Food trends 2020interpreted and elaborated by Bösch Boden Spies - Bösch Boden Spies
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Food trends 2020 interpreted and elaborated by Bösch Boden Spies 360° food solutions Food Trends 2020 1
HOLISTIC HEALTH –
100% PERSONALIZED
ENERGY Sustainability Individualism &
& Ethics Experience
MINDFUL
CHOICES
FEEL THE DIGESTIVE
BENEFIT WELLNESS
FREE
FROM ALL
PLANT-BASED
GOOD MOOD FOOD Health & FOOD
Wellbeing NEW ROUTES
BODY IN POSITIVELY FOR FRUIT
TUNE PROCESSED
KIDS IN
FOCUS
REINVENTING SUGAR UNDER AUTHENTICITY
& PROVENANCE TASTE FOR NEW
SWEETNESS PRESSURE
EXPERIENCES
PROTEIN
FROM CLEAN FULL COLOR IS KEY
TO CLEAR LABEL DISCLOSURE
CLEAN BOUNTIFUL
SUPREME CHOICE
VALUE ADDED
HONEST
FRUIT
INDULGENCE FIBER
Premium ADDED
INDIVIDUAL SUSTAINABILITY FUNCTIONALITY
NUTRITION PLUS SNACKIFICATION
PLAIN
SOPHISTICATION
THE VALUE
OF TEXTURE MINI MEALS
SNACKS –
THE POWER
BEVERAGES OF CONVENIENCE
REINVENTED
360° food solutions Food Trends 2020 2
CATEGORY BLURRING:
HELLO HYBRIDS
Sustainability
+
a product that delivers both on
sustainability and one or more of the
main consumer health benefits, such as
more protein or less sugar.
360° food solutions Food Trends 2020 3
Sustainability Plus
Key sustainability drivers for BUSINESS and FOOD Products
NGO pressure
Business resilience
Growth opportunities Business
53%
of Gen Z are concerned about
Brand reputation
Environmental legislation
sustainability The responsibility lies with the sustainability of the planet in
relation to the brands that they
Economic profit the companies to put buy
sustainability at the core of
their business strategies. 58%
of Gen X say waste and pollution
is one of their biggest concerns
STRONG ALLIANCES when considering brands they
Food buy
Food security and accessibility
sustainability Ecological footprint
Consumer Health & Well-being 77%
Fair & Equitable Production of Millennials think that companies
have a responsibility to lead social 4
and environmental change
“Our ambition is to
achieve 100% recycled or
360° food solutions Food Trends 2020
reusable packaging by 2025.” New Nutrition Business 2020/ Euromonitor 2020
(CEO, Nestlé)
“Purpose-driven”
Sustainability Plus over
Company‘s dedication to sustainability is “profit-driven”
a key concern for consumers.
WHAT IS AT ISSUE?
“Sustainability is an essential message
to consumers – but only valuable
Fighting Renewable alongside consumer benefits (such as
Packaging
food waste energy sources protein, plants, fat and more)”
A new wave of
A major challenge is
+
Packaging is the first
companies is figuring
way that a consumer energy solutions for Functional
out how to make new
products from food can see a company‘s the preparation and Ethics &
commitment to processing of food
that used to end up
in the trash sustainability using local and Food plus
renewable energy
sources together.
360° food solutions Food Trends 2020 New Nutrition Business 2020/ Euromonitor 2020 5
With a little texture help, it seems almost anything is possible. 360° food solutions Food Trends 2020 6
Ethnic Snackification
flavors
Value of texture
Business Case
French drinks and food manufacturer Danone
has launched a new range of five dairy-based and
WHAT
origin focused products under its new private Iceland
label "The Danone of the World" in 2018. Turkey
Lebanon
Five different recipes, textures & origins - and
Greece
yet they are all similar. With this range India
WHY
Danone shows the different ways & types of
combining and consuming these three aspects.
Whether the high-protein, creamy Skyr from
Iceland, the smoothie-like Lassi from India or
HOW TEXTURE
the Lebanese mild, fermented Laban. No
matter what time of day or occasion - there is
something for everyone.
Provenance
360° food solutions Food Trends 2020 7
Value of texture
The value of texture in
CRACK
products
CHUNKY
CRUNCHY SHATTER
THICK
Texture makes foods satisfying & exciting
Reformulating products with innovative texture
CRISPY
approaches is breathing second lives into older FLUFFY LUSCIOUS
products & creating completely new ones SMOOTH
It appeals to younger consumers CREAMY
While taste is the ultimate driver, texture can create the THIN CHEWY
GOOEY
unique & photogenic experiences they crave
TENDER
Successful texture modification is becoming a MOIST SOFT SILKY
more important consideration
VELVET
360° food solutions Food Trends 2020 Mintel, Innova Market Insights, Euromonitor and New Nutrition Business 2020 8
Power to
the plants
a food revolution. It‘s not about
becoming vegan, it‘s
about everyone
wanting more plants.
(NNB,2019)
360° food solutions Food Trends 2020 9
Power to the plants
What is changing?
“#doughitdifferent” “#pommersche” “#activiapflanzlich”
Novelty Greener Carbs Meat alternatives Dairy alternatives
360° food solutions Food Trends 2020 New Nutrition Business 2020, Innova Market Insights 2020 10Power to the plants
The everday diet + plants
ADDING PLANTS HOLDS A BENEFICIAL TO TASTE,
FAR-REACHING POTENTIAL HEALTH & FUNCTIONALITY
People want more plants, but Fruits
that’s not the same as being a
69% 46% ~50% vegetarian.
