1、The future of health and nutritionTETRA PAK INDEX 2023Consumer attitudes,trends and the potential for new foodTODAYS CONSUMER5THOUGHTS FROM OUR PRESIDENT AND CEO3Innovation explored and tested25The importance of new food21A new consumer segmentation1810COST OF LIVING AND GEOPOLITICAL UNCERTAINTYGett

2、ing by and trade-offs13CLIMATE CHANGE AND SUSTAINABILITYDiet can make a better world16TECHNOLOGY AND INNOVATIONDigital and analogue living6HEALTH AND WELLNESSThe rise and rise ofwellnessTOMORROWS OPPORTUNITIES2036TOP TEN TAKEAWAYSGLOBAL ATTITUDES AND TRENDS 5Thoughts from our President and CEOWelcom

3、e to the 15th edition of the Tetra Pak Index,which focuses on what consumers see as the future of health and nutrition.Having experienced an unprecedented global pandemic,todays consumers are more focused on health than ever,and are more demanding of their food and beverages.At the same time,the ind

4、ustry is investing heavily to meet their evolving needs and capture the opportunities they present,while also addressing the pressing sustainability challenges.As a result,we are now in an exciting phase,with a number of promising technologies generating new food innovations like never before.Adolfo

5、 Orive,President&CEO,Tetra PakModern consumers are quite well-aware of the changes going on around them.They see technology as key to a healthier,more sustainable and more equitable future.But there are concerns to be navigated,with some becoming wary of innovation,desiring products that are as natu

6、ral as possible.Interest in preventive health measures and holistic wellness continues to be strong,driving appetite for healthy products and those with specific benefits,notably immunity boosters.Mental health is a major focus:three-quarters of consumers now say that its as important as physical he

7、alth and more than four in five choose products to support it.In general,consumers are paying far more attention to what they eat and drink and are feeling better as a result.Sugar is the number one food concern,with consumers,regulators and industry all taking steps to reduce its consumption.Person

8、alisation is on the rise,as brands invest heavily in tailored solutions for narrower consumer groups,particularly around age and medical conditions.There are exciting possibilities for probiotics products-also known as functional foods that may help to reduce the risk of serious illnesses,such as ca

9、ncer and Alzheimer.Value and price are paramount,as consumers everywhere struggle with the cost-of-living crisis.Many worry that this will limit their access to healthy food,but they are determined not to give this up.There is continued high interest in organic and natural food,and almost half of co

10、nsumers3TETRA PAK INDEX 2023IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaysClimate change and other environmental issues continue to be pressing concerns and are increasingly interlinked with health.Two-thirds of consumers now say that environmental factors impact health,and even

11、 more believe that healthy products should not harm the environment.Adolfo Orive,President&CEO,Tetra Paknow strive to be flexitarian or to exclude meat altogether.While in some cases,higher price points have cooled the demand for plant-based protein alternatives,the longer-term forecasts for such pr

12、oducts remain strong.Climate change and other environmental issues continue to be pressing concerns and are increasingly interlinked with health.Two-thirds of consumers now say that environmental factors impact health,and even more believe that healthy products should not harm the environment.Packag

13、ing is part of the picture:sustainable products should go in sustainable packages such as those that use renewable and/or recycled materials with a low carbon impact,are recyclable and help reduce food waste.Many believe that the food and beverage choices they make can result in a positive differenc

14、e;more than half say that by changing their diet they can contribute to a better world.In many parts of the world,people still rely on products such as milk and juices for their daily nutrition,so it is critical to optimise their value chain with innovations in sourcing,packaging,processing and dist

15、ribution,which is where we have been playing an active role together with our customers and suppliers.In addition,considering that the world will need 60%more food by 2050,we need to complement these efforts through technologies that can help explore new sources of nutrition ranging from new plant-b

16、ased sources to alternative proteins produced with biomass and precision fermentation.Both these areas are critical to contribute towards food system1 sustainability.For decades,we have been working towards building resilient and sustainable food value chains that improve livelihoods,reduce environm

17、ental impact,and ultimately,help provide healthy diets to the global community.This years Index shows plenty of examples of our recent work,including how we reduce food waste and climate impact;converting low-value side streams from food production into new ingredients;alternative protein;fermentati

18、on-derived proteins;and collaborations with start-ups that are providing technological solutions to some of the issues affecting global food systems today.All this is part of our commitment to the future-and to our long-standing purpose:“We commit to making food safe and available,everywhere.And we

19、promise toprotect whats good:food,people and the planet.”1 The term food systems refers to all the elements and activities related to producing and consuming food,and their effects,including economic,health,and environmental outcomes(OECD,https:/www.oecd.org/food-systems,2023)4TETRA PAK INDEX 2023In

20、troductionTodays consumerTomorrows opportunitiesTop ten takeawaysTodays consumer GLOBAL ATTITUDES AND TRENDS A NEW CONSUMER SEGMENTATION18HEALTH AND WELLNESS The rise and rise of wellness610COST OF LIVING AND GEOPOLITICAL UNCERTAINTYGetting by and trade-offs13CLIMATE CHANGE AND SUSTAINABILITYDiet ca

21、n make a better world16TECHNOLOGY AND INNOVATIONDigital and analogue livingWe see four key macro forces shaping the food and beverage industry of today and tomorrow:health and wellness;the cost-of-living crisis and geopolitical tensions;climate change and sustainability;and technology and innovation

22、.In this section,we explore global consumer attitudes around these forces and their likely influence on nutrition going forward.Research methodologyThe findings in this years Index are based on a bespoke global consumer attitudes research study;expert interviews;additional Tetra Pak research studies

23、;and desk research.For more on research and methodology,see page 37.5TETRA PAK INDEX 2023IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaysKey survey findings at a glanceCOVID-19 put health and nutrition in the spotlight.People demand food that supports their mental health and boost

24、s their immune systemMicael Simonsson,Director,Processing Development,Tetra PakThe rise and rise of wellnessHEALTH AND WELLNESSTETRA PAK INDEX 202360%100%Introduction70%say health has become more important over thelast few years70%say that healthy food and drink makes them feel betterReducing sugar

25、is the#1 healthy option83%consume products that support their mental health74%say that mental health is as important as physical healthTodays consumerTomorrows opportunitiesTop ten takeawaysThe pandemic had a huge impact on the food and beverage industry on multiple levels.It disrupted supply chains

26、,reduced consumer purchasing power,and changed eating and shopping habits,to name just a few.The effect on consumer attitudes and behaviours is still marked and comes through strongly in our research.Health and wellness are more top of mind than ever.70%say health has become more important for them

27、and their family over the last few years rising to 86%in China and 88%in Kenya.Nearly three-quarters(74%)of consumers are either interested or very interested in purchasing products with specific health claims,with products that strengthen the immune system and reduce the risk of diseases topping th

28、e list at 43%.Such products are particularly in demand in Africa:they were voted#1 most desirable health product by 64%of respondents in Kenya,and 54%in South Africa.Globally,in terms of ingredients,natural and organic options are the go-to for immunity boosts.1 Physical and mental health go hand-in

29、-hand As we found in the last Index,the pandemic heightened awareness of mental health,as consumers struggled with issues such as anxiety and isolation.Today,this awareness is stronger still,as post-pandemic consumers face new stress factors,such as the rising cost of living and geopolitical instabi

30、lity.Three-quarters of consumers now agree thatmental health is as important as physical wellbeing the highest level for any statement in our general health questionnaire,and perhaps the most striking figure in our whole survey.The connection between physical and mental wellbeing comes through very

31、strongly in this years research.The joint#2 most desirable health-related products are those that are good for both physical and mental wellbeing,at 39%(tiedwith those 1 Trendipedia Consumer Trends 2023,Ipsos for Tetra Pak,January 2023.2 For example,scientists in South Korea found a link between anx

32、iety and eyesight problems,while a US study showed loneliness increased the risk of hospitalisation and death for heart failure patients.https:/ The McKinsey Health Institute(MHI)believes that over the next decade humanity could add as many as 45 billion extra years of higher-quality life roughly si

33、x years per person on average,and substantially more in some countries and populations by adopting a more holistic view of health,including mental,social and spiritual aspects,as well as physical.https:/ manage weight).Meanwhile,other research shows that physical and mental wellbeing go hand in hand

34、,with one impacting on the other in a variety ofways.2 of consumers now agree that mental health is as important as physical wellbeing 3/4Preventive health measures remain key,and food and beverage products have a huge role69%say they now try to be healthier to prevent future illness74%are intereste

35、d/very interested in purchasing products with specific health claims43%would opt for products that strengthen the immune system and reduce the risk of diseasesTETRA PAK INDEX 20237IntroductionTodays consumerTomorrows opportunitiesTop ten takeaways READ MOREFood and beverage boost mental wellbeingOur

36、 survey shows that food and beverage products are perceived as critical to helping improve mental wellbeing.83%of global respondents in our survey say they now consume products that support their mental health,and more than a quarter do this“often”.The main benefits they are looking for are to feel

