Presents: Top 10 trends for 2014
Top 10 trends for 2014
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9.
10.
Waste not want not
You can trust us
Simpler pleasures
Look out for the small guy
Health is more holistic
“New” superfoods
Rise of the hybrid
The protein horizon
New stealth strategies
Alternative alternatives
Trend 1: Waste not want not
Waste not want not
•
•
•
The development of secondary markets for the reuse of food and by-product recycling
with energy recovery will become the norm.
Transit and packaging innovation will come to the fore to keep food fresher for longer,
along with smaller pack availability.
Waste “footprints” could become the next environmental measure for both
big and small companies.
Food waste related patents and abstracts tracked
500
Patents
400
100
418
30.8%
312
259
300
200
Abstracts
CAGR
2008 to 2012
187
31.1%
39
55
0
2009
2010
88
88
2011
2012
Patent and scientific
article publications
tracked with “food
waste” and “food loss”
has increased
significantly in the
last years.
Packaging is the key player in waste reduction
Single serves
Freezable
“Single serve packs for no waste.”
“Frumoo can even be frozen
beforehand, reducing waste and
keeping the lunchbox cold.”
UK: McLelland Seriously
Strong Grated Extra
Mature Cheddar Cheese
UK: Fresh Milk & Real Fruit
Strawberry & Blackberry
Recycling more
“Santa Cruz Organic recycle more
than 95% of their waste – an award
winning achievement.”
Canada: Santa Cruz Organic
Raspberry Lemonade.
Trend 2: You can trust us
You can trust us
•
•
•
•
Ingredient origin claims will move to the front-of-pack and be more prominent.
The use of tracking codes or QR codes on packaging to view where ingredients
are sourced from will be more readily applied.
Hormone free, GMO free and similar claims will be sought out by consumers.
Niches for super premium ingredients or products may evolve to meet the demands
of more skeptical and discerning consumers.
Source: The Guardian
Source: BBC News
How transparancy is displayed to gain trust
Traceability
Full traceability of ingredients.
Hongkong: Babynat Organic Apple
& Blueberry Puree for Babies
No antibiotics
Pork raised without antibiotics.
Canada: Schneiders Country Naturals Maple
Syrup Countryside Pork Sausage
Origin of the beef
Beef origin: France
France: Letal Du Boucher 10 Haches Au
Boeuf: 10 Beef Burgers
Trend 3: Simpler pleasures
www.innovadatabase.com
Simpler pleasures
•
•
•
•
Consumers are reassessing their needs and going back to basics.
They are finding more pleasure in simpler food.
There has been a shift towards home cooking, with food bringing family and friends together.
There is growth on the budget and premium sides, but the center ground being squeezed.
Value packaging and “good value” claims on the products themselves and in-store value
promotions are prospering.
Examples of simple pleasures
Rebranding private label
Rebranding of the private label
brand with more attractive
packaging.
Netherlands: AH Basic Milk chocolate
Ready to bake
Ready prepared paste for a sweet
chocolate cake.
France: Prepat Pate Toute Prete Moelleux
Au Chocolat: Chocolate Cake Paste
Finest ingredients
Tesco has recently relaunched its
Finest line.
UK: Tesco Finest Restaurant Collection
Coq Au Vin
Trend 4: Look out for the small guy
www.innovadatabase.com
Look out for the small guy
•
•
Big companies will be increasingly looking to smaller companies for product innovation ideas.
Craft-inspired or handmade snacks, biscuits and beverages will be the “small guy” categories
with the most potential to impact future trends.
New ingredients, concepts and preparation methods for more health benefits will emerge.
Flavor authenticity, innovation or in some cases flavor novelty will be a strong driver
for new product development.
•
•
US Craft Beer Sales (in $ billion)
10
9
CAGR
= 12%
8
7
6
5
2007
2008
2009
Source: Brewers Association
2010
2011
2012
Although total US beer
consumption is
decreasing, craft beer is
gaining popularity.
