49 pages, Mar 2017
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There is increasing adaptation of ancient wisdom in NH food and beverages and commercialisation of the traditional Chinese medicine concept is one of them. While NH tea remains a core beverage in Asia, the US saw strong growth of NH nuts and seeds, pointing to an influx of NH ingredients and applications. Acquisitive moves are noticeable, which further shows the growing interest in the NH market.
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For premium hydration, NH mineral water competes with FF water. However, manufacturers such as Danone choose a mixed portfolio carrying both NH and FF waters. TCCC focuses on FF water with its Glaceau brand.
Coconut and plant-based water is the rising star in the NH market. Coconut is increasingly used as an ingredient and flavour in NH food and beverages. While coconut water may be here to stay, some other plant-based waters may be fashion-driven and it remains a challenge to make them a sustainable business.
Organic variants are seen as a “super natural” category and it is being hotly pursued in many markets. However, conversion to organic farming and the associated cost of certification can mean high retail prices for these foods and beverages, thus limiting volume consumption.
Multicultural flavours and cuisines are becoming alluring for open-minded consumers. While the TCM concept and herbs and ancient grains are receiving attention and research funding, the full commercialisation of botanicals represents a challenge as the process of application for approval can be long and requires resources to provide scientific proof.
The NH market is highly fragmented and major players use acquisition to widen their portfolios. Mainstream players, supermarkets and start-ups are chasing the same group of consumers. In some categories, artisanal products are very strong, representing a barrier for branded manufacturers to break through.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.