SlideShare ist ein Scribd-Unternehmen logo
1 von 9
Downloaden Sie, um offline zu lesen
A Nielsen Report
 Battle of the Bulge
 & Nutrition Labels
Healthy Eating Trends
 Around the World
    January 2012
MORE THAN HALF OF CONSUMERS AROUND THE
    WORLD CONSIDER THEMSELVES OVERWEIGHT
    Half (48%) of consumers around the world are trying to lose weight.
                One-in-seven are cutting down on fats to shed unwanted pounds.
                                     Six-in-10 indicate difficulty grasping nutritional labels on food packages.
        Over two-thirds believe nutritional claims are either never or only sometimes trustworthy.
                          Half of global respondents say fast food restaurants should always include calorie
                          information on menus.
More than half (53%) of consumers around the world say they are         what they are eating? Not necessarily. The study finds that half
overweight—up from 50 percent three years ago. Roughly one-             (52%) of consumers around the world understand nutritional
third consider themselves just the right weight, which is down from     information panels on food packaging only in part. Four-of-10
40 percent in 2008 and one-in-10 believe they are underweight.          consumers understand nutritional labels “mostly” and seven
New findings from a Nielsen survey of more than 25,000 online           percent say they do not understand them at all.
respondents from 56 countries around the world reveal how
                                                                        And what about trust—do consumers believe that claims
consumers are battling the bulge and how food producers and
                                                                        on product packaging are accurate and truthful? Here too is
marketers can help fight the good fight against obesity.
                                                                        ambiguity in the minds of consumers. Of 10 different product
With half of respondents claiming to be overweight, it’s logical        claims studied, only three received a complete believability
that half (48%) are also trying to lose weight. And for more            rating by more than 20 percent of consumers (calorie content
than three-quarters (78%) of these consumers, the way to shed           33%, vitamin content 28% and fat claims 23%), highlighting a
unwanted pounds is through diet. But do consumers understand            need to better educate consumers.


     At the moment, would you consider yourself:           VERY OVERWEIGHT          SOMEWHAT OVERWEIGHT               A LITTLE OVERWEIGHT
     Global Average                                                                 ABOUT THE RIGHT WEIGHT                   UNDERWEIGHT


     GLOBAL AVERAGE                                   EUROPE                                           LATIN AMERICA
        4 14         35       36      10               4 16        38        37     5                    4       14     40        37    6
    {




                                                                                                      {
                                                    {


          53%
         OVERWEIGHT
                                                         58%
                                                        OVERWEIGHT
                                                                                                             58%
                                                                                                          OVERWEIGHT


     ASIA PACIFIC                                     MIDDLE EAST/AFRICA                               NORTH AMERICA
         3 11       34        37       15              4 11      31        38     15                         9    20       34      32       4
                                                    {
    {




                                                                                                      {

          48%
         OVERWEIGHT
                                                         46%
                                                        OVERWEIGHT
                                                                                                             63%
                                                                                                          OVERWEIGHT
     Source: Nielsen Global Survey, Q3 2011



Copyright © 2012 The Nielsen Company.




1
Healthy Eating is a Conscious Choice
It turns out that no matter what region of the world consumers     Diet fads come and go, and what is popular one year can be
hail from, there is a strong consensus about how to lose weight.   quickly replaced by another craze the next. From counting
Dieting is the most popular method among more than three-          calories and macrobiotic diets to liquid protein fasts and low-
quarters (78%) of global online respondents, followed closely      carbohydrate/high protein plans, weight-management solutions
by engaging in physical exercise (69%). The age-old method of      have the power to not only alter waist lines, but to influence the
diet and exercise to drop weight reigns supreme as consumers       food industry as well.
indicated by the comparatively low percentages of respondents
                                                                   The most popular way to shed unwanted pounds according to
using alternative methods, such as taking diet pills/medicine or
                                                                   70 percent of global online respondents is cutting down on fats.
eating/drinking bars and shakes.
                                                                   Trimming back on chocolates and sugary foods (62%) and eating
                                                                   more natural, fresh foods (55%) round out the top three ways
  Which of the following actions are you taking to                 consumers are changing their diets. In fact, using these tried and
  lose weight?                                                     true methods has remained virtually unchanged from three years
                                                                   ago, according to Nielsen’s 2008 report.
                                                   69%             Other ways to slim down include eating smaller portions
   GLOBAL                                             78%          (44%), eating less processed foods (35%), following a low-
                        13%                                        carbohydrate/high-fat diet (18%), which had more than doubled
  AVERAGE            5%
                      7%                                           since 2008, following another diet plan (16%), or using a
                                                                   slimming program (7%).
                                                      74%
        ASIA                                           76%
                           16%                                        In what ways are you changing your diet to lose weight?
      PACIFIC        5%                                               Global Average
                     6%
                                               62%                                 CUTTING DOWN                                      70%
                                                         81%                             ON FATS                                    69%
      EUROPE         7%
                   2%                                                         CUTTING DOWN ON                                     62%
                     7%                                                   CHOCOLATES, SUGAR, ETC                                   64%
                                                                           EATING MORE NATURAL,                               55%
                                                   70%                             FRESH FOODS                               53%
     MIDDLE                                        70%
                       10%                                                  EATING THE SAME, BUT                          44%
 EAST/AFRICA         5%                                                HAVING SMALLER PORTIONS                             46%
                     6%
                                                                                     EATING LESS                    35%
                                               61%                              PROCESSED FOODS                   29%
       LATIN                                          74%                    FOLLOWING A LOW                   18%
                        14%
     AMERICA          8%
                                                                     CARBOHYDRATE, HIGH FAT DIET          7%
                      8%                                                     FOLLOWING ANOTHER               16%
                                                                                      DIET PLAN            9%
                                                  69%
      NORTH                                              80%          USING WEIGHT WATCHERS OR            7%
                           14%                                      OTHER SLIMMING PROGRAMMES            5%                         2011
     AMERICA         5%
                      7%                                                                                 5%                         2008
                                                                                             OTHER
                                                                                                         5%
         DOING PHYSICAL EXERCISE              TAKING MEDICINE
                                                                      Source: Nielsen Global Survey, Q3 2011
                                              PRESCRIBED
        CHANGING MY DIET                      BY MY DOCTOR
                                                                   And when it comes to considering what is healthier—a product
         TAKING DIET PILLS / BARS /           OTHER                with no artificial additives with full sugar or one that has artificial
         SHAKES                                                    substitutes but reduced in calories, almost half (48%) of global
                                                                   respondents say neither. However, of the two options, the no
  Source: Nielsen Global Survey, Q3 2011                           artificial additives/full sugar choice (29%) is favored over the
                                                                   artificial substitutes/reduced calorie option (15%).


                                                                                                         Copyright © 2012 The Nielsen Company.




                                                                                                                                             2
Full Understanding of Nutritional Labels is Low
As different labeling standards and regulations proliferate in         on food labels “mostly”, down from 44 percent in a 2008 Nielsen
different markets, some packaged-food producers have adopted           report.
global practices, and some observers have called for international
                                                                       Consumers in North America show the most confidence in
guidelines. But while nutritional labels are increasingly found on
                                                                       understanding nutrition labels, as nearly six-in-ten (57%)
packaged foods across the globe, a primary question is whether
                                                                       regional respondents indicate that they mostly understand the
consumers understand the information in the first place.
                                                                       details. This is largely driven by U.S. respondents, as consumers
According to Nielsen’s study, nearly six-in-10 (59%) global            in the U.S. appear more comfortable with the labels than
respondents indicate they have difficulty grasping the nutritional     Canadians. Fully 58 percent of U.S. respondents report mostly
facts, with 52 percent understanding the labels “in part”, and         understanding the information, compared to 49 percent of
seven percent not understanding them at all. Forty-one percent         Canadians.
of global respondents understand nutritional information found



    How well do you understand the nutritional information panels/labels on food packaging?



