Translating Food & Beverage Consumer Trends for Market Success

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Three-quarters of all U.S. adults are living a healthy lifestyle in order to have energy to do the things they want to do. With a third of consumers concerned “a lot” about preventing lack of energy and almost half seeking foods that provide them with energy, it is clear why energy and vitality is a growing platform manufacturers and retailers should not overlook. It is interesting to note that concern over preventing lack of energy shows relevance across all age groups, highlighting a major lifetime value opportunity.

In addition, the notion of energy has many dimensions and broader applications of this category are developing among consumers. Whereas many may relate energy with regard to the “spikes” brought on by caffeine or sugar, more consumers are recognizing that to avoid the highs and lows during the day, their diet needs to provide a sustained level of energy. Almost half of consumers realize that foods can help maintain constant blood sugar levels and sustain energy levels, clear evidence that the post low carb era is morphing as a sustained energy platform.

With more than half of consumers indicating they would use food or beverages to prevent and treat lack of energy, and the proliferation of energy products in the market, it appears evident that energy and vitality will continue to be a strong and viable category for the food and beverage industry.

Parents face many challenges regarding their children’s nutritional needs. While almost three-quarters of parents say they actively teach their children the importance of proper nutrition in the foods and beverages they consume, only a third of households with children under 12 feel their child is knowledgeable regarding nutrition. In addition, only 15 percent of parents with teens feel they are successful in getting their child the proper nutrition. In fact, one out of four parents feels they have little control over what their kids eat.

Part of the challenge is the continued demand on taste (versus nutrition); approximately one-third of households indicate that taste is the only thing that matters when it comes to what their child will eat. In addition to taste, parents also seek healthier snack ideas, with seven out of 10 parents stating snacking can be part of a healthy diet. Taste is not the only barrier, as two-thirds of households with children are not willing to give up convenience for health.

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