Lifestyle Food and Drinks
Future product opportunities from changing consumer attitudes
Identify and target the key growth areas in lifestyle food and drinks by
category and region with the analysis and forecasts in this new report...
Consumer lifestyles determine the food and drinks they consume, and consumption choices help consumer's to achieve the lifestyle they desire. Fragmenting lifestyles present a complex maze of influences and drivers. Just as lifestyles become more fragmented, so food and drink consumption patterns will follow less clearly defined routes and will become individualized to match the lifestyle and aspirations of the individual.
Lifestyle Food and Drinks is a new management report published by Business Insights that explores the new product developments of food and drink manufacturers that cater for key lifestyle trends, and highlights future opportunities for manufacturers. It also draws on an exclusive industry survey to assess current and future trends in lifestyle food and drinks.
Discover the latest innovations undertaken by manufacturers to appeal to certain lifestyle trends with this new report...
Key issues examined by this report...
• Environmental issues. Manufacturers cannot afford to ignore environmental issues such as recycling, biodegradable packaging and carbon footprints, which are increasingly important to consumers.
• Food safety and artificial additives. Food safety scares and concern over artificial colors, preservatives and flavorings are prompting consumers to look for products made with natural ingredients.
• Hectic lifestyles. Long working hours, rising female employment and long commutes are increasing stress levels and leaving consumers seeking energy and fun.
• Mainstream diet products. Manufacturers are attempting to broaden the appeal of low and light food and drinks by avoiding using the word “diet”.
• An ageing population. The world’s ageing population is increasing demand for functional and beauty products, including anti-ageing food and drinks.
This new report will enable you to...
• Quantify and target future growth areas with this report’s epidemiology data on major depressive/anxiety disorder and obesity in the 7 major markets, to determine the potential for stress reduction and weight management food and drinks.
• Improve targeting and the effectiveness of your NPD strategies with this report’s analysis of Productscan data of over 28,000 food and drink product launches, to determine the key trends, fast growth categories and leading regions.
• Create more effective competitive strategies based on detailed analysis of an industry survey conducted for this report, presenting industry insiders’ opinions on lifestyle food and drinks and the future of the market.
• Predict future market growth levels with this report's analysis of statistical data such as, international tourist arrivals and foreign populations to determine opportunity in the culture, travel and exploration trend.
Your questions answered...
• What lifestyle trends do today’s consumers aspire to?
• How are food and drinks manufacturers emulating trends seen in topical beauty products and beauty supplements?
• What ingredients are manufacturers using to create food and drinks products which help consumers to relax?
• How can food and drinks manufacturers create products which evoke a sense of heritage or nostalgia?
• What future opportunities are there for ethnic food and drinks?
• How important is it to be environmentally friendly?
• How can the appeal of diet products be widened?
• What natural energy-giving ingredients are food and drinks manufacturers using?
Some key findings from this report...
• The combined value of the oral beauty supplements market in Europe and the US is forecast to grow at a CAGR of 9% between 2005 and 2010 to be worth $2.3bn by 2010. Consumers are willing to spend money on products that provide them with beauty benefits.
• 1 in 10 people in the 7 major markets have a major depressive/anxiety disorder, and work-related stress is extremely common. This has created opportunities for food and drinks products which claim to help consumers relax and improve mental function.
• The combined value of the diet food and drinks market in Europe and the US is forecast to grow by 15% between 2006 and 2010 to be worth $111bn. Manufacturers are dropping the word “diet” from their products to gain widespread appeal and are exploring the opportunities of nutraceutical products.
• The ethical, Fairtrade, organic and safety trend will be the most important lifestyle food and drinks trend over the next 5 years.
