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Alimentaria 2008 trend report
Shaping the future of food
Objectives of the report
Identify and examine the macro trends in the food industry observed in Alimentaria 2008 related to product concept & positioning, product content and packaging
Contrast the trends perceived in Alimentaria 2008 with the real evolution of the industry
Give detailed examples of products present in Alimentaria 2008 that show trends’ evidence (Refer to the Annex)
Draw future challenges and opportunities for companies within the industry
Agenda
1. Alimentària 2008 Fast Facts
2. Macro food trends
3. Annex: Food trends illustration
Alimentaria 2008 Fast Facts
The leading Food and Beverage industry exhibition in Spain
One of the world’s most important events in the industry
5,000 companies present
Over 120,000 m2 of exhibition space
Combined with entertainment-, research- and innovati on-oriented events such as 'The Spain of Cured Iberian Meat products' or 'The International Pizza Championship'
Alimentaria 2008 was made up of the following shows
Alimentaria 2008 Fast Facts
Frozen food
Organic food
Show for bottled waters, beers, juices and ciders
Show for preserved and semi-preserved food
Show for meat and meat products
Milk and dairy products show
Show for sea food, aquaculture and farmed fish products
Wine and spirits show
Show for sweets, biscuits and confectionery products
Show for food products in general
Olive oil and vegetable oil show
Hotel, restaurant and catering food show
Fresh fruit and vegetable show
Some of the international companies
Show for Spain's Autonomous Communities
The situation of the food industry in 2008
The food industry is undergoing a period of consumption stagnation and margins decrease due to the increase of the price of raw materials and the increasing power of retailers and distributor brands
The situation forces companies to seek new markets and to increase the value perceived (and as a result the margin) of their offer through innovation
The industry needs to accelerate their innovation cycles to defend their position within the market
� The quality of distributor brands is increasing and they are even taking a step ahead by launching new products before the traditional brands do (ie. Aldi was the first brand to launch flavoured water in the German market)
Alimentaria 2008 Fast Facts
Alimentaria 2008 showed a partial picture of the industry situation
Alimentaria was not an accurate reflection of today’s industry because it was just represented by brands
Retailers with distributor brands are becoming very relevant in some categories and as retailers were not present this could not be perceived
However, this year, the retail point was examined with the Future Shop Project, an activity centred on Research, Development and Innovation organized by Alimentaria, as a response to the importance of the point of sale: 'A 70% of buying decisions are taken in the shop'*
And Innoval Awards (also organized by Alimentaria), whose aim is to honour the industry’s most innovative products, showed that the industry is betting on innovation with new innovative solutions for both the home and professional catering segments
Alimentaria 2008 Fast Facts
* Source: Press Dossier of Alimentaria 2008
The future shop project
The Future Shop project (organized by Alimentaria) is an initiative that shows how distribution points must evolve in order to adapt to the needs and demands of the buyer of the future (Inspired in the study carried out by TNS for Alimentaria titled ‘The Demands of the Buyer of the Future’)
Some examples of what was shown:
Alimentaria 2008 Fast Facts
Intelligent shopping cart: RFID trolley with automated payment
It acts as a personal assistant in the point of sale , making recommendations and providing key info to the customer
(presented by Wincor Nixdorf)
New technologies of Automated Checkout will improve current slow payment processes
The customer decides whether to go through a traditional check-out with a cashier, or use a self-service system in which it is the customer who scans the items, bags and pays
(presented by Wincor Nixdorf)
Electronic labels will provide the customer the exact price of the product with a quick, simple, reliable and automatic process (presented by Jos de Vries and Wincor Nixdorf)
A new generation of refrigeration solutions characterized by their excellent refrigeration capabilities
For instance, Evergreen technology maintains the fruits and vegetables fresh longer and they are excellently displayed (presented by Smeva)
Innoval awards
Innoval awards’ aim is to honour the industry’s most innovative products (organized by Alimentaria)
Among all the products presented, Inedit was one of the most powerful at innovation. That is because of the following reasons:
� This new beer is suitable for the finest meals, matching any kind of food, what makes it a wine competitor at dining tables
� It’s a unique blend in the beer world made from barley and wheat malts and flavoured with herbs
� It has been co-created by Damm’s top brew masters and by the team of sommeliers from El Bulli , directed by Ferran Adrià
� It will be first available in hotels and restaurants giving a premium and exclusive positioning to this new beer
Alimentaria 2008 Fast Facts
Inedit. Damm’snew innovative “beer”
5 trends are the main drivers of the food industry
Macro food trends
Wellbeing Convenience Pleasure
Natural & Eco
Authenticity
Facts & opinions supporting trends
‘The consumer is interested in pleasure, convenience
and health ’
José Arcas. President of NestléEspaña and of Innoval (Alimentaria
2006 Edition)
‘The consumer is interested in pleasure, convenience
and health ’
José Arcas. President of NestléEspaña and of Innoval (Alimentaria
2006 Edition)
‘Every study and surveys point out that the three main growing drivers when filling the shopping bag are: healthy, convenient
and pleasant products ’
Silvia Escudé, Communication Manager at NestléInnova
‘Every study and surveys point out that the three main growing drivers when filling the shopping bag are: healthy, convenient
and pleasant products ’
Silvia Escudé, Communication Manager at NestléInnova
‘I would highlight that there are more sustainable and
convenient formats and also the combination of ingredients that
continue to surprise us.’
