ranjan sharma functional dairy beverages market trends...
TRANSCRIPT
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Market Trends and Opportunities for Functional Dairy Beverages
Ranjan Sharma
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Outlines
• Introduction and background• Current market trends in functional
dairy beverages• Opportunities & strategies• Challenges• Conclusions
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Introduction and background
• Resources for market intelligence and trends• Food specific
• New Nutrition Business • Novis e-Newsletters • Nutritional Business Journal• Food Technology magazine• Functional Foods and Nutraceuticals magazine• Just-Food/Just Drinks.com• Health Focus Strategy• Others….
• Food inclusive• Nutraceuticals World magazine• Mintel (e.g. GNPD database)• Market research companies (Datamonitor,Euromonitor, BCC, Market Research, etc.)
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Introduction
• Resources for market intelligence and trends• Food company Websites
• Media releases• Annual reports
• Other resources• Other media Web sites (newspapers, TV, Research
Journals, etc.• Trade journals• Company profiles (e.g. IBISWorld, Hoovers, etc.)• News feeds (e.g. RSS feeds)
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Introduction
• There is a massive amount of information and often confusing for manufacturers and consumers
• Nutritional and clinical studies are abundant and highly relevant, but can be biased and inconclusive
• There are a number of food fads that affect the whole food value chain• E.g. low-carb is OUT and low-GI is IN
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Consumer and market trends
New Nutrition Business*
1. Health2. Intrinsic health3. Good foods, bad
foods4. Good carbs, bad
carbs5. Personalised
nutrition6. Bars and beverages7. Daily dose and
packaging innovation8. Out of supplement
aisle9. Asia for inspiration10. Kids nutrition crisis
Food Technology**
1. Quick fix2. Drive & Go3. Inherently healthy4. Premium foods5. Farm-friendly,
organic, natural6. Ethnic flavours7. Grazing8. Low or no claims9. Self medication with
food10. Global brands
USDA***
1. Pleasure2. Convenience3. Health4. Well being5. Ethics
*New Nutrition Business, Dec-Jan 2005** Food Technology, April 2005***USDA GAIN Report E35067 Apr 05
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Summary
• Three most identified trends/drivers for functional foods innovations• Pleasure• Convenience• Health
• Each of these drivers require in-depth analysis and compliance to succeed in the market
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Summary - Three key drivers/trends
Pleasure
Health
Convenience
•Nutrition•Low claims (fat, calorie, sod., carb etc)•High claim (e.g, Ca, fibre, omega 3, etc)•Physiological functional claim
•Packaging•Pack size•Availability(Time/place)
•Taste•Flavour•Colour•Texture
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Global functional foods market
Global functional foods & beverage sales, 2003
0
5
10
15
20
25
30
Beverages Dairy Bakery & snacks
Sales 2003, US$ billion Growth % (CAGR 1998-2003)
Euromonitor, 2004
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Functional food major markets, 2003
Global functional foods & beverage sales
02468
101214
Japa
n
USA UK
German
y
Italy
France
Brazil
US$
, bill
ion
Euromonitor, 2004
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Global functional foods by functionality
Global functional foods by functionality 2003
42%
19%
18%
10%
2%9%
Sport & enery
Added vitamins, minerals orsupplementsPromotes intestinal health ordigestionAdded calcium
Lowers cholesterol
Other
Euromonitor, 2004
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US functional foods - 2003
922.8Total85.2All other41.1Tea & coffee drinks
102.5Dairy & dairy alternatives
62.2Juices132.3Snacks & bars14.2Breads & grains195.3Sports & energy drinks
Growth rate (% vs 2002)
Size (US $ billions)
Category
Nutrition Business Journal
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Functional dairy products - Market share 2003
48%
37%
14% 1%Liquid & powder milk
Yogurt & chilleddessertsOils & fats
Cheese
Global functional dairy products
Euromonitor, 2003
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Dairy companies of today!
www.natrel.ca
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Trends & innovations in the dairy beverage market
• Pleasure & indulgence• Lifestyle, consumer marketing beverages• Functional, health and wellness beverages• Adult medical/complete nutrition• Sports & performance
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Pleasure & indulgence
• Flavoured milk• Milk-coffee drink• Milk-tea (Chai Latte)
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Flavoured milk trends – recognised confectionery brands
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Flavoured milk – targeting kids
Bubble gum Flavour carbonated(Mac Farms)
Concentrated milk(Regilait, Fr)
Swerve (Coca-cola)
Cadbury
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Dairy-coffee beverages
Caffe Latte(Emmi, Swiss)
Cappucino(Starbucks/Pepsico)
Namyang(Korea)
Meiji, Japan
Nestle,Japan
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Dairy-tea beverages
Oregon Chai
Starbucks
Lipton Chai
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Lifestyles & consumer marketing beverages
• Low-fat• Fat-free• Low-carb• Organic• GM-free
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Low-fat milk
Low-fat, lactose free
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Fat-free milk
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Low-carb dairy beverage
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Organic dairy beverages
Organic Valley, US Rachel’s UK
Paul’s, Australia
Candia, Fr
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GM free milk
Tiroler, Austria
UK Consumers Willing to Pay More for rBGH-Free Milk (genetically engineered growth hormone rBST(recombinant bovine somatotropin).
