Global trends and insights - Food for Health & Wellbeing - June 5th 2020 - AHFES
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Global trends and
insights – Food for
Health & Wellbeing
June 5th 2020
1
1. Food for health: passive and active products
2. Global trends 2020
3. Impact of Covid-19
4. What is expected to be seen?
Contents
2
1. Food for health: passive and active products
3
Active products naturally
contain or have been
Active or incremented in any functional
functional ingredient. This means, an
ingredient that positively improves
foods a function in our body: “source
of omega-3”, “boosts your
immune system”.
Passive Passive products highlight a
presence, reduction or absence
foods of a component that depends on
an individual’s diet and interests:
“no added sugars”, “low in
fat”. Fermented soy-based beverage, coconut flavor.
Product registered in Spain, nov. 2019.
Source: Innova Database, Passive & Active Health Products 20204
Global sales in
2018 – Food & Intolerance (gluten, 46.708,30
Beverages with lactose, others) 113.994,12
health-related "Free from"
benefits for
"Reduced in" 384.596,82
consumers* 171.912,49
Functional and
fortified 183.630,34
+ 900.482M Naturally healthy
USD
*Values in millions of dollars
Source: GlobalData 2020
5
General wellbeing 57.884,03 33.955,41 3,80
Global sales in 44.446,84 ,94
2018 – Food &
Body weight
Beverages with management
health-related Digestive health
benefits for 65.894,34
consumers* Energy Boosting
486.393,50
Suitable for diabetic 194.613,22
Cardiovascular health
Immune system (3.80)
Bone and joint health *Values in millions of dollars
(.94)
Source: GlobalData 2020
6
Health Claims in West Europe and Spain
Passive foods and beverages predominate in West Europe
Health Claims contained in launched products
West Europe, 2015 - 2020
Wholegrain
No added sugars
In Spain
Natural 12,4%
Low/No/Reduced in fat
CAGR
Lactose free
Sales in Spain2018 – F&B with 2015-2020
High/Source of fiber
health benefits High/Source of protein
No addtives/No preservatives
12.327M USD in food Gluten free
Organic
7.398M USD in non-alcoholic
beverages (2018) 0 10.000 20.000 30.000 40.000 50.000 60.000 70.000 80.000
Source: GlobalData 2020 Source: Innova Database2020.
7
2. Global trends 2020
8
provided to MERCADOS@CLUSAGA.ORG on 13 Feb 2020 19:13 (UTC)
Global Food Trends 2020
© 2020 INNOVA MARKET INSIGHTS
To tell a Seeking
story & Yes to into high-
Plant-based The right bite
generate sustainability quality
emotions textures
clean labels- smart packaging- healthy & tasty
Food Macro-
looking Increasing detailed
hybrids nutrients’
pretty familiarity customization
reformulation
+
Source: Innova Market Insights 2019, Mintel Tendencial Globales de Consumo 2030
3. Impact of Covid-19
10“
There are two contrary trends happening. During an economic downturn,
consumers become price sensitive and “trade down” or look for more value
when shopping. However, during food crisis they become more quality conscious
and are willing to pay more for healthy and nutritious foods.
Amarjit Sahota, founder and CEO of Ecovia Intelligence
Source: Food Navigator (2020) – Organic food’s coronavirus boost:
“Health crises have a long-term impact on consumer demand”.
113.
Impact of
Covid-19 in
West Europe
Fuente: GlobalData 2020 Coronavirus (COVID-19) Sector Impact: Global Consumer
Packaged Goods 5
12Short-term
• Change of season
• Spent time at home
• Emotional status
• Health Locus of Control Profile
• Halo effect
• Economic situation
• Brand loyalty vs new trials
• What sales reflect
Long-term
13comfort
food
planning
cooking
e-commerce freezing
storing
Prevention of
diseases
Trans-
snacks
parency
Boosting
immune system
vccc
conscious
local support
purchases
organic
Sources: Food Navigator, Mintel, Nourish Food Marketing, Tastewise (2020)14Multiple possible scenarios
High impact of Covid19
org
áni
co
Z, Millenials X, boomers
org
áni
co
Low impact of covid19 15What is expected to be seen?
(Regarding trends and health-related food products)
16Right now…
17Yogurt, vinegar, kimchi, sauerkraut, kombucha & supplements
Foods that
boost the
immune
system
Supplement in powder (USA) Drinkable yogur (Spain)
Source: Innova Database 2020 18Fermented drinks
Tea + probiotics Consumers want
Story & Benefits to…
Relieve stress,
prevent or even treat
Reduced in sugar a disease, natural
sources of anti-
inflammatories.
