wellbeing

Alimentaria 2008 trend report

Shaping the future of food

Objectives of the report

Identify and examine the macro trends in the food industry observed in Alimentaria 2008 related to product concept & positioning, product content and packaging

Contrast the trends perceived in Alimentaria 2008 with the real evolution of the industry

Give detailed examples of products present in Alimentaria 2008 that show trends’ evidence (Refer to the Annex)

Draw future challenges and opportunities for companies within the industry

Agenda

1. Alimentària 2008 Fast Facts

2. Macro food trends

3. Annex: Food trends illustration

Alimentaria 2008 Fast Facts

The leading Food and Beverage industry exhibition in Spain

One of the world’s most important events in the industry

5,000 companies present

Over 120,000 m2 of exhibition space

Combined with entertainment-, research- and innovati on-oriented events such as 'The Spain of Cured Iberian Meat products' or 'The International Pizza Championship'

Alimentaria 2008 was made up of the following shows


Frozen food

Organic food

Show for bottled waters, beers, juices and ciders

Show for preserved and semi-preserved food

Show for meat and meat products

Milk and dairy products show

Show for sea food, aquaculture and farmed fish products

Wine and spirits show

Show for sweets, biscuits and confectionery products

Show for food products in general

Olive oil and vegetable oil show

Hotel, restaurant and catering food show

Fresh fruit and vegetable show

Some of the international companies

Show for Spain's Autonomous Communities

The situation of the food industry in 2008

The food industry is undergoing a period of consumption stagnation and margins decrease due to the increase of the price of raw materials and the increasing power of retailers and distributor brands

The situation forces companies to seek new markets and to increase the value perceived (and as a result the margin) of their offer through innovation

The industry needs to accelerate their innovation cycles to defend their position within the market

� The quality of distributor brands is increasing and they are even taking a step ahead by launching new products before the traditional brands do (ie. Aldi was the first brand to launch flavoured water in the German market)


Alimentaria 2008 showed a partial picture of the industry situation

Alimentaria was not an accurate reflection of today’s industry because it was just represented by brands

Retailers with distributor brands are becoming very relevant in some categories and as retailers were not present this could not be perceived

However, this year, the retail point was examined with the Future Shop Project, an activity centred on Research, Development and Innovation organized by Alimentaria, as a response to the importance of the point of sale: 'A 70% of buying decisions are taken in the shop'*

And Innoval Awards (also organized by Alimentaria), whose aim is to honour the industry’s most innovative products, showed that the industry is betting on innovation with new innovative solutions for both the home and professional catering segments


* Source: Press Dossier of Alimentaria 2008

The future shop project

The Future Shop project (organized by Alimentaria) is an initiative that shows how distribution points must evolve in order to adapt to the needs and demands of the buyer of the future (Inspired in the study carried out by TNS for Alimentaria titled ‘The Demands of the Buyer of the Future’)

Some examples of what was shown:


Intelligent shopping cart: RFID trolley with automated payment

It acts as a personal assistant in the point of sale , making recommendations and providing key info to the customer

(presented by Wincor Nixdorf)

New technologies of Automated Checkout will improve current slow payment processes

The customer decides whether to go through a traditional check-out with a cashier, or use a self-service system in which it is the customer who scans the items, bags and pays

(presented by Wincor Nixdorf)

Electronic labels will provide the customer the exact price of the product with a quick, simple, reliable and automatic process (presented by Jos de Vries and Wincor Nixdorf)

A new generation of refrigeration solutions characterized by their excellent refrigeration capabilities

For instance, Evergreen technology maintains the fruits and vegetables fresh longer and they are excellently displayed (presented by Smeva)

Innoval awards

Innoval awards’ aim is to honour the industry’s most innovative products (organized by Alimentaria)

Among all the products presented, Inedit was one of the most powerful at innovation. That is because of the following reasons:

� This new beer is suitable for the finest meals, matching any kind of food, what makes it a wine competitor at dining tables

� It’s a unique blend in the beer world made from barley and wheat malts and flavoured with herbs

� It has been co-created by Damm’s top brew masters and by the team of sommeliers from El Bulli , directed by Ferran Adrià

� It will be first available in hotels and restaurants giving a premium and exclusive positioning to this new beer


Inedit. Damm’snew innovative “beer”

5 trends are the main drivers of the food industry

Macro food trends

Wellbeing Convenience Pleasure

Natural & Eco

Authenticity

Facts & opinions supporting trends

‘The consumer is interested in pleasure, convenience

and health ’

