• PDF: Delivered by email usually within 4 to 8 UK business hours.
  • PRINT/CD-ROM: Despatched within 1 to 2 working days.

Growth opportunities in Sustainable and Positive Health Food and Drinks
Key innovations, leading company strategies and how to benefit from overlap of ethical and superfoods overlap

  • Publication Date:September 2010
  • Publisher:Business Insights
  • Product Type: Report
  • Pages:132

Growth opportunities in Sustainable and Positive Health Food and Drinks Key innovations, leading company strategies and how to benefit from overlap of ethical and superfoods overlap

Two of the most important trends in the global food and drinks industry are the increasing consumer demand for products that can provide functional solutions to their health needs, and for products that tap into consumers' increasing demand to live lifestyles that are less environmentally damaging than previously (without compromising the quality or quantity of consumption they take on).

Our analysis of sustainable food and drinks and of superfoods markets confirmed that there is a strong overlap in terms of consumer groups and consumer motivations for purchase. Product innovation analysis shows that the extent to which this opportunity is being exploited is so far relatively limited. This report highlights key innovation, market and consumer trends to allow marketers to better exploit the sustainable superfoods niche.

Key Features of this report:

  • Discussion of the meaning of 'sustainable' and 'superfood' and why these are relevant concepts
  • Analysis and data covering global market for organic, Fairtrade and functional food and drinks
  • Discussion of key consumer trends driving sustainable and superfood purchasing
  • Category-by-category analysis showing market size and key innovation trends
  • Analysis of innovation trends for leading global manufacturers and private label
  • Case-study-driven analysis of the most innovative sustainable and positive-health products available in the market
  • Discussion of current and expected regulatory environment
  • Key conclusions on the future of the sustainable superfoods market
  • Survey data highlighting key industry figures' views on the importance of sustainability and superfoods to their businesses

Key benefits from reading this report:

  • Understand the key issues in sustainable food & drinks production and marketing.
  • Understand the trends driving superfoods uptake, and why the term is relevant to your business.
  • View the key innovation trends in sustainable and positive health foods, including both data-driven analysis and case studies of innovative products.
  • Understand the focus for the leading global food manufacturers and private label retailers in terms of sustainability and positive health.
  • Prompt your marketing and NPD teams with product and marketing ideas from around the world.
  • Become fully aware of the current and expected global regulatory environment concerning sustainability and superfood product claims.

Key findings of this report

65% of industry respondents believe that the same kind of consumers are interested in sustainable foods as superfoods, confirming our assessment that the two trends share many of the same drivers.

The most important categories where sustainable superfoods were considered relevant are bakery & cereals, dairy foods and ready meals. Soft drinks were also considered relevant by a majority of respondents. Although a majority of respondents believed that snack categories - savory snacks and confectionery - were not relevant, a sizeable minority of 24% believed that there was relevance

While Nestlé and Unilever easily top the sustainability table, other global brands are further down. Retailer brands are important, with US chains HE Butt and Supervalu, and UK co-operative chain John Lewis, appearing in the top 10.

Nestlé is the market leader for positive health claims by a significant margin, while the rest of the top 10 features global major players Kraft, Danone, Unilever, Kellogg, PepsiCo, Coca-Cola, General Mills, Novartis and Campbell.

Private label products featured only one positive health claim - high vitamins - in their top 20 claims. However, three of their top 20 claims were sustainability-based: organic was the second-most prevalent of all private label claims, natural was fifth-most important, and 'environmentally friendly' was 19th.

In most regions - including the US, Japan, Canada, Australia and New Zealand, the term 'superfood' is unregulated - but in the EU, a 'superfood' must now meet at least one approved specific health claim.

'Natural' is the second-most popular product claim among positive health products, highlighting the strong potential for overlap between the sustainability and positive health groups. 'Organic' is also in the top 10.

