Opportunities in Mood Foods & Boosting Mental Performance: Consumer Attitudes and Behaviors

Mood foods have become increasingly popular in recent years as consumers embrace 'emotional management' strategies that include 'purpose driven eating'. This is because 1) eating and drinking is an inherently pleasurable experience and 2) nutrients and bioactive attributes found in food and beverages can influence both cognitive functioning and general mood.

Report Highlights
As the grim realities of the financial crisis are increasingly felt in the everyday lives of consumers, it is somewhat inevitable that happiness levels will be lower. The circumstantial factors associated with the global economic downturn actually create a scenario that helps boost the credibility and relevance of mood foods

Less than a quarter of respondents across the 15 countries believed that mental health boosting claims were either 'completely' or 'somewhat' trustworthy. Overall, more 'solid' health claims such as heart health and cholesterol reduction scored higher

Food and drinks are increasingly being consumed for their mood enhancing qualities. As well as seeking out traditional comforting foods such as chocolate, consumers are becoming more receptive to functional ingredients which have been added to foods specifically to improve emotional wellbeing
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Table of Contents 2
Table of figures 3
Table of tables 4
THE FUTURE DECODED 5
INTRODUCTION: Mood foods reflect the growing interest in emotional wellness from a relaxation and mental performance perspective 5
Mood foods can be categorized by three types of consumption behavior 7
Mood foods potentially compliment an emerging theme in marketing: 'neuromarketing' 8
A number of issues are shaping the demand for moods foods 8
TREND: Intensifying health concerns are driving interest in more sophisticated and effective forms of nutrition such as mental wellbeing products 10
Considerable importance is being placed upon diet and nutrition in the pursuit of wellbeing 10
Many consumers are highly attentive about their dietary choices 13
Consumers continue to make concerted efforts to improve their dietary health 14
Good health is also associated with happiness which potentially helps to validate mood foods 17
Key takeouts and implications: the deepening link between diet and wellness is important for the ongoing popularization of mood foods 17
TREND: Growing interest in mood foods reflects the broader demand for functional food and drinks with added health benefits 18
Healthy eating behaviors are shifting from principles associated with 'avoidance' to 'inclusion' 20
Consumers have mixed feelings about the manipulation of food and beverage products 21
The growing interest in food labeling highlights the importance of diet and nutrition to consumers and that shoppers are looking for nutritional information that is personally important to them 26
Consumers are increasingly aware that some foods or beverages can provide specific health benefits such as improved mental performance or relaxation 28
Just because consumers recognize the broad range of benefits associated with certain food doesn't necessarily mean that they think they need them 30
Key takeouts and implications: an increasing proportion of 'nutritionally proactive' consumers are demanding more specific functionality from their products but consumption barriers exist 31
TREND: Declining economic wellbeing, tension, stress and a lack of vitality are common themes in modern consumer lifestyles which potentially enhance the appeal of mood foods 32
Growing economies have contributed to the escalating levels of happiness reported in developing nations and the world more generally in the last few decades 32
The deepening economic crisis is having a negative impact on consumer mood 35
The impact of the economic downturn illustrates the impact of situational factors on mood 40
Stress, tension and a sense of being overwhelmed impacts a significant portion of society 41
Many consumers find it difficult to relax despite having a strong desire to escape from daily pressures 44
Many global consumers not getting enough rest due to poor sleeping patterns 48
Key takeouts and implications: there is a nascent opportunity for industry players to offer a range of mood foods promoting relaxation and mental performance benefits as antidotes to lifestyle pressures 50
TREND: Consumers are increasingly indulging and turning to functional antidotes promoting emotional wellbeing and mental performance benefits 51
Consumers are paying a high amount of attention to protecting and improving their mental wellbeing 51
The growing popularity of brain training exercises through differing leisure formats have popularized the idea of 'mental fitness' 55
Awareness and understanding of Omega 3 and its role in brain health is incrementally growing as consumers purchase more omega 3 enriched products 58
Many consumers are now highly attentive to being hydrated and controlling calorie, both of which potentially boost mental wellbeing 64
Seeking a mood boost, consumers are continuing to indulge and treat themselves with food and beverages but are conscious about over-relying on comfort foods 68
Key takeouts and implications: manufacturers can capitalize on consumers' increasing reliance on mood foods to solve their relaxation and concentration needs 75
INSIGHT: Lack of trust in general and specific nutritional claims is an ongoing inhibitor preventing the adoption of functional mood foods reaching critical mass 76
Trust in products touting mental health benefits is even lower than trust in general health claims 78
