FMCG GURUS: Trends and Developments in Active Nutrition ... · Protein is no longer associated with...

FMCG GURUS: Trends and Developments in Active Nutrition: New Consumer Insight

June 2019

AGENDA

Introduction to FMCG Gurus

What is active nutrition and what is driving the trend

Analysis of five key trends driving active nutrition

Considerations

Summary


FMCG Gurus: Bespoke and syndicated research

About us

Headquartered in London, UK

Specific focus on nutrition and health, covering key categories such as healthy ageing, sports nutrition,

protein and alternative protein sources, clean label and general health and wellness

Over 350,000 consumers surveyed across over 30 countries in the last eight months

Particular focus on understanding the true drivers of consumer behavior

[email protected]

AGENDA




Considerations

Summary

Active nutrition incorporates all of the latest “buzz” trends into one area,

as consumers seek out better-for-you options

FMCG Gurus has identified five key areas that are driving the active nutrition trend

Demand for protein

Mainstream sports nutrition

consumption

Embracing the concept of healthy

ageing

Demand for natural and authentic

offerings

Focus on sugar reductionDemand for products that offer genuine

nutritional value

Products that are guilt-free

Products that boost long-term health

Three key need states

Active nutrition is a mainstream concept – a focus on consumers getting

healthier rather than toned

Consumers are currently unsatisfied with their health and lifestyles

34% of consumers across the

globe are currently on a diet in

order to try and lose weight

(2019)


globe have purchased a sports

nutrition product in the last six

month


globe say they would like to make

some improvements to their heart

health


globe say they are making

conscious attempts to avoid high

sugar offerings


globe say it is important that food

and drink products are naturally

formulated

Continued meal-time fragmentation and snacking is a key reason for the

demand for active nutrition

In a typical week, how often do you eat breakfast? Global, 201969%

6% 5% 5% 3% 3% 2% 6%

Every day 6 days a week 5 days a week 4 days a week 3 days a week Twice a week Once a week Never

In a typical week, how often do you eat lunch? Global, 2019

61%

12% 10%4% 2% 3% 5% 3%

Every day 6 days a week 5 days a week 4 days a week 3 days a week Twice a week Once a week Never

Irregular eating habits are a key reason for the rise in health problems across the globe

Young adults most likely to skip meals three times a week or more

Irregular meal-times is a key reason why health problems such as obesity are on the rise

This is driving demand for better-for-you snacking options for nutritional value/reduced guilt purposes

The concept of active nutrition is being driven in the snacking industry

Consumers want products that offer nutritional value and alleviate feelings of guilt

Snacking is particularly popular mid-afternoon and mid-afternoon

These are moments where traditionally consumers are more indulgence-orientated

However, snacking is something that can create feelings of guilt afterwards – particularly if the snack was

lacking in nutritional value

Consumers want snack products that offer nutritional value and alleviate the guilt of snacking

Which moments of the day do you typically choose to snack? Global, 2019

17%

35%

24%

45%

16%

26%

9%

Breakfast Mid-morning Lunchreplacement

Mid-afternoon Dinnerreplacement

Evening/afterdinner

I do not snack

Consumers state that they are being proactive towards their health and

want to make changes to their diets and lifestyle

Consumers want to improve their physical and mental health

A total of 61% of consumers across the globe say that they are actively looking to improve their diets

This is due to concern towards the impact of current lifestyles on long-term health.

This is driving demand for products with active ingredients that aid health

I am actively looking to improve my diet? Global,

2019

2%

7%

31%

48%

12%

Strongly disagree Disagree Not sure

Agree Strongly agree

67%

70%

70%

71%

76%

77%

77%

80%

81%

81%

Risk of diabetes

Lean muscle mass

Healthy blood sugar levels

Aged related muscle loss

Mental wellbeing

Energy levels

Physical appearance

Gut health

Heart health

Bone health

Proportion of consumers who are interested in

food and drink that help aid…? Global, 2019

AGENDA




Considerations

Summary

Almost half of all consumers say that they want to increase their protein

intake

This is because of the myriad of benefits associated with protein

Protein is no longer associated with specific issues such as developing lean muscle, but wider issues

such as general health and wellness and boosting energy

This is why 45% of global consumers want to increase their protein intake

What benefits do you associate with protein in

general.

