HealthWellness Trends Post-COVID Impact On NPD in Food 202111270213104210

© 2021 INNOVA MARKET INSIGHTS
Health/Wellness Trends
NPD in Food
presentation
2021
Post-COVID Impact on
provided to ice@jeanniel.com on 27 Nov 2021 02:13 (UTC)

The health spectrum & other platforms of health innovation
Reductionism Naturalism Functionalism
Avoiding the ‘bad stuff,’ such as sugar, fat and Demand for clean labels, with for example, Desire for products that actively contribute to a
salt. natural ingredients instead of artificial. body’s functioning, such as protein enrichment
or probiotics.
Other platforms
Mental Health Spotlight on the Technology, Healthy

& Mood Immune System Aging & Sustainability
The mental burden of the COVID-19 The surge for a strong immune system led Other aspects of health that are gaining
pandemic highlighted the importance of many consumers to search for immune attention are the use of technology to manage
mental health and mood, signaling a shift boosting food and beverages. health, the importance of healthy aging and
from purely physical health to more holistic the link between a healthy human and a
health attitudes. healthy planet.
2 INNOVA MARKET INSIGHTS

presentation
The Spectrum of
Health Strategies

Spectrum of health strategies: No to the bad stuff, yes to the good stuff
“How would you categorize your predominant approach to healthy eating?”
“I try to limit or reduce “I choose natural products to “I choose products that positively
products/ingredients that are bad avoid additives and boost my nutrition or benefit how
for me (e.g., high in sugar, fat, preservatives as much as my body functions (e.g., high in
salt)” possible” protein, superfoods)”
71%
73% 72% (very) important
(very) important (very) important
Source: Innova Health & Nutrition Survey 2020 (average of 10 countries)

Market responds along the lines of the overarching health spectrum
Denmark, Aug
US, Aug 2020 2020
Germany, May 2021

UK,
May 2021
Lithuania, Jun
US, Jan 2021 Sweden,
2021 US, Canada,
May 2021
Feb 2021 Mar 2021
US,
May 2021
Source: Innova Health & Nutrition Survey 2020 (average of 10 countries)

< Reductionism

Naturalism
Functionalism >
Consumers want products that contain less of the ‘bad stuff’…
Reductionism
Sugar reduction is the top priority for most Kellogg’s reduced sugar and salt cereal “not
consumers globally. Interesting to note is that for 1 in enough,” says UK Children’s Food Campaign
3 consumers globally, even sweeteners are not
17 May 2021
accepted as a substitute.
Figure | Top 5 consumer responses to the question “which of these are you most
conscious of limiting or reducing in your diet?” (select up to 5)
Sugar
Fat
Austria, Apr 2021
Salt/Sodium
Artificial ingredients “No sugar & no

Sweeteners
sweeteners”
0% 10% 20% 30% 40% 50% 60% 70%
Sources: Innova Database, Innova Health & Nutrition Survey 2020 (average of 10 countries), Nutrition Insight

< Reductionism

Naturalism
Functionalism >
…shorter ingredient lists, and no artificial ingredients…
Naturalism
…“Industry experts deem clean and The evolution of the clean label trend
ethical label claims ‘paramount’
Simplified ingredient lists and traceable origins
increasingly prioritized”
08 Jun 2021
Figure | Top 3 clean label claims* as a percentage (%) food and beverages
launches tracked (Global, 2016-2020)
No additives/preservatives 15%
Organic 10%
GMO Free 6%
Sources: Innova Database, Food Ingredients First

Notes: *Includes natural, organic, GMO-Free and no additives/preservatives
< Reductionism

Naturalism
Functionalism >
…while making active contributions to their functioning
Functionalism
Functional foods combining convenience and

…average annual growth of food & beverage
nutrition rise in China, says Doki Doki co-founder
+59% launches tracked with “functional” as part of the
product name (Global, CAGR 2016-2020)
09 Jun 2021
Figure | Top 5 functions as response to the question “In recent months, have you
purchased food or beverages for the purpose of any of the following specific
functions?” (select all that apply, out of 18) Unwind,
restore your
Hydrating/re-hydrating balance &
Improving digestive/gut boost your
health clarity
Boosting immunity
Giving me long lasting
energy With CBD &
Improving physical ap-
pearance/beauty Adaptogens
0% 5% 10% 15% 20% 25% 30%
US, Jan 2021
Sources: Innova Database, Innova Health & Nutrition Survey 2020 (average of 10 countries), Nutrition Insight

