1. Shaping the future of food
Alimentaria 2008 trend report

2. Objectives of the report
Identify and examine the macro trends in the food
industry observed in Alimentaria 2008 related to
product concept & positioning, product content and
packaging
Contrast the trends perceived in Alimentaria 2008 with
the real evolution of the industry
Give detailed examples of products present in
Alimentaria 2008 that show trends’ evidence (Refer to the
Annex)
Draw future challenges and opportunities for
companies within the industry

3. Agenda
1. Alimentària 2008 Fast Facts
2. Macro food trends
3. Annex: Food trends illustration

4. Alimentaria 2008 Fast Facts
The leading Food and Beverage industry exhibition in Spain
One of the world’s most important events in the industry
5,000 companies present
Over 120,000 m2 of exhibition space
Combined with entertainment-, research- and innovation-oriented
events such as 'The Spain of Cured Iberian Meat products' or 'The
International Pizza Championship'

5. Alimentaria 2008 Fast Facts
Alimentaria 2008 was made up of the following shows
Frozen food Show for bottled waters,
beers, juices and ciders
Fresh fruit and vegetable show
Olive oil and vegetable oil
show
Show for sea food, aquaculture
Show for meat and meat and farmed fish products
products
Show for preserved and semi-
preserved food
Organic food
Hotel, restaurant and catering
food show
Wine and spirits show
Milk and dairy products show
Show for food products in Some of the international
general companies
Show for sweets, biscuits and Show for Spain's Autonomous
confectionery products Communities

6. Alimentaria 2008 Fast Facts
The situation of the food industry in 2008
The food industry is undergoing a period of consumption stagnation and
margins decrease due to the increase of the price of raw materials and
the increasing power of retailers and distributor brands
The situation forces companies to seek new markets and to increase the
value perceived (and as a result the margin) of their offer through
innovation
The industry needs to accelerate their innovation cycles to defend their
position within the market
The quality of distributor brands is increasing and they are even
taking a step ahead by launching new products before the
traditional brands do (ie. Aldi was the first brand to launch flavoured
water in the German market)

7. Alimentaria 2008 Fast Facts
Alimentaria 2008 showed a partial picture of the industry
situation
Alimentaria was not an accurate reflection of today’s industry because it
was just represented by brands
Retailers with distributor brands are becoming very relevant in some
categories and as retailers were not present this could not be perceived
However, this year, the retail point was examined with the Future
Shop Project, an activity centred on Research, Development and
Innovation organized by Alimentaria, as a response to the importance of
the point of sale: 'A 70% of buying decisions are taken in the shop'*
And Innoval Awards (also organized by Alimentaria), whose aim is to
honour the industry’s most innovative products, showed that the industry
is betting on innovation with new innovative solutions for both the home
and professional catering segments
* Source: Press Dossier of Alimentaria 2008

8. Alimentaria 2008 Fast Facts
The future shop project
The Future Shop project (organized by Alimentaria) is an initiative that shows how
distribution points must evolve in order to adapt to the needs and demands of the buyer of
the future (Inspired in the study carried out by TNS for Alimentaria titled ‘The Demands of
the Buyer of the Future’)
Some examples of what wasIntelligent shopping cart: RFID
shown: Electronic labels will provide the
trolley with automated payment customer the exact price of the
It acts as a personal assistant product with a quick, simple,
in the point of sale , making reliable and automatic process
recommendations and (presented by Jos de Vries and
providing key info to the Wincor Nixdorf)
customer
(presented by Wincor Nixdorf)
New technologies of Automated A new generation of refrigeration
Checkout will improve current solutions characterized by their
slow payment processes excellent refrigeration capabilities
The customer decides whether to For instance, Evergreen
go through a traditional check-out technology maintains the fruits
with a cashier, or use a self- and vegetables fresh longer and
service system in which it is the they are excellently displayed
customer who scans the items, (presented by Smeva)
bags and pays
(presented by Wincor Nixdorf)

9. Alimentaria 2008 Fast Facts
Innoval awards
Innoval awards’ aim is to honour the industry’s most innovative
products (organized by Alimentaria)
Among all the products presented, Inedit was one of the most powerful
at innovation. That is because of the following reasons:
This new beer is suitable for the finest meals, matching any kind
of food, what makes it a wine competitor at dining tables
It’s a unique blend in the beer world made from barley and wheat
malts and flavoured with herbs
It has been co-created by Damm’s top brew masters and by the
team of sommeliers from El Bulli, directed by Ferran Adrià
It will be first available in hotels and restaurants giving a premium
and exclusive positioning to this new beer
Inedit. Damm’s
new innovative “beer”

10. Macro food trends
5 trends are the main drivers of the food industry
Wellbeing Convenience Pleasure
Natural &
Authenticity
Eco

