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Attitudes Toward Fiber and Digestive Health - US - April 2010

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Americans don’t eat enough fiber…
…but consumption may increase
Segment snapshot
Insights and opportunities
Diet management
Reasons for eating fiber
By gender
By age
Foods turned to for fiber benefits
Barriers to purchase
What they want
Many alternatives to fiber-enriched products
INSIGHTS AND OPPORTUNITIES
Different demographics want different products
By gender
By age
Figure 1: Reasons for fiber consumption/focus on digestive health, by age, January 2010
Figure 2: Interest in foods with various fiber claims, by age, January 2010
A magic transformation happens when children are at home
Figure 3: Interest in foods with various fiber claims, by presence of children in HH, January 2010
Figure 4: Food/drink consumed for fiber/digestive health benefits, by presence of children in HH, January 2010
Who knew that dads care about fiber?
Figure 5: Interest in foods with various fiber claims, by gender and presence of children in HH, January 2010
Churros, anyone?
Figure 6: Interest in foods with various fiber claims, by race/Hispanic origin, January 2010
Overcoming barriers to purchase
Figure 7: Fiber One television ad, 2009
Figure 8: Importance of fiber in the diet, by gender, January 2010
INSPIRE INSIGHTS
 GOLDEN BULLET
What it’s about
Fiber as a cure-all
Fiber as a profit center
Opportunities for new fiber products with digestive claims
 LIVING BETTER, LONGER
What it’s about
Carpe diem
Baby Boomers hungry for fiber
COMPETITIVE CONTEXT
Probiotics
OTC stomach remedies
The ultimate combination: OTC stomach remedies with probiotics
Figure 9: FDMx sales of gastrointestinal remedies, segmented by type, 2008 and 2009
SEGMENT PERFORMANCE
Key points
Digestive claims are rare
Segment snapshot
Figure 10: Top segments of new products with digestive claims, 2005-09
MARKET DRIVERS
Key points
A fiber-deprived country
Figure 11: Recommended fiber consumption, by age and gender, published 2002
Figure 12: Actual fiber consumption, by age and gender, 2005-06
An aging America gets GI issues
Figure 13: Population, by age, 2005-15
Consequences of a fiber-deprived diet
Figure 14: Incidence of diseases related to a lack of fiber, 2006-08
Obesity causes GI ailments
Figure 15: Age-adjusted prevalence of overweight and obesity among U.S. adults aged 20+, 1988-2006
The recession wrecks the GI tract
Confusion about diet products can benefit the fiber category
Figure 16: Select nutrition categories in chain drug stores, 2008/09
DIGESTIVE INNOVATION IN NON-ALCOHOLIC BEVERAGES
Key points
Flat sales for the category
Fiber-enhanced fruit drinks are in season
Fiber-enhanced water on tap
Other interesting products
DIGESTIVE INNOVATION IN DAIRY
Key points
Yogurt snapshot
Stirring up innovation with yogurt
A look at Yoplait
Other innovations in digestive-focused yogurt
Soymilk snapshot
Innovation in soymilk
DIGESTIVE INNOVATION IN SNACKS
Key points
Category snapshot and fiber bars
General Mills
Other fiber bars
Few salty snacks introduced
DIGESTIVE INNOVATION IN DESSERTS AND ICE CREAM
Key points
Fiber makes desserts healthier
BRANDS AND THE ADVERTISING LANDSCAPE
Overview of the brand landscape
General Mills
Dannon
Figure 17: Advertising expenditures for leading brands, 2007-08
Brand analysis overview
General Mills (Fiber One and Yoplait)
Fiber One
Figure 18: Fiber One television ad, 2009
Figure 19: Brand analysis of Fiber One, 2010
Yoplait
Figure 20: Yoplait television ad, 2009
Figure 21: Brand analysis of Fiber One, 2010
Dannon
Figure 22: Dannon Activia television ad, 2009
Figure 23: Brand analysis of Dannon, 2010
ATTITUDES TOWARDS HEALTH
Key points
Women care more about healthy food
Figure 24: Attitudes towards food, by gender, April 2008-June 2009
A minority care about health claims
Figure 25: Managing health, by gender, January 2010
Over-55s concerned with GI issues
Figure 26: Managing health, by age, January 2010
DIET MANAGEMENT
Key points
Overview
Food for women; drinks for men
Figure 27: Approach to diet, by gender, January 2010
Older Baby Boomers looking for the fountain of youth
Figure 28: Approach to diet, by age, January 2010
Affluent and eating healthy
Figure 29: Approach to diet, by HH income, January 2010