< Reductionism

Naturalism
Functionalism >
Two Rabbits Ice Cream: Ticking all the boxes of the spectrum
“Pleasure yourself to health.
Eating healthy used to be a battle of wills between your

head and your heart. Those days are gone. Because now a
cardiologist and a chef have joined forces to create an
ice cream — packed with heart-healthy omega-3s and
insanely creamy flavor — that satisfies both your
intelligence and your instincts.
Don’t wait. Eat.”
In summary:
• Rich in omega-3 oils from plant sources

• Rich in collagen, to support the repair and growth of connective tissues
• “Made with love and natural, non-GMO ingredients”
• Low in calories
Source: Two Rabbits

Mood
presentation
Mental Health &

< Reductionism

Naturalism
Functionalism >
COVID & the importance of mental health as part of overall health
holistic wellbeing elevating moods adaptogens trending up “During COVID-19, which

methods did you find to stay
healthy that you plan to
continue in the future?”
(choose all that apply, out of 14
options)
“Consuming food or drink

that actively improves
my mood/mental
wellbeing”
“NPD is seeing staggering growth

and claims on pack that relate to
specific mood platforms” 23%
of consumers globally
Sources: Innova Trends Survey 2020, Innova Lifestyles & Attitudes Survey 2020

Mental health as a key platform to take action for many consumers
% of consumers globally saying that they have taken action to improve their
health and wellbeing, by wellness type
53%
Portugal, Mar 2021
Netherlands,
Apr 2021
Physical
Wellbeing
32% 44%
Mental & Emotional US, Nov 2020

Spiritual Time Wellbeing Netherlands, Mar
2021 Mexico, Jun 2021
Sources: Innova Database, Innova Lifestyles & Attitudes Survey 2020

Consumers aim to support mental health by what they eat and drink
Figure | Share and average annual growth of mood platforms as a percentage (%) of food and beverage launches
Top 3 responses to the question:
tracked (Global, 2016-2020)
20% “Are you interested in purchasing

products with the following
mental/emotional functions?”
15% (select up to 5)
1. Brain health
CAGR 2016-2020
10%
5%
2. Mental stimulation
0%
0.0% 0.1% 0.2% 0.3% 0.4% 0.5% 0.6% 0.7% 0.8%
-5%
3. Help me feel happy
Share of 2020
Sources: Innova Database, Innova Health & Nutrition Survey (2020)

presentation
Spotlight on the
Immune System

< Reductionism

Naturalism
Functionalism >
Consumers search for immune boosters in food & beverages
prioritizing health boosting immunity feeding the microbiome

“To what extent do you
agree/disagree with the
following statements?”
“Having a healthy diet

can build immunity to
help prevent illness and
disease”
“Ongoing anxiety stemming from COVID-19 will continue to

push consumers toward prioritizing their immune health” 83%
Sources: Innova Trends Survey 2020, Innova Health & Nutrition Survey 2020

Immune claims accelerated as the COVID-19 situation became alarming
Figure | Google trends of “immune” and “immunity” searches in the food and drink category (Global, Mar ’19 to Feb
’21)
In the years before the onset of COVID-
19, interest in immune health was already
slowly on the rise:
+6%
CAGR 2016-2018
100
COVID-19, however, accelerated this

growth. Comparing the product launches 75
in the 12 months before the official
pandemic announcement by the WHO*
with the 12 months after resulted in a 50
staggering:
+18% PPT 25
(Mar ’19 – Feb ’20 to Mar ’20 – Feb ’21)
Sources: Innova Database, Google Trends

