Global Ketogenic Diet Food Market

1
GLOBAL KETOGENIC DIET FOOD MARKET

(2016-2024)
Report
Report Global Ketogenic-diet Food Market

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TABLE OF CONTENTS 2
1. INTRODUCTION
4.1.3 Snacks (Nuts and Seeds, Meat and Poultry)
1.1 Research Phases
4.1.4 Dairy
1.2 Study Deliverables
4.1.5 Other Product Types (Meals, Sauces and
1.3 Scope of the Market
Condiments, Sweeteners, Dark Chocolate)
2. MARKET INSIGHT
4.2 By Distribution Channel
2.1 Market Overview
4.3.1 Hypermarket and Supermarket
2.2 Market Trends
4.3.2 Specialty Stores
2.3 Industry Attractiveness - Porter's Five Forces Analysis
4.3.3 Convenience Stores
2.3.1 Bargaining Power of Suppliers
4.3.4 Online
2.3.2 Bargaining Power of Buyers
5. BY GEOGRAPHY
2.3.3 Threat of New Entrants
5.1 North America
2.3.4 Threat of Substitute Products and Services
5.1.1 United States
2.3.5 Degree of Competition
5.1.2 Canada
3. MARKET DYNAMICS
3.1 Drivers 5.1.3 Mexico
3.2 Restraints 5.1.4 Rest of North America
3.3 Opportunities 5.2 Europe
4. MARKET SEGMENTATION 5.2.1 Germany
4.1 By Product Type 5.2.2 United Kingdom
4.1.1 Supplements 5.2.3 France

4.1.2 Beverages 5.2.4 Russia
TABLE OF CONTENTS 3
5.2.5 Spain 7. COMPANY PROFILES
5.2.6 Rest of Europe 7.1 Nestle

5.3 Asia-Pacific 7.2 Know Brainer Foods LLC
5.3.1 China 7.3 Zenwise Health LLC
5.3.2 India 7.4 Perfect Keto
5.3.3 Japan 7.5 Ample Foods
5.3.4 Australia
7.6 Sports Research
5.3.5 Rest of Asia-Pacific
7.7 Danone SA
5.4 Rest of the World
7.8 BPI Sports Inc.
5.4.1 Brazil
7.9 Ancient Nutrition LLC
5.4.2 Argentina
7.10 Pruvit
5.4.3 South Africa
8. DISCLAIMER
5.4.4 Others
6. COMPETITIVE LANDSCAPE
6.1 Most Adopted Strategies
6.2 Most Active Companies
6.3 Market Share Analysis

4
2. RESERCH METHODOLOGY
1.1 Research Phases
1. INTRODUCTION 1.2 Study Deliverables
1.3 Scope of the Market

1.1 RESEARCH PHASES 5
• Plant Managers
• Sales Managers
• Industry Experts
• Company Annual Reports • Surveys • Insights from Data and
• Consultants
• Journals • Manager - Purchasing and Forecast, Compiled into
• Subject-matter Experts
• Government Publications Logistics One Report
• In-house Experts
SECONDARY DISCUSSION PRIMARY ECONOMETRIC EXPERT DATA REPORT

RESEARCH GUIDE RESEARCH MODELLING VALIDATION TRIANGULATION WRITING
• Company-related Queries • Revalidation of Numbers from

• Forecasting Model
• Market-related Queries Secondary through Primaries
• Monte Carlo Simulation
• Company Financials • Combination of Top-down and
Bottom-up Approaches
Primary Interviews (% ), by Designation Primary Interviews (% ), Along Value
Chain
CEOs/CFOs
6%
6%
Board Members 32% 35%
31%
Manufacturers
20% Research Heads
Service Providers
Strategic Decision End Users
Makers
11%
Financial Advisors 55%
26%

1.2 STUDY DELIVERABLES 6
AIM AND OBJECTIVE OF THE STUDY
Global, regional, and country-level analysis and forecast of the ketogenic diet market.
STUDY PERIOD BASE YEAR COMPANIES PROFILED
2016 - 2024 2018 10
GEOGRAPHICAL SCOPE SEGMENTS COVERED
DROs
PORTER’S FIVE FORCES ANALYSIS
SEGMENT AND SUB-SEGMENT

ANALYSIS
KEY PLAYERS
COMPETITIVE LANDSCAPE

1.3 SCOPE OF THE MARKET 7
• The report on the global ketogenic diet food market offers key insights into
the latest developments. KETOGENIC DIET FOOD MARKET
• The report analyzes the recent opportunities, drivers, and challenges

affecting the market space for ketogenic diet. By Product Type By Distribution Channel
• By product type, the market is divided into supplements, beverages,

snacks, dairy, and other product types. Supplements
Hypermarket and Supermarket
• By distribution channel, the market is segmented into hypermarket and
supermarket, specialty stores, convenience stores, and online. Beverages
Specialty Stores
• It also provides an analysis of the ketogenic diet food market in the

emerging and established regions, including North America, Europe, Asia- Snacks Convenience Stores
Pacific, and Rest of the World.
Dairy
Online
• The report also includes a study of the major players in the market,
strategies these companies adopt, and the recent developments made by Other Product Types
these companies.

8
The global ketogenic diet food market is classified by product type, distribution
channel, and geography in this study. The industry is studied, in terms of its
growth over the last few years and the fundamental challenges that are faced.
RESEARCH
Each segment is further studied in terms of its attractiveness to investors in the
METHODOLOGY financial analysis section to understand the interest evinced by IPO investors,
venture capitalists, asset management firms, and the likelihood of mergers and
acquisitions. The conclusion to this study includes opinions and
recommendations to retail investors, fund managers, CEOs, and other members
of the investor community.
This research is supported by in-depth interviews with the top-level management

of the ketogenic diet food market. Additionally, vast secondary research on
market trends has been performed to support the analysis.

9
Market Definitions Segmentation

STUDY STRUCTURE Technology / Market
Identification
Key Countries and Mapping of Key
Regions Players
Data Extraction Process
ANALYSIS
Data Corroboration Process
METHODOLOGY Top-down
Value / Supply Chain Validation of Market
Approach
Analysis Size
Analysis
S
Econometric Forecast Modeling + Consumer Behavior Bottom-up Approach
Identification of Analysis
Secondary Research + Expert
Exogenous Factors
Verification
Market Dynamics Segment- and
Recent Market Region-wise Market-size
Inference Developments / Market Structure Forecasting
Data Generation Process Competitive Landscaping Analysis
(DGP)+Forecast
Infographic and Comprehensive

Presentation of Inferences and
Estimates
Competitive
Market Share Market Sizing
Landscape
Porter’s Five Forces

Market Structure Company Profiles
Analysis

STUDY ASSUMPTIONS 10
 The base currency considered was the US Dollar (USD). The conversion of other currencies to USD was considered based on the average exchange rate for the
respective review period years. The exchange rate conversion for forecast period was determined according to the base year’s conversion rates.
 The base year was identified based on the availability of annual reports and secondary information. The base year considered for this study is 2018.
 The review period considered for this study is from 2016 to 2018. The forecast period is, and CAGR is for, 2019-2024.
 Market-size estimations for the forecast years were in real terms. Inflation is not part of the pricing and the average selling price (ASP) was kept constant through
the forecast period for each country.
 Distribution of primary interviews conducted was based on the regional share of the market and the presence of key players in each region.
 As a result of data triangulation through multiple methodologies and approaches, the weighted averages of resulting estimates were considered to be the final
values.

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2.1 Market Overview
2.2 Market Trends
2.3 Porter's Five Forces Analysis

2. MARKET INSIGHT 2.3.1 Bargaining Power of Suppliers
2.3.3 Threat of New Entrants

2.1 MARKET OVERVIEW 12
Ketogenic Diet Food Market Market: Revenue in

• The global ketogenic diet food market was valued at USD 9085.00 million in 2018,
USD million, Global, 2016-2024
and is expected to reach USD 12350.00 million in 2024, at an estimated CAGR of
5.3%, during the forecast period.
14000.00
• A ketogenic diet is a low-carbohydrate, fat-rich eating plan, which is trending in the
12350.00
market due to its popularity for treating medical conditions and aiding in weight-loss. 12000.00 11733.92
11148.58
10592.44
• It is an effective treatment for cancer, diabetes, polycystic ovary syndrome, 10064.04
10000.00 9562.00
Alzheimer’s disease, epilepsy in children, and even diabetes. 9085.00
Revenue in USD million

8645.00
8235.00
• There are three main styles of keto diet, namely standard ketogenic diet (SKD),
8000.00
cyclical ketogenic diet (CKD) and targeted ketogenic diet (TKD).
• With the surge in popularity of the keto diet, the nutraceutical marketplace has 6000.00
experienced an arrival of high-fat supplements.

4000.00
• Beverage segment is leading the market for ketogenic diet, followed by
supplements and meals, sauces and condiments, sweeteners, and dark chocolate.
2000.00
• Europe has the largest population of consumers, who are following the ketogenic
diet trend, followed by consumers of North America. 0.00
2016 2017 2018 2019 2020 2021 2022 2023 2024
• Major players in the market include Nestle, Danone, BPI Sports Inc., Zenwise Year
Health LLC, and Know Brainer Foods, among others.

2.2 MARKET TRENDS 13
Keto Foods Trending in Restaurants and Eateries
• The ketogenic diet has gained considerable prominence in recent years, with the rising demand for keto-friendly options at
restaurants and eateries. For instance: BurgerFi, an American fast casual restaurant chain fast-casual chain, introduced KetoFi
at its food chain, targeting the keto food consumers. It includes two all-natural angus beef patties, topped with bacon and a fried
egg, drizzled with mustard and wrapped in lettuce. The rising consumer demand for keto foods is compelling the food service
restaurants to serve keto food at their outlets, in order to attract more consumers and sustain in the competitive market.
Partnerships and Collaborations
• The leading players adopted partnership as a key strategy, companies partnered with the local players and other prominent
players across the countries, to expand their footprints across the countries. Key manufacturers also launched new products to
gain edge over its competitors.
• For instance: In January 2019, BPI sports has partnered with Boss supplements, a nutritional products company in
Canada and launched “Keto weight loss” product in partnership. According to the company “Keto weight loss” is first of its
kind, very fast ketogenic fat burner, and is designed to boost the user energy and endurance.
The rising trend of keto bars and cookies is also gaining popularity among the consumers. For instance: In December 2018, Nui
cookies hit the keto sweet spot by the launch of keto cookies. It was launched in five different flavors, including the chocolate chip,
peanut butter, ginger something, double chocolate, and snickerdoodle.
The on-the-go trend of keto foods is expected to fuel the overall market growth, during the review period. Considering the rising
demand in developing countries, more launches and expansions are expected in the developing markets like Asia-Pacific.
14
2.3.1 Bargaining Power of Suppliers
2.3 PORTER’S FIVE FORCE ANALYSIS 2.3.3 Threat of New Entrants

2.3 PORTER’S FIVE FORCE ANALYSIS 15
• The Porter’s five forces model studies the five identified competitive forces that
shape every industry and market, in order to determine the intensity of the
competition, and thus, the profitability and attractiveness of the industry. The
objective of the growth strategy is to adapt to these competitive forces in a
manner that may improve the position of the organization. This study includes
THREAT OF SUBSTITUTES
an exhaustive Porter’s five forces framework, incorporating the factors THREAT OF NEW ENTRANTS
influencing each force, in order to analyze the market from a microeconomic MODERATE HIGH
perspective.
• In the study, Porter’s five forces are analyzed considering the factors influencing COMPETITIVE RIVARLY
each force and quantifying the factors through primaries and quantitative
analysis. The quantified factors are further mapped out to derive the impact of HIGH
each force on competitive dynamics.
• Ketogenic diet food market has the maximum market share captured by
regional players. Manufacturers with differentiated product range can pose MODERATE LOW
threats to existing players. BARGAINING BARGAINING
POWER OF POWER OF
• The global ketogenic diet food market is fragmented. Nonetheless, lucrative
BUYERS SUPPLIERS
market opportunities are attracting large number of new players to the global
marketplace.
• The rise in consumer awareness is increasing the trend of diet plans. There is a
huge potential for growing opportunities in the marketplace, which is promoting
manufacturers to launch innovative products.
2.3.1 BARGAINING POWER OF SUPPLIERS 16
• The ketogenic diet market exhibits abundant suppliers of raw materials. The BARGAINING POWER OF SUPPLIERS
availability of sources, such as fruits, vegetables, grains, and legumes, such as
berries (e.g. blueberries, pomegranate, goji berries), other fruits (e.g. camu ,
baobab), grains (e.g. quinoa, freekeh), and many other type enable the firms to
Supplier switching
switch easily among the suppliers. The supplier switching costs relative to firm costs relative to firm
switching costs
switching costs is moderate. 10
Supplier competition: 8
• The differentiation in inputs and their impact on the cost is significant, as the ability to forward Degree of
vertically integrate and 6 differentiation of inputs
manufacturers are seeking to design and develop products with functional claims, cut out the buyer
4
such as non-GMOs, organic, and free from synthetic additives and introduce “clean-
2
label” diets, such as plant-based, paleo, grain-free, grass-fed, and organic. 0
• The raw material procurement has a major impact on the cost of production. Thus, Employee solidarity Impact of inputs on
(e.g. labor unions) cost or differentiation
the manufacturers are entering into contractual agreements with agricultural
producers, to have a stronghold on the procurement strategy.
Strength of distribution Presence of substitute
• The market also exhibits higher concentration of suppliers, with respect to the firm channel inputs
concentration. As the number of suppliers is more in the market, with respect to
manufacturers of keto products.
• Hence, the bargaining power of suppliers is moderate.

