Follow up presentation consumer insights
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Transcript of Follow up presentation consumer insights
Market & Consumer Insights on Sports
2
Global Trends
wha
t is
on
cons
umer
s’ m
ind?
what benefits are consumers looking for?
how big is this market?what do consumers find important?
is this market growing?
what products are out there?
who/ what is influencing these trends?
3
Market & consumer insights
• The sports nutrition markets• Key drivers• Key trends• Consumer evolution
Market Insights
• Sports facts & figures• Consumers & sports nutrition• Motivational segmentation• Meet the consumer
Consumer Insights
4
Sports foods is more than just sports nutrition
Energy & Nutrition Bars
Address both daily and sports nutrition needs, which are high in protein and/or carbohydrates.
Sports Nutrition
Bars, gels, powdered- and RTD’s containing protein, creatine, amino acids for serious athletes and gym-goers. To build muscle mass, improve physical endurance and boost energy.
Sports Drinks
RTD mainstream sports beverages (isotonic, hypotonic and hypertonic) containing water, minerals and glucose to replace lost body fluids and boost energy.
5
A €3,6 billion category with good growth perspectives
2006 2007 2008 2009 2010 2011 2012 2013 2014 20150
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
Sports Drinks Sports Nutrition Energy & Nutrition Bars
Energy & Nutrition bars
CAGR 2005 – 2010 8,4%CAGR 2010 – 2015 6,8%
Sports Nutrition
CAGR 2005 – 2010 9,5%CAGR 2010 – 2015 6,9%
Sports Drinks
CAGR 2005 – 2010 5,5%CAGR 2005 – 2015 3,8%
€ 3,6bn
€ 4,7bn
Source: Datamonitor 2011, Western & Eastern Europe
RSP milllion €
6
Current offerings in sports nutrition – Maxinutrition (#1)
Competition and Retailing Trends
• Energy Drinks• Energy Gels• Supplements• Protein bars• Powdered protein drinks• RTDs clear beverages• RTD protein shakes
7
Sports drinks positioning; Gatorade from 1 fits all to pre-, during and after work-outs and mainstream
9
9
Trend: rising health awareness
TREND: OVERVIEW
Rising health awareness
Physical appearance and body weight and
shapeRising global obesity
Rising health awareness is being driven by both negative factors such as global obesity and rising consumer awareness of the positive advantages of
optimising physical appearance
Source: Datamonitor 2010: Exercise and Sports Nutrition: Consumer Trends and Opportunities
10
10
Trend: rising exercise participation
TREND: OVERVIEW
Increase in the amount of exercise
Lack of time is a barrier to do more
sports
Exercise rates are rising, though there remains a clear disconnect between its perceived importance and the attainment of health goals
Men do exercise more than women
Source: Datamonitor 2010: Exercise and Sports Nutrition: Consumer Trends and Opportunities
11
11
Trend: consumers’ sports nutrition buying habits driven by distinct consumer needs
TREND: OVERVIEW
Physical appearance and fitness goals
change buying habits
Sports nutrition broadening the use of
their products
The emergence and future evolution of unique sports nutrition consumer segments offers significant potential to the industry
New consumer groups lead to new
solutions
12
Segmentation broadening the sports nutrition market
Competition and Retailing Trends
Athletic lookLean muscles Sixpack Muscular look Strength
Fit & HealthyImprove fitness Stamina Endurance
Endurance Muscle mass Toned body Lean body Slim body Burn calories
Loose weightBurn calories
13
Muscle mass rebuild
Energy and endurance
Health & fitness Women Young
athletesElderly athletes What’s next?
Consumer segmentation shapes innovation by shifting its target
Driving Forces of Sports Nutrition
• A wider consumer base • From adult men to other consumer types• Sports nutrition no longer exclusively for men wanting to develop and show off powerful muscles• Most people combine going to the gym with a healthy diet• Develop other applications or formulations for different segments with different consumer needs
14
European Consumer Insights
why
doe
s (s
)he
eat
that
?
how does (s)he assess the quality of a product?
when does (s)he eat that?
who is influencing her purchase decisions?
what does (s)he eat?