Global Beverage Industry
Table of Contents
Lifestyle Food and Drinks
Executive Summary 12
Healthy, beauty and a positive image 12
Stress reduction and time management 12
Culture, travel and exploration 13
Back to basics and nostalgia 13
Ethical, fairtrade, organic and safety 14
Satisfaction without penalty 14
More fun, less boring and energetic 15
Survey results 15
Conclusions 16
Chapter 1 Introduction 18
Defining lifestyle food and drinks 18
Aspirational lifestyles 18
The complexity and diversity of modern lifestyles 19
Lifestyle benefits 22
Chapter 2 Health, beauty and a positive
image 24
Summary 24
Introduction 24
The health, beauty and positive image trend 24
Ageing population 25
Increase in working women and single consumers 26
Value of the oral beauty supplements market 26
Innovation and NPD 27
Key trends 28
Skin moisturizing and nourishing 28
Tanning 30
Anti-ageing 31
Hair and nail care 32
Inner beauty and feeling good 34
Conclusion 35
Chapter 3 Stress reduction and time
management 38
Summary 38
Introduction 38
The stress reduction and time management trend 38
Stress 39
Depression 40
Time management 42
Innovation and NPD 43
Key trends 44
Relaxation 44
Theanine 44
GABA 45
Improving mental function 46
Saving time 48
Conclusions 49
Chapter 4 Culture, travel and exploration 52
Summary 52
Introduction 52
The culture, travel and exploration trend 52
Global tourism and travel 53
Ethnic diversity 54
Increasing popularity of eating out 57
Interest in food and cooking 58
Value of the ethnic food and drink market 59
Types of cuisine 61
Innovation and NPD 62
Key trends 63
Expanding tastes 63
Caribbean food and drink 63
Brazilian food and drink 65
Japanese food and drink 67
African and Middle Eastern food and drink 68
Emerging Asian cuisines 70
Authenticity 71
Conclusions 71
Chapter 5 Back to basics and nostalgia 74
Summary 74
Introduction 74
The back to basics and nostalgia trend 74
The influx of foreign food 75
Growth of eating out and fast-food 76
Decline in family meal occasions 76
Case study – Bisto’s ‘Aah Night’ campaign 76
Provenance / food miles 77
Backlash against food safety scares and additives and preservatives 78
Value of the natural food and drinks market 79
Innovation and NPD 80
Key trends 81
Tradition and heritage 81
The good ole’ times 82
Homemade style products 84
Homemade products 84
Helping consumers to cook 85
Locally produced products 86
Natural products 88
Conclusions 90
Chapter 6 Ethical, Fairtrade, organic and
safety 92
Summary 92
Introduction 92
The ethical, Fairtrade, organic and safety trend 92
Increased concern for the environment and animal welfare 93
Recycling 93
Carbon emissions 94
Animal welfare 95
Increased awareness of world poverty and exploitation 97
Food safety scares 97
Value of the ethical food and drinks market 99
Organic products 99
Fairtrade products 100
Innovation and NPD 101
Key trends 102
Biodegradeable packaging 102
Responses to food safety scares 104
Fairtrade evolution 105
Carbon neutral 108
Conclusions 109
Chapter 7 Satisfaction without penalty 112
Summary 112
Introduction 112
The satisfaction without penalty trend 112
Obesity levels 113
Emphasis on appearance 114
Growing popularity of eating out 115
Failure of strict diets 115
Value of the diet food and drinks market 115
Innovation and NPD 116
Key trends 118
Foods with low / no calories, sugar and fat 118
Reducing sugar and fat 118
Moving into the mainstream 119
Products with nutraceutical benefits 121
Hoodia 121
Citrimax 122
L-carnitine 122
Conclusions 124
Chapter 8 More fun, less boring and
energetic 126
Summary 126
Introduction 126
The more fun, less boring and energetic trend 126
Rising female employment 127
Long working hours and increasing commuting times 127
