OUR MISSIONd3hip0cp28w2tg.cloudfront.net/uploads/block_files/... · naturalpha 13–years of expertise with the leading nutrition & health industries a transversal approach for your

OUR MISSION:

DELIVERING THE PROOF OF THE

HEALTH EFFECTS

HOW NUTRITIONAL PROFILE IMPROVEMENT IMPACTS

POSITIONING OF DAIRY PRODUCTS

FOOD MATTERS LIVE

LONDON / NOV 18TH, 2014

ERIC CHAPPUIS

DIRECTOR, CONSULTING

INDEPENDENT COMPANY FOUNDED IN 2001

LOCATED IN THE HEART OF LILLE, FRANCE - EURASANTÉ PARK, MEMBER OF THE NUTRITION- HEALTH-

LONGEVITY CLUSTER

A MULTIDISCIPLINARY TEAM OF 25 EXPERTS

Physicians, engineers, PhDs, nutritionists, dietitians, regulatory experts

OUR SERVICES

CONSULTING Scientific and regulatory consulting

LABS Preclinical validation, in vivo & in vitro

CLINICAL TRIALS Design, set-up, monitoring and management of clinical trials

MANAGEMENT TEAM

Stéphane POSTIC / CEO

Marie-Noëlle BOUVERNE / Clinical Project Coordinator

Eric CHAPPUIS / Consulting Director

Elodie HARMEL / Scientific Affairs Manager (PhD)

2

NATURALPHA WHO ARE WE ?

NATURALPHA 13–YEARS OF EXPERTISE WITH THE LEADING NUTRITION & HEALTH INDUSTRIES

A TRANSVERSAL APPROACH FOR YOUR R&D PROJECTS

TAKING INTO CONSIDERATION SCIENTIFIC, CLINICAL, REGULATORY AND BUDGETARY

ASPECTS

TRUSTED PARTNER OF LEADING NUTRITION & HEALTH COMPANIES

50 MAJOR EUROPEAN PARTNERS: DIETARY SUPPLEMENT LABORATORIES, INGREDIENTS SUPPLIERS, AGRI-FOOD

AND BIOTECHNOLOGY INDUSTRIES

3

CONSULTING Regulatory and

scientific consulting

LABS in vitro & in vivo

preclinical validation

CLINICAL RESEARCH Design and

management

INTRODUCTION

INTRODUCING A FOOD PRODUCT WITH NUTRITIONAL DIMENSION ON THE

MARKET

Nutrition vs regulatory expectations? Nutrient profiles

anticipation ?

Nutrition vs commonly admitted standards ?

Nutrition compared to competitors ?

And other dimensions: taste, positioning etc

4

COST VS BENEFIT !

NUTRIENT PROFILING - INTRODUCTION

OBJECTIVE: TO DISCRIMINATE FOODS ON THE BASIS OF NUTRITIONAL

CHARACTERISTICS AND REGARDING THEIR CONTRIBUTION TO A

HEALTHY DIET

SEVERAL SYSTEMS

Including only nutrients to be limited (sugar, SFA, Na…) or

also positive nutrients to favor (fibers, vitamins, Ca…)

Systems of thresholds or scoring

SEVERAL APPLICATIONS

Determining eligibility to health claims or marketing

Driving portfolio development

Helping consumers make healthy choices

NOTE: NO MODEL DEFINED AT THE EU LEVEL TO DATE

5

NUTRITIONAL MAPPING - INTRODUCTION

OBJECTIVE: TO COMPARE DIFFERENT PRODUCTS (OR CONCEPTS)

BASED ON NUTRITIONAL QUALITY AND POTENTIAL OTHER

DIMENSIONS OF INTEREST (COST, CLAIMS, HEALTH POSITIONING…)

STEPS:

Identify direct and indirect competitors and obtain nutritional and

marketing information

On the basis of these data, build mappings

Analysis & Interpretation

SEVERAL POSSIBLE MAPPINGS, ADAPTED TO MARKET STUDIED

On nutrients to limit (sugar vs. fat, Na vs. fat…)

On nutrients to favor (protein vs. fibers, vit D vs. Ca…)

With nutritional density, integrating marketing dimension (cost,

naturality…)

6

CASE STUDY

WORKING WITH A CUSTOMER ON THE DEVELOPMENT OF A NEW

CRANBERRY-FLAVORED YOGURT

THE PRODUCT:

Yogurt cranberry flavored

National brand

Product (ideally) positioned with health, nutrition and naturality claims

COMPETITIVE ENVIRONMENT

Vs private labels

Direct and indirect competitors (fresh cheeses etc)

7

Energy CHO Fat SFA Protein Ca

102.2kcal 17.5g 1.8g 1.17 4g 132mg

CASE STUDY – MAIN QUESTIONS ADDRESSED

HOW WOULD PUBLICATION OF A NEW NUTRIENT PROFILE SYSTEM IMPACT

MY POSSIBILITY TO BEAR NUTRITION / HEALTH CLAIMS ?

