wellness game changers for tomorrow - healthfocus · when identified and understood, these “game...

WELLNESS GAME CHANGERS FOR

TOMORROWFrom the HealthFocus® 2019 USA Trend Study

2019 Wellness Game Changers For Tomorrow | 2

TABLE OF CONTENTS

HealthFocus International Wellness Game Changers and Market Disruptors…………. 3

Game Changer Summary and Opportunities…..…...…………….………………………... 4

1. Loss of Trust in Big Brands………………….………………………............................... 12

2. Clean Conscience EatingTM….……………..……………………………………………. 16

3. Plant-Based Diets in a World Without Meat………………………..…………………. 27

4. Healthy Indulgence…………………………………………………………………...….. 36

5. Drinkable Health…………………………………………………………………………… 41

6. Personalization…………………………………………………………………………...... 46

7. Science and Technology in a World of Natural and Non-Processed…………… 52

8. Accessing Health and Nutrition……………………………………………...…….…… 57

HealthFocus® International 2019 Wellness Game Changers For Tomorrow | 3

HEALTHFOCUS INTERNATIONAL WELLNESS GAME CHANGERS &

MARKET DISRUPTORS

1. Loss of Trust in Big Brands: They No Longer Believe in Their Own Products2. Clean Conscience Eating: The Evolution Beyond Eating Clean3. Plant-Based Diets in a World Without Meat4. Healthy Indulgence: The Future for Snacking and Well-being5. Drinkable Health: The Emergence of Power Beverages6. Personalization: Beyond SKU Proliferation7. Science and Technology in a World of Natural and Non-Processed8. Accessing Health and Nutrition: I Want What I Want, When I Want It, How I Want It

The search for healthier living continues to expand and accelerate. When it comes to their health, today’s shopper is smarter, more

in control and more demanding. They view their diet as a lifestyle choice—an identification with a broader order and code of

adherence. Shoppers are driven less by the rational and true and more by belief and conviction which is shifting shoppers’

relationship with their foods.

We at HealthFocus see critical inflection points in the evolution of consumers’ quest for healthy eating. These represent tipping

points that alter the rules of successful engagement. When identified and understood, these “game changers” can create the

greatest upside potential for those willing and able to properly exploit them. In support of this, HealthFocus International is

making available for the first time an analysis and report of the 8 most important 2019 disruptors and game changes sourced from

our just completed 2019 HealthFocus USA Trend Study on consumers and their quest for healthier living and eating.


LOSS OF TRUST IN BIG BRANDS: THEY NO LONGER BELIEVE IN THEIR OWN PRODUCTS

Most large, established brands have been around a while and their core user group is older. A key challenge for growth is how to regain relevance with younger consumers while holding on to the older core and staying true to the brand proposition.

While large brands continue to outperform smaller entities on “Expertise” and “Being at the Forefront of New Trends,” they underperform on:

• Trust• Quality• Care about sustainability and ethical treatment of animals• Use of higher quality ingredients• Producing healthier products, and perhaps most importantly,• Belief in the products they offer

OPPORTUNITY: In addition to attention to the topics listed above, larger, established brands can look for the wellness drivers that areemerging today with interest to both younger and older cohorts. Demographics is a blunt tool, and we find that many wellness initiatives are more psychographic and can successfully cross age groups.


CLEAN CONSCIENCE EATING™: THE EVOLUTION BEYOND EATING CLEAN

Eating clean has evolved from purity, clean labels and avoiding negatives into something bigger—what HealthFocus International calls Clean Conscience Eating™.

The roots behind this new emerging and game-changing approach go back many years. But what is different today is the coalescence of these factors into a powerful, mainstreaming shift towards a more holistic way of thinking. Everything we put in our body has an important internal and external impact (good or bad) that can impact our health and well-being.

We see Clean Conscience Eating supported by four core pillars of consumer motivation:• Personal and family health• Safety, avoidance of negatives• Transparency/Trust• Impact on the Environment

OPPORTUNITY: While not everyone is equally immersed in all pillars of this evolution in eating clean, aspects permeate into almost all shoppers’ daily choices and is forecasted to continue to grow. People who eat clean are not just making a rational decision on what is in the product—they are making a lifestyle decision, similar to plant-based eating, one we see as gaining momentum for along and powerful run on shoppers’ quest for healthier eating and living.


PLANT-BASED DIETS IN A WORLD WITHOUT MEAT

Based on costs and carbon footprint, many futurists today project in the long term, a world without meat. But this is not the core driver behind plant-based eating today. The core motivations behind plant-based diets is not about avoidance of meat or animal products, but rather to provide healthier alternatives and provide a path for improving their diets. We see a wave of change towards plant-based diets, in all countries researched, including those with traditional plant protein-based caloric intake as well as those with a much higher meat base.

In addition, while there are younger concentrations, this is not exclusively a youth market as it reaches across all age cohorts. The core motivations for this migration are broad and compelling: Health for today, health for tomorrow, and health for the world in which we live. The barriers to increased consumption are relatively easily overcome and appear grounded in perception as much as reality: taste, price, variety, convenience and nutritional content.

OPPORTUNITY: Increased consumption of plant-based proteins, foods and beverages is a trend gaining momentum broadly, geographically and demographically. For many established brands we see this as an opportunity to reinvigorate older users while bringing in younger prospects. With the media attention on plant, people are becoming more aware of the benefits and believe it has intrinsic value to their diet. With plant, a key barrier is taste, so there are opportunities to educate on good-tasting products that are already plant based, or incorporate plant in a way that consumers enjoy.


