Post on 12-Mar-2023
OVERVIEW
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What are grain-based products?
Global Trends in Packaged Food
Combining the two
Identifying Key Markets
Key Findings
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Global Sales of Grain-Based Products
GLOBAL SALES OF GRAIN-BASED PRODUCTS
[VREDNOST
]
73
72
[VREDNOST
]
30 26
26
7
USD
Bill
ion
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% Other Packaged Food
Cereal Bars
Pasta
Savoury Biscuits
Breakfast Cereals
Noodles
Rice
Sweet Biscuits
Baked GoodsUS
D 6
60
Bill
ion
Positions in packaged food, 2018
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8 Food Trends for 2018
8 FOOD TRENDS FOR 2018
Healthy Living
Ethical Living
Premiumisation
Experience More
Shopping Reinvented
Shifting Market Frontiers
Middle Class Retreat
Connected Consumers
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Megatrend 1: Healthy Living
MEGATREND 1: HEALTHY LIVING
416
446
498
400
410
420
430
440
450
460
470
480
490
500
2014 2015 2016 2017 2018 2019 2020 2021 2022
USD
Bill
ion
Health & Wellness Packaged Food global sales
2% CAGR
3% CAGR
Constant 2017 prices, fixed 2017 exchange rate
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Megatrend 1: Healthy Living
MEGATREND 1: HEALTHY LIVING
3,3% 2,6%
1,1%
5,3%
4,7%
0%
1%
2%
3%
4%
5%
6%
0
50
100
150
200
250
300
Naturally Healthy Fortified/Functional Better For You(Reduced Sugar,
Fat, etc.)
Organic Free From
USD
Bill
ion
Health and Wellness Packaged Food by Type
2018 Global Sales Value 2018-2022 CAGR
Constant 2017 prices, fixed 2017 exchange rate
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Megatrend 1: Healthy Living
MEGATREND 1: HEALTHY LIVING
• Gluten-free Packaged Food is
forecasted to see a 6% value
CAGR
• To be driven not only by medical
reasons, but also by healthy
perception
USD, Constant 2017 prices, fixed 2017 exchange rate
6%
Free From Dairy
Free From Meat
Free From Allergens
Free From Gluten
Free From Lactose
2018-2022 Sales value CAGR
Free From products forecast
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Megatrend 1: Healthy Living
MEGATREND 1: HEALTHY LIVING
Amaranth
Quinoa
Buckwheat
Millet Teff
Flaxseeds/ Linseeds
Chia seeds
Gluten Free Ancient Grains/Seeds
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Megatrend 1: Healthy Living Successful examples
MEGATREND 1: HEALTHY LIVING
Source: fcsemege.hu
HUNGARY White Snack by Szimita-Trade Kft
• Launched in 2018
• One of the first quinoa snacks in the country
Source: dr-karg.de
GERMANY Dr. Karg’s by Dr. Klaus Karg KG
• Launched in 2018
• Two different ancient grains (spelt and quinoa)
Source: own photo
TURKEY Go Nutri by Vitalia Nikola Ltd.
• Launched in 2017
• Contains quinoa seeds, buckwheat
Source: pauluns.se
SWEDEN Paulun’s by Orkla Foods Sverige AB
• Launched in 2018
• Rice with quinoa, black eyed peas and sunflower seeds
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Megatrend 1: Healthy Living Successful examples
BULGARIA Nutripan by Savimex
Source: facebook.com/savimex.bg
• Launched in 2018
• 2 varieties: quinoa and chia
• Sliced convenient
POLAND DayUp by Arteta Sp Zoo
Source: dayup.eu
• Launched in 2017
• Cereal bar: clean label
• Yoghurt: Contains quinoa
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8 Food Trends for 2018
8 FOOD TRENDS FOR 2018
Healthy Living
Ethical Living
Premiumisation
Experience More
Shopping Reinvented
Shifting Market Frontiers
Middle Class Retreat
Connected Consumers
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Megatrend 2: Ethical Living
MEGATREND 2: ETHICAL LIVING
70% of priority ingredients “responsibly sourced” by 2020.
100% of packaging re-usable or recyclable by 2025 and 50% recycled content in packaging by 2030
15% reduction in CO2 emissions by 2020
Sustainability Ecology Origin foods provenance
Alternative sources of
protein
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Megatrend 2: Ethical Living
0 50 100 150 200 250 300 350 400 450
Responsible Forestry
GMO Free
All Natural
Halal
Vegetarian/Vegan
Animal Welfare
Kosher
No Artificial
Recycling Label
Sustainable Packaging
USD billion
Top 10 Claims by global sales value in 2018
Constant 2016 prices, fixed 2016 exchange rate
MEGATREND 2: ETHICAL LIVING
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Megatrend 2: Ethical Living Successful examples
SWEDEN Polarbröd by Polarbröd AB
Source: packnet.se
• Launched in 2018
• Bio packaging made of sugar cane
FINLAND Sirkkalipa by Oy Karl Fazer Ab
Source: eastonhelsinki.fi
UNITED KINGDOM Freee by Doves Farm Foods Ltd.
