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Translating consumer trends for health products to natural ingredients

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Objectives

Learn how to recognise trends

Learn how to determine which trends are of relevance to you

Learn how to translate trends into opportunities and threats and O&T into action

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From consumer trends to ingredient suppliers

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Supplier TraderHealth

Products Manufacturer

Retailer Consumer

Supply chain ingredients for health products

Translate trends

Consumer trends on

the European market

What does it mean for you as a supplier?

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Consumer trends Health products

Societal change

Aging population

Rising healthcare costs

People-helping-people

Teas for health (homemade, herbal)

Definition of ‘health’

Lifestyle choices

Preventive

Natural

Organic

Non-Western traditions

Long-term use

Health problems

Obesity

Inactive population

Diabetes

Epidemics (flu)

Cognitive disorders

Dementia

Increasing vascular

problems

Joint health

Immunity

Digestive health

Stress and Anxiety

Content

Caffeine-free energy

Antioxidants

Omegas

Superfruit/superfood

Proteins

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Consumer trend research

Useful sources:

www.nutraceuticalsworld.com/

www.nutraingredients.com/

Associations:

Association of European Self-Medication Industry: www.aesgp.eu/

German Medicines Manufacturers Association: www.bah-bonn.de/

Tradefairs (online and offline)

www.biofach.de/en/

Health ingredients, natural ingredients: www.figlobal.com/hieurope/home/

SANA: www.sana.it

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• Is this a trend you can build on?

“Buzzy” or “Solid”

Functional

Active health

Omegas(Beyond) Fair

Antioxidant

Organic

Superfruit/

superfood

ProteinsNatural

Lifestyle choices

Vegan

Ethnic / exotic

Unpacking the trends (1)

Homemade teas

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Work stress

Obesity

Dementia

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Unpacking the trends (2)

(How) should suppliers respond

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Supplier TraderHealth

Products Manufacturer

Retailer Consumer

What trends exist on the market?

What or who are the drivers of the trend?

Who should respond?

Opportunities for suppliers or traders of ingredients?

Tips?

Brand owners

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Trends that may not “fit” suppliers (1/3)

Heart conditions (prescription drugs): natural only to prevent with healthy lifestyles!

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Trends that may not “fit” suppliers (2/3)

Heart conditions

Pains (e.g. headache): people want immediate and long-lasting pain relief

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Trends that may not “fit” suppliers (3/3)

Heart conditions

Pains (e.g. headaches)

Serious illnesses (e.g. cancer): natural only to prevent with healthy lifestyles!

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Trends that may “fit” suppliers?

Preventive

Non-Western traditions

Teas for health

Superfruit/superfood

Caffeine-free energy

Etc.?

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Preventive – On the market

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Claims:

“…helps to promote good health”

“…to help overall wellbeing”

“…support a healthy immune system”

“Promotes health and wellbeing”

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Preventive – Drivers

Consumers are looking for healthy lifestyles to prevent illness

Prevent is easier, cheaper than to cure

Immune health supports overall health

Manufacturers want to innovate: respond with new products

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Preventive – Ingredients

Linked to other trends: antioxidant, immune health, digestive health, superfoods, stress & anxiety

Opportunity: ingredients that boost immune system, mainly in food supplements

Tips:

In your promotion: show how your ingredient supports or contributes to healthy lifestyles

Combine with other trends

Stress content of ingredient (antioxidants, vitamins etc.)

Be careful with claims!

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Non-Western rituals – On the market

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Non-Western rituals – Drivers

Consumers:

Increased interest in non-Western health systems (Ayurveda, TCM etc.)

Traditional use of plants

Globalisation / travel spreading rituals in cultures/countries

Manufacturers:

Tradition of use scientific testing

Used in marketing story

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Non-Western rituals – Ingredients

Opportunities:

Prominent role for MAPs in non-Western rituals

Ingredients with tradition of use in other cultures

Both food supplements and herbal medicine (scientific evidence)

Tips: Show in your promotion how ingredients are used in rituals:

Images of rituals/traditional use: how do people use it

Stress benefits: what do people use it for?

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Teas for health – On the market

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Teas for health – Drivers

Consumers part of healthy lifestyle

Manufacturers use teas as opportunities to innovate

Focus on specific indications: slimming, relaxing, energizing, digestive health, etc.

Increasingly sophisticated marketing

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Teas for health – Ingredients

Opportunities:

Direct marketing (mostly Ayurveda/TCM)

Specific indication

Tips:

Develop marketing story based on indication/content/traditional use/certifications

For finished products: work on attractive packaging!

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Superfood/superfruit – On the market

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Superfood/superfruit – Drivers

Consumers: want to live healthier lives, includes healthy diet

Manufacturers

Superfood and superfruit are marketing terms

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Superfood/superfruit – Ingredients

Opportunity: ingredients with healthy nutritional contents (antioxidants, vitamins and minerals, fatty acid profile)

Tips:

Find out what composition of your ingredient

Use it in your promotion

Use images in your marketing: fresh ingredient, origin

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Caffeine-free energy – On the market

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Caffeine-free energy – Drivers

Consumers:

Caffeine-free energy perceived as healthier than coffee/caffeinated energy drinks

Fast-paced society: boost energy, for work/sports

Ageing population: natural health options to support active lifestyle

Manufacturers

New ingredients/applications to distinguish products on market

Multiple ingredients in food supplements for specific condition (e.g. botanicals with fruits and vitamins)

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Caffeine-free energy – Ingredients

Opportunities:

Only in food supplements!

Combination with vitamins/ minerals

Tips:

Stress that source of energy is caffeine-free

Be careful with claims!

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“B vitamins support energy metabolismGreen tea extract”

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Exercise

Digestive health

Omegas

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In groups

Find it “in the market”

What are the drivers?

What is the opportunity?

What would be your tip?

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Questions and Answers

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