An Introduction to

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COMBINING MEGA-TRENDS
DATAMONITOR RULE 3 THERE ARE RICH PICKINGS WHEN
PRODUCTS SATISFY TWO OR MORE MEGA-TRENDS
HEALTH ALONE IS AN INSUFFICIENT MOTIVATOR
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OUTLINE

1. Distinguishing fads from trends
2. Health trends to watch
3. The role of convenience
4. The role of taste

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LONG-TERM HEALTH TRENDS CRITERIA

• Overall well-being
• Balanced diet
• Effectiveness re health
• Taste and convenience will not be sacrificed

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FADS OR TRENDS?
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CONSUMER HEALTH CONCERNS

• Energy levels
• Tiredness and sleep quality

• Weight loss

• Gut function

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WEIGHT LOSS

• Interest in weight loss is a long term trend
• Method of weight loss subject to fads
• Number of followers not relevant
• Low-carb may not be effective long-term
• Shift from product attributes to benefits

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RECENT HEALTH TRENDS

• Energy drinks

• Energy levels
• Gut function
• Weight loss
• Well-being

• Probiotics

• Low-carb

• Five-a-day

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UPCOMING HEALTH TRENDS

• Energy levels
• Gut function
• Weight loss
• Well-being

• Glycemic Index

• Prebiotics

• Good vs bad carbs

• Omega-3s

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• COMBINING MEGA-TRENDS
• Health and convenience
• Health and taste

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HEALTH AND CONVENIENCE The demand for
Health-On-The-Go
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ON-THE-GO EATING OCCASIONS 2003-2008
Source Datamonitor New Impulse Consumptions
Occasions NCI Report
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LEVELS OF ACTUAL AND INTENDED HEALTHY ON-THE-GO
FOOD AND DRINK CONSUMPTION IN EUROPE AND THE US
( ON-THE-GO OCCASIONS), 2003
Source Datamonitor Health On-The-Go NCI report
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WHY DO HEALTHY EATING ATTEMPTS FAIL?

• Availability
• Packaging

• No spill
• No crumbs
• Crush-proof packaging
• Re-sealable packs

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HEALTH ON-THE-GO What ingredients should be the
future focus?
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ENERGY LEVELS TODAYEnergy drinks
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ENERGY LEVELS FUTUREGlycemic Index

• Drinks
• Cereal bars
• Dairy

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GUT FUNCTION TODAYProbiotics
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GUT FUNCTION FUTUREPrebiotics

• Dairy

• Bread
• Snacks
• Chocolate
• Beverages

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WEIGHT LOSS FUTUREGood vs. bad carbs

• Reduce refined carbohydrates
• Glycemic index
• Prebiotics

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WELL-BEING TODAYFive-a-day
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WELL-BEING FUTUREOmega-3s

• Bread

• Sandwich fillings

• Dairy

• Beverages

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BITE-SIZED EATING

• Pizza slices
• Cereal bites
• Bitty-burgers

• Sushi bars
• Appetiser and salad replace main course
• Shot-glass sized desserts

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BITE-SIZED EATING FUTURE

• Resealable savoury snack packs
• Savoury nutritional bars/bites

• Shots of healthy AND indulgence foods

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CREATING HEALTH-ON-THE-GO SUMMARY

• Low GI foods
• Prebiotics
• Omega-3s

• Dairy

• Beverages

• Sandwich fillings

• Savoury bars

• Bite-sized eating

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HEALTH AND TASTE Can consumers be persuaded to
compromise on taste?
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EXAMPLES

• Skimmed milk
• Baked beans and salt
• Fish
• Soy products

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SUMMARY

• Key is well-being
• Health alone is insufficient motivator
• Taste matters
• Convenience matters
• Potential of bite-sized eating

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SOURCES REFERENCES

• stephanie.french_at_harlequinplus.com