by age, August 2020
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- Figure 3: Product launches with functional benefit claims, % of all product launches, 2016-20
- Opportunities
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- Figure 4: Top five product claims, have not tried but interested in trying, by generation, August 2020
- Figure 5: Top five product benefits, have not tried but interested in trying, by generation, august 2020
The Market – Key Takeaways
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- COVID-19 put nutrition claims in the spotlight
- Population changes bring opportunities
- The definition of healthy eating is changing
Target Audience by the Numbers
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- Consumers take a “mostly healthy” approach to their diets
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- Figure 6: Consumer eating habits, August 2020
- Impact of COVID-19 on nutrition claims
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- Figure 7: Short-, medium- and long-term impact of COVID-19 on nutrition claims
- Lockdown
- Reemergence
- Recovery
- COVID-19: US context
Market Factors
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- Pandemic causes consumers to revaluate their health priorities…at least temporarily
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- Figure 8: Change in consumers’ priorities due to COVID-19, eating healthy, field date September 17-25 2020
- US population is rapidly aging
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- Figure 9: Population by age, 2020-25
- Figure 10: Health concerns among Baby Boomers, January 2020
- Plant-based diets trend
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- Figure 11: Dietary preferences, March 2020
Market Opportunities
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- Immunity support becomes the hottest health claim
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- Figure 12: Total US retail sales of juice and juice drinks, by segment share, at current prices, 2015-20
- Figure 13: Total US retail sales and forecast of hot tea, at current prices, 2015-20
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- Figure 14: Purchases of immunity support products, May 2020
- Fun with fortified formulations
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- Figure 15: Product launches with vitamin/mineral fortified claim, % of all products launched, 2016-20
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- Figure 16: Product launches with vitamin/mineral fortified claim, beverages, % of all products launched, 2016-20
- Food and drink can help consumers age gracefully
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- Figure 17: Food and drink products launched containing “collagen” in product description, % of total products launched, 2016-20
- “Real food” replaces overt health claims
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- Figure 18: Food products launched with nutrition claims, % of total products launched, 2016-20
Companies and Brands – Key Takeaways
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- Consumers want products to get them through the day and chill out at night
- Cut carbs and increase functionality
Competitive Strategies
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- Brain health products keep consumers productive
- Up with plants, down with carbs
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- Figure 19: Food products launched carrying low/no carb claim, % of total products launched, 2016-20
- Gut health can be fun
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- Figure 20: Food and beverage products launched containing probiotics and prebiotics and consumers who currently consume foods/drinks containing probiotics and prebiotics, August 2020
- Sleep on it
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- Figure 21: Mental health experiences in the past year, May 2020
The Consumer – Key Takeaways
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- Realness is more important than nutrition labels…
- …yet, consumption of products with low/no claims remains high
- Focus on what consumers know they should be eating/drinking
Interest in Healthy Products
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- Keep it simple
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- Figure 22: Preferred types of food and beverages for nutrition, August 2020
- Millennials and high income HHs will pay a premium for clean label products
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- Figure 23: Preferred types of food and beverages for nutrition, August 2020
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- Figure 24: Preferred types of food and beverages for nutrition, August 2020
Important Food and Drink Claims
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- The real deal
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- Figure 25: Important food and drink claims, August 2020
- Preservative free is the way to be for Boomers and WWII/Swing Gen consumers
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- Figure 26: Important food and drink claims, by generation, August 2020
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- Figure 27: Important food and drink claims, by age and HHI, August 2020
- Parents prioritize organic, natural foods, but taste comes first
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- Figure 28: Important food and drink claims, by parental status, August 2020
Experience and Interest in Product Claims
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- Absences and deductions get more attention than additions
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- Figure 29: Experience and interest in product claims. August 2020
- Prebiotics are a top “I should” ingredient
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- Figure 30: Experience and interest in product claims, current use, by generation, August 2020
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- Figure 31: Experience and interest in product claims, have not tried but interested in trying, by generation, August 2020
- Figure 32: Top five product claims, have not tried but interested in trying, by generation, August 2020
Experience and Interest in Product Benefits
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- Consumers prioritize healthy heart and gut
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- Figure 33: Experience and interest in product benefits, August 2020
- Eye health is a whitespace opportunity with universal appeal
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- Figure 34: Experience and interest in product benefits, I currently eat/drink products with this benefit, by generation, August 2020
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- Figure 35: Experience and interest in product benefits, I haven't tried products with this benefit, but I am interested, by generation, August 2020
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- Figure 36: Top five product benefits, have not tried but interested in trying, by generation, august 2020
- Market aging in place benefits to older men
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- Figure 37: Experience and interest in product benefits, I currently eat/drink products with this benefit, by gender and age, August 2020
Food and Drink Behaviors
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- Consumers scrutinize panels, but taste reigns supreme
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- Figure 38: Food and drink behaviors, August 2020
- Health can come with a price
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- Figure 39: Food and drink behaviors, by age and HHI, August 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Food and Drink Claim and Benefit Matrices
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- Experience and interest in product claims
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- Figure 40: Product claim matrix: consume products with claim vs % of food products launched carrying claim
- Figure 41: Product claim matrix: interested in trying products with claim vs % of food products launched carrying claim
- Figure 42: Product claim matrix: consume products with claim vs % of beverage products launched carrying claim
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- Figure 43: Product claim matrix: consume products with claim vs % of beverage products launched carrying claim
- Experience and interest in product benefits
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- Figure 44: Product benefit matrix: consume products with benefit vs % of food products launched carrying benefit
- Figure 45: Product benefit matrix: interested in trying products with benefit vs % of food products launched carrying benefit
- Figure 46: Product benefit matrix: consume products with benefit vs % of beverage products launched carrying benefit
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- Figure 47: Product benefit matrix: interested in trying products with benefit vs % of beverage products launched carrying benefit
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