Key questions answered by this report:

  • What sustainability strategies should companies use, at corporate and product level?
  • What factors make consumers choose to purchase superfoods?
  • To what extent are sustainability and superfoods driven by the same trends?
  • What are the current and forecast market sizes for organic, Fairtrade and functional food and drinks in major global markets?
  • What are the most important sustainability and positive health claims associated with new product launches in the food and drinks industry?
  • Which sustainable and health claims can companies make in the current regulatory environment?
  • Which food and drinks categories are relevant to sustainable foods, and how will they perform country-by-country over the next five years?
  • How can companies best benefit from the sustainable superfoods trend?
  • About the author
  • Disclaimer
  • Executive summary
  • Market overview
  • Category dynamics
  • Company dynamics
  • Regulatory dynamics
  • Innovation overview
  • Future outlook
  • Chapter 1 Introduction
    • Summary
    • Introduction
    • What is sustainability?
    • What is a superfood?
    • Total addressable market size
    • Definitions
    • Sustainable, ethical and Fairtrade markets
    • Size and growth
    • Key market drivers
    • Consumer-level drivers
    • In depth: sustainable/ethical marketing and negative PR
    • Manufacturer and retailer drivers
    • Healthy, functional and superfoods market
    • Size and growth
    • Key market drivers
    • Consumer-level drivers behind superfoods
    • In depth: medical endorsements and criticisms
    • Manufacturer and retailer drivers
    • Sustainable superfoods
  • Chapter 2 Category dynamics
    • Introduction
    • Bakery & cereals
    • Confectionery
    • Dairy foods
    • Hot drinks
    • Ready meals
    • Savory snacks
    • Soft drinks
  • Chapter 3 Manufacturer dynamics
    • Introduction
    • Product launches by company
    • Leading companies: Nestlé
    • Leading companies: Kraft Foods
    • Leading companies: Danone
    • Leading companies: Kellogg
    • Leading companies: Unilever
    • Branded versus private label
  • Chapter 4 Regulatory dynamics
    • Introduction
    • Sustainability claims
    • Natural claims
    • Organic claims
    • ‘Green' and ‘environmentally-friendly' claims
    • Positive health claims
    • Functional food claims
    • Japan
    • EU
    • US
    • Other countries
    • Superfoods claims
  • Chapter 5 Innovation overview
    • Introduction
    • Sustainability claims
    • Sustainability products by category
    • Sustainability products by claim
    • Innovations in sustainability
    • Innovations in environmentally-friendly products
    • Innovations in Fairtrade products
    • Innovations in natural products
    • Innovations in organic products
    • Positive health claims
    • Positive health products by category
    • Positive health products by claim
    • Innovations in positive health
    • Innovations in high amino acids products
    • Innovations in high antioxidants products
    • Innovations in high calcium products
    • Innovations in high fruit products
    • Innovations in high minerals products
    • Innovations in high protein products
  • Chapter 6 Future outlook
    • Introduction
    • Growth outlook
    • Sustainability outlook
    • Superfoods outlook
    • Category outlook
    • Appendix
    • Research methodology
  • Table of Figures
    • Figure 1: Two organizations that have been criticized for misleading sustainability claims
    • Figure 2: Sustainability and a product's lifecycle
    • Figure 3: Number of searches for ‘sustainability' on Google, 2004-2010 (scale relative to total searches)
    • Figure 4: Drivers behind the popularization of sustainable food and drinks 29 Figure 5: Figure Title
    • Figure 6: Number of searches for ‘superfoods' on Google, 2004-2010 (scale relative to total searches)
    • Figure 7: Drivers behind the popularization of superfoods
    • Figure 8: Intersection between sustainable and superfoods trends
    • Figure 9: Examples of sustainable and positive health products in the bakery & cereals category
    • Figure 10: Examples of sustainable and positive health products in the confectionery category
    • Figure 11: Examples of sustainable and positive health products in the dairy food category
    • Figure 12: Examples of sustainable and positive health products in the hot drinks category
    • Figure 13: Examples of sustainable and positive health products in the ready meals category62
    • Figure 14: Examples of sustainable and positive health products in the savory snacks category
    • Figure 15: Examples of sustainable and positive health products in the soft drinks category
    • Figure 16: Sustainable products from Nestlé
    • Figure 17: Positive health products from Nestlé
    • Figure 18: Sustainable products from Kraft
    • Figure 19: Figure Title
    • Figure 20: Sustainable products from Danone
