Introduction
For three-quarters of Asia Pacific consumers, "maintaining or improving health" has become more important to them personally over the last two years. This report outlines how over 40 health-driven trends influence consumer lifestyles and product choices and considers the implications and opportunities for industry players

Scope of this research
Detailed analysis outlining what constitutes 'value' for Asia Pacific consumers (trends are, after all, a reflection of what's important to consumers)
Offers Asia Pacific sector insights, benchmarked against global sentiment, to cater for contextualized regional specific information needs
Covers all major FMCG sectors, but also with applicability to wider consumer goods audiences
Part of Datamonitor's mega-trend report series which outline the most important issues shaping current and future buying behavior
Research and analysis highlights
Good trend-watching is about taking the bigger-picture approach. Adopting a broader perspective to trend-tracking facilitates better decision making by overcoming 'category myopia'. Monitoring the broader FMCG environment will enable bigger picture learning that can be applied more specifically

Over the last two years maintaining or improving health has become more important to three-quarters of Asia Pacific citizens. Consumers have become more holistic in their approach to health, placing greater importance on improving wellbeing through beauty regimes, positive nutrition, work-life balance and personal hygiene

Consumers in Asia Pacific pay more attention to fat content than any other piece of nutritional information, but they also show a considerable interest in other aspects such as portion size. In fact, Indian and Australian consumers exceed the global average in their reported efforts to eat and drink smaller portions

Key reasons to purchase this research
Understand the significance of the different health-aligned trends across FMCG sectors to help support market diversification plans
Save time and gain deep insight by using this 'one-stop-shop' resource which offers an up-to-date framework for understanding Asia Pacific consumers
Access data from 2009 primary research to increase the likelihood of being 'on-trend' with NPD and marketing activities in the Asia Pacific region

• OVERVIEW

  • Catalyst
  • Summary

• EXECUTIVE SUMMARY

  • This report is one of 6 mega-trend reports examining consumer attitudes and behaviors in Asia Pacific

    • (Untitled sub-section)
    • Financial Wellbeing reflects how consumers value the peace of mind that emanates from financial security

• INTRODUCTION: THE IMPORTANCE OF TREND-TRACKING

  • Tracking consumer mega-trends is fundamental to long-term success

    • Trend-tracking insight 1: mega-trends can be classified in two ways according to desirable product/service benefits and societal complexities
    • Trend-tracking insight 2: trends are aligned with pre-existing, but evolving human values, attitudes, needs and behaviors
    • Trend-tracking insight 3: mega-trends can be broken down into trends and sub-trends to provide structure and clarity at a time of ‘information overload’
    • Trend-tracking insight 4: manufacturers, retailers and researchers/futurologists perpetuate trends
    • Trend-tracking insight 5: adopting a broader, global perspective to trend-tracking facilitates better decision making by overcoming ‘category myopia’
    • Trend-tracking insight 6: trends have longer-term implications than fads and can be categorized by evolvement
    • Trend-tracking insight 7: for every trend there is a ‘counter-trend’ while ‘trend-crossover’ is also an important phenomena
    • Takeouts and implications: a trend framework boosts the quality and frequency of insight generation ensuring maximum return from the broader market research processes in place

• THE FUTURE DECODED: DECIPHERING THE HEALTH MEGA-TREND

  • MEGA-TREND SYNOPSIS: Health concerns are gaining momentum and increasing in scope
  • TREND: Consumers are acting more holistically in the pursuit of general wellbeing

    • SUB-TREND: Asia Pacific consumers are taking more self responsibility for their health
    • Key takeouts and implications: health is set to stay at the top of the agenda for the years ahead
    • SUB-TREND: Consumers in the Asia Pacific region are adopting a broader “wellness” orientated lifestyle
    • Key takeouts and implications: the pursuit of wellness/wellbeing is best thought of not as a trend in its own right, but as an umbrella of related trends and behaviors that must be reflected in products and marketing

  • TREND: Health conscious Asia Pacific consumers are increasingly prone to, and acting upon, product safety concerns