José Carlos Lacasa. President from the multiproduct show and Board Adviser at
Lacasa
‘I would highlight that there are more sustainable and
convenient formats and also the combination of ingredients that
continue to surprise us.’
José Carlos Lacasa. President from the multiproduct show and Board Adviser at
Lacasa
In 2006…In 2008, main trends continue growing although they have
evolved and entered new food categories
Macro food trends
Macro food trends
Emerging targets identified: Immigrants, singles and seniors
'Today, one out of ten Spaniards has a foreign origin'
'Today, one out of ten Spaniards has a foreign origin'
(talking about emerging targets) 'In 2010, the number of single households will have increased by 17,1%, the number of immigrants by 35% and the volume of seniors by 9% (vs. 2007)'
(talking about emerging targets) 'In 2010, the number of single households will have increased by 17,1%, the number of immigrants by 35% and the volume of seniors by 9% (vs. 2007)'
Source: Conclusions of the future shopper demands study by TNS presented in the VII Foro Internacional de la Alimentación in the context ofAlimentaria 2008
'Single households are increasing and correspond to 21,5% of the total'
'Single households are increasing and correspond to 21,5% of the total'
'The population pyramid is becoming older. Currently 20% of the population is above 60 and projections point out that in 2050 it will almost be doubled'
'The population pyramid is becoming older. Currently 20% of the population is above 60 and projections point out that in 2050 it will almost be doubled'
Immigrants Singles
Seniors
Wellbeing Convenience
These trends do not stand alone and many products leverage on more than one
Pleasure
Natural & Eco
Authenticity
Macro food trends
New products that respond to different trends are being launched
Wellbeing Convenience
Pleasure
Natural & Eco
Authenticity
Macro food trends
Trends’ illustration
Wellbeing Convenience
Pleasure
Natural & Eco
Authenticity
Macro food trends
Agenda
1. Alimentària 2008 Fast Facts
2. Macro food trends
3. Annex: Food trends illustration
1. Wellbeing
Wellbeing Convenience
Pleasure
Natural & Eco
Authenticity
Macro food trends
Wellbeing
Main drivers and highlights
Wellbeing is related to health but refers to the human being in a more holistic way (body, mind, feelings, etc.)
Today wellbeing products go beyond eating healthy and:
� Introduce functional benefits acting, in many cases, as a medicine and blurring the limits between the pharmaceutical and the food industry (Functional food)
� Facilitate substituting or reducing ‘unhealthy’ trad itional food , drinks or snacks, without having functional properties (Other healthy food)
� Keep natural properties and provide food security (the value of natural is explored more in detail in 4th trend: Natural & Eco)
Note: For more detailed information, please refer to Annex 'Food trends illustration'
Main drivers and highlights
Wellbeing
Sub-trends summary
Otherhealthy
food
Wellbeing Convenience
Pleasure
Natural & Eco
Authenticity
Functionalfood
Wellbeing
Main drivers and highlights: Functional food
Dairy (yogurt, milk…) was the first category where functional health benefits appeared: cholesterol reduction, improvement of digestion, reduction of blood pressure, etc. Now new categories are entering this market (ie. Ice cream, soft drinks and candies)
Kids are a very relevant target when talking about health care and therefore of functional food: increase defences, facilitate digestion, etc
New functional benefits addressing new contexts and moments of consumption appear (ie. Relax before sleeping)
A new functional benefit that goes beyond the traditional limits of food has appeared: dermo-nutrition
Note: For more detailed information of the products above and other trends’evidences, please refer to Annex 'Food trends illustration'
Functionalfood
Otherhealthy
food
“Healthy” flavoursyogurt-based
Cacao with herbs to relax before sleeping
Yogurt with natural skin nutrients
Complementing daily meals
Wellbeing
Main drivers and highlights: Non-functional healthy food
The soft drink industry is launching new healthier drinks, mainly targeting women with a healthier and lighter option: diet drinks, functional benefits, non or less sparkling and tea-based drinks
