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MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET
EWA HUDSON GLOBAL HEAD OF HEATH AND WELLNESS RESEARCH
FOOD MATTERS LIVE
NOVEMBER 2016
© Euromonitor International
3
General Wellbeing £248 bn
Weight Management £67 bn
Digestive Health £44 bn
Energy Boosting £24 bn
Free From £21 bn
Oral/Respiratory Health £13 bn
Endurance £13 bn
Bone and Joint Health £10 bn
Cardiovascular Health £5 bn
Vision Health £4 bn
Brain Health and Memory £3 bn
Immune Support £2.5 bn
Urinary Tract Health £0.5 bn
Beauty from Within £0.1 bn
Digestion - the 3rd largest health trend within the £476 bn HW industry MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
Global Retail Sales (£ billion) 2016
© Euromonitor International
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Digestive health food and drinks equally important across key regions MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
© Euromonitor International
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Probiotics and fibre key in digestion-positioned packaged food MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
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40
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2011 2016 2021
£ b
illi
on
, fix
ed 2
01
6 e
xch
ange
rat
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Global digestive health by categories 2011-2021
Others
FF Bottled Water
Milk
Juice
High Fibre Noodles
FF Bread
High Fibre Pasta
FF Milk Formula
High Fibre Sweet Biscuits
NH Rice
Sour Milk Drinks
High Fibre Breakfast Cereals
Probiotic Yoghurt
High Fibre Bread
© Euromonitor International
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Digestive health fragmented, an opportunity to establish or re-establish brand’s health credentials
MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
0 10 20 30 40
2015
Digestive health by leading brands, World
Yakult (Yakult Honsha Co) Activia (Danone, Groupe)Chobani (Chobani LLC) Cheerios (General Mills Inc)Quaker Oatmeal (PepsiCo Inc) Mengniu (China Mengniu Dairy Co)Yili (Inner Mongolia Yili Industrial Group Co) Nature's Own (Flowers Foods Inc)Lieken Urkorn (Agrofert as) Bimbo (Grupo Bimbo )Quaker (PepsiCo Inc) Oroweat (Grupo Bimbo )Nido (Nestlé SA) New Yakult (Yakult Honsha Co)Bio Danone (Danone, Groupe) Almarai (Almarai Co)Barilla (Barilla Holding SpA) Kellogg's Mini Wheats (Kellogg CoJoie (Yakult Honsha Co) Stonyfield Farm (Danone, Groupe)
£ billion
© Euromonitor International
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Be aligned with yourself, in sync, find your balance MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
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£ b
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Western Europe – Retail Sales of Probiotics by Type 2002-2021
Probiotic Supplements Probiotic Yoghurt Sour Milk Products
Western Europe - the setback of probiotic claims in food to bring market opportunities for supplements
MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
Consumption gap between probiotic
yoghurt and supplements narrowing
Probiotic supplements to outpace sour milk drinks
4 billion US$ retail value of probiotics supplements in the world 2015
11% Retail value up from 2014
38% Expected growth from 2016 to 2021
9% Retail value growth expected in 2016
© Euromonitor International
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Probiotic supplements to outpace all others throughout year 2021 MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
© Euromonitor International
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£10.5 billion worth of digestive remedies sales highlights the need for improved preventative approach
MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
0
500
1,000
1,500
2,000
2,500
3,000
3,500
NorthAmerica
AsiaPacific
WesternEurope
LatinAmerica
EasternEurope
£ m
illi
on
Digestive Remedies by Regions 2016
IBS Treatments
Motion Sickness Remedies
Paediatric DigestiveRemediesDiarrhoeal Remedies
Laxatives
Indigestion and HeartburnRemedies
© Euromonitor International
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0102030405060708090
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Death by Diseases of the Digestive System (per 100,000 inhabitants)
2015
Diseases of digestive system cause 49 deaths per 100 k people in the UK MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
© Euromonitor International
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Weetabix the largest digestive health brand in the UK MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
Leading digestive health brands in the UK (% share), 2015
Weetabix (Bright Food (Group) Co)
Oatso Simple (PepsiCo Inc)
Warburtons (Warburtons Ltd)
Kingsmill (Associated British Foods Plc)
Hovis (Premier Foods Plc)
Shreddies (Cereal Partners Worldwide SA)
Kellogg's All Bran (Kellogg Co)
Alpen (Bright Food (Group) Co Ltd)
Dorset Cereals (Associated British FoodsPlc)Others
10g of fibre per 100g
© Euromonitor International
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Not just fibre&wholegrain, but also locally produced and in a responsible way with less fertilizer
MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
© Euromonitor International
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0
1000
2000
3000
4000
5000
6000
7000
8000
9000
India China US EU UK
£ m
illi
on
Digestive health 2016
Post Brexit digestive health? EU key but China the land of opportunity MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
India China US EU UK
Digestive health 2021
EU data excludes UK
© Euromonitor International
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Food and mental disorders on the rise, as well as allergies, skin conditions, arthritis, autism, gut – the second brain
MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
© Euromonitor International
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Food and mood, gut and brain axis MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
© Euromonitor International
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0
1000
2000
3000
4000
5000
6000
7000
8000
9000
India China US EU UK
£ m
illi
on
Free from 2016
At £21 billion globally, the free from movement grows from strength to strength; improving digestion at its heart
MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
India China US EU UK
Free from 2021
EU data excludes UK
© Euromonitor International
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Consumers look beyond traditional digestive approach MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
Ster
oid
s
Pesticides
Local Sourcing Artificial Ingredient
s
Safety
Artificials
HFCS
MSG
GMOs
rBST
Asp
arta
me
Southampton Study
Art
ific
ial
En
zym
es
© Euromonitor International
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Clean label a new entrant in digestive health? MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
Euromonitor Clean Label Types
All Natural
No Artificial Additives
No Artificial Colours
No Artificial Preservatives
No Artificial Flavours
No Artificial Sweeteners
GMO Free
© Euromonitor International
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UK the second largest in the global £107 billion clean label movement MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
0
5
10
15
20
25
30
05
1015202530354045
£ b
illi
on
Top 10 clean label markets
2015 2015-2020 % Growth
© Euromonitor International
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Which claim is most important from the consumer perspective? MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
No artificial colours, flavours
and preservatives
No artificial colours
or flavours Zero added preservatives
Add taste, nothing else
Nothing artificial,
no added refined sugar
No artificial preservatives, no added
MSG, free from artificial colours
Made with real fruit, no artificial colours,
preservatives or sweeteners
100% pure & raw Water, lime cucumber, BC
…and that’s it
No added sugar,
no additives
No artificial colours
or preservatives
100% natural
ingredients, skin & collagen
No artificial colours, flavours or preservatives
No added MSG
Vegetarian, vegan and coeliac friendly
Gluten and lactose free
Cold pressed (never heat)
100% natural ingredients – yes!
