Growing influence of ‘naturality’ in food production, according to report
The influence of ‘naturality’ over food and beverage product development will continue to grow in the coming year, according to the latest edition of New Nutrition Business’s trend-spotting report.
10 Key Trends in Food, Nutrition & Health 2013 says naturality has become “the direction people want to go in” and will shape and drive the market in the coming year as companies across all categories seek to ride the naturality wave.
The new report highlights consumer research conducted by Kampffmeyer Food Innovation, a Germany-based supplier of grain ingredients. The research findings show that 74% of people surveyed thought that ‘natural’ meant ‘healthier’, illustrating clearly just how strongly the idea of naturalness is connected to healthier products in the minds of consumers.
Meanwhile, several product categories go from strength to strength off the back of the naturality platform, including:
Coconut water – Sales are rocketing, powered by coconut water’s advantage – that it delivers ‘all-natural’ benefits. Germany-based Green Coco, Europe’s largest coconut water brand, experienced 60% sales growth in 2012 “without any marketing investment, no advertising”. In the US sales of coconut water jumped by more than 100% to at least $200 million (€155m) in the year to September 2012.
Snacking nuts – The Wonderful Pistachios brand has become one of the most successful healthy snack launches of the last decade. Retail sales grew from zero to more than $400 million (€308m) from 2008 to 2012.
Greek yogurt – The explosive growth of Greek yogurt in the US has been powered by the Chobani brand, with annual sales of over $1 billion (€770m) only four years after launch. Chobani’s success comes from many factors – one being its natural message. Advertising for Chobani carries the tagline: “Nothing but good”.
Julian Mellentin, author of 10 Key Trends in Food, Nutrition & Health 2013, said:
The 10 Key Trends in Food, Nutrition & Health 2013 report identifies and analyses the ten major forces that will define the food and beverage industry in the coming year. In full the key trends are:
- Fruits & vegetables
- Healthy snacking
- Packaging and premiumisation
- Digestive health
- Weight management
Source: New Nutrition Business