Food and Drink in the Future of Health and Wellness

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Abigayle Miles
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1 Food and Drink in the Future of Health and Wellness Presented by Helen King NHF Seminar 18 th October 21 Growing the success of Irish food & horticulture

2 Exploring the future of health and wellness What key opportunity spaces may emerge for food and drinks companies in the health, wellness and nutrition space to 2020, as consumer needs and expectations evolve? Key drivers shaping landscape Emerging trends 15 opportunity spaces

3 What is wellbeing?

4 What is wellbeing? The once revolutionary 1948 WHO definition of wellbeing emphasizes complete physical, mental and social wellbeing is today being challenged as unachievable

5 New definitions reflect current realities of modern life the ability to adapt and self manage in the face of social, physical, and emotional challenges

6 New definitions reflect current realities of modern life the ability to adapt and self manage in the face of social, physical, and emotional challenges

7 The big picture

8 The world is getting squeezed The world is getting squeezed

9 The world is getting squeezed The world The is future getting global squeezed landscape is dominated by three large issues: growing population, energy and resource shortages, and pressures on food and water supplies.

In addition to this, we re getting older Source: UN Population database Everywhere except Africa will be ageing by 2030 Median Age 2000 20 2050 World 26.

10 In addition to this, we re getting older Source: UN Population database Everywhere except Africa will be ageing by 2030 Median Age World Africa Asia Europe Latin America Northern America Oceania

11 We re living apart The fastest growing household unit over the next 5-10 years will be single person households

12 And we re getting fatter An estimated 42 million children The fastest under growing the age household of 5 are unit overweight the next 5-10 years will be single person households

13 Lifestyles diseases are becoming a growing problem By 2030 there will be 439 million people with diabetes 7.7% of the world population

14 Resource shortages and spiralling healthcare costs are forcing society to rethink traditional models of healthcare

Resource shortages and spiralling healthcare costs are forcing society to rethink traditional models of healthcare We are seeing consumers take a

15 Resource shortages and spiralling healthcare costs are forcing society to rethink traditional models of healthcare We are seeing consumers take a more proactive attitude of wanting to take charge, to be empowered, and take different approaches (to managing health) A leading expert on brain science

16 Focus on nutrition

17 Food is seen as the route to better health 54% of global consumers saying that they regularly eat foods they think are healthy in order to improve your sense of wellbeing

18 There are a number of opportunities emerging in the nutrition space Hidden and healthy I want to give my kids healthy food that they will enjoy eating Simple but good I want my children to eat healthy foods that are free from nasties Food as fuel I want food and drink that help me perform at my best Ageing Well I want to act and feel younger for longer New frontiers of digestive health I want to get the most out of the food I eat Healthier by nature I want healthier versions of the foods I love that still taste great Brain food I want to boost my concentration, focus and mental stamina Dialling up nature I looking for natural solutions for boosting my health Mood food I want to the food I eat to make me feel happier

want to feel fuller for longer Food shelf

drinks that can help me address my specific

my family, making sure we get the nutrients

19 There are a number of opportunities emerging in nutrition space Fill me up I want to feel fuller for longer Food shelf of the future I m interested in foods and drinks that can help me address my specific health needs Renewal food I want my body and mind to be restored whilst I sleep Beauty from within I want to eat foods that help me look my best High benefit, low impact I want to be able to feed myself and my family, making sure we get the nutrients we need Designed for me I want solutions that are tailored to me

20 These opportunities can be mapped out over time Ageing Well Mood food Beauty from within Hidden and healthy New frontiers of digestive health Dialling up nature Fill me up Simple goodness Food as fuel Healthier by nature Brain food Food shelf of the future Renewal food High benefit, low impact Designed for me 2 to 5 years 10 to 20 years

These opportunities can be mapped out over time Ageing Well Mood food Beauty from within Hidden and healthy New frontiers of digestive health Dialling up nature Fill me

21 These opportunities can be mapped out over time Ageing Well Mood food Beauty from within Hidden and healthy New frontiers of digestive health Dialling up nature Fill me up Simple goodness Food as fuel Healthier by nature Brain food Food shelf of the future Renewal food High benefit, low impact Designed for me 2 to 5 years 10 to 20 years

22 Hidden and healthy I want to give my kids healthy food that they will enjoy eating Creative formats, flavours and textures of food and drinks that appeal to children and meet nutritional needs

23 Hidden and healthy I want to give my kids healthy food that they will enjoy eating For adults, the focus is on food that is enjoyable, that tastes good, and then is healthy..this is reverse for children. Mothers will spend a lot more to ensure their child s health Dr Ruth M. DeBusk Geneticist and Registered Dietitian

Mothers will spend a lot more to ensure their child s health Dr Ruth M.