    • SUB-TREND: Intensifying product safety anxieties affect many Asia Pacific citizens
    • Key takeouts and implications: escalating health attentiveness has been matched by growing concern about the safety of products
    • SUB-TREND: Consumer sensitivity among Asians is a growing phenomena as reflected by allergen and intolerance influenced consumption
    • Key takeouts and implications: consumer sensitivities such as allergies and intolerances create opportunities to target specific segments
    • SUB-TREND: ‘Fear-driven avoidance’ means some consumers are outright rejecting products that are perceived as containing harmful ingredients or where safety is compromised
    • Key takeouts and implications: consumers will be less forgiving when products compromise their safety
    • SUB-TREND: Asia Pacific consumers are opting for more local products, especially food products, due to a perception they are safer
    • Key takeouts and implications: safety concerns will be one of a number of drivers ensuring that ‘local’ products will continue to gain favorability, especially in food and beverages
    • SUB-TREND: Asian shoppers increasingly value reassurances and transparency about how products are produced
    • Key takeouts and implications: reassuring consumers will become a necessity to overcome trust voids and build stronger brands

  • TREND: Ethical wellbeing reflects a convergence of ethicality and emotional wellbeing

    • SUB-TREND: ‘Direct altruism’ has been negatively impacted by financial pressures and a sense of being overwhelmed by everyday lifestyle responsibilities
    • SUB-TREND: ‘Indirect altruism’ is gaining momentum as time poor consumers want to feel good about themselves through consumption rather than what they do in terms of behavioral/lifestyle sacrifices
    • Key takeouts and implications: environmentalism and health are more inter-related than many realize

  • TREND: Financial wellbeing: consumers value the peace of mind that emanates from financial security

    • SUB-TREND: Financial anxiety and the ‘economics of happiness’ heavily influence emotional wellbeing
    • Key takeouts and implications: financial anxieties increase consumers’ focus on the short-term
    • SUB-TREND: Financial moderation: Asian consumers are exercising more financial prudence and control
    • Key takeouts and implications: growing levels of financial moderation will place additional pressure on the growth of upscale premium products and further intensify value consciousness

  • TREND: Stress is a common theme in modern Asian lifestyles as consumers adopt stress reduction strategies in their pursuit of wellbeing

    • SUB-TREND: Consumers across Asia are faced with the need to confront and manage tension and anxiety
    • Key takeouts and implications: the prevalence of stress and anxiety in consumers’ lives suggests that there are ongoing opportunities to position products as ‘antidotes to reality’ and which give consumers a feeling of being in control
    • SUB-TREND: The pursuit of work-life balance represents the ongoing conflict between a desire to maximize leisure time and occupational success
    • Key takeouts and implications: opportunities exist for brands to help consumers navigate the ongoing problem of work-life balance
    • SUB-TREND: Pampered relaxation: consumers are actively seeking moments of downtime
    • Key takeouts and implications: all FMCG products have the potential to align with the pampered relaxation trend, particularly personal care
    • SUB-TREND: ‘Mood foods’ reflect consumers’ tendency to comfort and reward eat
    • Key takeouts and implications: a category of food and beverages based on ingredients that make individuals happier, calmer, livelier and even more intelligent is a potentially compelling proposition for those who are becoming more aware of protecting their mental/emotional wellbeing

  • TREND: Jaded Society: overcoming fatigue and lethargy is an important daily need for tired and overwhelmed consumers

    • SUB-TREND: Many individuals across the globe lack energy and vitality in their day-to-day lives
    • Key takeouts and implications: energy boosting products can help offset consumers' diminishing energy levels caused by hectic lifestyles
    • SUB-TREND: ‘Pick-me-up consumerism’ captures the situation whereby consumers are increasingly attentive about their alertness and are opting for products that deliver energy and performance benefits
    • Key takeouts and implications: consumers across the globe are highly interested in functional products that boost mental and physical wellbeing

  • TREND: Visual culture: appearance consciousness continues to characterize an image conscious society

    • SUB-TREND: The high prevalence of appearance and body shape anxiety is at the core of ‘appearance based wellbeing’ (or lack of it)
    • Key takeouts and implications: appearance concerns impact consumers’ emotional and physical wellbeing so looking good has arguably never been more important
    • SUB-TREND: A more holistic pursuit of beauty through more diverse appearance management tactics is occurring among Asian beauty shoppers
    • Key takeouts and implications: health, wellbeing and beauty are becoming inextricably linked in consumers’ minds
    • SUB-TREND: Adopting structured and sustained beauty regimes
    • Key takeouts and implications: consumers globally attach considerable importance on their oral, skin and hair health respectively which drives spend and the adopting of beauty regimes
    • SUB-TREND: The polarization of beauty ideals/attitudes reflects the conflict between natural beauty and more ‘manufactured appearances’
    • Key takeouts and implications: manufacturers are retailers must adopt diverse product portfolios on order to meet the polarized beauty ideals among global consumers