2.3.2 BARGAINING POWER OF BUYERS 17
BARGAINING POWER OF BUYERS

• The buyer concentration to the firm concentration ratio is high, as the marketplace
has witnessed a rise in concern regarding the health issues among the consumers.
Subsequently, consumers across all age groups are seeking healthier alternatives,
which are high in nutritional profile.
Buyer concentration to • Buyer information is readily available in the market, as manufacturers are labeling
firm concentration ratio
10 their products with related certifications, such as non-GMO, organic, certified grain-
Differential advantage Degree of dependency
(uniqueness) of 8 upon existing channels free, certified paleo, and keto certified, appealing to lifestyle users.
industry products of distribution
6
• The availability of existing substitute products in the market is high due to rise in
4 Bargaining leverage,
particularly in
competition.
Buyer price sensitivity 2
industries with high
0 fixed costs • Differential advantage among the industry is high as the companies are even
launching complete diet plans to help the consumers to adopt Ketogenic Diet plan
Availability of existing
Buyer switching costs without the consultation.
relative to firm
substitute products
switching costs • Ketogenic diet industry faces an immense competition from every other product
Buyer information claimed to be enriched with nutritional profile.

Force down prices
availability
• Hence, the bargaining power of consumers is moderate.

2.3.3 THREAT OF NEW ENTRANTS 18
THREAT OF NEW ENTRANTS

• The ketogenic diet is a lucrative market, owing to the increasing awareness among
the consumers regarding their health and well-being.
• Product differentiation is high in the market as manufacturers are trying to capture

the consumers attention by providing them with products that meet the nutritional Government policy
10
principles of the ketogenic diet.
8
Industry profitability
• Access to distribution is high as many companies are trying to create their position in (Market CAGR) 6
Capital requirements
the digital marketplace, so that they can create a global consumer base. 4
2
• Switching cost is medium in the industry as products are moderately priced due to
0
rise in competition. Consumers can switch from one diet plan to another under the
Access to distribution Economies of scale
guidance of a dietician as many of the diets are extreme.
• Government policies are focusing on the agricultural production of staple

commodities and supporting the food industry by securing the food security,
Switching costs or
Product differentiation
economics and trade. This is helping the ketogenic diet growth. sunk costs
• Hence, the threat of new entrants is moderate.

2.3.4 THREAT OF SUBSTITUE PRODUCTS AND SERVICES 19
THREAT OF SUBSTITUTE PRODUCTS/SERVICES
• Due to the rise in health-consciousness among the consumers, they are adopting
various new dieting plans, which heal the body physically and mentally.
• There are various dieting trends present in the market which includes ketogenic diet,
Buyer propensity to paleo diet, whole30, alkaline diet, mediterranean diet, flexitarian diet and lectin-free,
substitute
10 among others.
Relative price
Availability of close
8 performance of
substitute
substitute • Ease of substitution is high as consumers can shift from one diet to another, as most of
6
4 them overlap each other. For instance, low-carb diet and ketogenic diet have the same
Quality depreciation 2 Buyer switching costs basic diet plan, where the consumers intake of carbohydrates is low and the diet is rich
0 in fats and proteins.
• Buyer switching cost is low as consumers can easily switch from one diet to another
Perceived level of
Substandard product
product differentiation according to the health requirement.
Number of substitute
Ease of substitution products available in the • Substandard product availability is low as the market focuses on the health benefits
market
provided by the products.
• Hence, the threat of substitute products and services is moderately high.

2.3.5 DEGREE OF COMPETITION 20
DEGREE OF COMPETITION
• The global ketogenic diet market is majorly dominated by regional players with the
presence of few global players.
• Level of advertising expense is comparatively moderate as most of the players are

Sustainable
local and prefer to endorse their brand through online by collaborating with other competitive
advantage through
brands for their promotion through platforms, like Instagram and Facebook. innovation
10
• Many players are focusing on product differentiation and are increasing their 8
Degree of Levels of Market
investments in R&D, to create their position in the market. transparency 6 Penetration
4
• Third-party certification is one of the most adopted strategy for product
2
differentiation in the market.
0
• The companies are focusing on manufacturing vegan products, which are low on Firm concentration Level of advertising
ratio expense
carb, convenient and affordable.
• Many of the suppliers and manufacturers operating in the market are vertically
integrated, giving them an edge over other competitors, maintaining fierce Powerful
Barriers to Exit
competitive strategy
competition within the category.
• Hence, the degree of competition is moderately high.

21
3.1 Drivers
3.1.1 Ketogenic Diet as a Weight-loss Strategy
3.1.2 Increasing Demand for Supplements

3. MARKET DYNAMICS
3.2 Restraints
3.2.1 Adverse Effects of Ketogenic Diet
3.3 Opportunities
3.3.1 Growth for Functional Foods and Nutritional Supplement Brands

IMPACT CHART - DRIVERS AND RESTRAINTS 22
High
Market Drivers
INCREASING DEMAND FOR SUPPLEMENTS
Impact
KETOGENIC DIET AS A
WEIGHT-LOSS STRATEGY
IS DRIVING THE MARKET
Low
Short-term Medium-term Long-term
Low
Market Restraints
Impact
ADVERSE EFFECTS OF KETOGENIC DIET
High

3.1 MARKET DRIVERS 23
3.1.1 KETOGENIC DIET AS A WEIGHT-LOSS STRATEGY
Obesity Prevalence among US Adults aged 20 and over, 1997-2017

• Rise in obesity has been one of the major risk factors for cardiovascular disease,
and along with dyslipidemia, hypertension and diabetes, contributing to the
35.
31.3
metabolic syndrome, among the adults in the United States. 29.9 30.4 30.6
30. 27.6 28 28.4 28.7 28.9 29
26.4 26.7
• Ketogenic diet is gaining considerable attention as a potential-weight-loss 25.4
23.9 23.7 24.5
25. 23
Percentage of Respondents
strategy, due to low content of carbohydrate and more of fat. 21.5 21.8
20.6
19.4
20.
• Renewed interest and the adoption of ketogenic diet, in association with clinical
and scientific research, has been gaining momentum in the market and is 15.
expected to grow in the forecast period. 10.
• The ketogenic diet is a strict schedule of low-carbohydrates, rich in fat foods that 5.
forces the body into a state of ketosis, which is when fat is burning, instead of 0.
carbohydrates, for the production of energy.
• Standard ketogenic diet carries 4:1 ratio, which means and parts of fats with
Year
respect to one part of carbohydrate and proteins. This particular combination of
micronutrients changes the way the energy is being used in the body, converting • Ketogenic therapy includes not just diet but also nutritional supplements,
fat into fatty acids, and ketones in the liver. electrolytes, hydration, and activity levels.
• After three to four days on a ketogenic diet, back-up stores of carbohydrates, • The main advantage of a ketogenic diet is that it is measurable when
called glycogen, become exhausted and ketosis process starts in the body, compared to other weight-loss diets, like low-carb and grain-free Paleo diet.
leading to weight loss and the appearance of a leaner build.
Source : CDC; NCHS

3.1 MARKET DRIVERS 24
3.1.2 INCREASING DEMAND FOR SUPPLEMENTS
• The supplement industry was the first to aboard the ketogenic diet trend. With the rise in popularity of the ketogenic diet, the nutraceutical marketplace is
experiencing an arrival of high-fat supplements.
• In the marketplace, they are available in the form of soft gels or added in the food and drinks, in their natural liquid state. It is common to find high-fat supplements
in the healthy fats, like coconut oil, avocado oils and grass-fed butter.
• Some of the trending dietary supplements that are keto-friendly include : MCT oil, Omega-3 Fatty Acids, Collagen Peptides, Electrolytes, Fish Oil Supplements and
Digestive Enzymes.
• Fish oil supplements are soft-gel capsules that contain various oils derived from the liver and skin of fatty fish, such as salmon, sardines, and mackerel. The
capsules are rich in omega-3 fatty acids, which helps protect against heart disease and potentially a variety of other health conditions related to inflammation.
When this is combined with the keto diet, it helps in losing fat and improve health.
• Keto supplements also help in treating the keto flu symptoms by increasing ketone levels, while others prevent nutrient deficiencies.
• The nutritional supplement industry has seen a large growth in the past few years with the consumers becoming prone to using supplements for weight loss.
• Companies, like BPI SPORTS INC., recently launched a new product named as Keto Aminos in the market, which is being promoted as multi-purpose recovery
sport supplement for weight loss. This has further contributed to the rise in revenue of the ketogenic diet market being led by the growth of supplements.

3.2 RESTRAINTS 25
3.2.1 ADVERSE EFFECTS OF KETOGENIC DIET
• Ketogenic diet is an extreme form of weight-loss, which can have adverse affects on the human body if not taken under the guidance of a dietician.
• Many people catch the keto flu, which includes symptom, like headache, weakness, irritability, along with constipation, nausea and vomiting.
• During the process of ketosis the body produces ketones in a high quantity, which are further removed from the body through urination. This leads to
dehydration and other symptoms, like fatigue, dizziness, nausea, and muscle soreness. There is also a loss of electrolytes, which can exaggerate these
symptoms.
• Since, the body is low on electrolytes and fluids, it can also lead to loss of sodium, magnesium, and potassium, which can further lead to acute kidney
injury.
• Since the keto diet is also deprived from the consumption of certain fruits, vegetables, grains and legumes, consumers can miss out on fiber, vitamins,
minerals, and phytochemicals. This can have a significant long-term impact over the health, such as bone loss and increased risk of chronic diseases.
• Ketogenic diet can also lead to diarrhea, due to lack of fiber in the diet. It can also be caused by the intolerance to dairy or artificial sweeteners
consumption of which eventually increases, while switching to low-carb lifestyle.
• Ketosis diet can also trigger a health condition known as ketoacidosis. This occurs when the body stores an excess level of ketones, which is an acid
produced as a byproduct of burning fat and the blood becomes too acidic, which can further damage the liver, kidneys, and brain.

3.3 OPPORTUNITIES 26
3.3.1 GROWTH FOR FUNCTIONAL FOODS AND NUTRITIONAL SUPPLEMENT BRANDS
• Ketogenic diet is an effective treatment for cancer, diabetes, polycystic ovary syndrome, Alzheimer’s disease, epilepsy in children, diabetes. Owing to the multi-
benefits, a growth has been observed for functional foods and nutritional supplements brands.
• Brands are trying to appeal to consumers by providing keto-friendly products which are easy to use and help in simplify the diet’s nutritional principles.
• Keto has a strong presence in the functional foods industry with the launch of keto cereal, keto ice cream, keto confectionery, and even keto biscuits in the market.
Functional foods, which in particular promote ketosis, are seeing rapid growth.
• Many start-ups are springing up offering keto sports nutrition and snacks, where major product launches are in the active health category. Besides the sports
category, launches in the breakfast cereal category has also risen along with gluten-free products.
• Since keto diet has to be strictly followed for the best results, snacks and meals replacements are the most helpful in maintaining the diet. Brand, like Fat Snax,
experienced a major growth rate, owing to the sale of products like low-carb, high-fay cookies, and matcha tea blends.
• Ketogenic diet also encompasses aspects of free-from and clean-labeled diet. Manufacturers of keto-friendly products are also considering using clean-label
related claims, including organic, GMO-free, and no additives/preservatives, added to food to appeal to health-conscious consumers.
• Functional foods, like green tea, turmeric and dandelion root, are gaining growth in the market, as they are anti-inflammatory and can help in counteracting the
effects of pro-inflammatory foods on the keto diet, such as dairy and non-organic animal products.

27
4.1 By Product Type

4. MARKET SEGMENTATION
4.2 By Distribution Channel

28
4.1.1 Supplements
4.1.2 Beverages
4.1 MARKET SEGMENTATION - BY PRODUCT TYPE 4.1.3 Snacks (Nuts and Seeds, Meat and Poultry)
4.1.4 Dairy
4.1.5 Other Product Types (Meals, Sauces and Condiments,

Sweeteners, Dark Chocolate)

4.1 BY PRODUCT TYPE 29
Ketogenic Diet Food Market : Revenue in USD million, by Product Type, Global, 2016-2024
Application 2016 2017 2018 2019 2020 2021 2022 2023 2024 CAGR (2019-2024)%
Supplements 1894.05 1998.96 2111.90 2234.64 2364.51 2501.93 2647.34 2801.20 2964.00 5.8
Beverages 2305.80 2402.86 2506.65 2618.93 2736.23 2858.79 2986.84 3120.62 3260.40 4.5
Snacks (Nuts and Seeds, Meat and Poultry) 741.15 781.25 824.38 871.23 920.74 973.06 1028.35 1086.79 1148.55 5.7
Dairy 1482.30 1558.25 1639.82 1728.31 1821.56 1919.85 2023.44 2132.63 2247.70 5.4
Other Product Types (Meals, Sauces and Condiments,

1811.70 1903.69 2002.24 2108.89 2220.99 2338.80 2462.60 2592.68 2729.35 5.3
Sweeteners, Dark Chocolate)
Total 8235.00 8645.00 9085.00 9562.00 10064.04 10592.44 11148.58 11733.92 12350.00 5.3
Ketogenic Diet Food Market : Share(% ), by Product Type, Global, 2016-2024
22.04% 23.2%
Supplements
Beverages
Snacks
18.0% Dairy
27.6% Other Product Types
9.1%
4.1.1 SUPPLEMENTS 30
• The supplements segment of the market studied was valued at USD 2,111.9 million in 2018, and is Ketogenic Diet Food Market: Revenue in USD million,
expected to reach USD 2,964 million by 2024, at a CAGR of 5.8% during the forecast period. Supplements ,Global, 2016-2024
3500.00
2801.20
2964.00
2647.34
2501.93
• There is an increased demand for fat-burning weight-loss supplements and a change in dietary
2364.51
2234.64
3000.00
2111.90
1998.96
pattern among consumers in the developed countries of regions, like North America and Europe.
1894.05
2500.00
This keto-supplements help in improving their health and longevity, and in enhancing cognitive