HOW TO POSITION THE PRODUCT ON THE MARKET, CONSISTENTLY WITH

ITS NUTRITIONAL QUALITY

Direct and indirect competitors

Yogurts

Fresh cheeses

Dairy desserts

National brands vs private labels

Claim consistency

Naturality claims & market

Nutrition and health claims & market

Price consistency:

Does nutritional quality of my branded product justify a price difference with private labels?

(not addressed in this presentation)

IMPACT OF INGREDIENTS SUBSTITUTION ON PRODUCT?

8

DAIRY MARKET: NUTRIENT PROFILING RESULTS OF SEVERAL SYSTEMS ON DAIRY PRODUCTS

9

PRODUCT IS NOT ELIGIBLE IN ALL SYSTEMS EXCEPT WITH

MYCHOICE

Sugar (added sugar or CHO) is the disqualifying nutrient

Systems EU MyChoice Nestlé system SAIN-LIM

Nutrients to limit SFA, totCHO, Na SFA, TFA, Na, added sugars Energy, fat, SFA, TFA, Na, added

sugars, fructose SFA, Na, added sugars

Nutrients to favor / / Protein, fibers, Ca, LA Protein, fibers, vit C, Fe, Ca

Sugar content of PRODUCT should be improved in order to bear

nutrition or health claims

Results by category Eligible Not eligible Eligible Not eligible Eligible Not eligible Eligible Not eligible

Cheese 100% 0% 14% 86% / / 0% 100%

Dairy desserts 0% 100% 0% 100% 0% 100% 0% 100%

Fresh cheese 67% 33% 0% 100% 33% 67% 67% 33%

Fruits 63% 37% 26% 74% 26% 74% 19% 81%

Muesli 0% 100% 25% 75% 0% 100% 0% 100%

Plain 92% 8% 54% 46% 85% 15% 92% 8%

TOTAL 62% 38% 26% 74% 31% 69% 31% 69%

Results for mean values

Mean Cheese Eligible Not eligible / Not eligible

Mean Dairy desserts Not eligible Not eligible Not eligible Not eligible

Mean Fresh cheese Eligible Not eligible Eligible Eligible

Mean Fruits Eligible Not eligible Not eligible Not eligible

Mean Muesli Not eligible Not eligible Not eligible Not eligible

Mean Plain Eligible Eligible Eligible Eligible

PRODUCT Not eligible Eligible Not eligible Not eligible

NB1

NB10 NB14NB15

NB16

NB17

NB18

NB2

NB22

NB23

NB24

NB25

NB26

NB3

NB4

NB5

NB7NB8

PL1NB35

PL2

PL4

PL6

PL10

NB36

NB37

NB380

1

2

3

4

5

6

7

8

9

0 5 10 15 20 25 30

Tota

l fat

s (g

/10

0g)

Carbohydrates (g/100g)

Fruits

NB: National BrandPL: Private Label

NB19

NB27NB30

NB31

NB32

NB33

NB34

NB39

PL12

PL11NB40

NB41

NB42

NB28NB29

NB9NB1

NB10 NB14NB15

NB16

NB17

NB18

NB2

NB22

NB23

NB24

NB25

NB26

NB3

NB4

NB5

NB7NB8

PL1NB35

PL2

PL4

PL6

PL10

NB36

NB37

NB38

NB11NB12

NB13

PL9

NB20

NB21

NB6

PL3PL5

PL7

PL8

0

1

2

3

4

5

6

7

8

9

0 5 10 15 20 25 30

Tota

l fat

s (g

/10

0g)


