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YOUNG W OMENS HEALTH: GLOBAL ATTITUDES T OW ARDS HEALTH, FITNE SS AND W ELLBEING AMO NG THE UNDER
30S AND MARKET IMPACT
Introduction................................................................................................................................. 10
Demographics ........................................................................................................................ 10
Table 1
Wellbeing ................................................................................................................................ 20
Chart 6
Chart 7
Smoking.................................................................................................................................. 24
Chart 8
Chart 9
Table 4
Alcohol .................................................................................................................................... 28
Chart 10
Chart 11
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YOUNG W OMENS HEALTH: GLOBAL ATTITUDES T OW ARDS HEALTH, FITNE SS AND W ELLBEING AMO NG THE UNDER
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Chart 12
Chart 13
Physical Activity.......................................................................................................................... 34
Chart 14
Chart 15
Table 5
Table 6
Womens Sportswear.............................................................................................................. 41
Table 7
Obesity ................................................................................................................................... 47
Chart 16
Weight Management............................................................................................................... 48
Chart 17
Chart 18
The Global Market for Selected Healthy Food and Drinks 2009/2014........ 65
Outlook ....................................................................................................................................... 66
Chart 26
Chart 27
Table 12
Table 13
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30S AND MARKET IMPACT
Table 14
Appendix .................................................................................................................................... 74
Questions Included the Euromonitor Internationals Global Consumer Trends Survey of 2013:74
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Factors such as urbanisation, a rise in the number of women holding professional positions
and the always on mentality, are making it difficult for women to achieve a satisfying worklife balance, leading to higher stress levels.
Young women cope with stress in various ways, turning to alcohol, tobacco, yoga classes or
even medication to help them relax, or visiting spas or beauty salons for some me time.
A growing number of women are developing back and shoulder pain because of the spread of
computer use in the workplace, which is also creating higher demand for massage
treatments.
The Global Consumer Trends survey found that women in their 20s were more likely than all
respondents to say they engage in stress-busting activities, such as meditation or massage.
70% of 20-29 year-olds did this at least once a month, versus 65% of all respondents.
Chinese women were most likely to say they participate in stress-reduction activities at least
occasionally, with only 12% saying they never do so. However, Indian women do them most
regularly, with as many as 12% of them saying engage in such activities almost every day.
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A fifth of French women also reported drinking away from home once or twice a week. This
ties in with recent government reports that suggest that binge drinking is becoming more
common among young French women.
Drinking is less common in India, where 78% and 72% of under 30s females said they never
drink alcohol at home or away, respectively. India is still a conservative society where women
rarely go to bars, while for its large Muslim population, alcohol is frowned upon.
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higher than average on all counts except walking or hiking for exercise, which tends to be
associated with older consumers.
Most notably, under 30s females were significantly more likely than average to take part in
team sports at least once a month (39%, rising to 46% for women aged 15-19). This is
because many teenage girls are still at high school and belong to associated sports teams.
Regular participation in team sports is highest in Brazil and India, where 55% and 52% of
under 30s females, respectively, did this at least once a month. These two countries also
scored highest on going to the gym at least once a month (52% and 51%, respectively).
Individual sports, such as running and cycling, are more popular than ever among women.
The survey found that 62% of under 30s females take part in individual sports at least once a
month, compared with 56% of all respondents.
With regard to regular participation in individual sports, China ranked far higher than any other
country, with a substantial 86% of women saying they undertake these activities at least once
a month, and 33% almost every day.
According to the organisation Running USA, over the last five years there has been a notable
increase in the number of women participating in half marathons and 5Ks. Its research found
that women accounted for over 60% of half marathon finishers in the US.
There has also been a notable shift in womens running from a solitary to a social event, due
to the rise in interactive fun runs, such as The Color Run, and women-only races, such as the
Nike Womens Half Marathon and the Divas Half Marathon & 5K Series.
Women also appear to be embracing the current trend for obstacle races, or mud runs.
Women reportedly make up half of all participants in the Warrior Dash, which has prompted
the establishment of women-only events, such as Dirty Girl, Pretty Muddy and Mudderella.
Intensive physical activities, such as yoga, dance classes, workouts or Pilates, are also
popular among young women. Euromonitor Internationals Global Consumer Trends survey
revealed that 43% of under 30s females take part in intensive physical activities, versus just
38% of all respondents.
Participation in intensive physical activities was strongest in India and the US, where 66% and
51% of under 30s females said they did these at least once a month. This is partly due to the
popularity of yoga in both countries.
Yoga has become big business the world over, being seen as something of a panacea for the
ailments of modern society, from insomnia, stress and anxiety to addiction, lower back pain
and diabetes. This has spawned a lucrative market for yoga gear.
Female gym membership in the UK is reported to have risen substantially in 2014. The Global
Consumer Trends survey found that as many as a quarter of UK under 30s females exercise
at the gym once or twice a week in 2013.
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Weight loss can be achieved in a number of ways, from eating more healthily and increasing
exercise to joining slimming clubs, such as Weight Watchers, taking meal replacements,
embarking on drastic diets or even undertaking surgery.
Over the years, different fad diets have come and gone. Current trends include Intermittent
Fasting (or the 5:2 diet), whereby calorie intake is restricted on certain days, and the Paleo
Diet, in which consumers attempt to mimic the diet of Stone Age hunters and gatherers.
The Global Consumer Trends survey found that almost a quarter (24%) of under 30s females
were on a weight loss diet, while a lower than average 40% said they simply monitor what
they eat in order to manage weight.
Dieting among under 30s females seems to be most common in the US, which reflects the
high obesity rate in that country. According to the survey, as many as 31% of American under
30s females said they were on a weight loss diet.
Driven by young women in particular, there has been a strong trend in recent years towards
foods that are fresher, more natural and more wholesome, involving less processing and
fewer artificial ingredients.
The Global Consumer Trends survey found that under 30s females were more likely to look
for products with limited or no artificial ingredients than the general population (40% versus
36%, respectively). This was higher among teenage women (41%).
Avoidance of artificial ingredients was found to vary considerably from market to market,
ranging from 67% of Indian women to a mere 4% of Japanese women.
Young women were more likely than average to check for foods with limited or no added salt
(21%) and limited or no trans fats or hydrogenated oils (29%). However, they scored lower
than average with regard to seeking out organic foods (9%) and natural foods (37%).
Russian women, in particular, were interested in looking for organic labels (22%) and all
natural labels (67%).
Sugar has been in the spotlight lately, due to a growing amount of scientific research linking
sugar with obesity. The survey found that 35% of under 30s females check foods for limited or
no added sugar (lower than the average of 42% for all consumers).
Young women were also less likely than the general population to seek out foods with limited
or no added fat (36%), or reduced or low calorie foods (30%. Reduced or low calorie
attributes are sought mostly by the Chinese (59%).
The survey showed that just over a quarter (26%) of all women aged 15-29 years looked for
products without corn syrup. However, this was as high as 42% for Brazilian women.
The survey revealed that the percentage of young women who look for added vitamins or
fibre in their foods was highest in China, at a substantial 71%. Over half of those in Brazil and
India also look for added vitamins or fibre (55% and 56%, respectively).
Brazilian and Indian women were most concerned about the fat content on labels (49% and
42%, respectively), while Indian and Chinese women were most likely to look for the absence
of added salt (44% and 42%, respectively).
The survey found that as many as 15% of under 30s females have food allergies or
intolerances. This was even higher among the teenage contingent, at 17%, and compared
with just 13% of all respondents.
The incidence of food allergies or intolerances among young women was found to be
particularly high in China, at 30%, while in Japan, France and the UK, only 7%, 8% and 9% of
under 30s females said they were allergic or intolerant to certain foods.
A significant number of young women are eschewing meat in favour of a vegetarian, vegan or
pescetarian diet. There are various reasons behind this trend, including ethical and
sustainability issues, health, religion and culture, and high meat prices.
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The survey found that 12% of under 30s females do not eat red meat (versus an average of
10%). This group was also more likely than the general population to be vegetarian (8%) and
vegan (3%).
For cultural and religious reasons, vegetarianism among under 30s females is at its highest
level in India, where as many as 41% of respondents claimed not to consume red meat, 36%
said they were vegetarian and 12% vegan.
Among the developed markets, the UK registered the highest percentage of vegetarians and
vegans among women aged under 30 (5% and 2%, respectively), while Germany had the
highest share of non-red meat eaters (11%).
Market Trends
Vitamins and dietary supplements
Global sales of dietary supplements amounted to US$51.9 billion in 2014, having jumped by
21% in constant value terms since 2009. The vitamins sector grew at a lower rate of 12% over
that period, to US$25.0 billion.
With increased market segmentation, there are a number of multivitamins brands formulated
specifically for women especially pregnancy and beauty supplements. In the UK, some 23%
of multivitamins are targeted at women.
Probiotic supplements are also popular, as studies have shown they can help treat ailments
such as vaginal yeast infections, UTIs and IBS. Overall, sales in the probiotics category rose
by 61% in constant value terms between 2009 and 2014, to US$3.9 billion.
Vitamin D also experienced a boom, amid concerns that consumers are not getting enough
natural sunlight. Overall, sales rose by 76%, to US$1.2 billion. Vitamin D is also said to help
protect women against breast cancer, ovarian cancer, osteoporosis and diabetes.
Other vitamins and dietary supplements that are thought to be especially beneficial to young
women include iron tablets, vitamin C, folic acid (if preparing for pregnancy) and other B
vitamins; and plant extracts such as evening primrose oil, cranberry and grapeseed oil.
Spas
Spas and beauty parlours are benefiting from the growing focus on wellbeing, as they provide
young women with a way to relax or spend time with friends. Global spa revenues grew by
7% in constant value terms over the 2009-2014 period, to reach US$59.7 billion.
Spas are going beyond relaxation, beauty and leisure services to offer products such as
cosmeceuticals, functional ingredients that have an effect on the body (including anti-ageing
ingredients), injectables and detox treatments.
Spa revenues were highest in Japan, at US$19.0 billion in 2014, although the market appears
to have reached maturity. In Japan, traditional public baths have been gradually pushed out of
business by health centres offering saunas, sports facilities, spas and hotel spa services.
In China, spa revenues soared by 45% in constant value terms over the review period,
reaching US$2.9 billion in 2014. Spas are mostly concentrated in large cities such as Beijing
and Shanghai, where wealth levels have surged the most.
Due to the growing number of young female drinkers, women are becoming more influential
within the alcoholic drinks market. Many new brands are emerging that target this consumer
group specifically, such as wines with feminine names, and flavoured, low calorie vodkas.
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Outlook
Young women will continue to take a growing interest in their personal health over the
forecast period, influenced partly by the increasing amount of health messages and nutritional
information targeting them via the media and internet.
The rising number of women delaying motherhood and going into higher education and
employment means they will have greater disposable incomes to spend on health and fitness,
as well as a growing need to achieve a work-life balance.
Under pressure to conform to media ideals of beauty, young women will avidly follow all kinds
of diets, with some even falling prey to eating disorders. Despite this, female obesity rates are
expected to rise in most countries over the forecast period.
Many women will adopt a more holistic view of healthy weight and body image as they realise
the need for total nutrition and exercise regime change, rather than relying on miracle cures.
In line with the focus on healthiness and nutrition, young women will pay closer attention to
food labels and eat more naturally healthy foods.
The future may see more vitamins and dietary supplements formulations developed to appeal
to young women, such as those containing B vitamins, vitamin D, calcium, iron, probiotics or
female-friendly plant extracts such as evening primrose oil or grapeseed oil.
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Young women the world over will continue to embrace the fitness trend, whether by joining
gyms, taking part in fun runs, cycling and obstacle events, joining sports teams or undertaking
more holistic activities, such as yoga and Pilates.
Fitness apps and social media will play a greater role in encouraging exercise. The internet
has opened up an online global fitness community for women to engage with, from simply
being inspired by others to work harder to posting about personal achievements on
Instagram.
The next wave of wearable tech could add wellbeing to the equation. Devices are already
being developed that sync with a phone app to alert users when they become overstressed,
reminding them to take a deep breath or a break.
Developers are also said to be experimenting with emotion-detecting wearables, such as a
pullover that changes colours based on the wearers excitement and even a bra that alerts
women when they might be tempted to overeat due to personal triggers like stress.
The womens sportswear market is expected to experience buoyant growth over the forecast
period, thanks to increasing female participation in sporting and fitness activities, combined
with a trend towards incorporating athletic wear into the daily wardrobe.
While female-specific sports nutrition is still in its infancy, the category offers strong potential,
as a growing number of women take to working out regularly, influenced by fitness-orientated
celebrities such as Kim Kardashian, who are often seen holding protein shakes.