37、more energised(50%),more relaxed(47%),and to destress and find comfort(39%).Moreover,69%of global consumers say that healthy food and drink should help them stay in control of their body and mind again,highlighting the link between the two.Healthy behaviour on the riseTwo-thirds(66%)of consumers say

38、 they now pay more attention to what they eat and drink compared with 62%who said they paid more attention to the quality of their food and beverage choices in 2021.More than half(55%)now say they have improved their eating habits in the past two to three years.Reducing sugar(44%),eating more fruit(

39、43%)and preparing homemade food(40%)are considered the most healthy options.Moreover,70%agree that healthy food and drink make them feel better.Consumers also say they are changing their behaviour in order to stay healthy,notably by drinking a lot of water/staying hydrated and through exercise.1 Als

40、o on the rise are consumption of nutritional supplements Empowerment through diet Food and beverage consumption choices are critical to create a much-needed feeling of empowerment and control in a turbulent world.Consumers are increasingly matching what they put into their bodies to their health and

41、 life goals,from recovering from illness,to sitting exams,to preparing for new life stages such as parenthood or ageing.TREND(cited by 56%)and using technical devices/apps to monitor health(55%).Other research shows that moderation is another key trend,fuelling demand for no-or low-alcohol beverages

42、,as well as low fat,sugar,calorie and salt options.2Generally,our findings reflect the global explosion in interest in wellness,a market that is now estimated by McKinsey to be worth more than$1.5 trillion and growing at a rate of around 5%to 10%per year.3 Other research is similarly bullish,forecas

43、ting a compound annual growth rate(CAGR)of 8.5%from 2022 to 2027,adding$452.93 m in value.Nearly a third(31%)of that will come from North America,which is showing the fastest growth in this sector.41 Both activities were cited by 57%of respondents,with around two-thirds(62%and 65%respectively)saying

44、 that they had increased this activity in the past two years.2 Trendipedia Consumer Trends 2023,Ipsos for Tetra Pak,January 2023.3 https:/ https:/ Yaupon is a species of holly that is native to southeastern North America.The plant was traditionally used by Native Americans to make an infusion contai

45、ning caffeine,with with emetic and purgative properties.Replenish and repairIn these challenging times,many consumers feel a need to pause,unwind and recover.Recharging through ingredients such as CBD(cannabidiol),herbals and adaptogens,or the practice of ancient wellness rituals,can provide relief

46、from feeling overwhelmed.Traditional medicine from China and Ayurvedic medicine from India are experiencing a resurgence in wellness practices.“Lost”ingredients,such as the Native American yaupon,5 have been rediscovered,while involution(neijuan)is the buzzword for Chinas Gen Z:increasingly frustrat

47、ed with the 9-9-6(9am to 9pm,6 days a week)work culture,they are turning to food and beverage products that lift their mood and calm stress.TRENDTETRA PAK INDEX 20238IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaysHealth is getting personalVIEWPOINT“A huge segmentation is going on

48、 in this space,”says Jim Dicks,Global Account Director,Tetra Pak.“Brands are actually now helping consumers understand their own health and wellness needs.For example,by expanding needs to meet emerging lifestyle segments.These refined segments include Adult Nutrition,Weight Loss(meal replacement),S

49、ports Nutrition,Hydration and Active Lifestyle.”“Were also working with a lot of start-ups active in the arenas adjacent to pharma food,”says Micael Simonsson.“We can see that it is possible to produce anti-cancer products and the industry is in the starting phase for anti-Alzheimers,too.They are wh

50、at we call probiotics or functional foods.They will not treat you,but they will inhibit the condition and help to improve your health and wellbeing from different angles.This is a very tricky area:you cant really make these claims on the package,because you need to prove efficiency with long term st

51、udies first.”The potential for personalised nutrition is atrend that comes through strongly in ourexpert interviews for this years Index.“Personalised nutrition is a trend that is relatively new but its going to be revolutionary,”says Tammy Meiron,Chief Technology Officer at Fresh Start.Increasingly

52、,brands are offering a wide range of personalised products for every consumer.“People are cautious about their body,and select food based on their needs and lifestyle,”says Micael Simonsson,Director,Processing Development,Tetra Pak.“Global brand owners are investing billions in research and innovati

53、on,as well as collaborating with universities and institutions,as part of a long-term strategy around different target groups and special needs,”says Niclas Torstensson,Global Account Processing Director,Tetra Pak.“They are creating tailored recipes for ever narrower consumer groups,based on factors

54、 such asage and medical conditions.”Responsibility for healthy food(andplanet)falls on brandsConsumers believe that healthy,sustainable food is key both to their own health and that of the planet and they expect the food and beverage industry to deliver it.More than half(51%)of consumers believe tha

55、t providing healthy food is the responsibility of manufacturers and brands the number one choice,ahead of farmers/producers and government.They also look to them for guidance in this area:72%see health and wellness as the number one issue that brands should speak out on,followed by nutrition(69%)and

56、 environmental issues(58%).1Food and beverage companies have long been working to overhaul their portfolios to offer healthier choices.But they are being pushed to do more,notably by regulatory trends and pressure from shareholders,including institutional investors managing trillions of dollars in a

57、ssets.“Sugar in particular is really being targeted by the industry at the moment,”says Mark Rumbell,Processing Director,Business Stream Beverage,Tetra Pak(see Sugar reduction,page 34).1 2022 Global Trend Study,Health Focus International51%believe that providing healthy food is the responsibility of

58、 manufacturers and brandsTETRA PAK INDEX 20239IntroductionTodays consumerTomorrows opportunitiesTop ten takeaways0%100%Key survey findings at a glanceGetting by and trade-offsCOST OF LIVING AND GEOPOLITICAL UNCERTAINTY46%say reducing eating out is their preferred money-saving option63%say they are p

59、lanning meals more carefully to limit food waste65%say instability has brought serious disruption to the food system60%say rising prices will limit access to healthy foodTETRA PAK INDEX 202310IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaysThe longer-term forecasts for plant-based

60、 beverages market remainstrong.Hemang Dholakia,Centre of Excellence Manager,Plant-based,Tetra Pak 1 Food Forecast:Trends,Tensions and Macro Forces in Food&Beverages,Ipsos.Based on 24,332 adults in 25 markets,interviewed August-September 202117%Despite struggling financially,only would sacrifice food

61、and drink with healthbenefitsEconomic activity across much of the globe is experiencing a slowdown.With high inflation impacting the price of many staple goods,European and North American consumers are being put to the test by the cost-of-living crisis.Elsewhere,in APAC countries,the lingering effec

62、ts of COVID-19 still weigh heavily on the recovery outlook.And general geopolitical uncertainty is impacting consumer and business confidence worldwide.Our survey reflects this global mood.Consumers are increasingly concerned about being able to afford or access the food and drink that they want or

63、need,as rising costs significantly impact consumption and attitudes.High prices of quality food and healthy options top the list of concerns around food and beverage products(on 42%and 40%respectively).Nearly half of consumers struggling financiallyNearly half(49%)of global respondents say they are

64、only just about getting by,or worse,from a financial perspective.Nevertheless,consumers seem determined to avoid cutting back on food and drink with health benefits(just 17%say they would choose to do this),or that is organic(17%)or environmentally sound(17%).All of these rate bottom of the list of

65、preferred money-saving options,while reduce eating out and snacking rate top.Interestingly,70%say they would sacrifice convenience if it means getting healthier products,rising to 85%in India and 82%in China a marked shift in long-prevailing attitudes.1Consumers face affordability versus health trad

66、e-offsDespite their reluctance to cut back on healthy food,60%say that increasing prices will have a negative impact on their access to such products again,underscoring the perception that healthy options are seen as premium products.Even more(63%)say they are already planning meals more carefully i

67、n order to limit food waste in the household,while nearly half(47%)say they are concerned that they cannot afford all the food types that they want to buy.There are also signs that principles of healthiness that have been widely accepted by consumers for many years are being outweighed by affordabil

68、ity.Concerns about excess sugar and obesity are now exceeded by worries about high prices particularly for both quality food and healthy food.TETRA PAK INDEX 202311IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaysFlexitarians,pescatarians,vegetarians or vegans choose their diet bec

69、ause they believe it to be:There is continued high interest in organic and“natural”food,while almost half of consumers strive to be“flexitarian”,or to exclude meat altogether.Those that are flexitarian,pescatarian,vegetarian or vegan choose their diet because they believe it tobe healthy first and f

70、oremost(56%),far aheadof being better for the environment(34%)or animal welfare(28%).But in some markets,demand for plant-based protein alternatives has cooled,particularly due to their higher prices points.“The longer-term forecasts for the plant-based beverages market remain strong,”says Hemang Dh

