Canadeanhttp://www.canadean.com2014-10-23T12:05:22umbracoLatest information from Canadean.en‘Health halo’ surrounding protein resonates with UK consumers‘health-halo’-surrounding-protein-resonates-with-uk-consumers/Thu, 23 Oct 2014 00:00:00 GMT‘health-halo’-surrounding-protein-resonates-with-uk-consumers/A new Canadean survey finds that consumers in the UK start acknowledging the importance of eating and drinking products that are high in protein. However, it also reveals that consumers do not have enough protein in their daily diets – a challenge and opportunity for manufacturers. 

According to the survey, 81% of consumers say that they are aware of the importance of having enough protein in their diet. Despite this high awareness, only 44% say that they have the correct daily allowance of protein. Moreover, only 16% of consumers say that they are making more of an effort to seek out food and drink products that are high in protein. 

When those who are seeking out groceries high in protein were asked why they were doing so, the most common reason was “to improve general wellbeing” (44%) followed by “to increase strength” (37%). These general answers show that there is still some unawareness about the specific benefits of the ingredient, such as increased bone density, lower risk of osteoporosis and muscle retention. 

Need for more education about health benefits

While the 25-34 year olds are most likely to try and include more protein (28%), consumers aged 55+ are the least likely (10%). This shows that manufacturers need to educate senior citizens better about the specific health benefits of protein. Manufacturers of products high in protein also have to overcome issues related to taste perception and consumer scepticism, especially when purchasing everyday groceries. Canadean’s data shows that 52% of consumers are sceptical of indulgent products such as ice cream with high-protein claims on the packaging. 

Michael Hughes, lead analyst at Canadean, says: “While protein currently has a 'health halo' surrounding it, more needs to be done to encourage consumers to purchase products high in the ingredient. Manufacturers need to target specific demographic groups – and in particular senior citizens – by educating consumers about the specific health benefits associated with protein and how it can improve their lifestyle.”

Older Consumer Protein

According to Canadean, senior consumers need to be educated about the health benefits of protein, as they are the least likely to adapt a diet high in protein.



All numbers used in this text are based on a Canadean consumer survey of 2,000 UK adults, conducted in September 2014. 

Please get in contact if you have any questions to this or other Canadean data. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6713  or email

Make-up in Brazil: An obsession with beauty and image, 23 Oct 2014 00:00:00 GMT Brazilian beauty market is growing rapidly – despite Brazil’s receding economy. A new report by Canadean finds that the desire to look beautiful among young Brazilian women is stronger than the recession. 

According to the report, the value of the make-up market in Brazil will increase from BRL 7.1 billion (US$3.2 billion) in 2013 to BRL 13.4 billion (US$5.1 billion) by the end of 2018, despite the downward spiral of the rest of the economy in Brazil, which has been registering negative economic growth in three of the last four quarters. This shows that the Brazilian make-up market is booming – even in times of low consumer confidence and in poorer areas of the country.

The desire to be beautiful

According to Canadean data, the desire to look beautiful is a strong driver behind the growth in the Brazilian make-up market, motivating 21.4% of make-up consumption.  Canadean also finds that the average consumer of beauty products in Brazil is young and female: Brazilian women applied a make-up product 24 billion times in 2013, accounting for 85% of all make-up applications. Moreover, women aged between 16 and 34 carry out 40% of make-up applications. Kirsty Nolan, analyst at Canadean, says: “Young women seek a professional image in the workplace and are more willing to experiment for special occasions. They are also more likely to follow the fashion, regularly changing their make-up look to keep up with the latest trends.” 

Key for success: Direct sales and private label

Selling products directly to consumers away from a fixed retail location is very popular in the Brazilian make-up market. Direct sales provide an enjoyable experience for consumers, as they can take a little time out to browse the catalogue and build a good relationship with their local sales representative. Catalogue order companies such as Avon, Natura and Sephora are leading in direct sales and have also successfully established their own private label brands. Those companies can not only offer consumers a good range of products straight to their door at affordable prices, but they also have more control over profit margins. Nolan says: “International make-up brands need to adopt some of these principles in order to succeed in the Brazilian make-up market. Products need to be affordable and attainable for young women. Effective channels of distribution, such as agreements with established direct sellers or relationships with local shops and salons, are the key to success."

