08.22.2007

"HartBeat" is The Hartman Group's FREE online newsletter, providing insight, analysis, information and strategy to give business leaders the knowledge and vision to build sustainable brands.

07.18.2007 "Demon Ingredient: High Fructose Corn Syrup"

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08.23.2006 "Baby Boomer Lifestyle Traits & Trends"

08.23.2006 "Satiety: 'Satisfying' the Hunger for a New Food Trend?"

03.08.2006 "Who Put the Function in Functional Foods?"

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Trend Update: Energy...not Just A Drink

In years past, when mentions of energy began to surface in conversations with consumers, it was typically related to a health condition, for example: "I get migraines, so I don't have energy." Today, and with increasing strength, we are hearing consumers talk about energy as a problem that has developed into its own distinct health concern. Unlike earlier times, the contemporary view of energy coincides with people feeling more pressed for time and information: Ironically, the "advances" of science, technology and globalization have created a perfect storm of factors pushing energy as a topic to a level of almost daily concern.

As a concern among consumers, energy is a broad topic; and much like mindsets around health and wellness, it means diverse things to different people. This is perhaps why it is so difficult for companies to get their arms around "energy," since there is no single consumer definition for it. Consumers have a very personalized, customized approach to addressing concerns about energy, so the "one size fits all" path a lot of manufacturers and retailers take in developing energy products - the ubiquitious energy drink - isn't the same road consumers travel (hence the limited appeal of energy drinks focused mainly on young men). For consumers, there are many different layers of energy and a broad spectrum of attitudes and behaviors in terms of how they address energy in their lives.

Over the course of a day in the life of typical consumers, we see energy as very top of mind. As part of their growing definition of wellness, 71% include "having the energy for an active lifestyle" as a factor comprising their personal health and wellness. As related notions to energy, we hear a lot of them say they want to "live a better life for a longer period of time." Optimism about health and wellness is also highly related to ideas about energy: Consumers will often say they want to "feel alive and appreciate life." With this as an overarching aspiration, vitality and energy are very much intertwined.

Even though energy is such a broad issue, there are commonalities in how consumers address their energy needs. Consumers are most often focused on the very physical, functional sort of energy with strategies and approaches to dealing with energy varying by segment from the periphery to the core. One thing is certain, while overall interest in energy is high, what we are seeing more of, across all demographics, is an interest in sustainable energy.

Consumers' need for sustained energy

A variety of factors accumulate that make people think they don't have enough energy, but at the same time they're wary of trying new things because they are worried that a product designed to give them energy will just ramp them up one moment and bring them back down a short time later. This yo-yo effect is typical of energy drinks, which provide a quick fix solution but fails to meet the majority of consumers' desires, especially Boomer consumers, to avoid spikes or short-term bursts of energy in favor of solutions that take them beyond the temporary burst.

One of the most obvious reasons consumers want sustained energy is to get them between meals. They also express a desire to have balance in their lives. They want to maintain equilibrium that supports the body and also supports what they are tying to get done throughout the day. Consumers are very much aware that if they consume the right kinds of food and beverages they will have enough of the right kind of energy, which includes physical, emotional and cognitive.

This is why we see consumers gravitate toward some foods or ingredients while avoiding others. Protein and high fiber are examples of ingredients consumers look to increase their consumption, whereas sugar is an ingredient many consumers are looking to avoid. Consumers consistently describe the change in their energy levels once they increased protein intake. Like high fiber, consumers equate protein with long-term weight loss and weight management. While a small group of consumers of energy drinks equate caffeine with a short-term boost in energy and mental clarity, a larger number of consumers believe that caffeine is less than desirable from a health perspective.

While people are aware of much of this, it also represents one of the key challenges people face: Eating the right kinds of foods and beverages is not always possible during the course of the day.

How consumers talk about energy

Energy is very palpable; it comes up across all orientations on health and wellness but the approaches are different. For example, in the periphery it may be about getting more sleep and avoiding heavy foods or the wrong foods at lunch. In the mid-level it may be starting to supplement with vitamin C and looking to reduce stress and introduce superfoods that will give them sustained energy - it's a more customized approach. In the core we see a lot of voluntary simplicity, just dropping out and not over scheduling. Core consumers are seeking and using things like medicinal teas or combination of supplements with foods, also detoxification, constantly working to keep the motor running clean.

Companies, by contrast, talk about energy on a very functional level, focusing on satiety, thinking about how to make people feel full for a certain amount of time and rather than thinking about all the different reasons or benefits of why feeling full is a good thing. There are some very emotional and very pragmatic reasons consumers want more energy that are about just getting through the day, supporting brain function, focus, clarity and emotional equilibrium, providing ample opportunity for companies to tap into this emphasis on energy.

Beyond energy drinks, the trend is vitality

The trend toward vitality spans physical, emotional, mental and social domains. Today's consumers, lead by our aging population, are seeking to maintain and recapture fading levels of vitality. Whether over-taxed workers or time-starved parents, consumers orient toward vitality in their health regimes. As meal occasions continue to blur, consumers are intensifying their desire for solutions that deliver the "right" balance of fullness and energy for sustained energy. There are few brands competing in the vitality space, leaving fertile ground, especially given the dominant buying power Boomers are projected to have in the years to come, for someone to step in and dominate.