Summary 1
Young Womens Health: Opportunities For Marketers
The trend towards later motherhood is expected to continue throughout the rest of the decade,
leaving many younger women free to dedicate more time and effort to looking and feeling good.
As the pressure continues on young women to conform to media ideals of beauty, they will
continue to follow all kinds of diets, boosting the weight management market.
In line with the current focus on healthfulness and nutrition, young women will demand fewer
artificial ingredients and more corporate transparency with regard to the origins of their foods.
The continuing backlash against sugar opens up opportunities for manufacturers to target young
women with low-sugar foods and products that incorporate more natural sweeteners, such as
stevia.
Healthy drinks, such as coconut water and superfruit juices, hold good growth potential among
this consumer segment.
The growing incidence of food intolerances will help maintain strong demand for free from
products, which will also benefit from wider availability through mainstream retailers.
Young women will drive the trend towards meat-free foods, due to concerns about animal
welfare, environmental sustainability and personal health.
There is potential to further segment both the vitamins and dietary supplements and sports
nutrition markets with products tailored specifically to young womens needs.
Young women will continue to embrace the fitness trend, whether by joining gyms, taking part in
running, cycling and obstacle events, joining sports teams or undertaking more holistic activities,
such as yoga and Pilates. This will fuel a strong market for female-specific sportswear.
There is still a huge amount of potential to target young women with wearable tech products and
their associated apps, as well as an opportunity to create social networks dedicated to female
fitness enthusiasts.
Source:
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INTRODUCTION
Demographics
Women aged under 30 years constitute a slow-rising demographic globally, their total number
increasing by just 2% over the 2009-2014 period to reach almost 855 million. Only in a handful
of countries is this demographic on the rise, including India (+5%), Philippines (+9%), Australia
(+6%), Denmark (+8%) and Norway (+10%).
Moreover, in some markets, including Russia, Poland, Spain, the Czech Republic and
Greece, their number dwindled by more than 12% over the review period.
Nonetheless, young women represent a growing market force. They are becoming more
economically empowered the world over, due to their increasing tendency to further their
education, gain employment and delay marriage and starting a family, often until their 30s or
40s.
Table 1
000
India
China
US
Indonesia
Brazil
Mexico
Russia
Philippines
Turkey
Japan
South Africa
Thailand
Germany
UK
France
Argentina
South Korea
Italy
Malaysia
Venezuela
Poland
Spain
Canada
Australia
Taiwan
Netherlands
Belgium
Sweden
Greece
Austria
Switzerland
Denmark
Norway
Finland
World
Source:
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2009
2014
% growth
156,637
135,818
31,731
32,189
25,521
14,988
16,744
12,659
9,301
10,046
7,533
7,592
6,972
6,160
5,830
4,895
5,036
4,610
4,051
3,839
4,395
4,195
3,382
2,255
2,551
1,480
990
870
1,024
777
700
479
449
488
835,397
164,851
129,576
32,184
31,562
25,067
15,314
14,508
13,789
9,296
9,192
7,433
7,390
6,708
6,233
5,696
4,948
4,727
4,541
4,176
3,989
3,811
3,617
3,460
2,393
2,331
1,533
1,017
899
881
771
721
518
493
486
854,677
5.2
-4.6
1.4
-1.9
-1.8
2.2
-13.4
8.9
-0.1
-8.5
-1.3
-2.7
-3.8
1.2
-2.3
1.1
-6.1
-1.5
3.1
3.9
-13.3
-13.8
2.3
6.1
-8.6
3.5
2.7
3.4
-13.9
-0.7
3.0
8.3
9.9
-0.4
2.3
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Later Motherhood
Women wait longer to have families
Naturally, a sizeable proportion of younger women are already mothers especially in
emerging markets, where women tend to marry at a younger age. However, given the long-term
trend towards having babies later in life, many women in the developed world are likely still to be
childless by the age of 29. This means they have more time and disposable income to spend on
health-related product and activities.
Today, starting a family is viewed more as a lifestyle choice than as a marker of adulthood.
Young women can afford interests and lifestyles that are not compatible with large families, and
they often choose to postpone childbirth and have fewer or no children. More women are going
into higher education and following careers that allow them the financial stability to live by
themselves. This is more often the case in the big urban centres, where a singles lifestyle has
evolved and is attracting more and more young people.
In developing countries too, the growing tendency for young adults to relocate from rural to
urban areas, and even to work abroad for a number of years, has created a higher degree of
mobility among younger generations, which again means that parenthood is often postponed
and family sizes reduced.
Improved access to contraception
Young people around the world are better informed about contraception and have easier
access to it, while the recent over-the-counter availability of emergency contraception (ie the
morning after pill) has helped reduce levels of teenage pregnancy in developed markets.
In the US, Tevas levonorgestrel-based emergency contraceptive, Plan B, has been available
OTC since 2006. In 2013, levonorgestrel was made available to women of all ages. According to
a 2013 survey of 12,000 women carried out for the Centers for Disease Control and Prevention
in 2013, 11% of American women aged 15-44 who had had intercourse said they had used
emergency contraception (up from just 4% in 2002), and women in their early 20s were most
likely to have used it. Of those who had taken the pill, 59% said they had done so only once,
24% said twice and 17% said three or more times.
In January 2015, HRA Pharmas Ellaone emergency contraceptive (ulipristal acetate 30mg)
received approval to be sold without a prescription in pharmacies throughout the EU.
While the UK still has among the highest teenage pregnancy rates in the developed world,
figures released by the Office of National Statistics (ONS) in early 2015 found that teenage
pregnancy rates in England and Wales had fallen to their lowest rate in 46 years, at fewer than
25 per thousand girls aged 15 to 17. The percentage of pregnancies resulting in abortions
among the under-18s in 2013 was 51% in England and Wales, up from 49% in 2012. The ONS
attributed this largely to more effective government sex education programmes in schools.
However, it is likely that the wider availability of emergency contraception also played a part,
since it is available OTC to all women aged over 16.
India and Latin America have the youngest mothers
Reflecting their ageing populations and low birth rates, the developed markets of the UK,
Japan, Italy, Switzerland, South Korea and Spain had the oldest average first-time mothers (30
years). The latest ONS statistics from early 2015 show that there was a rise in the conception
rate for women in England and Wales aged 35 and over. The ONS attributed this to factors such
as higher participation in further education, increased female participation in the labour force,
the increasing importance of a career, the rising costs of childbearing, labour market
uncertainty, housing factors and instability of partnerships.
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At the other end of the scale, the youngest first-time mothers were to be found in Latin
America (Venezuela, Brazil, Argentina and Mexico), as well as India. The average age of firsttime mothers in India and Argentina was just under 21 years in 2014.
In the US, the average age of first time mothers was relatively young in 2012, at just over 26
years. This is partly because of the growing ethnic populations, who tend to have children
younger. Nevertheless, the motherhood market is greying in the US. A report by the Pew
Research Center found that in the past two decades, the broad trend in the US towards delaying
motherhood has stretched across all ethnic and income groups. At the same time, more women
are remaining childless, either by choice or circumstance. It is estimated that around a fifth of
US women in their 40s do not have children.
Chart 1
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Source:
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GENERAL HEALTH
Perception of Personal Health
Most consider themselves to be healthy
Euromonitor Internationals Global Consumer Trends survey of 2013 found that, on the whole,
young women (ie those aged 15-29 years) perceive themselves to be in fairly good health. The
surveys results were drawn from online consumers ranging in age from 15 to 65+, and covered
between 1,800 and 2,000 consumers in each of nine major markets: Brazil, China, France,
Germany, India, Japan, Russia, the UK and the US.
According to the survey, as many as 71% of under 30s females said they considered
themselves to be either healthy or very healthy (ie, they rated their health as 8, 9, 10 or 11 on a
scale of 1-11). The percentage was slightly higher for teenaged women (aged 15-19), at 72%.
This compared with just 66% of all survey respondents.
Just over a fifth (22%) of under 30s females considered themselves to be somewhat healthy
(ie 5, 6 or 7 on the scale of 1-11), while just 6% thought they were unhealthy or very unhealthy
(1, 2, 3 or 4 on the scale). This compared with a larger 9% of all respondents.
Chart 2
% respondents selecting:
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% women 15-29
Source:
Health Prevention
71% of young women take dietary supplements
The survey revealed that taking health supplements is very common among under 30s
females. As many as 71% of this group said they take health supplements or vitamins.
However, only 15% of them take supplements on a daily basis, which was some way behind the
average of all respondents (21%). This suggests that there is still plenty of opportunity to target
this segment with tailored products.
Consumption of health supplements seems to increase with age, as only 67% of females in
the younger segment (aged 15-19) take them at all, and only 12% of this younger age group
takes them daily.
Chart 4
% respondents selecting:
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Source:
% women 15-29
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Summary 2
Supplement
Passport
Vitamin A
B vitamins
Vitamin C
Vitamin D
Calcium
Iron
Probiotics
Cranberry
Grapeseed oil
Source:
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(Metagenics), Vitamin Code Women (Garden of Life) and Every Womans One Daily (New
Chapter). Multivitamins may also be positioned for pregnancy, such as Bayers Elevit With
Iodine, which contains iron, folic acid and iodine.
In the UK, Euromonitor Internationals research shows that women are the largest consumers
of multivitamins, with 23% of products targeted at them in 2014. In addition, 17% of
multivitamins are positioned for pregnancy, with Vitabioticss Pregnacare being one of the most
popular brands.
Beauty from within
Other womens combination supplements are marketed with an emphasis on beauty. For
example, Swisses popular supplement, Ultiboost Hair, Skin and Nails, is a best-seller in
Australia. The product contains ingredients such as silica and vitamin C to support the
production of collagen and provide essential nutrients. In Japan, AEON Groups Topvalu line
recently saw the addition of Collagen + Placenta for Women.
Beauty is also a growing positioning for dietary supplements in China, mainly aimed at women
wanting a younger and fairer appearance. New combination formulas, such as Herbalife Active
Fiber Complex, made from herbal ingredients like apple fibre, citrus fibre and sophora flower,
target figure- and weight-conscious consumers with claims to help control calorie intake and
burn body fat.
Probiotics on the up
Probiotic supplements are popular among women, as studies have shown they can help treat
ailments such as vaginal yeast infections, UTIs and IBS. Overall, sales in the probiotics category
rose by 61% in constant value terms between 2009 and 2014, to US$3.9 billion.
Fish oils and omega fatty acids, which are purchased by both genders and all age groups,
saw constant value growth of 30% over the review period. In some markets, such as Australia
and the UK, there has recently been a considerable interest in krill oil, which contains a more
concentrated quantity of omega-3.
Within the vitamins category, vitamin D experienced a boom amid concerns that consumers
are not getting enough natural sunlight. Sales in this category rose by 76%, to US$1.2 billion.
Table 2
US$ million
Dietary Supplements
- Minerals
- Probiotic Supplements
- Fish Oils/Omega Fatty Acids
- Protein Supplements
- Ginseng
- Glucosamine
- Eye Health Supplements
- Co-Enzyme Q10
- Ginkgo Biloba
- Garlic
- Echinacea
- Evening Primrose Oil
Vitamins
- Multivitamins
- Vitamin C
- Vitamin B
Euromonitor International
2009
2014
% growth
current
% growth
constant
38,121
7,606
2,259
2,456
1,210
1,686
1,958
903
896
670
595
460
264
19,730
12,019
2,889
2,424
51,945
9,258
3,929
3,656
2,422
2,331
1,912
1,203
1,097
775
677
481
300
25,046
14,946
3,558
3,266
36.3
21.7
73.9
48.9
100.1
38.2
-2.3
33.3
22.4
15.7
13.8
4.5
13.5
26.9
24.4
23.2
34.7
21.2
6.8
61.3
29.8
65.0
9.6
-12.4
28.5
15.7
2.3
3.7
-2.5
3.2
12.0
10.0
7.0
19.2
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YOUNG W OMENS HEALTH: GLOBAL ATTITUDES TOW ARDS HEALTH, FITNESS AND W ELLBEING AMONG THE UNDER
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- Vitamin D
- Vitamin E
- Vitamin A
- Other Single Vitamins
Source:
Passport
591
947
473
386
1,168
1,042
554
511
97.6
10.0
17.1
32.3
Euromonitor International
Wellbeing
The pressures of modern life
Stress, depression, anxiety and mental fatigue are problems that are becoming increasingly
common among young women, due to the ever faster pace of modern lifestyles. Factors such
as growing urbanisation, an increase in the number of women holding professional positions
sometimes with young children and the always on mentality, are making it increasingly
difficult for the under 30s to achieve a satisfying work-life balance, leading to all-round higher
stress levels.
