Health and wellness series – Nutrition and women's health

Overview of the health and wellness sector

The H&W sector is a growing market that consists of 5 main categories including "free from", organic, FF, BFY, and NH claims. Globally the sector has historically grown at a Compound Annual Growth Rate (CAGR) of 4.3% between the period of 2013 to 2017, reaching total retail value sales of US$717.8 billion in 2017. The top trend of consumer preference is for NH products at a sales share of 38.3%, equivalent to US$253.8 billion in 2017. FF (US$247.9 billion) and BFY (US$139.5 billion) have the next highest retail sales in 2017. Although the organic (5.6%) and "free from" (5.0%) categories account for a lower share of retail sales, they are expected to have the highest CAGR at 7.4% and 7.1% respectively between 2018 to 2022. Overall the H&W sector is expected to continue to increase at a CAGR of 5.7% for the same 5-year period, reaching total retail value sales of US$942.4 billion.

Description of above image

• Naturally Healthy (NH): 35.4%
• Better For You (BFY): 19.4%
• Fortified/Functional (FF): 34.5%
• Organic: 5.6%
• Free from: 5.0%

Source: Euromonitor International, 2018

This report will cover nutritional health claims found under the FF or "free from" sub-categories from within the H&W sector most relevant to women's health, which will include weight management, bone and joint, gluten-free and urinary tract health related claims.

Weight management health claims represents 84.9% of the four claims analyzed in this segment. This represents retail value sales of US$121.2 billion in 2017. Bone and joint health claims (10.4% share) in product retail sales experienced a 5-year historical decline with a CAGR of −2.8% from 2013-2017 and is expected to improve to a forecasted CAGR of −0.3% from 2018-2022. Gluten-free health claims (4.1% share) in product retail sales had grown significantly with a historical CAGR of 21.4% but are expected to slightly slow down to a forecasted CAGR of 8.2% during the same timeframes. Urinary tract health claims consisting of juices and FF bottled water beverages, accounts for 0.5% share, reaching retail sales of US$7.2 billion in 2017.

Description of above image

• Weight management health: 84.9%
• Bone and joint health: 10.4%
• Gluten-free health: 4.1%
• Urinary tract health: 0.5%

Total sales: US$142.7 billion

Source: Euromonitor International, 2018

Weight management overview

"Obtaining phytonutrients, also known as phytochemicals, can be a great aid in losing and maintaining weight".^{Footnote 1} They are found in fruits and vegetables like Acai, mango, guava, papaya, pomegranate, kiwi, passion fruit and star fruit (carambola), berries, sweet potato, carrots, apricot, pumpkin, tomato, watermelon, peaches and apples, along with other plant-based foods such as whole grains, nuts, beans and tea. Six important phytonutrients found in plant foods include carotenoids, ellagic acid, flavonoids, resveratrol, glucosinolates and phytoestrogens.

Of the six important phytonutrients found in plant foods include carotenoids which are antioxidants that repair damaged tissues throughout the body and can convert all types of carotenoids, such as alpha-carotene, beta-carotene, and beta-cryptoxantin, into vitamin A. Sweet red peppers contain carotenoids, and lycopenes another type of carotenoid, are found in tomatoes, watermelon, pink grapefruit, and greens such as spinach, kale and collards. Ellagic acid is found in berries like strawberries, raspberries, and pomegranates. Flavonoids consist of cathechins that are found in green tea, hesperidin found in citrus fruit that contains an antioxidant to reduce inflammation, and flavonols like quercetin found in apples, berries, kale and onions which are known to reduce symptoms caused by asthma and coronary heart disease. Resveratrol acts as an antioxidant and anti-inflammatory found in grapes, purple grape juice and red wine. Glucosinolates are found in vegetables like brussel sprouts, cabbage, kale and broccoli. Lastly, phytoestrogens is a phytonutrient which can "both exert estrogen-like effects and block the effects of your natural supply of estrogen." Soy foods contain a type of phytoestrogen referred to as isoflavones. Flaxseeds and sesame seeds are also a good source of another phytonutrient, which "converts lignans into chemicals with some estrogen-like effects" and can help to maintain healthy bones.^{Footnote 2}

"Plant sterols and stanols are substances that occur naturally in small amounts in many grains, vegetables, fruits, legumes, nuts, and seeds."^{Footnote 3} Eating foods which contain these substances has been known to lower your bad 'LDL' cholesterol levels. Consuming foods like walnuts, salmon, and oatmeal can help in this area. According to Euromonitor International, plant sterols and stanols are found in foods such as Fortified/Functional (FF) dairy-based yogurt and margarine and spreads.

Market sizes: Weight management

According to Euromonitor, weight management products was found to be the largest market analyzed in this report, with retail value sales reaching US$121.2 billion in 2017. Weight management products is categorized under the Fortified/Functional (FF) category within the H&W sector and its global retail value sales accounted for 84.9%, when compared to the other women's health categories discussed in this report including food and beverage products sold on the market each year, which may contribute to bone and joint, gluten-free or urinary tract related health benefits.

