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FMCG GURUS: Analyzing key trends driving consumption habits in Africa and the Middle East
December 2019
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AGENDA
Introduction to FMCG Gurus
Health and Sustainability
Weight Management
Trust and Transparency
Digestive Health
Conclusions
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Introduction to FMCG Gurus
Headquartered in London
Bespoke and syndicated research
Over 700,000 people surveyed in 2019
Focus on trend innovation
Event partner at FI Europe
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The Top Ten Trends for 2020
FMCG Gurus has just launched its
Top Ten Trends for 2020
These trends have been put
together based on consumer
attitudes and behavior and industry
sentiment
Key trends covered in the
presentation
Plant-Life
See All, Know All
Good for Me, Good for Earth
Re-Evaluating Health
Snacking Reclassified
Functional Lifestyle
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This presentation is based on the following research series
FMCG Gurus Sustainability survey series – 3,000 consumers (1,000 consumers per country)
surveyed in Nigeria, Saudi Arabia and South Africa in Q3 2019
FMCG Gurus Blockchain survey series – 3,000 consumers (1,000 consumers per country)
surveyed in Nigeria, Saudi Arabia and South Africa in Q3 2019
FMCG Gurus Active Nutrition survey series – 3,000 consumers (1,000 consumers per country)
surveyed in Nigeria, Saudi Arabia and South Africa in Q3 2019
FMCG Gurus Weight Management survey series – 2,000 consumers (1,000 consumers per
country) surveyed in Nigeria and South Africa in Q2 2019
FMCG Gurus Digestive Health survey series – 2,000 consumers (1,000 consumers per country)
surveyed in Nigeria and South Africa in Q2 2019
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AGENDA
Introduction to FMCG Gurus
Health and Sustainability
Weight Management
Trust and Transparency
Digestive Health
Conclusions
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Consumers are Earth Aware
Consumers feel that the environment is at a tipping point and that damage done is irreversible
Exposure to deforestation, climate change, animal and marine life depletion, pollution, and
industrialization is causing a concern for consumers
Concern about the impact this will have on
the health and wellness of consumers
Concern about the impact it will have on
future generations
Proportion of consumers
who say that they are
concerned about the state
of the environment
Proportion of consumers
who say that damage done
to the environment is
irreversible
Proportion of consumers
who say that the
environment has worsened
in the last two decades
66%58%
69%
Nigeria SaudiArabia
SouthAfrica
74%
54%
34%
Nigeria SaudiArabia
SouthAfrica
63% 64%59%
Nigeria SaudiArabia
SouthAfrica
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The depletion of natural resources is a major concern
Proportion of consumers in Africa and the Middle East who say that they are concerned
about the following
8%
18%
20%
25%
25%
27%
33%
40%
44%
48%
49%
52%
52%
55%
57%
64%
66%
Other
Acid rain
Insect species going extinct
Environmental pollution to land caused…
Lack of potable water
Food shortages
Landfills full of rubbish
Animal welfare
Food wastage
Marine life species going extinct
Air pollution
Ethical treatment of farmers
Carbon emission
Sea pollution
Global warming
Animal species going extinct
Deforestation
Consumers have a variety of concerns that are directly linked to the food and drink industry
Consumers feel that the depletion of natural
resources is not sustainableThis is driving demand for a collective
solution between individuals and brands
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Trust & Transparency is of high importance to consumers
64% of consumers in Africa and the
Middle East believe that brands
should be doing more to help protect
the planet
44% of consumers in Africa and the
Middle East believe that retailers
should be doing more to help protect
the planet
42% of consumers in Africa and the
Middle East say that they have
become less trusting of
environmental claims made by
brands in the last two years
Consumers want brands and retailers to
demonstrate a genuinely proactive approach to
protecting the environment.
