David Jago FDIN Wellness Seminar 2008 From slimming to wellness 1 ©2008 Mintel International Group...

David Jago

FDIN Wellness Seminar 2008

From slimming to wellness

1 ©2008 Mintel International Group Limited. All rights reserved. Confidential to Mintel.


Introduction

• Changing definitions of wellness and healthy eating

• Identify how companies around the world are using “wellness” as a platform for innovation

• Look at what works and what doesn’t

• Some conclusions

• And we have some “wellness” products from around the world, for you to taste and try...


Drivers behind “wellness” trend

• Rise in serious illness, obesity, Type II diabetes, etc…

• Increased awareness of health issues, greater access to information, consumer power

• Growing tendency towards self-diagnosis

• Increased tendency (in the West) to consider the mind-body-spirit balance


Wellness and shifts in healthy-eating

• Low-in claims remain important, but “dieting” and

“weight loss” are outmoded and marginalised

• Focus shifts away from negative connotations and

denial

• Portion control emerges as a key trend

• Focus now is on balanced nutrition, food debits and

credits, and weight management or appetite

management rather than weight loss

• Growth in foods that feature inherent goodness, that

are “wholesome” and “nutritious” - “naturally rich in”

beneficial ingredients, and additive-free

• Mental and spiritual wellness emerge alongside

physical wellness


Shifts in low-in claims

Coca-Cola’s Zero carbonated soft drink; zero sugar, not “light” or “diet”, targeted at a more male audience;Pepsi Twist 3, lemon-cola drink with 3 calories per can


Diet plans become lifestyle plans

Kraft Foods’ South Beach Diet becomes South Beach Living, USA

Unilever’s Slim-Fast enters hunger management segment with Hunger Shots yogurt drinks, UK


Permissible indulgence via portion control

Mars’ A little bit of…, smaller versions of key products targeting consumers who follow healthier diets, UK


Focus on inherent goodness and colour

Unilever’s Knorr eet kleur (eat colour) soups, including green soup with green vegetables rich in folic acid, lutein, and vitamins C and K, and red soup with tomatoes and red vegetables rich in lycopene, lutein and vitamin C, Europe

Parmalat’s Santal 5 i Colori della Salute, a range of colour-based juices, including Natural Red Mix with pomegranate, red oranges and elderberries, said to be rich in polyphenols, Italy


Functional foods or wellness foods?

Barilla Alixir Immunitas Chocolate Biscuits with probiotics, for immune system health, orange & carrot drink with prebiotics for digestive health, Italy

Mars’ CocoaVia cocoa flavanol granola bars, with cocoa flavanols to promote healthy circulation, which is essential for a healthy heart, brain and body, USA


Specific wellness benefits from everyday foods

General Mills’ Green Giant frozen vegetables: Healthy Vision (beta-carotene); Healthy Weight (high fibre); Immunity Boost (high in antioxidants), USA


Promoting the positives

Verkade Fruit & Form (Fibres +) wholegrain cereal biscuits, with 10% fibre and vitamins B1, B2, B5 and B6, said to promote well being as well as digestion, France

Kraft Foods’ Crystal Light LiveActive nutrient enhanced drink mix for digestive health, with 3g prebiotic fiber, and LiveActive bars, USA


Tea for slimming or wellness?

Unilever’s Lipton Linea tea, rich in green tea antioxidants, “drink yourself fit every day”


Lifestyle beverages

Coca-Cola’s Aquarius Vitamin Guard, a body-conditioning drink targeted at active 20-40 year olds, with vitamin C, niacin and amino acids to support skin health and general wellbeing, Japan

M13 Wellbeing Functional Juice, a herbal and vitamin supplement, all natural and rich in antioxidants, with no added sugar or preservatives; said to support mental clarity, balanced energy, metabolism, immune system, healthy skin and hair and anti-aging, USA


More than just a light crispbread?

Wasa’s Crisp’n Light Wellness crispbreads, with green tea and vitamin E antioxidants that lower stress and help neutralise free radicals; Balance (prebiotic) and Beauty (fibre & B vitamins) varieties also available, Netherlands


More than just a light meal?

Inzersdorfer’s Wellness microwave prepared meals, 315 calories per 350g, free from preservatives and flavour enhancers, Austria


Balance and wellness in chewing gum?

Wrigley’s Orbit Balance, in raspberry-lemongrass variety, Germany


Holistic approach: Mental wellness

• Mental wellness has emerged as a key claim in Western markets, having been well established previously in Asia

• Sweet snack products and everyday foods are fortified with omega-3, B vitamins and more to support cognitive performance

Sovena’s Fula Nutri+ vegetable oil enriched with DHA/ALA fatty acids to stimulate mental function, Portugal

Gerblé Equilibre 50 Mémoire (“balance 50 memory”), a cereal bar designed for seniors to “maintain their mental vivacity”; rich in soy phospholipids and vitamin B9, France

Kellogg’s Live Bright Brain Health Bar with DHA Omega 3, USA


Holistic approach: Spiritual wellness

• Spiritual wellness can be catered for by “mood foods”

• These are typically sweet foods or drinks that address emotional wellness through simple indulgence

• Yet there is evidence to support the real benefits of some of the active ingredients in such products

Anthon Berg’s Chocolate Therapy Focus, with extracts of schizandra berries for “clarity”, Denmark

Lotte’s +Relax chocolate with theanine and GABA (an amino acid) to aid relaxation, Japan


Holistic approach: Look good, feel good

Mars’ Dove Beautiful Chocolate Bar, with skin nourishing vitamins C and E, biotin and zinc, plus the natural goodness of cocoa flavanols to help hydrate from within to support beautiful looking skin, USA

Nestlé’s Glowelle Beauty Drink, with a proprietary blend of antioxidant vitamins (A, C and E), tea, phyto-nutrients, botanical and fruit extracts, said to help delay aging by hydrating the skin, protect the skin against environmental damage and nourish from within, USA

• Beauty foods and beverages reach the mainstream, with major brands and companies

• Products play on the emotional and physical benefits of cared for, healthy skin


Conclusions and points for the future

• Is “wellness” just a new, consumer-friendly way of looking at

enhanced functional health benefits?

• Especially where those benefits are “nature-based” or use the

“science of nature”?

• It’s about:

– Accentuating the positives, not the negatives (of being unhealthy

or overweight)

– Focusing on prevention, rather than cure

– Maximising vitality and looking forward to the lifestyle benefits

• Attributes that allow wellness foods, more than other “better-for-you”

foods, to operate with indulgence values


David Jago

[email protected]

Tel. +44-207-606-4533

www.gnpd.com

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David Jago FDIN Wellness Seminar 2008 From slimming to wellness 1 ©2008 Mintel International Group...

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