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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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Presentation Transcript
presentation speaker panelists
Presentation speaker & panelists

Todd Hale

Nielsen

Dr. James Gavin

Partnership for a

Healthier America

Maryellen Molyneaux

NMI

T.J. McIntyre

Boulder Brands

#Consumer360

how does the cpg industry grow in the current environment
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

health wellness outpacing retail growth
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

audience question
Audience question

WHICH IS DRIVING GROWTH THE FASTEST?

Gluten Free

GMOFree

Hormone Antibiotic Free

Low Glycemic

Organic

#Consumer360

the whole world has a weight problem
“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

focus on health is not a passing fad
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

why does health wellness matter
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

but the epidemic is not evenly dispersed
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

the need is apparent
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

good news older younger pose untapped opportunity for winning wellness claims
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

is lower attraction among low income an issue with awareness availability or price
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

are higher sales among asians driven by ethnicity education or income
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

a focus on fresh reveals the variation
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

health focused shoppers are the ones you want
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

who s leading the way
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?
health wellness themes resonating across consumer groups
HEALTH & WELLNESS themes resonating across consumer groups

HEALTHY SNACKING

KNOWLEDGE IS POWER

FOOD AS MEDICINE

Source: Nielsen, NMI

#Consumer360

where should you start
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