Understanding Consumer Lifestyles: Plant power and Active Nutrition
20 Sep 2017 | Innova Market Insights
Innova Market Insights presents a short introduction to the content to be presented at this year’s Anuga Trend Zone, where the focus will be on tomorrow’s “choosier consumer” and the products to address their demands. Key trends discussed in this webinar include plant-based potential and active nutrition.
Hi, everyone.
Welcome to our webinar.
I'm Luanne Williams.
I'm the director of innovation at Enova Market Insights, and we're gonna spend about the next 20 minutes looking at what's happening around consumer lifestyles, in relation to plant power and active nutrition.
And as I guess a lot of you have probably seen before, we use our top 10 trends, especially around shows every year to kind of highlight, the trends and how they're impacting different categories or where we see global differences.
And so I'm really gonna focus on two, this year, and that's looking at disruptive green, which is everything to do with plant power.
It's a huge trend now.
And then also this body in tune, and this is really where protein fits in.
That's been a massive trend that still has a lot of legs, even though I feel like we've been talking about it for so many years.
So, just so you know, we'll, we'll focus on those and look at how, how this has impacted consumers, what consumers think about it, our changing demographics, new segmentations, are being impacted by, by these trends.
So, we're doing this to really promote what we're doing at Anuga this year.
We're an official trend partner.
So we will be at the show in October on all days.
We will have a lot of analysts there, a lot of people giving presentations, answering questions.
You can see, The booth number, this will also be repeated at the end if you miss it now.
But again, we just chose a couple of topics because there's huge interest in these.
We get a lot of questions, we're doing a lot of projects, and again, looking at this whole active nutrition, the sports for everyone, there's still a lot happening there, and then this whole plant power and going green.
I'm sure that all of you are looking at these trends, very often in your work as.
OK, so we'll start with sports for everyone.
So, for the past, gosh, 56789 years we've been talking about.
Health and clean label and naturalness, and this is a slide.
I've presented this before, but, we've come a long way since we've seen, you know, all those scary black and white pictures of Arnold Schwarzenegger and his huge muscles and all the protein powders.
Not looking very natural.
That black canister there is probably focused much more on, you know, on performance and a benefit rather than looking natural, but we do know that for example, 30% of US consumers pay a lot of attention to health aspects when they're purchasing sports nutrition in addition to just what they're looking to get from.
From the, the protein powder, for example, they're also looking at other things around that.
Everything is becoming much more holistic.
It's not just, You know, only about the protein, it's about looking for for overall benefits for that, but also natural claims.
So, 20% of consumers are also influenced by natural claims, and we're seeing a lot more of these, you know, green packages, a lot more leaves, more natural sweeteners, GMO-free claims, all these kinds of things around these types of products.
But just to illustrate that that consumers are thinking about more than just, you know, the muscle gain.
They're looking at.
For other things as , or maybe another way to look at this is that it certainly does increase your consumer base because there is that very small group of people who only care about the muscle benefit, but there's a much bigger group that care about other things as.
So it's also a way to broaden your market by looking at some of these other things like naturalness as.
And then I mentioned like new segments.
So again, you know, it's not just Arnold and his cohort of super bodybuilders there, but we have a bigger market that we can look at people interested in active aging, healthier aging.
Looking at girls, you know, the fit girl we're calling it here, but people that want to just tone up a bit, and they're not gonna, you know, don't want big muscles, they definitely want to look better.
You could also say people, you know, still trying to lose a bit of weight, tone up and not be so flabby.
And then people who just want to have a, a more active lifestyle and just want that little bit of extra energy, to get through the day.
I think also, we could also put growing children on here.
I have a son that's grown very tall, but he's not growing, he's very thin, not growing wider yet, and I'm always looking at protein, for him as.
So again, there's lots of different ways to, to segment in this space, and again, that creates a bigger target, market for your products.
And so, as I said, we're moving beyond the powders, going much more mainstream in food, so just looking at The formats and the positioning of sports nutrition products, bars are still a huge category, very active category.
Lots of new product development going on.
So just looking at in terms of new product launches, 2016 versus 27 2015, we saw a 17% increase in bar launches, 12% increase in sports powders, and 11% increase in ready to drink.