          GLOBAL AVERAGE                                                                   NORTH AMERICA
                                                    7%                                7%
                                                                                36%
                                                           52%

                                                                          57%
                                                               41%

                  ASIA PACIFIC               8%   61%        31%               48%         46%     6%      LATIN AMERICA

                                                               44% 45%


                                                         51%                    48%

                                                    5%                                7%
                     MIDDLE EAST/AFRICA                                                    EUROPE

                                                  Mostly             In Part          Not At All


    Source: Nielsen Global Survey, Q1 2011




Copyright © 2011 The Nielsen Company.




3
Full Understanding of Nutritional Labels is Low
The Asia Pacific region shows the lowest percentage of                As a whole, European consumers are largely split, with 45
consumers with a full understanding of nutrition labels, with less    percent reporting a strong understanding of nutritional labels.
than one-third (31%) mostly comfortable with the information.         But, consumers in certain markets within Europe are far
Both globally and within the region, food label confusion is          more comfortable with labeling than others. Sixty percent of
highest in the Chinese-speaking world and other Southeast             Portuguese respondents largely understand nutrition labels, the
Asian markets. Just around one-fifth of consumers in Taiwan           highest reported country in the study. Similarly, at least half of
and Hong Kong (20% and 21%, respectively) and one-quarter of          respondents mostly understand food labels in Italy and Romania
respondents from China and South Korea (25% each) indicate            (59%), Poland (58%), Denmark and Ireland (53%), Sweden
they mostly understand the nutritional labeling.                      (51%), and Spain (50%).
However, among Asia Pacific markets, reported understanding of        Within Europe, French consumers are the least likely to
food labels is much higher in India, Australia, and New Zealand,      understand nutrition labels, with only three-in-10 (31%)
where over half of consumers say they mostly understand               indicating full comprehension of the information; 58 percent of
nutritional data—among the highest reported levels in the study.      French respondents understand only part of the information and
                                                                      11 percent of French consumers say they do not understand them
 Asia Pacific consumers report the lowest levels of                   at all. Other markets in Europe with lower levels of nutritional
 understanding nutritional labels, especially in Greater China        label understanding include Czech Republic (where 39 percent
 and other Southeast Asian markets.                                   mostly understand it, but 12 percent don’t understand it at all),
 Consumers from India, Australia, and New Zealand indicate a          Hungary, Belgium, Austria, and Russia.
 much higher comfort level with the labels.                           In Latin America, over half of online respondents in Brazil (52%)
                                                                      and Mexico (51%) say they mostly understand nutritional labels,
 How well do you understand                                           but in Argentina and Colombia, consumers are much less familiar
 the nutritional information                                          with the information. In Argentina, 45 percent of consumers
 panels/labels on food                                       Not at   understand most of the data—but 11 percent do not understand
 packaging?                               Mostly   In Part    all     it at all. Only 33 percent of Colombian respondents report a
 Taiwan                                   20%      69%        11%     firm grasp on what the labels mean, and 12 percent of their
 Hong Kong                                 21%     68%        11%     compatriots do not understand them at all.
 China                                    25%      68%        7%      Among the Middle East and African markets in the survey, South
 South Korea                              25%       67%       8%      Africans are the most confident dealing with nutritional labels,
                                                                      with over half (53%) largely familiar with reading the data.
 Thailand                                  27%     64%        9%      Saudi Arabian consumers are much less comfortable with food
 India                                     52%      37%       11%     labels, as only 36 percent understand most of the information.
 Australia                                 52%     43%        5%      In Egypt and the United Arab Emirates, slightly less than half of
                                                                      consumers (47% each) are confident in deciphering the data.
 New Zealand                               51%      41%       8%
 Source: Nielsen Global Survey, Q1 2011




                                                                                                       Copyright © 2012 The Nielsen Company.




                                                                                                                                          4
Consumers are Skeptical about Health Claims
Beyond the detailed nutritional information often found in small       The study finds that global respondents are largely skeptical
print on the back of packaging, marketers often include larger,        about the accuracy and believability of these health claims.
more prominently displayed health-related claims, such as “low         Across 10 nutritional content categories studied, large majorities
fat” or “all natural”, on the front of packaging to boast healthy      (at least over two-thirds) of global respondents in the survey
ingredients.                                                           indicate they believe the nutritional claims are either never or
                                                                       only sometimes trustworthy.

    Do you believe/trust that the following food labels claims on packages are accurate and truthful?
    Global Average


                                                                  FRESH
                 VITAMIN                                     17% 68% 15%

               CONTENT 64%                             8%
                                                                                      CALORIE
                     28%                                                         33% 58%
                                                                                9%
                                                                                        CONTENT
           HEART- 67% 20%
                             13%
                                                                                                ALL NATURAL
                                                                                       14% 68% 18%
             HEALTHY
           REAL FRUIT18%
                   66%                                                                         71%   ORGANIC
                                               16%                                                       12%
                                                                                          16%

                                                                                     NON-
          IMPORTED                           19% 67%
                                                                                       ARTIFICIAL
                                                                                  63% 24%
            PROUDCTS                                   14%
                                                                63%     13%
                                                                                        12%
                                                             23%
                                                                FAT
    Source: Nielsen Global Survey, Q1 2011                                                ALWAYS           SOMETIMES            NEVER



Generally, the most simple and straightforward content claims          these assertions as believable.
(calorie counts, vitamin content, fat content) garner the most
                                                                       Overall, Latin American consumers indicate the most trust in
confidence. Calorie counts are the most trusted, with 33 percent
                                                                       packaging health claims across the 10 nutritional and content
of respondents believing calorie content claims as always
                                                                       categories surveyed, according to an average reported number
accurate, and 58 percent finding them sometimes accurate. The
                                                                       of consumers who believe the claims as always accurate. By
concrete ingredient-based attributes of vitamin and fat content
                                                                       this measure, an average of 22 percent of Latin American online
are the second and third most trusted claims, respectively.
                                                                       respondents found the claims always accurate or truthful—
Perhaps more challenging for marketers is the reported belief          compared to a global average of 19 percent. Consumers from the
consumers indicate for more ambiguous, less-defined attributes         Middle East/Arica and Asia Pacific were the second most likely
like freshness, all natural claims, and heart-healthy assertions.      to trust the labels, at an average 20 percent always believing
On average, only 15 percent of global respondents rate these           the claims, followed by consumers in Europe (19%), and North
types of claims an “always accurate”. Upwards of 80 percent of         America (16%).
respondents indicate either never or only sometimes consider


Copyright © 2012 The Nielsen Company.




