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When you see a big blue box, watch a video. CUE 1: http://youtu.be/aMfSGt6rHos CUE 2: http://vimeo.com/49355767 CUE 3: http://vimeo.com/49355766
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OCTOBER 2012 // MARC BRUSH // EDITOR IN CHIEF // @allmybrush
THE NECESSITY OF NATURAL
[CUE 1.mp4 ]
QUESTIONS OF SCIENCE
OCTOBER 2012 // MARC BRUSH // EDITOR IN CHIEF // @allmybrush
THE NECESSITY OF NATURAL
newhope360.com/newhope360.com/
NUTRITION : THEN & NOW & THEN
CY 2001 : $56 B CY 2011 : $126 B CY 2021 : $261 B
Supplements33%
Supplements24%
Supplements22%
THE DATA
newhope360.com/newhope360.com/
NUTRITION : ENGINEERED : $71 BFUNCTIONAL FOOD IN CY 2011 : $41 B SUPPLEMENTS IN CY 2011 : $30 B
Meal Replacements
10%
newhope360.com/newhope360.com/
NUTRITION : NATURAL : $55 BNATURAL & ORGANIC FOOD IN CY 2011 : $43 B NATURAL LIVING IN CY 2011 : $12 B
Oral 3%
newhope360.com/newhope360.com/
NUTRITION : WHERE’S THE GROWTH?
newhope360.com/newhope360.com/
SUPPLEMENTS : SALES & GROWTH
newhope360.com/newhope360.com/
SUPPLEMENTS : WHERE’S THE GROWTH?
newhope360.com/newhope360.com/
> Gut health(pre- , pro-, syn-, cobiotics, enzymes)
> Brain health(cognition, mood, stress, insomnia)
> Inflammation(pain, joint, bone)(vit K, vit D, magnesium)
> Whole-food supplements> Protein
(sports nutrition, meal replacements)(whey, soy, rice, pea)
SUPPLEMENTS : HOT PRODUCTS
newhope360.com/newhope360.com/
FUNCTIONAL : SALES & GROWTH
newhope360.com/newhope360.com/
FUNCTIONAL : WHERE’S THE GROWTH?
newhope360.com/newhope360.com/
> Energy drinks> Naturally functional
(chia, quinoa, ancient grains)(blueberry, açaí, pomegranate)
> Protein(bars, shakes, packaged food)
> Probiotics(food service, chocolate, sweeteners, straws)
> Junktional(cookies, muffins, chips, pizza)
FUNCTIONAL : HOT PRODUCTS
newhope360.com/newhope360.com/
N&O FOOD : SALES & GROWTH
newhope360.com/newhope360.com/
N&O FOOD : WHERE’S THE GROWTH?
newhope360.com/newhope360.com/
> Fruits & vegetables> Tea
(RTD, loose leaf)
> Ancient grains> Chocolate> Snacks> Lifestyle diets
(vegan, gluten-free, paleo)> Raw, sprouted> Baby food
N&O FOOD : HOT PRODUCTS
newhope360.com/newhope360.com/
NATURAL LIVING : SALES & GROWTH
newhope360.com/newhope360.com/
> Pet food(dry, fresh, raw, no-grain, organic)
> Green cleaners> Babies, kids & teens
(soaps, sunscreen)
> Topical / ingestible(copacked beauty)
> Plan stem cells> Salon, spa, prestige
NATURAL LIVING : HOT PRODUCTS
THE INSIGHT
newhope360.com/newhope360.com/
“”
— ROBERT CRAVEN, MEGAFOOD
$800 M in CY 2011 sales +9.3% annual growth Setting the tone:
MegaFoodGarden of LifeNew Chapter
P&G, in one fell swoop, just validated
the entire whole-food supplement category.
NBJ RESEARCH
ON TREND : WHOLE FOODS
newhope360.com/newhope360.com/
ON TREND : BRAIN SPACE
@YoungDrMike9/17/11 1:24 PMCDC: Half of Americans will suffer from mental health woes
America! 10% depressed, 18% anxious in any given year
$2,725 per employee in excess health costs
$16.4 billion in direct / indirect medical costs
Melatonin +26%, valerian +11%, kava kava +41%
Condition-specific mood +11%, insomnia +12%
Actual work hours per worker in CY 2011 DE 1,413 UK 1,625 US 1,787
SOURCE: NBJ, CY 2010
SOURCE: OECD
SOURCE: NBJ, CY 2011
SOURCE: BRAVEWELL COLLABORATIVE
SOURCE: ELEMENTS HEALTH PLANS
SOURCE: CDC, NATIONAL INSTIITUTE OF MENTAL HEALTH
newhope360.com/newhope360.com/
OBSTACLE : DSHEA
Pre-market registration system
Pre-market GMP inspection
Pre-market proof of safety
Disease claims driven by science
Exclusivity on claims backed by science
IN PURSUIT OF MEDICINE
newhope360.com/newhope360.com/
rBGH
GMO
OBSTACLE : FOOD SCIENCEIT’S A STORY OF VILLAINS & HEROES
newhope360.com/newhope360.com/
ON TREND: FOOD REFORM
FEAR ↔ LOVE
newhope360.com/newhope360.com/
rBGH
GMO
OPPORTUNITY : PROP 37
@AnniesCEO8/23/12 10:40 PMYes on 37: We are in $$, stand up and be counted CA…Consumers deserve truth in labels. Let’s win this…
THE SYSTEM
newhope360.com/newhope360.com/
[CUE 2.mp4]
THE CORNER STORE
TOMORROW’S YESTERDAYX% of the next 20 years will be spent undoing the past 50. Solve for X.
newhope360.com/newhope360.com/
The advance of natural products is one manifestation ofthe system in flux.
Politics? TEA PARTYWall Street? CROWDFUNDING
Healthcare? INTEGRATIVE MEDICINEEducation? CYBER CHARTERS
Climate? IT’S REALLY HOTFood? PROP 37
Middle Class? OCCUPY
(We’re unraveling.)
PICK A SOCIAL FABRIC
TRANSCENDENT TRANSPARENCY“In a world where nothing can be hidden, you’d better have nothing to hide.”
— Greg Page, Cargill
newhope360.com/newhope360.com/
LABELING GMOs
Innovation can & will look just as much like UN-DOING as NEW-DOING.
newhope360.com/newhope360.com/
[ CUE 3.mp4]
A PROPER CAUSE
newhope360.com/newhope360.com/
Thanks for listening.Call anytime. +1 303 998 9249.
OUT NOW : Natural & OrganicUP NEXT : Raw Materialsnewhope360.com/nbj
OUT NOWnextforecast.com