Food, Medicine Meet in Shoppers Eyes

More than 75 percent of grocery shoppers choose foods and beverages for specific medical purposes at least some of the time, according to the HealthFocus Trend Survey from HealthFocus International (HFI). This indicates food shoppers are beginning to put into action what they have learned about functional benefits of foods. While some may consider it an overstatement to suggest food is a direct replacement for drugs, there are clear indications that shoppers are currently using foods to complement medical treatment and for prevention. There is also a growing predisposition to the selection of foods in place of medicine, which will play an even greater role in the future.

The implications of this shift over the coming years for manufacturer profit margins, new product development, regulatory controls, sources of volume and competition could change the paradigm of both the food and pharmaceutical industries. Since 1996, the belief among primary food shoppers that functional foods can reduce reliance on drugs and other therapies has grown. In that time frame, the number of individuals choosing foods for medical purposes has increased by more than 16 percent. Today, 76 percent of primary shoppers believe foods contain active components that can reduce the risk of disease. The majority of those with health problems believe such foods merit a price premium over less clinically relevant foods.

An overloaded, increasingly costly health care system, a surge in the aging population and the increasing quantity of readily available information about health and health care options mean consumers will continue to take more responsibility for their own health care issues. According to the 2006 HFI Trend Study, nine out of 10 shoppers strongly agree or agree their short term health depends on how well they take care of themselves; 75 percent claim they have a great deal of control over future health, an increase of 21 percent versus 1996.

Combine this with increasing public concern about the adverse effects of drugs and medical errors, and there are obviously powerful societal pressures fueling the interest in food with medicinal benefits. In 2006, 37 percent of U.S. shoppers reported they usually chose foods for specific medical purposes, while a full 52 percent agreed foods can help reduce the use of some drugs and other medical therapies.

Reaching Interested Shoppers

HealthFocus has identified certain groups of the most “health active” shoppers, representing 81 percent of the U.S. population.

First up are the healers, the fastest growing group and the most inclined to view medicine as food. Healers base their health and nutrition choices on their current health problems or on the fact that they run a strong risk of health problems in the future.

Healers’ health needs may be acute, or they may be using food as medicine to help control more minor health situations. Either way, they rely on food to help with their health and, therefore, are likely to compromise both taste and convenience for health benefits.

The largest segment of health active shoppers, the managers, make healthy choices for daily benefits and look for immediate positive results. Their positive attitude about their future health and well-being is directly related to their positive attitudes toward healthy choices. The most significant current health concerns among this group are cardiovascular, cancer and arthritis; the areas with the greatest growth in concern are diabetes, hypertension, mental sharpness, gastrointestinal health and depression.

Investors prepare for the future by making healthful choices now and believe ensuring future good health requires forethought and attention. As the name suggests, they invest by eating well to make sure they can reap the benefits as they get older. Investors value quality over price and are influenced by environmental and social concerns.

The last group is the disciples, which includes the early adopters of health and nutrition. They consider their dietary choices to be of extreme importance, are obsessive about eating healthy and are committed to healthy food and lifestyle choices. Many are vegetarians and shop the health food store channel.

In thinking about how to best communicate the benefits of foods with medicinal properties, there are a couple of findings manufacturers should keep in mind. First, personal health for consumers is increasingly about positive attitude, not just physical health. For manufacturers to help consumers turn motivation into action, you must understand your target audience. Health benefits need to connect with consumers on an attitudinal or emotional level more than just the physical or rational level. And although we often focus on the formulation of a health and nutrition product that addresses specific health needs, when talking to consumers about the product, you must understand the benefit-based communication that is most compelling to them. 

Steven Walton is general manager of HealthFocus International (www.HealthFocus.com), a global consumer health and nutrition research and consulting company. He can reached at [email protected].