Health Markets:

Datamonitor
Market Study  April 2003

Overview

Introduction

Consumers throughout Europe are increasingly willing to adapt their diets. Underlying their choices of which cuisines to include in their diets is a set of beliefs regarding food and drinks and their properties: the belief portfolio. By positioning products according to those, manufacturers will grow their share of the market for belief-driven diets.

Scope

• Detailed analysis of European consumers' beliefs regarding food and drinks and eight types of diet

• Consumer segments covered: singles 18-34, couples with and without children, males and females 18-50

• ROI model demonstrating the value of each of these diets, forecasts to 2007 and future scenario

• Category specific action points identifying which beliefs and diets to align products with

Highlights

Targeting consumers based on their health beliefs offers the greatest opportunities.

The Japanese diet has an average rate of inclusion into consumers' diets of only 18.6%. However consumers believe it to be only very slightly less healthy than the Mediterranean diet.

Young families hold weaker beliefs on health than other consumer groups.

Reasons to Purchase

• Understand consumers' beliefs relating to different diets

• Identify which combinations of specific beliefs and diets offer the most potential for growth

• Learn how to position your products according to different consumer groups' sets of beliefs regarding different diets

FUTURE DECODED

This chapter examines consumers' beliefs relating to different diets, and the extent to which they play a part in determining people's normal eating habits. It also discusses eight different diet types, and the consumer beliefs that relate to them.

When it comes to food and drinks, consumers hold the strongest views on beliefs relating to health. Targeting them based on their health beliefs offers the greatest opportunities for growth.

European Consumers report including parts of the Japanese diets into their habits only 18.6% of the time. They believe it to be only very slightly less healthy than the Mediterranean diet.

• Young families hold weaker beliefs on health than any other consumer group and feel more strongly about cultural beliefs.

ACTION POINTS

The ROI model - The Return On Investment (ROI) model demonstrates the financial value of consumers' belief portfolios that were discussed in the previous chapter. It derives the share of belief-driven meal occasions that the diets covered by the report account for. These figures are used to derive the value of these diets. Using a five-year forecast for the total value of the market for belief-driven diets, the ROI model is used to calculate the benefits that can be derived from increasing the rate of inclusion into consumers' normal diet of a specific traditional diet.

Promote the Japanese diet - Consumers believe the Japanese diet to be as healthy as the Mediterranean diet, however they do only include aspects of this diet into their eating habits rarely. It has the second lowest rate of inclusion of any diet in this study. Clearly, this represents a valuable opportunity for the food and drinks industry. The ROI model is used to derive the financial value of a marketing push to increase the rate of inclusion of the Japanese diet by 5%. This would result in the value of the Japanese diet growing by nearly €2bn more than it would if current trends continued.

Align foods and drinks with relevant diets and beliefs - The kind of marketing campaign mentioned in the previous action point can be achieved by positioning products according to the diets and associated beliefs that they tie into. Products that are associated with diets that are perceived to be very healthy, such as the Mediterranean, Japanese and Scandinavian diets, have the greatest potential.

APPENDIX

• This chapter contains further data, research methodology and sources used in the report.

DATASETS

LIST OF TABLES

Table 1: Ethnic population of Europe (2000)

Table 2: Ethnic ready meals market values in the UK and France, 2002 and 2007

Table 3: Willingness to pay more for free range eggs (% of sample)

Table 4: Attitudes towards genetically modified foods in the EU (2000)

Table 5: Ethical purchasing behavior in Europe, 2001

Table 6: Consumers' perceptions of olive oil's health properties

Table 7: Consumers' reported perceived importance of beliefs for the Mediterranean diet*, 2003

Table 8: Consumers' reported perceived importance of beliefs for the Japanese diet*, 2003

Table 9: Consumers' reported perceived importance of beliefs for the Scandinavian diet*, 2003

Table 10: Consumers' reported perceived importance of beliefs for the vegetarian diet*, 2003 41

Table 11: Consumers' reported perceived importance of beliefs for the North African, Middle-Eastern and Persian diets*, 2003 44

Table 12: Consumers' reported perceived importance of beliefs for the French diet*, 2003 46

Table 13: Consumers' reported perceived importance of beliefs for the Indian diet*, 2003 49

Table 14: Consumers' reported perceived importance of beliefs for the South-East Asian diet*, 2003 52

Table 15: Diet ranking by average level of belief in health properties 53

Table 16: Adult food and drink expenditure 2002 57

Table 17: Meal occasions and belief-influenced diets 2002 58

Table 18: Adult food and drink expenditure 2007 58

Table 19: Total value of the covered diets 2002 and 2007 (€m) 59

Table 20: Effect of increasing frequency of inclusion of Japanese diet (2007 scenario) 60

Table 21: Total value of the covered diets 2002 and 2007 (€m) 61

Table 22: Product position by health beliefs and diet (drinks) 62

Table 23: Product position by health beliefs and diet (bakery and cereals) 63

Table 24: Product position by health beliefs and diet (canned foods and prepared meals) 64

Table 25: Product position by health beliefs and diet (dairy) 65

Table 26: Product position by health beliefs and diet (confectionery and snacks) 66

Table 27: Product position by health beliefs and diet (condiments and sauces) 67

Table 28: Product position by religious beliefs and diet (overall) 68

Table 29: Product position by ethical beliefs and diet (soft drinks) 69

Table 30: Product position by ethical beliefs and diet (alcoholic drinks) 70

Table 31: Product position by ethical beliefs and diet (bakery and cereals) 71

Table 32: Product position by ethical beliefs and diet (canned food and prepared meals) 72

Table 33: Product position by ethical beliefs and diet (dairy) 73

Table 34: Product position by ethical beliefs and diet (confectionery and snacks) 74

Table 35: Product position by cultural beliefs and diet (soft drinks) 75

Table 36: Product position by cultural beliefs and diet (alcoholic drinks) 76

Table 37: Product position by cultural beliefs and diet (bakery and cereals) 77

Table 38: Frequency of cooking amongst different consumer groups 78

LIST OF FIGURES

Figure 1: The food & drinks belief portfolio 18

Figure 2: Ethnic ready meals market values in the UK and France, 2002 21

Figure 3: The Fair Trade Federation's international logo 26

Figure 4: The Mediterranean diet pyramid 30

Figure 5: Different interpretations of the Mediterranean diet 32

Figure 6: Health beliefs and the Mediterranean diet, 2003 34

Figure 7: Health beliefs and the Japanese diet, 2003 37

Figure 8: The Scandinavian diet: a piscivore's dream 38

Figure 9: Cultural beliefs and the Scandinavian diet, 2003 40

Figure 10: Health beliefs and the vegetarian diet, 2003 42

Figure 11: Ethical beliefs and the vegetarian diet 43

Figure 12: Religious beliefs and the North African, Middle Eastern and Persian diets, 2003 45

Figure 13: Cultural beliefs and the French diet, 2003 48

Figure 14: Religious beliefs and the Indian diet, 2003 50

Figure 15: Diet ranking by relative importance of beliefs overall 54

Figure 16: Frequency of cooking amongst different consumer groups 79

Figure 17: Main source of cooking skills by consumer group 80

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