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Ingredient Focus: “Sportification� moves towards the mainstream

May 2018 1 1


Sportification gains ground in mainstream food and beverages SPORTS RELATED CLAIMS TRENDING

SPORTS RELATED CLAIMS CLEARLY COMMUNICATED

Indexed number of new food & beverage launches tracked with sports related claims* (Global, Index 2013 = 100)

Indexed # of new product launches

300 250

+25% CAGR 2013-2017

200 150 100 50

0 2013 2 2

2014

2015

2016

2017

*sports-related claims = sports and recovery, high/source of protein, energy/alertness

Bobs Pickle Pops Sport Ice Pops With Original Dill Flavor

Aptonia Fruit And Sport Apple Strawberry Biscuits

United States, Mar 2018

France, Aug 2017


Sportification trend moving beyond sports nutrition Fastest growing market categories of new food and beverage launches tracked with sports related claims* (Global, 2013-2017)

SPREADS

+49%

SNACKS

+34%

READY MEALS SAUCES AND SEASONINGS DAIRY

3 3

+33% +32% +30%

*sports related claims = sports and recovery, high/source of protein, energy/alertness


Sports nutrition brands run into mainstream brands

4 4


Opportunities to target certain segments ACTIVE AGING

5 5

FIT GIRL

ACTIVE LIFESTYLE


Carbohydrates step into the spotlight as a sustained energy source GROWTH FOR LOW GLYCEMIC INDEX CLAIMS Indexed number of new food and beverage* launches tracked with a low Glycemic Index claim (Global, 2013=100)

FOR A SLOW RELEASE OF ENERGY “Sustained energy release”

“Low GI for lasting energy”

Indexed # of new product launches

150 +19.9% CAGR 2013-2017

100

50

0 2013 6 6

*excluding sports nutrition

2017

SunRice Steamed Doongara Clever Rice Ovaltine Lasting Energy Chocolate Drink Mix Australia, Dec 2017 Australia, Jul 2017


Beyond protein, other ingredients adding a sporty touch to F&B BCAAs +24.9%*

L-Carnitine

(CAGR, ‘13-’17)

(CAGR, ‘13-’17)

Rejuvenation Ginger And Lime Flavored All Protein Whey Cappuccino Coffee Water Enriched With Amino Acid With BCAA 3.2g And Glutamine 2.4mg United Kingdom, Mar 2018 7 7

Brazil, Jan 2018

*In sports-related mainstream F&B products, excluding sports nutrition.

+1.8%*

Tuny Sport Lomo De Atun Aleta Amarilla En Agua Enriquecido: Yellowfin Tuna Loin In Enriched Water Mexico, May 2017

Reasons L Carnitine Bar Muesli Yoghurt With Forest Fruits Netherlands, Jan 2017


Cleaner and healthier image key for new product development OVERALL INCREASE IN BETTER FOR YOU CLAIMS

120%

SEEKING FOR BODY WELLNESS

Percentage (%) of new mainstream food & beverage launches tracked with better for you claims (Global)

• Better for you* related claims have increased their market

Health claims

• Increasing interest in a cleaner and transparent lifestyle. • The industry has to respond and focus on targeting this

Clean label claims

Free from claims

penetration to 49% in 2017, up from 42% in 2013.

ever-increasing market segment.

100% 80% 60%

Hipp Bio Hippis Sport Mango In Banana Orange Birne Mit Reis: Organic Mango, Banana, Orange And Pear Puree With Rice, For Toddlers From 1 Year

40%

Switzerland, Oct 2017

20%

DESCRIPTION Organic mango, banana, orange and pear puree with rice, for toddlers from 1 year. Comes in a doy pouch.

CLAIMS Certified organic. For sport. No added sugar. Gluten free.

0%

2013 8 8

2017

*Better for you related claims: health claims, clean label claims and free from claims


Sporty food and beverages move towards a more natural image NATURAL CLAIMS EXPERIENCE STRONG GROWTH

Indexed # of new product launches

250

Indexed number of new sports-related* food and beverage launches tracked with a natural claim (Global, Index 2013=100)

+20%

200

CAGR 2013-2017

150

100

50

0 2013 9 9

NATURAL ENERGY FROM NATURAL INGREDIENTS

2014

2015

2016

*sports-related = sports and recovery, high/source of protein, energy/alertness

2017

Pur Beverages Raspberry Flavored Natural Energy Drink With Raspberry Ketones United States, Jan 2018

Chimpanzee All Natural Energy Bar With Apricot Flavor Portugal, Jun 2017


Increased application of natural energy sources ANCIENT GRAINS GAINING GROUND

SUPERFRUITS INCLUSION IS ON THE RISE

+45.2%*

+16.7%*

(CAGR, ‘13-’17)

10 10

(CAGR, ‘13-’17)

Natures Finest by Nutrisslim Active Sport Muesli With Apricot, Fig, Maca And Chia

Whole Earth Power Balls Goji And Red Berries Wholesome, Natural Protein Snacks

Slovenia, Sep 2017

United Kingdom, Nov 2017

CLAIMS Certified organic. Suitable for vegans. High source of fiber. Contains wholegrains. No added sugar or salt. No artificial anything. All natural energy boost.

CLAIMS All round goodness. These wholesome, naturally delicious protein balls are made with Whole Earths tasty peanut butter and give you an all-round energy boost..

*CAGR 2013-2017 of new sports-related food and beverages launches tracked featuring selected ingredient


THANK YOU!

EMAIL analyst@innovami.com

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www.innovamarketinsights.com

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