Health & wellness through the eyes of the consumer
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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
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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
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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
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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
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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
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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
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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
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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?
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What factors do you think influence healthy lifestyles among low-income Americans, with regard to awareness, availability and/or price?
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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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