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Innova Market Insights has a global network tracking new production introductions in
over 75 countries around the world and over 28 food & beverage categories. With
representatives in all the major markets, we offer our customers local insights on
trends driving their regions new product launches.
With a network of food & beverage professionals that provides insight into packaging,
technology, ingredients and consumer sentiment, our clients rely on Innova Market
Insights when making their next strategic product decision.
At Innova, our goal is simple help you stay ahead of the curve.
Innova Market Insights provides this Fi Asia Trend Report in partnership with UBM.
The presented insights are based on analysis of new product launches tracked
between 2011 and 2015 with selected product highlights from 2016 YTD.
The report focuses on NPD in Asia, including China, Hong Kong, India, Indonesia,
Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, Vietnam.
All F&B market categories covered by the Innova Database are included
Market penetration: The percentage of total product launches tracked with a certain
claim or ingredient.
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"Clear label" established itself as a key trend in 2015, with greater transparency and
the focus on simpler products with fewer artificial additives taking "clean label" to the
next level. The biggest surge in NPD has been reported in organic products,
indicating that this will be a key platform going forward.
New food and beverage product launches tracked with clear label related claims are
continuing to show growth in the Asian market.
Organic claims are showing the fastest growth as a positioning, while natural claims
are stabilizing in terms of their market penetration.
Percentage of clear label new product launches tracked per claim
(Asia, 2011 vs. 2015)
2011
2015
14.0%
11.4%
12.0%
10.0%
8.7%
8.0%
6.0%
5.0%
4.4%
3.5%
4.0%
2.3%
1.8%
2.0%
0.5%
0.0%
No Additives/Preservatives
Organic
Natural
GMO Free
% of respondents
110%
94%
90%
70%
50%
88%
92%
93%
95%
97%
Organic =
Healthier
28%
37%
ASIA:
18%
ASEAN:
25%
21%
21%
47%
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Morita Domestic No
Additive Natural Soup
Stock (Japan, Jul 2016)
Description: Natural soup
stock in a plastic packet. Just
boil for 3 minutes.
Fastest growing subcategories are found in snacks with fruit-based snacks leading
growth at +40% annual growth.
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Following our clear label trend; our fourth global trend processing the natural way
looks at the renewed interest in certain age old processes as a more natural
alternative to modern technologies. This includes a resurgence in fermented foods
and the use of cultures/ probiotics.
A key topic for this trend in Asia is digestive health.
Digestive health claims are increasing in Asia, especially those products with pre
and probiotics. Digestive health claims are most commonly found in the baby food
and dairy category.
2015
3.5%
3.3%
3.0%
2.5%
2.3%
2.0%
1.5%
1.0%
0.5%
0.0%
Digestive/Gut Health
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Yogurt brands are using specific probiotics that benefit the digestive system as a
selling point in their brand story.
65.0%
60.0%
55.0%
50.0%
45.0%
40.0%
35.0%
30.0%
2011
17
2012
2013
2014
2015
18
F And N Magnolia
Yoghurt Smoothie:
Yuzu With Orange Sacs
(Singapore, Dec 2015)
Claims/Features: With
BE80 (Bifidobacterium)
that is essential for good
health and digestive
system.
Mr Probiotic Lactic
Acid Bacterium Drink
(China, Apr 2016)
Claims/Features: Contains
LGG lactic acid bacteria
cultures imported from
Finland.
Mother Dairy
Advanced Dahi
Probiotic
(India, Apr 2016)
Claims/Features:
Contains probiotics
and active lactic
cultures.
A third of Chinese consumers indicated they did not have enough fiber in their diet,
while 34% also report having increased their intake of fiber in the last 2 years.
For the Thai market the percentage of consumers that agreed is even higher.
45%
40%
40%
35%
33%
30%
25%
20%
15%
34%
30%
25%
20%
15%
10%
10%
5%
5%
0%
0%
China
19
40%
% of respondents
% of respondents
35%
41%
Thailand
China
Thailand
Claims related to fiber are increasingly seen in Asia. Most products with a high/source
of fiber claim also carry a claim digestive health claim.
2015
3.0%
2.6%
2.5%
2.2%
2.0%
1.5%
1.5%
1.1%
1.0%
0.5%
0.0%
High/Source of Fibre
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Wholegrain
Easier to digest claims on baby food products are becoming increasingly popular.
In cereals, source of fiber and wholegrain are the most common health claims.
Among dairy launches, yogurt products often have a probiotic claim.
Food & beverage launches tracked with a fiber/digestive health claim
(Asia, 2011 vs. 2015)
2011
2015
50.0%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Baby & Toddlers
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Cereals
Dairy
Bakery
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100% wholegrain, added fiber, rich in fiber or 1g of soluble fiber are all
fiber-related claims to promote a products beneficial properties for a healthy gut.
Britannia 100%
Whole Wheat Bread
(India, Mar 2016)
Claims/Features:
Goodness of wheat.100%
whole wheat. Low in
saturated fat. A good
source of fiber.
Claims/Features: High in
fiber. Contains soluble
dietary fiber (beta glucan
from oats) which helps
maintain/preserve
digestive functions.
Another health trend, related to fiber, is the rise of ancient grains across categories.
Ancient or super grains are lesser known grains with unique nutritional profiles that
improve a products health image.
Roland Quinoa
With Lemon Curry
(Malaysia, Jan
2016)
Claims/Features:
Quinoa is a good
source of protein
and fiber.
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Pangkarra 100%
Wholegrain
Lasagne Pasta
(Malaysia, Jan
2016)
Claims/Features:
100% wholegrain.
Single origin
supergrains.
Protein trend
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High protein claims have increased their market penetration by 1.4%-point from 2011
to 2015 5% of global F&B new products is now tracked with a high in protein claim.
Asia follows this trend, showing growth in market penetration at global average pace.
+2.2%
+3.1%
ASIA:
+1.3%
+1.0%
+0.5%
% growth of high protein new product launches tracked (2015 vs. 2011)
+4.6%
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Chuangkang Mixed
Protein Beverage
With Walnut And
Peanut Flavors
(China, Apr 2016)
Claims/Features:
Source of protein
(contains more than 0.7%).
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Nestle Nestum
Grains And More 3 In
1 Original Nutritious
Cereal Drink
(Malaysia, Mar 2016)
Claims/Features: Source
of dietary fiber, protein,
iron and vitamins A and C.
Claims/Features: Excellent
source of protein.
Athletes
Infants
Wyeth S 26 Progress
Gold Stage 4 (Singapore,
Jan 2016)
Claims/Features: Alphalactumin, a unique high quality
protein that helps in tissue
building and growth.
Breakfast
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Snack
Main meal
Kanghuijia Hericium
Protein Powder With
Walnuts (China, Jul 2016)
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The clear label trend is clearly visible in the Asia market, with ASEAN countries in the lead.
Organic NPD continues with impressive growth, while natural claims seem to be stabilizing.
Demand for transparency will increase the use of clear label claims with more information.
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Digestion remains a key driver for NPD; especially in categories like yogurt and baby food.
Innovation to improve and maintain an overall intestinal health offers more potential through
clean label benefits of natural processing and use of clean label ingredients (cultures).
Fiber application continues to grow in Asia, with more potential for additional NPD.
PROTEIN
TREND
High protein foods & beverages are increasingly tracked across various market categories.
NPD with protein surges due to various benefits, from muscle building to energy needs.
Protein NPD holds more potential in various product categories, including snacks.