71、olakia,Centre of Excellence Manager,Plant-based,Tetra Pak.“But were seeing consumers moving back to dairy from plant-based,when a litre of oat milk,for example,might cost three to four times as much.Were also seeing plant-based customers really pushing to lower the cost of production.Thats key for m

72、ore mature categories like dairy,but now its happening in this relatively new category,too.”Instability and food security concernsPolitical instability and conflict are also major concerns for consumers,with 65%of global respondents believing that they have brought serious disruption to the food sys

73、tem.Food security is a significant issue,with two in five(42%)saying they are concerned that they wont be able to access the food types they want to buy.These concerns reflect expert predictions:the World Economic Forum warns of a persistent food crisis in the next two years,saying that system failu

74、res are unavoidable,and that society can expect further food price spikes this year as the cost-of-living crisis continues.1 Life hacks Global economic disruption is driving consumers to be more thoughtful in their behaviours and consumption habits.A culture of“food hacks”has emerged on social media

75、,pushing people into creative ways of reducing waste,such as using parts of fruit and vegetables that would formerly have been discarded.TikTok influencers are sharing cooking hacks to reduce energy usage,and freezer hacks to prolong the shelf life of fresh food,while sales of energy efficient appli

76、ances,like air fryers,have tripled.TREND1 https:/www3.weforum.org/docs/WEF_Global_Risks_Report_2023.pdfHealthy first and foremost Better for the environmentBetter for animal welfare56%34%28%42%are concerned that they wont be able to access the food types they want to buyTETRA PAK INDEX 202312Introdu

77、ctionTodays consumerTomorrows opportunitiesTop ten takeawaysDiet can make a better world0%100%Key survey findings at a glance38%say that food waste is a major concern50%say that if a food or drink is not healthy for the individual,it is not sustainable for the planet65%believe that sustainable eatin

78、g is more expensive 70%say that healthy products shouldnt harm the environment66%believe that environmental factors have an impact on healthCLIMATE CHANGE AND SUSTAINABILITY54%believe that by changing their diet,they can contribute to a better worldTETRA PAK INDEX 202313IntroductionTodays consumerTo

79、morrows opportunitiesTop ten takeawaysSustainability actually involves ecological health,social equity and justice youre healthier if you have achieved this.Philip Loring,Director of Human Dimensions Science,The Nature ConservancyClimatarianismDespite the cost-of-living crisis,sustainability remains

80、 top of mind for consumers with a“climatarian”mindset.They are keen to make the meaningful trade-offs that they believe will have a positive environmental impact and food and beverage innovations,both synthetic and natural,arekey.Attractive options include natural,plant-based foods and alternative p

81、roteins(see page 25).In addition to the environment,climatarians may be motived by animal welfare(a smaller,but fast-growing cohort)or health(larger,but static growth).Expect climatarianism to grow as the effects ofclimate change continue to spread.TRENDAs countries increasingly experience the impac

82、t of climate change first-hand,health and the environment are increasingly entwined in consumer minds as the last several issues of Tetra Pak Index have shown.In this years survey,two-thirds(67%)of global respondents believe that environmental issues(such as pollution,depletion of natural resources

83、and global warming)have an impact on their health.The figure is significantly higher in Kenya and China,on 86%and 85%respectively.Health and the environment are also bound together by the rising interest in holistic and mindful health,which emphasises the relationship between mindfulness,nature and

84、wellbeing,both physical and mental arelationship borne out by clinical studies.1People,planet and products intertwinedThis intertwining of people and planet extends to products,with consumers believing that what is good for one must be good for the other suggesting that companies should view planeta

85、ry health as an opportunity to provide the co-benefit of both health and sustainability.70%of global respondents say that healthy products shouldnt harm the environment,while half say that if a food or drink is not healthy for the individual,it is not sustainable for theplanet.Packaging is part of t

86、he picture:the number one attribute for a package for a healthy product is recyclability.And while 65%of consumers believe sustainable eating is more expensive,nearly half(47%)would consider changing what they order from amenu if they knew it to be more sustainable.21 Sonja Sudimac et al.,“How natur

87、e nurtures:Amygdala activity decreases as the result of a one-hour walk in nature,”Molecular Psychiatry,2022.Cited in https:/ Amplify,Trendwatching,Deliverect,2022say that healthy products shouldnt harm the environment70%TETRA PAK INDEX 202314IntroductionTodays consumerTomorrows opportunitiesTop ten

88、 takeawaysGreen clarityTRENDDiet can make a positive differenceMore generally,there is a strong belief among consumers that their food and beverage purchasing and consumption decisions can make a positive difference,with 54%believing that by changing their diet,they can contribute to a better world.

89、Meanwhile,food waste continues to be a major concern for consumers,cited by 38%,exceeded only by high prices possibly because it is an issue for both environmental and economic reasons.This is leading to opportunities for upcycled food products(see page 35).Consumers are looking to brands to provide

90、 transparency across the whole supply and value chain:they want to know the carbon footprint of the products they choose.Innovations in food production such as vertical or rooftop farming,and processes that promote the reuse of ingredients,reduce waste and use less resources,such as water may help b

91、rands boost their appeal.Transparent and effective communication of eco-credentials,including meaningful labelling,will be key too,overcoming potential consumer scepticism and accusations of green-washing.On 22 March,2023,the European Commission issued a proposal for a Green Claims Directive designe

92、d to protect consumers from greenwashing by making environmental product claims and labels reliable and verifiable across the EU.The proposal follows a Commission study from 2020 which highlighted that more than half(53%)of examined environmental claims in the EU were found to be vague,misleading or

93、 unfounded and 40%were unsubstantiated.Under the new proposal,explicit environmental claims must:be based on robust scientific evidence;demonstrate a life-cycle perspective;illustrate whether the claim is accurate for the whole product or only for parts of it;and provide transparent information on c

94、arbon offsetting.In September 2023,Parliament and Council havereached a provisional agreement on the new rules,then,when the directive comes into force,member states will have 24 months to incorporate the new rules into their law.Meanwhile,some companies are already taking their own steps toensure r

95、esponsible marketing and communications.For example,Tetra Pak is regularly updating its procedure for making environmental claims,aligning it with leading standards in the international arena.Driven by general principles(clarity,relevance,accuracy and substantiation),environmental claims must be fac

96、t-based and follow authorities guidelines,as well as international best practices and local codes of conduct.TETRA PAK INDEX 202315IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaysDigital and analogue tensionsTECHNOLOGY AND INNOVATIONKey survey findings at a glanceTETRA PAK INDEX 2

97、023160%100%Introduction65%believe that technology applied tohealth will become increasingly important48%believe that technology will help guarantee access to healthy food and drink for everyone62%say that they look for products that are as natural aspossible62%believe that technology will play a rol

98、e in ensuring amore sustainable future46%are worried that innovation infood is not good forthemTodays consumerTomorrows opportunitiesTop ten takeawaysThe one-size-fits-all approach of the traditional food system is going to change and this change will be data-driven.Based on data,you see things that

99、 you absolutely cannot feel in your body and you can use this to make better-informed food decisions.Were all different machines and we need to treat ourselves as such.Johan Jrgensen,Founder,Sweden Foodtech Consumers believe that technology has a major role to play in both health and sustainability

100、going forward.65%of global consumers agree that technology applied to health will become increasingly important,and 62%believe that it will play a role in ensuring a more sustainable future.Nearly half(48%)think that technology will help guarantee access to healthy food and drink for everyone.Younge

101、r men are more positive about technology,as are those with higher income and education.Consumers are already using technology to improve their health and nutrition choices,such as through nutrition and diet apps that help users record and analyse their eating patterns.According to recent figures,glo

102、bal revenue in this segment is projected to rise to US$8.29 billion by 2028,up from US$4.79 billion in 2023 a CAGR of 11.59%.1 The leading region for revenue generation is India,forecast to be$1.28 billion in 2023.Going forward,data will play an even more crucial role.Data-driven personalised nutrit

103、ion will give consumers exactly what they need,when they need it,to achieve their life goals and get the most out of the food they have.“The one-size-fits-all approach of the traditional food system is going to change and this change will be data-driven,”says Johan Jrgensen,founder of Sweden Foodtec

104、h.“Based on data,you see things that you absolutely cannot feel in your body and you can use this to make better-informed food decisions.Were all different machines and we need to treat ourselves as such.”Caution around“too much”innovationHowever,there is some scepticism around new approaches,too.Ne

105、arly half(46%)of consumers say they are seeing too much innovation in food and they are worried it is not good for them.Natural is still the ideal for many.69%think that fresh,unprocessed food is the best way to get safe and healthy nutrition,while 62%say that they look for products that are as natu

106、ral as possible.This contrast between embracing technology and preferring a more natural,“analogue”approach is apparent in the trend for authentic connections(see boxout).This is going to be increasingly important going forward,argues Philip Loring,Director of Human Dimensions Science,The Nature Con

107、servancy.“Whenit comes to future innovations,we need to ask:is this a solution that is further distancing us from our environments orreconnecting us?Ithink the solutions that aregoing to stick are the ones that remove some ofthe steps,strengthening theconnection with the ecosystems wereeating from.”

