2023年健康和营养的未来报告-英文

TETRA

PAK

INDEX

2023The

fu

ture

of

healthand

nutritionConsumer

attitudes,

trends

and

the

potential

for

new

foodTHOUGHTS

FROM

OURPRESIDENT

AND

CEOTOMORROW

’S3OPPORTUNITIES20GLOBALATTITUDESTODAY

’S

CONSUMERANDTRENDS5Theimportanceofnew

foodInnovation

exploredandtestedHEALTH

AND

WELLNESSTheriseandriseofwellness6521

25COST

OF

LIVING

AND

GEOPOLITICAL

UNCERTAINTYGettingby

andtrade-offs10TOP

TENTA

K

E

AWAYSCLIMATE

CHANGE

AND

SUSTAINABILITYDietcanmake

abetter

worldAnew

consumersegmentation133618TECHNOLOGY

AND

INNOVATIONDigitalandanalogueliving16IntroductionToday’sconsumerTomorrow’s

opportunitiesTop

ten

takeaways3Thoughts

from

ourPresident

and

CEOAdolfo

Orive,President

&CEO,Tetra

PakWelcome

to

the

15th

edition

of

the

Tetra

PakIndex,

which

focuses

on

what

consumerssee

as

the

future

of

health

and

nutrition.Having

experienced

an

unprecedented

globalpandemic,

today’s

consumers

are

more

focusedon

health

than

ever,

and

are

more

demandingof

their

food

and

beverages.

At

the

same

time,the

industry

is

investing

heavily

to

meet

theirevolving

needs

and

capture

the

opportunitiesthey

present,

while

also

addressing

the

pressingsustainability

challenges.

As

a

result,

we

arenow

in

an

exciting

phase,

with

a

number

ofpromising

technologies

generating

‘new

food’innovations

like

never

before.Modern

consumers

are

quite

well-aware

ofthe

changes

going

on

around

them.

Theysee

technology

as

key

to

a

healthier,

moresustainable

and

more

equitable

future.

Butthere

are

concerns

to

be

navigated,

withsome

becoming

waryof

innovation,

desiringproducts

that

are

as

natural

as

possible.are

feeling

better

asa

result.

Sugar

is

thenumber

one

food

concern,

with

consumers,regulators

and

industry

all

taking

steps

toreduce

its

consumption.

Personalisation

ison

the

rise,

as

brands

invest

heavily

intailored

solutions

for

narrower

consumergroups,

particularly

around

age

and

medicalconditions.

There

are

exciting

possibilitiesfor

probiotics

products-

also

known

asfunctional

foods–

that

may

help

to

reducethe

risk

of

serious

illnesses,

such

as

cancerand

Alzheimer.Interest

in

preventive

health

measures

andholistic

wellness

continues

to

be

strong,driving

appetite

for

healthy

products

andthose

with

specific

benefits,

notablyimmunity

boosters.

Mental

health

is

a

majorfocus:

three-quarters

of

consumers

now

saythat

it’s

as

important

as

physical

health–and

more

than

four

in

five

choose

productsto

support

it.Value

and

price

are

paramount,

asconsumers

everywhere

struggle

with

thecost-of-living

crisis.

Many

worry

that

this

willlimit

their

access

to

healthy

food,

but

theyare

determined

not

to

give

this

up.

There

iscontinued

high

interest

in

organic

andnatural

food,

and

almost

half

of

consumersIn

general,

consumers

are

paying

far

moreattention

to

what

they

eat

and

drink

–

andTETRA

PAK

INDEX

2023IntroductionToday’sconsumerTomorrow’s

opportunitiesTop

ten

takeaways4now

strive

to

be

flexitarian

or

to

excludemeat

altogether.

While

in

some

cases,higher

price

points

have

cooled

the

demandfor

plant-based

protein

alternatives,

thelonger-term

forecasts

for

such

productsremain

strong.In

addition,

considering

that

the

world

willneed

60%

more

food

by

2050,

we

need

tocomplement

theseefforts

throughtechnologies

that

can

help

explore

newsources

of

nutrition

–

ranging

from

newplant-based

sources

to

alternative

proteinsproduced

with

biomass

and

precisionfermentation.

