Table of Contents
Executive Summary
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- The issues
- Natural ambiguity
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- Figure 1: Healthy food associations, July 2017
- Obesity, diabetes rise
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- Figure 2: Obesity, diabetes prevalence, US, 1997-2016
- The opportunities
- Creating healthy food with mass appeal
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- Figure 3: Purchase factors, TURF analysis, July 2017
- Fresh appeal
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- Figure 4: Ranking food by health, July 2017
- GMO awareness
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- Figure 5: Opinions of genetically modified foods, by age and gender, July 2017
- What it means
Market Perspective
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- Natural tendencies
- Regulatory inaction leads to uptick in natural lawsuits
- Younger consumers investing in organic
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- Figure 6: Increasing organic/natural purchase, by age, April 2017
- Restaurants/foodservice increasing healthful options
Market Factors
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- Nutrition fact panel confusion
- Hispanics, particularly Millennials, seek healthy foods
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- Figure 7: US population by Hispanic origin, 2017
- Rising obesity, diabetes statistics
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- Figure 8: Obesity, diabetes prevalence, US, 1997-2016
- Legislation targets food deserts
Key Players – What You Need to Know
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- Gluten-free claims plateau, GMO-free ones rise
- Natural deselection
- Weight and see
What’s Working?
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- GMO-free claims rise, as gluten-free levels off
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- Figure 9: US food launches, by health-related claim, 2012-17
- Figure 10: Foods with a GMO-free claim, by other health-related claims, 2012-17
What’s Struggling?
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- Decline in natural claims
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- Figure 11: US food launches, by health-related claims in decline, 2012-17
- Figure 12: Natural claims by leading health claims, 2012-17
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- Figure 13: evol Hawaiian Style Grilled Chicken
What’s Next?
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- Weight management rediscovered
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- Figure 14: Share of respondents who diet, June 2016
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- Figure 15: Healthy Choice Power Bowls Chicken Sausage & Barley Bowl
The Consumer – What You Need to Know
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- Health’s role in food purchase
- Claims factor relatively little in purchase
- What is a healthy food?
- Less-processed foods regarded as healthier
- Seeking the real
- Transparency demands
- GMO labeling desired
- Negatives to overcome
Healthy Purchase Habits
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- Consumers factoring health in their food purchase
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- Figure 16: Healthy habits, July 2017
- Strong interest in health among younger consumers
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- Figure 17: Healthy habits, by age, July 2017
- Healthy foods of notable interest to parents
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- Figure 18: Healthy habits, by parental status, July 2017
- Underweight consumers even more motivated by health
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- Figure 19: Healthy habits, by body mass index, July 2017
- Hispanics – particularly Millennials – seeking healthy foods
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- Figure 20: Healthy habits, by Hispanic origin, July 2017
Purchase Factors
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- Relatively little impact of product claims on healthy food purchase
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- Figure 21: Purchase factors, July 2017
- Taste, ingredients of less interest to young men when buying healthy
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- Figure 22: Purchase factors, by age and gender, July 2017
- Creating a mass-appeal healthy food
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- Figure 23: Purchase factors, TURF analysis, July 2017
Information Source
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- Food package, a resource for information
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- Figure 24: Information source for BFY trends, July 2017
- On-pack and online resonate with younger consumers
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- Figure 25: Information source for BFY trends, by age, July 2017
- Obese consumers more likely to get information from physicians
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- Figure 26: Information source for BFY trends, by body mass index, July 2017
- Online, packaging key among parents’ many information sources
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- Figure 27: Information source, by presence and age of children in household, July 2017
- Health sites, friends factor prominently in Hispanic health eating choices
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- Figure 28: Information source for BFY trends, by Hispanic millennials, July 2017
Defining Healthy Foods
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- Natural and fresh resonate more than organic
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- Figure 29: Attributes of healthy versus unhealthy foods, July 2017
- Local factors in some healthy perspective
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- Figure 30: Specific attributes of healthy foods, by age and gender, July 2017
- The disadvantage of artificial
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- Figure 31: Attributes of unhealthy foods, by age and gender, July 2017
- Some avoidance unrelated to health
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- Figure 32: Attributes of healthy foods, by Hispanic origin, July 2017
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- Figure 33: Attributes of unhealthy foods, by Hispanic origin, July 2017
Healthy Foods
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- Fruit, fish factor strongly among healthy foods
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- Figure 34: Ranking food by health, July 2017
- Hispanic Millennials associate a host of foods with health
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- Figure 35: Ranking food by health, by Hispanic origin, July 2017
Opinions of Better-for-You
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- Growth will require convincing skeptical consumers
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- Figure 36: BFY opinions, July 2017
- Home-cooked resonates
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- Figure 37: BFY opinions of healthy foods, by age, July 2017
- When less is more
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- Figure 38: BFY opinions of healthy foods, by parental status, July 2017
- Trust key to health-minded Hispanic consumers
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- Figure 39: BFY opinions of healthy foods, by Hispanic origin, July 2017
On-pack Health Information
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- Brands facing a need for greater transparency
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- Figure 40: BFY opinions of on-pack information, by age, July 2017
- Claim trust leads to Hispanic Millennial purchase
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- Figure 41: BFY opinions of on-pack information, by Hispanic origin, July 2017
Opinions of Genetically Modified Foods
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- Consumers want to know the GMO
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- Figure 42: Opinions of genetically modified foods, by age and gender, July 2017
- Parents opposed to GM ingredients
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- Figure 43: Opinions of genetically modified foods, by parental status, July 2017
- Hispanic Millennials would forgo GM ingredients
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- Figure 44: Opinions of genetically modified foods, by Hispanic origin, July 2017
Negatives Associated with Health Foods
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- Younger consumers see notable shortcomings in healthy foods
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- Figure 45: Negatives and health foods, by age, July 2017
- Parents see significant challenges to healthier foods
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- Figure 46: Negatives and health foods, by parental status, July 2017
- Authenticity possibly a route to health
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- Figure 47: Negatives and health foods, by Hispanic origin, July 2017
Consumer Segmentation – Better-for-You
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- The cluster process
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- Figure 48: Better-for-you consumer segments, July 2017
- Group 1: Health contents
- Demographics
- Characteristics
- Opportunities
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- Figure 49: BFY consumer clusters, by opinions of genetically modified foods, July 2017
- Group 2: Negative noters
- Characteristics
- Opportunities
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- Figure 50: BFY consumer clusters, by opinions of health foods, July 2017
- Group 3: GM avoiders
- Characteristics
- Opportunities
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- Figure 51: BFY consumer clusters, by eating healthy, July 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations
- Abbreviations
Appendix – The Consumer
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- Figure 52: Opinions of health and diet, by gender, fall 2016
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- Figure 53: Opinions of health and diet, by age, fall 2016
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- Figure 54: Opinions of health and diet, by race, fall 2016
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- Figure 55: Opinions of health and diet, by Hispanic origin, fall 2016
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- Figure 56: Opinions of health and diet, by household income, fall 2016
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- Figure 57: Opinions of health and diet, by education, fall 2016
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- Figure 58: Opinions of health and diet, by presence and number of children, fall 2016
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- Figure 59: Opinions of health and diet, by region, fall 2016
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Appendix – TURF Analysis
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- Methodology
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- Figure 60: TURF analysis – Important attributes, June 2017
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