Health and Wellness Webinar: How to Convey Overall Goodness
08 Nov 2018 | Innova Market Insights
Fifty percent of the US, Chinese and German consumers say they read the ingredients/nutritional label often or always (Innova Market Insights, Consumer Survey 2018). Mindful consumers are continuing to catalyze changes in the way that companies produce, package and label their products. Fruit and botanical extracts from herbs, spices, and many more are being applied as they have a strong natural appeal and attract to the today’s conscious consumer. Health ingredients such as fibers and protein are on-trend and development in sourcing, format and health positioning will drive new product innovations.
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Hello everyone.
Thank you for joining today's webinar.
My name is Sarah Browner, and I'm one of the market analysts here at Enova Market Insights.
So for today's webinar, we're gonna focus on health and wellness and how to convey overall wellness in food and beverage development.
So before I begin today's webinar, I'd just like to give you a brief introduction of Enova Market Insights and what we do.
So we are the world leader in food ideas and answers.
With 130 million records, we are the world's biggest food database.
Ah, so we've got global consumer dashboard, market sizing, and with our network members spread across 85 countries, we track 350,000 new food and beverage products annually.
So our clients can use this database full of information to to seek out some key trends and insights in their area of interest in order to make successful new product development decisions in such a diverse market.
Of fruit and vegetables, which are finding a lot more application in new product development that attract today's mindful consumer.
I will then follow by powered by protein, and this is the protein trend, which is definitely, high up in a new product development, and I look at the development in sourcing format and health positioning that will drive new product innovations.
And finally, the end of today's webinar will be a fresh look at fiber, and we're seeing a lot more newly discovered health benefits which are driving fiber application across food and beverage categories.
So now looking at garden goodness.
Thoughtful, health conscious food choices that make the difference.
So nutrition is key for a healthy physique, and the interest in a cleaner and transparent lifestyle results in the growing number of consumers adopting what they consider as healthier diets.
So if you look at this consumer survey that was carried out by Enova Market Insights in 2018, we found that 8 in 10 consumers from the UK, US, China, Brazil, France, and Germany.
Have changed their own our family's diet to try to be healthier.
So overall there is a general shift towards leading a more healthy and active lifestyle among consumers around the world.
And innovation is driven by this holistic, better for you trend from the consumer side.
And if we look at the number of better for you claims as percentage of new food and beverage launches tracked, we see that half of all food and beverage launches in 2018, year to date.
Have this better for you claim, which is made up of the health claims, clean label, and free from.
So already in 2018, year to date, 50, just over 50% hold a better for you claim, which shows the drive and innovation towards this healthier lifestyle.
So now looking at another consumer survey by Nova Market Insights, and I'd just like to highlight our Consumer Insight service has the capacity to reach 40 million consumers across more than 150 countries worldwide, and this really allows us to monitor what influences consumer attitudes and overall behavior, which is really a key component to new products' chances of success.
And when we ask consumers in 2018, the changes I made to my diet to try to be healthier are, and these are the top three reasons that we found, which were, cut down on sweet snacks, reduced sugar and fat intake.
And finally, this green garden, goodness coming in, increased my consumption of fruit and vegetables.
So fruit and vegetables is really, what consumers look to as a as a healthy intake.
And now we're seeing more application in new product development, and it's really the green ingredients that are taking to the stage.
So brands are greening up.
Their portfolio to attract these health conscious consumers who say they increase their consumption of fruit and vegetables.
So these are nice examples of really targeting this green color, so that innocent super green apple, pear, and cucumber.
And we're also seeing a lot of these green smoothies with vegetables such as spinach, Courgette, and a lot of green fruits as , which have a lot of these vitamins and antioxidants.
So we're seeing a lot more application in the green fruit and veg area.
So we're seeing a lot more application of fruit, vegetable, and botanical ingredients in new product development, and consumers are often searching for new ways to incorporate fruit and vegetables into their favorite foods as a way of boosting their nutritional values and making them feel less guilty about the food they eat.
So companies are finding success in fruit and vegetable application, and the market dynamic has led to a surge in new product development within potential categories.
And if we look at the index number of new food and beverage launches tracked with the selected ingredients, so we're seeing growth in all fruit, vegetables, and also interestingly, highest growth is coming from the herbal and fruit extracts.
And if we look at the beverage category, we're really seeing a lot, a lot of growth in the botanical area.
And this is a snippet from our ingredient quant tool, and in this tool you can calculate the market size of a single ingredient or an ingredient category.
And this tool also shows you an overview of how much the ingredient is used in food and beverages, globally as as in different regions, and the top most used and fastest growing ingredients.
So here on the right, we see a snip of the ingredient category of herb herbal and fruit extracts.
And this tool automatically shows the penetration level of the ingredient group.
So here we see the strong growth in alcoholic beverages of herbal and fruit, fruit extracts, and botanicals really offer a healthy feel to beverages, as as as as a blend of flavors to suit different tastes, and the importance of the health halo in beverages today will likely expand as consumers, especially millennials, are seeking more low and no alcohol alcoholic beverages.