2000.00
performance.
1500.00
• BHB is the main ingredient in keto supplements available in liquid or powder forms, and contains
1000.00
only electrolyte. MCTs or exogenous ketone supplements have potential applications to boost
500.00
energy and mitigate some of the ris ks and symptoms of certain diseases, like cancer and
0.00
neurologically inclined diseases. 2016 2017 2018 2019 2020 2021 2022 2023 2024
Year
• There are three general categories of ketone supplements, such as ketone salts, ketone esters, and ketone oils. Ketone supplements help in improving endurance performance during
exercise and reducing lactate production. Hence, there is an increase in the demand for the supplements segment of the market studied during the forecast period. There are
supplements that are specifically designed to support the keto lifestyle. Oils, such as fish oil, MCT oil, coconut oil, etc. are considered to be keto-friendly, as they have very high fat content
without carbs. Among these, MCT oil is a supplement that has recently witnessed an increase in popularity. This supplement suppresses appetite, increases the burning of fat, and helps
to achieve ketosis.
• As the popularity of keto-friendly snack is increasing, companies are coming up with new product launches into the market, owing to the prevailing health awareness among consumers.
For instance, the Good Fat Co. Ltd launched its keto snack bars in 450 Whole Foods stores in the United States. The Dang Bar, available in three flavors (including lemon matcha flavor),
is a keto bar that contains almonds and pea protein, chia seeds, and no added sugar.
• MCTs are naturally present in coconut oil (60%), palm kernel oil (50%), and dairy foods (12%). These sources contain several different MCTs in varying quantities in different forms, such
as oil, powder, and capsules. Exogenous ketone supplements can be found in beta-hydroxybutyrate salts or esters. Ketone salt (KS) supplements are a combination of sodium,
magnesium, calcium or potassium BOHB, and are commercially available from a number of companies.
4.1.2 BEVERAGES 31
• The beverages segment of the market studied was valued at USD 2,506.65 million in 2018, and Ketogenic Diet Food Market : Revenue in USD million,
is expected to reach USD 3,260.4 million by 2024, at a CAGR of 4.5% during the forecast period. Beverages, Global, 2016-2024
• The high-fat and low-carb beverages are designed to provide sustained energy and help
3120.62
3260.40
3500.00
2986.84
accelerate the metabolic state of ketosis, which makes the body more efficient when burning fat
2858.79
2736.23
2618.93
for energy.
2506.65
3000.00
2402.86
2305.80
• Some players in the beverage market are steadily launching new drink products targeting
2500.00
ketogenic dieters. MCT (medium-chain triglycerides) oil, almond butter in to-go pouches, and

nutritional drinks and bone broth with keto-specific packaging are some of the most popular
2000.00
products on the market.
1500.00
• Some of the most popular keto drinks, like iced tea, bulletproof coffee, and keto hot chocolate is
boosting the demand for the beverages segment of the market studied. For instance, On
1000.00
December 2018, Koia and Whole Foods Market launched a range of drinks that are suitable for
people following a ketogenic diet. Koia launched its new line of Koia Keto 100% plant-based 500.00
protein beverages in three flavors: chocolate brownie, cake batter, and caramel crème.
0.00
• Companies, like HVMN, launched a product HVMN Ketone, which helps in improving 2016 2017 2018 2019 2020 2021 2022 2023 2024
performance, recovery, and metabolism. It is an FDA-reviewed drink that promises increased Year
athletic ability, heightened focus, and energy.
• On social media, consumers are sharing keto beverage products, such as Keto Pink Drink,
Espresso, and Drip Coffee from Starbucks, which usually replaces milk with heavy cream and
sugar-free syrups.
4.1.3 SNACKS 32
• The snacks segment of the market studied was valued at USD 824.38 million in
Ketogenic Diet Food Market : Revenue in USD million,
2018, and is expected to reach USD 1,148.55 million by 2024, at a CAGR of 5.7%
Snacks, Global, 2016-2024
during the forecast period.
• Increase in consumer demand for delicious snacks that feature high-fat, low-sugar, 1400.00
1148.55
1086.79
low-carbohydrate diet boosts ketogenic snack products over the forecast period.
1028.35
1200.00
973.06
920.74
• Walnuts, almonds, and brazil nuts are the most popular keto snack products,
871.23
824.38
1000.00
781.25
because these contain a kind of omega-3 fatty acid called alpha-linolenic acid
741.15
(ALA), one of two essential fatty acids that the body cannot produce on its own. 800.00
• Some of other keto-friendly snacks are macadamia nuts, pecans, beef jerky, 600.00
avocado, smoothie topped with coconut flakes, charcuterie, olives, and string
400.00
cheese.
200.00
• The Vitamin Shoppe ® VSI, an omni-channel nutrition specialty retailer, became the
first national retailer to bring Fat Snax cookies to its stores. The Vitamin Shoppe ® 0.00
has three delicious cookie flavors in its KETO HQ, a newly launched space in 2016 2017 2018 2019 2020 2021 2022 2023 2024
Year
almost 800 stores and on its Keto products, innovation, and education website.

4.1.4 DAIRY 33

• The dairy segment of the market studied was valued at USD 1,639.82 million in 2018, and is Dairy, Global, 2016-2024
expected to reach USD 2,247.7 million by 2024, at a CAGR of 5.4% during the forecast period. 2500.00
1821.56
1919.85
2023.44
2132.63
2247.70
1728.31
1639.82
1558.25
• Organic grass-fed butter, whipped cream, clarified butter, cream cheese, and sour cream among
1482.30
2000.00
others are considered as keto dairy products. Feta is a Greek-style white cheese that is also a

1500.00
good option as a keto product, which is usually quite low in carbs.
1000.00
• Organic, grass-fed dairy is a great source of anti-inflammatory omega-3 fatty acids and CLA, or
conjugated linoleic acid, an omega-6 fatty acid that can help promote weight loss and increase 500.00
muscle strength.
0.00
• Major players in the market are Nestle, Know Brainer Foods LLC, and Perfect Keto, among others. 2016 2017 2018 2019 2020 2021 2022 2023 2024
Year
4.1.5 Others
• The Other Product Types segment of the market studied is was valued at USD 2,002.24 million in 2018,
Other Product Types, Global, 2016-2024
and is expected to reach USD 2,729.35 million by 2024, at a CAGR of 5.3% during the forecast period.
2338.80
2729.35
2462.60
2592.68
2220.99
• This segment of the market studied includes meals, sauces and condiments, sweeteners, and dark
2108.89
2002.24
3000.00
1903.69
1811.70
2500.00 chocolate.
2000.00 • Stevia, Erythritol, Sucralose, Xylitol, and Monk Fruit are consider as keto sweetener products. Stevia does
1500.00 not contain carbs and calories, and has zero glycemic index, which means that blood sugar does not
1000.00 increase, thus, making it ideal for a very low-carb diet, like keto. Erythritol is used in keto desserts, which is
500.00 a good substitute for sugar, as it has more volume and consistency of sugar.
0.00
2016 2017 2018 2019 2020 2021 2022 2023 2024
• Some keto-friendly chocolates are Lily’s Sweets, Alter Eco, ChocoPerfection, and Lindt bar, among others
Year that contribute to the growth of the market studied.
34
4.2.1 Hypermarket and Supermarket
4.2.2 Specialty Stores

4.2 MARKET SEGMENTATION – BY DISTRIBUTION CHANNEL
4.2.3 Convenience Stores
4.2.4 Online

4.2 MARKET SEGMENTATION - BY DISTRIBUTION CHANNEL 35
Ketogenic Diet Food Market: Revenue in USD million, by Distribution Channel, Global, 2016 -2024
Distribution Channel 2016 2017 2018 2019 2020 2021 2022 2023 2024 CAGR % (2019-2024)
Hypermarket and Supermarket 3623.40 3789.57 3967.54 4160.23 4362.27 4574.13 4796.27 5029.20 5273.45 4.9
Specialty Stores 741.15 783.33 828.78 878.21 930.58 986.08 1044.90 1107.21 1173.25 6.0
Convenience Stores 2470.50 2586.96 2711.77 2846.95 2988.87 3137.86 3294.28 3458.50 3630.90 5.0
Online 1399.95 1485.15 1576.91 1676.62 1782.32 1894.37 2013.14 2139.01 2272.40 6.3
Total 8235.00 8645.00 9085.00 9562.00 10064.04 10592.44 11148.58 11733.92 12350.00 5.3
Ketogenic Diet Food Market: Share (% ), Global, 2018
17.4%
Hypermarket and Supermarket

43.7%
Speciality Stores
Convenience Stores
29.8%
Online
9.1%

4.2.1 HYPERMARKET AND SUPERMARKET 36
• The sales through the hypermarket and supermarket segment of the market studied
Ketogenic Diet Food Market : Revenue in USD million, was valued at USD 3,967.54 million in 2018, and it is estimated to reach a value of
Hypermarket and Supermarket, Global, 2016-2024 USD 5,273.45 million by 2024, at a CAGR of 4.9% during the forecast period.
• Supermarkets/hypermarkets, such as Safeway, Whole Foods, and Walmart, are the

6000.00 most common distribution channels in the developed countries. These stores attract
5273.45 the masses, and it results in the high sales of the products.
5029.20
5000.00 4796.27
4574.13
4362.27 • All the varieties of supplements, beverages, and other keto foods offered by different
4160.23
3967.54 brands are placed in the same shelf, thus, it is convenient for the consumers to select
4000.00 3789.57
3623.40
and buy specific food according to their taste and preference.
3000.00 • These sales channels have more prominence in the developed regions, like Europe
and North America, as compared to the developing regions. The target consumers for
2000.00 the supermarkets are usually the ones preferring bulk shopping. This trend of bulk
shopping is increasing, due to increased income and busy lifestyles of the consumers.
1000.00 • Sales of keto foods through supermarkets signify the transaction building strategy of
the seller. It leads to increased impulse purchases of the consumer. Owing to
0.00 numerous health benefits that the products offer, the consumers who have never tried
2016 2017 2018 2019 2020 2021 2022 2023 2024
Year these before are attracted, and they buy such healthy products even when they do not
actually need it.
• Consumers can make comparison between various brands available in a store, and
make the right choice to buy the product.

4.2.2 SPECIALTY STORES 37
Ketogenic Diet Food Market : Revenue in USD million, Specialty

• The sales through the Specialty Stores segment of the market studied was valued
Stores, Global, 2016-2024
at USD 828.78 million in 2018, and it is estimated to reach a value of USD 1173.25
million by 2024, at a CAGR of 6.0% during the forecast period. 1400.00
• Specialty stores sell a wide range of specific keto food supplements, beverages, 1173.25
1200.00
1107.21
etc. These stores provide expert guidance and higher service quality to the 1044.90
986.08
consumers when compared to other stores. 1000.00 930.58

878.21
828.78
• The rising trend of premiumization and high income levels of consumers are 783.33
800.00 741.15
expected to drive the growth of the specialty stores distribution channels.
600.00
• These stores are best suitable for brand-conscious consumers. They visit these
stores regularly to buy a specific brand, rather than buying from other stores. This is
400.00
due to high probability of getting specific preferred brands at these specialty stores.
200.00
• Specialty stores have well-trained staff who advice and help consumers while
selecting products, which gives an edge to these stores over other retailers in the 0.00
market studied. 2016 2017 2018 2019 2020 2021 2022 2023 2024
Year

4.2.3 CONVENIENCE STORES 38
• The sales through the Convenience Stores segment of the market studied was valued
at USD 2,711.77 million in 2018, and it is estimated to reach a value of USD 3,630.90
Convenience Stores, Global, 2016-2024
million by 2024, at a CAGR of 5.0% during the forecast period.
4000.00
3630.90 • The concept of selling through convenience stores is most prominent in developing
3458.50
3500.00 3294.28 countries. Due to high competition, the sellers offer lucrative prices of the products to
3137.86
2988.87 sustain in the market. Therefore, for selling keto foods in developing countries, it is the
3000.00 2846.95
2711.77 preferred mode of distribution.
2586.96
2470.50
2500.00
• The buying behavior of consumers is directly proportional to the wide availability of
2000.00 keto foods brands in convenience stores. Many convenience stores are open for
longer hours, as compared to traditional stores. This increases the sales of keto foods
1500.00
till the last minute of purchase.
1000.00
• Consumer preferences for keto diet foods, and its prominence through convenience
500.00 stores have led to the growth of this distribution channel.
0.00 • Convenience stores provide an ideal platform for keto food brands to showcase their
2016 2017 2018 2019 2020 2021 2022 2023 2024
products. This channel has long played a significant role in serving the packaged
Year
goods needs of the consumers.