This is something I've also been challenged on and people talking about people asking me about sports powders.
There are a lot more companies entering the market in this space.
You have probably seen that there's a Burt's Bees powder, so Clorox has entered this market.
Mars has entered the market with a Mars bar flavored sports powder in the UK, for example.
So there is a lot of activity, and we also know that it's growing in terms of value and volume.
But also the number of players is increasing, like everything else, there's, there's so many niches being developed and so many, and the, the barrier to entry has really dropped.
So there's a lot of new product activity, in all these spaces.
We're also seeing this, this merge, you know, this kind of blurring of categories.
Maybe we can even call it a, a crashing of categories that we're seeing the sports nutrition brands, you know, go much more mainstream, and we're seeing these mainstream products with the increase in their protein content for one thing, but also the positioning around the products, really start to, to blur a bit.
I think the, the, the nut milk is a great example, and there's been a lot of , press in the US, you know, the talk about protein content, in the, in the nut milks, for example, and the, all the dairy alternatives, but a lot of consumers think they have a lot more protein than some of them do.
But now we are seeing more claims like, like the almond cashew milk here that has pea protein in it, 10 g of protein.
Only 2 g of sugar.
But again, you can also see if we start from the left, 26 g 25 g 26 g, and then you come to the middle, But now it's, it's really unusual to see the nestqui with 23 g of protein.
So again, very interesting to see where they fall.
There used to be a clearer cut off in the middle of around 10 or 12, maybe 15 g of protein, and then you moved really into that space, to that sports space.
But now you can see that there's the 20 g on the upbeat right in the middle, but you see also 23 g on the nest quake.
So the rules are kind of being broken.
The boundaries are moving all over the place.
And the positioning is being changed.
The Netuk, you may have seen the advertising around the ultimate frisbee player promotion for that product.
So that's somebody who's playing a sport that's, you know, it's not maybe, you know, your top athletes playing it, but it's hard to play, and there's, you know, a lot of running and jumping and catching and everything.
Thing.
So again, promoting a high protein chocolate milk for that is a really interesting position for that.
So again, still a lot happening in the protein space.
I was in Sweden this weekend and I was just amazed at all the protein products that I saw.
So again, a lot of new and interesting.
Space around this whole active nutrition, category.
So now looking at, you know, how protein, what types of claims are being made.
So, in this case, we looked outside of sports nutrition, so looking in that more mainstream, group of products, and we saw, a 19, 19% growth in sports and recovery claims in mainstream products, and that's 2012 to 2016, this is global.
We saw a 27% increase in high in source of protein claims and a 14% increase in energy and alertness claims.
So that's really interesting if you think about some of these products like the Special K cereal, maybe it has a positioning of, you know, with energy to get through the day or, you know, start your day in the right way, gets you through lunch.
So the positioning on these, the whole, we'll call them active nutrition positioning on these mainstream products, is really interesting to watch, and protein is still key, and we're also seeing lots of different proteins being Being used in this space and again we've done a lot of analysis which we'll say for the very maybe targeted performance nutrition whey is still king for bars, soy protein is still king, but we're seeing a lot more opportunities for other proteins and some of these more mainstream active nutrition.
Products, select the ones here, the Special K protein cereal with 7 g of protein, the cashew and coconut naked protein ball, again, quite a natural positioning there, and then the whey ice cream, again, whey protein in an application that could be for your specialty user, but also for a more mainstream type of consumer as.
So you can analyze this so many different ways.
So again, know your consumer and then look at the type of A product you want to make for them and that's going to impact your, your protein choice, for example.
And then I mentioned looking at plant proteins that they are finding space in more natural sports nutrition.
And you can see a couple of examples there sprouted, sprouted brown rice and yellow pea and pea protein and sprouted rice protein.
And again, the packages really scream, you know, more natural, I would say, still look like they provide a good benefit.
But they also look a bit more natural.
But if we look at the plant proteins that have the highest growth in sports nutrition launches that we tracked 2016 versus 2015, we saw a 65% increase in pea protein, and of course it's coming off a smaller base, so there's higher growth there, but a 43% increase in rice protein and still a very healthy 25% increase in soy protein.
So again, definitely a space for plant protein and some of these more naturally positioned products.
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