There exists weight management claims for products from within a vast amount of packaged food and drink sub-categories. In 2017, beverages account for 29.6% of all retail sales for that year which is a considerable amount as there are a significant less number of drink variations found within the beverage category over the packaged food category. Beverages are forecasted to grow at a Compound Annual Growth Rate (CAGR) of 4.0%, along with packaged food sales of a CAGR of 4.7% from the period between 2018 to 2022. Between the two main categories, beverages brought in the most retail value sales within its carbonates sub-category (US$25.7 billion) in 2017. However, bottled water with weight management FF ingredients is expected to grow at the highest CAGR of 8.1% during the forecasted period of 2018 to 2022.

Within the packaged food category, dairy is the largest sub-category with global retail value sales reaching US$62.6 billion in 2017. There is no significant CAGR differences amongst packaged food sub-categories over the forecasted period. However, those sub-categories such as baked goods, reduced fat ready meals, reduced fat savoury snacks, reduced fat soup and reduced fat sweet biscuits which had a historically negative CAGR from 2013 to 2017, are all expected to grow  at a positive CAGR throughout the forecasted period. This indicates a trend where consumers are knowingly becoming more aware and concerned about choosing to eat more healthy over fatty products.

Weight management related products often contain key functional ingredients such as vitamin A, vitamin C, antioxidants and plant sterols. These weight management ingredients can be found in FF dairy-based yoghurt, and FF margarine and spreads, along with FF gum for vitamin C benefits. Unfortunately, antioxidants experienced a CAGR of -32.0% along with plant sterols with a (CAGR of −1.7%) from 2013 to 2017. According to Euromonitor, the reason for this significant decrease in antioxidants is partly due to the fact that the retail sales in Mexico for FF dairy-based yogurts declined from 20.9% to 1.5% share value between 2016 and 2017. As well, Euromonitor's in-country analysts found that Australia's market size in this category also contributed to this significant decrease. There are no forecasted sales values for these weight management related products.

The top market shares for key functional ingredients containing vitamin A was the following: the Danone Groupe for their FF dairy-based yogurt, the Lotte Group for their FF gum (vitamin C), the Dairy Crest Group for their FF margarine and spreads (antioxidants), and the Unilever Group for their FF dairy based yogurt (plant sterols) products. These top companies generally dominated each category except for the Danone Groupe also accounted for a large share of 43.4% in 2017, for their FF dairy-based yogurts which contained vitamin C.

Product launch analysis: Weight management

According to Mintel, there were 121,167 new products (including new variety/range extension, new formulation, new packaging or relaunch products) introduced from January 2008 until July 2018 which contained one or more claims such as functional - slimming or weight and muscle gain products fortified with vitamins/minerals, stanols/sterols or antioxidants. The number of products launched have generally continued to increase over the decade, with some slower growth periods occurring between the period from 2008 to 2011 and then from 2014-2016.

Description of above image

Year	Total item count
2008	7,895
2009	7,920
2010	8,118
2011	8,220
2012	9,609
2013	12,256
2014	13,846
2015	14,018
2016	13,458
2017	14,912
2018	10,915
Total	121,167

Source: Mintel, 2018

By adding an additional nutritional claim that has been included on the product packaging label which specifically targets consumers referred to as containing ingredients with the claim as "specialized weight management nutrition", the number of new products introduced between the analyzed period of January 2013 to July 2018, were reduced to 1,669.  Amongst these products, 128 brands were targeting female consumers within the company's labelling strategies. The top 10 claims within these products were functional- slimming as top claim, high/added protein, low/no/reduced allergen, gluten free, low/no/reduced calories and sugar, high/added fibre, ease of use, time/speed and vitamin/minerals plus.

Description of above image

Claim	Product item count
Overall weight management nutrition	1,669
Functional - slimming (1)	1,613
Vitamin/mineral fortified (10)	334
Weight and muscle gain (17)	260
Antioxidant (29)	99

Source: Mintel, 2018

The highest number of product launches including the "specialized weight management nutrition" claim  have been introduced in China, the United States (USA) and in Australia. Canada was the 6th ranking country to have indicated the "specialized weight management nutrition" product claim, launched from January 2013 until July 2018. The major category with the highest product count fell under the functional- slimming claim, which were identified as such 96.7% of the time. Meanwhile 334 vitamin/mineral fortified, weight and muscle gain (260), and antioxidant (99) products related to the "specialized weight management nutrition" claim were introduced since 2013.

Description of above image

Country	Product item count
China	116
United States	115
Australia	91
France	89
Germany	75
Canada	41
Netherlands	31
Brazil	29
United Kingdom	21
New Zealand	19

Source: Mintel, 2018

The only food and beverage products specifically targeting consumers as a "specialized weight management nutrition" claim were for foods containing phytonutrients such as carotenes (25) or flavonoids (4) products. Therefore after removing this claim once again, the following number of products were launched between the period of January 2008 to July 2018 which contained key functional phytonutrient ingredients including carotenoids or carotenes, flavonoids food, resveratrol, ellagic acid, glucosinolates and phytoestrogens. Carotenoids such as beta-carotene foods (5,056) and flavonoids such as anthocyanins (852) were the top two key functional phytonutrient ingredients found within the most number of products. There were zero products indicating in the product ingredient description to contain important phytonutrients such as glucosinolates and phytoestrogens. However, there were a small amount of products which contained nutrients within these categories like lignans which is turned into a chemical with estrogen-like effects and helps in preventing endometrial cancer or osteoporosis.