Sephora Private Label

Private label make-up such as Sephora's 'Medium Shopping Bag Makeup Palette', retailing at BRL 99, is particularly popular among young Brazilian women. 



All numbers used in this text are based on Canadean's report ‘Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Brazilian Make-up Market.’ 

For more information

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6713  or email

Looming price hikes and quality issues mean consumers will take greater notice of declining bee populations, 22 Oct 2014 00:00:00 GMT bee populations will hurt consumers’ wallets

Environmental groups have sounded the alarm about dramatic declines in the population of pollinating bees. Research by the USDA, for instance, says that the number of commercial honeybee colonies has halved over the past 70 years. Concern with bee populations has already led the EU to ban the use of some neonicotinoid pesticides. Meanwhile, brands such as Burt’s Bees and General Mill’s Cascadian Farms have launched initiatives highlighting the dangers facing honey bees.

This is an environmental issue that has the potential to hurt consumers’ wallets. Ronan Stafford, senior analyst with Canadean, says: “As the availability of resources decreases, prices of honey, and many fruit and vegetables, will increase. Alternatively, manufacturers will reformulate to minimise their exposure to ingredients with the most volatile prices, but consumers may fear that these reformulations mean a reduction in quality, driving a preference for more “natural” products, even as they prove more expensive.” 

The number of products positioned around environmental issues will rise

The environmental impact of production process has been largely synonymous with CO2 emissions. However, growing awareness of ecological issues means consumers will reward products that take a wider view of environmentalism.

Bee Free Honee, for instance, is a honey alternative developed in the US and made using organic apples. This provides a product for “those looking for stable pricing against the fluctuating costs of traditional honey due to the decline of the bee population”. The product also caters to other ethical concerns consumers might have, such as being vegan-friendly.

Bee Free Honee

Bee Free Honee is a honey alternative made with organic apples. 



All market insights are based on Canadean’s new report: 'Early Signals: Emerging trends that will drive consumption and product innovation over the next ten years.' Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 2079 366 713 or email

Forget on-the-go: UK uses liquid water enhancers at home, 20 Oct 2014 00:00:00 GMT consumer demand for more adventurous and exciting ways to pep up drinking water has led to an increase in the number of flavoured water enhancers in the market. Manufacturers have primarily positioned liquid water enhancers around on-the-go consumption.

However, Canadean data shows that most UK consumers use liquid water enhancers at home rather than taking full advantage of the on-the-go benefits. The challenge for brands is to ensure the growth of this emerging product by focusing on actual consumer needs instead of applying pre-conceived marketing strategies.

Other findings published in the Canadean white paper include:

  • The different market strategies of the three major UK brands: Robinsons, Oasis and Vitmo
  • Only 44% of consumers are aware of flavoured water enhancers
  • 66% of buyers have been using the product for less than two months
  • 41% think that liquid water enhancers look expensive and 34% assume they can get more servings from a regular bottle of cordial
  • Consumers have health concerns when it comes to liquid water enhancers
  • 30% of survey buyers say they purchase flavoured water enhancers for their children

If you want to receive the full white paper for more information on liquid water enhancers, please get in contact with the Canadean press office on +44 (0) 207 936 6713 or email

Robinsons Campaign

Robinsons 'Squash'd' campaign appeals to the on-the-go consumer. 

Difficulty in opening tinned food will drive demand for alternative types of packaging, 14 Oct 2014 00:00:00 GMT new survey by Canadean finds that one in five (22%) consumers consider tinned food difficult to open. With British consumers spending over £8 billion on the most convenient food products, manufacturers will increasingly adopt easier to open packs such as pouches for vegetables, soups, meat, and fish.