11. Macro food trends
Facts & opinions supporting trends
In 2008, main trends continue growing although they have
In 2006…
evolved and entered new food categories
‘Every study and surveys point out that the
‘Every study and surveys point out that the
three main growing drivers when filling the
three main growing drivers when filling the
shopping bag are: healthy, convenient
shopping bag are: healthy, convenient
and pleasant products’
and pleasant products’
‘The consumer is interested
‘The consumer is interested Silvia Escudé, Communication Manager at Nestlé
Silvia Escudé, Communication Manager at Nestlé
in pleasure, convenience
in pleasure, convenience Innova
Innova
and health’
and health’
José Arcas. President of Nestlé
José Arcas. President of Nestlé
España and of Innoval (Alimentaria
España and of Innoval (Alimentaria ‘I would highlight that there are
‘I would highlight that there are
2006 Edition)
2006 Edition) more sustainable and
more sustainable and
convenient formats and also the
convenient formats and also the
combination of ingredients that
combination of ingredients that
continue to surprise us.’
continue to surprise us.’
José Carlos Lacasa. President from the
José Carlos Lacasa. President from the
multiproduct show and Board Adviser at
multiproduct show and Board Adviser at
Lacasa
Lacasa

12. Macro food trends
Emerging targets identified: Immigrants, singles and seniors
Immigrants Singles
'Today, one out of ten
'Today, one out of ten 'Single households
'Single households
Spaniards has a
Spaniards has a are increasing and
are increasing and
foreign origin'
foreign origin' correspond to
correspond to
21,5% of the total'
21,5% of the total'
Seniors
'The population pyramid
'The population pyramid
(talking about emerging targets) 'In
(talking about emerging targets) 'In
is becoming older.
is becoming older.
2010, the number of single
2010, the number of single
Currently 20% of the
Currently 20% of the
households will have increased by
households will have increased by
population is above 60
population is above 60
17,1%, the number of immigrants
17,1%, the number of immigrants
and projections point
and projections point
by 35% and the volume of seniors
by 35% and the volume of seniors
out that in 2050 it will
out that in 2050 it will
by 9% (vs. 2007)'
by 9% (vs. 2007)'
almost be doubled'
almost be doubled'
Source: Conclusions of the future shopper demands study by TNS presented in the VII Foro Internacional de la Alimentación in the context of
Alimentaria 2008

13. Macro food trends
These trends do not stand alone and many products
leverage on more than one
Wellbeing
Convenience
Natural &
Eco
Authenticity
Pleasure

14. Macro food trends
New products that respond to different trends are being
launched
Wellbeing
Convenience
Natural &
Eco
Authenticity
Pleasure

15. Macro food trends
Trends’ illustration
Wellbeing
Convenience
Natural &
Eco
Authenticity
Pleasure

16. Agenda
1. Alimentària 2008 Fast Facts
2. Macro food trends
3. Annex: Food trends illustration

17. Macro food trends
1. Wellbeing
Wellbeing
Convenience
Natural &
Eco
Authenticity
Pleasure

18. Wellbeing
Main drivers and highlights
Wellbeing is related to health but refers to the human being in a more
holistic way (body, mind, feelings, etc.)
Today wellbeing products go beyond eating healthy and:
Introduce functional benefits acting, in many cases,
as a medicine and blurring the limits between the pharmaceutical and
the food industry (Functional food)
Facilitate substituting or reducing ‘unhealthy’ traditional food,
drinks or snacks, without having functional properties (Other healthy
food)
Keep natural properties and provide food security (the value of
natural is explored more in detail in 4th trend: Natural & Eco)
Note: For more detailed information, please refer to Annex 'Food trends illustration'

19. Wellbeing
Sub-trends summary
Other
healthy
food
Wellbeing
Functional Convenience
food
Natural &
Eco
Authenticity
Pleasure

20. Other
Functional
healthy
Wellbeing food
food
Main drivers and highlights: Functional food
Dairy (yogurt, milk…) was the first category where functional health benefits appeared: cholesterol reduction,
improvement of digestion, reduction of blood pressure, etc. Now new categories are entering this market
(ie. Ice cream, soft drinks and candies)
Kids are a very relevant target when talking about health care and therefore of functional food: increase
defences, facilitate digestion, etc
New functional benefits addressing new contexts and moments of consumption appear (ie. Relax before
sleeping)
A new functional benefit that goes beyond the traditional limits of food has appeared: dermo-nutrition
Cacao with
herbs to
relax before
sleeping
Complement Yogurt with
“Healthy” flavours ing daily natural skin
yogurt-based meals nutrients
Note: For more detailed information of the products above and other trends’evidences, please refer to Annex 'Food trends
illustration'

