|Title:||United States survey percentages of consumers regarding what grocery items they purchase that are targeted to health and wellness issues and how often they purchase them in 2011|
Start of full article - but without data
Purchasing of Selected Types of Grocery Products With
Targeted Health and Wellness Positioning, 2011
(percent of U.S. grocery shoppers)
Grocery Product Buy Buy for Buy Regularly Specific Products Health Marketed Concern for Specific Health Concern
Oatmeal/hot cereal XX% XX% XX%
Yogurt/yogurt drinks XX XX XX
Soy-based meals or X XX XX entrees
Fish products XX XX XX
Soy beverages XX XX XX
Meal replacement XX XX XX drinks
Low glycemic index (Gl) XX XX XX grain-based foods like cereal, bread, or pasta
Fruit/vegetable food XX XX XX products (other than fresh)
Margarine-type spreads XX XX XX (e.g., Benecol, Smart Balance)
Ready-to-eat cold XX XX XX cereal
Juice/juice drinks XX XX XX
Snack/cereal/nutrition XX XX XX bars
Fresh eggs XX XX XX
Note: Based on product purchasing within the past XX months.
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)
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."