Global, 2018

4%

18%

20%

21%

27%

28%

31%

34%

35%

43%

46%

46%

65%

Other

Helps reduce signs of ageing

Improve blood sugar levels

Helps improve gut health

Helps improve heart health

Helps with weight loss

Helps improve bone health

Helps improve brain health

Improves mental wellbeing

Help me keep active as I age

Increases muscle mass

Helps improve energy levels

General health and wellness

Would you like to increase the amount

of protein you have in your diet?.

Global, 2018

45%

25%

30%

Yes No Not sure

Meat and dairy protein sources are preferred to plant based protein

Meanwhile, only one in five find the concept of eating insects appealing

7%

17%

20%

25%

42%

54%

61%

Other

Sports nutrition foodand drink

Nutritionalsupplements

Protein snack bars

Plant-based foods

Animal-based foods

Meat

For all the attention towards plant protein,

meat and dairy remain more popular options

for consumers

Where do you get your protein from?.

Global, 2018

81% of consumers across the globe say that

they are unwilling to try insects as a source

of protein (2018)

13% say too expensive

29% concerned about taste

28% concerned about texture

57% disgusted by the idea

Sports nutrition products have become increasingly mainstream due to

the need for energy and interest in protein

Have you purchased any of the following in the last six months?, Globally 2018

8%

9%

12%

12%

13%

14%

14%

14%

17%

20%

21%

21%

24%

26%

26%

27%

30%

30%

39%

41%

Energy gels

Protein fortified baked goods

Weight management/meal replacement bar

Energy powder

Protein gel

Protein water

Protein ice cream

Sports gel

Sports powder to use in shakes/beverages

Protein powder to use in shakes/beverages

High protein drinks that are ready-to-drink

High protein cookies

Protein fortified foods

Energy bars

Milk protein drinks

Sports snack bars

High protein yogurts

Protein snack bars

Sports drinks

Energy drinks

Consumers are swapping everyday snacks for sports nutrition products

A total of 80% of consumers have purchased a sports nutrition product in the last six months

The popularity of protein snacks reflects how consumers are replacing traditional snacking products like

chocolate and sugar confectionery with sports nutrition products

A considerable proportion of consumers who buy sports nutrition

products do not purchase products to engage in work out

Physically active consumers Health conscious consumers

59% of consumers who buy sports nutrition

products say that they do so to specifically to

consumer before/during or after work out

41% of consumers say that they purchase sports

nutrition products to help them get through

everyday life and to boost health

Consumer crossover, with the same

products consumed by different

consumer groups for differing reasons

Size of primary audience Size of primary audience

Sports nutrition products have transcended from a niche to mainstream audience

Consumers are embracing the concept of healthy ageing

Consumers want to stay as fit and healthy until as late as life as possible

87% of consumers would like to make improvements

to their heart health

67% of consumers would

like to make improvements

to their skin health



to their cognitive health



to their joint health

84% of

consumers would

like to make

improvements to

their digestive

health

AS SOCIETY CONTINUES TO

AGE, THERE WILL BE

GREATER EMPHASIS ON

HEALTH MAINTENANCE

Consumers are making active attempts to reduce their sugar intake

The war on sugar is a key driver of the active nutrition trend

Sugar is seen as the primary dietary evil for many consumers across the globe. This is why consumers

are looking to avoid sugar and artificial sweeteners

As consumers continue to link sugar with obesity and diabetes they will continue to look to avoid the

ingredient

For each food type of ingredient how often do you seek out or try and avoid the following?

