Canadeanhttp://www.canadean.com2014-11-27T10:21:40umbracoLatest information from Canadean.enThe evolution of the Indian spice market in the face of global trends, 27 Nov 2014 00:00:00 GMT spice is such an essential ingredient across Indian cuisine, emerging trends and new developments are often overlooked in a market that initially seems saturated. However, Canadean's analysis of the market and consumer insights highlights the changing needs of consumers on a global scale – and how the demand for spice is changing beyond traditional offerings in India.

  • Canadean forecasts the volume of the Indian herbs, spices & seasonings market to grow by 14% between 2013 and 2018.
  • The two most motivational consumer trends in the Indian herbs, spices & seasonings market are changing age structures and changing lifestages.
  • The rise of urbanisation means that manufacturers must respond to the desire for products meeting busy consumers’ needs.
  • Large Indian spice brands are investing in marketing and advertisements in more rural areas – a vast, untapped consumer base outside the larger cities. 
  • Big Western foodservice outlets such as McDonalds and KFC have altered their menu to include spicier products to appeal to the Indian palate.


If you want to receive the full white paper for more information on the Indian spice market, please get in contact with the Canadean press office on +44 (0) 207 936 6536 or email


Indian Spice Market

Buying spices by weight from traditional markets, such as the one pictured above, is becoming less popular in India, with more consumers changing to branded products or private label options. 

Targeting mid-lifers with sustainable chocolate, 25 Nov 2014 00:00:00 GMT to Canadean, consumers are not concerned about natural production; however, manufacturers can tap into the chocolate market by correctly labelling the products and promoting them as an indulgent treat with natural ingredients and sustainable production methods.

Mid-lifers becoming an important consumer group

According to Canadean, the UK’s confectionery market recorded sales of £5,3 billion in 2013, with the value of chocolate expected to increase at a Compound Annual Rate Growth (CARG) of 2.7% from 2013-2018 - a growth rate higher than sugar confectionery and chewing gum.

Chocolate is becoming increasingly popular among mid-lifers (45-54 year old consumers), when compared to other demographic groups. This can be linked to the pleasure that  comes from eating a bar of chocolate during a relaxing moment of ‘me-time.

Consumers pay less attention on how products are formulated

As middle-aged consumers are under constant stress, they often turn to chocolate as a form of escapism and as such are not as concerned by issues such as healthy eating. Moreover, when it comes to chocolate, consumers pay little attention to product formulation. Canadean's survey finds that 46% consumers aged 45-54 claim that ‘natural products’ are neither important nor unimportant when they look for chocolate. Moreover, 66% have never put a confectionery product back on the shelf because it was not natural enough. This indicates that mid-lifers buy chocolate mainly because they look for a treat to enjoy during their moments of relaxation.

‘Contributing to a sustainable world’ as an added value for chocolate consumption

Only 20% of Britons believe that confectionery is artificial, meaning that the majority of consumers see chocolate as a natural product. In order to emphasise the often overlooked natural positioning of chocolate and its ‘better for you and the world’ credentials, marketers need to establish a link between concepts such as ‘natural’ and ‘sustainable’.

To improve a sustainable conscious behaviour, marketers should appeal to consumers’ emotional bonds. According to Raquel Perez-Lopez, analyst at Canadean: “Chocolate can be positioned both as an indulgent treat and a ‘good’ product. This can be done by positioning a product around the claim of ‘creating a better and sustainable world’. Moreover, appropriate labelling, such as Fairtrade certification, would allow consumers to enjoy a guilt-free moment of indulgence by eating a product that has been produced in an ethical and environmentally friendly manner.”

 Sustainable Chocolate

According to Canadean, manufacturers can tap into the chocolate market by promoting its sustainable consumption with correct labelling.


These findings are based on a recent Canadean survey of 2,000 British consumers.

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


German men seek skincare to defy signs of aging, 25 Nov 2014 00:00:00 GMT the traditionally female-oriented skincare market, it is men who present a highly attractive opportunity in Germany, finds new report by Canadean. 

