10 Key Trends in Food, Nutrition & Health 2017

10 Key Trends 2017 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 A strategy checklist for success in a risky business The case studies in this issue of New Nutrition Business illustrate some of the key elements of strategy if you want to make a success of a healthier food or beverage product. read more The rising power of the ‘vegan mafia’? More and more consumers – some investors hope – will bid farewell to dairy and meat. This seems improbable, but one of the biggest lessons from both history and from contemporary politics is that marginal, seemingly improbable ideas have a habit of pushing their way into the mainstream. read more Reinventing the pot noodle for health-conscious convenience Pot noodles have been a cheap staple of the student pantry for years, but few would describe them as health food. UK-based Mr Lee’s Noodles wants to transform the market with a premium, gluten-free range that’s actually healthy – and sell it through interactive vending machines and other non-traditional outlets. read more Chickpeas: “the next great American snack”? Biena is a chickpea-snack brand founded by an experienced consumer-goods marketer who reinvented a homemade childhood treat and strategically and carefully crafted it into one of Inc. magazine’s 5,000 fastest-growing companies in the United States. read more Raising meat jerky from “junk” to premium protein Chef’s Cut is redefining the jerky business with a premium product whose goal is to remind consumers of yesterday’s leftover premium grilled steak rather than some leather-tough concoction bought on impulse at a gas station. read more Breakfast in a box Meal-kit delivery companies were sprouting like wildflowers across North America, but none seemed to be paying attention to breakfast. So Marc-Antoine Bovet walked into that big white space in 2014, starting Oatbox, which sells subscription granolas. read more Taste, plants ground premium “meats” range Over three decades, Field Roast and its wheat-based products have managed to stay relevant in the fast-changing vegetable-protein marketplace to the tune of $27 million (€21 million) in annual sales and 40% growth last year alone. read more Kombucha goes mass-market Mainstreaming kombucha in the US market was the goal of Humm Kombucha when Jamie Danek and Michelle Mitchell co-founded the company in 2009, and they’ve succeeded in greatly demystifying the live-culture beverage on the way to notching at least $10 million (€8.5 million) a year in sales. read more Zico focuses on simplicity of “what’s inside” Zico has staked out a position in the mature but still-growing coconut-water market as an innovator in branding, packaging and new products while also claiming ownership of ingredient simplicity at a time when that is an increasingly on-trend value to American consumers. read more Coconut drink “all about the vibes” Roar coconut-based electrolyte drinks are making noise in a cacophonous category. The startup has applied some New York-style marketing flair to shake up a sports-beverage market that has changed relatively little since Gatorade invented it and began dominating it more than 40 years ago. read more
Low carb life – week 1
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Low carb life – week 1

That consumers are increasingly avoiding carbs should not come as news to anyone. Sales of traditional carbohydrate-rich foods such as pasta and bread are going down, and low-carb alternatives are becoming increasingly popular.

In 2016, 20% of Britons were said to regularly replace pasta and rice with vegetables, while 23% of Italians claimed to be limiting their pasta consumption for health reasons. This is reflected in the sales numbers; pasta sales for both countries decreased by 2% between 2011 and 2015, and continued to fall in 2016.

Meanwhile, the French were eating 30 grams less bread per person per day in 2015 compared to 2003, and US sales of pasta were down from $1.94 billion in 2015-2016 to $1.91 billion in 2016-2017.

There is undeniably a bit of a ‘carbophobia’ going on in the world, and as well as replacing ‘bad carbs’ with ‘better carbs’, some consumers take it a step further. “Going keto” – whereby consumers follow a ketogenic diet that excludes carbs almost altogether – is now a “thing”.

A bit of a ‘carb junkie’ myself, I never imagined that I would be one of those consumers. But I have always liked a challenge, so when the opportunity presented itself, I thought “Why not?”.

Many NNB readers will regard going keto as scientifically-challenged – and certainly eyebrows were raised around the NNB office – but here I am today, counting my carbohydrate intake as if my life depended on it, and wondering what I have got myself into.

I am now five days in to my new diet, and just about starting to feel normal again. The first couple of days can be summarised in one word: Ouch. My head was sore, my thoughts went missing and I found myself speaking the wrong language no less than three times.

“Don’t worry, it’s just the keto flu, it will pass,” my partner told me, while grating the cauliflower that would be the ‘flour’ in our home-made pizzas. I sincerely hope that he is right.

To be continued…

By: Mikaela Lindén


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Julian Mellentin

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