People want more vegetables but
Vegetables
Nuts
of UK consumers of US adults agree of Europeans strive
would be interested plant-based to get more of their they don`t want to give up on
in cuisines that proteins are better protein from plant- their favorite everyday foods Grains
make it easy to for you than animal- based foods
incorporate lots of based proteins Short, ‘natural’ and ‘least- Seeds
vegetables processed’ ingredients lists are
what the health-conscious Spices
Industrial action: consumer wants
Herbs
Botanicals
“Danone pledges to triple its worldwide
plant-based
3 6 0 ° f o o d s o sales
l u t i o nfrom
s €1.7 Food
billion to2020
Trends New Nutrition Business 2020, Innova Market Insights 2020 11
around €5 billion by 2025.”Category blurring: hello hybrids
Coffee Energy Drinks Cola Juices & Nectars Alcoholic Drinks
360° food solutionsBusiness Case
Volvic Coffee is natural mineral water with a small shot
of “organic coffee infusion” (2%) and fruit flavor.
WHAT
Sweetened with “organic cane sugar” it appeals to
consumers’ beliefs about the superiority of ‘natural’
sugars.
Volvic uses the demand for RTD coffee drinks
and the energizing image that coffee brings to
WHY
the market to revitalize its product range and
launch an innovative product.
Marketing connects to the language commonly
used to describe different coffee varieties:
HOW
Mocha and lemon: “Strong, tart, full-flavored
taste with a light acidity”
360° food solutions Food Trends 2020 13g d
Holistic health f d
Digestion. Mood. Energy. Beauty.
g d
m d
360° food solutions Food Trends 2020 14Holistic health
With the democratization of knowledge in the
digital age, everyone becomes their own expert.
This leads to fragmentation
of beliefs and consequent
Where do you look for information I don't know
attitudes towards health
about healthy eating? 9%
and nutrition.
I search online and read blogs 54% no
I ask nutritionist or dietician 28%
15% Do you think
I go to a health service wehbsite
there are many Do you think these foods are
25% good/bad for digestion?
or other health platform confusing messages
I ask friends and family 16% about food, diet & 47%
39% 39%
health? 31% 33%
I watch documentaries/TV shows 26% 28%
15% 24%
about it yes
I search about diets that people
10%
76%
say are healthy
Dairy Bread Pasta Meat
Good Bad
360° food solutions Food Trends 2020 New Nutrition Business 2020, GlobalData 2020 15Holistic health
People’s strive for GLUTEN FREE
health knows many
dimensions Honest
LOW CARB
/ KETO GRAIN
FREE Preventative
Mood Digestive
health & feel
& ways indulgence boost wellness the benefit
GOOD FIBER, PROBIOTICS &
CARBS PREBIOTICS FERMENTATION
NATURAL Weight
SUGAR management
Fitness, DAIRY
good looks
Energy LACTOSE
FREE
2.0 PROTEIN
Anti-age
KETO PLANT ANIMAL
FRIENDLY PROTEIN PROTEIN
GOOD FATS, PLANT
360° food solutions Food Trends 2020 16
FAT REBORN BASEDNaturally functional
The power of ingredients.
360° food solutions Food Trends 2020 17Less complexity to achieve the personal guidelines for a
healthy diet?
Naturally functional ingredients & superfoods
Market value of superfoods in the
Market value of the global superfood United States in 2018 and 2025, by
Production/ Fermented, probiotics market from 2018 to 2025 product type (billion US dollars)**
preparation methods 70
(in billion US dollars)
250 5,8
60
Fruits, veggies, pulses, 204,6 9,8
193,2
Food groups nuts, alternative dairy 200 182,5 50
172,3
162,7
(goat, plant) 145,1 153,6
137 4 15
150 40
6,3
Prebiotics, fiber,
Nutrient groups 100 30 9,8
FODMAPS // carbs, 15
proteins, fats 50 20 9,8
Single products or single Avocado, chia // sugar 0
10 19,6
13,8
nutrients/ ingredients 2018 2019* 2020* 2021* 2022* 2023* 2024* 2025*
57% 0
2018 2025*
of global consumers pick “Drink” as
their preferred consumption format Fruits Herbs & roots Grains & seeds
for health enhancing ingredients. Vegetables Others
360° food solutions Food Trends 2020 New Nutrition Business 2020, GlobalData 2020 18
*estimatedSnackification
Megatrend
Snackification
“If you want to drive growth, make it a snack."
"If a snack version of your product isn’t
already part of your strategy, you need to re-
write it.”
60%
(NNB 2020)
success rate for
snacks, higher than
any other category
(NNB study of 150 brands)
360° food solutions Food Trends 2020 19Snackification
Snacking is a huge driver that’s transforming all categories.
And there are multiple ways for successful snacks.
60%
Taste & pleasure: These matter more than health. All success rate for snacks, higher
snacks are about reward and a moment of enjoyment - than any other category
being a healthy choice is not enough. (NNB study of 150 brands)
Permission to indulge: Use the health benefits only as
far as people need them to make a pleasurable choice.
“Nutrition” is not primary reason to purchase.
No limits on innovation: Product developers and
marketers should open their minds to create innovative
High in protein
propositions beyond consumers’ imaginations.
Lactose-free
Make it premium: Even mass-market consumers will
No-sugar
pay a premium for a good-tasting snack, so why not Dairy
focus on a premium market and get more money for Permission to indulge
your efforts?
Reinvent and re-position
360° food solutions Food Trends 2020 New Nutrition Business 2020, GlobalData 2020 20You can also read
