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Health & wellness through the eyes of the diverse consumer

Health & wellness through the eyes of the diverse consumer. Presentation speaker & panelists. Todd Hale Nielsen. Dr. James Gavin Partnership for a Healthier America. Maryellen Molyneaux NMI. T.J. McIntyre Boulder Brands. #Consumer360.

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Health & wellness through the eyes of the diverse consumer

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  1. Health & wellness through the eyes of the diverse consumer

  2. Presentation speaker & panelists Todd Hale Nielsen Dr. James Gavin Partnership for a Healthier America Maryellen Molyneaux NMI T.J. McIntyre Boulder Brands #Consumer360

  3. How does THE CPG industry grow in the current environment? WHAT CAN FUEL GROWTH? WHAT’S WORKING AGAINST GROWTH? Innovation Product enhancements Underdeveloped consumer segments Crowded shelves Slowing population growth Stagnant wages #Consumer360

  4. Why should we careabout health & wellness?

  5. Health & Wellness outpacing retail growth 17% 13% 0.1% Total store growth rate (units) Organic label claims since 2010 Avg. annual unit growth for the top 5 fastest growing healthy label claims 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. Audience question WHICH IS DRIVING GROWTH THE FASTEST? Gluten Free GMOFree Hormone Antibiotic Free Low Glycemic Organic #Consumer360

  7. “The Whole World Has a Weight Problem” 13% Global Perspective on Obesity & Overweight Population 47% 37% 28% The U.S. accounts for more than a tenth of the obese people worldwide, with only 5% of the population 14% 5% Increase in Obesity and Those Overweight Since 1980 Percentage Who Were Obese and Overweight in 2013 Adults Children Source: Institute for Health Metrics and Evaluation at the University of Washington; Frank Pompa, USA TODAY #Consumer360

  8. Focus on health is not a passing fad EVEN IN AMERICA’S BALLPARKS, THE SHIFT IS CLEAR CHICAGO Adobo mango chicken sausage Cotton candy Hot dogs Fries PHILADELPHIA Veggie cheese steak (vegan beef) Sausages ANAHEIM Panini with zucchini, carrots, mushrooms, tomatoes & pesto sauce Nachos COLORADO "Infield Greens" build-your-own salad PHOENIX Black-bean burger on a whole-wheat #Consumer360

  9. Why does health & wellness matter? 65% 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 Source: World Health Organization; Centers for Disease Control 2012 #Consumer360

  10. BUT THE EPIDEMIC IS NOT Evenly dispersed MULTI CULTURAL INCOME & EDUCATION Age Adjusted Obesity Rate Obesity Rate Among 48% of Non-Hispanic Blacks 43% of Hispanics 33% of Non-Hispanic Whites 11% of Non-Hispanic Asians 35% 60 plus 40% 40 to 59 30% 20 to 39 AGE • Higher income woman are less likely to be obese • Women with college degrees less likelyto be obese Source: Centers for Disease Control & Prevention #Consumer360

  11. the need is apparent PANEL QUESTIONS • 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? #Consumer360

  12. How are consumer segments responding to healthy options?

  13. Good news: Older & younger pose untapped opportunity for winning wellness claims SALES PER 1,000 HOUSEHOLDS INDEX BY AGE OF FEMALE HEAD OF HOUSEHOLD 65+ 35 – 45 Female head Under 35 55 – 65 Label claim: Low Glycemic GMO Free Gluten Free Hormone Antibiotic Free Organic High Fructose Corn Syrup Free Lactose Free Protein Presence Preservative Free CONSUMERS ARE APPROACHING PREVENTION DIFFERENTLY Source: Nielsen Homescan with Nielsen LabelTrends, 52-week ending 12/28/2013, UPC-coded products #Consumer360 Index is: 120 or greater between 80–120 80 or less

  14. Is lower attraction among low income an issue with awareness, availability or price? SALES PER 1,000 HOUSEHOLDS INDEX BY HOUSEHOLD INCOME 100k+ $20k – 29.9k < $20k $30k – 39.9 $40k – 49.9l $50k – 69.9 $70k – 99.9 Label claim: Low Glycemic GMO Free Gluten Free Hormone Antibiotic Free Organic High Fructose Corn Syrup Free Lactose Free Protein Presence Preservative Free CONSUMERS ARE APPROACHING PREVENTION DIFFERENTLY Index is: 120 or greater between 80–120 80 or less Source: Nielsen Homescan with Nielsen LabelTrends, 52-week ending 12/28/2013, UPC-coded products #Consumer360

  15. Are higher sales among Asians driven by ethnicity, education or income? SALES PER 1,000 HOUSEHOLDS INDEX BY RACE/ETHNICITY Label claim: Hispanic (any race) African American Caucasian Asian Low Glycemic GMO Free Gluten Free Hormone Antibiotic Free Organic High Fructose Corn Syrup Free Lactose Free Protein Presence Preservative Free CONSUMERS ARE APPROACHING PREVENTION DIFFERENTLY Source: Nielsen Homescan with Nielsen LabelTrends, 52-week ending 12/28/2013, UPC-coded products #Consumer360 Index is: 120 or greater between 80–120 80 or less

  16. A focus on fresh REVEALS THE variation FRESH PRODUCE SALES INDEX MULTI CULTURAL GENERATION INCOME Black Asian Hispanic(any race) Millennials Gen X Boomers Greatest Generation Under$25k Income$200k Source: Nielsen Homescan, 52 Weeks Ending 12/28/2013, UPC-coded

  17. Health-focused shoppers are the ones you want FRESH PRODUCE $ BUYING RATE INDEX 41% higher than expected Higher spending Expected produce buying rate Lower spending 20% lower than expected Source: NMI; Nielsen Homescan, Total U.S. – 52 weeks ending 12/28/2013, UPC-coded #Consumer360

  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. HEALTH & WELLNESS themes resonating across consumer groups HEALTHY SNACKING KNOWLEDGE IS POWER FOOD AS MEDICINE Source: Nielsen, NMI #Consumer360

  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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