The super-trend of 2013: naturality

‘Naturality’ is likely to be the dominant trend of 2013, according to a new report by New Nutrition Business. Julian Mellentin, author of 10 Key Trends in Food, Nutrition & Health 2013, calls naturality a ‘super-trend’ that is influencing the food industry across all categories.

“Naturality was the top trend in 2012 and will remain so in 2013,” Mellentin said. “Quite simply, it’s the direction people want to go in. Naturality resonates positively with consumers in multiple ways and it provides food and beverage companies with opportunities to market products that command a premium.

“Although its exact definition can be debated, naturality does not fall foul of health claims legislation - but still manages to convey wellbeing-related messages. ‘Natural’ is something defined in the mind of the consumer, not by technical or regulatory definitions - and natural for many people also means healthy.”

The report, which highlights consumer research conducted by Kampffmeyer Food Innovation, shows that 74% of people surveyed thought that ‘natural’ meant ‘healthier’, illustrating how strongly the idea of naturalness is connected to healthier products in the minds of consumers.

According to the report, the ten major forces that will define the food and beverage industry in the coming year are:

• Naturality
• Energy
• Fruits and vegetables
• Dairy
• Seniors
• Healthy snacking
• Packaging and premiumisation
• Digestive health
• Weight management
• Immunity

Several product categories that are flourishing off the back of the naturality platform are coconut water, snacking nuts and Greek yoghurt.

10 Key Trends in Food Nutrition & Health 2013 is available at www.newnutrition.com.