Both

these

areas

are

critical

toClimate

change

and

other

environmentalissues

continue

to

be

pressing

concerns

andare

increasingly

interlinked

with

health.Two-thirds

of

consumers

now

say

thatenvironmental

factors

impact

health,

andeven

more

believe

that

healthy

productsshould

not

harm

the

environment.Packaging

is

part

of

the

picture:

sustainableproducts

should

go

in

sustainable

packages–

such

as

those

that

use

renewable

and/orrecycled

materials

witha

low

carbon

impact,are

recyclable

and

help

reduce

food

waste.Many

believe

that

the

food

and

beveragechoices

they

make

can

result

in

a

positivedifference;

more

than

half

say

that

bychanging

their

diet

they

can

contribute

toabetter

world.contribute

towards

food

system

sustainability.1For

decades,

we

have

been

working

towardsbuilding

resilient

and

sustainable

food

valuechains

that

improve

livelihoods,

reduceenvironmental

impact,

and

ultimately,

helpprovide

healthy

diets

to

the

globalcommunity.

This

year’s

Index

shows

plentyof

examples

of

our

recent

work,

includinghow

we

reduce

food

waste

and

climateimpact;

converting

low-value

side

streamsfrom

food

production

into

new

ingredients;alternative

protein;

fermentation-derivedproteins;

and

collaborations

with

start-upsthat

are

providing

technological

solutions

tosome

of

the

issues

affecting

global

foodsystems

today.Climate

change

and

other

environmental

issues

continue

tobe

pressing

concerns

and

are

increasingly

interlinked

withhealth.

Two

-thirds

of

consumers

now

say

that

environmentalfactors

impact

health,

and

even

more

believe

that

healthyproducts

should

not

harm

the

environment.In

many

parts

of

the

world,

people

still

relyon

products

such

as

milk

and

juices

fortheir

daily

nutrition,

soit

is

critical

to

optimisetheir

value

chain

with

innovations

insourcing,

packaging,

processing

anddistribution,

which

is

where

we

have

beenplaying

an

active

role

together

with

ourcustomers

and

suppliers.All

this

is

part

of

our

commitment

to

thefuture

-

and

to

our

long-standing

purpose:“

We

commit

to

making

food

safe

andavailable,

everywhere.

And

we

promiseto

protect

what’s

good:

food,

people

andthe

planet.”Adolfo

Orive,President

&CEO,

Tetra

PakTETRA

PAK

INDEX

20231Theterm‘foodsystems’refersto

alltheelementsandactivitiesrelatedto

producingandconsumingfood,andtheireffects,includingeconomic,health,andenvironmentaloutcomes(OECD,/food-systems,2023)IntroductionToday’sconsumerTomorrow’s

opportunitiesTop

ten

takeawaysTETRA

PAK

INDEX

20235Today

’s

consumerA

NEW

CONSUMERSEGMENTATIONGLOBAL

ATTITUDES

AND

TRENDSWe

see

four

key

macro

forces

shaping

the

food

and

beverageindustry

of

today

and

tomorrow:

health

and

wellness;

the

cost-of-living

crisis

and

geopolitical

tensions;

climate

change

andsustainability;

and

technology

and

innovation.

In

this

section,we

explore

global

consumer

attitudes

around

these

forces

andtheir

likely

influence

on

nutrition

going

forward.6101316HEALTHANDWELLNESSTheriseandriseofwellnessCOSTOFLIVINGANDGEOPOLITICALUNCERTAINTYGettingby

andtrade-offs18CLIMATE

CHANGEANDSUSTAINABILITYDietcanmake

abetter

worldResearch

methodologyThe

findings

in

this

year’s

Index

are

based

ona

bespoke

global

consumer

attitudes

research

study;

expert

interviews;additional

Tetra

Pak

research

studies;

and

desk

research.

For

more

on

research

and

methodology,

see

page3

7.TECHNOLOGYANDINNOVATIONDigitalandanaloguelivingIntroductionToday’sconsumerTomorrow’s

opportunitiesTop

ten

takeaways6100%Key

survey

findings

at

a

glance70%say

thathealthy

food

anddrink

makes

themfeel

betterReducing

sugar

isthe

#1

healthy

option83%

consumeproducts

that

supporttheir

mental

healthHE

ALTH

AND

WELLNESSThe

riseCOVID

-19

put

health

andnutrition

in

the

spotlight.

