Key Trends in Food, Nutrition & Health 2017 - And how they can work for you NEW NUTRITION BUSINESS - FDIN
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Key Trends in
Food, Nutrition &
Health 2017
And how they can work
for you
Presentation for FDIN
© New Nutrition Business
February 2017
NEW NUTRITION BUSINESS
Who we are
• 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.
• 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.
© New Nutrition Business 2
NEW NUTRITION BUSINESS
© New Nutrition Business 3
NEW NUTRITION BUSINESS
Many things can be trends. For us a Key Trend is one that:
1) Drives growth
1. Will stick around for the long term 2) Will endure
1. Is going to produce growth in demand for foods and beverages that connect
to it
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NEW NUTRITION BUSINESS
When companies search our site for information,
this is the top search query…
….because “belief” beats “science”
….because belief drives “consumer need”
5
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NEW NUTRITION BUSINESS
There is a driver behind all trends…
© New Nutrition Business
NEW NUTRITION BUSINESS
Connecting to naturally functional is the
strongest foundation for success
Naturally Functional is behind the success of almonds, Greek yoghurt,
coconut water, olive oil, blueberries…
High calorie foods which are “healthy” are now accepted by consumers –
because naturally healthy beats calories
Almonds: 600kcal/100g
© New Nutrition Business Olive oil: 820kcal/100ml Flaxseeds: 530kcal/100g 7
NEW NUTRITION BUSINESS
Beetroot re-born
Historically beetroot was seen as a vegetable with a very divisive taste that was
difficult and messy to prepare.
That all changed because of:
Snacking: Innovative Marketing:
beetroot growers re- Beetroot companies
positioned beetroot as a invested in consumer
snack, offering ready-to- PR
eat products, often in
composite snacks with
cheese or nuts
Sportification: A creative
beetroot grower turned to the
sports science and began
marketing beetroot juice as
Naturally functional: The media has sports drink, with great success
extensively covered the emerging science
on beetroot. There are 369 studies about
Beet It shots, popular in the sports
beetroot (165 are human studies). Of that world due to beneficial effects on
total, 103 studies are focused on exercise, sports performance
of which 65 are human
© New studies.
Nutrition Business
NEW NUTRITION BUSINESS
A surge of interest in turmeric
Dairy: Moo Shake in
India was the first
UHT milk drink with
curcumin, produced
by Milk Mantra
Dairy. “Gives your
immune system a
boost, is a powerful
antioxidant and has
anti-inflammatory In the UK, upscale retailer
properties”. Waitrose has launched
turmeric yogurts
nationally.
In Australia turmeric lattes are widely
available in cafes in major cities and
home mixes can be found in mainstream
supermarkets.
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NEW NUTRITION BUSINESS
© New Nutrition Business
NEW NUTRITION BUSINESSMedia coverage on inflammation is broad. The most common topics are
the symptoms, causes and dangers of inflammation and anti-inflammation
diet & foods.
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NEW NUTRITION BUSINESS© New Nutrition Business 12
NEW NUTRITION BUSINESS© New Nutrition Business 13
NEW NUTRITION BUSINESSInflammation is at Day 1
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.
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.
Turmeric has exploded in the supplement market
and in foodservice in major cities in the US and
Australia, with some brands using turmeric as
health halo ingredient to drive sales.
© New Nutrition Business
NEW NUTRITION BUSINESS“One of the first directions that anti-inflammatory
products are likely to take is in relation to digestive
health – a major area of consumer concern and
one that has tangible symptoms.”
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NEW NUTRITION BUSINESS© New Nutrition Business 45
NEW NUTRITION BUSINESSConsumers are becoming more interested in digestion
and digestive health, including probiotics…
One third of people suffer from some form of
digestive symptoms – the most common ones being
bloating and constipation.
Source: World Gastroenterology Organisation (2016)
30% of Americans suffer from abdominal bloating.
Source: Health Magazine
Google searches with the terms “bloated’
and “probiotics” 2008-2016 in the UK:
Google searches with the term “消化” (‘digestion’) 2010-2016 in China:
Quaker Hong Kong markets itself mainly on two
© New Nutrition Business benefit platforms; heart health and digestive
46 health.
