Health & wellness through the eyes of the consumer

January 6, 2018 | Author: Anonymous | Category: Science, Health Science, Endocrinology
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HEALTH & WELLNESS THROUGH THE EYES OF THE DIVERSE CONSUMER

Copyright ©2014 The Nielsen Company. Confidential and proprietary.

PRESENTATION SPEAKER & PANELISTS

Todd Hale

Dr. James Gavin

Maryellen Molyneaux

T.J. McIntyre

Nielsen

Partnership for a Healthier America

NMI

Boulder Brands

#Consumer360

2

Copyright ©2014 The Nielsen Company. Confidential and proprietary.

HOW DOES THE CPG INDUSTRY GROW IN THE CURRENT ENVIRONMENT? WHAT CAN FUEL GROWTH?

Innovation

Crowded shelves

Slowing population growth

Product enhancements

Underdeveloped consumer segments

Stagnant wages

WHAT’S WORKING AGAINST GROWTH?

#Consumer360

3

WHY SHOULD WE CARE ABOUT HEALTH & WELLNESS?

Copyright ©2014 The Nielsen Company. Confidential and proprietary.

HEALTH & WELLNESS OUTPACING RETAIL GROWTH

0.1%

13%

17%

Total store growth rate (units)

Organic label claims since 2010

Avg. annual unit growth for the top 5 fastest growing healthy label claims

Source: Nielsen Strategic Planner with Nielsen LabelTrends, Total U.S. - All Outlets Combined, 52-weeks ending 04/12/2014 (percent vs. year ago), UPC-coded

5

Copyright ©2014 The Nielsen Company. Confidential and proprietary.

AUDIENCE QUESTION WHICH IS DRIVING GROWTH THE FASTEST?

Gluten Free

GMO Free

Hormone Antibiotic Free

Low Glycemic

Organic

#Consumer360

6

Copyright ©2014 The Nielsen Company. Confidential and proprietary.

“THE WHOLE WORLD HAS A WEIGHT PROBLEM” 13%

Global Perspective on Obesity & Overweight Population

47% 37% 28%

The U.S. accounts for more than a tenth of the obese people worldwide, with only 5% of the population

14% Increase in Obesity and Those Overweight Since 1980

Adults

5%

Percentage Who Were Obese and Overweight in 2013

Children

Source: Institute for Health Metrics and Evaluation at the University of Washington; Frank Pompa, USA TODAY

#Consumer360

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Copyright ©2014 The Nielsen Company. Confidential and proprietary.

FOCUS ON HEALTH IS NOT A PASSING FAD EVEN IN AMERICA’S BALLPARKS, THE SHIFT IS CLEAR CHICAGO Hot dogs

Cotton candy

Adobo mango chicken sausage

Fries ANAHEIM Panini with zucchini, carrots, mushrooms, tomatoes & pesto sauce

PHOENIX Black-bean burger on a whole-wheat

PHILADELPHIA

Sausages

Veggie cheese steak (vegan beef)

Nachos COLORADO "Infield Greens" build-your-own salad

#Consumer360

8

Copyright ©2014 The Nielsen Company. Confidential and proprietary.

WHY DOES HEALTH & WELLNESS MATTER?

65%

35%

of the world’s population live in countries where overweight & obesity kills more people than underweight

of U.S. adults are obese

Source: World Health Organization; Centers for Disease Control 2012

Leading to some of the foremost causes of preventable death… heart disease, stroke, type 2 diabetes & certain types of cancer

#Consumer360

9

Copyright ©2014 The Nielsen Company. Confidential and proprietary.

BUT THE EPIDEMIC IS NOT EVENLY DISPERSED MULTI CULTURAL

AGE

Age Adjusted Obesity Rate

Obesity Rate Among

48%

35%

of Non-Hispanic Blacks

60 plus

43%

40%

of Hispanics

33%

INCOME & EDUCATION

of Non-Hispanic Whites

40 to 59

30% 20 to 39

11% of Non-Hispanic Asians

Source: Centers for Disease Control & Prevention

• Higher income woman are less likely to be obese • Women with college degrees less likely to be obese

#Consumer360

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Copyright ©2014 The Nielsen Company. Confidential and proprietary.

THE NEED IS APPARENT PANEL QUESTIONS



What can NMI tell us about the evolution of consumer involvement in health & wellness over the past 15 years?



What role can the private sector play in delivering healthier options & supporting the goal for a healthier America? Any success stories?



Generally speaking, who has led the way toward increased health & wellness focus – retailers or manufacturers – and why?

#Consumer360

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HOW ARE CONSUMER SEGMENTS RESPONDING TO HEALTHY OPTIONS?

Copyright ©2014 The Nielsen Company. Confidential and proprietary.

