10 Key Trends in Food, Nutrition & Health 2008

Published by: New Nutrition Business

Published: Dec. 1, 2007 - 118 Pages

Table of Contents

1. Introduction

2. The 10 Key Trends in Food, Nutrition & Health 2008

Key Trend One: Digestive health - a wellness issue & the biggest opportunity

Case Study 1: ProViva: Sweden’s mass market functional food brand

Key Trend Two: Fruit & superfruit - the future of food & health

Case Study 2: Sunsweet success in digestive health

Key Trend Three: The marketing power of ‘naturally healthy’

Key Trend Four: Beauty foods - the newest niche

Case Study 3: Danone breaks new ground with Essensis

Key Trend Five: Weight management more about maintaining than losing

Case Study 4: Calorie-burning Enviga burns off competition

Key Trend Six: Mood Food feels its way

Case Study 5: Tea is now nature’s mood food

Key Trend Seven: A tipping point for the premiumisation of health

Key Trend Eight: Healthy snacking for the ‘me generation’

Case Study 6: Putting the Bounce into healthy snacks

Key Trend Nine: Kids’ nutrition - connecting to multiple trends is crucial

Case Study 7: Fonterra redefines kids’ dairy in Malaysia

Key Trend Ten: Are antioxidants the new probiotics?

Case Study 8: Dark chocolate reinvented as a high antioxidant superfood

Abstract

10 Key Trends in Food, Nutrition & Health 2008, authored by Julian Mellentin, is the indispensable annual review of the trends that are defining strategy in food, beverages and health.

Identifying long-term trends, not fads, the report is illustrated with examples of brands from around the world and contains detailed case studies and supermarket sales data, taken from the 350-plus interviews New Nutrition Business conducts with industry executives each year.

10 Key Trends 2008 shows:

• Why “premiumisation” has become a standard for healthy foods and shows which brands are able to command price premiums of 100%-800% over regular foods - and how they do it
• Why green tea, probiotics and fibres are the ingredients with the brightest futures
• Why antioxidants are becoming the biggest “wellness” ingredient, providing a platform for multiple benefits, ranging from beauty to heart health and mood
• Why omega-3 and plant sterols will continue to turn in a niche performance
• How packaging innovation is the biggest product differentiator - even in health

Mellentin’s 10 Key Trends for 2008 are:

• Key Trend 1: Digestive Health - a wellness issue and the biggest opportunity
• Key Trend 2: Fruit and superfruit - the future of food and health
• Key Trend 3: The marketing power of “naturally healthy”
• Key Trend 4: Beauty foods - the newest niche
• Key Trend 5: Weight management more about maintaining than losing
• Key Trend 6: Mood food feels its way
• Key Trend 7: A tipping point for the premiumisation of health
• Key Trend 8: Healthy snacking for the “me” generation
• Key Trend 9: Kid’s nutrition - connecting to multiple trends is crucial
• Key Trend 10: Are antioxidants the new probiotics?

The trends are illustrated with a wealth of data and examples, including the following detailed case studies:

• Pro Viva - the mass-market digestive health brand
• Sunsweet PlumSmart - making an everyday fruit into a superfruit
• Danone - creating a beauty food market in Europe with yoghurt, probiotics and green tea
• Enviga - Coke’s calorie-burning drink gets off to a healthy start
• Tea - Unilever repositions it as a drink for brain health
• Bounce - innovation in snacking for the “me generation”
• Calci-Yum - redefining kids health in Malaysia
• Dark chocolate - the growth and marketing of a high antioxidant superfood

As the only company in the world dedicated to researching the business of food and health we are uniquely able to deliver a wealth of insights and opinions. Plus, our own background in marketing and product development means that we set out the trends in a way that enables companies to connect them to their own strategies.

The combination of practical insights at an affordable price means that hundreds of companies large and small, in over 40 countries, buy 10 Key Trends every year.

Julian Mellentin is co-author of both The Functional Foods Revolution: Healthy people, healthy profits?, the first-ever book on the business of functional foods, now translated into Japanese, and Commercialising Innovation: The Food & Health Marketing Handbook.

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