Peopledemand

food

that

supportstheir

mental

health

and

booststheir

immune

system74%

say

that

mentalhealth

is

as

importantas

physical

healthand

rise

ofwellne

s

s70%

say

healthhas

become

moreimportant

overMicael

Simonsson,Director,

Processing

Development,

Tetra

Pakthe

last

few

years0%TETRA

PAK

INDEX

2023IntroductionToday’sconsumerTomorrow’s

opportunitiesTop

ten

takeaways7Preventive

health

measures

remain

key,

and

foodand

beverage

products

have

a

huge

role69%

say

they

now

try

to

be

healthier

to

prevent

future

illness74%

are

interested/very

interested

in

purchasing

products

with

specific

health

claims43%

would

opt

for

products

that

strengthen

the

immune

system

andreduce

the

risk

of

diseasesThe

pandemic

hada

huge

impact

on

thefood

and

beverage

industry

on

multiplelevels.

It

disrupted

supply

chains,

reducedconsumer

purchasing

power,

and

changedeating

and

shopping

habits,

to

name

justafew.

The

effect

on

consumer

attitudes

andbehaviours

is

still

marked

and

comesthrough

strongly

in

our

research.diseases

topping

the

list

at

43%.

Suchproducts

are

particularly

in

demand

inAfrica:

they

were

voted

#1

most

desirablehealth

product

by

64%

of

respondents

inKenya,

and

54%

in

South

Africa.

Globally,

interms

of

ingredients,

natural

and

organicoptions

are

the

go-to

for

immunity

boosts.13/4Three-quarters

of

consumers

now

agreethat

mental

health

is

as

important

asphysical

wellbeing

–

the

highest

level

forany

statement

in

our

general

healthquestionnaire,

and

perhaps

the

most

strikingfigure

in

our

whole

survey.that

manageweight).Physical

and

mental

health

go

hand-in-handMeanwhile,other

researchshows

thatphysical

andmentalwellbeing

gohand

in

hand,with

oneHealth

and

wellness

are

more

top

of

mindthan

ever.

70%

say

health

has

become

moreimportant

for

them

and

their

family

overthe

last

few

years–

rising

to

86%

in

Chinaand

88%

in

Kenya.ofconsumersnow

agreeAs

we

found

in

the

last

Index,

the

pandemicheightened

awareness

of

mental

health,

asconsumers

struggled

with

issues

such

asanxiety

and

isolation.

Today,

this

awarenessis

stronger

still,

as

post-pandemic

consumersface

new

stress

factors,

such

as

the

risingcost

of

living

and

geopolitical

instability.thatmentalhealthisasimportantThe

connection

between

physical

andmental

wellbeing

comes

through

verystrongly

in

this

year’s

research.

The

joint

#2most

desirable

health-related

products

arethose

that

are

good

for

both

physical

andmental

wellbeing,

at

39%

(tied

with

thoseNearly

three-quarters

(74%)

of

consumersare

either

interested

or

very

interested

inpurchasing

products

with

specific

healthclaims,

with

products

that

strengthen

theimmune

system

and

reduce

the

risk

ofasphysicalwellbeingimpacting

on

theother

in

a

varietyof

ways.2READ

MORETETRA

PAK

INDEX

20231TrendipediaConsumerTrends2023,IpsosforTetra

Pak,January2023.TheMcKinseyHealthInstitute(MHI)believesthatoverthenextdecadehumanitycouldaddasmanyas45billionextra

yearsofhigher-qualitylife–roughlysixyearsperpersononaverage,andsubstantiallymoreinsomecountriesandpopulations–by

adoptingamoreholisticviewofhealth,includingmental,socialandspiritualaspects,aswellasphysical./mhi/our-insights/adding-years-to-life-and-life-to-years2

Forexample,scientistsinSouthKorea

foundalinkbetweenanxietyandeyesightproblems,whileaUSstudyshowedlonelinessincreasedtheriskofhospitalisationanddeathforheartfailurepatients./mhi/our-insights/the-secret-to-great-health-escaping-the-healthcare-matrixIntroductionToday’sconsumerTomorrow’s

opportunitiesTop

ten

takeaways8Food

and

beverage

boost

mentalwellbeingHealthy

behaviour

on

the

rise(cited

by

56%)

and

using

technical

devices/apps

to

monitor

health

(55%).

