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09.24.2008

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Eating Better in '09?

What “healthy eating” will mean to CPG companies, marketers, foodservice, restaurants and supermarkets in the coming year.

If any one cultural practice could be picked from the horn of plenty symbolizing American food culture, we would say that the complex intersection between healthy eating and wellness would be a defining characteristic of our ever-aspirational population. Such aspirations, rooted in healthy eating, are also true at an industry level. Tim Hammonds, Food Marketing Institute President said recently:

“…growing awareness of nutritional issues, wellness and preventive health among consumers has handed the supermarket industry a golden opportunity to build stronger ties to the U.S. population — and to strengthen its long-term business model.”

Not to toot our own horn, but we’ve been saying this for years now and it is not limited strictly to supermarkets. Such a statement underscores sweeping changes that continue to reverberate through packaged goods, restaurants, food service and in American households as consumers move up a ladder that equates higher quality experiences with healthy eating, food consumption, and consequently their mental and physical health and wellness.

Foods and beverages are a central figure in the picture of wellness lifestyles. Nothing will affect consumers' wellness as significantly as foods and beverages; they are the gateway to wellness adoption and the pathway to meeting wellness goals and aspirations. We know that when consumers think about health and wellness impacts, they attribute the greatest effects to what goes in their bodies.

Because getting at the underlying motivations and behaviors for “eating better” is central to the business across the broad spectrum of the food industry, The Hartman Group's new Wellness Lifestyle Insights syndicated study for 2009 will focus on understanding the culture of Healthy Eating in America.

Wellness and the Culture of Healthy Eating

“You’ve got to eat, right? If you have to spend the time and money anyway, you might as well make it good for you.”

— American consumer

The syndicated study, Healthy Eating Trends 2009, will build on The Hartman Group’s decade-long expertise translating consumer wellness trends into business implications. This integrated quantitative and qualitative exploration seeks to uncover insights on how consumers achieve wellness needs, goals and aspirations through “eating better” and diet. It will look at the specific data points of primary interest to companies involved in the food and beverage industry. These include, but are not limited to:

The hottest food shopping trends (most popular channels for prepared foods, quality foods, etc.)
Top ranked ingredient trends (how often consumers purchase ingredients such as antioxidants, fiber, protein, etc.)
Functional foods and beverages benefits
Eating away from home trends
Top ranked claims (i.e., local, organic, premium, quality, natural, no artificial ingredients, and more)
Long-term healthy eating trends (i.e., snacking, portion sizing, shifts in mealtime, brand perception scorecard)

Aside from gauging consumers’ desire and demand for foods and beverages that are convenient, healthy and indulgent, the Healthy Eating Trends 2009 syndicated study will provide data and insights into what consumers are adding or avoiding in their diets.

The Healthy Eating Trends 2009 syndicated study offers a number of “firsts” for the food industry including:

Comprehensive survey of healthy eating in major distribution channels (including foodservice, prepared foods and restaurants)
Exploration of emerging approaches to healthy eating and consumer redefinition of healthy foods as higher quality, premium foods
The first study to take a grounded look at consumer needs in functional foods and beverages
The only health tracker for the food industry that offers a cultural understanding of why healthy eating behavior is changing through ethnographic research

Marketing Implications

Healthy Eating 2009 syndicated study will examine the outlook for this important trend and offer significant strategic recommendations. The report will provide guidance and insight for:

Strategic planning of portfolios to maximize their healthy halo
Development of appropriate health claims for products and menus
Knowledge of which healthy food ingredients/nutrients are mainstream and which are appearing on the horizon
Knowledge of best functional need gaps for which to develop products
Channels where healthy food is desired but not viewed as widely available

To find out how you can be a Healthy Eating Trends 2009 study sponsor, please contact Blaine Becker or call us at 425-452-0818.

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Eating Better in '09?

What “healthy eating” will mean to CPG companies, marketers, foodservice, restaurants and supermarkets in the coming year.

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