Within a sample size of 121,167 products, the main ingredient within the antioxidant food category was vitamin C found within 24.2% of the products. Ingredients like citric acid, soy lecithin and vitamin E were the next highest antioxidant ingredients related labels found within the products. Vitamin A was also found within 13,467 of the products containing one or more claims such as functional- slimming or weight and muscle gain products fortified with vitamins/minerals, stanols/sterols or antioxidants from January 2008 to July 2018.

New product examples

Berry mix and yogurt flavoured all-in-one meal replacement drink

Company	Wepa Apothekenbedarf
Brand	Apoday Slim
Sub-category	Meal replacements and other drinks
Country	Germany
Related claims	Functional- other, slimming, vegetarian, vitamin/mineral fortified, gluten free. High/added protein, low/no/reduced allergen
Launch type	New variety/Range extension
Date published	July 2018
Price in US dollars	13.87

Contains high-quality proteins, important vitamins, minerals, trace elements, and amino acids to support weight loss as part of a low-calorie diet. This creamy drink with sugar and sweeteners is said to help maintain the muscle mass due to a high protein content, is gluten free and suitable for ovo-lacto vegetarians.

Related nutritional ingredients (per 100 grams (g)): energy 1,651kJ/391kcal, fat, carbohydrate, fibres, protein, salt, vitamin A*, vitamin D*, vitamin E*, vitamin B6*, vitamin B12*, potassium, calcium, phosporus*, magnesium, iron*, zinc, copper, maganese etc.

*RDA: reaches or exceeds Recommended Daily Amount.

Source: Mintel, 2018

Hot & fit mango + green tea + sesame Asia blend superfood oatmeal

Company	Earnest Eats
Brand	Earnest Eats
Sub-category	Breakfast cereals/hot cereals
Country	United States
Related claims	Functional- slimming, vegan/no animal. Gluten free and GMO free, low/no/reduced allergen
Launch type	New packaging
Date published	August 2018
Price in US dollars	1.99

This kosher certified product is described as a Far East spin on hearty superfood grains and comprises oats, quinoa, amaranth, mango, matcha green tea and sesame seeds. It is suitable for vegans, is a source of fiber, can be prepared in the microwave, and contains no gluten or Genetically Modified Organisms. The manufacturer claims to donate a minimum of $15,000 to support the IRC's mission to lead refugees from harm to home.

Related nutritional ingredients (per 67 grams): Calaries 280kcal, fat 8g, carbohydrate 45g, dietary fiber, protein 8g, vitamin A and C, calcium, iron

Source: Mintel, 2018

Bone and joint health overview

Other than exercising, and regular exposure to sun, maintaining a healthy body weight through a healthy diet, can be equally as important to maintaining strong bones throughout life. Key nutrients that bones require include calcium, vitamins C, D and K, and minerals such as potassium, magnesium. Foods which are natural sources of these ingredients include calcium, eggs, salmon, leafy greens, figs, grapefruit, almonds, and sweet potato.^{Footnote 4}

"Factors like age, genetics, and diet, can effectively cause cartilage to break down where synovial fluid can become clogged, causing inflammation and joint pain." Joint pain is often linked with arthritis symptoms. Healthy foods to maintain healthy joints include cherries, red peppers, fatty fish, turmeric, nuts, chia seeds, leafy greens, berries, red apples, garlic and onions, basil, extra virgin olive oil, ginger, and soy. For the first 5 foods listed cherries contain the ingredient referred to as anthocyanin, which can naturally reduce inflammation. Red peppers contain vitamins A, K and vitamin C. Fatty fish, such as salmon, mackerel, and sardines – are rich sources of omega-3 fatty acids that help to reduce joint pain and stiffness. Turmeric contains a strong anti-inflammatory ingredient called curcumin. Nuts like fatty fish are a source of inflammation-fighting omega-3 fatty acids, where almonds contain vitamin E and manganese.^{Footnote 5}

"Vitamin B12 is an essential nutrient often overlooked."^{Footnote 6} B12 helps energy levels, and amongst other health benefits, can also protect the heart and bones." Individuals can obtain vitamin B12 through B12-fortified foods and drinks such as beef and chicken liver, fatty fish, clams, poultry, eggs and dairy products. According to Euromonitor International, B vitamins and calcium are reported to be found in Fortified/Functional (FF) cereal bars, energy bars, flavoured milk drinks and Naturally Healthy (NH) cereal bars.