José Arcas. President of NestléEspaña and of Innoval (Alimentaria

2006 Edition)

‘The consumer is interested in pleasure, convenience

and health ’

José Arcas. President of NestléEspaña and of Innoval (Alimentaria

2006 Edition)

‘Every study and surveys point out that the three main growing drivers when filling the shopping bag are: healthy, convenient

and pleasant products ’

Silvia Escudé, Communication Manager at NestléInnova

‘Every study and surveys point out that the three main growing drivers when filling the shopping bag are: healthy, convenient

and pleasant products ’

Silvia Escudé, Communication Manager at NestléInnova

‘I would highlight that there are more sustainable and

convenient formats and also the combination of ingredients that

continue to surprise us.’

José Carlos Lacasa. President from the multiproduct show and Board Adviser at

Lacasa

‘I would highlight that there are more sustainable and

convenient formats and also the combination of ingredients that

continue to surprise us.’

José Carlos Lacasa. President from the multiproduct show and Board Adviser at

Lacasa

In 2006…In 2008, main trends continue growing although they have

evolved and entered new food categories

Macro food trends

Macro food trends

Emerging targets identified: Immigrants, singles and seniors

'Today, one out of ten Spaniards has a foreign origin'

'Today, one out of ten Spaniards has a foreign origin'

(talking about emerging targets) 'In 2010, the number of single households will have increased by 17,1%, the number of immigrants by 35% and the volume of seniors by 9% (vs. 2007)'

(talking about emerging targets) 'In 2010, the number of single households will have increased by 17,1%, the number of immigrants by 35% and the volume of seniors by 9% (vs. 2007)'

Source: Conclusions of the future shopper demands study by TNS presented in the VII Foro Internacional de la Alimentación in the context ofAlimentaria 2008

'Single households are increasing and correspond to 21,5% of the total'

'Single households are increasing and correspond to 21,5% of the total'

'The population pyramid is becoming older. Currently 20% of the population is above 60 and projections point out that in 2050 it will almost be doubled'

'The population pyramid is becoming older. Currently 20% of the population is above 60 and projections point out that in 2050 it will almost be doubled'

Immigrants Singles

Seniors

Wellbeing Convenience

These trends do not stand alone and many products leverage on more than one

Pleasure

Natural & Eco

Authenticity

Macro food trends

New products that respond to different trends are being launched


Pleasure

Natural & Eco

Authenticity

Macro food trends

Trends’ illustration


Pleasure

Natural & Eco

Authenticity

Macro food trends

Agenda




1. Wellbeing


Pleasure

Natural & Eco

Authenticity

Macro food trends

Wellbeing

Main drivers and highlights

Wellbeing is related to health but refers to the human being in a more holistic way (body, mind, feelings, etc.)

Today wellbeing products go beyond eating healthy and:

� Introduce functional benefits acting, in many cases, as a medicine and blurring the limits between the pharmaceutical and the food industry (Functional food)

� Facilitate substituting or reducing ‘unhealthy’ trad itional food , drinks or snacks, without having functional properties (Other healthy food)

� Keep natural properties and provide food security (the value of natural is explored more in detail in 4th trend: Natural & Eco)

Note: For more detailed information, please refer to Annex 'Food trends illustration'

Main drivers and highlights

Wellbeing

Sub-trends summary

Otherhealthy

food


Pleasure

Natural & Eco

Authenticity

Functionalfood

Wellbeing

Main drivers and highlights: Functional food

Dairy (yogurt, milk…) was the first category where functional health benefits appeared: cholesterol reduction, improvement of digestion, reduction of blood pressure, etc. Now new categories are entering this market (ie. Ice cream, soft drinks and candies)

Kids are a very relevant target when talking about health care and therefore of functional food: increase defences, facilitate digestion, etc

New functional benefits addressing new contexts and moments of consumption appear (ie. Relax before sleeping)

A new functional benefit that goes beyond the traditional limits of food has appeared: dermo-nutrition

Note: For more detailed information of the products above and other trends’evidences, please refer to Annex 'Food trends illustration'

Functionalfood

Otherhealthy

food

“Healthy” flavoursyogurt-based

Cacao with herbs to relax before sleeping

Yogurt with natural skin nutrients

Complementing daily meals

Wellbeing

Main drivers and highlights: Non-functional healthy food

The soft drink industry is launching new healthier drinks, mainly targeting women with a healthier and lighter option: diet drinks, functional benefits, non or less sparkling and tea-based drinks

