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 Retailers and manufacturers trying to capitalise on the consumer’s rising interest in health and wellbeing must communicate other benefits too, says Senior Consumer Analyst Gerardine Padbury.
The importance of health and wellbeing
One of the key trends shaping the food and grocery industry is the continuing focus on health and wellbeing. This drive to health and wellbeing has been influenced by many factors including:
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Healthy fruit and vegetables | |
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The development of food labelling resulting from the growing link between health and nutrition.
The Changing outlook of an ageing population, as consumers look to the food that they eat to help provide quality of life for longer.
The Growth in obesity levels which are forecast to rise from 9 million people in 2003 to 12.6m by 2010 (Department of Health, 2006).
Shoppers are expecting higher standards of health and are increasingly looking to food to help maintain these standards. Concentration on food labelling and knowing all the product ingredients is a key development influencing this.
Product Drivers
IGD's, 'Shopper Trends - 5 Years On research indicates that products that provide an added wellbeing benefit have experienced an increased level of importance since 2005, along with those products that are ethically sourced or produced. More shoppers (28%) purchase products that contribute to their five daily portions of fruit and vegetables compared to 2005 (22%) and more purchase food that is free from artificial colours and flavours (23% compared to 17% in 2005).
Health issues affecting product choice
I have specifically bought in the last month...
Purchases that contribute to heart health and anti ageing are highly important, particularly to shoppers aged over 65. Food content is increasing in importance, as shoppers cite salt, fat and sugar levels in products, and knowing the ingredients of products as important drivers of product choice. Overall, shoppers in our research are showing a greater interest in wellbeing and the increased demand for added value benefits of functional food products. This suggests that shoppers are increasingly putting their principles into practice when selecting products.
More information:
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Food For Life
IGD's research explores shoppers’ attitudes to the health claims made on products today and identifies which messages appeal most in helping them make purchase decisions for them and their families. |
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