Reportlinker Adds Growth Opportunities in Sustainable and Positive Health Food and Drinks: Key Innovations, Leading Company Strategies and How to Benefit From Overlap of Ethical and Superfoods Overlap
NEW YORK, Oct. 5 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:
Two of the most important trends in the global food and drinks industry are the increasing consumer demand for products that can provide functional solutions to their health needs, and for products that tap into consumers' increasing demand to live lifestyles that are less environmentally damaging than previously (without compromising the quality or quantity of consumption they take on).
Our analysis of sustainable food and drinks and of superfoods markets confirmed that there is a strong overlap in terms of consumer groups and consumer motivations for purchase. Product innovation analysis shows that the extent to which this opportunity is being exploited is so far relatively limited. This report highlights key innovation, market and consumer trends to allow marketers to better exploit the sustainable superfoods niche.
Key Features of this report
- Discussion of the meaning of 'sustainable' and 'superfood' and why these are relevant concepts
- Analysis and data covering global market for organic, Fairtrade and functional food and drinks
- Discussion of key consumer trends driving sustainable and superfood purchasing
- Category-by-category analysis showing market size and key innovation trends
- Analysis of innovation trends for leading global manufacturers and private label
- Case-study-driven analysis of the most innovative sustainable and positive-health products available in the market
- Discussion of current and expected regulatory environment
- Key conclusions on the future of the sustainable superfoods market
- Survey data highlighting key industry figures' views on the importance of sustainability and superfoods to their businesses
Key Benefits from reading this report
- Understand the key issues in sustainable food & drinks production and marketing.
- Understand the trends driving superfoods uptake, and why the term is relevant to your business.
- View the key innovation trends in sustainable and positive health foods, including both data-driven analysis and case studies of innovative products.
- Understand the focus for the leading global food manufacturers and private label retailers in terms of sustainability and positive health.
- Prompt your marketing and NPD teams with product and marketing ideas from around the world.
- Become fully aware of the current and expected global regulatory environment concerning sustainability and superfood product claims.
Key findings of this report
65% of industry respondents believe that the same kind of consumers are interested in sustainable foods as superfoods, confirming our assessment that the two trends share many of the same drivers.
The most important categories where sustainable superfoods were considered relevant are bakery & cereals, dairy foods and ready meals. Soft drinks were also considered relevant by a majority of respondents. Although a majority of respondents believed that snack categories – savory snacks and confectionery – were not relevant, a sizeable minority of 24% believed that there was relevance
While Nestle and Unilever easily top the sustainability table, other global brands are further down. Retailer brands are important, with US chains HE Butt and Supervalu, and UK co-operative chain John Lewis, appearing in the top 10.
Nestle is the market leader for positive health claims by a significant margin, while the rest of the top 10 features global major players Kraft, Danone, Unilever, Kellogg, PepsiCo, Coca-Cola, General Mills, Novartis and Campbell.
Private label products featured only one positive health claim – high vitamins – in their top 20 claims. However, three of their top 20 claims were sustainability-based: organic was the second-most prevalent of all private label claims, natural was fifth-most important, and 'environmentally friendly' was 19th.
In most regions – including the US, Japan, Canada, Australia and New Zealand, the term 'superfood' is unregulated – but in the EU, a 'superfood' must now meet at least one approved specific health claim.
'Natural' is the second-most popular product claim among positive health products, highlighting the strong potential for overlap between the sustainability and positive health groups. 'Organic' is also in the top 10.
Key questions answered by this report
- What sustainability strategies should companies use, at corporate and product level?
- What factors make consumers choose to purchase superfoods?
- To what extent are sustainability and superfoods driven by the same trends?
- What are the current and forecast market sizes for organic, Fairtrade and functional food and drinks in major global markets?
- What are the most important sustainability and positive health claims associated with new product launches in the food and drinks industry?
- Which sustainable and health claims can companies make in the current regulatory environment?
- Which food and drinks categories are relevant to sustainable foods, and how will they perform country-by-country over the next five years?
- How can companies best benefit from the sustainable superfoods trend?
