docLinda Grant, BIC Innovation
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Linda Grant, BIC Innovation
Dietary Food & Drink Market Insights! Linda Grant! BIC Innovation! Head of Marketing! Dietary food & drink space! Key market drivers! ๏ Increasing obesity levels! ๏ Increasing diagnoses of medical conditions! ๏ Food allergies/intolerances! ๏ Ageing populations! ๏ Increasing consumer awareness & interest! Global stats - obesity! ๏ World wide obesity has more than doubled since 1980! ๏ In 2014, 1.9bn adults were overweight; 600mn were obese ! ๏ Most of the world's population live in countries where overweight and obesity kills more people than underweight! Source: World Health Organisation! Medical diagnoses! ๏ Diabetes! ๏ Coeliac disease! ๏ Food allergies! ๏ And so on! Diabetes globally! 2014 2035 Source: International Diabetes Federation! Diabetes globally! WORLD 53% 592 million people living with diabetes Africa 93%! Middle East and North Africa South East Asia 64%! South and Central America Western Pacific 85%! 55%! 46%! Europe 33%! North America and Caribbean 2014! 30%! 2035! Source: International Diabetes Federation! Diabetes globally! Source: International Diabetes Federation! Global stats - diabetes! Source: International Diabetes Federation! Diabetes in the UK! ๏ 3.2 million people in the UK diagnosed with diabetes (2013)! ๏ Estimated that 630,000 have diabetes but have not been diagnosed! ๏ Prevalence of 6% of the adult population! ๏ 35,000 under 19 year olds with diabetes! ๏ 5 million by 2025! Source: Diabetes UK! Coeliac Disease! ๏ An autoimmune disease not an allergy or intolerance! ๏ Estimate that 1 in 100 people suffer, but only 24% have been diagnosed (UK)! ๏ Treated by a gluten free diet! ๏ Global estimates vary between 1 in 100 and 1 in 300! Sources: Coeliac UK; World Gastroenterology! Organisation! Food allergies! ๏ Food allergies increasing in both developed & developing countries, especially in children! ๏ Severity & complexity is increasing! ๏ Estimates range from 220-250 million people globally suffer from food allergies! ๏ Prevalence is estimated to be greater in children than adults! Source: World Allergy Organisation! Global ageing population! Source: United Nations! UK Ageing Population! ๏ Over the last century life expectancy has increased 30 years! ๏ 1/3 of babies born now are expected to celebrate their 100th birthday! ๏ There are now more people aged 60 and above than under 18! Source: KPMG! Dietary Food & Drink defining the categories! Defining the categories! Free from Nutritional No added sugar Better for you Weight management Naturally healthy Functional food Free from market stats! ๏ Kantar estimated total free from sales in UK at £355m in 2014, up 19.9% y-o-y! ๏ Forecast to grow to £538m by 2018 (source: Mintel)! ๏ Gluten free dominates; lactose free growing significantly! ๏ Growth is driven by new shoppers entering the market (in 2013, 49% of gluten free buyers were new to the category)! Who are the free from consumers?! ๏ Diagnosed consumers (coeliac, allergy, sensitivity, IBS)! ๏ Family member has a diagnosis (4 in 1 effect)! ๏ Self diagnosed food intolerants (estimated as 7% of population, Mintel)! ๏ Life-stylers – choose free from because they believe it is healthier (est 8% of population, Mintel)! Lactose Intolerance! Lactose free market! ๏ In the UK, worth an estimated £175m in 2013; up 30% from 2010! ๏ Growth driven by plant based milks! ๏ Mintel estimates that 20% of global new product launches in own-label sector carried low or no lactose claim! ๏ World market for lactose free foods $5.85bn in 2014 (Source: Visiongain)! Lactose free trends! ๏ Widening product portfolio/range extensions! ๏ Rising consumer awareness! ๏ Self diagnosis boosting demand! ๏ Improved taste! ๏ fortification! (Source: Zenith International)! Free from trends! ๏ Food service (GF market opportunity is estimated to be £100m by Coeliac UK)! ๏ Food on the go/snacking! ๏ Move into frozen/chilled! ๏ Normalisation! ๏ Internationalisation of specialist brands! ๏ Product innovation – 2000 in Q1 2009 vs 6000 in Q4 2013 (Mintel)! Food service sector! ๏ 78% of food service operators said GF dishes becoming more important! ๏ 60% said dairy free had also become more important! ๏ 135% increase in