Health and healthcare industry trends 2017

In general, the health care industry is facing the lowest growth level in more than ten years in the past two years, but it will continue to outperform the broader packaged food and soft drink industry through "excluding..." Organic and natural healthy food and drink as well as better nutrition continue to be promoted as a leading healthy lifestyle "Do not contain.. 's' trend is the undisputed winner at the global level Gone are the days when only consumers suffering from intolerance ate gluten free, lactose free or milk free ingredients "Do not contain.. The trend of "is becoming more and more popular, and has been followed and promoted by many first-line celebrities as a healthy choice, which makes the compound annual growth rate of such food and beverage in the past few years reach 7%, which is the most active in all health and health product categories Plant based milk substitutes and gluten free foods based on cereals such as quinoa, millet, teff or amaranth are key to this category Sales of vegetable protein drinks are on the rise In addition to soybean milk, almond milk is also the main vegetable protein drink, followed by coconut or rice milk; although other beans and nuts, such as cashew and pistachio, and even peas and beans, are increasingly used in vegetable protein drinks Vegetable protein drinks are very popular among people who use lactose free products and vegetarians, and can contain other beneficial nutrients, such as fiber such as β - glucan found in oat milk, while there is no fiber content in milk Another trend is gluten free, based on traditional cereal foods such as bread, breakfast cereals and snacks Major players in the industry don't want to miss this opportunity In this case, PepsiCo launched several new super grain based breakfast products in the United States through Quaker brand in 2016, including oats, barley, rye, flax, quinoa, sunflower seeds or amaranth according to different product lines The new angel Legends Series, launched by Kellogg in the UK in 2016, is another good example, covering cereals and cereal based foods, including two grains of wheat, rye and / or quinoa Natural function, the way forward Generally speaking, consumers want more natural products This trend has been confirmed by Euromonitor International's global consumer research, which shows that "natural" is the most popular attribute, with 44% of consumers choosing this attribute The desire for more natural products has been shown in the sales performance of natural health (NH) products In 2016, the global market size is 249 billion US dollars, and it is expected to be the fastest growing category in the next few years The market size is expected to grow another 42 billion US dollars by 2021 The growth of demand for natural products is closely related to the trend of clean label In 2015, the global market size of clean label products was US $165 billion, of which US $41 billion came from pure natural food More consumers like the concept of plant food, which contains protein, minerals or vitamins, and does not need to be artificially strengthened Traditional cereal products are "without The "trend" of the key, but also suitable for this "natural health" trend In addition, salty snacks based on vegetables are also a good concept, and new products are becoming more and more popular, mainly for millennial consumers For example, in order to revive consumers' interest in delicious biscuits, Yizi International launched a new brand called "good thoughts" in March 2016, which is its first new snack brand in many years The new product includes many prominent snack trends, including fresh ingredients such as sweet potatoes and chickpeas, without artificial colors or flavors, with a delicious taste, gluten free and crisp shape In addition, bottled water for natural health is becoming popular on a large scale In 2016, the market size reached 61 billion US dollars, which is the largest category of natural health products In particular, natural mineral water is expected to grow by 42% in 2021 Many manufacturers focus on this area, for example, Danone's strategy is very focused on the development of flavor and functional water, and in March 2016, it launched Volvo's first cross brand TV advertisement in the UK, covering its natural mineral water products Emerging countries follow in the footsteps of developed countries More natural products are the trend of global development Natural health and organic products outperform BFY (better for you) and FF (functional and enforced) products in developed and emerging markets This shows that the artificially enhanced functional food and beverage, as well as less salt, less sugar and less fat products, are gradually transitioning to more natural functional products In developed countries "excluding "Is considered a healthy natural choice Health care products perform better than conventional products Among these categories, Denmark's lactose free milk, Greece's natural ready to drink tea and Norway's organic salty snacks are the fastest growing It is also worth mentioning that in the United States, almond and barley dairy products, natural mineral water and organic salty snacks have increased the most Emerging markets follow the footsteps of developed countries, but there is still a huge gap India still lags behind in product development, mainly due to the growth of "better for you" category (2 billion US dollars in absolute value in the past five years), among which basic products such as low-fat products dominate Brazil is closely following the trend of developed countries The trend of natural health has taken root in Brazil, such as natural Bottled water China also follows these trends, with key categories such as natural mineral water with bubbles and organic formula showing the most dynamic growth However, enhancement / feature products are still growing fastest in the country (an absolute value of $17 billion over the past five years) Not only important in China, but also strengthening / functional products are very important in the whole Asia Pacific region The market size of this category of products in 2016 was US $9.7 billion, accounting for 45% of the total sales of health care products in the region, of which FF formula and probiotic lactic acid drink are leading the trend Consumers in the Asia Pacific region are increasingly accepting products containing functional ingredients such as probiotics, omegas, vitamins and minerals to make up for nutritional deficiencies in their diet or to increase their health Health care products perform better than conventional products Although 2015 and 2016 are generally disappointing years for the health care (HW) industry, they are facing the lowest growth level in more than a decade, and the developing markets (such as China or Argentina) are not performing well, and the major developed countries such as the United States are not particularly good The health care industry, with a market size of $707 billion in 2016, will continue to grow and is expected to grow by 15% by 2021 Emerging countries will be the main contributors to growth, with Morocco and Turkey at the top of the list Health care products will continue to outperform the broader packaged food and soft drink industry by "excluding..." Organic and natural healthy food and drink as well as better nutrition continue to be promoted as a leading healthy lifestyle.