News

Moderation: One of the Next Big Things in Health and Wellness?

It’s actually a pretty obvious idea: do not over-consume any one food or drink to help achieve optimal health. However, with all the fad diets, celebrity weight-loss plans, and weight-loss surgery, it seems that, at least in the US market, that idea of moderation may have been forgotten. However, we do see that consumers “get” […]

It’s actually a pretty obvious idea: do not over-consume any one food or drink to help achieve optimal health. However, with all the fad diets, celebrity weight-loss plans, and weight-loss surgery, it seems that, at least in the US market, that idea of moderation may have been forgotten.

However, we do see that consumers “get” the idea of moderation. Mintel’s research shows that, in the US market, fully 90% of consumers say that living a healthy life is all about moderation. The importance of diet and exercise ranks much lower. However, it’s obvious that what consumers say does not always translate into what they do, as is clearly proven here by the ever-increasing obesity rates.

Although they are hard to quanitify, as they can comprise many things, we do see increasing numbers of new product introductions that help consumers moderate.  When looking at new product introductions that help consumers moderate their consumption, we tend to see them fall into three main areas.

Controlling what you consume is made easier when the products are in individual portions. The success we have seen in previous years with products like Kraft’s 100 Calorie Packs illustrate that point quite well. But what we are seeing increasingly on the market are products that perhaps offer a bit of an indulgence while still being individually packaged. For example, General Mills offers Pillsbury Maple Burst’n frozen microwaveable pancakes in a multipack of single-serve bags so that consumers can control the amount they consume.

Sometimes, moderation can be achieved if the product offers the ultimate flavor or taste sensation. For example, in the US we see a line of chocolates from Montezuma’s that are intended to “subtly satisfy” through intense flavor. Some of the flavors include ones that combine mango and chili peppers, or strawberry and peppercorns.

Lastly, products that offer a sense of satiety can help consumers moderate. Satiety is often accomplished via a blend of protein and carbohydrates, to satisfy and help consumers feel fuller. In Canada, SunRype offers its Just Fruit & Grains bar, which is 70% fruit and 30% grains.