10 Key Trends in Food, Nutrition & Health 2016

10 Key Trends 2016 Report Cover

Which are the real GROWTH trends in food and health?

The ones that will still matter 5 years from now?

Our annual trend survey, now in its 20th year, gives you the answers.

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Recent Case Studies Consumers pret à manger vegetarian as plant trend reaches tipping point It’s a sign of the growing popularity of the plant foods trend – at least among under-40s in major metropolitan centres – that an upscale grab-and-go food chain has successfully converted one of its outlets to serve only vegetarian and vegan foods and it is talking about more conversions of existing stores. read more Two top trends power this year’s mega success It’s a product that has been scientifically controversial. But despite this, its customer base has grown steadily for 10 years, making it one of the world’s most successful dairy businesses. read more Most-researched probiotic changes hands as demand surges There aren’t many health ingredients that can boast of being “the best-researched” in their field, with 200 clinical studies in support of their health benefits, steadily increasing sales in 60 countries and a 26-year business history. read more Is the time right for tempeh? It has a weird-sounding name, it looks like something a truck ran over, and it’s covered in mould. So why are those in the know predicting good things for the “miracle” soybean product known as tempeh – even to the point of making a personal investment in its future? read more Brewing up a bright future for natural protein source: broth Bone broth is becoming another one of those better-for-you foods with an ancient tradition and solid nutrition but only recent translation for the western market. In just a few years, it’s grown into enough of a commercial opportunity in the United States that startups are tapping into the phenomenon. read more Navigating the Whole Foods Effect: 10 steps to success Hundreds of startups have been faced with the “Whole Foods Effect”: Can they, and should they, try to scale up to meet demand for their better-for-you brand that would be created by being on the shelves of America’s go-to retailer for healthful foods and beverages – and if so, how can they do it? read more Protein-rich Brami bean: the Mediterranean edamame? New York entrepreneur Aaron Gatti has reworked an Italian legume into a fresh, high-protein, plant-based snack. It’s the latest step in a trend in which entrepreneurs are marketing bean-based snacks for their naturally functional benefits, creating a new category. read more Avocados take aim at $65 billion breakfast market Not content to have made America a nation of guacamole lovers, the marketing forces behind the avocado phenomenon are focused on broadening the fruit’s appeal, with clever merchandising, digital marketing and an eye on the potential of the breakfast market. read more App boosts power of sun-care from within Many companies are wrestling with how to create a successful product with a skincare benefit. As it begins supplying its proprietary suncare ingredient for use in beverages, a Spanish company is showing the way ahead for intelligent ingredients marketing – introducing a sophisticated app to help sunbathers understand how best to use a skincare product. read more
The demonisation of sugar: Thai authorities dramatise the risks

The demonisation of sugar: Thai authorities dramatise the risks

A series of shocking images by the Thai anti-diabetes campaigners has provoked a strong reaction, and that was precisely their goal: to turn people away from sweets. The attention grabbing campaign sends an aggressive but clear message – if you eat too many sweets, you get diabetes.

Thailand’s population has long been struggling with diabetes and in an attempt to combat the disease, the country’s Diabetes Association launched a shocking campaign billed “Sweet Kills” that shows the consequences of excessive sugar consumption.

Designer Nattakong Jaengsem, commissioned by the Diabetes Association of Thailand to produce the campaign, created a visually striking series of posters showing limbs with gaping wounds much like those caused by gangrene – only the wounds, when you look closely, are running with confectionery.

The in-your-face marketing move is no accident. Diabetes is a big public health problem in Thailand with 9.6% of the population affected by the disease, according to the most recent World Health Organisation report.

The Thai government has taken several steps to address the issue, starting with the introduction of a universal health care programme to ease the impact of diabetes in 2002. However, many Thais, mainly those living in rural areas, failed to reap the benefits of the new programme, having never been diagnosed. So in 2009 the Government launched a diabetes and hypertension screening campaign for people aged 35 and older, and within the next two years more than 90% of these people were tested.

However, the recent campaign by the Diabetes Association is exceptional because it establishes a direct link between sugar intake and gangrene, one of the most horrific consequences of diabetes. Over time, diabetes causes cardiovascular damage and diminishes blood circulation, and as a result, wounds may take longer to heal, and gangrene can result.

Jaengsem created a compact and compelling visual formula showing the cause and effect of diabetes – one that is sure to make people think twice before they pick up another piece of candy.

Read more on the blog

Julian Mellentin

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