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idReport=122 The annual 10 Key Trends report is the food and beverage industrys most-used guid e to strategy in food, nutrition and health, published each year since 1996. Thi s long-term forecast enables companies to formulate their innovation and strateg y plans. The report identifies, ranks and forecasts the most important trends, using a me thodology that takes into account information of many types, from many sources s cientific developments, consumer research and supermarket sales data. A key trend: connects to consumer has a foundation (of can be the basis for offers opportunities needs some sort) in science a successful brand message for genuine innovation.

And because a simple ranked list cant properly show the complexities of the marke t, we organise the trends in four silos, as follows: benefits categories nutrition needs systems Our analysis shows: how each trend is developing the innovation opportunities which companies and which brands are successful and why what the sales trends are how products are branded and positioned who the core consumers are what the implications of developments in regulation and science a summary of the success factors for each trend and much, much more. In short, everything you need to inform your strategy. CONTENTS PART I Key Trends 10 Key Trends in Food, Nutrition & Health 2012 What is a Key Trend Understand the overlaps Summary of some of the key developments for 2012 Micro-trends for 2012 Key Trend 1: Naturality a trend thats powering successful innovations What natural means to consumers Naturally functional needs no health claims Four factors of success for naturality A strategy that makes premium prices possible Key Trend 2: Energy huge untapped potential

Natural energy the new focus New opportunities in energy Caffeine the winning ingredient Campbells debuts energy shot from vege nutrition Key Trend 3: Digestive health The digestive health success story Consumers need help with digestion Few opportunities for probiotic dairy in Europe Fibre the biggest untapped opportunity Health claims create a digestive health opportunity Key Trend 4: Feel the benefit the most powerful marketing tool 1. Feel the benefit 2. Measure the benefit and show it to them 3. Support the effect with science Key Trend 5: Weight management where success requires service Weight management using regular foods Protein to the fore Fibre has natural appeal Satiety fails to fly so far Providing a service is essential Differentiate yourself from the competition Key Trend 6: Movement muscle, bone and joint health 1. Maintaining muscle strength fighting sarcopenia 2. Bone health Anlene leds the way Key Trend 7: Senior nutrition the key driver in food and health There are many types of seniors New channels to reach seniors Cardio health shows how all other health areas will develop Packaging key to seniors market Tailor taste to an ageing palate Key Trend 8: Who needs health claims when you have fruit & vegetables? For consumers, convenient fruit = perceived value Growing science base Science + marketing = superfruit (and supervegetable) Beetroot: a superveg is born? Limited opportunity for health claims no barrier to success Campbells V8: the rise of a fruit-and-vegetable nutrition mega-brand Fruit and snacking Key Trend 9: Dairy science boosts its naturally healthy advantage Science improving dairys image Sports recovery revival Key Trend 10: Good grains set for growth Ancient grains lend a health halo

Low GI back on the agenda New life from sustained energy PART II Micro-Trends Micro-Trend 1: Sports nutrition - can it move from niche to the mass market? Taking sports nutrition mainstream every companys ambition Natural key trend The undeveloped fruit and vegetable opportunity Micro-Trend 2: Kids nutrition 1. 2. 3. 4. 5. 6. Natural is the no 1 need Snacking, beverages dairy are focus Snacks+naturality = recession-proof brand Fruit a key trend Packaging innovation Significant investment in marketing

Micro-Trend 3: Immunity Regulation challenge Fruit and veges offer a way forward for immunity? Science crucial to claims Micro-Trend 4: Diabetes Fibre and good grains Micro-Trend 5: Differentiate using packaging technology Conclusions Micro-Trend 6: Service with a product creates competitive difference Two approaches to service Service to become a standard for some health areas? Micro-Trend 7: Smart thinking finds smarter ways to take health to market An opportunity for small businesses? Micro-Trend 8: The high-risk game of products for relaxation and brain health Ingredient and product understanding vital What goes up, must come down Charts Chart 1: New Nutrition Business Key Trends & Micro-Trends 2012 Chart 2: The nutritional product life cycle where the trends sit Chart 3: The rise and rise of the almond Chart 4: The irresistible rise of the Wonderful snack brand Chart 5: Energy drinks are premium-priced but daily dose energy shots are superpremium Chart 6: Digestive health juice still a white space opportunity Chart 7: The rapid growth of Fiber One Chart 8: A serving of vegetables with the taste of fruit drives sales for Campbe lls V8 Fusion

Chart 9: Craisins the recession-proof rise of a convenient fruit snack brand Chart 10: Launches of foods with amaranth, quinoa, ancient grains within Europe, 2005 - 2011 Tables Table 1: Comparison of nutrition facts for leading energy brands Table 2: Article 13 health claims for caffeine passed by EFSA & set to be approv ed for use in Europe Table 3: Many fruit and vegetables can use health claims in Europe Boxes Box 1: Reassuring consumers their food is natural Box 2: Coconut waters naturally functional advantage Box 3: Caffeine: The biggest winner from new health claims regime Box 4: Fibres four advantages Box 5: All-Bran TV commercial Box 6: Kellogg Special K the global leader in weight management Box 7: Nestl acquired Jenny Craig a service with products Box 8: Convenient fruit well-established in beverages, its a growth opportunity f or many other categories Box 9: Oats natural slow release energy advantage Box 10: Slow release carbs message from Kraft Box 11: Abbotts Glucerna helps manage hunger with slow carbs Box 12: Diabetes facts Box 13: Make your own muesli Companies and Brands 5-Hour Energy Abbott Nutrition Actimel Actimel Powerfrucht Activia All-Bran Anlene Arla BabyNes Becel Beet It Belvita Breakfast Biscuits Benecol Biothera Blue Diamond Brand New Brands Calpis Campbells Chiquita Chobani Click ClifBar ClifKid Compal Essencial Comvita Craisins Danacol Danone Danone Medical Nutrition Densia

Dreamerz Ellas Kitchen Emmi Dairy Energy Kitchen Evolus Fiber One Fonterra FRS Fructilight Fruitflow Gatorade Gefilus General Mills GlaxoSmithKline Glucerna Good Cacao Goodies Granola Gourmet Green Coco Hero Fruit2Day Jamba Juice Jenny Craig Jones GABA Kagome Kellogg Kraft Lactofree Mammoth Maxinutrition Mighty Meals Mix1 MyMuesli Nairns National Starch Nature Addicts Nescafe Green Blend Nestl Nestl Health Sciences Nestl Home Care Nutritis Ocean Spray Organix Oronomin C Otsuka Pharmaceutical Paramount Farms PepsiCo Pom Wonderful Pretio Pro.activ Provexis ProViva Red Bull Sirco Slimming World Solinest Special K Stonyfield Farm Unilever V8 Valio

WeightWatchers Wellmune WGP Wild Bunch Wonderful Pistachios Yakult Yoggi Yalla More information at: www.drinksector.com/toc.asp?idReport=122