5
Hearty Options Vary for a Healthy Diet
Local tastes and cooking practices differ around the world,             Most consumers around the world agree there are benefits to
often defining the foods found in a shopping basket, but when           eating whole grain/high fiber foods to promote a healthy diet.
it comes to how frequently consumers say they purchase foods            More than one-third (35%) of global respondents say they
that promote specific health benefits, there are both marked            purchase whole grain/high fiber products on a regular basis, 36
differences and some similarities.                                      percent state they buy these foods occasionally and one-in-ten
                                                                        (11%) indicate that they never purchase these foods. Yogurts
                                                                        with acidophilus cultures/probiotics are also popular among
   How often do you purchase the following foods that
                                                                        27 percent of regular and 36 percent of occasional shoppers. In
   promote specific health benefits?
                                                                        fact, both of these foods appear in the top five of all the regions
   Global Average
                                                                        studied.
     Never                                                              However, differences by region reflect customs and traditions
                                                                        unique to local palates. For example, while soy milk ranks fourth
     Rarely                                                             on the list of products purchased regularly and occasionally in
                                                                        Asia Pacific, it takes a position of last of 10 different health-
     Occasionally
                                                                        benefit foods studied in Europe, Middle East/Africa, Latin
     Regularly                                                          America and second to last in North America. Similarly,
                                                                        cholesterol-reducing oils and margarines are more popular
                                                                        in Latin America (73%), Middle East/Africa (71%) and North
              Whole grain, high fiber products 35% 36% 17% 11%           America (64%), where respondents say they purchase these
                    Yoghurts with Acidophilus                           foods regularly/occasionally.
                         cultures / probiotics 27% 36% 19% 18%
                                                                        Fruit juices with added supplements are most popular in Middle
                 Iodine enhanced cooking salt 34% 24% 19% 24%           East/Africa, as three-quarters of respondents (74%) indicate
    Cholesterol reducing oils and margarines 23% 33% 23% 21%            they purchase these products regularly/occasionally. And bread
                 Fermented drinks containing                            with added calcium or other vitamins is a regular/occasional pick
                              'good' bacteria 19% 34% 23% 24%           among roughly six in 10 consumers in Asia Pacific, Middle East/
         Fruit juices with added supplements 19% 33% 24% 24%            Africa and North America—compared with about half of Latin
 Bread with added calcium or other vitamins 17% 34% 23% 26%             Americans and one-fourth of Europeans.
      Milk with added supplements/vitamins 18% 29% 22% 31%
                     Cereal with added folate 14% 31% 27% 28%
                                         Soy Milk 18% 25% 19% 38%

   Source: Nielsen Global Survey, Q3 2011


Top 5 Health-Benefit Foods Purchased Regularly/Occasionally
                                                                                      Middle
     Asia Pacific                   Europe                  Latin America             East/Africa                 North America
1. Yoghurts with                    Whole Grain/High Fiber Whole Grain/High Fiber Fruit Juices with               Whole Grain/High Fiber
   Acidophilus                      Products               Products               Supplements                     Products
2. Fermented Drinks                 Iodine Enhanced         Cholesterol Reducing      Cholesterol Reducing        Cholesterol Reducing
                                    Cooking Salt            Oils/Margarines           Oils/Margarines             Oils/Margarines
3. Whole Grain/High Fiber Yoghurts with                     Yoghurts with             Whole Grain/High Fiber Bread with Added
   Products               Acidophilus                       Acidophilus               Products               Calcium/Vitamins
4. Soy Milk                         Cholesterol Reducing    Cereal with Folate        Iodine Enhanced             Fruit Juices with
                                    Oils/Margarines                                   Cooking Salt                Supplements
5. Bread with Added                 Fermented Drinks        Fruit Juices with         Yoghurts with               Yoghurts with
   Calcium/Vitamins                                         Supplements               Acidophilus                 Acidophilus
Source: Nielsen Global Survey, Q3 2011


                                                                                                          Copyright © 2012 The Nielsen Company.




                                                                                                                                              6
Diners Want Calorie-Counting Information
Consumers around the world express strong support for the               Support for calorie information on restaurant menus is highest
inclusion of calorie counts on restaurant menus. This belief is         for fast food restaurants, with half (49%) of global respondents
highest for fast food restaurants, but there is also support for this   believing fast food restaurants should always include calorie
practice in certain full-service restaurants. Regionally, consumers     information on menus, and an additional 31 percent thinking fast
in Latin America, North America, and Europe are most interested         food locales should sometimes do so. By contrast, 20 percent
in knowing calorie information while dining out.                        of global online consumers think fast food menus should never
                                                                        include calorie or nutritional data.
     Thinking about dining out, should restaurants include              More than six-in-ten (64%) Latin American respondents and
     calorie count and nutritional information on menus?                over half of both North American (56%) and European (53%)
     Global Average                                                     consumers believe fast food menus should always have calorie
                                                                        information. In Asia Pacific markets, there is slightly less
                                                                        demand for fast food calorie counts, but 42 percent of regional
                                                                        respondents still believe these menus should include calorie
                                                                        measures. Respondents in the Middle East and Africa are slightly
                                20%                                     less explicit in their beliefs about calories and fast food menus.
                                         49%                            Only 28 percent say calories should always be listed at fast food
                                31%                                     establishments and 55 percent believe the information should
                                                                        only sometimes be on menus.
                                                                        Support for calorie and nutritional information on menus at
                                                                        full-service chain restaurants is also quite strong, though less
            ON FAST FOOD RESTAURANT MENUS                               pronounced than for fast food businesses. Globally, 41 percent of
                                                                        online respondents believe these restaurants should always post
                                                                        calorie counts, 39 percent think they should sometimes, and 20
                                                                        percent don’t think it is necessary. While there is less of a global
                                                                        consensus for these sit-down chain restaurants, there are still
                                20%
                                         41%                            high percentages of consumers who think these establishments
                                                                        should always disclose their calorie counts in Latin America
                                39%
                                                                        (59%), North America (46%), and Europe (41%).
                                                                        Global consumers are much less convinced about whether
                                                                        privately-owned, non-chain restaurants should include
                                                                        calorie and nutritional data on menus. For these independent
    ON SIT-DOWN DINING CHAIN-RETAURANT MENUS                            restaurants, 31 percent of global respondents would prefer
                                                                        to always know calorie counts, but 33 percent think these
                                                                        establishments should never have to disclose these numbers.
                                                                        However, a still robust 40 percent of North American
                                                                        respondents want these private restaurants to print caloric
                                                                        figures. And, Latin American consumers remain resilient in their
                               33% 31%
                                                                        desire for nutritional data, with nearly six-in-ten (58%) still
                                    35%                                 always wanting the information on independent restaurant
                                                                        menus.

                                                                        Call to Action
                                                                        Consumers around the world have healthy eating on their
       ON PRIVATELY-OWNED RESTAURANT MENUS                              minds and consumer packaged goods (CPG) marketers have an
                                                                        opportunity to help. Consumer-friendly nutritional labeling can be
                ALWAYS              SOMETIMES       NEVER               a powerful marketing tool as consumers are hungry for easy-to-
                                                                        understand information. Clearly there is a need and an opportunity
     Source: Nielsen Global Survey, Q1 2011                             for more education to help reduce the skepticism that is apparent
                                                                        around all parts of the globe. And there is a need to offer tasty and
                                                                        healthful options to satisfy both the mind and body.

Copyright © 2012 The Nielsen Company.




7
Countries in the Study:
Argentina                                                Hungary                                    Romania
Australia                                                India                                      Russia
Austria                                                  Indonesia                                  Saudi Arabia
Belgium                                                  Ireland                                    Singapore
Brazil                                                   Israel                                     South Africa
Canada                                                   Italy                                      South Korea
China                                                    Japan                                      Spain
Chile                                                    Latvia                                     Sweden
Colombia                                                 Lithuania                                  Switzerland
Croatia                                                  Malaysia                                   Taiwan
Czech Republic                                           Mexico                                     Thailand
Denmark                                                  Netherlands                                Turkey
Egypt                                                    New Zealand                                United Arab Emirates
Estonia                                                  Norway                                     United Kingdom
Finland                                                  Pakistan                                   Ukraine
France                                                   Peru                                       United States
Germany                                                  Philippines                                Venezuela
Greece                                                   Poland                                     Vietnam
Hong Kong                                                Portugal

About the Nielsen                                        About Nielsen
Global Survey                                            Nielsen Holdings N.V. (NYSE: NLSN) is
The Nielsen Global Survey of Food                        a global information and measurement
Labeling Trends was conducted in March/                  company with leading market positions
April 2011 and in August/September                       in marketing and consumer information,
2011 and polled more than 25,000                         television and other media measurement,
consumers in 56 countries throughout                     online intelligence, mobile measurement,
Asia Pacific, Europe, Latin America, the                 trade shows and related properties.
Middle East, Africa and North America.                   Nielsen has a presence in approximately
The sample has quotas based on age                       100 countries, with headquarters in New
and sex for each country based on their                  York, USA and Diemen, the Netherlands.
Internet users, and is weighted to be                    For more information, visit
representative of Internet consumers                     www.nielsen.com.
and has a maximum margin of error of
±0.6%. This Nielsen survey is based on
the behavior of respondents with online
access only. Internet penetration rates
vary by country. Nielsen uses a minimum
reporting standard of 60 percent Internet
penetration or 10M online population
for survey inclusion. The Nielsen Global
Survey, was established in 2005.




