Decoding of the nutrition and health trends 2018-2020 - One to one with the consumer of the future
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Decoding of the nutrition and health trends
2018-2020
One to one with the consumer of the future
Nutrition & Health trends – 2018/2020
1
An unique expertise focused on nutrition
Market
Research
Nutrition & Health trends – 2018/2020
2
Who will be the consumer of tomorrow?
Focus on
Plant-based waters
01 Who’s hunting down animal
proteins?
Sleep, stress & spleen
Myconutrition
02 Exolocavore
When nutrition e-nnovates
Tradition & technology
03 Nomadic meals
3 shades of Green
04 Qui
05 Silver food Foodification & nutraceutication
06 Nutrigenomics
Sport nutrition in 3 steps
Petfood
Nutrition education in the digital age
A microbiota revolution
Nutrition & Health trends – 2018/2020
PLANT-BASED WATERS
Drink from the source
Nutrition & Health trends – 2018/2020
What are we talking about?
Plant-based waters
= waters contain in plants’ cells
Tree waters Fruit waters
Maple water Birch water Coconut water Cactus water
Bamboo water Not considered as plant-based waters….
• Cold-pressed fruits and vegetables
• Chlorophyll waters
• Microalguae waters
• Detox waters
Nutrition & Health trends – 2018/2020
5
A dynamic market with an attractive double-digit growth rates
A growing market thanks to… Coconut water dominates
• Natural products booming
• The search for healthy alternatives to • Asia Pacific and South America = higher
sweetened drinks and sodas growth areas for coconut water
• Strong imaginary + purity and extrem • Maple water market is expected to triple by
naturalness symbols 2020 with a CAGR of 30% between 2016
and 2020
Nutrition & Health trends – 2018/2020
6
In the pole position: coconut water
The most famous and popular of plant-based waters, coconut water still seduce consumers
Market driven by 3 multinationals who have acquired start-ups
Nutrition & Health trends – 2018/2020
7
Maple and birch: new classics
A market with several local start-ups
Maple water → Revitatlization since 2013 with Launches map of birch waters
several launches in North America
Functional birch waters with other
ingredients to bring health benefits (detox,
vitality, fitness)
Main positioning = full hydratation
Differentiating postitioning = Sibberi on the « force »
Own forests in Finland
Nutrition & Health trends – 2018/2020
8
Water, olive or bamboo: discover the newborns
Searches for « cactuswater »
increase worldwide since 2012 and
mainly since 2015
Bamboo water: very recent Sibberi
BaNu
launches and only 2 actors Sugar content 4
1rst beverage with bamboo
times lower than
water + leaf extract
coconut water
Antioxydant and anti-
inflammatory claims
Evee
The most recent: olive water Rich in vitamin C and source of vitamin E
Valorization of the whole fruit beyond oil only
Nutrition & Health trends – 2018/2020
9
01
MYCONUTRITION
A mushrooming market
Nutrition & Health trends – 2018/2020
105 most exploited varieties in nutraceuticals
1. Shiitaké
(main active compound: lentinan)
4. Reishi
2. Chaga (Rare in the wild, grown in
(Northern regions, Canada, Russia) artificial environments)
3. Cordyceps (Still rare in 5. Maïtaké
nutraceutical because of high price. (Complicated and recent
Harvested at altitude in the Himalayas, culture)
Nepal, Tibet)
From a use in traditional medicines to
recent applications in nutraceuticals:
Nutrition & Health trends – 2018/2020
11All the attributes of a « superfood »?
Big market potenial
- Variable from one species to another
Nutritional
--- ESTABLISHED ---
- Overall: rich in fiber, in carbohydrates including β-glucans, in vitamins B ; low in fat
superiority
- Easy-to-understand matrix
- Natural benefits
Naturality - Warning: possible negative vision related to harmful fungi
- Big history, travel in time and space
Storytelling - Back to primitive and simple food
-- TO DEVELOP --
- Increasing number of publications on their health benefits
Scientific - Scientific difficulties: studies on isolated active ingredients
proof - 2012, EU: rejected EFSA claim (immunity)
- Variable awareness from one species to another
- Strong BtoB communication in recent years
Awareness - Little BtoC communication, will develop in the coming
years (general public, naturopaths…)
12
Nutrition & Health trends – 2018/2020A growing global market
• The supermushroom market has 2009 2014
tripled in 15 years €15.4
€6 bn
bn
• The global mushroom market should
reach $50 billion in 2019
Europe = fastest growing region
• Reishi seems to stand out:
Nutrition & Health trends – 2018/2020
13A growing number of ingredients suppliers
Specialists or generalists
THOSE SPECIALIZED IN MUSHROOMS
THOSE SPECIALIZED IN GENERALIST INGREDIENTS
INGREDIENTS FROM A REGION SUPPLIERS
Fat burner from button
Scandinavia ingredients for immunity, mushroom
Arctic and Scandinavia
bones, heart, cognition
Β-glucanes from oyster mushrooms PureTaste®: shiitaké protein
(immunity)
Nutrition & Health trends – 2018/2020
14Finished products tend to diversify (1/2)
Soon all categories will be concerned
DRINKS
FOOD
COSMETICS
• Drinks and powders = most developing forms
on the market
• Coffee = adapted to reishi bitter taste
Nutrition & Health trends – 2018/2020
15Finished products tend to diversify (2/2)
One superfood among others Mushrooms to grow
• Superingredients mixes = biggest drivers of the • USA: + 10% for domestic mushroom growing between
supermushroom market 2013 and 2014
• EU: enables to use health claims
Shiitaké lentinan + echinacea + pollen
Tremella + acerola + schisandra
Mushrooms + probiotics
• 2016: mushrooms enriched in vitamin D to fight winter
deficiencies
Nutrition & Health trends – 2018/2020
1601
TRADITION AND TECHNOLOGY
When technology leverages the best of nature
Nutrition & Health trends – 2018/2020
17The fermentation, an ancient but trendy process
Why?