24 Hidden and healthy I want to give my kids healthy food that they will enjoy eating For adults, the focus is on food that is enjoyable, that tastes good, and then is healthy..this is reverse for children. Mothers will spend a lot more to ensure their child s health Dr Ruth M. DeBusk Geneticist and Registered Dietitian Ella s kitchen produce foods that are fun, convenient to use as well as natural and organic Tesco introduces rainbow cauliflower to appeal to kids

25 Brain food I want to boost my concentration, focus and mental stamina Food and drink that optimises mental energy, acuity and alertness

26 Brain food I want to boost my concentration, focus and mental stamina Today an increasing number of healthy people are using drugs without a prescription as a way to improve their mental function (neuro-enhancement). A surprising number of students are turning to drugs like Adderall and Ritalin, originally developed to treat attention disorders, to boost their brain power and help them make the grade. Source: CBS News, April 20

Brain food I want to boost my concentration, focus and mental stamina Today an increasing number of healthy people are using drugs without a prescription as a way to improve their mental function

27 Brain food I want to boost my concentration, focus and mental stamina Today an increasing number of healthy people are using drugs without a prescription as a way to improve their mental function (neuro-enhancement). A surprising number of students are turning to drugs like Adderall and Ritalin, originally developed to treat attention disorders, to boost their brain power and help them make the grade. Source: CBS News, April 20 A truly functional drink that helps you focus with no caffeine, no processed sugar and no fake anything. Chewing gum that promotes mental focus, Sweden

28 Healthier by nature I want healthier versions of the foods I love that still taste great Healthy reformulation using new sources of ingredients from nature that deliver great taste and additional health benefits, without the need for additives

Healthier by nature I want healthier versions of the foods I love that still taste great Seaweed, is a rich source of structurally diverse bioactive compounds with valuable nutraceutical properties

29 Healthier by nature I want healthier versions of the foods I love that still taste great Seaweed, is a rich source of structurally diverse bioactive compounds with valuable nutraceutical properties Interest in the application of such compounds as natural antioxidants, antimicrobial or texturing agents in different food products is greater than ever Source: Dr Nissreen Abu-Ghannam, Dublin Institute of Technology, June 21 A part of its self imposed targets on reformulation, PepsiCo wants 50% of its savoury snacks to be baked or include positive nutrition by 25. Source: The Future of Digestive Health Food and Drinks Business Insights, Aug 21

30 Renewal food I want my body and mind to be restored whilst I sleep Food and drink products that deliver physical and mental benefits whilst you sleep

31 Renewal food I want my body and mind to be restored whilst I sleep We are starting to see an increase in foods that impact our sleep and revival.these will hit the mainstream very hard Source: Head of nutrition, Leatherhead foods Beauty drink that works whilst you sleep, US

32 Renewal food I want my body and mind to be restored whilst I sleep We are starting to see an increase in foods that impact our sleep and revival.these will hit the mainstream very hard Source: Head of nutrition, Leatherhead foods Beauty drink that works whilst you sleep, US

33 Food shelf of the future I m interested in foods and drinks that can help people like me address our common health needs Use of population wide genotype analysis to create food and drinks to target common health concerns

34 Food shelf of the future I m interested in foods and drinks that can help people like me address our common health needs Disease-focused targeting will improve, creating a clear demand for more personalized nutrition. The demand for foods which offer health benefits and even promote disease prevention will become more important in order to avoid the long term costs Source: Business Insights, The Future of Targeted Functional and Wellbeing Food and Drinks report, 20 Drinks with added lutein for improving and safeguarding long term macular health, Korea and US The National Institute of Industrial Milk Technology in Argentina have developed a 'super-milk' high in conjugated linoleic acid (CLA) which decreases the chance of developing diabetes

Food shelf of the future I m interested in foods and drinks that can help people like me address our common health needs Disease-focused targeting will improve, creating a clear demand for more

35 Food shelf of the future I m interested in foods and drinks that can help people like me address our common health needs Disease-focused targeting will improve, creating a clear demand for more personalized nutrition. The demand for foods which offer health benefits and even promote disease prevention will become more important in order to avoid the long term costs Source: Business Insights, The Future of Targeted Functional and Wellbeing Food and Drinks report, 20 Drinks with added lutein for improving and safeguarding long term macular health, Korea and US The National Institute of Industrial Milk Technology in Argentina have developed a 'super-milk' high in conjugated linoleic acid (CLA) which decreases the chance of developing diabetes

36 Designed for me I want solutions that are tailored to me The use of genetic profiling from birth to develop personalised food and drinks that optimise life long wellness

37 Designed for me I want solutions that are tailored to me The falling cost of sequencing means that we are rapidly approaching an era in which access to personalized genomic information is likely to be widespread. Source: Nature Review: Genetics, Feb 20 Genetic based weight loss supplement, US

38 What this means for the food and drink industry

39 Will we see the death of the mass health foods market?

40 Can food & drink manufactures become credible custodians of health?

41 Is focussing on nutrition alone enough?

42 Sustaining the environment? Sustaining health?

43 What does success in the nutrition space look like?

GLOBAL INSIGHT SERIES. Global Baking Insights: Gluten-Free Bread Consumption

GLOBAL INSIGHT SERIES. Global Baking Insights: Gluten-Free Bread Consumption Global Baking Insights: Gluten-Free Bread Consumption Gluten-Free bread is moving mainstream, creating huge innovation opportunities for bakeries The baking industry has experienced significant change