For more information visit www.nielsen.com



Copyright © 2012 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are
trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C 11/000




8

Weitere ähnliche Inhalte

Ähnlich wie Battle of the Bulge report Jan 2012

Edelman Health Engagement Barometer 2010
Edelman Health Engagement Barometer 2010Edelman Health Engagement Barometer 2010
Edelman Health Engagement Barometer 2010Edelman
 
Edelman Health Engagement Barometer 2010
Edelman Health Engagement Barometer 2010Edelman Health Engagement Barometer 2010
Edelman Health Engagement Barometer 2010Edelman Digital
 
Edelman Health Barometer 2011
Edelman Health Barometer 2011Edelman Health Barometer 2011
Edelman Health Barometer 2011Edelman Japan
 
2011 Edelman Health Barometer
2011 Edelman Health Barometer2011 Edelman Health Barometer
2011 Edelman Health BarometerEdelman Japan
 
HealthEngagement Barometer 2010
HealthEngagement Barometer 2010 HealthEngagement Barometer 2010
HealthEngagement Barometer 2010 Edelman
 
An exploration into diets around the world
An exploration into diets around the worldAn exploration into diets around the world
An exploration into diets around the worldIpsos UK
 
Sanitized Company TA Lifestyle Challenge report 2016
Sanitized Company TA  Lifestyle Challenge report 2016Sanitized Company TA  Lifestyle Challenge report 2016
Sanitized Company TA Lifestyle Challenge report 2016Regine du Plessis
 
Prosumer Report – iBody: The New Frontier (Japanese version)
Prosumer Report – iBody: The New Frontier (Japanese version)Prosumer Report – iBody: The New Frontier (Japanese version)
Prosumer Report – iBody: The New Frontier (Japanese version)Havas Worldwide Tokyo
 
HUNTER: Food Study Special Report, America Gets Cooking
HUNTER: Food Study Special Report, America Gets CookingHUNTER: Food Study Special Report, America Gets Cooking
HUNTER: Food Study Special Report, America Gets CookingHUNTER
 
HUNTER: Food Study Special Report, America Gets Cooking
HUNTER: Food Study Special Report, America Gets CookingHUNTER: Food Study Special Report, America Gets Cooking
HUNTER: Food Study Special Report, America Gets CookingHUNTER
 
2018_Global_Nutrition_Report_-_London_no_notes.pptx
2018_Global_Nutrition_Report_-_London_no_notes.pptx2018_Global_Nutrition_Report_-_London_no_notes.pptx
2018_Global_Nutrition_Report_-_London_no_notes.pptxAnwaar Ahmed
 
Nielsen Global Consumer Exercise Trends Survey 2014
Nielsen Global Consumer Exercise Trends Survey 2014Nielsen Global Consumer Exercise Trends Survey 2014
Nielsen Global Consumer Exercise Trends Survey 2014Bryan K. O'Rourke
 
Allrecipes Dec 2012 trendsnewletter
Allrecipes Dec 2012 trendsnewletterAllrecipes Dec 2012 trendsnewletter
Allrecipes Dec 2012 trendsnewletterRobin Avni
 
Bariatric Surgery Vs. Standard Medical Therapy
Bariatric Surgery Vs. Standard Medical TherapyBariatric Surgery Vs. Standard Medical Therapy
Bariatric Surgery Vs. Standard Medical TherapyLela Retzlaff
 
2012 ific food and health survey report of findings (for website)
2012 ific food and health survey report of findings (for website)2012 ific food and health survey report of findings (for website)
2012 ific food and health survey report of findings (for website)watsonphindy
 
Public perceptions and awareness of NHS England's calorie reduction programme
Public perceptions and awareness of NHS England's calorie reduction programme Public perceptions and awareness of NHS England's calorie reduction programme
Public perceptions and awareness of NHS England's calorie reduction programme Ipsos UK
 
Disadvantages Of Bariatric Surgery
Disadvantages Of Bariatric SurgeryDisadvantages Of Bariatric Surgery
Disadvantages Of Bariatric SurgeryRenee Delgado
 

Ähnlich wie Battle of the Bulge report Jan 2012 (20)

Du pont study consumer attitude to fibre
Du pont study   consumer attitude to fibreDu pont study   consumer attitude to fibre
Du pont study consumer attitude to fibre
 
Edelman Health Engagement Barometer 2010
Edelman Health Engagement Barometer 2010Edelman Health Engagement Barometer 2010
Edelman Health Engagement Barometer 2010
 
Edelman Health Engagement Barometer 2010
Edelman Health Engagement Barometer 2010Edelman Health Engagement Barometer 2010
Edelman Health Engagement Barometer 2010
 
Edelman Health Barometer 2011
Edelman Health Barometer 2011Edelman Health Barometer 2011
Edelman Health Barometer 2011
 
2011 Edelman Health Barometer
2011 Edelman Health Barometer2011 Edelman Health Barometer
2011 Edelman Health Barometer
 
Joseph Ebbage
Joseph EbbageJoseph Ebbage
Joseph Ebbage
 
HealthEngagement Barometer 2010
HealthEngagement Barometer 2010 HealthEngagement Barometer 2010
HealthEngagement Barometer 2010
 
An exploration into diets around the world
An exploration into diets around the worldAn exploration into diets around the world
An exploration into diets around the world
 
Sanitized Company TA Lifestyle Challenge report 2016
Sanitized Company TA  Lifestyle Challenge report 2016Sanitized Company TA  Lifestyle Challenge report 2016
Sanitized Company TA Lifestyle Challenge report 2016
 
BMI
BMIBMI
BMI
 
Prosumer Report – iBody: The New Frontier (Japanese version)
Prosumer Report – iBody: The New Frontier (Japanese version)Prosumer Report – iBody: The New Frontier (Japanese version)
Prosumer Report – iBody: The New Frontier (Japanese version)
 
HUNTER: Food Study Special Report, America Gets Cooking
HUNTER: Food Study Special Report, America Gets CookingHUNTER: Food Study Special Report, America Gets Cooking
HUNTER: Food Study Special Report, America Gets Cooking
 
HUNTER: Food Study Special Report, America Gets Cooking
HUNTER: Food Study Special Report, America Gets CookingHUNTER: Food Study Special Report, America Gets Cooking
HUNTER: Food Study Special Report, America Gets Cooking
 
2018_Global_Nutrition_Report_-_London_no_notes.pptx
2018_Global_Nutrition_Report_-_London_no_notes.pptx2018_Global_Nutrition_Report_-_London_no_notes.pptx
2018_Global_Nutrition_Report_-_London_no_notes.pptx
 
Nielsen Global Consumer Exercise Trends Survey 2014
Nielsen Global Consumer Exercise Trends Survey 2014Nielsen Global Consumer Exercise Trends Survey 2014
Nielsen Global Consumer Exercise Trends Survey 2014
 
Allrecipes Dec 2012 trendsnewletter
Allrecipes Dec 2012 trendsnewletterAllrecipes Dec 2012 trendsnewletter
Allrecipes Dec 2012 trendsnewletter
 
Bariatric Surgery Vs. Standard Medical Therapy
Bariatric Surgery Vs. Standard Medical TherapyBariatric Surgery Vs. Standard Medical Therapy
Bariatric Surgery Vs. Standard Medical Therapy
 
