Developed Markets More Likely to Follow Health Trends, Even Those Unrelated to Weight Loss

Over half of developed market consumers are considered overweight and may be looking for a quick (or at least straight-forward) fix to their diet woes. Some of the most popular eating habits simply cut out various food categories, such as gluten or lactose, rather than focusing on portion size or variety. In contrast, more traditional health or eating behaviours, such as adopting a vegan or vegetarian diet and taking vitamins or supplements, tend to be equally as popular among consumers in developed and emerging markets.

Observed Global Trends in Health and Eating

Source: Euromonitor International Analyst Survey—Analyst Pulse; June 2013

Note:  Showing percent of respondents reporting that the indicated health trend is common among consumers in their country.

Gluten-free in North America, Lactose-free in Latin America, Allergen-free in Asia-Pacific

Beyond simply looking at emerging and developed markets, there are strong regional differences in the current popularity of various health and eating-related behaviours. Gluten-free diets are immensely popular in the US and Canada, where nearly three-quarters of analysts have observed the trend among consumers in their country. In contrast, lactose-free diets are prevalent in Latin America; two-thirds of Latin American analysts see this as a popular trend in their country. Asian consumers are most focused on the effects of allergen exposure (or avoidance) during pregnancy. Nearly half of analysts in Asia-Pacific regularly see pregnant women avoiding common allergens.

Observed Regional Trends in Health and Eating

Source: Euromonitor International Analyst Survey—Analyst Pulse; June 2013

Note:  Showing percent of respondents reporting that the indicated health trend is common among consumers in their country