What is it? Foods processed by microorganisms (bacteria, yeast, mould
and fungi) that drive out pathogen bacteria, which extends the expiry date
for consumption of food products. More than
3 500 types
across the world
« Gut-brain axis » Evolution of the interest in the Google search « fermented food » in the world between 2004 and 2017
and probiotics’
popularity
+
Growing interest
for natural
solutions
Some proven health benefits!
• Sauerkraut and fermented cucumber juices… to treat gastroenteritis
• Milk kefir… for the reduction of lactose intolerance symptoms
• Fermented milk… to fight against cardiovascular diseases
Nutrition & Health trends – 2018/2020
18The fermented drinks, stars of fermentation
Search of naturality and healthier & less sweet alternatives
Kefir
Kombucha
$750 bn → $1 060 bn
Jun tea Estimated evolution of the global market of
fermented drinks between 2015 and 2023
0,9% = part of soft
fermented drinks
1,2 Md$ → 2 Md$ Milk kefir (including vegetal)
Estimated evolution of the global
market of kefir between 2016 vs fruit juices
and 2023 NEW: water kefir!
535 M$ → 1,6 Md$ …and still modern
Evolution of kombucha
packs, sometimes ethnic,
between 2015 and 2021
often colourful
Nutrition & Health trends – 2018/2020
19The fermented vegetables, even more traditionally rooted
Tempeh, kimchi, natto, sauerkraut, miso...
An interesting nutritional profile with real benefits on digestive health
From the vegetable in jar…
Fundraising of $6,5 M (301 Inc. accelerator)
… to the ready meal!
And the fermentation DIY!
Nutrition & Health trends – 2018/2020
20To go further with fermentation…
Cascade fermentation Co-products valorization Biotechnologies
Coconut shavings, byproducts of the Nutrient profile optimization of
#Natural digestion coconut oil production, to produce a high- fermented foods thanks to bacteria
Nutrients more easily protein fermented drink, creamy, for personalized nutrition
absorbed by the body refreshing and slightly tangy. Fundraising: 200k€ + Price
Ingredients and food supplements
Fermented chlorella Patented glucosamine Distribution world agreement Range of products from trendy fermented ingredients
Nutrition & Health trends – 2018/2020
21Seed germination
Main categories of sprouted cereal –based products
Meaning? Under water and heat
influence, the seed builds up supplies
to be used by the plant for its growth
> Increase of the nutritional value of
plant-based foods
$30M → $250M
Sprouted cereal products sales
between 2015 and 2018
Products made of sprouted dried pulses
Nutrition & Health trends – 2018/2020
22Other process…
To highlight all the potential of nature and plant-based alternatives
Cold filtration « Cold press »
A patented process to get From fruits and vegetables juices to
optimal nutritional plant-based juices… and even coffee!
quality
$1,6 bn → $2,4 bn
Sales of premium fruits and vegetables
juices between 2004 and 2015
DHA / glass = 125 mg
Food supplements galenics
Preserve and drive
the natural ingredients to the
right place
Nutrition & Health trends – 2018/2020
2301
3 shades of green
Authentic, simple and ‘free from’ naturalness
Nutrition & Health trends – 2018/2020
24The worship of naturalness
An essential criteria for consumers in their purchase decisions
The buying criteria having taken the
most importance over the years, for No artificial flavours
food and drinks Certified organic
Organically produced
No artificial colorants
No preservatives
No artificial ingredients
#°1 NATURAL Natural
Increase in the importance given by consumers to various attributes, at
the time of purchase, from 2013 to 2016
• Worship of naturalness → omnipresence in food and supplements
• Healthy and environmentally-friendly food → consumer quest
• Innovation and creativity → the industrials’ essentials
Nutrition & Health trends – 2018/2020
25The authentic naturalness AUTHENTICITY SIMPLICITY « FREE FROM »
The « BACK TO BASICS » age
FORGOTTEN VEGETABLES
Bring those vegetables up to date in innovative recipes
(kohlrabi, cardoon, sweet potato, horseradish, salsify, parsnip, rutabaga,
Jerusalem artichoke, etc.)
