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1、Click here or press enter for the accessibility optimised versionWho Cares?Who Does?HealthDecoding WellnessHow mental and physical healthneeds are re-shaping habitsaround the worldThe wellnesscontradictionGlobally,people are clear aboutwho holds responsibility for theirhealth:themselves.An emphatic7

2、8%declare their wellbeing is firmlyin their own hands.In LatinAmerica,the sentiment is evenstronger 86%proclaim self-responsibility.Yet,when it comes toactively nurturing that wellbeing,many appear to fall short.Barelyhalf say they proactively engagewith their physical health,and evenfewer invest th

3、e effort into theirmental wellbeing.Its a revealingcontradiction:a world of individualswho acknowledge the burden ofresponsibility but struggle to movefrom saying something must bedone,to doing something about it.Adding to the complexity,it isnoteworthy that only 56%ofpeople feel they are doing well

4、 orvery well on both physical andmental health fronts.Thesenumbers vary significantly acrossregions 53%in Europe,55%inLatin America and the UnitedStates,58%in Africa and theMiddle East,and notably higher atMiddle East,and notably higher at68%in Asia Pacific.Wellbeingremains a significant challenge,e

5、specially as obesity rates continueto climb in many countries.In theUnited States,for example,officialfigures show that 42%of thepopulation is classified as obese.Beyond self-relianceInterestingly,even as individualsaccept the lions share ofresponsibility for their health,theyare also clear about ne

6、eding helpfrom others.Nearly half of shoppers(49%)say brands should play a rolein ensuring a healthier life rising to56%in the US.Governments,too,are expected to step up,with 47%ofpeople saying they expect policysupport for better health,asentiment expressed even morestrongly in Africa and the Middl

7、eEast,where 61%expect action.So whats stopping people fromtaking action themselves?As isoften the case,a major barrier iscost.While shoppers around theworld are eager to adopt healthierlifestyles,many feel theyre beingpriced out of making the rightchoices.This feeling is likelyamplified by stubbornl

8、y highinflation levels in recent years.Theinflation levels in recent years.Thecost of nutritious food is asignificant hurdle,with half ofglobal shoppers expressingfrustration over the high prices ofhealthy options.This tensionbetween desire and affordability isnot only a localised concern but awides

9、pread issue.In Chapter 2,weexplore in more depth how thisstruggle between preference andpracticality plays out.Beyond cost,there are deeper factorsthat appear to hold people back fromachieving their best health.The threebiggest factors cited by shoppers ashaving a negative impact on healthare stress

10、,weight issues,and anunbalanced diet.Stress stands out asthe dominant barrier a universalconcern.Weight management andpoor dietary choices furthercomplicate the path to wellness,making the burden heavier.A moment for brandsThis mix of self-reliance andexternal expectation reveals aparadox and an opp

11、ortunity.People want to be in control of theirhealth,but they want brands andgovernments to help make thatcontrol possible,to help turn intentinto action.Critically,they ask foraffordability and solutions toaddress the obstacles they face.Forbrands,this is a moment to stepup:to turn aspirations for

12、betterwellbeing into achievableoutcomes.People expect brands tobe partners in progress,makinghealthier choices practical andinviting.This is about making thosechoices affordable and accessiblewhile also tackling the underlyingstressors and challenges thatpeople face.This is where the role of behavio

13、uraldata becomes crucial for brands.While most ad hoc qualitativeresearch highlights what peoplesay,Kantars behavioural andpurchasee data also reveals whatpeople actually do.Understanding the gapbetween intention andaction can reveal hiddenbarriers,unspoken needs,or unexpected motivations.From there

14、,brands can pinpointaccess points to support healthierlifestyles whether through morerelevant products,bettercommunication,or seamlessservice solutions.As youll discover in this report,ourglobal research journey took usfrom the stressed-out to theoptimistic.Along the way,we foundthat people fell int

15、o distinctsegments when managing theirwellbeing.Understanding thesesegments Health Actives,HealthModerates,and Health Passives is central to unlocking new spacesfor brands to act.The opportunity lies in helpingpeople in these segments overcometheir barriers,whether reducing thecost of healthier choi

