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HOWTOINCORPORATEWELLNESSINTOPRODUCTBRANDING/MARKETING
GeriBerdakPresident,CloverQuestGroup
ABOUTCLOVERQUEST
Weexisttohelpfoodandbeveragebusinessesnavigatethewellnessenvironment.
Wehavedecadesofexperienceinnutritionstrategy,marketingstrategy,branding,businessplanning,organizationaldevelopmentandproductinnovation. Booth#711
Nutrition&MarketingStrategyConsulting
OBJECTIVESFORTODAY
1. UnderstandthemostimpactfulHealthandWellnesstrendsthatwillcontinuetoinfluencetheBakerysector.
2. ObtainabroadoverviewofHealthandWellnessopportunitiesandchallengeswithintheBakerycategorywithcasestudies.
3. WalkawaywithideastocapitalizeontheHealthandWellnesstrendsanddifferentiateyourproducts–andultimatelygrowyourbusiness.
SETTINGTHESTAGESomethingforEveryone
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THETHREEMEGA-TRENDSINFOOD
1. NATURALLYFUNCTIONAL-APowerfulDriver
• Naturallyfunctionalstronglyinfluencesnearlyallothertrends
• Itisbehindthesuccess
ofmany“superfoods”includingblueberries,coconutwaterandalmonds.
• Noneedforhealth
claimsasconsumersgetit.
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This quest has given birth to new brands and new categories seemingly out of nowhere.
• For example: kombucha, kimchi, kefir, pickles, vinegars and a host of other fermented foods for digestive health.
• These foods are presented as “natural” and “traditional” appeals too.
2.CONSUMERSTODAYAREFOODEXPLORERS
• Whatmostpeoplewant,istolookgoodandfeelgood.
• Keepinginshape,keepingthepoundsoff,andensuringthatyourskinislookinggoodmattersenormouslytoconsumers.
3.WEIGHTWELLNESSANDAPPEARANCE-AttheCenterofEverything
• Weightwellnesshasshiftedfrombeingaboutaspecialcategoryoffoodstoaneverydaypartofpeople’slifestyles.Consumerschoose“normal”foods.
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HEALTHANDWELLNESSTRENDSINTHEBAKERY
SECTOR
1.DIGESTIVEWELLNESSWhereOpportunitiesFlourish
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• Thebiggestdriverofgrowthinfoodandbeverage:Settobeevenbiggerasthescienceofthehumanmicrobiomedevelops.
• Nothingshouldbedismissedas‘tooweird’:It’sasuccessthatcomesfromdeliveringa‘feelthebenefit’.
• Thenextgluten-free:FODMAPS.Backedbyscience,it’salreadybeingembracedbybothstart-upsandscience-basedfoodgiants.
DIGESTIVEWELLNESS WHATISFODMAPS?Thenextgluten-free• Clinically,alow-FODMAPdietis
recommendedforpeoplewithIBS,Crohn’sdisease,andothergastrointestinaldisorders-whichaffect1in7adultsworldwide.
• Itisgainingpopularitygiventhefast-
movingdigestibilitytrend.• Althoughglutenisnotahigh-FODMAP
protein,thegrainsthatcontaingluten—wheat,rye,andbarley—havehigh-FODMAPcomponents.
FODMAP
fermentableoligosaccharidesdisaccharidesmonosaccharidesandpolyols
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1.BACKEDBYSCIENCE
2.ACCEPTEDBYDIETITIANS
3.GROWINGMEDIAANDCONSUMERATTENTION
4.ADIETFORSELF-
DIAGNOSERS
5.EASYTOFEELTHEBENEFIT
Thestarsarewell-alignedforFODMAP-friendly
2.SUGARReinventingSweetness
SUGAR• Complexconsumerbehavior:Consumerssaytheydon’t
wantartificialsweeteners–yet,someproductswithaspartamehavebecomehugesuccesses.
• The“whitecarb”:Intherealmof“good”and“bad”carbs,sugarhasbecometheworstcarb,demonizedevenmorethan“beige”carbs.
• Permissiontoindulgewins:Naturalsweetenersarebecomingthepreferredsourceofsweetnessformanyconsumers.
• Sugarreductionwinsiftastewinstoo:Companiesthathaveloweredsugarbutmadesurethattasteisnotcompromisedareseeingbigjumpsinsales.
Kellogg’schosedatesforitsnewKellogg-brandedrangeofplant-based,no-added-sugarcereals.Apricot&PumpkinSeedGranoladelivers16gper100g(7.2gofsugarsper45gserve),withmuchofthesweetnessdeliveredbydatepaste.Bycomparison,aregularcerealsuchasKellogg’sSpecialKRedBerrieswithaddedsugardelivers17gofsugarper100g–practicallythesameamount.
EXAMPLES–MakeitNaturalStrategyProductssweetenedwithhoneyordatesarethebiggestwinnersasthesenaturalsweetenersaremoreacceptabletoconsumers,evenifthesugarlevelisn’tactuallyreduced.