As consumers become more value-conscious the need to address skepticism is even more apparent 83
Key takeouts and implications: trust is a major issue in the long-term profitability of functional mood foods 87
INSIGHT: There are sensory driven formulation challenges associated with functional mood foods 87
Although consumers are making active attempts to eat healthier, they are generally not willing to do so by compromising sensory benefits 88
Key takeouts and implications: despite consumers making active attempts to eat healthier, they will generally not compromise sensory benefits for nutrition benefits 91
INSIGHT: A negative stigma associated with emotional health is a potential barrier to mood food adoption and the nature of product communications 91
Key takeouts and implications: mental wellbeing is a sensitive topic for some and marketers need to recognize this accordingly 93
INSIGHT: Interest in, and consumption of, mood foods is driven by females and younger consumers but opportunities are also apparent in targeting aging populations 93
Women are a major draw to manufacturers of mood foods which is unsurprising given that females are perceived to pay more attention to their health than men 93
Children's mental health, particularly cognitive development, is reportedly aided by certain mood foods 95
Aging populations are particularly conscious of their mental wellbeing which creates certain targeting opportunities 99
Mood foods have been shown to positively affect specific niche sectors of society 102
Key takeouts and implications: mood foods have a broad ranging appeal but there are instances where more targeted products and communications can apply 103
INSIGHT: There are a number of established and emerging mood food ingredients that potentially represent future growth opportunities 103
A broad range of nutrients, bioactives and botanicals affect cognitive function and mood 103
Omega 3, particularly DHA, is gaining credibility as an aid to brain health 105
Omega 6 is a lesser known essential fatty acid with a poorer health profile 108
Ginkgo biloba is establishing a reputation as being an aid to mental alertness 110
GABA is an emerging mood food ingredient being used in food and beverage launches 111
Well known nutrients and foodstuffs are being repositioned to focus on mental wellbeing benefits 114
Key takeouts and implications: opportunities have arisen for further development of mood food products based on growing knowledge of emerging ingredients 116
ACTION POINTS 117
ACTION POINT: Embrace 'informative marketing' tactics to educate a wider audience about the benefits of mood enhancing products 117
Encourage consumers to take on a more holistic approach to improving their mental wellbeing 118
Educate consumers about the specifics such as omega source 121
Use periodic event marketing as a catalyst to keep consumers informed about the latest developments in products that can positively impact emotional wellbeing 122
Maintain claim integrity to protect the long-term growth potential of functional mood foods 123
Invest for the future by investing in the long term potential offered by functional mood foods 123
ACTION: Target specific consumer segments, locations, occasions in order to fully leverage the unique and highly relevant benefits of mood foods 124
Mood enhancing products should benefit in countries where consumers report low levels of happiness 124
With consumers across age boundaries reporting stress problems, anti-stress beverages could become popular 124
Use the deepening gloom surrounding the economic downturn as a platform for building recognition and trust in mood foods 125
Sleep inducing products have growth opportunity 125
Target the exam season with cognitive enhancing products 126
Mood foods should have indulgent qualities to address consumer demands for comforting products 126
APPENDIX 127
Definitions 127
Methodology 127
Further reading and references 128
Ask the analyst 131
Datamonitor consulting 131
Disclaimer 131
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Table 1: Consumer survey: the importance that individuals attach to diet and nutrition in creating a feeling of wellbeing or wellness, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 11
Table 2: Consumer survey: the influence of health on food and beverage product choices, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 13
Table 3: Consumer survey: the propensity to take active steps to eat more healthily more or less often, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 15
Table 4: Consumer survey: values contributing to happiness among Europeans, 2008 17
Table 5: Consumer survey: the appeal of adding nutrients and other substances not usually found in that particular food and beverage, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 23
Table 6: Consumer survey: the percentage of males and females who found the addition of nutrients and other substances in food and beverages very appealing or somewhat appealing 25
Table 7: Consumer survey: agreement that some specific foods or beverages can improve digestive health in the US, by age, gender and dietary attitudes and behaviors, 2008 30
Table 8: Consumer survey: levels of self reported happiness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 34
Table 9: Consumer survey: contributing factors to stress among Americans, by gender, 2008 39
Table 10: Consumer survey: the extent to which individuals feel peaceful, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 41
Table 11: Consumer survey: the extent to which individuals felt noticeably tense, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 43
Table 12: Consumer survey: the importance attached to 'finding ways to escape the pressures of everyday life', in 15 countries across Europe, Asia Pacific, South America and the US, 2008 45
