New Food: From Healthy to Nutritious to Clean and Ethical
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Euromonitor's Head of Health and Wellness Research, Ewa Hudson, presented this session on global trends in health and wellness positioned food products at Food Innovate in Amsterdam in May 2017.
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New Food: From Healthy to Nutritious to Clean and Ethical
- 1. NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL EWA HUDSON GLOBAL HEAD OF HEATH AND WELLNESS RESEARCH FOOD INNOVATE, AMSTERDAM MAY 2017
- 2. © Euromonitor International 2 HW* continues to outperform the wider food and soft drinks industries NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON -2% -1% 0% 1% 2% 3% 4% 0 500 1,000 1,500 2,000 2,500 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Year-on-Yeargrowth US$billion,fixedexchangerates Global Packaged Food 2011-2021 Packaged Food HW Packaged Food Non-HW Packaged Food y-o-y growth HW Packaged Food y-o-y growth -2% -1% 0% 1% 2% 3% 4% 0 100 200 300 400 500 600 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Year-on-Yeargrowth US$billion,fixedexchangerates Global Soft Drinks 2011-2021 Soft Drinks HW Soft Drinks Non-HW Soft Drinks y-o-y growth HW Soft Drinks y-o-y growth *HW – Health and Wellness
- 3. © Euromonitor International 3 Rise of organics NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON
- 4. © Euromonitor International 4 Social concerns rise over society, health, politics, environment, and current affairs; scandals get uncovered; food quality questioned NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON UK artificial colours concern Chinese food scandals US GMO labelling debate Fears over added sugar MSG linked to health effects Fears over aspartame Horse meat scandal Fears over sodium CONNECTED WORLD Fears over E- number safety
- 5. © Euromonitor International 5 TRANSPARENCY and SUSTAINABILITY key to building long-term trust NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON PEOPLE PLANETPROFIT Transparency Sustainability Companies recognise that they have moral responsibilities to all stakeholders that contribute to the success of the company and no longer should the sole purpose be profit. In this context, the planet is a key stakeholder, and with people and profit forms the three pillars of sustainability.
- 6. © Euromonitor International 6 8 95 165 193 398 0 200 400 600 800 Charity Locally Sourced Prominent Clean Label Religious Labels People/Values US$829 bn Ethical Labels driven by recycling, religious labels, clean label and local source NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON 32 62 70 580 653 0 200 400 600 800 Responsible Forestry Sustainable Palm Oil Sustainable Trade and Farming Recycling Label Environment/Sustaina bility 1 1 7 36 46 0 200 400 600 800 Grass Fed/Pasture Raised Free Range Marine Sustainability Vegetarian/Vegan Animal Welfare Ethical Labels 2015, World, Retail Value US$ billion, fixed exchange rates
- 7. © Euromonitor International 7 Top 5 countries by sum of brand sales with at least one ethical label NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON USA – EUR 195 bn Japan – EUR 91 bn Brazil – EUR 48 bn China – EUR 68 bn UK – EUR 43 bn
- 8. © Euromonitor International 8 Focus: Clean label. A tool to re-establish trust NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON US$ 129 bPackaged Food US$ 34 bSoft Drinks US$ 3 bHot Drinks
- 9. © Euromonitor International 9 Labelling reflects the commitments NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON
- 10. © Euromonitor International 10 Driving clean labels by key region NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON No Artificial Preservatives in W. Europe No Artificial Flavours popular across the board In Asia Pacific GMO is most prevalent 0 10 20 30 40 50 60 70 80 90 100 North America Western Europe Asia Pacific Australasia CleanLabelsby% No MSG No Artificial Sweeteners No Artificial Preservatives No Artificial Flavours No Artificial Colours No Artificial Additives GMO Free BPA Free All Natural
- 11. THANK YOU FOR LISTENING Q&A Ewa Hudson Global Head of Health and Wellness, Nutrition and Ethical Labels Research @ewa_hudson Responsible sourcing Sustainable Palm Oil Sustainability Fair trade Ethical labels Kosher Halal Vegetarian/Vega RAINFOREST ALLIANCE TERRACYCLE
Editor's Notes
- . The food industry is undergoing a radical change, as health conditions soar together with social concerns over society, health, and the environment. Consumers struggle to understand what is healthy, with the story of yesterday being contradicted by today’s news. Food quality is scrutinised more than ever. Rebuilding trust in our brands and redefining health have become key priorities. In her presentation Ewa will discuss: The changing world of health and wellness, from heavy reformulation to naturally nutritious to clean, with a focus on the most affected developed markets The potential for ethical labelling to create/rebuild trust in a brand. Which markets are the most active in ethical labelling, and which certifications hold the most value with consumers across packaged food and drinks How other values, such as locally-produced, authentic or produced to religious labels standards, resonate with consumers
- Organic bread and baby food are the largest in China
- uncovered
- Ethical Labels has its roots in stakeholder theory, which has come to be generally accepted an essential component of corporate competitive strategy. At its foundation this theory assumes that companies have moral responsibilities to all shareholders that contribute to the success of the company and no longer should the sole purpose of the company be to generate profit for shareholders. This also views the planet as a key stakeholder, and forms the three pillars of sustainability and essentially forms the backbone of the Ethical Labels system.
- Mexico 32,373.80 Italy 24,812.80 France 23,132.80 Canada 22,271.10
- How fear can manifest itself to the proximity of the scandal. When fear is out there, it is very hard to remove it. Shows the value of driving clean labels Preservatives most pop in W. Europe Flavours pop across the board Colours – similar weight to preservatives in w. europe but almost half of this is coming from the UK alone BPA free very category specific GMO free in Asia pacific – nearly 30% No artificial colours in australasia All natural in N.america with nearly a quarter -jg natural colours – companies going in that direction