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INGREDIENTCALL-OUT-Honey
Inmediadiscussionsthepropertiesattributedtohoneyinclude:• antioxidantcontent• asmallereffectonbloodsugar
levelsthansugar• mayreducebloodpressure
Honeyisoneofthemostpopularnaturalreplacersforrefinedsugar,seenbymanyconsumersasahealthieralternative.
2019
Basedontheir60%datecontent,DeliciouslyEllaballscommunicateanenergybenefit.
• MyMueslilaunchedano-sugar-addedmuesli–whichisalsohigh-protein,high-fibre,low-carb,andcontainsfruitpieces.
• Nakd’sBerryDelightbarsaregluten,wheatanddairy-freerawfruit-and-nutwholefoodbarswithnoaddedsugar–buttheproductis49%dates,resultinginasugarcontentof47.4gper100g.
Putthefocusonmultiplebenefitsinsteadofonlyfocusingonsugar
3. GOODCARBS,BADCARBS
The 6 strategies to Digestive Wellness
GOODCARBS,BADCARBS
• Newdirections:Evolvingscience&aquestfordifferent,willdrivedemandforfewercarbsandbettercarbs.
• Carbcategorieswillneedtoworkhardertokeepconsumersinterested:Moreappealingflavorsandingredientsandmoreconvenientformatsandpackaging.
• Low-carbapproachestoreversingtype2diabetesnowhavemainstreammedicalacceptance:Consumersawarenessofthisbenefit–plusthesignificantweightlossthatgoeswiththeseregimes–willincrease.
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Thenextfive-to-10yearswillseeincreasingchangesincarbconsumptionpatterns.Morepeoplewill:• Drop“bad”carbsandreplacethemwith‘good’
carbs(definitionof“good”and“bad”carbswillbetheirown,notanobjectivescientificdefinition).
• Reducethetotalamountofcarbsintheirdietinresponsetocoveragebythemediaandbloggersofemergingscienceandpublichealthadvice.
GOODCARBS,BADCARBS2018sawagrowingconsensusthatdiabetescouldbereversibleandnotaprogressive,lifelongchroniccondition.
“I think there may be a tipping point that we’re
hearing about the reversal of some
conditions, diabetes and
obesity being two [of them].”
– Fiona Godlee, BMJ editor-in-
chief
GOODCARBS,BADCARBS
Diabetes: Is it possible to Reverse Diabetes? Here Are Some Facts You Must Know
Carb Restriction a Viable Choice for Reversal of Type 2 Diabetes?
How the 5:2 diet reversed my diabetes... and now a life-changing new eating plan could do the same for you
2 Nurses In Tennessee Preach 'Diabetes Reversal'
StrategiestoAddressGoodCarbBadCarb
Trend
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Greening-uptraditionalcarbslikebread–byaddingvegetablesthatlowerthecarbcontent–givespeoplewhowanttoreducecarbspermissiontoindulgeandgivestheproductahealthhalo.
GREENERCARBS
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EXAMPLES:GREENERCARBSCAULIPOWERCauliflowerPizzaCrustismadewithrealcauliflowerforathin,crispybitethatworkswellwithanystyleofpizza.It’sevendairyandgluten-free,lowinsodium,Non-GMOCertified.
GreenGiantaddedtoitsrangeofvegetable“noodles”intendedasreplacementsforpastawithabeetrootvariety.Bymakingvegetablesconvenient,GreenGiantappealstoconsumers’twindesirestocutdownonbeigecarbsandtoincreasetheirintakeofplantfoods.
IngredientsCauliflower,BrownRiceFlour,Cornstarch,Water,Tapioca,SunflowerOil,ExtraVirginOliveOil,Sugar,Egg,XanthanGum,Yeast,Salt,Vinegar,BakingPowder(SodiumAcidPyrophosphate,SodiumBicarbonate,CornStarch,MonocalciumPhosphate).
BETTERCARBS
Rethinkingcarbscouldmakethemmoreacceptableandkeepthemonpeople’sshoppinglists:a“beigebutbetter”strategy.• TheproductrangeofUSbreakfastcereal
makerPurelyElizabethincludesgrain-freeandgluten-freegranolas,madewithnutsandseeds.GeneralMillshasinvestedinthecompany.
CARBSFORENERGY
• Carbshaveagreenlightwithconsumersisasasourceofnaturalenergy.
• Athletesareinterestedinenergy–thesportsworldisapproachingcarbsinabroaderwaythanjustloadingupwithcarbsbeforeanevent.
Sportshaspoweredtheproteintrendoverthepast10-15yearsandisnowhelpingtofuelthebettercarbstrend.
ClicktoeditMastertitlestyleCARBSFORINDULGENCE
• Consumerswillcontinuetoeatcarbs.
• Othersmightcutdownoncarbs,oftenintheformofatrade-off–cuttingoutbreadandpastabutcontinuingtoeatcakeanddesserts.
Marketingabrandorarangethat’s“honestlyindulgent”isagoodstrategy.
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Thankyou!
Questions?
Don’tforgettostopbybooth#711