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12 Key Trends in Food, Nutrition & Health 2014 - Product Image

12 Key Trends in Food, Nutrition & Health 2014

  • Published: December 2013
  • Region: Global
  • 112 Pages
  • New Nutrition Business

FEATURED COMPANIES

  • 5 Hour Energy
  • Danacol
  • GoGo Squeez
  • LU
  • Nutrisystem
  • Snickers
  • MORE

12 Key Trends is the only trends analysis that enables you to differentiate enduring trends from short-term fads and understand how to use them successfully in your strategy. That's because our methodology, shown in the report in our unique Trend Diamond, ensures that we take into account every single factor that drive a trend's evolution – from ingredients and science through to consumer needs and sales figures.

Every year we aim to entertain and inform our customers with our annual analysis of the Key Trends in the business of food, nutrition & health. It's used by the smartest companies in the world – from global giants to two-person startups. Many go on to use the powerpoint version in presentations to colleagues, suppliers and customers. Many others ask us to present to them in person on aspects of the trends that they're interested in.

What makes a Key Trend?

1. Long-term trends that drive strategy – not fads

2. Qualitative and quantitative crunching

3. Building the picture layer-upon-layer
From 10 trends to 12
Trends that aren't trends
Why some trends die

Key Trend 1: “Naturally functional” the biggest trend
What natural means to consumers
Consumer fear of processed foods – a real concern?
Taste and texture trump processing concerns

Key Trend 2: Dairy 2.0 – dairy's re-birth as a natural whole food
Dairy 1.0
Dairy 2.0
Dairy re-born as a natural whole food
A turnaround in dairy's image

Key Trend 3: Protein beyond the tipping point
Factors driving protein's rise
New product formats for protein
Seniors market
Protein quality
New sources of protein rapidly emerging

Key Trend 4: Energy – an unstoppable global trend
Regulatory challenges and bad publicity
Yet growth continues
But wait – Europe approves health claims for caffeine
Innovation opportunities remain

Key Trend 5: “Weight Wellness” – consumer thinking re-defines a market
Individualised approaches means fragmentation
The two big strategies in weight wellness
Healthy protein and healthy blood sugar
Good carbs emerging only slowly
Magic bullet ingredients for supplements, not food

Key Trend 6: The snackification of everything
The snackification of breakfast
Strategies for snackification success
Snacks beyond imagining

Key Trend 7: Slow release energy – a new frontier
Choosing the right ingredients

Key Trend 8: The demonization of sugar
Sugar in the headlines
What should the food industry do?

Key Trend 9: Permission to indulge – a very smart strategy
1. Permission to indulge makes kids' milk a mega success
2. Permission to indulge enables a successful disruptive innovation at breakfast
3. Permission to indulge underpins world's most successful weight management brand
4. Portion control gives permission to indulge
5. Natural = permission to indulge

Key Trend 10: Free-from, the consumer-lead trend
1. Fad or sustainable growth opportunity?
2. Consumer self-diagnosis the key driver
3. The “normalization” of free-from
4. Merchandising normalization
5. Wider distribution
6. Into new categories – and “new” allergies

Key Trend 11: Seniors – opportunity for science and smaller companies
A market of niches
Packaging key in appealing to consumers
Beef-up taste

Key Trend 12: Communication, indulgence and naturalness key to kids success
1. Natural as possible
2. Innovation to create new segments and categories
3. Permission to indulge
4. Communications key to success