  • TREND: Sterilized society: the escalating obsession with hygiene, cleanliness and immunity

    • SUB-TREND: Sterilize me: a focus on boosting self-immunity
    • Key takeouts and implications: consumer lifestyles rather than a ‘sterilized society’ reflect the burgeoning interest in immunity boosters
    • SUB-TREND: Healthy nesting: consumers are ensuring hygiene and purity within their living spaces
    • Key takeouts and implications: consumers generally recognize the broader health and wellness benefits associated with clean living environments
    • SUB-TREND: Personal cleanliness matters in a society that values purity
    • Key takeouts and implications: leverage the wellness factor in the marketing of personal hygiene products

  • TREND: Consumers are embracing tools that enable more informed health-driven choices

    • SUB-TREND: The democratization of health information has facilitated more self reliance
    • Key takeouts and implications: consumers are continuing to turn to the media to get their health information, but need to feel that they can trust what they are reading
    • SUB-TREND: Formulation attentiveness: knowing about and being influenced by the (health) details is becoming more widespread
    • Key takeouts and implications: consumers are demonstrating their increasing knowledge of health by making consumption choices based on labels
    • SUB-TREND: Information overload: burdened by too much information consumers are using information short-cuts to make informed, but simplified choices
    • Key takeouts and implications: product formulation is a battleground for industry players, so key benefits must be clearly communicated to consumers
    • SUB-TREND: Information overload: gaps in health awareness and understanding
    • Key takeouts and implications: confusion is a barrier to consumption, and therefore should be addressed to increase consumer confidence
    • SUB-TREND: Personalized nutrition and nutrigenomics are emerging themes and reflect a crossover between the health and individualism mega-trends
    • Key takeouts and implications: personalized nutrition is appealing to consumers but care must be taken not to take them out of their comfort zones
    • SUB-TREND: Personalized beauty regimes are still relatively niche but are gaining traction as situational and personally adaptive beauty solutions are increasingly sought
    • Key takeouts and implications: demand for personalized beauty is growing in all regions as consumers become more ‘me’ orientated

  • TREND: Moderation and avoidance: disciplined consumerism

    • SUB-TREND: Food stress and anxiety is a growing problem among consumers
    • Key takeouts and implications: consumers’ aims of moderated consumption and healthier choices are confused by contradictory information and the tendency for carefree consumption
    • SUB-TREND: Formalized dieting: regimented eating for weight management
    • Key takeouts and implications: consumers experience difficulties in pursuing sustained dietary plans
    • SUB-TREND: Dietary control: exercising dietary restraint is a key manifestation of consumers’ moderation behavior
    • Key takeouts and implications: CPG players must answer consumers’ needs for ‘better-for-you’ products through ongoing formulation improvements
    • SUB-TREND: Satiety: appetite control is a developing moderation concept with much potential
    • Key takeouts and implications: understanding of satiety lags behind other areas of health and wellness
    • SUB-TREND: Vegetarianism and meat reduction have spread among consumers, feeding the market for alternatives
    • Key takeouts and implications: respond to consumers’ meat reduction behavior with meat alternatives and responsible portion control marketing
    • SUB-TREND: Mealtime fragmentation: skipping meals is a widespread consequence of modern consumers’ time-pressured lives and unhealthy routines
    • Key takeouts and implications: a gap exists between consumer attitudes towards main meal consumption and actual behavior
    • SUB-TREND: Moderating alcohol consumption is a trend gaining some traction although consumers trade off health for indulgence
    • Key takeouts and implications: health has some influence over consumers’ alcoholic drinks choices but it is clear that consumer behavior fully reflects their attitudes
    • SUB-TREND: Abstinence and restraint in tobacco consumption
    • Key takeouts and implications: look at meeting the needs of moderating or ex-smokers with alternative healthy products

