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Fi Asia Trend Report

Highlighting Key Trends in NPD


July 2016

Innova Market Insights

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.

Fi Asia Trend Report

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

Abbreviations and definitions used in this report:

ASEAN: The aggregate of Indonesia, Malaysia, Philippines, Singapore, Thailand and


Vietnam.

Clear label claims: All claims related to non-GMO, natural, no additives/preservatives


and organic.

Market penetration: The percentage of total product launches tracked with a certain
claim or ingredient.

Fi Asia Trend Report by Innova Market Insights

Top 10 Trends for 2016


Trend highlight:
Organic growth for clear label

Key ingredient related trends


Digestive health
High protein NPD

What is next?

Meet us in Jakarta
Innova Market Insights will
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F&B at their booth (M11).
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Top 10 Trends for 2016

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Global key product trends 2016

Trend highlight: Organic growth for clear label

"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.

Clear label is on trend in Asia

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

Organic products are considers as healthier option


Share (%) of respondents who believe
that foods and beverages are healthier if
they are organic

% of respondents

110%
94%
90%

70%

50%

88%

92%

93%

95%

97%

Organic =
Healthier

ASEAN region drives clean label in Asia

The percentage of clear label product launches tracked in ASEAN is comparable to


Western/Eastern Europe and higher than Asia as a whole.

28%

37%

ASIA:
18%

ASEAN:
25%
21%
21%

Penetration of clean label product launches tracked (2015)

47%
10

Clean label claims seen front of pack across categories

Naturally Good Munchy


Muesli Cookies: Vanilla
Toasted Muesli
(Singapore, Jul 2016)
Claims: Wholegrains and seeds.
Under 100 calories/serve. Wheat
free. Gluten free. Dairy free. Egg
free. Suitable for vegans.
Recyclable packaging. No
artificial colors and flavors.
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Vermints Organic Ginger


Mints (Philippines, Jul
2016)
Description: Ginger flavored
mint candies made from organic
ingredients, in a metal tin.
Claims: USDA organic certified.
Absolutely first-rate. Non GMO
verified. Certified gluten free.
Suitable for vegan.

Morita Domestic No
Additive Natural Soup
Stock (Japan, Jul 2016)
Description: Natural soup
stock in a plastic packet. Just
boil for 3 minutes.

Clean label drives growth in fruit based snacks

Fastest growing subcategories are found in snacks with fruit-based snacks leading
growth at +40% annual growth.

Stretch Island Fruit Co All


Natural Fruit Strip Ripened
Raspberry (Hong Kong, Jul
2016)
Description: The mighty little
raspberry is here to temp you taste
buds! This all-natural Non GMO strip
is bursting with the fruit's fresh berry
flavor.

Taylor 100% Organic Prunes


(Singapore, Jul 2016)
Description: 100% organic prunes
grown in California. These prunes are
fully ripened on the tree and it provides
a mellow and naturally sweet product
for everyone. Comes in a 250g
resealable plastic pouch.

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Key ingredient related trends

13

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Digestive health trend

14

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Global trend in natural processing fermentation

15

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 is on trend in Asia

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.

Share (%) of new product launches tracked per health claim


(Asia, 2011 vs. 2015)
2011

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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Digestive health is a popular topic in yogurt launches

Yogurt brands are using specific probiotics that benefit the digestive system as a
selling point in their brand story.

Share (%) of yogurt new product launches tracked with a digestive


health claim (Asia, 2011-2015)
70.0%

% of all yogurt launches tracked

65.0%
60.0%
55.0%
50.0%
45.0%
40.0%
35.0%
30.0%
2011

17

2012

2013

2014

2015

Yogurt cultures for better digestion

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F And N Magnolia
Yoghurt Smoothie:
Yuzu With Orange Sacs
(Singapore, Dec 2015)

Danone Bio Be80


Strawberry Probiotic
Yogurt Drink
(Japan, Apr 2015)

Description: Yogurt based


smoothie contains BioLive, a
specially formulated ingredient
with live cultures to maintain
a healthier digestive
system.

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.

Asian consumers are concerned about low fiber intake

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.

Not enough fiber in the diet

Reported increased intake of fiber in


the last 2 years
45%

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

Fiber is on trend in Asia

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.

