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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?

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