  • TREND: Positive nutrition: consumers are eating and drinking for wellbeing

    • SUB-TREND: Eating for wellbeing: changeable dietary routines
    • Key takeouts and implications: consumers are willing to change their dietary habits but outside pressures can sometimes make this difficult
    • SUB-TREND: Embracing diet diversity: a more balanced and varied diet
    • Key takeouts and implications: diet diversity is something which an increasing number of consumers pay attention to
    • SUB-TREND: The pursuit of purity and freshness through product choices
    • Key takeouts and implications: consumers will not compromise on freshness so products that cannot guarantee this face being overlooked
    • SUB-TREND: The popularization of functional foods and personalized nutrition
    • Key takeouts and implications: consumers are becoming less skeptical about functional foods but manufacturers must still win confidence in the key areas of trust, price and taste to widen appeal
    • SUB-TREND: Being hydrated: drinking adequate quantities of water
    • Key takeouts and implications: the need for instant and continuous hydration has grown in consumer importance
    • SUB-TREND: Preventative antidoting: anti-ageing cosmeceuticals
    • Key takeouts and implications: oral beauty products are burgeoning in popularity because they are new but there are signs that growth is limited

  • TREND: Fitness for wellbeing: getting active and using supporting products

    • SUB-TREND: Getting active: consumers increasingly feel a sense of obligation when it comes to exercise
    • Key takeouts and implications: consumers are far from happy about their current levels of physical fitness
    • SUB-TREND: Sports nutrition: opting for performance and recovery supporting products
    • Key takeouts and implications: the market value of sports nutrition products is increasing, mainly driven by Lifestyle users

• APPENDIX

  • Definitions
  • Methodology
  • Further reading and references
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer

• TABLES

  • Table: Consumer survey: agreement with the statement, It is difficult to manage my daily obligations and find time to relax, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008
  • Table: Per capita expenditure on beauty products in Asia Pacific, US$, 2003–2013
  • Table: Market value of household air fresheners in Asia Pacific, US $ millions, 2003–2013

