it’s all about feeling good.feel good physical appearance 52% ... performing and feeling well, but...

Inner wellbeing.

It’s all about feeling good.

What drives the digestive wellness trend?

Source: BENEO Market Intelligence 2019 |HFI, Global Trend Study, 2018 (European figures) | BENEO’s proprietory research UK, 2019

Science Consumerneed

Consumers’ feedback

77% of consumers are affected

by digestives issues or

concerned about digestive health

1 in 2 (46%)

Sate they are

very/extremely

interested in the

gut microbiome”

Media

3

Listen to the feedback

of a UK consumer on a

digestive health product:

Consumer motivations to pursue digestive wellness

Source: HFI, Global Trend Study, 2018 (European figures)

Consumers affected by

digestive problems

29%

Relief

discomfort

Immune function

56%

Short & long term

health

Physical health

63%

Weight management

55%

Mood

57%

Daily energy levels

57%

Feel good

Physical appearance

52%Digestive health plays an extremely/very important role in… Digestive health plays an extremely/very important role in…

4

Digestive wellness is a cross-category phenomenon

Source: BENEO Market Intelligence 2019 | Mintel GNPD 2019

Other categoriesSnacks 7% / Cereals6% / Bakery 6%...

Beverages28% of NPLs

Dairy24% of NPLs

Baby Food13% of NPLs

5

Prebiotic Chicory Root Fibres

The natural solution for Inner Wellbeing & Digestive Health

Each Consumer is Different.

How to communicate about Digestive Health?

7

48%

Who is interested in digestive health?

As much as 77% of the consumers

People affectedby digestive problems

People concernedby digestive health

29%

Health Focus International, Global Trends Study 2018 & BENEO’s Gut Health Segmentation

77% of consumers

are affected by digestive issues or

concerned by digestive health

People affected by digestive problems

Taking the active or passive approach

Affected, concerned and engaged to find a solution

Affected, but not concerned by digestive/health issues

21% 8%

Solution Engaged Sufferer Passive Sufferer


People affected

by digestive problems

29%

People concerned by digestive health

Aiming to be in control of their health

No digestive issues, but interest in impact of digestive health on well-being today

No digestive issues, but interest in impact of digestive health on well-being tomorrow

33% 15%

Gut Health Today Digestion for Tomorrow


People concerned

by digestive health

48%

23%

15%

33%

8%

21%

Not Engaged

Digestion for Tomorrow

Gut Health Today

Passive Sufferer

Solution Engaged

The biggest target group

Gut Health Today


How is their interest in digestive health?

Solution Engaged Sufferers: most motivated consumer segment

69%

70%

72%

84%

Passive Sufferer


Gut Health Today

Solution Engaged Sufferers


Interest in digestive healthHow important to you is your digestive health?

Top 2 Extremely/very

38%

56%

49%

64%

Passive Sufferer


Gut Health Today


Interest in microbiomeHow interested are you in the gut microbiome?

Top 2 Extremely/very

How is their interest in fibre and prebiotics?

Solution Engaged Sufferers: most motivated for prebiotics

31%

61%

58%

59%

Passive Sufferer


Gut Health Today



25%

47%

43%

56%

Passive Sufferer


Gut Health Today


Interest in prebioticsLooking for fibreWhen shopping for foods, how important is high fibre on labels?

Top 2 Extremely/veryHow interested are you in prebiotics?

Top 2 Extremely interested/interested

Case Study: Genius

Summary Solution Engaged Sufferers

* Significantly higher than any other segment


37% is

extremely/very

concerned

about gluten

24%* Is willing to pay up to

10% more for foods/beverages

that carry health claims that are

important to me

30%* has

increased its

fibre intake

• Although considering

themselves healthy, suffering

from digestive issues

• Proactive towards health

• High concern & interest in

digestive health. Good

understanding of the role of

digestive health for overall

health and wellbeing.

• High focus on prevention:

willing to experiment, focus on

clean label, higher interest in

health claims & ingredients,

such as “prebiotic”.

Case Study: Activia

Summary Gut Health Today

* Significantly higher than any other segment


• Considers themselves healthy & no

digestive issues

• Health is about balance and they are willing

to sacrifice taste & convenience for health.

• High interest in digestive health. Moderate

understanding of the role of digestive health,

which is mainly considered for its impact on

today’s life: mood, energy, weight.

• Good digestion is an important support for

performing and feeling well, but not the

primary driver.

• Ingredients can be support for a benefit, but

not the central story

RTD Coffee

Concept for

Affected, concerned and engaged to find a solution

21%

Solution Engaged Sufferer


People affected

by digestive problems

Mannheim, 19-11-26

Please insert title

You can also use a second line in green

RTD Coffee

Concept for

No digestive issues, but interest in impact of digestive health on well-being today

33%

Gut Health Today


People concerned

by digestive health

Please insert chapter heading

What does Cole think about this?

Unlocking the secret of good health and well-being

The colon – SUPER-relevance for our body!

Hormoneproducing

organ

Microbiota(population &

composition)

Nervous

system(our second

brain)

Immune

system!

Barrierbetween in-

and outside:

Mucosa

Regularity

Weight

management

Blood sugar

management

Improved

calcium

intake &

bone

density

Inner

protection

…

From the colon to other organs of the body

The outreach of the microbiota …

SCFA – short-chain fatty acids

The colon

influences the

entire body

and thus

overall health

and well-being

23

Thank You for Your Attention!

The information provided in this presentation is designed to provide helpful information on the subjects discussed. All product information contained in this presentation is publicly available and contains no confidential

information obtained from the companies mentioned. By showing products containing functional ingredients in this presentation, BENEO does not imply that the product contains BENEO’s functional ingredients. BENEO

disclaims all warranties, express or implied, including but not limited to any warranty that the use of the information in this presentation will not infringe any third parties IP or copy rights. When potentially developing a final

product, the national food legislation and product standards for each country must be taken into account.

Your BENEO team

it’s all about feeling good.feel good physical appearance 52% ... performing and feeling well, but...

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