paul paquin, ph.d.“key trends in the healthy nutrition...
TRANSCRIPT
Paul Paquin, Ph.D.
François Couture, economist
Centre de recherche STELA
INAF, Université Laval, Québec
«LES TENDANCES DU MARCHÉ DE LA NUTRITION-SANTÉ ET LES DÉFIS EN
INNOVATION DE PRODUITS DANS LE SECTEUR LAITIER»
“KEY TRENDS IN THE HEALTHY NUTRITION
MARKET AND PRODUCT INNOVATION CHALLENGES IN THE DAIRY SECTOR”
Symposium STELA - FIL
FIL Canada May 14 Montréal
Institut des nutraceutiques
et des aliments fonctionnels
www.inaf.ulaval.ca
Key Trends “TREND” A key trend is one that represents a genuine growth opportunity On which a company can base a strategy intended to increase
sales, market share and profitability, through innovation and competitive marketing (positioning).
A trend has a direct connection to consumer needs Has some sort of link to science Can form the basis of a successful brand message Offers opportunities for genuine innovation Source : NNB, 2013
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Key trends in food, nutrition and health Which ones to target ? They must be meaningful in terms of the chosen nutrition-health
avenue They must be more than short-term (3-10 years)
They must allow businesses to develop and maintain effective
plans, innovations, and marketing strategies
They must reflect a comprehensive assessment of a wide range of information: consumer, market, regulatory, science, etc.
Institut des nutraceutiques
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Key Trends recognizable in 2013
Institut des nutraceutiques
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TECHNOLOGY CONSUMERS
LIFESTYLE CONSUMERS
MASS-MARKET CONSUMERS
Naturality
Energy
Fruit & Vegetables Solid line = sales volumes
Dairy
Seniors
SALES
Healthy Snacking
Packaging & Premiumisation
Digestive health
Weight Management
Immunity
Broken line = unit selling price
6% - 8% of consumers 20% - 25% of consumers 67% - 74% of consumers
Source: Mellentin & Wennström, The Food & Health Marketing Handbook TIME
Market segmentation based on trends according to NNB
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Micro-trends «Micro-trends» Represent opportunities for business development that are speculative and not significant but could become major. Factors such as technology, perceived benefits, consumer
needs, branding, marketing, and regulatory aspects, remain uncertain or in development.
Trends representing major development opportunities
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Micro-trends
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Trends categorization
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Categories and opportunities: understanding overlaps
1. Benefits: The benefit the consumer obtains from a product. Not from just seeing some interesting ingredient on the label; From the meaning of specific benefits to him or her.
2. Products: The food categories expected to become the most significant for the delivery of health benefits to the consumer: Dairy, fruits and vegetables, “good grains” All three overlap with Naturality (Key Trend 1) Dairy products are positioned as the most credible means of
delivery of numerous health benefits.
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Categories and opportunities: understanding overlaps
3. Nutritional needs: Nutritional needs as a whole for specific groups, such as seniors A nutritional need may encompass several types of benefits; In fact, seniors make up by far the largest group having
specific needs.
4. Systems: Refer to the elements surrounding a product that enable it to reach the targeted market Packaging, service, distribution
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Key trends in the dairy sector Strong natural image
Dairy enjoys a strong “naturally healthy” image in the minds of consumers and has become a credible category for health messages.
Potential as a source of ingredients Scientific evidence for the benefits of dairy proteins continues to mount. Protein is emerging as an essential constituent in support of healthy aging.
New opportunities from science Recent data suggest that dairy fat has been getting a bad rap. Much research is focused on proteins, digestibility, etc.
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NNB Diamond Trend: Factors to consider
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Consumers’ needs
The “naturally healthy” perception among consumers is becoming a strategic avenue for health messages. Given the number of healthy factors that it contains, dairy is a credible food category for delivering health messages.
Innovation has made milk and dairy products ideal matrices also for providing added healthy ingredients.
Institut des nutraceutiques
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Consumers’ needs The impact of health benefits, nutritive value and taste on consumer perception is observed for both milk and cheese.
The current product diversity is one of the most commonly cited factors attracting consumers to milk and cheese.
The main barriers reported are price and fading confidence in products.
