HEALTHIER BRANDS FOR A HEALTHIER BUSINESS

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HEALTHIER BRANDS FOR A HEALTHIER BUSINESS FOOD
DRINK SUMMIT Seminar date Thursday 17th
March
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Fosbury Flop
1968 Olympics
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Source of Data
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• Dedicated to consulting and insights only in
  consumer health and nutrition both US and global.
• Based in US and Europe
• Member of Health and Wellness Advisory boards of
  many large packaged goods companies
• Cornerstone of knowledge based on HealthFocus
  Trend Survey covering current and evolving topics
  in consumer health and nutrition in the USA and
  in other 32 Countries

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HealthFocus Trend Survey Country History
Country Years Country Years Country Years Country Years
Argentina 2000 2003 2005 Germany 2000 2003 2005 2008 2010 Netherlands 2000 2003 2005 2008 2010 Sweden 2000 2003 2006 2010
Australia 2000 2003 2005 2008 2010 Greece 2003 Norway 2000 2003 2006 2010 Thailand 2003 2010
Belgium 2008 India 2000 2003 2005 2008 2010 Philippines 2003 2008 2010 Turkey 2003
Brazil 2000 2003 2005 2008 2010 Indonesia 2003 2008 2010 Poland 2003 2005 2008 2010 Ukraine 2003
Canada 2005 2008 2010 Ireland 2007 Portugal 2003 United Kingdom 2000 2003 2005 2008 2010
China 2000 2003 2005 2008 2010 Italy 2003 2005 2008 2010 Russia 2003 2008 2010 1990 1992 1994 1996
Denmark 2000 2003 2006 2010 Japan 2003 2008 2010 Saudi Arabia 2003 2008 2010 USA 1998 2000 2002 2004
Finland 2000 2003 2006 2010 Malaysia 2003 2010 Singapore 2010 2006 2008 2010
France 2000 2003 2005 2008 2010 Mexico 2000 2003 2005 2008 2010 Spain 2003 2005 2008 2010 Venezuela 2003
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HFI Trend Survey Asks Shoppers About
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HealthFocus Information is attitudinal to help
understanding of Human Behavior and the
Potential opportunity or need to fill.
Beliefs
Motivations
Perceptions
Behaviors
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What Drives Health?
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How Many of You Are Healthy?
State of Mind
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UK Health and Diet
Personal Health Global 2010 UK 2008 UK 2010
Excellent/Very Good 45 41 37
Fair/Poor 18 24 25
Diet
Very Healthy/Healthy 85 82 78
Unhealthy/Very Unhealthy 15 19 22
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Why Are We Healthy?
Balanced Nutrition
Usually feel good except for the odd cold or flu
Usually eat well and generally get the nutrients
I need
Pretty happy and satisfied
No major illnesses that arent under control
Have family/friends/pets/other for support.
Pretty knowledgeable about what to avoid
Pretty active, no trouble moving around
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In Defining Wellbeing A lot of the Pieces are
Equally Important
Almost equal parts family support, good health,
and feelings of satisfaction
Followed by Spirituality for Some
Followed by Friends, Money and Career
Feelings of Contentment Or Happiness 78
(78)
Family Relationships 80 (81)
Physical Condition 76 (78)
Social Relationships 63 (69)
Satisfaction With Work or Career 53 (63)
Financial Status 61 (69)
Spirituality Including Religion 25 (47)
18 country global
UK 2010
Please rate the importance of each in creating a
feeling of total well-being or fulfillment.
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So What Does It Mean?

• Half of shoppers globally are notoriously
  inconsistent in their diet and health efforts as
  they move back and forth between other priorities.

Strongly agree/agree
Because achieving health means balancing life.
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Primary Drivers to Eat Healthy
Primary reason for choosing healthy foods and beverages UK 2003 UK 2010 Change Global 2010
To ensure my future good health 24 33 9 pts 24
To enhance my daily health 22 23 1 pt 22
To meet the health needs of family members 14 18 4 pts 15
To lose weight 10 9 -1 pt 4
To treat or control an existing health problem 6 6 0 pts 7
To feel good 11 5 -6 pts 11
To provide extra day-to-day energy and stamina -- an energy boost 3 2 -1 pt 13
To improve my appearance 2 1 -1 pt 2
For spiritual or philosophical reasons - - - 1
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Who is Eating healthy?
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Everyone
Healers
Unmotivated
Strugglers
Disciples
Investors
Managers
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HFI Segments
Disciples Managers Investors Healers Strugglers Unmotivateds
Believe diet is very important. Compulsive about their choices. See positive, daily results from better nutrition. Focus on daily health. Make healthy choices to ensure future good health. Focus on long term health. Feel compelled to eat healthier due to health problems. Yo-yo between healthy and unhealthy eating. Dont believe diet impacts health.
Include many vegetarians and health food shoppers. Know healthy eating makes them feel better now. Value quality over price. Influenced by environmental and social concerns. Tend to be older. Health interests are often one dimensional. Believe staying healthy is a matter of luck. Tend to be younger and male.
High awareness of leading edge nutrition issues. Wont give up taste or convenience for health benefits. Wont give up taste or convenience for health benefits. Compromise taste and convenience for health benefits. Vulnerable to promises of quick fixes. Taste driven. Make weight loss choices, but for vanity, not health.
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Mapping our Segments to the HMT Model...
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Moms are controlling health for their children
Motivation Ability Opportunity
Nurturer
Controller
Overwhelmed
Uninvolved
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Global Gatekeeper Segmentation
Nurturer
Controller
Overwhelmed
Uninvolved
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18 country totals
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Healthy Innovation
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Three Platforms of Healthy Innovation
Market Size
Commitment Loyalty Profit Margin
Purity
Functional
Medical
Value, Taste, fit with current lifestyle, segment
appropriate and benefit driven
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4 topics every UK Food Manufacturer Should
Understand

• Weight Schizophrenia
• Energy to everything
• Positive Aging
• Immunity

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For more information, please contactSteven
WaltonHealthFocus International1 727 821
7499swalton_at_healthfocus.com