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 Vegetable innovation powers plant-based trend Convenient vegetables are one of the most important drivers of the plant-based trend. Creative NPD is enabling companies to earn price premiums of 100%-300%, generate sales growth and appeal to people’s desire to eat more vegetables. read more What’s driving the rebirth of cauliflower? Surging consumer interest in the humble cauliflower illustrates how a vegetable – or any other type of food – can turn into a high-growth success story and a platform for innovation. read more At long last Yoplait says “Oui” to innovation Americans’ low per capita consumption of yoghurt – compared to Europeans – has long made the US look like a certain growth market. But in 2016 the US yoghurt market stalled. read more Beet sales rise with convenience makeover A family-owned vegetable growing business has taken a commodity vegetable with a reputation for being messy to prepare and tricky to eat and reinvented it as a convenient, healthy snack. The Love Beets brand is now approaching $30 million (€26.9 million) in revenues. read more Harnessing the gluten-free power of cauliflower Caulipower is a true creation of the era of social-media sharing about food through recipes, tips and images. The range of pizzas and pizza crusts, all based on cauliflower, is taking off thanks in part to its existing reputation in the chatrooms and blogs of the internet. read more Fruit and veg crisps take bite out of UK snacks market Broccoli has become a top seller for a start-up that markets a range of freeze-dried fruits and vacuum-fried vegetables as people look for healthier snacks and more convenient and portable ways to eat vegetables – beyond potato chips. read more Five minutes from fresh food A start-up that provides salads and other fresh and healthy fare in refrigerated vending machines throughout Chicago has grown to nearly $10 million (€8.9 million) in annual revenues in just four years in business and attracted the first-ever investment by Groupe Danone’s new ventures fund, part of a total $10 million capital infusion. read more Premium-priced granola takes ancient grains closer to mass Elizabeth Stein started out with gluten-free muffin mixes before shifting to granola made from ancient grains, building a $12 million (€10.8 million) startup called Purely Elizabeth that recently became the eighth company to receive an investment by General Mills’ 301 Inc. startup accelerator. read more Green energy – from tea Americans have never been wild about green matcha tea even as their general thirst for other kinds of teas has grown. But Alex Brass believes that his startup, MetaMatcha, can turn this Japanese tea consumption into a staple of American beverage consumption. read more Americans turn to nearest and dearest for eating advice They are confused, driven by the need for convenience, and prefer fresh foods to frozen or canned. So says a survey of American consumers that also reveals they’re not as motivated by brands as many companies would hope. read more Is monk fruit finally emerging from stevia’s shadow? Monk fruit first appeared as a promising natural sweetener nearly a decade ago, but its use is still dwarfed by stevia. Some say it has failed to live up to early hype, but suppliers are confident it has staying power, particularly in monk fruit-stevia blends and the sports nutrition market. read more
Iceberg ahead for traditional carbs
Blog

Iceberg ahead for traditional carbs

Spotted this week (sorry for the poor picture quality), Subway is promoting its salads with an advertising campaign using the tagline “Iceberg ahead” (referencing the iceberg lettuce which is featured in some of the products).

Whether eating at home or on-the-go, people want variety; people want fresh and healthy and they want convenient vegetables.

As part of their everyday weight wellness choices some consumers are giving up on bread. Many more are still eating bread, but they are choosing to eat it less often.

In the UK, for example (where this Subway advertising was spotted) supermarket sales of bread are falling a steady 4% a year in volume, 6% in value. Big brands are experiencing bigger falls.

Eating fewer carbs is an established reality for more and more people. They are not necessarily eating Paleo or “going keto”, but they are selectively limiting their consumption of some starches. Eating vegetables instead – at least occasionally – is an easy way to do so.

If you’re the world’s biggest and best-known on-the-go sandwich chain and you want to keep people coming through the door you have to widen your offering to meet their wish for freshness, variety and a choice of fewer or no carbs or accept the erosion of your business.

The weight wellness decision-making that’s causing some people to reduce their carb intake also makes them look for protein. So it’s not surprising that Subway’s salads deliver 13g-15g of protein per serve.

More protein and fewer – but better and more plant-based carbs – are two sides of the same coin. It is a behaviour that is established enough in people’s minds that a mass-market foodservice chain sees the value in meeting this market. It’s not a fad, it’s a trend. And it’s one that’s been 15 years in the making. Ignore it at your peril.


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Julian Mellentin

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