This document discusses global food trends and their influence on future product development. It identifies several key trends in 2013 including naturalness, high protein foods, and new ingredients. Naturalness and free-from claims were popular, driven by food scandals. High protein foods grew in popularity, especially Greek yogurt and snacks. Emerging ingredients included those for energy, beauty, and weight loss. Looking forward, the document predicts growth in beauty ingredients like collagen and slimming ingredients like catechins. Protein claims will expand beyond the US and dairy. Natural ingredients with health benefits will remain important.

1. © 2014 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
GLOBAL FOOD TRENDS
INFLUENCING FUTURE PRODUCT DEVELOPMENT
MAY 2014

2. mintel.com2
• OVERVIEW
• BIG STORIES 2013
• NATURALNESS
• HIGH PROTEIN
• LOOKING FORWARD
TODAYS PRESENTATION

3. INGREDIENTS ARE A KEY FEATURE NEW INNOVATION
• Food fads are driven by restaurants, celebrity chefs, cooking shows and celebrity
endorsement
In 2013
• Kale, quinoa, and chia ...
• Greek yoghurt featuring as a ingredient in dips, bicsuits and spread
• Coconut water phenomenon increased the profile of coconut palm sugar,
coconut oil and revitalise coconut milk

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• Rice bran oil
• Buffalo berries
• Freekah
• Hemp seeds • L-theanine
• L-tryptophan
• Ornitine
• Omega 7
• Fermented
• Sprouted
• Foam
• Slow processed
• Green unripe
What's next for
ingredients?
What compounds?
How will ingredients
be processed?
WHAT’S NEXT?

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Big Stories 2013 - Naturalness
5
• Natural sweeteners
• Natural energy sources
• Natural colours

6. NATURALNESS AND FREE-FROM CLAIMS TOP GLOBAL
INGREDIENT-RELATED TRENDS

7. FOOD SCANDALS HAVE FUELLED AN INCREASE IN
FREE-FROM CLAIMS
Top 5 ingredient-related claims on food and drink launches,
China, 2012-2013

8. PROVENANCE STORY PROVIDES ACCESS TO
“LIVE” INFORMATION via SCANNABLE CODES
John West
August 2013
Spain
213 g, €5.94

9. WUHAN BUTCHER CURES BACON – HOMEMADE??
Source: http://shanghaiist.com/tags/airpocalypse

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Emmi Yogourtpur (Switzerland)
Only 3 ingredients: yogurt, fruit and
sugar
KEEP IT SIMPLE TO CONVERT HOME-MADE FOOD USERS
That's It Apple + Mango Fruit Bar (US)
Made with one apple and one mango

11. NATURAL ORIGIN SWEETENER CONTINUE TO GROW
AND BE CALLED OUT ON FRONT OF PACK

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Andechser Natur Stevia Yogurt
(France)
Organic stevia and cane sugar
NATURAL SWEETENERS TEAM UP WITH OTHER SWEETENERS
Gaosi biscuits (China)
Oats and Coarse Grains Digestive
Cookies with Xylitol

13. USE OF NATURAL COLOURED INGREDIENTS TO CREATE
THE PERCEPTION OF HEALTH SUCH AS AN
ANTIOXIDANT EFFECT

14. NATURAL ENERGY TEAMS UP WITH INGREDIENTS WITH
INTRINSIC HEALTH BENEFITS – SUCH AS SUPERFRUITS
HIGH IN ANTIOXIDANTS
• Tropicana Energy, UK
• a natural extract from the guarana berry
and naturally sourced caffeine
• Rich in B3, B5 and B6 to reduce
tiredness and fatigue

15. BIG PLAYERS INVEST IN RESEARCH INTO
TRADITIONAL HERBS FOR ENERGY, BEAUTY AND
HEALTH BENEFITS
• Coca-Cola Beauty-Oriented Tea developed in
collaboration with Kusuri Nihondo, a Herbal
Medicine Salons Company
• Nestlé Health Sciences have formed a 50/50
JV with Chi-Med – Nutrition Science Partners.
• PepsiCo new patent using TCM ingredients
for energy
Coca-Cola Karada Meguricha
Beauty-Oriented Tea (Japan)
Source: Mintel GNPD, Mintel Food and Drink

16. ENERGY CATEGORY EXPANSION
Candy with Liquid
Centre
Vietnam
Frozen
Australia
Ice Cream
South
Korea
Yogurt
Japan
Corn Snacks
Australia

17. © 2013 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
Big Stories 2013 : High Protein

18. US LEADS HIGH PROTEIN TREND WITH OTHER
MARKETS STARTING TO FOLLOW

19. GREEK YOGHURT TREND DRIVES HIGH PROTEIN CLAIMS

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Fuller for longer are benefits consumers can understand –
they resonate well with consumers
Kellogg's Special K Protein
Wheat, Rice & Soy Flakes Cereal
to satisfy hunger for longer (US)
HIGH PROTEIN FOR ALL OCCASION – BREAKFAST TO DINNER
Source: Mintel GNPD
M&S Fuller Longer Chicken & Chilli
Prawn Pad Thai, high in protein,
contains balanced carbohydrates (UK)

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Milk is a good drink to have
during and after exercise (%
consumers agreeing), 2013
“Consumed within 30 minutes
following endurance training”
“Consume after sports”
Gainomax Recovery Long
Distance Flavoured Milk Drink
High in protein and
carbohydrates. Contains salt for
rehydration (Sweden, 2012)
Meiji Sports Milk
80% more protein than regular milk
10.5g protein/100mL
(Japan, 2013)
MILK AS A SPORTS DRINK
37
49 52
45
Germany France Italy Spain
Source: Mintel GNPD

