What’s on the Horizon for Food and Nutrition?

Looking Through the Consumer Lens

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Today’s Nutrition & General Wellness Drivers

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Health and Wellness Trends in Developed Markets

Health and wellness trends, ranging from ethical labeling to personalisation, should be integrated into strategies to meet evolving consumer needs.

Moving from One-fits-all to Personalised Products

Personalised nutrition is a continuing trend – a long-term movement that is expected to shape the health and wellness market of the future. Increased personalisation of products requires more input in terms of brand investment and product development.

Consumers are becoming more knowledgeable and discerning. This leads to demand for more personalised products, such as functional offerings, or those that pertain to very specific food intolerance needs.

Another dimension of this, requiring heavy investment and long-term R&D commitment is medical nutrition. Such products are intended to complement drug treatments, effectively blurring traditional food/pharmaceutical company boundaries.

Naturally Healthy and Fortified/Functional Drive Health and Wellness In Developing Markets

As in developed markets, the naturally healthy (NH) category holds the greatest appeal in emerging markets. These products are universally relatable, although they commonly contain a high calorie content.

Fortified/functional (FF) products are showing good growth because consumers understand why they are being asked to pay a price premium. Growth is driven, in particular, by energy drinks.

Better for you (BFY) has performed rather sluggishly. Emerging market consumers often perceive these products as “artificial” and lacking in taste when compared to the standard offering. Also, there is still a lack off of BFY offerings in many emerging markets, which is preventing the category from achieving its potential.

Food intolerance, although showing good growth, is even more niche than organic. Most markets are seriously underserved, which is lamentable considering that lactose intolerance, for instance, is rife in emerging markets, particularly in Asia Pacific.