4.2.4 ONLINE 39
• The online retail channel is observing the highest growth rate among all the distribution
Ketogenic Diet Food Market : Revenue in USD million, Online,
channels across the world. The trend of online shopping is gaining momentum, as it is
Global, 2016-2024
convenient for the consumers to buy keto foods online and save travel time, avoiding the
2500.00 rush at the stores.
2272.40
2139.01 • Due to the rise in hectic schedules and lifestyles, online shopping is becoming a
2013.14
2000.00 1894.37 convenient medium of purchasing keto foods. It enjoys more popularity among the
1782.32
1676.62 younger generation.
1576.91
1485.15
1500.00 1399.95 • Ease of use of different online shopping applications as per the convenience of the
consumers and the use of applications in smartphone and other devices are expected to
increase the sale through online retailers.
1000.00
• The discounts and freebies provided by the online distribution channels to attract the
consumers is enhancing the online sales of keto foods.
500.00
• Major brands have been developing their online websites to serve as per the customers’
convenience. The wide variety of keto foods, available in online sites, influences the
0.00
2016 2017 2018 2019 2020 2021 2022 2023 2024
consumer to buy more products.
Year
• However, online retailers are at a benefit of having greater profit margins, as the
• The sales through the Online distribution channel of the market studied was operational cost is marginally low as compared to other distribution channels. This makes
valued at USD 1,576.91 million in 2018, and it is estimated to reach a value the online channel attractive for keto food manufacturers who can market their products
of USD 2,272.40 million by 2024, at a CAGR of 6.3% during the forecast at a competitive prices.
period.
40
5.1 North America
5.2 Europe
5. REGIONAL MARKET ANALYSIS
5.3 Asia-pacific
5.4 Rest Of The World

5. REGIONAL MARKET ANALYSIS 41
Ketogenic Diet Food Market : Revenue in USD million, by Region, Global, 2016-2024
Region 2016 2017 2018 2019 2020 2021 2022 2023 2024 CAGR 2019-2024 (% )
North America 2552.85 2686.38 2829.88 2985.60 3149.90 3323.23 3506.11 3699.05 3902.60 5.5
Europe 3294.00 3434.77 3585.33 3748.23 3918.52 4096.55 4282.66 4477.24 4680.65 4.5
Asia-Pacific 988.20 1042.71 1101.38 1165.14 1232.59 1303.94 1379.42 1459.28 1543.75 5.8
Rest of the World 1399.95 1481.15 1568.40 1663.03 1763.03 1868.72 1980.39 2098.37 2223.00 6.0
Total 8235.00 8645.00 9085.00 9562.00 10064.04 10592.44 11148.58 11733.92 12350.00 5.3

5.1.1 United States
5.1 NORTH AMERICA 5.1.2 Canada
5.1.3 Mexico

5.1 NORTH AMERICA 43
Ketogenic Diet Food Market : Revenue in USD million, by Country, North America, 2016-2024
Country 2016 2017 2018 2019 2020 2021 2022 2023 2024 CAGR % (2019-2024)
United States 1838.05 1932.17 2033.26 2142.90 2258.46 2380.25 2508.60 2643.88 2786.46 5.4
Canada 306.34 324.66 344.43 365.97 388.86 413.17 439.01 466.46 495.63 6.3
Mexico 255.29 269.96 285.78 302.98 321.23 340.57 361.08 382.82 405.87 6.0
Rest of North America 153.17 159.59 166.42 173.75 181.36 189.24 197.42 205.88 214.64 4.3
Total 2552.85 2686.38 2829.88 2985.60 3149.90 3323.23 3506.11 3699.05 3902.60 5.5
Ketogenic Diet Food Market : Share (% ), by Country, North America, 2017
5.88%
10.10%
US
12.17% Canada
Mexico
Rest of North America

71.85%

5.1.1 UNITED STATES 44
• The US ketogenic diet food market was valued at USD 2033.26 million in 2018, and is expected to reach Ketogenic Diet Food Market: Revenue in USD
USD 2786.46 million by 2024, registering a CAGR of 6.3% during the forecast period. million, United States, 2016-2024
• The growth in the health and fitness industries has created a demand for food supplement products and meal
3000 2786.46
2643.88
replacement among fitness enthusiasts, which, in turn creates the need for keto diet foods. The prevalence of 2508.6

2380.25
2500 2258.46
2142.9
obesity and rise in overweight individuals continue in the United States, resulting in numerous diseases. 2033.26
2000 1838.05 1932.17
More significant numbers of individuals are developing health complications associated with these conditions,
1500
creating an ever-growing market for ketogenic diet food.
1000
• In 2017, the Organization for Economic Co-operation and Development (OECD) reported that the United
500
States was the most obese country among developed countries; 38.2% of its population was overweight. The
0
United States accounted for the most significant share of the North American weight management market in
2016 2017 2018 2019 2020 2021 2022 2023 2024
2017. This is attributed to technological developments, new product launches, and the presence of more
industry players compared to other developing regions.
5.1.2 CANADA
Ketogenic Diet Food Market: Revenue in USD • The Canadian ketogenic diet food market was valued at USD 344.43 million in 2018, and is expected to reach USD
million, Canada, 2016-2024 495.63 million by 2024, registering a CAGR of 6.3% during the forecast period.
600
• The concept of ketogenic food has spread drastically across the globe with Canada being one of the prominent
495.63
500 466.46
439.01 consumers of such food products. An increasing number of food product manufacturers are expanding and selling their
413.17
388.86
400 344.43 365.97 ketogenic diet food products across the Canadain market in order to meet growing consumer need for healthy diet.
306.34 324.66
300 • For example, The Good Fat Co. Ltd., which is engaged in making love good fats bars, expanded from 200 to
200 2,500 stores in Canada during 2018. Also, the company has plans to sell its keto snack bars in 450 US Whole
100 Foods stores in 2019.
0 • Also, the medical practitioners across the country are taking initiatives and have signed petition with the government to
2016 2017 2018 2019 2020 2021 2022 2023 2024
change the dietary advice, and to include a low-carb option for consumers in the country.

5.1.3 MEXICO 45
Ketogenic Diet Food Market: Revenue in USD

• The Mexican ketogenic diet food market was valued at USD 285.78 million in 2018, and is
million, Mexico, 2016-2024
expected to reach USD 405.87 million by 2024, registering a CAGR of 6% during the forecast
period. 450
405.87
400 382.82
361.08
• Popularity of ketogenic diet food among millennials is the prime factor contributing towards the 340.57

350 321.23
302.98
market for ketogenic diet food in the country. 300 285.78
269.96
255.29
250
• Mexican food is all about fresh ingredients and great flavors and consumers across Mexico are
200
becoming highly diet conscious which has led to incorporation of healthy ketogenic diet food
150
recipes among consumers, such as paleo Mexican tacos, low carb beef burritos, shredded chicken 100
taco meat, and quick paleo fajitas, among others. 50
0
2016 2017 2018 2019 2020 2021 2022 2023 2024
Ketogenic diet Food Market: Revenue in USD
5.1.4 REST OF NORTH AMERICA
million, Rest of North America, 2016-2024
• The Ketogenic diet food market in the Rest of North America was valued at USD 13.69 million in
250
205.88
214.64 2018, and is expected to reach USD 21.50 million by 2024, registering a CAGR of 7.8% during
197.42
189.24
200
166.42 173.75 181.36 the forecast period.
153.17 159.59
150 • The basic idea of ketogenic diet food is to lose weight where a ketogenic diet by consuming 20-
50 grams of net carbs per day with moderate protein sources and a high fat intake. An increasing
100
number of food service providers are expanding their menu options and focusing on including
50 ketogenic diet food, such as whole30 salad bowl, paleo salad bowl, and keto salad bowl.
• The ketogenic diet is becoming an lifestyle diet and is moving from sports nutrition into main-
0
2016 2017 2018 2019 2020 2021 2022 2023 2024 stream where an increasing number of consumers are opting for weight-loss diet. z
46
5.2.1 Spain
5.2.2 United Kingdom
5.2.3 France
5.2 EUROPE
5.2.4 Germany
5.2.5 Russia
5.2.6 Rest of Europe

5.2 EUROPE 47
Ketogenic Diet Food Market: Revenue in USD million, by Country, Europe, 2016-2024
Country 2016 2017 2018 2019 2020 2021 2022 2023 2024 CAGR (% ) 2019-2024
Germany 592.92 613.86 636.20 660.37 685.46 711.50 738.53 766.59 795.71 3.8
United Kingdom 559.98 580.85 603.13 627.23 652.29 678.35 705.45 733.64 762.95 4.0
France 395.28 415.10 436.38 459.45 483.74 509.32 536.24 564.59 594.44 5.3
Russia 428.22 449.05 471.38 495.58 521.03 547.78 575.91 605.48 636.57 5.1
Spain 494.10 513.04 533.26 555.13 577.90 601.60 626.27 651.96 678.69 4.1
Rest of Europe 823.50 862.88 904.97 950.46 998.10 1048.00 1100.26 1154.98 1212.29 5.0
Total 3294.00 3434.77 3585.33 3748.23 3918.52 4096.55 4282.66 4477.24 4680.65 4.5
Ketogenic Diet Food Market: Market Share (% ), by Country, Europe, 2018
17.7%
25.2%
Germany
UK
France
16.8%
Russia
14.9% Spain
Rest of Europe
12.2%
13.1%

5.2.1 SPAIN 48
• The Spanish ketogenic diet food market was valued at USD 533.13 million in 2018, and is ketogenic diet Food Market: Revenue in USD
expected to reach USD 678.69 million by 2024, registering a CAGR of 4.1%, over the forecast million, Spain, 2016-2024
period. The ketogenic diet food is a strict regime of low-carb and high-fat foods. 800
700 651.96 678.69
601.6 626.27

• Demand for ketogenic food has rapidly increased through social media and by word of mouth. 577.9
600 533.26 555.13
494.1 513.04
Keto foods are considered as highly functional food with tremendous nutritional benefits which 500
400
is driving its consumption among consumers.
300
• Spain is one country where large number of consumers are focusing on the overall 200
100
improvement of their health. Thus, pushing the penetration of ketogenic food. Ketogenic food
0
not only provides low-carb diet but also provides a boost of sodium. 2016 2017 2018 2019 2020 2021 2022 2023 2024
Year
ketogenic diet Food Market: Revenue in USD 5.2.2 UNITED KINGDOM

million, United Kingdom, 2016-2024 • The UK ketogenic diet food market was valued at USD 603.13 million in 2018, and is expected to reach
900 USD 762.95 million by 2024, registering a CAGR of 4%, over the forecast period.
800 733.64 762.95
705.45 • Ketogenic diet food products are popular among consumers who are looking to improve their
700 627.23 652.29 678.35
580.85 603.13
600 559.98 performance in endurance sports and hence, they are taking a low-carb approach. Apart from elite
500
athletes, keto-diet is largely followed by fitness enthusiastic and relatively sedentary consumers
400
300 combating with health conditions (such as diabetes in the United Kingdom).
200
100 • An independent study conducted in the United Kingdom revealed that ketogenic food burned ten times
0
more fat than a standard regular diet which is pushing consumers across the country to follow the trend
2016 2017 2018 2019 2020 2021 2022 2023 2024
Year of ketogenic diet. Thus, contributing towards the overall revenue generation.
5.2.3 FRANCE 49

• The French ketogenic diet food market was valued at USD 436.38 million in 2018, and is
million, France, 2016-2024
expected to reach USD 594.44 million by 2024, registering CAGR of 5.3% over the forecast
700
period. 594.44

600 564.59
536.24
483.74 509.32
• Recently, ketogenic diet has become extremely popular among consumers in France. France 500 436.38 459.45
395.28 415.1
is the country with lowest obesity rates and cholesterol rates and lower incidents of 400
300
cardiovascular diseases. This is particularly attributed to increasing number of consumers
200
following healthy lifestyle and consuming low-carb food products.
100
• Ketogenic food products accounts for a significant portion of the low-carb food products 0
2016 2017 2018 2019 2020 2021 2022 2023 2024
segment with increasing number of manufacturers offering keto sports nutrition and snacks Year
products.
ketogenic diet Food Market: Revenue in USD million, 5.2.4 GERMANY

Germany, 2016-2024 • The German ketogenic diet food market was valued at USD 636.2 million in 2018, and is expected
900
795.71
to reach USD 795.71 million by 2024, registering a CAGR of 3.8%, over the forecast period.
800 711.5 738.53 766.59
685.46
700 613.86 636.2 660.37 • Ketogenic diet has been largely followed by those looking for low-carb diet and to reverse
592.92
600
Alzheimer’s and reduce epileptic seizures in children. As per an independent study published in
500
400 Journal of Clinical Nutrition, for building long term consumer trust in available ketogenic food
300 products, the food has to be healthy and safe. Thus, it will push them to spend more.
200
100 • The ketogenic diet therapy (KDT) has been in Germany since ages and other countries. It is widely
0
2016 2017 2018 2019 2020 2021 2022 2023 2024
used to produce ketones as an alternative source of brain cell energy fuel, indigenously used to
Year treat epilepsy in children.
5.2.5 RUSSIA 50
ketogenic diet Food Market: Revenue in USD

• The Russian ketogenic diet food market was valued at USD 471.38 million in 2018, and is
million, Russia, 2016-2024
expected to reach USD 636.57 million by 2024, registering a CAGR of 5.1%, over the forecast
700 636.57
period. 605.48
600 575.91
547.78

521.03
• Despite the increasing popularity of food products with high dietary fibers is gaining 500 471.38 495.58
428.22 449.05
momentum across the country, the demand for food products with low-dietary fibers, coupled 400
with high in animal proteins is expected to rise significantly over the coming years. 300
200
• Also, the manufacturers are increasing their online visibility and offering food products to
100
attract more and more consumers, thus, contributing towards the market for ketogenic diet
0
food in Russia. 2016 2017 2018 2019 2020 2021 2022 2023 2024
Year
5.2.6 REST OF EUROPE

million, Rest of Europe, 2016-2024 • The rest of Europe ketogenic diet food market studied was valued at USD 904.97 million in
2018, and is expected to reach USD 1212.29 million by 2024, registering a CAGR of 5%, over
1400
1212.29
1154.98 the forecast period.

