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SuperTrends

HEALTH & WELLBEING


SuperTrend Health & Wellbeing Published by RTS Resource The Creative Industries Centre Wolverhampton Science Park Glaisher Drive Wolverhampton WV10 9TG United Kingdom Tel : 01902 422282 / +44 1902 422282 Fax : 01902 422281 / +44 1902 422281 e-mail : research@rts-resource.com Web : www.rts-resource.com Registered in England No. 04676945 Š 2011 RTS Resource Ltd The contents of this publication are copyright, and reproduction, in whole or in part, is not permitted without the written consent of the publisher. Whilst every possible care is taken in compiling, preparing and issuing the information contained within this report, RTS Resource accepts no liability whatsoever in connection with it.


Contents

TrendLinks

Welcome

Overview

Clean-Label

Added Benefits

Health Claims

Reformulation

Food+Lifestyle

Portion Control

Databank


TrendLinks

Organic

Healthy Alternative

Healthy Naturals

Portion Control

Satiety

Legislation

Mood

Reformulation

Regional / Seasonal

Keep It Simple

Clean Labelling

People Power

Cognitive Health

Heart Health

Energy

Weight Control

Indulgence

Beauty

Cook At Home

Nostalgia

Reassurance

Accountability

New Frugality

Back to Natural

Senior Health

Natural-Functional

AestheticFunctional

Eye Health

Natural Colours & Flavours

Local Source

HEALTH & WELLBEING

Convenience

Tea Culture

trendLink:


SuperTrends > Health & Wellbeing

Welcome

Welcome As consumers look to leading healthier, more fulfilled lives, their expectations of food are evolving. Whether it is using food as a lifestyle indicator, demanding natural ingredients or looking to the food and drink they choose to lift mood, benefit their health or manage their weight, consumers want the food and drink they consume to do more than ever before. SuperTrends: Health & Wellbeing goes beyond other trend reports - not only giving you an in-depth understanding of the trends affecting the food industry today and in the future but also practical advice on how to take full advantage of them in order to grow your business: • The TrendLink is your at-a-glance guide to see how key trends and sub-trends work together to influence consumers • Use the Innovation and Inspiration sections to keep up-to-date with latest developments and inspire new product development • The Make this trend work for you section highlights the key trend drivers and, crucially, a Roadmap of action points to apply this to your business. At rts we believe in giving your business the edge. This report will provide a springboard for ideas, a sound market context for your NPD, insight into competitors’ developments and a clear roadmap to adopting the trends for success.

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SuperTrends > Health & Wellbeing

Perspective

Perspective As consumers become more knowledgeable, and as governments seek to intervene in their countries’ diets, suppliers, food manufacturers and retailers will need to respond to initiatives and be increasingly relied upon to provide good quality products as well as reliable information. All those involved will need to become proactive rather than appear to be reluctantly reactive. All the trends and influences covered indicate that there will be a growing need for ingredients such as natural extracts, new sweeteners, salt and fat replacers, fibres (both soluble and insoluble), natural flavours and flavour-masking, natural sources of antioxidants and preservatives and health-promoting ingredients in general. For the food and drink industry as a whole, the clear message from our research is that identifying and exploiting trends will provide routes to growth. When we look at traditional market sectors - such as dairy, bakery, meat products, for example - annual growth rates are relatively low, especially in developed markets. However, when we measure markets by trend - such as wellbeing, mood, recovery, reduced salt/fat/sugar, etc - we see much higher rates of annual growth; sometimes as much as 15% to 20%. The implication is that anyone failing to recognise and exploit these trends will remain in a declining market of ‘other’ food and drink. Finally, the authors recognise that the global food industry can be full of contradictions. On one hand, for example, we see the growth of trends, as described, and an increasing willingness of consumers across the globe to accept and

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SuperTrends > Health & Wellbeing

Perspective

desire such products. Whilst this is true, with an everincreasing population there also arises the question of how the planet can provide sufficient food for the future. So, whilst one set of consumers seeks out safety, traceability, quality, health, organic or Fairtrade products, the rest merely need a basic level of nutrition. Are the two compatible and how will the industry cope - either if they are or if they are not compatible? We will return to this issue in later editions. The key consideration is to identify which trends within the Health & Wellbeing SuperTrend possess the potential for longevity, in a market prone to fleeting fads. However, those in the food industry would be unwise to take any of the trends highlighted in this report in isolation: success lies in the appreciation of how trends work together to appeal to consumer needs and desires. It is vital to consider the complex set of expectations placed upon food and drink by today’s consumers - from lifestyle indicators to mood enhancers, concerns regarding economic uncertainty, reassurance and the need for manufacturer accountability and to understand how these factors work together. By using the clear information and advice provided within this report, we believe food manufacturers, ingredient suppliers, retailers and foodservice providers will have the best advantage in identifying areas for development to grow their business. The RTS team Steve Jamie Miranda Kate

steve@rts-resource.com jamie@rts-resource.com miranda@rts-resource.com kate@rts-resource.com

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SuperTrends > Health & Wellbeing

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2

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Table of Contents

Clean-Label

11

Drivers

12

Innovation

21

Inspiration

25

Make this trend work for you

27

Added Benefits - the new functional

11

Drivers

12

Innovation

21

Inspiration

23

Make this trend work for you

27

Health Claims

33

Drivers

34

Inspiration & Innovation

39

Make this trend work for you

42

Reformulation

47

Drivers

48

Innovation

52

Inspiration

60

Make this trend work for you

61

Food+Lifestyle

66

Drivers

67

Innovation

78

Inspiration

80

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SuperTrends > Health & Wellbeing

Table of Contents

Make this trend work for you

6

83

Portion Control

11

Drivers

12

Innovation

15

Inspiration

19

Make this trend work for you

22

Databank

11

Outlook for Food & Drink

12

Convenience food & drink

13

Western Europe

14

Eastern Europe

15

NAFTA

16

Central & South America

16

Asia Pacific

17

Middle East & Africa

18

Outlook for ingredients

19

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SuperTrends Sample Pages