Transparency is crucial for consumers when it
comes to communicating such approaches
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Consumers are embracing the concept of Responsible Living
Six in ten consumers across Africa and the Middle East have changed their dietary habits in order
to lead a more sustainable lifestyle in the last two years
Proportion of
consumers who say
that they have made
changes to their diets
to act in a more
sustainable manner58%
51%
73%
South Africa
Saudi Arabia
Nigeria
Top three methods
Nigeria Saudi Arabia South Africa
40%
42%
59%
Made greaterattempts to check out
the environmentalcredentials of
products
Eaten less processedfood
Turned to more localfood and drink
50%
50%
69%
Eaten more freshfood and drink
Reduced/eliminatedeating/drinking dairy
Turned to more localfood and drink
36%
50%
58%
Made greaterattempts to reduce
food waste
Reduced/eliminatedeating/drinking dairy
Eaten more freshfood and drink
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Opportunities exist within the plant and insect market
Insects Plants
• Acceptance of insects
• High source of protein
• Less intensity on natural sources
• Animal welfare concerns still an issue
• Acceptance of plant-based diets
• High source of protein
• Ethical issues need to be considered
• Ethical issues around encouraging less
meat consumption
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AGENDA
Introduction to FMCG Gurus
Health and Sustainability
Weight Management
Trust and Transparency
Digestive Health
Conclusions
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Dietary habits are changing across the region
Meal-time habits are changing across the region, and this is having an impact on waistlines
This trend is being driven by younger, more affluent consumers in urban areas
36% of consumers in Africa and the
Middle East have looked to improve
their diets in the last two years
57% of consumers in Africa and the
Middle East say that time scarcity
means that they are reliant on
convenience food
21% of consumers in Africa and the
Middle East say that they eat out of
home a lot
58% of consumers in Africa and the
Middle East say that the least
healthiest food is often the tastiest
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More consumers are struggling with their waistlines
Proportion of consumers who want to
lose weight
Proportion of consumers who say their
weight has increased in the last year
Proportion of consumers who are
currently on a diet in order to lose weight
Proportion of consumers who know what
their recommended weight should be
Changing dietary habits – combined with greater levels of inactivity – are resulting in waistlines
increasing in the region
The World Health Organization states that obesity rates are surging in Africa
49% 50%
Nigeria Saudi Arabia
33%39%
Nigeria Saudi Arabia
30%
40%
Nigeria Saudi Arabia
72%
41%
Nigeria Saudi Arabia
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New Diet, Same Me – Consumers can struggle with weight loss
What are the key challenges that you face when trying to lose weight? Please select all that
apply
Consumers currently on a diet
Top five reasons
Nigeria Saudi Arabia
47%
57%
63%
70%
73%
I find it difficult to stickwith a program
I find it difficult to getstarted on a program
I find nutritional labelingto be complex and
confusing
I am prone to enjoyingtreats and moments of
indulgence
I am not usually fullyaware about how much
sugar is in a product
40%
46%
58%
58%
83%
I eat out-of-homeregularly
I find it difficult to stickwith a program
I find nutritional labelingto be complex and
confusing
I am prone to enjoyingtreats and moments of
indulgence
I am not usually fullyaware about how much
sugar is in a product
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Snacking Reclassified and the demand for Healthier Occasions
Consumers want snacks that offer genuine nutritional value, especially as meal-time habits become
more fragmented
Consumers want snacks that they deem to be guilt-free and conveniently nutritious
Proportion of consumers who say they
have switched from traditional snack
products such as chocolate to high
protein/low sugar alternatives in the last
twelve months
Proportion of consumers who say that
they expect snack products to offer a
nutritional boost
58% 60%
41%
Nigeria Saudi Arabia South Africa
43%
73%
29%
Nigeria Saudi Arabia South Africa
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Promote the message of Conveniently Nutritious
It is critical that products are seen as offering health, taste and convenience simultaneously
65% of consumers in Africa and the
Middle East who are on a diet say that
they are prone to moments of
indulgence
36% of consumers in Africa and the
Middle East say they have made
plans to reduce sugar intake but not
actually done so
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AGENDA
Introduction to FMCG Gurus
Health and Sustainability
Weight Management
Trust and Transparency
Digestive Health
Conclusions
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Trust towards food and drink brands is falling
Proportion of consumers who say that they have become less trusting of the following
types of brands in the last two years
Nigeria
Saudi
Arabia
South
Africa
Food Beverages Supplements
37%
29%
22%
33%
27%
36%
31%
20%
34%
Linked to the issues of health and
sustainability, consumers are becoming
less trusting of brands – something that will
directly impact loyalty
More so than ever, it is critical that brands
demonstrate maximum transparency when
it comes to how products have been
formulated and distributed
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Consumers do not believe brands are doing the right thing
38%
40%
41%
43%
45%
I have witnessed firsthand the damage that big brands aredoing to the environment
I believe that brands can make misleading claims aroundlocality and product
I believe that brands are only interested in profit margins andnot corporate and social responsibility
I believe that brands can make misleading claims aroundenvironmental and ethical policies and practices
There have been too many stories about brands makingmisleading product claims
Top five reasons why consumers in Africa and the Middle East say that they do not fully trust
brands
Consumers believe that brands can make
