One scoop or two?
Converging trends have given birth to the Age of Well-being, according to New York City-based Ketchum, one of the largest public relations, marketing and corporate relations firms in the world.
Ketchum’s “Health, Wellness and Nutrition Global Trends Forecast for 2008 and Beyond,” based on a variety of global internal and external sources, was developed by Cathy Kapica, the firm’s vice president of global health and wellness, and Linda Eatherton, partner/director of the global food and nutrition practice.
Health Comes of Age
Both have interesting food industry backgrounds. Kapica, a registered dietitian and Ph.D. of public health sciences, was director of global nutrition for McDonald’s and director of nutrition education at Quaker Oats. Eatherton was formerly with Kraft Foods and Dairy Management Inc. Kapica kindly shared the findings with us during IFT. They can be used as a guide to market new products and communicate effectively with consumers.
Factors leading to the Age of Well-being include: the global rise in obesity rates; rising healthcare costs; an aging, affluent population; growing interest in prevention vs. treatment; emerging technologies and scientific advances; and the increasing availability of “responsible” foods (such as portion-controlled, reduced-fat, reduced-salt and reduced-sugar).
Ready access to information combined with empowered consumers will continue to drive health and wellness. You need only look at consumers’ growing interest in organic, natural, functional and superfoods, as well as prebiotics, probiotics, synbiotics and fortification.
According to Kapica, the new definition of wellness is broader than it used to be. It includes not only being healthy, but feeling healthy, having less stress, eating right, and having time for oneself. And the specifics are being defined differently by ethnicity and life stage.
Sustainability also has been redefined from responsible farm-to-fork food cultivation processes. Consumers want to know how a product came to market and how the company treats its employees, suppliers and the environment. And they want the same information about suppliers to the food industry.
Organic continues to grow in Europe, led by Germany, France and the UK. It is also growing in North American and parts of Asia. But recent food safety concerns have led consumers to question the strength of organic certification standards. In Germany, where organics are viewed as cheap commodity products, farmer/processor cooperatives such as Bioland are branding their organic products as “exceeding regulations” and therefore, safer and better. Meanwhile, imported organics in Asia target the wealthy and educated.
Clean label foods is the mantra. Consumers demand short ingredient statements they can understand, rather than stabilizers, gums, additives, substitutes and chemicals. Less is also more appealing in a desire for foods that are “free from.” Those include gluten-free, lactose-free and animal-free.
In contrast, positive nutrition appeals to consumers. The debate is changing from no salt, no fat and no sugar to added vitamins, minerals, antioxidants, protein-rich and naturally nutrient-rich. Superfoods (acai, pomegranate, etc.) are moving to the forefront of value-added ingredients.
More value in value-added is key. Fortification is changing its focus from overcoming deficiency to enhancing performance, both cognitive and physical. Notable ingredients include calcium, vitamin D, vitamin E, omega-3 fatty acids and probiotics. Due to the prevalence of obesity related diseases, foods and diets with risk-reduction benefits will continue to gain interest. Fiber and whole grains also add value and are perceived as less processed.
Sweeteners, unless found in nature (honey, fruit) are questioned. High-fructose corn syrup and non-calorie aspartame are suspect. Concern about metabolic syndrome and diabetes is driving interest in the glycemic index and the use of sugar, especially in Europe.
Nutrition gets personal with the emergence of nutrigenomics (the ability to detect individual nutrition, health needs and risk through DNA mapping). And there will be a push to produce products that are personalized to specific gender, age, lifestyle and ethnic indicators.
Continued interest in breakfast all day will gain momentum as a way to manage weight by promoting satiety (sense of fullness) and for brain development, especially for children. Sugar in breakfast foods will remain a concern.
Health means beauty inside and out. Consumers of all ages recognize that a healthy lifestyle leads to a better appearance. As a result, “beauty foods” will gain interest, and cosmeceuticals (also called nutricosmetics) will be new selling points. Fruit, especially pomegranate and mangosteen superfruits, will gain favor for use both inside and out.
The holistically healthy brand emerges as the company is viewed as part of the wellness solution instead of part of the health problems. These are processors that invest in innovation and reformulation, value workplace wellness, and have a heritage of social and environmental policies and practices.