Digestive health is the second biggest claim that is currently dominating The Global Functional Food Market, with an estimated value of almost €60,000 million (Euromonitor, 2018). The dominance of this trend is not surprising when you take into account the number of consumers in Europe taking functional food & drink to maintain/improve their digestive health. Looking at 2015 vs 2018, this number was up across Europe in France, Germany, Italy, Spain & Poland (Mintel, 2019). This FoodAlert will look at the reasons for the growing interest in digestive health, share New Nutrition Business’ 7 Routes to Digestive Wellness and conclude with the implications for Irish suppliers.
Watch Allene Bruce – Director at New Nutrition Business Present on Digestive Wellness
Reasons why consumer interest in digestive health is growing (New Nutrition Business, 2018):
Scientific Research
There have been major developments in the scientific understanding of digestive health and the impact it has on our overall health. Today we hear much about the gut brain or indeed the benefits a healthy digestive system has for your skin. Valuable inspiration from the Personal Care sector can be found in ‘On the wings of a Dove: How can Irish food learn from one of the world’s biggest non-food brands’ (McDonnell, 2019)
New Product Development
There has been an explosion in recent years of new food products addressing digestive health. Let’s consider the fermentation trend, there’s been huge growth in launches of new fermented products, which is all about improving your digestive and gut health.
Media Attention
Growing media interest and discussion around digestive health and food and how important it is to keep your gut healthy is creating greater consumer awareness in the marketplace.
Feel the Benefit
With digestive health & wellness consumers actually feel the benefit when manufacturers get it right. One of the biggest marketing advantages a product can have in this space is to deliver a benefit the consumer can quickly see or feel. “Feel the Benefit” is a really powerful marketing message which can serve to build brand loyalty and repeat purchase very quickly – think a2 milk (milk that comes from cows that naturally produce only the A2 protein).
7 Routes to Digestive Wellness (New Nutrition Business, 2018):
1. Gluten Free
The free from trend is very firmly anchored in digestive health. Reducing or avoiding gluten is an avoidance strategy which has become one of the primary digestive wellness approaches for consumers. Genius is a great example of a brand which has anchored their gluten free bread in digestive health. Genius is the number one gluten free brand in the UK. Click here to watch Genius’s promotional video “What’s Your Gut Feeling? Rumbly Volcano or Calm Sunny Day?”
What's Your Gut Feeling? Rumbly Volcano or Calm Sunny Day?
2. Lactose Free
The symptoms of lactose-sensitivity are connected to poor digestive wellness. Consuming lactose-free products is a need, or preference, for many consumers who are actively trying to improve their digestive health. Products like Fa!rlife allow consumers to follow this dietary lifestyle with more ease. Fa!rlife was worth $268.9 million in the 52 weeks ending May 20, 2018 +44.6% vs 2017 (Mintel, 2018).
3. Plants: prebiotics, fruit & fibre
Eating more fruit & vegetables is a good way of getting more fibre for many consumers. Fibre is natural, it’s understood by consumers and has a health halo. Fruits like Kiwi’s enable consumers to increase their fibre in a natural and convenient way.
4. Plant Milks
Plant milks are another route which is very much connected to the digestive health & wellness trend. These products appeal to consumers who associate dairy milk with digestive discomfort and to a smaller group who believe that plant based is healthier and better. The brand Silk has a variety of plant based milk available (e.g. almond milk, silk nutrition blends, cashew milk), which allows for a variety consumers’ tastes to be met.
5. Probiotics & Fermentation
Probiotics enjoy scientific support and consumers are becoming more open to them from non-dairy sources. Think fermented foods, with brands like Kevita making these easily accessible to those who want to include such products in their diet. Kevita has posted 12.5% MULO (multi-outlet retail) sales growth from 2018-19, growing sales US to $56.5 million (Mintel, 2019).
6. a2 Milk
Although there has been some controversy around its science, a2 milk is the new free from that is thriving. Launched in Australia in 2004, it’s a standard milk without any A1 protein, which is claimed to cause digestive discomfort. a2's composition ensures milk is a more permissible dairy choice for those consumers wary of digestive discomfort. a2 milk is one of Australia's fastest-growing grocery lines and is the leading premium fresh milk brand, available in all six major Australian supermarkets.