Share (%) of new product launches tracked per health claim


(Asia, 2011 vs. 2015)
2011

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

Fiber claims have increased in Cereal

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

% of all market category launches tracked

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

Fruit & Vegetables

Different ways to communicate fiber content

22

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.

Manna Whole Wheat


Chakki Fresh Atta
Flour (India, Apr 2016)

Britannia 100%
Whole Wheat Bread
(India, Mar 2016)

Quaker Quick Cook


Oatmeal (Indonesia,
Apr 2016)

Description: Whole wheat


atta is power packed with all
important nutrients and a
good source of fiber for
healthy living.

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.

Kashi Heart To Heart


Honey Toasted Oat
Cereal (Philippines,
Mar 2016)
Claims/Features:
Wholegrain. With 1g of
soluble fiber. Helps
promote healthy blood
pressure.

Ancient grains in combination with fiber

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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Pacific Organic Steel


Cut Oatmeal Flax &
Chia Power
(Philippines, Mar
2016)
Claims/Features: Good
source of dietary fiber.
Boosted nutrition with flax
and chia seeds.

Yoga Bars Nuts And


Seeds Crunch (India,
Apr 2016)
Claims/Features: Source
of fiber. Zero trans fat.
With chia seeds. 100%
vegetarian. No additives.
No preservatives. No
processed sugar.

Pangkarra 100%
Wholegrain
Lasagne Pasta
(Malaysia, Jan
2016)
Claims/Features:
100% wholegrain.
Single origin
supergrains.

Protein trend

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Global trend beyond the athlete makes way for protein

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Typical benefits of sports nutrition products can be exploited by all demographic


groups and manufacturers are therefore diversifying on the healthy living platform
for everyone. Previously specialist product portfolios are expanding into new
categories, while some major manufacturers are launching products that in the past
could have been seen as the athletes domain.
The main ingredient trending on this platform in Asia is protein.

Asia follows the global protein trend

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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The protein trend affects many categories

High in/source of protein products continue to be tracked across various categories.

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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Ritebite Max Protein 7


Grain Protein Snacks:
Cheese And Jalapeno
(India, Mar 2016)
Claims/Features:
High protein.3g fiber.
10g protein. Low fat,
65% less fat.

Nestle Nestum
Grains And More 3 In
1 Original Nutritious
Cereal Drink
(Malaysia, Mar 2016)

Weight Watchers Smart


Ones Breakfast Wraps
With Egg, Sausage And
Cheese (Philippines,
Apr 2016)

Claims/Features: Source
of dietary fiber, protein,
iron and vitamins A and C.

Claims/Features: Excellent
source of protein.

Protein products for everyone


Seniors

Wondersun Milk Powder


For Quinquagenarians
(China, Apr 2016)
Claims/Features: Protein is
the necessary material in
the life activities, good for
the organization formation
and growth.
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Athletes

Gym Max Key Plus


Sport Drink Powder
With Lemon Flavor
(China, Apr 2016)
Claims/Features: Solid
minerals. Protein increase
drink. Provides minerals
for a healthy muscle.

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.

Protein rises to the occasion

Protein claims rise in convenience products, targeted towards specific consumption


moments.

Breakfast

29

Snack

Main meal

Kanghuijia Hericium
Protein Powder With
Walnuts (China, Jul 2016)

Savis Chikkito Desi


Energy Bar With Sesame
Chikki (India, Jul 2016)

Tata Sampann High


Protein Urad (India, Jul
2016)

Description: Three individually


wrapped instant hericium protein
powder with wheat, walnut,
xylitol and hericium, held in a
carton box. Add to cereals.

Claims: 100% vegetarian. All


natural. No preservatives. Handy
pack. An ISO 22000: 2005 and
HACCP certified company. Rich
in iron. High in minerals. High in
protein. Contains vitamin E.

Description: Unpolished urad


dal (lentils) in a plastic packet.
Claims: Protein power.
Goodness intact. FSSAI
10013022002508 certified.

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Future outlook for the Asian F&B industry


CLEAN LABEL TREND

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.

DIGESTIVE HEALTH TREND

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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.

Fi Asia Trend Report


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