According to the report, German men are increasingly image-conscious, leading them to seek skincare products that meet their age-based needs. Both anti-wrinkle formulations for older men and milder formulations for sensitive younger skin are growing in popularity, as is the desire among 25-44 year olds for preventative products to delay the initial signs of aging. Men are becoming more aware of the need for skincare as part of a daily ritual, and manufacturers have responded with a range of products designed to help men look and feel their best. 

Sam Allen, analyst at Canadean, says: “The German skincare market is evolving from being more female-oriented to presenting a sizeable opportunity to target men with products that meet both their individual and age-based needs. However, manufacturers will still need their products to offer great value, as men are more likely to seek functionality over indulgence and will opt for effective skincare products.”

Germans want high value skincare

Canadean data shows that the desire for better value is high among consumers in Germany. With sophisticated private label skincare emerging in the market, manufactures must ensure that they highlight the superiority of their products in terms of formulation and ingredients. By reassuring consumers of the effectiveness of any claims their products make, such as anti-aging and anti-wrinkle formulations, brands can encourage consumers to seek value through trading-up for the best experience. 

Consumer perceptions of private labels are changing, highlighting the need for brands to promote value, both through lower pricing and premium offerings. Allen adds: “Many consumers now believe there is little difference between more expensive and premium branded skincare and private label alternatives, and manufacturers must defend their market share from further erosion.”

Anti -ageing Skincare For Men

The German drugstore 'DM' offers their own private label skincare range for men, including the anti-ageing skincare product pictured above.



All numbers used in this text are based the Canadean report 'Consumer and market insights: Skincare Market in Germany,' published in November 2014. 

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact Verena Niederacher at the Canadean press office on +44 (0) 207 936 6536 or email


Premium olive oil preferred choice for older consumers in UK, 20 Nov 2014 00:00:00 GMT market for olive oil is the fastest growing in the oil and fats market in the UK, and has the potential to appeal to those aged  55 and over due to its age-aligned benefits, Canadean reports.

Older Britons account for one third of oil consumption

The UK’s oil and fats market is valued at £420 million and is forecasted to grow further. Older consumers aged 55 and above consume 33.6% of oils by volume, which is at least twice as much as any other demographic group. As the UK’s population is aging and Britons are living longer, the influence of consumers who are over 55 years old will further increase.

Oil consumption is driven by the desire for individualism and value for money

The UK’s older population consume oil as they desire better value for money, and the functional benefits of oils. To raise value of the product and appeal to older consumers, manufacturers need to tap into motivators that are important to this age group, such as looking for individualism.

Safwan Kotwal, analyst at Canadean, says: “This need is driving rapid growth in olive oil consumption, which also helps older consumers tailor their cooking to meet their specific nutritional needs. The elderly tend to be more concerned about their health and will seek oils that have less “harmful” ingredients such as cholesterol and trans fat.”

Increasing demand for olive oil as it meets the needs of the older generation

Currently, olive oil holds 16.3% of the oils market by volume, but is surpassed by vegetable and sunflower oils which account for two-thirds of the market. However, across all categories, olive oil is expected to register the highest growth driven by its nutritional benefits and the perception of olive oil being a premium food ingredient.

“These advantages make this product attractive to 55+ consumers. As they get older, they become more concerned about what they eat. Also, more leisure time and the habit of scratch-cooking means they are prepared to seek out the best ingredients,” adds Kotwal.

To further promote olive oil among older consumers, manufacturers need to emphasise age-aligned benefits. They should position their product as an accompaniment to healthy and youthful lifestyles, as opposed to focusing on the vulnerabilities of older consumers.

Olive Oil

Older consumers aged 55 and above consume 33.6% of oils by volume, which is at least twice as much as any other demographic group.


All numbers used in this text are based on a Canadean report ‘The UK Oils & Fats Market: What Consumers Eat and Why?

