1. Consumer Insight
Moderation & Avoidance
Addressing consumer demand for moderated consumption of
and abstention from ingredients and products
TrendSights Series: Published June 2014

2. Contents
1. Executive Summary
2. Sub-Trend Overview
3. Spotlight on: Food & Non-Alcoholic Drinks
4. Spotlight on: Alcoholic Drinks
5. Spotlight on: Tobacco
6. Spotlight on: Personal Care
7. Spotlight on: Household Care
8. Appendix
Click on the title to go directly to the relevant section
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3. Sub-Trend Overview
Nuances in consumer behavior
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Forced Moderation Forced Avoidance Chosen Moderation Chosen Avoidance
Food and Non-
Alcoholic Drinks
Alcoholic Drinks
Tobacco
Personal and
Household Care
Reducing sugary drinks
intake due to being
borderline Type 2
diabetic
Avoiding gluten due to
celiac disease
Reducing fat in daily
diet to lose weight
Being vegetarian due to
ethical reasons (animal
welfare)
Staying within the legal
alcohol limit while
driving
Suffering from alcohol-
abuse related diseases
(e.g. alcoholic
cardiomyopathy)
Limiting alcohol intake
to avoid bad hangovers
Being teetotal (for
psychological, health, or
religious reasons)
Limiting cigarette
consumption due to
rising tobacco prices
Diseases associated
with prolonged tobacco
consumption (e.g. lung
disease)
Moderating tobacco
consumption via social
smoking (over the
weekend, or as part of
social occasions)
Choosing to avoid
smoking for moral
reasons (health
consciousness, religious
beliefs etc.)
Preventing overdose of
medicated products
(e.g. analgesics)
Avoiding certain
products due to allergy
reasons
Limiting the number of
products use (e.g. by
using multifunctional
products)
Avoiding certain products
due to environmental
concerns (e.g.
microbeads in personal
care)
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4. Food Villains
Key Themes
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Food Villains
69% of consumers in emerging markets associate
sugar consumption with weight gain
Invest in “low” and “no sugar” NPD
in these markets
Portion
Control
42% of global consumers claim to eat and drink
smaller portions. In comparison only 36% claim to
follow a specific diet plan
Capitalize on packaging as a route
to aid portion control (e.g. through
visi-strips with markings on the
side of bottles)
Dairy/
Lactose-free
A quarter of consumers aged 18-34 in developed
markets claim to limit their intake of dairy
Engage with younger consumers
through marketing and on-pack
promotions
Gluten-free
45% of global consumers avoiding gluten are trying to
lose weight
Emphasize weight loss benefits of
gluten-free products through on-
pack labeling
One in three consumers who limit their intake of meat
look for on-pack ethical/sustainability logos
Obtain and market ethical
certifications on packaging to
attract flexitarians to your product
Overview Insight On-trend innovation
Vegetarianization
Did you know? So What?
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5. Weight Management
Source: Datamonitor Consumer Survey 20135
The relationship between alcohol consumption and weight is top-of-mind for many drinkers
Beer drinkers
40% pay high
attention to potential
weight gain from
drinking alcohol
Cider drinkers
39% pay high
attention to potential
weight gain from
drinking alcohol
Wine drinkers
42% pay high
attention to potential
weight gain from
drinking alcohol
Spirit drinkers
33% pay high
attention to potential
weight gain from
drinking alcohol
33% pay high
attention to the number
of calories in particular
alcoholic drinks
Overview Insight On-trend innovation
39% pay high
attention to the number
of calories in particular
alcoholic drinks
37% pay high
attention to the number
of calories in particular
alcoholic drinks
27% pay high
attention to the number
of calories in particular
alcoholic drinks
pay most attention to
potential weight gain
from drinking alcohol
pay most attention to
potential weight gain
from drinking alcohol
pay most attention to
potential weight gain
from drinking alcohol
pay most attention to
potential weight gain
from drinking alcohol
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6. Personal Care
Manufacturers must continue to invest in allergen-free NPD
Over half of skincare shoppers worldwide prioritize hypoallergenic benefits
when shopping
Source: Datamonitor’s Consumer Survey 2013; Datamonitor Consumer’s Product Launch Analytics6
Overview Insight On-trend innovation
Global: skincare shoppers who said the following skincare product benefits
were essential or high priority (%), 20131
Avon Smooth Minerals Mascara
“Suitable for sensitive eyes”
“Avon first”
“hypoallergenic and
opthalmologist-tested”
SunCircle sun lotion
Lotion varieties are free from perfume, parabens,
allergens, and artificial color. The entire range is
certified by the Danish Asthma & Allergy
Association .
Urban Decay Naked3
Eyeshadow
“Free from paraben,
sulfates, and
phtalates”
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