Say no to…
Added sugar
Added sweeteners
Added preservatives
Added water
© Euromonitor International
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UK’s £13.3 billion clean label driven by concerns around artificial colours MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
0 5,000 10,000 15,000 20,000 25,000 30,000
2015
Clean label by leading categories, UK
No Artificial Colours No Artificial Flavours No Artificial Preservatives
All Natural No Monosodium Glutamate No Artificial Sweeteners
GMO Free No Artificial Additives BPA Free
£ million
© Euromonitor International
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Turkey, China and Indonesia to drive the global growth MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
THANK YOU FOR LISTENING
Q&A
Ewa Hudson Global Head of Health and Wellness, Nutrition and Ethical Labels Research [email protected] @ewa_hudson
© Euromonitor International
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Ethical labels research MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
PEOPLE
Clean Label:
•All Natural •No Artificial Additives •No Artificial Colours •No Artificial Flavours •No Artificial Preservatives •No Artificial Sweeteners •No Monosodium Glutamate •GMO Free •BPA Free
Origin:
•Locally Sourced Prominent
Religious Labels:
•Halal •Kosher
Charity/Sponsorship
ENVIRONMENT/
SUSTAINABILITY
Sustainable Trade and Farming:
•Fairtrade •UTZ Certified •Other
Responsible Forestry:
•Rainforest Alliance •FSC •Other
Sustainable Palm Oil System
•RSPO/ISPO/MSPO •Other
Recycling Label:
•Widely recycled •Can be recycled •Terracycle •From Sustainable/Renewable
Sources •Other
Carbon Footprint/No Air Miles Food
ANIMAL
WELFARE
Free Range
Marine Sustainability
Bird/Insects Friendly
Grass fed/pasture raised
Vegetarian/Vegan
© Euromonitor International
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Ethical labels methodology MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
BRAND SALES (RETAIL VALUE) OF PACKAGED FOOD, SOFT DRINKS AND HOT DRINKS
CHECK PACKAGING FOR 38 ETHICAL LABELS
Allocation of brands to categories based on recorded label
2015: SUM OF BRANDS WITH AT LEAST ONE ETHICAL LABEL
EXCLUDED: PRIVATE LABEL, OTHERS
Scan of CSR reports of leading players for commitments that directly affect our forecasts
Application of commitments from CSR reports to overwrite the base line growth
Use of packaged food, soft drinks and hot drinks 2015-2020 growth as a base line for forecast growth
FORECAST MODEL: 2015 VALUE OF ETHICAL LABELS + PK, SD, HD BASE LINE + CSR COMMITMENTS
© Euromonitor International
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Clean label defined by packaging claims MARKET INSIGHT AND TRENDS FOR GUT HEALTH INGREDIENTS SHAPING THE DIGESTIVE HEALTH MARKET, FOOD MATTERS LIVE 2016
GMO free/Non-GMO: GMO (genetically modified) foods involve introducing foreign genetic material into an organism artificially, usually to – increase yield, increase resistance to disease, extend shelf life or improve food properties (texture, flavour, nutrient value). This category quantifies sales of products under our coverage with a GMO-Free/Non-GMO claim.
All Natural/100% Natural: These terms refer to the natural properties of the product. Both All Natural and 100% Natural are to be recognised as the same ethical label. This includes references to 'all natural anything'.
Artificial Additives: This category aggregates sales of products with a claim "no artificial additives” and “free from artificial additives“ on product packaging.
Artificial Flavourings: This category aggregates sales of products with a claim "no artificial flavours/flavourings” and “free from artificial flavours/flavourings” on product packaging.
Artificial Colours: This includes all products with a claim "no/free from artificial colours". Several artificial colours have been banned by food standards authorities after being linked to an increased number of cases of attention deficit hyperactivity disorder (ADHD) and are thus avoided by certain consumers.
Artificial Sweeteners: This category captures aggregated sales of all products with the claim "no/free from artificial sweeteners“ on product packaging.
Artificial Preservatives: This includes all products with a claim "no/free from artificial preservatives and products with a claim "no/free from parabens". Parabens are a form of artificial preservative and when present in food usually come in the form of E numbers.
BPA Free: All products with a claim referring to "BPA free". BPA (bisphenol A) is an industrial chemical that is used to make certain plastics and resins. BPA is often used in containers that store food and beverages, such as water bottles.
Lacking a formal definition, Passport: Ethical Label bases its definition in the various claims found on product packaging that stress a shift away from complex artificial ingredients, toward familiar, natural
alternatives.