1200
998.1 1048 1100.26
1000 862.88 904.97 950.46
823.5
800
• The concept of ketogenic diet is increasingly popular in other European countries (such as the
600 Netherlands, Italy, Belgium) where an increasing number of consumers are following the keto-
400 diet. To cite an example, in 2019, SternLife GmbH & Co. KG launched a rang of keto products
200
based on medium-chain triglyceride (MCT) derived from coconut oil. MCT oils have been found
0
2016 2017 2018 2019 2020 2021 2022 2023 2024 to promote weight loss and boost the diets of those following a ketogenic diet.
Year
5.3.1 China
5.3.2 Japan
5.3 ASIA PACIFIC 5.3.3 India
5.3.4 Australia
5.3.5 Rest of Asia-Pacific

5.3 ASIA-PACIFIC 52
Ketogenic Diet Food Market: Revenue in USD million, by Country, Asia-Pacific, 2016-2024
Country 2016 2017 2018 2019 2020 2021 2022 2023 2024 CAGR % (2019-2024)
China 197.64 206.38 215.73 225.85 236.45 247.55 259.16 271.32 284.05 4.7
India 148.23 157.55 167.63 178.63 190.35 202.85 216.16 230.34 245.46 6.6
Japan 177.88 186.89 196.58 207.08 218.14 229.79 242.06 254.99 268.61 5.3
Australia 108.70 115.95 123.82 132.42 141.61 151.45 161.97 173.22 185.25 6.9
Rest of Asia-Pacific 355.75 375.93 397.63 421.16 446.03 472.31 500.07 529.40 560.38 5.9
Total 988.20 1042.71 1101.38 1165.14 1232.59 1303.94 1379.42 1459.28 1543.75 5.8
Ketogenic Diet Food Market: Market Share (% ), by Country, Asia-Pacific, 2018
20%
China
36%
India
15% Japan
Australia
Rest of Asia-Pacific
11% 18%

5.3.1 CHINA 53
• The China ketogenic diet food market was valued at USD 215.73 million in 2018, and is expected to Ketogenic Diet Food Market: Revenue in USD
reach USD 284.05 million by 2024, registering a CAGR of 4.7% during the forecast period. million, China, 2016-2024
271.32
259.16
284.05
247.55
236.45
300.00
225.85
• In China, ketogenic diet food is widely available in the form of tablet, pills, snacks, powder, or liquid
215.73
206.38
197.64
250.00
form.
200.00
• Also, Keto certifications are also emerging, including Certified Ketogenic and Paleo Foundation
150.00
Certified Keto. These certifications are expected to appeal to lifestyle users who see keto as an
100.00
extension of the paleo diet or a clean label diet.
50.00
• Manufacturers of keto-friendly products are expected to be influenced by clean-label related claims,
0.00
2016 2017 2018 2019 2020 2021 2022 2023 2024
including organic, GMO-free, and no additives/preservatives to appeal to lifestyle users in China. Year
5.3.2 JAPAN
million, Japan, 2016-2024 • The Japan ketogenic diet food market was valued at USD 196.58 million in 2018, and is expected to
reach USD 268.61 million by 2024, registering a CAGR of 5.3% during the forecast period.
268.61
254.99
242.06
229.79
300.00
218.14
• Growing popularity of low carb Japanese foods (such as Japanese pumpkin soup, cucumber sushi
207.08
196.58
186.89
250.00
177.88
rolls, and matcha latte) are expected to change the market dynamics in country during upcoming
200.00
years.
150.00
100.00 • Although the Japanese are among the slimmest people on Earth (according to the World Health
50.00 Organization, Japan’s obesity rate is 4.5 percent, ranking 166th in the world) everyone longs to get
0.00 thinner and fit, which is likely to support the ketogenic diet food market in Japan.
2016 2017 2018 2019 2020 2021 2022 2023 2024
Year
5.3.3 INDIA 54
• The India ketogenic diet food market was valued at USD 167.63 million in 2018, and is expected to Ketogenic Diet Food Market: Revenue in USD
reach USD 245.46 million by 2024, registering a CAGR of 6.6% during the forecast period. million, India, 2016-2024
245.46
• Owing to increasing awareness related to obesity and cardiovascular diseases, consumers in India
230.34
300.00
216.16
202.85
190.35
178.63
are adopting the various weight loss diet ,such as ketogenic diet. 250.00
167.63
157.55
148.23
200.00
• Even though Indian cuisine is rich in carbohydrates, fitting into a ketogenic diet can be a little
150.00
challenging for the consumers. However, ketogenic diet offerings by online foods service providers,
100.00
such as Uber eats and Blufit are influencing the demand of ketogenic diet food in the country.
50.00
• Majority of Indian population is vegetarian which is expected to boost the demand of vegetarian 0.00
2016 2017 2018 2019 2020 2021 2022 2023 2024
ketogenic diet food in the country. Year
Ketogenic Diet Food Market: Revenue in USD million, 5.3.4 AUSTRALIA

Australia, 2016-2024 • The ketoogenic diet food market in the Australia was valued at USD 123.82 million in 2018, and is
173.22
185.25
161.97
200.00 expected to reach USD 185.25 million by 2024, registering a CAGR of 6.9% during the forecast period.
151.45
141.61
132.42
180.00
123.82
• Companies in ketogenic diet are diversifying their product portfolio to expand their consumer base. For
115.95
160.00
108.70
140.00
120.00 instance, KETO nutrition offerings low sugar keto sport bars, keto energy bars, keto sports electrolyte
100.00
drinks, etc.
80.00
60.00 • Although ketogenic diets are known to be healthy, some findings indicate that there may be an increased
40.00
20.00 risk of insulin resistance with this type of diet that may lead to Type-2 diabetes. This factor has boosted
0.00
2016 2017 2018 2019 2020 2021 2022 2023 2024 the sales of urine-testing strips that measure the level of ketones in the body and is being purchased in
Year
bulk by followers of the ketogenic diet.
5.3.5 REST OF ASIA-PACIFIC 55

• The ketogenic diet food market in Rest of Asia-Pacific was valued at USD million, Rest of Asia-Pacific, 2016-2024
397.63 million in 2018, and is expected to reach USD 560.38 million by 2024,
560.38
529.40
500.07
registering a CAGR of 5.9% during the forecast period. 600.00
472.31
446.03
421.16
397.63
500.00
• Rest of Asia-Pacific includes Southeast Asian countries, South Korea, New-
375.93
355.75
Zealand, Singapore, etc. 400.00
• Low carb started becoming more and more popular in the rest of Asia-Pacific 300.00
countries, especially in developed countries, like South Korea and Singapore. 200.00
• Key players in ketogenic diet food market are expected to penetrate the 100.00
Southeast Asian countries in next few years, which is likely to drive the market
0.00
growth in rest of the Asia-Pacific region in upcoming years. 2016 2017 2018 2019 2020 2021 2022 2023 2024
Year

56
5.4.1 Brazil
5.4.2 Argentina
5.4 REST OF THE WORLD
5.4.3 South Africa
5.4.4 Rest of the world

5.4 REST OF THE WORLD 57
Ketogenic Diet Food Market: Revenue in USD million, by Country, Rest of the world, 2016-2024
Country 2016 2017 2018 2019 2020 2021 2022 2023 2024 CAGR (% ) 2019-2024
Brazil 391.99 415.64 441.10 468.75 498.04 529.06 561.92 596.71 633.55 6.2
Argentina 153.99 164.19 175.21 187.21 200.01 213.64 228.16 243.62 260.09 6.8
South Africa 321.99 341.76 363.06 386.21 410.75 436.78 464.37 493.62 524.63 6.3
Rest of the World 531.98 559.56 589.03 620.86 654.23 689.24 725.94 764.41 804.73 5.3
Total 1399.95 1481.15 1568.40 1663.03 1763.03 1868.72 1980.39 2098.37 2223.00 6.0
Ketogenic Diet Food Market: Market Share (% ), by Country, Rest of the World, 2018
Brazil
28%
38% Argentina
South Africa
11% Rest of the World
23%

5.4.1 BRAZIL 58
• The Brazil ketogenic diet food market was valued at USD 441.10 million in 2018, and is Ketogenic Diet Food Market: Revenue in USD
expected to reach USD 633.55 million by 2024, registering a CAGR of 6.2%, over the forecast million, Brazil, 2016-2024
561.92
596.71
633.55
529.06
700.00
498.04
period.
468.75
441.10
600.00
415.64
391.99
• Ketogenic diet food market is witnessing significant growth, though the trend of ketogenic diet 500.00
foods is new in Brazil. Many food service providers are offering specific menu to the 400.00
300.00
consumers who are following ketogenic diet.
200.00
• From last few years, overweight and obesity rate in Brazil have risen dramatically, with almost 100.00
60% of Brazilians being overweight and around 20% being obese in 2018. Increasing 0.00
2016 2017 2018 2019 2020 2021 2022 2023 2024
disposable income and health awareness are expected to boost the ketogenic diet food Year
market in upcoming years.
ketogenic diet Food Market: Revenue in USD 5.4.2 ARGENTINA

million, Argentina, 2016-2024 • The Argentina ketogenic diet food market was valued at USD 175.71 million in 2018, and is expected
to reach USD 260.09 million by 2024, registering a CAGR of 6.8%, over the forecast period.
243.62
260.09
300.00
228.16
213.64
200.01
• Growing influence of social media and inclination towards healthy lifestyle are majorly driving the
187.21
250.00
175.21
164.19
153.99
200.00 growth of ketogenic diet food market in Argentina.
150.00 • In Argentina, Keto-friendly food and drink products are still niche, with many of these products
100.00 developed for sports nutrition. Moreover, in Argentina healthy food has a higher tax rate (as
50.00 nutritional value goes up, so does the value added tax) which is likely to retrain the market growth to
0.00 some extent in upcoming years.

2016 2017 2018 2019 2020 2021 2022 2023 2024
Year

5.4.3 SOUTH AFRICA 59

• The South African ketogenic diet food market was valued at USD 363.06 million in 2018, and
million, South Africa, 2016-2024
is expected to reach USD 524.63 million by 2024, registering CAGR of 6.3%, over the
493.62
524.63
600.00
464.37
436.78
forecast period.
410.75
386.21
500.00
363.06
341.76
321.99
• Currently, ketogenic diet acceptance is at the peak of its popularity in South Africa. This diet 400.00
is not a new concept in South Africa and is already being followed across the African region. 300.00
200.00
• In South Africa, many local food service providers are offering ketogenic diet food across the
100.00
country. Companies which are offering ketogenic diet food includes The Keto way, Daily
Dietatian, Fitchef, Bryanston Organic & natural market, etc. 0.00
2016 2017 2018 2019 2020 2021 2022 2023 2024
Year
ketogenic diet Food Market: Revenue in USD 5.4.4 REST OF THE WORLD
• The rest of the world ketogenic diet food market was valued at USD 589.03 million in 2018, and is
million, Rest of the World, 2016-2024
764.41
804.73
725.94
900.00 expected to reach USD 804.73 million by 2024, registering a CAGR of 5.3%, over the forecast period.
689.24
654.23
620.86
800.00
589.03
• In the rest of the world (as the keto diet becomes more mainstream) manufacturers should look to
559.56
531.98
700.00
600.00
develop keto-friendly products to help consumers follow this challenging diet.
500.00 • Key players are expected to include the use of healthy fats, low-carb ingredients, and to align with
400.00 clean label principles in order to appeal to consumers who are looking to use the keto diet as part of a
300.00
healthy lifestyle.
200.00
100.00 • Increasing obesity rate and increasing inclination towards healthy lifestyle is likely to drive the demand
0.00 of ketogenic diet food in Middle East countries, especially in Kuwait, Saudi Arabia, and Qatar.
2016 2017 2018 2019 2020 2021 2022 2023 2024
Year
60
6.1 Most Active Companies
6. COMPETITIVE LANDSCAPE 6.2 Market Share Analysis
6.3 Strategies Adopted by Leading Players

6.1 MOST ACTIVE COMPANIES 6.2 MARKET SHARE ANALYSIS 61
• The most active companies in the market include key players, such as Perfect Keto, • The global ketogenic diet food market is a highly fragmented market and
Sports Research, Bpi Sports, Inc, Nestle and Pruvit. comprises of regional and international competitors. The market is dominated
• Perfect keto is one of the most active company with numerous brands, offering a by players like Perfect Keto, Sports Research, Bpi Sports, Inc, Nestle and
broad range of Ketogenic products across the globe. The company has spent Pruvit.
considerably on improving quality, product innovation in terms of flavor, and • These players focus to leverage opportunities posed by emerging markets to
packaging. expand their product portfolio so that they can cater to the requirements from
• Keto-friendly products manufacturers are using clean label claims, including organic, various product segments, especially supplements and beverages.
GMO-free, and no additives / preservatives to attract users of lifestyles. Companies compete on different factors, including product offerings, quality,
• Keto certifications, including Certified Ketogenic and Paleo Foundation Certified taste, flavours, price, functionality, size, packaging, and marketing activities in
Keto, are also emerging. These certifications helps the consumer to find keto order to gain competitive advantage in the market.
products according to their keto- lifestyle. • Key players such as Zenwise Health, Perfect Keto and many others are now
• Moreover, company has adopted strategic partnership as their key strategy to focussing on social media platforms and online distribution channels for the
increase their geographical presence and customer base. For instance: online marketing and branding of their products to attract more customers.
• Maxim has partnered with Zenwise Health to reach more clients who were • The launch of new and innovative products has been the crucial strategy for
perfectly positioned to benefit from the accelerating shift in online consumer higher market penetration by key players, like Danone and Nestle, whereas
purchasing patterns. companies, like BPI Health and Ancient Nutrition are expanding their presence
• New product launches, investments, and partnership are the major strategic to the Asian countries.
approaches preferred by the companies in this market. • Thus, sustainable competitive advantage through innovation is the main
• Owing to the rapidly developing nature of the market, launching new product has criteria for the growth of the market share among the major players across the
become the most important strategy, among all. globe.