The fact that women are facing increased stress has been backed up by various studies. For
example, the long-term Australian Longitudinal Study on Womens Health by the University of
Newcastle, found that in 2014, 55% of women aged 18-20 years had experienced high
psychological stress in the past year, while 45% had engaged in self-harming behaviour. This
was higher than the level seen in 1996.
Furthermore, a growing number of women are developing back and shoulder pain with the
spread of computer use in the workplace, which is also creating higher demand for massage
treatments.
70% of 20-something women engage in stress-lowering activities
Young women cope with stress in various ways, with some turning to alcohol, tobacco, yoga
or even meditation to help them relax, while others visit spas or beauty salons for some down
time.
Euromonitor Internationals Global Consumer Trends survey of 2013 found that women in
their 20s were more likely than all respondents to say they engage in stress-busting activities
such as meditation or massage. As many as 70% of 20-29 year-olds said they do this at least
once a month, compared with 65% of all respondents. However, women in the younger age
segment (15-19) are less likely to participate in stress-lowering activities, with just 64% saying
they do this regularly.
Chart 6
% respondents selecting:
Euromonitor International
76.2
-4.1
4.2
19.4
20
YOUNG W OMENS HEALTH: GLOBAL ATTITUDES TOW ARDS HEALTH, FITNESS AND W ELLBEING AMONG THE UNDER
30S AND MARKET IMPACT
Source:
Note:
% women 15-29
Euromonitor International
Passport
21
YOUNG W OMENS HEALTH: GLOBAL ATTITUDES TOW ARDS HEALTH, FITNESS AND W ELLBEING AMONG THE UNDER
30S AND MARKET IMPACT
Source:
Note:
SpA Trends
A focus on wellness and beauty
Spas and beauty parlours are most likely to benefit from the growing consumer focus on
wellness. Health spas are especially popular among young women, providing a way for them to
relax or spend time with friends. These include day spas, overnight stays in retreats or spa
holidays.
Spas are now launching services that go well beyond relaxation, beauty and leisure services,
offering cosmeceuticals, functional ingredients that have an effect on the body (including antiageing ingredients such as hydroxyl acid, retinol and vitamins), injectables and detox
treatments.
Although spa treatments are no longer seen as the luxury they once were, expenditure on
spas is still strongly correlated with income, and affluent working women are most likely to
spend on such services. According to Euromonitor Internationals travel and tourism database,
Euromonitor International
Passport
22
YOUNG W OMENS HEALTH: GLOBAL ATTITUDES TOW ARDS HEALTH, FITNESS AND W ELLBEING AMONG THE UNDER
30S AND MARKET IMPACT
Passport
global spa revenues grew by 7% in constant value terms over the 2009-2014 period, to reach
US$59.7 billion.
Spas play a big part in Japanese culture
Revenues were highest in Japan, at US$19.0 billion in 2014, although the market showed
very little growth over the review period. In Japan, traditional public baths have been gradually
pushed out of business by health centres offering saunas, sports facilities, spas and hotel spa
services. The most successful business models are hot springs and Japanese inn facilities, but
increasingly popular are quick massage and reflexology outlets in stores, of which there are
several national chains. These attract mainly young female clientele.
The US ranked second, with revenues of US$6.2 billion, while Germany had revenues of
US$3.5 billion. Spas are also big business in Austria, where per capita revenues are particularly
high and grew by a substantial 22% in constant value terms over the review period.
Like Japan, Germany and Austria both have a strong spa culture. German patients may be
eligible to request a prescribed medical cure in order to minimise or delay the development of
certain conditions. The most popular treatment among Germans is the sauna/steam bath,
followed by whole-body massage and facial treatments. Eco-friendly spas are becoming
increasingly popular, as are spas with a natural ambience, natural made products and food, and
creams and lotions produced with only natural botanicals.
Chinese market thrives
In China, spa revenues soared by 45% in constant value terms over the review period,
reaching US$2.9 billion in 2014. Spas are mostly concentrated in large cities such as Beijing
and Shanghai, where wealth levels have surged the most. Some offer slimming services, such
as Marie France Bodyline, which operates more than 50 slimming centres in mainland China.
Some spas offer open air hot spring facilities, while others are beauty-orientated.
Spas also performed well in France, where sales rose by 20% in constant value terms over
the review period. Thermal centres and thalassotherapy enjoy a long tradition in France, and
such spas are well recognised for offering medical benefits.
By contrast, the Russian market for spas fell by 11% over the review period, to US$2.8 billion.
Russian consumers increasingly prefer cosmetic products and beauty treatments providing an
immediate effect, such as injection or mesotherapy, to spa centres. Moreover, spas are usually
valued as more of a luxury than beauty salons, and thus in general target more affluent
customers. It is reported that among the most demanded spa services in Moscow are
aromatherapy, balneotherapy, hydrotherapy, mud therapy, krenotherapy, cryotherapy,
lithotherapy, arenation, thalassotherapy and fitohydrotherapy.
Table 3
US$ million
Japan
US
Germany
Austria
China
Russia
Switzerland
France
Thailand
UK
Euromonitor International
2009
2014
% growth
current
% growth
constant
18,317
5,515
3,204
2,290
1,714
2,245
2,235
1,701
1,446
1,319
18,999
6,241
3,513
3,181
2,915
2,789
2,452
2,193
1,718
1,391
3.7
13.2
9.6
38.9
70.1
24.2
9.7
28.9
18.8
5.4
1.6
2.3
1.5
24.4
45.2
-10.9
9.7
20.2
3.1
-8.8
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Mexico
Italy
Taiwan
Canada
Malaysia
Australia
Philippines
South Korea
Spain
India
Poland
Argentina
Brazil
Indonesia
Belgium
World
Source:
Passport
951
1,053
524
555
456
422
353
412
488
209
208
56
67
79
99
50,936
1,232
999
841
741
657
581
521
495
490
472
285
206
123
120
110
59,689
29.5
-5.1
60.7
33.7
44.1
37.6
47.9
20.3
0.4
125.8
36.8
265.6
84.4
51.7
10.7
17.2
Euromonitor International
Smoking
Smoking levels lower among young women
According to the World Health Organization (WHO), the tobacco industry has long sought to
attract the female market by promoting cigarettes to women using seductive images of slimness,
emancipation, sophistication and sexual allure, and by developing women-only brands, which
tend to be long, extra-slim, low-tar, light-coloured or menthol.
The American Lung Association reports that while fewer women smoke than men, the
percentage difference between the two has continued to decrease, and women have therefore
begun to share a much larger burden of smoking-related diseases. A study by the US
Department of Health and Human Services found that female smokers are nearly 13 times more
likely to die from COPD (chronic obstructive pulmonary disease emphysema and chronic
bronchitis) compared to women who have never smoked.
Euromonitor Internationals Global Consumer Trends survey of 2013 confirmed that young
women who smoke are in the minority. As many as 71% of under 30s females said they never
smoke, compared to 66% of all respondents. The percentage was much higher among the
teenage contingent (80%). Furthermore, just 11% of under 30s females reported that they
smoke two or more times a day, compared to the average of 16% among all respondents.
Chart 8
% respondents selecting:
Euromonitor International
7.0
-13.1
50.6
22.1
28.3
20.9
22.8
6.9
-8.0
42.9
22.1
102.0
38.3
16.3
0.1
7.1
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YOUNG W OMENS HEALTH: GLOBAL ATTITUDES TOW ARDS HEALTH, FITNESS AND W ELLBEING AMONG THE UNDER
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Source:
% women 15-29
Euromonitor International
Passport
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Source:
Euromonitor International
Passport
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Passport
article in The Times of India, the number of female smokers has doubled in the past three
decades from 5.3 million to 12.2 million, while the smoking rate among men has reduced.
The vaping boom
Vaping (or e-cigarettes) is becoming increasingly popular among young women all over the
world, and is frequently used as a way to quit smoking. Preliminary Euromonitor International
figures estimate 2014 retail value sales of vapour devices to be US$5 billion globally, with the
US, the UK and France being the largest markets.
Electronic cigarettes are non-flammable atomising devices that contain a nicotine charger and
an atomiser. When the user takes a drag, the nicotine solution is heated into a vapour, which is
inhaled. E-cigarettes do not contain tobacco, and do not produce smoke. A recent study by the
American Journal of Preventive Medicine found that young women are the most likely to try ecigarettes.
Table 4
France
Austria
Russia
Netherlands
Greece
Poland
Switzerland
Argentina
Czech Republic
Denmark
Germany
Spain
Belgium
UK
Italy
Australia
US
Finland
Turkey
Canada
Sweden
Norway
Venezuela
South Africa
Mexico
Brazil
Japan
Philippines
South Korea
Indonesia
Taiwan
Thailand
China
Malaysia
India
Source:
Euromonitor International
Euromonitor International
2009
2014
% point change
27.1
25.5
29.0
23.1
26.5
24.1
23.2
22.4
20.7
21.5
20.1
19.5
18.5
19.5
19.4
17.3
18.1
15.8
16.0
17.7
15.5
20.2
12.9
12.0
11.8
9.9
12.9
9.2
7.1
5.5
4.2
3.8
2.5
1.7
1.0
28.3
25.6
25.1
24.4
24.0
22.9
22.5
21.1
20.6
20.5
19.7
18.4
17.0
17.0
16.7
15.2
14.9
14.9
14.6
13.6
13.4
13.0
12.7
11.9
11.0
9.9
9.8
8.8
5.5
4.6
4.4
4.4
2.6
1.6
1.1
1.2
0.1
-3.9
1.3
-2.5
-1.2
-0.7
-1.3
-0.1
-1.0
-0.4
-1.1
-1.5
-2.5
-2.7
-2.1
-3.2
-0.9
-1.4
-4.1
-2.1
-7.2
-0.2
-0.1
-0.8
0.0
-3.1
-0.4
-1.6
-0.9
0.2
0.6
0.1
-0.1
0.1
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YOUNG W OMENS HEALTH: GLOBAL ATTITUDES TOW ARDS HEALTH, FITNESS AND W ELLBEING AMONG THE UNDER
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Alcohol
A drink to unwind
Alcohol consumption is common among young women, especially students and those with
professional jobs, as they increasingly delay marriage and children in order to live life to the full.
Many women, especially city dwellers, regularly go out with friends or partners or have dinner
parties at home, at which alcohol is invariably consumed.
Nevertheless, Euromonitor Internationals Global Consumer Trends survey of 2013 found that
although the majority of under 30s females consume alcohol at least once a month, they are
more likely than the average consumer to be teetotal. 38% of under 30s females reported that
they never drink alcohol at home and 33% never drink outside of the home, compared with 27%
and 26% of all respondents, respectively. This is partly due to the inclusion of underage women
in the survey sample. Among those aged 15-19 only, as many as 55% reported that never drink
alcohol at home and 50% never drink when away from home.
The percentage of women in their 20s who drink away from home once or twice a month, and
once or twice a week, was higher than for all respondents, at 22% and 15%, respectively.
Chart 10
% respondents selecting:
Euromonitor International
Passport
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YOUNG W OMENS HEALTH: GLOBAL ATTITUDES TOW ARDS HEALTH, FITNESS AND W ELLBEING AMONG THE UNDER
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Source:
Chart 11
% respondents selecting:
Euromonitor International
Passport
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Source:
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An OECD report published in May 2015 claimed that highly educated professional British
women drink more than any other similar group in the Western world, dubbing this the dark side
of equality. This has been exacerbated by the increasing number of women moving into
traditionally male industries, such as finance, which have a heavy drinking culture.
Binge drinking on the rise in France
A fifth of French women also reported drinking away from home once or twice a week. This
ties in with recent press reports that binge drinking (ie, drinking copious amounts of alcohol in a
short period of time) is becoming more common among young French women. Figures
published by the National Institute of Prevention and Health Education (INPES) in April 2015
found that around 46% of French people in the 18-25 age group (men and women) had
participated in binge drinking at least once in the previous year, compared to just 33% a decade
earlier. Those in that age group who had done it three times in the last year had almost doubled
from 15% to 29%. The statistics showed that there was a noticeable increase in binge drinking
among young French women, with the proportion admitting to doing it at least three times in the
past year rising to 28%, from 19% in 2010 and just 8% in 2005. In the same week, Health
Minister Marisol Touraine had presented a new health bill including reforms to crack down on
Frances binge drinking culture.
Indian women abstain
At the other end of the scale, as many as 78% of Indian women of this age group reported
that never drink alcohol at home and 72% of them say they do not drink alcohol outside the
home. India is still a conservative society where women rarely go to bars, while for its large
Muslim population, alcohol is forbidden.
