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The Global Consumer of the Future:

Top 10 Trends 2012

Jorge F. Sarasqueta

September 27th, 2012


You Can Find Us In Food Valley

Strategic location in the Food Valley in The Netherlands


Introduction

• Innova Market Insights is the source for inspiration for your company and gives you insights on innovations in food & beverage in every major market in the world.

Global Network Tracking Innovations in Food & Beverage

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New Products in Context

R&D: science, patents, technology, formulation, ingredients, regulation

Marketing: products, trends, consumer insights, category monitoring, news, trends


Table of Contents

1. “Pure” is the new natural

2. Green is a given

3. Location, location, location

4. Premium stands out

5. Seniors get some attention

6. Forty is the new twenty

7. Grounded in science

8. Regulators force a rethink

9. Un-measurable niches

10. Boom for protein


Trend 1: “Pure” is the new natural


• Natural products are becoming the rule rather than the exception in most western markets, despite ongoing issues with a clear definition of what “natural” encompasses. One way around this has been marketing the “purity” of a product.

Ongoing use of ‘Purity,’ ‘Pure Origin,’ ‘True to Nature’

USA: Minute Maid Pure Squeezed. No pulp. Pasteurized 100% orange juice, Never from concentrate


Avoidance of “E” Numbers

UK: Ella's Kitchen Organic Baby Food Strawberry + Apples Drink. Soil Association Organic Standard certified. No added sugar, salt or water. No additives or thickeners. No E numbers or GM. No dairy, egg, wheat, lactose or gluten. No lumps or bits and nothing artificial

Sweden: Yoplait Selection de Yoplait Yogurt: Strawberry & Blueberry. No E-numbers. No artificial colorings. Fat content: 2.6%. Contains yogurt cultures for a healthy digestion


Keep Simple Things Simple

Phillippines: Cowhead Lite Pure Milk

Phillippines: Ceres Sparkling 100% Pure White Grape Juice. No preservatives. 100% pure white grape juice. Rich in vitamin C. No sugar added.

Italy: Aqua Purely Natural Water. A world of good in every carton. Help ALB preserve this planet for future generations. Natural.


Simple Solution • In the EU, manufacturers are careful to avoid using E numbers on

packaging and certainly will aim to steer clear of the use of additives that sound like they were created in a science lab.

20112007

Ingredients: Water, vegetable oils and fats, fish oil, modified starch, emulsifier (E471, E322), preservative (E202), acidifier (E330),antioxidant (E385), vitamins ( vitamin E, vitamin B6, vitamin A, folic acid, vitamin D, vitamin B12), flavor, color (E160a), E-numbers EU approved.

Ingredients: Water, fat 38%, hydrogenated vegetable oil, tapioca modified starch, emulsifiers: monoglycerides and diglycerides of fatty acid; sunflower lecithin, preservative: potassium sorbate; acidifier: citric acid; vitamins: vitamin A, vitamin B6, vitamin B12, vitamin D3, vitamin E, folic acid; flavoring, coloring: beta-carotene.

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Trend 2: Green is a given


Global Product Launches with Ethical Claims

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UTZ Certification

The Netherlands

Germany

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Green Switch • Danone switched to Ingeo PLA (Biodegradable polymer) from NatureWorks for its

Activia brand yogurt in Germany:– Carbon footprint improved by 25%– Use 43% less fossil resources compared to the previous packaging

Germany: Danone Activia Kirsche: Probiotic Yogurt with Cherry. Four probiotic yogurt with cherry preparation and actiregularis cultures to support your digestion. Environment friendly package from renewable resources in cooperation with WWF


Typical Claims Used By Manufacturers To Claim Sustainability

– Eco-friendly

– Biodegradable

– Compostable

– Recyclable

– Carbon footprint

– Fair-trade

– Free Range*

– Animal friendly

– General sustainability claims


Trend 3: Location, location, location


Demand for Local Products to Support Local Suppliers

• Interest in where their foods are coming from has never been higher among consumers. This is being driven by an interest in supporting local suppliers, a desire for ethnic-style lines, concerns over the quality and safety of imported products, or the demand for authenticity in terms of products from a particular country or region

Russia: YunNat Agro-Alians: Buckwheat. Quick-cooking buckwheat in a plastic bag held in a cardboard box. Premium quality. No GMO.