Notes: * = COVID-19 situation officially classified as a pandemic by WHO
Will immune interest last post-COVID? Some factors act as enablers
Research & regulations Opportunities for applications Consumer intentions
“Biosearch Life eyes Brazilian potential following Germany,

probiotic ANVISA approval” May 2021 “During COVID-19, which methods did you find to
stay healthy that you plan to continue in the
Spain, May 2021
future?”
02 Jun 2021
• Two probiotic strains (LC40 & K8) are approved

for commercialization. Both strain are claimed to “Consuming food or drink that actively
boost the immune system. improves my physical health (e.g., immune
Ukraine, system)”
May 2021
“NutriLeads’ carrot-derived polysaccharides
support immunity, finds study” 28%
25 Mar 2021
“Taking supplements/herbal remedies (e.g.,
for immunity, mood)
• NutriLeads, a health ingredients innovator,
conducted a study that revealed the immune
supporting benefits of upcycled, carrot-derived Netherlands, 21%
Jun 2021
polysaccharides (RG-I).
Sources: Innova Database, Nutrition Insight, Food Ingredients First, Innova Lifestyles & Attitudes Survey 2020

Wellness
presentation
Developments
Other Health &

Technological developments meets tailored to fit
Technology shapes consumers’ health experience

“I have found more
ways to tailor my life and the
products I buy to my “Sainsbury’s helps shoppers set personalized fruit
individual style, beliefs and and veg intake goals with Nectar app”
needs”
04 Jun 2021
“Personalized vitamin D: DSM’s Hologram

Sciences launches first direct-to-consumer
Collect points brand”
with 28 Apr 2021
personalized
offers from
Sainsbury’s “Cronometer adds immunity and women’s
health to micronutrient tracking app”
07 Apr 2021
“Gx Sweat Patch: Gatorade’s wearable
64%
analyzes sweat profiles for personalized
03 Mar 2021
hydration”
Sources: Nectar, Nutrition Insight (04 Jun 2021), Nutrition Insight (28 Apr 2021), Nutrition Insight (07 Apr 2021),
Nutrition Insight (03 Mar 2021)
Healthy aging: From passive existence to active aging
Market prepares to meet consumer demand for healthy & sustainable options
“It is becoming more and more “Kirin Holdings’ beta-lactolin targets
important to take control of As the global population becomes older and
older, healthy aging gains in importance Japan’s “super-aged” society with
your own health” memory-supporting F&B”
03 Mar 2021
Figure | Median age of the total population (years)
2020 2035 2050
World 30.9 33.9 36.2
Africa 19.7 22.0 24.8
Asia 32.0 36.5 39.9

The milk-derived bioactive peptide beta-lactolin is
Europe 42.5 46.3 47.1 positioned to address Japan’s large aging
population, [beta-lactolin] increases the
LATAM 31.0 36.2 40.8 neurotransmitter dopamine, explains
87%
Of consumers globally of
NOAM 38.6 41.2 43.0
Takayoshi. “The increase in dopamine stimulates
neuronal activity in the prefrontal cortex and
hippocampus, the brain regions responsible for
Oceania 33.4 35.6 37.2 memory.”
56 or older
Sources: Innova Nutrition & Health Survey 2020, Food Ingredients First, United Nations (World Population Prospects 2019)

Sustainability: “Health” includes a healthy planet
Market prepares to meet consumer demand for healthy & sustainable options
“A product is not
healthy if it’s not A cow knows best how to Healthy body “One Planet. One Health.
also sustainable” select the optimal healthy planet These words reflect our
nutrition, that is: if it’s in NPD vision that the health of
available. That’s why people and the health of the
Zuiver Zuivel offers planet are interconnected.”
biodiverse grounds for
the cows to graze, US, Dec 2020
contributing to a better
health for the cows, the
planet, and humans. Holistic brand
missions
Belgium,
May 2021
Navigating the
supermarket
42%
experience
After Nutri-Score
of consumers globally comes Eco-Score:
Sources: Innova Database, Innova Nutrition & Health Survey 2020, Danone Vision, Eco-Score, Nutri-Score

presentation
Key Takeaways

In summary
The health spectrum categorizes consumers’ overarching approach to health eating, and it serves as a framework for the health & wellness trends
that are currently observed.
The framework shows that consumers are more and more focusing on, simultaneously, avoiding, cleaning and attaining specific products or
ingredients, and that the list of specific ingredients or benefits is only growing.
Other platforms
Mental Health & Spotlight on the Technology, Healthy

Mood Immune System Aging & Sustainability
Mental health and mood benefits is one of the The interest in immune health benefits is Health is becoming a more all-encompassing
specific functionalities that consumers are strong, and likely to continue. As current construct. Managing and tracking health is
increasingly looking for in food and regulations allow for limited use of claims, it made easier with technology. At the same
beverages. This will likely drive a growing is likely that a growing body of research time, healthy aging and the health of the
interest in botanicals and adaptogens. studies will pave the way for the immune planet gains importance.
health trend.