• FIGURES

  • Figure: Datamonitor has identified over 40 health driven trends
  • Figure: Datamonitor’s mega-trends are having a long-term and substantive impact on the marketing landscape and can be grouped into two categories
  • Figure: Consumer behavior and the innovations targeting it inevitably fit into a ‘trend hierarchy’
  • Figure: Datamonitor’s mega-trend framework helps set the agenda for the specific topics covered in the New Consumer Insight (NCI) research stream
  • Figure: Trend tracking can be a source of (comparative) competitive analysis
  • Figure: Trend development is dictated by both ‘consumer pull’ and ‘manufacturer push’ and Datamonitor offers the intelligence tools to capitalize on this reality
  • Figure: In a consumerist global culture, the broad consumption spheres/segments transcend borders
  • Figure: Several factors distinguish a trend from a fad
  • Figure: Numerous drivers and inhibitors are shaping the evolution of the health mega-trend
  • Figure: Datamonitor has identified over 40 health driven trends
  • Figure: In capitalizing on the growing interest in health and wellbeing, industry players must consider a wide array of lifestyle issues to truly be ‘in-touch’ with consumers
  • Figure: Health is high on the agenda among consumers in Asia Pacific and increasingly so
  • Figure: Respondents in the Asia Pacific region embrace various elements that contribute to wellness
  • Figure: Restoring/maintaining confidence have become more important to industry players
  • Figure: Global consumers are becoming more concerned and attentive about product safety
  • Figure: Asia Pacific consumers do not necessarily trust measures taken to ensure food safety
  • Figure: Consumers in Asia Pacific are more concerned about product safety in household and personal care than the global average
  • Figure: Marked differences characterize food allergens and intolerances
  • Figure: Minorities of consumers in the Asia Pacific region generally avoid food or drinks for allergy and intolerance regions
  • Figure: Sensitive skin is particularly of concern to many consumers in China, India and South Korea
  • Figure: Concerns about household members having allergies are not a major influence factor for cleaning the home among Asia Pacific consumers
  • Figure: More than a third of Korean, Chinese and Indian consumers sought different food and beverage products because of safety concerns with greater regularity in 2008
  • Figure: CPG product claims in Asia are becoming increasingly specific to address food safety concerns
  • Figure: There is a high degree of uniformity in the view that choosing locally produced grocery products is important across the Asia Pacific region
  • Figure: Packaging is increasingly communicating local credentials in response to consumer preferences for locally sourced ingredients
  • Figure: Traceability initiatives effectively support the overall branding efforts of products
  • Figure: Knowing the origin of grocery products is important to Asians, but may not be considered as the only means to boost consumers’ confidence when making purchasing decisions
  • Figure: Asia Pacific consumers are more concerned about transparent information on food compared with personal care and household products
  • Figure: The pursuit of products with environmental and/or ethical credentials can have health connotations which is why the ‘ethical wellbeing’ trend should be recognized by industry players
  • Figure: More than half of consumers in the Asia Pacific region place value on living an ethical or sustainable lifestyle and the need to buy socially responsible products
  • Figure: A growing number of products are facilitating the sustainable/ethical lifestyle choices of consumers in the Asia Pacific region
  • Figure: Many factors make consumers consciously aware of their financial wellbeing
  • Figure: There is a strong correlation between economic prosperity and happiness across the globe
  • Figure: Wellbeing among global citizens is shaped by economic development and health
  • Figure: Accumulation of wealth/income is particularly important to emerging Asian economy consumers, while a prevailing high work ethic in Japan is likely to contribute to this mentality
  • Figure: In stark contrast to elsewhere, a notable segment of Chinese and Indian consumers actually perceived an improvement in their country’s economic situation and their own financial situation in 2008-09
  • Figure: Japanese and Australian consumers expressed the least optimism about the country’s economic and their own personal situation in the proceeding six months towards the latter end of 2009
  • Figure: Chinese and Indians consumers are also more optimistic about an upturn in personal happiness looking towards the latter end of 2009
  • Figure: Australians demonstrate a particularly strong dislike of organizing their financial arrangements but they are, like most consumer across the region, eager to deal with financial matters promptly
  • Figure: The majority of consumers in the Asia Pacific region are now managing their finances more closely given the wider context of the global economic downturn
  • Figure: Japanese citizens have been most severely hit by the economic downturn
  • Figure: More than six in 10 Asia Pacific consumers across all countries are making efforts to save more in 2009
  • Figure: Saving money when buying groceries is becoming increasingly important to consumers across the Asia Pacific region
  • Figure: Though consumers are adopting stress reduction strategies with greater regularity, there are a number of trend inhibitors too
  • Figure: The propensity for consumers in the Asia Pacific region to experience tension is broadly in line with the global average
  • Figure: Citizens across the Asia Pacific region, especially Japan and Korea, believe that their daily stress levels worsened in 2008-09