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Functional, health and wellness beverages
• Fortified with• Minerals (Calcium, Magnesium, Iron)• Omega-3 fatty acids• Conjugated linoleic acids (CLAs)• Phytosterol• Lactoferrin• Peptides
• Milk rich in melatonin• Probiotic yoghurt drinks
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Fortified milk - calcium
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Fortified milk – Mg & Iron
Mg (Candia, Fr) FeMg (Lactalis, Fr)
Fe (Meiji Love)
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Fortified milk - Omega –3 fatty acids
Candia,France
Natrel,Canada
PB Foods, Australia
Nestle,Malaysia
Anchor, NZ
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Neilson, Canada
Fortified milk - Omega –3 fatty acids
Dawn, IrelandSt Ivel advance (Dairy Crest UK)
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Beverages with dairy bioactives
CPP and IgG rich milk
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Fortified milk – Conjugated Linoleic Acid (CLA)
NaturLinea, Spain
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Fermented milk – peptides
Peptides (Valio)
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Milk with phytosterol
Phytosterol (Unilever)
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Melatonin rich milk
UK Finland UK
www.night-time-milk.com
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Trends in functional yoghurt drinks
• Probiotic• Yoghurt smoothie• Lactoferrin• Plant extracts• Antioxidants• Fibre• Peptides
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Probiotic drinking yoghurt revolution
http://www.actimel.com
http://www.yakult.com.au
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www.OzScientific.com39 As reported by Group Danone Health Commitment and Fact Book, March 2005
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Probiotic drinking yoghurt
National Foods, Australia
Emmi, ItalyNestle, Japan
Danone
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Probiotic innovation
LifeTop Straw(Biogaia, Sweden)
LifeTop Cap (Biogaia, Sweden)
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Drinking yoghurt with phytosterols
Flora Proactiv(Unilever)
Benecol (UK)
Benecol (Valio)
Emmi
Blue Bunny (US)
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Innovations in drinking yogurt
LecithinYoghurt drink(Alpenmilch Saltzberg) Aloe Vera
(Emmi)
Bonne Nuit with plant Extracts (Novandie, Fr)
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Innovations in drinking yoghurt
With Mg (Danone,Belgium)
With green tea(Morinaga, Japan)
Black fruit pulp(Poland)
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Yogurt drinks with lactoferrin
With L.casei andLactoferrin (Kyodo Milk)
With lactoferrin(Morinaga)
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Innovations in drinking yogurt
With protein,Vit. & minerals(Glanbia, Ireland)
With protein,Fibre, vit & minerals(General Mills, US)
Probiotics withcranberry juiceOcean Spray, US
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Adult medical/complete nutritional beverages
• Meal replacement nutritional supplement
• Disease-specific beverages
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Complete nutritional beverages –pharmaceuticals to consumers
www.ensure.com
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Complete nutritional beverages
Power Bar PriaNestle
Novartis
Novartis Ross Abbott
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Complete nutrition - liquid breakfast
Aussie Bodies, AU
Sanitarium, AU Meadow Fresh, NZ
Carnation Junior, Nestle
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Sports and performance
• Sports beverages• Whey-based drinks
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Sports/performance beverages
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Opportunities and strategies
• Analyse market and meet consumer needs and demands• Growing affluence in developing world
• Increased affordability• Lifestyle diseases in developed world
• Target Obesity – opens up markets for CVD, diabetes, cancers etc.
• Aging population• Dairy from birth• Globalisation• Consumer awareness and self medication• Individualised nutrition
• Nutragenomics
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Opportunities and strategies
• Dairy bioactives not yet fully exploited in beverages• Peptides, immune and growth factors,
lipids, etc.)• Looking beyond dairy for bioactives
• Forging partnerships with non-dairy bioactive ingredient companies
• Developing novel milk beverages• Clear milk beverages from skim milk or
proteins for wider acceptability
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Opportunities and strategies
• Promoting dairy as a preferred carrier for bioactive ingredients• General acceptability• Flavour• Inherent nutrition• Convenience
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Challenges
• Lack of knowledge/understanding• Food technologist/scientist has limited
understanding of human physiology• Nutritionist/health professional does not take into
consideration of intricacies of food formulations• Conflicting and biased nutritional studies• Challenges of market fads
• Communication gap• Among food technologist, health professional,
nutritionist, marketer• Regulatory hurdles
• Working along regulators or working around regulations?
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Challenges
• Formulation challenges• Non-dairy ingredients incompatible in dairy
environment – stability issues• Ingredient interactions • Efficacy issues• Safety issues
• Innovation challenge• Low R&D investment (Australia – 0.3% of TO vs
0.8-1.2% worldwide)• Risk averse nature of food companies – not leading
from front?• Where is the IP?• Companies wanting to have immediate ROI
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Thank you !
• OzScientific offers independent, cost-effective and innovative solutions for functional & bioactive ingredients• Business intelligence: Market intelligence,
Strategic analysis and Innovation management• Ingredient innovations: Concept to
commercialisation• Ingredient knowledge: Desktop scientific and
technical reviews•Industry intelligence on functional foods (free newsletter!)OzScientificTM Weekly Digest
• Australasian functional food resources (under development)