Report Detail

November 2021

10 Key Trends in Food, Nutrition & Health 2022

PDF: 162 pages Powerpoint: 479 slides

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Everyone knows what the trends are in health & nutrition. But New Nutrition Business 10 Key Trends is the only document that identifies the most important growth trends, and spells out the strategies you can use to connect to them – and create success for your business. It is unique in the food and beverage industry.

Written in an interesting and engaging style – unlike many industry publications – by people who have both industry experience and scientific knowledge, this is the only report that tells you the what, the why and – most importantly – the how, using real-world examples. This is why, for two decades, the smartest people in the business have used 10 Key Trends as a practical tool to help formulate strategy and innovation planning.

To help you figure out your strategy and NPD plans, 10 Key Trends sets out:

The 10 most important growth trends in nutrition & health.
The consumer, market and science drivers for each trend.
The direction of travel for each trend.
Which strategies you can use for each trend.
Which strategies are established paths and which are emergent opportunities.
Which strategies are higher-risk and which are lower-risk.
How each strategy is developing, using real-world examples.
Examples of failed strategies to help you avoid repeating common mistakes.

This report, both in its PDF and PPT forms, is laid out so that you can easily incorporate the data into your own presentations and use it with colleagues and customers.

Who will benefit from reading 10 Key Trends?

Brands, big or small, looking for a strategy direction or wanting to refine their strategy
Ingredient suppliers trying to understand the opportunities for their products and how to help their customers succeed
Researchers trying to figure out how to commercialise nutrition science
Start-ups (or anyone contemplating a start-up)
Investors looking to place their money wisely

For two decades, hundreds of companies have used 10 Key Trends as a way to formulate strategy and think about product development. Companies from American to Japan, Australia to France, and Sweden to South Korea all rely on this report and find themselves returning again and again to 10 Key Trends for guidance.

Introduction
Key Trend summaries
Category opportunities
Mega Trend 1: Naturally Functional
Mega Trend 2: Fragmentation of health beliefs
Mega Trend 3: Weight Wellness
Mega Trend 4: Snackification at the heart of strategy
Mega Trend 5: Sustainability
Key Trend 1: Carbs – better & fewer
Key Trend 2: Digestive Wellness diversifies
Key Trend 3: Fat fuels growth
Key Trend 4: Plants made convenient
Key Trend 5: Animal protein powers on
Key Trend 6: The plant protein paradox
Key Trend 7: Sweetness reinvented
Key Trend 8: Mood & mind
Key Trend 9: Emerging nutrient density
Key Trend 10: Provenance & authenticity