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

Secret snacking that ‘breaks’ diet highlights problems with food consumption‘breaks’-diet-highlights-problems-with-food-consumption/Tue, 18 Nov 2014 00:00:00 GMT‘breaks’-diet-highlights-problems-with-food-consumption/The rise of obesity levels has led to a huge boost in the number of people dieting in the UK. In turn, this has caused needless emotional distress, guilt and low self-esteem for people that ‘break’ their diets with snacking, finds new Canadean survey.

Canadean’s survey shows that a quarter of British adults (25%) went on a diet in the past six months, as 64% of UK adults are now overweight or obese. However, 68% of these dieters ‘break’ their diets with snacking, while 44% feel guilty afterwards and decide to keep snacking a secret from their friends, colleagues or partners. Jonathan Khosravani, research analyst for Canadean, says: “Most diets see snacking as one of the main reasons for weight gain and therefore ban or severely restrict snacking in-between meals. This makes UK consumers fear that they will be seen as a failure when they don’t stick to the rules of the diet and slip in a snack.” According to Canadean, diets that ban snacking do not always correlate to successful weight loss. Khosravani adds: "Changing ingrained eating habits is a very difficult task and most people will at times find themselves relapsing into old habits – such as snacking.” 

Six out of ten women feel guilty after snacking while on a diet

The growing diversity of diets and health regimes, ranging from more established diets such as WeightWatchers to relatively new and male-focused health regimes such as the ‘paleo diet,’ may suggest that the demographic of people on diets is changing. But, Canadean data shows that females between the ages of 25 and 44 remain most likely to diet. Moreover, twice as many women (32%) went on diets than men (16%) in the last six months. Khosravani says: “Although male overweight and obesity levels almost mirror that of women, dieting is still perceived as a more feminine endeavour. This can be linked to societal pressures on the female body to be slim, tall, and healthy, while social perceptions of the male body image are more flexible and allow for a variety of body sizes and shapes.” According to Canadean, this might also explain the higher number of women who feel guilty when they ‘break’ their diets with snacking (six out of ten) compared to men (four out of ten). 

Moderate food consumption less common in the UK

Jonathan Khosravani, research analyst for Canadean, says: “The paradoxical nature of rising obesity rates coupled with increased dieting and health regimes for British adults highlights the problems facing people’s perceptions of food and body image. With 64% of adults being overweight or obese and 25% on a diet, we need a radical change in the way British consumers interact with food. Sensible and moderate food consumption is becoming less common throughout the UK. On one side of the spectrum, people are consuming too much high-fat, energy-dense foods, causing widespread obesity. On the other hand, some diets force people to needlessly avoid certain types of food and snacks, causing unnecessary guilt, low self-esteem and emotional distress.”

Guilty Snacking

Six out of ten women feel guilty when they 'break' their diet with a snack. 



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

Please get in contact if you have any questions to this or other Canadean surveys. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email

Russian women want their fragrances to convey professionalism and power, 13 Nov 2014 00:00:00 GMT more and more Russian women focus on their careers and delay having families, they want fragrances that convey qualities which are traditionally seen as masculine, such as strength and power, alongside femininity, finds new report by Canadean.