Market value of energy food and drinks market 127
Innovation and NPD 128
Key trends 129
A natural boost 129
Guarana 129
White Tea 130
Long-term vitality 131
Having fun 133
vii
Conclusions 134
Chapter 9 Survey results 136
Summary 136
Introduction 136
Defining lifestyle food and drinks 137
Health trends 138
Ethical, indulgence and convenience trends 139
Consumer compromises 140
Charging a premium 141
Product categories 143
Consumer groups 144
Companies 145
Innovative brands 146
Innocent 146
Danone 147
Conclusions 147
Chapter 10 Conclusions 150
Summary 150
Introduction 150
Key lifestyle food and drink trends 150
Ethical, Fairtrade, organic and safety 150
Health, beauty and a positive image 151
Key geographical markets 151
Key categories 152
Opportunities for food and drinks manufacturers 153
Index 156
List of Figures
Figure 1.1: The complexity and diversity of modern lifestyles 20
Figure 1.2: Aspirations in food and drink: beyond nutrition to self-fulfillment 21
Figure 2.3: Percentage share of products launched in each category in the health, beauty and positive image trend, 2003-2006 28
Figure 2.4: Melodian Natural Beauty Ceramide Drink, Snow Collagen Cheesecake and Danone Essensis 29
Figure 2.5: Microfluid Biotechnology’s L’eau Bronzante 30
Figure 2.6: Lotte Snow Beauty Sensation Coenzyme Q10 cup ice and Kyodo First Health and Beauty Custom Coenzyme Q10 31
Figure 2.7: Lotte Nature Bio Yogurt Aji, Inaba Shiwa no Bitan functional beauty drink and WholebakeFlax 9 Bar 33
Figure 2.8: Danone Activia, H2Olive Pure Mineral Water and Solution Sciences Alibi 35
Figure 3.9: Percentage share of products launched in each category in the stress reduction and time management trend, 2003-2006 44
Figure 3.10: Blue Cow Relaxation Drinks, GABA Coffee and Meiji Dairies GABA 100 Yogurt 45
Figure 3.11: Flora Omega-3 Plus spread and Focus Blend Organic Coffee 47
Figure 3.12: Tilda Rizazz and Quick Cuisine Self-heating Seafood Paella 49
Figure 4.13: Percentage share of products launched in each category in the culture, travel and exploration trend, 2003-2006 63
Figure 4.14: Havana Mojito Oven & Grill Sauce and Malibu BBQ Starter Set 65
Figure 4.15: Isabella’s Brazilian Flavors - Banana and Açaí, Guava and Cashew Fruit jams and Global Brands’ Ypioca Caipirinha Cocktail 66
Figure 4.16: S&B Foods’ Wasabi in Tube and Kirin Ichiban Japanese Kirin Beer 67
Figure 4.17: Haddouch Gourmet - Mustapha's Moroccan Harissa Sauce, Kilifi Creek Kenyan Sauces and Something South African Cooking Sauces 69
Figure 4.18: Pierhead – Max Prime and Albert Heijn Sajoer Boontjes 70
Figure 5.19: Percentage share of products launched in each category in the back to basics and nostalgia trend, 2003-2006 80
Figure 5.20: Mrs Beeton’s Rediscovered Ice Creams and Mars American Heritage Chocolate brand 82
Figure 5.21: Coca-Cola 11.8oz glass bottled with twist top and Cadbury’s Wispa bar 83
Figure 5.22: Two Chicks Free Range Liquid Egg Whites and Green’s Apple and Blueberry Muffins 85
Figure 5.23: Casino L’Eau Minerale Mont Blanc and Tarascio Antonino & Figli Olio Extra Vergine di Oliva 87
Figure 5.24: Alnatura Soups and Eat Natural Organic Fruit and Nut bar 89
Figure 6.25: The Carbon Trust’s Food Label 95
Figure 6.26: Percentage share of products launched in each category in the ethical, Fairtrade, organic and safety trend, 2003-2006 102
Figure 6.27: Life Water’s Belu Mineral Water, Mighty Leaf Tea Company biodegradable pouch and The Village Bakery compostable bag 103
Figure 6.28: Nature’s Promise Natural and Organic foods and Eat Natural bar 105
Figure 6.29: Ben & Jerry’s, Tate & Lyle and Rainforest Alliance Certified logo 107
Figure 6.30: Asda’s Respectful eggs, Salt Spring Coffee’s Carbon Cool Coffee and Icelandic
Glacial H2O Carbon Neutral Water 109
