Contents

What makes a Key Trend?

Key Trend 1: “Naturally functional” the biggest trend
Key Trend 2: Dairy 2.0 – dairy’s re-birth as a natural whole food
Key Trend 3: Protein beyond the tipping point
Key Trend 4: Energy – an unstoppable global trend
Key Trend 5: “Weight Wellness” – consumer thinking re-defines a market
Key Trend 6: The snackification of everything
Key Trend 7: Slow release energy – a new frontier
Key Trend 8: The demonization of sugar
Key Trend 9: Permission to indulge – a very smart strategy
Key Trend 10: Free-from, the consumer-lead trend
Key Trend 11: Seniors – opportunity for science and smaller companies
Key Trend 12: Communication, indulgence and naturalness key to kids success

CHARTS

Chart 1: The Trend Diamond – What does it mean? 
Chart 2: The nutritional product life cycle 
Chart 3: The Naturally functional Trend Diamond
Chart 4: The Naturally functional product life cycle
Chart 5: The Dairy 2.0 Trend Diamond
Chart 6: The Dairy 2.0 life cycle
Chart 7: The Protein Trend Diamond
Chart 8: The Protein life cycle 
Chart 9: The Energy Trend Diamond
Chart 10: The Energy life cycle 
Chart 11: Energy drinks are premium-priced but daily dose energy shots are super-premium
Chart 12: The unstoppable rise of the energy drink market
Chart 13: The Weight Wellness Trend Diamond
Chart 14: The Weight wellness life cycle
Chart 15: “Stand-alone” weight management brands have struggled more and more 
Chart 16: Sports nutrition has become a sub-sector of weight management
Chart 17: Decline and fall of a weight management mega-brand
Chart 18: The Snacking Trend Diamond
Chart 19: The Snacking life cycle
Chart 20: The Slow Energy Trend Diamond
Chart 21: The more overt the “pre-diabetes” message the more niche the product; the more you focus on 
“sustained energy”, the bigger and more mainstream the potential market
Chart 22: The Free-from Trend Diamond
Chart 23: The Free-from life cycle 
Chart 24: The Seniors Trend Diamond
Chart 25: The Seniors life cycle
Chart 26: Demographics of Europe mean in future, food & health market = senior nutrition
Chart 27: Ageing populations are here now – even in Asia-Pacific
Chart 28: The Kids nutrition Trend Diamond
Chart 29: The Kids nutrition life cycle

TABLES

Table 1: “Natural” and clean label claims on products launched in Europe
Table 2: “Natural” and clean label claims on products launched in North America
Table 3: Dairy 1.0 versus Dairy 2.0 
Table 4: Article 13 health claims passed by EFSA and set to be approved for use in Europe

CASE STUDIES

Case study 1: Making natural a brand identity, not just a label claim
Case study 2: Daisy shows Dairy 2.0 in action – a razor-sharp focus on clean label and natural nutrition sends sales soaring for traditional dairy products
Case study 3: High-protein yoghurt for men
Case study 4: Nature Valley’s natural identity legitimises protein
Case study 5: Thinkthin bars’ wellness platform resonates with women
Case study 6: Unilever’s weight management strategy an expensive failure
Case study 7: Go Go squeeze fruit snack