The International Movement of Health Trends in Food and Drinks

The global market for healthy food & drinks has experienced steady growth over the last decade, driven by a number of factors, such as increasing pressures on manufacturers to reduce the content of harmful ingredients. The aim of this report is to track the international movement of healthy food and drinks trends across the five key regions of Europe, North America, Latin America, Asia-Pacific, and the Middle East & Africa during the period 2007-2010. It also examines the movement of key regional healthy ingredients, such as chia seeds and green tea.

Scope of this research
• Identify new and emerging market opportunities using this reports extensive analysis of the most innovative new product launches & trends in NPD.
• Enhance the effectiveness of your innovation strategies with this reports analysis of the innovation models of leading good and drinks manufacturers.
• Understand each regional market in terms of absolute size as well as the future potential of each health trend.
• Identify the key health trends shaping the market over the past four years, as well evaluate trends likely to exert influence over the next 5 years.
• Evaluate whether you should be looking beyond your current product portfolio for future opportunities within the functional food and drink market.

Research and analysis highlights

In addition to the Eastern European countries, emerging markets in Latin America and Asia-Pacific are expected to see increasing inward movement of healthy food and drinks. This report showed how global firms, such as Nestlé and PepsiCo, are tapping into emerging markets for growth, a trend that has been further helped by the economic slowdown.

Countries such as China, Brazil and India are obvious targets for healthy food and drinks manufacturers due to the underlying economic growth these countries are experiencing and the increasingly large middle-class population, which is most receptive to their products.

The analysis in this report showed some significant movement of healthy food and drink trends across regions, some of which are expected to continue to intensify. For instance, the increasing rates of obesity will provide further ground for growth in ‘weight management’ products, especially in Europe and Latin America.

Key reasons to purchase this research
• What regions are leading innovation in the global food and drinks market?
• Which sub-categories have attracted the most investment in NPD so far and which are likely to perform exceptionally in the near future?
• What are consumer perceptions of the impact of food and drink on the international movement of health trends?
• What are the key industry issues affecting the future of the food and drinks new product development?
• What factors are driving the developments in food and drinks innovation?

Table of contents

Executive summary
Market and movement drivers
Global NPD dynamics
International trends movement
International ingredients movement
Company case studies

Chapter 1 Introduction
What is this report about?
Healthy food and drinks trends
Report structure
Research methodology

Chapter 2 Market and movement drivers
Summary
Introduction
An ageing population
Growing concerns over GMO products
Obesity - a global problem
Cardiovascular disease prevalence
Sales of healthy food and drinks
Natural food and drinks
Diet food and drinks
Probiotics
Heart health

Chapter 3 Global NPD dynamics
Summary
Introduction
Decline in number of new product introductions
Regional NPD dynamics
Evolution of healthy trends NPD
Conclusions

Chapter 4 Movement of trends internationally
Summary
Introduction
Natural
Overview
Growth in Europe
Growth in Latin America
Weight management
Overview
Growth in Latin America
Growth in Europe
Energy
Overview
Growth in North America
Growth in Europe
Growth in Latin America
GMO free
Overview
Growth in Europe
Seniors
Overview
Growth in Europe
Probiotics
Overview
Growth in Europe
Growth in Latin America
Heart health
Overview
Growth in Latin America
Growth in Asia-Pacific
Conclusions – the international movement of health trends
From Far East to West
From West to East
From West to Far East
From North to South
From North America to Western Europe

Chapter 5 International movement of ingredients trends
Summary
Introduction
Garcinia Cambogia
Quinoa
Green tea
Chia seeds
Conclusions

Chapter 6 Company case studies
Summary
Introduction
Global generalists
Danone
Nestlé
Regional specialists
Hain Celestial Group
Parmalat

Chapter 7 Conclusions
Introduction
Increasing movement towards Eastern Europe
Emerging markets to boost growth
Acceleration of observed movements
New trends movement
Digestive health
Bone and joint health
Skin health and beauty
The health claims struggle

