Innova Market Insights presents VitaTrend
The highly popular VitaTrend feature, produced with Innova Market Insights, will once again offer visitors a snapshot of key emerging trends that will impact on product activity in the nutraceutical, nutritional and functional food markets.
NEW for 2013: A much more interactive area will engage visitors with presentations and discussions about up-to-the-minute trends and issues.
Key themes that will be explored will include:
- The apparent lack of innovation in functional foods
- Healthy ageing
- Protein popularity
- "Free-from" claims
- Sweet alternatives to sugar
NEW for 2013: Innova Market Insights will offer discounted industry reports to all pre-registered visitors, redeemable at the feature area.
Keep checking back for more information...
Health traffic jam
There is little happening in functional food innovation. It is as if everybody is swirling around the same topics all the time and waiting for someone to jump, with “passive health” positionings (e.g., “low and light”) dominating. Since December 14, all health claims not included in the EU Union List of approved claims have been removed from packaging labels. Brands are currently busy drumming home the health message of their active ingredients, before claims will no longer be allowed, or switching to marketing messages behind approved claims (e.g., vitamin C). Others are looking at the developing world to close micronutrient gaps, but hardly innovating.
Grey but healthy
We are facing an aging population time bomb, with the UN forecasting that the number of people older than 60 will surpass one billion within a decade. But food can be part of the solution, with greater consumer understanding of the role that a healthy diet can have on extending the active years. At the same time, a new group of consumers (now aged 12-25) is far more concerned about their health, than previous generations. They have experienced the impact that unhealthy lifestyles have had on the health of their parents and are less likely to make the same dietary mistakes.
The trend towards making “high protein” claims is only gathering pace, with numerous mainstream brands addressing this marketing angle. We see further marketing of Greek yogurts and meat snacks as just two areas playing off this positioning. Protein claims have been tracked in markets as diverse as sports & recovery drinks, breads, pretzels, soups, biscuits and even ketchup. High patent activity has been reported in creating alternative proteins that look beyond dairy and meat, in order to fill the protein gap that will come on the back of rising demand to meet the globe’s growing population.
Just say no
Free-from claims are becoming more prevalent from a positioning perspective. "Gluten free" is established but still not fully developed. Other claims like lactose, dairy and wheat free are evolving rapidly. The growing consumer awareness and potential associated problems with nutrient intolerance have combined to boost availability. Choice is a health angle that could be leveraged by innovative manufacturers. Numerous healthier alternatives are popping up now as a result of allergy NPD but as healthier options e.g., rice milk ice cream. But “no” products can also encompass fat, sugar and salt free. Vegetarian or “meat free” choices are also expanding into new sub-categories.
Beating the sugar demon
Sugar is being demonized in the tradition of trans fats, arguably even more so than salt. High fructose corn syrup is undergoing a particularly tough ride. Companies are looking to strategically reduce the sugar content of products, through new combinations of new technologies and sweeteners. Advances in natural sweeteners such as stevia and monk fruit allow for higher innovation. Obesity has reached a tipping point and taking unnecessary sugar out of products will be one of the pathways to success. Government pressure is mounting on manufacturers to reformulate or cut back on the sizes of their products. Innovation is still occurring in silent sodium reduction.