Other

researchshows

that

moderation

is

another

key

trend,fuelling

demand

for

no-

or

low-alcoholbeverages,

as

well

as

low

fat,

sugar,

calorieand

salt

options.2TRENDTwo-thirds

(66%)

of

consumers

say

they

nowpay

more

attention

to

what

they

eat

anddrink

–

compared

with

62%

who

said

theypaid

more

attention

to

the

quality

of

theirfood

and

beverage

choices

in

2021.

Morethan

half

(55%)

now

say

they

have

improvedtheir

eating

habits

in

the

past

two

to

threeyears.

Reducing

sugar

(44%),

eating

morefruit

(43%)

and

preparing

homemade

food(40%)

are

considered

the

most

healthyoptions.

Moreover,

70%

agree

that

healthyfood

and

drink

make

them

feel

better.Our

survey

shows

that

food

and

beverageproducts

are

perceived

as

critical

to

helpingimprove

mental

wellbeing.

83%

of

globalrespondents

in

our

survey

say

they

nowconsume

products

that

support

their

mentalhealth,

and

more

than

a

quarter

do

this“often”.

The

main

benefits

they

are

lookingfor

are

to

feel

more

energised

(50%),

morerelaxed

(47%),

and

to

destress

and

findcomfort

(39%).Replenish

and

repairIn

these

challenging

times,

many

consumersfeela

need

to

pause,

unwind

and

recover.Recharging

through

ingredients

such

as

CBD(cannabidiol),

herbals

and

adaptogens,

or

thepractice

of

ancient

wellness

rituals,

can

providerelief

from

feeling

overwhelmed.

Traditionalmedicine

from

China

and

Ayurvedic

medicinefrom

India

are

experiencing

a

resurgence

inwellness

practices.

“Lost”

ingredients,

such

asGenerally,

our

findings

reflect

the

globalexplosion

in

interest

in

wellness,a

marketthat

is

now

estimated

by

McKinsey

to

beworth

more

than

$1.5

trillion

and

growing

ata

rate

of

around

5%

to

10%

per

year.

Other3research

is

similarly

bullish,

forecastingacompound

annual

growth

rate

(CAGR)

of8.5%

from

2022

to

2027,

adding

$452.93

m

invalue.

Nearlya

third

(31%)

of

that

will

comefrom

North

America,

which

is

showing

thefastest

growth

in

this

sector.4Moreover,

69%

of

global

consumers

say

thathealthy

foodand

drink

should

help

themstay

in

control

of

their

bodyand

mind

–again,

highlighting

the

link

between

the

two.Consumers

also

say

they

are

changing

theirbehaviour

in

order

to

stay

healthy,

notablyby

drinking

a

lot

of

water/staying

hydratedthe

Native

American

yaupon,

have

been5rediscovered,

while

involution

(neijuan)

is

thebuzzword

for

China’s

GenZ:

increasinglyfrustrated

with

the9-9-6

(9am

to

9pm,

6

daysa

week)

work

culture,

they

are

turning

to

foodand

beverage

products

that

lift

their

moodand

calm

stress.and

through

exercise.

Also

on

the

rise

are1consumption

of

nutritional

supplementsTRENDEmpowerment

through

dietFood

and

beverage

consumption

choices

are

critical

to

create

a

much-needed

feeling

ofempowerment

and

control

in

a

turbulent

world.

Consumers

are

increasingly

matchingwhat

they

put

into

their

bodies

to

their

health

and

life

goals,

from

recovering

from

illness,to

sitting

exams,

to

preparing

for

new

life

stages

such

as

parenthood

or

ageing.TETRA

PAK

INDEX

20231Bothactivitieswerecitedby

57%ofrespondents,witharoundtwo-thirds(62%and65%respectively)sayingthattheyhadincreasedthisactivityinthepasttwo

years.2

TrendipediaConsumerTrends2023,IpsosforTetra

Pak,January2023./industries/consumer-packaged-goods/our-insights/feeling-good-the-future-of-the-1-5-trillion-wellness-market5