Charts
Chart 1: Global online searches for selected ingredients
Chart 2: Brands in this report on the nutritional product life-cycle
Chart 3: Naturally functional ingredients beat science-based on social media
Chart 4: Where do consumers get information about health and nutrition?
Chart 5: Consumers’ views of what’s healthy are split
Chart 6: Worldwide Google searches for weight loss
Chart 7: Health benefits sought from food
Chart 8: What does sustainability mean to consumers?
Chart 9: Global food & beverage launches with “biodegradable” and/or “recycled” packaging components
Chart 10: Carbohydrate foods that people claim to be trying to consume less of
Chart 11: Published studies on low carbohydrate eating patterns in connection with diabetes and obesity reduction are growing steadily
Chart 12: Reducing carbs and sugar are top consumer behaviours
Chart 13: Motivators for adopting a new diet
Chart 14: Trend Diamond – Key Trend 1, Carbs
Chart 15: Product Life-cycle – Key Trend 1, Carbs
Chart 16: Consumer interest in ‘probiotics’ and ‘microbiome’ on Instagram
Chart 17: Probiotics have become a hygiene factor in yogurt and are not high on consumers’ list of motivations
Chart 18: New probiotic categories such as kefir and fermented vegetables register with a niche of consumers
Chart 19: Scientific human studies on probiotics and specific health benefits 2018–YTD2021
Chart 20: Top 5 categories of probiotic product launches in the US, 2010-2021 YTD Sept
Chart 21: US kombucha tea retail sales, 2015-2020
Chart 22: US Google searches for probiotics, prebiotics, fiber
Chart 23: Percentage of US consumers 55+ who agree that breakfast cereals are good for digestive health
Chart 24: Product launches with prebiotics, inulin, chicory root fibre
Chart 25: Lactose-free milk has caught up with almond milk (sales $m)
Chart 26: Global launches of food & beverage products with a “grain-free” claim
Chart 27: Published scientific studies on “goat milk”
Chart 28: Gluten-free has become a reassurance label, not a growth driver
Chart 29: Gluten-free food & drink products launched in EU, 2010-2021 YTD (Aug)
Chart 30: Gluten-free food & drink products launched in the US, 2010-2021 YTD (Aug)
Chart 31: High FODMAPs foods that athletes eliminate to reduce GI symptoms and improve performance
Chart 32: Food & beverage launches with FODMAP claims, 2016-2021 YTD (Sept)
Chart 33: Trend Diamond – Key Trend 2, Digestive Wellness
Chart 34: Product Life-cycle – Key Trend 2, Digestive Wellness
Chart 35: US consumers are losing their fear of fat
Chart 36: % of consumers who think these fats are healthy (USA)
Chart 37: % of consumers who think these fats are healthy (Brazil)
Chart 38: Percentage who agree that the following is a main cause of weight gain (all 5 countries)
Chart 39: Percentage of people who think the following “fat foods” are healthy
Chart 40: “Full fat” food products launched worldwide
Chart 41: US sales of whole milk retail, 2016 to 2021 (US$bn)
Chart 42: Instagram posts on keto
Chart 43: Global food & bev launches “low fat” vs “keto”
Chart 44: Trend Diamond – Key Trend 3, Fat
Chart 45: Product Life-cycle – Key Trend 3, Fat
Chart 46: Top five product categories that Europeans say they ate more of in 2020 (n=5,000)
Chart 47: Vegetable pasta/rice/noodles product launches in the US
Chart 48: Human studies on curcumin
Chart 49: Human studies on ginger
Chart 50: Global fruit & vegetable powder launches are increasing
Chart 51: Lactose-free dairy catches up with almond – and dwarfs all other plants (sales $)
Chart 52: Danone total plant-based revenue
Chart 53: Trend Diamond – Key Trend 4, Plants made convenient
Chart 54: Product Life-cycle – Key Trend 4, Plants made convenient
Chart 55: Animal proteins have multiple competitive advantages and brands are building on them
Chart 56: Multiple consumer motivations for choosing protein
Chart 57: Global launches of meat, fish and egg products promoted for being environmentally sustainable, 2016-Sep 2021
Chart 58: Global launches of dairy products promoted for being environmentally sustainable, 2016-Sep 2021
Chart 59: Global launches of dairy, meat, fish and egg products promoted for being grass-fed, 2016-Sep 2021
Chart 60: Global launches of dairy, meat, fish and egg products promoted for being carbon neutral, 2016-Sep 2021
Chart 61: Social media attention to collagen is high and increasing
Chart 62: Google searches for collagen outstrip probiotics
Chart 63: The number of published human studies on collagen has been increasing since the 90s
Chart 64: US product launches with collagen claims
Chart 65: Global product launches with collagen claims
Chart 66: Google searches for “cheese snacks”, 2016-June 2021
Chart 67: Global launches of cheese snacks, 2016-Sep 2021
Chart 68: Meat snack sales keep on growing – at double the rate of plants
Chart 69: Chicken snack launches 2015-2021 YTD
Chart 70: Trend Diamond – Key Trend 5, Animal protein
Chart 71: Product Life-cycle – Key Trend 5, Animal protein
Chart 72: Taste, price most important when choosing protein
Chart 73: Natural, organic, non-GMO most important when shopping for protein
Chart 74: Number of Instagram posts using the hashtag #chickpea, 2020 vs 2021
Chart 75: Additional sales value of meat vs meat substitutes in 2020 (US$)
Chart 76: Beyond Meat sales grow – and so do losses
Chart 77: Global retail launches of plant-based protein powders have surged
Chart 78: Trend Diamond – Key Trend 6, Plant proteins
Chart 79: Product Life-cycle – Key Trend 6, Plant proteins
Chart 80: Avoiding sugar is the number one dietary behaviour (all 5 countries)
Chart 81: % of consumers limiting/avoiding sugar
Chart 82: % of consumers advised by health professionals to avoid sugar
Chart 83: Primary reasons for consumers cutting sugar intake
Chart 84: Worldwide surges in launches of food and drink products containing allulose
Chart 85: What info on the Nutrition Facts carbs label has the biggest influence on purchase?
Chart 86: Natural sweeteners on Instagram
Chart 87: Worldwide food & beverage products launched with selected natural sweeteners
Chart 88: % of consumers who eat chocolate to boost their mood and mental wellbeing
Chart 89: Trend Diamond – Key Trend 7, Sweetness reinvented
Chart 90: Product Life-cycle– Key Trend 7, Sweetness reinvented
Chart 91: Foods consumers claim to be eating to boost mood and mental wellbeing
Chart 92: Instagram reveals limited consumer interest in most mind & mood ingredients – except caffeine
Chart 93: Younger consumers are more likely to eat for mood and mental wellbeing
Chart 94: Global Google searches for selected mood ingredients, 2018-2021 YTD
Chart 95: Published scientific articles on the “gut brain axis”
Chart 96: Trend Diamond – Key Trend 8, Mood & mind
Chart 97: Product Life-cycle – Key Trend 8, Mood & mind
Chart 98: Nutrient density matters for strategy because of its connections
Chart 99: Published human studies on nutrient density & specific health conditions
Chart 100: Published human studies on “nutrient density”
Chart 101: Over half of US consumers claim to seek out nutrient dense foods at least some of the time
Chart 102: Nearly half of US consumers agree that packaged foods can be nutrient dense
Chart 103: Instagram posts on ‘nutrient dense’ exceed ‘prebiotics’
Chart 104: Food & beverage launches in North America with nutrient density related claims
Chart 105: Food & beverage launches in North America with nutrient density related claims vs “fortified”
Chart 106: Trend Diamond – Key Trend 9, Nutrient density
Chart 107: Product Life-cycle – Key Trend 9, Nutrient density
Chart 108: Global food & beverage launches “local”, “authentic”, “artisanal”
Chart 109: % of diet which is ultra-processed foods, northern vs southern Europe
Chart 110: Real Greek yoghurt sells at a premium price
Chart 111: Trend Diamond – Key Trend 10, Provenance & authenticity
Chart 112: Product Life-cycle – Key Trend 10, Provenance & authenticity

Tables
Table 1: Nutrition comparison, Oroweat standard vs small slices
Table 2: Fat strategies compared
Table 3: Two types of usually-required plant-based ingredients
Table 4: Functional hierarchy of plant-based ingredients
Table 5: Anti-nutritional factors found in plant-based sources of protein
Table 6: Vegan cheese vs. cheese: a nutritional comparison
Table 7: Vegan cheese vs. cheese nutrition compared, grams per 100 calories
Table 8: Two buzzwords in Mood

Contents