6.3 STRATEGIES ADOPTED BY LEADING PLAYERS 62
• The major strategies adopted by the companies operating in the global ketogenic diet food market are
Most Adopted Strategies (% )
new product launch and agreements/ partnerships.
• Major players are focusing on introducing new products in the market to cater the interests of the
consumers. New product development is the most preferred strategy in the ketogenic diet food market.
For instance:
46.2
• On July 2018: Dang foods launched a new snack bar (FATBAR) in the market aimed at keto
53.8 dieters among both health and beauty conscious consumers. This product is high in fat, has
moderate protein and low carbs, and is nut-based with no added sugar.
• On Jan 2018: Ample foods, San Francisco-based nutrition, launched Ample K which is a
drinkable Ketogenic meal across the global market. This product mainly contains more than 25
superfood ingredients, including ten times the probiotic content of kombucha, four types of fiber,
Partnership/Merger Product Launch
and additional electrolytes.
• Partnership/ Merger is the next strategy preferred by companies to strengthen their market
dominance. Major players are constantly trying to expand their production facilities and increase
there market presence globally and locally via this strategy. For instance: Know Brainer, a
ketogenic creamer brand, has partnered with Nestlé via the Terra Food + Ag Tech Accelerator
program to incubate the brand.
• With strategic expansions and new product launches to cater to the growing demand for plant-based
keto beverages and keto supplements, many companies are coming with innovative tastes and flavors
to gain higher market shares.
63
7.1 Nestle
7.2 Know Brainer Foods LLC
7.3 Zenwise Health LLC
7.4 Perfect Keto
7.5 Ample Foods

7. COMPANY PROFILES
7.6 Sports Research
7.7 Danone SA
7.8 Bpi Sports Inc.
7.9 Ancient Nutrition LLC
7.10 Pruvit

7.2NESTLE
7.1 NESTLE SA – OVERVIEW
64
• Nestle SA operates as a food and beverage company with a history of more than 150 years. The company’s business
segments are Nestle Health Science, Cereal partners Worldwide, Nestle Espresso, Nestle Purina Pet care, Nestle Skin
Care, and Nestle Water.
• The company has adopted 10 basic principles of business operations, segmented separately under headers, such as
Founded in 1886
consumers, human rights and labor practices, people, suppliers and customers, and the environment.
Switzerland. HQ
• Nestle SA offers a wide portfolio of products and services for people and pets. The company has more than 2,000
brands, ranging from the well-known global brands, like Nescafé and Nespresso, to local favorites, like Ninho. Several 41-21-924-1111
acquisitions occurred in 2017, which helped the company to strengthen its positions in fast-growing categories and to
www.nestle.com
access new business models.
NESTLÉ
CHF 91.4 billion CHF 1.7 billion

Net Sales (2018) Investment in R&D (2018)
CHF 13.8 billion

Trading Operating Profit, 2018
190 Countries 308000

Employees in 2018

NESTLE SA- FINANCIAL ANALYSIS 65
Net Revenue Share(% ), by Region, 2017 Net Revenue Share(% ), by

Net Sales in CHF billion, 2017-2018
Operating Segment, 2017
92
25.70% 14%
91.4 24%
91.5
9%
44.90%
Revenue in CHF billion
91
8%
13%
90.5
14%
90 29.40% 18%
89.6
89.5
Powdered and Liquid Beverages Water
89 Americas Milk products and Ice cream Nutrition and Health Science
Europe, Middle East and North Africa Prepared dishes and cooking aids Confectionery
88.5 Asia, Oceania and Sub- Saharan Africa PetCare
2017 2018
Years
• The company’s reported sales were supported by an organic growth of 3% which was strongly supported by stronger momentum in the United States and China, as well
as in infant nutrition. In 2018, the company’s e-commerce sales also grew organically by +18% (+25% excluding Nespresso) and reached 7.4% of total Nestlé sales.
• In America organic growth increased by 2.0% was supported by continued solid growth in Purina petcare, particularly with Pro Plan, Fancy Feast and Tidycat, and the e-
commerce channel which in turn to led to the highest revenue share from the region followed by Europe, Middle East and North Africa and.
• In Asia, Oceania and Sub-Saharan Africa region maintained consistent mid single-digit organic growth of 4.3%. China saw improved growth compared to 2017 which was
supported by innovations in infant nutrition, coffee and culinary, as well as strong growth in e-commerce.
• Within the Powdered and Liquid Beverages segment, soluble coffee and coffee systems accounted for 24% of the total sales followed by Nutrition and Health Science
with 18% of the total net sales of the company.
NESTLE SA- PRODUCTS 66
Category Description
Fruitivits This product is available in the powdered form, orange flavored, low carbohydrate vitamin, and mineral
supplement, suitable for children on restrictive therapeutic diets.
Carbzero Carbzero is ready to use, liquid emulsion of long chain triglycerides(LCT) for use in the ketogenic diet or in
the dietary management of conditions requiring a source of LCT.
Betaquik This is a ketogenic beverage with flavoring ingredients, and used for special medical purposes.
MCTprocal is a food for special medical purposes, which is a neutral tasting powdered source of
MCTprocal
medium‐chain triglyceride.
Keyo is a food for special medical purposes, especially for epilepsy. This product is ready to eat, and
Keyo
palatable semi-solid food, suitable for children in the 3-10 age group.
The list is not exhaustive

NESTLE SA-STRATEGIES AND INSIGHTS 67
• Nestle operates 40 R&D centers, product technology centers, and science and research
centers, worldwide. It has 4,800 employees in its R&D departments worldwide, and maintains
25 regional testing labs, which offer analytical data and quality assurance support to operations
and R&D activities.
• Nestle's major strategy is based on certain factors, such as:
• Building on its Health & Wellness segment
• Understanding and serving the consumer needs
• Accelerating growth: targets to reach mid-single digit organic growth by 2020.
• Increasing efficiency: targets to reach underlying trading operating profit margin target of
17.5% to 18.5% by 2020. The company plans to do it by reducing the structural costs in
non-consumer facing areas, thus, saving up to USD 2.55 billion by 2020.
• It is actively developing its portfolio to reflect the new consumer nutrition requirements and
lifestyle patterns, as it has been capitalizing on recent consumer trends, such as organic, low on
chemicals, and high nutritional value. The company keeps continuous innovation as a long-term
strategy, as it focuses on food culture and changing flavors profiles.
• The company is striving hard to fully assume the social and environmental responsibilities, thus,
reducing the environmental footprint.
• In recent years, Nestle expanded its reach in the nutrition, health, and wellness categories, with
the launch of Nestlé Health Science. Nestle applies internationally recognized HACCP (Hazard
Analysis and Critical Control Point) in all of its manufacturing facilities, in order to ensure food
safety.
SWOT ANALYSIS– NESTLE SA 68
STRENGTHS WEAKNESS
• Strong dominance in innovation and R&D in the international
market helps the domestic section. • Product recalls may affect the company’s brand image.
• Extensive distribution network. • Decline in profitability affects the company’s ability to provide
• Huge product and brand portfolio. adequate returns to its shareholders, which reduces their confidence
• Significant efforts toward sustainability. and restricts its chances to obtain further investments.
• Diversified territorial presence.
OPPORTUNITIES THREATS
• Nestle faces stiff competition in the industry, which is based on
• Focus on R&D and operational network may enhance the
product quality, innovation, service, brand recognition, loyalty,
company’s portfolio of offerings. Moreover, initiatives to
product launches, effective advertising campaigns, marketing
strengthen its portfolio may help establish Nestle as a leading
programs, and price.
company in the market.
• The company has to abide by stringent regulations and specifications
pertaining to its products in its domestic and export markets.

NESTLE SA- RECENT DEVELOPMENTS 69
Know Brainer, the ketogenic beverage innovators, collaborated with

Nestlé Innovation Group in launching Ketogenic Butter Creamers,
which are made with MCT oil and organic grass-fed butter. These are
boosted with collagen and come in two varieties: grass-fed milk, I
cream base [full dairy], and almond and coconut milk base [casein-
The company launched a product under the brand name, Vitaflo®, Keyo. This
and lactose-free]
is a unique product, with a 3:1 ratio of fat to carbohydrate and protein and is
Jan 2018
ready-to-eat, to support ketogenic food.
Sep 2016
M I E P
Merger and Product Expansion Partnership

Acquisition Innovation

7.2 KNOW BRAINER FOODS LLC 70
FOUNDED IN 2016
Know Brainer Foods, a ketogenic creamer brand is Know Brainer Foods LLC
incorporated in the state of Colorado. The company offers
functional and convenient coffee creamers and instant fat
drinks, without sugar, keeping both body and mind healthy.
The products are all ketogenic (high-fat, low-carb). Nutrition in
organic butter and MCT oil (medium-chain triglycerides) gives
energy to body. The product is currently sold online and by
natural product retailers in single-serve packets. The
creamer’s formula includes medium-chain-triglycerides
(MCTs) and organic grass-fed butter, and comes in regular
and casein- and lactose-free varieties.
9960 Phillips Rd Lafayette, CO
80026-9734
United States
1 303 748 2101
Revenue (2018) – USD 1 million - headquarter
https://myknowbrainer.com

PRODUCTS – KNOW BRAINER FOODS LLC 71
Category Products Product Offerings
Original Ketogenic Creamer These products are a blend of clarified butter made from
Ketogenic Butter grass-fed cows, MCT oil, and coconut oil. These are
French Vanilla Ketogenic Creamer
Creamers available in butter coffee, vanilla, and chocolate flavors, and
Casein- and Lactose-free Mocha Ketogenic Creamer mainly contain dairy & tree nuts.
These products are a blend of clarified butter made from

grass-fed cows, organic non-GMO MCT oil from coconut oil,
Casein- and Lactose-free Ketogenic Instant Tea and tea. This is rich in turmeric and ashwagandha, to
combat stress and mainly use coconut, almond, and cashew
as ingredients.
Ketogenic Butter
Instants Rich in chocolate flavor, and dairy and tree nuts are used as
Ketogenic Instant Hot Chocolate
ingredients.
Ketogenic Instant Matcha Tea (Green Tea)

This product contains milk and coconut as keto ingredients.
Original Ketogenic Instant Coffee (Arabica Instant Coffee)

KNOW BRAINER FOODS LLC- STRATEGIES AND INSIGHTS 72
Organization Growth
• The company is aiming to bring further function to the dairy category with its
line of ketogenic creamers containing organic grass-fed ghee (clarified
butter), non-GMO MCT (medium chain triglycerides) oil, and collagen.
• The company plans to drive additional market growth and profitability

through international markets.
• Consumer demands, taste preferences, and purchasing trends differ in the

international markets, which the company focuses upon.
• The company is more focused on the sales of keto-friendly products through Product Development
online retail platforms, such as Amazon, and via natural product retailers.
• The company strategically focused on packaging keto ingredients in single-

serve packets that are perfect for traveling.

KNOW BRAINER FOODS LLC - RECENT DEVELOPMENTS 73
The company launched its 16-ounce Keto-friendly Coffee Creamer,

I
which contains almond and coconut milk blend and grass-fed milk with
cream. Both options are made with MCT oil and organic grass-fed butter
with collagen.
May 2018
P
The company partnered with Nestlé via the Terra Food + Ag Tech
Accelerator program to incubate the brand.
M I E P
Jan 2018

7.3 ZENWISE HEALTH LLC 74
FOUNDED IN 2014
Zenwise Health LLC manufactures and sells both human Zenwise Health LLC
and pet health supplements. The company’s products
include cardiovascular support, digestive support, hair, skin
and nails, immune system support, joint and mobility
support, keto diets, pregnancy support, sleep and
relaxation, and weight management supplements. The
company has GMP-verified products.
Zenwise Health LLC was formerly known as Zenwise Labs
and changed its name to Zenwise Health LLC in January
2018.
1000 N. West Street, Suite #1200-1690,

Wilmington, DE, United States 19801
1-800-940-1972
- headquarter
www.zenwisehealth.com
PRODUCTS – Zenwise Health LLC 75
Products Product Offerings
100% coconut-derived MCT Oil is a premium dietary supplement that features caprylic acid (C8) and capric
C8 + C10 MCT Oil - 100% Coconut-derived
acid (C10), the medium-chain triglycerides that helps in active lifestyles.
Zenwise Health Keto-BHB Powder, Raspberry Zenwise Health Keto-Lift BHB™ is a premium ketone supplement that contains exogenous ketones to help
Lemonade men and women achieve the body-fueling benefits of nutritional ketosis.
Zenwise Health Powdered BHB + MCT Keto-Peak™ features goBHB+MCT™, a patented blend of beta-
Powdered Keto-Peak™ with goBHB™ + MCT Oil hydroxybutyrates and medium-chain triglycerides that help men and women achieve nutritional ketosis while
providing sustained fuel for the body and mind.
Zenwise Health C8-MAX™ MCT Oil features a sustainable source of caprylic acid (C8). This powerful
Zenwise Health MCT Oil, C8, 32oz medium-chain triglyceride supports digestive motility and balanced cholesterol levels, and promotes
metabolism and weight management.
Zenwise Health ® Keto Fat Burner is a ketogenic dietary weight loss formula with Paradoxine ®, a clinically-
proven paradise grain extract that improves adipose tissue conversion and thermogenesis to reduce body
Zenwise Health Keto Fat Burner, 60ct
fat. This formula also contains KSM-66 ® Certified Organic Ashwagandha, supported by clinical studies to
reduce the levels of stress hormones associated with appetite and weight gain.
Keto-Crave™ Energy Bars (Cacao Almond Flavor)

This is the perfect on-the-go snack product containing coconut MCT oil, cacao butter, and organic almond
Keto-Crave™ Energy Bars (Chocolate Chip
butter, which support metabolism and boost the energy.
Cookie Dough)

ZENWISE HEALTH LLC - STRATEGIES AND INSIGHTS 76
Organization Growth
• The company aims to improve the health and well-being of the customers
through a collection of wholesome vitamins and supplements.
• Zenwise Health strategically began entering the market with targeted Keto
products that supplemented its existing portfolio or increased the market
penetration.
• The company product portfolio includes multiple categories of supplements,
from digestive support to prenatal and keto diet products. To formulate the
products, the company uses the help of a dietary supplement consultancy firm
and contract manufacturers.
Product Development
• Zenwise Health strategically sells its products under the Zenwise and Zesty
Paws brands directly through its website and also through a number of third-
party e-commerce sites, including Amazon Chewy, iHerb,Jet., and LuckyVitamin.
• In order to strengthen its business, the company focuses on investing in R&D for
innovative and sustainable product launches.
• The company’s strategy lies in clearly identifying the scale of its operation,
thereby, focusing on improvement through diverse businesses and services.

