Consumer Fatigue: Delivering Energy Boosts Through Food and Drink: Industry Research

Consumer Fatigue: Delivering Energy Boosts Through Food and Drink

Published Date: April 2009

Published By: Datamonitor

Page Count: 107

Order Code: R313-51182

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Overview: Catalyst; Summary; Table of Contents; Table of figures; Table of tables
THE FUTURE DECODED: INTRODUCTION: A growing desire to maintain and lift physical energy levels is being witnessed across a broad spectrum of consumers; TREND: Life pressures are impacting consumers' physical energy levels; Consumers in some countries complain about not feeling as full of life as they want; Consumer tiredness issues are well reported and have consequences for health and consumption behaviors; Sleeping time is being sacrificed often with the intention of creating more leisure time; Consumers are attempting to improve their work-life balance; Key takeouts and implications: energy boosting products can help offset consumers' diminishing energy levels caused by hectic lifestyles; TREND: Consumers are paying close attention to their energy needs; Both genders pay high levels of attention to their energy needs, yet females remain poorly targeted by energizing products; Young adults' hectic lifestyles fuel interest in their energy needs, although Seniors are the most desirous of more energy; Consumer energy levels are variable based on seasonality; Key takeouts and implications: consumer energy levels vary by season and demographic, providing useful guidelines for maximizing the impact of and audience for energy products; TREND: Consumers are spending increasing amounts of money on energy beverages; Energy drinks exhibit stronger growth than sports drinks through their association with wider energy needs; Energy drinks sales have been restricted in some countries, where the category has been closely monitored; The energy drink category is becoming very competitive, fuelling the need for innovative marketing campaigns; Coffee is popularly drunk as an everyday energy booster; Instant coffee is enjoyed more for its energizing properties than roast and ground; Research indicated that men are more stimulated by coffee than women; Coffee has been criticized as being a temporary pick me up; New coffee products have been launched that claim to have functional benefits; Consumers have embraced the combination of energy drinks and alcohol; Key takeouts and implications: energy drinks are the new coffee in peoples' energizing choices; INSIGHT: Young adults are a core target for energy drinks, but older consumers are being drawn in with a variety of energizing products; Targeting young males with controversial branding has been criticized; Kids are a controversial but increasingly targeted consumer group; Older consumers are being lured to the sector with healthier and more natural energy drinks; Key takeouts and implications: energy drinks should target a greater demographic spread rather than just young males; INSIGHT: Keep fit regimes continue to fuel the energy food and drinks market; Consumers perceive physical fitness to be important to their wellbeing; Exercise is said to boost energy levels and self esteem; The popularity of sports bars in the US shows consumers' appetite for quick fix energy boosts and recovery products; Key takeouts and implications: addressing the energy needs of exercisers has been a success, but a large proportion of consumers fail to act out well intentioned exercise plans; INSIGHT: There is a distinct movement towards natural ingredients in energy products; There is a growing mistrust of energy drinks among consumers; There is a move towards slow releasing energy ingredients; Energy drinks are being launched that tout their natural ingredients; Adding natural ingredients could help attract more women to the energy drinks category; Key takeouts and implications: growing mistrust in the healthiness of traditional energy drinks provides an opportunity for natural based products that provide slow release energy; INSIGHT: Energizing ingredients are migrating from drinks to food and personal care products; The new energy candy category aims to capitalize on the success of energy drinks; Energy boosting personal care products include lip balms and shower gels; Key takeouts and implications: energizing candies and personal care products are on the increase, each with a particular gender focus; ACTION POINTS; ACTION: Attract a wider consumer base for energy boosting products through increased personalization and more positive branding strategies; Focus on creating a more positive image for energy drinks by using natural ingredients, non-conventional packaging and subtle branding; Move away from high caffeine products towards slow releasing energy enhancing ingredients; Older consumers and women have shown a desire for energizing products and should be targeted with appropriate products; Emphasizing moderation in energy drink consumption can help claim the moral and healthy high ground; ACTION: Enhance the under exploited non-beverage sector with good tasting energy alternatives; Utilize sweet tasting ingredients to mask bitter tasting energy ingredient flavors, or focus on the energizing properties of the brand; Consider developing energizing savory snacks; ACTION: Consider competitive pricing strategies to gain an advantage in the recessionary environment; Energy products could suffer in the downturn as people cut out non-essentials; Private label energy products have not performed well in the past but could gain a price advantage in the downturn