16、ces,addressing stress,or offeringguidance on balanced diets.Hint:none of these things are mutuallyexclusive,but predisposing peopleto these related opportunities ispart of the journey.Our exclusive findingsare drawn from over103,000 peoplerepresented in Kantarspurchase panels across35 markets and fo

17、urcontinents,with thecollaboration ofYouGov and Europanel.The research andanalysis help us seebeyond the numbersand into peoples lives.It connects whatpeople say they careabout to what they doabout it.Click here or press enter for the accessibility optimised versionBreakingthe barriersto better heal

18、thThe 3 pillars:stress management,diet,and weightThe stress trap:tangled inweight and dietwoesOur respondents told us stress,weight struggles,and unbalanced diets were the three biggesthurdles stopping them from getting healthier.And theyre all tangled together stress canlead to poor eating habits,w

19、hich makesmanaging weight harder,which in turn addsmore stress.Its a tough cycle,but it doesnt haveto stay that way.People are asking for help,andbrands and retailers have a chance to respondby making healthier living a little easier.Struggling to actStress is cited as the mostsignificant health bar

20、rier,with 61%identifying it as a negative factor.Its a universal concern,affectingmental and physical health almostequally.Yet,the picture remainscomplex when it comes toactionable steps to combat stress.A primary action people say theyare taking is trying to improve sleeppatterns,with 45%of shopper

21、srecognising that going to bed earlyis crucial to reducing stress.However,the reality of gettingsleep falls short of the intent.Only63%of people say they manage toregularly get a good nights sleep,with even lower rates in the US(56%).Many say they are turningto methods to support sleep andreduce str

22、ess such as avoidingcaffeine(33%),drinking herbal tea(21%),and using mindfulness apps(14%)but with varying degrees(14%)but with varying degreesof success.The irony is evident:nearly a third worry aboutinsomnia,with the highest rates inLatin America(36%),even asefforts to improve sleep struggle totak

23、e root.One effective strategy many saythey embrace is making time forhobbies or loved ones.Spendingtime on activities or with peoplethat bring joy is something 66%saythey do regularly,with oldershoppers particularly committed tothis.Interestingly,this trend alignswith some of the messagingpromoted b

24、y major brands likeCoca-Cola,which have tappedinto the value of togethernessto resonate with stressed shoppers.Meanwhile,only a third of peopleare actively limiting screen time an area where many express adesire to disconnect but find itdifficult to follow through.Only 63%of people saythey manage to

25、 regularlyget a good nights sleep,with even lower rates inthe US(56%).However,as Fast-Moving ConsumerGoods(FMCG)brands,particularlythose in the food and beveragecategories,consider how tointervene,they should know thatpeople are sending explicit signalsfor help.In research conducted lastyear by Kant

26、ars MONITOR team,shoppers cited cooking and mealpreparation as a major source ofstress up 5%from 2017,andparticularly prevalent in countriesexperiencing high levels of foodinflation.In other words,they wantcooking to be made easier,even incountries where scratch cooking isless prevalent.The risingur

27、ge tounplugBy Jennifer JamesEVP,Head of Global MONITORKantarTrue wellness means thriving mentally andphysically,but to achieve it,a better balancebetween life online and offline is increasinglyrequired as people search for a morerounded approach.Our studies continue toshow connected devices at the h

28、eart of theirconcerns,directly linked to feelings of stress.Two years ago,a Kantar US MONITORstudy highlighted signs of this trend:thedesire to disconnect was strong,particularlyamong younger generations.Among USMillennials,63%wished they could spendmore time completely disconnected fromtechnology,a

29、 sentiment echoed by 58%ofGen Z.Even Gen X felt the pressure,with56%wanting to step back from screens.Interestingly,Baby Boomers those whohave arguably spent the longest withconnected devices of all kinds showed alower desire to disengage,with 47%feelingthe need for a tech break.This illustrates age

30、nerational paradox:the verydemographics most comfortable withtechnology are the ones most desperate toescape its grasp.Yet,the barriers to making this changeremain persistently high.As we haveseen elsewhere in this report,screen timeis a cause of stress and a habit manystruggle to break.A Kantar Glo

