In a multi-part series of blog posts, I’ve been sharing 10 consumer mega-trends. These are the most important issues shaping global consumers’ buying behavior both now and in the future.
I believe that good trend-watching is about taking the bigger-picture approach. Adopting a broader global perspective to trend-tracking should help facilitate better decision-making. Because it overcomes what I call, “category myopia.” The source of these mega-trends is a recent report from Datamonitor, entitled “Developments in Global Consumer Trends.” This survey shows how health-driven trends influence consumer lifestyles and product choices worldwide. Plus, it considers the implications and opportunities for industry players.
So, today I will take a closer look at one of the 10 health consumer mega-trends. It’s trend #10 — “diet moderation.”
Food stress and anxiety is a growing problem among consumers. But their aims of moderated consumption and healthier choices are confused by contradictory information and the tendency for carefree consumption.
Here are the goals of consumers in the area of “moderation” – along with the challenge for marketers that they indicate.
Goal A: formalized dieting, with regimented eating for weight management
The Challenge is that consumers experience difficulties in pursuing sustained dietary plans
Goal B: dietary control, means exercising dietary restraint as a key demonstration of moderation
The Challenge is that brand marketers must answer consumers’ needs for general healthy eating choices
Goal C: “satiety”, which is an appetite control concept with much potential
The Challenge is that consumers’ understanding of satiety lags behind other areas of health and wellness
Goal D: vegetarianism and meat reduction have spread among consumers, feeding the market for alternatives
The Challenge is to respond to consumers’ meat reduction behavior with meat alternatives and responsible portion control marketing
Goal E: avoid skipping meals, a widespread consequence of modern consumers’ time-pressured lives and unhealthy routines
The Challenge is that solving mealtime fragmentation means closing the gap between consumer attitudes towards main meal consumption and actual behavior
Goal F: moderating alcohol consumption is a trend gaining some traction, although consumers trade off health for indulgence
The Challenge is to create some influence over consumers’ alcoholic drink choices
Goal G: abstinence and restraint in tobacco consumption
The Challenge is to look at meeting the needs of moderating or ex-smokers with alternative healthy products
The implications and opportunities I’ve presented are actionable and timely. And they can inspire brand innovation for improved products and services around the world.