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PMA Research: Personalised Nutrition Now and Into the Future

Thursday, 23 March 2017 | Posted in Foodservice by Renee Harrison

The market for personalized nutrition is widespread, fragmented and here to stay, according to Personalized Nutrition – Today and into the Future, PMA’s new report by the Hartman Group, commissioned exclusively for PMA members. This overview provides insights about:

  • How consumers currently personalize their diets, including technologies they use.
  • What the future holds for personalized nutrition and how produce marketers can capitalize on this growing trend.

As they live longer and better, consumers worldwide and across all generations recognized that food is central to their overall wellness and want to make food choices that help them feel their best. They are increasingly turning to fruits and vegetables as a tactic to maintain or improve health, creating a need for dietary information connected to their own personal needs. This cultural shift to a proactive approach to wellness cuts across all demographics and traditional consumer groups and has given rise to a growing interest in personalized nutrition.

Consumers increasingly want to be the expert on their own lives and their own bodies. As they seek more customized health and wellness information, they research a variety of specific topics – food, fitness, sleep, fun – to see what “everyone” is saying, ultimately they rely on their own assessments of how they feel to make decisions about their health and wellness.

  • 64% say they are proactive about their health
  • 68% consider themselves to be knowledgeable about their health/nutrition
  • 88% say they are responsible for choosing the right foods, not manufacturers  

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PMA Research: Healthy Lifestyles Executive Summary

Thursday, 23 March 2017 | Posted in Industry/Consumer Trends by Renee Harrison

Statistics and studies continue to show that far too many consumers—youth and adults—are at weight levels considered unhealthy. While there are multiple cultural and lifestyle factors contributing to rising weight levels, consumers’ eating behaviors remain the focus of the problem—and the solution. This overview of the Hartman Group’s Healthy Lifestyles and Weight Management 2015 for executive and mid-level produce retailers and foodservice operators as well as their supply chain partners provides insights about:

  • How healthy eating behaviors intersects with consumers’ aspirations to achieve a healthy lifestyle, which includes maintaining healthy weight levels.
  • How healthy eating and its role in a healthy lifestyle creates opportunities for new products and service innovation and brand marketing.

Consumers perceive healthy living and improving their health more broadly than they do weight management. So while getting/staying healthy is a key motivator for those who are trying to manage their weight, living healthy involves more aspects of life, including managing stress, getting enough sleep, maintaining a healthy diet and exercising.

According to the Hartman Group’s recent report Weight Management & Healthy Living 2015, weight management in the 21st century is increasingly not as much about short term efforts (“dieting”) as it is about permanent dietary alterations guided by healthy lifestyle guardrails. The newer approach to weight loss through permanent dietary alterations is triggering consumer discussions about their perceptions of the undesirable nature of processed foods. This evolution threatens some very entrenched food categories whose portfolios are skewed to these kinds of foods (e.g. fast food, lollies and soft drinks). Meanwhile, the demand for fresh, less processed food is widespread and growing, whether consumers are managing their weight or looking for healthy alternatives bringing opportunities to other categories (i.e.: fruits and vegetables). 

Generally speaking

According to the Hartman report, most adults are overweight (63%) with a substantial number being obese (32%) or extremely obese by CDC standards. And although over half of adults were trying to lose weight in 2015, in general, there is greater acceptance of being overweight in today’s society and being “heavy” is now the social norm and much less stigmatized than in the past. In fact, 32 percent of research respondents said they didn’t see anything wrong with being overweight as long as person is healthy, which is up 11 points from 2010. Yet, despite the greater acceptance being overweight, there is still an emphasis on weight loss in society and 71% of those that are overweight or obese are trying to lose weight. 

People recognise that they are primarily responsible for their own weight and know that poor eating habits and lack of activity are dominant factors causing people to become obese. Yet they increasingly blame fast food, processed foods and food manufacturers as causes/contributors.

  • 76% believe people consume too many processed foods (up 5 points from 2010)
  • 52% believe food manufacturers are contributors to the problem (up 6 points from 2010)

This increasing willingness to blame processed foods and food manufacturers combined with consumers’ growing preference for fresh, less processed food signals a growing threat to companies and brands that process and package ordinary foods that consumers can make in their kitchens.

Weight Loss/Weight Management Strategies 101

Improving overall health, feeling better and having more energy are key weight-loss drivers for ad, as are improving their appearance and healthy aging. They accomplish their goals by focus on controlling quantities, eliminating types of foods, and increasing positive behaviors.

Most consumers talk about the importance of moderation when making dietary changes aimed at weight loss and point to portion control as a key weight-management tactic, but Hartman Group research found that consumers are becoming more likely to eliminate certain food categories (sweets, sugar, candy) in practice. This is because consumers find it harder to practice moderation with tempting foods and beverages than it is to just eliminate them altogether. According to the Hartman research, the consumers use the following tactics.

Control

  • 34% watch portion sizes
  • 28% control the amount of food they consume
  • 24% watch the calories consumed

Limit

  • 25% limit the amount of junk food they consume
  • 21% eliminate or limit snacks
  • 21% minimize sugar/sweets
  • 17% eat low calorie versions of products
  • 17% eat a low carb diet
  • 16% minimize carbohydrates

Seek and Increase

  • 18% cook meals more often instead of going out to eat
  • 17% increase vegetables in their diet
  • 16% look for healthy options when eating out
  • 16% use calorie/nutritional information when deciding what to order at a restaurant

Key Takeaways

Marketers have opportunities to increase relevance among the general population as well as those who are trying to improve their overall health by providing products and/or messaging to address the different experiences and approaches of each of these segments.

