Table
of Contents
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Introduction
to the HealthFocus Trend Study
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pages
9-12
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Methodology
and Glossary
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pages
13-16
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Key
Learnings
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pages
17-29
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Section
One: Remember, There Is No Such Thing As
An Average shopper
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pages
30-48
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- Section
One Summary
- Select
Foods for Healthful Reasons
- Making
Healthy Choices
- Wanting
vs. Needing to Make Healthy Choices
- Primary
Reasons for Making Healthy Choices
- Perceptions
of Diet and Eating Habits
- Willingness
to Make Changes
- Dietary
Changes in the Next Year
- Exercise
Attitudes and Actions
- The
HealthFocus SegmentsSummary
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Section
Two: Health Status, Expectations and Attitudes
Drive Food Choices
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pages
49-58
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- Section Two Summary
- Overall Health Perception
- Health Concerns
- Rising and Declining Health Concerns
- Health Problems
- Rising and Declining Health Problems
- Doctor’s
Visits
- Control Over Health
- Luck and Heredity
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Section
Three: Reach for Higher Lever, Emotional Benefits
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pages
59-75
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- Section
Three Summary
- Performance
Benefits
- Feeling
Good
- Looking
Good
- Medicinal
Powers of Foods
- Most
Intriguing Functions
- HealthFocus
Benefit Platforms
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Section
Four: Identify the Barriers to Desirable Behavior
and Provide Solutions
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pages
76-82
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- Section
Four Summary
- Taste
is King
- Convenience
- Finding
Ways to Eat More Healthy Foods
- Adding
More Fruits and Vegetables
- Positive
vs. Negative Nutrition
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Section
Five: Foods for Health
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pages
83-98
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- Section
Five Summary
- Food
as Medicine
- Vitamins
and Minerals
- Fortification
Use
- Healthy
Ingredients
- Fiber
and Whole grains
- Soy
and Soy Foods
- Omega-3
Fatty Acids
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Section
Six: Fit Solutions to Fit Desired and Existing Behavior
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pages
99-118
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- Section
Six Summary
- Dietary
To-Dos
- Use
of Supplements
- Increasing
Use of Vitamins and Minerals
- Dietary Do-Nots
- Food
Product Use
- Beverage
Use
- HealthFocus Segments Product Use
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Section
Seven: Use Communications That Work
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pages
119-127
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- Section
Seven Summary
- Food
Labeling Attitudes
- Freshness/Purity/Natural
Labels
- Content
Claims – Positive Nutrition
- Content
Claims – Negative Nutrition
- Health
Claims on Food Labels
- Brand
Influences
- Brand/Company
Attitudes
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Section
Eight: Help Mom Set Healthy Examples for Her Children
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pages
128-133
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- Section
Eight Summary
- Family
Health
- Children’s
Health
- Health
Concerns for Children
- Brand
Influences for Children’s Products
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Section
Nine: Overweight/Obesity
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pages
134-140
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- Section
Nine Summary
- Concern
vs. Incidence
- Attitudes
Toward Weight Problems
- Dieting
Attitudes
- High Protein/Low-Carb Dieting
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Section
Ten: Specific Topics of Interest
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pages
141-159
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- Section
Ten Summary
- Dietary
Regimens
- Food
and Environmental Concerns
- Natural/Organic
- Dietary
Negatives
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Section
Eleven: Health/Nutrition Knowledge and Awareness
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pages
148-160
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- Section Eleven Summary
- Confidence in Health Knowledge
- Reasons for Learning More
- Expert Opinions
- Awareness
of Health Benefits
- Health
Interests
- Useful
Sources of Health Information
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Section
Twelve: Shopping and Eating Patterns
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pages
168-173
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- Section Twelve Summary
- Meals
Away From Home
- Least
Healthy Meal Occasions
- Shopping
Patterns
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Section
Thirteen: Demographics
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pages
174-180
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Appendix:
Trended datatables with demographic segmentation
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pages
181-256
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2005
Questionnaire
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pages
257
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