  • Figure: Chinese individuals are optimistic that their lives will become less stressful as 2009 progresses, but the Japanese are far more pessimistic
  • Figure: Asia Pacific consumers are highly polarized in their satisfaction with their sleeping patterns
  • Figure: There has been a proliferation of products across FMCG sectors and categories to relieve stress and aid sleep in Asia Pacific
  • Figure: Despite recognizing the importance of achieving a better work-life balance, consumers in the Asia Pacific region are not particularly satisfied with their current personal situation
  • Figure: Asia Pacific consumers are consciously trying to improve their work-life balance as reflected by self-reported behavioral change in 2008
  • Figure: The importance of maximizing leisure time has dramatically increased in Asia Pacific in the past two years
  • Figure: Quite simply, products with time-saving benefits can help consumers to achieve a better work-life balance and thus strike an important emotional connection because they are ‘lifestyle supporting’
  • Figure: Reflecting the universal need for escapism, consumers in Asia Pacific are very similar to those globally when it comes to attributing importance to escaping the pressures of everyday life
  • Figure: Indian and Chinese consumers were the most proactive in attempting escape everyday pressures by enjoying small indulgences in 2008
  • Figure: In 2008, more consumers across the Asia Pacific region sought out more time to relax than those who did less so, which demonstrates the ongoing importance of escapism and indulgence
  • Figure: Spas have become so popular in Asia Pacific, that the trend has now expanded to incorporate such concepts as medicine and ethical consumption
  • Figure: Mood plays a pivotal role in consumer behavior both as a pre-purchase influencer and post-purchase outcome
  • Figure: Mood foods reflect three different, albeit interrelated, types of consumption behavior
  • Figure: A broad range of nutrients, bioactives and botanicals affect cognitive function and mood
  • Figure: Interest shown by Asia Pacific consumers to products with relaxation benefits is high, but this has not yet translated into widespread consumption
  • Figure: Mood foods offer a variety of benefits, from aiding sleep to improving concentration
  • Figure: Jaded society is a unique trend because both the drivers and inhibitors lead to opportunities and threats for FMCG players
  • Figure: Chinese and Indian consumers, symptomatic of the optimism and feel-good-factor running through both nations as prosperity grows, expressed higher than average feelings of vitality in 2008
  • Figure: Japan is a jaded society, as reflected by the higher than average self reported feelings of tiredness
  • Figure: Indian consumers are the most satisfied with the amount of energy they have on a day-to-day basis
  • Figure: Products that tout energy benefits are proving increasingly popular to combat lethargy
  • Figure: There is minimal difference in attention paid to physical and mental wellbeing in Asia Pacific
  • Figure: Despite similar attention being paid to physical and mental wellbeing, consumers in Asia Pacific are more interested in foods and beverages which improve physical energy than alertness
  • Figure: Products that claim to maintain mental wellbeing offer a quick-fix solution to consumers under pressure
  • Figure: Visual Culture is a term describing consumers' intense appearance consciousness and the widespread desire to project a more confident and favorable image to the wider world
  • Figure: Many women associate a desirable image/appearance with additional opportunities and attention
  • Figure: Japanese consumers attach the least importance to looking one’s best in day-to-day life, while Chinese individuals attach considerable value to upholding appearances
  • Figure: Japanese citizens are significantly less likely to feel satisfied with the way that they look, especially compared to Indians
  • Figure: Asian countries well exceed the global average in perceived importance of skin whitening benefits
  • Figure: The wider pressure to look good in the Asia Pacific region is positively correlated with reported self consciousness that stems from beauty product advertisements
  • Figure: Achieving greater self confidence is a major motivator influencing the choice of personal care products for Indian and Chinese consumers
  • Figure: An ever-expanding list of product categories are addressing body anxiety and the desire for lighter skin, which is a commonly sought attribute among Asian beauty shoppers
  • Figure: A more holistic pursuit of beauty reflects the health and beauty crossover
  • Figure: The Japanese and Koreans are less likely than their Asian counterparts to be conscious of the link between diet and appearance
  • Figure: The stated appeal of beauty foods and drinks is highly polarized among Asia Pacific citizens
  • Figure: Expression of interest in beauty foods and drinks in Asia does not translate into widespread active consumption of these products
  • Figure: Food and beverages that also offer cosmetic benefits will appeal to Asia Pacific consumers seeking a more holistic approach to beauty and wellbeing
  • Figure: Generally, Asians continued to make more time for improving their personal appearance in 2008, especially in China and India, which is indicative of the burgeoning opportunity in these markets
  • Figure: Oral health is seen by consumers as being more important than both hair and skin health
  • Figure: Personal care products that offer preventative benefits are strongly aligned with the general trend of consumers taking more responsibility for their health
  • Figure: Beauty innovation is at a crossroads between technologically advanced science led products and natural formulations and there is increasingly a convergence between the two
  • Figure: Indian and Korean consumers are the most likely to consider having cosmetic surgery within the Asia Pacific region