According to the report, one of the main motivators for Russian women to wear fragrances is the desire to express their aspired gender identity. Traditional stereotypes are evolving and this is causing a change in consumers’ behaviour. Veronika Zhupanova, analyst at Canadean, says: “Women’s attention is no longer only centred on family, but divided between home, professional and personal achievements. This means that women will look for fragrances that communicate a story beyond pure femininity and convey characteristics that were previously seen as exclusively masculine, such as power and stamina.”
Canadean’s report finds that Russian women will look for these new gender characteristics in both fragrance formulations and packaging. Fragrance notes previously associated with men, such as wood and leather, will be successful in the female fragrance market in Russia; as will packaging that features modern designs with clear lines as opposed to overly feminised and decorative packaging. However, as image is strongly associated with status in Russia, fragrances should look like premium products. Manufacturers can achieve this ‘luxury look’ via high-end packaging with a matte glass finish, an elegant shape or lush colours. 
Women’s busy lifestyles require smaller sizes
According to Canadean, Russian women apply fragrances 19.4 billion times per year, almost twice as much as men who apply frangrances 10.3 billion times. To fit into modern women’s busy lifestyles, manufacturers have to launch travel-size fragrances. Zhupanova adds: “Travel-sized packaging allows Russian working women to refresh their scents during busy days, after a shower in the gym or before after-work social events. This is especially important for big urban areas, where consumers often don’t have time to go home after work and reapply their fragrances.” Canadean data shows that Russian women apply fragrances 18.8 times per year in urban areas, as opposed to 0.5 billion times in rural areas.

Products with a story resonate with Russian women

To tap into the trend further, manufacturers should create stories behind products which are inspired by role models that consumers have access to via web-sites or promotional materials. For example, Oriflame's 'Power' fragrance is marketed towards the ‘passionate, driven and charismatic’ woman who ‘always gets what she wants.’ The bottle is designed to resemble ‘the beauty of a crystal chess piece’ and ‘serves to reinforce the symbolism of a woman at the very top of her game,’ while the ‘seductive’ scent underlines her femininity. It is endorsed by a famous presenter on Russian TV, Tina Kandelaki, who is a professional female figure that modern Russian women aspire to. 
Orilflame Ad
In 2013, Orilflame rolled out their 'Power' fragrance in Russia, endorsed by Russian TV presenter Tina Kandelaki, aimed at passionate, driven and charismatic women who know what they want.
All numbers used in this text are based on Canadean's report 'Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Russian Fragrances Market.'
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 6536 or email
Manufacturers gambling on the increasing influence of health, 11 Nov 2014 00:00:00 GMT survey from market researcher Canadean finds that the industry might think some trends bigger than they actually are.

Executives predicting a growing desire for health over indulgence

Canadean’s new survey of around 100 managers working in the FMCG industry finds that when asked how important the desire for health and indulgence will be to the consumer over the next three years, 79% of executives state health will be important, whereas only 63% agree indulgence to be important.

In contrast to this, Canadean’s consumer data shows that consumers’ demand for indulgence is much greater. In 2012 consumers spent $US 600,167 million on fulfilling the desire for indulgence and luxury, whereas only $US 323,694 was spent in the same year on the desire for a healthy option. Joanne Hardman, analyst at Canadean says: “Some brands are getting it wrong with their perception of what consumers will want over the next three years. The desire for an indulgent treat will always reign supreme over the need for a health kick.”

Indulgence will continue to drive consumption in the FMCG market

Although many consumers will display a desire for healthier options, as they become more aware of the health risks and disease associated with unhealthy living, Canadean consumer data predicts consumers will continue to favour indulgence over anything else over the next three years. Owing to economic uncertainty and the pressures from everyday life, consumers will still look to treat themselves to premium and luxury items as a reward and coping mechanism.

Hardman says: “If manufacturers are looking to target the health-conscious audience more over the next three years, extending product portfolios as opposed to adjusting current product formulation will be preferred by consumers, as it allows them to stay loyal to the brand when they are looking for both indulgent and healthy offerings.” 


The food industry predicts a growing desire for health over indulgence, but indulgence will continue to drive consumption, finds new survey from Canadean.  



This information is based on a new Canadean consumer survey of 2,000 UK adults, conducted in October 2014 and the Canadean report ‘Emerging Consumer Trends and their Future Impact on the FMCG Industry.’

Please get in contact if you have any questions to this or other Canadean data. Contact Verena Niederacher at the Canadean press office on +44 (0) 207 936 6536 or email

The five biggest trends in FMCG in the next five years, 05 Nov 2014 00:00:00 GMT new report by Canadean analyses future trend scenarios for the FMCG sector, identifying the best opportunities in consumer markets over the next five years. Ronan Stafford, analyst at Canadean, explains why emerging economies will play such a huge role in the years to come.  

