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.

Positioning "real food" for sports and fitness is not a future opportunity, it’s an opportunity that has been growing in importance for almost 20 years. This report helps companies develop a "real foods strategy" for their products, by providing a 10-step plan for a successful “Real Food for Sports” strategy, and 10 case studies of products that are successfully harnessing the strategy.

The plant-based foods trend is an opportunity for every type of business – but what’s the best strategy for success? Meat substitutes are attracting intense attention and huge investment, but in fact Caulipower, a cauliflower-based pizza, achieved the same level of sales in its first year as Beyond Meat, despite having only a fraction of Beyond Meat’s resources. Caulipower – and tens of brands like it, from PepsiCo’s Off the Eaten Path to Love Beets – align more closely with what the health-conscious consumer wants