Innova Market Insights

Innova operates the biggest food
and drink product database in the world.
We pick up and record brands,
For insight led future ingredients, claims, packaging, patents
growth opportunities and promotions in every major market.
EMAIL
The Innova Database is an online,
cutting edge food and beverage product contact@innovami.com Global Headquarters
database – created by a dedicated
Velperweg 18
team of industry-leading food and
beverage experts that collect the latest data PHONE 6824 BH Arnhem
from more than 90 countries. +31 26 319 2000 The Netherlands

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© 2021 INNOVA MARKET INSIGHTS

provided to ice@jeanniel.com on 27 Nov 2021 02:13 (UTC)

Reductionism Naturalism Functionalism

Mental Health Spotlight on the Technology, Healthy

2 INNOVA MARKET INSIGHTS

provided to ice@jeanniel.com on 27 Nov 2021 02:13 (UTC)

“How would you categorize your predominant approach to healthy eating?”

Reductionism Naturalism Functionalism

Source: Innova Health & Nutrition Survey 2020 (average of 10 countries)

4 INNOVA MARKET INSIGHTS

Reductionism Naturalism Functionalism

Germany, May 2021

Source: Innova Health & Nutrition Survey 2020 (average of 10 countries)

5 INNOVA MARKET INSIGHTS

provided to ice@jeanniel.com on 27 Nov 2021 02:13 (UTC)

Artificial ingredients “No sugar & no

6 INNOVA MARKET INSIGHTS

provided to ice@jeanniel.com on 27 Nov 2021 02:13 (UTC)

Sources: Innova Database, Food Ingredients First

provided to ice@jeanniel.com on 27 Nov 2021 02:13 (UTC)

Functional foods combining convenience and

8 INNOVA MARKET INSIGHTS

provided to ice@jeanniel.com on 27 Nov 2021 02:13 (UTC)

“Pleasure yourself to health.

Eating healthy used to be a battle of wills between your

Don’t wait. Eat.”

• Rich in omega-3 oils from plant sources

Source: Two Rabbits

9 INNOVA MARKET INSIGHTS

Mental Health &

provided to ice@jeanniel.com on 27 Nov 2021 02:13 (UTC)

provided to ice@jeanniel.com on 27 Nov 2021 02:13 (UTC)

holistic wellbeing elevating moods adaptogens trending up “During COVID-19, which

“Consuming food or drink

“NPD is seeing staggering growth

11 INNOVA MARKET INSIGHTS

Mental & Emotional US, Nov 2020

Sources: Innova Database, Innova Lifestyles & Attitudes Survey 2020

12 INNOVA MARKET INSIGHTS

20% “Are you interested in purchasing

Sources: Innova Database, Innova Health & Nutrition Survey (2020)

13 INNOVA MARKET INSIGHTS

provided to ice@jeanniel.com on 27 Nov 2021 02:13 (UTC)

provided to ice@jeanniel.com on 27 Nov 2021 02:13 (UTC)

prioritizing health boosting immunity feeding the microbiome

“Having a healthy diet

“Ongoing anxiety stemming from COVID-19 will continue to

15 INNOVA MARKET INSIGHTS

COVID-19, however, accelerated this

(Mar ’19 – Feb ’20 to Mar ’20 – Feb ’21)

Sources: Innova Database, Google Trends

Research & regulations Opportunities for applications Consumer intentions

“Biosearch Life eyes Brazilian potential following Germany,

• Two probiotic strains (LC40 & K8) are approved

17 INNOVA MARKET INSIGHTS

provided to ice@jeanniel.com on 27 Nov 2021 02:13 (UTC)

Technology shapes consumers’ health experience

“Personalized vitamin D: DSM’s Hologram

“Gx Sweat Patch: Gatorade’s wearable

2020 2035 2050

World 30.9 33.9 36.2

Africa 19.7 22.0 24.8