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About this report
This report examines eating habits in terms of the level to which consumers are choosing healthy eating options, such as sugar-free, low-fat, functional and fortified products, as well as the extent to which diet trends are affecting food markets.

Particular focus is placed on the development in demand and supply of products claiming to improve digestive and heart health and examples of these products launched in Spain or other regions such as Asia and North America are included.

Contents
Introduction

Definitions
Consumer research
Abbreviations
Executive Summary
Factors behind changing eating habits
Spaniards conscious of their diets
Consumer habits
Healthy sales for healthy foods
Figure 1: Spanish retail value sales of selected foods, by sector, standard vs healthy, 2002-06
Dairy the largest sector for healthy foods
Figure 2: Spanish retail value sales of healthy/standard, as % of total, by sector, 2006
NPD increases number of claims
Number of players on the rise
Potential lies in promoting healthy lifestyles
Market Drivers
Population change shapes demand for healthy foods
Figure 3: Trends in Spanish population, by age, 2000-05
Economic growth benefits demand for premium healthy foods
Figure 4: Annual GDP growth rates, at constant prices, 2000-05
More working mums, less cooking time, more health anxiety
Figure 5: Trends in Spanish employment, by gender, 2000-05
Deteriorating health leads to increased interest in healthier options
Figure 6: Population with chronic illnesses, by gender and age, 2003
Prevalence of ailments influences potential of solutions
Figure 7: Incidence of ailments in last 12 months, by country, 2005
European Law gets tougher on health claims
Increasing number of initiatives to protect consumers
Initiative in Spain to promote healthy eating
Other lifestyle factors
Figure 8: Lifestyle factors, by country, 2005
Figure 9: Lifestyle factors, Spain, 2004-05
The Consumer - Attitudes Towards Healthy Eating

Less weight concern in Spain by avoiding fat and sugar
Figure 10: Attitudes towards food and diet, by country, 2005
Figure 11: Attitudes towards food and diet, Spain, 2004-05
Who does what?
Health of greater concern to women
Figure 12: Attitudes towards food and diet in Spain, by demographic sub-group, 2005
Figure 13: Attitudes towards food and diet in Spain, by demographic sub-group, 2005
Healthier eating part of a healthier lifestyle
Figure 14: Attitudes to health and diet, by lifestyle factors, Spain, 2005
Figure 15: Use of selected foods, by lifestyle factors, Spain, 2005
Healthy Eating Habits

Traditional eating habits contribute to healthy eating in Spain
Figure 16: Use of selected foods, by country, 2005
Less traditional foods gain penetration
Figure 17: Penetration of selected foods in Spain, 2004-05
New Product Development
Figure 18: Leading categories for new product launches, 2002-06
Bakery
Bread: functional and fortified innovations
Biscuits: own-labels launch omega-3 enriched products
Cakes and pastries: prebiotic products reach mainstream
Confectionery
Low-sugar still in the spotlight
Dairy foods
Yogurt: branded innovation followed by own-label replication
Milk: increasing number of claims by product
Yellow fats: successful functional spreads launched
Cheese and cream: lower fat products lead ‘healthy’ development
Breakfast cereals
Digestive health and low calorie themes
Low/no/reduced fat still the most popular
Figure 19: New product launches in Spain, by selected product claim, 2002-06
Crisps and snacks
Functional food NPD, 2005-06
Market Size and Trends
A benign economic outlook
Figure 20: Spanish consumer expenditure on food and non-alcoholic drink, at current and constant prices, 2001-05
Rising expenditure on food
Figure 21: Detailed breakdown of spending on consumer goods – food as % of total, 2001-05
Fastest expenditure growth recorded by fruit
Figure 22: Spanish household expenditure on food and non-alcoholic drinks, by sector, 2001-05
Stability in the most traditional sectors
Figure 23: Spanish retail value sales of selected foods, by type, 2002-06
Healthy food options effective in driving sales
Figure 24: Spanish retail values sales of selected ‘healthy’ options, by sector, 2002-06
Figure 25: Spanish ‘healthy’ foods sales growth, by market, 2002-06
Market Segmentation
Dairy foods
Figure 26: Spanish retail value sales of dairy foods, at current prices, 2002-06
Figure 27: Spanish retail value sales of ‘healthy’ dairy foods, at current prices, 2002-06
Figure 28: Indexed retail value sales of dairy foods, by sector, healthy vs standard, 2002-06
Milk
Figure 29: Retail value sales of healthy/standard milk as % of the total, 2002-06
Yogurt
Figure 30: Retail value sales of healthy/standard yogurts as % of the total, 2002-06
‘Healthy’ varieties gain significantly in yellow fats, but remain niche in cream and cheese
Baked goods
Figure 31: Spanish retail value sales of baked goods, at current and constant prices, 2002-06
Figure 32: Spanish retail value sales of ‘healthy’ baked goods, at current and constant prices, 2002-06
Figure 33: Indexed retail value sales of baked foods, by sector, healthy vs standard, 2002-06
Digestive health dominates HEO characteristics in bread and biscuits
Innovations aim to unlock ‘healthy’ potential in cakes and pastries
Confectionery
Products claiming to improve heart or digestive health negligible in confectionery
Figure 34: Spanish retail value sales of confectionery, at current and constant prices, 2002-06
Figure 35: Spanish retail value sales of ‘healthy’ confectionery, at current and constant prices, 2002-06
Figure 36: Indexed retail value sales of confectionery, by sector, healthy vs standard, 2002-06
Breakfast cereals
Parental concern drives ‘healthy’ innovation in children’s products
Figure 37: Spanish retail value sales of breakfast cereals, at current and constant prices, 2002-06
Crisps and snacks
Low, but rapidly increasing, ‘healthy’ activity in crisps and snacks
Figure 38: Spanish retail value sales of crisps and snacks, at current and constant prices, 2002-06
Figure 39: Indexed retail value sales of crisps and snacks, by sector, healthy vs standard, 2002-06
The Supply Structure
Manufacturers’ shares
Dairy: domination in yogurt gives Danone the lead
Figure 40: Manufacturers’ value shares of dairy foods, 2004-06
Baked goods: wide range of healthy options benefits Bimbo
Figure 41: Manufacturers’ value shares of baked goods, 2004-06
Confectionery: strong leadership in both sectors
Figure 42: Manufacturers’ value shares of confectionery, 2004-06
Breakfast cereals: Kellogg’s is the leader
Figure 43: Manufacturers’ value shares of breakfast cereals, 2004-06
Crisps and snacks: relatively concentrated sector led by Snack Ventures
Figure 44: Manufacturers’ value shares of snacks, 2004-06
Companies and brands
Bimbo
Danone
Mantequerias Arias
Nestlé
Unilever Foods
United Biscuits
Own-label suppliers
Alcampo SA/Sabecco SA
Carrefour
DIASA
Prospects and Forecast
Ageing population is a potential target for fortified foods
Figure 45: Projections in Spanish population, by age, 2006-10
More companies and more products … a more confused consumer?
Asia to set the pace for product development
Younger consumers need more encouragement to choose healthy options
Healthy lifestyles, not just a fad
Forecast
Figure 46: Forecast of Spanish retail value sales of selected ‘healthy’ foods, by type, at current prices, 2006-11
Smaller ‘healthy food’ markets to lead growth
Food inflation to slow over the forecast period
Figure 47: Forecast of Spanish retail value sales of selected ‘healthy’ foods, by type, at 2006 prices, 2006-11
Factors used in the forecast
Women key to market growth