2012 ific food and health survey report of findings (for website)
2012 ific food and health survey report of findings (for website)2012 ific food and health survey report of findings (for website)
2012 ific food and health survey report of findings (for website)
 
Public perceptions and awareness of NHS England's calorie reduction programme
Public perceptions and awareness of NHS England's calorie reduction programme Public perceptions and awareness of NHS England's calorie reduction programme
Public perceptions and awareness of NHS England's calorie reduction programme
 
Disadvantages Of Bariatric Surgery
Disadvantages Of Bariatric SurgeryDisadvantages Of Bariatric Surgery
Disadvantages Of Bariatric Surgery
 

Kürzlich hochgeladen

The Importance of Mental Health: Why is Mental Health Important?
The Importance of Mental Health: Why is Mental Health Important?The Importance of Mental Health: Why is Mental Health Important?
The Importance of Mental Health: Why is Mental Health Important?Ryan Addison
 
SGK LEUKEMIA KINH DÒNG BẠCH CÂU HẠT HAY.pdf
SGK LEUKEMIA KINH DÒNG BẠCH CÂU HẠT HAY.pdfSGK LEUKEMIA KINH DÒNG BẠCH CÂU HẠT HAY.pdf
SGK LEUKEMIA KINH DÒNG BẠCH CÂU HẠT HAY.pdfHongBiThi1
 
Female Reproductive Physiology Before Pregnancy
Female Reproductive Physiology Before PregnancyFemale Reproductive Physiology Before Pregnancy
Female Reproductive Physiology Before PregnancyMedicoseAcademics
 
power point presentation of Clinical evaluation of strabismus
power point presentation of Clinical evaluation  of strabismuspower point presentation of Clinical evaluation  of strabismus
power point presentation of Clinical evaluation of strabismusChandrasekar Reddy
 
Role of Soap based and synthetic or syndets bar
Role of  Soap based and synthetic or syndets barRole of  Soap based and synthetic or syndets bar
Role of Soap based and synthetic or syndets barmohitRahangdale
 
Breast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptx
Breast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptxBreast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptx
Breast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptxNaveenkumar267201
 
How to cure cirrhosis and chronic hepatitis naturally
How to cure cirrhosis and chronic hepatitis naturallyHow to cure cirrhosis and chronic hepatitis naturally
How to cure cirrhosis and chronic hepatitis naturallyZurück zum Ursprung
 
Trustworthiness of AI based predictions Aachen 2024
Trustworthiness of AI based predictions Aachen 2024Trustworthiness of AI based predictions Aachen 2024
Trustworthiness of AI based predictions Aachen 2024EwoutSteyerberg1
 
CPR.nursingoutlook.pdf , Bsc nursing student
CPR.nursingoutlook.pdf , Bsc nursing studentCPR.nursingoutlook.pdf , Bsc nursing student
CPR.nursingoutlook.pdf , Bsc nursing studentsaileshpanda05
 
Using Data Visualization in Public Health Communications
Using Data Visualization in Public Health CommunicationsUsing Data Visualization in Public Health Communications
Using Data Visualization in Public Health Communicationskatiequigley33
 
Male Infertility Panel Discussion by Dr Sujoy Dasgupta
Male Infertility Panel Discussion by Dr Sujoy DasguptaMale Infertility Panel Discussion by Dr Sujoy Dasgupta
Male Infertility Panel Discussion by Dr Sujoy DasguptaSujoy Dasgupta
 
Red Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdfRed Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdfMedicoseAcademics
 
Physiotherapy Management of Rheumatoid Arthritis
Physiotherapy Management of Rheumatoid ArthritisPhysiotherapy Management of Rheumatoid Arthritis
Physiotherapy Management of Rheumatoid ArthritisNilofarRasheed1
 
Generative AI in Health Care a scoping review and a persoanl experience.
Generative AI in Health Care a scoping review and a persoanl experience.Generative AI in Health Care a scoping review and a persoanl experience.
Generative AI in Health Care a scoping review and a persoanl experience.Vaikunthan Rajaratnam
 
CONNECTIVE TISSUE (ANATOMY AND PHYSIOLOGY).pdf
CONNECTIVE TISSUE (ANATOMY AND PHYSIOLOGY).pdfCONNECTIVE TISSUE (ANATOMY AND PHYSIOLOGY).pdf
CONNECTIVE TISSUE (ANATOMY AND PHYSIOLOGY).pdfDolisha Warbi
 
Neurological history taking (2024) .
Neurological  history  taking  (2024)  .Neurological  history  taking  (2024)  .
Neurological history taking (2024) .Mohamed Rizk Khodair
 
Moving Forward After Uterine Cancer Treatment: Surveillance Strategies, Testi...
Moving Forward After Uterine Cancer Treatment: Surveillance Strategies, Testi...Moving Forward After Uterine Cancer Treatment: Surveillance Strategies, Testi...
Moving Forward After Uterine Cancer Treatment: Surveillance Strategies, Testi...bkling
 
QUESTIONS & ANSWERS FOR QUALITY ASSURANCE, RADIATIONBIOLOGY& RADIATION HAZARD...
QUESTIONS & ANSWERS FOR QUALITY ASSURANCE, RADIATIONBIOLOGY& RADIATION HAZARD...QUESTIONS & ANSWERS FOR QUALITY ASSURANCE, RADIATIONBIOLOGY& RADIATION HAZARD...
QUESTIONS & ANSWERS FOR QUALITY ASSURANCE, RADIATIONBIOLOGY& RADIATION HAZARD...Ganesan Yogananthem
 
FDMA FLAP - The first dorsal metacarpal artery (FDMA) flap is used mainly for...
FDMA FLAP - The first dorsal metacarpal artery (FDMA) flap is used mainly for...FDMA FLAP - The first dorsal metacarpal artery (FDMA) flap is used mainly for...
FDMA FLAP - The first dorsal metacarpal artery (FDMA) flap is used mainly for...Shubhanshu Gaurav
 
BENIGN BREAST DISEASE
BENIGN BREAST DISEASE BENIGN BREAST DISEASE
BENIGN BREAST DISEASE Mamatha Lakka
 

Kürzlich hochgeladen (20)

The Importance of Mental Health: Why is Mental Health Important?
The Importance of Mental Health: Why is Mental Health Important?The Importance of Mental Health: Why is Mental Health Important?
The Importance of Mental Health: Why is Mental Health Important?
 
SGK LEUKEMIA KINH DÒNG BẠCH CÂU HẠT HAY.pdf
SGK LEUKEMIA KINH DÒNG BẠCH CÂU HẠT HAY.pdfSGK LEUKEMIA KINH DÒNG BẠCH CÂU HẠT HAY.pdf
SGK LEUKEMIA KINH DÒNG BẠCH CÂU HẠT HAY.pdf
 
Female Reproductive Physiology Before Pregnancy
Female Reproductive Physiology Before PregnancyFemale Reproductive Physiology Before Pregnancy
Female Reproductive Physiology Before Pregnancy
 
power point presentation of Clinical evaluation of strabismus
power point presentation of Clinical evaluation  of strabismuspower point presentation of Clinical evaluation  of strabismus
power point presentation of Clinical evaluation of strabismus
 
Role of Soap based and synthetic or syndets bar
Role of  Soap based and synthetic or syndets barRole of  Soap based and synthetic or syndets bar
Role of Soap based and synthetic or syndets bar
 
Breast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptx
Breast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptxBreast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptx
Breast cancer -ONCO IN MEDICAL AND SURGICAL NURSING.pptx
 
How to cure cirrhosis and chronic hepatitis naturally
How to cure cirrhosis and chronic hepatitis naturallyHow to cure cirrhosis and chronic hepatitis naturally
How to cure cirrhosis and chronic hepatitis naturally
 
