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Transcript of Presents: Top 10 trends for 2014 delay. Top 10 trends for 2014 1. Waste not want not 2. You can...
Presents: Top 10 trends for 2014
Top 10 trends for 20141. Waste not want not2. You can trust us3. Simpler pleasures4. Look out for the small guy5. Health is more holistic6. “New” superfoods7. Rise of the hybrid8. The protein horizon9. New stealth strategies10. Alternative alternatives
Trend 1: Waste not want not
Waste not want not• The development of secondary markets for the reuse of food and by-product recycling
with energy recovery will become the norm.• Transit and packaging innovation will come to the fore to keep food fresher for longer,
along with smaller pack availability. • Waste “footprints” could become the next environmental measure for both
big and small companies.
Patent and scientific article publications tracked with “food waste” and “food loss” has increased significantly in the last years.
2009 2010 2011 20120
50100150200250300350400450
187
259
312
418
39 55 88 88
Patents Abstracts
30.8%
31.1%
CAGR2008 to 2012
Food waste related patents and abstracts tracked
Packaging is the key player in waste reduction
UK: McLelland Seriously Strong Grated Extra Mature Cheddar Cheese
UK: Fresh Milk & Real Fruit Strawberry & Blackberry
Canada: Santa Cruz Organic Raspberry Lemonade.
Single serves Freezable Recycling more
“Single serve packs for no waste.” “Frumoo can even be frozen beforehand, reducing waste and
keeping the lunchbox cold.”
“Santa Cruz Organic recycle more than 95% of their waste – an award
winning achievement.”
Trend 2: You can trust us
You can trust us• Ingredient origin claims will move to the front-of-pack and be more prominent.• The use of tracking codes or QR codes on packaging to view where ingredients
are sourced from will be more readily applied.• Hormone free, GMO free and similar claims will be sought out by consumers.• Niches for super premium ingredients or products may evolve to meet the demands
of more skeptical and discerning consumers.
Source: The Guardian Source: BBC News
How transparancy is displayed to gain trust
Hongkong: Babynat Organic Apple & Blueberry Puree for Babies
Canada: Schneiders Country Naturals Maple Syrup Countryside Pork Sausage
France: Letal Du Boucher 10 Haches Au Boeuf: 10 Beef Burgers
Traceability No antibiotics Origin of the beef
Full traceability of ingredients. Pork raised without antibiotics. Beef origin: France
www.innovadatabase.com
Trend 3: Simpler pleasures
Simpler pleasures• Consumers are reassessing their needs and going back to basics.
They are finding more pleasure in simpler food. • There has been a shift towards home cooking, with food bringing family and friends together.• There is growth on the budget and premium sides, but the center ground being squeezed.• Value packaging and “good value” claims on the products themselves and in-store value
promotions are prospering.
Examples of simple pleasures
Netherlands: AH Basic Milk chocolate France: Prepat Pate Toute Prete Moelleux Au Chocolat: Chocolate Cake Paste
UK: Tesco Finest Restaurant Collection Coq Au Vin
Rebranding private label Ready to bake Finest ingredients
Rebranding of the private label brand with more attractive
packaging.
Ready prepared paste for a sweet chocolate cake.
Tesco has recently relaunched its Finest line.
www.innovadatabase.com
Trend 4: Look out for the small guy
Look out for the small guy• Big companies will be increasingly looking to smaller companies for product innovation ideas.• Craft-inspired or handmade snacks, biscuits and beverages will be the “small guy” categories
with the most potential to impact future trends.• New ingredients, concepts and preparation methods for more health benefits will emerge.• Flavor authenticity, innovation or in some cases flavor novelty will be a strong driver
for new product development.
Although total US beer consumption is decreasing, craft beer is gaining popularity. The 52% increase in craft beer sales from 2007 to 2011 indicates that mainstream beer is also losing share to crafted beers. 2007 2008 2009 2010 2011 2012
5
6
7
8
9
10
US Craft Beer Sales (in $ billion)
CAGR = 12%
Source: Brewers Association
Small companies, big ideas
UK: Vegesentials Beetroot, Kiwi & Carrot Smoothie
UK: Blooms Favourite Recipe Hot and Smokey Pop Corn
Netherlands: Justnuts Pineapple & Cashew Bar
Authentically pan-popped maize. Proudly made in Britain by hand in
the old-fashioned way.
Happy honest treat. Nice and healthy. Organic.
Authentic Organic & healthy
An important marketing strategy for the success of small companies is a fun or inspiring personal story of how they came up with their product idea. It establishes the brand as small and honest and creates an emotional connection to the consumer.
New healthy concept:½ veg & ½ fruit
www.innovadatabase.com
Trend 5: Health is more holistic
• More body, mind and spiritual connections will be made with particular ingredients.• Health-giving, natural extracts full of rejuvenating medicinal properties will be applied in
food and beverages, where possible. • Vitamins & minerals promotion will continue to be a strong claims focus.• Traditional medicine alternatives will be further explored, including Traditional Chinese
Medicine and Ayurveda.
2012 - H1 2012 - H2 2013 - H10
20
4060
80100
120140
160180
100
126
152
Global food and beverage product launches tracked with a vitamin/mineral fortification (2012 H1 – 2013 H1)
Health is more holistic
Product launches tracked with vitamin/ mineral fortification was up 52% from 2012-H1 to 2013-H1.