Table 13: Consumer survey: perceived difficulty in managing daily obligations and finding time to relax, 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 47
Table 14: Average per capita daily sleeping time (hours) in Europe, US and Asia Pacific, by country, 2002-2012 49
Table 15: Consumer survey: attention given towards various functional food related concerns, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 53
Table 16: Consumer survey: the amount of attention given to mental wellbeing, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 54
Table 17: Appropriate nutrition was one of the ways neurosurgeon Dr Larry McCleary advises people to keep the brain healthy 57
Table 18: Consumer survey: US shopper's awareness and consumption of nutrients that have health boosting credentials 61
Table 19: Consumer survey: the changing propensity of consuming omega 3 and 6 food and beverage products, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 62
Table 20: Consumer survey: attentiveness towards ensuring consuming recommended quantities of water, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 65
Table 21: Consumer survey: the amount of attention given to the number of calories consumed on a day-to-day basis, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 67
Table 22: Consumer Survey: frequency of enjoying small indulgences to escape the pressures of everyday life, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 70
Table 23: Consumer survey: propensity to enjoy small indulgences to escape the pressures of everyday life more or less in 2008 compared to 2006, in Europe and the US, by country. 72
Table 24: Consumer survey: frequency of enjoying small indulgences to escape the pressures of everyday life, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 74
Table 25: Consumer survey: trust in food and beverages claiming to boost mental health, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 80
Table 26: Consumer survey: the propensity to choose food and beverages, cosmetics and toiletries, household and laundry care and alcoholic drinks on the basis of value/cost in the previous six months, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 86
Table 27: Consumer survey: top-of-mind considerations when thinking about food 89
Table 28: Consumer survey: agreement among Europeans that people with psychological or emotional health problems are unpredictable, a danger to others and will never recover, by country, 2007 92
Table 29: Consumer survey: reasons for US individuals not seeking help from a mental health professional 92
Table 30: Consumer survey: the percentage of males and females who perceive diet and nutrition to be 'very important' or 'important' in creating a feeling of wellbeing or wellness 94
Table 31: Industry survey: ingredients expected to become increasingly popular, 2008 106
Figure 1: Mood plays a pivotal role in consumer behavior both as a pre-purchase influencer and post-purchase outcome 5
Figure 2: This reports deals with two components of the functional food spectrum to cover mental wellbeing 6
Figure 3: Mood foods reflect three different, albeit inter-related, types of consumption behavior 8
Figure 4: A number of drivers and inhibitors impact consumers' adoption of mood foods 9
Figure 5: Diet and nutrition is one of six dimensions associated with the broader notion of wellness 10
Figure 6: More than three quarters of consumers consider diet and nutrition to be an important factor in creating a feeling of wellbeing 12
Figure 7: There is little variation in the importance attached to diet and nutrition by age cohort 12
Figure 8: Health considerations have a significant amount of influence on food and beverage choices made by consumers across the globe 14
Figure 9: Health considerations have a significant amount of influence on food and beverage choices 15
Figure 10: A nutritional continuum helps pinpoint the role of functional food and drinks such as mood foods and the types of functional food formulations 20
Figure 11: The growing interest in mood food products reflects the broader trend towards 'positive nutrition' 21
Figure 12: Opinion is heavily divided in most countries about the relative appeal of enhanced food and drinks 24
Figure 13: The older consumers are, the less likely they are to find additional functional ingredients appealing 25
Figure 14: Fears over new techniques and technologies, and anything considered to be ""unnatural"" or artificial, influences the negativity shown towards genetically modified foods 26
Figure 15: Intensifying health concerns lead to more considered choices governed by a heightened reliance on food labels to ascertain the broader benefits can be attained from purchase and usage 27
Figure 16: US consumers recognize a broad range of health benefits associated with specific food and beverages including improved mental performance 29
Figure 17: Levels of happiness in Russia are comparatively low, especially among the BRIC nations 35
Figure 18: Consumers consider wealth/income to be an important contributor to wellbeing particularly in emerging markets 37
Figure 19: The economic downturn appears to have negatively impacted mood between 2006 and 2008 in western Europe 38
Figure 20: From a personal perspective, European and US individuals generally look at 2008 negatively 39
Figure 21: In August 2008, Russian and UK citizens were the least likely to feel consistently peaceful 42
Figure 22: The majority of global consumers experience tension in their lifestyles 43
Figure 23: The extent to which consumers in Western Europe experience tension appears to have escalated in recent years-a sign that the economic downturn impacts emotional and financial wellbeing 44