Canadea Infographic 3

The value of emerging economies

According to Canadean, the next wave of emerging economies will have one of the deepest impacts on global consumer markets in the next five years. The impact of changes in consumer behaviour and industry practices in countries such as Mexico, Thailand and Egypt, and innovations from these countries that are transferred back to developed economies, will be worth up to US$1.66 billion worldwide in 2018. Ronan Stafford, analyst at Canadean, says: “Companies have already seen the value in setting up innovation centres in emerging economies to help tailor their products to consumer needs. However, innovations from emerging economies are now also transmitted back to developed countries.”

Frontier for new packaging and flavours

Canadean finds that brands see the new markets in Latin America, Asia and Africa as a frontier for packaging innovation and exciting new flavours. “We increasingly see pack formats developed to keep costs low in emerging economies used to target austerity-minded consumers in Europe. Meanwhile, consumers are now highly aware of global culinary trends and want more experiential flavours. This means that Far Eastern and African flavours and ingredients are high in demand,” Stafford says. "The more big brands invest in targeting consumers in Lagos, Jakarta and Hanoi, the better they will meet the value and experience-seeking needs of consumers in New York, London, Madrid and Sydney," he adds.

Low income, 45+ women are early adopters

According to Canadean, women aged 45 and over from low and middle income households in urban areas will be early adopters of innovation arising from companies investing in the next wave of emerging economies. Stafford says: “The low incomes of many early adopters in the next emerging economies means that manufacturers need to simplify formulations. This includes strategies such as using fewer ingredients to lower costs or investing in lightweight packaging that is still robust enough to withstand poor quality supply chains.”

Companies need to target the next emerging economies now

In addition to measuring the value of targeting early adopters in 2018, the Canadean report evaluates the likelihood and impact on business practices of each scenario. When all three dimensions are analysed, one scenario rises head and shoulders above the rest: The deep impact the next wave of emerging economies will have on consumer markets. Stafford adds: “These opportunities in the next emerging economies need to be targeted now, or companies will lag behind their competitors on not just opening up new markets, but in better meeting the needs of their current customers.”



All numbers used in this text are based on Canadean's report 'Early Signals: Future scenarios that will drive consumption and product innovation over the next five years.'


In order to identify the best opportunities in consumer markets over the next five years, Canadean analysed 14 different scenarios across three dimensions: The value of successfully targeting early adopters in each scenario, the likelihood of it occurring, and the impact it would have on business practices. Canadean studied the consumption habits of over 30 different consumer groups in order to identify the early adopters of innovative products arising from the evolution of each scenario. 

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 6536 or email

Brain health with psychoactive drinks, 05 Nov 2014 00:00:00 GMT to Karin Nielsen, Director of the Ingredients Division at Canadean, the psychoactive drinks market for adults is exploding, as naturally derived ingredients from fruit, plants and roots prove to have an impact on cognitive health. 

“Some properties of fruits, plants or roots such as ginseng, blueberries and chamomile have a positive impact on cognitive health,” argues Nielsen. “For example, properties from Panax Ginseng, a root naturally occurring in Asia, appear to fight idiopathic chronic fatigue. Blueberries are said to be antioxidants with anti-inflammatory effects, while also reducing depressive symptoms. Scientists also found that the polyphenol and apigenin naturally found in chamomile, the passionflower and to some extend in the sin citrus fruits can have a positive effect on people suffering from depression and anxiety.”

Economic burden caused by cognitive health issues

Nielsen says: “This extensive research on naturally occurring health remedies comes at a time when the economic burden inflicted by migraine patients is estimated at $17 billion, and 56% of the US population is complaining about sleep disorders. Moreover, 10% of the European population suffers from GAD – generalised anxiety disorder – which inflicts a cost of € 11.6 billion on the economies in Europe. The cost of supplying the global population with antidepressants and psychotherapy drugs now exceeds $70 billion, revealing how urgent this search for preventative brain bioactive nutrients has become.”

