Key food and health trends mean for free-from...Natural can simply mean fewer and simpler...

NEW NUTRITION BUSINESS

© New Nutrition Business

Key food and health

trends

…and what they mean

for free-from

Presentation


© New Nutrition Business 2

• Founded in 1995, New Nutrition Business is the world’s number 1 provider of strategic

and market insights into the business of food, nutrition and health

• From global giants to start-ups, our clients include the world’s most innovative food,

beverage and ingredients companies.

Who we are

• We interview more than 500 senior executives, worldwide, in foods, beverages and

ingredients every year, giving us an informed, first-hand, global view of what works, what

doesn’t work - and why.



What makes a strong trend?

• Drives growth

• Will endure

Successful brands and

ingredients are usually connected

to multiple trends

Many things are trends.

For us a Key Trend is one that:

US remains by far the

largest retail market for

seaweed snacks with

retail sales of over $250

million (and growing).





Healthy eating has become mainstream, and has

expanded into new categories

5

2000s

“special”

food

2017

real

food

“Healthy food” now

means different

things to different

people



The evolution of free from foods

Create products that are

safe to eat for people

with serious health

conditions related to food

intolerances

Medicalised foods

Improve the taste and

acceptability

Foods that people

without a diagnosed

health concern may

also choose to eat

I II III

Naturally free-

from and clean

label?

Ordinary foods



LIFESTYLE

CONSUMERS MASS MARKET

CONSUMERS

TECHNOLOGY

CONSUMERS

High Low Consumer Commitment

7

NEW NUTRITION BUSINESS Examples of print and online adverts

The consumer for health – and how companies are

responding

A Key Success factor is managing senior management

expectations about time to break-even and time to

evolve into higher volume markets.



There is a driver behind all trends…



Naturally Functional is behind the success of almonds, Greek yoghurt,

coconut water, olive oil, blueberries…

Connecting to naturally functional is the

strongest foundation for success

High calorie foods which are “healthy” are now accepted by consumers –

because naturally healthy beats calories

Almonds: 600kcal/100g Olive oil: 820kcal/100ml Flaxseeds: 530kcal/100g



Natural can simply mean fewer and simpler ingredients: such as foods

that are “free-from” artificial colours, preservatives or additives.

“People are looking for natural and I think you can say now that ‘natural is

the new functional’.” Source: Philipp Siebrecht, group brand manager, Emmi Schweiz

Clever marketing of a 5 ingredient “natural”

message helped make Haagen-Dazs’ “five” its

most-successful marketing campaign ever.

With a positioning based on clean

label and “naturally healthy” Daisy

Dairy has taken No. 1 position in the

U.S. sour-cream market, with 40%

share (Nielsen), and €388m in sales,

up from just 15% 10 years ago.

For consumers “natural” is a strong positive





A fundamental shift in how people look at their plates

– it’s not about replacing meat, it’s about broadening

the healthy eating repertoire.



Plant-based foods are on the agenda of almost every company: 2016 was the year when plant-based

foods dominated strategy, with both Danone and Coca-Cola making acquisitions that took them into the

arena. And they will drive strategy for the next five years. Whatever category you are in, plant-based

foods presents a wealth of opportunities for large companies and start-ups alike, for foodservice and in

branded foods.

Vegetable swaps are more than

a fad…a “fundamental shift” is

underway in how people look at

their plates.

-Jordan Greenberg, vice president, Green Giant

Plant-based foods are at the heart of strategy



Ingredient callout: Cauliflower





Frequency of snacking has increased

Over the last decade there has been a

44% increase in people having at least

3 snacks per day in the US

16

In Europe, the UK is where

the snack frequency is gets

higher – closer to the US

average.





How can I make this even more convenient?





“Bad” carbs idea is hitting some categories, and a

hierarchy is starting to emerge

Popular diet advice influences

consumers’ beliefs on carbs

US breakfast cereal sales fell by -2.8% in 2013, -

4.5% in 2014, and 6.8% in 2015.

UK breakfast cereal market volume fell -5.3% and

value -4.9%.

Big brands fell most! Cheerios sales were down -

9.8% in the same period.