NEW NUTRITION BUSINESSMany roads to digestive wellness
Digestive wellness is the key benefit, and much of the interest in gluten-free, for example, came from
people Googling their digestive discomfort symptoms and finding plenty of sources describing gluten
intolerance as a key cause.
Armed with this information, people self-diagnose. As one food executive of a maker of gluten-free
For FODMAP box
foods told NNB: “There’s a lot of consumer pull, and the more they’re seeking out information, the
easier our job becomes.”
The successes of the probiotic dairy category, the rise of gluten-free and the rise of lactose-free plant
milks all illustrate
Nestle how a large
is beginning to segment
educateofconsumers
people are motivated to buy products that give them
about the
digestive wellness. To get there they are willing to consider more ingredients, more types of
advantages
avoidance of aproduct
and more FODMAPS
categoriesdiet
thanfor
everdigestive
before. health
FODMAP diets, also began
in Australia, are an
“avoidance of what’s bad”
strategy that’s being
embraced by a small but
growing number of people
and companies and given
new legitimacy by Nestle’s
launch of a beverage for
people following FODMAP
Launched in Australia in 2004, A2 Milk is a standard milk diets
which does not contain any A1 protein, which the A2
Milk company argues
© New Nutrition can cause digestive distress
Business 18
NEW NUTRITION BUSINESS“Feel the benefit” is key to success
Battling bloating, an everyday issue,
with an easy “feel the benefit”
Lactose and gluten free products launched
In research women 700
in Asia* 660
describe the
600
problem in a variety 457 482
500
of ways,
400
of which the most 275 263
302
300
common include: 165
200
“Feeling fat”
“Feeling heavy” 100
“Feeling like there’s 0
2010 2011 2012 2013 2014 2015 YTD 2016
a balloon inflating
inside me.” *Countries included: China, Hong Kong, Japan, Malaysia, Thailand and
Indonesia.
© New Nutrition Business Source: GNPD Mintel (2016). Claims used: Low/No Lactose, Gluten Free. 19
NEW NUTRITION BUSINESSThe field of digestive health, like everything else, is
fragmenting – and that 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.
© New Nutrition Business
NEW NUTRITION BUSINESSThe dynamics, messages and even key categories within this
benefit are undergoing a major change.
New science is emerging and so are the gut “experts” and “gut
makeover diets”
• Tips include what dietary changes to make to: “improve your gut functioning and help you lose up to
13 pounds along with changes you can make for life to help keep your gut flora happy forever”.
• The science is still in its infancy when it comes to fully understanding how the gut and its
microbiome can influence specific diseases. But the media is paying attention and offering broad
and simplistic explanations that consumers can find easily online.
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NEW NUTRITION BUSINESS© New Nutrition Business 22
NEW NUTRITION BUSINESSA fundamental shift in how people look at their plates
– it’s not about replacing meat, it’s about broadening
the healthy eating repertoire.
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NEW NUTRITION BUSINESSPlant-based foods are at the heart of strategy
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
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NEW NUTRITION BUSINESSIngredient callout: Cauliflower
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NEW NUTRITION BUSINESSOpportunities for plant-based foods
Whether it’s a small meal, a meal for one, a
snack or as part of a meal, there’s a clear
opportunity for vegetables that are convenient
and require little or no preparation and are
therefore easier to substitute for starches at
any type of consumption occasion, as the
surge in sales of riced cauliflower and
spiralised vegetables have shown. Nor do
you need to sell vegetables alone. Combining
them with legumes or nuts or various proteins
provides more variety and makes it easier for
time-pressed consumers to choose your
product.
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NEW NUTRITION BUSINESS© New Nutrition Business 27
NEW NUTRITION BUSINESSConfusion and churn
Another huge indicator of how consumers are attempting to redefine
carb consumption is that they’re increasingly “spiralizing” – making
noodle shapes of – all manner of vegetables, such as zucchini, to
make them resemble pasta, and “ricing” vegetables such as
cauliflower.
At the same time, there are contra-indications which demonstrate that
it’s possible to overstate the western shift in carb consumption.
“With the focus on weight reduction taking center stage, we perceive
that people are eating less bread and carbs overall – but they’re not,”
said Catherine Adams Hutt, chief science and regulatory officer of
Sloan Trends, a consumer goods consulting firm.