GOOD NEWS: OLDER & YOUNGER POSE UNTAPPED OPPORTUNITY FOR WINNING WELLNESS CLAIMS SALES PER 1,000 HOUSEHOLDS INDEX BY AGE OF FEMALE HEAD OF HOUSEHOLD Female head Under 35

Label claim:

35 – 45

55 – 65

65+

Low Glycemic GMO Free Gluten Free Hormone Antibiotic Free

CONSUMERS ARE APPROACHING PREVENTION DIFFERENTLY

Organic High Fructose Corn Syrup Free Lactose Free Protein Presence Preservative Free Index is:

Source: Nielsen Homescan with Nielsen LabelTrends, 52-week ending 12/28/2013, UPC-coded products

120 or greater

between 80–120

80 or less

#Consumer360

13

Copyright ©2014 The Nielsen Company. Confidential and proprietary.

IS LOWER ATTRACTION AMONG LOW INCOME AN ISSUE WITH AWARENESS, AVAILABILITY OR PRICE? SALES PER 1,000 HOUSEHOLDS INDEX BY HOUSEHOLD INCOME < $20k Label claim:

$20k – 29.9k

$30k – 39.9

$40k – 49.9l

$50k – 69.9

$70k – 99.9

100k+

Low Glycemic GMO Free Gluten Free Hormone Antibiotic Free

CONSUMERS ARE APPROACHING PREVENTION DIFFERENTLY

Organic High Fructose Corn Syrup Free Lactose Free Protein Presence Preservative Free Index is:

Source: Nielsen Homescan with Nielsen LabelTrends, 52-week ending 12/28/2013, UPC-coded products

120 or greater

between 80–120

80 or less

#Consumer360

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Copyright ©2014 The Nielsen Company. Confidential and proprietary.

ARE HIGHER SALES AMONG ASIANS DRIVEN BY ETHNICITY, EDUCATION OR INCOME? SALES PER 1,000 HOUSEHOLDS INDEX BY RACE/ETHNICITY Label claim:

Caucasian

African American

Asian

Hispanic (any race)

Low Glycemic GMO Free Gluten Free Hormone Antibiotic Free

CONSUMERS ARE APPROACHING PREVENTION DIFFERENTLY

Organic High Fructose Corn Syrup Free Lactose Free Protein Presence Preservative Free Index is:

Source: Nielsen Homescan with Nielsen LabelTrends, 52-week ending 12/28/2013, UPC-coded products

120 or greater

between 80–120

80 or less

#Consumer360

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Copyright ©2014 The Nielsen Company. Confidential and proprietary.

A FOCUS ON FRESH REVEALS THE VARIATION FRESH PRODUCE SALES INDEX

MULTI CULTURAL

GENERATION

INCOME

164 136 103 86

105 90

104

95 64

Black

Asian

Hispanic (any race)

Source: Nielsen Homescan, 52 Weeks Ending 12/28/2013, UPC-coded

Millennials Gen X

Boomers Greatest Generation

Under $25k

Income $200k 16

Copyright ©2014 The Nielsen Company. Confidential and proprietary.

HEALTH-FOCUSED SHOPPERS ARE THE ONES YOU WANT FRESH PRODUCE $ BUYING RATE INDEX 41% higher than expected Higher spending

Expected produce buying rate

Lower spending

20% lower than expected Least engaged Source: NMI; Nielsen Homescan, Total U.S. – 52 weeks ending 12/28/2013, UPC-coded

Most engaged #Consumer360

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Copyright ©2014 The Nielsen Company. Confidential and proprietary.

WHO’S LEADING THE WAY PANEL QUESTIONS



Are highly-engaged consumers the biggest health & wellness opportunity group for manufacturers & retailers, or does the opportunity lie somewhere else along the spectrum?



What factors do you think influence healthy lifestyles among low-income Americans, with regard to awareness, availability and/or price?



Boulder Brands’ Udi’s and Glutino brands market directly to consumers seeking gluten-free. Tell us about your experience catering to such a specific group & health need. What resonates with them?



What impact have you seen social media make on how consumers approach health? How can brands, retailers & government leverage it to promote health & wellness? 18

Copyright ©2014 The Nielsen Company. Confidential and proprietary.

HEALTH & WELLNESS THEMES RESONATING ACROSS CONSUMER GROUPS

HEALTHY SNACKING

Source: Nielsen, NMI

KNOWLEDGE IS POWER

FOOD AS MEDICINE

#Consumer360

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Copyright ©2014 The Nielsen Company. Confidential and proprietary.

WHERE SHOULD YOU START? PANEL QUESTIONS



Do you care to comment on any of these three themes?



Do you see the private sector getting ahead of government mandates when it comes to better nutrition? Or is the government leading the way?



What are the next big health & wellness trends our audience should consider as they look for growth in a challenging retail landscape?

#Consumer360

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AUDIENCE Q&A

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