Kilo Busters

The 'globesity' epidemic is accelerating rapidly. The World Health Organization (WHO) said approximately 1.6 billion adults in 2005 were found to be overweight, and this figure is expected to reach 2.3 billion by 2015.

This phenomenon can be attributed to a trend towards decreased physical activity due to a sedentary lifestyle, changing modes of transportation and urbanization. There is also a global shift towards an increased intake of energy-dense foods that are high in fat and sugars but low in vitamins, minerals and other macronutrients.

Naturally, this trend is affecting consumers as a survey conducted by Datamonitor between April and May last year found that 33% of Asia- Pacific consumers were satisfied with their body weight and shape. These attitudes were particularly bleak in Japan and South Korea, where less than 25% of the respondents expressed satisfaction.

About 56% of the consumers surveyed agreed that 'physically attractive people have greater opportunities in life', and 64% believe that feeling physically attractive is either 'important' or 'very important' in creating a sense of wellbeing or wellness (see Chart 1). This obsession with improving one's physical appearance and attractiveness has caused many to commit to various weight management goals and strategies.

Weight-loss tactics

Consumers in Asia Pacific have adopted numerous tactics to achieve their weight management goals, leading to a trend of 'continuum of healthy eating' that is based on principles of dietary exclusion, moderation and enhancement.

• Dietary exclusion

Representing one end of this continuum, dietary exclusion refers to the propensity to focus on the absence of certain ingredients. Datamonitor research found that the exclusion of fat and sugar remains top-of-mind for consumers, which is evident in the proliferation of 'better for you' products that focus on such claims.

Datamonitor's Product Launch Analytics (PLA) Database in 2009 found that 432 products launched in Asia Pacific were labeled as 'low fat' or 'non fat' and 430 others with the claim 'low sugar' or 'no sugar'. It should be noted however that these numbers have been decreasing since 2007 – there were 490 low/no fat and 531 low/no sugar product launches, indicating that interest is slowly being directed elsewhere. Nevertheless, dietary exclusion is relevant to the 'treating' category, which was exemplified by presentations at the Australian Obesity Summit that took place in Sydney, Australia in March this year. At the event, Peter West, GM of Mars Snackfoods outlined the efforts made by the company to promote healthier eating among Australians. One of the most significant initiatives was reformulating the Mars chocolate bar with 20% less saturated fat, which helps consumers eliminate excess fat from their diet.

• Dietary inclusion

Changes in consumer attitudes and behaviors are leading to the inclusion of certain ingredients for effective weight management. The growing interest in 'slimming ingredients' purports to promote weight management strategies such as increasing energy expenditure, modulating carbohydrate metabolism and blocking dietary fat absorption.

Most importantly, however, this shift towards dietary inclusion has fostered an interest in ingredients that promote satiety. Datamonitor's April/May 2009 consumer survey found that 72% of the respondents in Asia Pacific said they were interested in food and beverages that improve appetite control and satiety by promoting a sense of fullness. Indian (86%) and Chinese (75%) consumers were particularly interested in this benefit.

Barriers to market growth

While satiety-promoting food and beverages are popular in North America and Western Europe, they have only begun to filter into the Asia Pacific region – Datamonitor's PLA found that the term 'satiety' was first used on four food and beverage products in the region last year.

However, consumers are skeptical about satiety-promoting products. While most Asia-Pacific consumers expressed interest in these products, a minority actually purchases them. About 57% of the South Koreans surveyed claimed to be interested in satiety-promoting food and beverages, but less than 10% were actively buying them (see Chart 2). This attitude-behavior gap can only be bridged if industry players can convince consumers that such claims are credible.

Cost is another barrier to adopting weight management products. The economic downturn has led consumers to evaluate their spending behavior and, in some cases, significantly pare down their lifestyles. The increased focus on price, value and disciplined spending has particular relevance for weight management products and functional food that are often accompanied by price premiums.

Moving forward

In order to capitalize on this trend towards dietary inclusion and satiety promotion, manufacturers should strive to ensure that their product price points compete with similar products that are offered outside the weight management sector. Products must also not be burdensome or time-consuming to prepare, and advocate a 'quick-fix' and convenient packaging for 'on-the-go' consumption.

Whilst the term 'satiety' is slowly entering consumer vernacular, manufacturers should ensure that product claims hit consumer 'sweet-spots', and that the term is easy to understand by them, and not only by the industry.

Finally, but perhaps most importantly, products promoting weight loss and management must emphasize on sensory benefits. Research consistently shows that taste and flavor dictate consumers' buying decisions. Consumers are not prepared to compromise on flavor for nutritional benefits. If industry players are able to convey credibility in health claims whilst maintaining sensory credentials in the products, they may finally be able to offer solutions that consumers are craving for.

www.datamonitor.com