Fermentation: how to make a trend into an opportunity

If you have any doubts about the growth potential of the fermented foods trend, dismiss them now. The sign that fermentation has reached its tipping point came with the decision by PepsiCo, the world’s second-biggest food and beverage company, to acquire fermented drinks maker KeVita.
50 pages
140 slides

February 2017

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Seven powerful elements are lining up in favour of fermentation, from its connection to the most powerful consumer trends, to its embrace by food explorers and product developers.

The market for fermented foods is probably now where the probiotic yoghurt market was 15 years ago. It’s a good time to take a calculated risk.
Given how quickly ideas spread in our connected world, how quickly even big companies are learning to take risks on emerging categories, then waiting to see what happens and entering later is probably the least wise strategy you can adopt.


1. Fermentation at a tipping point
2. Key trend connections drive growth
3. Where are the opportunties?

4. Market entry strategy
Case Study 1: Natural energy message moves ancient Asian drink mass market?
Case Study 2: Chef aims to convince consumers with “lost art” of fermented food
Case Study 3: Fermented drinks find their rhythm
Case Study 4: Sweet success for sourest of drinks?
Case Study 5: Is the time right for tempeh?


Chart 1: Consumers’ online searches for fermented food are steadily increasing
Chart 2: Google searches, France and Spain
Chart 3: Fermented product launches in the US
Chart 4: Fermented product launches in the UK
Chart 5: Fermented product launches in Europe (excluding UK)
Chart 6: Google searches for fermentation health benefits focus on digestion, immunity and mood
Chart 7: Non-dairy digestive health product launches are increasing
Chart 8: Fermented foods and drinks on the Nutritional Product Life Cycle
Chart 9: The most effective route to market
Chart 10: Bao pricing compared
Chart 11: Price comparison of fermented drink shots
Chart 12: Drinking vinegar price comparisons (US$)
Chart 13: Drinking vinegar products launched in the US, 2010 – 2016 (YTD)
Chart 14: Google searches for “drinking vinegar”, 2010 – 2016 (YTD)
Chart 15: Google searches for “Tempeh”, Australia and UK 2010 – 2016 (YTD)
Chart 16: Tempeh price comparisons (US$)


Table 1: There are many different types of fermentation
Table 2: Claims for fermented beverages
Table 3: Tempeh and tofu compared



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