Contents

10 Key Trends 2015
10 Key Trends in Food, Nutrition & Health 2015
Key Trend 1: Naturally functional – the strongest foundation for success
Key Trend 2: Snackification – paradise for start-ups, innovation without limits
Key Trend 3: Weight Wellness – market shifts mean opportunity for entrepreneurs
Key Trend 4: Protein – powered by “naturally functional”
Key Trend 5: Good carbs, bad carbs – the steady rise of good grains
Key Trend 6: Dairy 2.0 – making the most of dairy’s natural advantages
Key Trend 7: Free-from – the normalization of avoidance
Key Trend 8: Sugar – the new dietary demon?
Key Trend 9: A long, slow death for low fat?
Key Trend 10: Digestive wellness – the secret driver of other trends?

Chart & Tables

Chart 1: The Trend Diamond – What does it mean? 
Chart 2: The Nutritional Product Life Cycle 
Chart 3: Naturally Functional strategy propels Blue Diamond Almonds 
Chart 4: Chia connects to multiple key trends 
Chart 5: Quinoa connects to several key trends 
Chart 6: The Naturally Functional Trend Diamond 
Chart 7: The Naturally Functional life cycle 
Chart 8: Breakfast is the meal most often replaced by a snack 
Chart 9: The rise and fall of Special K’s weight management snacks business - sales plunge as the trend shifts 
Chart 10: Blue Diamond Nut Thins - snacking powered by Naturally Functional + Free-From 
Chart 11: Price comparison for oats pots 
Chart 12: Belvita - a disruptive innovation and NPD unconstrained by “old” thinking powers the snackification of breakfast 
Chart 13: Price comparison for Krave meat snacks 
Chart 14: The Snacking Trend Diamond 
Chart 15: The Snacking Life Cycle 
Chart 16: The top health concerns for consumers in south Asia 
Chart 17: In America even the mighty Special K brand is hit by Weight Wellness shifts. Will the decline continue? 
Chart 18: The unstoppable decline of Slim-Fast 
Chart 19: The Weight Wellness Trend Diamond 
Chart 20: The Weight Wellness Life Cycle 
Chart 21: The Protein Trend Diamond 
Chart 22: The Protein Life Cycle 
Chart 23: The Good Carbs, Bad Carbs Trend Diamond 
Chart 24: The Good Carbs, Bad Carbs Life Cycle 
Chart 25: Daisy Dairy Sour Cream sales 2009-2014 
Chart 26: The Dairy 2.0 Trend Diamond 
Chart 27: The Dairy 2.0 Life Cycle 
Chart 28: Launches in North America of new products claiming “gluten-free” – 2010 and 2013 compared 
Chart 29: Launches in Europe of new products claiming “gluten-free” – 2010 and 2013 compared 
Chart 30: The Free-from Trend Diamond 
Chart 31: The Free-from Life Cycle 
Chart 32: Obesity rates and sugar consumption compared 
Chart 33: The Sugar Trend Diamond 
Chart 34: The Sugar Life Cycle 
Chart 35: The Fat Trend Diamond 
Chart 36: The Fat Life Cycle 
Chart 37: Digestive health stays big in Japan 
Chart 38: The Digestive Trend Diamond 
Chart 39: The Digestive Life Cycle

Table 1: Dairy 1.0 versus Dairy 2.0 
Table 2: DR.X “self-experiment” results (2014)

Boxes

Box 1: Clean label – it’s a hygiene factor now, not a trend 
Box 2: Fast Energy – the days of opportunity are over 
Box 3: Chia gives a health halo 
Box 4: Quinoa benefits from the bold marketing of lifestyle brands 
Box 5: Protein has undergone a 15-year evolution 
Box 6: Arla’s Wing-Co drink offers 40% more protein 
Box 7: Danone Danio fights hunger 
Box 8: Ambrosial Greek gets started in China 
Box 9: Kraft packages protein “trinity” 
Box 10: Return of the doctor 
Box 11: Protein trend driven by fast-evolving science 
Box 12: Quorn Brand architecture UK 
Box 13: Bread and potato sales falling 
Box 14: The power of “sustained energy” trumps carb concerns 
Box 15: Weight management research favours good grains – and drives innovation focus 
Box 16: Big brands in denial over whole grains? 
Box 17: Taking quark from Scandinavia to the UK 
Box 18: New image, new opportunities for butter 
Box 19: Science increasingly debunks negatives about dairy and health – and underscores the positives 
Box 20: Chipotle makes free-from easy 
Box 21: Attention to taste boosts gluten-free sales for Nairns 
Box 22: Gluten-free retail sales trends 
Box 23: Gluten-free becoming a reassurance message 
Box 24: Why avoid gluten? 
Box 25: World’s first FODMAP food range gains ground in Australia 
Box 26: The lactose-free dairy market is small but growing fast 
Box 27: Gluten-free by home-delivery 
Box 28: Castus success 
Box 29: Dental and nutrition experts call for radical rethink on sugar 
Box 30: US soda battles with “strong headwinds” 
Box 31: Mexico’s ground-breaking tax on sodas has instant effect on sales 
Box 32: Changing opinions on fat 
Box 33: Surprising results of higher-fat diets 
Box 34: Digestive health a “wellness” issue, not a medical issue 
Box 35: Science will increase importance of gut health 
Box 36: Activia growing fast in China using same model that proved successful in the West