Plain

Fresh cheeses

Fruits

Muesli

Dairy desserts


DAIRY PRODUCTS MARKET: DIFFERENT CATEGORIES IDENTIFYING COMPETITORS

10

PRODUCT contains less fats but more carbohydrates than mean values of

fruits category

PRODUCT contains more sugar but less fat than market leader

Overall good positioning for fat but not carbohydrates

Mean values of

each category

Market leader

PRODUCT

NB1

NB10 NB14NB15

NB16

NB17

NB18

NB2

NB22

NB23

NB24

NB25

NB26

NB3

NB4

NB5

NB7NB8

PL1NB35

PL2

PL4

PL6

PL10

NB36

NB37

NB380

1

2

3

4

5

6

7

8

9

0 5 10 15 20 25 30

Tota

l fat

s (g

/10

0g)


Fruits

Naturality claims


DAIRY PRODUCTS MARKET: NATURALITY CLAIM – CL. LABEL DIRECT COMPETITORS

11

Fattiest fruits yogurts have naturality positioning

No real consistency between naturality claim and nutritional quality (regarding

fat and CHO) of products

PRODUCT

Market leader

NB19

NB27NB30

NB31

NB32

NB33

NB34

NB39

PL12

PL11NB40

NB41

NB42

NB28NB29

NB9NB1

NB10 NB14NB15

NB16

NB17

NB18

NB2

NB22

NB23

NB24

NB25

NB26

NB3

NB4

NB5

NB7NB8

PL1NB35

PL2

PL4

PL6

PL10

NB36

NB37

NB38

NB11NB12

NB13

PL9

NB20

NB21

NB6

PL3PL5

PL7

PL8

0

1

2

3

4

5

6

7

8

9

0 5 10 15 20 25 30

Tota

l fat

s (g

/10

0g)


Plain

Fresh cheeses

Fruits

Muesli

Dairy desserts

Naturality claims


DAIRY PRODUCTS MARKET: NATURALITY CLAIM – CL. LABEL DIRECT AND INDIRECT COMPETITORS

12

Other naturality claims among plain and muesli categories

No real correlation between nutritional quality on nutritional positioning

Market leader

PRODUCT

NB1

NB10 NB14NB15

NB16

NB17

NB18

NB2

NB22

NB23

NB24

NB25

NB26

NB3

NB4

NB5

NB7NB8

PL1NB35

PL2

PL4

PL6

PL10

NB36

NB37

NB380

1

2

3

4

5

6

7

8

9

0 5 10 15 20 25 30

Tota

l fat

s (g

/10

0g)


Fruits

Nutrition claims

Health claims


DAIRY PRODUCTS MARKET: N&H CLAIMS DIRECT COMPETITORS

13

Only fruit yogurts with a particular nutritional quality claim on nutrition or health:

Total fats ≤ 3g/100g & CHO ≤ 14g/100g

Market leader

PRODUCT

Market-driven acceptable nutritional quality to bear

nutrition or health claim on for fruit category

NB19

NB27NB30

NB31

NB32

NB33

NB34

NB39

PL12

PL11NB40

NB41

NB42

NB28NB29

NB9NB1

NB10 NB14NB15

NB16

NB17

NB18

NB2

NB22

NB23

NB24

NB25

NB26

NB3

NB4

NB5

NB7NB8

PL1NB35

PL2

PL4

PL6

PL10

NB36

NB37

NB38

NB11NB12

NB13

PL9

NB20

NB21

NB6

PL3PL5

PL7

PL8

0

1

2

3

4

5

6

7

8

9

0 5 10 15 20 25 30

Tota

l fat

s (g

/10

0g)


Plain

Fresh cheeses

Fruits

Muesli

Dairy desserts

Nutrition claims

Health claims


DAIRY PRODUCTS MARKET: N&H CLAIMS DIRECT AND INDIRECT COMPETITORS

14

Other health and nutritional claims among plain category

Plain yogurts with N/H claims offers a better nutritional quality option compared

to fruit yogurts:

Total fats ≤ 2g/100g & CHO ≤ 6.2g/100g

Market-driven acceptable nutritional quality to

claim on nutrition or health for plain category


claim on nutrition or health for fruit category

Market leader

PRODUCT

0 20 40 60 80 100 120

Nutritional positioning

Fats + Carbohydrates (kcal/100g)

Mean Plain

Mean Fruits


No claim

Nutritionalclaim

Health claim

DAIRY PRODUCTS MARKET: N&H CLAIMS DIRECT AND INDIRECT COMPETITORS

15

Fruits Plain

No claim vs.