HEALTHY INDULGENCE: THE FUTURE FOR SNACKING AND WELL-BEING

Long have health and indulgence stood on opposite sides of the dietary spectrum. However, in a world where the consumer wants it all, there is a growing need to make indulgent products not feel as bad for you, and maybe even good for you.

The demand for combining healthy and indulgent already exists. Most want all categories, including soft drinks, snacks and candy to be made as good for you as possible. And there is a strong interest in healthier options in indulgent categories. The opportunity is clear. Most say they have trouble finding products that satisfy the healthy/indulgent combination—particularly for younger shoppers and those with children.

There is not much resistance on this trend. Only 36% say that healthy and indulgent do not go together, and a similar proportion don’t feel the need for things like soft drinks and candy to be made healthier—that’s not why they buy them. And there are plenty of strictly indulgent products out there for this consumer.

OPPORTUNITY: Consumers want something they can enjoy without as much guilt so they can give themselves permission to enjoy. While important in all day parts and meal occasions, we see particular opportunity in traditional snacking as well as the emergence in use of multiple eating throughout the day in conjunction with and replacement of traditional 3 core meals per day.


DRINKABLE HEALTH: THE EMERGENCE OF POWER BEVERAGES

Drinkable nutrition options (including beverages, but not exclusively) continue to gain popularity with those looking for convenient, healthy choices on the go. Soups, smoothies and other drinkable meal or snack options have become an important part of a daily routine for many. As busier lives require more on-the-go choices, there is a critical need for more solutions. But are they considered equal to food in the nutrition they can provide? It’s the younger generations and households with children that say “yes” and are driving this trend.

These younger shoppers are also more willing to change brands for convenience than older generations. Drinkable products are inherently more convenient, and people are choosing them specifically for this reason—along with:

• Health benefits• Added nutrition• Weight management

OPPORTUNITY: Generations Y and Z show the greatest level of acceptance for a drinkable product providing the added nutrition in their diet. And that’s what they are interested in when it comes to these products—health benefits and added vitamins and minerals. Convenience is critical, but’s its typically inherent in drinkable products, so deliver more choices that can also provide a healthy alternative for a meal or snack to these younger consumers and families.


PERSONALIZATION: THE EVOLUTION BEYOND SKU PROLIFERATION

In the 21st century a healthy diet is not one size that fits all. This belief in our personal uniqueness has expanded into our view of our

distinct health and nutrition profiles. Historically, manufacturers have tried to capture this with SKU proliferation. We define

personalized nutrition as the ability to make individual adjustments to our nutritional consumables that combine flavor and taste

preferences with perceived positive added nutrients that work with the knowledge of my body type. Globally, shoppers choose it for the

following reasons in rank order:

• Better health

• Better nutrition

• Better control

• More natural

• Taste

OPPORTUNITY: Offering options, even with a broad selection, is not personalization. Personalization today recognizes the consumer is in control and we need to provide opportunities that allow them to actively, and in real time, choose what best fits their needs and desires.


SCIENCE AND TECHNOLOGY IN A WORLD OF NATURAL AND NON-PROCESSED

Historically, more science and technology in a world moving towards more natural and non processed has been seen to create a “win-lose” situation where both manufacturers and consumers must choose “either/or.” And it is still true, most people aren’t asking for science and technology intermingled in their foods and beverages, but today consumers are much more demanding and they require their products to look, feel, smell and taste the way they expect. Raw beef should be red, not brown; flour should come out of the package in a powder, not a clump. Consistency, stability, shape, color and flavor—science has a hand in making sure we are getting the product that we expect.

OPPORTUNITY: While science and technology is not necessarily requested, it’s also something that most people understand as a necessary component to get them the products that they want. Focus on nutritional enhancement of products to provide a benefit –noting that males, younger shoppers and households with kids have the highest general acceptance of science and technology and are willing to accept unrecognizable ingredients if it could improve a product.


ACCESSING HEALTH AND NUTRITION: I WANT WHAT I WANT, WHEN I WANT IT, HOW I WANT IT

Expanding options in not only food shopping channels, but also methods for obtaining foods and beverages has changed consumers expectations and allowed them to be more in control of their shopping and meal planning than ever before. In addition, with the permeation of social media they are controlling and dictating how they receive information on their health and wellness, food trends, and new ingredients and products. No longer is the manufacturer deciding what they want to deliver to the consumer. Control has shifted to the consumer deciding what and how they want to shop, eat and meal plan, as well as what they want to read about, listen to, and share when it comes to their well-being.

In turn expectations for the availability of nutritious foods and beverages has increased creating greater demand, and therefore opportunity at alternative food shopping channels like convenience stores and pharmacies. In fact the majority of shoppers at these channels wish there were more healthy options available to them in store. Almost one-third have increased their grocery delivery from both online sources (Amazon, Walmart) or from their local grocery stores over the last year. Recipe boxes and third-party restaurant delivery have also seen increases by more than a quarter of households. As these channels become more sophisticated and prolific, those figures are bound to continue to increase.

OPPORTUNITY: Mealtime and meal planning has become increasingly more convenient. Even when people want to cook, they can still get thecorrectly portioned ingredients with a recipe delivered to their door. Don’t resist, but rather grow and change as the consumer changes. With all of the food purchasing options available, shoppers no longer have to take big shopping trips to the grocery store, creating a need for healthier options in all channels.

For more information, please contact:

HealthFocus® International

+1 727-821-7499

[email protected]

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