Abstract: Global consumers are passionate about health like never before. They’ve become vigorous about looking and feeling good, convinced that food and beverages can be tools for boosting quality of life. From Scandinavian women eating yogurt to boost digestion to Japanese businessmen snacking on mood-sharpening GABA chocolates to stay at the top of their game, health and wellness has a deliciously edible dimension. Consumers abroad are eating and drinking their way to a brighter future.
But what about U.S. consumers? Will we buy into this new world of beauty chocolates and smart waters the way they have with energy drinks? You bet we will! Even with the health and wellness market just emerging, the average American spends $90 a year on functional foods and beverages, for a total of more than $27 billion in 2007. Look at what’s happened with antioxidants, the best-known health and wellness functionals in the U.S., showing all the signs of a Stage 5 trend.
In Emerging Global Health and Wellness Trends: Culinary Trend Mapping Report, we explore a number of emerging health and wellness trends in this report, key areas we think will prepare CPG manufacturers and foodservice operators for the mainstream blockbusters to come:
- the exciting proliferation of digestive health and immunity products
- a new awareness about using foods and beverages to influence mood and fight memory loss
- the new fill-you-up foods (satiety foods) that can help you stave off cravings and keep off weight.
- edible wrinkle resistors and the early-stage concept of nutrition by color, a trend we call “huetrition.”
http://www.euromonitor.com/Company_Watch_Unilever_hopes_to_revive_Western_European_ice_cream_market_with_healthier_probiotic_ice_lolly
The probiotic ice lolly launched by Unilever UK as part of its Walls Milk Time range, should benefit from the health and wellness trend that is spreading across all packaged food sectors in Western Europe.
The milk and strawberry probiotic lolly made from probiotic yoghurt is targeted at parents, giving them the opportunity to offer their children a healthier type of ice cream. In addition, the low price of £0.30 per lolly represents good value for money, especially for a healthier product.
The world's first probiotic ice cream was launched in Sweden in 1999. The product was jointly developed by Probi and a Swedish ice cream manufacturer. It was a low-fat, probiotic ice cream available in different flavours. However, 1999 was probably too early for consumers to appreciate the benefits of such a product.
The Western European ice cream market saw a decline in value growth of 1.8% in 2006-2007. This was due to the relatively cool summer in many European countries as well as increased concerns over growing obesity levels in both children and adults.
Unilever is the global leader in ice cream with a share of 17.7% in 2006. Western Europe is one of the most important ice cream regions for the company in which it held a 25% share in 2006. Therefore, introducing new healthier ice cream options might help to turn the tide.
Soft Drinks in Australia - Euromonitor May 2008
http://www.euromonitor.com/Soft_Drinks_in_Australia#exec
The review period marks the changing nature of the Australian soft drinks market. Traditional favourites such as carbonates and concentrates declined in popularity in Australia as consumers trade up to healthier options, such as bottled water. Functional drinks continue to enjoy double digit total volume growth in 2007 due to several new product launches, which continue to drive functional drinks sales.
Bottled water rockets to new heights
Bottled water, and particularly still bottled water, achieved the strongest growth in absolute terms in 2007. With an off-trade increase in 2007 of nearly 31 million litres, still bottled water is now more popular than all the carbonates categories except cola carbonates. Whilst plain water accounted for almost the entirety of the growth, manufacturers are placing new emphasis on flavoured and functional still bottled water.
Supermarkets/hypermarkets gain share despite growth in convenience store popularity
Soft drinks growth in non-traditional categories such as energy drinks, sports drinks, RTD tea and still bottled water have been biased towards distribution channels other than supermarkets/hypermarkets. The strong growth in convenience stores over the past decade has been at the forefront of this. However, through a combination of factors, not least of which is consumers having moved from product experimentation to product adoption, supermarkets/hypermarkets are gaining distribution share of these soft drinks categories. Multi-packs, larger pack sizes and more attractive pricing are key to this trend.
Diversity is the future of soft drinks
With major structural changes having already taken place across the soft drinks market, the forecast period will see a continuation of this trend. The three traditional products, carbonates, fruit/vegetable juice and concentrates will decline to under a 75% volume share, as consumers increasingly look for alternatives to provide refreshment, added functionality and fewer concerns about ingredient content.
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