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10 Key Trends in Food, Nutrition & Health 2009: How to Succeed in Recessionary Times


Description: Functional foods and beverages that provide a benefit consumers can actually feel will be best placed to weather the global economic downturn, according to 10 Key Trends in Food, Nutrition & Health 2009. Authored by Julian Mellentin, 10 Key Trends is the sought-after annual review of trends in food, nutrition and health.

Each year since 1995, leading industry expert Mellentin has forecast and analyzed trends in food, nutrition and health. “This year is different,” he says, “with a growing worldwide recession. The effect of a slowdown will be to reinforce the core trends and sweep away the fads.”

“In tough times the single most important factor consumers will take into account when choosing a functional food or drink will be whether it delivers a benefit they can feel,” says Mellentin. “When people can feel the benefit that is being offered to them, they can see that they are getting value for money.”

The importance of “feel the benefit” already underpinned many successful brands in the good times and it will become even more important when people are being more careful with their money.

Each trend analysis in this report is written with recession in mind and in each Key Trend we suggest an approach that we believe can contribute to enduring success – or survival – in tough times.

Products that lack a quick and easy-to-feel effect could be in trouble,” Mellentin observes, giving the example of omega-3 milks: “In Australia sales of omega-3-fortified milks have tumbled – in one case by 33%. Omega-3 is an essential nutrient, but it doesn’t give a benefit that you can see or feel.”

10 reasons to buy:

1. We focus on long-term trends, not fads
2. Each trend written with recession in mind, offering practical advice on surviving tough times
3. We show how brands around the world are already profiting from the trends
4. Independent and opinionated
5. 20 years of experience to guide you through the rough years ahead
6. Based on 350-plus interviews with industry executives
7. Supported by supermarket sales data
8. Illustrated with a wealth of colour product images and data charts
9. A very affordable price which is why hundreds of companies large and small, in over 40 countries, buy 10 Key Trends every year
10. Sent to you in PDF or Powerpoint, or both if you want


Contents: Introduction

Key Trends

Key Trend 1: Digestive health: the biggest trend
Key Trend 2: Feel the benefit: what consumers want most in recessionary times
Key Trend 3: Weight management: a bright future for foods that make you want to eat less
Key Trend 4: Energy: new markets waiting to be discovered
Key Trend 5: Naturally healthy and free-from: what everyone wants
Key Trend 6: Fruit: the future of functional foods
Key Trend 7: Kids nutrition: make parents’ lives easier
Key Trend 8: Healthy snacks for the “me” generations
Key Trend 9: Ultra-loyal consumers: niches to help brands ride the recession
Key Trend 10: Packaging innovation delivers premium prices

Micro-trends

Micro-Trend 1: Antioxidants. Not what we think they are?
Micro-Trend 2: Movement
Micro-Trend 3: Omega-3 awaits technology to rescue it from its niche
Micro-Trend 4: Skin and beauty fails the stress test
Micro-Trend 5: Mood food feels its way


Companies Mentioned - 5 Hour Energy - Abbott Nutrition - Actilight - Actimel - Activia - Advana Science - Albert Heijn - Anlene - Ascend - Barry Callebaut - Beauty Case Sensitive Yogurt - Beghin Meiji - Benecol - BioGaia - Birds Eye - Bloom Energy - Boost - Borba - Brainiac - Calpis - Campina - Coca-Cola - Cognis - Coressence - Cranergy - Dairy Farmer’s Best Omega-3 - DanActive - Danisco - Danone - Dean’s Foods - Del Monte - DSM - Elations - Elovena - Emmi - Emminent - Essensis - Ezaki Glico - Fabuless - Fibe-Mini - Fiber One - Flat Earth - Fonterra Brands - Frito-Lay - Fruit2Day - Func Water - Function Drinks - Gainomax - Gatorade - Gefilus Max - General Mills - GlaxoSmithKline - Glowelle - Good Belly - Green Giant Health Blends - Hero - Innocent - Kagome Labre - Kampffmeyer Food Innovation - Kellogg - Knorr Vie - Kraft Foods - Lipton - Little Stars - Living Essentials - Magic - Monster - Müller Dairy - Murray Goulburn Nutritionals - Nabisco - Nairns - Naturlinea - Neiman Marcus - Nesquik - Nestea Enviga - Nestlé - Nitro2Go - Nordstrom - Norrmejerier - Numico - Ocean Nutrition Canada - Ocean Spray - Optimel Control - Optimel - Orafti - Organic Valley - Organix - Oronamin C - Otsuka Pharmaceutical - Ovaltine - Pediasure - Pepsi Raw - PepsiCo - Pom Wonderful - Pomegreat - Probi - Procter & Gamble - ProViva - Pura for Kids with Omega 3 - Raisio - Red Bull - Sanitarium - Sephora - Shark - Silk - Sipahh - Skinny Water - Slim-Fast - Smartfish - Snapple - Special K - Tesco - Tip Top Up - Tonalin - Tropicana - Unilever - Unistraw - Up & Go - V Valio - Vitality - Volvic Revive Energy Drink - WhiteWave - Yakult - Yoplait - Zen - Zespri - Zico - ZipFuzz


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