Report: weight wellness “is at a tipping point”

16 Dec 2014

According to 10 Key Trends in Food, Nutrition and Health 2015, the new food and health trend forecast from New Nutrition Business, the weight wellness market is at a tipping point, and in 2015 big name brands like Weight Watchers will continue to see sales plunge – even Special K, the world’s biggest food for […]

Report: weight wellness “is at a tipping point”

bathroom-scales-22675936

According to 10 Key Trends in Food, Nutrition and Health 2015, the new food and health trend forecast from New Nutrition Business, the weight wellness market is at a tipping point, and in 2015 big name brands like Weight Watchers will continue to see sales plunge – even Special K, the world’s biggest food for weight management, has experienced a sudden 10% drop in sales. The analysis believes that, while big businesses struggle, small entrepreneurial brands will find a wealth of opportunities in everyday foods for Weight Wellness (Key Trend 3).

“Consumers are switching to regular foods to maintain weight wellness, which is creating a wealth of opportunities for big brands and entrepreneurs alike,” said Julian Mellentin, author of the report. “People’s desire to maintain a healthy weight and a trim figure is the biggest influence on the key trends in food and health, driving many of the trends in this report,” he says. “Improving digestive health and avoiding a bloated stomach to maintain a good figure are key reasons why people adopt, for example, a gluten-free or lower-gluten diet, avoiding refined carbs and trying to consume more good grains.”

High-protein foods (Key Trend 4) in particular are said to have benefited from their link with weight management. Protein is an easy ingredient for people to understand, it’s natural, backed by science and it has a long-standing association with maintaining a healthy figure, said Mellentin.

The idea of “good carbs and bad carbs” (Key Trend 5) has taken hold among the most health-conscious consumers, the report says, noting that the number of people reducing carbohydrates for weight management is small but growing – and already having an effect on sales of grain-based products. Big brands such as Cheerios have experienced sales falls of 5%. Sales of “good grains” – such as oats and the so-called ancient grains – are said to be soaring. Sprouted grains are a surprise winner, with one small snack brand jumping from zero to $25 million in three years.

Sugar has become the new dietary demon (Key Trend 8) – replacing fat and salt – and this spotlight on sugar content has created a challenge for food companies, who are wrestling with how to meet expectations of lower sugar and boost business. Lowering sugar content has produced some clear winners in the kids market, but no one has yet figured out how to make this work in the adult market.

Consumer interest in free-from foods is increasing (Key Trend 7) – and the biggest area is gluten-free, which is not a passing fad but an increasingly important aspect of all new product development, with even Nestle launching gluten-free cornflakes. The 25% of consumers who are motivated by gluten-free are not totally eliminating but reducing their gluten, perhaps eating it two-to-three days a week.

The long slow death of low-fat (Key Trend 9): People are beginning to understand that eating fat doesn’t make you fat. But although research is revealing that fat is not the enemy of health we thought it was, consumer change will be slow. Younger consumers are the group most likely to change their habits around fat.

Dairy is enjoying a renaissance (Key Trend 6): Dairy is emerging as a big winner of changing perceptions of fat – US butter sales have overtaken table spreads as people get “permission to indulge” in more traditional dairy products. Dairy’s image is getting a boost as science both refutes negatives around dairy fats and uncovers more about the positive effects of dairy consumption.

Marketing products that have “naturally functional” ingredients and benefits (Key Trend 1) remains the “king of trends”, as it has been since 2005: Naturally functional is an innovation strategy and it is behind many of the biggest successes such as Greek yoghurt, coconut water and almonds.

“Many things are put forward as trends, but we select only those that are long-term drivers for our industry,” said Mellentin. “This long-term focus allows both brand and ingredient companies to formulate meaningful strategies.”

What the Key Trends mean for brands: The 10 Key Trends present a mass of innovation and renovation opportunities for both big brands and entrepreneurial brands, said Mellentin: the most successful products and brands connect to multiple trends – even if the connection is a secondary positioning for the brand rather than 
a primary positioning.

