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All the Rage: Symphony Consulting’s TrendSpotting Report Details Health Food Claims Revealing Key Trends Across Five Claims Segments


Jamil SatchuJamil Satchu

Posted on Friday, January 4th, 2013

From snacks to breakfast foods, health claims are all the rage.  But, which ones do manufacturers believe attract shopper interest more than others?

SymphonyIRI’s premiere “Food and Beverage Health Claims TrendSpotting” report answers this question and others.  It analyzes key trends across five macro claims, including Better for You, Dietary Restriction, Condition-Specific, Natural and Energy, revealing that claim sales for “Better for You” and “Dietary Restriction” lead the categories, accounting for 36 percent and 33 percent of total health claim sales, respectively.

Overall, American shoppers increasingly make healthier decisions to proactively manage their wellness. The report explores the demand for products with health claims across different shopper cohorts. Research indicates that older shoppers are increasingly attracted to healthy claims, with older Baby Boomers (those born between 1946 and 1955) contributing to 24 percent of total claim sales growth in 2012, while accounting for just 20 percent of dollar sales. Generation X and Generation Y shoppers represent another high-value opportunity for manufacturers, contributing 23 percent and 27 percent to claims sales growth, while making up 20 percent and 25 percent of dollar sales, respectively.

The report also examines claims trends across five food and beverage macro categories, including Macro Snacks, Breakfast Foods, Refrigerated/Frozen (RFZ) Cooking Ingredients, Ready-To-Eat (RTE) Meals and Liquid Refreshment Beverages (LRBs). Macro Snacks and RFZ Cooking Ingredients account for the highest dollar sales growth during the last 52 weeks when compared to all food and beverage categories,  at 6.5 percent and 5.7 percent.

Better for You and Dietary Restriction are the leading claims that drive sales for the Macro Snacks and RFZ Cooking Ingredients categories. Better for You contributes 37 percent of Macro Snacks sales and 36 percent of RFZ Cooking Ingredients sales. Dietary Restriction provides 35 percent of Macro Snacks sales and 31 percent of RFZ Cooking Ingredients sales.

The report provides manufacturers with insights on brand portfolio strategy to capture different age groups and partnerships with retailers to improve shoppers’ understanding of health claims.

“Food and Beverage Health Claims TrendSpotting” is the latest in a series of Executive Briefings published by Symphony Consulting. The group’s TrendSpotting model combines SymphonyIRI’s syndicated POS and panel data with targeted primary and secondary research to define key trends in health claims across a broad range of macro food categories. Further information can be found here.