Top 10 Trends for 2017
The rules have been rewritten. Clean and clear label is the new global standard. The demand for total transparency increases marketing efforts that incorporate the entire supply chain into a product's branding. The upstream part of the value chain is gaining more attention in product and brand positioning, as the overarching clean label positioning becomes more holistic.
As plant milks, meat alternatives and vegan offerings have moved rapidly into mainstream, consumers are looking for innovative options to take the inherent benefits of plants into their daily lives. Even dairy companies are now leveraging the functional and technical benefits of plants in new product development.
Healthy Ageing: Satisfying Silvers With Targeted Nutrition
In the coming decades, the percentage of European citizens over 65 years old will increase drastically as the so-called baby-boom generation will begin entering retirement age. Elderly consumers will be looking for specific nutritional supplements to help with the physical defects they face. For example, sarcopenia is the degenerative loss of muscle mass and strength associated with ageing. Protein deficiency and lack of exercise are the root causes of sarcopenia. This has developed a niche market of high protein products specifically for lean muscle mass maintenance.
Health Platforms: Nutrition for all Needs
Increasing consumer awareness of the importance of nutrition in their overall health and well-being has been one of the main drivers of today's nutraceutical industry. The macro trend of "health" is also fueled by the use of fitness technology and smart phone platforms. Manufacturers are using this environment to target specific needs, including brain, digestive, heart and immune health. Energy and stamina is another platform to target.