France: Regain Bio Cookies Au Pepites De Chocolat Bio: Organic Chocolate Chip Cookies. Made in Orne, France

UK: Sainsbury's Pure Pressed Costa Rican Pineapple Juice

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Bringing the local to life

Ireland: O'Kane Chicken Olives with Pork, Sage & Onion Stuffing. Locally sourced chicken boneless thighs with pork, sage, and onion stuffing with smokey BBQ seasoning


Local Harvest• SABMiller: first ever commercial-scale

cassava-based beer

• Impala: brewed in Mozambique

• Goal: a portfolio of high-quality, affordable beers made using locally-sourced raw materials for lower income consumers in Africa

• Brewed using 70% cassava

• Result of several years of research to overcome the challenges of processing and brewing with cassava, which grows widely across Africa


Five years ahead...

Curry

Latin

Orange

Curry, HotCurry, KormaCurry, MadrasCurry, MasalaCurry, MediumCurry, Mild

Al PastorCarnitasChimichurriBarbacoaCochinita Pibil

Orange, ValenciaOrange, SicilianOrange, RubyOrange, SweetOrange, Yuzu

5 years ago Today


Greek/Greek-Style Yogurt Launches on the Rise

Canada: Danone Oikos Greek Yogurt with Strawberry on The Bottom. 4 x 100g cups of strained Greek yogurt with strawberry on the bottom. The yogurt has a creamy thickness and a unique taste. A creamy thick yogurt with a unique taste. High in protein: containing 8g -10g of protein per 100g serving, more than twice the 4g of protein contained in the regular yogurt. Contains 2% milk fat. Simply delicious. No gelatin or preservatives.

• In the yogurt sector, there has been a highly prevalent trend towards global manufacturers looking to Greek yogurt during a period in which Greece itself is on its knees. Danone reported that in the US, strong growth in the high value-added Greek-style yogurt segment has contributed to modify market trends. This led Danone to launch a revamped line under the Oikos name, with satisfactory initial results.

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Trend 4: Premium stands out


Recession, Cutbacks and Lack of Confidence Continue…

A premium treat can be justified as an affordable indulgence during difficult economic times, particularly if it can also encompass a better-for-you element


Top Markets for Indulgent/Premium


Center-Ground Squeezed Between Discount & Premium

UK: Heston from Waitrose Hidden Orange Christmas Pudding. The magic of the rich Christmas Pudding is the whole candied orange hidden inside. Waitrose and Heston share a passion for incredible food. Together, Waitrose andHeston have developed this exclusive range, bringing an unexpected twist to your favorite dishes

Belgium: Cavalier Freedom of Chocolate Premium Dark Blend Belgian Chocolate. No sugar added dark chocolate with an extract from the Stevia plant. Sugar has been replaced completely by a sweetener solution being high in fibers and having up to 65% less calories than sugar


Discounters Premiumization

Ireland: LidlGlensallagh Irish Traditional Style Crumbled Ham

UK: Aldi Specially Selected 6 Luxury Mince Pies. All butter pastries filled with luxurious mincemeat made using the finest sun-dried fruits and French brandy.

UK: Aldi Moser Roth Mousse Au Chocolat: Sour Cherry Chilli Filled Dark Chocolate Bar


Trend 5: Seniors get some attention


Recognition of Extent of Aging Population Issue• Companies are starting to address the needs of an aging population, both

in terms of packaging functionality and of general and specific health concerns. New EU regulations on labeling should also help seniors by improving the clarity and visibility of nutritional information. Various recent moves have been made in US front-of-pack labeling.

Some keywords (concepts/goals):

• Easy to open• Easy to digest• Reduced acid• For strong bones• Specifically formulated• Nutritionally balanced• Improved health• Easy to read labels• Lightweight packaging


Tastes Better = Consumption (or Compliance)

USA: Ensure Plus Nutrition Shake Drink with Rich Dark Chocolate Flavor. Six bottles of rich dark chocolate flavored nutrition shake drink to help gain or maintain healthy weight. Number 1 doctor recommended brand. Focused clinical nutrition. Each bottle of Ensure Plus has the right balance of 350 nutrient rich calories (237ml), 13 grams of protein, and 24 essential vitamins and minerals to help you take charge of your health. Lactose free. Certified kosher


• Dysphagia: 22% of 50+ year olds suffer

• Easy-to-Eat: a dessert and snack cake (Patisserie Unique and FoodQuest, the Netherlands) that can be easily eaten by people with dysphagia because it has the right consistency.