APPENDIX: Definitions; Methodology; Further reading and references; Ask the analyst; Datamonitor consulting; Disclaimer
List of Tables: Table 1: Consumer survey: how much consumers have felt full of life in the past month in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 2: Consumer survey: propensity for acute tiredness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 3: Average per capita daily sleeping time (hours) in Europe, US and Asia Pacific, by country, 2002-2012; Table 4: Consumer survey: how consumers have made attempts to improve their work-life balance over the past six months in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 5: Consumer survey: the amount of attention consumers pay to their physical energy or stamina needs in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 6: Consumer survey: how much consumers have felt full of energy in the past month in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 7: Energy drinks market value (overall and per capita, US$ m), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012; Table 8: Sports drinks market value (overall and per capita, US$), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012; Table 9: Coffee market value (overall and per capita, US$), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012; Table 10: Consumer survey: how important consumers perceive exercising or physical fitness to the feeling of wellbeing in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 11: Sports and energy bar market value (overall and per capita, US$), in 15 countries across Europe, Asia Pacific, South America and the US, 2003-2012; Table 12: Consumer survey: the relative importance of different need states in influencing snack choices
List of Figures: Figure 1: This reports deals with the physical health component of the functional food spectrum; Figure 2: There are various drivers and inhibitors to the energy boost market; Figure 3: Some countries reported to feeling more full of life than others; Figure 4: Consumers have reported high levels of tiredness across all 15 countries; Figure 5: Many consumers are attempting to improve their work-life balance; Figure 6: Males and females are paying similar levels of attention to their physical energy needs; Figure 7: The majority of both male and female consumers report feeling only full of energy sometimes; Figure 8: Young Adults and Seniors are paying the most attention to their physical energy and stamina needs; Figure 9: A high proportion of all age groups said they felt full of energy only sometimes; Figure 10: Energy drink launches have increased dramatically in recent years; Figure 11: Monster Energy is marketed on a Las Vegas monorail, creating a novel marketing initiative; Figure 12: Daytime energy boost was the second most popular reason given for drinking instant coffee; Figure 13: Roast and ground coffee consumption has less focus on energy boosting, being perceived more for a special occasion; Figure 14: Men in the UK reported to drinking more coffee in a week on average than women; Figure 15: Coffee beverages with functional benefits have been launched mainly in Japan; Figure 16: Alcoholic energy drinks are a controversial sector of the market; Figure 17: Teenage males are targeted by energy drinks manufacturers through the use of controversial branding, celerity endorsements and bright graphics; Figure 18: Manufacturers have targeted children with kid-friendly energy brands; Figure 19: Consumers consider exercising and physical fitness important in creating a feeling of wellbeing; Figure 20: Clif Bar launches a high number of new products annually to help retain consumer demand; Figure 21: The caffeine content of soft drinks varies considerably; Figure 22: There have been increasing numbers of energy drink launches touting natural ingredients; Figure 23: Manufacturers are attempting to appeal to women with natural ingredients, slim-aiding formulas and colorful packaging; Figure 24: More female respondents had switched to organic and natural products in the past six months than males; Figure 25: Energizing confectionery products have been released that exploit the popularity of energy drinks; Figure 26: There are an increasing number of personal care products that claim to have energizing properties; Figure 27: Slow-releasing energy product encompass a variety of categories; Figure 28: Create brands which have less controversial brand names to gain a wider consumer focus; Figure 29: Energized savory snacks include sunflower seeds and potato chips; Figure 30: Various stores have launched own-brand energy drinks, including Carrefour, Asda, M&S and 7-Eleven

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