Snack marketers who are weighted heavily to non-iconic brands in ordinary categories (example: sweet biscuits) featuring high levels of sugar and/or processing will find more opportunities diversifying into salty/savory snacks and/or extending upmarket to premium products. Investing in low-sugar or no sugar snacks will offer an opportunity to tap into the trend away from traditional sweet snacks.

Nutrient-dense beverages (especially those with fruit, vegetables and/or high-protein levels) are well positioned for growth moving forward and should be on the radar of produce marketers who are interested in capturing those consumers who will drift away from non-nutritious snacks and meals in pursuit of their healthy lifestyles and weight management goals.

Marketing Recommendations for Produce Marketers
  • Focus on segments with distinct motivations, challenges and experiences – and engage with consumers as partners in their weight loss and healthy living journeys – not just as commodity sellers.
  • Use digital analytics to locate consumers pursuing healthy lifestyle and provide them with targeted solutions and advice to which they will be apt to respond.
  • Produce marketers have a unique opportunity to find ultra-convenient ways to deliver their products directly to the consumer as an easy-to-integrate healthy lifestyle and weight-loss tool.
  • Provide more information on their products and how to stay healthy while cooking at home and eating out.
Conclusion

In this new era of healthy living and weight management, one size doesn’t fit all and food marketers have to understand each of the more refined segments with whom they need to have more relevant conversation about eating practices. Some of these segments include obese and overweight consumers and the emerging group the Hartman Group calls “Sophisticated Weight Managers”. Read the Healthy Eating & Weight Management 2015 report from the Hartman Group to gain a more in-depth understanding of the opportunities for new product and service innovations as well as brand marketing presented by consumers focused on healthy eating and weight management. 

 PMA Research: Today’s Hottest Ingredient: Technology

Thursday, 23 March 2017 | Posted in Industry/Consumer Trends by Renee Harrison
Know your consumer: Increase consumption, increase sales.
The consumer purchasing experience for fresh produce is changing rapidly, thanks to a number of technological advances that are creating customers who are more empowered than ever when they walk into the grocery store. These technological advances are helping consumers in their pursuit of quality, sustainability and accessibility. And the produce and floral industries are adapting to the latest developments in order to remain relevant to consumers.

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PMA Research: Today’s Hottest Ingredient: Technology

Thursday, 23 March 2017 | Posted in Industry/Consumer Trends by Renee Harrison

Know your consumer: Increase consumption, increase sales. 

The consumer purchasing experience for fresh produce is changing rapidly, thanks to a number of technological advances that are creating customers who are more empowered than ever when they walk into the grocery store. These technological advances are helping consumers in their pursuit of quality, sustainability and accessibility. And the produce and floral industries are adapting to the latest developments in order to remain relevant to consumers.

  •  Quality
  •  Sustainability
  •  Accessibility

 Log in below to access the full report.

Access the article

This article is available via pma.com (members only)

Find out more

Access additional resources on Consumer Trends via the PMA A-NZ Information Centre

Special Report: PMA’s 2017 Glimpse into the Future

Thursday, 23 March 2017 | Posted in Industry Issues by Renee Harrison

PMA’s “Glimpse into the Future” report identifies issues and trends that are likely to affect the global fresh produce and floral industries in the next three to five years. It was developed from information gathered by the PMA Research team, in conjunction with members and volunteer leaders worldwide, as well as global subject matter experts. Although it is difficult to make industry-wide generalizationsPMAs Glimpse into the Future 2017 Produce and Floral Environmental Scanarticlein about the industry because the forces driving competition tend to vary by product or groups of products, this summary looks at emerging trends as a means to help the produce and floral industries understand the coming changes and develop plans and strategies to adapt accordingly.

This report is intended to stimulate business leaders’ thought processes so they can identify and prioritize the strategic issues for their companies – and allocate resources to meet these challenges and leverage emergent opportunities. It provides data, analysis and insights about global trends regarding consumers, science and technology, and talent management. Regardless of geographical borders, understanding these trends will help members lead their companies and their people to better serve customers and grow their business, now and in the future.

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PMA Research: Wedding Flowers Present Opportunity for Retailers

Thursday, 23 March 2017 | Posted in Floral by Renee Harrison

Supermarket floral departments are competing to offer unique, quality products at a reasonable price in the wedding sector. This means catering to couples who want all the traditional frills as well asWedding Flowers DIY wedding flower ideas. Pricing for unique floral designs – when the product is only a small part of the costs – is challenging and begins with understanding product costs, shopping different floral wholesalers, and ensuring you are appropriately pricing your design time. Opportunity awaits those who are willing to capitalize on weddings.

More than 2 billion people got married in 2014, according to the CDC. In the past five years, wedding costs increased by more than $5,500 with the average couple spending $32,641, according to The Knot. The average spent on wedding flowers in 2015 was $2,300. Wedding flowers typically comprise about 7 to 10 percent of the couple’s budget, and most couples spend between $500 and $1,000.

Weddings contribute 4 percent to overall supermarket floral sales (full service operations increases to 5 percent), according to a recent survey conducted by PMA and FMI. And, 44 percent of retailers are planning to emphasize wedding sales over the next year. Outlined below are market prices provided by ValuePenguin for wedding items and flowers to help retailers better gauge their pricing strategies. It is important to be upfront with customers on what flowers costs and what can be provided with their budget.

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