10 Key Trends in Food, Nutrition & Health 2011

Published by: New Nutrition Business

Published: Aug. 1, 2011

Table of Contents

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

Abstract

• 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.

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 400,000 market research reports, company profiles and country profiles from over 720 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.