21. Other
Functional
healthy
Wellbeing food
food
Main drivers and highlights: Non-functional healthy food
The soft drink industry is launching new healthier drinks, mainly targeting women with a healthier and
lighter option: diet drinks, functional benefits, non or less sparkling and tea-based drinks
Men are being targeted with global offers, not with specific products that could be perceived mainly for men
Soy consolidates as the main substitute of milk for those lactose intolerant or looking for a functional and
easier to digest alternative
Other substitute products are being launched aiming to replace the 'unhealthy alternative'
(ie. salt or sugar)
The 'Embutidos' industry (the Spanish processed meat industry) a national not very healthy product, is
starting to reposition some products as healthier
Natural lemon
based
soft-drink
Sweetened
condensed Soy Sabrosanos:
milk Healthier
Salt substitute sausages and
cured meat
Note: For more detailed information of the products above and other trends’evidences, please refer to Annex 'Food trends
illustration'

22. Other
Functional
healthy
Wellbeing food
food
Main drivers and highlights: Non-functional healthy food
While concern for obesity among kids increases, boundaries to reduce children consumption of industrial
bakery are being established and it makes the industry respond with healthier products and educational
campaigns
Healthy preparation (ie. steaming) to keep natural properties and security, especially among kids, are two
increasing values related to healthy food
Against
kids
obesity Germ-free water
(no need to boil)
Baby food that
keep natural
flavour and
nutrients
Note: For more detailed information of the products above and other trends’evidences, please refer to Annex 'Food trends
illustration'

23. Agenda
1. Alimentària 2008 Fast Facts
2. Macro food trends
3. Annex: Food trends illustration

24. Food trends illustration
1. Wellbeing
Wellbeing
Convenience
Natural &
Eco
Authenticity
Pleasure

25. Other
Functional
healthy
Wellbeing food
food
New functional references are launched in this growing
market
Keeps you fit Fat absorbing
With 20% fewer calories than other fat It absorbs fat ingested at mealtimes
free yogurts and high soluble fibre content To be taken before meals
It enhances calcium absorption by Benefits: wellbeing without worries
providing added calcium (help in weight management)
Low-lactose product that makes digestion Brand: Zerokilo
easier
Benefits: Wellbeing and convenience
Brand: Kaiku

26. Other
Functional
healthy
Wellbeing food
food
Kids & functional products
Complementing daily meals Enriched milks
Nutrition complement: energy, vitamins Enriched milks for unweaned babies and
and minerals for kids and teenagers after: it helps reinforce the baby’s immune
Benefits: Wellbeing (help in situations of system, reducing the risk of allergies,
insufficient feeding, anorexia, rapid promoting oral tolerance and facilitating the
growth, intensive activity physical or baby’s digestive process
intellectual, etc) Benefits: Wellbeing
Brand: Meritene (by Novartis) Brand: Nidina (by Nestlé)

27. Other
Functional
healthy
Wellbeing food
food
Functional ice-creams
With Soy milk Suitable for gluten intolerants
Range of healthy ice- Regular ice-cream suitable
creams: Soja and for gluten intolerants with an
bifidus exotic flavour
Benefits: Wellbeing Benefits: Wellbeing and
and pleasure pleasure for everyone
Brand: Clesa (Royne) including gluten intolerants
Brand: Menorquina
High-protein ice-cream 'Healthy' flavours
With 12% of protein; it
Range of 'healthy' flavours;
could substitute a
low-fat yogurts with a cereal
meal
topping, yogurt and cereals
Suitable for sports
2 formats: single-serving
people
clear cup and family size
Benefits: Wellbeing,
Benefits: Wellbeing and
convenience and
pleasure
pleasure
Brand: La Lechera
Brand: Wellness ice-
cream

28. Other
Functional
healthy
Wellbeing food
food
Functional drinks
Vegetal origin Tea & Philosophy Energizing coffee
Functional drink with Range of different teas: High quality coffees with
vegetal origin happiness Tea, Friendship tea, ginseng
Benefits: Healthy and Inspiration tea, pregnancy tea, Addressed to different
meaning (in line with … distribution channels:
oriental way of life and Different formats including some consumers, restaurants
habits) suitable for making a gift and hotels and vending
Brand: Tealia Benefits: Wellbeing and pleasure Benefits: Wellbeing
Brand: Today was fun Brand: nº1 Sportcaffé
(manufactured by Corret
to Suite)

29. Other
Functional
healthy
Wellbeing food
food
Other healthy soft drinks targeting mainly women
More functional or 0 calories O,0% beers
Antiox (Minute Maid) Vitalinea Citrus and Agua de Moritz (more sophisticated branding for a
Vitalinea Lima with 0,0% beer: ‘water’ instead of ‘without alcohol’
calcium and magnesium
Fanta Zero San Miguel 0,0% with Lemon-flavoured Tea

