Presentación de PowerPoint · 2020-04-10 · Information Classification: General Final thoughts • Probiotics and fermented food are a growing trend globally, not a buzz • Health

Information Classification: General

Rediscovering fermentationUnlocking the power of live foodVita Foods Europe 2019

Jaime Martín

Founder & CEO / www.lantern.es

@_JaimeMartin @lantern_es









Microbiota:

The ecological community of commensal, symbiotic, and pathogenic microorganisms that literally share our body space. That group includes fungi, viruses, and bacteria, some of which help produce vitamins, hormones, and other chemicals vital to our immune system, metabolism, mood, and much more. In the typical person, these microorganisms account for about 2,5 kilos, mostly in our gut and skin.


An increasingbody of scientificresearch




Live fermented food, why now?


Fermented foods

are foods produced or preserved by the action of microorganisms. In this context, fermentation typically refers to the fermentation of sugar to alcohol using yeast, but other fermentation processes involve the use of bacteria such as lactobacillus, including the making of foods such as yogurt and sauerkraut.


Fermentation is widely used, but not all food is ’raw’ or ‘live’


The beauty of fermentation

Complex flavours & textures

More nutrients More natural preservation

Full of probiotics



The pursuit of a healthier life, based onnatural and organic food


The EU market for organic food rose to over 33 billion euros

Source: Statista


The fast rise of plant-baseddiets on a global level


Rise of veggie diets in Spain to 9,9% of adultpopulation


The steadysales decline of carbonatedsodas



The rise of DIY as a menas to reconnect withthe physicalworld


Consumers’ craze for new flavours and textures



Chefs are exploring thepossibilities of fermentation




Storytelling




Hyper-matureBig Foodlooking forgrowing niches to take themmainstream


Consumerprofiles

Health advocate

Influenced Traditional


The most promising categories


A global probiotics market above US$40 billion

+ 25% growth2016-2021


In 2017 nearly 2% of all new product launchesworldwide had probiotic claims

WORLDWIDE LAUNCH OF FOOD AND BEVERAGE PROBIOTIC PRODUCTS

SOURCEE: Innova Market Insights

2002 2016

100 1.800


Fermented Tea, or Kombucha: from ancientChina to theworld


What is Kombucha?

SOURCE: Kombucha Brewers International

Kombucha is a fermented tea beverage, made by adding a symbiotic culture of bacteria and yeast (SCOBY) to a solution of tea and sugar. During the course of the week-long (or more) fermentation process, the cultures metabolize the sugar and tea components to render a naturally carbonated beverage, with a slightly sweet-tart flavor, full of healthy components like B vitamins, organic acids, antioxidants, and trace amounts of alcohol.

If the beverage is served “raw”, it will be teaming with healthy bacteria and yeast. During a second short fermentation, the brewer often adds flavorings like ginger, lemon, fruit juice or herbs to give the beverages unique taste profiles.


Kombucha: one of the fastest growing functionalbeverages (15-25% CAGR 2016-2021)

SOURCE: Technavio/ Nielsen

51,16%Americas

US Mkt size (2018)Est. $433

$1 billion in 2021 USA

42,33%Europe

$1$660 in 2021

6,51%Asia

Kombucha Market Volume (2016)


Kombucha launches accelerate in the Western world

7.48%9.62%

15.81%

22.44%

44.66%

20132014201520162017

EU, US AND Canada growth of new kombucha productsin the market (%)

SOURCE: Mintel


51% of young US consumers (25-34) drinkkombucha

(Source: Mintel)


US kombuchaleader, GT’sKombucha, had100 US$ millionsales in 2017



In 2016 Pepsicoacquired Kevita, with 42$ millionin sales


Coca Cola is alsobuying kombuchabrands , such as Mojo (Australia) orHealth Ade (US)





Kombucha’s barriers to become mainstream

• Health ‘halo’ is a positive, but consumers need to better understand how probiotics work and see tangible results

• No major scientific evidence behind the products, nor clinical trials

• Flavour profile is a shock for many consumers

• Kombucha requires chilled distribution, making it a more complex business than traditional ambient drinks

• Fermentation is hard to scale up, unless kombucha is ’bastardized’ (shelf stable)

• The battle between ‘craft kombucha’ versus industrial kombucha may bring confusion to the market


Fermentedvegetables and fruitsare anotheramazingopportunity








In the dairy isle, Kefir is the risingstar in theprobioticcategory


Lifeway, the US kéfir leader had2018 sales of $86 million (justkéfir alone)


In UK a plethora of kéfir launches in 2018…


…as well as in Spain


Source: Mintel

An active category in terms of NPD

Kefir launches, globally


Source: Euromonitor

Global Kefir Market (US$ bi.)

6% estimated CAGR (2017-2025)

1,2

2,1

2016 2025


Some words about regulation


Regulation and transparency will be key to makethis opportunity real

• Not al products are created equal• Industrial probiotics versus ‘craft’ probiotics• Raw vs. Pasteurized

• EFSA prohibits the use of the term ‘Probiotics’, which creates a barrier to grow the category on a mainstream basis


Probiotics yoghourts sales

Regulation has a big impact on the future of the category

SOURCE: Euromonitor

4.50

3.40

-0.80

-2.00-2.60

-1.30 -1.20

2009 2010 2011 2012 2013 2014 2015

EFSA changes its requirements



Final thoughts

• Probiotics and fermented food are a growing trend globally, not a buzz

• Health halo, new flavours and textures, and clear link to veggie lifestyle will drive expansion

• The category presents great opportunities for food startups and major players as long as it is built in a transparent

• Fermented food & beverages, at its best, are hard to scale up as they require chilled distribution

• Food science can help to improve manufacturing efficiency and a more rapid scaling up of the opportunity

• The further evolution of microbiome research will help to open up new space opportunities linked to well-studied specific benefits of different bacteria

Information Classification: GeneralSOURCE : The New Yorker


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Bringing innovation to light

www.lantern.es

THANK YOU

Jaime Martín

[email protected]

Presentación de PowerPoint · 2020-04-10 · Information Classification: General Final thoughts • Probiotics and fermented food are a growing trend globally, not a buzz • Health

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