Men are being targeted with global offers, not with specific products that could be perceived mainly for men

Soy consolidates as the main substitute of milk for those lactose intolerant or looking for a functional and easier to digest alternative

Other substitute products are being launched aiming to replace the 'unhealthy alternative' (ie. salt or sugar)

The 'Embutidos' industry (the Spanish processed meat industry) a national not very healthy product, is starting to reposition some products as healthier


Functionalfood

Otherhealthy

food

Natural lemon basedsoft-drink

Salt substitute

Sabrosanos: Healthier sausages and cured meat

Sweetened condensed Soy milk

Wellbeing

While concern for obesity among kids increases , boundaries to reduce children consumption of industrial bakery are being established and it makes the industry respond with healthier products and educational campaigns

Healthy preparation (ie. steaming) to keep natural properties and security, especially among kids, are two increasing values related to healthy food

Main drivers and highlights: Non-functional healthy food


Functionalfood

Baby food that keep natural flavour and nutrients

Germ-free water (no need to boil)

Against kids obesity

Otherhealthy

food

Agenda




1. Wellbeing


Pleasure

Natural & Eco

Authenticity

Food trends illustration

Wellbeing

New functional references are launched in this growing market

With 20% fewer calories than other fat free yogurts and high soluble fibre contentIt enhances calcium absorption by providing added calciumLow-lactose product that makes digestion easier Benefits: Wellbeing and convenience Brand: Kaiku

Keeps you fit Fat absorbing

It absorbs fat ingested at mealtimesTo be taken before mealsBenefits: wellbeing without worries (help in weight management)Brand: Zerokilo

Functionalfood

Otherhealthy

food

Wellbeing

Kids & functional products

Nutrition complement: energy, vitamins and minerals for kids and teenagersBenefits: Wellbeing (help in situations of insufficient feeding, anorexia, rapid growth, intensive activity physical or intellectual, etc)Brand: Meritene (by Novartis)

Complementing daily meals

Enriched milks for unweaned babies and after: it helps reinforce the baby’s immune system, reducing the risk of allergies, promoting oral tolerance and facilitating the baby’s digestive process Benefits: WellbeingBrand: Nidina (by Nestlé)

Enriched milks

Functionalfood

Functionalfood

Otherhealthy

food

Functional ice-creams

Range of healthy ice-creams: Soja and bifidusBenefits: Wellbeing and pleasureBrand: Clesa (Royne)

Wellbeing

Suitable for gluten intolerants

'Healthy' flavours

With Soy milk

High-protein ice-cream

Regular ice-cream suitable for gluten intolerants with an exotic flavourBenefits: Wellbeing and pleasure for everyone including gluten intolerantsBrand: Menorquina

With 12% of protein; it could substitute a mealSuitable for sports peopleBenefits: Wellbeing, convenience and pleasureBrand: Wellness ice-cream

Range of 'healthy' flavours; low-fat yogurts with a cereal topping, yogurt and cereals2 formats: single-serving clear cup and family sizeBenefits: Wellbeing and pleasureBrand: La Lechera

Functionalfood

Otherhealthy

food

Functional drink with vegetal originBenefits: Healthy and meaning (in line with oriental way of life and habits)Brand: Tealia

Wellbeing

Vegetal origin

Range of different teas: happiness Tea, Friendship tea, Inspiration tea, pregnancy tea, …Different formats including some suitable for making a gift Benefits: Wellbeing and pleasureBrand: Today was fun

Tea & Philosophy

High quality coffees with ginsengAddressed to different distribution channels: consumers, restaurants and hotels and vending Benefits: WellbeingBrand: nº1 Sportcaffé(manufactured by Corretto Suite)

Energizing coffee

Functional drinks

Functionalfood

Otherhealthy

food

Wellbeing

Other healthy soft drinks targeting mainly women

More functional or 0 calories O,0% beers

Antiox (Minute Maid)

Fanta Zero San Miguel 0,0% with Lemon-flavoured Tea

Agua de Moritz (more sophisticated branding for a 0,0% beer: ‘water’ instead of ‘without alcohol’

Vitalinea Citrus and Vitalinea Lima with calcium and magnesium

Functionalfood

Otherhealthy

food

Wellbeing

Other healthy non- functional soft drinks targeting mainly women

Natural fruits-based Tea-based or-flavoured

Font Vella Sensation Green tea and Rooibostea

Fanta Verdia

The bottle of fruit (Swell smoothies)

