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Main Government and Public Sector Social Studies Identifying the Health-Conscious Consumer: Targeting Strategies for Image-Conscious, Ethical Workaholics
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Identifying the Health-Conscious Consumer: Targeting Strategies for Image-Conscious, Ethical Workaholics

DateOct, 2003
Pages86
Price / format$1910 / Online Download
$13350 / Global Site License

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Abstract:
 This report reveals the key attitudes and preferences among European consumers that are driving changes in healthy or ethical food and drinks brands. It focuses on the following consumers: Stressed consumers, Conscientious consumers, Proactive consumers, Image-conscious consumers. This report shows you how to profitably target the health-conscious consumer by answering the key questions about your current and prospective customers: who, what, where and, crucially, why. This report examines each consumer segment in detail, identifying their key characteristics and developing models and strategies for market penetration and growth. Whether you currently offer healthy or ethical food and drink products, if you are considering updating your current brands or if you are planning on launching new products aimed at this market, this report provides the essential market research and analysis you need to develop high impact and cost effective marketing strategies.


Table of contents:
Executive Summary
Introduction
The stressed consumer
The conscientious consumer
The proactive consumer
The image-conscious consumer
Conclusions

Chapter 1 Introduction

Chapter 2 The Stressed Consumer
Summary
Introduction
The stressed consumer
How to define “stress”
Exactly how stressed are consumers today?
Strategies consumers implement to deal with stress
Monitoring the effect of stress on consumer purchasing patterns
Loss of time and temper
Profit opportunities in food and drinks
Effective management of stress responses

Chapter 3 The Conscientious Consumer
Summary
Introduction
The conscientious consumer
Who are conscientious consumers and where have they come from?
The critical consumer
Desire for simplicity and health concerns
Do stressed consumers have time to care about ethics?
“Feel good” and “does good”
Identifying organic consumers
Food crises prompting organic food and drink consumption
Vegetarians and meat-reducers
Putting a value on the vegetarian convenience food market
Ethical consumers
Varying attitudes towards paying price premiums Europe-wide
Going green

Chapter 4 The Proactive Consumer
Summary
Introduction
Who is a typical proactive consumer?
Consumer self-medication
Key drivers of self-diagnosis and prescription
Social change
Supply-side drivers
Healthcare cost containment
Paving the way for competitive pricing in the OTC market
Pharmacists drive to extend their role
Sales of herbal supplements and OTC medicines
The responsibility of the media in promoting herbal supplements
Frequency of common ailments
The consumers’ opinions
How proactive consumers change their diet
Discover nutraceutical and other opportunities in food and drinks

Chapter 5 The Image-Conscious Consumer
Summary
Introduction
Health and beauty regimes across Europe
Physical health, beauty and mental wellbeing
Marketing-specific consumer segments
Consumers managing their weight
Escalating social pressures
The role of exercise in the working week
A clear trend in the selection of diet products
Fear of ageing
Attitudes and concerns by age group
The effect of fear of ageing on spending patterns
The effect of ageing fears on purchasing and consumption patterns
So many opportunities…diet, weight and image

Chapter 6 Conclusions
Introduction
First and foremost - Indulgence
Active not passive
Scepticism and credibility
Index

List of Figures
Figure 1.1: Percentage of organic consumers in Europe, 2001
Figure 1.2: The importance of feeling attractive for different age-groups
Figure 1.3: The three megatrends
Figure 2.4: Managing the stress response
Figure 3.5: UK consumer interest in food production, comparison between 2000 and 2001
Figure 3.6: Percentage of organic consumers in Europe, 2001
Figure 3.7: Organic food and drink value as a percentage of overall food and drink sector, 2001
Figure 3.8: Percentage of vegetarian and meat-reducing consumers in Europe, 2001
Figure 3.9: Vegetarian ready meals value as a percentage of overall ready meals market, 2001
Figure 3.10: Ethical behaviour in six European countries, September 2000
Figure 3.11: Willingness to pay more for ethical products, Europe, September 2000
Figure 3.12: Difference between “have considered switching to ethical goods” and “willingness to pay for ethical goods” in Europe
Figure 4.13: Summary of self-medication actions for minor ailments, 2002
Figure 4.14: Herbal supplements and OTC medicine value sales (€ million), by country, 1996-2000
Figure 4.15: Changing role of food within the “food as medicine” concept
Figure 5.16: Different products are used to focus on different aspects of total wellbeing
Figure 5.17: Percentage of respondents in each of the three main consumer segments
Figure 5.18: Attitudes to ageing between different age groups
Figure 5.19: The importance of feeling attractive for different age-groups
Figure 5.20: Consumer attitudes to the physical and mental effects of ageing
Figure 5.21: Consumer attitudes to the physical signs of ageing
Figure 5.22: Consumers’ response to fears of physical deterioration, by age group
Figure 5.23: The effects of fear of ageing on the likelihood of changing spending patterns for different age groups
Figure 6.24: Product launches by megatrend, 1999-2001
Figure 6.25: Active and passive benefits

List of Tables
Table 2.1: Absenteeism due to stress and stress-related complaints, 2000
Table 2.2: Effects of stress on “normally stressed consumers”, 2002
Table 2.3: Effects of stress on grocery shopping for “normally stressed consumers”, 2002
Table 2.4: Effects of stress on eating habits for “normally stressed consumers’”, 2002
Table 2.5: Effects of stress on eating habits for “normally stressed consumers’”, 2002
Table 2.6: Effects of stress on “normally stressed consumers” alcohol consumption, 2002
Table 2.7: Effect of stress on “normally stressed consumers’” drink choice, 2002
Table 2.8: Effects of stress on hot drinks consumption for .normally stressed consumers., 2002
Table 2.9: Effects of stress on the willingness of “normally stressed consumers” to try new products 2
Table 3.10: Organic consumers and proportion of spend - Europe, 2001
Table 3.11: Value of organic food and drink markets, 2001
Table 3.12: Value of overall organic food and drink sector and per head expenditure, 2001
Table 3.13: Vegetarians and meat-reducers in Europe, 2001
Table 3.14: Value of vegetarian convenience foods markets and per head expenditure, 2001
Table 3.15: Ethical purchasing behaviour in Europe, 2001
Table 4.16: Number of pharmacists, by country, 2000
Table 4.17: Answers to the question “How often have you suffered from the following complaints in the last month?”
Table 4.18: Answers to the question “When ill what courses of action would you most commonly take” (tick all that apply)?
Table 4.19: Answers to the question “In general, when you are suffering from minor ailments how do you change your diet?”
Table 4.20: Answers to the question “For each specific ailment please state if you eat MORE of the following food categories”
Table 5.21: Hours of exercise per week
Table 5.22: Reason for exercise, all respondents
Table 5.23: Tendency to choose “diet” products by category
Table 5.24: The potential market for diet products (€m), 1996-2001 & CAGR




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