The significant developments in our latest 2011 update include:
- The concept of “naturality” - how to create and market foods that have a health benefit that’s natural and intrinsic - has come to dominate every company’s agenda.
- Classically, energy drinks have been Red Bull-style products for the 18- to 25-year-old male. The massive untapped market for energy drinks that have better “natural” credentials has taken a huge step forward in the first half of this year with new launches from Nestlé and Campbell’s V8.
- Connected to the trend for “naturalness”, there has been a surge of industry interest in products based on fruits and vegetables. The massive success of brands such as Nature Addicts fruit snacks in Europe and Campbell’s V-Fusion fruit and vegetable drinks in the US show just what can be achieved.
- The seniors market is recognized as being the key driver of the health trend. Consumers aged 50+ are over-represented among the buyers of brands with health benefits. The seniors market encompasses a wide array of health benefits and finding ways to succeed in seniors now tops the agenda of every major food and beverage company.
- It has become clear that in areas such as weight management, diabetes, sports nutrition and senior nutrition simply offering a product is not enough. Successful brands are also ones that provide a service.
Includes charts, tables and colour illustrations of products and marketing material.
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- Which trends matter - half-year review for 2011
- The 10 Key Trends
- Chart 1: The nutritional product life cycle - where the trends sit
- Trends converge and overlap
- Case Study 1: Campbell’s - consumers put health after taste
- Key Trend 1. Naturality
- 1.1 Natural/simple ingredients, free-from what’s bad
- Case Study 2: Frito-Lay -“all natural” the new category standard in snacks
- Consumers' passion for all-natural
- 1.2 “Natural functionality” - a health benefit that’s naturally present in the product
- Case Study 3: Coconut water - a natural health success story
- Case Study 4: The rise of the beetroot
- Case Study 5: Wonderful Pistachios - making pistachios desirable pays off
- Key Trend 2. Energy
- 2.1 Energy drinks
- 2.2 Energy shots: creation of a new category
- 2.3 “Naturally healthy” ways of delivering energy - the untapped opportunity
- Case Study 6: Ocean Spray - juice plus caffeine the way ahead
- Key Trend 3. Fruits and Vegetables
- Case Study 7: Nature Addicts creates a new category in Europe
- Key Trend 4. Digestive Health
- 4.1 The direction for probiotics
- 4.2 Fruit, vegetables and digestive health - an untapped growth opportunity
- Case Study 8: ProViva - digestive health juice the next white space opportunity
- 4.3 Fibre - the under-developed growth opportunity
- Key Trend 5. Weight Management
- 5.1 Services
- Case Study 9: Special K - the giant of weight management
- Case Study 10: Weight Watchers PointPlus - science gives a new direction for brands
- 5.2 Higher protein, lower GI diets
- Case Study 11: The Dukan Diet makes protein a hit with French and Americans
- Case Study 12: ThinkThin - combining protein and natural to appeal to women
- Key Trend 6. Feel the benefit
- Key Trend 7. Seniors
- Case Study 13: A new nutrition business for an ageing population
- 7.1 Digestive health for seniors
- 7.2 Mobility - bones, joints and muscles
- 7.3 Cardiovascular
- 7.4 Cognitive health
- 7.5 Services for seniors
- Key Trend 8. Sports nutrition
- Case Study 14: Mix 1 - protein for a healthy lifestyle
- Case Study 15: FRS - fruit + protein = “natural energy” for athletes
- Key Trend 9. Packaging
- Key Trend 10. Services
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