What the Key Trends mean for ingredient suppliers: In today’s competitive market ingredient companies must be as knowledgeable about the final consumer as their customers are. Ingredient suppliers need to know which trends their ingredients connect to, according to Mellentin, because how well connected they are will dictate how successful they are going to be.

“Understanding the key trends will help ingredient companies to create applications and marketing messages that will enable their customers to create successful brands,” said Mellentin.

 

 

Related tags

Events & Exhibitions

Related news

Scouting out the latest health trends and innovations at Vitafoods Europe

Scouting out the latest health trends and innovations at Vitafoods Europe

20 May 2022

From mood, cognition, and gut health to the importance of selling experiences rather than products, the Healthy Marketing Team (HMT) rounds up the biggest trends it spotted at Vitafoods Europe last week.

Read more 
Top trends to watch at Expo West

Top trends to watch at Expo West

18 Feb 2022

From the foodification of supplements to mission-driven commerce, trendspotters at Natural Products Expo West have identified the top 10 trends shaping the US healthy food industry.

Read more 
New Product Zone showcased the most innovative products at Fi Europe

New Product Zone showcased the most innovative products at Fi Europe

15 Dec 2021

Attendees of Fi Europe 2021 were able to discover an extensive selection of the most innovative products, showcased alongside insightful information at the New Product Zone.

Read more 
Startup Innovation Challenge 2021: Recognising disruptive ideas in F&B innovation

Startup Innovation Challenge 2021: Recognising disruptive ideas in F&B innovation

6 Dec 2021

The Fi Global Startup Innovation Challenge aims to support innovative projects within the F&B industry by offering startups the opportunity to showcase their innovations and meet the industry's foremost ingredients professionals.

Read more 
Fi Europe Innovation Awards: Recognising innovative ingredient solutions at Fi Europe 2021

Fi Europe Innovation Awards: Recognising innovative ingredient solutions at Fi Europe 2021

6 Dec 2021

The Fi Europe Innovation Awards recognise ground-breaking work in food and beverage ingredients at the annual Fi Europe, co-located with Hi Europe, event. This year has featured some outstanding ingredients and concepts in the fields of health, sustain...

Read more 
Fi Europe opens its doors to in-person attendees today!

Fi Europe opens its doors to in-person attendees today!

30 Nov 2021

After a week-long online program Fi Europe opens for in-person attendees under 2G measures in Frankfurt today – if you’re not able to attend in-person, you can follow the program from the show floor live on the online platform.

Read more 
Obama celebrated 60 with top vegan brands

Obama celebrated 60 with top vegan brands

9 Aug 2021

Plant-based foods have become so widely accepted that former President Barack Obama’s 60th birthday celebration featured a vegan, plant-based menu, according to a menu leaked by Bloomberg.

Read more 
Plant-based nugget prices cheaper than real chicken

Plant-based nugget prices cheaper than real chicken

3 Aug 2021

Chickenflation is a real thing, and plant-based protein maker Alpha Foods is taking advantage of skyrocketing chicken prices to grab the attention of non-meat eaters and meat eaters alike.

Read more 
Future of Nutrition Award debuts at the Fi Europe Innovation Awards

Future of Nutrition Award debuts at the Fi Europe Innovation Awards

16 Jul 2021

The Fi Europe Innovation Awards, held at Fi Europe 2021 co-located with Hi Europe, celebrate people, companies and organisations breaking new ground in the Food & Beverage industry.

Read more 
Flavor company Givaudan crowdsources flavors with its Aroma Kiosk

Flavor company Givaudan crowdsources flavors with its Aroma Kiosk

12 Apr 2021

Swiss flavor giant Givaudan has rolled out its Aroma Kiosk, a digital sensory tool that crowdsources flavor preferences. These kiosks are located globally in grocery and retail stores as well as universities where shoppers can interact with the technol...

Read more