Market sizes: Bone and joint health

According to Euromonitor, the bone and joint health products are mainly categorized under the Fortified/Functional (FF) category within the H&W sector. Its global retail value sales of US$14.9 billion accounted for 10.4% share in 2017, when compared to the other women's health categories discussed in this report. From 2013 to 2017, retail value sales of bone and joint health related packaged food and beverage products have historically experienced negative growth rates within both categories. Beverages had a CAGR of −3.4% due to less sales value in juice and a CAGR in packaged food of −2.8%, mainly due to a decline in dairy (−3.0%) - in particularly within the milk sub-category. Although, FF bread had a significant CAGR of 38.0%. During the forecasted period between 2018 to 2022, these  sales markets are expected to slowly gain momentum to less negative CAGRs. However, FF powder milk is expected to decline by a CAGR of −9.2% and FF bread is forecasted to saturate to a lower but normal CAGR of 9.6%.

Bone and joint health related products often contain key functional ingredients such as Vitamin D, B Vitamins (particular mention of Vitamin B6 and B12) within FF calcium products and other minerals including potassium and magnesium. These related ingredients can be found in FF or NH cereal and energy bars, dairy-based yoghurt, flavoured milk drinks, along with FF gum, milk formula, powdered milk and organic cereal bars for added mineral benefits. For the most part from years 2013 to 2017, these sub-categories are growing at high compound annual growth rates, in particularly for FF flavoured milk drinks to obtain important Vitamin B and D + calcium ingredients; also for FF milk formula, NH cereal bars and organic cereal bars to obtain important minerals. FF cereal bars, FF dairy-based yogurt and FF gum retail value sales have experienced negative compound annual growth rates throughout the same period. There are no forecasted sales values for these bone and joint related products.

The top company shares for each key functional ingredients containing B vitamins and calcium was the Danone Groupe for FF flavoured milk drinks (vitamin D and calcium), Royal Friesland Campina NV for FF dairy-based yogurt and flavoured milk drinks, and Nestlé for minerals (calcium, iron, zinc and other). In FF flavoured milk drinks and milk products, and milk formula. These top companies generally dominated each category.

Product launch analysis: Bone and joint health

According to Mintel, there were 14,765 new products introduced from January 2008 until July 2018 which targeted consumers as functional bone health nutrition products. In 2016, the number of functional bone health nutrition product launches peaked at 2,133 new product introductions. Since then the new related product launches have decreased slightly to 1,978 products in 2017. However, the number of product launches are on track to increase its new product item count as globally, 1,404 new products of bone health nutrition have already been introduced from January to July 2018- compared to 1,283 new products being introduced in 2016 during that same period.

Description of above image

Year	Total item count
2008	275
2009	548
2010	687
2011	994
2012	1,170
2013	1,693
2014	1,837
2015	2,046
2016	2,133
2017	1,978
2018	1,404

Source: Mintel, 2018

Amongst the top 10 claims within these functional bone health products were vitamin/minerals plus with 6,638 new products, added calcium (4,002), babies and toddlers (3,019), and children ages 5-12 years old (3,017). Of these claims, 643 brands were targeting female consumers within the company's labelling strategies as the 38^th place ranking within the claim list for new product priority focus.

Description of above image

Claim	Product item count
Overall functional- bone health	14,765
Functional- other	7,557
Vitamin/minerals plus	6,638
Functional brain/nervous system	4,063
Added calcium	4,002
No additives/preservations	3,686
Eco-friendly package	3,309
Functional immune system support	3,226
Babies and toddlers	3,019
Children (5-12)	3,017
Women (38th claim)	643

Source: Mintel, 2018

The highest number of product launches have occurred in China, United Kingdom (UK) and in Mexico. Canada ranked as the 30^th largest country to manufacture functional bone health nutrition products, launched from January 2008 until July 2018. The major category with the highest product count fell under the functional- other claim which were identified as such 51.1% of the time, and refers to food and healthcare products with functional benefits on the body or body function not covered by the other functional claims within Mintel (other than functional- beauty, bone health, brain and nervous system, cardiovascular, digestive, energy, eye health, immune system, skin, nails and hair, slimming, stress and sleep, and weight and muscle gain). Within the bone health category, particular focus is targeted towards product development for babies and toddlers, along with children from ages 5-12 years old. China leads in these types of claims with the highest number of 222 related products for the babies and toddlers category and 139 products for the children from 5-12 years category, in comparison to its second competitor France within these categories with 66 and 76 products, respectively.

Description of above image

Country	Product item count
China	670
United Kingdom	342
Mexico	285
France	284
Australia	197
United States	193
Thailand	164
Malaysia	153
Argentina	130
Germany	128
Canada (30)	33

Source: Mintel, 2018

Within a sample size of 14,765 new products from January 2008 to July 2018, the main ingredient within the vitamin B group food category was Folic Acid (3,483) and Riboflavin (3,419) found the bone health related products. Ingredients like vitamin B1, B6, B12 and Niacin were the next highest vitamin B ingredients found within the bone health related products. Within the vitamin D category, Cholecalciferol was found within 2,505 products. Within the top mineral ingredients found within these products were Zinc Sulphate, Iron, Ferrous Sulphate and Potassium Iodide. The main ingredient found within the calcium category was Calcium Carbonate in 3,079 products. The product count for ingredients found within the Anthocyanins (70) food category, to maintain joint health related effects include black currant and grape skin extract (3), purple sweet potato colour (2), and Enocyanin (1). Lastly, Omega-3 fatty acids were found in 82 products and the top ingredient found within this category was Docosahexaenoic acid (887).

