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Digestive Health

Sponsored by:

Highlighting the key trends and future

directions for innovation in the digestive

health space

Speaker:

Robin Wyers, Chief Editor, Innova Market Insights (The Netherlands)

Thriving on Gut Feeling: Digestive Health NPD

Vitafoods Asia 2018

September 2018

44

World leader in food ideas and answers

55

• Good for the gut

• Fibers & prebiotics for a healthy gut

• Focus on probiotics

• The rise of fermented foods

• Key takeaways

Digestive Health – Vitafoods Asia 2018

TOPICS OF TODAY ABOUT INNOVA MARKET INSIGHTS

Innova Market Insights is a leading market research company, serving our customers with our unique and powerful Innova Database: the world’s largest database for the food industry, used by

Meet the experts of Innova Market Insights

at Vitafoods Asia

MEET US AT VITAFOODS ASIA – STAND #123

leading companies in food ingredients and manufacturing

for future success in the dynamic FMCG/CPG industry.

Good for the gut

77

Growing awareness around digestive health

US consumers indicate digestive

health is an almost daily problem1 in 4

Source: Innova Market Insights consumer survey, 2017

…in India…in China

88

Digestive health gains ground in new product development

0

20

40

60

80

100

120

140

160

2013 2017

Ind

exe

d #

of

pro

duct

launch

es

Indexed number of new food & beverage launches tracked

with a digestive health claim (Asia-Pacific*, Index 2013=100)

Tuckers Natural Multifibre Snacks With Chia, Linseed And Freekeh

Malaysia, Apr 2018

CLAIMS Tucker's natural multi-fiber snacks are made with goodness of insoluble and soluble natural plant-based fibers which, combined with a healthy diet, can support improved digestion and overall vitality and well being. 11% daily recommended fiber intake.

*includes Asia and Australasia

99

Digestive health promoted in a diverse range of categories

Nestle Cerelac Stage 4 Infant Cereal With Milk From 12 Months: Rice And Potato With Chicken

Bangladesh, Jun 2018

CLAIMS CHE - digestive support: CHE process breaks carbohydrates into smaller and easier to digest components. Bifidus BL helps strengthen babies' natural defenses. Bifidus BL (BB12) is a probiotic which helps to maintain a healthy intestinal gut flora for your baby.

8%

8%

9%

10%

34%

0% 20% 40%

Sauces and

Seasonings

Sports Nutrition

Dairy

Bakery

Baby & Toddlers

% of new product launches

Top categories as percentage (%) of new food & beverages launches tracked with digestive

health claims (Asia-Pacific*, 2017)CAGR

2013-2017

+9%

+3%

+11%

+6%

+9%


1010

Ways to address digestive health

FIBERS AND PREBIOTICS PROBIOTICS


CAGR growth(Asia-Pacific*) 2013-2017:

Fiber and Prebiotics +9%

CAGR growth(Asia-Pacific*) 2013-2017:

Probiotics +9%

Fibers and prebiotics for a healthy gut

1212

High consumer demand for fiber, industry responds

PLACING IMPORTANCE ON FIBER HIGH IN FIBER TRENDS IN NPD


0

50

100

150

200

250

2013 2014 2015 2016 2017

Ind

exe

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of p

rod

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launch

es

Indexed number of new food & beverages launches with a high/source of fiber claim

(Asia-Pacific*, Index 2013=100)

Uncle Tobys CheeriosWith 4 Whole Grains

Australia, Feb 2018

Chinese consumers consider high in/source of fiber claims an important factor when purchasing breakfast cereals (2017)

Source: Innova Market Insights consumer survey, 2017

1 in 4

1313

FDS definition: Fluctuation in ingredients is expected

REVITALIZATION OF APPLICATIONS US FDA DEFINES FIBER


VS.

0

20

40

60

80

100

120

140

160

180

2013 2014 2015 2016 2017

Ind

exe

d #

of p

rod

uct

launch

es

Indexed number of new food & beverages launches with fiber/prebiotic ingredients

(Asia-Pacific*, Index 2013 = 100)

+9%

CAGR

2013-2017

1414

Traditional “fiber-rich” categories lead fiber…

BABY AND TODDLERS DAIRY

BAKERY

1515

Strong growth for fiber and prebiotic applications


Fastest growing subcategories for new food & beverages

launches tracked with fibers/prebiotics

(Asia-Pacific*, CAGR 2013-2017)

Milk and Milk Drinks +66%

Drinking Yogurt/Fermented +32%

Sports Bars +32%

Baby Meals +26%

Baby Formula/Milk +18%

Green N Go Soya Milk Plus Coffee Drink

Philippines, Mar 2018

CLAIMS Made from real soybeans. Each bean is carefully selected before extraction to produce high quality soy milk. Contains oat fiber that aids in the digestive system.

Focus on probiotics

1717

Probiotics serve as a functional ingredient for digestion

IMPROVING DIGESTIVE HEALTH PROBIOTIC APPLICATIONS STABILIZE


“Delivers active cultures

10x more effectively than

yogurt!”