Alcohol is also less frequently consumed by women in Japan and Brazil, where 47% and 44%
of this group report that they never drink alcohol at home.
Chart 12
% women 15-29
Euromonitor International
Passport
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YOUNG W OMENS HEALTH: GLOBAL ATTITUDES TOW ARDS HEALTH, FITNESS AND W ELLBEING AMONG THE UNDER
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Source:
Chart 13
% women 15-29
Euromonitor International
Passport
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YOUNG W OMENS HEALTH: GLOBAL ATTITUDES TOW ARDS HEALTH, FITNESS AND W ELLBEING AMONG THE UNDER
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Source:
Euromonitor International
Passport
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YOUNG W OMENS HEALTH: GLOBAL ATTITUDES TOW ARDS HEALTH, FITNESS AND W ELLBEING AMONG THE UNDER
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Swarovski crystals inside each bottle. Budweiser has even launched a female-orientated
flavoured beer, called Bud Light Lime-A-Rita.
PHYSICAL ACTIVITY
Women become more active
Women still lag some way behind men in terms of sports participation, a factor that has been
blamed partly on the lack of womens sports coverage in the media, and partly on the stigma
attached to female sports participation in some societies.
In the US, research by the Tucker Center found that, although 40% of all sports participants
are female, womens sports receive only 4% of all sport media coverage. According to the UKs
Womens Sport and Fitness Foundation (WSFF), only 7% of sports media coverage is devoted
to womens sport, and just 0.4% of commercial investment goes to women-only sport. The
situation is similar in Australia, where research in 2015 found that women feature in only 7% of
sports programming.
Nevertheless, there is evidence to suggest that more women than ever are taking up fitness
activities, inspired by social media sites, energetic celebrities, the proliferation of fitness devices
and apps, and government and sports companies efforts to engage women in sport.
The celebrity influence
Celebrity and the media are a driving influence on young women and their attitudes towards
health and fitness. There has been a notable rise in health-conscious female role models, such
as Miranda Kerr, Kelly Brook, Kim Kardashian and Millie Mackintosh, who regularly post socalled fitspiration images on social media websites, which display themselves mid-workout and
wearing skimpy gym gear. For example, in a recent Instagram post, singer Beyonc Knowles
performed a series of fitness drills to celebrate the fifth anniversary of Michelle Obamas Move
More campaign, which clocked up 829,000 likes.
Furthermore, celebrities such as Beyonc and Kate Hudson have launched their own
activewear brands, while US model Karlie Kloss and British singer Ellie Goulding have been
named ambassadors for Nike. US Vogue recently featured Serena Williams on its cover, as well
as dedicating an entire spread to the fitness secrets of models such as Joan Smalls and
Adrianna Lima.
The internet is even creating its own celebrities from inspirational fitness fanatics. Several
female instructors have cult-like followings, such as Jen Selter, who has amassed six million
Instagram followers, and Rachel Brathen, a yoga instructor with 1.3 million followers.
Meanwhile, a myriad health gurus are teaching women about how to live better through their
bestselling books, popular blogs and loyal social media followings.
Functional fitness
Unlike men, the main motivations of female fitness fanatics are not to build muscle but to burn
fat and get the toned and lean bodies typified by their favourite celebrities. Female fitness is
reported to have taken on an increasingly anaerobic tilt recently. Young women are increasingly
taking up resistance training, often incorporated in functional fitness/strength programmes like
CrossFit.
Simultaneously, there has been a rise in competitive fitness events, such as the Tough
Mudder obstacle races, distance running and triathlons, which are attracting greater numbers of
casual female fitness consumers. Tough Mudder has burgeoned into an international
phenomenon and has seen its female participation nearly double to 30% since it started in 2010.
Euromonitor International
Passport
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YOUNG W OMENS HEALTH: GLOBAL ATTITUDES TOW ARDS HEALTH, FITNESS AND W ELLBEING AMONG THE UNDER
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% respondents selecting:
Source:
Euromonitor International
Passport
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YOUNG W OMENS HEALTH: GLOBAL ATTITUDES TOW ARDS HEALTH, FITNESS AND W ELLBEING AMONG THE UNDER
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It has been reported that young women and girls in India have been hugely inspired by recent
national sporting role models. For example, hundreds of fans turned up at the airport to greet
badminton player Saina Nehwal on her return from the 2012 London Olympics, and Nehwal
reported a significant upsurge in membership at the academy at which she trains. Another
strong role model for Indian girls is tennis player Sania Mirza, who became the first Indian
woman to win a Womens Tennis Association (WTA) title, in 2005, and went on to win two mixed
doubles grand slams, in the 2009 Australian Open and the 2012 French Open.
French and British women were found to be most likely to exercise once or twice a week
(40% each). Indeed, according to the UKs Womens Sport and Fitness Foundation (WSFF),
there has been a significant rise in female participation in sport in the UK over the past few
years, with almost 500,000 more women taking part in sport and active recreation at least once
a week in 2012, compared to 2006.
This girl can
Early in 2015, Sport England launched an initiative to encourage more women to engage in
sport and exercise, following findings that 2 million fewer women than men in the 14-40 age
group play sport regularly. When the women were asked why they did not exercise, many stated
a fear of being judged on their appearance while they sweated. The This Girl Can campaign
thus aimed to inspire women to challenge the cultural assumptions about femininity that may
prevent them engaging in sport and exercise. The campaign, which has reportedly been very
successful to date, includes TV clips that show real womens bodies of different shapes and
sizes as they take part in a range of activities, including swimming, kickboxing, football, dance
and cycling. The footage, which is accompanied by Missy Elliotts song, Get Ur Freak On, aims
to challenge the conventional representations of the female body as an object of beauty.
Other more local initiatives have also been launched in the UK to help improve the health and
wellbeing of women. For example, in 2015, the Sheffield City Trust (SCT) organised a host of
free activity sessions for women of all abilities, including female weekends at iceSheffield for ice
skating, swimming pools and leisure centres and Beauchief Golf Course. SCT also hosted a
cross-company Womens Workplace Challenge competition at newly-revamped high ropes
adventure course Altitude. SCTs Fitness Unlimited gym membership scheme has the highest
level of female participation in the UK, with 8,650 women signed up.
Chinese women become more empowered
A 2014 article in Advertising Age described how womens sports is a growing trend in China,
partly due to a desire for personal empowerment. As women gain economic and social status,
they are trying activities such as running, yoga, tai chi, Zumba, dancing, swimming, archery and
golf, and team sports like table tennis, tennis, badminton and volleyball. Interest is also said to
be rising in winter sports, such as skiing.
In 2013, Nike sponsored the 2013 Shanghai International Marathon with a campaign that had
the tagline Let the Run Tell You Why. The campaign, which focused on a group of runners and
their various reasons for running, featured three college girls running together, shrugging off
other women who thought they were too non-conformist and boys who saw them as too strong
and therefore unattractive. The message was that women should run not just to lose weight but
to discover their true potential, to feel confident and to be with like-minded women. Similarly,
Adidas, building upon its global all in campaign, launched all in for #mygirls in China, which
portrayed girls helping each other reach their true potential.
Japanese women buck the trend
Euromonitor Internationals Global Consumer Trends survey of 2013 showed that as many as
13% of Japanese women under 30 report that do not ever exercise, while only 14% of them
Euromonitor International
Passport
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YOUNG W OMENS HEALTH: GLOBAL ATTITUDES TOW ARDS HEALTH, FITNESS AND W ELLBEING AMONG THE UNDER
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exercise almost every day. This is mainly attributable to cultural reasons: it is generally not
deemed appropriate for Japanese women to undertake such activities as running or going to the
gym, and young women tend to prefer to stay healthy by following a healthy diet and eating
small portions, or walking.
Chart 15
% women 15-29
Source:
Euromonitor International
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YOUNG W OMENS HEALTH: GLOBAL ATTITUDES TOW ARDS HEALTH, FITNESS AND W ELLBEING AMONG THE UNDER
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popular among the younger contingent aged 15-19, of whom 46% participate in team sports at
least once a month and 10% almost every day. Many young women of this age group are still at
school and belong to college sports teams, including such activities as netball, womens football
(soccer) or hockey.
Running takes off
Individual sports, such as running and cycling, are more popular than ever among women.
Euromonitor Internationals Global Consumer Trends survey of 2013 found that 62% of under
30s females take part in individual sports at least once a month, compared with 56% of all
respondents. A lower percentage exercise at the gym (40%), although this is still substantially
higher than the average of all respondents (34%).
According to the organisation Running USA, over the last five years there has been a notable
increase in the number of women participating in half marathons and 5Ks in the US. Its 2015
survey found that women accounted for over 60% of half marathon finishers. Running USA also
noted a shift in womens running from a solitary to a social event, due to the rise in interactive
fun runs, such as The Color Run. The latter hosts around 300 5K runs throughout the world, in
which participants splatter each other with coloured powder.
Women-only races, such as the Nike Womens Half Marathon and the Divas Half Marathon &
5K Series, have transformed the concept of long-distance running from a competition to a
weekend girls getaway, where women can feel inspired, relaxed and comfortable, whatever
their size, age or body shape. Many have fun with these events, donning tutus and tiaras, and
finishing up with a glass of bubbly. The recent Nike Womens Half Marathon even had firefighters handing out necklaces at the end of a race.
In the UK, Womens Running 10K Race Series partnered with This Girl Can, Sport Englands
initiative celebrating active women, in 2015 to introduce a 5K option in order to attract more
casual runners to the events. The organisation also joined up with sponsors such as Send a
Cow, Wheyhey ice cream, Endomondo, Everything But The Cow, Saka Water, Bellum Active,
Skechers and Buff to provide fun, freebies and discounts at the events. The UK supermarket
chain Morrisons organises the UKs largest women-only running event, in which almost 10,000
women run through the streets of Glasgow to the sound of drummers and pipers.
Similar events take place in other parts of the world. In Australia, for example, Nike organised
the third She Runs the Night event in 2014, a nocturnal fun run for women, which attracted
over 6,000 participants.
Women also appear to be embracing the current trend for obstacle races, or mud runs.
Women reportedly make up half of all participants in the Warrior Dash events, as they seek
enticing new ways to get or stay active, have fun and feel empowered. This has led to the
establishment of women-only events, such as Dirty Girl, Pretty Muddy and Mudderella.
The yoga boom
Intensive physical activities, such as yoga, dance classes, workouts or Pilates, are also very
popular among young women, especially those looking to combine fitness with a social element.
A particularly popular activity in recent years has been Zumba, a dance fitness programme
combining aerobic elements with dance moves, including hip-hop, soca, samba, salsa,
merengue and mambo.
Yoga, an activity dominated by young women, has also become big business all over the
world. Yoga has been described as something of a panacea for the ailments of modern society,
from insomnia, stress and anxiety to addiction, lower back pain and diabetes.
Euromonitor Internationals Global Consumer Trends survey of revealed that 43% of under
30s females take part in intensive physical activities, compared with 38% of all respondents.