Product examples

Salmon and vegetable nutritious rice cereal

Company	Dnjoy Bio-technology
Brand	Dnjoy
Sub-category	Baby food/ baby cereals
Country	China
Related claims	Babies and toddlers (0-4). Functional- bone health, cardiovascular, digestive, immune system. Vitamin/mineral fortified, added calcium, high/added fibre and protein. Prebiotic.
Launch type	New product
Date published	May 2018
Price in US dollars	7.61

Is made using selected good quality organic rice, salmon, tomato and spinach powder and a prebiotic complex that contains FOS GOS, said to help provide babies with protein from fish and meat and nutrients from vegetable, to support their digestive system, for a healthy digestive organs development. It features a nutritious formula with a balanced combination of essential nutrients including the following: calcium, vitamin D, vitamin C, phosphorus and magnesium to help promote growth of bone and teeth; vitamin B1, vitamin B2, niacin and pantothenic acid, which are essential in energy metabolism; iron, folic acid, vitamin B12, C and lactoferrin, which are aid in healthy blood system; protein, fat and carbohydrate to provide energy for growth; zinc and vitamin B6 to help promote healthy immune system; vitamin A and DHA to promote development of eyesight; dietary fiber (FOS + GOS prebiotics), which aids in healthy intestinal system; and DHA, ARA and zinc to promote intelligence development. It retails in a 255g pack containing nine easy to carrying around 25g units and bearing the WeChat code.

Source: Mintel, 2018

Wheat, rice and corn cereal mix with soybean protein clusters and calcium

Company	Kellogg
Brand	Kellogg's Special K Proteina Calcio
Sub-category	Breakfast cereals/cold cereals
Country	Mexico
Related claims	Female. Functional- bone health, slimming. Vitamin/mineral fortified, added calcium, high/added protein. Low/no/reduced fat.
Launch type	New product
Date published	December 2017
Price in US dollars	3.99

This product is claimed to offer up to 50% of calcium that is needed per day. The natural and artificially flavoured product contains folic acid, iron, vanilla flavoured protein clusters coated with calcium, nutritious oats and wheat, rice and corn flakes. This cereal helps to take care and strengthen bones thanks to vitamin D, calcium, also that it is low in fat. It retails in a 11.9-oz. recycled pack containing 8.5 servings and featuring the Facebook and Twitter logos and a design targeting women.

Source: Mintel, 2018

"Free from" gluten overview

According to Euromonitor's 2017 Global Consumer Trends survey, 11.7% of global internet-connected consumers avoid gluten and/or wheat; an increase from 8.7% in 2015. Reasons for gluten avoidance are often linked to coeliac disease, which leads to intestinal damage, or side effects of consumption such as gastrointestinal symptoms like intestinal discomfort, pain, bloating, diarrhea, along with fatigue or headaches. However, far more individuals have gluten sensitivity issues which is harder to diagnose, and these individuals choose to go on a gluten-free diet to ultimately feel better. In the past, many consumers believed that going gluten-free was associated with helping in weight loss since a reduction in intestinal gas (bloating) makes people feel slimmer and when on a strict gluten-free diet, the digestive system is able to recover. However, depending if individuals are choosing to eat gluten-free due to suffering from coeliac disease or due to allergies or added discomfort, reformulating an appealing range of Better-For-You (BFY) or "free from" gluten options are only just beginning to be developed and cutting fat, sugar and calories from your diet often isn't the case and when replacing wheat flour with almond variations for example, often then nearly double the calorific value of consuming regular wheat flour. The new challenge for the gluten-free industry are to develop healthy "free from" gluten options explicitly with weight management positioning.

The "free from" gluten claim is used when a food product is stated to be "free from" gluten or certain grain-based proteins. Words associated with this claim within Latin America include celiac/coeliacs, 'suitable for coeliacs or apto para celiacos', 'sin gluten' and 'sin TACC' (Trigo: wheat, Avena: oats, Cebada: barley, Centeno: rye). Argentina passed a law in December of 2009, to enforce that more companies label their products as suitable or not suitable for coeliacs and "possibly even to encourage companies to look at their products to consider whether a simple change could in fact make their product gluten free and thereby offer more options on the market to those suffering from the disease."^{Footnote 7} For most countries like in the United States, the Food and Drug Administration (FDA) has published a final ruling that it is on a voluntary basis whether companies use the term "gluten-free" on food labels.

Market sizes: "Free from" gluten

Euromonitor International has sub-divided this gluten-free grouping into several sub-categories: "free from" gluten dried, other or prepared baby food, "free from" gluten baked goods such as bread and cakes, and "free from" gluten breakfast cereals, pasta, ready meals and sweet biscuits. The retail value sales for "free from" gluten food products reached US$5.9 billion in 2017, representing 16.2% of sales value within the food intolerance category. Overall, this category is expected to become saturated and significantly decrease from a historic CAGR of 21.4% between 2013 and 2017, to a forecasted CAGR of 8.2%. The largest historic sub-category was the "free from" gluten breakfast cereals with a CAGR of 35.5%. This sub-category is expected to have a slower growth rate than the other categories, to a CAGR of 5.2% from 2018 to 2022.