Yaupon

isaspeciesofhollythatisnativeto

southeasternNorthAmerica.Theplantwastraditionallyusedby

NativeAmericansto

makeaninfusioncontainingcaffeine,withwithemeticandpurgativeproperties.34

/news-releases/health-and-wellness-food-market-size-to-grow-by-usd-452-93-million-from-2022-to-2027--assessment-on-parent-market-five-forces-analysis-market-dynamics--segmentationtechnavio-301678986.htmlIntroductionToday’sconsumerTomorrow’s

opportunitiesTop

ten

takeaways9VIEWPOINTHealth

is

getting

personalResponsibility

for

healthy

food(and

planet)

falls

on

brandsConsumers

believe

that

healthy,

sustainablefood

is

key

both

to

their

own

health

and

thatof

the

planet

–

and

they

expect

the

foodand

beverage

industry

to

deliver

it.

More

thanhalf

(51%)

of

consumers

believe

thatproviding

healthy

food

is

the

responsibility

ofmanufacturers

and

brands

–

the

numberone

choice,

ahead

of

farmers/producers

andgovernment.

They

also

look

to

them

forguidance

in

this

area:

72%

see

health

andwellness

as

the

number

one

issue

that

brandsshould

speak

out

on,

followed

by

nutrition(69%)

and

environmental

issues

(58%).1The

potential

for

personalised

nutrition

isa

trend

that

comes

through

strongly

inour

expert

interviews

for

this

year’s

Index.“Personalised

nutrition

is

atrend

that

isrelatively

new

but

it’s

going

to

be“A

huge

segmentation

is

going

on

in

thisspace,”

says

Jim

Dicks,Global

AccountDirector,

Tetra

Pak.

“Brands

are

actuallynow

helping

consumers

understandtheir

own

health

and

wellness

needs.For

example,

by

expanding

needsto

meetemerging

lifestyle

segments.

Theserefined

segments

include

Adult

Nutrition,Weight

Loss(meal

replacement),

SportsNutrition,

Hydration

and

Active

Lifestyle.”revolutionary,”

says

Tammy

Meiron,

ChiefTechnology

Officerat

Fresh

Start.Increasingly,

brands

are

offering

a

wide

rangeof

personalised

products

for

every

consumer.“People

are

cautious

about

their

body,

andselectfoodbasedon

their

needsandlifestyle,”

says

Micael

Simonsson,

Director,Processing

Development,

Tetra

Pak.“We’re

also

working

witha

lot

of

start-upsactive

in

the

arenas

adjacent

to

pharmafood,”

says

Micael

Simonsson.“

We

can

seethat

it

is

possible

to

produce

anti-cancerproducts

and

the

industry

is

in

the

startingphase

for

anti-Alzheimer’s,

too.

They

arewhat

we

call

probiotics

or

functional

foods.They

will

not

treat

you,

but

they

will

inhibitthe

condition

and

help

to

improve

yourhealth

and

wellbeing

from

different

angles.This

isa

very

tricky

area:

you

can’t

reallymake

these

claims

on

the

package,Food

and

beverage

companies

have

longbeen

working

to

overhaul

their

portfolios

tooffer

healthier

choices.

But

they

are

beingpushed

to

do

more,

notably

by

regulatorytrends

and

pressure

from

shareholders,including

institutional

investors

managingtrillions

of

dollars

in

assets.

“Sugar

inparticular

is

really

being

targeted

by

theindustry

at

the

moment,”

says

Mark

Rumbell,Processing

Director,

Business

StreamBeverage,

Tetra

Pak

(see

Sugar

reduction,page

34).51%believe

thatproviding

healthyfood

is

the“Global

brand

owners

are

investing

billionsin

research

and

innovation,

as

well

ascollaborating

with

universities

andinstitutions,

as

part

of

a

long-term

strategyaround

different

target

groups

and

specialneeds,”

says

Niclas

Torstensson,

GlobalAccount

Processing

Director,

Tetra

Pak.“They

are

creating

tailored

recipes

for

evernarrower

consumer

groups,

based

onfactors

such

as

age

and

medical

conditions.”responsibility

ofmanufacturersand

brandsbecause

you

need

to

prove

efficiency

withlong

term

studies

first.”TETRA

PAK

INDEX

202312022GlobalTrendStudy,HealthFocusInternationalIntroductionToday’sconsumerTomorrow’s

