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10 Key Trends in Food, Nutrition & Health 2018

10 Key Trends in Food, Nutrition & Health 2018

Every year we aim to entertain and inform our customers with the New Nutrition Business annual analysis of the Key Trends in the Business of Food, Nutrition & Health. If you want to know what trends will be creating opportunities and challenges for your business in the years ahead, you will find them here, as well as some practical advice about how companies are successfully responding to these trends – and what you can take from these for your own business.

We produce 10 Key Trends as an antidote to the hundreds of trend lists that companies are bombarded with, in which the trends change frequently, with new subjects appearing one year and disappearing the next. This is not the case with NNB’s 10 Key Trends.

We focus only on answering the most important questions that all companies face:

1. Will this trend endure?

2. Will it produce opportunities for profitable growth?


Chart 1: How the trends score on the trend diamond
Chart 2: Example of a Trend Diamond – Key Trend 1, Digestive Wellness
Chart 3: Brands in this report on the Nutritional Product Life Cycle
Chart 4: Digestive health symptoms that motivate consumers
Chart 5: Global Google searches suggest consumers are more familiar with fibre and probiotics than prebiotics
Chart 6: In Australia, online articles about “FODMAPS” now exceed “probiotics” and gluten-free
Chart 7: In Australia, Google searches for “FODMAPS” have risen and now exceed probiotics
Chart 8: Trend Diamond, Key Trend 1, Digestive Wellness
Chart 9: Product Lifecycle, Key Trend 1, Digestive Wellness
Chart 10: Google searches for “low carb eating” are increasing
Chart 11: Even carbs in milk are under scrutiny
Chart 12: Trend Diamond, Key Trend 2, Good carbs, bad carbs
Chart 13: Product Lifecycle, Key Trend 2, Good carbs, bad carbs
Chart 14: Trend Diamond, Key Trend 3, Plant-based
Chart 15: Product Lifecycle, Key Trend 3, Plant-based
Chart 16: Demand for products that offer the benefit of protein is growing in Asia, led by China
Chart 17: Who is backing the meat substitute companies?
Chart 18: Trend Diamond, Key Trend 4, Protein
Chart 19: Product Lifecycle, Key Trend 4, Protein
Chart 20: Consumers are confused about what’s healthy
Chart 21: The two types of Personalisation consumer
Chart 22: Factors that influence the adoption of personalised nutrition
Chart 23: Trend Diamond, Key Trend 5, Personalisation & Fragmentation
Chart 24: Product Lifecycle, Key Trend 5, Personalisation & Fragmentation
Chart 25: Consumers associate fruit juice with sugar
Chart 26: Google searches for matcha tea, 2010-2017
Chart 27: Global launches of beverages with matcha as an ingredient
Chart 28: Trend Diamond, Key Trend 6, Beverages Redefined
Chart 29: Product Lifecycle, Key Trend 6, Beverages Redefined
Chart 30: Spanish consumers’ top health issue is sugar
Chart 31: Consumer views on sugar
Chart 32: Product launches with a no/low/reduced sugar claim
Chart 33: Trend Diamond, Key Trend 7, Sugar
Chart 34: Product Lifecycle, Key Trend 7, Sugar
Chart 35: Dairy products launched in the US with whole milk as an ingredient
Chart 36: Google searches for coconut oil are increasing
Chart 37: Trend Diamond, Key Trend 8, Fat
Chart 38: Product Lifecycle, Key Trend 8, Fat
Chart 39: An NNB consumer survey revealed that when it comes to snacks…
Chart 40: “Protein” and “low-carb” are among top snack Google searches worldwide
Chart 41: Trend Diamond, Key Trend 9, Snackification
Chart 42: Product Lifecycle, Key Trend 9, Snackification
Chart 43: Consumer awareness of inflammation is growing
Chart 44: Food and beverage product launches worldwide with “inflammation” and “inflammatory” in their description
Chart 45: Global searches for “ginger anti-inflammation” 2010-2017
Chart 46: Global searches for “ginger inflammation” 2010-2017
Chart 47: Products containing ginger launched with inflammation-related claims
Chart 48: Studies discussing ginger’s anti-inflammatory properties
Chart 49: Trend Diamond, Key Trend 10, Inflammation
Chart 50: Product Lifecycle, Key Trend 10, Inflammation

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