31、balMONITOR study conducted last yearfound that younger age groupsoverwhelmingly agreed that technologydistracts them from being present.Sixty-one for Gen Z and 65%instead of 74%for Millennials.Brands have a vital role to play here.Theopportunity is clear create productsand experiences that allow peo

32、ple toswitch off,recharge,and rebalance.Those who can offer meaningful ways todisconnect,in support of mentalwellbeing,will carve out an importantspace.Technology promises a lot,butright now,people are saying sometimes,they just want less.Weighing theimportance of weightWeight management is anothers

33、ignificant hurdle,with 38%ofshoppers indicating it impacts theirhealth negatively.Traditionalstrategies dominate the approachto weight control,with 71%sayingthey avoid certain products and47%citing exercise as a key tool,especially in Europe(54%)and AsiaPacific(51%).Emerging methods are also gaining

34、traction.Increasingly available toolssuch as dietary monitoring apps arebeing used by 8%of shoppers.Thereis also a small but growing awarenessof pharmaceutical solutions like GLP-1obesity medications,which arecurrently used by 3%(global)buthave the potential to influencebehaviours,such as reducedcon

35、fectionery consumption amongusers as we have already seen in ourdata in the UK.This shift indicates an openness toexploring newer approaches toweight management.With growingusage levels of GLP-1s,such asOzempic 5%claim to use them inthe US these drugs could reshapemultiple consumer categories overti

36、me.Food and beverage categorieswill be the first to feel the impact ofthese drugs as users recalibratetheir food and drink decisions.However,the pace of thesechanges is likely to be determinedby the cost of the drugs,regulatorycontrols,health insurance coverageand broader acceptance that couldnormal

37、ise their use.Harmful habitsThe third major challenge revolvesaround diet quality.An unbalanceddiet,influenced by reliance onprocessed foods and sugarybeverages,is recognised by 30%ofshoppers as detrimental to health.Yet,the numbers reveal aninteresting contradiction 62%seeprocessed food as harmful,

38、but only37%say they actively avoid it.Similarly,73%see sugary drinks asharmful,but fewer than half(48%)claim to be cutting back onproducts high in sugar.The gap between perception andaction can,in part,be explained bypeople choosing these foods anddrinks out of convenience but alsoby a deep-rooted a

39、ttachment toindulgence.Treats remain essentialfor many,with 68%agreeing thattreating oneself regularly isimportant.For half of thoseindulging,validation comes from aindulging,validation comes from asense of balance making sure anindulgence is“worth it”whilst beingable to compensate for it later.This

40、points to a persistent“treat culture”points to a persistent“treat culture”that,while comforting,complicatesefforts to create balanced eatinghabits.In the face of these challenges,there isa growing trend of adding positiveelements to diets rather than justfocusing on avoidance.Over a quarterof shoppe

41、rs(27%)say they are addinghealthy ingredients,like fibre andprotein,to address nutritional gaps an approach particularly popularamong younger shoppers(29%).This shift towards additionover exclusion provides afresh opportunity forbrands to align theirofferings with the goals ofshoppers in a way that

42、feelsconstructive rather thanrestrictive.Underpinning factorsThe gap between intentions andactions around processed foodsand sugar is stark.The reality,though,is that less healthy food isoften the most convenient option.Snacks may be one of the culpritsholding back better eating.KantarsDemand Moment

43、s studies revealthat snacking has become a full-blown behaviour in the UK,Germany and other markets.In theUK,snacks now make up 28%ofeating occasions,surpassingbreakfast at 27%.In Germany,snacks account for 25%.This is ashift in how people structure theirmeals.It may also be acontributing factor to

44、struggles onthe diet front.Indeed,the three major healthchallenges stress,weight,anddiet highlight a paradox ofmodern living.People want to dobetter but are caught in cycles ofbetter but are caught in cycles ofstress,unhealthy eating habits,andbarriers to effective weightmanagement.For brands,thispr

45、esents a critical opportunity tomake a difference.From promoting sleep-friendlyproducts to supporting healthyindulgence and clarifying thebenefits of packaged health foods,brands have multiple avenues tocontribute to holistic wellness.Those who succeed will earn aplace in shoppers lives as trustedpa