UK supermarket Tesco has a range of
convenient vegetable “pastas”, “couscous” and “gnocchi”.
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NEW NUTRITION BUSINESS© New Nutrition Business
NEW NUTRITION BUSINESSSportification is happening beyond food…
…tourism, hobbies and even
fashion are all riding the
sportification wave
CNBC calls CrossFit ”the world’s biggest
fitness trend”. There are now more CrossFit
gyms than there is Starbucks cafes in the US.
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.”
© New Nutrition Business
NEW NUTRITION BUSINESSSportification of Dining
A sportification of dining can be seen in the launch of fitness restaurants and cafés across the world.
Restaurants with a focus on protein, calories and “fuel food” are popping up and offer nutrition dense meals,
meal plans and food for delivery or collection.
Protein smoothies, egg whites pancakes and avocado dishes are common offers.
Prep Fitness Kitchen in Glasgow, Scotland
The Protein Bar in Sydney, Australia
Protein House in Las Vegas, USA
© New Nutrition Business
NEW NUTRITION BUSINESSRather than sports nutrition going mainstream, the
bigger trend is for “regular” food to be adopted by
sports people.
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NEW NUTRITION BUSINESS© New Nutrition Business
NEW NUTRITION BUSINESSConsumers are “taking back control” of what
they buy and eat
They want to feel more empowered and confident
to create their own personalised healthy eating
patterns.
By making their own rules, consumers no longer
see dietitians and health professionals as the
experts on food and health.
There is also a growing awareness of how diet is a
personal matter – it’s the slow death of “one size
fits all” dietary recommendations and the on
going rise of a fragmented market.
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NEW NUTRITION BUSINESS© New Nutrition Business 35
NEW NUTRITION BUSINESSGiant food companies are already investing
in personalized nutrition…
Campbell’s has just invested $32million in a startup focusing on personalized nutrition: Habit.
Launched by Plum Organics co-founder Neil Grimmer. Grimmer got his genome sequenced, his blood
tested and, with the help of doctors, embarked in a customized nutrition program journey.
Grimmer told NNB that “the genesis for Habit was the
idea of taking a very complicated system – the
process I went through – and making it available
to millions of Americans at a price point that will
be accessible for all”.
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NEW NUTRITION BUSINESS© New Nutrition Business 37
NEW NUTRITION BUSINESS© New Nutrition Business
NEW NUTRITION BUSINESSProtein has a lot going for it. It is in the lucky position of being an
ingredient that’s also a benefit – and if your product contains protein you
don’t have to make a claim. Consumers have a wide range of often not-
very-specific beliefs about protein, from a broad health halo to believing
it helps with a firmer body, weight-loss and even healthier hair.
• It’s a trend that has mostly been led – as trends so often are – by the US market, but it’s already
strong in Latin America, Australasia and most of Europe and it’s gaining ground in parts of Asia
and the Middle East, which together look like the two most promising growth areas.
• One thing is very clear: around the world most people want their protein from sources that they
see as being natural – whether that’s dairy, yoghurt, meat or legumes.
© New Nutrition Business 39
NEW NUTRITION BUSINESSWhat does it mean for companies?
Quest Nutritions’ BEYOND cereal is
protein (12g per 38g bar) – billed as
kid in all of us who loves cereal, but
Broths: Consumption of broth brewed from Snack legumes: AGAINST
Inspired byTHE
bothGRAIN”. It’s sweeten
the plant-based
the bones of chicken, cows and sheep is well- movement as well as the protein
allulose, said totrend,
be a sweetener “fou
established in Asia, where Suntory-owned entrepreneurs have
withreinvented the calories
1/10th of the humble bean as a
of sugar.
Brand’s Essence of Chicken is the leading tasty, vege-protein-packed snack. Brami Beans are a
brand, and is now gaining traction in the US convenient form of the lupini bean, said to be the
and Australia, thanks in part to the influence highest-protein bean around, and a food that fuelled
of paleo eating – even on people who are not the Roman army; chickpeas too have been flavoured
committed to the diet. and snack-packed by the likes of Chic-a-pea.