15
Market & consumer insights
• The sports nutrition segments• Key drivers• Key trends• Consumer evolution
Market Insights
• Sports facts & figures• Consumers & sports nutrition• Motivational segmentation• Meet the consumer
Consumer Insights
16
16
TREND: TOPLINE EVIDENCEHalf of the people ensure an adequate amount of weekly exercise
Generally, to what extent are you trying to do the following?
Ensure you get an adequate amount of exercise each week
(% - share of respondents)
All the time
Most of the time
Source: Datamonitor 2010: Exercise and Sports Nutrition: Consumer Trends and Opportunities
1419
917
10
22 1915 16
26
39
24
32
20
27 3230 31
Bra
zil
Chi
na
Fra
nce
Ger
man
y
Rus
sia
Spa
in
UA
E
UK
US
A
17
17
TREND: TOPLINE EVIDENCEConsumers are tailoring their buying habits in responseto physical appearance and fitness goal
How appealing are the following food and beverage concepts to you personally?
Food and beverage products that are formulated with your specific nutritional needs in mind?
Very appealing
Somewhat appealing
33
1568
2415
2318
43
53
4045
4149
5153
Bra
zil
Chi
na
Fra
nce
Ger
man
y
Rus
sia
Spa
in
UA
E
US
13
43
UK
(% - share of respondents)
18
26%
GOAL/RESULT DRIVEN
FOR FUN
INT
ER
NA
L/I
ND
IVID
UA
L D
RIV
EN E
XT
ER
NA
L/S
OC
IAL D
RIV
EN
Relevant consumer benefits in sport products depend on what consumers you’re talking to
13%
5%
5%
CHARACTERISTICS• Dedication• Discipline• Focus• No pain/ No gain• Perseverance• Self confidence• Feeling of power
DEMOGRAPHICS• 2-3% of population• 20-40 years old• Mainly male
SPORTS NUTRITION• Whey protein• Builds lean muscle mass• Low carb, no fat• Right amount Leucine
HEALTH INVOLVEMENT• Beyond health• Health is not an issue• Focus on body sculpturing
PRODUCT ASPIRATIONS• Easy to eat, everywhere, every day• Fast acting product• Triggers muscle build up and recover
The Body Builder wants to build the perfect body
CHARACTERISTICS• Competition & Winning • Discipline• Continuously improving• In and out hard core
DEMOGRAPHICS• 5% of population• All age groups• 44% has children• Slightly higher income• Excellent physical condition
SPORTS NUTRITION• That helps to perform better• Visible or can be noticed in any
kind of way, i.e. muscle build up vs. recovery of muscles.
HEALTH INVOLVEMENT• Beyond health• Health is not an issue• Focus on sports performance• Improvement is key
PRODUCT ASPIRATIONS• All you need in 1 serve• The protein you need to recover in 1 bottle• Triggers muscle build up thanks to easy take-up of protein into bloodstream and muscles
The Performer wants to improve performance
CHARACTERISTICS• Sports is a necessary evil• It’s not for fun, it’s to lose weight• Spends less time on sports than average (<1-2 per week)
DEMOGRAPHICS• 13% of population• Both male and female• Lower income• All are overweight
HEALTH INVOLVEMENT• Health equals weight; they don’t feel healthy• Worried about gaining weight• They’re on a diet• Focus on burning fat• Losing weight is key
SPORTS NUTRITION• Rehydrates• Gives energy without the
“baddies” that could make the workout redundant again, i.e. fat
PRODUCT ASPIRATIONS• No fat• Drinks like a water• Low calorie
The Weight Watcher wants to lose weight
CHARACTERISTICS• Sports to keep in shape• Enjoy doing sports • Spends more time on sports than average (2-3 per week)
HEALTH INVOLVEMENT• Stay healthy and fit• Keep in shape • Body tone is key• Not on a diet
SPORTS NUTRITION• Rehydrates• Brings back my body in balance• In to drinks like flavored milk
PRODUCT ASPIRATIONS• Drinks like a water• Not too much sugar, low in calorie • Low in fat
DEMOGRAPHICS• 26% of population• Both male and female• Average income
The Body Conscious wants a toned body
24
Only in-between is the moment of the day where yoghurt and sports nutrition are the same today
After sports Before sports During sports0%
20%
40%
60%
80%
100% 87%
12%
52%
Sport nutrition related to sports activity
On the go At home At the gym0%
10%20%30%40%50%60%70%80% 75%
17%
52%
Sport nutrition by location
Breakfast Lunch In-between Dinner0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
3%7%
47%
18%
Sport nutrition occasions
Breakfast Lunch In-between Dinner After dinner0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
33%30%
39% 38%
31%
Yoghurt occasions
25
Attitude towards sports specific food is similar as attitude towards food in general
Indulgence
Pro
-act
ive
Pre
vent
ion ReactiveF
ixing
Nutrition
“Eat what’s right, but enjoy it!”