Limonada & nada (Minute maid)

GraniniSmoothie

Sprite Duo

Mangajo juices & tea

Functionalfood

Esencial Fruit (Solan de Cabras)

Otherhealthy

food

Cacao with herbs to prepare a hot drink for kids before going to bedBenefits: calm for kids to sleep well and for parentsBrand: Nesquik

Wellbeing

Relax before sleeping

Range of candies targeting teens and party moments: ritmic, nonstop, speed load, …Benefits: energy, wellbeing and pleasure Brand: Agüera

Teens candies

Chewing gums helping consumer in different moments of the day or of life: that stimulates sun tanning, for quit smocking, against bad breath, against seasickness, or even for teeth cleaningBenefits: WellbeingBrand: Fleer española

Helpful chewing gums

New contextualised functional benefits

Functionalfood

Otherhealthy

food

Wellbeing

Dermo-nutrition

First dermo-nutrition dairy drink with Borage oil, natural oxidants and Vitamin E Benefits: Wellbeing (it nourishes the skin from inside out providing nutrients that skin needs in a daily basis) and convenienceBrand: Essensis (Danone)

With natural skin nutrients

Another dermo-nutrition dairy drink targeting more explicitly women above 25A part from the skin, it also takes care of bones and jointsBrand: Colágeno post 25 (Kaiku)

With collagen

Functionalfood

Otherhealthy

food

Brand: Clesa

Wellbeing

Yogurts

Brand: ViveSoy

Cereals & Juices

Brand: Soymilk (Olievra)

Sweetened condensed milk

An extension of Soy dairy products to the whole category

Functionalfood

Otherhealthy

food

Wellbeing

Healthier food seasoners

Low-sodium salt, (0% sodium) without the bitter flavour characteristic of other productsBenefits: Wellbeing and pleasureBrand: VitaSol (Gallina Blanca)

Salt substitute

Functionalfood

Otherhealthy

food

Chorizo, Hamburger with vegetables, ‘mortadela’ low fat

Awarded with the ‘Flavour of the year' prize

Brand: Serrano

Wellbeing

Sabrosanos low fat

Smoked salmon in a sausage shape (Butimon) and in a ham shape (Jalmon)

Benefits: Healthier snack than traditional sausages

Butimon & Jalmon

Repositioned as very healthy

Benefits: Health (Reduces the harmful cholesterol, enriched with vitamins, etc.) and pleasure

Jamón Ibérico de bellotais healthy

Healthier cured and processed meat

Functionalfood

Otherhealthy

food

Wellbeing

Healthy preparation & Security

Keeps natural properties Risk-free water

Purified water, mineral-free and germ-free (no need to boil)Adapted to the physiological and nutritional needs of the babyBenefits: Baby wellbeing and convenience for parentsBrand: Aquababy (by Nafree)

Baby Food that keeps all the natural flavour and nutrients due to the innovative production process (the ingredients are steamed separately the appropriate amount of time)Benefits: Health, natural and convenienceBrand: Naturnes (Nestlé)

Functionalfood

Otherhealthy

food

Wellbeing

Against kids obesity

Looney Tunes Active proposes an active and sportive life to children, opposite to being sedentary, main cause of obesity among kids

Other companies can hire Looney Tunes active to launch a campaign aiming to promote an active lifestyle

Benefits: wellbeing

Brand: Looney Tunes Active

Functionalfood

Otherhealthy

food

Home-style base of 'montaditos': classic with rice, …With the non-genetically modified wheat flour and virgin oilBenefits: Wellbeing and convenience (stay crisp up to 2 hours after preparation)Brand: Risnak

Wellbeing

Snacking

Convenient health

Special K Mini Breaks, All- Bran Mini breaks and All- Bran BizcochitoBenefit: Wellbeing pleasure and convenienceBrand: Kellogg’s

Modern version of sea bread and ship biscuits (an ancient solution for naturally preserving bread during long ocean voyages)Benefits: Wellbeing, pleasure, convenience and fresh preservationBrand: Daveiga

Fresh cheese for kids providing nutritional propertied suitable for growing needsWith a cartoon on every cup and different flavoursBenefits: Wellbeing, pleasure and fun for kidsBrand: Burgo de Arias

For kids

Functionalfood

Otherhealthy

food

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