108、1 https:/ Authentic connectionsTechnology has the potential to transform the way people connect,removing all kinds of barriers.But post-COVID Zoom fatigue,and the relentless use of filters,is resulting ina craving for authenticity for people to beable to present their true selves.Consumers are incre

109、asingly looking for genuine connections,particularly with their communities.They value transparency,provenance and the story behind their food.They seek ingredients that evoke feelings of nostalgia for a past they might remember as being more straightforward.They also seek genuine recipes for global

110、 cuisines using authentic ingredients.At the same time,theywant to see their local communities strengthened and made more resilient,which is driving a parallel trend for buying local and choosing domestic brands,along with taking pride in heritage and local cuisine.TREND62%say that they look for pro

111、ducts that are as natural as possible TETRA PAK INDEX 202317IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaysI think the future innovations that are going to stick are theones that strengthen the connection with theecosystems were eating from.Philip Loring,Director of Human Dimensi

112、ons Science,The Nature ConservancyA new consumer segmentationWhile we have identified a number of global trends from this years research,there is clearly no such thing as a“typical”consumer or a “one-size-fits-all”product approach.To get a better understanding of howdifferent consumers think about h

113、ealth and nutrition,both today and in the future,we have used our survey data to build a consumer segmentation.Basedsolely on health and nutrition factors,we have identified six types of consumer,each with their own attitudes and product needs.12%13%17%23%16%19%Holistic health seekersResponsible tra

114、ditionalistsNutrition minimalistsPlanet loversWeight watchersHealth laggardsTETRA PAK INDEX 202318IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaysTETRA PAK INDEX 202319IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaysPlanet lovers Concerned about climate change a

115、nd taking action to address this issue,they strongly believe that environmental issues impact on health.Flexitarian/vegetarian/vegans over-represented.Particularly strong in India and Germany.More than half(57%)are living comfortably or doing all right.13%Responsible traditionalists Very concerned a

116、bout food waste and over-packaging,they avoid sugar and additives,and make home-cooked food.Older segment:nearly half(47%)are between 45 and 65.Over-represented in Western countries.17%Weight watchers With weight control playing as the main motivation/health focus,they are very cautious about sugar,

117、fat and obesity.Over-represented in US,UK and Brazil and slightly among women(54%).Strong concern about high price of quality food,with more than half(53%)only just about getting by or finding it quite or very difficult.23%Nutrition minimalists Concerned about security of food supply.Healthy food is

118、 natural food,e.g.fruit and vegetables.Over-represented in Africa.Financial situation under pressure and concerned about cost of both healthy and quality options.16%Health laggards The least engaged segment when it comes to health.Take care of the basics,but little interest or activity beyond that.O

119、ver-represented in South Korea,Germany and India.19%Holistic health seekers Most engaged segment across health and environment.Interested in health benefits in foods/drinks,superfoods and mental health products.Younger segment(around 70%under 44).Big in China.Strong financial situation.12%Tomorrows

120、opportunities In this section,we explore the innovation ecosystems developing new foods,and analyse three key areas:alternative proteins;sugar reduction;and food made with low-value side streams,that otherwise would have been wasted.In each case,we tested innovation concepts with a panel of consumer

121、s across ten countries,while also drawing on insights from our expert interviews and additional TetraPak research.The importance of new food2125Innovation explored and tested20TETRA PAK INDEX 2023IntroductionTodays consumerTomorrows opportunitiesTop ten takeaways1 https:/research.wri.org/wrr-food2 h

122、ttps:/ Untapped Climate Opportunity in Alternative Proteinsby Benjamin Morach,Malte Clausen,Jrgen Rogg,Michael Brigl,Ulrik Schulze,Nico Dehnert,Markus Hepp,Veronique Yang,Torsten Kurth,Elfrun von Koeller,JensBurchardt,Bjrn Witte,Przemek Obloj,Sedef Koktenturk,Friederike Grosse-Holz,and Olivia Stolt-

123、Nielsen Meinl3 https:/gfi.org/investment/Category3Invested capital2022Total invested capital2013202210-year avg growth20132022Total alternative protein$2.9b$14.2bCultivated$896m$2.8bFermentation$842m$3.7bPlant-based$1.2b$7.7b107%196%190%99%The importance of new foodNew food is becoming one of the mo

124、st dynamic investment sectors in the world today.As discussed,the sector is being shaped by the four macro drivers explored in the previous chapter.But by far the most pressing of these is climate change,which goes hand in hand with food security.The world has long been tasked with the need to feed

125、a growing population that is forecast to reach nearly 10 billion by 2050.To do that,we need to fill a gap of 7,400 trillion calories,or 56%more crop calories than were produced in 2010,according to the World Resources Institute.1 At the same time,food systems account for one-third of greenhouse gas

126、emissions,and one-third of food is lost or wasted instead of consumed.Todays food systems are wasteful and unsustainable,and therefore optimising our current food sourcing,production,and processing is a key imperative.Considerable effort is going into developing more efficient processes for dairy pr

127、oduction,agricultural yield,and improvements in food transportation and food waste reduction.However,we cannot significantly increase our share of arable farmland.Therefore,supplementing these innovations with new food sources that are less dependent on agriculture offers an exciting additional aven

128、ue for feeding everyone efficiently.These new food sources may be impressive,but they also come with several challenges in terms of technology,scalability,widespread accessibility,and consumer acceptance.The opportunity is phenomenal,but not without significant effort.Consequently,the lions share of

129、 new food investment is going into the development of alternative proteins and meat analogues that can be produced more efficiently thanconventional methods,thereby significantlyreducing emissions.Indeed,investing in the alternative protein segment has the highest CO2 equivalent(CO2e)savings per dol

130、lar of invested capital of any sector,according to BCG.2For a long time,the alternative protein space was dominated by plant-based solutions.However,there is an increasing focus on fermentation-derived and cultivated products.In this section,we investigate the latest developments in these areas,and

131、test the coreconcepts with consumers,to help us understand which are likely to be the most accepted solutions going forward.Wealso explore and test the latest sugar reduction concepts an area that remains the most in demand by consumers,according to this years survey.Innovation in food ingredients a

132、nd processing is a fast-moving space,but our research shows that consumers are increasingly aware of(and communicating about)the latest developments,particularly those with health and sustainability benefits.If we remain on track for an 11%share for alternative proteins by 2035,we will see areductio

133、n of 0.85 gigatons of CO2e worldwide by 2030 equal to decarbonising 95%of the aviation industry.Benjamin Morach et al,Boston Consulting GroupTETRA PAK INDEX 202321IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaysInnovationVIEWPOINTTammy Meiron is Chief Technology Officer at FreshSt

134、art,a leading food technology incubator thatspart of the emerging agri-food cluster in northern Israel.The company works with a portfolio of start-ups to provide technological solutions to some ofthe challenges facing the global food systems.Itis collaborating with Tetra Pak,providing opportunities

135、for direct engagement with its portfolio of start-ups.Here she gives her view on new food technology development today.“We want to eat healthy food.We need to be able to feed a growing population.And were facing a climate crisis.Were the first generation to know about this and the last that can do a

136、nything about it.So industry is now facing an accelerated demand to find new resources and new technologies.Its a race.“People want more transparent labelling.They dont want to find words that they dont understand.They want less processed foods with a minimal ingredients list.Plant-based alternative

137、s often have very long ingredients lists,because they have to be tasty as well as nutritious and healthy.They are trying to create an experience thats close to the original,which means using stabilisers,thickening agents and so on.Some of these products arent that healthy right now but they will be

138、in the future.“We are in the transformation phase.Most products that I see on the market today dont have the nutritional value of the original product.But the next generation of ingredients produced by precision fermentation,molecular farming,algae,mushrooms and so on will bring us to the stage wher

139、e these alternatives are tasty,nutritious and healthy,too.“The early adopters of these new food products will be the younger generation.They are more open-minded to new and unexpected ideas.They also excite them,not least due to alignment with ethical andenvironmental issues,such as animalwelfare.”T

140、his diagram shows how innovation ecosytems interconnect,with investment and collaboration across multiple players.GovernmentsFood Hubs/EcosystemsUniversitiesFood congresses&eventsStart-upsBig playersBanks&public fundingPrivate investorsVenture capital firmsMakersInvestorsExplorersDid you know?Tel-Av

141、iv-Jerusalem is now in the global top five agtech and new food ecosystems,along withSilicon Valley,New York City,London,and Denver-Boulder.TETRA PAK INDEX 202322IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaysNew food concepts testedTo better understand consumer acceptance,we ran

142、a number of new food concepts past apanel of consumers across ten countries.Weanalyse the findings in greater detail on the following pages,but here are the results for the key concepts related to the food innovation areas explored in this Index,ranked in order of consumer consideration.The below fi