The 52% increase in
craft beer sales from 2007
to 2011 indicates that
mainstream beer is
also losing share to
crafted beers.
Small companies, big ideas
New healthy concept:
½ veg & ½ fruit
An important marketing strategy for
the success of small companies is a
fun or inspiring personal story of
how they came up with their
product idea. It establishes the
brand as small and honest
and creates an emotional
connection to the consumer.
UK: Vegesentials Beetroot,
Kiwi & Carrot Smoothie
Authentic
Authentically pan-popped maize.
Proudly made in Britain by hand in
the old-fashioned way.
UK: Blooms Favourite Recipe
Hot and Smokey Pop Corn
Organic & healthy
Happy honest treat.
Nice and healthy. Organic.
Netherlands: Justnuts
Pineapple & Cashew Bar
Trend 5: Health is more holistic
www.innovadatabase.com
Health is more holistic
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•
•
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More body, mind and spiritual connections will be made with particular ingredients.
Health-giving, natural extracts full of rejuvenating medicinal properties will be applied in
food and beverages, where possible.
Vitamins & minerals promotion will continue to be a strong claims focus.
Traditional medicine alternatives will be further explored, including Traditional Chinese
Medicine and Ayurveda.
Global food and beverage product launches tracked with
a vitamin/mineral fortification (2012 H1 – 2013 H1)
180 2012 – H1
160 = Index 100
140
120
100
100
80
60
40
20
0
+52%
2012 - H1
152
126
2012 - H2
2013 - H1
Product launches
tracked with
vitamin/ mineral
fortification was up
52% from 2012-H1
to 2013-H1.
Fortified – naturally healthy – traditional medicine
Vitamin fortification
High in vitamin C
Belgium: Delhaize Superfruit Grape,
Acerola, Raspberry Strawberry Juice
Naturally healthy
Naturally rich in omega 3
and protein
UK: Braham & Murray Good
Sweet Cinnamon Hemp Seed
Traditional medicine
All the ingredients for Hari Crunch
Cereal derived from controlled
biological cultivation, after an
Ayurvedic formulation
(Ayurveda is one of the world's
oldest medicines).
Germany: Aalenaa Hari Crunch Organic
Crunchy Muesli Open Up
Trend 6: “New” superfoods
www.innovadatabase.com
“New” superfoods
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•
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Regulatory pressure is leading to an increased focus on fruits and vegetables,
due to the global obesity epidemic.
Previously forgotten vegetables and alternative grains will be applied in a wide
range of products to convey more old fashioned health and nutrition.
Marketing fruit & vegetables’ natural health attributes as far as vitamins and
minerals are concerned will become more pronounced.
A blast from the past:
the new superfoods:
parsnips, artichokes,
kale, salsify, freekeh
and chia are being
tracked in more and
more products.
Interesting formats for new superfoods
Chia
Freekeh
Kale as a snack
Blend of chia, spirulina, chlorella,
fruits, ginger, curcumin, wheat grass,
omega 3s, fiber, electrolytes,
vitamins and minerals.
Rosemary & rock salt crackers are
partly made from cracked green
wheat freekeh.
A delicious raw food snack made of
kale and wasabi and raw superfoods
like wheatgrass.
France: Trachealth
Simple Super Seeds
Chia Superfoods
Drink Blend
Malaysia: Tuckers Natural
Multifibre Rosemary and
Rock Salt Crackers
United Kingdom: Inspiral Raw Wasabi
Wheatgrass Kale Chips
Trend 7: Rise of the hybrid
www.innovadatabase.com
Rise of the hybrid
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Well-known brands will venture into previously unconsidered categories.
Cross-branding will become more prevalent to capitalize on brands’ popularity and as a
means to further reinforce brands in the consumer mindset.
New flavors, textures and delivery methods will continue to excite from an innovation
perspective.
Limited edition innovation should increase as companies test the market to see if new
concepts are worth pursuing.
Hybrid product examples
New flavor
Combination of 2
traditional concepts
Combination of 2
traditional concepts
Pepsi cola flavored Fritolay
corn snacks.
