So says the latest edition of New Nutrition Business’ eagerly anticipated annual trend-spotting report.
10 Key Trends in Food, Nutrition & Health 2012 says energy continues to be one of the world’s fastest-growing and most profitable markets, and still presents a wealth of opportunities. ‘Natural energy’, especially, is emerging as a major force in the marketplace.
Julian Mellentin, director of New Nutrition Business and author of 10 Key Trends, says that natural energy now ranks high on many companies’ new product development agendas.
“In 2011, we saw product launches in this area from Nestlé, Campbell’s and others that use fruit and vegetables as a basis for a natural energy drink,” he says. “These launches were prompted by the fact that ‘naturality’ is now incredibly important to consumers. Whatever kind of product they are buying, consumers now expect it to be made with natural ingredients, and energy beverages are no exception.”
Julian also says that, after years of chasing an alternative, many companies have decided to stick with caffeine as a key energy ingredient. One reason for this is that it has proved resilient in the face of the EU’s highly restrictive Nutrition & Health Claims Regulation.
Caffeine is now subject to a number of approved health claims relating to alertness, concentration and endurance, making it very attractive to companies wishing to market products with active health benefits.
Julian adds: “The energy drink category will be the only one in Europe in which every single brand will be able to carry an approved health claim, thanks to caffeine. The significant body of research behind caffeine’s effects has been enough to meet the exacting requirements of the European Food Safety Authority’s review panel. This good fortune will lead many companies to rethink caffeine, and we can expect to see a proliferation of products containing this ingredient in the years ahead.”
10 Key Trends in Food, Nutrition & Health 2012 identifies and analyses the 10 major forces that will define the food and beverage industry this year. The key trends are:
Julian Mellentin says: “For us, a key trend is one that is very clearly a growth opportunity; a trend that a company can connect to in order to earn additional volumes, additional sales and extra profits. We focus only on those trends that are the underlying key drivers for our industry, not fads or short-term developments with no long-term meaning.
“In 10 Key Trends in Food, Nutrition & Health 2012, we have identified what we think the innovation opportunities are in relation to each trend. Most importantly, a key trend has a connection to consumer needs; it has a foundation of some sort in science; it can be the basis of a successful brand message; and it offers opportunities for genuine innovation. Any product tapping into a trend that meets all of these criteria has a strong chance of success in 2012.”
Source: New Nutrition Business
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