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Strategy Briefing

Ancient Wisdom and Botanical Acquisitions: The Rise of Naturals – Part One

32 pages, Mar 2017

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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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Overview

Why buy this report?

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.

No clear definition for “natural” yet

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.

“Natural” fits consumers’ desire for health and wellbeing

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.

Things from the planet

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.

Natural mineral water and NH RTD tea

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.

Natural ingredients as a ingredient

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.

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Introduction

Scope

Key findings

What Makes it Natural?

Natural: A self-governed concept

Opening the door to litigation

FDA begins untangling the threads

Simple food from the Earth: NH water leads the natural world

The concept of NH goes hand in hand with clean labels

Hyperconnectivity facilitates marketing of natural and green living

Crowdfunding emerging: Positive to start-ups

Summary: General reflection on definition issues

Popular Botanicals

Hot NH ingredients

Examples of high profile natural sweetener: Stevia

Products inspired by ancient roots: TCM and Ayuveda

British brands derived from TCM and ancient Japanese wisdom

Large scale of investment in botanicals escalating

Nurturing the next kale and coconut water: Example of Moringa

Summary: Turning a fad into a rooted habit

Market Potential

NH products a growth engine for the overall HW market

Nestlé leads fragmented global NH market

NH rising profile in major players’ HW retail basket

Top NH brands: Oriental influence

Asia Pacific generates the largest sales of NH products

Major NH categories : Beverages the driving force

Growth categories: Superfruit juice continues to rise

Major future NH markets: China leads

Summary: A balanced NH portfolio and “super” challenges

Summary

Summary: Key learnings and recommendations

Why buy this report?

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Megatrends

Strategy Briefing

Ancient Wisdom and Botanical Acquisitions: The Rise of Naturals – Part One

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

No clear definition for “natural” yet

“Natural” fits consumers’ desire for health and wellbeing

Things from the planet

Natural mineral water and NH RTD tea

Natural ingredients as a ingredient

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

What Makes it Natural?

Natural: A self-governed concept

Opening the door to litigation

FDA begins untangling the threads

Simple food from the Earth: NH water leads the natural world

The concept of NH goes hand in hand with clean labels

Hyperconnectivity facilitates marketing of natural and green living

Crowdfunding emerging: Positive to start-ups

Summary: General reflection on definition issues

Popular Botanicals

Hot NH ingredients

Examples of high profile natural sweetener: Stevia

Products inspired by ancient roots: TCM and Ayuveda

British brands derived from TCM and ancient Japanese wisdom

Large scale of investment in botanicals escalating

Nurturing the next kale and coconut water: Example of Moringa

Summary: Turning a fad into a rooted habit

Market Potential

NH products a growth engine for the overall HW market

Nestlé leads fragmented global NH market

NH rising profile in major players’ HW retail basket

Top NH brands: Oriental influence

Asia Pacific generates the largest sales of NH products

Major NH categories : Beverages the driving force

Growth categories: Superfruit juice continues to rise

Major future NH markets: China leads

Summary: A balanced NH portfolio and “super” challenges

Summary

Summary: Key learnings and recommendations

Why buy this report?

Want to find out more about this report?

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