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A Glance Ahead CONCEPTS IN MARKETING HEALTH INGREDIENT TRENDS TOWARD 2009 AND BEYOND

Introduction A Glance Ahead: CONCEPTS IN MARKETING HEALTH INGREDIENT TRENDS TOWARD 2009 AND BEYOND By: David Feder, RD S/F/B Communications Group sfb-communications@earthlink.net “we can write it for you wholesale”.

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A Glance Ahead CONCEPTS IN MARKETING HEALTH INGREDIENT TRENDS TOWARD 2009 AND BEYOND

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  1. IntroductionA Glance Ahead:CONCEPTS IN MARKETING HEALTH INGREDIENT TRENDSTOWARD 2009 AND BEYONDBy:David Feder, RDS/F/B Communications Groupsfb-communications@earthlink.net“we can write it for you wholesale”

  2. A Glance AheadCONCEPTS IN MARKETING HEALTH INGREDIENT TRENDS TOWARD 2009 AND BEYOND Major Trends by Category FLAVORS: Globalization & Ethnic CONDITIONS: Heart, Energy, Weight, Mind, Cancer SOCIOPERSONAL: Sustainability, EcoResponsibility

  3. A Glance AheadCONCEPTS IN MARKETING HEALTH INGREDIENT TRENDS TOWARD 2009 AND BEYOND The Hottest Functional Ingredients for 2009…and beyond I. Gut Health ingredients; pre-& probiotics: A. yogurt & “friendly” bacteria, etc. Three years ago, you couldn’t mention bowel function on TV. Today, hot Hollywood actresses talk about real poo like it was shampoo. Marketing edge: Balance of bold/daring/clinical and easy-breezy pays off big Difficulty Level: 5 (out of 5)

  4. A Glance AheadCONCEPTS IN MARKETING HEALTH INGREDIENT TRENDS TOWARD 2009 AND BEYOND The Hottest Functional Ingredients for 2009…and beyond I. Gut Health ingredients: B. inulin & resistant starch Beans & peas as flours and fractions. Marketing edges: Easy sell, easy to include in formulations, lots of extras Difficulty Level: 1 (out of 5)

  5. A Glance AheadCONCEPTS IN MARKETING HEALTH INGREDIENT TRENDS TOWARD 2009 AND BEYOND The Hottest Functional Ingredients for 2009…and beyond II. Omega Oils Multiple sources: flax, seaweed, algae, salmon. Marketing edges: Easy sell, easy to include in formulations, lots of extras, and multiple health claims Difficulty Level: 1* (out of 5)

  6. A Glance AheadCONCEPTS IN MARKETING HEALTH INGREDIENT TRENDS TOWARD 2009 AND BEYOND The Hottest Functional Ingredients for 2009…and beyond III. Fruit via Powders, extracts and superconcentrates Açai and pomegranate, etc. will still sell, but look for more fruit in general Marketing edges: Easy sell, easy to include in formulations, lots of extras (lycopene, polyphenols), and multiple health claims (as omega) Difficulty Level: 1 (out of 5)

  7. A Glance AheadCONCEPTS IN MARKETING HEALTH INGREDIENT TRENDS TOWARD 2009 AND BEYOND The Hottest Functional Ingredients for 2009…and beyond IV. Alternative sweeteners Sugar and corn syrup hating will ease, but Stevia* and Agave rapidly are becoming the hottest, trendiest sweeteners. * some FDA hurdles still to jump, but it will happen. Marketing edges: Low-cal will always sell; difficult sourcing Difficulty Level: 2-3 (out of 5)

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