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DAIRY BRANDS COMMUNICATE ONTHEIR NATURAL
PROTEIN CONTENTTO ENGAGEWITH MEN
The 2012 top-selling* new
product in the US ($284m
sales) ran a campaign featured
in Men's Health magazine
Build muscles, burns fat, improve
digestion, improve complexion,
improve male reproductive function,
normalize sex hormones, raise libido,
lower cholesterol
- Contains 40% more protein than
other chocolate milks
- “Shoot down hunger fast”
- Strapline: “the manly chocolate milk
for men with added man.”
Dannon’s Oikos (US) Powerful Yogurt (US) Arla Wing-Co (UK)
* According to IRI's annual poll of the best-performing linesSource: Mintel GNPD

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Good opportunities for high protein snacks in China
Meat snacks Bean & Rice Chip Nuts
PROTEIN INVADES OTHER
SNACKING PRODUCTS
Chilli Bean Curd

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Aging populations continues to age, so issues such as sarcopenia (muscle
wastage and loss of strength) will be major issues to address
.
Migros Actilife Protein Vital Drink
supports normal muscle mass and
bone function (Switz)
Nestlé Health Science Boost
Chocolate Nutrition Bars
contain 11g of protein to help
maintain muscle (US)
Wasa Fit & Vital Protein Crispbread
helps to maintain muscle mass &
normal bones (Germany)
PROTEIN FOR OLDER CONSUMERS
Source: Mintel GNPD

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High protein products in China are being marketed as general health that
‘good for you’ rather than mentioned specific function
High Protein Soybean Drink for
Women (China) (ID: 2289935)
Spicy Hand Shredded Donkey Meat
(China) (ID: 2287169)
High Protein Nutritious Drink
(China) (ID: 2260685)
PRODUCTS CLAIMING HIGH PROTEIN IN CHINA
Source: Mintel GNPD

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Looking Forward

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IN ASIA BEAUTY FOODS MOVE INTO RTD – WILL
OTHER REGIONS ADOPT THIS TREND?
Unif Vegetable and Fruit
Juice (Malaysia)
Collagen 300mg and vitamins
B1, B2, D, C and E
Source: Mintel GNPD
Fix Youth Activating
Dietary supplement (US)
Contains no collagen but choline-
stabilised orthosilicic acid (ch-OSA)
that claims to regenerate collagen
24% growth
in beauty
drinks last
year

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Source:
BB Tea……
German’s belief in herbal remedies extend to beauty
Mintel GNPD
Kusmi Tea BB Detox Green Tea,
with Maté and Grapefruit Blend,
claimed to be perfect for beautiful
skin (Germany)

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• Collagen
• Hyaluronic acid
• Antioxidants
o Vitamin C
o Super fruits
 Acai
 Pomegranate
 Grape seed
KEY INGREDIENTS
EMERGING
INGREDIENTS
BEAUTY INGREDIENTS MAKING A SPLASH IN
DRINKS
• Astaxanthin
• Lactic acid
• Ornithine
• Sea buckthorn
• Maritime pine
bark
• L-glutathione
• Coffee fruit
• Mangosteen
(Garcina)
Combined with teas, fruit and soy based beverage
Source: Mintel GNPD

30. BEAUTY LEVERAGES PROVENANCE STORY FOR
NATURAL POSITIONING
Innisfree green
tea seed cream
Moisturising +
anti-oxidant
effect
Source: http://global.innisfree.co.kr

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Since 2012, the market
for FOSHU drinks has
been escalating with
the debut of a fat-
absorbing cola and fat-
burning coffee
beverages
.
Carnitine Tea Catechin
Aquarius Zero with Carnitine
Coca Cola (Japan)
Zero calorie sports drink featuring
carnitine which is said to help burn
fat.
Ginger and Lemon Sport Drink
Kao (Japan)
FOSHU certified ginger & lemon
sports drink featuring tea catechins
said to reduce body fat when
consumed regularly.
JAPAN LEADS INNOVATIONS IN SLIMMING AND FAT BURNING
BEVERAGES

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Suntory, Tea+Plus Original
Oolong Tea (Thailand)
Suntory, Tokucha
(Japan)
Featured patented OTPP
FOSHU certificed with polyphenol
(Quercetin glycoside) claimed to
activate an enzyme that breaks
down fat
POLYPHENOLS THE FOCUS NEW RECENT LAUNCHES
FOCUSED ON REDUCING FAT FROM APPLE AND TEA FIGHT FAT
Source: Mintel GNPD

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WHAT DOES IT ALL MEAN
Focus on natural ingredients especially those with intrinsic
natural health benefits
 Natural colours linked to natural sources - ‘superfood’
 Highlight natural sweeteners
 Utilise natural energy sources and TCM
Protein trend will develop more outside US and beyond dairy
 Protein benefits resonates well with most consumers and will extend
beyond muscle training to weight management
 Seniors will be the next target for protein claims
Looking forward - ingredients to watch are
 Beauty ingredients
 Slimming ingredients – catechins and polyphenols

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© 2014 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
Tel
Email
Pam Yates
Research Manager
Platforms APAC
+86 (21) 6032 7360
pyates@mintel.com
For full presentation please visit:
china.mintel.com/FBIF2014