So this just gives you the ingredient quantum tool just gives you a nice overview of the ingredients application, where it's growing, ah, the market size, and it gives you a nice instant overview of how the ingredient is in in the market.
So now looking deeper into fruit's application in this garden goodness topic, if we look at the top three fastest growing fruit ingredients over the past three years, we find that watermelon juice has grown by +50% application across food and beverages, followed by jackfruit, which has a ker of 47%.
And finally, durian has a ker of 43%.
So definitely fruit application is growing, and especially more in the exotic on unique fruits.
So if you look at the first one, the watermelon juice, and this is a nice example from the United States, and it's watermelon juice in every sip fuels body with natural electrolytes and powerful nutrients that accelerate hydration and recovery.
So you're really getting a lot of health claims here from the watermelon inclusion.
Followed by jackfruit.
So it says, green introduces the jackfruit as an alternative to meat.
So they claim here it has the same texture, it has the same feel as meat, but you're getting a lot more health, a healthy version from the jackfruit curry.
So that's a nice example of how fruit is acting as a meat alternative.
And finally, durian.
So this freeze dried durian, and it claims to aid digestion.
So a lot of different applications here and we're seeing a lot of health benefits and opportunities for innovation in the fruit space.
So we're expecting to see a lot more developments here.
So that brings us on to our second topic of today's webinar, which is powered by protein.
Protein is definitely on trend and continues to show developments across food and beverage categories, and it's definitely on top of consumer consumer mind as , from the mainstream consumer and also the the athletes itself.
So consumers are definitely focused on protein and more protein rich products are launched because of this demand.
So if we look at a consumer survey carried out in 2018, we found that nearly 50% of UK consumers are influenced by protein when buying food and beverages.
So it's something that they're now looking for unpack, and it's an attractive way to get the consumers' attention.
And also from our database, when we looked at the index number of new food and beverage launches tracked with this protein claim, we see continuous growth over the past 5 years, and this just shows shows that the industry is responding to the demand from from the consumer.
And they're looking at at an interesting topic, which is the sustainability of your protein, and it's increasingly been in the media and we take an example here from the Guardian, and it's really looking at will insect protein be be the next new thing, focused on the more sustainable side of it, and will more people give up meat for edible bugs if they believed they were tasty and trendy.
So will it ever become trendy and and acceptable by the consumers.
I think it will take time, but it is something to focus on and and it could become the next new thing, in terms of protein sources.
But just to highlight, insect-based protein is still in an early stage of development.
However, we do see other developments in protein sources.
So while dairy proteins are still the most frequently seen protein type, its application decreases in new food and beverage innovation in 2017 at 39%.
And then, if we look at, , plant proteins, we're seeing an increase, so 24% in 2017 compared to 2121% in 2013.
So seeing a growth here of the plant proteins.
And also, again, we're using the ingredient quant, which looks at the ingredient, across different markets across categories, and this, looks at plant protein across different regions.
And what we see here is that North America is, is the leading region applying plant protein over the past 5 years, while Asia and East Europe have rapidly adopted plant proteins over the past year when comparing 2017 with 2016 launches.
So these regions are really seeing high growth in application.
So definitely plant proteins are growing over the past two years across all regions and it's really an area that is being developed in food and beverages.
Food and beverage innovations are incorporating specific plant proteins, so if we look at the type of proteins that are seeing fastest growth in application, so fastest one here is pumpkin seed protein with a Kagger of 37% over the past three years.
And this is followed by rice protein with +27%, sunflower protein with 25%, followed by pea protein + 23%, and finally potato protein + 14%.
So definitely seeing a lot more specific types of plant proteins, with the pumpkin seed coming in first here for fastest growing.
And now we can look at pea protein on a deeper level, and this is done by using our ingredient genius tool.
So this tool allows us to see a number of product launches over time, latest news articles, the top market categories of the ingredients, top claims on products with the ingredients, and the key markets.
So in an instant page, you get an instant oversight of pea protein application.
And we see here that there are many news articles and reports written about pea protein, so it's a hot topic.
The chart with the dots also shows that in 2011, there has been a significant increase in articles featuring pea protein, and also the ingredient genius dashboard also shows the top market categories.
So over the past three years, bakery has been the top category for pea protein application.
So a lot of interesting insights received here from O'Toole, and you can really get a feel of of how the ingredient is developing in in the industry.
So protein-rich snacking, so consumers are in search of for protein snacks in particular, and we're seeing a lot of innovation in this area when looking at the protein trends.
So when we ran a snacking focused survey in the US in 2018, We ask consumers what factors do you look for when purchasing snacks, and highest here with over 40% of consumers saying protein source, and this followed by energy boost and indulgence coming over 30% of respondents.
So we're seeing here protein sources really Really coming in first as as what you're looking for from your snack.
We also found on the database that there's a +35% average annual growth of new snack launches tracked with this protein claim.
So again, you're seeing the industry is responding to the consumers' demand for protein and snacks.
And if we look at some examples from the database of protein application, so we're seeing here high protein chips from Germany launched in 2018 in September.