• Also has high-protein content that helps contribute to an improved nutritional status.

• Real innovation in healthcare: widely applicable and flexible to use, both as a snack or as a dessert

Easy to swallow


Joint Health Claims Predominantly in Soft Drinks

Excluded: supplements, baby food, pet food, clinical nutrition and sports products


Trend 6: Forty is the new twenty


Desire to Maintain Active Lifestyles

There is an increasing focus on “successful aging” or “extending the middle years” with an active, productive and rewarding life for as long as possible.


Dark Chocolate Offers a Health Halo

UK: Hershey's Kisses Dark Chocolate. A natural source of flavanol antioxidants. Dark chocolate contains 44% minimum cocoa solids.

Canada: Nestle Noir Mousse Delicate: Filled Dark Chocolate. It's a deliciously light mousse enrobed in an intense dark chocolate made with 52% cocoa. Because it's rich in cocoa, the product is a natural source of polyphenols antioxidants (270mg/30g serving) which help maintain a healthy circulatory system. Each perfectly portioned piece delivers great pleasure.


Potential for Targeted Nutrition: Eye Health

Excluded: supplements, baby food, pet food and clinical nutrition

Maintaining vision is one of the top concerns for shoppers as they age


Bone Health Claims Predominantly in Dairy Products

Excluded: supplements, baby food, pet food and clinical nutrition

Areas of potential growth:•Soft drinks•Hot drinks•Cereals •Desserts & ice creams


Trend 7: Grounded in science


Greater Use of Scientifically Proven Claims

Ireland: Wrigley's Extra Ice White Chewing Gum. Sugar free chewing gums with mint flavor, microgranules and sweeteners. Sugar free. Helps keep teeth clean in a way you can feel. Scientifically proven to help remove stains and maintain teeth's natural whiteness

The Netherlands: Nutricia Nutrilon Goede Nacht 2: Night Time Milk Formula For Babies From 6 to 18 Months. With Immunofortis, a patented mix of scientifically proven fiber mix of GOS:lc:FOS 9:1; DHA/AA, healthy polyunsaturated fatty acids; nucleotides, nutrients for growth and cell division

Ireland: Danone Actimel Probiotic Yogurt Drink: Strawberry & Banana Flavor. Helps strengthen your natural defenses. Scientifically proven


Europe: Vitamin C Cleared for Immune Health

EFSA Accepted Claim (Oct, 2010): Vitamin C and Maintenance of the normal function of the

immune system

The regulations can be an opportunity!


Increase in Bone Health Claims with EFSA Approval

Calcium, approved as an active ingredient -dominates product

launches

Claim: Enriched with calcium and vitamin D. Helps to

maintain the correct structure of the bones (Hungary)


Vitamin C + Immune Health

• Belgium, Tropicana: Pure fruit juice squeezed from seven types of fruit. Rich in Vitamin C. Helps the immune system.

• UK, Frumoo: A natural antioxidant, vitamin C can boost the immune system and protect us from damaging free radicals.

• Netherlands, Purdeys: With vitamins which help aid energy release. With vitamin C which helps support a healthy immune system.


Trend 8: Regulators force a rethink


Controversy Over Role of Governments/Regulators in Healthy Lifestyles

http://www.guardian.co.uk/media/2008/jan/23/advertising.healthandwellbeing

Government Campaigns: USA, Germany


Trans Fats


And What Happened Next


And What Consumers Read on Their Foods

• Canada: High Liner Pan Sear Selects Tilapia with Lime Chili and a Hint of Cilantro.

Premium quality. Great tasting seafood. No oil required.

• Source of omega-3 polyunsaturates. No added hydrogenated oils. Low in saturated

fat. No trans fat


Trans Fat is Still a Demon

Brazil: Wickbold 7 Grains Pizza Crust with Linseed. Pizza crust made with 7 grains and linseed. Tip: You can prepare the full-grain pizzas with traditional toppings or even bake it alone. Made with whole wheat flour. Trans fat free. Rich in fiber.


Trend 9: Unmeasurable niches


• Kidney-Friendly meals and sauces under the brand name Cuisine For Me. Meeting all the UK dietitians’ requirements for renal diets, they are “real meals, tasty and super convenient.”