Nutrition 0.0121 0.0216

No claim vs.

Health 0.0151 0.0042

Health vs.

Nutrition claims 0.5066 0.0462

Probabilities of Student tests

0 20 40 60 80 100 120

Nutritional positioning

Fats + Carbohydrates (kcal/100g)

Mean Plain by claim type

Mean Fruits by claim type


No claim

Nutritionalclaim

Health claim

NB19

NB27NB30

NB31

NB32

NB33

NB34

NB39

PL12

PL11NB40

NB41

NB42

NB28NB29

NB9NB1

NB10 NB14NB15

NB16

NB17

NB18

NB2

NB22

NB23

NB24

NB25

NB26

NB3

NB4

NB5

NB7NB8

PL1NB35

PL2

PL4

PL6

PL10

NB36

NB37

NB38

NB11NB12

NB13

PL9

NB20

NB21

NB6

PL3PL5

PL7

PL8

0

1

2

3

4

5

6

7

8

9

0 5 10 15 20 25 30

Tota

l fat

s (g

/10

0g)


Plain

Fresh cheeses

Fruits

Muesli

Dairy desserts

Nutrition claims

Health claims

Naturality claims


DAIRY PRODUCTS MARKET: DIFFERENT CLAIMS DIRECT AND INDIRECT COMPETITORS

16

A particular nutritional quality is required to claim on nutrition and

health and be consistent with the market

No particular need for naturality claim

Market leader

PRODUCT

PRODUCT could claim on naturality but nutritional quality

should be improved in order to bear N&H claims

NB1

NB10 NB14NB15

NB16

NB17

NB18

NB2

NB22

NB23

NB24

NB25

NB26

NB3

NB4

NB5

NB7NB8

PL1NB35

PL2

PL4

PL6

PL10

NB36

NB37

NB380

1

2

3

4

5

6

7

8

9

0 5 10 15 20 25 30

Tota

l fat

s (g

/10

0g)


Fruits

Nutrition claims

Health claims


MEASURING THE IMPACT OF INGREDIENT SUBSTITUTION

17

The CHO content should be improved in order to bear N&H claims and be

consistent with the market

Added sugars is the ingredient to replace

Market leader

PRODUCT


claim on nutrition or health for fruit category

INTEREST OF PROFILING AND MAPPING

HELPS TO CHARACTERIZE THE MARKET AND BETTER UNDERSTAND IT

Possibility to include other dimensions such as price etc

HELPS TO SELECT PRODUCT CHARACTERISTICS DEPENDING ON

THE MARKET

Complementary to consumer studies

HELPS ANTICIPATE POTENTIAL REGULATORY BARRIERS

Nutrient profiles etc

18

VALORIZATION

PART OF THE CORPORATE NUTRITIONAL STRATEGY

Improved nutritional quality of product ranges

Commitment charts (PNNS)

Improved notation in nutritional indexes

Avoidance of fat and sugar taxes

19

Benefits communication and image of food companies

91% of our products contribute to a healthy diet by

delivering significant amounts of essential nutrients

20% of our products were reduced in fat, sugar

and/or salt between 2009 and 2011

In 2011, Danone delivered 15.5 billion servings of

dairy products compliant with our highest daily

consumption nutrition standards and 9.8 billion

portions of water

91%

20%

By September 2012, 100% of our portfolio by volume did not

contain trans fats originating from partially hydrogenated

vegetable oil

80% of our Foods and Refreshment portfolio by volume met

salt levels equivalent to 5g per day by end September 2012

TFA

salt In 7 years, the Group has improved the

nutritional quality and taste of over 2,000

recipes and there are now:

318 recipes with no palm oil

415 recipes with less salt (-18% on average)

361 recipes with less fat (-24% on average)

168 recipes with less sugar (-20% on

average)

803 new recipes with reduced salt, fat or

sugar

Between 2000 and 2010, we reduced the overall

sugar content of our products by 34%

In total, we have reduced the use of salt across our

product portfolio by more than 12,000 metric tonnes in

the last 10 years

sugar

salt

Naturalpha SAS - Parc Eurasanté - 885 avenue Eugène Avinée - 59120 Loos - France

www.naturalpha.com [email protected]

CNCN – Centre de Nutrition Clinique Naturalpha

http://www.naturalpha.com/naturalphadaily/

On Twitter @Naturalpha

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