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 Nestl 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.
Nestl 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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A message to UC Berkeley from MILO and the Berkeley Patriots
Berkeley “Free Speech Week,” an event organized by student group the Berkeley Patriot and underwritten by MILO Inc., will occur as scheduled, running from September 24 to September 27 on the campus of UC Berkeley, despite attempts by the university to use bureaucratic maneuvers and strategic media leaks to disrupt the event and dissuade headline speakers from attending.
The paperwork was filed on deadline, and MILO, Inc. transferred the required $65,758.76 to UC Berkeley to arrive at 8 AM ET Monday. Nevertheless, the University has not yet indicated it will grant access to Wheeler and Zellerbach. This move represents the latest in a stream of administrative efforts by UC Berkeley officials to shut down or damage Free Speech Week.
A paper trail of dozens of emails (available to journalists upon request) shows that questions about security, refunds, and insurance policies from the student group were ignored by the administration of UC Berkeley for more than three weeks.
“On the advice of our attorney, we had asked the University to amend the contracts for Wheeler and Zellerbach to provide for a partial refund if the University cancelled the event,” said a member of the Berkeley Patriot familiar with the situation. “Given the University’s history of cancelling conservative events, this was an entirely reasonable request, but they evaded our question for weeks.
“When the University’s Interim Vice Chancellor finally did email us a contract at 3:30PM ET last Friday, the contract lacked the refund provision entirely. Instead it came with a 90-minute deadline that we had to sign and pay $65,000 that day. We signed and returned it immediately, but the Interim Vice Chancellor refused to accept it anyway.”
“It’s quite simple: The University didn’t want the event to happen, but they couldn’t cancel outright, so they needed to make it look like it was our own fault,” said Pranav Jandhyala, News Editor for the Berkeley Patriot. “What we’ve experienced throughout this entire four months has been bureaucratic stonewalling.
While the administrators were ignoring over 20 calls and emails from the student group between Wednesday and Friday of last week, they were making calls to journalists, attempting to sow fear, uncertainty and doubt about whether Free Speech Week would proceed. UC Berkeley spokesperson Dan Mogulof told the Los Angeles Times that the Berkeley Patriots had not filed the appropriate paperwork and maliciously hinted that the entire event might be cancelled, in a story published hours before the university’s abrupt and arbitrary deadline.
The University’s attempt to deny the Berkeley Patriot access to Wheeler and Zellerbach is not the only bureaucratic obstacle the University has thrown in front of the event. Earlier this month, UC Berkeley spokesperson Dan Mogulof leaked a preliminary speaker list, which included author Ann Coulter and former chief strategist to the President Stephen K Bannon, to the Chronicle of Higher Education.
“The most charitable explanation is that UC Berkeley was trying to drum up opposition to the event. Actually, the university deliberately gave a heads-up to domestic terrorist organizations like Antifa, which got a month-long head start on Berkeley police,” said MILO.
According to students, the Interim Vice Chancellor earlier rescinded at the last minute an agreement with the Berkeley Patriot regarding the number of security applications required for the event. When it first booked Free Speech Week, the Berkeley Patriot had been told that only one security application was required, but Sutton altered the deal, informing the students they needed to file 12 separate security applications and criticizing them for not having done so already.
The University also waited until the last possible moment before informing the Berkeley Patriot that its insurance would not cover the event, forcing the student group to get a certificate of insurance from the event’s underwriter on short notice.
“Since it got sued last year for restricting its students’ free speech rights, Berkeley has been trying to virtue signal its support for free speech by hosting establishment-friendly conservatives like Ben Shapiro, even giving them massive discounts on fees,” said Milo Yiannopoulos, founder and Chief Creative Officer of MILO Inc. “But we represent the true frontier of free speech, and when it comes to genuine free expression UC Berkeley is terrified of leftist violence that the university has either quietly ignored or actively cultivated for years. Antifa thugs cannot be allowed to censor free expression, so we are going to Berkeley, and Free Speech Week is happening, whether they like it or not.”