Pleasure.
Short lists of
ingredients
Formats
Spoonable foods,
condiments,
Organic
snacks.
Hemp Kombucha (Australia).
Source: Cannabis Place Kombucha de manzana (España).
Source: Innova DatabaseCold infusions
Balance The botanical concept:
jasmine, roses,
between hibiscus.
wellbeing and
pleasure
Less sugar
“Low in sugar”, “zero azúcar”, “no
added sugars”.
Covid-19 = Flavors: plant-
Premium flavored mostly
cateogory Combinations of fruits, Cold brew coffee with chicory. (Estados Unidos)
products spices, chilis, coffee and Source: Innova Database 2020.
Brown and seasonal
flavors.
Source: Innova Market Insights 2020 20In the coming years
21Naturally sourced ingredients (mostly from plants)
A continuous search for alternatives
Seaweed as a
Substitutes for Dairy and meat substitutes. snack; as an additive Insects: a more
cereals with Hybrid products: plants + in food, as a material sustainable protein
gluten. animals sources. for packaging source.
Fuentes: Food Navigator, Innova Database, Mintel, The Path Magazine 2020
22Protein consumption has increased with
The Plant-based revolution Covid-19 crisis
From a megatrend to a status
Most prefered claims by consumers Foodservice & retail thinking of plant-based
foods & consumers
Vegetarian Vegan Plant-based
6% 4%
Population in Europe
Compound anual growth rate
+68% of products depicting a “plant-
CAGR based” claim (2014-2018
CAGR)
Source: Innova Market Insights Trends 2020, GlobalData 2019, Plant Based news, Medium 23Nutritional information: easy to read and Descripción: Fermentado de soya estilo
Skyr.
to understand Perfecto para empezar el día, con
proteína extra, 100% vegetal y
totalmente delicioso. Disfruta una densa
y deliciosa textura en cualquier
momento del día.
“I don’t have enough time
to read labels when I’m Ingredientes: base de soya (agua, soya
desvainada (15.7%), azúcar, estabilizante
doing groceries, even if I (pectina), citrato tricálcico, correctores de
wanted to”
28%
acidez (citrato de sodio, ácido cítrico),
sabor natural, sal marina, antioxidantes
(extracto rico en tocoferoles, ésteres de
ácidos grasos de ácido ascórbico),
of global consumers vitaminas (B12, D2), fermentos (s.
Thermophilus, l. Bulgaricus).
Source: GlobalData 2020 Etiqueta: Alto en proteína. Bajo en
azúcares. Naturalmente libre de
lactosa. 100% de origen vegetal. Apto
para vegetarianos. Naturalmente bajo en
grasa saturada. Rico en fibra. Fuente
de proteína. Fuente de calcio. Contiene
vitaminas B2, B12 y D. La vitamina B12
contribuye a la reducción del cansancio y
Produced in Spain. la fatiga. Nutri-Score: A.
Source: Innova Database 2020. 24New trials with “ancient “Your purchase benefits you
diets” and food culture and benefits the environment”
beard in mind
Health and Sustainability
Herbal and fruit extracts,
essential oils y oleoresins.
Cider vinegar, 100% Galician apples
produced by 150 Galician farmers. 5%
acidity, gluten free, unfiltered.
“Love yourself” +
“low in sugars”
claim
Source: Innova Database, products registered in Spain, 2020.
25Ingredients: towards familiarity
Relieves pain,
Probiotics, Prebiotics y Cannabidiols (CBD) induces
relaxation,
reduces anxiety
and stress.
Flavored porridges with probiotics (UK)
Cacao and coconut bar with natural
nootropics (UK)
Sparkling drink with prebiotics
100% plant-based, no added sugars (Australia)
Source: Innova Market Insights Trends 2020 26Megatrends impacting lifestyles
Time planning: quick Double benefit: easy to Comforting and pleasant
F&B, on-the-go prepare and homy flavors
sensation
Dairy drink with caffeine and
probiotics (USA)
Caramel & Chail Latte ice cream
Ready-to-eat oats Chicken Tikka Masala - tandoori
with turmeric and style, tomato and fenougreek
orange creamy sauce and Pilaf rice (UK)
(Amazon)
27
Source: Innova Market Insights 2020, Tesco, Oikos Profuel, Amazon, Häagen-DazsThank you
We remain attentive to your comments,
questions and suggestions
www.clusteralimentariodegalicia.com
• info@clusaga.org
• mercados@clusaga.org
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