Source: superfood-market.com
• Launched in 2017
• Bread with powdered crickets
• Launched in 2017
• Maize & Rice Lasagna
• Coeliac UK charity, Kosher
MEGATREND 2: ETHICAL LIVING
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8 Food Trends for 2018
8 FOOD TRENDS FOR 2018
Healthy Living
Ethical Living
Premiumisation
Experience More
Shopping Reinvented
Shifting Market Frontiers
Middle Class Retreat
Connected Consumers
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Megatrend 3: Premiumisation
MEGATREND 3: PREMIUMISATION
Ingredients
Health Ethics
Flavour
Packaging Positioning
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Megatrend 3: Premiumisation Successful examples
MEGATREND 3: PREMIUMISATION
HONG KONG Dashijie by Dashijie Company Ltd
Source: dashijie.com.hk
• Launched in 2017 • Online cooking tutorial, social
media interaction collaboration with upscale retailers
• More than ten times the average retail price of mass brands
NIGERIA Sona Bites by Sona Agro Allied Foods Limited
Source: own photo
• Launched in 2017 • Uniquely packaged in plastic
jars • Positioned as ‘Extra Premium’,
100% locally sourced and natural
SWEDEN Amaranth Sourdough Bun by Renée Voltaire
Source: reneevoltaire.se
• Launched in 2018
• More than 2 times more expensive than mass brands
• Marketed as vegan, organic, gluten-free
• High-quality convenience
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8 Food Trends for 2018
8 FOOD TRENDS FOR 2018
Healthy Living
Ethical Living
Premiumisation
Experience More
Shopping Reinvented
Shifting Market Frontiers
Middle Class Retreat
Connected Consumers
© Euromonitor International
21
Middle Class Retreat
EXPERIENCE MORE
Quaker by PepsiCo Canada
• Launched in 2017
• Single-portion Cereals
• Targets younger consumers and parents living a busy life but value a healthy breakfast
Source: own photo
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Shopping Reinvented
EXPERIENCE MORE
MyMuesli, Germany
• Launched in 2007
• Consumers pick contents online or in mix stores
One Day More, Poland
• Launched in 2016
• Option to pick ingredients online
Source: own photo
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Connected Consumers/ Experience More
EXPERIENCE MORE
Argentina
Formis Cianos by Bagley Argentina SA
• Launched in 2017
• Contains a figure that can be scanned for playing in a smart phone or tablet
Source: own photo
OVERVIEW
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What are grain-based products?
Global Trends in Packaged Food
Combining the two
Identifying Key Markets
Key Findings
© Euromonitor International
25
Identifying key markets
Baked Goods
Breakfast Cereals
Cereal Bars
Noodles Pasta Rice Savoury Snacks
Sweet Biscuits
Middle East and Africa 6% 4% 8% 6% 5% 4% 5% 3%
Eastern Europe 5% 4% 5% 4% 3% 4% 4% 2%
North America 2% 3% 4% 3% 2% 3% 3% 2%
Asia Pacific 1% 3% 3% 3% 1% 3% 3% 2%
Australasia 1% 1% 0% 2% 1% 2% 3% 1%
Latin America 1% 1% -1% 1% 0% 1% 2% 1%
Western Europe 0% -2% -1% 1% 0% 1% 2% 0%
2018-2023 Retail Value CAGR, USD, constant 2018 prices, fixed 2018 exchange rate
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Identifying Key Markets
UAE and Gulf region: • Governmental efforts to address obesity
and diabetes • Quinoa is most attractive grain
Spelt Bread by J & E Berman Ltd
ISRAEL: • Efshari-Bari national programme from the
Ministry of Health • Growing potential of other ancient grains
(splet, teff)
Quinoa Bread by Modern Bakery LLC
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Identifying key markets
IDENTIFYING KEY MARKETS
Baked Goods
Breakfast Cereals
Cereal Bars
Noodles Pasta Rice Savoury Snacks
Sweet Biscuits
Middle East and Africa 6% 4% 8% 6% 5% 4% 5% 3%
Eastern Europe 5% 4% 5% 4% 3% 4% 4% 2%
North America 2% 3% 4% 3% 2% 3% 3% 2%
Asia Pacific 1% 3% 3% 3% 1% 3% 3% 2%
Australasia 1% 1% 0% 2% 1% 2% 3% 1%
Latin America 1% 1% -1% 1% 0% 1% 2% 1%
Western Europe 0% -2% -1% 1% 0% 1% 2% 0%
2018-2023 Retail Value CAGR, USD, constant 2018 prices, fixed 2018 exchange rate
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Bio, Natural and Ethical positioning supports Breakfast Cereals in France
Identifying Key Markets
Jardin Bio by Groupe Léa Nature • Organic Farming • Gluten/Lactose Free • Locally Sourced • Fairtrade • 100% Compostable Strongest value growth in breakfast cereals in France in 2018
Source: jardinbio.fr
IDENTIFYING KEY MARKETS
OVERVIEW
Use this layout
for more then 5
sections with an
image
© Euromonitor International
29
What are grain-based products?
Global Trends in Packaged Food
Combining the two
Identifying Key Markets
Key Findings
© Euromonitor International
30
Key findings
1. Ancient grains have huge potential in a variety of categories
2. Sustainability and ethical labelling provide significant advantage
3. Positioning and premiumisation turn basic products into trendy
4. Tap into multiple megatrends at once
5. Identifying consumer trends helps to excel in growing markets and successfully compete in developed markets
KEY FINDINGS