Young adults are most likely to look for an easier to open pack

Of British consumers, 22% find tinned food difficult to open. However, young adults are the most frustrated when it comes to opening their tinned tuna or beans: 28% of 25 to 34 year olds find tinned food difficult to open, compared to 16% of over 55s. Ronan Stafford, senior analyst at Canadean says: “Consumers want instant convenience, particularly young adults looking for a quick lunch or dinner solution. While there’s a minimal amount of time saved between opening a food can, and opening a bag or a pouch, young consumers simply don’t want the hassle of finding a tin opener or struggling with a ring pull.”

Packaging needs to reflect the growing demand for convenience in food markets

In addition to studying consumer perceptions of different packaging, Canadean tracked the influence of different motivators when consumers select what to eat. Across food markets British consumers selected over £8 billion worth of food in 2013 because it was the most convenient product. Stafford adds: “Consumers feel increasingly time-scarce and stressed, which makes 30 seconds saved in the kitchen a big deal. While food cans will remain a staple of supermarket shelves because of their low cost, I expect to see pouches and cartons grow in popularity as an easy to open alternative for office-workers and young families.”

Demand for pouches for ambient fish will almost double between 2013 and 2018

Ambient fish is one category where demand for easy-to-open packaging will drive a shift away from food cans and towards packs such as pouches. Demand for pouches in this market will grow from 8.7 million packs in 2013, to 15.1 million packs by 2018. Stafford comments: “While pouches’ market share will still be niche compared to the share held by food cans, their rapid growth shows how offering a more convenient pack format can revitalise sales among younger consumer groups. Brands such as Heinz and John West have led the way in developing new pack formats for tinned food, others will quickly follow.

Tuna Twist Lime Pepper

New packaging formats by John West, combining ambient fish with sauces, make for a more convenient product sought out by time-scarce and stressed consumer.



Canadean surveyed 2,000 British consumers in October 2014 about their attitudes to packaging in different food categories.

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 2079 366 713 or email

Consumers still hot for spicy food, 08 Oct 2014 00:00:00 GMT’s analyst Sam Allen comments on the growing popularity of all things spicy, from Nando’s ‘Extra Hot Chicken Breasts’ to Tesco’s ‘Three Chilli Steak Burgers’ and ASDA’s ‘Habenero Chilli Peanuts.'

Sam Allen, analyst at Canadean, says:

The foodservice sector has witnessed a rapid rise in the popularity of international restaurants such as Nando’s, which offer a range of increasingly hot options. This has led to similarly positioned eateries spicing up their menus to meet the growing demand for fiery flavours, with the trend trickling through to retail.”

“The growing popularity of the spice trend is showing no signs of decline, as consumers are continually seeking that next, new fiery flavour. Foodservice outlets have responded by providing menus packed with piquant dishes to test the taste buds of the bravest diners, and FMCG manufacturers are following suit.”

“Tesco created a range of premium ‘Three Chilli Steak Burgers’ infused with jalapeno, habenero and birdseye chilli’s, marketed towards consumers looking beyond the basic beef offerings. ASDA is also offering spicy savoury snacks, such as Habenero Chilli Peanuts. As the demand for heat intensifies across food sectors, cheese, chocolate and even alcohol will succumb to the search for spice.”

“Demand for niche sauces, such as Chillipepper Pete’s ‘Dragon's Blood’ is rapidly increasing, and the number of Co-operative stores carrying the product is set to increase from 450 to 1000 over the coming months. Sainsbury’s and Waitrose are also set to begin stocking the item, along with some specialist spice-infused sausages, highlighting the need for larger manufacturers to respond to consumer demand.”

“Spicy flavours are not only reaching dinner plates, but finding their way into dessert dishes as the desire for spice with your ice-cream grows. Little Baby’s, based in Philadelphia USA, provide a variety of unusual ice cream flavours, such as their Black Pepper Butter Pecan, along with an eye-watering Earl Grey Sriracha combination.”