“White bread in particular seems to be seen as the

worst option health wise. Artisan white breads rate

slightly higher, but not as highly as wholegrain.”

Development Director, large European bread

manufacturer

“White bread = bad, non white//wholemeal bread =

good is a message which has got through to most

consumers, although they don’t necessarily act on

it.”

Professor, cereals research institute



Confusion and churn

Pasta made from

beetroot is available

Indian online

supermarket Big

Basket.

But consumers are still eating carbs…they are

just taking a more balanced approach to them

Adding vegetables like carrots

and zucchini to breakfast

porridges is now suggested

on many lifestyle blogs and

recipes websites

Mainstream

supermarket Tesco in

UK offers butternut

squash and zucchini

noodles





Sportification is happening beyond food…

Health and Fitness Travel, based in the UK

and Australia, is a wellness travel company

that specialises in “creating exceptional

healthy holidays around the world.”

CNBC calls CrossFit ”the world’s biggest

fitness trend”. There are now more CrossFit

gyms than there is Starbucks cafes in the US.

…tourism, hobbies and even

fashion are all ridding the

sportification wave



Rather than sports nutrition going mainstream, the

bigger trend is “regular” food to be adopted by

sports people.

Source:www.soreen.com

Soreen repositioned as a

sports product and sales

increased 82% in 4 years.

Beet It went from a start-up to

a $10m business in six years.

Beetroot Cakes





“Feel the benefit” is key to success

26

275 263

165

302

457 482

660

0

100

200

300

400

500

600

700

2010 2011 2012 2013 2014 2015 YTD 2016

Lactose and gluten free products launched in Asia*

*Countries included: China, Hong Kong, Japan, Malaysia, Thailand and

Indonesia.

Source: GNPD Mintel (2016). Claims used: Low/No Lactose, Gluten Free.

Battling bloating, an everyday issue,

with an easy “feel the benefit”

In research women

describe the

problem in a variety

of ways,

of which the most

common include:

“Feeling fat”

“Feeling heavy”

“Feeling like there’s

a balloon inflating

inside me.”



The field of digestive health, like many others, is fragmenting –

and new digestive health products, in new categories, have

everything to play for.

The emergence a few successful probiotic juices – such as Proviva in Sweden – as well as

fermented drinks such as Kevita, shows consumers are becoming more open to probiotic

benefits from non-dairy sources.





Inflammation is at Day 1

1. A wealth of “naturally

functional” food

ingredients (so no need for

health claims).

2. Growing body of science.

3. Several biomarkers health

halo ingredient to drive

sales.

Inflammation is a normal response from the human body to keep its “normal state” under control. It is

part of the body’s healing response to infections or injuries.

But inflammation can affect several pathways in the body and result in illness and this is becoming a

focus of consumer concern.



In Australia turmeric lattes are widely

available in cafes in major cities and

home mixes can be found in mainstream

supermarkets. 30

Turmeric is one of the flagship ingredients for

inflammation

In the UK, upscale retailer

Waitrose has launched

turmeric yogurts nationally.

German lifestyle juice brand

Antidote has carrot, orange,

lemon and turmeric juice. “It's

yoga in a bottle. In ayurvedic

medicine, turmeric is

considered the spice of life.”

Google searches for ’turmeric’ in the US, from 2010 until 2017:





Rehabilitation of fat + Great fall of sugar

The 30 years orthodoxy of “fat is bad” means that it could be decades

before consumers fully embrace the opposite message.



Consumers can “forgive” sugar if the product is

“natural” or delivers a benefit…like energy!

33

“No added

sugar”

“Our research found that people have learnt that ‘sugar is bad’- but

they don’t often act on it. They are very confused about what sugars

are – ‘natural cane sugar’ is seen as healthy!” - Executive, biscuit brand

“Contains four times

less sugar than the

typical coconut water”

…consumers are forgiving of sugar

in “honestly indulgent” categories



Thank you!

Visit us at: www.new-nutrition.com

Read our blog: blog.new-nutrition.com

Follow us on Twitter @NewNutritionB

For more information please contact Allene Bruce

[email protected]

http://www.new-nutrition.com/



mailto:[email protected]



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Key food and health trends mean for free-from...Natural can simply mean fewer and simpler...

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