NOVEMBER 2009
EXECUTIVE OVERVIEW

IRI's Times & Trends highlights new developments and critical events across all major CPG categories and channels, providing powerful benchmarking data to help guide your strategic decisions. This issue of Times & Trends provides insights into current and emerging marketing strategies being employed by an industry seeking to accelerate consumer migration toward healthier living, and benefit from increased brand, category and store sales along the way.

Introduction

In the United States, life expectancy at birth is nearly 78 years of age, varying  slightly based on race and ethnicity.  Life expectancy has increased by three years just over the last decade, and by thirty years over the past century1.

To maximize this longer lease on life, Americans are taking pride in looking – and feeling- as good as possible at every stage of life.  The road to healthy living is paved with good intentions, but it is not always smooth or easy.

The nation has made progress, but the move toward healthier living has been slow.  It is no surprise.  Any change is challenging.  Change of this magnitude is  downright hard.

CPG marketers are  actively participating in the drive to make America healthier.  Significant upward potential remains.

Select Findings

Nearly three-quarters of consumers rate nutritious/ wholesome meals as a key consideration when planning food and beverage shopping trips.  As a result, foods and beverages touting wellness attributes, such as “all natural,” are gaining traction.  Over the past year, “all natural” food and beverages experienced a 3.2% increase in dollar sales and 1.0% gain in unit sales despite flat performance across edibles as a whole.

Select chart to enlarge.

Better-for-you food and beverages are fairly well-entrenched across consumer segments, but significant upward potential remains.  Across several common wellness-related food attributes, penetration increases as household income rises, due, at least in part, to the fact that wealthier households are more willing/ able to pay a premium for healthier foods.

Select chart to enlarge.

See the complete report in the "Health & Wellness: Redefining Healthy Living" pdf.