Little Babys Ice Cream

 Little Baby's offer spicy ice cream in the flavour 'Earl Grey Sriracha.'

ASDA Chilli Peanuts

 ASDA's 'Habanero Chilli Peanuts' offer a crunchy snack with a fiery kick.

Dragons Blood

Niche products such as Chillipepper Pete's superhot sauce 'Dragon's Blood' are on the rise.


Please get in contact if you have any questions to this or other Canadean data. Analysts are available to comment. Contact the Canadean press office on +44 (0) 2079 366 713 or email

Rising demand for natural sweeteners, 07 Oct 2014 00:00:00 GMT concerns about obesity and related health problems plus sugar taxes in many countries have stimulated the market for non-caloric sweeteners. Particularly the natural plant-derived sweeteners such as Stevia are getting popular as more people look for natural products. 

As a result of increased focus on sugar calories, the consumer demand for non-caloric sweeteners is projected to grow 5% a year until 2017. Of the 360 new products picked up in 2013, 38.3% contained non-caloric sweeteners. Caloric sugar still hold the majority of the global sweetness market: In 2013 the world consumed an estimated 180 million tons of sugar from canes and beets plus high-fructose corn syrup/HFCS. This represents 80% of the overall sugar and sweeteners market. Low or non-caloric sweeteners represent the remaining 20%, or 34 million tons in sugar equivalents.

The natural sweeteners are coming

The food trend towards whole foods and natural products has also meant a growing demand for natural sweeteners made from herbs. In 2013, approximately 20% of new non-caloric soft drinks were based on natural sweeteners, and Canadean expects this category to continue showing impressive growth with lots of potential in particularly North America, Europe, and Japan. Although the category is growing, it’s rising from low volumes and it will take years to catch up with the market leaders. In 2013 the soft drinks industry consumed only close to 700 tons of Stevia ingredients, versus 12,300 tons of Aspartame, or 8,700 tons of Acesulfame K. The largest natural sweetener on the market is Stevia, but Canadean also finds great potential in other herbal-sweeteners such as monk fruit.

A matter of taste

Natural sweeteners are still in their exploratory phase, and many product manufacturers are still struggling to find the right balance of steviol glycoside in their drinks. Although new technologies are being made to constantly improve these products, taste continue to be the main obstacle for the natural sweet. Not everyone embrace this distinct taste and some drinks brands, such as Glaceau Vitamin Water, combine the sweetener with sugar. In the US, Coca-Cola has had to reverse engineering the Vitamin Waters back to the original composition as they realised the Americans didn’t appreciate the Stevia taste.  However, Stevia has its advantages, as Karin Nielsen, ingredient analyst at Canadean, explains. “Stevia may be more suited for certain products such as teas, nectars, and juices.”  

Sweeteners 2

The non-caloric sweeteners market is dominated by Sucralose (26.5%), Aspartame (15.9%), Acesulfame K (14.7%), Saccharin (13.2%), and Cyclamate (5.9%), followed by newcomers such as Stevia (5.7%). Aspartame is on a decline, at minus 0.9 % growth annually in the global market over the coming three years. The highest growth, as well as significant volumes, is observed in Acesulfame K and Sucralose within soft drinks. Stevia sweeteners still have some way before reaching this league. 




This information is based on the new Canadean report: 'Non Caloric Sweeteners - Market Trends and Insights' available via The Industry Report Store.

UK prefers vegetables over miracle health cure products, 02 Oct 2014 00:00:00 GMT majority of UK consumers are distrustful of food and drinks products that offer a magic bullet health solution. Instead, they opt for traditional health foods such as fruit and vegetables, finds new survey by Canadean. 

Canadean research finds that the majority of consumers are distrustful of product labels that promise miracle health cures, such as a boost to the immune system or improved gut health: Seven in 10 Britons deem them ‘misleading’ or ‘exaggerated’ and less than 4% of consumers rate additional health boost labels as ‘completely trustworthy’. Sales numbers reflect this trend: Less than one in 20 UK consumers buy products that are promoted as offering additional health benefits beyond nutrition, such as energy bars and vitamin water, on a regular basis. 