The study shows that beliefs and perceptions regarding dairy products are generally positive, but certain factors need to be considered when communicating messages.
(naturality versus processing) (Provencher / Doyon)
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Nutritional science Milk is one of the most studied food products, from both the technological and the nutritional perspective. Dairy products have intrinsic health advantages and benefits. Considerable evidence suggests that calcium and protein obtained
from dairy products improve control of body weight. Protein is emerging as an essential constituent in support of
“healthy aging”.
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Nutritional science Recent studies are changing the bad image of dairy fat. It does not
appear to be as harmful as previously thought. Dairy products consumption may play a key role in modulating the
inflammatory profile (Labonté et al.). Milk components and their beneficial effects:
• Matrix and digestibility (Turgeon) • Buttermilk and its effects on blood cholesterol (Pouliot et al.) • Milk peptides and glycemic response (Méric et al.)
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Ingredients and technologies
The dairy sector has, overall, a well-developed portfolio of ingredients:
Powders, concentrates and isolates of protein, fat and carbohydrate,
peptides, lipids, phospholipids, etc.
Research on dairy ingredients and their health benefits is useful for:
The ingredients sector The dairy products sector
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Regulatory aspects
Regulatory compliance: Although the current regulatory framework surrounding health claims does not support the “diamond” trend currently observed in the food sector, this does not mean that the opportunity does not exist or that regulations are an obstacle to success (e.g. the case of Special K).
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Level 1 – Nutrient Content Protein, carbohydrate, fibre, omega-3 and omega-6 fatty acid, vitamins and minerals “Source of”, “high in”, “excellent source of”, “low in” (sodium)
Level II – Health Benefit - General Health Claim - Nutrient Function Claim - Functional Claim - Probiotic Claim
Disease Risk Reduction and Therapeutic - Osteoporosis - High blood pressure - Cardiovascular disease - Cancer - Dental caries - Cholesterol
Food
Regulatory aspects of health claims for foods
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Dietary confusion
“I’m trying to eat healthy. I never put salt on my ice cream, I eat only decaffeinated cookies and my red
wine has no trans fat.”
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Nutritional product life cycle – dairy products
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Innovation challenges: dairy products
Adapting new products for growing market segments (health-conscious, lifestyle consumers, seniors, sports, children); Balancing consumer pull and technological push
Maintaining the “naturally healthy” image while adding
technological ingredients; Health-oriented concept (claims) versus sales/marketing
strategies and innovation.
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Innovation challenges – milk and dairy beverages
Example of the pharma /nutrition => diet/health shift Ensure®: from technology consumers to lifestyle Previously pharmaceutically oriented (medical) Today, baby-boomer (young seniors and health) Seniors: major market for dairy products (science-driven)
Many opportunities
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Innovation challenges – sports drinks The physically active and young athletes segment(s) More and more specialized products in the sports drink
category Milk delivers unique components: chocolate milk Room for adaptation and combinations Before – during – after activity
Knowledge about matrices (Turgeon)
Satiety and energy Protein – carbohydrate – fibre
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Innovation challenges – yogurt products Yogurts are certainly the most significant health benefit vehicle in the dairy sector (several innovations) Digestibility – Probiotic – Fibre
Studies of specific strains New regulation (fibre), 2013 list
The balanced health food concept The satiety/weight management concept (Greek yogurt) From mass market to lifestyle consumers
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Innovation challenges – Cheese Does pleasure come before health in this case ?
Large-volume cheeses under pressure to reduce sodium content
• Examples of reduction (monitoring in progress) • Communicating various issues (quality-related)
Specialty cheeses In the case of the elderly, in addition to
pleasure : • Taste and texture • Source of nutrients (nutritional density)
Institut des nutraceutiques
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Conclusion
Trend analysis is important for proper understanding of the diet health relationship opportunity; “Healthy foods” innovation is increasing in complexity;
The approach needs to take into consideration several
elements at the same time: “trend diamond”
Increasing market segmentation and greater challenges.
Institut des nutraceutiques
et des aliments fonctionnels
www.inaf.ulaval.ca
Thanks to:
• The STELA/INAF innovation support team − Sophie Myrand − Ronan Corcuff − Judith Lavoie − Sonia Pomerleau − And our experts at INAF