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Riding the Next Wave in the Nutrition Market 2016

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n April 2016, Singapore hosted the first ever Food Vision Asia event. Food Vision Asia focused exclusively on this high growth market and the challenges it faces as increased consumer buying power drives its consumer’s appetite for a diet predicated on ‘world food’ choice and variety.

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Riding the Next Wave in the Nutrition Market 2016

  1. 1. Riding the Next Wave in the Nutrition Market Food Vision Asia Health Promotion Board , Singapore CEO , Mr Zee Yoong Kang 29 Apr 2016
  2. 2. In Asia, consumers are looking for more healthy products Top 5 Health Positions of Product Categories in Asia include Natural, Low Fat & Organic Source: Mintel; Nielsen; Innova 2015-2016 Consumers are on the Lookout - Fiber & Wholegrains
  3. 3. Obesity contributing to Diabetes – Major healthcare burden 5.1 6.0 6.9 8.6 9.0 11.1 16.0 10.8 16.0 17.7 21.7 25.1 33.0 23.0 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 1980 1990 2000 2010 2020 2030 2040 2050 2060 PREVALENCEINEACHWEIGHTCATEGORY(%) Projection of BMI trends, 2020- 2050* BMI≥ 30 BMI≥ 27.5 Source: Projected prevalence 2020-2050 from communication with Phan Phuong Thao based on a microsimulation model of obesity and diabetes in Singapore: Phan, T. P., Alkema, L., Tai, E. S., Tan, K. H. X., Yang, Q., Lim, W.-Y., Cook, A. R. (2014); (b) Saw Swee Hock School of Public Health, SCs & PRs, aged 18yrs and above
  4. 4. In Singapore, there will be increased Government focus on promoting healthier foods
  5. 5. Need for Paradigm Shift A Public – Private Partnership Model
  6. 6. Public Education Campaigns Forming strategic partnership to influence consumer behaviour Inform Strategic Shift Influence Leveraging partnerships to achieve PERVASIVENESS Eco-systemic Model Adopting behavioural economic principles to NUDGE CONSUMERS • Changing the Context and Environment • Making healthier choice default and accessible
  7. 7. Source : Straits Times
  8. 8. Leveraging Public-Private Partnership : Supermarket promotion One-of-its-kind, big-scale, high impact UK To increase availability of fresh fruit and vegetables in convenience stores 74 convenience stores* (Year 1: 2008) • 7 convenience store retailers in North East of England • All fresh fruits and vegetables *grew to 160 stores by 2010 175 neighbourhood stores* (Year1: 2012) • 2 neigbourhood communities in Bronx, New York • 2,300 healthier products USA To increase access to healthier food options in neighborhoods stores *grew to 670 stores by 2015 Singapore To increase visibility and sales of HCS products in supermarkets 235 supermarket outlets (Year 1: 2015) • 4 major supermarket chains in Singapore • 2,500 products with HCS symbol
  9. 9. Partnership in Action – Expanding consumer choice HCS product categories covers 60% of total foods and drinks sold in retail grocery chains Cereal Miscellaneous and snacks Dairy Sauces Edible Oil Sweetened Drinks Convenience Meals
  10. 10. Supermarket advertising & activities SMS LUCKY DRAW SPIN & WIN HCS PRODUCT SALES* *during campaign period CAMPAIGN WEBSITE ACTIVATIONS CAMPAIGN AWARENESS AWARENESS ENGAGEMENT ACTION Nielsen report shows a +4% in YoY growth sales of HCS products
  11. 11. 2012 2014 2020 Partnership in Action –Growth in Healthier Choice Products +9% HCS Volume annual growth 2004 15% Market share 17% Market share ; >2,500 products 25% Market share Target By 2020 Launch with 300 products only 55% FY15 Proj 53% 49% 53%51% FY 14FY 12 47% 47% FY13 44% 39% FY14 40% FY15 60% FY12 61% 56% 47% 53% FY15 Proj FY12 8% 92% FY13 11% 89% FY14 12% 88%93% 7% FY13 45% Wholegrains Sweetened drinksOil FY12 FY13 FY14 FY15 Proj
  12. 12. Kopi, Teh, Sui Dai – changing consumer taste one cup at a time
  13. 13. Industry Partnership: Reformulation of reduced sugar drinks Product Reformulation : • Incremental lowering of sugar levels in beverages from 9.5% to 7% • Led to increased varieties of reduced-sugar drinks in the market
  14. 14. Partnership in Action: Shifting consumer taste by nudging Coffeeshops Hawker Stalls Food Courts e.g Kopitiam, Koufu Cafes e.g Yakun, Toastbox Kiosks e.g Gongcha, Mr Bean QSR/ Restaurants/Caterer Nudging @ Food Service Point of Sales Grocery Retailers Grocery Chain Packaged Drinks Reformulation Integrated efforts from multi-stakeholders to influence lifestyle change. Yr 2014 1,000 touchpoints Yr 2015 1,200 touchpoints
  15. 15. Impact: Shift in consumption of regular sweetened beverages to reduced-sugar and water products Source : Nielsen Modern Trade only CAGR : Compound annual growth rate 45% FY 15 Proj 27% 28% 47% 26% 27% Water 5% 53% 24% 23% Reduced sugar SSB 7% FY 13 48% 26% 26% Water 4% Reduced sugar SSB 9% FY 12 MarketshareofHealthierDrinksConsumed Y08-15 Reduced sugar SSB / Water 7 year CAGR +8% / +5% Water 12% Reduced sugar SSB 8% FY 14 Regular Drinks Water Reduced sugar Water YoY Vol Growth % Healthier YoY Vol Growh %
  16. 16. A “Whole-of-supply chain” Approach: Together we can make wave in providing healthier choices Product Innovation Broaden Choices Driving Consumer Demand Promote and Activate Forging Stronger Multi-stakeholder Partnership Awareness
  17. 17. Thank You
  18. 18. Asian Food Regulation Information Service is a resource for the food industry. We have the largest database of Asian food regulations in the world – and it’s FREE to use. We publish a range of communication services (free and paid), list a very large number of food events and online educational webinars and continue to grow our Digital Library. Feel free to contact us anytime to talk about your specific requirements, offer comments, complaints or to compliment us. We look forward to hearing from you soon! www.asianfoodreg.com admin@asianfoodreg.com

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