Also seeing slow cooked beef, lean cut.
So we're seeing a lot more meat snacks coming through and also having this protein claim with 17 g of protein.
Also, the packaging, so we're seeing a lot more snack packs, and this is a protein pack, and it has a hard boiled egg, roasted almonds, and white cheddar cheese.
So we're we're seeing a lot of these packaging compartments, so a snack pack to go away with, and this is to get your 15 g of protein in, and it was launched in the US in September 2018.
So definitely we're seeing a lot more development in the mainstream of food and beverage categories.
So we're seeing a lot more products getting a sporty makeover, claiming this protein and this is just really going with what consumers want now and the mainstream consumer is is becoming more getting a more sporty lifestyle and concerned about what they eat.
Ah, so it's all growing within the protein claim here.
So a fresh look at fiber which is really seeing a lot of developments in terms of the research being done on the new health benefits that it's that it's claiming to provide.
So we're seeing a lot more application of particular fibers in food and beverages.
So the return of fiber as an essential food ingredient, and there's definitely a growing interest in fiber.
So when we ask consumers in the US and the UK about their fiber consumption, we found that 44% of US respondents are increasing their consumption of Fiber and also 33% of UK respondents are increasing their fiber consumption.
So that's a pretty high amount of a percentage of respondents looking, looking for fiber and to increase it for health benefits.
And filling the fiber gap, we're seeing an increase in launch activity from looking at our database, and we found a +21% average annual growth of new food and beverage launches trapped with a fiber claim.
And this is a nice example from Arla which very clearly says fiber, raspberry yogurt, so high fiber brownies.
Also blueberry muff muffin, 5 fiber bars.
So definitely a lot more claims front of pack as consumers are looking out for this claim to get its benefits, health benefits that are getting more attention in in research at the moment.
So as I mentioned before, it's really the newly discovered health benefits which are driving fiber applications, and we see this from a consumer survey that we carried out in 2018, when we asked US and UK consumers which of the following are reasons for you to consume fiber, and even though we found that digestive health is the main reason, we're also seeing high percentages in other health claims.
And weight management being the highest here, with just under 25% of US respondents saying this, followed by heart health, energy alertness, immune health, brain health.
So a lot more claims and health benefits coming from, fiber consumption.
So we're seeing a lot of developments into other areas of health.
I'm looking at some articles, recent articles, and we take a lot of our go to sources for news about nutrition and diet trends are from nutrition insights, and they provide a huge range of detailed nutrition, health articles, scientific nutrition articles, and nutrition research articles.
So, it's an interesting website and it's always when we go to.
So on nutrition insights, several articles highlight fiber and their benefits, and research shows that dietary fiber is found to reduce brain inflammation during aging, and that soluble fiber plus probiotics is found to improve urine uptake in female athletes.
So a lot of new discoveries around fiber and fiber's application, and this is going to generate a lot of interest in the ingredients from both the consumer and the industry side.
So we're going to see a lot more development because of this, research being done.
In the previous slide, we have seen that consumers have multiple health related reasonings for consuming fiber, and that more health benefits are really uncovered from research, and this makes fiber a good addition for sports nutrition products.
But although protein is still more prominently claimed on sports nutrition, fiber is definitely playing a bigger role in this area in this area.
And researchers are still discovering new health benefits for fiber.
So what will be the next opportunity is something that the industry will ask.
And if we look at sports nutrition now, and fiber is increasingly seen on these products, so when we look at fiber claims as a percentage of total sports nutrition launches, we see here that 16.4% of sports nutrition launches in 2018, year to date.
This fiber claim and and we also see a + 55% average annual growth between 2013 and 2017.
So, it's really definitely a continual continuous growing claim on food and beverages over the past five years.
And now in 2018, 16% of sports nutrition products are carrying a fiber claim, which shows it's showing more interest in this area.
And fiber and health benefits in protein bars.
So here's some examples of of how the sports nutrition category is highlighting fiber.
So we see here in the MB protein bar, 22 g protein and underneath 5.5 g fiber, so getting the source in there, and also NitroTech Crunch, it says 22 g protein and an excellent source of fiber, so seeing both claims unpack a lot more in new product development.
So that brings us to the end of the webinar today, and now I'm going to give you some key takeaways of some of the topics that we discussed.
So first we saw that natural ingredients such as fruit, vegetables, and also the botanical area is really seeing an increase in new product development.
And also protein.
So protein is definitely on trend and on top of mind of consumers.
And we're definitely seeing a fast growing application in the plant protein area and this is expected to continue with this plant based diet really coming into effect.
And finally, a fresh look at fiber.
So we're seeing a lot more new fibers and fiber application in new product development because of this new discovery and new health, new health benefits that are coming through in research.
So this is expected to grow and to expand into future new product developments.
So thank you for joining today's webinar.
If you enjoyed this one, we are also doing a special HI Europe webinar, which will reveal our top 10 trends of 2019.
And you can also visit us at HI Europe, where you can meet the team and hopefully we'll see you there.
