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The battle against obesity is stronger than ever. Fingers point to a busy and sedentary lifestyle along with unhealthy convenience foods as the main cause for this. Beverage and food manufacturers have begun investing into a ‘health and convenience’ range of products answering the growing demand for healthier food and beverage options in the market - product diversification for a social cause.
A body mass index (BMI) of ≥ 25 is defined as overweight.
A BMI of ≥ 30 is defined as obesity.
*Body Mass Index (BMI) is calculated from a person's weight and height. BMI is a fairly reliable indicator of body fat for most people.
To understand why obesity has become a topic of concern, it is important to take a look at the repercussion of being overweight on health.
Facts and figures on obesity related-health issues:
In the past, the focus to become slim was mainly associated to personal appearances and a need to conform to the public acceptance of ‘physical beauty’. Serious health issues related to excess weight has overshadowed the quest for good looks as experts in the medical field have begun to provide clear data on the number of people adversely affected by being obese. In fact, 65% of the world's population lives in countries where obesity kills more people than being underweight. Causing 2.8 million deaths annually, it is the fifth leading risk for global deaths. There are a number of chronic diseases occurring as long-term results from being overweight and obese, above all heart diseases, hypertension, diabetes, cancer or musculoskeletal disorder, among others (WHO, 2011).
Heart disease is UAE's no. 1 killer, often caused by overweight and obesity (Moore, 2011). Additionally, 71% of adults suffer from at least one cardiovascular disease (Al Hajeri, 2011). Diabetes is also becoming a major problem for public health institutions. An estimated 44% of all diabetes burdens arise from overweight and obesity (WHO, 2011). In the Gulf, the diabetes incidences are among the highest worldwide. Experts estimate that 20% of adult expats in UAE and 25% of adult Emiratis suffer diabetes (Leigh, 2010).
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The unhealthy lifestyle has its costs, too. According to GCC Health Ministers Council executive office secretary-general Dr Tawfiq Khoja, the costs arise to annually $2 billion in Bahrain, and Saudi-Arabia face costs of $ 45 billion each year. They occur directly and indirectly due to hospitalisation, man days lost, incapacity for work, or loss of life. In addition to this, these costs are forecasted to double within the next 5 years, and decouple within the next 40 years (2009).
As inconvenient and uncomfortable as these facts sound, the opposite reasons cause obesity - the quest for convenience and comfort. These two factors lead to a sedentarly lifestyle, and a lack of physical activity contributes to people burning less and less energy. In addition to this, the food consumed becomes more energy-intense and less nutritious in terms of vitamins, minerals or other micronutrients.
An ‘Expanding’ Market opportunity
With intervention of the government, awareness of the benefits of a healthier lifestyle have risen exponentially among the general public. Articles in women’s health magazines, local newspapers, websites, blogs and more all cover a wide range of topics that help incorporate both healthy food habits and exercise into a busy working schedule.
However, the verdict is clear – convenience is still key (one of the major trends identified by the 2009 DATAMONITOR Global consumer trends report for the next 10 years). Consumers lead a busy lifestyle but understand the dangers of an expanding waistline - this raises the need for a product that ticks all the right boxes:
•Convenient – easy to carry, consume and dispose while also being eco-friendly
•Healthy - providing the daily nutrient requirement
•Delicious – taste remains an important factor especially in the Middle East
•Added value – fortify with weight reducing ingredients
The market potential for “Healthy Consumers” is booming and covers a wide demography. With education institutes also considering banning high-calorie sweetened drinks and junk food, the customers for healthy beverages start young, and moving on to the baby boomer generation that is also looking for an easier solution for weight-related health issues.
Wide selection of ingredients to ‘narrow’ down the waist
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Beverage manufacturers are including ingredients that have become runaway successes when it comes to aiding weight loss and promoting heart health – exotic ingredients like Goji berries, Acai berries, coconut water and more have already become quite popular thanks to their weight regulation properties. Age-old traditional combinations like lemon juice, honey and mint are also packaged to help the growing need for drinks that detox.
Healthier meal replacements, like drinks with cereals or smoothies rich in fibre, also gain popularity especially among office workers looking for healthy on-the-go beverage alternatives.
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Chen Kou Wei Food is opting for the combination of milk tea and oats – both ingredients are perfect for a healthy start to the day. The drink is offered in Taiwan in combifitPremium 500 ml. In Taiwan, oat drinks are among the most successful products, in line with the 'Health and Wellness' trend. Oats are rich in fibre and thought to lower cholesterol - thanks to the nutrients they contain.
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With 'actilife Breakfast', the Migros Group, Switzerland's biggest commercial concern, counts on the vitamin-rich combination of oranges and carrots with vitamins C and E, plus added beta-carotene. The breakfast drinks are available in the combifitPremium 1-litre carton pack and the handy little combifitSmall carton pack – at 330 ml content, the ideal portion size for a breakfast drink on the move. The 'actilife' product line is part of Migros' 'Well-being Programme', which is based on the three pillars of nutrition, exercise and relaxation. “Lots of little steps should lead to a healthier lifestyle and greater well-being”, runs the Migros philosophy. A nutritious breakfast is part of this.
Green tea has become one of the most recognized and widely accepted drink when it comes to maintaining good health and increasing metabolic rate. In fact the Pennsylvania State University researchers have presented a report on green tea and its ability to slow down weight gain and counter obesity.
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The popular brand Lipton fill refreshing Iced green tea in the combifitMagnum pack. Lipton’s green tea reinforces the feeling of natural health and has always been a preferred brand among tea drinkers across the globe.