10 Key Trends in Food, Nutrition & Health 2010

Available formats:	Pricing:
PPT – 309 slides, product illustrations, charts and tables of data	PDF & PPT each priced at: €200/$295/£190/C$295/A$345/NZ$395/¥23000
PDF – 98 pages, over 90 illustrations and charts, supported with brand sales data	Buy the PDF and Powerpoint together and get a 20% discount: €320/$472/£305/C$472/A$552/NZ$632/¥36,000
ISBN: 978-1-906297-32-9	Publication date: December 2009
Add to your shopping cart Alternatively, download the Order form (pdf)

About this report

Download brochure

Digestive health continues to be the biggest trend. Its importance to consumers has been underscored by the impressive growth rates of digestive health brands, with sales of even premium brands increasing by 10%-20% during the recession. And yet digestive health still has huge areas of untapped potential in most countries around the world, especially for fibre fortified products and products in the beverage and cereal categories.

Bones and Movement enters our top-10 trends this year for the first time. It’s a trend that has been gathering momentum thanks to the increasing number of people over the age of 40, who have more reason to be aware of the health of their bones and joints. It’s a niche that is getting bigger fast and it’s a significant area of opportunity in every continent – and one that has not been fully exploited anywhere except in Asia.

The potential of bones and movement has already got the attention of Europe’s most innovation-minded companies, where the new ultra-restrictive health claims regime may leave “bone health” as one of the very few permitted claims.

The “feel the benefit” advantage of the Elations joint health brand means that it is set for sales of $55 million (€37 million) in 2010, compared to just $15 million (€10 million) two years ago. Offering a benefit that people can feel “has been shown to be an incredibly meaningful claim,” said a spokesperson for Elations.

“Whatever the benefit your brand is offering, it’s key to make sure there is a clear benefit platform and that consumers can quickly feel or measure or experience the benefit – that’s how people see they’re getting value for money,” Mellentin observes.

Each year since 1995, industry expert Julian Mellentin has forecast and analyzed trends in food, nutrition and health. Each trend analysis in this report includes a short bullet-point summary of the trend and of the key factors we believe can contribute to enduring success

Mellentin’s 10 Key Trends for 2010 are:

1. Digestive health – a mega-trend moves beyond the tipping point
2. An intrinsic health benefit that’s also convenient
3. Feel the benefit – the most powerful marketing message
4. Energy – a world of untapped opportunities
5. Fruit and superfruit – the future of food and health
6. Antioxidants – big in America, dead in Europe?
7. Weight management
8. Healthy snacking
9. Packaging and premiumisation
10. Bones and movement

This year the report also includes 7 Micro-Trends. These are:

1. Protein power
2. Kids’ nutrition
3. New life for heart-health and cholesterol-lowering?
4. Probiotics’ new prospects
5. Immunity – a great claim that’s hard to use
6. Fresh start for omega-3?
7. Beauty an ultra-niche opportunity

In addition, this year we address regulatory issues in Europe and what they mean for which trends are likely to succeed – and which ones might disappear – in the European market.

10 reasons to buy:

• Each trend summarized in bullet-points in a Summary box (so you don’t have to read all the words) as well as a bullet-point summary of the Success Factors for products following each trend. 
• We show how brands around the world are already profiting from the trends
• Independent and opinionated
• We focus on long-term trends, not fads
• Based on 350-plus interviews with industry executives
• Supported by supermarket sales data
• Illustrated with a wealth of colour product images and data charts
• 20 years of experience to guide you through the years ahead
• A very affordable price which is why hundreds of companies large and small, in over 40 countries, buy 10 Key Trends every year
• Sent to you in PDF or Powerpoint, or both if you want

About the author
Julian Mellentin is one of the world's few international specialists in the business of food, nutrition and health. Julian is the owner and editor of New Nutrition Business, the leading source of industry and market analysis, which has focused solely on researching and forecasting the nutrition business since 1995.

He is also co-author of:

• The Functional Foods Revolution: Healthy people, healthy profits?, the first-ever book on the business of functional foods, now translated into Japanese.
• With Peter Wennström, Commercialising Innovation: The Food & Health Marketing Handbook
• With Karl Crawford, Successful Superfruit Strategy.

How to order

Insights don’t have to cost a fortune – our expertise means that, unlike anyone else, we can keep them affordable:

Insights don’t have to cost a fortune

Expertise in the business of food, nutrition and health since 1995