+52%2012 – H1 = Index 100
Fortified – naturally healthy – traditional medicine
Belgium: Delhaize Superfruit Grape, Acerola, Raspberry Strawberry Juice
UK: Braham & Murray Good Sweet Cinnamon Hemp Seed
Germany: Aalenaa Hari Crunch Organic Crunchy Muesli Open Up
Vitamin fortification Naturally healthy Traditional medicine
High in vitamin C Naturally rich in omega 3 and protein
All the ingredients for Hari Crunch Cereal derived from controlled biological cultivation, after an
Ayurvedic formulation (Ayurveda is one of the world's
oldest medicines).
www.innovadatabase.com
Trend 6: “New” superfoods
• Regulatory pressure is leading to an increased focus on fruits and vegetables,due to the global obesity epidemic.
• Previously forgotten vegetables and alternative grains will be applied in a wide range of products to convey more old fashioned health and nutrition.
• Marketing fruit & vegetables’ natural health attributes as far as vitamins and minerals are concerned will become more pronounced.
“New” superfoods
A blast from the past: the new superfoods: parsnips, artichokes, kale, salsify, freekeh and chia are being tracked in more and more products.
Interesting formats for new superfoods
France: Trachealth Simple Super Seeds Chia Superfoods Drink Blend
Malaysia: Tuckers Natural Multifibre Rosemary and Rock Salt Crackers
United Kingdom: Inspiral Raw Wasabi Wheatgrass Kale Chips
Rosemary & rock salt crackers are partly made from cracked green
wheat freekeh.
A delicious raw food snack made of kale and wasabi and raw superfoods
like wheatgrass.
Chia Freekeh Kale as a snack
Blend of chia, spirulina, chlorella, fruits, ginger, curcumin, wheat grass,
omega 3s, fiber, electrolytes, vitamins and minerals.
www.innovadatabase.com
Trend 7: Rise of the hybrid
Rise of the hybrid• Well-known brands will venture into previously unconsidered categories.• Cross-branding will become more prevalent to capitalize on brands’ popularity and as a
means to further reinforce brands in the consumer mindset.• New flavors, textures and delivery methods will continue to excite from an innovation
perspective.• Limited edition innovation should increase as companies test the market to see if new
concepts are worth pursuing.
Hybrid product examples
Japan: Fritolay cola flavored corn snacks
United Kingdom: Starbucks Germany: Dr. Oetker Pizzaburger Speciale
Pepsi cola flavored Fritolay corn snacks.
A delicious doughnut/muffin fusion. Crunchy bread rolls with a juicy pizza topping inside.
New flavor Combination of 2 traditional concepts
Combination of 2 traditional concepts
Trend 8: The protein horizon
The protein horizon• The addition of protein sends subliminal weight management messaging due to
its satiety attributes. This marketing platform will continue to offer added value.• More male specific marketing will emerge for mainstream protein products.• Vegetable protein ingredient development will continue to flourish, in order
to become available to a wider range of consumers.
Globally, a sharp rise in product launches tracked with protein claims has been reported.
2010 2011 20128090
100110120130140150160
Development of the protein claims tracked on a global basis
2010 = Index 100
For men, weight management and snacking
US: Powerful Yogurt Plain Germany: Body attack protein pancake with stevia.
US: Rickland Orchards Greek on the go Greek yogurt coated mixed berry acai granola bites.
Suitable for individuals with high protein requirements
(e.g. diet-conscious and athletes).
Mixed berry acai flavored granola bites with Greek yogurt coating.
Yogurt for men Weight management Greek yogurt as ahealthy snack
The first yogurt for men. Excellent source of protein.
www.innovadatabase.com
Trend 9: New stealth strategies
New stealth strategies• The fat, sugar and salt content of products will continue to decrease,
but most manufacturers will choose to not actively market this. • The US demonization of trans fats will lead to the disappearance of
partially hydrogenated fats altogether.• Industry pledges will continue to evolve. Some companies will set their
own targets in order to gain the perception of being socially responsible.
2009 2010 2011 201275
80
85
90
95
100
105
Development of the average sodium content in US cracker launches tracked per 100g
2009 = Index 100
Manufacturers are flying under the radar with stealth reduction. For example, US companies are reducing the sodium content of savory snacks like crackers. It is happening, albeit quietly.
Stealth reduction: sodium and sugar
Kraft Original Barbecue Sauce
Sodium reduction
Kraft Original BBQ sauce has reduced its sodium content by 40% since 2005. This reformulation was
achieved through the use of ingredients: natural hickory smoke
flavor, dried garlic and dried onions.
Now: Heinz Tomato Ketchup: 23.5g sugar
2005: Heinz Tomato Ketchup: 25.7g sugar
The Heinz classic Ketchup was tracked
with 8.5% less sugar in the most recent product
launch tracked.
Stealth: -8.5%
Sugar reduction
Trend 10: Alternative alternatives
Alternative alternatives• Consumers are expecting more choice to the dairy alternative mainstay soy. • New product categories such as kogurt (coconut milk yogurt) have emerged.
This will continue as a result of on-going “free from” new product development.• Nut and grain milks satisfy other health trends such as “The protein horizon”
and “New superfoods.”• As gluten free options continue to expand, so too are the possibilities for
wheat replacement. Improvements are being made in texture and taste.
The number of tracked almond drink product launches has more than doubled from 2010 to 2012.
2010 2011 20120
50
100
150
200
250
100 107
209
Development of global almond drink product launches tracked in dairy alternative drinks category (2010-2012)
2010 = Index 100
Alternative products accross different categories
US: Enjoy Life Cherry Cobbler Decadent Soft Baked bars
US: Suja Vanilla Cloud: Coconut Almond Drink
US: Amy’s Dairy Free Rice Crust Cheeze Pizza
Free of multiple allergens Soy milk alternative Gluten free pizza
Free of 8 most common allergens. Dairy free. Nut free. Soy free. Wheat
free. Tree nut free. Egg free. Fish free. Shellfish free. Gluten free.
Dairy, soy and gluten free. Dairy free and gluten free pizza made with organic rice flour.