HEALTH AND WELLNESS FOOD AND BEVERAGES TARGETING THE AGEING CONSUMER FOOD MATTERS LIVE

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1 HEALTH AND WELLNESS FOOD AND BEVERAGES TARGETING THE AGEING CONSUMER FOOD MATTERS LIVE María Mascaraque, PhD Food and Nutrition Senior Analyst November 2017

2 ABOUT EUROMONITOR INTERNATIONAL Euromonitor International: Strategic global market research 2

3 TARGETING THE AGEING CONSUMER CARDIOVASCULAR HEALTH BONE AND JOINT HEALTH

4 TARGETING THE AGEING CONSUMER Population is getting older around the globe 4

5 years years years years years years years TARGETING THE AGEING CONSUMER Life longer but not healthier 5 Healthy Life Expectancy versus Life Expectancy by Region (2016) North America Western Europe Eastern Europe Asia Pacific Healthy Life Expectancy at Birth Life Expectancy at Birth Total Population 50 Latin America 50 MEA 50 Australasia

6 TARGETING THE AGEING CONSUMER Old is the new young 6 Baby Boomers redefining ageing Burgeoning market for "age management Holistic lifestyles Adapting to the mature consumer

7 TARGETING THE AGEING CONSUMER Prevention outperforms treatment 7 Global Healthy Nutrition Vs OTC: Food The Most Valuable To Health Prevention OTC , , , , , , , , , ,000 VDS , , , , , , , , , ,000 HW Beverages , , , , , , , , , ,000 HW Packaged Food , , , , , , , , , , /2017/2022 retail value sales rsp, USD mn, fixed 2016 exchange rates

8 Retail value sales (USD million, constant, fixed exchange rates) TARGETING THE AGEING CONSUMER Functional food and drinks dominate demand for HW products 8 Health and Wellness Evolution at Regional Level , , ,000 Organic Free From 150,000 Naturally Healthy (NH) Fortified/Functional (FF) 100,000 Better For You (BFY) 50,000 0 Asia Pacific North America Western Europe Latin America Middle East and Africa Eastern Europe Australasia

9 TARGETING THE AGEING CONSUMER Prime positioning in order to tackle ageing consumer 9 Global Retail Value Sales by Prime Positioning (USD billion) 2017 General Well-being USD366.1 billion Weight Management USD127.3 billion Digestive Health USD66.4 billion Energy Boosting USD35.4 billion Free-from USD32.6 billion Oral/Respiratory Health USD19.4 billion Endurance USD19.1 billion Bone and Joint Health USD15.8 billion Cardiovascular Health USD8.3 billion Vision health USD5.4 billion Brain Health and Memory USD5.1 billion Immune Support USD3.5 billion Others USD0.99 billion

10 Retail value sales (USD million, constant, fixed exchange rates) TARGETING THE AGEING CONSUMER Ageing-related positionings need reinvigorating 10 20,000 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Performance of ageing related positionings Bone and Joint Health Cardiovascular Health Vision Health Brain Health and Memory

11 TARGETING THE AGEING CONSUMER Key criteria to succeed in cardiovascular and bone health 11 Education is essential Movement towards naturally functional Health claims to support trust Connect with the consumer

12 TARGETING THE AGEING CONSUMER CARDIOVASCULAR HEALTH BONE AND JOINT HEALTH

13 CARDIOVASCULAR HEALTH Go for approved claims with a natural perception 13 Ingredients Linked with Approved Cardiovascular Health Claims by the European Commission Omega-3 (ALA, DHA, EPA) Betaine Calcium Choline Folate Betaglucans Glucomannan Guar gum HPMC Linoleic acid Monascus purpureus Oleic acid Pectins Plant sterols/ stanols Potassium Reduced content of SFA Reduced content of sodium MUFA/ PUFA Vitamin K Vitamin C Vitamin B6 Vitamin B12 Walnuts Thiamine Chitosan Iron Olive oil polypheno ls Riboflavin (Vitamin B2)

14 CARDIOVASCULAR HEALTH Oats remain at the heart of new product developments 14 high in fibre lower cholesterol for a healthy heart good for your heart

15 CARDIOVASCULAR HEALTH Coca-Cola Plus to support health in the ageing population 15 Prevent the absorption of fat from meals, and restrain the rise of blood neutral fats after meals 0 Calorie / FOSHU beverage certificated by Consumer Affairs Agency, Government of Japan Have a well-balanced diet

16 CARDIOVASCULAR HEALTH Heart health related ingredients to watch out 16 Algae emerge as a great plant-based source of high-quality omega-3 Curcumin and resveratrol on the spot DHA extracted from microalgae Chorella Spirulina Resveratrol dark chocolate Curcumin

17 CARDIOVASCULAR HEALTH The Heart Healthy Challenge 17 Intended to encourage healthier eating and regular exercise with its customers Aim: Identify and highlight heart healthy items on the menus of its partner restaurants #chefshuttlehearthealthychallenge

18 TARGETING THE AGEING CONSUMER CARDIOVASCULAR HEALTH BONE AND JOINT HEALTH

19 BONE AND JOINT HEALTH Education is key for bone and joint health positioning 19

for healthy bones 490 470 450 430 410 390

20 USD million BONE AND JOINT HEALTH Any excitement in the bone and joint health positioning 20 Leading Bone and Joint Health Juice Brands Calcium for healthy bones Tropicana Minute Maid

21 BONE AND JOINT HEALTH A plethora of ingredients can offer bone and joint health benefits 21 Ingredients Linked with Approved Cardiovascular Health Claims by the European Commission Vitamin K2 Nattō, cheese, butter, egg yolks Calcium Magnesium Phosphorus Vitamin C Vitamin D Vitamin K Vitamin D Cow milk, soy beans/soy milk, kale Zinc Manganese Protein Copper Xylitol Calcium Kale, collard greens, broccoli, oranges, kiwis, figs, strawberries, dried prunes, rhubarb, sesame or nuts

22 USD million BONE AND JOINT HEALTH Nutritious fruit/vegetable juices to target bone health 22 NH Fruit/Vegetable Juice: Fastest Growing Countries at a Global Level ,000 2,500 2,000 1,500 1, China Brazil India RTD juices/blends Inclusive of all ages Naturally healthy Clean label Locally produced

23 BONE AND JOINT HEALTH Moving bone and joint positioning beyond juice 23 Organic vegan soups Organic vegan paté Moringa set to be the new top superfood

24 BONE AND JOINT HEALTH Engage with the consumer through emotional branding 24

25 KEY RECOMMENDATIONS Key recommendations 25 Tailor marketing strategies to be more inclusive of all ages Work on education to reinvigorate key ageing-related positionings Focus on the naturally healthy trend Engage with consumers through approved health claims and emotional perspective

26 THANK YOU FOR LISTENING Q&A María Mascaraque Food and Nutrition Senior

Annex List of permitted health claims

Europaudvalget 2011-12 EUU alm. del Bilag 145 Offentligt FVM 962 Annex List of permitted health claims Nutrient, substance, food or food Activated charcoal Alpha-linolenic acid (ALA) Arabinoxylan produced