“Less is more”
“Food is there to enjoy”
“I just eat what I always eat & don’t really think about it”
“Healthy is a way of living”
“I need to watch out what I eat, I’m
on a diet”
“I make sure I have a balance”
Source: Fonterra Consumer Deep Dive & Sports nutrition research 2011
26
~50% of consumers are “active”
Less active
Intr
insi
cally
driv
en“I
wan
t to
stay
hea
lthy”
Externally driven
“My doctor told m
e to”
More active
Source: Fonterra Consumer Deep Dive & Sports nutrition research 2011
27
Attitude towards sports specific food is similar as attitude towards food in general
Indulgence
Pro
-act
ive
Pre
vent
ion ReactiveF
ixing
Nutrition
“Eat what’s right, but enjoy it!”
“Less is more”
“Food is there to enjoy”
“I just eat what I always eat & don’t really think about it”
“Healthy is a way of living”
“I need to watch out what I eat, I’m
on a diet”
“I make sure I have a balance”
Source: Fonterra Consumer Deep Dive & Sports nutrition research 2011
28
Consumer needs regarding sports & food
PerformanceStrength
Efficient workouts
Rehydration
Less muscle soreness
Re-energize Re-energize
Body composition
Thirst quenching
Body tone
Endurance
Thirst quenching
In controlWinning diet
battle
Less muscle soreness
Less muscle soreness
Sports Nutrition needs General food needs
Naturalness
No additives
Low fat
Low sugar
Low calorie
29
Protein delivers the RtB to consumer food & sports needs
PerformanceStrength
Efficient workouts
Rehydration
Less muscle soreness
Re-energize Re-energize
Body composition
Thirst quenching
Body tone
Endurance
Thirst quenching
In controlWinning diet
battle
Less muscle soreness
Less muscle soreness
Relevant consumer needs
Muscle building
Muscle maintenance
Muscle recovery
Faster energy replenishment
Improved re-hydration
Energy resource
Functional benefits
Naturalness No additives Low fat
Low sugar
Low calorie
PR
OT
EIN
Satiety
Natural source of energy
30
Yoghurt was mentioned as one of the first
sources of protein
Protein benefits are latent knowledge
What makes protein important for human beings? % consumer mention
Essential for a healthy diet 98%
Provides energy 80%
Is an essential part of the body / to live 65%
Health 19%
I get enough protein if I
eat balanced
Protein is crucial for growth & development
Protein is good for muscles
Protein is healthy
How much protein should
I take?
Protein supplements is
for body builders
• To get extra protein for sports performance, consumer prefer beverages• ~20% is prepared to pay more for protein enhanced products• Knowledge about protein increases by age
31
Consumers recognize the health benefits of protein
Source: Protein Consumer Research: Brainjuicer, May 2011
You see a list of several health benefits of adding extra protein. How important are the following benefits to you? (Select all that apply) (n=166)
32
How do active consumers benefit from protein?
Optimal nutrition following exercise
1. Stimulate muscle recovery 3. Stimulate energy replenishment
2. Encourage fast rehydration
Protein Protein
Carbohydrates
Electrolytes
Protein
Carbohydrates
33
Status of Protein Claims in the EU
Postive Opinion Negative Opinion
Protein Maintenance of normal bone Increased satiety/reduction of energy intake
Helps growth and maintenance of muscle mass
Maintains normal body weight
Source of Protein High in protein Increased in Protein
Conditions to meet the claim
12% of the energy value of food is from protein
20% of the energy value of the food is from protein
The product meets the conditions for ‘source of protein’ claim if the increase in protein content is at least 30% cf to a similar product
• EFSA Article 13.1 Health Claim Opinions for Protein
• Protein Nutrient Content Claim Requirements
34
Potential barriers & solution to keep in mind.....