GF dishes on menus! (Source: Horizons Menurama survey 2014) Food service sector – Bidvest 3663! ๏ Key strategic category development opportunity! ๏ Worked with Coeliac UK! ๏ Branded and own brand innovation! ๏ 300 products available for coeliac diet! ๏ Free from range includes bakery, breakfast, store cupboard, childrenʼs, ice cream, cheese cakes, sweet treats, single wrap, multi portion! (Source: Bidvest 3663 case study, Food Matters Live 2014 Food on the go/snacking! Chilled/frozen! ๏ 29% of free from customers want more variety in frozen! ๏ Mainly focused on categories such as pizza, chicken nuggets, fish fingers! ๏ Opportunity for gastro pub trend/ inspirational recipes? ! ! Normalisation – move into mainstream! Specialist brands internationalise! North American – “redefine food and! Nutrition”. Udiʼs #1 GF brand. Now in ! UK supermarkets! #1 UK gluten free brand. ! Active in Australia, North ! America, Continental ! Europe! Weight management! ๏ According to Euromonitor, weight management is the 2nd largest health trend globally (behind general wellbeing)! ๏ Global retail sales of US$158bn in 2014! ๏ Minimising sugar and calorie intake high on consumer agenda! ๏ Products perceived as natural or offering specific health benefits resonate better with consumers ! (Source: Euromonitor International)! Functional foods! ๏ Global market for functional foods was US$43.27bn in 2013 (used strict definition - food & drinks which make specific functional health claims and excluded products such as energy drinks)! ๏ 26.7% increase in value from 2009! ๏ Greater pressure by regulatory authorities to provide robust scientific evidence for health claims! ๏ Key sectors: energy & mood enhancing; digestive health; heart health! (Source: Leatherhead)! Functional food trends! ๏ Significant growth in South East Asia! ๏ Of all food launches in APAC region, 8% were functional foods (Mintel)! ๏ Breakfast and snacking occasions being targeted! ๏ Repositioning of traditional weight loss towards wellness! ๏ Reinvention of sports nutritional products from sweet foods with added nutrients to more inherently nutritious, including savoury flavour combinations! (Source: Packaged Facts US)! Functional food ingredients to watch! ๏ Protein: added for enhanced athletic performance, recovery, stave off lose of muscle mass for the ageing, help with weight loss & management, curbing appetite and promoting satiety! ๏ Microalgae: Roquetteʼs Microalgae High Lipid Algal Flour won most innovative food ingredient in 2013! ๏ Omega 3s: eg krill oil, algae; growing demand for vegetarian sources! ๏ Vitamin D! ๏ Magnesium! (Source: Packaged Facts US)! Health & wellness shopping behaviour trends! ๏ Dietary decisions are important to 1 in 2 UK shoppers! ๏ Over 50% of shoppers already ʻlook behind the labelʼ for nutritional info! ๏ Health rather than diet will become more important to an ageing population! ๏ Health priorities change as households age! (Source: Nielson UK State of the Nation)! Diabetic food! ๏ Controversial! ๏ Globally estimated to be US$1,708.89mn in 2013! ๏ Forecast to be US$2,806.1bn by 2018! (Source: Technavio, Global Diabetic! Food Market, 2014 -2018)! Diabetic food – life cycle! (Source: Technavio, Global Diabetic! Food Market, 2014 -2018)! Global Diabetic food market 2013! (Source: Technavio, Global Diabetic! Food Market, 2014 -2018)! Global Diabetic food market 2018! (Source: Technavio, Global Diabetic! Food Market, 2014 -2018)! Diabetic food – the controversy! ๏ Diabetes UK: wants to ban “diabetic food”, “suitable for diabetics” labels! ๏ Ingredients – use of polyols and associated side effects! ๏ Cost of diabetic food! ๏ Advice is that people with diabetes should follow a healthy diet ! A word about labelling! ๏ EU Standing Committee on Plants, Animals Food and Feed: statements such as “suitable for diabetics” should not be considered as health claims (so can not make an application under Reg 1924/2006 on nutrition and health claims made of food), but should be evaluated in line with legal provisions which prohibit misleading food information! ๏ Move away from diabetic label in favour of other nutrition claims eg reduced sugar! ๏ Key date is 20th July 2016 when Reg 609/2013 on Foods for Specific Groups comes into force! Thank you!