REASONS FOR EATING FIBER
Key points
Women are proactive; men are reactive
Figure 30: Reasons for fiber consumption/focus on digestive health, by gender, January 2010
Fiber means different things to different demographics
Figure 31: Reasons for fiber consumption/focus on digestive health, by age, January 2010
FOODS EATEN FOR FIBER BENEFITS
Key points
Men drink it; women eat it
Figure 32: Food/drink consumed for fiber/digestive health benefits, by gender, January 2010
Fiber in the home because of children
Figure 33: Food/drink consumed for fiber/digestive health benefits, by presence of children in HH, January 2010
Interest in foods with naturally occurring fiber higher among over-55s
Figure 34: Food/drink consumed for fiber/digestive health benefits, by age, January 2010
WHAT THEY WANT
Key points
Women: It’s all about healthy digestion
Figure 35: Interest in foods with various fiber claims, by gender, January 2010
Respondents aged 25-34 respond to added fiber, 33% more fiber
Figure 36: Interest in foods with various fiber claims, by age, January 2010
Parents on the lookout for new products
Figure 37: Interest in foods with various fiber claims, by presence of children in HH, January 2010
BARRIERS TO PURCHASE
Key points
Men and young adults harbor negative feelings about fiber
Figure 38: Importance of fiber in the diet, by gender, January 2010
Figure 39: Importance of fiber in the diet, by age, January 2010
$75K+: Sold on the importance of fiber
Figure 40: Importance of fiber in the diet, by HH income, January 2010
CHILDREN’S HEALTH AND FIBER CONSUMPTION
Key points
Parents want fiber for their kids
Figure 41: Management of child/ren’s diet, January 2010
Confused and conflicted about their child’s diet
Figure 42: Health of child/ren’s diet, January 2010
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Marketing fiber to Hispanics
Figure 43: Managing health, by race/Hispanic origin, January 2010
Hispanics and blacks receptive to product claims
Figure 44: Interest in foods with various fiber claims, by race/Hispanic origin, January 2010
Fiber-fortified big among Hispanics and blacks
Figure 45: Food/drink consumed for fiber/digestive health benefits, by race/Hispanic origin, January 2010
CLUSTER ANALYSIS
Fiber Fans
Who they are
Opportunity
Diet Conscious Consumers
Who they are
Opportunity
Indifferents
Who they are
Opportunity
Cluster characteristics
Figure 46: Fiber attitudes clusters, January 2010
Figure 47: Importance of fiber in the diet, by fiber attitudes clusters, January 2010
Figure 48: Approach to diet, by fiber attitudes clusters, January 2010
Figure 49: Managing health, by fiber attitudes clusters, January 2010
Cluster demographics
Figure 50: Fiber attitudes clusters, by gender, January 2010
Figure 51: Fiber attitudes clusters, by age, January 2010
Figure 52: Fiber attitudes clusters, by household income, January 2010
Figure 53: Fiber attitudes clusters, by race/Hispanic origin, January 2010
Cluster methodology
CUSTOM CONSUMER GROUPS
Presence of children linked to interest in fiber
Figure 54: Importance of fiber in the diet, by marital status and presence of children in HH, January 2010
Parents responsive to product claims
Figure 55: Interest in foods with various fiber claims, by gender and presence of children in HH, January 2010
Dads buy fiber-rich products
Figure 56: Food/drink consumed for fiber/digestive health benefits, by gender and presence of children in HH, January 2010
APPENDIX: OTHER USEFUL CONSUMER TABLES
Attitudes towards health and diet
Figure 57: Attitudes towards food, by gender, April 2008-June 2009
Figure 58: Attitudes towards food, by age, April 2008-June 2009
Boosting health and the importance of fiber
Figure 59: Managing health, by HH income, January 2010
Figure 60: Importance of fiber in the diet, by level of education attained, January 2010
Fiber consumption and approach by race/Hispanic origin
Figure 61: Approach to diet, by race/Hispanic origin, January 2010
Asians and Hispanics want fiber
Figure 62: Importance of fiber in the diet, by race/Hispanic origin, January 2010
Fiber: a “Golden Bullet” for black consumers?
Figure 63: Reasons for fiber consumption/focus on digestive health, by race/Hispanic origin, January 2010
APPENDIX: TRADE ASSOCIATIONS

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