It has a grocery value market share of close to 10% (Aztec, 2018). A2 milk is also taking the US by storm and valued at $10.06 million in the 52 weeks ending May 20, 2018 +205% vs 2017 (Mintel, 2018)
7. FODMAPS (fermentable oligo-, di-, mono-saccharides and polyols)
Although at a very early stage, the FODMAP diet which was developed at Monash University has the potential to emerge as the next gluten-free! Designed for the IBS (Irritable Bowel Syndrome) patient, FODMAPS avoid specific short chain carbs which are said to cause gastro problems. Gluten-free bakery brand Schär won low-FODMAP certification for 10 of its products in spring 2018. It covers products such as loaves, baguettes and rolls. Brands like Schar that help meet consumer needs around carbs and in turn promote them successfully, will appeal to consumers following FODMAP diets. Schär experienced modest growth in 2017/18 which will have been supported by its launch of the first gluten-free low-FODMAP range of baked goods in spring 2018 (Mintel, 2018).
Implications for Irish Suppliers:
Digestive health & wellness is a key priority for consumers and its relevance is set rise as consumer awareness of the many benefits of maintaining a healthy digestive system for overall wellness grows. Irish suppliers who wish to win in this space should seize the day and innovate to get digestive wellness right. For inspiration follow the brands above to learn more about how they’ve aligned their products in the 7 Routes to Digestive Wellness. Those who succeed in getting it right, will help consumers “Feel the Benefit” and in doing so grow their success.
Did you know?
Bord Bia has recently published The Future of Functional Food and Beverage Playbook which identifies the gut health space as an area ripe for innovation opportunity. Specifically, we have identified "Harmony" between gut and brain as a territory for Irish food and drink producers to target with new products over the coming years. This study also identifies a range of plant-based innovations from the US, in particular, that are targeting the gut/brain connection (Bord Bia, 2019). This report is a must read for Irish suppliers who are interested in digestive health & wellness (see full reference below).
The Bord Bia Library holds a range of authoritative information resources on digestive health & wellness to help its clients make better, more informed decisions. Irish suppliers who wish to visit the Library and explore these resources can make an appointment atthethinkinghouse@bordbia.ie
References:
- Euromonitor. (2019). Retrieved 23 August 2019, from https://go.euromonitor.com/passport.html
- Mintel. (2019). Spotlight on Fermented and Probiotic Drinks. Mintel. Retrieved from https://clients.mintel.com/insight/spotlight-on-fermented-and-probiotic-drinks?highlight=probiotics
- McDonnell, R. (2019). On the wings of a Dove: How can Irish food learn from one of the world’s biggest non-food brands. Retrieved 23 August 2019, from https://www.bordbia.ie/industry/insights/food-alert/on-the-wings-of-a-dove-how-can-irish-food-learn-from-the-one-of-the-worlds-biggest-non-food-brands/
- Bruce, A. (2018). Digestive Wellness [Video]. New Nutrition Business. Retrieved 23 August 2019, from https://youtu.be/9yy8L6LOcho
- Genius. (2018). What's Your Gut Feeling? Rumbly Volcano or Calm Sunny Day? [Video]. https://youtu.be/OO2Uprjmmq4
- Mintel. (2018). Dairy and Non-Dairy Milk, US (p. 28). Mintel. Retrieved from http://file:///C:/Users/mmckeown/Downloads/Dairy%20and%20Non-Dairy%20Milk%20-%20US%20-%20September%202018.pdf
- Mintel. (2019). Juice and Juice Drinks, US. Mintel. Retrieved from https://store.mintel.com/us-juice-and-juice-drinks-market-report
- Aztec Australian Grocery Weighted Scan, 30/06/18, MAT (Moving Annual Total). Retrieved from https://thea2milkcompany.com/our-businesses/
- Mintel. (2018). Dairy and Non-Dairy Milk, US (p. 28). Mintel. Retrieved from http://file:///C:/Users/mmckeown/Downloads/Dairy%20and%20Non-Dairy%20Milk%20-%20US%20-%20September%202018.pdf
- Mintel. (2018). Bread, UK. Mintel. Retrieved from https://store.mintel.com/uk-bread-market-report
Bord Bia. (2019). The Bord Bia Functional Food & Beverage Innovation Playbook - 2019. Bord Bia. Retrieved from https://www.bordbia.ie/globalassets/bordbia.ie/industry/marketing-reports/consumer-reports/functional-food-and-beverage-innovation-playbook-june-2019.pdf