Natural and no additives key for psychoactive drinks 

However, falling back on naturally occurring ingredients is not as easy as it sounds: “Our blood stream is the transport way for all nutrients and signal molecules, but there is a gate keeping track of what molecules are allowed to enter the brain space and impact the grey cells. This is a challenge for the food industry, as nutrients are modified during digestion, making it difficult to breach the blood-brain barrier,” adds Nielsen.

For manufacturers of psychoactive drinks – beverage with substances that cross the blood-brain barrier – the focus has been on natural sources and no additives. US-based Agua Enerviva offers beverages with natural colours, flavours, caffeine and low sugar content. Nielsen says: “Targeting health-conscious consumers, the product pits itself against sugar saturated, stomach-churning energy drinks with scary ingredients and claims to be suitable for consumption at any time of the year.” Canadean data shows that the market value of food and drinks specifically bought for cognitive health purposes lies at $200 million – a relatively small, but growing market. For comparison, Canadean valued the global energy drinks market value at $40 billion in 2013.


Agua Enerviva

The psychoactive Agua Enerviva beverages are available in Maté Lemonade, Strawberry Kiwi, Fruit Punch, Orange Passionfruit and Pomegranate Berry flavours.



Karin Nielsen will present key findings about cognitive health and the brain food trend at this year’s Food Matters, a nutrition and health exhibition in London. Food Matters will take place from the 18th to the 20th of November, 2014, at ExCeL, London. Karin Nielsen will speak on the 20th of November, 10.45 - 12.50, Room 20. For more information, please contact the Canadean press office on +44 (0) 207 936 6536 or e-mail

Italian consumers put on make-up to counteract signs of aging, 04 Nov 2014 00:00:00 GMT desire for make-up that helps to counteract age-related skin impurities is the biggest consumption motivator in the Italian make-up market, influencing 19.4% of product consumption by volume.

A recent report from Canadean finds that desire for anti-aging products is greatest among Italians aged 45-54, with over a quarter of their make-up consumption motivated by this need. As the country’s population is aging rapidly, the number of consumers aged 45 and over will increase from 48.6% in 2013 to 51.3% in 2018, further driving demand for make-up with age aligned properties.

Manufacturers should consider different age related skin needs

To ensure the effectiveness and longevity of make-up, Italian consumers look for products that match their skin best. For example, the skin of young adults tends to be more oily and prone to acne, but as consumers age their skin becomes drier and requires additional moisturising and nourishment. Moreover, aging  skin is prone to age spots and fine lines that older consumers want to hide. According to Veronika Zhupanova, analyst at Canadean: “Consumers will demand for make-up with age-aligned properties. For example, the younger generation will seek for oil-control ingredients that give their skin a matte look and hide acne marks, while older consumers will prioritise products with “lifting” and “firming” functions. Older generations will also pay greater attention to the ingredients they already know, such as collagen and retinol that prevent skin from the aging process.”

Skincare products can inspire make-up manufacturers

To produce age-specific make-up, manufacturers should seek for inspiration in skincare products which explore these needs and provide constant innovations. Currently, the demand for make-up that meet age-specific needs is greatest in facial care, which reflects how consumers associate healthy and glowing skin with a youthful appearance. To tap into the trend further, manufacturers should extend their anti-aging skincare products into eye and lip make-up. “Due to different age-related skin needs, manufacturers should consider designing products for different age groups more explicitly. However, they should not forget that consumers put on make-up for beauty reasons, which means that functionality of make-up should remain secondary to its decorative properties," Zhupanova comments.

Estee -lauder -double -wear -bb

Estee Lauder’s Double Wear All Day Glow BB cream is suitable for older female consumers, who want to brighten their skin, reduce blemishes, dark circles and wrinkles.


These findings are based on the new Canadean report: Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Italian Make-up Market.

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