Euromonitor International
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Table 5
Passport
% respondents selecting:
Women 15-19
Team sports:
Never
Less than once a month
1-2 times a month
1-2 times a week
Almost every day
Individual sports:
Never
Less than once a month
1-2 times a month
1-2 times a week
Almost every day
Exercise at the gym:
Never
Less than once a month
1-2 times a month
1-2 times a week
Almost every day
Walking/hiking for
exercise:
Never
Less than once a month
1-2 times a month
1-2 times a week
Almost every day
Intensive physical
activities:
Never
Less than once a month
1-2 times a month
1-2 times a week
Almost every day
Source:
Note:
Women 20-29
Women
All
15-29 responde
nts
20%
34%
13%
23%
10%
27%
38%
14%
16%
5%
25%
36%
14%
18%
7%
40%
33%
11%
12%
3%
10%
26%
17%
26%
21%
10%
30%
16%
28%
16%
10%
29%
17%
27%
18%
16%
28%
15%
26%
16%
35%
26%
9%
12%
17%
31%
28%
8%
20%
13%
32%
28%
8%
17%
14%
40%
26%
7%
17%
10%
6%
23%
15%
22%
34%
4%
20%
15%
27%
35%
4%
21%
15%
25%
35%
3%
17%
14%
28%
38%
22%
34%
13%
20%
12%
21%
36%
15%
19%
9%
21%
36%
14%
19%
10%
26%
36%
12%
18%
8%
Euromonitor International
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Passport
% women 15-29
Never
Team sports:
Brazil
China
France
Germany
India
Japan
Russia
UK
Euromonitor International
12%
16%
36%
41%
9%
55%
20%
26%
1-2
times
a month
1-2
times
a week
Almost
every
day
33%
40%
34%
26%
39%
25%
47%
39%
15%
23%
6%
9%
16%
9%
17%
11%
24%
20%
19%
20%
24%
7%
12%
19%
16%
1%
5%
3%
12%
4%
4%
4%
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US
Individual sports:
Brazil
China
France
Germany
India
Japan
Russia
UK
US
Exercise at the gym:
Brazil
China
France
Germany
India
Japan
Russia
UK
US
Walking/hiking for
exercise:
Brazil
China
France
Germany
India
Japan
Russia
UK
US
Intensive physical
activities:
Brazil
China
France
Germany
India
Japan
Russia
UK
US
Source:
Note:
Passport
30%
39%
15%
12%
5%
9%
1%
10%
7%
5%
43%
6%
8%
13%
30%
13%
33%
28%
32%
22%
36%
33%
28%
17%
16%
17%
20%
13%
14%
20%
19%
16%
24%
36%
33%
28%
27%
16%
24%
28%
26%
20%
33%
8%
18%
24%
5%
14%
13%
17%
25%
23%
43%
44%
26%
74%
28%
28%
24%
22%
41%
33%
22%
23%
18%
34%
27%
29%
5%
17%
6%
5%
5%
2%
11%
10%
12%
19%
17%
15%
21%
13%
5%
19%
25%
19%
29%
2%
3%
8%
32%
0%
8%
10%
17%
2%
1%
7%
5%
2%
19%
4%
5%
3%
22%
17%
36%
26%
13%
23%
16%
21%
19%
12%
17%
13%
18%
9%
20%
11%
17%
19%
34%
30%
17%
24%
20%
23%
21%
24%
33%
30%
35%
26%
28%
56%
15%
47%
33%
26%
18%
11%
35%
28%
5%
62%
22%
19%
13%
40%
46%
36%
36%
29%
24%
39%
33%
35%
14%
22%
8%
14%
16%
5%
12%
17%
13%
18%
18%
16%
17%
25%
5%
18%
23%
26%
9%
3%
5%
5%
25%
4%
9%
8%
12%
Womens Sportswear
A burgeoning sector
The increasing participation of women in a range of sports, from team sports to running to
yoga, has led to a growing market for female-targeted sportswear and footwear. The US market
for womens sports apparel was estimated by Euromonitor International to be worth US$19.4
billion in 2014, up by 8% in current value terms since 2013. The sector has burgeoned on the
back of two core trends: the booming interest in health and fitness, and the fashion for wearing
sports clothing on an everyday basis.
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Nike was a key driver in the US market in 2015, directing its marketing efforts specifically
towards women with its Better for It initiative. The campaign was designed to encourage all
female athletes to push themselves to be their best by interacting with Nike and each other.
Women have come to account for a fifth of Nikes sales, and the company has now opened its
own high-profile stores for women in the US, China and the UK. Sales from its womens
sportswear division rose by 20% for the 2015 fiscal year, to US$6 billion. Nike also continued to
add premium services aimed at women, including bra fitting, pants hemming and gait analysis.
Not to be outdone, Under Armour launched its US$15 million I Will What I Want campaign in
2014, as part of a rebranding exercise to engage female customers (currently, only around 30%
of Under Armours US$2 billion in revenue comes from sales to women). The campaign
launched with a feel-good ad featuring muscular ballerina Misty Copeland, who was originally
rejected by the industry for not having the ideal ballet body. The ad went viral and racked up 4
million views in just one week. Subsequent advertisements featuring the brands other Women
of Will, including Olympic skier Lindsey Vonn, tennis player Sloane Stephens, soccer player
Kelley OHara, and Gisele Bndchen, have the same inspiring message about smashing body
image stereotypes. In July 2015, the next step in the I Will What I Want campaign was
launched at an experiential event at Body by Simone in Los Angeles, with Lindsey Vonn. The
campaign advertised the new Armour Bra Collection, which is designed to support women
undertaking various fitness activities.
Fusing fitness with fashion
Womens athletic wear appears to be undergoing a global movement towards premiumisation,
with interest escalating in the uppermost price tiers. Young women have played a key role in
pushing this trend. Womens activewear-focused e-boutiques include LA-based Carbon38,
Australia-based StyleRunner and a new entrant, luxury internet retailer Yoox.
Several other retailers have also taken advantage of the boom in womens athletic wear,
including Canadas Lululemon, Australias Lorna Jane, the Gaps Athleta, VF Corps Lucy and
rapidly growing online competitors such as Fabletics and UK-based Sweaty Betty. Both Sweaty
Betty and Lululemon have benefited from the increasing popularity of yoga and have attracted
cult followings. Lululemon sells US$100 yoga pants, while even more expensive brands are
emerging, such as Lucas Hugh, where a pair of leggings can cost 225.
In the US, Gap Inc opened 100 Athleta stores in 2014 and planned 30 more openings for
2015. According to the president of Athleta, fitness and fashion are converging, with Athleta
offering a rather edgy line of clothing in bright colours, muted neutrals and prints.
Net-a-Porter launches new activewear concept
In 2014, the luxury clothing internet retailer Net-a-Porter entered the womens activewear
sector by unveiling its athletic shop-in-shop, Net-a-Sporter. The concept clearly targets women
who are serious about fitness but are also greatly concerned about aesthetic appeal. At the
same time, the shop has the potential to attract a new type of clientele that does not normally
buy designer clothing but is willing to invest in premium sportswear for its functional qualities.
Net-a-Sporter is organised around 11 activities, including popular ones such as running and
yoga/dance, as well as more niche pursuits, such as golf and equestrian events. Running and
gym/crossfit were found to be the most popular exercise areas among Net-a-Porter customers,
and the company expects the range to expand alongside the emergence of new fitness
movements, such as barre and spin class variations.
Brands carried by Net-a-Sporter include a mix of household names, such as Nike, and startups such as LEtoile Sport and Monreal London, which focus on tenniswear. The retailer has
also partnered with swimwear brands Lisa Marie Fernandez and Zimmermann on exclusive
capsule collections. The more fashion-orientated brands are categorised as aprs sport, which
Euromonitor International
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features clothing that allows consumers go straight from yoga to brunching with friends without
changing. These brands also addresses the growing trend of incorporating casual, comfortable
sports-inspired clothing in daily wardrobes. The category includes hoodies and sweatpants from
contemporary casual brands like Zoe Karrsen, Splendid and T by Alexander Wang.
The increasing popularity of luxury fitness concepts, such as SoulCycle and Equinox gyms,
which have spread across North America and are now emerging in the UK, has coincided with
the premiumisation of womens activewear. As exercise regimes have become a style statement
in themselves, the associated attire has become an essential part of the wardrobe for these
consumers.
Fast fashion retailers enter the fray
At the lower end of the market, fashion retailers are also entering the athleisure sector. For
example, in 2014, Swedish fast fashion giant H&M launched a global collection in Australia with
the designer Alexander Wang, which included sports bras, sweatshirts and neoprene
eveningwear. The range reportedly sold out on the first day of launch.
Singer Beyonc Knowles and London-based fashion retailer Topshop have also formed a
joint venture company, Parkwood Topshop Athletic Ltd, with the aim of designing and
manufacturing an athletic streetwear brand to be launched during autumn 2015.
Chinese market remains dynamic
Young Chinese women are also reported to be taking an increasing interest in fashionable
activewear, with the richest prepared to spend significant sums on gear, classes, coaching and
athletic events. Euromonitor International estimates that the womens sports apparel market in
China was worth US$3.6 billion in 2014, having grown by 6% by current value since the
previous year.
Sports brands are noticing the trend and ramping up efforts to target Chinese women with
messages regarding independence, self-challenging, self-expression and above all, fun. Adidas
is targeting young women with brightly coloured and comfortable designs made for everyday
use, thus transforming itself into a fast-fashion casual wear brand through Chinese pop icons
including Fan Bingbing and Angelababy.
In March 2014, adidas launched a new advertising campaign in China for its womens product
lines under the TGIF (Thank God Its Friday) concept. The campaign, which aimed to
communicate the necessity of sports for women at the weekends, was an advanced version of
its previous All in for My Girls campaign in 2013, which encouraged women to exercise with
their friends. The campaign advertised varied sports products with a focus on running, training
and dancing, which strongly boosted sales in 2014.
Nike has also focused on catering to the emerging female segment in China. In 2014, the
company promoted a women-specific sports training smart phone app, Nike+TC, and set up the
second global womens product experience centre in Shanghai. Meanwhile, Lululemon Athletica
took advantage of the rising popularity of yoga studios by launching in China with a creative
yoga event that addressed women who practice yoga for their own sake and invest in their
health and appearance.
Euromonitor International data show that Russian women spend a large amount of money on
sportswear, even though wearing sports clothing as part of daily wardrobe is not as common in
Russia as it is in other countries. The wearing of sportswear is largely restricted to fitness clubs,
where women want to be seen to be wearing designer items. Sales are estimated to have grown
by 11% in current value terms in 2014 alone, to US$2.0 billion.
Euromonitor International
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Table 7
US$ million
US
China
Germany
Russia
South Korea
Italy
Japan
UK
France
Brazil
Spain
Canada
Australia
South Africa
Poland
Sweden
Turkey
Netherlands
Mexico
India
Norway
Thailand
Austria
Malaysia
Denmark
Source:
2013
2014
% growth
17,922
3,362
2,099
1,830
1,770
1,848
1,700
1,603
1,658
1,135
1,172
1,040
909
823
711
690
543
584
476
418
333
278
269
240
176
19,413
3,569
2,166
2,028
1,884
1,804
1,804
1,772
1,712
1,283
1,208
1,105
993
894
768
716
614
583
531
521
345
311
276
257
184
8.3
6.2
3.2
10.8
6.4
-2.4
6.1
10.5
3.2
13.1
3.0
6.3
9.3
8.6
7.9
3.7
13.0
-0.3
11.7
24.6
3.5
11.9
2.5
7.0
4.2
Euromonitor International
Euromonitor International
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smartphone owners (some 46 million unique users) accessed apps in the fitness and health
category in January 2014, an 18% increase in users compared with January 2013.
Young women are key users of fitness bands
Many apps connect consumers with their wearables. These include FitBit (with 3.3 million
users in January 2014), Nike+Running (0.8 million users) and Samsungs S Health app (3.0
million users, prior to the launch of its own fitness bands). Other fitness and health apps include
diet apps such as Calorie Counter & Diet Tracker by MyFitnessPal (8.7 million users in January
2014) and exercise apps like Nexercise (3.0 million users) and Runkeeper (2.1 million users).
Nielsens research found that most fitness band wearers were young, with men and women
aged 18-34 years making up 49% of all owners, while women made up over half of all fitness
band wearers (52%, compared with 48% for men). Women were also more likely to use
mHealth devices (mobile health devices used to monitor specialised health needs) than men.
Furthermore, the research found that women used Fitbits smartphone app nearly twice as often
as men (29 times a month versus 16 times a month) and accessed the app nearly every day.
Sportswear companies develop their offerings
In response to this trend, sportswear manufacturers have invested heavily in developing their
fitness app offerings. Nike and adidas have a long-established presence in the mobile apps
market adidas with adidas Go and miCoach, and Nike with Nike Running, Nike Training Club,
Nike Fuel and Nike Move. Nike Training Club is aimed particularly at women, and offers a wide
range of workout routines tailored to various fitness goals.
Recently, Under Armour has also been building up its share in the category. In February
2015, the company purchased both the MyFitnessPal and Endomondo apps, following its
acquisition of MapMyFitness in 2013. According to Under Armour, these acquisitions have
brought the company a total digital customer base of more than 130 million.
For the consumer, sportswear apps cost a great deal less than a personal trainer, while still
offering a personalised experience. For sportswear companies, they offer substantial
commercial opportunities and a way to connect directly with consumers. Fitness apps are seen
as personal coaches, helping to motivate consumers, track their results and often rewarding
them with the likes of fresh content.
Furthermore, brand loyalty is fostered as consumers who train with a brand-endorsed app are
more likely to have that brand front of mind when the need for new gear arises. For example,
Under Armours MapMyFitness app includes a feature that monitors users shoe use and alerts
them when it is time for a new pair, sending a link to where new shoes can be bought online.
Fitness apps are becoming popular in emerging markets too. For example, in China, Gudong
Yundong, developed by codoon.com, helps track exercise routine and weight changes, while
Chihuo Jianfei, developed by Boohee Technology, is able to record consumers daily diet and
provide information about calories to help control weight.