143、gures show the percentage of allconsumers surveyed who would consider trying these products in the future,ranked inorder of popularity.In general,the strongest attributes in most of the innovation categories are around their health and sustainability benefits.61%De-sugared juice59%Plant-based next-g

144、eneration ingredients54%Alternative proteins:microbial protein54%Food made with low-value side streams46%Alternative proteins:lab-grown food and drink41%Alternative proteins:insect protein0%100%The regulatory agendaVIEWPOINTMany governments are now looking at updating their national dietary guidelin

145、es to include sustainability,as Katie Carson,Corporate Affairs Director,Food&Climate Policy,TetraPak,explains.“Its no longer just about healthy diets,”she says.“Its about healthy,sustainable diets.”But this is not a straightforward task.“Today,there is no set criteria to determine what is a sustaina

146、ble food product and given that food and diets are very local,this is highly complex.”There are certain policies that governments can adopt to encourage healthy diets,including nutrition labelling,rules on marketing communications,as well as initiatives to incentivise the reformulation of food produ

147、cts,for instance.Front-of-pack nutrition labelling to help consumers make healthier choices has been high on the policy agenda for some time with,arguably,Latin America setting the pace.“Latin America is very advanced when it comes to nutrition labelling,with many countries putting warning labels on

148、 the front of food and beverage products that are high in fat,sugar and salt.”And initiatives to integrate sustainability more broadly into food policies are gaining traction,notably the EUs ambitious Farm to Fork Strategy,which aims to accelerate the transition to a more sustainable and resilient f

149、ood system through regulations and initiatives across the food supply chain.23TETRA PAK INDEX 2023IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaysConsumers across the world are interested in different new food conceptsDe-sugared juice24TETRA PAK INDEX 2023IntroductionTodays consum

150、erTomorrows opportunitiesTop ten takeawaysFood made with low-value side streamsDe-sugared juiceDe-sugared juiceDe-sugared juiceDe-sugared juicePlant-based next-gen ingredientsPlant-based next-gen ingredientsAlternative protein:microbialInnovation explored and testedThere are many different potential

151、 sources for alternative proteins,but innovation in this area can generally be organised into four main categories:Plant-based Fermentation-based Cultivated meat Insect proteins Plant-based next-generation ingredientsPlant-based proteins are the most well-established of the alternative protein categ

152、ories.Ingredients such as soy and oat have become commonplace on supermarket shelves across the world.However,as processing technologies and ingredient access evolves,a new generation of plant-based proteins is beginning to develop.Investment in plant-based innovation may have started to slow,but th

153、e global market for plant-based ingredients continues to grow at pace,particularly plant-based proteins.These are forecast to post 7.3%CAGR over the next five years,growing from$12.2 billion in 2022 to$17.4 billion in 2027.1 There are challenges,however,at least in the short term.As we have already

154、seen,relatively high prices during the cost-of-living 1 MarketsandMarkets:Plant-based protein market size,share 2022-2027(2022)2“Climate-hero ingredients like fava beans,teff,lupin beans,algae,fonio,moringa and bambara nuts will make their way into more packaged goods around the world,as issues asso

155、ciated with monoculture crops and biodiversity loss become more widely known.These underutilised ingredients are either drought-resistant or can grow abundantly,restoring environments and boosting biodiversity.They are also all nutritious often more so than their conventional counterparts.”https:/ a

156、re problematic for many consumers.Moreover,consumers are increasingly scrutinising the health,nutritional and environmental credentials of some plant-based products.This is driving manufacturers to develop next-generation ingredients that deliver on all counts,notably sustainability.For example,“Cli

157、mate-hero ingredients”were picked by forecasting agency WGSN as one of their“top food and drink trends for 2023 and beyond”.2Todays food systems are mostly reliant on animal-based protein sources.Theterm“alternative proteins”means alternatives to these sources.Finding alternative sources to proteins

158、 that fulfil key nutritional and functional roles in food and beverage production isa major area of research and development within the food and beverage industry.TETRA PAK INDEX 202325IntroductionTodays consumerTomorrows opportunitiesTop ten takeaways1 Plant Based Ingredients Market Assessment(Octo

159、ber 2022),a Future Bridge report for Tetra Pak.2 Concept presented to respondents:“Plant-based beverages can be made with different ingredients from those commonly seen today,so not only soy,almond,rice,but for example potatoes,peas,hemp,sorghum,pumpkin,etc.This creates the possibility to use more l

160、ocal ingredients,while exploring new taste and nutritional profiles.”In the graph,we indicated the countries that are over-indexing via the respective flags.Plant-based next-generation ingredients2CONSUMER CONCEPT TEST12%NOT BELIEVABLE BELIEVABLE 43%15%I FEEL SCARED TO TRY I FEEL CURIOUS TO TRY 45%1

161、1%NOT NUTRITIOUS NUTRITIOUS 45%15%DISGUSTING DELICIOUS 33%HEALTHY 48%12%UNHEALTHY14%ARTIFICIAL NATURAL 46%11%BAD FOR THE PLANET GOOD FOR THE PLANET 48%11%BAD FOR ANIMAL WELFARE GOOD FOR ANIMAL WELFARE 45%14%I DO NOT TRUST IT I TRUST IT 38%20%EXPENSIVE AFFORDABLE 29%19%USED BY FEW PEOPLE USED BY MANY

162、 PEOPLE 29%TRIEDHEARD ABOUT IT65%10%58%59%RELEVANCECONSIDERTo better understand the main applications and opportunities in this category,we undertook a thorough Plant-Based Ingredients Market Assessment,including web listening to assess consumer viewpoints.1 We found that high-protein ingredients,no

163、tably soya,currently dominate,although due to factors such as environmental impact and allergy issues,usage is decreasing.Likely replacements include pea,chickpea and oat,while canola,fava beans,mung beans and other proteins from cereals,traditional grains,seeds and potatoes are emerging in high-pro

164、tein applications.Extraction of bioactives from herbs,spices and traditional medicinal plants is also on the rise.Talking popularity,and calculated according to a cumulative score of six parameters(acceptance,flavour and texture,nutritional aspect,price,scalability and total social media hits)potato

165、,buckwheat grain and hemp are cited amongst the most interesting plant-based ingredients by consumers,in this order.Consumers are very active on social media around this topic,with high levels of engagement on emerging ingredients such as mushrooms,hemp,algae and lupin.There is high acceptance for b

166、everages withwell-known ingredients such as potato,buckwheat,lentils and grains,while sorghum and chestnut applications are appreciated for their texture and flavour.Traditional grains such as buckwheat,millet and spelt also have a positive image and their use in functional and health drinks is grow

167、ing accordingly.Seeds such as pumpkin and hemp are also increasingly being explored in the beverage segment and are expected to grow in the next five years.Consumers see plant-based products as healthy and good for the planet,as well as being natural,nutritious and good for animal welfare.They rate

168、particularly highly for awareness and interest in China and India,again possibly because these are countries with a strong plant-based tradition.Plant-based next-generation ingredients is in the top three of preferred concepts for all types in our consumer segmentation,and is the#1 choice for Planet

169、 lovers,Weight watchers(ahead of de-sugared juice,perhaps surprisingly)and Nutrition minimalists.In addition to our concept test,our global listeningstudy highlighted the new plant-based ingredientsthat consumers consider the most interesting.TETRA PAK INDEX 202326IntroductionTodays consumerTomorrow

170、s opportunitiesTop ten takeawaysAlternative proteins:Fermentation-derivedMicrobial fermentation processes have been used in food production for thousands of years.It is a key process in products ranging from bread and beer to cheese and yoghurt,and much more.More recently,a new category of processes

171、 based on fermentation have begun being used in food production.In particular,there are two main types of process that have become the focus of recent investments and developments:Biomass fermentation,in which microorganisms are“grown”and“harvested”to be used as ingredients in food production.Precis

172、ion fermentation,in which microorganisms are utilised as a“factory”to produce proteins,fats,vitamins or other compounds that can serve as functional ingredients in food production.Fermentation is generating considerable interest as a consumer-friendly,energy-and water-efficient alternative to animal

173、-based food production.Investment has increased exponentially,with much of the growth taking place in the last few years,closing the gap with plant-based innovation in the process.Inthe ten years up to 2022,total capital investments reached nearly$3.7 billion.Almost 70%of this($2.54 billion)came in

174、2021 and 2022 alone.For contrast,we can compare this to the start of the period,where total global investments added up to just$6million.1Much of the recent growth in innovation investment has been spurred on by interest from venture capital,complemented by similar growth in public funding.The US ha

175、s recently provided support at the federal level in the form of research financing,and individual states have also supported the industry via tax credits and similar incentives.There has been public investment in Europe and Asia as well.The commercialisation of new fermentation-derived food has made

176、 huge leaps in just a few short years but challenges still lie ahead.Further development in scalability is still needed to achieve parity with conventional proteins in terms of taste(flavour and smell),texture(look and mouthfeel),nutritional characteristics and cost.Once parity is achieved,experts a

