What are the key consumer trends in food, nutrition & health in 2020?

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Food & health business strategy for growth

Blog

The UK’s second biggest energy drink brand is on a mission to offer plastic-free hydration for sport enthusiasts – using seaweed. Read more in this blog post.

Covid-19: what's the direction for strategy?

Traditional belief beats health claims when consumers look for immune benefits

It’s an article of faith for some businesses that if your ingredient or product can carry a approved health claim then that’s a good way of educating and informing consumers – and boosting sales. What Covid-19 has revealed is that for immunity, that’s not true.

Report

10 Key Trends in Food, Nutrition & Health 2020

The smartest entrepreneurs, strategists and product developers read the 10 Key Trends report when they want to understand how shifting consumer beliefs in health and nutrition will change the market and create opportunities. And this is the only trend analysis that sets out what strategies companies are following and what the risks and opportunities are.

Covid-19: what's the direction for strategy?

What does immunity mean to consumers?

The spike in google searches for immunity-boosting foods including vitamin C and elderberry suggests that consumers are suddenly very keen to improve their prospects of avoiding covid-19, or at least avoiding serious symptoms. But is immunity something you can boost overnight, and to what extent can it be supported by specific foods, nutrients and lifestyle habits?

NNB April 2020

The latest issue of New Nutrition Business is now available

Click here to download your copy of the April 2020 edition of New Nutrition Business.

Covid-19: what's the direction for strategy?

Locked-down consumers turn to google to learn how to boost immunity

In Asia, consumers have long prioritised foods and beverages that support immunity. Now people in the west are following their lead as Covid-19 provides a sharp reminder that there are good reasons to select foods that boost the health and well-being of the individual and the family.

Meat snack sales outstrip meat substitutes

Are milk, bread, pasta and meat good or bad for digestion?

Plant-based: how creative NPD made eating vegetables easier than ever before

Catalina Crunch shows that multiple benefits on one product now works much better than in the past

KNR 69 - Innovation Case Study

Danone “start-up” stealth brand targets allergen niche

In a neat piece of stealth marketing, Danone has launched a new brand targeting kids with allergies – but looking just like a start-up brand, with no Danone cues on the packaging. The concept is a well-thought-out niche brand. But whether Danone’s top management has the patience for niche brands is another question.

Premium case studies

Soreen - how sportification and permission to indulge saved a dying brand

Sports positioning and permission to indulge are two of the most powerful strategies a food brand can adopt in today’s market - and Soreen has reinvented itself as a thriving brand by adopting both. It had sales growth of 5.4% in 2019 – in a category that grew by only 2% in the same year.

NNB in the news

2020 the year of inulin?

Intrinsic Organics writes about our 10 Key Trends in Food Nutrition & Health for 2020, with a particular focus on inulin. Read more here!

Blog

Immune boosting ad surge starts?

Coronavirus concerns are driving consumers’ interest in boosting their immunity and UK goat kefir producer Chuckling Goat is responding with an advertising campaign and advice on its website. Read more about it in this blog post.

KNR 66 - Co-creation Case Study

Breakfast cereal giants task kids with co-creation

Adding more vegetables and fruit into kids’ diets is a daily struggle for many families. To try to overcome this hurdle, Kellogg’s appointed children as tastemakers in the development of its newest breakfast cereal, which contains beetroot and carrots.

Blog

Meat or plant-based? Why not mix it up.

Amidst all the hype over plant-based foods, it’s good to be reminded that it’s not the only strategy in town, nor the only way to tackle environmental concerns about meat and dairy. Our new strategy briefing exploring the emerging opportunity offered by “hybrid” products that blend meat and plants has received a lot of attention - read more in this blog post!

Trending reports

Strategy Briefing: Seven Healthy Habits for Commercialising Microbiome Science

This 19-page Strategy Briefing shows how companies can pursue new microbiome opportunities in the food, beverage and supplements markets by using Seven Healthy Habits. We have distilled these from the successes and failures of probiotics and prebiotics suppliers over the last 25 years.

Strategy Briefing: Hybrid strategy – harnessing the health halo of plants

A strategy of “hybrid” or “blended” products allows companies to connect to the plant-based trend in a creative way, by offering plant content along with meat, dairy or carbs. It’s Day 1 of a new product development opportunity which is set for long-term growth and is already showing signs of success.

10 Key Trends in Food, Nutrition & Health 2020

This analysis is where the smartest entrepreneurs, strategists and product developers come when they want to understand how shifting consumer beliefs in health and nutrition will change the market and create opportunities. And this is the only trend analysis that sets out what strategies companies are following and what are the risks and opportunities, to help you make the most-informed decisions.

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