ZENWISE HEALTH LLC - RECENT DEVELOPMENTS 77
Maxim partnered with Zenwise on nutritional supplements, through a

majority equity investment with Zenwise health so as to take
P
advantage of the accelerating shift in online consumer purchasing
patterns. The products are available on a number of e-commerce
sites including Amazon.com, Chewy.com, iHerb.com, Jet.com,
LuckyVitamin.com as well as direct through www.zenwisehealth.com
and www.zestypaws.com.
Feb 2018
M I E P


7.4 PERFECT KETO 78
FOUNDED IN 2016
Perfect Keto is a ketogenic nutrition company. The company offers

Perfect Keto
products for ketogenic diet and lifestyle. Perfect Keto products is
100% safe, as these go through extensive clinical tests and trials.
Perfect Keto contains no additives, fillings, or gums, it is sour in
taste, and is made with five natural ingredients to create five
different flavors. It is a base developed from high-quality beta
hydroxy butyrate (BHB), contains no additives or unnecessary fillers,
and helps in achieving the ketosis state. Perfect Keto’s exogenous
ketones are 100% vegan, with no dairy or animal products.
1128 Gunter St Unit G

Austin, TX
78702-3183
USA
1 703 728 7906

Revenue (2017) – USD 6 million - headquarter
www.perfectketo.com

PRODUCTS – PERFECT KETO 79
Keto Bars are packed full of quality ingredients that provide sustained high level energy to fuel mind and body. This is a doctor-formulated
Keto-bars bar contains real food ingredients in a delicious blend of grass-fed collagen protein, organic almonds, cocoa, and coconut with a pinch of sea
salt and stevia for the perfect combination of sweet and salty.
Exogenous Ketone Perfect Keto Base contains only natural ingredients for a healthy diet. A low calorie, sweet-tasting blend for athletes and people with weight
Base and health problems. This is a doctor-developed powder made from high-quality beta hydroxy-butyrate (BHB) comes in different flavors.
Keto Collagen contains 100% grass-fed collagen (from USA Cattle), MCT oil powder, and stevia leaf. It is available as unflavored, and in
Keto Collagen
chocolate or vanilla flavors.
MCT Oil Powder Perfect Keto MCT Oil Powder contains pure MCTs to support mental clarity and metabolic function
Perfect Keto Instant Keto combines high quality, spray-dried coffee with MCT oil powder to deliver an instant, perfect, keto-friendly coffee.
Instant Keto Coffee
This comes in different varieties, such as mocha, French vanilla, and unflavored.
Matcha Latte MCT Oil This product delivers 100% pure MCTs, combined with antioxidant-rich matcha. Matcha Latte MCT Oil Powder contains no fillers, cornstarch,
Powder or fiber additives.
Perform - Keto Sports This is a clean source of energy to boost athletic performance on the ketogenic diet. This product have goBHB+MCT™ is a registered
Drink trademark under exclusive global distribution by Compound Solutions, Inc.
Perfect Keto MCT Oil Perfect Keto MCT Oil Softgels pair the two most sought after MCTs in a 70% caprylic acid (C8) and 30% capric acid (C10) blend. This
Softgels product rapidly absorbs fats for high-octane mental and enhances physical performance.

PRODUCTS – PERFECT KETO 80
Blood Sugar Perfect Keto Blood Sugar Caps stack seven naturally occurring vitamins, minerals, and herbal extracts to support healthy carbohydrate
Support Capsules metabolism and blood sugar levels for a multi-pronged support low carb and/or ketogenic lifestyle.
This product includes exogenous ketones to fuel cognitive activities, along with MCTs and grass-fed collagen peptides, to energize the
Keto Nootropic
mind.
100% Pure MCT Oil Perfect Keto 100% C8 Liquid MCT Oil is 100% pure caprylic acid (C8) medium-chain triglycerides derived from coconuts.
Keto Greens Powder

Perfect Keto Greens with MCTs is the FIRST greens supplement which contains no fillers, corn starch, or fiber additives.
With MCTs
This product contains whey protein isolate (90%) from grass-fed dairy, MCT oil powder, cocoa powder, sea salt, stevia leaf extract, and
Keto Whey Protein
gum acacia. It is used as a powdered protein supplement for pre-workout, post-workout, and on-the-go.
Perfect Keto Nut This product is loaded with a unique blend of fats from nutrient-dense macadamias, cashews and coconuts, along with MCTs for a long-
Butter lasting, low carb source of energy.

PERFECT KETO - STRATEGIES AND INSIGHTS 81
Organization Growth
• The company is strategically helping the people in upgrading their nutrition and
achieving optimal health through education about proper nutrition and daily intake of
well-formulated ketogenic diet.
• The company is more focused on providing high-quality, clean, keto-friendly food
products and supplements to the consumer base.
• The company is spending more on R&D for innovating its existing portfolio. For
instance, the company has converted MCT oil into powder format for easier use and
avoids spills, by adding stevia to its products to improve taste, and has removed all
artificial fillers.
• It also invested in advertisements and marketing, taking the ketone supplement market Product Development
from a small MLM scheme to the regular retail sales channel.
• The company sells its products through online retail store and its own website. The
company uses content marketing in the form of blog posts and recipes on its website,
which currently generates 10 million unique visitors per month.

PERFECT KETO - RECENT DEVELOPMENTS 82
Perfect Keto launched single-serving keto-friendly product packs:

Exogenous Ketone Base, MCT Oil Powder, Matcha Latte MCT Oil
Powder, and Keto Collagen.
The company launched a new product, Perfect Keto Snack Bars. Aug 2018
I
Perfect Keto bars are the only low-carbon protein bars available on the
market that are optimized for a healthy ketogenic diet.
Nov 2018
M I E P


PERFECT KETO - RECENT DEVELOPMENTS 83
The company launched two new flavors of its super popular Keto bars
I
which includes Salted Caramel and Lemon Poppyseed
Feb 2019
M I E P


7.5 AMPLE FOODS 84
FOUNDED IN 2015
Ample Foods Inc. produces Ample, which is a nutritious product Ample Foods
designed to fuel busy, healthy people. The food supplies vitamins
and minerals which are mainly from plant sources. The meal
comes in a nutritious powder form in bottles.
The company sells its product online. The company’s products
make quality nutrition convenient for people across a range of
lifestyles and are thoughtfully formulated from research-backed
ingredients, including protein from grass-fed, rBST free whey and
collagen, probiotics, healthy fats, and plant-based micronutrients.
1161 Mission Street

San Francisco, CA 94103
United States
1800-940-1972
- headquarter
www.amplemeal.com

AMPLE FOODS – PRODUCTS AND STRATEGIES 85
Strategies
Organization Growth
• The company is investing on strengthening its brands through seed
funding and, thereby restoring its relevance among consumers,
Ample K is a ketogenic, full drinkable meal made
especially millennials.
from premium, real-food ingredients. This product
• The company is moving into the emerging e-commerce market with an
is a convenient keto shake packed with healthy
aim of agile expansion. The company is mainly focused on vegan
fats, complete protein, fiber, probiotics, and organic
consumers and keto diet followers.
greens. It comes in powder form, which is smooth,
AMPLE K
milky, rich and nutty in taste (with hints of • The company aims to improve health and well- being by providing
cinnamon and vanilla). Ample K is available now in drinkable superfood meals (made with real food ingredients).
400- or 600-calorie meals, conveniently shipped in • The company is focused on creating a new product formula with more
pre-portioned, recyclable, and BPA-free, mix-on- than 25 super food ingredients (including ten times the probiotic content
the-go bottles. of kombucha, four types of fiber and additional electrolytes).

• The company positioned itself as a drinkable meal replacement
producer that offers powdered products in bottles for busy professionals.
Product Development
AMPLE FOODS - RECENT DEVELOPMENTS 86
The company expanded its product portfolio and launched three

varieties: Ample original, Ample V (plant-based) and Ample K I
(ketogenic). Ample K, a drinkable meal packed with recognizable, real-
food ingredients is custom made as a ketogenic diet.
May 2018
M I E P
Mergers and Product Expansion Partnership

Acquisitions Innovation

7.6 SPORTS RESEARCH 87
FOUNDED IN 1980
Sports Research
Sports Research Corporation, a US-based nutraceutical company
that offers products made from pure, nourishing botanicals. It is
designed specifically to rejuvenate, restore, and improve skin's
overall appearance.
The company has a wide range of products that offer the highest
quality products for health and wellness that complements lifestyle
and improve well-being as they produce supplements made with
trademark and verified ingredients. Sports ResearchTM is a
family-owned company that offers the highest quality products,
such as Sweet Sweat, Collagen Peptides and MCT.
San Pedro
CA 90731-1412
USA
Revenue (2018)- USD 4.68 million
- headquarter
https://sportsresearch.com/

PRODUCTS – SPORTS RESEARCH 88
Category Products Product Offerings
SR™ Collagen Peptides supply essential proteins and amino acids that contribute to healthy hair, skin, nails, bones, ligaments,
Collagen Peptides
and tendons. This product contains type I & III collagen with Keto & Paleo diet approved.
Sports Research Keto Plus™ is a breakthrough energy supplement that combines exogenous ketone beta-hydroxybutyrate
Keto+ Plus (BHBs) and medium-chain triglycerides (MCTs) with Acacia Fiber. This product helps in enhancing athletic performance,
weight management, mental performance, or to enhance ketone production.
KETO C8 MCT OIL Caprylic Acid (C8) MCT Oil converts into ketone energy faster than traditional MCT Oils, helping to ignite ketone production.
Medium-chain triglycerides (MCTs) are rapidly absorbed and converted into ketone bodies, providing a fat, not from sugar,
PREMIUM MCT
Supplements reliable and fast source of energy. Sports Research MCT oil is derived from non-GMO coconuts and contains the full spectrum
OIL
of MCTs, including lauric acid.
ORGANIC MCT This is a certified USDA organic, Non-GMO-Project-verified, and Keto-certified. USDA Organic MCT Oil is comprised of both
OIL Caprylic (C8) and Capric (C10) fatty acids and can be easily added to any food or drink without altering the taste.
MCT OIL Sports Research MCT oil is derived from non-GMO coconuts, is non-gmo project verified, vegan friendly, keto friendly, and
POWDER certified paleo.
SR™ Bone Broth Protein is an easily digestible, gut-friendly source of protein made from the broth of certified free-range
BONE BROTH
chickens. Bone Broth is rich in amino acids and contains naturally occurring collagen, glucosamine, chondroitin, hyaluronic
PROTEIN
acid and minerals, which supports muscle growth and recovery, bone and joint health and other functionalities.
*Product list is inexhaustive

SPORTS RESEARCH - STRATEGIES AND INSIGHTS 89
Organization Growth
• The company emphasizes on applied research and technical services directed at
product improvement and quality control. The products offered are vitamins and
dietary supplements, which are manufactured and bottled in GMP compliant and
certified facilities.
• The company invests certain costs to promote its products through marketing
programs, which include advertising through online stores, like Amazon and iherbs
and consumer incentives.
• The company aims to create innovative and high-quality supplement products by
broadening its portfolio that anticipate key market trends.
• The company is focusing on investing in its brands and commercial expertise, to
Product Development
challenge the market conditions. It is targeting on focused investment, to deliver
growth and generate value to consumers and customers.

7.7 DANONE S.A. – OVERVIEW 90
• Groupe Danone is a leading food company with four business lines: Fresh Dairy Products, Early Life Nutrition, Waters, and
Medical Nutrition. It is the leading food company in France, Italy, and Spain. It is ranked third in Europe and seventh in the world.
• With a presence in over 120 markets, Danone generated a sales of EUR 22.4 billion in 2015, with more than half of it generated
Founded in 1919
from emerging countries.
Paris, France HQ
• Groupe Danone holds the number one position, worldwide, in dairy products, with Danone (Dannon in the United States) being the
world's top dairy product brand. It has the number position, Europe, in advanced medical nutrition, as well as the number one +33 1 44 35 20 20
position, worldwide, in sweet biscuits (cookies).
www.danone.com
• Some of the company’s brand portfolio includes international brands, such as Activia, Danone, Nutricia, Danonino, Danio, Densia,
and others) and local brands (Oikos, Prostokvashino, Aqua, Bonafont, Mizone, Blédina, Cow and Gate). Its specialties are fresh
dairy, bottled water, early life nutrition, and medical nutrition.
USD 24.7 billion

USD 2.2 billion
Sales (2018) DANONE S.A.
Free Cash-flow, (2018)
66% 100,000+
120+ Countries sale outside Europe Employees (2018)

DANONE SA - FINANCIAL ANALYSIS 91
Net Revenue in USD billion, 2016-2017 Revenue Share (% ), by Category, 2017 Net Sales Share (% ), by Region, 2017
24.675
24.67
24.67
29%
Revenue in EUR billion
24.665 33% 45%

24.66
55%
24.655
24.65
18%
24.65 20%
24.645
Specialized Nutrition
24.64 Europe, USA and Canada Rest of the World
2017 2018 Waters
Year Essential Dair y & Plant-Based Nor th America
Essential Dair y & Plant-Based International
• In 2018, Danone experienced sales growth of 2.9%. The top 3 countries to majorly contribute to the sales of the company were USA, China and France. Altogether
Europe and NORAM holds 45% of the total revenue of the company while rest of the world holds other 55%.
• 89% of the volumes sold by the company comes under health category. Essential dairy & plant-based products sold internationally holds major portion of the
revenue i.e. 33% whereas, essential dairy & plant-based products sold in North America holds 20% of the total revenue. Specialized Nutrition category is the second
leading category as it holds for approximately 29% of the revenue. Waters category hold the least portion of the revenue i.e. 18%.

