Health & Wellness
Schieber Research | October, 2013
The following presentation aims to
demonstrate significant trends in Health &
Wellness, relevant to the world of
Consumer Goods, mainly in F&B, in 2014
and in the years to follow.
Note that, in wellness trends, we need to
observe “proactive health consumers”
differently from “mainstream consumers”,
but past experience proves that
seemingly “niche” health trends are soon
becoming mainstream. Such is the
Juicing phenomenon, abstaining from
specific ingredients, etc.. However, these
are sometimes passing, rather than longterm trends.
Schieber Research has examined consumer research, company reports, sales
data, product launches, market research and analyst reports, in order to highlight
the most important market forces. We hope you enjoy this presentation, and
would love to get your feedback!
• “Real” food & Clean
• Salt, fat and
• Seeking better carbs
and more / other
• Allergen free and
• Small meals and
• Digital tools to
• Inherent Functional
• Energy, heart health,
and other specific
• Nutrition by age
• Older consumers
The term “Wellness” is perceived more holistically by today’s
consumers, and marketers are trying to target at least some of
the following elements through their product launches and
• Avoiding sickness/
• Fitness, Looks
• Enjoy life
• Stress less
• Maintaining energy
• Work-life balance
• Success and sense
Today’s consumers approach wellness holistically:
from “reactive” to “preventive” / proactive,
incorporating fun and indulgence as part of the
Hartman Group, Reimagining
Health & Wellness, 2012
According to Datamonitor, “Clean Label” is
connected to various connotations
Consumers are searching for “more of the
good stuff” - not only “less of the bad stuff”.
But they want it as natural as possible, in
contrast to “lab-made good”.
Trendy diets, such as “The Caveman / Paleo Diet”,
symbolize the genesis of “Clean Eating”, a lifestyle that
calls for elimination of processed ingredients.
This trend is in line with the continuing negative sentiment
towards ingredient such as gluten (in the US, “gluten-free”
food grew 110% in 2013 according to Euromonitor) and
lactose (evident in Europe).
There appears to
be a certain
tension as per
as Vegetarian /
Natural alternative sweeteners, such as
Agave or Stevia, continue to grow on the
ground of both helping to reduce total calorie
content in food & beverages, and helping to
position the products as more natural /
healthy due to positive consumer perception.
Salt reduction on the other hand, is not as
communicated, since consumers might
perceive the products as less tasty if they are
aware of the reduction. However, due to the
growing awareness of sodium related health
hazards, we expect to see this trend grow.
The alternative sweetener
of tomorrow: Monk Fruit
Consumers are seeking more
ingredients and nutrients such as:
protein, omega3, anti-oxidants etc..
The motivations concern looks /
satiety, energy, heart health,
healthy development and more.
We believe that the discussion on protein will
change from “how much” to “which source”,
due to the trend for reducing animal-sourced
protein. This is similar to the change in
conversation we’ve experienced with fat, and
Today’s consumers expect their diet
to help them prevent / treat illness.
Functional products are used to
improve the quality of life, in regards
to energy levels, mental feeling, mind
clarity and looks – anti-aging,
slimming, skin health )
From gut health to anti oxidants to energy
to targeted health
According to Consumer Analysis
by Canadean, the main motivation
in 14.5% of food purchase volume
is related to changing age
structures, i.e., consumers are
searching for products to answer
specific age needs – healthy
growth among children, heart
health / digestion among older
Danone is an
building a portfolio
according to the
level of relevance
of nutritional needs
– by different age
Consumers are more aware than ever to the role
that nutrition plays in total quality of life.
As a result, food and beverage manufacturers
emphasize the notion of Healthy Ageing.
According to Innova, the leading claims in the
Gut Health / Digestion
Bone and Joint Health
Prominent Trend: Omega3 for Grown ups
In Germany, MyMuesli is
offering organic muesli with
functional benefits aimed at
The consumer want Functional AND Natural
Greek yogurt is one example to the power of “positive
nutrition” stemming from the search of “real food”
It is considered as a relatively un-processed clean good
Chobani US Sales in 2013: $ 1.7 Billion (Euromonitor)
Why? Less fat, more protein, and mostly: it’s “REAL”
Chobani US Market
Following the massive success of Greek Yogurt,
companies are trying to introduce Kefir to new
markets as well. This is part of the growth in Ethnic
ingredients which are perceived as healthier in
outside markets, including Super-fruit, Chia, AloeVera, Kombucha and other ingredients.
Immunity and digestion now go beyond
pre/pro biotic yogurt. Consumers are turning
to food and beverages containing super fruits
and vegetables (Beetroot & greens in
particular), which are perceived as helping
digestion and immunity.
Breakfast & Snacking as major growth platforms
Consumers view snacking as part of a healthy diet,
turning more and more to smaller meals around the clock
instead of 2-3 square meals.
Breakfast is back in fashion, not so much because
consumers now know the importance of this meal
(because this was undisputed to begin with), rather the
reason is the introductions of convenient-andindulgent-but-good-for-me products which successfully
dealt with consumer barriers in the category.
Consumers and shoppers are
increasingly interested in fresh
foods, and this stretches to
The nutrition and wellness world includes monitoring tools aimed at detecting
calorie consumption and expenditure, medications and health parameters
such as sugar / blood pressure / cholesterol levels.
However the adoption of these technologies remains niche.
We believe that the world of nutrition will undergo “Gadgetization”, similarly to
the sports/fitness world, with equipment that will be considered as cool,
status symbols, which will in turn increase awareness to certain nutritional
We believe that the consideration of holistic health aspects,
including mental health and stress relief, poses a tremendous
opportunity to retail players and to manufacturers alike.
In France, Coca-Cola launched a pop-up
bar/restaurant which created a “mood
bubble” to separate the consumer from the
street. Other examples include tourism,
where hotel chains aim to tailor experiences
according to the specific fitness / nutritional
lifestyle of the guests.
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