Contents

Mega Trend 1: Naturally Functional
Mega Trend 2: Fragmentation
Mega Trend 3: Weight Wellness
Mega Trend 4: Snackification at the heart of strategy
Mega Trend 5: Sustainability
Key Trend 1: Fewer carbs, better carbs, comfort carbs
Key Trend 2: Animal protein powers on
Key Trend 3: Alternative protein – growth beyond the pea
Key Trend 4: Digestive Wellness diversifies
Key Trend 5: Plants made convenient
Key Trend 6:  Immunity gets a boost
Key Trend 7: Fat fuels growth
Key Trend 8: The fragmentation of sweetness
Key Trend 9: Emerging mood and mind foods
Key Trend 10: The power of provenance

CHARTS
Chart 1: Brands in this report on the nutritional product life-cycle
Chart 2: Naturally-functional beats science-based, as seen on social media
Chart 3: Where do consumers get information about health & nutrition?
Chart 4: Worldwide Google searches for weight loss grew, protein held its lead, but immunity remains far below both in consumer interest
Chart 5: Motivators for adopting a new diet
Chart 6: In the US, cheese snacking is a success story
Chart 7: Bread and bakery top consumers’ list of carbs they want to reduce
Chart 8: Reducing carbs is on the agenda for almost a third of people
Chart 9: Carbs are a leading cause of weight gain in consumers’ minds
Chart 10: Even in Italy, home of pasta, interest is rising in low-carb, high-fat eating patterns
Chart 11: Trend Diamond – Key Trend 1, Carbs
Chart 12: Product Life-cycle – Key trend 1, Carbs
Chart 13: Introducing consumers to the concept of protein quality is the next step for competitive strategy
Chart 14: Multiple consumer motivations for choosing protein
Chart 15: Cheese snacking is a major success story
Chart 16: On Instagram collagen is catching up with avocado
Chart 17: In the US, collagen has overtaken probiotics in consumer interest
Chart 18: Product launches with collagen are increasing
Chart 19: In 2020, meat snacks maintained their impressive growth record
Chart 20: Trend Diamond – Key Trend 2, Animal protein
Chart 21: Product Life-cycle – Key Trend 2, Animal protein
Chart 22: Consumer interest in plant protein is rising
Chart 23: Consumer awareness of types of protein
Chart 24: Consumer awareness of various plant proteins
Chart 25: US Google searches for meat alternatives vs naturally high-protein ingredients
Chart 26: Additional sales value since the Covid-19 pandemic started (US$)
Chart 27: Plant-based meat alternatives, market share
Chart 28: Essential amino acid profiles compared
Chart 29: Trend Diamond – Key Trend 3, Alternative protein
Chart 30: Product Life-cycle – Key Trend 3, Alternative protein
Chart 31: Foods perceived as good for digestive health
Chart 32: Which benefits do consumers associate with probiotics?
Chart 33: Probiotics mentions on Instagram
Chart 34: Scientific studies on probiotics continue to increase in number
Chart 35: Global product launches with probiotics
Chart 36: Global fermented food and drink launches
Chart 37: Consumer interest in prebiotics is low compared to probiotics
Chart 38: Scientific studies on prebiotics 2000-2020YTD
Chart 39: Product launches with prebiotics, inulin, chicory root fibre
Chart 40: Almond milk soars as soy dies
Chart 41: Lactose-free dairy milk has caught up with almond milk and dwarfs other pant milk types
Chart 42: Global Google searches for ‘A2 milk’
Chart 43: A2 Milk company sales 2012-2020
Chart 44: Consumer interest in grain-free is rising slowly
Chart 45: Grain-free emergent on Instagram
Chart 46: Global launches of food & beverage products with a “grain-free” claim
Chart 47: Dairy product launches globally with goat’s milk
Chart 48: Rise in Google searches for ‘low fodmap’ worldwide, five years to Sept 2020
Chart 49: Food & beverage products launched with “Fodmaps” claims
Chart 50: Trend Diamond – Key Trend 4, Digestive Wellness
Chart 51: Product Life-cycle – Key Trend 4, Digestive Wellness
Chart 52: Human studies with curcumin (turmeric)
Chart 53: Human studies with rosemary
Chart 54: Turmeric launches in US + ANZ
Chart 55: Rosemary launches in US + ANZ
Chart 56: Trend Diamond – Key Trend 5, Plants
Chart 57: Product Life-cycle – Key Trend 5, Plants
Chart 58: Immunity is a top consumer interest
Chart 59: Global food & beverage launches promoted for immune health, 2015-Sept 2020
Chart 60: Consumers’ strongest immunity interest is vitamins C & D
Chart 61: Spurred by coronavirus, global new product launches with vitamin C and immunity claims have surged
Chart 62: After some slow years, vitamin D immunity claims globally have spiked in 2020
Chart 63: Global Google searches for “probiotics immune”, 2019-Sept 2020
Chart 64: Global launches of probiotic products for immune health, 2015-Sept 2020
Chart 65: Consumers look to natural foods for immunity boost
Chart 66: Trend Diamond – Key Trend 6, Immunity
Chart 67: Product Life-cycle – Key Trend 6, Immunity
Chart 68: Sugar replaced fat as the dietary demon
Chart 69: Consumer views on fat are nuanced
Chart 70: Consumers are trying to eat more healthy fats
Chart 71: Younger consumers more open to ‘good fat’
Chart 72: Instagram mentions of good-fat foods are increasing
Chart 73: Hashtag mentions of coconut oil and bulletproof coffee grew between 2018 and 2020
Chart 74: Percentage of consumers who think the following fats are healthy
Chart 75: US butter sales continue to surge
Chart 76: Type of diet followed
Chart 77: Food & beverage products launched globally with selected claims
Chart 78: Growth in product launches with selected claims, 2018-YTD2020
Chart 79: Trend Diamond– Key Trend 7, Fat
Chart 80: Product Life-cycle – Key Trend 7, Fat
Chart 81: Many of the most successful new products contain sugar alternatives
Chart 82: Actions taken to limit/avoid sugars (of those limiting/avoiding sugars)
Chart 83: Worldwide surge in launches of food and drink products containing erythritol
Chart 84: Global launches with monkfruit, 2012-2020YTD
Chart 85: More consumers see added sugars as having a significant impact on their health
Chart 86: Trend Diamond – Key Trend 8, Sugar
Chart 87: Product Life-cycle – Key Trend 8, Sugar
Chart 88: UK online articles on mood food have boomed
Chart 89: Trend Diamond – Key Trend 9, Mood
Chart 90: Product Life-cycle – Key Trend 9, Mood
Chart 91: Launches of food products described as “artisanal”, “authentic” or “local”
Chart 92: Food & beverage products launched in Australia with the claim “Made in Australia”
Chart 93: Food & beverage products launched in France with the claim “Made in France” are increasing
Chart 94: Pastoret’s sales grew by 12% between 2018-2019
Chart 95: Trend Diamond – Key Trend 10, Provenance
Chart 96: Product Life-cycle – Key Trend 10, Provenance