Table of figures
Figure 1: Top 15 countries with highest obesity rates, 2005
Figure 2: The reduction in healthy food and drinks products’ NPD, 2007-2010
Figure 3: The evolution of healthy food and drinks NPD by region, 2007-2010
Figure 4: The evolution of healthy food and drinks NPD by trend, 2007-2010
Figure 5: Share of ‘natural’ product launches, by region (%), 2007-2010
Figure 6: Nestlé’s ‘100% natural ingredients’ instant oat flakes
Figure 7: D'Stevia - Natural Sweetener
Figure 8: Share of ‘weight management’ product launches, by region (%), 2007-2010
Figure 9: Nutricion Creativa’s Super Life ‘satiety’ sweetener, Mexico
Figure 10: Jiangzhi Tongshu San’s Slim Drink, Hungary
Figure 11: Share of ‘energy’ product launches, by region (%), 2007-2010
Figure 12: Energy Club’s Nature’s Private Reserve energy snacks, US
Figure 13: Jamnica’s Pro Sport line of isotonic drinks, Croatia
Figure 14: Dark Dog’s energy drinks, Brazil
Figure 15: Share of ‘GMO free’ product launches, by region (%), 2007-2010
Figure 16: Plodovoshchtorg’s range of GMO free ready meals, Russia
Figure 17: Share of ‘senior’ product launches, by region (%), 2007-2010
Figure 18: Aronia Original Naturprodukte’s range of berry products against ‘aging, dementia and cancer’, Germany
Figure 19: Share of ‘probiotic’ product launches, by region (%), 2007-2010
Figure 20: Stuffer’s Latte & Ciccolato probiotic drink, Italy
Figure 21: Alpina’s Baby Exploradores Yogurt with Rice Krispies, Colombia
Figure 22: Share of ‘heart health’ product launches, by region (%), 2007-2010
Figure 23: Gourmet Biocardis’s Omega 3 and 6 rich margarine, Colombia
Figure 24: Universal Robina’s C2’s Green Leaf Tea, The Philippines
Figure 25: Herbapol’s SlimFigura line of Herbal Tea with Garcinia Cambogia, Poland
Figure 26: Share of Quinoa-based product launches, by region (%), 2007-2010
Figure 27: Quinoa-based product introductions in Europe
Figure 28: Share of Green Tea based product launches, by region (%), 2007-2010
Figure 29: Wissotzky House’s Green Tea, Israel
Figure 30: JagRma’s NuttZo Omega-3 rich spread, USA
Figure 31: Danone’s global product launches, by health trend and region, 2007-2010
Figure 32: Examples of Danone’s product extensions in the Latin America market
Figure 33: Nestlé’s global product launches, by health trend and region, 2007-2010
Figure 34: Examples of Nestlé’s ‘energy’ product roll out in Asia-Pacific
Figure 35: Hain’s global product launches, by health trend and region, 2007-2010
Figure 36: Examples of Hain’s product introductions in Europe
Figure 37: Parmalat’s global product launches, by health trend and region, 2007-2010
Figure 38: Parmalat’s brand strategy and portfolio
Figure 39: Example of Parmalat’s ‘weight management’ product introductions in Australia, 2010
Figure 40: Economic growth and populations of Eastern European EU members, 2005-2009
Figure 41: Share of ‘digestive health’ product launches by region (%), 2010
Figure 42: Share of ‘skin health and beauty’ product launches by region (%), 2007-2010

Table of tables
Table 1: Population projections for persons aged 65 and over, 2010-2015
Table 2: Estimated prevalence of cardiovascular disorders across seven major markets (in percentage of total population), 2007
Table 3: Natural food and drinks market by category ($bn), 2005-2010
Table 4: The diet food and drinks market, Europe and the US ($m), 2006-2010
Table 5: Sales and expected growth of the probiotic market, by country ($m), (2008- 2013)
Table 6: Sales of heart health food and drinks ($m), 2005-2010

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Related research categories

By sector: Trends, Health (in Soft drinks), General drinks