Consumers rely on familiar health foods

Thomas Delaney, analyst at Canadean, says: “The health food market is becoming saturated with new products that boast of new found health benefits from relatively unknown foods or vitamin complexes. However, there is a growing consumer trend towards traceability, natural produce and clean recipes.” This is shown in Canadean’s survey, as almost eight in 10 consumers believe that basic fruits and vegetables provide equal health benefits to additional supplements. Delaney says: “Consumers believe that basic is better, turning to ingredients they know and trust as opposed to products claiming ‘magic bullet’ solutions to health.” According to Delaney: “Consumers can struggle to see products with a long list of synthetic ingredients as offering convincing health benefits, as they fear that those products may involve ‘bad’ chemical ingredients which counteract the positive effects.”

Attractive packaging meets 'back-to-the-roots'

Innocent's most recent juice launches: 'Easy Greens', a blend of celery, cucumber, spinach and ginger, and 'Skip the Beet', a juice made from beetroot, carrot, lemon and ginger, reflect the growing preference for unprocessed products without additives and artificial enrichment or fortifications. Canadean expects the vegetable and fruit juices to be received well by consumers who are looking for a 'back-to-the-roots', holistic approach to food and drink products. Delaney adds: “These juices will be a good-looking alternative to fortified drink products, such as vitamin water, as they not only obtain their nutritional benefits 'naturally' from fruits and vegetables, but also come wrapped up in Innocent's attractive branding and packaging.”

Innocent Vegie Juices

The fruit and vegetable juices 'Easy Greens' and 'Skip the Beet', launched earlier this week in the UK, are Innocent's answer to the growing preference of holistic products among consumers.



All numbers used in this text are based on a recent Canadean consumer survey of 2,000 UK-based adults.This survey was conducted in September 2014. 

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 2079 366 713 or email

Beverage industry is wising up to an aging population, 02 Oct 2014 00:00:00 GMT historically the marketing of soft drinks was focused on the youth market with the key age bracket of 10-24 year olds, Canadean detects great opportunities in targeting the growing aging population. 

According to the UN population division, the world’s older generation, those aged 60 and over, is expected to more than double, from 841 (11.7%) million people in 2013 to more than 2 billion (21.1%) in 2050. These numbers open doors to a potential market growth as older consumers want to stay healthy and have disposable income available for longer, especially in developed countries where independent living is far more common.

“It is all about the different approaches being taken by manufacturers”, explains Erica Shaw, beverage analyst at Canadean. “On the one hand, across Western markets in particular, manufacturers are launching more products with active ingredients to address health and vitality issues, but similarly, companies are looking into the more practical aspects of growing older, such as being able to lift and carry the products without a difficulty and designing more convenient packaging.”

Seniors are influencing innovation in functional drinks

Companies are using a mixture of scientific research, together with superfruits, botanical ingredients, vitamins and minerals, to develop anti-aging drinks which appeal to the older consumer. An example of this new wave of longevity drinks is Swiss drink, CellaNova. This product is a slightly carbonated mineral water, with pomegranate and cranberry juice and OM24, which is an all-natural product made from whole green tea leaves with antioxidant properties and claims to neutralise free radicals causing the aging process of cells. Moreover, the range of drinks from Vitamin Well also offers many options to address specific health issues, and includes vitamin B12, which is  particularly recommended for elderly consumers to complement their diet.

Home delivery is on demand

The ease of carrying and pouring drinks is also being considered with older consumers in mind. In Spain, for example, bulk/HOD water companies are focusing more on household consumption rather than corporate clients. They have found that seniors appreciate the convenience of home delivery as it is easier to pour a glass from a water cooler, thus avoiding having to handle a big bottle. Furthermore in Portugal, Nestlé’ Waters Direct is promoting its compact MySpring water cooler especially to older consumers, who may not want to carry heavy packaged water all the way home.