177、nticipate that we will be able to prepare up to 90%of the worlds most popular foods,with no sacrifices in terms of cost or overall eating experience.2$3.7billion1 https:/gfi.org/investment/2 Food for Thought:The Protein Transformation,Boston Consulting Group,blue horizon,2021 https:/ https:/gfi.org/

178、investment/A good food system is good for you.Its good for the planet.And it absolutely tastes good as well.Any type of change that we try to implement must be fuelled by taste.Johan Jrgensen,Founder,Sweden FoodtechTETRA PAK INDEX 202327IntroductionTodays consumerTomorrows opportunitiesIn the ten ye

179、ars up to 2022,total capital investment in fermentation reached nearly$3.7 billion,with almost 70%3 of this coming in 2021 and 2022 alone.Top ten takeawaysBiomass fermentationAlso known as single-cell production,this fermentation technique focuses on the rapid reproduction of microorganisms to produ

180、ce the food product.Essentially,the microorganism is the ingredient.As these ingredients are never derived from animals,they are considered vegan.Biomass fermentation is the dominant technology in the fermentation space today.This process is increasingly used in the development of alternative foods

181、and ingredients that can replicate characteristics of conventional,animal-based food products.A common example is the fermentation of protein-rich microfungi,which are frequently found in vegetarian and vegan meat substitutes as they can provide a texture and mouthfeel similar to traditional meat an

182、d fish products.In many cases,the microbial biomass can double its size in a matter of hours,enabling highly efficient food production in a short span of time.According to some analyses,the efficiency of inputs to outputs can be as high as 40%.By contrast,when raising cattle for beef,only 4%of the n

183、ourishment given to the cow remains in the final meat product.Moreover,biomass fermentation requires no arable land and is not dependent on seasons,allowing continuous production in any part of the world at any time of the year.The feedstocks usedto nourish the microorganisms can often be sourced fr

184、om existing waste,and new uses can be found for the broth after fermentation.Biomass fermentation can also be used to produce“hybrid”new food products,in which fermentation-derived ingredients are combined with plant-based,cultivated meat or animal-based ingredients.The desired result is typically t

185、o better reproduce the flavour,textural or nutritional profiles of particular animal-based food products by combining different ingredient sources that mimic specific characteristics.The production method is also very efficient,producing consumer products for a much lower caloric input than animal p

186、roteins.Precision fermentationWhile biomass fermentation is essentially about farming microbes,precision fermentation is about utilising microorganisms as miniature“cell factories”that produce target nutrients or ingredients.Its these nutrients that are then harvested,rather than the microbes themse

187、lves.Precision fermentation products are typically used as ingredients in hybrid new food products.The target ingredients in question can be proteins,fats or sugars found in traditional,animal-based ingredients,which impart certain taste,textural or nutritional characteristics.Precision fermentation

188、 makes it possible to produce vital ingredients without any need for live animals.With precision fermentation,its also possible to isolate the dairy proteins that give cheeses their unique properties.Thesefermentation-derived proteins can then be mixed with plant-based and otheringredients to produc

189、e animal-free products that offer consumers the right tastes,textures and dietary characteristics.Cheese is just one example,but the same principle can be applied to a huge number of desirable proteins.TETRA PAK INDEX 202328IntroductionTodays consumerTomorrows opportunitiesTop ten takeaways1 Concept

190、 presented to respondents:“Proteins can come from alternative sources,for example microbes,mushrooms or algae.Given the easy availability of microbial proteins and the possibility to utilise bulk production,food can be guaranteed for everyone in a more sustainable way,while ensuring good quality and

191、 high protein content.”In the graph,we indicated the countries that are over-indexing via the respective flags.Consumers see microbial protein as good for both animal welfare and the planet to an almost equal degree(47%and 46%respectively).It is also seen as healthy and nutritious and,interestingly,

192、natural.Awareness is relatively low,but it rates well for relevance,and over half of consumers Alternative proteins:Microbial protein1CONSUMER CONCEPT TESTsay they would consider trying it in future rising to 73%in China placing it in the top half of concepts tested.In terms of our segmentation,micr

193、obial protein appeals toHolistic health seekers,Planet lovers andHealth laggards it is the#3 choice for all three.HEALTHY 43%12%UNHEALTHY12%NOT NUTRITIOUS17%DISGUSTING11%BAD FOR ANIMAL WELFARE11%BAD FOR THE PLANET23%USED BY FEW PEOPLE22%EXPENSIVE17%I FEEL SCARED TO TRY16%ARTIFICIAL13%NOT BELIEVABLE1

194、6%I DO NOT TRUST IT NUTRITIOUS 41%DELICIOUS 29%GOOD FOR ANIMAL WELFARE 47%GOOD FOR THE PLANET 46%USED BY MANY PEOPLE 26%AFFORDABLE 28%I FEEL CURIOUS TO TRY 38%NATURAL 41%BELIEVABLE 39%I TRUST IT 36%TRIEDHEARD ABOUT IT58%8%56%54%RELEVANCECONSIDERPrecision fermentation is already a commonplace process

195、 within the pharmaceuticals industry,and it has heritage applications in food too for example,it is a common method for harvesting rennet,a key ingredient in cheese production.It is only recently that this process has been adapted for the purpose of producing a wide range of food ingredients.This ne

196、w set of applications requires more industrial scale production and faces similar scalability challenges to other fermentation-derived protein technologies.Precision fermentation is capable of producing many different ingredients,without the involvement of animals.Hence,precision fermentation produc

197、ts are often labelled“animal-free”.However,as animal products may be the final product,not all precision fermentation products are considered vegan.TETRA PAK INDEX 202329IntroductionTodays consumerTomorrows opportunitiesTop ten takeaways1 https:/gfi.org/science/the-science-of-cultivated-meat/2 https

198、:/ FAIRR Venture Investments,20224 We have used“Cultivated meat”here to be consistent with the terminology used throughout this report.The concept presented to respondents was titled“Lab-grown food and drink”and described as follows:“Food&drink products(such as milk or meat)are made in a controlled

199、environment,via the fermentation of microorganisms.This food production is more sustainable as it guarantees animal welfare and it limits the use of natural resources.”Alternative proteins:Cultivated meat4CONSUMER CONCEPT TESTThis concept is rated highly by consumers for being good for animal welfar

200、e and good for the planet.However,it is seen as expensive and,particularly,artificial,cited by around a third(34%)of respondents one of the highest figures of all concepts tested in our research.It also scores low on trust,reflecting our surveys findings that many consumers prefer natural products,a

201、nd the tensions around technology and innovation in food.HEALTHY 31%19%UNHEALTHY17%NOT NUTRITIOUS19%DISGUSTING15%BAD FOR ANIMAL WELFARE15%BAD FOR THE PLANET29%USED BY FEW PEOPLE27%EXPENSIVE23%I FEEL SCARED TO TRY34%ARTIFICIAL19%NOT BELIEVABLE24%I DO NOT TRUST IT NUTRITIOUS 32%DELICIOUS 27%GOOD FOR A

202、NIMAL WELFARE 47%GOOD FOR THE PLANET 43%USED BY MANY PEOPLE 24%AFFORDABLE 25%I FEEL CURIOUS TO TRY 35%NATURAL 27%BELIEVABLE 34%I TRUST IT 28%TRIEDHEARD ABOUT IT69%7%50%46%RELEVANCECONSIDERAlternative proteins:Cultivated meatCultivated meat goes by many names,included cell-based,cultured and lab-grow

203、n meat.A UN Food and Agriculture Organization(FAO)/World Health Organization guide to the topic devotes nine pages to discussion of the terms alone.Its indicative of just how young and fast-moving this technology is,with no time yet for a consensus to emerge.Meat cultivation is a similar process to

204、precision fermentation,but microorganisms are not involved.Instead,the meat is produced by cultivating animal cells directly by growing stem cells.As such,the end result is not an analogue of an animal-based ingredient it is an animal-based ingredient.This could reduce the need for livestock farming

205、 and mitigate the impact of rising demand for food on the agricultural system.1Initial studies in labs began in the early 2000s,and by 2013,the first lab-grown beef burger was unveiled by Dutch researchers at a London press conference.In December 2020,a cultivated chicken product was approved in Sin

206、gapore,the world leader for regulation in this area.In June 2023,the US Department of Agriculture gave its first two approvals to companies wishing to sell cultivated meat products in US supermarkets,paving the way for the first major commercial release of cultivated meat products.2As demand for pla

207、nt-based meat has cooled,the cultivated alternative has been gaining attention as“it is real meat minus the animals”,made from actual animal cells that have been cultivated,multiplied and formed into products.Today,there are 150 or so start-ups developing various cell-based food products around the

208、world.Plenty of challenges lie ahead,including scaling up,lowering costs and gaining regulatory approval.Managing consumer attitudes may also be key.In our concept testing,lab-grown food was considered good for animal welfare and the planet,and also health.But there were negative opinions too:more t