The future is wearables
Wearable technology is in its early stages of development but provides a key opportunity for
sportswear innovation. In 2014, a Euromonitor International Analyst Pulse survey questioned
Euromonitor International analysts in over 80 countries about their use of activity trackers and
fitness gadgets, and found that, of those analysts who reported using fitness tracking devices,
the majority said they wear a device during physical activity that tracks distance, calories and
heart rate. Many of these products include heart rate monitors and sensors that contain a GPS
chip to track distance more accurately. A smaller number said they wear a device that not only
tracks exercise data, but also daily activity, including quality of sleep. These lifestyle-tracking
devices include the Nike+ FuelBand, Fitbit Flex and Jawbone UP, among others.
Euromonitor International
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Nielsens recent Connected Life Report found that in the US, around one in six consumers
who have heard about wearables are using them and, among these, 61% are wearing fitness
bands. The report found that wearable tech was most common among young people aged 1834, who accounted for 49% of owners of fitness bands. While men and women were found to
wear fitness bands in nearly equal numbers, women are more likely to use mHealth devices
(mobile health devices used to monitor specialised health needs) than men.
Sportswear manufacturers are also investing in wearable technology. Nike discontinued its
Fuelband in order to pursue a partnership with Apple, while adidas owns both the Smart Run
and Fit Smart watch brands. The fitness apps belonging to these brands offer extra tracking
functionality when synced with the associated wearables. For example, adidass miCoach Train
and Run app, which allows users to devise personalised training plans to work towards their
goals, works best if used in conjunction with the Fit Smart watch.
Fitness trackers are currently in phones, watches and wristbands, but it is likely that in future,
more of this functionality will be incorporated into garments themselves.
Sports Nutrition
Celebrity influence
Sports nutrition is a very fast growing area, with global sales rising by 52% in constant value
terms between 2009 and 2014. However, despite the growing trend for female fitness, very few
sports nutrition products cater to womens specific nutritional needs. Indeed, unlike the related
vitamins and dietary supplements category, gender-based formulating and marketing is still
underdeveloped in sports nutrition.
A UK survey of over 2,000 gym-goers carried out by Bodybuilding Warehouse in 2014 found
that women who visit gyms are increasingly using supplements, such as protein shakes, to
maximise the effectiveness of their workout. Many young women are motivated by the increase
in celebrity-endorsed fitness supplements. The fitspiration images posted by the likes of Kim
Kardashian and Millie Mackintosh on social media websites often show them holding protein
shakes.
The Bodybuilding Warehouse survey found that the most popular supplements consumed by
women were whey-protein products, such as protein shakes, on-the-go protein snacks and
vitamin and mineral supplements. It also revealed that women were most attracted to a
particular brand for its flavour.
Expanding the target audience
As sports nutrition continues to push further into the mainstream, manufacturers are looking to
increase their appeal among non-core users, such as wellness- and fitness-minded women.
One successful example is Bio Synergy Ltds Active Woman in the UK. The brand partnered
with popular daytime television host and fitness personality Melanie Sykes to launch the line,
which includes a pre-workout supplement, a post-workout recovery shake, a concentrated
sports drink and several weight loss supplements. The formulations emphasise their folic acid
and calcium content, and the packaging design is more subtle than the bright and bold colour
schemes typical of sports nutrition brands. Launched in 2012, Active Woman is distributed both
online and in mainstream chains such as Holland & Barrett and Boots.
Similarly, in the US, fast-growing Muscle Pharm Corp whose very masculine Assault and
Combat Powder brands are popular among both hardcore and casual users launched the
stand-alone FitMiss line in 2013. Centred around Delight, a hybrid meal replacement
slimming/post-workout protein powder, the line features a sachet format pre-workout
supplement, a probiotic multivitamin and several weight loss supplements featuring popular
ingredients such as conjugated linoleic acid (CLA). The brand was initially launched online but
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Passport
US$ million
Sports Nutrition
Source:
2009
2014
% growth
current
% growth
constant
5,920
10,096
70.6
51.6
Euromonitor International
Obesity
The world is getting bigger
Overweight and obesity have become a major public health issue in many countries, to the
extent that obesity has been described by the WHO as reaching epidemic proportions. This is
placing an increasingly heavy burden on healthcare authorities, as being significantly overweight
is linked to a wide range of health problems, including diabetes, heart disease, high blood
pressure, arthritis, gallstones, cancers such as breast and prostate, sleep apnoea, infertility and
depression.
A study conducted by UK-based think tank The Overseas Development Institute in 2013
found that more than a third of all adults worldwide (just under 1.5 billion people) were either
overweight or obese (defined as having a body mass index or BMI of 25-30 and over 30,
respectively). It attributed growing obesity rates to a noticeable shift from cereals and tubers to
meat, fats and sugar.
The obesity issue is attracting much media attention and is a major focus of governments
wishing to relieve the national health burden by encouraging citizens to lose weight. In some
countries, campaigns to promote exercise are as important as those to curb smoking and
excessive consumption of alcohol.
US has highest levels of female obesity
Among the key consumer markets shown in the table below, female obesity was at its highest
level in the US, at 42.5% in 2014. This represented an alarming jump of 5.7 percentage points
since 2009.
Latin America also has a growing obesity problem, with female obesity rates reaching 39.9%
in Mexico and 37.8% in Venezuela by 2014. The Mexican government has recently taken a
number of measures to help reduce national obesity levels, including placing a tax on sugary
drinks from January 2014, and restricting TV advertising of high-calorie food and soft drinks.
While obesity levels are still relatively low throughout Asia, they are beginning to rise sharply
in many areas of the region, as richer consumers switch to more refined foods and Westernstyle diets. In China, the proportion of women classed as obese rose from 6.0% in 2009 to 8.3%
in 2014, while in South Korea, the share increased from 4.8% to 6.0% over the same period.
Japan and India ranked lowest among the key markets, with female obesity rates of less than
3%. However, Indias population is becoming increasingly overweight as a result of rising
affluence.
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Chart 16
Source:
Euromonitor International
Weight Management
Women aspire to be thin
There is an enormous amount of pressure on young women to conform to the ideal body
shape as portrayed by the media. Bombarded with images of skinny and usually airbrushed
models and celebrities from an early age, girls are conditioned to believe that thin is beautiful
and are on a constant mission to lose weight.
Added to this, rising obesity rates bring an increased risk of a range of health issues, and
many women are keen to manage their weight while young as a preventative measure.
Weight loss can be achieved in a number of ways, from eating more healthily and increasing
exercise to joining slimming clubs, taking meal replacements, embarking on drastic diets or
even undertaking surgery.
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The survey revealed that under 30s females in France and China were most likely to agree
that they watch their food intake in order to manage their weight, at 54% and 52%, respectively.
It is notable that only just over a fifth (21%) of young Japanese women said they monitor their
food intake to manage their weight the lowest level among all countries. Japanese consumers
are very health-conscious in general and tend to prefer foods that are low in fat and sugar.
Indeed, the culture in Japan is to control calories, nutrients and the amount of food naturally or
via functional foods (FOSHU), such as Kirin Mets Cola or Pepsi Special, rather than via diet
foods.
Underweight is reported to be a growing problem among young Japanese women in their
teens and 20s. The global media has had a significant effect on young womens image
awareness, and popular perceptions of underweight women tend to be positive. Ministry of
Health data show that the proportion of underweight adults in Japan was at an all-time high in
2012. As many as 29% of all considered too thin by international standards.
Chart 17
% respondents agreeing:
Source:
Chart 18
% respondents agreeing:
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Source:
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partly due to a combination of growing obesity rates and the speeding up of lifestyles in South
Korea, as well as a fashion for tiny waists. Young people, in particular, are finding it more
convenient to consume diet meal replacements than cook fresh food from scratch. Due to the
proliferation of internet and Wi-Fi zones in South Korea, the distributors of global direct selling
companies are able to provide instant consultant programmes with consumers online, in
addition to BMI or other health check-ups through smartphones and other devices.
Herbalife dominates in meal replacement slimming
The global leader in the meal replacement slimming category is direct seller Herbalife. Its
Formula 1 shakes, sold as bulk powder, are the worlds bestselling meal replacement slimming
product, although a number of new entrants have recently joined the market. Herbalife operates
in over 90 countries and has recently bolstered its presence in emerging markets. South Korea
has been a particularly dynamic market for Herbalife. In 2013, it became the companys single
most lucrative country.
Herbalife also operates 78,000 nutrition clubs worldwide. These are social gatherings hosted
by independent distributors, where Herbalife products are served to club members. These clubs
provide additional social support to help members achieve nutritional goals, as well as a means
to access Herbalifes products more easily, through lower price points.
Weight loss supplements continue to grow
Weight loss supplements represented the second largest category within weight management
and although the market continued to expand over the review period, growth was slower than
for meal replacement slimming products. Global sales increased by 12% in constant value, to
US$5.2 billion.
Although there is a certain amount of scepticism surrounding weight loss supplements, the
market is frequently boosted by the launch of new discoveries touted as the next big thing in
weight loss. For example, in Australia, garcinia cambogia, an Indonesian fruit which was
popularised by American television personality Dr Oz, benefited from high levels of media
publicity in 2013 and 2014. Garcinia cambogia took over from African mango as the most
popular weight loss supplement in Australia, and several manufacturers launched versions of
the supplement, including Healthy Care, Optipharm and Naturopathica.
In Brazil, the latest trend in weight management is goji berries. Many products have been
introduced that incorporate the so-called superfruit, from tea to shakes, in order to attract
consumers to this new trend in weight management.
The emergence of new formats
New product development has also centred on new formats for weight loss supplements. For
example, Malibu Pilates launched Malibu Body Weight-Loss Gum in the US in 2014, a product
designed to provide benefits similar to other weight loss supplements in a chewing gum delivery
form. The chewing gum includes weight loss-causing ingredients which are ingested while
chewing the gum. It is claimed that the simple act of chewing gum is also used to deter craving
food, adding to the potential efficacy of the format.
In Japan, weight loss supplements that claim to control the absorption of carbohydrates and
lipids after eating sweet or fatty foods are popular. An example of this is Fancls Fancl Calolimit,
one of the leading brands in weight loss supplements, which mainly targets younger women.
The brand is marketed as an easy weight loss supplement with an affordable unit price. In fact,
most customers do not expect a strong slimming effect. Rather, they take Fancl Calolimit to feel
more comfortable when they eat sweet or fatty foods.
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US$ million
2009
2014
% growth
current
% growth
constant
5,502
4,093
819
396
373
11,182
7,932
5,151
1,022
149
376
14,630
44.2
25.9
24.9
-62.5
0.8
30.8
28.1
11.8
1.5
-66.6
-14.9
15.2
Euromonitor International
Special Diets
Allergies and food intolerance on the rise
Food allergies or intolerances are becoming increasingly common, especially among the
younger generation. There are now believed to be over 300 million people managing special
diets worldwide as a result of food allergies or intolerances. The reasons for the rise are unclear,
although one theory is that the emphasis on hygiene and widespread use of antibiotics, which
protect the body from germs, has left immune systems more likely to attack innocent substances
such as food proteins. Others believe food allergies may be the result of changes in the modern
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diet and cooking methods, or of vitamin D deficiency, while another theory is that introducing
potentially allergenic foods into infants diets too late or too early may be causing problems.
Food intolerances are defined as temporary adverse reactions that do not involve the immune
system in the same way as allergies. In particular, intolerances of gluten (mainly wheat) and
lactose (dairy products) are growing problems in the Western world, or at least are being
increasingly recognised and detected.
Euromonitor Internationals Global Consumer Trends survey of 2013 revealed that only 2% of
under 30s females were diabetic, which is unsurprising, given that type 2 diabetes tends to hit
later in life. However, as many as 15% of women in this group were found to have food allergies
or intolerances. This compared with just 13% of all respondents, and was even higher among
the teenage contingent, at 17%.
The incidence of food allergies or intolerances among young women was found to be
particularly high in China, at 30%, while in Japan, France and the UK, only 7%, 8% and 9% of
under 30s said they were allergic or intolerant to certain foods.
Chart 19
% respondents agreeing:
Source:
Chart 20
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introduced new gluten-free pasta, rice and noodle products, which stand out from other glutenfree products because of their exceedingly low calorie content and the ingredient konjac flour.
As the flour acts as a hunger suppressor, consumers feel full after eating as few as seven
calories per serving. Following strong demand, the company announced that it would launch a
range of ready meal products made from its gluten-free pasta, noodles and rice. In France,
global pasta leader Barilla entered the gluten-free sector with a gluten-free pasta in 2014.
US market benefits from tighter regulations surrounding gluten-free
The US market for gluten-free foods was boosted by a new standard introduced by the Food
and Drug Administration (FDA) in 2013. Previously, there had been no government verified
standard regarding what packaged food could be labelled as gluten-free, but the new definition
sets a clear limit of 20 parts per million of gluten. It is hoped that the FDA standard will help
reinforce consumers trust in gluten-free foods.