Men are being targeted with global offers, not with specific products that could be perceived mainly for men
Soy consolidates as the main substitute of milk for those lactose intolerant or looking for a functional and easier to digest alternative
Other substitute products are being launched aiming to replace the 'unhealthy alternative' (ie. salt or sugar)
The 'Embutidos' industry (the Spanish processed meat industry) a national not very healthy product, is starting to reposition some products as healthier
Note: For more detailed information of the products above and other trends’evidences, please refer to Annex 'Food trends illustration'
Functionalfood
Otherhealthy
food
Natural lemon basedsoft-drink
Salt substitute
Sabrosanos: Healthier sausages and cured meat
Sweetened condensed Soy milk
Wellbeing
While concern for obesity among kids increases , boundaries to reduce children consumption of industrial bakery are being established and it makes the industry respond with healthier products and educational campaigns
Healthy preparation (ie. steaming) to keep natural properties and security, especially among kids, are two increasing values related to healthy food
Main drivers and highlights: Non-functional healthy food
Note: For more detailed information of the products above and other trends’evidences, please refer to Annex 'Food trends illustration'
Functionalfood
Baby food that keep natural flavour and nutrients
Germ-free water (no need to boil)
Against kids obesity
Otherhealthy
food
Agenda
1. Alimentària 2008 Fast Facts
2. Macro food trends
3. Annex: Food trends illustration
1. Wellbeing
Wellbeing Convenience
Pleasure
Natural & Eco
Authenticity
Food trends illustration
Wellbeing
New functional references are launched in this growing market
With 20% fewer calories than other fat free yogurts and high soluble fibre contentIt enhances calcium absorption by providing added calciumLow-lactose product that makes digestion easier Benefits: Wellbeing and convenience Brand: Kaiku
Keeps you fit Fat absorbing
It absorbs fat ingested at mealtimesTo be taken before mealsBenefits: wellbeing without worries (help in weight management)Brand: Zerokilo
Functionalfood
Otherhealthy
food
Wellbeing
Kids & functional products
Nutrition complement: energy, vitamins and minerals for kids and teenagersBenefits: Wellbeing (help in situations of insufficient feeding, anorexia, rapid growth, intensive activity physical or intellectual, etc)Brand: Meritene (by Novartis)
Complementing daily meals
Enriched milks for unweaned babies and after: it helps reinforce the baby’s immune system, reducing the risk of allergies, promoting oral tolerance and facilitating the baby’s digestive process Benefits: WellbeingBrand: Nidina (by Nestlé)
Enriched milks
Functionalfood
Functionalfood
Otherhealthy
food
Functional ice-creams
Range of healthy ice-creams: Soja and bifidusBenefits: Wellbeing and pleasureBrand: Clesa (Royne)
Wellbeing
Suitable for gluten intolerants
'Healthy' flavours
With Soy milk
High-protein ice-cream
Regular ice-cream suitable for gluten intolerants with an exotic flavourBenefits: Wellbeing and pleasure for everyone including gluten intolerantsBrand: Menorquina
With 12% of protein; it could substitute a mealSuitable for sports peopleBenefits: Wellbeing, convenience and pleasureBrand: Wellness ice-cream
Range of 'healthy' flavours; low-fat yogurts with a cereal topping, yogurt and cereals2 formats: single-serving clear cup and family sizeBenefits: Wellbeing and pleasureBrand: La Lechera
Functionalfood
Otherhealthy
food
Functional drink with vegetal originBenefits: Healthy and meaning (in line with oriental way of life and habits)Brand: Tealia
Wellbeing
Vegetal origin
Range of different teas: happiness Tea, Friendship tea, Inspiration tea, pregnancy tea, …Different formats including some suitable for making a gift Benefits: Wellbeing and pleasureBrand: Today was fun
Tea & Philosophy
High quality coffees with ginsengAddressed to different distribution channels: consumers, restaurants and hotels and vending Benefits: WellbeingBrand: nº1 Sportcaffé(manufactured by Corretto Suite)
Energizing coffee
Functional drinks
Functionalfood
Otherhealthy
food
Wellbeing
Other healthy soft drinks targeting mainly women
More functional or 0 calories O,0% beers
Antiox (Minute Maid)
Fanta Zero San Miguel 0,0% with Lemon-flavoured Tea
