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Report: 10 Key Trends in Food, Nutrition & Health 2009

Posted: December 22, 2008

page 5 of 5

The potential for mass success of this trend is unlimited, based on the fact that parents worldwide have many of the same concerns regarding their children's health and nutrition. If ingredients and health benefits are communicated to parents in a clear and concise manner and are cost effective, the market potential is extensive.

Ingredients for formulators to watch: all-natural, free-from, vitamins, immunity boosters.

Healthy Snacking for the “Me Generation”
Ninety percent of US consumers snack, notes the report, while only 75% eat breakfast. The potential for the "fourth meal" is clear. Snacking drives new product development, and as with all other categories, healthy snacking must be convenient. In addition, consumers will pay more for products that limit fat and calories. Meanwhile, the public has fractious health strategies, so niche approaches will become increasingly popular. The report concludes: "It is better to be a successful niche brand earning superior profit margins in many markets than to try to be a price-fighting, low-margin mass-market brand in one market."

Packaging and Premiumization
The report concludes by underscoring a strategy of healthy product launches that can build loyalty and repeat purchases. As stated above, niche is the key. "Brands targeted at the most health-conscious niches have thrived even in very price-sensitive markets," the report notes, "even at premium prices, and benefit from loyal buyers. For any brand to achieve a premium price point it must both score very highly on convenience and connect to other key trends."