Trustworthiness of AI based predictions Aachen 2024
Trustworthiness of AI based predictions Aachen 2024Trustworthiness of AI based predictions Aachen 2024
Trustworthiness of AI based predictions Aachen 2024
 
CPR.nursingoutlook.pdf , Bsc nursing student
CPR.nursingoutlook.pdf , Bsc nursing studentCPR.nursingoutlook.pdf , Bsc nursing student
CPR.nursingoutlook.pdf , Bsc nursing student
 
Using Data Visualization in Public Health Communications
Using Data Visualization in Public Health CommunicationsUsing Data Visualization in Public Health Communications
Using Data Visualization in Public Health Communications
 
Male Infertility Panel Discussion by Dr Sujoy Dasgupta
Male Infertility Panel Discussion by Dr Sujoy DasguptaMale Infertility Panel Discussion by Dr Sujoy Dasgupta
Male Infertility Panel Discussion by Dr Sujoy Dasgupta
 
Red Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdfRed Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdf
 
Physiotherapy Management of Rheumatoid Arthritis
Physiotherapy Management of Rheumatoid ArthritisPhysiotherapy Management of Rheumatoid Arthritis
Physiotherapy Management of Rheumatoid Arthritis
 
Generative AI in Health Care a scoping review and a persoanl experience.
Generative AI in Health Care a scoping review and a persoanl experience.Generative AI in Health Care a scoping review and a persoanl experience.
Generative AI in Health Care a scoping review and a persoanl experience.
 
CONNECTIVE TISSUE (ANATOMY AND PHYSIOLOGY).pdf
CONNECTIVE TISSUE (ANATOMY AND PHYSIOLOGY).pdfCONNECTIVE TISSUE (ANATOMY AND PHYSIOLOGY).pdf
CONNECTIVE TISSUE (ANATOMY AND PHYSIOLOGY).pdf
 
Neurological history taking (2024) .
Neurological  history  taking  (2024)  .Neurological  history  taking  (2024)  .
Neurological history taking (2024) .
 
Moving Forward After Uterine Cancer Treatment: Surveillance Strategies, Testi...
Moving Forward After Uterine Cancer Treatment: Surveillance Strategies, Testi...Moving Forward After Uterine Cancer Treatment: Surveillance Strategies, Testi...
Moving Forward After Uterine Cancer Treatment: Surveillance Strategies, Testi...
 
QUESTIONS & ANSWERS FOR QUALITY ASSURANCE, RADIATIONBIOLOGY& RADIATION HAZARD...
QUESTIONS & ANSWERS FOR QUALITY ASSURANCE, RADIATIONBIOLOGY& RADIATION HAZARD...QUESTIONS & ANSWERS FOR QUALITY ASSURANCE, RADIATIONBIOLOGY& RADIATION HAZARD...
QUESTIONS & ANSWERS FOR QUALITY ASSURANCE, RADIATIONBIOLOGY& RADIATION HAZARD...
 
FDMA FLAP - The first dorsal metacarpal artery (FDMA) flap is used mainly for...
FDMA FLAP - The first dorsal metacarpal artery (FDMA) flap is used mainly for...FDMA FLAP - The first dorsal metacarpal artery (FDMA) flap is used mainly for...
FDMA FLAP - The first dorsal metacarpal artery (FDMA) flap is used mainly for...
 