0

30

60

90

120

150

2013 2014 2015 2016 2017

Ind

exe

d #

of p

rod

uct

launch

es

Indexed number of new food & beverages launches tracked with probiotics (Asia-Pacific*, Index 2013 = 100)

1818

Top probiotics to target digestive health

B. LACTIS IS THE TOP PROBIOTIC FASTEST GROWING PROBIOTICS


29%

20%

18%

18%

13%

Bifidobacterium Lactis

Other Bifidobacterium

Lactobacillus Acidophilus

Lactobacillus Bulgaricus

Lactobacillus Rhamnosus

Top probiotics as percentage (%) of new food & beverages launches tracked with a digestive health claim (Asia-Pacific*, 2017)

“Contains Prebiotics

(oligosaccharides) and

Probiotics (L. Rhamnosus).

Lactobacillus

Rhamnosus

+34%**

Bifidobacterium

Animalis

+38%**

“Only Activia contains

exclusive probiotic Bifidus

ActiRegularis which

survive through your

stomach and reach the

intestines alive.”

**CAGR 2013-2017

1919

Application of probiotics limited to leading categories

TOP CATEGORIES FOR APPLICATION LIMITED NPD IN SNACKS AND BAKERY


67%

27%

2% 4%

Top categories as a percentage (%) of new food & beverages launches with

probiotic ingredients (Asia-Pacific*, 2016)

Baby & Toddlers Dairy

Sports Nutrition Other

“Small digestive biscuit

sandwiches with milk

cream and lactobacillus”

“Ohso probiotic Belgian

chocolate by Solgar is packed

full of live bacteria good for

your digestive system.“

2020

New technological advances enable ambient application

PROBIOTIC CONFECTIONERY & SNACKS VEGETABLES ARE NOW “ALIVE”

0

20

40

60

80

100

120

140

160

180

200

2013 2014 2015 2016 2017

Ind

exe

d #

of

pro

duct

launch

es

Indexed number of new confectionery and snack launches with probiotics (Global,

Index 2013=100)

CAGR

2013-2017

+14%

The rise of fermented foods

2222

Opportunity for fermented goods amid the natural trend

2323

Baby and toddlers category leads for fermented claims

BABY FOOD: 1 IN 7 FERMENTED CLAIMS PREVALENCE OF FERMENTED CLAIMS


…average annual growth of

food and beverage

launches tracked with a

fermented claim

(Asia-Pacific*, 2013-2017)

+11%

Cyclops Greek Yogurt With Native NZ Honey

New Zealand, Feb 2018

DESCRIPTION: “..The artisan method combines extended fermentation and only natural ingredients, including native NZ honey, for a delicate natural yogurt to enjoy every day…”

14.0%

3.5% 3.1%

1.7%0.9%

0%

2%

4%

6%

8%

10%

12%

14%

16%

Baby &

Toddlers

Dairy Sports

Nutrition

Sauces &

Seasonings

Soft Drinks

% o

f new

pro

duct

launch

es

Top categories as percentage (%) of new food & beverages launches with a fermented

claim (Asia-Pacific*, 2017)

2424

Fermentation makes its entrance into diverse categories

FASTEST GROWING CATEGORIES FERMENTATION USED FOR…


“Aged and fermented.

Contributes to healthy

digestion…”

“Pretzel sticks with

fermented butter

flavor”

…process …flavor

Sauces and Seasonings +83%

Cereals +41%

Soft Drinks +25%

Baby and Toddler +21%

Fastest growing categories tracked with a fermented

claim (Asia-Pacific*, CAGR 2015-2017)

2525

Fermented beverages are on-trend

GROWTH IN FERMENTED DRINKS TRADITIONAL METHODS REINVENTED


** excluding alcoholic beverages

Skyr Kefir

Lassi

0

50

100

150

200

250

300

2013 2014 2015 2016 2017

Ind

exe

d #

of p

rod

uct

launch

es

Indexed number of fermented beverage** launches tracked with probiotics (Asia-Pacific*, Index 2013=100)

+47%Growth

2017 vs. 2016

2626

Kombucha: a growing niche

INCREASING NUMBER OF LAUNCHES GUT HEALTH: TOP CLAIM IN KOMBUCHA


0

50

100

150

200

250

300

350

400

2013 2015 2017

Ind

exe

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of p

rod

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launch

es

Indexed number of new food & beverages launches tracked with kombucha as an

ingredient (Asia-Pacific*, Index 2013=100)

2 in 5 food & beverages

launches tracked with kombucha

as an ingredient, feature a

digestive/gut health claim

(Asia-Pacific*, 2017)

“Organic and Raw.

Live sparkling probiotic.”

Key takeaways

2828

Key takeaways

• Probiotics thrive in Asian baby & toddlers and

dairy categories.

• Non-traditional categories, such as snacks,

soft drinks and sports nutrition.

• Fibers and prebiotics efficacy debate.

• Fiber-rich food innovations thrive.

• What counts as a dietary fiber is up for debate.

Fibers and

prebiotics

for a

healthy gut

Focus on

probiotics

The rise of

fermented

foods

• Consumers seek for more natural goods.

• Processing technique that also enhances flavor.

• The baby & toddlers category leads.

• A revival of traditional fermented drinks.

2929

THANK YOU!

EMAIL

[email protected]

www.innovamarketinsights.com

3030

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