In addition, many packaged food products are naturally gluten-free, such as rice-based foods.
Therefore, several companies have begun to add the term gluten-free to their packaging in
order to boost sales. Similarly, the lactose-free dairy category faces stiff competition from up
and coming non-dairy alternatives, such as soy, coconut and oat dairy products. These products
are also benefiting from a trend towards lactose avoidance.
Table 10
US$ million
Lactose-free Food
Gluten-free Food
Diabetic Food
Other
Total
Source:
2009
2014
% growth
current
% growth
constant
4,205
1,385
799
1,496
7,884
6,717
2,581
834
2,172
12,304
59.7
86.3
4.4
45.2
56.1
40.2
61.6
-11.1
26.5
36.0
Euromonitor International
Meat Avoidance
Ethical vegetarianism gains ground
A significant number of young women are eschewing meat in favour of a vegetarian, vegan or
pescetarian diet. There are various reasons for this trend, including ethical and sustainability
issues, health, religion and culture, and high meat prices.
Ethical vegetarianism has become popular in developed countries, due to the spread of
intensive farming methods. Many vegetarians believe that the current mass demand for meat
cannot be satisfied without a mass-production system that disregards the welfare of animals.
Furthermore, red meat, in particular, has got a bad press for being a prime source of
saturated fat, a high intake of which is closely associated with cardiovascular disease and some
cancers. Studies have linked higher consumption of red meat to increased risks of type 2
diabetes and bowel cancer, while recent research by the Harvard School of Public Health found
that eating three rashers of bacon per day raised the risk of breast cancer in women by more
than 20%.
Meat avoiders prefer to obtain essential nutrients, such as iron, from foods such as lentils,
beans, eggs, fish, chicken, turkey, nuts and breakfast cereals. The growth of vegetarianism is
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also offering greater opportunities for manufacturers of meat substitutes and other meat-free
dishes.
Young women more likely to be meat-avoiders
Euromonitor Internationals Global Consumer Trends survey of 2013 found that 12% of under
30s females do not eat red meat, compared with 10% of all respondents. The share was as high
as 14% for younger women aged 15-19 years. Women under 30 were also more likely than the
general population to be vegetarian (8%) and vegan (3%).
Vegetarianism among under 30s females is at its highest level in India, where as many as
41% of respondents claimed not to consume red meat, 36% said they were vegetarian and 12%
vegan. This is largely due to cultural reasons, as meat consumption is discouraged or banned in
several Indian religions, including Hinduism, Buddhism and Jainism.
Among the developed markets, the UK registered the highest percentage of vegetarians and
vegans among women aged under 30 years (5% and 2%, respectively), while Germany had the
highest share of non-red meat eaters (11%).
Chart 21
% respondents agreeing:
Source:
Chart 22
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Source:
Food Attributes
The young eat healthier
There is evidence to suggest that young women have healthier eating habits than their older
counterparts. There has been a strong trend among all consumers but driven overall by
younger women towards foods that are fresher, more natural and more wholesome, involving
less processing and fewer artificial ingredients.
This was confirmed by Euromonitor Internationals Global Consumer Trends survey of 2013,
which found that under 30s females were significantly more likely to look for products with
limited or no artificial ingredients than the general population (40% versus 36%, respectively).
This was even higher among teenage women (41%).
The dangers of salt
There is global concern about the amount of added salt in processed foods and its effect on
health. This has been fuelled by the actions of groups such as the UKs Consensus Action on
Salt and Health (CASH), which aims to reach a consensus with the food industry and
government over the harmful effects of a high salt diet and bring about a reduction in the
amount of salt in processed foods, as well as salt added to cooking and on meals. The target is
to reduce salt intake to an average of 6g a day from the current average of 8.1g a day, which
CASH believes will have a large impact, reducing strokes by around 22% and heart attacks by
16%.
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to emphasise its natural corn origin. The petition was rejected by the FDA in 2012, partly
because it defines sugar as a solid, and partly because the term corn sugar had already been
approved as another name for dextrose. Also cited were public health concerns that people with
fructose intolerance needed to be aware that the ingredient contains fructose.
When concerns about HFCS first came to the fore in the US in 2010, some companies
replaced it with real sugar to give their products a more wholesome image. For example,
PepsiCo launched Throwbacks a line of limited edition Pepsi and Mountain Dew drinks
containing real sugar in place of HFCS, while Dr Pepper Snapple Group launched limited edition
Dr Pepper Made with Real Sugar.
Chart 23
% respondents seeking:
Source:
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Japanese women were least likely to look for foods fortified with vitamins and fibre (17%)
perhaps because their general diet is already very healthy.
Organic products are particularly popular among under 30s females in Russia and the US
(22% and 18%, respectively). Again, respondents in Japan showed very little interest in this
aspect, with only 1% saying they look for organic labels.
All natural claims appeal most to Russian women (67%), with Japanese and Brazilian women
least likely to look for all natural labels (25% and 27%, respectively).
Reduced or low calorie attributes are sought mostly by the Chinese, with as many as 59% of
under 30s females seeking these products. This also applied to 44% of Indian women. Again,
very little interest was shown by Japanese women, with just 9% saying they look for reduced or
low calorie labels.
Chart 24
Source:
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effects of sugar, which has largely been driven by the campaign group Action on Sugar (AoS, an
offshoot of CASH). AoS wants the global food industry and governments to agree that a high
sugar diet is harmful and to bring about a reduction in the amount of hidden sugars in
processed foods.
In Japan, there was less concern about added sugars, with just 14% of women under 30
looking for these on food labels. In Russia, too, only 20% of young women were concerned
about added sugars.
Brazilians wary of corn syrup
Corn syrup is also avoided by under 30s females especially Brazilian women (42%) and
Chinese women (37%). The use of HFCS has reportedly grown rapidly in China since 2009, due
to rising prices of sucrose and increasing demand for processed foods. In contrast, under 30s
females in Germany and Russia are not too concerned with corn syrup (only 8% in each country
looked for the ingredient).
Brazilian and Indian women were most concerned about fat content, with 49% and 42% of
under 30s females in these markets looking for products with limited or no added fat. Again,
Japanese and Russian women were least concerned about this aspect of food labels (16% and
24%, respectively), although the absence of trans fat and hydrogenated oils was found to be
important to Russian women (41%).
Added salt unacceptable in India and China
Indian and Chinese women were most likely to eschew added salt (44% and 42%,
respectively), but this applied to 3% of Japanese women. French and German women also
showed little concern for added salt, with just 10% and 12%, respectively, looking for this on
labels.
Avoidance of artificial ingredients was found to vary considerably from market to market,
ranging from 67% of Indian women down to 4% of Japanese women. Over half of under 30s
females in Brazil, China and Russia said they look for limited or no artificial ingredients on
labels.
Chart 25
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Manufacturers have responded by using creative marketing to launch products that reduce the
fat, calorie or sugar content but remain appealing to US consumers. Terms such as sensible,
smart, guiltless and better for you are fast replacing low fat, low sugar and low calorie
claims.
Chinese seek to rebalance their diet
In China, the faster pace of life has led to problems such as low immunity and various
stomach complaints, as a result of unbalanced nutrition. FF products with added pro/prebiotics,
such as pro/pre biotic spoonable yoghurt, have performed particularly well. A new premium
brand, Hericium Biscuit (Jiangxi Jiangzhong Pharmaceutical Co) incorporates the traditional
stomach nourishing medicine ingredient hericium (a rare mushroom) into a biscuit, and although
expensive, has benefited from strong advertising conveying a high-end lifestyle.
Backlash against artificial ingredients benefits the NH category
Many consumers across the world are concerned about the amount of added preservatives
and artificial sweeteners in food and beverages, which they perceive as having a negative
impact on their overall wellbeing. Recently, many products that focused on simple ingredients
and transparent messaging enjoyed success by giving consumers the simple but tasty products
they seek. Naturally healthy (NH) products have benefited from this trend, growing by 17% in
constant value terms over the review period, to US$284.8 billion.
Other types of fresh food have also benefited from the trend towards natural ingredients. The
Paleo Diet, for example (also known as the Cave Man or Stone Age diet) requires followers
to eat only naturally occurring food, such as grass produced meats, fish, and fresh fruits and
vegetables. Therefore, followers of this diet, as well as the Raw Food Diet, are largely trading
packaged food for fresh food.
Organic food goes mainstream
Young women are also said to be behind the growth in organic products, as they seek out
more natural food, and avoid chemicals and pesticides. As a result, organic packaged food has
become more mainstream and retailers have increased their portfolio of organic products. In the
US, for example, retail giant Target increased its organic offer in 2014 with the launch of its new
Simply Balanced private label line. Simply Balanceds products are positioned as being free of
preservatives, high fructose corn syrup and genetically modified organisms (GMOs), while 40%
of the product portfolio is promoted as organic. The supermarket chain Kroger has also been
investing in its organic offer. Krogers portfolio of organic and natural products exceeds 35,000
SKUs and sales from its private label organic range were expected to exceed US$1 billion in
2014.
The trend towards healthier drinks
There has also been a strong trend towards healthier drinks, including bottled water and
green tea, largely at the expense of sugary drinks and carbonates.
Global sales of bottled water jumped by 27% in constant value terms over the review period,
to US$118.1 billion. In the US, carbonated natural mineral bottled water posted one of the
fastest growth rates of all drinks in 2014, having benefited significantly from the migration of
consumers from sugary soft drinks. In addition, similar offerings with little natural flavouring, like
LaCroix, performed very well due to demand for simple but tasty products.
Although value sales of 100% juice as a whole remained flat in real terms over the review
period, partly due to recent publicity highlighting their high sugar content, certain niche
categories continued to make progress. For example, demand for organic juice grew as
consumers sought out more super-premium products with simpler ingredients and fewer
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preservatives. Organic juices, especially cold-pressed varieties, became very popular due to
their low preservative content compared with most other juice products.
Surging demand for coconut water
Superfruit 100% juice products performed very well in several markets in 2014, thanks largely
to the boom in sales of coconut water. Consumers perceive coconut water as a nutritious, tasty,
all-natural product that provides electrolytes. Coconut waters low calorie content and celebrity
endorsements have made it popular with affluent, health conscious consumers.
Coconut water also benefits from strong advertising by the likes of Vita Coco, Coca-Colaowned Zico and PepsiCo-owned O.N.E. In France, all four of the major coconut water brands
Vava, Vita Coco, Zico and Dr Antonio Martins posted double-digit sales growth in 2013.
However, Brazil is still the worlds leading market for coconut water, where its leading brand,
Kero-Coco, is stocked in McDonalds and Pizza Hut.
Health benefits of green tea
Green tea has also been a hit with young women in recent years, due to its antioxidant
properties. Sales increased by 13% in real terms between 2009 and 2014, reaching US$11.2
billion by the latter year.
In RTD tea, there is a notable trend towards simpler products, like the US launch of Arizona
Oak Reserve tea in July 2014. The new tea is brewed with American oak chips and comes in
simple flavours, like unsweetened, lightly sweetened and lemon.
In Japan, FOSHU (Food for Special Health Uses) continues to be popular. Following the
success of Kirin Mets Cola, which is said to limit the absorption of fat from food, several
manufacturers introduced new FOSHU drinks, such as Ito Ens Stylee Sparkling, RTD coffee
Healthy Coffee by Kao Corp and RTD tea Iyemon Tokucha by Suntory.
The growing interest in health and wellness foods and drinks is opening up opportunities for
smaller, independent companies with high quality and innovative offerings. In the US, these
include companies such as Talking Rain Beverage Co and Kind LLC, which witnessed very
rapid growth during the review period. Growth has come partially from the overall expansion of
the distribution networks for these products but also the growing base of frequent product users.
Stevia drinks
With consumers looking to cut down on sugar intake and losing faith in artificial sweeteners,
manufacturers have been looking to stevia enhanced drinks to capture attention. These tend to
have around 30% less sugar than regular versions.
As of early 2014, Coca-Cola Co had incorporated stevia into more than 45 product globally. In
2013, it began marketing a stevia-containing mid-calorie cola called Coca-Cola Life in Argentina
and Chile. Coca-Cola Life was launched on a trial basis in the UK, the US, Mexico and Sweden
in 2014.
PepsiCos mid-calorie cola, Pepsi Next, is sweetened with stevia in certain markets, including
Finland, the Netherlands, France, Canada and Australia. In October 2014, PepsiCo announced
the launch of a new stevia-sweetened cola in the US, called Pepsi True. PepsiCo also
successfully launched Mountain Dew Kickstart in the US in 2013, a mid-calorie carbonate with
5% fruit juice and caffeine. Kickstart was developed as a morning beverage to compete with
coffee and orange juice. In 2014, the company launched a night-time version for younger
consumers to energise before going out, which combines citrus flavours, caffeine and fruit juice.