Consumers wanting to discover new flavours and to
further diversify their diet
« RAW FOOD » AND PALEOLITHIC DIET A variety of food products: healthy snacking
Two very popular food modes
RAW FOOD = raw diet encouraging unprocessed food consumption
PALEO FOOD = ancestral diet based on raw food, meat and fish,
excluding food appeared in the Neolithic period (cereals, legumes, dairy
products, processed food, etc.)
Return to roots with a raw food,
just like our ancestors
Nutrition & Health trends – 2018/2020
26The natural simplicity AUTHENTICITY SIMPLICITY « FREE FROM »
CLEAN LABELLING on the move
1• MINIMALISM: a short ingredient list
« Nothing else »
« That’s all »
« Just »
« Only the essential »
2• ALTERNATIVE NATURAL INGREDIENTS: superfluous and artificial ingredients hunting
Nanoparticle hunting in
food supplements (ex:
titanium dioxide E171)
3• THE MINIMUM OF PROCESSING
Stop to ultra-processed food!
→ International classification NOVA depending on the degree of food processing
Nutrition & Health trends – 2018/2020
27The transparency AUTHENTICITY SIMPLICITY « FREE FROM »
CLEAN LABELLING on the move
The transparency of ingredient origins, traceability, etc.
Customer experience
- Fleury Michon: #VenezVérifier
- Nestlé: #CestMoiQuiFabrique
A new trendy concept: the « blockchain » !
A technology of exchange and
Offer a certification tool in real time
storage of information entirely → Adapted to the food along the supply chain
secure, transparent and without sector to assure the
trusted third-party. traceability of a product
1st supplier chain of
products based on
chicken, verified by the
« blockchain »
Nutrition & Health trends – 2018/2020
28Naturalness rhymes with ‘free from’(1/3) AUTHENTICITY SIMPLICITY « FREE FROM »
The ambivalent success of ‘free from’ products No gluten No additives
No nanoparticles
→ Search of products with as many ‘free from’ claims as possible
on a packaging: regarded as healthy and better for health No GMO No soy
No colorants No endocrine
disrupters
‘Free from’ classification depending on their main founding No lactose No preservatives
principles and their maturity on the market
Environment No pesticides No GMO No palm oil
Ethics
Animal No battery farming
No meat
welfare (free-range farming)
No seeds No cow’s milk No nuts
Allergen No FODMAPs No milk No lactose No gluten
(US today) proteins No peanuts
Health
No cereals No salt No sugars No fats
Nutrition
(petfood) (added) (added) (added)
Endocrine
No soy
disrupters
No artificial
No No No sulfites No additives
No No flavours
synthetic melting No preservatives
nanoparticles antibiotics
hormones salts No nitrites No colorants
Not included: package contaminants Maturity (classification according Nutrikéo)
Nutrition & Health trends – 2018/2020
29Naturalness rhymes with ‘free from’(2/3) AUTHENTICITY SIMPLICITY « FREE FROM »
The ‘free from’ with strong reputation on the market
No gluten No lactose
Gluten-free market estimation No lactose
(world): €3 billions in 2020
Babyfood Dairy
products
Lactose-free market (world):
$US6,1 billions in 2016,
dominated by the US with
$US1,1 billion
No palm oil No GMO
Manufacturers divided into 2 parts: Anti-natural image:
- the ‘no palm oil’ - Threat to the environment
- the pro ‘sustainable palm oil’ (RSPO) - Danger to health
Products recognizable by a specific label
Nutrition & Health trends – 2018/2020
30Naturalness rhymes with ‘free from’(3/3) AUTHENTICITY SIMPLICITY « FREE FROM »
The ’free from’ being on the rise
No soy No pesticides
Food with ‘no soy’ claim
Phytoestrogen
Commitment Casino AGRIPLUS Babyfood: Blédina
content
Range of deep-frozen vegetables Online communication only
without pesticide residues
Targets: allergic people
to soy, vegetarians and
vegans looking for variety
in plant proteins, Food supplements
pregnant women,
children, etc.
No antibiotics No nanoparticles
Communication about animal welfare and Calcium carbonate, iron oxide, silicon dioxide, titanium dioxide, etc.
good farming practices in food products and supplements, consumed via food
Different levels of accuracy in pig industry wrappings, additives and pesticides.
Brands highlighting nanoparticles’ absence in recipes and
formulations
At the end of After the first From the birth At the end of
weaning age weaning
Nutrition & Health trends – 2018/2020
31Health – Nutrition trends : what’s next ?
Trend PERSISTENCE depends on:
- the NOTORIETY of the subject
- the MATURITY of its market
Which trend will continue over the coming
years… ?
Nutrition & Health trends – 2018/2020
32MERCI
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Nutrition & Health trends – 2018/2020
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