1.
NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND
ETHICAL
EWA HUDSON
GLOBAL HEAD OF HEATH AND WELLNESS RESEARCH
FOOD INNOVATE, AMSTERDAM
MAY 2017

2.
© Euromonitor International
2
HW* continues to outperform the wider food and soft drinks industries
NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON
-2%
-1%
0%
1%
2%
3%
4%
0
500
1,000
1,500
2,000
2,500
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
Year-on-Yeargrowth
US$billion,fixedexchangerates
Global Packaged Food 2011-2021
Packaged Food
HW Packaged Food
Non-HW Packaged Food y-o-y growth
HW Packaged Food y-o-y growth
-2%
-1%
0%
1%
2%
3%
4%
0
100
200
300
400
500
600
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
Year-on-Yeargrowth
US$billion,fixedexchangerates
Global Soft Drinks 2011-2021
Soft Drinks
HW Soft Drinks
Non-HW Soft Drinks y-o-y growth
HW Soft Drinks y-o-y growth
*HW – Health and Wellness

3.
© Euromonitor International
3
Rise of organics
NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON

4.
© Euromonitor International
4
Social concerns rise over society, health, politics, environment, and
current affairs; scandals get uncovered; food quality questioned
NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON
UK artificial
colours concern
Chinese food
scandals
US GMO labelling
debate
Fears over added
sugar
MSG linked to health
effects Fears over
aspartame
Horse meat
scandal
Fears over
sodium
CONNECTED WORLD
Fears over E-
number safety

5.
© Euromonitor International
5
TRANSPARENCY and SUSTAINABILITY key to building long-term trust
NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON
PEOPLE
PLANETPROFIT
Transparency Sustainability
Companies recognise that they have moral responsibilities to all stakeholders that contribute to the
success of the company and no longer should the sole purpose be profit. In this context, the planet is a key
stakeholder, and with people and profit forms the three pillars of sustainability.

6.
© Euromonitor International
6
8
95
165
193
398
0 200 400 600 800
Charity
Locally Sourced
Prominent
Clean Label
Religious Labels
People/Values
US$829 bn Ethical Labels driven by recycling, religious labels, clean label
and local source
NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON
32
62
70
580
653
0 200 400 600 800
Responsible Forestry
Sustainable Palm Oil
Sustainable Trade and
Farming
Recycling Label
Environment/Sustaina
bility
1
1
7
36
46
0 200 400 600 800
Grass Fed/Pasture
Raised
Free Range
Marine
Sustainability
Vegetarian/Vegan
Animal Welfare
Ethical Labels 2015, World, Retail Value
US$ billion, fixed exchange rates

7.
© Euromonitor International
7
Top 5 countries by sum of brand sales with at least one ethical label
NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON
USA – EUR 195 bn
Japan – EUR 91 bn
Brazil – EUR 48 bn
China – EUR 68 bn
UK – EUR 43 bn

8.
© Euromonitor International
8
Focus: Clean label. A tool to re-establish trust
NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON
US$ 129 bPackaged Food
US$ 34 bSoft Drinks
US$ 3 bHot Drinks

9.
© Euromonitor International
9
Labelling reflects the commitments
NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON

10.
© Euromonitor International
10
Driving clean labels by key region
NEW FOOD: FROM HEALTHY TO NUTRITIOUS TO CLEAN AND ETHICAL, FOOD INNOVATE , EWA HUDSON
No Artificial
Preservatives in W.
Europe
No Artificial Flavours
popular across the
board
In Asia Pacific GMO is
most prevalent
0
10
20
30
40
50
60
70
80
90
100
North America Western Europe Asia Pacific Australasia
CleanLabelsby%
No MSG
No Artificial Sweeteners
No Artificial Preservatives
No Artificial Flavours
No Artificial Colours
No Artificial Additives
GMO Free
BPA Free
All Natural

11.
THANK YOU FOR LISTENING
Q&A
Ewa Hudson
Global Head of Health and Wellness, Nutrition
and Ethical Labels Research
@ewa_hudson
Responsible sourcing
Sustainable Palm Oil
Sustainability
Fair trade
Ethical labels
Kosher
Halal
Vegetarian/Vega
RAINFOREST ALLIANCE
TERRACYCLE