Product launch analysis: "Free from" gluten health

According to Mintel, there were 208,205 new products introduced from January 2008 until July 2018 with claims of products that were gluten-free. In 2017 alone, there were 33,305 new gluten-free products launched worldwide. Amongst the products launched, the launch types were evenly distributed where 35.7% were strictly new products, 33.2% were new varieties/range extension/formulations and 31.1% had new packaging or were re-launched.

Description of above image

Year	Total item count
2008	5,452
2009	9,150
2010	10,349
2011	10,858
2012	12,400
2013	18,863
2014	25,202
2015	29,316
2016	32,407
2017	33,305
2018	20,903

Source: Mintel, 2018

The major claim which seem to go together with gluten-free products (208,205) is the product claim contained low/no/reduced allergens (208,186), which were identified along with gluten-free products 99.9% of the time. Other top 10 claims included no additives/preservatives, eco-friendly package, Kosher, organic, social media, vegan/no animal ingredients, GMO free, low/no/reduced sugar and lactose.

Description of above image

Claim	Product item count
Overall gluten-free products	208,205
Low/no/reduced allergen	208,186
No additives/preservatives	58,859
Eco-friendly package	38,306
Kosher	35,448
Organic	33,378
Social media	30,036
Vegan/no animal ingredients	27,471
Genetically Modified Organism (GMO) free	25,542
Low/no/reduced sugar	24,656
Low/no/reduced lactose	23,636

Source: Mintel, 2018

The highest number of product launches have occurred in the Brazil, US and in the UK. Canada ranks in 9^th place with 2,667 gluten-free products launched from January 2008 until July 2018. Only 32.8% of gluten-free products are produced by the top 10 countries listed. Forty-four countries have actively participated in the production of over at least 100 gluten-free products each over the last decade, out of 113 countries participating overall.

Description of above image

Country	Product item count
Brazil	25,662
United States	13,371
United Kingdom	5,131
Italy	4,949
Australia	3,991
Spain	3,735
Argentina	3,348
Germany	3,238
Canada	2,667
France	2,185

Source: Mintel, 2018

Snack/cereal/energy bars was the most popular sub-category displaying the gluten free related claims, accounting for 32.1% of the top five new global product launches category. Baking ingredients and mixes follows at 20.1% of the top new products launched. Also among the most popular sub-categories were meat products, fruit snacks and meal replacements and other drinks. Fresh Thyme Farmers Market, Fecularia de Milho Säo José and Tesco were the top three companies leading the launches of new products with the most popular brands.

Product examples

Bacon flavored seasoned manioc flour

Company	Fecularia de Milho Säo José
Brand	Sanjer
Sub-category	Stuffing, polenta and other side dishes
Country	Brazil, not imported
Related claims	Gluten-free and low/no/reduced allergen. Ease of use.
Launch type	New product
Date published	April 2017
Price in US dollars	1.01

Bacon flavored seasoned flour ready to use and "free from" gluten. Product contains genetically modified soybean oil and retails in a 250 gram pack with a recipe suggestion.

Source: Mintel, 2018

Margherita pizza

Company	Caulipower
Brand	Caulipower
Sub-category	Meals and meal centers/pizzas
Country	Canada
Related claims	Gluten-free and low/no/reduced allergen. Ease of use.
Store name and type	Planet Organic Market/natural/health food store
Launch type	New product
Date published	May 2018
Price in US dollars	13.99

The cook-and-serve and gluten-free product comprises a crust made with real cauliflower and is a good source of vitamin C and a source of fibre. It provides 11g of fat per serving and retails in a 330g pack featuring cooking instructions

Source: Mintel, 2018

Urinary tract health overview

"The urinary system's function is to effectively remove liquid waste from the bloodstream, while also having to maintain a normal salt level in the body. Urinary tract infections, generally results from bacteria gathering in sensitive areas like the bladder and the urethra".^{Footnote 8} Foods and beverages to help to avoid getting a urinary tract infection include berries, yogurt, whole grain foods, celery and protein, adding garlic or apple cider vinegar to recipes, consuming antioxidants and drinking cranberry juice.

Berries contain the compound flavanol which has been shown to help fight bacterial infection. Eating yogurt loaded with probiotics can help bacteria buildup. Whole grain foods such as whole wheat bread, pasta and brown rice are high in fiber to help individuals remain regular and help with digestive issues. "Protein plays a crucial role in helping to maintain to ensure that all of our muscles and their connective tissues within the bladder don't deteriorate and lead to significant health problems". Consuming celery has the potential to reduce uric acid thereby limiting discomfort and fighting bacterial infections prior to and during urination. Adding garlic extract for flavor to your meals or taking garlic supplements can reduce inflammation in the bladder and kidneys. A couple tablespoons of apple cider vinegar offers a variety of valuable enzymes, potassium and other minerals that, together, can limit the development of bacteria buildup. Consuming antioxidants from berries to apples, grapes, and peanuts can limit the impact of urinary tract infections. "Drinking cranberry juice has long been known to reduce the number of urinary tract infections in the body, yet this prevention must be consistently taken for a prolonged period for the benefit to have a noticeable effect on the body."^{Footnote 8}

Market sizes: Urinary tract health

Euromonitor International reports the urinary tract health related products within the beverage's category, mainly categorized under the FF bottled water and FF juice subcategories. In 2017, its global retail value sales reached US$7.2 billion and accounted for 0.5% share, when compared to the other women's health categories discussed in this report. From 2013 to 2017, retail value sales of juice variations have historically experienced a CAGR of −1.4% and is expected to continue to decline to a CAGR of −2.1% between 2018 to 2022. There are no sales analysed for the FF bottled water sub-category.