DANONE S.A. - PRODUCTS OFFERED 92
Products Description
Calogen Products are made for people to meet their energy requirements. It can be used to replace milk in protein restricted diets
KetoCal is complete nutrition balance medical food, has a range of products specially used for children who are diagnosed
KetoCal with epilepsy. Products are available in both powder and liquid formats which can be consumed alone or can be added as
recipe.
Liquigen is unflavored liquid made of oil and water for emulsion of MCT as part of dietary management, suitable for all age
Liquigen
group (children, infants and adults)
Densia provides 50% of recommended daily calcium allowance* and up to 100% of recommended daily vitamin D
MCT Oil allowance* (per pot). (*% of RDA calculated on adult population.).
Densia contains yogurt as product portfolio.

DANONE S.A. - STRATEGIES AND INSIGHTS 93
• To improve the nutritional quality of the products, Danone is innovating on-the-go

Organization Growth formats and packaging adapted to new consumption patterns which aims to match
customer requirements.
• Danone research team aimed to develop medical nutrition products that impact the
health of most vulnerable population (patients, children and infants).
• Danone researches in the field of early life nutrition, focusing on digestive function
and building resilience.
• In 2017, Danone opened a Design Kitchen at Nutricia Research to conduct fast

prototyping of new products and to explore innovative sustainable ingredient
alternatives to meet the customer needs.
• With fast changing consumer trends in some countries, Danone has advanced its Product Development
partnerships with e-commerce platforms. For example: JD.com in China, and also
by using social media apps, like Wechat through strategic partnerships.
• As pressure on healthcare systems increases with rising costs associated with

aging and chronic disease, Danone is coming with home care business, bringing
medical nutrition products and services of healthcare to home, such as in the UK,
Poland, and Benelux.

7.8 BPI SPORTS INC.-OVERVIEW 94
FOUNDED IN 2009
BPI Sports, a developer of branded sports nutrition

supplements. BPI offers strength, recovery, fat burning,
general wellness products and a wide range of other products BPI SPORTS, INC.-
across 83 countries in the globe. BPI has four distribution
hubs globally and some of the sister companies of Bpi sports
are EXT sports, Pro-Nutra, and Image sports. 1MR is the
company’s flagship product. Some of their new launches are
B4 and One more rep.
3149 SW 42nd St, Hollywood,

Florida USA
954-926-0900
- headquarter
https://bpisports.com/

PRODUCTS – BPI SPORTS, INC. 95
Products Description
Keto bomb Creamy product with delicious flavor that help fuel loss and boost energy, can be added in milk and other beverages
Keto weight loss Used to increase energy and boost endurance, combination of caffeine BHB salts, MCT and guarana
Best pre workout Used to promote strength and support during workouts, contains CDP-Choline and Caffeine Anhydrous
Keto Aminos Promoted as multi-purpose recovery sport supplement for weight loss
Ketogenic weight loss stack Ketogenic creamer for coffee and tea designed to help weight loss and boost energy.
Keto Tea A amalgamation of exogenous salts, medium chain triglycerides (MCTs)
Keto Peptides It is a keto-friendly protein powder that comprises 100% pure hydrolyzed collagen peptides, MCTs and acacia fiber.

BPI SPORTS, INC. STRATEGIES AND INSIGHTS 96
Organization Growth • In order to match the evolving demands of consumers, the company has
launched its products with new product ingredients, like beetroot and
antioxidant rich vegetable for muscle pump and endurance, carnitine which
support weight loss, citrulline to support cardiovascular health and to remove
muscle soreness and beatine.
• In order to strengthen the consumer base, company has come up with flavors
(like orange, raspberry tea, berry splash, and fruit punch) in the supplements
category to attract more consumers.
• With competition from spiked protein products in the market and to build the
consumer confidence about their product quality, Bpi sports has contacted
with Chromadex (a dietary supplement and food ingredient company) for third
party verification to their products. Product Development
• Hence, Chromadex quality verified seal can been seen on the company’s
products. Under this verification program, Chromadex inspects BPI’s
manufacturing practice, raw materials, and finished products.
• Company has partnered with Muscleandfitness (as American media
magazine) and created awareness program i.e., 60 day revolution which
contains training plan, supplement advice, and nutrition tips.

BPI SPORTS, INC. - RECENT DEVELOPMENTS 97
BPI sports has partnered with First Line Nutrition Edmonton,

P practitioner based nutritional supplements company for distribution of
their products including Ketogenic weight loss line of sports
supplements.
Company is expanding its testing and quality check program to Jan 2019
include BEST CREATINE and BEST BCAA. This will increase
the consumer confidence. I
July 2016
The company partnered with Convenience valet offering blister

P
pack to convenience stores. These products include
One.More.Rep, Pro-V,, Eat Less, Sports Multi-Vita Pro Pack,
RoxyLean Elite, HSN, Nite Burn Elite, and Garcina Plus M I E P
Aug 2014 Mergers and Product Expansion Partnership


7.9 ANCIENT NUTRITION LLC- OVERVIEW 98
FOUNDED IN 2016
Ancient Nutrition, a collagen supplement and bone broth

protein maker based out of Tennessee, United states. Ancient
nutrition offers whole food nutritional products that are
designed to provide ancient nutrients in a modern, convenient,
ANCIENT BRANDS, LLC
and easy to mix form to power the body and mind. The
company has recently raised USD 103 million, as investment
from a group of investors The company offers supplements
from ground bone broth that comes in the form of capsules or
powdered mixes of shakes that come in chocolate, turmeric,
and other flavors. It sells several versions of powdered protein
supplement direct to consumers and at retailers.
1201 Unites States Highway One

Suite 350
North Palm Beach, FL 33408
888-823-4468
- headquarter
http://ancientnutrition.com

PRODUCTS – ANCIENT NUTRITION LLC 99
Product group Products Description
Keto Protein Chocolate

Keto Protein Vanilla
Powdered products to support healthy skin, gut, joint function, and muscle
Proteins Keto Protein Maple (Caffeine Free)
recovery with various flavors.
Keto Protein Coffee
Keto Protein Turmeric
Capsules to support gut health and immune system. It features soil- and
Probiotics and Enzymes Gut formula
plant-based probiotic and prebiotic blend with 10 billion CFU* per serving.
Keto Fire The product supports metabolism and healthy weight Management and
Metabolism support supplements
Keto Fire Caffeine free promote health energy, mental focus and fitness.
Powder which is tasteless and quick dissolving, can be mixed in water or

Healthy Aging & beauty Keto Collagen any beverage. Product supports a healthy gut and joint function, healthy
skin hydration, and elasticity.

ANCIENT NUTRITION LLC STRATEGIES AND INSIGHTS 100
• In order to meet the consumer tastes and preferences, Ancient Nutrition has
Organization Growth introduced four new flavors – multi collagen protein vanilla, chocolate, cold
brew, and cucumber line as well as two specialty formulas, Multi collagen
protein beauty + sleep in lavender and multi collagen protein beauty within in
watermelon.
• Ancient nutrition ketogenic products mainly supports healthy skin, gut, joint
function, immune system, metabolism, and healthy weight.
• As part of global expansion and to increase the reach of their products to
match the global competitors and domestics brands rising in the emerging
markets, Ancient nutrition has added its whole range of products in The
Vitamin Shoppe (American retailer of nutritional supplements with stores in
brick and motor format in North America).
• To create awareness among consumers who are doing Keto diet in wrong
Product Development
way without proper knowledge on it, Ancient Nutrition has introduced
certification to its products. Hence, as part of it, the company has launched a
seal for “Clean keto” brands.
• To reach wider audience, healthcare practitioner channels are an important
strategy for supplement brands. As part of this, Ancient nutrition has started
selling their products through online distribution channel by partnering with
Natural Partners Fullscript.

ANCIENT NUTRITION LLC - RECENT DEVELOPMENTS 101
Company has partnered with Natural Partners Fullscript, a premiere

supplement dispensing solution for healthcare practitioners and has
P
announced the launch of ancient nutrition products through the Natural
Partners online platform. This provides healthcare practitioners and their
patients easy access to their premium products.
Nov 2018
The company has announced an investment partnership worth of

USD 103 million led by VMG partners, ICONIQ Capital and over
100 members of co-investor network. This is the brand’s first
investment.
March 2018
M I E P
P


7.10 PRUVIT - OVERVIEW 102
FOUNDED IN 2015
Pruvit is one of the leading companies in exogenous

ketone technology, with special focus on evidence based
products that help optimize human potential. Pruvit has
created the world’s first consumer based ketone
PRUVIT
supplement drink and has a wide range of keto product
portfolio. Community based marketing is one of the
channels by which the company is promoting their
products. Pruvit is educating people on how the body
works and how to optimize the body metabolism and
mental focus through Ketosis process. In the last two
years company has seen 400% growth and expanded to
Canada, Australia, and many other countries in Asia pacific
region.
Melissa, Texas
http://pruvitnow.com/
- headquarter

PRODUCTS – PRUVIT 103
Product group Products Description
Heart Tart
KETO//OS NAT Raspberry lemonade
Splash
Maui Punch
KETO//OSMAX
Swiss Cacao
Unleashed – Eclipse
• These products help cell function, rapidly repairs DNA,
KETO//OS Chocolate Swirl
boosts immune function, and elevates essential amino
Orange Dream
acids necessary for optimizing body composition
Pumpkin Spice
• Keto max products are promoted as an advanced version
Nutty Ketoman
KETO//KREME of the Pruvit ketone operating system that helps to focus
Mayan Mocha
energy, better fat loss, and generate strength.
Sweet Kreme
Chocolate
KETO//KALM Caramel Apple
Chai
Coconut Curry
BETTER//BROTH Salted Caramel
Keto Thyme
PRUVIT - STRATEGIES AND INSIGHTS 104
• Most of the pruvit ketone products are in powdered format and can be mixed
Organization Growth
easily in water or any other beverages and can be consumed with or without
food.
• Unlike other companies in the Ketone supplement market, Pruvit considers
multilevel-marketing as an important sales channel and is trying to create
awareness among consumers about new kind of practices rather than
marketing or promoting their products.
• Pruvit Ketone products are available both in bulk containers and “ on-the-go”
packet formats.
• New flavors in the ketone products are released in intervals. Pruvit has
announced KETO//OS® Max formula in Swiss Cacao flavor, as an easy to
mix powder frot the fitness trainers and general consumers to increase energy Product Development
level and maximize health. This new solution contains no artifical colors,
flavors, or sweetners.
• Instead of promoting Pruvit as a product, the company is trying to create itself
an image as a lifestyle brand with its own unique marketing techniques.
• Pruvit is trying to bring all its customers (healthcare practitioners, trainers, and
consumers) under one roof by creating a community where experiences of
individuals are stored along with training videos of keto diet.

PRUVIT - RECENT DEVELOPMENTS 105
Pruvit launched a new Swiss Cacao Chocolate flavor product

KETO//OS® Max Swiss Cacao. The introduction of this product
will reduce fat, preserve muscle and upsurge energy and focus.
I
May 2017
M I E P


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Global Ketogenic Diet Food Market - Growth, Trends and Forecast (2019 - 2024) 12.05.55 AM

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Report Global Ketogenic-diet Food Market

3.2 Restraints 5.1.4 Rest of North America

3.3 Opportunities 5.2 Europe

4. MARKET SEGMENTATION 5.2.1 Germany

4.1 By Product Type 5.2.2 United Kingdom

4.1.1 Supplements 5.2.3 France

5.2.5 Spain 7. COMPANY PROFILES

5.2.6 Rest of Europe 7.1 Nestle

6.1 Most Adopted Strategies

6.2 Most Active Companies

6.3 Market Share Analysis

Report Global Ketogenic-diet Food Market

1. INTRODUCTION 1.2 Study Deliverables

1.3 Scope of the Market

Report Global Ketogenic-diet Food Market

SECONDARY DISCUSSION PRIMARY ECONOMETRIC EXPERT DATA REPORT

• Company-related Queries • Revalidation of Numbers from

Report Global Ketogenic-diet Food Market

AIM AND OBJECTIVE OF THE STUDY

STUDY PERIOD BASE YEAR COMPANIES PROFILED

2016 - 2024 2018 10

GEOGRAPHICAL SCOPE SEGMENTS COVERED

PORTER’S FIVE FORCES ANALYSIS

SEGMENT AND SUB-SEGMENT

Report Global Ketogenic-diet Food Market

• The report analyzes the recent opportunities, drivers, and challenges

• By product type, the market is divided into supplements, beverages,

• It also provides an analysis of the ketogenic diet food market in the

Report Global Ketogenic-diet Food Market

This research is supported by in-depth interviews with the top-level management

Report Global Ketogenic-diet Food Market

Market Definitions Segmentation

Infographic and Comprehensive

Porter’s Five Forces

Report Global Ketogenic-diet Food Market

Report Global Ketogenic-diet Food Market

2.1 Market Overview

2.2 Market Trends

2.3 Porter's Five Forces Analysis

2.3.2 Bargaining Power of Buyers

2.3.3 Threat of New Entrants

2.3.4 Threat of Substitute Products and Services

2.3.5 Degree of Competition

Report Global Ketogenic-diet Food Market

Ketogenic Diet Food Market Market: Revenue in

Revenue in USD million

experienced an arrival of high-fat supplements.

Report Global Ketogenic-diet Food Market

Keto Foods Trending in Restaurants and Eateries

Partnerships and Collaborations

2.3.1 Bargaining Power of Suppliers

2.3.2 Bargaining Power of Buyers

2.3 PORTER’S FIVE FORCE ANALYSIS 2.3.3 Threat of New Entrants

2.3.4 Threat of Substitute Products and Services

2.3.5 Degree of Competition

Report Global Ketogenic-diet Food Market

• Hence, the bargaining power of suppliers is moderate.

Report Global Ketogenic-diet Food Market

BARGAINING POWER OF BUYERS

Buyer information claimed to be enriched with nutritional profile.

Report Global Ketogenic-diet Food Market

THREAT OF NEW ENTRANTS