A delicious doughnut/muffin fusion.
Crunchy bread rolls with a
juicy pizza topping inside.
Japan: Fritolay cola
flavored corn snacks
United Kingdom: Starbucks
Germany: Dr. Oetker Pizzaburger Speciale
Trend 8: The protein horizon
The protein horizon
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•
•
The addition of protein sends subliminal weight management messaging due to
its satiety attributes. This marketing platform will continue to offer added value.
More male specific marketing will emerge for mainstream protein products.
Vegetable protein ingredient development will continue to flourish, in order
to become available to a wider range of consumers.
Development of the protein claims tracked on a global basis
160
150
140
130
120
110
100
90
80
Globally, a sharp
rise in product
launches tracked
with protein
claims has been
reported.
2010 =
Index 100
2010
2011
2012
For men, weight management and snacking
Yogurt for men
The first yogurt for men.
Excellent source of protein.
US: Powerful Yogurt Plain
Weight management
Suitable for individuals with
high protein requirements
(e.g. diet-conscious and athletes).
Germany: Body attack protein
pancake with stevia.
Greek yogurt as a
healthy snack
Mixed berry acai flavored granola
bites with Greek yogurt coating.
US: Rickland Orchards Greek on the go
Greek yogurt coated mixed berry acai
granola bites.
Trend 9: New stealth strategies
www.innovadatabase.com
New stealth strategies
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•
•
The fat, sugar and salt content of products will continue to decrease,
but most manufacturers will choose to not actively market this.
The US demonization of trans fats will lead to the disappearance of
partially hydrogenated fats altogether.
Industry pledges will continue to evolve. Some companies will set their
own targets in order to gain the perception of being socially responsible.
Development of the average sodium content in US cracker
launches tracked per 100g
105
100
Manufacturers are flying
under the radar with
stealth reduction. For
example, US companies are
reducing the sodium
content of savory snacks
like crackers. It is
happening, albeit quietly.
95
90
2009 =
Index 100
85
80
75
2009
2010
2011
2012
Stealth reduction: sodium and sugar
Sodium reduction
Kraft Original BBQ sauce has
reduced its sodium content by 40%
since 2005. This reformulation was
achieved through the use of
ingredients: natural hickory smoke
flavor, dried garlic and dried onions.
Sugar reduction
The Heinz classic
Ketchup was tracked
with 8.5% less sugar in
the most recent product
launch tracked.
Stealth:
-8.5%
Kraft Original Barbecue Sauce
2005: Heinz Tomato
Ketchup: 25.7g sugar
Now: Heinz Tomato
Ketchup: 23.5g sugar
Trend 10: Alternative alternatives
Alternative alternatives
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Consumers are expecting more choice to the dairy alternative mainstay soy.
New product categories such as kogurt (coconut milk yogurt) have emerged.
This will continue as a result of on-going “free from” new product development.
Nut and grain milks satisfy other health trends such as “The protein horizon”
and “New superfoods.”
As gluten free options continue to expand, so too are the possibilities for
wheat replacement. Improvements are being made in texture and taste.
Development of global almond drink product launches
tracked in dairy alternative drinks category (2010-2012)
250
209
200
150
2010 =
Index 100
100
107
2010
2011
100
50
0
2012
The number of tracked
almond drink product
launches has more
than doubled from
2010 to 2012.
Alternative products accross different categories
Free of multiple allergens
Soy milk alternative
Gluten free pizza
Free of 8 most common allergens.
Dairy free. Nut free. Soy free. Wheat
free. Tree nut free. Egg free. Fish
free. Shellfish free. Gluten free.
Dairy, soy and gluten free.
Dairy free and gluten free pizza
made with organic rice flour.
US: Enjoy Life Cherry Cobbler
Decadent Soft Baked bars
US: Suja Vanilla Cloud:
Coconut Almond Drink
US: Amy’s Dairy Free
Rice Crust Cheeze Pizza