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Strategy Briefing

World Health and Wellness Company Strategies Part II – Growth Platforms

Aug 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!

Multinationals are adopting multiple growth platforms to expand their sales upon shifting market dynamics. While free from products are not traditional core categories for players such as PepsiCo and Nestlé, these manufacturers are stretching their reach to enter this space. Pursuit of organic brands is popular, reflected in acquisitions by The Coca-Cola Company and Campell Soup. Fragmentation is likely to escalate over the next few years, while specialist brands can be expected to outperform.

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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.

Multiple growth strategies

Multinationals adopt various product strategies to grow their health and wellness businesses. Selling food is more than selling physical items that fill the stomach or quench the thirst. Selling health, sustainability, emotion are all blended in the product.

Unique positioning

One brand can grow under free from, organic and fortified/functional. However, unique positioning will attract attention and win trust.

Regulatory challenges

Probiotic products and energy drinks face a great number of challenges. Manufacturers need to move ahead of the regulations and fully understand the implications and impact on any move.

Fragmentation

The HW market will continue to be fragmented. Numerous brands and categories are available, attempting to grab share and become the next “coconut water”. Developed markets will continue to see more active innovation and HW development as strict regulations will prompt reformulation and inspire change.

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Introduction

Scope

Introduction

Key findings

Strategic Evaluation

Key health attributes: Free from, organic, functional and sugar reduction

Manufacturers: Holistic approaches to expand HW

Mapping the growth hot spots: Asia Pacific and North America

Free from and organic to outpace NH and FF

Example of multiple formulation strategy: Tropicana

Free From: Food Intolerance and Lifestyle Choice

Free from: A platform built upon food intolerance and personal choice

Chinese companies prominent in lactose-free milk

Australia: One of the most innovative vegan ice cream markets

EU labelling: Regulatory challenge - milk or no milk?

Dr Schar and Quorn : Brand equity, heritage and specialist skills

Organic: Premiumisation and Sustainability

Certified organic: A sweet spot for acquisitions

DanoneWave vs Hain Celestial

Plethora of organic launches: TCCC, Kraft Heinz and General Mills

Starbucks leads organic coffee and Lavazza’s Kicking Horse acquisition

Green & Black’s organic chocolate thriving and Hormel acquires Justin’s

Organics challenges and US Certified Transitional Program

Fortified/Functional: Regulatory Challenges

Manufacturers need to move ahead of/manoeuvre around regulations

Red Bull (GmbH) vs Monster and breaking into China

Red Bull vs Monster: Market Overlap 2016

Probiotic: Danone and Yakult potential in Brazil

Sugar Reduction and Portion Control

The war on sugar, the sin tax and corporate commitments

Labelling compliance goes beyond nutrition facts

Coca-Cola Life exits Australia and the UK and introduction of Zero Sugar

PepsiCo’s Tropicana Frutz : Health infusion blending carbonates and Juice

Portion control strategy: Less guilt but indulgent effect in snacking

Nestlé’s miniaturisation in ice cream wins favour

Key learnings: Less sugar, small size equals big sales of health

Future Movements

Future movements: Fragmentation and multiple strategies

Appendix

Health and wellness product coverage

Health and wellness category definitions

HW Taxonomy

Health and wellness packaged food taxonomy (no double counting)

Health and wellness beverages taxonomy (no double counting)

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Megatrends

Strategy Briefing

World Health and Wellness Company Strategies Part II – Growth Platforms

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Multiple growth strategies

Unique positioning

Regulatory challenges

Fragmentation

Want to find out more about this report?

Table of Contents

Introduction

Scope

Introduction

Key findings

Strategic Evaluation

Key health attributes: Free from, organic, functional and sugar reduction

Manufacturers: Holistic approaches to expand HW

Mapping the growth hot spots: Asia Pacific and North America

Free from and organic to outpace NH and FF

Example of multiple formulation strategy: Tropicana

Free From: Food Intolerance and Lifestyle Choice

Free from: A platform built upon food intolerance and personal choice

Chinese companies prominent in lactose-free milk

Australia: One of the most innovative vegan ice cream markets

EU labelling: Regulatory challenge - milk or no milk?

Dr Schar and Quorn : Brand equity, heritage and specialist skills

Organic: Premiumisation and Sustainability

Certified organic: A sweet spot for acquisitions

DanoneWave vs Hain Celestial

Plethora of organic launches: TCCC, Kraft Heinz and General Mills

Starbucks leads organic coffee and Lavazza’s Kicking Horse acquisition

Green & Black’s organic chocolate thriving and Hormel acquires Justin’s

Organics challenges and US Certified Transitional Program

Fortified/Functional: Regulatory Challenges

Manufacturers need to move ahead of/manoeuvre around regulations

Red Bull (GmbH) vs Monster and breaking into China

Red Bull vs Monster: Market Overlap 2016

Probiotic: Danone and Yakult potential in Brazil

Sugar Reduction and Portion Control

The war on sugar, the sin tax and corporate commitments

Labelling compliance goes beyond nutrition facts

Coca-Cola Life exits Australia and the UK and introduction of Zero Sugar

PepsiCo’s Tropicana Frutz : Health infusion blending carbonates and Juice

Portion control strategy: Less guilt but indulgent effect in snacking

Nestlé’s miniaturisation in ice cream wins favour

Key learnings: Less sugar, small size equals big sales of health

Future Movements

Future movements: Fragmentation and multiple strategies

Appendix

Health and wellness product coverage

Health and wellness category definitions

HW Taxonomy

Health and wellness packaged food taxonomy (no double counting)

Health and wellness beverages taxonomy (no double counting)

Why buy this report?

Want to find out more about this report?

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