46、rtners in the pursuit of betterhealth.Focus onBeautyBy Ashley KangGlobal Head of BeautyWorldpanel Division,KantarWellbeing isnt only found through dietand exercise.Its also about self-care from skin routines to beauty regimens thatnurture both health and confidence.The industry is now adopting a dua

47、lapproach:tackling existing issues whilefocusing on prevention,often borrowinginsights from broader healthy living trends.This is mirrored in daily habits,with 50%ofpeople globally engaging in beauty routineslike moisturising and cleansing.The practiceis even stronger in Asia Pacific(58%)andamong yo

48、unger shoppers(54%).But beauty is moving beyond surface-leveltreatments.Shoppers are increasinglyfocusing on long-term,holistic care.Theyre committing to sophisticatedroutines with powerful ingredients,such asserums,face masks,and targeted sunprotection.UV protection is claimed as ahabit for 44%(glo

49、bal),with higher uptakein Latin America(49%)and Asia Pacific(48%).Younger generations claim to beparticularly diligent,at 47%.Ingredient knowledge is on the rise,too.Shoppers are embracing components likehyaluronic acid,niacinamide,andvitamins B and C to maintain a healthyglow.Among them,29%say they

50、 useanti-aging products,with APAC leadingthe trend at 37%.Beauty tech,meanwhile,remains niche.Only 5%claim to use at-home devices,such as lasers or light-activated masks,though its more common in the US(9%).Aesthetic medicine think Botox is also on the fringes,with 3%sayingthey have taken the plunge

51、(rising to 5%in the US).Winning ways a brandgetting wellness rightUnilevers Dove is a brandthat has successfullyexpanded its reach globallyby tapping into shoppersgrowing health andwellbeing needs.Doves global campaign on self-esteem exemplifies a directresponse to the emotional healthneeds of its a

52、udience,particularlyyoung people.The Dove Self-Esteem Project,highlighted ininitiatives like The Code:A DoveFilm,aims to build bodyconfidence and tackle societalpressures about appearance.Doves emphasis on self-esteemand mental wellness has driven asignificant increase in householdpenetration,rising

53、 from 35.9%in2021 to 37.4%in 2023,with 35.5million additional householdsreached.The brands focus onreached.The brands focus onpositive self-image resonatesstrongly,winning the trust ofshoppers who want brands thatunderstand and advocate for theirpersonal and emotional wellbeing.Click here or press e

54、nter for the accessibility optimised versionBridgingthe say-do gapTurning the best of intentionsinto healthier habitsSorry,you must sign up in the online version to view this content.Click here or press enter for the accessibility optimised versionPathto wellbeingUnderstanding the key cohortsSorry,y

55、ou must sign up in the online version to view this content.Click here or press enter for the accessibility optimised versionSUMMARYMeaningfullydifferentHow leading brands can stand outin health and wellbeingFrom barrier to allyThe findings of our report highlightboth challenges and opportunitiesfor

56、brands in consumer health.While many aspire to betterwellbeing,significant barriersprevent them from turning intentinto action.This is where brands canstep in.By tackling affordability,convenience,transparency,andemotional needs,brands can bridgethe say-do gap and help peopleachieve their health goa

57、ls.Growth in this space will come frombeing meaningfully different standing out as leaders in healthand wellbeing.Brands need totransform aspirations into actionsby connecting emotionally,addressing functional needs,andmaintaining salience at keymoments in shoppers lives.Growth in this space willcom

58、e from beingmeaningfully different standing out as leaders inhealth and wellbeing.Transparency must be at the core.Shoppers are increasingly aware ofthe harms of processed foods,yetmixed messages and unclearlabelling erode trust.Brands thatembrace openness in crowdedcategories can differentiatethems

59、elves.Clear ingredient listsand honest communication canreassure shoppers and empowerthem to make informed choicesabout their health.Brands must also embrace fun andindulgence.Health is about balance,not deprivation.Occasional treatsare part of maintaining a healthyemotional state.Brands can grow by

60、creating positive emotionalconnections experiences that bringjoy,whether through innovativejoy,whether through innovativeproducts or moments that celebratelife without guilt.The goal is not toeliminate indulgence but to promotebalance and acknowledge thehuman need for enjoyment.Health Actives,champi

