Natural Products Insider

NOV-DEC 2018

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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150 INSIDER November/December 2018 SupplySide West Preview When nutrition merges with sustainability, when consumer health beliefs are stronger than scientifi c facts, when small brands are winning over big, and when online takes over from in-store, will brands change their game in time—or will they wait until someone changes it for them? Numerous companies have changed the game in the food and beverage market. For example, a decade ago, Benecol developed a global brand strategy that merged food and health, represented by a new generation of functional foods and driven by both consumer demand and scientifi c advances. The mission was to give consumers a complement, and even an alternative, to pharmaceuticals. A few years later, Valio dove into the growing "free from" market with its Valio Lactose Free, where the absence of an ingredient created the consumer value. More recently, Oatly has worked to move its brand away from "functional nutrition" and into "sustainable nutrition," becoming an ambassador for change. Health is now merging with environmental concerns. The brand's slogans "wow no cow" related to the environmental impact of dairy, and "made for humans" referred to the nutritional positioning that oat milk supported humans' need for macronutrients better than cow's milk. Globally, companies are looking for guidance on what direction to take with their brands in a quickly changing market, where health is merging with sustainability, driven by a combination of consumer preferences, technological developments and government interventions. The trends are merging into a paradigm shift—a tsunami of change—where nutrition as a holistic idea has the center stage. It boils down to a simple question: How do we feed the globe in a healthy and sustainable way? This leads to other critical questions for the future: | What is the role of food for health and wellbeing? | How we will manage our resources? | How can we produce healthier foods that serve the different needs and demands of all people? | What role will nutrition science play? | How can technology enable these changes? These forces are changing the game for the nutrition industry. Each one will defi ne a nutrition innovation strategy that can help brands win in tomorrow's marketplace. Peter Wennstrom is the founder and lead consultant at the Healthy Marketing Team (HMT, thehmt.com). With more than 25 years of experience in international brand management and consultancy in nutrition, health and wellness, he set up HMT in 2007 with the mission to bring healthier brands and healthier business to its customers in the global nutrition industry. Adapting to the Changing Game of Nutrition by Peter Wennstrom Nutrition Innovation at SupplySide West Learn more about the old vs. new way to innovate and how HMT's consumer-centric brand Innovation system, the FourFactors, can offer a framework on how to make trends and consumer drivers work for your brand from Peter W ennstrom at SupplySide Central on Friday, Nov. 9 at 3 p.m. supplysideshow.com Scan Here

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