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HEALTH & WELLNESS THROUGH THE EYES OF THE DIVERSE CONSUMER.

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Presentation on theme: "HEALTH & WELLNESS THROUGH THE EYES OF THE DIVERSE CONSUMER."— Presentation transcript:

1 HEALTH & WELLNESS THROUGH THE EYES OF THE DIVERSE CONSUMER

2 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 2 PRESENTATION SPEAKER & PANELISTS Maryellen Molyneaux NMI Dr. James Gavin Partnership for a Healthier America T.J. McIntyre Boulder Brands Todd Hale Nielsen #Consumer360

3 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 3 HOW DOES THE CPG INDUSTRY GROW IN THE CURRENT ENVIRONMENT? WHAT’S WORKING AGAINST GROWTH? Crowded shelves Slowing population growth Stagnant wages WHAT CAN FUEL GROWTH? InnovationProduct enhancements Underdeveloped consumer segments #Consumer360

4 WHY SHOULD WE CARE ABOUT HEALTH & WELLNESS?

5 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 5 17% 13% HEALTH & WELLNESS OUTPACING RETAIL GROWTH Avg. annual unit growth for the top 5 fastest growing healthy label claims Organic label claims since 2010 Total store growth rate (units) 0.1% Source: Nielsen Strategic Planner with Nielsen LabelTrends, Total U.S. - All Outlets Combined, 52-weeks ending 04/12/2014 (percent vs. year ago), UPC-coded

6 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 6 AUDIENCE QUESTION WHICH IS DRIVING GROWTH THE FASTEST? GMO Free Low Glycemic Hormone Antibiotic Free Gluten Free Organic #Consumer360

7 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 7 “THE WHOLE WORLD HAS A WEIGHT PROBLEM” Source: Institute for Health Metrics and Evaluation at the University of Washington; Frank Pompa, USA TODAY The U.S. accounts for more than a tenth of the obese people worldwide, with only 5% of the population 13% 5% Increase in Obesity and Those Overweight Since 1980 Percentage Who Were Obese and Overweight in 2013 Global Perspective on Obesity & Overweight Population 28% 47% 37% 14% Adults Children #Consumer360

8 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 8 FOCUS ON HEALTH IS NOT A PASSING FAD EVEN IN AMERICA’S BALLPARKS, THE SHIFT IS CLEAR CHICAGO Adobo mango chicken sausage ANAHEIM Panini with zucchini, carrots, mushrooms, tomatoes & pesto sauce PHOENIX Black-bean burger on a whole-wheat COLORADO "Infield Greens" build-your-own salad Hot dogs Sausages Cotton candy Fries Nachos PHILADELPHIA Veggie cheese steak (vegan beef) #Consumer360

9 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 9 WHY DOES HEALTH & WELLNESS MATTER? Source: World Health Organization; Centers for Disease Control % of the world’s population live in countries where overweight & obesity kills more people than underweight 35% of U.S. adults are obese Leading to some of the foremost causes of preventable death… heart disease, stroke, type 2 diabetes & certain types of cancer #Consumer360

10 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 10 AGE INCOME & EDUCATION BUT THE EPIDEMIC IS NOT EVENLY DISPERSED Higher income woman are less likely to be obese Women with college degrees less likely to be obese Age Adjusted Obesity RateObesity Rate Among 35% 60 plus 40% 40 to 59 30% 20 to 39 MULTICULTURAL 48% of Non-Hispanic Blacks 43% of Hispanics 33% of Non-Hispanic Whites 11% of Non-Hispanic Asians Source: Centers for Disease Control & Prevention #Consumer360

11 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 11 What can NMI tell us about the evolution of consumer involvement in health & wellness over the past 15 years? What role can the private sector play in delivering healthier options & supporting the goal for a healthier America? Any success stories? Generally speaking, who has led the way toward increased health & wellness focus – retailers or manufacturers – and why? THE NEED IS APPARENT PANEL QUESTIONS #Consumer360

