Further growth is expected but demand is shifting geographically, says Business Insights.
Research by the independent market analyst has revealed that, between 2010 and 2015, the biggest shift for health trends in food and drinks will be from the west towards eastern Europe and other emerging markets in Latin America and Asia-Pacific. This hasn’t gone unnoticed by major brands such as Nestlé and PepsiCo, who are already starting to realise the potential of these markets.
Michael Randle, senior analyst at Business Insights, says: “Although the economic crisis affected developed countries and slowed down the rate of new launches in healthy food and drinks, the stability of economic growth in developing markets, and the rise of their middle class populations, has made these countries key targets for healthy food and drinks manufacturers.”
Digestive health represents an example of a health trend that will shift to new markets over the next few years. Food and drink products targeting digestive comfort are currently focused on the North American market, but this trend will move to Europe and Latin America where ‘probiotic’ products are becoming increasingly popular.
“Although much of the new growth in healthy food and drinks will be in emerging markets, some trends will go the other way, most notably for products which promise skin health and beauty,” says Randle. “Manufacturers who make these products, which often contain vitamins or antioxidants, are likely to move from Asia-Pacific, where the market has experienced high levels of growth over the last five years, to North America. This will be driven by the retiring ‘baby boomers’ who are the target market for these products.”
Source: Business Insights
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