Drawing on 11 years’ research and analysis in the business of functional foods and beverages, Ten Key Trends in Food, Nutrition and Health 2007, a new report from the editorial desk of food industry publication New Nutrition Business, identifies and makes sense of the ten mega trends that will have the most impact on the food and beverage industries over the year ahead – and the effect that they will have on companies’ strategies.
Written by Julian Mellentin, director of New Nutrition Business and editor of the respected international journal New Nutrition Business, Ten Key Trends in Food, Nutrition and Health 2007 points companies towards some clear and practical strategic directions for their efforts in healthier foods.
Ten Key Trends in Food, Nutrition and Health 2007 provides detailed scrutiny of the links between food, nutrition, health and business and arrives at the following forecasts for 2007 and the years ahead:
Key Trend 1: A future of weight management
Key Trend 2: Mood food – brain health, mood and performance to be the next big trend
Key Trend 3: Healthy snacking – pigs might fly as the boundaries between health, convenience and indulgence break down
Key Trend 4: Fruit: the future of functional foods?
Key Trend 5: Digestive health still has far to run
Key Trend 6: Brains, bowels, naturalness and healthy snacking are the drivers in kids’ nutrition
Key Trend 7: We’re all turning Japanese
Key Trend 8: Beauty from within – a marketing trend with many angles and wrinkles
Key Trend 9: The marketing power of ‘naturally healthy’
Key Trend 10: Functional foods and health – who really gets the benefits?
Using a wealth of market data, drawn from actual supermarket sales, the report demonstrates Mellentin’s in-depth knowledge of the business of food, nutrition and health as well as his company’s careful monitoring of product developments, sales figures and marketing tactics. It makes confident and assured predictions about the ongoing development of the business of nutrition, functional foods stating that weight management, mood, digestive health and being “as natural as possible” will be key for healthier product developments.
Mellentin draws parallels between the Japanese market for functional foods and similar markets in the West, highlighting the many ways in which Japanese concepts have already come to influence healthier food markets in the west and forecasting that Japanese influence can only increase.
Ten Key Trends in Food, Nutrition and Health 2007 astutely points out that successful strategies in kids’ nutrition will need to target kids’ brains and bowels, offering health benefits in the form of fruit and/or beverage products that are marketed and packaged to appeal to kids and their health conscious parents.
Ending with a caution, Mellentin acknowledges the undeniably important role the food and beverage industries play in modern society. He asks how key food industry stakeholders can narrow the ever-widening nutritional divide between socio-economic groups, which is leaving the poor behind in a ghetto of overweight and poor diets.
Written in a clear, detailed and easy-to-read style and illustrated with colour photographs of products and marketing materials, as well as charts and tables, Ten Key Trends in Food, Nutrition and Health 2007 is designed to be used as a practical guide by companies working in the business of food and health.
Review copies are available on request by e-mailing [email protected]
New Nutrition Business is a unique international organisation that provides research, analysis and forecasting of the global nutrition business. With offices in London, Finland and New Zealand the company is the only global specialist in the business of nutrition. You can find out more at www.new-nutrition.com. Julian Mellentin is editor of the organisation’s nutrition journal New Nutrition Business and is co-author of the best-selling book Functional Foods Revolution, Healthy People, Healthy Profits?, which has been translated into Japanese, and also co-author with Peter Wennström of Commercialising Innovation: The Food & Health Marketing Handbook.
Copies of Ten Key Trends in Food, Nutrition and Health 2007 can be purchased for $195/€165/₤100/A$250/NZ$290/C$220/JPY22,000 from www.new-nutrition.com