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Ingredient focus: Inner wellbeing

April 2019


Increasing consumer expectations to stay healthy and happy HOLISTIC WELLBEING IS KEY “My mental health is as important as physical health for my overall wellbeing”

Source: Innova Consumer Lifestyle and Attitudes Survey (2018)

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ANSWERING CONSUMER DEMAND: HAPPY GUT, HAPPY MIND

+22%

Average annual growth of digestive health related product launches* tracked with a feel good claim** (Global, CAGR 2014-2018) *Featuring added fiber, digestive/gut health, probiotic, high/source of fiber claims **Feel good claims include: happy, joy, fun

“Muesli as fiber sources. Happiness in every bite.”

“1 billion vegan probiotics help restore belly bliss, and a happy gut means glowing, vibrant skin. ”


Look out for global growth of digestive health related product launches GROWTH IN THE GLOBAL DIGESTIVE HEALTH MARKET

DIGESTIVE HEALTH CLAIM APPLICATIONS

Indexed number of digestive health related product launches* tracked (Global, Index 2014=100)

Indexed # of new product launches

160

149

140 120 100

100

+10%

80 60

average annual growth 2014-2018

40 20 0 2014

2015

2016

2017

*Featuring added fiber, digestive/gut health, probiotic, high/source of fiber claims

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2018

Natures Way Organic Probiotic Sparkling Water: Coconut and Lime Flavour

Kiwigarden Natural Greek Style Yogurt Drops

Australia, Jun 2018

Japan, Oct 2018

CLAIMS …Probiotic, wellbeing and vitality drink. […] The probiotics found in fermented foods are good for us. Your body loves them, they help support your wellbeing and help give your digestive system the edge it needs. Now your body can soak up the amazing goodness of natural probiotics in a light, blissfully happy and naturally sparkling water…

DESCRIPTION …Also a super food, it’s one to add to your snacking for a happy tummy. CLAIMS A probiotic and gluten-free snack that contains 100% natural ingredients…


Latin America leads in regional growth of digestive health markets Average annual growth of digestive health related product launches* tracked by region (CAGR, 2014-2018)

North America

Asia

+4%

+9%

Europe

+14%

Australasia

+6%

Latin America

+18%

Middle East/Africa

+8%

*Featuring added fiber, digestive/gut health, probiotic, high/source of fiber claims

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Digestive health claims are applied in different market categories TOP MARKET CATEGORIES: DAIRY AND CEREALS

DAIRY AND CEREAL PRODUCTS WITH PROBIOTICS

Top market categories as percentage (%) of digestive health related product launches* tracked (Global)

10%

11%

14%

15%

14% 15%

17% 17%

20%

17%

10% 6%

% of new product launches

25%

2018

23%

2014

5%

China, Mar 2018

0% Dairy

Cereals

Bakery

Baby & Toddlers

*Featuring added fiber, digestive/gut health, probiotic, high/source of fiber claims

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Mengniu Guanyiru Fermented Yogurt Drink with Strawberry Flavor

Snacks

CLAIMS Easy energy, happy and healthy. China Aerospace Enterprise Strategic Partner. Contains BB12 cultures. FIFA World Cup Russia 2018 edition.

Happy Inside Coconut Crunch Cereals United States, Nov 2018 DESCRIPTION Toasted unsweetened coconut combined with probiotic yogurt pieces and whole grains… CLAIMS 2.5g prebiotics per serving. 1 billion CFU Probiotics per serving. 9g fiber per serving. Cereal for digestive wellness…


Fastest growing market categories among digestive health products Fastest growing market categories of digestive health related product launches* tracked (Global, CAGR 2014-2018)

Snacks

+25%

Bakery

+12%

Cereals Baby & Toddlers Dairy

+11% +3% +2%

*Featuring added fiber, digestive/gut health, probiotic, high/source of fiber claims NB: Categories tracked with less than 2,000 new products launching in 2018 on the market have been excluded

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Products with digestive health claims also often feature fiber claims TOP POSITIONING: HIGH/SOURCE OF FIBER

HIGH-FIBER FOODS FOR GOOD DIGESTIVE HEALTH

Top positionings as percentage (%) of digestive health related product launches* tracked (Global) 73%

21%

30% 20%

24% 27%

40%

31%

33%

50%

23% 30%

47%

60%

2018

58%

% of new product launches

80% 70%

2014

10% 0% High/ Source Of Fiber

Digestive/ Gut Health

High/ Source Of Protein

Gluten Free

No Additives/ Preservatives

*Featuring added fiber, digestive/gut health, probiotic, high/source of fiber claims

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Bakery On Main Organic Oats and Happiness Cranberry Apple Almond Cereal with Probiotic Cultures United States, Mar 2018 CLAIMS The addition of organic flax, buckwheat, sprouted chia seeds, and probiotic cultures to support immune health [..] an excellent source of fiber, [..] our Cranberry Apple Almond Organic Oats and Happiness oatmeal cup will be your new on-the-go, go-to that will bring you happiness anywhere you enjoy it…

Organics Happytot Fiber and Protein Soft Baked Oat Bars with Organic Bananas and Carrots for Tots and Tykes United States, Nov 2018 CLAIMS Non GMO. 7g whole grains. 20% DV vitamin A. 4g fiber. […] Fiber also helps support the digestive system, but many tots don't get enough of this important nutrient each day…


Promoting a feeling of wellbeing with high-fiber foods

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FEEL-GOOD OAT DRINK

RELAXATION SEEDS

Califia Farms Probiotic Dairy Free Yogurt Drink: Strawberry

Vivo Barra 4 Semillas Y Berries: 4 Seed with Berries Cereal Bars

United States, Jun 2018

Chile, Jun 2018

CLAIMS Contains probiotics. Dairy free. Contains 10 billion CFUs of live cultures per serving. Powered by Califia culture blend: Bifidobacterium BB-12, S. thermophilus and L. bulgaricus. Get ready to feel good from the inside out. Good source of fiber…

CLAIMS Made with whole grain oats. Good source of fiber. […] Poppy: ancestrally had been used in natural medicine to calm the nervous system during stress and relaxation…

SPELT FOR FEEL-GOOD EATING

Valfrutta Farro Olive Nere Pomodori Secchi E Capperi: Spelt with Black Olives, Dried Tomatoes and Capers Italy, Aug 2018 DESCRIPTION …Thanks to its high fiber content, spelt helps digestion, promotes intestinal health and purifies the body. […] Ideal for those who want to feel good eating with taste.