  • Figure: Asia Pacific consumers generally believe that natural health and beauty products are important but not as effective as non-natural products
  • Figure: A growing propensity to opt for more natural beauty products is a significant trend in the region
  • Figure: Innovative technology appeals to appearance conscious Asia Pacific consumers when they are considering their choices of personal care products and applications
  • Figure: A dichotomy exists as consumers value natural ingredients, but seek the benefits of more technologically enhanced solutions too
  • Figure: Personal hygiene is rated as the most important factor in achieving a sense of personal wellbeing
  • Figure: A range of drivers and inhibitors affect the consumer preference for a sterile environment
  • Figure: Consumers in the Asia Pacific region are not actively buying as many immunity food and beverages as their self-reported immunity attentiveness suggests
  • Figure: The growth in functional foods has driven interest in, and proliferation of immunity-boosting products
  • Figure: Asia Pacific consumers believe living in a clean and hygienic living environment to be of pivotal importance and their mentality is similar to that expressed globally
  • Figure: Asia Pacific consumers clean their homes in order to make themselves feel relaxed and happy
  • Figure: Products that make the unpopular but necessary task of household cleaning more efficient will appeal to time-starved consumers
  • Figure: Asia Pacific consumers believe personal hygiene to be of significant importance
  • Figure: On a personal level, Japanese consumers are less concerned about maintaining good personal hygiene than their Asian counterparts, but a significant majority still attach importance to it
  • Figure: A variety of products delivering added-value benefits addressing personal and household hygiene concerns are prevalent across the Asia Pacific region
  • Figure: Global consumers are more readily able to seek out important health information
  • Figure: Chinese internet users are showing a high propensity to search for health-related information
  • Figure: The swine flu outbreak of April 2009 prompted a eruption of medical sites offering advice for concerned citizens
  • Figure: Indian consumers are the most interested food label information within the Asia Pacific region
  • Figure: Japanese consumers are comparatively less influenced by information on product packaging
  • Figure: For consumers in Asia Pacific, label information is less important for personal care product selection than food and beverage selection
  • Figure: Clear labels touting health claims can overcome some of the confusion associated with food information
  • Figure: Despite being the most influenced by food label information, Indian consumers perceive they have the least time to read them while shopping
  • Figure: The majority of consumers in Asia Pacific only focus on a few things when reading labels
  • Figure: In China and India, consumers deem it very important that products come with some form of approval from a respected professional body
  • Figure: Traffic light labeling may streamline understanding of healthy eating options, but is yet to be implemented in Asia Pacific
  • Figure: A quarter of Australians do not find it easy to understand and use information on food labels
  • Figure: Over a third of consumers in the Asia Pacific region (apart from in Japan) consider food and health information to be confusing or conflicting
  • Figure: The Singapore government has been labeling healthier choice options at food stalls to help consumers make more informed choices in their everyday lives
  • Figure: Personalized nutrition reflects a crossover between the health and individualism mega-trends
  • Figure: Personalized nutrition encompasses four specific sub-trends and associated product benefits
  • Figure: Nutrigenomics is geared towards understanding the response of the body to diets and food factors through various ''omics'' technologies such as transcriptomics, proteomics, and metabolomics
  • Figure: Personalized nutrition is an exciting concept for many consumers, particularly Indians, though using gene information is seemingly seen by some as going ‘too far’
  • Figure: Products specially formulated for a particular group of consumers can appeal to those who seek more customized benefits, but must overcome the perennial trust barrier
  • Figure: Dermalogica's skin mapping service provides consumers with a high level of personalization
  • Figure: Asia Pacific consumers are showing strong tendencies to follow up on interest in customized products with their purchases
  • Figure: The unique cosmetic demands of Asia Pacific consumers are a key driver for more personalized offerings
  • Figure: Consumers are moderating their consumption of unhealthy products with a view to improving their long-term health
  • Figure: Asia Pacific consumers are more likely to gratify themselves by eating what they want rather than feel guilty about snacking
  • Figure: Japanese, Korean and Australian consumers are reluctant to follow a specific diet plan
  • Figure: As worldwide obesity rates increase, so do the number of weight-loss products on offer
  • Figure: More than a third of Asia Pacific consumers are highly attentive towards portion size although fewer claim to be frequently opting for smaller portions
  • Figure: Asia Pacific consumers are often concerned by the calorific content of foods and beverages
  • Figure: There is a strong similarity between Asia Pacific consumers’ attentiveness towards fat content and the degree of influence that ‘low fat’ claims have on product choice
  • Figure: Asia Pacific consumers are less concerned about carbohydrate intake
  • Figure: Worries about diseases such as diabetes means that sugar content is an important dietary consideration for Asia Pacific consumers
