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 moreAug 2017
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The global health and wellness market continues to outpace standard foods and beverages. Multinationals follow the UN’s sustainable development goals and link their business strategies towards the provision of healthy and nutritious food and this is reflected in the reformulation of specific brands and acquisitive activity. Regulatory challenges such as labelling of probiotic products remain an issue in some markets despite the growth potential.
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Manufacturers faced slowdown in sales of standard foods and beverages globally. Sales of products with health and wellness (HW) credentials are the value generator. The HW soft drinks market is relatively consolidated and drinks companies appear to be more active in terms of new product development than food companies, creating a wave of demand for hybrid categories such as coconut- and plant-based water.
Multinationals stated that they follow the UN’s SDGs and their business strategies such that acquisitions are linked to SDGs.
Despite encouraging growth potential, HW marketers/investors need to bear in mind the strict regulatory operating environment. They need to work within the regulatory framework for health claims, nutritional facts, labelling and advertising, which can vary in different markets.
Acquisition remains a key growth strategy for major multinationals particularly for quick access to certain expertise and skills. Exploiting venture capital to support small brands is increasingly common, meaning the market is crowded with more small brands competing.
Marketers are competing in a world without physical borders. Hyperconnectivity has created plenty of growth opportunities for brand building and e-commerce.
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.