Table of Contents
About the author 2
Disclaimer 2
Executive summary 10
Market overview 10
Category dynamics 11
Company dynamics 12
Regulatory dynamics 13
Innovation overview 14
Future outlook 15
Chapter 1 Introduction 16
Summary 16
Introduction 17
What is sustainability? 17
What is a superfood? 19
Total addressable market size 21
Definitions 23
Sustainable, ethical and Fairtrade markets 24
Size and growth 24
Key market drivers 27
Consumer-level drivers 28
In depth: sustainable/ethical marketing and negative PR 30
Manufacturer and retailer drivers 31
Healthy, functional and superfoods market 33
Size and growth 33
Key market drivers 34
Consumer-level drivers behind superfoods 36
In depth: medical endorsements and criticisms 38
Manufacturer and retailer drivers 39
Sustainable superfoods 39
Chapter 2 Category dynamics 42
Introduction 43
Bakery & cereals 44
Confectionery 48
Dairy foods 52
Hot drinks 56
Ready meals 60
Savory snacks 62
Soft drinks 66
Chapter 3 Manufacturer dynamics 70
Introduction 71
Product launches by company 71
Leading companies: Nestle 74
Leading companies: Kraft Foods 76
Leading companies: Danone 79
Leading companies: Kellogg 82
Leading companies: Unilever 85
Branded versus private label 88
Chapter 4 Regulatory dynamics 91
Introduction 92
Sustainability claims 92
Natural claims 92
Organic claims 92
'Green' and 'environmentally-friendly' claims 93
Positive health claims 94
Functional food claims 94
Japan 95
EU 95
US 97
Other countries 98
Superfoods claims 99
Chapter 5 Innovation overview 100
Introduction 101
Sustainability claims 101
Sustainability products by category 101
Sustainability products by claim 103
Innovations in sustainability 105
Innovations in environmentally-friendly products 105
Innovations in Fairtrade products 106
Innovations in natural products 107
Innovations in organic products 109
Positive health claims 110
Positive health products by category 110
Positive health products by claim 112
Innovations in positive health 114
Innovations in high amino acids products 114
Innovations in high antioxidants products 115
Innovations in high calcium products 117
Innovations in high fruit products 118
Innovations in high minerals products 119
Innovations in high protein products 120
Chapter 6 Future outlook 123
Introduction 124
Growth outlook 124
Sustainability outlook 126
Superfoods outlook 128
Category outlook 129
Appendix 132
Research methodology 132
Table of figures
Figure 1: Two organizations that have been criticized for misleading sustainability claims 18
Figure 2: Sustainability and a product's lifecycle 19
Figure 3: Number of searches for 'sustainability' on Google, 2004-2010 (scale relative to total searches) 27
Figure 4: Drivers behind the popularization of sustainable food and drinks 29 Figure 5: Figure Title 30
Figure 6: Number of searches for 'superfoods' on Google, 2004-2010 (scale relative to total searches) 35
Figure 7: Drivers behind the popularization of superfoods 37
Figure 8: Intersection between sustainable and superfoods trends 40
Figure 9: Examples of sustainable and positive health products in the bakery & cereals category 47
Figure 10: Examples of sustainable and positive health products in the confectionery category 51
Figure 11: Examples of sustainable and positive health products in the dairy food category 55
Figure 12: Examples of sustainable and positive health products in the hot drinks category 59
Figure 13: Examples of sustainable and positive health products in the ready meals category62
Figure 14: Examples of sustainable and positive health products in the savory snacks category 64
Figure 15: Examples of sustainable and positive health products in the soft drinks category 69
Figure 16: Sustainable products from Nestle 74
Figure 17: Positive health products from Nestle 76
Figure 18: Sustainable products from Kraft 78
Figure 19: Figure Title 79
Figure 20: Sustainable products from Danone 80
Figure 21: Positive health products from Danone 82
Figure 22: Sustainable products from Kellogg 84
Figure 23: Positive health products from Kellogg 85
Figure 24: Sustainable products from Unilever 87
Figure 25: Positive health products from Unilever 87
Figure 26: Sustainable and positive health private label products 90
Figure 27: Innovative new product launches making 'environmentally-friendly' claims 105
Figure 28: Innovative new product launches making 'Fairtrade' claims 106
Figure 29: Innovative new product launches making 'natural' claims 107
Figure 30: Innovative new product launches making 'organic' claims 109