• Winger: in the UK, there are almost 50,000 patients who would benefit from access to the Kidney-Friendly meals, “and if successful here, then the even larger market of Europe is close by”

Smaller Players Can Compete More Successfully


Nestlé’s New Maison Cailler Brand Creates Chocolate Haute Couture

• Nestlé has created a new luxury brand that delivers fresh chocolates, tailor-made for individual tastes.

• Maison Cailler is a unique profiling system that consumers can use to discover their ‘chocolate personality’ and share the result with their friends online.

• Within 48 hours of using the service, consumers will be sent a box of Maison Cailler chocolates that have been carefully selected to match their individual preferences.

• “What we are offering is the perfect personalized chocolate,” says Cédric Lacroix, Director of Nestlé’s Chocolate Centre of Excellence in Broc, in the Gruyère region of Switzerland.

• To determine someone’s chocolate personality, consumers first order a box of five ‘tasting’ chocolates from the Maison Cailler website, to send to a friend or relative, or themselves.


Specific Gender Focus

USA: Dr Pepper Ten 10 Bold Tasting Calories: Soda Drink. Classic Dr Pepper soda drink with only 10 bold tasting calories per serving but same 23 authentic flavors

UK: Nestle Yorkie Mansize Chunky Milk Chocolate Bar. 459 calories per bar. Man size – it's not for girls!


Trend 10: Boom for protein


Rising Population Numbers and Need to Feed Everyone

• New and existing sources of protein are being viewed on sustainability and health grounds, with developments in soy, wheat, lupin and other protein sources such as chick peas


Far Ranging Free RangeFree range claims, farm origin, feed specification and other sustainability claims will continue to emerge for animal welfare purposes, as well as to convey more premium quality and enhanced tasting meat products.

United Kingdom: Dalehead British Free Range Pork Chipolata and Mini Burger Assortment, made from prime cuts of free range pork shoulder and belly, blended with mild seasoning.

United Kingdom: Specially Selected Pata Negra Free-Range Jamon Iberico: Spanish Ham. Wonderfully aromatic, nutty-sweet flavor. The king of ham. Comes only from Pata Negra pigs, roaming free in the warm oak forests of Southern Spain.


Planting Your Protein

United States: Gardenin Garden Protein Sicilian Trio: Chick'n, Veggies, Rice Meal Kit. Good source of protein. Low fat. No trans fat. Cholesterol free. With 21g plant-based protein. Enjoy 6 veggies of tomatoes, green and red peppers, capers and more. One full serving of premium long grain rice. Certified vegan


For Healthier Snacking

USA: Starbucks Bistro Box: Protein. Wholesome, balanced and delicious bistro box ready-to-enjoy as a meal or snack. Containing a hard-boiled cage free egg, sliced tart apples, grapes, and white cheddar cheese served with multigrain muesli bread and honeyed peanut butter. Real food. Simply delicious.

Philippines: Starbucks Grilled Chicken & Roasted Veggies with Hummus on Flat Bread


Vegetarian Meat

Company: Muscolo di grano (Italy)

Product Name: Vegetable Meat

Description/Technology: Ingredients & Processing. Best Italian New Food (Tuttofood Expo 2011). Composition: Wheat gluten 47%, lentil grains, soy wheat (0.5%), herbs. Protein 21%. Fat 0.9 %. Carbohydrate 0.18%.

Consumer Benefit: Vegetarian meat alternative which looks like meat.


High Protein Ice Cream

• Company Name: WheyHey (UK)

• Product Name: WheyHey The Protein Ice Cream

• Description/Technology: Ingredient. The ice cream contains 22g of premium whey protein isolate per tub and is sugar free compared to 4-5% for standard product. Ideal for lean muscle growth and repair,resistance exercise training, amino acid supplementation and for reversing age-associated decrements in muscle protein mass and function.

• Consumer Benefit: Ice cream with health benefits.


Top 10 Trends 2012

1.“Pure” is the new natural

2. Green is a given

3. Location, location, location

4. Premium stands out

5. Seniors get some attention

6. Forty is the new twenty

7. Grounded in science

8. Regulators force a rethink

9. Un-measurable niches

10. Boom for protein


Thank You For Your Attention

Jorge SarasquetaDirector Latin [email protected]

Innova Market InsightsMarketing 22

6921 RE DuivenThe Netherlands

Tel: +31 26 319 2006Fax: +31 26 319 2009


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