BENIGN BREAST DISEASE
BENIGN BREAST DISEASE BENIGN BREAST DISEASE
BENIGN BREAST DISEASE
 

Battle of the Bulge report Jan 2012

  • 1. A Nielsen Report Battle of the Bulge & Nutrition Labels Healthy Eating Trends Around the World January 2012
  • 2. MORE THAN HALF OF CONSUMERS AROUND THE WORLD CONSIDER THEMSELVES OVERWEIGHT Half (48%) of consumers around the world are trying to lose weight. One-in-seven are cutting down on fats to shed unwanted pounds. Six-in-10 indicate difficulty grasping nutritional labels on food packages. Over two-thirds believe nutritional claims are either never or only sometimes trustworthy. Half of global respondents say fast food restaurants should always include calorie information on menus. More than half (53%) of consumers around the world say they are what they are eating? Not necessarily. The study finds that half overweight—up from 50 percent three years ago. Roughly one- (52%) of consumers around the world understand nutritional third consider themselves just the right weight, which is down from information panels on food packaging only in part. Four-of-10 40 percent in 2008 and one-in-10 believe they are underweight. consumers understand nutritional labels “mostly” and seven New findings from a Nielsen survey of more than 25,000 online percent say they do not understand them at all. respondents from 56 countries around the world reveal how And what about trust—do consumers believe that claims consumers are battling the bulge and how food producers and on product packaging are accurate and truthful? Here too is marketers can help fight the good fight against obesity. ambiguity in the minds of consumers. Of 10 different product With half of respondents claiming to be overweight, it’s logical claims studied, only three received a complete believability that half (48%) are also trying to lose weight. And for more rating by more than 20 percent of consumers (calorie content than three-quarters (78%) of these consumers, the way to shed 33%, vitamin content 28% and fat claims 23%), highlighting a unwanted pounds is through diet. But do consumers understand need to better educate consumers. At the moment, would you consider yourself: VERY OVERWEIGHT SOMEWHAT OVERWEIGHT A LITTLE OVERWEIGHT Global Average ABOUT THE RIGHT WEIGHT UNDERWEIGHT GLOBAL AVERAGE EUROPE LATIN AMERICA 4 14 35 36 10 4 16 38 37 5 4 14 40 37 6 { { { 53% OVERWEIGHT 58% OVERWEIGHT 58% OVERWEIGHT ASIA PACIFIC MIDDLE EAST/AFRICA NORTH AMERICA 3 11 34 37 15 4 11 31 38 15 9 20 34 32 4 { { { 48% OVERWEIGHT 46% OVERWEIGHT 63% OVERWEIGHT Source: Nielsen Global Survey, Q3 2011 Copyright © 2012 The Nielsen Company. 1
  • 3. Healthy Eating is a Conscious Choice It turns out that no matter what region of the world consumers Diet fads come and go, and what is popular one year can be hail from, there is a strong consensus about how to lose weight. quickly replaced by another craze the next. From counting Dieting is the most popular method among more than three- calories and macrobiotic diets to liquid protein fasts and low- quarters (78%) of global online respondents, followed closely carbohydrate/high protein plans, weight-management solutions by engaging in physical exercise (69%). The age-old method of have the power to not only alter waist lines, but to influence the diet and exercise to drop weight reigns supreme as consumers food industry as well. indicated by the comparatively low percentages of respondents The most popular way to shed unwanted pounds according to using alternative methods, such as taking diet pills/medicine or 70 percent of global online respondents is cutting down on fats. eating/drinking bars and shakes. Trimming back on chocolates and sugary foods (62%) and eating more natural, fresh foods (55%) round out the top three ways Which of the following actions are you taking to consumers are changing their diets. In fact, using these tried and lose weight? true methods has remained virtually unchanged from three years ago, according to Nielsen’s 2008 report. 69% Other ways to slim down include eating smaller portions GLOBAL 78% (44%), eating less processed foods (35%), following a low- 13% carbohydrate/high-fat diet (18%), which had more than doubled AVERAGE 5% 7% since 2008, following another diet plan (16%), or using a slimming program (7%). 74% ASIA 76% 16% In what ways are you changing your diet to lose weight? PACIFIC 5% Global Average 6% 62% CUTTING DOWN 70% 81% ON FATS 69% EUROPE 7% 2% CUTTING DOWN ON 62% 7% CHOCOLATES, SUGAR, ETC 64% EATING MORE NATURAL, 55% 70% FRESH FOODS 53% MIDDLE 70% 10% EATING THE SAME, BUT 44% EAST/AFRICA 5% HAVING SMALLER PORTIONS 46% 6% EATING LESS 35% 61% PROCESSED FOODS 29% LATIN 74% FOLLOWING A LOW 18% 14% AMERICA 8% CARBOHYDRATE, HIGH FAT DIET 7% 8% FOLLOWING ANOTHER 16% DIET PLAN 9% 69% NORTH 80% USING WEIGHT WATCHERS OR 7% 14% OTHER SLIMMING PROGRAMMES 5% 2011 AMERICA 5% 7% 5% 2008 OTHER 5% DOING PHYSICAL EXERCISE TAKING MEDICINE Source: Nielsen Global Survey, Q3 2011 PRESCRIBED CHANGING MY DIET BY MY DOCTOR And when it comes to considering what is healthier—a product TAKING DIET PILLS / BARS / OTHER with no artificial additives with full sugar or one that has artificial SHAKES substitutes but reduced in calories, almost half (48%) of global respondents say neither. However, of the two options, the no Source: Nielsen Global Survey, Q3 2011 artificial additives/full sugar choice (29%) is favored over the artificial substitutes/reduced calorie option (15%). Copyright © 2012 The Nielsen Company. 2
  • 4. Full Understanding of Nutritional Labels is Low As different labeling standards and regulations proliferate in on food labels “mostly”, down from 44 percent in a 2008 Nielsen different markets, some packaged-food producers have adopted report. global practices, and some observers have called for international Consumers in North America show the most confidence in guidelines. But while nutritional labels are increasingly found on understanding nutrition labels, as nearly six-in-ten (57%) packaged foods across the globe, a primary question is whether regional respondents indicate that they mostly understand the consumers understand the information in the first place. details. This is largely driven by U.S. respondents, as consumers According to Nielsen’s study, nearly six-in-10 (59%) global in the U.S. appear more comfortable with the labels than respondents indicate they have difficulty grasping the nutritional Canadians. Fully 58 percent of U.S. respondents report mostly facts, with 52 percent understanding the labels “in part”, and understanding the information, compared to 49 percent of seven percent not understanding them at all. Forty-one percent Canadians. of global respondents understand nutritional information found How well do you understand the nutritional information panels/labels on food packaging? GLOBAL AVERAGE NORTH AMERICA 7% 7% 36% 52% 57% 41% ASIA PACIFIC 8% 61% 31% 48% 46% 6% LATIN AMERICA 44% 45% 51% 48% 5% 7% MIDDLE EAST/AFRICA EUROPE Mostly In Part Not At All Source: Nielsen Global Survey, Q1 2011 Copyright © 2011 The Nielsen Company. 3
  • 5. Full Understanding of Nutritional Labels is Low The Asia Pacific region shows the lowest percentage of As a whole, European consumers are largely split, with 45 consumers with a full understanding of nutrition labels, with less percent reporting a strong understanding of nutritional labels. than one-third (31%) mostly comfortable with the information. But, consumers in certain markets within Europe are far Both globally and within the region, food label confusion is more comfortable with labeling than others. Sixty percent of highest in the Chinese-speaking world and other Southeast Portuguese respondents largely understand nutrition labels, the Asian markets. Just around one-fifth of consumers in Taiwan highest reported country in the study. Similarly, at least half of and Hong Kong (20% and 21%, respectively) and one-quarter of respondents mostly understand food labels in Italy and Romania respondents from China and South Korea (25% each) indicate (59%), Poland (58%), Denmark and Ireland (53%), Sweden they mostly understand the nutritional labeling. (51%), and Spain (50%). However, among Asia Pacific markets, reported understanding of Within Europe, French consumers are the least likely to food labels is much higher in India, Australia, and New Zealand, understand nutrition labels, with only three-in-10 (31%) where over half of consumers say they mostly understand indicating full comprehension of the information; 58 percent of nutritional data—among the highest reported levels in the study. French respondents understand only part of the information and 11 percent of French consumers say they do not understand them Asia Pacific consumers report the lowest levels of at all. Other markets in Europe with lower levels of nutritional understanding nutritional labels, especially in Greater China label understanding include Czech Republic (where 39 percent and other Southeast Asian markets. mostly understand it, but 12 percent don’t understand it at all), Consumers from India, Australia, and New Zealand indicate a Hungary, Belgium, Austria, and Russia. much higher comfort level with the labels. In Latin America, over half of online respondents in Brazil (52%) and Mexico (51%) say they mostly understand nutritional labels, How well do you understand but in Argentina and Colombia, consumers are much less familiar the nutritional information with the information. In Argentina, 45 percent of consumers panels/labels on food Not at understand most of the data—but 11 percent do not understand packaging? Mostly In Part all it at all. Only 33 percent of Colombian respondents report a Taiwan 20% 69% 11% firm grasp on what the labels mean, and 12 percent of their Hong Kong 21% 68% 11% compatriots do not understand them at all. China 25% 68% 7% Among the Middle East and African markets in the survey, South South Korea 25% 67% 8% Africans are the most confident dealing with nutritional labels, with over half (53%) largely familiar with reading the data. Thailand 27% 64% 9% Saudi Arabian consumers are much less comfortable with food India 52% 37% 11% labels, as only 36 percent understand most of the information. Australia 52% 43% 5% In Egypt and the United Arab Emirates, slightly less than half of consumers (47% each) are confident in deciphering the data. New Zealand 51% 41% 8% Source: Nielsen Global Survey, Q1 2011 Copyright © 2012 The Nielsen Company. 4