Manufacturers are reshaping packaging formats

To assist senior consumers in their everyday lives, companies are developing convenient packaging solutions. Tetra Pak has received an “ease of use” certification for many of its products from the Swedish Rheumatism Association (SRA). An example is the “HeliCap”, a one-step screw cap designed to provide a good grip, which requires only low force to open and with a clearly visible tamper evident ring.

Aging Population Drinks

To date, Vitamin Well has launched six vitamin drinks: Three sweetened with stevia and three carbonated waters, all with different composition and taste. These drinks offer many options to help deal with specific health issues, and include vitamin B12, which is recommended for elderly consumers.


This information is based on findings from the Canadean Reports: ‘Soft Drinks Market Insight 2014 Spain’, published in May 2014; ‘Quarterly Beverage Tracker Quarters 1 and 2’ published in May and August 2014; and Canadean Ingredients Anti-Ageing Webinar - August 2014. All available via The Industry Report Store

Population statistics are from UN Report: World Population Ageing 2013. Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 2079 366 713 or email

Energy drinks sales skyrocket – despite health concerns–-despite-health-concerns/Wed, 01 Oct 2014 00:00:00 GMT–-despite-health-concerns/Although energy drinks producers report record sales, a new survey by Canadean finds that over half of energy drink consumers in the UK believe that the drinks are bad for their health. To secure the success of this fast-growing market, producers need to come up with healthier recipes and ingredients.  

A new survey by Canadean reveals that almost one in 10 Britons consume energy drinks, with half of them doing so on a weekly basis: 24% of respondents who consume energy drinks say they drink them “more than once a week”, while 26% say that “weekly” consumption is the norm. This is reflected by the overall UK sales numbers, as energy drink consumption has gone up from 375 million litres in 2010 to 500 million litres in 2013. However, the survey also shows that consumers have concerns over the ingredients used in energy drinks: Almost 6 out of 10 energy drink consumers believe that energy drink consumption is bad for their health and that the ingredients included in energy drinks are worrying. Moreover, 72% of all respondents who drink energy drinks think that there should be a restriction on the sale of energy and stimulant drinks to children. 

Improved recipes following pressure from social media

According to Canadean, there is a connection between the increased consumer awareness about unhealthy ingredients, social media and producers’ efforts towards improved recipes. Thomas Delaney, analyst at Canadean, says: “More and more consumers exchange reviews and opinions about food and drinks ingredients online and are able to look up dubious additives and e-numbers quickly. This means that manufacturers need to become more transparent regarding their ingredients and react fast to negative news online. For example, some brands have adopted a taurine-free ingredients list after the amino sulfonic acid commonly added to energy drinks had received bad press linking it to increased blood pressure, seizures, strokes and heart diseases.”

The future of energy drinks lies in “clean” and “sugar-free”

Some new companies seize the opportunity of the emerging health market and take their drink products even further. Adina, for example, opts for “clean” energy sources that tout the use of plant-based caffeine and other natural energy-boosting ingredients. Specialising in coffee-based drinks, Adina claims to be the first to produce a coffee energy drink that preserves the benefits of the coffee beans and delivers four fruit servings worth of antioxidants in each can. Even the market leaders, Red Bull and Monster Energy, have released more health-conscious beverages. Delaney says: “Although the two biggest players in the energy drinks market have not yet incorporated taurine-free energy drinks in their product ranges, Red Bull's sugar-free and zero calories variants and Monster Energy's absolutely zero beverage attest to a trend towards healthier drinks. They are tell-tale signs of a diverging energy drinks market.”

Adina Moccha Madness

Adina's Mocha Madness claims to be the first coffee energy drink that preserves the benefits of the coffee beans and delivers four fruit servings worth of antioxidants in each can. 


All numbers used in this text are based on Canadean's consumer survey of 2,000 UK-based adults, conducted in September 2014.

Please get in contact if you have any questions to this or other Canadean data. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6713  or email