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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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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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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