Figure 24: Escaping the pressures of everyday life is important to the majority of individuals around the world 45
Figure 25: Italians are among the most likely to report difficulties in managing their daily obligations 47
Figure 26: Tension and an inability to relax characterizes many contemporary global lifestyles 48
Figure 27: The comparatively high attentiveness shown towards feeling alert and able to concentrate bodes well for food and beverages touting mental performance benefits 52
Figure 28: Alertness and concentration is an important need consideration for many consumers 54
Figure 29: Brain training products have helped raise the notion of nurturing one's mental health 56
Figure 30: Industry players outside of FMCG are offering 'personalized brain fitness programs' 58
Figure 31: More than 20% of consumers in most countries have been choosing more food and beverages with omega 3 or omega 6 in 2008 63
Figure 32: The increased adoption of products with added omega 3/omega 6 ranks low when compared to other dietary changes being made by consumers 63
Figure 33: European consumers recognize that hydration is an important component of a healthy diet 65
Figure 34: Hydration is becoming increasingly important to consumers as reflected by the relative attentiveness shown towards drinking recommended quantities of water 66
Figure 35: In Europe, Italian and French consumers are the most calorie conscious 67
Figure 36: Many so-called comfort foods were identified as 'food stressors' in one study 69
Figure 37: Small indulgences are being enjoyed more frequently to escape modern pressures 71
Figure 38: Females are more likely to have increased their purchases of small indulgences than males 71
Figure 39: The desire for small indulgences to escape the pressure of everyday life has intensified in 2008 despite the doom-laden discourse surrounding the economic downturn 73
Figure 40: Consumers are showing a greater desire to choose comforting food and drinks 75
Figure 41: Consumer watchdogs are encouraging shoppers to be scrupulous about their purchases of functional food and drinks 78
Figure 42: Trust in products claiming to ""boost mental health"" is low 79
Figure 43: Consumer trust of mental health claims is low across most countries 80
Figure 44: UK consumers are ambivalent towards mood foods 82
Figure 45: Price and skepticism are the most important barriers preventing the adoption of functional foods 83
Figure 46: Any gravitation towards natural food and beverages will potentially inhibit the demand for science based formulations such as fermented drinks or probiotic yoghurts 84
Figure 47: The 'pleasure principle' of food and beverage consumption drives experimentation and engagement in food and beverage choices-albeit against a backdrop of ongoing preferences for traditional flavors as well 89
Figure 48: Sensory benefits heavily influence consumer choices which is why it is vital that digestive health benefits are carefully communicated in relation to the enjoyment factor 90
Figure 49: Poor diets have been linked to performance weaknesses among school children 97
Figure 50: Skepticism surrounding food and beverages aimed at children is high in developed consumer societies 98
Figure 51: The attitudes of Europeans would indicate that many parents/guardians would not perceive a need for omega 3 food and beverages such is the optimism shown towards their child's school life 99
Figure 52: Older consumers pay more attention to their mental wellbeing than younger age groups 101
Figure 53: Consumer trust of mental health claims diminishes with age 102
Figure 54: A broad range of nutrients, bioactives and botanicals affect cognitive function and mood 104
Figure 55: Fish and fish products account for the largest proportion of omega 3 enhanced food and drinks launched globally between Oct 2006 and Oct 2008 (SKU count) 107
Figure 56: Omega 3 enhanced products are more frequently being promoted for their ""brain food"" properties across a wider range of product formats 107
Figure 57: Kellogg's LiveBright Brain Health Bars contain 100mg of DHA omega 3 per bar 108
Figure 58: Omega 3 is much more popular than omega 6 as an addition to food and drinks 109
Figure 59: A limited number of products have been launched that make a high omega 6 claim, most of which also contain omega 3 109
Figure 60: Food, beverage and supplement launches containing ginkgo biloba reached a peak in 2005 and are now at more modest levels-a trend perhaps influenced by inconsistent results from research 110
Figure 61: The US has witnessed a particularly high number of ginkgo products over the last five years 111
Figure 62: GABA enhanced food and drink launches peaked in 2006 112
Figure 63: GABA enhanced products include coffee, chocolate and yogurt 113
Figure 64: The majority of GABA enhanced products have been launched in Japan in recent years 113
Figure 65: Foods such as chocolate and coffee are now being marketed on their mental health properties 115
Figure 66: In Japan, there are food products available that aim to enhance brain training exercises 119
Figure 67: Creating awareness interest, desire and action (AIDA) should be a core focus of consumer education initiatives 120
Figure 68: LiveBright Brain Health Bars have a website which provides detailed information on their nutritional makeup 122
Figure 69: Malava Anti-Energy Drink and Drank are designed to help stressed people relax 125
Figure 70: Dreamerz is an example of a product designed to aid sleep 126
Figure 71: The Morinaga Tensai Kyoro-chan Choco Ball is said to help the brain work during study 126
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