209、han a third(34%)considered it artificial,and almost a quarter said they did not trust it(24%)or were even scared to try it(23%).Meanwhile,investment in the technology continues to grow,rising from$340 million in 2021 to$396 million in 2022.3TETRA PAK INDEX 202330IntroductionTodays consumerTomorrows

210、opportunitiesTop ten takeawaysAlternative proteins:insect proteinAn important human food source for millennia,insects are now generating global interest for their potential to help alleviate world hunger and climate change.They are rich in nutrients and protein,easy to cultivate,resource efficient a

211、nd with a low carbon footprint:production of one gram of beef protein requires 254 sq m of farmland,while one gram of insect protein requires only 18 sq m.1In recent years,the global insect-based protein market has experienced a major spike,with applications including animal feed,pet food and pharma

212、ceuticals,as well as food and beverages.The UN FAO has endorsed edible insects and encouraged their adoption in the diets of people all around the world.Today,they are eaten by two billion people in approximately 80 countries,including some parts of Europe,with four insects now approved by the EU fo

213、r human consumption.2“The eating properties of insect protein are good,”says Nils sterstm,CEO of Tebrito,acompany focused on rearing insects for food and feed.“It goes very nicely into the meat matrix its ideal for the kind of 50/50 meat blend you find in ready-to-eat meals like sausages and burgers

214、.”Tebrito is currently working with Tetra Pak to explore the potential of insect protein-based products,such as fortified oat milk.Insect protein is like sushi.That took 20 years to take off,and now its on everybodys plate.Insectconsumption will be faster than that.Iwould say we willreach more or le

215、ssmass take-up intenyears in theWestern world.Nils sterstm,CEO,Tebrito1 https:/ https:/food.ec.europa.eu/safety/novel-food/authorisations/approval-insect-novel-food_enin 80 countries eat insectsTETRA PAK INDEX 202331IntroductionTodays consumerTomorrows opportunitiesTop ten takeaways2billionpeople RE

216、AD MOREConsumers believe insect proteins are natural and good for the planet,but there are strong negative views too,with around three in ten consumers thinking the concept is disgusting and the same amount saying they would be scared to try it.Again,there are regional differences,with greater aware

217、ness and interest in Asia,where insect consumption is more established.In China,notably,more than half(54%)of respondents say they are curious to try it.It is conspicuously absent in the top three choices of all our consumer types.Insect protein2CONSUMER CONCEPT TEST HEALTHY 37%15%UNHEALTHY16%NOT NU

218、TRITIOUS29%DISGUSTING17%BAD FOR ANIMAL WELFARE15%BAD FOR THE PLANET32%USED BY FEW PEOPLE19%EXPENSIVE30%I FEEL SCARED TO TRY16%ARTIFICIAL20%NOT BELIEVABLE25%I DO NOT TRUST IT NUTRITIOUS 39%DELICIOUS 25%GOOD FOR ANIMAL WELFARE 37%GOOD FOR THE PLANET 41%USED BY MANY PEOPLE 23%AFFORDABLE 31%I FEEL CURIO

219、US TO TRY 31%NATURAL 42%BELIEVABLE 36%I TRUST IT 30%Around 2,000 species of insect are eaten worldwide.Black soldier fly,crickets and mealworms are all good alternatives for enhancing nutritional properties like high protein content and amino acid profile in alternative food products.But while some

220、7.5 billion tonnes of insects are already produced for consumption in 20,000 cricket farms in Thailand alone,global uptake of insect-based protein will remain relatively small until companies can scale up production and global consumers can overcome their aversion to eating insects.This feeling is p

221、articularly strong in the Western world:in our concept test,45%of respondents in the US believe the idea is disgusting,for example.Regulation is also a potential issue many countries currently do not have specific regulations on insect protein,and various regulatory bodies are conducting studies and

222、 research to help provide consumers with appropriate guidelines regarding the use of insect proteins.11 https:/ Concept presented to respondents:“Proteins can come from alternative sources,for example insects.Through this method,food can be guaranteed for everyone in a more sustainable way:insect fa

223、rming and processing produces significantly lower greenhouse gas emissions than traditional livestock,while ensuring high nutritional content.In the graph,we indicated the countries that are over-indexing via the respective flags.TRIEDHEARD ABOUT IT65%8%44%41%RELEVANCECONSIDERin the US think eating

224、insect protein is disgustingTETRA PAK INDEX 202332IntroductionTodays consumerTomorrows opportunitiesTop ten takeaways45%Were witnessing an evolution in food and nutrition.Twenty years ago,the mindset was around fat-free.Now weve moved to a sugar-free era.Consumers want healthier products with less o

225、r no sugar but they still must taste good!Consumers dont want to compromise.Peter Andersson,CEO,YelteSugar reductionBeyond alternative proteins,there are significant advances being made in other areas of food and beverage production.Oneof these processes is using fermentation toreduce the sugar cont

226、ent in juices.Consumer concerns around sugar come through strongly both in this years survey,and in other Tetra Pak research.Indeed,sugar is now the main worry relating to consumption of food and beverage products,cited by more than half of respondents(53%)even exceeding concern for fat/cholesterol(

227、cited by 44%).11 Sugar,sugar substitutes&de-sugared concept:Understanding consumers perceptions,attitudes and behaviours,September 2022.Ipsos research for Tetra Pak.2 Sugar,sugar substitutes&de-sugared concept:Understanding consumers perceptions,attitudes and behaviours,September 2022.Ipsos research

228、 for Tetra Pak.3 From$50.2 billion in 2021 to$99.79 billion in 2030,a CAGR of 8.9%.Grand View Research:Reduced Sugar Food and Beverages Market Size report,2030,2022Consequently,around four in ten(42%)consumers are trying to reduce their daily sugar intake,with 27%believing they are consuming more th

229、an recommended standards.This is perceived to be 9-10 teaspoons/day(significantly higher than the actual figure,which is 6-9 teaspoons/day).Quitting isnt easy,however,with over one-third(36%)citing likeability and impulse/cravings as the joint main reason for consumption.2 Such concerns along with g

230、overnment regulation,taxation and education initiatives to address conditions including obesity,type 2 diabetes and high blood pressure are driving the reduced sugar market to grow at pace.It is expected to double in less than a decade,from$50 billion in 2021 to$100 billion in 2030.3Manufacturers ar

231、e increasingly investing innew sugar substitutes and exploring ways to reformulate sugar levels without changing the product profile.One approach co-developed by Tetra Pak uses fermentation to convert the sugars in juice to alcohol,much as in wine-making.“All the sugar is removed during fermentation

232、,”says Maria Norlin,Processing Director,Business Stream Dairy,Tetra Pak.“Then the yeast is removed in the clarifier,which stops the fermentation process.We do this very gently to secure the products quality and avoid sensory impact.”Finally,the alcohol is removed using a dealcoholisation unit.Thenew

233、 technology can reduce sugar levels down to zero while maintaining the nutritional value of the juice,along with its pulp,aroma concentration and acidity.No additional ingredients or stabilisers are required.Its important to note that there is a clear say/do gap around this topic.Beverages that are

234、considered too high in sugar(carbonated soft drinks,sports and energy drinks,fruit juice drinks and nectars)are the most worrying to consumers,yet these continue to be highly popular.100%pure fruit juice is perceived as having the most acceptable sugar level(cited by 44%)and is rated the least worry

235、ing beverage(less than plant-based drinks).The most impactful claims for beverages are“Low/no added sugar”and“No artificial sweeteners”,followed by“Natural”.Sugar consumption is the main worry forTETRA PAK INDEX 202333IntroductionTodays consumerTomorrows opportunitiesTop ten takeaways53%De-sugared p

236、roducts are considered good for the body,being seen as healthy,nutritious and natural,making consumers curious to try them.However,they are seen as expensive by some.The concept is already well known and generates strong interest in India and China,perhaps because these are countries with a traditio

237、n of fermented food and beverage products.De-sugared juice is in the top three of preferred concepts for all types in our consumer segmentation,and is the#1 choice for Holistic health seekers,Responsible traditionalists and Health laggards.We also tested the same concept in a separate study.2 Nearly

238、 a third(31%)of consumers in this study said they would be very willing or willing to pay more for de-sugared juice.Two in five sugar-lapsed users would consider returning to such drinks,the key reason for lapsing being the perception of high sugar.De-sugared juice1CONSUMER CONCEPT TEST HEALTHY 48%1

239、3%UNHEALTHY14%NOT NUTRITIOUS14%DISGUSTING11%BAD FOR ANIMAL WELFARE13%BAD FOR THE PLANET20%USED BY FEW PEOPLE24%EXPENSIVE15%I FEEL SCARED TO TRY18%ARTIFICIAL13%NOT BELIEVABLE15%I DO NOT TRUST IT NUTRITIOUS 42%DELICIOUS 33%GOOD FOR ANIMAL WELFARE 37%GOOD FOR THE PLANET 37%USED BY MANY PEOPLE 28%AFFORD