    • Figure 21: Positive health products from Danone
    • Figure 22: Sustainable products from Kellogg
    • Figure 23: Positive health products from Kellogg
    • Figure 24: Sustainable products from Unilever
    • Figure 25: Positive health products from Unilever
    • Figure 26: Sustainable and positive health private label products
    • Figure 27: Innovative new product launches making ‘environmentally-friendly' claims
    • Figure 28: Innovative new product launches making ‘Fairtrade' claims
    • Figure 29: Innovative new product launches making ‘natural' claims
    • Figure 30: Innovative new product launches making ‘organic' claims
    • Figure 31: Innovative new product launches making ‘high amino acids' claims
    • Figure 32: Innovative new product launches making ‘high antioxidants' claims
    • Figure 33: Innovative new product launches making ‘high calcium' claims
    • Figure 34: Innovative new product launches making ‘high fruit' claims
    • Figure 35: Innovative new product launches making ‘high minerals' claims
    • Figure 36: Innovative new product launches making ‘high protein' claims
    • Figure 37: Innovative new product launches making ‘high vitamins' claims
    • Figure 38: Growth index for sustainable and functional food and drinks markets (2009=100)
    • Figure 39: Growth index for relevant food and drinks categories (2009=100)
  • Table of Tables
    • Table 1: University of Leeds list of top 20 ‘lifespan essential' superfoods
    • Table 2: Relevant food & drinks sales in major markets, 2004-2014 ($m)
    • Table 3: Organic food & drinks sales in selected major markets, 2004-2014 ($m)
    • Table 4: Fairtrade food & drinks sales in selected major markets, 2004-2014 ($m)
    • Table 5: Industry survey response: consumers' reasons for purchasing sustainable food and drinks (scale: 1=very unimportant; 5=very important)
    • Table 6: Industry survey response: absolute importance and growth in importance of sustainability in the food industry
    • Table 7: Functional food & drinks sales in selected major markets, 2004-2014 ($m)
    • Table 8: Industry survey response: consumers' reasons for purchasing superfoods (scale: 1=very unimportant; 5=very important)
    • Table 9: Industry survey response: absolute importance and growth in importance of superfoods
    • Table 10: Industry survey response: relative importance of sustainable superfoods by category (1=not important; 5=very important)
    • Table 11: Overall bakery and cereals sales in selected major markets, 2004-2014 ($m)
    • Table 12: Bakery & cereals product launches by product claims (S=sustainable; H=positive health)
    • Table 13: Overall confectionery sales in selected major markets, 2004-2014 ($m)
    • Table 14: Confectionery product launches by product claims (S=sustainable; H=positive health)
    • Table 15: Overall dairy foods sales in selected major markets, 2004-2014 ($m)
    • Table 16: Dairy product launches by product claims (S=sustainable; H=positive health)
    • Table 17: Overall hot drinks sales in selected major markets, 2004-2014 ($m)
    • Table 18: Hot drinks product launches by product claims (S=sustainable; H=positive health)
    • Table 19: Ready meals product launches by product claims (S=sustainable; H=positive health)
    • Table 20: Overall savory snacks sales in selected major markets, 2004-2014 ($m
    • Table 21: Savory snacks product launches by product claims (S=sustainable; H=positive health)
    • Table 22: Overall soft drinks sales in selected major markets, 2004-2014 ($m)
    • Table 23: Soft drinks product launches by product claims (S=sustainable; H=positive health)68
    • Table 24: Products launched with sustainability claims, by company
    • Table 25: Products launched with positive health claims, by company
    • Table 26: Nestlé product launches by product claims (S=sustainable; H=positive health)
    • Table 27: Kraft product launches by product claims (S=sustainable; H=positive health)
    • Table 28: Danone product launches by product claims (S=sustainable; H=positive health)
    • Table 29: Kellogg product launches by product claims (S=sustainable; H=positive health)
    • Table 30: Unilever product launches by product claims (S=sustainable; H=positive health)
    • Table 31: Private label product launches by product claims (S=sustainable; H=positive health)
    • Table 32: New product launches making sustainability claims, by category (X=non-priority categories)
    • Table 33: New product launches making sustainability claims, by all their product claims (S = sustainability claims, H = positive health claims)
    • Table 34: New product launches making positive health claims, by category
    • Table 35: New product launches making positive health claims, by product claims (S = sustainability claims, H = positive health claims)
+44 20 8816 8548

Ask a question about Growth opportunities in Sustainable and Positive Health Food and Drinks

Enter the characters you see in the picture below
Captcha