  • Figure: Salt is not as important to Asian consumers as other high profile nutritional aspects such as fat and sugar
  • Figure: Asia Pacific consumers are increasingly favoring natural and organic products, so interest in food additives is generally high
  • Figure: The popularity of “zero type products” with features such as zero calories and zero carbohydrates has escalated in recent years in Japan
  • Figure: Minorities of consumers across the Asia-Pacific region are actively purchased food and beverages which increase satiety
  • Figure: Despite the number of satiety-enhancing products in the Asia Pacific market, consumers need to be educated on the merits of such products in order to improve adoption
  • Figure: Asia Pacific consumer attitudes to meat reduction vary quite vastly by geography
  • Figure: Vegetarian options should also be appealing to the growing number of ‘casual vegetarians’ for which consumption of such products is a choice rather than a necessity
  • Figure: Asia Pacific: Chinese consumers rarely miss a breakfast occasion
  • Figure: More than half of Korean consumers never miss a lunch meal
  • Figure: Indian consumers are more likely than their Asian counterparts to miss an evening meal
  • Figure: Wholesome meals that are easy to prepare should help address the time constraints that result in consumers skipping meals
  • Figure: Korean consumers do not pay a high amount of attention to the long-term health impact of drinking too much alcohol
  • Figure: Asia Pacific consumers are becoming less health-conscious when choosing their alcoholic drinks
  • Figure: Alcohol moderation among Asia Pacific consumers is not as prevalent in 2009 as in 2008
  • Figure: There has not been significant gravitation towards lower alcohol versions of favorite drinks brands among Asia Pacific consumers
  • Figure: Lighter alcohol options must supplement other benefits such as flavor or brand image
  • Figure: Asia Pacific tobacco sales value, while still high, is declining due to fewer consumers smoking
  • Figure: With the exception of India, fewer Asia Pacific consumers in every country are smoking
  • Figure: Anti-smoking innovations are now relatively commonplace in the Asia Pacific region
  • Figure: The growing interest in functional foods reflects the broader trend towards ‘positive nutrition’
  • Figure: Consumers have become more interested in foods and beverages which aid them in their quest to achieve maximum health and wellness
  • Figure: Though consumers in Asia Pacific understand the importance of diet and nutrition on their overall health, not all are making more conscious attempts to eat more healthily
  • Figure: Products that address nutritional requirements but require the least effort to prepare, are likely to resonate with health conscious, but time-poor consumers
  • Figure: Consumers in Asia Pacific are looking to increase the quality of their nutritional intake by eating from a diverse range of foods
  • Figure: Balance is a key word that a growing number of products are acknowledging
  • Figure: Consumers in Asia Pacific are leaning towards more natural and organic food and drink products, especially in China and India
  • Figure: In Asia Pacific there is a strong trend towards more natural or organic personal care products
  • Figure: Consumers in Asia Pacific are eager to consume fresh food as much as possible
  • Figure: Consumers in Australia and Japan are showing a reluctance to spend money on organic food and drinks in manner that indicates there is still considerable opportunity for the market to expand
  • Figure: Moderating the amount of processed foods consumed is important across Asia Pacific, though less so in Japan and Korea
  • Figure: Packaging innovations have a significant role to play in maintaining the freshness of the product
  • Figure: Packaging design is key in conveying freshness
  • Figure: Interest in enhanced functional foods and drinks is much the same in Asia Pacific as the rest of the world
  • Figure: Indian consumers are increasingly interested in functional foods and beverages
  • Figure: Functional food and drinks offer a targeted solution to consumers, but must overcome skepticism associated with such offerings
  • Figure: Asia Pacific consumers understand that hydrating is important to wellbeing and look to meet target levels
  • Figure: Market value of bottled water in Asia Pacific, by country, 2003–2013
  • Figure: The benefits of bottled water increasingly go beyond that of sheer hydration in order to gain consumer interest
  • Figure: Bottled water needs to address growing environmental concerns as reflected by these Asia Pacific examples
  • Figure: Beauty foods strongly polarize opinion in Asia Pacific, with interest particularly high in India and particularly low in Australia
  • Figure: Though concern about premature aging caused by sun exposure is high, many consumers across Asia Pacific are not using products to address this problem
  • Figure: Anti-ageing ingredients continue to infiltrate non-traditional personal care categories such as fragrance and hair care
  • Figure: Increasing activity levels is being driven by fears over obesity but consumers are neglecting exercise due to tiredness and lack of time
  • Figure: Consumers in Asia Pacific understand the importance of exercise but are unsatisfied with their own levels of physical fitness
  • Figure: An emerging development in the health segment is the opening of gyms in malls, which combines retail proliferation in emerging economies with increasing health and wellness concerns
  • Figure: Consumers can fit into more than one sports nutrition consumer group at a time
  • Figure: Sports nutrition products are highly established in Japan but growth is slow
  • Figure: Aligning sports nutrition products with a particular sport or activity will further engage active consumers
  • Figure: There are differences between consumer values and attitudes