Charts

Chart 1: The Trend Diamond – What does it mean?
Chart 2: The nutritional product life cycle
Chart 3: The Naturally functional Trend Diamond
Chart 4: The Naturally functional product life cycle
Chart 5: The Dairy 2.0 Trend Diamond
Chart 6: The Dairy 2.0 life cycle
Chart 7: The Protein Trend Diamond
Chart 8: The Protein life cycle
Chart 9: The Energy Trend Diamond
Chart 10: The Energy life cycle
Chart 11: Energy drinks are premium-priced but daily dose energy shots are super-premium
Chart 12: The unstoppable rise of the energy drink market
Chart 13: The Weight Wellness Trend Diamond
Chart 14: The Weight wellness life cycle
Chart 15: “Stand-alone” weight management brands have struggled more and more
Chart 16: Sports nutrition has become a sub-sector of weight management
Chart 17: Decline and fall of a weight management mega-brand
Chart 18: The Snacking Trend Diamond
Chart 19: The Snacking life cycle
Chart 20: The Slow Energy Trend Diamond
Chart 21: The more overt the “pre-diabetes” message the more niche the product; the more you focus on “sustained energy”, the bigger and more mainstream the potential market
Chart 22: The Free-from Trend Diamond
Chart 23: The Free-from life cycle
Chart 24: The Seniors Trend Diamond
Chart 25: The Seniors life cycle
Chart 26: Demographics of Europe mean in future, food & health market = senior nutrition
Chart 27: Ageing populations are here now – even in Asia-Pacific
Chart 28: The Kids nutrition Trend Diamond
Chart 29: The Kids nutrition life cycle

Tables

Table 1: “Natural” and clean label claims on products launched in Europe
Table 2: “Natural” and clean label claims on products launched in North America
Table 3: Dairy 1.0 versus Dairy 2.0
Table 4: Article 13 health claims passed by EFSA and set to be approved for use in Europe

Case studies

Case study 1: Making natural a brand identity, not just a label claim
Case study 2: Daisy shows Dairy 2.0 in action – a razor-sharp focus on clean label and natural nutrition sends sales soaring for traditional dairy products
Case study 3: High-protein yoghurt for men
Case study 4: Nature Valley's natural identity legitimises protein
Case study 5: Thinkthin bars' wellness platform resonates with women
Case study 6: Unilever's weight management strategy an expensive failure
Case study 7: Go Go squeeze fruit snack

Boxes

Box 1: High protein breakfast results in decreased daily calorie intake
Box 2: UK: a shift to energy drink lower prices?
Box 3: France: A market where regulation threats are never far away
Box 4: The 5:2 Diet promises fast, easy weight loss
Box 5: Dairy driving protein for weight-wellness trend
Box 6: Measure the benefit and show it to them
Box 7: Packaging key to easy consumption and portion control
Box 8: Popchips marketing more about fun and pleasure than health
Box 9: Belvita: what's in a claim?
Box 10: Slow energy creates “Permission to indulge”
Box 11: Boost Glucose Control – a classic case of a brand for the medicalised niche of diabetics
Box 12: Navigating the claims minefield
Box 13: Sweetness under assault
Box 14: Trumoo actively confronts concerns over chocolate milk
Box 15: Health message for chocolate
Box 16: Permission to indulge underpins world's most successful weight management brand
Box 17: Nutella succeeds with permission to indulge
Box 18: Market segmentation in gluten-free
Box 19: 5 Rules for free-from success
Box 20: Who exactly are Seniors?
Box 21: Creating relationships with Mothers is key to Hero's success
Box 22: What Mothers want – Arla's findings

Regions in this Report
ASIA
EUROPE
NORTH AMERICA

Companies and brands in this Report

5 Hour Energy
Abbott Laboratories
All Bran
Almond Breeze
Arla Foods Baby & Me
Arla Foods Ingredients
Barilla Group
Belvita
Benecol
Betty Crocker Fruit Gushers
Bevmark Consulting
Blue Diamond
Boost
Brand New Brands
Buddy Fruits
Campbell Soup Co
Chex
Chobani
Chr Hansen
CiaoCarb
Coco Café
Daisy
Danacol
Danone
Dean Foods
Dr Zak's
Dreamerz
EAS
Ella's Kitchen
Emmi Schweiz
European Coffee Federation
Express Foods
Ezaki Glico
Fazer Real Protein Max
Fiber One
Findus
Fonterra
Fortasyn Connect
FortiFit
Freedom Cereals
Frito-Lay
Fruitflow
General Mills
Glutino
GoGo Squeez
Good Cacao
Green Coco
Haagen Dazs
Hain Celestial
Happy Family
Happy Squeeze
Health Focus International
Hero Baby Spain
Hi-Maize
Ilumi
Ingredion
Inventages
Jenny Craig
Joint Juice
Kampffmeyer Food Innovation
Keep Me Going
Kellogg
Kind
King Arthur Flour
Kraft Foods
Little Green Pouch
Live it Well
LU
Mammoth
Mars
Materne
Meerbrood
Mental Balance GABA
Milky Way
Mintel
Mondelez
Monster
Mornflake
Morning Foods
MyDrink Beverages
NA!
Nairns Oaty Bakes
Nature Valley
Naturex
Nestlé
Neuro
Nut Thins
Nutricia
V