GLUTEN-FREE FIBER FEST

Genius Gluten Free Fibre Fest Kale Wraps United Kingdom, Sep 2018 DESCRIPTION Gluten free fibre fest kale wraps in a plastic packet, held in a cardboard sleeve. These kick ass kale wraps have 3x the fibre of regular wraps and are good for the gut. Foldable, fillable and just waiting to be packed with your favourite fillings.


Various probiotic ingredients are applied to promote digestive health TOP PROBIOTIC: STREPTOCOCCUS THERMOPHILUS

“PROBIOTIC DAILIES” SUPPORTING DIGESTION

Top probiotic ingredients as percentage (%) of digestive health related product launches* tracked (Global)

3% 2%

Activia Probiotic Dailies and Prebiotic Fiber Low Fat Yogurt Drink: Lemon Ginger and Honey Ginger

1% 0%

United States, Jan 2019 Streptococcus Thermophilus

Lactobacillus Acidophilus

Lactobacillus Bifidobacterium Lactobacillus Bulgaricus Lactis Casei

*Featuring added fiber, digestive/gut health, probiotic, high/source of fiber claims

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3%

3%

4%

4%

4%

5% 5%

5%

2018

6%

6%

5%

% of new product launches

7%

6% 6%

2014

CLAIMS Contains billions of live and active probiotics. Contains prebiotic fiber. Supports gut health [..] May help reduce the frequency of minor digestive discomfort, which includes bloating, gas, abdominal discomfort and rumbling… INGREDIENTS Cultured grade A reduced fat milk, cane sugar, chicory root fiber…


Feeding your gut bacteria with prebiotics 1 IN 3 PREBIOTIC LAUNCHES CONTAIN OLIGOFRUCTOSE

“TAKING CARE OF YOUR BODY EVERY DAY” WITH INULIN

• +7% average annual growth of new food and beverage launches tracked with a prebiotic claim (Global, CAGR 2014-2018) Top prebiotic ingredients as percentage (%) of food and beverage launches tracked with a prebiotic claim (Global)

10 10

INGREDIENTS Normalized milk, inulin, ferment, lactic yeast, probiotic bifidobacteria.

Oligofructose

Galacto Oligosaccharide

Inulin

7% 3%

10%

3% 7%

20%

0%

Russia, Oct 2018 DESCRIPTION A bio fermented kefir product enriched with probiotics and prebiotic inulin. Comes in a PET bottle.

23%

30%

2018

31%

40%

40% 35%

% of new product launches

50%

38% 34%

2014

Bio Balance Turbo Fit Bio Kefir Drink

Chicory Root

Prebiotic Fiber


Emotional comfort: food & beverages that boost happiness CONSUMERS SEARCH FOR A FEELING OF COMFORT “The feeling of comfort is important to me when consuming food & beverages”

50% China

PROVIDING FUNCTIONAL HAPPINESS

1 in 3

US and UK consumers say that ‘happiness’ is an important aspect when consuming food & beverages Source: Innova Trends Survey (2018)

Elovena Annospikapuuro Taysjyvakaurahiutale Kaura Siemenet: Quick Porridge with Wholegrain Oatmeal and Seeds Finland, Sep 2018

41% UK

40% US Source: Innova Trends Survey (2018)

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CLAIMS …Healthy eating is one of the most important things affecting wellbeing. […] Elovena gives you good supplies for your life. High in fiber. […] The fiber from the oats keeps your stomach happy too. Oats is a good choice for everyone looking after their well-being as part of a diverse diet and healthy lifestyle.


New launches feature digestive health and mood-enhancing claims MOOD-ENHANCING CHOCOLATE

Anacata Superfood Chocolate Barks Mexico, Dec 2018 CLAIMS Suitable for vegans. 80 calories per portion. Sugar free. [‌] For active digestive system. Reduce the risk of diabetes. Balanced levels of insulin. Improvement of the immune system. Promote longevity. Improvement of mood. Reduce depression and anxiety. Brings an extra energy. Controls cravings. Improvement of heart, skin and bones.

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FEEL GOOD FROM THE INSIDE

START YOUR DAY FEELING GOOD

Kelloggs Special K Plus Proteina Con Fibra Sabor Cherry Dark Chocolate: Plus Protein and Fiber Bar with Cherry Dark Chocolate Flavor

Activia Alimento Liquido Fermentado con Mezcla de Jugos Zanahoria, Pina, Naranja, Jengibre: Fermented Milk with Carrot, Pineapple, Orange and Ginger Juice

Guatemala, Dec 2018

Mexico, Dec 2018

CLAIMS With 5g protein. 100% flavor. Protein is essential to keep your muscles and bones strong. Your new bar also contains fiber that helps you feel good from the inside.

CLAIMS Contains natural probiotics. No added sugar. No preservatives. Activia believes that it is very important to start every day feeling good on the inside, that is why Activia create these recipes with a great combination of fruits and vegetables, and an exclusive combination of live probiotics. Recyclable packaging.


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