The Dairy and beverage industry's most-used guide to the trends driving the commerce of bread and health. Published each year, our long-term forecast enables companies to formulate their innovation and strategy plans around our trends analysis - as many, many companies tell us they do.The New nutrition corporation annual analysis of the key trends in the business of food, nutriment and health is what we have become best-known for, worldwide.We identify, rank and forecast the most important trends, using a methodology that takes into account information of many types, from many sources - scientific developments, consumer research and supermarket sales data.
A key current including connects to consumer needs has a foundation (of some sort) in science can be the basis for a successful brand message offers opportunities for genuine innovation.And because a simple ranked list can't properly show the complexities of the market.
Key Trend 1: Digestive healthiness The digestive health success story healthiness claims create a digestive health opportunity Few opportunities for probiotic dairy in Europe Consumers need help with digestion Fibre - the biggest untapped opportunity
Key Trend 2: Naturality - a flow that's powering successful innovations "Naturally functional" needs no health claims What "natural" means to consumers Four factors of success for naturality A strategy that makes premium prices possible
Key Trend 3: Energy - huge untapped potential ,Caffeine - the winning ingredient,"Natural energy" the new focus
New opportunities in energy
Key Trend 4: Weight management - where success requires service Weight management using "regular foods" Protein to the fore
Fibre has character appeal Satiety fails to fly - so far Providing a service is essential
Differentiate yourself from the competition
Key Trend 5: trend - muscle, bone and joint healthiness Maintaining muscle strength - fighting sarcopenia
Bone health - Anlene leds the way
Key Trend 6: Feel the benefit - the most powerful marketing tool Feel the benefit Measure the benefit and show it to them Support the effect with science
Key Trend 7: Senior nutriment - the key driver in bread and healthiness
There are many types of seniors New channels to reach seniors Cardio healthiness shows how all other healthiness areas will develop
Packaging key to seniors market Tailor taste to an ageing palate
Key Trend 8: Who needs health claims when you have fruit & vegetables? For consumers, convenient fruit = perceived value Growing science base Science + marketing = superfruit (and supervegetable) Beetroot: a superveg is born? Limited opportunity for health claims no barrier to success Campbell's V8: the rise of a fruit-and-vegetable nutriment mega-brand Fruit and snacking
Key Trend 10: Good grains - set for growth "Ancient grains" lend a health halo Low GI back on the agenda New life from "sustained energy"
beverages dairy are focus Fruit a key movement Packaging innovation Significant investment in marketing Immunity ,Regulation challenge,Fruit and veges offer a way forward for immunity?Science crucial to claims Differentiate using packaging technology Service with a product creates competitive difference Two approaches to service Service to become a standard for some health areas?Smart thinking finds smarter ways to take health to market An opportunity for small businesses? The high-risk game of products for relaxation and brain health Ingredient and product understanding vital What goes up, must come down
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