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SUMMARY
The Health-Conscious Consume: Targeting strategies for image-conscious, ethical workaholics report reveals the key attitudes and preferences among European consumers that are driving changes in healthy or ethical food and drinks brands. It focuses on the following consumers: Stressed consumers, Conscientious consumers, Proactive consumers, Image-conscious consumers. This report shows you how to profitably target the health-conscious consumer by answering the key questions about your current and prospective customers: who, what, where and, crucially, why. This report examines each consumer segment in detail, identifying their key characteristics and developing models and strategies for market penetration and growth. Whether you currently offer healthy or ethical food and drink products, if you are considering updating your current brands or if you are planning on launching new products aimed at this market, this report provides the essential market research and analysis you need todevelop high impact and cost effective marketing strategies. TABLE OF CONTENTS
Table of Contents Identifying the Health-Conscious Consumer Executive Summary 8 - Introduction 8
- The stressed consumer 8
- The conscientious consumer 9
- The proactive consumer 10
- The image-conscious consumer 11
Conclusions 12 Chapter 1 Introduction 14 Chapter 2 The Stressed Consumer 16 - Summary 16
- Introduction 16
- The stressed consumer 17
- How to define .stress. 17
- Exactly how stressed are consumers today? 18
- Strategies consumers implement to deal with stress 19
- Monitoring the effect of stress on consumer purchasing patterns 20
- Loss of time and temper 20
- Profit opportunities in food and drinks 24
- Effective management of stress responses 25
Chapter 3 The Conscientious Consumer 28 - Summary 28
- Introduction 28
- The conscientious consumer 29
- Who are conscientious consumers and where have they come from? 29
- The critical consumer 29
- Desire for simplicity and health concerns 31
- Do stressed consumers have time to care about ethics? 32
- .Feel good. And .does good. 32
- Identifying organic consumers 33
- Food crises prompting organic food and drink consumption 35
- Vegetarians and meat-reducers 38
- Putting a value on the vegetarian convenience food market 40
- Ethical consumers 42
- Varying attitudes towards paying price premiums Europe-wide 43
- Going green 45
Chapter 4 The Proactive Consumer 48 - Summary 48
- Introduction 48
- Who is a typical proactive consumer? 48
- Consumer self-medication 49
- Key drivers of self-diagnosis and prescription 49
- Social change 51
- Supply-side drivers 51
- Healthcare cost containment 51
- Paving the way for competitive pricing in the OTC market 52
- Pharmacists drive to extend their role 52
- Sales of herbal supplements and OTC medicines 53
- The responsibility of the media in promoting herbal supplements 54
- Frequency of common ailments 55
- The consumers. Opinions 55
- How proactive consumers change their diet 58
- Discover nutraceutical and other opportunities in food and drinks 60
Chapter 5 The Image-Conscious Consumer 64 - Summary 64
- Introduction 64
- Health and beauty regimes across Europe 65
- Physical health, beauty and mental wellbeing 65
- Marketing-specific consumer segments 67
- Consumers managing their weight 68
- Escalating social pressures 68
- The role of exercise in the working week 69
- A clear trend in the selection of diet products 70
- Fear of ageing 72
- Attitudes and concerns by age group 72
- The effect of fear of ageing on spending patterns 74
- The effect of ageing fears on purchasing and consumption patterns 75
- So many opportunities.diet, weight and image 77
Chapter 6 Conclusions 80 - Introduction 80
- First and foremost - Indulgence 80
- Active not passive 82
- Scepticism and credibility 83
- Index 85
List of Figures - Figure 1.1: Percentage of organic consumers in Europe, 2001 9
- Figure 1.2: The importance of feeling attractive for different age-groups 11
- Figure 1.3: The three megatrends 14
- Figure 2.4: Managing the stress response 25
- Figure 3.5: UK consumer interest in food production, comparison between 2000 and 2001 30
- Figure 3.6: Percentage of organic consumers in Europe, 2001 33
- Figure 3.7: Organic food and drink value as a percentage of overall food and drink sector, 200137
- Figure 3.8: Percentage of vegetarian and meat-reducing consumers in Europe, 2001 38
- Figure 3.9: Vegetarian ready meals value as a percentage of overall ready meals market, 2001 41
- Figure 3.10: Ethical behaviour in six European countries, September 2000 42
- Figure 3.11: Willingness to pay more for ethical products, Europe, September 2000 43
- Figure 3.12: Difference between .have considered switching to ethical goods. And .willingness to pay for ethical goods. In Europe 44
- Figure 4.13: Summary of self-medication actions for minor ailments , 2002 50
- Figure 4.14: Herbal supplements and OTC medicine value sales (? Million), by country, 1996. 2000 54
- Figure 4.15: Changing role of food within the .food as medicine. Concept 60
- Figure 5.16: Different products are used to focus on different aspects of total wellbeing 66
- Figure 5.17: Percentage of respondents in each of the three main consumer segments 67
- Figure 5.18: Attitudes to ageing between different age groups 72
- Figure 5.19: The importance of feeling attractive for different age-groups 73
- Figure 5.20: Consumer attitudes to the physical and mental effects of ageing 73
- Figure 5.21: Consumer attitudes to the physical signs of ageing 75
- Figure 5.22: Consumers. Response to fears of physical deterioration, by age group 76
- Figure 5.23: The effects of fear of ageing on the likelihood of changing spending patterns for different age groups 77
- Figure 6.24: Product launches by megatrend, 1999.2001 81
- Figure 6.25: Active and passive benefits 82
List of Tables - Table 2.1: Absenteeism due to stress and stress-related complaints, 2000 18
- Table 2.2: Effects of stress on .normally stressed consumers., 2002 20
- Table 2.3: Effects of stress on grocery shopping for .normally stressed consumers., 2002 21
- Table 2.4: Effects of stress on eating habits for .normally stressed consumers., 2002 21
- Table 2.5: Effects of stress on eating habits for .normally stressed consumers., 2002 22
- Table 2.6: Effects of stress on .normally stressed consumers.. Alcohol consumption, 2002 23
- Table 2.7: Effect of stress on .normally stressed consumers.. Drink choice, 2002 23
- Table 2.8: Effects of stress on hot drinks consumption for .normally stressed consumers., 200224
- Table 2.9: Effects of stress on the willingness of .normally stressed consumers. To try new products 24
- Table 3.10: Organic consumers and proportion of spend - Europe, 2001 34
- Table 3.11: Value of organic food and drink markets, 2001 36
- Table 3.12: Value of overall organic food and drink sector and per head expenditure, 2001 37
- Table 3.13: Vegetarians and meat-reducers in Europe, 2001 39
- Table 3.14: Value of vegetarian convenience foods markets and per head expenditure, 2001 40
- Table 3.15: Ethical purchasing behaviour in Europe, 2001 44
- Table 4.16: Number of pharmacists, by country, 2000 53
- Table 4.17: Answers to the question .How often have you suffered from the following complaints in the last month?. 56
- Table 4.18: Answers to the question .When ill what courses of action would you most commonly take (tick all that apply)?. 57
- Table 4.19: Answers to the question .In general, when you are suffering from minor ailments how do you change your diet?. 58
- Table 4.20: Answers to the question .For each specific ailment please state if you eat MORE of the following food categories (tick all that apply). 59
- Table 5.21: Hours of exercise per week 69
- Table 5.22: Reason for exercise, all respondents 70
- Table 5.23: Tendency to choose .diet. Products by category 70
- Table 5.24: The potential market for diet products (?m), 1996.2001 & CAGR 71
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