Two of the most important trends in the global food and drinks industry are the increasing consumer demand for products that can provide functional solutions to their health needs, and for products that tap into consumers’ increasing demand to live lifestyles that are less environmentally damaging than previously (without compromising the quality or quantity of consumption they take on).
Our analysis of sustainable food and drinks and of superfoods markets confirmed that there is a strong overlap in terms of consumer groups and consumer motivations for purchase. Product innovation analysis shows that the extent to which this opportunity is being exploited is so far relatively limited. This report highlights key innovation, market and consumer trends to allow marketers to better exploit the sustainable superfoods niche.
Key Features of this report
• Discussion of the meaning of ‘sustainable’ and ‘superfood’ and why these are relevant concepts
• Analysis and data covering global market for organic, Fairtrade and functional food and drinks
• Discussion of key consumer trends driving sustainable and superfood purchasing
• Category-by-category analysis showing market size and key innovation trends
• Analysis of innovation trends for leading global manufacturers and private label
• Case-study-driven analysis of the most innovative sustainable and positive-health products available in the market
• Discussion of current and expected regulatory environment
• Key conclusions on the future of the sustainable superfoods market
• Survey data highlighting key industry figures’ views on the importance of sustainability and superfoods to their businesses
Key benefits from reading this report
• Understand the key issues in sustainable food & drinks production and marketing.
• Understand the trends driving superfoods uptake, and why the term is relevant to your business.
• View the key innovation trends in sustainable and positive health foods, including both data-driven analysis and case studies of innovative products.
• Understand the focus for the leading global food manufacturers and private label retailers in terms of sustainability and positive health.
• Prompt your marketing and NPD teams with product and marketing ideas from around the world.
• Become fully aware of the current and expected global regulatory environment concerning sustainability and superfood product claims.
Key findings of this report
65% of industry respondents believe that the same kind of consumers are interested in sustainable foods as superfoods, confirming our assessment that the two trends share many of the same drivers.
The most important categories where sustainable superfoods were considered relevant are bakery & cereals, dairy foods and ready meals. Soft drinks were also considered relevant by a majority of respondents. Although a majority of respondents believed that snack categories – savory snacks and confectionery – were not relevant, a sizeable minority of 24% believed that there was relevance
While Nestlé and Unilever easily top the sustainability table, other global brands are further down. Retailer brands are important, with US chains HE Butt and Supervalu, and UK co-operative chain John Lewis, appearing in the top 10.
Nestlé is the market leader for positive health claims by a significant margin, while the rest of the top 10 features global major players Kraft, Danone, Unilever, Kellogg, PepsiCo, Coca-Cola, General Mills, Novartis and Campbell.
Private label products featured only one positive health claim – high vitamins – in their top 20 claims. However, three of their top 20 claims were sustainability-based: organic was the second-most prevalent of all private label claims, natural was fifth-most important, and ‘environmentally friendly’ was 19th.
In most regions – including the US, Japan, Canada, Australia and New Zealand, the term ‘superfood’ is unregulated – but in the EU, a ‘superfood’ must now meet at least one approved specific health claim.
‘Natural’ is the second-most popular product claim among positive health products, highlighting the strong potential for overlap between the sustainability and positive health groups. ‘Organic’ is also in the top 10.
Key questions answered by this report
• What sustainability strategies should companies use, at corporate and product level?
• What factors make consumers choose to purchase superfoods?
• To what extent are sustainability and superfoods driven by the same trends?
• What are the current and forecast market sizes for organic, Fairtrade and functional food and drinks in major global markets?
• What are the most important sustainability and positive health claims associated with new product launches in the food and drinks industry?
• Which sustainable and health claims can companies make in the current regulatory environment?
• Which food and drinks categories are relevant to sustainable foods, and how will they perform country-by-country over the next five years?
• How can companies best benefit from the sustainable superfoods trend?
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