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Healthy & Functional Food & Beverage Global Trends
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BrandHive Capabilities
• Branding agency
• 60+ years experience with natural lifestyle consumer
• Full range of strategic and creative services
• Business-to-business
• Business-to-consumer
• Brandhive.com
• Brandhive.com/buzz
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Functional Beverage Pioneer
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Global Perspective on Functionality
• Awareness and adoption trends
• More mature U.S. market
– Breadth of offering
– R+D activity
– Consumer demand
• Anti-aging foods is primary trend
• Functional dairy
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Setting the Stage
Dosage and delivery innovation
• Maturing boomers driving innovation
• Explosion of new dosage & delivery forms
• Retail landscape evolving
• Traditional delivery forms making room for:
- Chews
- Shots
- Juices
- Tubes
- Gels
- Gummies
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Setting the Stage: Packaging
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Setting the Stage: Packaging
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Setting the Stage: Packaging
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Setting the Stage: Packaging
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Setting the Stage: Packaging
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Setting the Stage: Packaging
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Setting the Stage: Packaging
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Setting the Stage: Packaging
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Setting the Stage: Packaging
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Setting the Stage: Packaging
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Setting the Stage: Convergence
• Category – Supplements with food and beverage
• Channel – Retail with DTC with HCP
• Class – Pharma with supplements
• Technology – Genetics with iFit
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Setting the Stage: Personalized Healthcare
• Mature consumer is driving increased functionality
- Greater demand for custom solutions
- Increased consumer knowledge and access to information
- New channels for education and engagement
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Evolution of Wellness Foods
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Setting the Stage: Marketing Shift
- Concept > Brand story
- Content > Brand validation
- Connection > Brand relevance
- Community > Brand evangelism
- Continuity > Brand integration
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Functional Foods & Beverages
• Emerging issues
- Lack of efficacious doses
- “Value” of functionality
- Lack of clinical research
- Lack of consumer education
- Move toward “inherently” functional (coconut water)
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Functional Foods & Beverages
• Emerging issues
- Concern about over-hyped, unsubstantiated claims
- Eco-friendly packaging
- Stealth health
- Emergence of alternative sweeteners
- Snacking behavior
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Functional Foods & Beverages
• Key conditions for functional ingredient innovation
- Energy/performance
- Healthy aging
- Immunity
- Digestion
- Cardiovascular
- Joint support
- Weight loss
- Diabetes
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Functional Foods & Beverages
• Key conditions for functional ingredient innovation
- Energy/performance
- Healthy aging
- Immunity
- Digestion
- Cardiovascular
- Joint support
- Weight loss
- Diabetes
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- High failure rate (80%) for new functional products
• Inadequate promotion
• Inadequate consumer/trade education
• Inadequate performance
• Undifferentiated in marketplace
Functional Foods & Beverages
• Key issues and trends
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- Super fruit boom continues
• Camu camu (immunity)
• Yacon (blood sugar/digestion)
• Cacona (heart)
• Sea buckthorn (beauty)
• Tart cherries (arthritis/gout)
• Aronia berries (antioxidant)
• Key issues and trends
Functional Foods & Beverages
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- Consumers are looking for:
• Calcium
• Fiber
• Vitamins & minerals
• Omega 3s
• Vitamin D
• Chia/Quinoa/Hemp
Functional Foods & Beverages
• Key issues and trends
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- Growth ingredients
• Lycopene
• Probiotics/prebiotics
• Protein (pea, fish, hemp, brown rice)
• Antioxidants
• Key issues and trends
Functional Foods & Beverages
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Functional Foods & Beverages
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- Better-for-you-snacks
• Are tie-breakers
• Need to taste better, perform better and re-establish expectations
• Must re-educate the consumer we created
• Key issues and trends
Functional Foods & Beverages
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- Better-for-you-snacks • Key issues and trends
Functional Foods & Beverages
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Functional Beverages
• Breakthrough categories
- Super fruits
- Beauty from within
- Energy and vitality
- Highly functional teas
- “Better for you” energy
- Enhanced waters
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Functional Foods
• Breakthrough categories
- Added protein
- Probiotics
- DHA omega 3s
- Coconut milk
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Functional Foods
• Breakthrough categories
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Functional Foods
• Breakthrough categories
- B4U breakfast
- Chia seeds
- Healthy snacks
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Functional Foods
• Breakthrough categories
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Summary
• Convenience
• Functionality
• Convergence
• Value added ingredients
• Personalized healthcare solutions for aging consumers
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