To maintain a healthy urinary tract health, related products often should contain key functional ingredients such as added proteins and probiotics. These related ingredients can be found in FF or NH cereal bars, FF dairy-based yoghurt, FF flavoured milk drinks, FF milk formula, FF powdered milk and organic cereal bars. For the most part from years 2013 to 2017, these sub-categories are growing at high compound annual growth rates, in particularly for FF milk formula and organic cereal bars to obtain important probiotic ingredients. Once again, retail value sales for FF and NH cereal bars have experienced negative compound annual growth rates throughout these years. In addition, FF milk formula had also suffered with a CAGR of −2.3%. There are no forecasted sales values for these urinary tract health related products.

The top company shares for each key functional ingredients containing proteins was the Chobani LLC (22.7%) share for their FF dairy-based yogurt, and for those products containing probiotics was the Danone Group (24.5%) share for both their FF dairy-based yogurt and FF milk formula. A close second top company for the probiotics category was Yakult Honsha Company Limited (16.3%) share for their FF dairy-based yogurt.

Product launch analysis: Urinary tract health

According to Mintel, there were 59,676 new products introduced from January 2008 until July 2018 with claims of products that contain one or more of antioxidants, high/added protein or probiotics; products which could help gain the possible nutrition applicable to maintaining a normal salt level in the body and in turn contributing to a healthy urinary tract system. Of these products, 765 brands were targeting female consumers within their company's labelling strategies.

Description of above image

Year	Total item count
2008	2,748
2009	3,219
2010	3,128
2011	3,604
2012	3,871
2013	5,316
2014	6,440
2015	7,086
2016	8,169
2017	9,034
2018	7,061

Source: Mintel, 2018

The major category with the highest product count fell under the high/added protein claim, which were identified as such 60.4% of the time. Meanwhile 42.0% were antioxidant products, and there were 2,990 products within the probiotic category related to possible urinary tract health products, introduced over the last decade. Other top 10 claims included low/no/reduced allergen, no additives/preservatives, gluten free, eco-friendly package, low/no/reduced fat, vegetarian, functional- other, and high/added fibre.

Description of above image

Claim	Product item count
Overall urinary tract related health products	56,686
High/added protein	34,216
Antioxidant	23,832
Low/no/reduced allergen	15,995
No additives/preservatives	15,740
Gluten free	13,660
Eco-friendly package	10,272
Low/no/reduced fat	9,547
Vegetarian	9,044
Functional - other	8,998
High/added fibre	8,776
Probiotic	2,990

Source: Mintel, 2018

Note: The below chart only contains the top 10 country ranking for the claims of products that contain one or more of antioxidants and high/added protein. The highest number of product launches have occurred in the US, China and in the UK for these two claims. However, when adding the probiotic claim, Canada moved from the 9^th largest country to the 8^th largest, for products launched from January 2008 until July 2018. Within the products containing probiotics the order of top 10 countries changed, where the top countries were China (147), US (107) and Peru (99). Australia remained as the 4^th top country with 80 probiotic products. South Africa followed for the introduction of 66 products containing probiotics, along with Argentina (60), Canada (47), Chile (37), and Mexico (30).

Description of above image

Country	Product item count
United States	3,015
China	1,439
United Kingdom	1,337
Australia	1,280
Mexico	1,095
Brazil	832
India	832
Canada	820
Thailand	814
Germany	786

Source: Mintel, 2018

Within a sample size of 2,990 new products from January 2008 to July 2018, the main ingredient within the protein category for urinary tract health products was isolated soy protein (3,135) and whey protein concentrate (3,070). Ingredients like milk proteins, whey protein isolate, and soybean proteins were the next highest protein ingredients found within these products. Within the antioxidant category, citric acid was found within 8,270 products along with vitamin C (7,676) and soy lecithin (6,688). Within the top probiotics ingredients found within these products were Lactobacillus Acidophilus (719), Lactic Acid bacteria (428) and Lactobacillus Casei (366).

When looking for key ingredients such as antioxidants or high/added proteins within the berries and other small fruits category, cranberry placed at the top of the list with 1,485 products, while cranberry juice (242) was the 10^th largest type. For the usage of key ingredient under the probiotics category, there were 68 products containing cranberry and only 7 products containing cranberry juice (28^th largest type on the list).