BOXES
Box 1: How do we choose the Key Trends?
Box 2: The scores of the top five trends are converging
Box 3: Reinventing the traditional by connecting to the growth trends is the most successful strategy
Box 4: Consumers expect more from snacks
Box 5: Should a brand focus on a single benefit or multiple benefits?
Box 6: Reversing diabetes – and achieving major weight-loss – with a very low-carb diet is becoming a mainstream position
Box 7: What are Net Carbs?
Box 8: Carbs’ slipping health halo and protein’s surge redefine strategy
Box 9: Naturally Functional (Mega-Trend 1) is what consumers want most
Box 10: Can strange new proteins succeed?
Box 11: Dairy protein substitutes – a doomed strategy?
Box 12: Probiotic & prebiotic breakfast cereal is an idea that consistently fails – or sells as a niche brand
Box 13: Avocado’s convenience makeover
Box 14: What’s in a name?
Box 15: Covid has spiked sales of probiotic foods
Box 16: Consumer views on immunity
Box 17: Natural defence brand Actimel provides lessons in reaching old and young consumers
Box 18: Immunity – what it is and what it means for consumers
Box 19: The consumers leading the rebirth of fat
Box 20: What is a keto diet?
Box 21: Has dairy fat been bad for our health?
Box 22: Consumers’ beliefs about fat are changing
Box 23: Focus on nutrient-dense foods, not their sat fat content
Box 24: Three-quarters of consumers avoiding sugar
Box 25: Taste is king
Box 26: Subway bread falls foul of its high sugar content
Box 27: Sugar reduction – wrong strategy for indulgent brand?
Box 28: “Good mood food” is a fast-growing topic on online media
Box 29: Provenance regulation boosted “Made in Australia” claims

TABLES
Table 1: Pros and cons of novel types of protein
Table 2: How brands communicate sugar messages
Table 3: Two buzzwords in mood
Table 4: What are consumers doing to improve their mood/mental health through food?