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SuperTrends
HEALTH & WELLBEING
SuperTrendHealth & WellbeingPublished by RTS Resource
The Creative Industries CentreWolverhampton Science Park Glaisher DriveWolverhamptonWV10 9TGUnited Kingdom
Tel : 01902 422282 / +44 1902 422282Fax : 01902 422281 / +44 1902 422281 e-mail : [email protected] : www.rts-resource.com Registered in England No. 04676945
© 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
HEALTH & WELLBEINGtrendLink:
Healthy Alternative
Regional / Seasonal Clean Labelling
ReformulationLegislation Mood
Healthy Naturals Portion Control
People Power
Satiety
Keep It Simple
Heart HealthCognitive Health Weight ControlEnergy
Organic
Indulgence Beauty Cook At Home Nostalgia
Tea
Cul
ture
Loca
l Sou
rce
Convenience
Natural Colours &
Flavours
Reassurance Accountability New Frugality Back to Natural
Senior Health Natural-Functional Aesthetic-Functional Eye Health
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.
SuperTrends > Health & Wellbeing Welcome
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PerspectiveAs 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 pro-active 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
SuperTrends > Health & Wellbeing Perspective
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desire such products. Whilst this is true, with an ever-
increasing 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 [email protected] [email protected] [email protected] [email protected]
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1 Clean-Label 11
Drivers 12
Innovation 21
Inspiration 25
Make this trend work for you 27
2 Added Benefits - the new functional 11
Drivers 12
Innovation 21
Inspiration 23
Make this trend work for you 27
3 Health Claims 33
Drivers 34
Inspiration & Innovation 39
Make this trend work for you 42
4 Reformulation 47
Drivers 48
Innovation 52
Inspiration 60
Make this trend work for you 61
5 Food+Lifestyle 66
Drivers 67
Innovation 78
Inspiration 80
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Make this trend work for you 83
6 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
SuperTrends > Health & Wellbeing Table of Contents
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