Transcript health - Scottish Enterprise

Health Innovation; Future opportunities for
the Food & Drink Industry
Kenny Martin, INSIGHTS Analyst
Industry Growth Drivers
Grow the Industry to
£12.5 Bn by 2017
Reputation as a “Land of Food & Drink”
Premium
Provenance
Natural
Health
Health is a key driver of food purchase
Eating food that is healthy
Price/value for money
What I like/the family likes
Locally grown
Food hygiene/risk of food poisoning
Availability
Animal welfare
In season
Eat outside home
Convenience
Eat at home
Additives/E number
0%
10%
20%
30%
40%
50%
60%
Source: Food Standards Agency/nVision
Base: 3,219 respondents aged 15+, UK, 2009
Importance of Health Attributes to Product Choice
Extremely important
1
Clarity of nutritional information
on pack
20
2 How natural you believe it is
3
53%
17
4 Removed ingredients
Base: all main shoppers, IGD ShopperTrack, October 2010
54%
17
Recognising all ingredients in a
product
5 Added ingredients
Extremely or very important
49%
16
7
46%
28%
And has doubled in importance of why we eat
over the past 15 years
1995
Long Term Trend
2010
HEALTH
11%
BSE, Foot & Mouth, Sudan 1,
Child Obesity, Jamie Oliver, Bird Flu,
Supersize me, Salt & sugar content,
Functional Foods, 5 a day, Fruit for schools
34%
ENJOYMENT
Organics/ premium, Taste the difference,
Sharing, Café culture, Eating out,
Debit Credit, Treating
23%
39%
PRACTICALITY
55%
Ready Meals, Light meals,
Snacking, Budget, Microwave,
Individual portions, Quick to cook
39%
% Servings
In Home Food Consumption
Kantar WorldPanel Usage
In Home / Lunchbox Consumption
12 m/e Nov 2010
Drivers of health trends
“Natural” the #1 food claim on new products in 2010
Mintel 2010
Consumers seek a broad range of
benefits from what they eat
52% of consumers claim to look after their health Source; Mintel 2010
1. Weight Management
58% of new products are
positioned to offer weight control
Mintel 2010
30% of adults claiming to be trying to
lose weight
A sense of Satiety
•Avoid between meal snacking
•“Helps you eat less” vs. “reduces body fat
•Oats cholesterol lowering properties
2. Energy
& Relaxation
31% of consumers
are concerned about
chemicals in food
•Natural caffeine from
green tea extract
•50% less calories than
other leading energy
drinks
•High levels of nitric oxide
•Regulation of blood
pressure and enhanced
stamina
•A concentrated convenient
format
Energy &
Relaxation
Energy &
Relaxation
£$
Energy &
Relaxation
3. Digestive Health
Actimel is a delicious drinking
yogurt, containing 10 billion
exclusive L. Casei cultures in every
bottle - a perfect way to start the
day!
Actimel is available in 10 delicious
“Helps digestion: Each bowl contains
flavours and comes in a fat-free
18% of your daily fibre needs”
range that has less than 30 calories
per bottle.
3. Digestive Health - Fruit
4. Bone and Movement
5. Brain Health
Convenience and Ingredients
1 in 3 people claim to have no time to
look after their health
“Natural and additive-free have become
part of the consumer’s health and
wellness vocabulary, and we’re seeing
growth in every category, from
confectionery and soft drinks to meal
centres.”
Source: Mintel 2010
Fruit based snacks in growth
Ancient wellness ingredients
Several ancient ingredients on their way to mainstream acceptance
Healing Spices
-Holy Basil & Turmeric
-Functional ingredients boasting digestive & mental
health benefits; teas and energy bars
Hemp Seed
-Omega and Amino acids
-Health booster to nut bars and salad dressings
Agave Nectar
-Plant based sweetener; Mexican cuisine heritage
-Lower glycemic index, sweeter alternative to sugar
Source; Centre for Culinary Development
Final Thoughts
Communicate and support the claimed benefit
Consumers need to believe they are feeling the benefit
Convenience
TASTE
Thank You