The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreMar 2017
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While there is no conclusive definition for the word “natural”, consumers have formed their own perception of what natural means and their desire for naturally healthy products is going strong. Re-imagining ancient wisdom and holistic approaches are flourishing. This creates alternative growth opportunities and spotlights an attractive area for acquisitions and category building. Ingredients obtaining approval from authorities and scientifically-proven efficacy may facilitate the popularity.
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The description of “natural” is a very much self-governed practice; there is no conclusive and scientific definition for the term “natural”. The lack of clear definition is causing confusion and harming the believability of natural claims.
In view of the mindful eating trend, consumers are paying more attention to product labels and showing a preference for those that use natural ingredients. Manufacturers are compelled to explore various new ingredients for NPD and nurture the next big thing following the success take-off of coconut water.
Some consumers in developed markets practice pro planet and pro animal consumption. Certain ingredients such as natural mineral water and botanicals bode well for the concept of “natural” and consumers’ perceptions. As R&D develops, technology is able to extract or turn ancient grains and botanicals into palatable and convenient food and beverages. An NH product has a better chance to be viable if the story about its specific ingredient and market strategies are adequately explained.
Nestlé leads the global NH market thanks to its wide brand portfolio of natural mineral water, which generates the largest value sales. The high penetration of RTD tea in China and Japan means that brands originating and popular in the two markets also enjoy prominent position in the global ranking. China is set to lead global NH growth.
Start-ups constantly release new products with natural image backed by growing interest from investors, distracting consumers’ attention from existing products. This has meant existing products have had to reformulate to keep up or else risk being shunned by consumers. Popular ingredients such as green tea, honey, coconut water and olive oil are increasingly used as ingredients to infuse a natural and healthy feel.
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.