Products launched worldwide containing "berries and other small fruits", historic product item count by key functional ingredients, January 2008 - July 2018

Product examples

Birthday cake flavored whipped protein snack

Company	Optimum Nutrition
Brand	ON Cake Bites
Sub-category	Snack/cereal/energy bars
Country	United States
Related claims	High/added protein, social media
Launch type	New packaging
Date published	July 2018
Price in US dollars	2.50

This anytime and delicious snack is suitable for active adults, who are interested in new, delicious ways to get protein. It provides 20g of protein, and is equivalent to three cake bites, is naturally and artificially flavoured, and is retailed in a 2.22-ounce (oz) pack, bearing the Facebook, Instagram and Twitter logos. Also comes in red velvet flavour product variant.

Source: Mintel, 2018

100% extra pure mangosteen juice

Company	Siamprofruits Co.
Brand	Xanberry
Sub-category	Juice drinks
Country	Thailand
Related claims	Antioxidant, low/no/reduced sugar and no additives/preservatives
Launch type	New product
Date published	June 2018
Price in US dollars	1.87

Source: Mintel, 2018

The mangosteen, has antioxidant, antifungal, antibacterial properties which help in protecting the body against various health ailments and also boosts the immune system.

This brand is said to be made from hand-picked mangosteen in Thailand and to provide a powerful source of antioxidant. The 100% pure juice is free from preservatives, artificial colours and added sugar. It is halal, HACCP and GMP certified and retails in a 100 millilitre (ml) pack. This product was on display at the THAIFEX 2018 tradeshow, Bangkok. It contains mangosteen juice (95%), cranberry juice (3%), and buckwheat juice (2%)

Definitions

Functional- other (Mintel)

Food and Healthcare. Products with functional benefits not covered by the other functional claims. In addition to key ingredients the product must claim to have a beneficial effect on the body or body function.

Functional- slimming (Mintel)

Food and Non-Food. All products specifically formulated for slimming or weight loss. Also used if the product is said to help manage or curb appetite and/or hunger, to be an appetite suppressant, to support fat metabolism, to increase calorie burning or fat incineration, to support diet and weight loss programs or to increase mass loss. Slimming products will often feature the following imagery: people in fitness attire; people in swimming costumes; waists; and measuring tapes. Slimming ranges include but are not limited to the following brands: Marks and Spencer Count on Us...; Tesco Light Choices; Special K; Healthy Choice; Weight Watchers; Lean Cuisine; Dukan Diet; Slim Fast; Atkins Diet; and South Beach Diet. This claim is used when a product is positioned as specifically slimming the body or face. This claim is used where the words 'slim' or 'slimming' appear on-pack in relation to its product itself, and not its packaging.

Specialised nutrition (Mintel)

Specialised Nutrition comprises supplemental products artificially formulated to support, manage or treat specific needs and conditions through nourishment. Products contain designed or patented ingredient complexes, and this separates Specialised Nutrition products from simpler traditional foods with similar claims. International food standard bodies often require manufacturers of these products to support functional claims with specific approved ingredients that have been laboratory tested to achieve the claimed effects. Mintel GNPD identifies four key benefits and product types within Specialised Nutrition products: FMPs (Foods for Medical Purposes), Performance Nutrition, Weight Management and Performance Nutrition.

1. Performance nutrition: Products which promote physical and mental performance for athletes. Their functional purposes are directed towards weight and muscle gain, increasing the metabolic rate and enhancing or boosting energy levels, accelerating the breakdown of protein to aid muscle growth, muscle repair and recovery. Common formats in this area are designed for use within an exercise environment and include powdered and ready to use drinks, snack bars and gels.
2. Weight management: Products which feature targeted nutrition formulas to help adults improve health through weight loss. Because of the need for variety when dieting, these products can be in any format, although common formats include powdered meal replacement drinks and dietary supplements. Products will commonly state they are for use in a weight controlling diet, help control hunger through prolonged levels of satiation, have fat burning qualities or that they help in losing weight and body fat. There are often natural weight management alternatives with similar or identical claims but in order to be classified as Weight Management Specialised Nutrition, there must be designed ingredients or ingredient complexes present.

For more information

This customized report has been prepared for BÉNÉFIQ 2018 convention, Session 2: Nutrition and Women's Health – Quebec City, October 2-4, 2018

International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.

• Find a Trade Commissioner

For additional intelligence on this and other markets, the complete library of Global Analysis reports can be found on the International agri-food market intelligence page, arranged by region.

Health and wellness series – Nutrition and women's health
Global Analysis Report

Prepared by: Erin-Ann Chauvin, International Market Analyst

© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2019).

Photo credits
All photographs reproduced in this publication are used by permission of the rights holders.
All images, unless otherwise noted, are copyright Her Majesty the Queen in Right of Canada.

To join our distribution list or to suggest additional report topics or markets, please contact:

The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada (AAFC) assumes no liability for any actions taken based on the information contained herein.

Reproduction or redistribution of this document, in whole or in part, must include acknowledgement of Agriculture and Agri-Food Canada as the owner of the copyright in the document, through a reference citing AAFC, the title of the document and the year. Where the reproduction or redistribution includes data from this document, it must also include an acknowledgement of the specific data source(s), as noted in this document.

Agriculture and Agri-Food Canada provides this document and other report services to agriculture and food industry clients free of charge.