61、ons ofwellbeing,want partners in theirjourney.Brands must find newspaces to grow meaningfully,andActives have an open door.Byoffering expertise,premiumproducts,and holistic support,brands can help this segmentpursue a better version ofthemselves.Health for theseshoppers is both practical andemotiona

62、l aligning with thisjourney builds deep,lasting loyalty.Behavioural nudges and reward-based programs can effectivelymotivate Health Moderates.Thisgroup is already taking stepstowards better health but needsconsistent encouragement.Growthconsistent encouragement.Growthcomes by being present throughou

63、tthe shopper journey.Brands shoulduse educational campaigns,incentives,and tailored messagesto reinforce positive behaviour,making healthy choices moreaccessible and rewarding.For the Health Passives,themessage for brands is simple:makeit easy,make it affordable,make itunderstandable.The say-do gap

64、is an opportunityfor brands to step up and beproactive partners in health.Getting it right will make themindispensable allies in the pursuit ofwellbeing.Q:Considering that significant numbers of global shoppersexpect brands to contribute to their overall wellbeing,whatspecific initiatives is Danone

65、taking to lead in this space?Howdoes the notion of holistic health influence your strategy,product development,and marketing?At Danone,bringing health through food to as many people aspossible has been central to our mission since the companysinception.The Carasso family founded Danone with the goal

66、 ofbringing yoghurt and its health benefits to Spain to alleviatemalnutrition and intestinal issues in children.The product was evensold in pharmacies back then.Today,this mission remains at the heart of Danones strategy.Several years ago,we made a deliberate shift,letting go of lesshealthy categori

67、es to focus exclusively on a health-driven portfolio.This focus is now embedded across all our categories and functions,starting with Research and Innovation.Our work is guided by sevenHealth Benefit Platforms addressing both physical and mentalhealth which shape our scientific roadmap.This allows u

68、s tocreate products that meet shoppers growing demand for overallwellbeing.Within the Global Strategy and Insight team,we have embarked ona journey to deeply understand what health means to people,notjust today but also in the future.This ensures that the strategies wedevelop,the brands we build,and

69、 the products we create arealigned with future health trends.At the same time,we remaingrounded in the realities of peoples daily behaviour how theyactually feed themselves.Our segmentation framework helps usmap consumer needs to specific food and drink occasionsthroughout the day.Additionally,weve

70、developed a Claims Framework to ensure we areintentional about the messages we communicate.In essence,ourhealth mission is driven by both scientific advances and evolvingconsumer needs,with claims roadmaps connecting the two to createwinning brand propositions that are both healthy and delicious.Q:M

71、any shoppers are turning to more natural,minimallyprocessed foods as a way to improve their health.How isDanone addressing this trend?If you look at our mineral water brands,for example,they offer someof the purest,most natural water something weve beencommitted to from the very beginning,working wi

72、th farmers andcommunities to protect our water sources.A plain Danone yoghurtmade from milk and ferments,is another example of how we deliveron this consumer desire for natural products.So,we absolutelyunderstand and align with the shift toward naturality.Q:How is Danone adapting its product develop

73、ment to supportmental health?We approach mental health in three ways:1.Trust and peace of mind:Danone is seen as a badge of trust,providing peace of mind to people who want to make the bestchoices for their familys health.Today,people are looking forauthenticity.What they feed their families is a st

74、atement of careand trust.By choosing Danone,shoppers are making a confidentchoice,not just because of the product quality but also due tothe values we uphold.For example,we are reintroducing our 100Years of Nutrition stamp on yoghurt to reinforce this trust.2.Gut-brain axis science:Were at the foref

75、ront of understandingthe gut-brain axis and how gut health affects mental wellbeing,including its role in serotonin production.Our products thatsupport gut health are therefore a vital part of our mental healthstrategy.3.Indulgence without guilt:We offer healthier alternatives sopeople can indulge w

76、ithout guilt.For example,our aquadrinkscontain less sugar than carbonated soft drinks,and our chilleddesserts score better on Nutri-Score than competing treats likecookies or ice cream.Q:Danone operates in various global markets where theperception of health can vary greatly.How does the companytail

77、or its approach to different regions to meet the physical andmental health needs of diverse shoppers?This is something we pay close attention to at a local level,as healthperceptions and local food cultures vary widely.For example,we havemapped how gut health is understood in different cultures what