30. Other
Functional
healthy
Wellbeing food
food
Other healthy non- functional soft drinks targeting mainly
women
Natural fruits-based Tea-based or-flavoured
The bottle of fruit Limonada & nada Mangajo juices & tea
(Swell smoothies) (Minute maid)
Font Vella Sensation
Green tea and Rooibos
tea
Granini Sprite Duo Esencial Fruit
Smoothie (Solan de Fanta Verdia
Cabras)

31. Other
Functional
healthy
Wellbeing food
food
New contextualised functional benefits
Relax before sleeping Teens candies Helpful chewing gums
Cacao with herbs to prepare a Range of candies Chewing gums helping
hot drink for kids before going to targeting teens and consumer in different moments
bed party moments: ritmic, of the day or of life: that
Benefits: calm for kids to sleep nonstop, speed load, stimulates sun tanning, for quit
well and for parents … smocking, against bad breath,
Brand: Nesquik Benefits: energy, against seasickness, or even
wellbeing and pleasure for teeth cleaning
Brand: Agüera Benefits: Wellbeing
Brand: Fleer española

32. Other
Functional
healthy
Wellbeing food
food
Dermo-nutrition
With natural skin nutrients With collagen
First dermo-nutrition dairy drink with Another dermo-nutrition dairy drink
Borage oil, natural oxidants and targeting more explicitly women above
Vitamin E 25
Benefits: Wellbeing (it nourishes the A part from the skin, it also takes care
skin from inside out providing nutrients of bones and joints
that skin needs in a daily basis) and Brand: Colágeno post 25 (Kaiku)
convenience
Brand: Essensis (Danone)

33. Other
Functional
healthy
Wellbeing food
food
An extension of Soy dairy products to the whole category
Yogurts Cereals & Juices Sweetened condensed
milk
Brand: Clesa Brand: ViveSoy Brand: Soymilk (Olievra)

34. Other
Functional
healthy
Wellbeing food
food
Healthier food seasoners
Salt substitute
Low-sodium salt, (0% sodium) without the bitter
flavour characteristic of other products
Benefits: Wellbeing and pleasure
Brand: VitaSol (Gallina Blanca)

35. Other
Functional
healthy
Wellbeing food
food
Healthier cured and processed meat
Sabrosanos low fat Butimon & Jalmon Jamón Ibérico de bellota
is healthy
Chorizo, Hamburger with Smoked salmon in a Repositioned as very healthy
vegetables, ‘mortadela’ low fat sausage shape
(Butimon) and in a ham Benefits: Health (Reduces the
Awarded with the ‘Flavour of the shape (Jalmon) harmful cholesterol, enriched
year' prize with vitamins, etc.) and
Benefits: Healthier pleasure
Brand: Serrano snack than traditional
sausages

36. Other
Functional
healthy
Wellbeing food
food
Healthy preparation & Security
Keeps natural properties Risk-free water
Baby Food that keeps all the natural flavour and Purified water, mineral-free and germ-free (no
nutrients due to the innovative production process (the need to boil)
ingredients are steamed separately the appropriate Adapted to the physiological and nutritional
amount of time) needs of the baby
Benefits: Health, natural and convenience Benefits: Baby wellbeing and convenience for
Brand: Naturnes (Nestlé) parents
Brand: Aquababy (by Nafree)

37. Other
Functional
healthy
Wellbeing food
food
Against kids obesity
Looney Tunes Active proposes an active and sportive life to
children, opposite to being sedentary, main cause of obesity
among kids
Other companies can hire Looney Tunes active to launch a
campaign aiming to promote an active lifestyle
Benefits: wellbeing
Brand: Looney Tunes Active

38. Other
Functional
healthy
Wellbeing food
food
Convenient health
Snacking For kids
Home-style base of 'montaditos': Fresh cheese for kids
classic with rice, … providing nutritional
With the non-genetically modified propertied suitable for
wheat flour and virgin oil growing needs
Benefits: Wellbeing and With a cartoon on every
convenience (stay crisp up to 2 cup and different
hours after preparation) flavours
Brand: Risnak Benefits: Wellbeing,
pleasure and fun for kids
Special K Mini Breaks, All- Bran Brand: Burgo de Arias
Mini breaks and All- Bran Bizcochito
Benefit: Wellbeing pleasure and
convenience
Brand: Kellogg’s
Modern version of sea bread and
ship biscuits (an ancient solution for
naturally preserving bread during
long ocean voyages)
Benefits: Wellbeing, pleasure,
convenience and fresh preservation
Brand: Daveiga

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Barcelona
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