Figure 31: Innovative new product launches making 'high amino acids' claims 114
Figure 32: Innovative new product launches making 'high antioxidants' claims 115
Figure 33: Innovative new product launches making 'high calcium' claims 117
Figure 34: Innovative new product launches making 'high fruit' claims 118
Figure 35: Innovative new product launches making 'high minerals' claims 119
Figure 36: Innovative new product launches making 'high protein' claims 120
Figure 37: Innovative new product launches making 'high vitamins' claims 121
Figure 38: Growth index for sustainable and functional food and drinks markets (2009=100) 125
Figure 39: Growth index for relevant food and drinks categories (2009=100) 129
Table of tables
Table 1: University of Leeds list of top 20 'lifespan essential' superfoods 20
Table 2: Relevant food & drinks sales in major markets, 2004-2014 ($m) 22
Table 3: Organic food & drinks sales in selected major markets, 2004-2014 ($m) 25
Table 4: Fairtrade food & drinks sales in selected major markets, 2004-2014 ($m) 26
Table 5: Industry survey response: consumers' reasons for purchasing sustainable food and drinks (scale: 1=very unimportant; 5=very important) 28
Table 6: Industry survey response: absolute importance and growth in importance of sustainability in the food industry 32
Table 7: Functional food & drinks sales in selected major markets, 2004-2014 ($m) 34
Table 8: Industry survey response: consumers' reasons for purchasing superfoods (scale: 1=very unimportant; 5=very important) 36
Table 9: Industry survey response: absolute importance and growth in importance of superfoods 39
Table 10: Industry survey response: relative importance of sustainable superfoods by category (1=not important; 5=very important) 43
Table 11: Overall bakery and cereals sales in selected major markets, 2004-2014 ($m) 45
Table 12: Bakery & cereals product launches by product claims (S=sustainable; H=positive health) 46
Table 13: Overall confectionery sales in selected major markets, 2004-2014 ($m) 49
Table 14: Confectionery product launches by product claims (S=sustainable; H=positive health) 50
Table 15: Overall dairy foods sales in selected major markets, 2004-2014 ($m) 53
Table 16: Dairy product launches by product claims (S=sustainable; H=positive health) 54
Table 17: Overall hot drinks sales in selected major markets, 2004-2014 ($m) 57
Table 18: Hot drinks product launches by product claims (S=sustainable; H=positive health) 58
Table 19: Ready meals product launches by product claims (S=sustainable; H=positive health) 61
Table 20: Overall savory snacks sales in selected major markets, 2004-2014 ($m 63
Table 21: Savory snacks product launches by product claims (S=sustainable; H=positive health) 65
Table 22: Overall soft drinks sales in selected major markets, 2004-2014 ($m) 67
Table 23: Soft drinks product launches by product claims (S=sustainable; H=positive health)68
Table 24: Products launched with sustainability claims, by company 72
Table 25: Products launched with positive health claims, by company 73
Table 26: Nestle product launches by product claims (S=sustainable; H=positive health) 75
Table 27: Kraft product launches by product claims (S=sustainable; H=positive health) 77
Table 28: Danone product launches by product claims (S=sustainable; H=positive health) 81
Table 29: Kellogg product launches by product claims (S=sustainable; H=positive health) 83
Table 30: Unilever product launches by product claims (S=sustainable; H=positive health) 86
Table 31: Private label product launches by product claims (S=sustainable; H=positive health) 89
Table 32: New product launches making sustainability claims, by category (X=non-priority categories) 102
Table 33: New product launches making sustainability claims, by all their product claims (S = sustainability claims, H = positive health claims) 104
Table 34: New product launches making positive health claims, by category 111
Table 35: New product launches making positive health claims, by product claims (S = sustainability claims, H = positive health claims) 113
To order this report:
Nutraceutical Industry: Growth opportunities in Sustainable and Positive Health Food and Drinks: Key innovations, leading company strategies and how to benefit from overlap of ethical and superfoods overlap
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Nicolas Bombourg |
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Reportlinker |
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