|Title:||United States survey percentages of consumers regarding frequency of purchasing grocery items due to nutritional advantages that address specific health concerns in 2011|
Start of full article - but without data
Frequency of Purchasing Grocery Products Because of
Nutritional Advantages Addressing Specific Health
Concerns, 2011 (percent of U.S. grocery shoppers)
All the time XX% Very frequently XX% Occasionally XX% Not very frequently XX% Never XX%
Note: Based on product purchasing within the past XX months.
Heart health, digestive health, joint/bone health, and
diabetes/blood sugar levels were give as examples of specific
Percentages are rounded.
Source: Packaged Facts September 2011 Food shopper Insights Survey
and Targeted Health and Wellness Foods and Beverages The U.S. market
and Global Trends (March 2012)
Note: Table made from pie chart.
In its March 2012 report, "Targeted Health and Wellness Foods," Packaged Facts discusses in detail the market for retail packaged foods and beverages specially formulated and distinctively marketed as targeting a specific health or liveliness concern. This positioning is evident in the way the product is presented to the consumer through brand and product name, explicit health claims and packaging and labeling copy and imagery. Based on this product positioning, it is reasonable to assume that most consumers are purchasing and consuming the product in large part--if not primarily--to gain health advantages in relation to the specific health concerns (including medical conditions or diseases) being targeted.
This report focuses on products sold in stores, rather than specialty distribution products or foodservice offerings. Because this study spotlights food and beverage products formulated and marketed to address a specific health concern, whole foods (including produce) fall outside the market scope. Dietary supplements, energy drinks, sports/fitness performance products and weight loss/maintenance products are also excluded from Packaged Facts' definition of targeted health and wellness (THIN) foods and beverages.
THIN products are primarily associated with the following specific health concerns:
* Blood Pressure
* Digestive Health
* Eye/Vision Health
* Female Health
* Heart/Circulatory Health
* Joint/Bone Health
* Male Health
* Mental clarity/cognition/memory
* Prostate Health
* Urinary Tract Health
Finding a Product's Voice
Because the positioning of a THW food is crucial, marketers must take advantage of all legitimate means to convey that message to consumers. Needless to say, a critical element of this strategy is to make the greatest possible use of whatever health claims are permissible under regulatory guidelines. This is a more challenging task for marketers of THW foods and beverages than it is for marketers of other products positioned as health-promoting, for several reasons: few "positive" health claims (touting the presence of a beneficial ingredient rather than the absence of a detrimental one) have been authorized by the U.S. government; required disclaimers may compromise the credibility of qualified health claims; structure/function claims are barred from referring to any disease; dietary guideline statements are vague; and nutrient content claims don't. address the issue at all.
In the U.S. market, there are five basic ways food and beverage marketers can use labels to communicate the healthful properties of their products: health claims, which must undergo a rigorous approval process; qualified health claims, which must be accompanied by strict disclaimers; structure/function claims, which can make general statements but cannot make reference to specific diseases; dietary guidance statements, which typically address the benefits of food categories rather than individual food components; and nutrient content claims, which generally or specifically character ize the level of a nutrient in the food (e.g., "low lat," "high in oat bran" or "contains X(R) calories").
The key driver in this market is the growing body of evidence that diet and lifestyle play an instrumental role in the development and, correspondingly, the potential prevention of adverse health conditions. According to the U.S. Department of Health and Human Services, chronic diseases--including heart disease, stroke, cancer, diabetes and arthritis--are among the most common, costly and preventable of all health problems in the U.S. Seven out of XX Americans die each year from chronic diseases. As reported by the National Institutes of Health's (NIH) National Cancer Institute, "Serious diseases that are linked to what we eat kill an estimated three out of four Americans each year. These diseases include heart disease, high blood pressure, stroke, some types of cancer and diabetes."
According to a May-June 2011 survey conducted by Packaged Facts, nearly two-thirds (XX%) of U.S. grocery shoppers have purchased a food or beverage in the past year for the purpose of addressing one or more of XX common health and wellness concerns (see Figure X).
Consumer Purchase Rates for Health and Wellness Foods and
Beverages by specific Health or Wellness Concerns, 2011
(percent of U.S. grocery shoppers)
Cholesterol XX% Digestive health XX% Immune system XX% Joint/bone health XX% Heart/circulatory health XX% Blood pressure XX% Eye/vision health XX% Diabetes XX% Allergies X% Female health X% Mental clarity/cognition/memory X% Urinary tract health X% Male health X% Prostate health X% Cancer X% None of the above XX%
Note: Based on product purchasing within the past XX months.
Source: Packaged Facts, May-June 2011 Food shopper Insights
Survey and Targeted Health and Wellness Foods and Beverages
The U.S. market and Global Trends (March 2012)
Note: Table made from bar graph.
Overall, a larger percentage of adult consumers choose foods or beverages for the management of two specific health concerns--cholesterol (XX%) and digestive health (XX%)--than to address even such popular functional or quality-of-life benefits as energy levels (XX%) or appearance/beauty (XX%). Priorities, of course, shift with age and vary by gender. Younger adult shoppers are much more likely to buy products that address allergies, aging, appearance, digestive health, women's health, immunity and mental clarity. Baby Boomer men are the heaviest consumers of health and wellness foods and beverages targeting men's health, while senior adults are disproportionately likely to buy products for cancer, cholesterol and joint/bone health.