12 HOW ARE CONSUMER SEGMENTS RESPONDING TO HEALTHY OPTIONS?

13 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 13 GOOD NEWS: OLDER & YOUNGER POSE UNTAPPED OPPORTUNITY FOR WINNING WELLNESS CLAIMS Source: Nielsen Homescan with Nielsen LabelTrends, 52-week ending 12/28/2013, UPC-coded products Low Glycemic GMO Free Gluten Free Hormone Antibiotic Free Organic High Fructose Corn Syrup Free Lactose Free Protein Presence Preservative Free Index is: 120 or greater between 80– or less Female head Under – – Label claim: SALES PER 1,000 HOUSEHOLDS INDEX BY AGE OF FEMALE HEAD OF HOUSEHOLD CONSUMERS ARE APPROACHING PREVENTION DIFFERENTLY #Consumer360

14 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 14 IS LOWER ATTRACTION AMONG LOW INCOME AN ISSUE WITH AWARENESS, AVAILABILITY OR PRICE? Source: Nielsen Homescan with Nielsen LabelTrends, 52-week ending 12/28/2013, UPC-coded products Index is: 120 or greater between 80– or less < $20k $20k – 29.9k $30k – k+ Label claim: Low Glycemic GMO Free Gluten Free Hormone Antibiotic Free Organic High Fructose Corn Syrup Free Lactose Free Protein Presence Preservative Free $40k – 49.9l $70k – 99.9 $50k – 69.9 SALES PER 1,000 HOUSEHOLDS INDEX BY HOUSEHOLD INCOME CONSUMERS ARE APPROACHING PREVENTION DIFFERENTLY #Consumer360

15 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 15 Index is: 120 or greater between 80– or less Caucasian African American Asian Hispanic (any race) Label claim: Low Glycemic GMO Free Gluten Free Hormone Antibiotic Free Organic High Fructose Corn Syrup Free Lactose Free Protein Presence Preservative Free ARE HIGHER SALES AMONG ASIANS DRIVEN BY ETHNICITY, EDUCATION OR INCOME? Source: Nielsen Homescan with Nielsen LabelTrends, 52-week ending 12/28/2013, UPC-coded products CONSUMERS ARE APPROACHING PREVENTION DIFFERENTLY SALES PER 1,000 HOUSEHOLDS INDEX BY RACE/ETHNICITY #Consumer360

16 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 16 A FOCUS ON FRESH REVEALS THE VARIATION FRESH PRODUCE SALES INDEX Source: Nielsen Homescan, 52 Weeks Ending 12/28/2013, UPC-coded INCOME GENERATION MULTICULTURAL BlackAsianHispanic (any race) MillennialsBoomersGreatest Generation Under $25k Income $200k Gen X

17 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 17 HEALTH-FOCUSED SHOPPERS ARE THE ONES YOU WANT Higher spending Lower spending Source: NMI; Nielsen Homescan, Total U.S. – 52 weeks ending 12/28/2013, UPC-coded FRESH PRODUCE $ BUYING RATE INDEX 41% higher than expected 20% lower than expected Expected produce buying rate #Consumer360

18 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 18 WHO’S LEADING THE WAY PANEL QUESTIONS Are highly-engaged consumers the biggest health & wellness opportunity group for manufacturers & retailers, or does the opportunity lie somewhere else along the spectrum? What factors do you think influence healthy lifestyles among low-income Americans, with regard to awareness, availability and/or price? Boulder Brands’ Udi’s and Glutino brands market directly to consumers seeking gluten-free. Tell us about your experience catering to such a specific group & health need. What resonates with them? What impact have you seen social media make on how consumers approach health? How can brands, retailers & government leverage it to promote health & wellness?

19 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 19 HEALTH & WELLNESS THEMES RESONATING ACROSS CONSUMER GROUPS Source: Nielsen, NMI HEALTHY SNACKINGKNOWLEDGE IS POWERFOOD AS MEDICINE #Consumer360

20 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 20 WHERE SHOULD YOU START? PANEL QUESTIONS Do you care to comment on any of these three themes? Do you see the private sector getting ahead of government mandates when it comes to better nutrition? Or is the government leading the way? What are the next big health & wellness trends our audience should consider as they look for growth in a challenging retail landscape? #Consumer360

21 AUDIENCE Q&A

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