From August 2012 newsletter
Consumer perceptions of health and wellness
Recent research at Campden BRI will help members in planning food and drink product development strategies for the health and wellness market.
The research looked at how consumers viewed the terms 'health' and 'wellness' as applied to food and drink products, for example organic, natural, 'better-for-you', and fortified/functional foods. It also explored factors that were found to have an impact on these perceptions and the acceptance of functional food, such as food carriers and ingredients, health claims, nutritional knowledge, and sensory and non-sensory factors.
On-line survey
An on-line survey was carried out to investigate consumers' psychographic characteristics - such as attitudes, values, and beliefs - in relation to their attitudes towards and purchase motivations for 'healthy' products. Results of the survey revealed six consumer groups with distinctive lifestyle characteristics. Among them, 'Rational' and 'Adventurous' food consumers were found to place a high importance on fresh, natural and health aspects in their food and drink purchase decisions. Importantly, a third group, 'Moderate' food consumers, showed potential to be engaged in the 'healthy foods' market if appropriate strategies are applied. Strategies in engaging consumers were proposed in respect of individual consumer groups' lifestyle characteristics.
Contact: Michelle Chen
+44(0)1386 842238
michelle.chen@campdenbri.co.uk
The wellness lifestyle concept and the opportunities it presents for new product development (RD325)
For a copy of the full report send an e-mail to auto@campdenbri.co.uk with the subject line:
send RD325