Ten Key Trends in Food, Nutrition & Health 2008

Available in PDF ONLY - £160/$295/€200/C$295/A$345/NZ$395/¥33000

97 pages, 50 product illustrations, charts and tables of data

10 Key Trends in Food, Nutrition & Health 2008, authored by Julian Mellentin, is the sought-after annual review of the trends that are defining strategy in food, beverages and health.

We focus on long-term trends, not fads, each one illustrated with examples of how brands around the world are already capitalising on the trends, supported by detailed case studies and supermarket sales data, taken from the 350-plus interviews we conduct with industry executives each year.

10 Key Trends 2008 shows:

Why “premiumisation” has become a standard for healthy foods and shows which brands are able to command price premiums of 100%-800% over regular foods – and how they do it

Why green tea, probiotics and fibres are the ingredients with the brightest futures

Why antioxidants are becoming the biggest “wellness” ingredient, providing a platform for multiple benefits, ranging from beauty to heart health and mood

Why omega-3 and plant sterols will continue to turn in a niche performance

How packaging innovation is the biggest product differentiator – even in health

Mellentin’s 10 Key Trends for 2008 are:

Key Trend 1: Digestive Health – a wellness issue and the biggest opportunity

Key Trend 2: Fruit and superfruit – the future of food and health

Key Trend 3: The marketing power of “naturally healthy”

Key Trend 4: Beauty foods – the newest niche

Key Trend 5: Weight management more about maintaining than losing

Key Trend 6: Mood food feels its way

Key Trend 7: A tipping point for the premiumisation of health

Key Trend 8: Healthy snacking for the “me” generation

Key Trend 9: Kid’s nutrition – connecting to multiple trends is crucial

Key Trend 10: Are antioxidants the new probiotics?

The trends are illustrated with a wealth of data and examples, including the following detailed case studies:

Pro Viva – the mass-market digestive health brand
Sunsweet PlumSmart – making an everyday fruit into a superfruit
Danone – creating a beauty food market in Europe with yoghurt, probiotics and green tea
Enviga – Coke’s calorie-burning drink gets off to a healthy start
Tea – Unilever repositions it as a drink for brain health
Bounce – innovation in snacking for the “me generation”
Calci-Yum – redefining kids health in Malaysia
Dark chocolate – the growth and marketing of a high antioxidant superfood

As the only company in the world dedicated to researching the business of food and health we are uniquely able to deliver a wealth of insights and opinions. Plus, our own background in marketing and product development means that we set out the trends in a way that enables companies to connect them to their own strategies.

Insights don’t have to cost a fortune. Our expertise means that, unlike anyone else, we can keep them affordable with a price of just $295/€200/£145.

The combination of practical insights at an affordable price means that hundreds of companies large and small, in over 40 countries, buy Ten Key Trends every year.

“I first bought New Nutrition Business’s 10 Key Trends in 2005. It is a constant companion, it provides clear pointers to the future and I use it in all my business planning with food companies. I enjoy New Nutrition Business’s proactive approach to the market – they were the first to make the food and health link so emphatically.”

David Irving, Businessman and Academic, ex-CEO Heinz Wattie Australasia

Julian Mellentin is co-author of both The Functional Foods Revolution: Healthy people, healthy profits?, the first-ever book on the business of functional foods, now translated into Japanese, and Commercialising Innovation: The Food & Health Marketing Handbook.

Available in PDF only

Publication Date: 10th December 2007

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Available in PDF ONLY - £160/$295/€200/C$295/A$345/NZ$395/¥33000

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