deliberately misleading claims when it
comes to the health and environmental
credentials of brands – this is a major issue
at a time consumers are linking the two
issues
Brands need to look for new and innovative
ways to help increase trust amongst
consumers. Blockchain technology,
although in its infancy, can help achieve
this
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Blockchain can help enhance perceptions of trust
49% of consumers in Africa and the
Middle East say that they regularly
research products and brands before
purchasing
Consumers want maximum reassurance when it
comes to the practices and policies. Although
consumer are not overly familiar with blockchain,
when told about it they have favorable perceptions
Nigeria
Saudi
Arabia
South
Africa
Aware of blockchainWould use technology
when given definition
Would use to research
ingredients
14%
14%
10%
60%
57%
48%
25%
43%
14%
Blockchain can provide information on the health, sustainability, and quality of key product
attributes, such as ingredients
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AGENDA
Introduction to FMCG Gurus
Health and Sustainability
Weight Management
Trust and Transparency
Digestive Health
Conclusions
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Digestive health problems are common in Africa and the Middle East
3%
8%
15%
16%
17%
21%
21%
22%
24%
29%
29%
Crohns disease
Diarrhea associated with antibioticuse
Abdominal pain
Lactose sensitivity/intolerance
Constipation
Bloating
Stomach aches
Diarrhea not associated withantibiotic use
Gluten sensitivity/intolerance
Gas
Irritable bowel syndrome
Digestive health problems are a major health issue in the region
Proportion of consumers in Africa and the Middle
East who say that they regularly suffer from the
following health problems87% of consumers in Africa and the
Middle East say that they have
looked to improve their digestive
health over the last twelve months
Digestive health problems can impact
quality of life in the short-term and
lead to more serious health problems
in the long-term
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Consumers are embracing the concept of Healthier for Longer
Consumers feel that all aspects of health are interlinked and, as such, should not be treated in
isolation
Consumers feel that improving their digestive health will improve other aspects of their physical
and cognitive health
83% of consumers in Africa and the
Middle East say that they are
interested in products that address
digestive health, even if they do not
suffer a specific condition
80% of consumers in Africa and the
Middle East say that they are
interested in more information around
improving their digestive health
85% of consumers in Africa and the
Middle East say that they recognize
the link between good digestive
health and good overall health
59% of consumers in Africa and the
Middle East say that they regularly
seek out food and drink products that
they associate with improving
digestive health
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Active Nutrition consumers are interested in health solutions
This creates an opportunity to position products and ingredients specifically around helping
improve digestive health
When it comes to such products, it is crucial that they are seen as healthy, tasty, and affordable
Proportion of consumers in Africa and the Middle East who say that they find food and drink
positioned around the following claims either appealing or very appeal
45%
50%
51%
54%
55%
55%
56%
56%
57%
59%
61%
63%
63%
64%
Relieves constipation
Promotes a healthy immune system
Relieves symptoms of Irritable bowel syndrome
Relieves discomfort
Relieves abdominal Pain
Supports bowel regularity
Improves digestive health
Supports healthy gut flora
Relieves cramps
Supports digestive health
Support healthy microbiome
Relieves bloating
Controls symptoms of diarrhea
Relieves gas
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AGENDA
Introduction to FMCG Gurus
Health and Sustainability
Weight Management
Trust and Transparency
Digestive Health
Conclusions
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Demographics
Generation Z (born from
1997 onwards) are most
likely to say that they are
concerned about the state of
the environment
Millennials (born between
1981-1996) are the most
likely to be changing their
diets to lead a more
sustainable lifestyle
Millennials (born between
1981-1996) are the most
likely to say that they are on
a diet in order to try and lose
weight
Millennials (born between
1981-1996) are the most
likely to demonstrate
deteriorating levels of trust
when it comes to brands
Baby-boomers (born
between 1946-1964) are the
most likely to report
suffering from digestive
health problems
Generation X (born between
1965-1980) are the most
likely to say that they have
looked to improve their
digestive health over the last
six months
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Conclusions
Consumers are embracing the concept of “good for me, good for Earth”. As such, they are looking
to make changes to their diets to lead a more sustainable lifestyle. This is because they believe that
protecting the environment is a collective effort. This will drive opportunity when it comes to plant-
and insect-based products
Consumers recognize that changing lifestyles are having a negative impact on their diets. Whilst
they are trying to be proactive in addressing this, they admit that it can be challenging. As such,
consumers are seeking out functional snacks and products that they associate with being
conveniently nutritious and better-for-you
Products and brands are not always seen in a favorable light by consumers. This is because
brands can be seen to be motivated by corporate greed rather than the best interests of the
individual and the environment. As such, it is crucial that brands demonstrate more transparency
than ever before when it comes to policies and practices
Digestive health problems are common across the region. At the same time, consumers are
embracing the concept of holistic health, believing that all aspects of health are interlinked. As
such, they want food and drink products that help aid the gut, believing this will also improve other
areas of their health
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