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Research and Markets: Food Marketers Need to Implement Strategies to Effectively Satisfy Unmet Needs for Health on-the-Go

Posted on: Monday, 14 March 2005, 09:00 CST

DUBLIN, Ireland, March 14 /PRNewswire/ -- Research and Markets (http://www.researchandmarkets.com/reports/c13964) has announced the addition of Health On-The-Go 2005 to their offering.

(Logo: http://www.newscom.com/cgi-bin/prnh/20040820/RESEARCH )

The number of healthy on-the-go eating occasions in Europe and the US combined is set to increase from 73.2 billion occasions in 2003 to 84.4 billion occasions in 2008. The growth in healthy drinking is even higher with the number of healthy on-the-go drinking occasions rising to 264 billion occasions in 2008, up from 212 billion occasions in 2003.

Rising time in transit, mealtime fragmentation and informality and changing work patterns all mean that consuming on-the-go will account for a higher proportion of consumption occasions in the future. Consumers are also increasingly health conscious with 80% of US and European consumers feeling that it is important to improve health through diet.

Health and convenience are of increasing importance in defining food and drink needs. However, consumers are typically forced to make a trade-off with eating and drinking healthily to facilitate convenience needs, and vice versa. It is important that marketers demonstrate a long-term commitment to healthy eating and drinking by helping consumers make informed, healthier food and drink choices. Extending brands with already established health credentials is one tactic that can be utilized to help cement the trust of consumers. This report, in highlighting how the two trends co-exist, offers a complete review of how to more effectively satisfy unmet needs for health on-the-go.

This report

Provides a complete review of European and US consumers health on-the-go habits with market size and occasion based data segmented by daypart and country.

Explores in detail the convenience and health mega-trends, with specific focus on how the two trends co-exist and the opportunities this creates. Analyses "Health need state" market, with the value of healthy eating and drinking on-the-go broken down by need state.

Includes detailed Action Points pinpointing how to effectively target the growing number and value of health on-the-go occasions

Topics Covered Include:

-- Defining on-the-go consumption

-- Definition of healthy on-the-go occasions

-- A clash of two consumer mega-trends - health and convenience

-- Convenience needs drive on-the-go consumption

-- Consumers are spending more time in transit

-- Fragmenting mealtimes and informality are driving on-the-go needs

-- Consumers' working patterns induce on-the-go consumption

-- The overall number of on-the-go occasions is growing

-- Light meals account for a growing number of on-the-go occasions

-- Health is an increasingly important purchasing consideration

-- Consumers are increasingly health-conscious

-- Obesity is rising as cardiovascular health worsens

-- Appearance and body-shape consciousness is rising

-- Rising quality-of-life expectations increase healthier choices

-- The number of health-on-the-go occasions is increasing

-- Health on-the-go attittudes by consumer group

-- Sociographic variations in health interest and actual behavior

-- Gender variances exist in health-related attitudes and behavior

-- Age variances exist in health-related attitudes and behavior

-- Consumer health need states on-the-go

-- Long-term health is the most important need state on-the-go

-- Emotional as well as functional needs drive healthy consumption

-- The health need state markets vary by region

-- Numerous barriers exist deterring health on-the-go

-- Many consumers believe consumption on-the-go is too messy

-- Many consumers feel it is rude to consume on-the-move

-- Many consumers feel it is unhygienic to consume on-the-move

-- Consumers are deterred by the difficulty of package disposal

-- Convenience channels ineffectively cater for older consumers

-- A lack of nutritious healthy food inhibits on-the-go consumption

-- Health products are not seen as good value for money

-- Large knowledge gaps prevail, preventing healthy eating habits

-- Healthy foods are often perceived to be inferior in taste

-- Indulgence needs mean healthy eating declines through the day

-- The healthy on-the-go market is undervalued

-- Develop trust as a central value of your health brand

-- Demonstrate your commitment to healthy eating and drinking

-- Help consumers make informed, healthier food and drink choices

-- Develop recognizable and trustworthy labels

-- Extend brands with already established health credentials

-- Use positive messages to communicate product attributes

-- Stop promoting feelings of sacrifice, inadequacy or lack of control

-- Develop the 'sensory' appeal of healthy on-the-go products

-- Promote health as a cooler, more iconic alternative

-- Target consumers' unmet health need states on-the-go

-- Target healthy-hunger fill needs by offering light meal solutions

-- Position healthy on-the-go solutions as performance boosts

-- Target health-specific needs with functional products

-- Offer more hot food and drinks on-the-go

-- Offer more savory nutritious options in impulse channels

-- Develop packaging facilitating healthy on-the-go consumption

-- Monitor developments in healthy eating and drinking

For more information visit http://www.researchandmarkets.com/reports/c13964

Laura Wood

Senior Manager

Research and Markets

press@researchandmarkets.com

Fax: +353 1 4100 980

Photo: http://www.newscom.com/cgi-bin/prnh/20040820/RESEARCH

Research and Markets

CONTACT: Laura Wood, Senior Manager, Research and Markets,press@researchandmarkets.com, Fax: +353-1-4100-980

Web site: http://www.researchandmarkets.com/reports/c13964

Source: PRNewswire

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