Growing market for active nutrition
09 Nov 2017 | Innova Market Insights
This is Lisa Gunner at Anuga 2017 and I'm here at the Enova Market Insights stand joined by Andrea Lonne who is presenting on active nutrition.
Active nutrition is one of the key themes Enova is highlighting this year.
Andrea, can you tell me exactly why?
What's happening in the active nutrition space?
Yes, of course.
Active nutrition was chosen by Enova as one of the highlights for the presentations.
The reason is because there is way more focus being made.
By companies into that area which is a bit more sports nutrition entering the mainstream but as trying to have a bit more health benefits on the consumer side.
So we do see more consumers trying to get health benefits into their everyday lives so we have more of this active lifestyle going on and this is definitely directed to a bit more protein being seen as claims and also integrated through formulation of.
Products hitting the markets.
So speaking about the key claims apart from protein, what else are you seeing?
Protein remains the base, so it is core.
We always have to remind ourselves that this is what we see on the pack of products being launched, but there are two other platforms of innovation related to this active nutrition that we see, and this is sports and recovery, so we're talking a bit more about hydration, for example.
And the other one would be a bit more energy and alertness.
So this is more, let's say trying to have this energy coming from carbs or coming from other sources such as caffeine, for example, which is really known.
And to bring that active lifestyle.
Can you speak a bit more about, for example, very interesting formats or growth segments.
So we see a lot of developments happening in the snacking department, so the stacking segment on the go.
This is really like a segment that we see a lot of launches.
Being made, especially looking at these protein claims and this more active nutrition segments.
What is interesting is because we have this dynamic lifestyle, so people are always on the go.
They're moving.
It might not be just because of sports, but also the fact that they're working, so they don't have time, and we see, for example, that within this segment.
Breakfast, liquid ready to drink breakfast.
We've seen a lot of developments happening in this segment and also from big companies, not just small companies or specialty companies.
So we see Kellogg's, for example, that jumped into that segment, or Weetabix, for example, offering this type of products.
And finally then, where's the growth potential.
So risk potential we're looking at naturality.
So it is something that we do see with more of the plant, let's say powered proteins or plant-based.
We do see that there is a synergy between active nutrition and other trends, so clean label obviously and for naturality, but also plant powered, so we do see more of this pea protein, for example, being launched within part of this formulation.
Active nutrition products, but we also see more of this natural claims.
So this is natural protein from plants.
This is all coming towards products that are helping this clean label trend, clean label platform, but also acting as a more healthy, something that is natural is also appearing as more healthy to consumers as.
Thank you very much.