Lack of knowledge
Cynicism Build & drive credibility
EFSA Ensure high protein level and link it to relevant
consumer needs
Use protein as a RtB of consumer relevant benefits regarding sports nutrition and food needs
35
Using the right messages to communicate the protein benefit is key
Added proteins = “additives”
2x, 3x more protein doesn’t resonate
Natural source of protein is important
High quality source of protein
“Good source of protein”
Source: Protein Consumer Research: Brainjuicer, May 2011
X
36
Consumer benefits for the performer to further strengthen the positioning of a protein enhanced sports beverage
Most appealing claims:
1. 3-in-1: rehydration, refuel and recover
2. Get the nutrition your body needs after exercise in 1 single serve
3. The protein to recover, now in 1 bottle
4. Triggers muscle build up
37
Consumer benefits for body conscious and weight watcher to further strengthen a protein enhanced sports beverage
Consumer claims:
1. Direct thirst quenching
2. Refreshing
3. More than water
4. Only 10 kcal per 100 ml
5. Energy to recover without the sugar
38
3. Innovative concept/product ideas
39
Preferred applications are in the sports or in the general health area – no product type serves both currently
• How do consumers like to get the benefits – what applications? • Map of consumers’ benefit areas of interest and their product format preference
Gap
4040
Recommendations for protein positioning Products Protein benefits
The majority of yoghurt formats (spoonable, drink, flavoured, pure) resonate with general health and children growth. These benefits have the highest scores among all consumer groups. To strengthen the protein positioning we would recommend to stress general health and energy benefits for all consumer groups (adults, children and seniors).
High protein beverage and yoghurt shot resonates most with sport performance and muscle maintenance. These benefits score as the second important among consumers. The possible way to proceed is to do further research among athletes to determine market perspectives for a specialised sport yoghurt.
Yoghurt shots and protein bar also resonate with weight management and hunger suppression. These benefits have relatively low scores compared to general health, but they are important for younger females who are also more likely to pay more for yoghurt with added protein. We would recommend further research into specialised product for this group, which can be quite successful.
Three groups of product formats resonate with different benefits that protein can deliver upon
general health and children growing
sport performance and muscle maintenance
weight management and hunger suppression
41
Dietary protein Muscle protein
Nutritional switch
Key amino acid (leucine) in the blood
Adequate intake
Time dependant
Maximal response
~2.5g leucine(~30g protein)
RtB Protein Synthesis – How does it work
42
Dairy Protein provides best results for speed and build
Rapidly digested
Promotes more muscle mass
CHO/Placebo
Soy Milk Whey0
0.5
1
1.5
2
2.5
3
3.5
4
Fol
d ch
ange
in le
an m
ass
gain
s(f
rom
CH
O/P
lace
bo)
Adapted from:
Tang et al, (2009)
Adapted from:
Phillips et al, (2009)0
0.5
1
1.5
2
2.5
0 30 60 90 120 150 180
Minutes following consumption of protein
Fo
ld c
han
ge
in p
lasm
a le
uci
ne
(fro
m b
asel
ine)
Whey
Soy
Casein
43
Success requires highly functional proteins that can deliver the health without compromising taste & texture
YOGHURT
Key insight:
The key to success in this
space is to provide the
desired benefits in mainstream good tasting
product offerings
44
Fonterra’s Protein delivers the Reason to Believe to these consumer needs...
45
.. but can our protein deliver the taste as well though? We put our protein bars up to the test!
Meet the test panel…
Stephen
Mark
AndrewFloris
Allard
Agustin
46
There is an interest in functional food, but they are not perfect yet
What do they consume today & what benefits are they looking for?
47
Taste & Texture does matter & Fonterra has the solution!
Source: Euromonitor
Featuring here the results in our bars – Bar “F” is the bar with Fonterra’s protein in it.