240、ABLE 26%I FEEL CURIOUS TO TRY 46%NATURAL 39%BELIEVABLE 42%I TRUST IT 38%TRIEDHEARD ABOUT IT52%8%61%61%RELEVANCECONSIDER1 Concept presented to respondents:“Through fermentation it is possible to remove or reduce the natural sugar content in juice coming from fruits.This creates a healthier juice whil

241、e retaining its nutritional value and maintaining a similar taste profile.”In the graph,we indicated the countries that are over-indexing via the respective flags.2 Sugar,sugar substitutes&de-sugared concept:Understanding consumers perceptions,attitudes and behaviours,September 2022.Ipsos research f

242、or Tetra Pak.TETRA PAK INDEX 202334IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaystransforming acid whey into an ingredient orsupplement requires large amounts of energy.Tetra Pak is now working with EnginZyme,which has developed a smart enzyme system that has the potential to ad

243、dress this.By using an enzyme rather than a catalyst,the conversion of acid whey can be done with significantly less energy input.This type of repurposing low-value side streams,that would be wasted otherwise,is going to be more important going forward,as new processing techniques become more mainst

244、ream,says Tammy Meiron,Chief Technology Officer at Fresh Start.“If we are producing new products via fermentation and cell culture,for example,were going to have a lot of streams coming out of those production lines.So we need to consider how to recycle,upcycle or reduce waste from those streams.”Fo

245、od made with low-value side streamsOne-third of food is lost or wasted,1 and there is growing investment in technologies that aim to reduce this by creating food products by recovering and reusing currently wasted low-value side streams.This trend is on the rise,fuelled by growing global concern aro

246、und food waste and the drive to develop a circular economy.A great example is Brewers Spent Grain(BSG),a side stream from the brewing industry.Every year,40 million tonnes of BSG,rich in fibre and protein,ends as animal feed or in landfill due to its rapid spoilage and the lack of processing solutio

247、ns and application know-how that can enable its effective usage in the food industry.Tetra Pak has developed a highly efficient patented sterilisation process that allows BSG to be heat treated for longer preservation,allowing it to be used as an ingredient for further food applications such as plan

248、t-based milk or bread.The solution is now being used in a number of projects with customers worldwide to make use of BSG.Another example is acid whey,which is a by-product of cheese production;over 22billion litres are produced every year.Ithas a great deal of nutritional value,which is,at present,r

249、arely utilised.Thats because Of all concepts tested,this has the highest rating for good for the planet(on 52%),and it scores highly for animal welfare too(44%).Negative perceptions are low across the board,with“used by few people”the only one to exceed 20%(on 22%).This concept is particularly appea

250、ling in India,with 78%of respondents saying that they would consider trying such products.CONSUMER CONCEPT TEST HEALTHY 38%13%UNHEALTHY13%NOT NUTRITIOUS15%DISGUSTING11%BAD FOR ANIMAL WELFARE12%BAD FOR THE PLANET22%USED BY FEW PEOPLE16%EXPENSIVE16%I FEEL SCARED TO TRY15%ARTIFICIAL13%NOT BELIEVABLE16%

251、I DO NOT TRUST IT NUTRITIOUS 35%DELICIOUS 29%GOOD FOR ANIMAL WELFARE 44%GOOD FOR THE PLANET 52%USED BY MANY PEOPLE 26%AFFORDABLE 34%I FEEL CURIOUS TO TRY 39%NATURAL 42%BELIEVABLE 39%I TRUST IT 34%TRIEDHEART ABOUT IT60%7%58%54%RELEVANCECONSIDERFood made with low-value side streams21 https:/www.wfp.or

252、g/foodwaste2 Concept presented to respondents:“By utilising and improving production processes,low-value side streams could be retained and used as raw materials for production of food or beverages(for example,using the peel of oranges to produce a natural oil concentrate).In this way food waste can

253、 be reduced,while feeding more people.”In the graph,we indicated the countries that are over-indexing via the respective flags.TETRA PAK INDEX 202335IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaysTop ten takeaways2 particularly mental healthNearly three-quarters of consumers now

254、think mental health is as important as physical health.More than four in five(83%)choose food and beverage products that support it.10Change must be fuelled by tasteWhatever the health,nutrition or sustainability benefits of a product,consumers wont compromise on taste.Cost parity will also be key f

255、or new foods,which some forecasts suggest could be seen as soon as 2025.1Health is more important than ever70%of consumers say that health has become more important to them over the past few years.Two-thirds now pay more attention to what they eat and drink.70%say they feel better as a result.7Weve

256、moved to a sugar-free eraReduced sugar runs right through this report.Its considered the#1 healthy option,it defines our biggest health and nutrition consumer segment,and its the winning characteristic in our innovation concept test.3Health and environment go hand in hand70%say that healthy products

257、 shouldnt harm the environment.Half(50%)say that if a food or drink is not healthy for the individual,it is not sustainable for the planet.6There are tensions around technology and innovationNearly two-thirds believe that tech will be increasingly important to health(65%),and that it will play a rol

258、e in ensuring a more sustainable future(62%).But nearly half(48%)think there is too much innovation in food and worry that its not good for them.8Personalised nutrition is going to be revolutionaryA huge segmentation is going on.Brands are creating tailored recipes for ever narrower groups,based on

259、factors such as age and medical conditions.9Food systems sustainability requires multidimensional thinkingFeeding a growing population is a complex challenge.We need to find ways to not only improve our current food production methods,but also invest in technology and infrastructure to harness the p

260、otential of new food sources.Both these areas are critical to future food security.5Diet can change the worldMore than half(54%)say that by changing their diet,they can contribute to a better world.4Despite cost worries,consumers wont compromise on health60%fear that rising prices will limit access

261、to healthy food.But only 17%would sacrifice food and drink with health benefits to save money.70%would even sacrifice convenience if it means getting healthier products.TETRA PAK INDEX 202336IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaysResearch and methodologyThe findings in th

262、is Index are based on the following:Annual global research on consumer attitudes:A bespoke survey for this years Index conducted in partnership with Ipsos,comprising 5000 online interviews during October-November 2022 across the following 10 countries:Brazil,China,Germany,India,Kenya,South Africa,So

263、uth Korea,Spain,UK and USA.This is the default research throughout this report;if no attribution is given to a reference,either directly in the text or in an endnote,this is the research being referred to.We have also interviewed Tetra Pak and third-party experts in the field of health and nutrition

264、,who provided comments on societal,industry and regulatory trends and helped complement the global consumer research on consumer attitudes.Here is ourpanel:Tetra Pak experts:Erik Brjesson,Centre of Excellence Manager,Prepared Food;Katie Carson,Corporate Affairs Director,Food&Climate Policy;Andrea Ce

265、na,Global Account Director;Hemang Dholakia,Centre of Excellence Manager,Plant-based;Jim Dicks,Global Account Director;Maria Norlin,Processing Director,Business Stream Dairy;Mark Rumbell,Processing Director,Business Stream Beverage;Niclas Torstensson,Global Account Processing Director;Micael Simonsso

266、n,Director,Processing DevelopmentExternal experts:Peter Andersson,CEO,Yelte;Nils sterstm,CEO Tebrito;Philip Loring,Director of Human Dimensions Science,The Nature Conservancy;Johan Jrgensen,Founder,Sweden Foodtech;Dr.Tammy Meiron,Chief Technology Officer,Fresh StartDesk research:A thorough review of

267、 existing data and reports.Trendipedia Consumer Trends 2023:Annual trends report,produced by Ipsos for Tetra Pak and published in January 2023.The data is derived from proprietary Ipsos sources,including Ipsos Global Trends(December 2022)and What Worries the World(January 2023),as well as numerous o

268、ther sources based on secondary research.Plant-based Ingredients Market Assessment:Future Bridge report for TetraPak,providing an overview of plant-based ingredients and published in October 2022.The report includes market insights,a competitive assessment,and web listening to capture main applicati

269、ons and opportunities for plant-based offerings.A multi-dimensional approach has been used in the different modules:Web-based and consumer social listening to see what trends are emerging online;Primary research,mainly by interviewing industry experts and Company executives;Secondary research throug

270、h web-based searches,patents,and technical literature.Sugar,Sugar Substitutes&De-sugared Concept:Understanding Consumers Perceptions,Attitudes&Behaviours.Ipsos research for Tetra Pak,published in September 2022.Based on 7000 online interviews with consumers across seven markets:Brazil,Japan,France,P

271、oland,Sweden,Turkey and USA.The sample was representative for age and region population in the respective countries.Thetarget was sugary drink users,including both frequent and lapsed.TETRA PAK INDEX 202337IntroductionTodays consumerTomorrows opportunitiesTop ten takeawaysTetra Pak and PROTECTS WHATS GOOD are trademarks belonging to the Tetra Pak G