Figure 7.31: Percentage share of products launched in each category in the satisfaction without penalty trend, 2003-2006 117
Figure 7.32: Wrigley’s Orbit Complete and Xear Spry Xylitol Mints 119
Figure 7.33: Pepsi Max and Walkers Baked crisps 120
Figure 7.34: Bija Hoodia Slimming Tea and Froodia Health Bars 121
Figure 7.35: Leclerc Slimming Mandarin Tea and Cott Beverages’ Slim-Lite Appetite Suppressant Drinks 122
Figure 7.36: Mawai Food Corporation Power Bowl Noodles and Meiji Dairies Margarine 123
Figure 8.37: Percentage share of products launched in each category in the more fun, less boring and energetic trend, 2003-2006 129
Figure 8.38: Hobarama Bawl’s Mints and Unilever’s Kibon Guarana Ice Cream 130
Figure 8.39: Inko’s White Tea Energy and H3 Enterprises HG7 131
Figure 8.40: Kirin Venergy Vegetable Juice Drink, Raw Vitality Himalania Goji Berry Trail Mix and Müller Vitality yogurts 132
Figure 8.41: Lambrini and Cinzano Spritzz Up 134
Figure 9.42: Definitions of lifestyle food and drinks 137
Figure 9.43: Health related lifestyle trends important for food and drinks NPD over the next 5 years 138
Figure 9.44: Ethical, indulgence and convenience lifestyle trends important for food and drinks NPD over the next 5 years 140
Figure 9.45: Compromises consumers will make in their purchasing and consumption behaviors over the next 5 years 141
Figure 9.46: Premium consumers are willing to pay for products that offer specific benefits 142
Figure 9.47: The importance of lifestyle food and drinks in key categories over the next 5 years, compared to today 143
Figure 9.48: The importance of key consumer groups for lifestyle food and drink products over the next 5 years 144
Figure 9.49: Companies that have the most influence on innovation in lifestyle food and drinks today, and will have over the next 5 years 145
Figure 10.50: Percentage share of products launched in each region, 2003 - 2006 152
Figure 10.51: Percentage share of categories in lifestyle products launched, 2003-2006 153
List of Tables
Table 2.1: Over 50’s population in Western Europe & US, (m), 2004-2009 25
Table 2.2: Employment rates by gender, (%), Europe & US, 2002-2006 26
Table 2.3: Consumer spending on oral beauty supplements, ($m), Europe & US, 2000-2010 27
Table 3.4: Prevalence of major depressive disorder/anxiety in the seven major markets, 2005 41
Table 4.5: International tourist arrivals, (m), 2005-2006 53
Table 4.6: UK Population by Ethnic Group, December 2005 55
Table 4.7: US Population by Ethnic Group, 2000 56
Table 4.8: Foreign population by nationality, Japan, 2000 and 2005 56
Table 4.9: The value of eating out, ($bn), Europe & US, 2004-2009 57
Table 4.10: Ethnic food retail market, by country ($m), Europe & US, 2004-2009 60
Table 4.11: Ethnic food retail market, by category ($m), Europe & US, 2004-2009 61
Table 4.12: US & European ethnic food retail market, by cuisine ($m), 1999-2009 61
Table 4.13: Europe ethnic food retail market, by cuisine and country (% value), 2004 62
Table 5.14: Natural (excluding organic) food and drink market, by category, ($m), Europe & US, 2000-2010 79
Table 6.15: Value of the organic food and drink market, ($bn), Europe & US, 2005-2010 99
Table 6.16: Value of organic food and drink markets, by key product markets, ($bn), Europe and US, 2005-2010 100
Table 7.17: Prevalence of obesity in the six major markets by age (000s), 2005 113
Table 7.18: Adult population on a diet, US vs. EU (% adults), 2004 114
Table 7.19: Health club membership, by country, (% population aged 6+), 2002-2008 114
Table 7.20: Diet food and drinks market, ($m), Europe & US, 2006-2010 116
Table 8.21: Sales of energy food and drinks, ($m), Europe & US, 2001-2011 128
Table 9.22: Top 10 innovative lifestyle food and drink brands 146