Agua de Moritz (more sophisticated branding for a 0,0% beer: ‘water’ instead of ‘without alcohol’
Vitalinea Citrus and Vitalinea Lima with calcium and magnesium
Functionalfood
Otherhealthy
food
Wellbeing
Other healthy non- functional soft drinks targeting mainly women
Natural fruits-based Tea-based or-flavoured
Font Vella Sensation Green tea and Rooibostea
Fanta Verdia
The bottle of fruit (Swell smoothies)
Limonada & nada (Minute maid)
GraniniSmoothie
Sprite Duo
Mangajo juices & tea
Functionalfood
Esencial Fruit (Solan de Cabras)
Otherhealthy
food
Cacao with herbs to prepare a hot drink for kids before going to bedBenefits: calm for kids to sleep well and for parentsBrand: Nesquik
Wellbeing
Relax before sleeping
Range of candies targeting teens and party moments: ritmic, nonstop, speed load, …Benefits: energy, wellbeing and pleasure Brand: Agüera
Teens candies
Chewing gums helping consumer in different moments of the day or of life: that stimulates sun tanning, for quit smocking, against bad breath, against seasickness, or even for teeth cleaningBenefits: WellbeingBrand: Fleer española
Helpful chewing gums
New contextualised functional benefits
Functionalfood
Otherhealthy
food
Wellbeing
Dermo-nutrition
First dermo-nutrition dairy drink with Borage oil, natural oxidants and Vitamin E Benefits: Wellbeing (it nourishes the skin from inside out providing nutrients that skin needs in a daily basis) and convenienceBrand: Essensis (Danone)
With natural skin nutrients
Another dermo-nutrition dairy drink targeting more explicitly women above 25A part from the skin, it also takes care of bones and jointsBrand: Colágeno post 25 (Kaiku)
With collagen
Functionalfood
Otherhealthy
food
Brand: Clesa
Wellbeing
Yogurts
Brand: ViveSoy
Cereals & Juices
Brand: Soymilk (Olievra)
Sweetened condensed milk
An extension of Soy dairy products to the whole category
Functionalfood
Otherhealthy
food
Wellbeing
Healthier food seasoners
Low-sodium salt, (0% sodium) without the bitter flavour characteristic of other productsBenefits: Wellbeing and pleasureBrand: VitaSol (Gallina Blanca)
Salt substitute
Functionalfood
Otherhealthy
food
Chorizo, Hamburger with vegetables, ‘mortadela’ low fat
Awarded with the ‘Flavour of the year' prize
Brand: Serrano
Wellbeing
Sabrosanos low fat
Smoked salmon in a sausage shape (Butimon) and in a ham shape (Jalmon)
Benefits: Healthier snack than traditional sausages
Butimon & Jalmon
Repositioned as very healthy
Benefits: Health (Reduces the harmful cholesterol, enriched with vitamins, etc.) and pleasure
Jamón Ibérico de bellotais healthy
Healthier cured and processed meat
Functionalfood
Otherhealthy
food
Wellbeing
Healthy preparation & Security
Keeps natural properties Risk-free water
Purified water, mineral-free and germ-free (no need to boil)Adapted to the physiological and nutritional needs of the babyBenefits: Baby wellbeing and convenience for parentsBrand: Aquababy (by Nafree)
Baby Food that keeps all the natural flavour and nutrients due to the innovative production process (the ingredients are steamed separately the appropriate amount of time)Benefits: Health, natural and convenienceBrand: Naturnes (Nestlé)
Functionalfood
Otherhealthy
food
Wellbeing
Against kids obesity
Looney Tunes Active proposes an active and sportive life to children, opposite to being sedentary, main cause of obesity among kids
Other companies can hire Looney Tunes active to launch a campaign aiming to promote an active lifestyle
Benefits: wellbeing
Brand: Looney Tunes Active
Functionalfood
Otherhealthy
food
Home-style base of 'montaditos': classic with rice, …With the non-genetically modified wheat flour and virgin oilBenefits: Wellbeing and convenience (stay crisp up to 2 hours after preparation)Brand: Risnak
Wellbeing
Snacking
Convenient health
Special K Mini Breaks, All- Bran Mini breaks and All- Bran BizcochitoBenefit: Wellbeing pleasure and convenienceBrand: Kellogg’s
Modern version of sea bread and ship biscuits (an ancient solution for naturally preserving bread during long ocean voyages)Benefits: Wellbeing, pleasure, convenience and fresh preservationBrand: Daveiga
Fresh cheese for kids providing nutritional propertied suitable for growing needsWith a cartoon on every cup and different flavoursBenefits: Wellbeing, pleasure and fun for kidsBrand: Burgo de Arias
For kids
Functionalfood
Otherhealthy
food