opportunitiesTop

ten

takeaways10COST

OF

LIVING

AND

GEOPOLITICAL

UNCERTAINT

YGetting

byThe

longer-term

forecasts

forplant-based

beverages

marketremain

strong.and

trade

-

of

fsHemang

Dholakia,Centre

of

Excellence

Manager,

Plant-based,

Tetra

PakKey

survey

findings

at

a

glance46%

say

reducing

eating

out

is

their

preferred

money-saving

option60%

say

rising

prices

will

limit

access

to

healthy

food63%

say

they

are

planning

meals

more

carefully

to

limit

food

waste65%

say

instability

has

brought

serious

disruption

to

the

food

system0%100%TETRA

PAK

INDEX

2023IntroductionToday’sconsumerTomorrow’s

opportunitiesTop

ten

takeaways11Despite

strugglingfinancially,

onlyEconomic

activity

across

much

of

the

globeis

experiencinga

slowdown.

With

highinflation

impacting

the

price

of

many

staplegoods,

European

and

North

Americanconsumers

are

being

put

to

the

test

by

thecost-of-living

crisis.

Elsewhere,

in

APACcountries,

the

lingering

effects

of

COVID-19still

weigh

heavily

on

the

recovery

outlook.And

general

geopolitical

uncertainty

isimpacting

consumer

and

businessconfidence

worldwide.(17%).

All

of

these

rate

bottom

of

the

list

ofpreferred

money-saving

options,

whilereduce

eating

out

and

snacking

rate

top.Interestingly,

70%

say

they

would

sacrificeconvenience

if

it

means

getting

healthierproducts,

rising

to

85%

in

India

and

82%

inChina

–

a

marked

shift

in

long-prevailingattitudes.11

7%Consumers

face

affordability

versushealth

trade-offswould

sacrificefood

and

drink

withhealth

benefitsDespite

their

reluctance

to

cut

back

onhealthy

food,

60%

say

that

increasing

priceswill

have

a

negative

impact

on

their

accessto

such

products

–

again,

underscoring

theperception

that

healthy

options

are

seen

aspremium

products.

Even

more

(63%)

saythey

are

already

planning

meals

morecarefully

in

order

to

limit

food

waste

in

thehousehold,

while

nearly

half

(47%)

say

theyare

concerned

that

they

cannot

afford

all

thefood

types

that

they

want

to

buy.Our

survey

reflects

this

global

mood.Consumers

are

increasingly

concernedabout

being

able

to

afford

or

access

the

foodand

drink

that

they

want

or

need,

as

risingcosts

significantly

impact

consumption

andattitudes.

High

prices

of

quality

food

andhealthy

options

top

the

list

of

concernsaround

food

and

beverage

products

(on

42%and

40%

respectively).Nearly

half

of

consumers

strugglingfinanciallyThere

are

also

signs

that

principles

ofNearly

half

(49%)

of

global

respondents

saythey

are

only

just

about

getting

by,

or

worse,froma

financial

perspective.

Nevertheless,consumers

seem

determined

to

avoid

cuttingback

on

food

and

drink

with

health

benefits(

just

17%

say

they

would

choose

to

do

this),

orthat

is

organic

(17%)

or

environmentally

soundhealthiness

that

have

been

widely

acceptedby

consumers

for

many

years

are

beingoutweighed

by

affordability.

Concerns

aboutexcess

sugar

and

obesity

are

now

exceededby

worries

about

high

prices–

particularly

forboth

quality

food

and

healthy

food.TETRA

PAK

INDEX

20231FoodForecast:Trends,TensionsandMacroForcesinFood&Beverages,Ipsos.Basedon24,332adultsin25markets,interviewedAugust-September2021IntroductionToday’sconsumerTomorrow’s

opportunitiesTop

ten

takeaways12TRENDLife

hacksThere

is

continued

high

interest

in

organicand

“natural”

food,while

almost

half

ofconsumers

strive

to

be“flexitarian”,

or

toexclude

meat

altogether.

Thosethat

areflexitarian,

pescatarian,

vegetarian

or

veganchoose

their

diet

because

they

believe

itto

be

healthy

first

and

foremost

(56%),

farahead

of

being

better

for

the

environment(34%)

or

animal

welfare

(28%).

But

in

somemarkets,

demand

for

plant-based

proteinalternatives

has

cooled,

particularly

due

totheir

higher

prices

points.Instability

and

fo