Please select all that apply. Global 2019

14% 32% 26% 16% 7% 5%

Actively avoid Try to avoid Don’t pay attention Not sure Try to consume Actively consume

Sugar

19% 27% 24% 16% 10% 4%

Actively avoid Try to avoid Don’t pay attention Not sure Try to consume Actively consume

Artificial sweeteners

Zero sugar claims have a significant impact on shaping perceptions of

healthiness

This is linked to the extent that consumers are trying to avoid sugar

Four in ten consumers say that they think zero sugar claims make a product healthy

This reflects how consumers want to avoid sugar because of the link with obesity and diabetes

What do you think makes a food and drink product healthy? Please select all that apply. Global 2019

21% 23%

24%

27%

30%

34%

36%

38%39%

42%

43%

44%

45%

48%

Small portion size

Zero calories

Has an environmental/ ethicalcertification

Zero salt

Zero fat

High in antioxidants

High in protein

Natural sweeteners

Zero sugar

Natural colors

Additive free

High in fiber

Natural flavors

Contains only natural ingredients

Consumers want natural products that contain real and authentic

ingredients

Consumers want products that are high in the “good” stuff and low in the “bad” stuff

Why is important that groceries are 100%

natural? Global, 2019

What does the word natural mean to you?

Global, 2019 (Top five)

Product is….

100% natural food and drink is tasty: 39%

100% natural food and drink products are better-for-

me: 68%

100% natural food and drink products are healthy

100% natural food and drink products are better for the

environment: 34%

100% natural food and drink products are better for the

environment: 34%

45%

52%

52%

56%

58%

Preservative-free

No synthetics

Shortenedingredient list

Healthier

Sugar-free

Natural is a subjective word

Ultimately, consumers want products that contain “real” and “good” ingredients and are free from “bad”

ingredients

Natural products satisfy the sweet spot by offering health and taste simultaneously

AGENDA




Considerations

Summary

Consumers state that they are making active attempts to monitor their

nutritional intake

One in two consumers monitor their daily nutritional intake

Proportion of consumers who monitor their intake of the following

on a daily basis. Global, 2019

Calories

57%

Salt

55%

Artificial

sweeteners

56%

Sugar

62%

Fat

58%

Artificial

colors

48%

Artificial

flavors

51%

Consumers state that they are making active attempts to monitor nutritional intake in an attempt to stay

healthy. This means that even when consuming on-the-go, consumers are monitoring intake

Sugar is the ingredient that consumers are most conscious about

However, adopting a healthier lifestyle is something that consumers can

struggle to maintain

How long consumers turn to better-for-you products is something the industry needs to address

Attempts to lead a healthier lifestyle are often short-lived

This is a key reason why diagnosis rates of problems such as obesity continue to rise, despite

consumers saying they are being healthier

Better for you products need to be seen as compromise-free

This means that it is critical that products are seen as tasty and indulgent so that they can easily

be incorporated into everyday diets

Made attempts to go on a diet but given up doing so:

34%

Said I would reduce sugar intake but not actually done

so: 38%

Said I would cut down on certain food and drink but not

actually done so: 48%

Said I would check nutritional labeling more regularly

but not done so: 32%

Proportion of consumers who say they have done the

following in the last twelve months. Global, 2019

AGENDA




Considerations

Summary

Launch better-you products that offer consumers an indulgent guilt-free

treat

Positioning – focus needs to be round either

offering a convenient health boost or a guilt-

free moment of indulgence

Informal consumption occasions – consumers

want products that are quick and convenient to

eat or drink

Categories associated with nutritional value-

consumers more likely to seek out better-for-

you options in product categories they deem to

be healthy/healthier

Categories associated with real

ingredients/natural formulation – again,

credibility around claims is key – consumers

want to avoid artificial ingredients

The key for brands is understanding which occasions to target and with which products

FMCG GURUS: Trends and Developments in Active Nutrition ... · Protein is no longer associated with...

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