Georgia also run in
broth the pic of
Brand’s Essence of
Chicken we used
in broth article,
Ancient Nutrition’s range ticks several trendy boxes:
protein, Paleo, turmeric…
NNB October
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NEW NUTRITION BUSINESS© New Nutrition Business
NEW NUTRITION BUSINESS© New Nutrition Business 42
NEW NUTRITION BUSINESSConvenience is such a powerful driver that even the world’s largest
kiwifruit grower (Zespri) had to invest in creating an ultra-convenient
kiwiberry to respond to demand for a more convenient, snacking-
friendly type of kiwi.
Beetroot growers are reinventing a traditional “boring” vegetable into
convenient snacking options.
© New Nutrition Business
NEW NUTRITION BUSINESSThere is growth potential for cheese to be reinvented as
a naturally healthy snack (as it already is in many countries)
Very strong science shows NO link
Per capita cheese consumption (kg)
between cheese and:
• Heart disease
France 26.3
Germany 24.2 • Risk of elevated blood pressure or
Iceland 23.4 stroke
Italy 21.8
• Weight gain
Sweden 17.4
Denmark 15.3
Sales of cheese in China
USA 14.2
increased by 20% in 2015
Australia 13.7
UK 11.7 Across Asia acceptance of
cheese is being driven by the
Chile 8.8
western-style foodservice
Uruguay 8.5 chains and in particular pizza
New Zealand 8.3 outlets.
Brazil 3.7
Mexico 3.6
Japan 2.2
Colombia 0.9
China 0.2
0 5 10 15 20 25 30
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NEW NUTRITION BUSINESS
Source: International Dairy Federation, Canadian Dairy
Information Center.S
EN
BIT
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NUTRIT
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No limits on NPD
Epic Bar launched snack bars and bites based on a
combination of grass-fed meat – beef, turkey or lamb – with
fruits or vegetables, targeting the niche of paleo-influenced
eaters and creating a meat snacking proposition quite unlike
anything that had appeared before.
Peeled Snacks is one of a number of vegetable-based snack brands. This
brand sells a snack made from pea flour and rice flour. In 2013 the
company made it to Forbes’ list of fastest-growing companies in America
and in 2016 passed $10 million (€9 million) in sales.
P3 Protein Packs: Like Balanced Breaks, Kraft’s successful P3 Protein
Pack makes the cheese the hero ingredient and combines it with meats,
fruits or nuts and leverages the protein message. P3 protein packs grew
to over $150 million (€137 million) in retail sales (IRI) within two years of
launch.
© New Nutrition Business 45
NEW NUTRITION BUSINESSIngredient callout: Chickpeas
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NEW NUTRITION BUSINESS© New Nutrition Business
NEW NUTRITION BUSINESSRehabilitation 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.
© New Nutrition Business 48
NEW NUTRITION BUSINESSConsumers can “forgive” a high sugar product if it delivers a
desired benefit… like energy!
21% sugar
1 portion = 30g
“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
© New Nutrition Business 49
NEW NUTRITION BUSINESS© New Nutrition Business
NEW NUTRITION BUSINESSThe future is a series of premium-priced
niches
© New Nutrition Business 51
NEW NUTRITION BUSINESSFragmentation is a key driver of
strategy – and will stay that way
1. Technology: Bloggers, apps and social media platforms enable consumers to do
their own research about food and health – mostly on their phones – and with this
steadily increasing knowledge people feel more confident to create personalised healthy
eating patterns and dietary choices and conduct their own personal eating experiments
to find what works for them.
© New Nutrition Business 52
NEW NUTRITION BUSINESSFragmentation is a key driver of
strategy – and will stay that way
2. Loss of trust in expert health advice: At the same moment as technology has
removed dietitians and health professionals as the gatekeepers of knowledge about
food and health, the traditional health experts – academic researchers and dietitians –
are beginning to look to most people as if they didn’t know what they were talking
about.
Changes in dietary advice, which seem to have been accelerating in frequency over the
past 15 years, have created justified consumer scepticism about “expert opinions”.
© New Nutrition Business 53
NEW NUTRITION BUSINESSThank 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
allene.bruce@new-nutrition.com
© New Nutrition Business
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