Nutrisystem
Oikos
Osteo Bi-Flex
P28
PepsiCo
Phycom
Plum Organics
Pom Potes
Popchips
Powerful
Pro.activ
Procter & Gamble
Quorn
Red Bull
Reeds Natural Energy Elixir
Riddet Institute
Rodale
Seva
Siggis
Sirco
Slim-Fast
Slimming World
Snickers
Souvenaid
Special K Nourish
Sprout Foods
thinkThin
Thrive
Torrie
Tribe
TruMoo
Udi's Gluten-Free Foods
Up & Go
Vacation in a Bottle
Vita Coco
Weetabix
Weight Watchers
Wild Flavors
Xenergy
Xyience
Yakult
Yum
ZzzQuil

- 5 Hour Energy
- Abbott Laboratories
- All Bran
- Almond Breeze
- Arla Foods Baby & Me
- Arla Foods Ingredients
- Barilla Group
- Belvita
- Benecol
- Betty Crocker Fruit Gushers
- Bevmark Consulting
- Blue Diamond
- Boost
- Brand New Brands
- Buddy Fruits
- Campbell Soup Co
- Chex
- Chobani
- Chr Hansen
- CiaoCarb
- Coco Café
- Daisy
- Danacol
- Danone
- Dean Foods
- Dr Zak's
- Dreamerz
- EAS
- Ella's Kitchen
- Emmi Schweiz
- European Coffee Federation
- Express Foods
- Ezaki Glico
- Fazer Real Protein Max
- Fiber One
- Findus
- Fonterra
- Fortasyn Connect
- FortiFit
- Freedom Cereals
- Frito-Lay
- Fruitflow
- General Mills
- Glutino
- GoGo Squeez
- Good Cacao
- Green Coco
- Haagen Dazs
- Hain Celestial
- Happy Family
- Happy Squeeze
- Health Focus International
- Hero Baby Spain
- Hi-Maize
- Ilumi
- Ingredion
- Inventages
- Jenny Craig
- Joint Juice
- Kampffmeyer Food Innovation
- Keep Me Going
- Kellogg
- Kind
- King Arthur Flour
- Kraft Foods
- Little Green Pouch
- Live it Well
- LU
- Mammoth
- Mars
- Materne
- Meerbrood
- Mental Balance GABA
- Milky Way
- Mintel
- Mondelez
- Monster
- Mornflake
- Morning Foods
- MyDrink Beverages
- NA!
- Nairns Oaty Bakes
- Nature Valley
- Naturex
- Nestlé
- Neuro
- Nut Thins
- Nutricia
- V
- Nutrisystem
- Oikos
- Osteo Bi-Flex
- P28
- PepsiCo
- Phycom
- Plum Organics
- Pom Potes
- Popchips
- Powerful
- Pro.activ
- Procter & Gamble
- Quorn
- Red Bull
- Reeds Natural Energy Elixir
- Riddet Institute
- Rodale
- Seva
- Siggis
- Sirco
- Slim-Fast
- Slimming World
- Snickers
- Souvenaid
- Special K Nourish
- Sprout Foods
- thinkThin
- Thrive
- Torrie
- Tribe
- TruMoo
- Udi's Gluten-Free Foods
- Up & Go
- Vacation in a Bottle
- Vita Coco
- Weetabix
- Weight Watchers
- Wild Flavors
- Xenergy
- Xyience
- Yakult
- Yum
- ZzzQuil

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