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Innova Market Insights: 3 key food trends for Hi China 2017

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Innova Market Insights reveals its 3 food & beverage key trends for China 2017, just before Hi China, Shanghai

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Innova Market Insights: 3 key food trends for Hi China 2017

  1. 1. Health focuses in China Jan 2017
  2. 2. 2 2 • Overall wellness • Senior health • Infant health Health focuses in China
  3. 3. 3 3 Overall wellness
  4. 4. 4 4 • Digestive/gut health is the leading health claim for dairy launches tracked across both China and Asia during 2014 and 2015. • The total share of the top 5 health claims increased in China, whereas it remained stable in Asia over the last 2 years. Top health claims for dairy category in China vs. Asia
  5. 5. 5 5 • The US market is one of the main markets: one in four dairy launches now carries a protein claim. Australia and UK follow a similar trend path. The Chinese market has experienced a surge in protein NPD in 2016. Protein trend is taking off in major markets, including China 0% 5% 10% 15% 20% 25% 30% 2013 2014 2015 2016H1 Share(%)ofproductlaunches Share (%) of dairy launches which carries a protein claim United States Australia Brazil China Germany United Kingdom
  6. 6. 6 6 24% of consumers in China increased their intake of protein drinks 48.7% 12.0% 13.7% 9.0% 7.7% Because it is healthy I buy it for my children There is more variety and novelty available Due to a change in my budget My taste preference has changed Why have you increased your consumption of protein drinks? China, 2015
  7. 7. 7 7 Protein enriched Greek yogurt is now entering Asian markets JAPAN SOUTH KOREA CHINA Chichiyasu No Fat Greek Yogurt (Japan, Oct 2016) Claims/Features: No fat. Double protein. Protein: 7.3g/100g. Danone Frozen Greek Style Yogurt: Vanilla (South Korea, Aug 2016) Description: 6 x 90g plastic pots of vanilla flavored greek style yogurt. Good for freezing for seven hours to make a frozen greek yogurt ice cream. Protein: 5%. Yili An Muxi Greek Yogurt Drink (China, Jun 2016) With yogurt bacteria studied in agricultural university of Athens, Greece. 35% more protein than the national standard yogurt drink. Thick and super tasty!
  8. 8. 8 8 • Yogurt and or yogurt drink is for many a household staple and considered a healthy addition to the diet. • 53.6% of Chinese consumers has increased yogurt consumption. Their motivation to consume more is health driven and facilitated by more choice on the shelf. More choice in healthy yogurts triggers consumption 55% 16% 15% 14% Because it is healthy There is more variety and novelty available My taste preference has changed Due to a change in my budget % respondents Why have you increased your consumption of yogurt? (China, 2016) Mei Yi Tian Pure Day Meiyitian Live Bacteria Yogurt Drink: Cranberry And Chia Seed Flavor (China, Jun 2016) Description: Live bacteria yogurt drink with cranberry and chia seed flavor, in a 260ml plastic bottle. Claims: Contains live bacteria: streptococcus thermophilus, lactobacillus bulgaricus, bifidobocterium infantis, lactobacillus plantarum and lactobacillus rhamnosus. Contains high quality milk protein.
  9. 9. 9 9 • Yogurt products with a natural and clean (or clear) label positioning will draw most attention from the Chinese consumers. Strong demand for natural, clean label products 24% 20% 20% 19% 18% Natural Made with real ingredients No artificial flavors or colors Low/no/reduced fat Organic Choose the factors that most influence your purchasing decision when purchasing yogurt (up to three factors) (China, 2016)
  10. 10. Senior health
  11. 11. 11 11 Healthy ageing ELDERLY ARE MORE CONCERNED ABOUT HEALTH • By 2050, 1 out of 4 Chinese citizens is expected to be aged 65 or over. CHINA’S AGEING POPULATION 7.3% 17.2% 4.7% 4.4% 11.0% 6.9% 34.9% 36.5% 15.8% 12.7% 35.5% 23.9% 0% 10% 20% 30% 40% South Korea Japan Indonesia India Hong Kong China % of country population aged 65+ 2050 2000
