HEALTH AND WELLNESS FOOD AND BEVERAGES TARGETING THE AGEING CONSUMER FOOD MATTERS LIVE María Mascaraque, PhD Food and Nutrition Senior Analyst November 2017
ABOUT EUROMONITOR INTERNATIONAL Euromonitor International: Strategic global market research 2
TARGETING THE AGEING CONSUMER CARDIOVASCULAR HEALTH BONE AND JOINT HEALTH
TARGETING THE AGEING CONSUMER Population is getting older around the globe 4
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) 90 90 80 70 60 50 North America 90 80 70 60 50 Western Europe 90 80 70 60 50 Eastern Europe 80 70 60 50 Asia Pacific 90 90 90 80 80 80 Healthy Life Expectancy at Birth 70 60 70 60 70 60 Life Expectancy at Birth Total Population 50 Latin America 50 MEA 50 Australasia
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
TARGETING THE AGEING CONSUMER Prevention outperforms treatment 7 Global Healthy Nutrition Vs OTC: Food The Most Valuable To Health Prevention OTC 2012 2017 2022 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 VDS 2012 2017 2022 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 HW Beverages 2012 2017 2022 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 HW Packaged Food 2012 2017 2022 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 2012/2017/2022 retail value sales rsp, USD mn, fixed 2016 exchange rates
Retail value sales (USD million, constant, fixed exchange rates) 2012 2017 2022 2012 2017 2022 2012 2017 2022 2012 2017 2022 2012 2017 2022 2012 2017 2022 2012 2017 2022 TARGETING THE AGEING CONSUMER Functional food and drinks dominate demand for HW products 8 Health and Wellness Evolution at Regional Level 2012-2022 300,000 250,000 200,000 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
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
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 2012 2017 2022 2012 2017 2022 2012 2017 2022 2012 2017 2022 Bone and Joint Health Cardiovascular Health Vision Health Brain Health and Memory
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
TARGETING THE AGEING CONSUMER CARDIOVASCULAR HEALTH BONE AND JOINT HEALTH
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)
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
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
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
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
TARGETING THE AGEING CONSUMER CARDIOVASCULAR HEALTH BONE AND JOINT HEALTH
BONE AND JOINT HEALTH Education is key for bone and joint health positioning 19
USD million BONE AND JOINT HEALTH Any excitement in the bone and joint health positioning 20 Leading Bone and Joint Health Juice Brands 2012-2016 510 Calcium for healthy bones 490 470 450 430 410 390 370 350 2012 2013 2014 2015 2016 Tropicana Minute Maid
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
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 2017-2022 3,000 2,500 2,000 1,500 1,000 500 0 2017 2018 2019 2020 2021 2022 China Brazil India RTD juices/blends Inclusive of all ages Naturally healthy Clean label Locally produced
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
BONE AND JOINT HEALTH Engage with the consumer through emotional branding 24
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
THANK YOU FOR LISTENING Q&A María Mascaraque Food and Nutrition Senior Analyst maria.mascaraque@euromonitor.com @MascaraqueMaria https://uk.linkedin.com/in/mariamascaraque