Table 11
The Global Market for Selected Healthy Food and Drinks 2009/2014
US$ million
2009
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2014
% growth
% growth
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Fortified/functional products
Naturally healthy products
Better for you products
Bottled water
100% Juice
Organic products
Green tea
Source:
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192,910
211,286
142,828
81,743
36,116
26,561
8,885
276,055
284,847
166,582
118,149
39,685
35,929
11,229
current
constant
43.1
34.8
16.6
44.5
9.9
35.3
26.4
23.6
16.9
0.8
26.5
-0.9
21.4
13.3
Euromonitor International
OUTLOOK
Health and fitness will take priority
The under 30s will continue to take a growing interest in their personal health over the
forecast period, influenced by factors such as:
The increasing amount of health messages and nutritional information targeting young women
via the media and internet;
Changing attitudes towards women and sport;
Government measures to encourage healthy eating and exercise;
Smart marketing by health and wellness and sportswear companies;
The tendency to have children later in life;
A higher number of women going into higher education and careers;
A rise in female income levels.
The trend towards later motherhood is expected to continue throughout the rest of the
decade, leaving many younger women free to dedicate more time and effort to looking and
feeling good. Moreover, the rising number of women going into higher education and
employment means they will have higher disposable incomes to spend on health and fitness.
At the same time, greater work and social pressures may lead to higher stress levels. This
may spark greater demand for products such as female-orientated alcoholic drinks and stressbusting leisure activities, such as spas and yoga.
Continued trend towards later motherhood
Euromonitor Internationals forecasts show that the average age of women having their first
baby will increase slightly in almost all the selected countries in the six years to 2019 (with some
notable exceptions, such as Denmark, Malaysia and Russia).
In the UK, the average age of women at first childbirth is predicted to reach 31.1 years by
2019. Recent figures from the ONS also show that the number of babies born to women over
the age of 40, and even over the age of 50, is increasing rapidly in the UK. Between 2008 and
2012, the number of babies born to women over the age of 50 rose from 69 to 154. Similarly, in
the US, recent figures from the Centers for Disease Control & Prevention showed that the
percentage of children born to women over the age of 35 rose from just 1% in 1970 to 15% in
2012.
It will remain the case that many women in the developing markets of Latin America and
Southeast Asia have children from a younger age. However, even in these markets, women are
gaining more education and independence, and those in urban areas are delaying motherhood
and having fewer children.
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The fact that women are staying single for longer and are earning more will benefit sectors
such as spas, fitness centres, sports apparel, nutritional supplements, and health and wellness
foods in the coming years.
Chart 26
Source:
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slim on average. The mean female BMI for Japanese women is predicted to drop marginally to
just 22.0kg/sq m by 2019.
Chart 27
Source:
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Meal replacement slimming products will continue to dominate the weight management
market over the forecast period and are predicted to see strong growth of 23% by constant
value. While the US and South Korea will remain the largest country markets for meal
replacement slimming products, growth will largely be fuelled by emerging economies such as
China, Malaysia and Indonesia, as companies such as Herbalife continue to penetrate these
markets.
Weight loss supplements will also remain dynamic, with growth forecast at 14%, while the
much smaller OTC obesity category is expected to recover, driven by growth in the two most
developed markets the US and China.
Table 12
2014
2019
% growth
7,932
5,151
1,022
376
149
14,630
9,716
5,890
1,013
379
240
17,237
22.5
14.3
-0.9
0.7
61.2
17.8
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obesity epidemic could be halted or reversed. Its experts believe that consumers palates
would adjust to a less sweet taste in much the same way as salt reduction initiatives have
worked gradually to rehabilitate tastes to less salt.
Coca-Cola, PepsiCo and the Dr Pepper Snapple Group have already pledged to cut the
number of sugary drink calories that Americans consume by 20% by 2025,which they will
achieve via a combination of marketing, distribution and packaging. The companies intend to
expand their ranges of low- and zero-calorie drinks, as well as drinks sold in smaller portions,
while educating consumers and encouraging them to reduce their calorie intake. Snacks giant
Mondelez has also agreed to increase individually wrapped options of 200 calories or less by
25% before 2020, and to display front-of-pack calorie labels on all products globally by 2016.
With consumers craving sweetness but mistrustful of artificial ingredients, the search will
continue to discover the holy grail of sweeteners. Meanwhile, new product development will
focus on finding the right combination of stevia or other sweeteners with sugar and flavour
enhancers to manufacture products with the ideal taste and texture.
A bright future for health and wellness products
Euromonitor International forecasts that, globally, sales in the naturally healthy and
fortified/functional categories will grow by 24% and 26%, respectively, over the forecast period
to 2019. BFY products are expected to see much slower growth, of 6%, due to the ongoing
movement against processed reduced fat and low calorie foods in favour of all-natural products.
The sentiment among younger consumers against preservatives and artificial ingredients will
also benefit the organic sector, which is set to increase sales by 21%. With weight conscious
consumers migrating to diets like the Paleo Diet, which feature mostly fresh food, makers of
BFY packaged food will need to emphasise food plus attributes, such as the healthiness of
quinoa or a high-protein content.
While coconut water will remain popular among those seeking healthy but tasty alternatives to
carbonates and other sugary drinks, aloe vera-based drinks may emerge as the next big thing in
superfruit juices. Aloe vera is said to protect against infection, strengthen the metabolism and
stimulate the auto-immune system. It is also effective against some digestive problems, protects
the liver and allows better blood circulation. In addition, aloe vera fights cholesterol and controls
diabetes and provides better oxygenation of the cells. In France, Kingreen General Beverages
Aloe Drink for Life brand is already highly popular.
Special dietary requirements to become more common
Euromonitor Internationals Global Consumer Trends survey of 2013 found that young women
were more likely than the general population to have food allergies and intolerances. This trend
is likely to continue, given that more children are being diagnosed with food intolerances than
ever before and will take their special requirements into adulthood.
Furthermore, many young women believe that gluten-free or dairy-free foods are generally
better for their health, which offers plenty of opportunities for the development of the free from
market. Gluten-free food, in particular, offers good prospects for ingredients innovation, as
manufacturers substitute cereals with a high gluten content with other types, such as quinoa,
sorghum, corn, millet and teff. These so-called ancient grains provide some interesting product
development ideas for the future, which should help maintain the interest of consumers.
The wider availability of free from foods within general retailers will also drive future sales,
and Euromonitor International forecasts constant value growth of 31% in the food intolerance
category over the forecast period.
The survey also revealed that young women are more likely than the entire consumer base to
avoid red meat or to be fully vegetarian or vegan. This trend is also expected to continue over
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the forecast period for a variety of reasons, including concerns about animal welfare,
environmental sustainability and personal health.
Table 13
2014
2019
% growth
284,847
276,055
166,582
118,149
35,929
39,685
12,304
11,229
351,875
346,806
176,689
150,794
43,486
42,557
16,054
12,996
23.5
25.6
6.1
27.6
21.0
7.2
30.5
15.7
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Dietary supplements
Vitamins
Sports nutrition
Source:
2014
2019
% growth
51,945
25,046
10,096
61,188
28,248
14,258
17.8
12.8
41.2
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increasing number of regular gyms will offer women-only sessions in order to cater to women
who feel intimidated by male gym-goers.
The expansion of wearable tech
There is still a huge amount of potential for development within the wearable tech sector. For
many of todays pressured women, the time, expense and motivation to maintain a regular
fitness routine can be hard to find, and the emergence of wearable fitness devices and apps,
such as FitBit and Nike+Running, has helped them find renewed inspiration to exercise. There
are currently almost 70 million women around the world who use Nikes two training apps, Nike+
Running and Nike+ Training Club (a women-only app), and the number continues to grow.
The increasing investment of sportswear manufacturers in wearable tech indicates their
confidence in its potential. For example, US-based sportswear manufacturer Under Armour,
which has recently turned its focus to the female market, purchased both MyFitnessPal and
Endomondo in February 2015 with the intention of expanding in the category.
Dedicated social networks will develop
As the use of tech gadgets and apps to track exercise expands, there is also a growing
opportunity to create separate social networks dedicated to fitness enthusiasts. Consumers who
use these fitness devices and apps but are uncomfortable sharing their goals and workouts with
their broader network may be happy to share with a group of like-minded exercisers who are
also sharing their own workouts and achievements. Indeed, many companies are already
tapping into this trend by providing social media platforms open only to those using a particular
fitness app or device. For example, Fitocracy combines the use of social media and sharing with
a game-like structure for fitness with rewards, while Spark People tracks diet and exercise
progress while connecting with other fitness and health minded individuals.
Mindfulness devices
The next wave of wearable tech could add wellbeing to the equation. A new device, Spire,
which was launched in the US in November 2014, focuses on the mind as much as the body.
The device, which is wireless, rechargeable and can be clipped onto a bra strap or waistband,
syncs with a phone app to alert users when they become overstressed, reminding them to take
a deep breath or a break. Another mindfulness device new to the market is Being, a watch-like
device from the Asian company Zensoriumin. The device tracks mood using a sensor that
measures heart rate variability and blood pressure.
Psychologists believe that the new devices will make users aware of unhealthy patterns and
help positively impact mood, stress levels and behaviour. An analysis of Spires user data found
that about 75% of the time it sends a notification, users breathe more deeply, lowering tension in
turn, within 90 seconds.
Developers are also said to be experimenting with emotion-detecting wearables, such as a
pullover that changes colours based on the wearers excitement, and even a bra that alerts
women when they might be tempted to overeat due to personal triggers like stress.
It is also reported that Microsoft Research is working on wearables that do not just give users
insight into their emotions but also allow them to share findings with others, such as a butterfly
pin called MoodWings that flutters when stress levels rise, or a scarf that can heat up when the
user is sad and play cheerful music when they are happy.
Opportunities in athleisure apparel
The womens sportswear market is showing no signs of slowing down, and is expected to
experience buoyant growth over the forecast period, thanks to increasing female participation in
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sporting and fitness activities, combined with a trend towards incorporating athletic wear into the
daily wardrobe.
The movement towards premiumisation within womens sportswear is also set to continue, as
many women see their expenditure on activewear as a reflection of their status. As a result,
competition is expected to intensify in the sector. For example, in 2015, US-based Dicks
Sporting Goods announced plans to target the female market with a new boutique concept
called Chelsea Collective. The first two outlets were set to open in August, selling workout wear,
shoes, equipment, accessories and beauty products. The stores will sell clothing from the likes
of Nike, as well as its own label Calia (which Dicks recently launched with country singer Carrie
Underwood) and niche brands like Lorna Jane, Spiritual Gangster and ALALA. Other offerings
will include brands like Brooks, Hunter Boots, Pure Vida, Le Sport Sac, Philosophy and Evian.
The online marketplace will also become more competitive. In July 2014, for example, Net-aPorter launched its sportswear specialist sister website Net-a-Sporter, offering an expanded
range of merchandise from its activewear collection.
APPENDIX
Questions Included the Euromonitor Internationals Global Consumer
Trends Survey of 2013:
Please rate your personal health level on the following scale, where 0 is extremely unhealthy
and 10 is extremely healthy. Take into account chronic conditions, overall fitness level, dietary
habits, and any other health-related factors. Do not take into account temporary illnesses, such
as a cold or the flu.
Which of the following factors or ingredients do you look for on food labels and food ingredient
labels?
Contains added vitamins or fibre
Has limited sugar or no added sugar
Has limited or no added fat
Has limited salt or no added salt
Reduced or low calorie
Does not contain trans fat or hydrogenated oils
Contains protein
Does not contain corn syrup
Has limited or no artificial ingredients
Is organic
Is all natural
On average, how often do you:
Participate in physical exercise
Take health supplements/vitamins
Participate in stress-reduction activities (eg meditation, massage)
On average, how often do you:
Participate in team sports (eg football)
Participate in individual sports (eg running, cycling)
Exercise at the gym
Walk or hike for exercise
Participate in intensive physical activities (eg yoga, dancing)
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Please look at the following statements and tick all that apply:
I am on a diet trying to lose weight
I actively monitor what I eat in order to manage my weight
I am diabetic
I am allergic or intolerant to certain foods
I do not eat red meat
I do not eat red meat or poultry but I do eat fish
I am a vegetarian (I do not eat meat, poultry, or fish)
I am a vegan (in addition to a vegetarian diet, I do not eat dairy or eggs)
On average, how often do you:
Smoke cigarettes
Consume an alcoholic beverage at home
Consume an alcoholic beverage out of home
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