78、physical and mental benefits people associate with it and the languagethey use to describe it.This helps us tailor our products andcommunication accordingly.Similarly,with the rising demand for high-protein products,wevefound that while protein is generally seen as a health benefit,shoppers associat

79、e it with different outcomes depending on theregion.Our Protein Framework clusters these needs into three majorthemes,and we tailor our product offerings to match.Q:How does Danone incorporate consumer feedback intoproduct development?Can you provide an example of a productthat evolved based on cons

80、umer insights?We recently developed a Gut Health Tracker,launched earlier this year inCanada.This tool allows shoppers to assess their gut health based ontheir diet,sleep,stress,and activity levels.Their answers shape theirGut Health Score,which is paired with insights and advice to helpthem improve

81、 over time.This initiative came directly from consumerinsights we found that many people want to take better care oftheir gut health but dont know where to start.We also launched a Gut Health Board with key influencers andscientists to stay on top of the latest trends and debates in guthealth.This h

82、elps us bring external insights into the company,unlocking barriers and fostering innovation.Q:Can you point to any recent campaigns or products where Danonehas integrated mental health support alongside physical wellness?The Danone brand relaunch campaign Danone Means You Care is built on the idea

83、that providing healthy food for ones family is away of showing care and love through small,meaningful acts.Similarly,the Yopro campaign supports the idea that we fuel yourprogress with products that not only nourish muscles but also reducefatigue to help shoppers achieve more.Our Aptamil campaign,Be

84、hind Every Feed Is a Unique Story,helpsalleviate the guilt and emotions surrounding baby feeding byproviding different formulas for diverse needs,such as C-sectionbabies or mixed feeding,ensuring that parents feel supported andunderstood.Q:How does Danone work with retailers to help themunderstand t

85、he health characteristics of your products,especially in the context of growing demand for wellbeing-focused foods?We regularly share insights into consumer and shopper mega-trendswith our retail partners,and future health trends are a key part ofthis.We also explore how different shopper mindsets w

86、hether inroutine,discovery,or under pressure impact health as a purchasedriver.This helps retailers understand how to meet the evolvinghealth expectations of their customers.Additionally,because our categories are health-focused,growing themis a shared goal with retailers.For instance,weve worked wi

87、th retailerson the Yogurt Category Growth Model,discussing how to highlight thehealth credentials of yoghurt in-store,such as gut health,immunity,protein,and nutrient density.In the UK,we collaborated with retailersto create a Gut Health Bay in their stores,making it easier for shoppersto navigate t

88、heir health and wellbeing needs.Click here or press enter for the accessibility optimised versionFood forThoughtExplore morehealth andwellness-relatedtopicsWEIGHING THE IMPACT OF HFSSLAWS IN THE UKThe impact of HFSS laws on the UKfood and drink industryTHAILANDS HEALTHSUPPLEMENT MARKET IN 2023Explor

89、ing consumers post-pandemic prioritiesTHAILANDSCOOKING LANDSCAPEDecode the right ingredients andwhy”in the food marketOur solutionsThe Who Care?Who Does?series report is powered byPanelVoice,Kantars Worldpanelsingle-sourced survey solution.To find more about PanelVoiceSolution,please visit:PANELVOIC

90、E-DECODE THEWHYKantars Worldpanel single-sourcedsurvey solution to decode the whyPANELVOICE BRAND LEVERS CASELearn how a leading brand used ouranalytics to identify and addressshopper churnHEALTH PANEL&OTCIN FRANCEHOW THE WORLD EATS ANDDRINKS DEMAND MOMENTSOFFERExplore morereports poweredby the Pane

91、lVoicesolutionWHO CARES?WHO DOES?2023The new truths of todays Eco-conscious ShoppersTHAILANDS COOKINGLANDSCAPEDecode the right ingredients andwhy”in the food marketClick here or press enter for the accessibility optimised versionThank you for readingDecoding WellnessFor additional information,please contactLionel GermainGlobal PanelVoice DirectorWorldpanel Division,KantarCookies 1 2 Terms 1 2 Privacy 1 2 P O W E R E D B Y