  • 6. Consumers are Skeptical about Health Claims Beyond the detailed nutritional information often found in small The study finds that global respondents are largely skeptical print on the back of packaging, marketers often include larger, about the accuracy and believability of these health claims. more prominently displayed health-related claims, such as “low Across 10 nutritional content categories studied, large majorities fat” or “all natural”, on the front of packaging to boast healthy (at least over two-thirds) of global respondents in the survey ingredients. indicate they believe the nutritional claims are either never or only sometimes trustworthy. Do you believe/trust that the following food labels claims on packages are accurate and truthful? Global Average FRESH VITAMIN 17% 68% 15% CONTENT 64% 8% CALORIE 28% 33% 58% 9% CONTENT HEART- 67% 20% 13% ALL NATURAL 14% 68% 18% HEALTHY REAL FRUIT18% 66% 71% ORGANIC 16% 12% 16% NON- IMPORTED 19% 67% ARTIFICIAL 63% 24% PROUDCTS 14% 63% 13% 12% 23% FAT Source: Nielsen Global Survey, Q1 2011 ALWAYS SOMETIMES NEVER Generally, the most simple and straightforward content claims these assertions as believable. (calorie counts, vitamin content, fat content) garner the most Overall, Latin American consumers indicate the most trust in confidence. Calorie counts are the most trusted, with 33 percent packaging health claims across the 10 nutritional and content of respondents believing calorie content claims as always categories surveyed, according to an average reported number accurate, and 58 percent finding them sometimes accurate. The of consumers who believe the claims as always accurate. By concrete ingredient-based attributes of vitamin and fat content this measure, an average of 22 percent of Latin American online are the second and third most trusted claims, respectively. respondents found the claims always accurate or truthful— Perhaps more challenging for marketers is the reported belief compared to a global average of 19 percent. Consumers from the consumers indicate for more ambiguous, less-defined attributes Middle East/Arica and Asia Pacific were the second most likely like freshness, all natural claims, and heart-healthy assertions. to trust the labels, at an average 20 percent always believing On average, only 15 percent of global respondents rate these the claims, followed by consumers in Europe (19%), and North types of claims an “always accurate”. Upwards of 80 percent of America (16%). respondents indicate either never or only sometimes consider Copyright © 2012 The Nielsen Company. 5
  • 7. Hearty Options Vary for a Healthy Diet Local tastes and cooking practices differ around the world, Most consumers around the world agree there are benefits to often defining the foods found in a shopping basket, but when eating whole grain/high fiber foods to promote a healthy diet. it comes to how frequently consumers say they purchase foods More than one-third (35%) of global respondents say they that promote specific health benefits, there are both marked purchase whole grain/high fiber products on a regular basis, 36 differences and some similarities. percent state they buy these foods occasionally and one-in-ten (11%) indicate that they never purchase these foods. Yogurts with acidophilus cultures/probiotics are also popular among How often do you purchase the following foods that 27 percent of regular and 36 percent of occasional shoppers. In promote specific health benefits? fact, both of these foods appear in the top five of all the regions Global Average studied. Never However, differences by region reflect customs and traditions unique to local palates. For example, while soy milk ranks fourth Rarely on the list of products purchased regularly and occasionally in Asia Pacific, it takes a position of last of 10 different health- Occasionally benefit foods studied in Europe, Middle East/Africa, Latin Regularly America and second to last in North America. Similarly, cholesterol-reducing oils and margarines are more popular in Latin America (73%), Middle East/Africa (71%) and North Whole grain, high fiber products 35% 36% 17% 11% America (64%), where respondents say they purchase these Yoghurts with Acidophilus foods regularly/occasionally. cultures / probiotics 27% 36% 19% 18% Fruit juices with added supplements are most popular in Middle Iodine enhanced cooking salt 34% 24% 19% 24% East/Africa, as three-quarters of respondents (74%) indicate Cholesterol reducing oils and margarines 23% 33% 23% 21% they purchase these products regularly/occasionally. And bread Fermented drinks containing with added calcium or other vitamins is a regular/occasional pick 'good' bacteria 19% 34% 23% 24% among roughly six in 10 consumers in Asia Pacific, Middle East/ Fruit juices with added supplements 19% 33% 24% 24% Africa and North America—compared with about half of Latin Bread with added calcium or other vitamins 17% 34% 23% 26% Americans and one-fourth of Europeans. Milk with added supplements/vitamins 18% 29% 22% 31% Cereal with added folate 14% 31% 27% 28% Soy Milk 18% 25% 19% 38% Source: Nielsen Global Survey, Q3 2011 Top 5 Health-Benefit Foods Purchased Regularly/Occasionally Middle Asia Pacific Europe Latin America East/Africa North America 1. Yoghurts with Whole Grain/High Fiber Whole Grain/High Fiber Fruit Juices with Whole Grain/High Fiber Acidophilus Products Products Supplements Products 2. Fermented Drinks Iodine Enhanced Cholesterol Reducing Cholesterol Reducing Cholesterol Reducing Cooking Salt Oils/Margarines Oils/Margarines Oils/Margarines 3. Whole Grain/High Fiber Yoghurts with Yoghurts with Whole Grain/High Fiber Bread with Added Products Acidophilus Acidophilus Products Calcium/Vitamins 4. Soy Milk Cholesterol Reducing Cereal with Folate Iodine Enhanced Fruit Juices with Oils/Margarines Cooking Salt Supplements 5. Bread with Added Fermented Drinks Fruit Juices with Yoghurts with Yoghurts with Calcium/Vitamins Supplements Acidophilus Acidophilus Source: Nielsen Global Survey, Q3 2011 Copyright © 2012 The Nielsen Company. 6
  • 8. Diners Want Calorie-Counting Information Consumers around the world express strong support for the Support for calorie information on restaurant menus is highest inclusion of calorie counts on restaurant menus. This belief is for fast food restaurants, with half (49%) of global respondents highest for fast food restaurants, but there is also support for this believing fast food restaurants should always include calorie practice in certain full-service restaurants. Regionally, consumers information on menus, and an additional 31 percent thinking fast in Latin America, North America, and Europe are most interested food locales should sometimes do so. By contrast, 20 percent in knowing calorie information while dining out. of global online consumers think fast food menus should never include calorie or nutritional data. Thinking about dining out, should restaurants include More than six-in-ten (64%) Latin American respondents and calorie count and nutritional information on menus? over half of both North American (56%) and European (53%) Global Average consumers believe fast food menus should always have calorie information. In Asia Pacific markets, there is slightly less demand for fast food calorie counts, but 42 percent of regional respondents still believe these menus should include calorie measures. Respondents in the Middle East and Africa are slightly 20% less explicit in their beliefs about calories and fast food menus. 49% Only 28 percent say calories should always be listed at fast food 31% establishments and 55 percent believe the information should only sometimes be on menus. Support for calorie and nutritional information on menus at full-service chain restaurants is also quite strong, though less ON FAST FOOD RESTAURANT MENUS pronounced than for fast food businesses. Globally, 41 percent of online respondents believe these restaurants should always post calorie counts, 39 percent think they should sometimes, and 20 percent don’t think it is necessary. While there is less of a global consensus for these sit-down chain restaurants, there are still 20% 41% high percentages of consumers who think these establishments should always disclose their calorie counts in Latin America 39% (59%), North America (46%), and Europe (41%). Global consumers are much less convinced about whether privately-owned, non-chain restaurants should include calorie and nutritional data on menus. For these independent ON SIT-DOWN DINING CHAIN-RETAURANT MENUS restaurants, 31 percent of global respondents would prefer to always know calorie counts, but 33 percent think these establishments should never have to disclose these numbers. However, a still robust 40 percent of North American respondents want these private restaurants to print caloric figures. And, Latin American consumers remain resilient in their 33% 31% desire for nutritional data, with nearly six-in-ten (58%) still 35% always wanting the information on independent restaurant menus. Call to Action Consumers around the world have healthy eating on their ON PRIVATELY-OWNED RESTAURANT MENUS minds and consumer packaged goods (CPG) marketers have an opportunity to help. Consumer-friendly nutritional labeling can be ALWAYS SOMETIMES NEVER a powerful marketing tool as consumers are hungry for easy-to- understand information. Clearly there is a need and an opportunity Source: Nielsen Global Survey, Q1 2011 for more education to help reduce the skepticism that is apparent around all parts of the globe. And there is a need to offer tasty and healthful options to satisfy both the mind and body. Copyright © 2012 The Nielsen Company. 7
  • 9. Countries in the Study: Argentina Hungary Romania Australia India Russia Austria Indonesia Saudi Arabia Belgium Ireland Singapore Brazil Israel South Africa Canada Italy South Korea China Japan Spain Chile Latvia Sweden Colombia Lithuania Switzerland Croatia Malaysia Taiwan Czech Republic Mexico Thailand Denmark Netherlands Turkey Egypt New Zealand United Arab Emirates Estonia Norway United Kingdom Finland Pakistan Ukraine France Peru United States Germany Philippines Venezuela Greece Poland Vietnam Hong Kong Portugal About the Nielsen About Nielsen Global Survey Nielsen Holdings N.V. (NYSE: NLSN) is The Nielsen Global Survey of Food a global information and measurement Labeling Trends was conducted in March/ company with leading market positions April 2011 and in August/September in marketing and consumer information, 2011 and polled more than 25,000 television and other media measurement, consumers in 56 countries throughout online intelligence, mobile measurement, Asia Pacific, Europe, Latin America, the trade shows and related properties. Middle East, Africa and North America. Nielsen has a presence in approximately The sample has quotas based on age 100 countries, with headquarters in New and sex for each country based on their York, USA and Diemen, the Netherlands. Internet users, and is weighted to be For more information, visit representative of Internet consumers www.nielsen.com. and has a maximum margin of error of ±0.6%. This Nielsen survey is based on the behavior of respondents with online access only. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60 percent Internet penetration or 10M online population for survey inclusion. The Nielsen Global Survey, was established in 2005. For more information visit www.nielsen.com Copyright © 2012 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C 11/000 8