  12. 12. 12 12 • Mobility related health issues like osteoporosis, bone health and joint health problems are among the most important concerns for Chinese consumers. Preparing for the dietary needs of an ageing population KEY HEALTH CONCERNS FOR CHINESE CONSUMERS • Chinese manufacturers respond to health concerns by launching more products with health claims relevant for the aging population. RISING NPD FOCUSING ON AGEING POPULAITON 57.0% 62.0% 64.0% 66.0% 68.0% 70.0% 30.0% 21.0% 26.0% 20.0% 27.0% 23.0% 0% 20% 40% 60% 80% Joint health problems Hypertension/High blood pressure Bone health/strength Osteoporosis Cardiovascular/heart disease Gastrointestinal / Digestive problems % of consumers reporting to be very/extremely concerned about: UK China 0 200 400 600 800 1000 1200 1400 2012 2013 2014 2015 New product launches tracked with the following health claims (China, 2012 – 2015, indexed 2012=100) Bone Health Brain Health Digestive/Gut Health Eye Health Heart Health
  13. 13. 13 13 • Calcium / Vitamin D & protein Healthy ageing drives NPD growth around mobility BONE HEALTH • Protein MUSCLE MAINTENANCE • Collagen & glucosamine JOINT HEALTH
  14. 14. 14 14 Infant health
  15. 15. 15 15 • DHA and brain health are significantly more important in China and the US compared to the globe as a whole. • DHA and brain health are more important in the US compared to China, and digestive/gut health, immune health and vitamin/mineral fortified vice versa. Key health claims of infant milk formula in China and in the US 70% 68% 63% 46% 38% 77% 88% 56% 42% 32% 49% 58% 58% 37% 36% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% DHA Brain Health Digestive/Gut Health Immune Health Vitamin/Mineral Fortified %newproductlaunches Top 5 health claims of IMF launches tracked (2014-2016YTD) China US Total global
  16. 16. 16 16 DHA combined DHA + ARA DHA + CHOLINE DHA + ARA + CHOLINE+ TAURINE Hero Baby Stage 2 Premium Nutrasense Follow-On Milk Formula For Babies (China, Nov 2015) Claims/Features: With five kinds of nucleotides, GOS as soluble dietary fiber, DHA/ARA (long- chain polyunsaturated fatty acids), vitamin D, and calcium. Nutrasense formula: The unique nutrition combination. Friso Prestige 2 Follow On Formula For Babies From 6 To 12 Months (China, Dec 2015) Claims/Features: Contains nucleotides and choline. DHA helps normal development of infant's vision. Nouriz Collection Stage 1 Platinum Goat Milk Based Powdered Formula For Babies From 0 To 6 Months (China, Dec 2015) Claims/Features: With DHA, ARA, taurine, dietary fiber (GOS and polyfructosan), nucleotides, choline and inositol.
  17. 17. 17 17 • Whey protein is included in 70% of total IMF launches tracked in China, while it was only added to 35% in SEA region. Whey protein is dominating the Chinese IMF market 53.5% 67.1% 74.2% 69.7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 2012 2013 2014 2015 Percentageoftotalinfantformulalaunchestracked China: infant formula launches tracked with whey protein (2011- 2015)
  18. 18. 18 18 • Prebiotic fibers are added to 70% of IMF launches in SEA and 87% in China. Prebiotic fibers key in SEA and China Laboratoire Gallia Pronutra+ Croissance Stage 3 Aliment Lacte En Poudre Pour Enfants En Bas Age A Partir De 12 Mois: Milk Formula Powder For Infants From 12 Months (Vietnam, Dec 2015) Claims/Features: Pronutra+ with the unique blend of ingredients. Prebiotics contributes to the development of intestinal flora. ... Lactona Gold 1 Plus Formula Lanjutan Untuk Anak Usia 1 To 3 Th Rasa Vanilla: Advanced Milk Formula With Vanilla Flavor For Children From 1 To 3 Years (Indonesia, Nov 2015) Claims/Features: Contain prebiotics (inulin), it helps maintain gastrointestinal function. Herds Bei Rui Zi Goat Milk Powder For Infant Formula From 0-6 Months (China, Nov 2015) Claims/Features: Contains lutein, nucleotides, multivitamin, lactoferrin, choline, phospholipid, linoleic acid and algae oil. HACCP certified. GMP certified. Contains prebiotics (GOS and FOS).
  19. 19. 19 19 Thank you! EMAIL contact@innovami.com www.innovadatabase.com

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