THE BORD BIA FUNCTIONAL FOOD & BEVERAGE INNOVATION PLAYBOOK - 2019 Five sections to this document.

1. PURPOSE 2. THE FUNCTIONAL FOOD & BEVERAGE OPPORTUNITY 3. FUNCTIONAL FOOD & BEVERAGE INNOVATION PLATFORMS 4. INNOVATION PLATFORM TESTING SUMMARY 5. WHERE TO FROM HERE? Purpose & jump! partnership.

Purpose jump! partnership

Bord Bia set out to For this project, we partnered with jump! innovation, explore evolving an innovation agency with offices in Dublin and London. consumer needs in functional food & jump! help brands Win Tomorrow in three ways: beverage in order to identify high-potential 1. Understand Tomorrow: research, analysis and insight innovation opportunities 2. Define Tomorrow: brand vision, positioning and strategy for Irish manufacturers. 3. Invent Tomorrow: innovation, concepting and prototyping

To find out more about jump!, visit www.jumpinnovates.com 1. PURPOSE Study Background

1. What does commercial success look like into the future when it comes to functional food and drink?

2. How do we grow the industry?

3. How do we commericalise existing knowledge? Three big study objectives.

1. 2. 3. Understand Identify high Work with evolving potential industry to consumer needs innovation develop in relation to platforms rooted sector/category functional food & in these specific beverages over consumer needs. opportunities. the next five years. What is an innovation platform?

An inspiring start-point for purposeful innovation, rooted in rising consumer needs and cultural shifts. SIGNALS investigates the interplay between culture, brands and consumers to identify early signals of change. It is our approach to understanding evolving consumer needs and identifying future innovation opportunities. Three-phase qual & quant approach.

1. Understand 2. Define 3. Invent

Investigate and understand the Interact with global consumers Deliver high potential functional evolution of functional food & through qualitative & food & beverage innovation beverages through secondary quantitative research to explore platforms that are rooted in research and global expert innovation platforms. consumer needs and cultural interviews. shifts A. Consumer hot-house A. Secondary research sessions x 6 A. Bord Bia Functional Food B. Interviews with global B. Innovation Platform testing & Beverage Innovation health, wellness and using predictive market Playbook functional food & drink approach with Consensus experts Point (a prediction market research agency) A robust qual and quant approach to explore consumer needs and identify innovation opportunities.

Expert interviews

Dr Lina Begdache Dr John Cryan Dr Simone Frey Dr Simone Peters Dr Drew Ramsey Dr Makoto Shimizu We conducted US Ireland UK Australia US Japan six interviews Research focuses Professor & Chair Founder of Future Director of the Founder of the He has published with global on the link between of Anatomy & Nutrition and Mind Gut Clinic in Brain Food Clinic. 208 research works health, wellness diet and brain Neuroscience at Nutrition Hub, a Australia. Uses He’s a on functional food function across age UCC. He co- community of psychotherapy to psychiatrist, science and factors and functional brackets and authored the 5,000 nutrition improve author, and – and is on several gender. Believes bestselling book experts providing gastroentirital farmer. He is one FoSHU committees. food & drink diet could be a first “The Psychobiotic trends on jobs, symptoms. Her of psychiatry’s experts. line defence against Revolution: Mood, start-ups and research leading mental health and Food, and the latest food supported the proponents of cognitive decline New Science of science. inception of the using nutritional the Gut-Brain FODMAP diet. interventions. Connection”. Secondary research sources. We used a hybrid model which incorporated prediction market and online survey techniques.

What is a prediction There are two key predictive market? metrics:

Captures the collective wisdom of an 1. The prediction likelihood index audience by asking participants to bet is the probability of an outcome tokens on outcomes. happening based on participants’ collective betting. Questions are designed to measure the likelihood of possible outcomes. 2. The strength meter summarises the ‘intensity’ of the positive and Participants are asked to make a negative betting activity. judgement on how a specific group of people will behave, rather than providing individual preferences. To help consumers understand innovation platforms and test them more effectively, we created Future Stories.

Example A future story brings an innovation platform to life in a creative way, Future Story using simple language Development and a product example.

For each This helps consumers Innovation to understand, engage Platform, we with and evaluate the created a innovation platforms. corresponding Future Story These future stories acted as proxies for the innovation platforms in testing. 2. THE FUNCTIONAL FOOD & BEVERAGE OPPORTUNITY LET FOOD BE YOUR MEDICINE

Hippocrates Functional Food & Beverage Evolution; moving from anecdotal evidence to scientifically proven.

Ancient FOSHU Scientific Medicines. Japan. Future.

Many ancient tribes, and In the early 1980s, Japan As functional food and particularly traditional Asian introduced a formal system beverage moves forward, and Indian cultures, used to approve foods and drinks science will play a big role in different types of food & with proven health benefits proving food & beverage drink associated with called FOSHU – foods for health benefits. specific health benefits to specified health use. heal, strengthen and Ingredient claims will have comfort people The purpose of this was to to be thoroughly researched improve the health of an and food companies will Knowledge was passed ageing nation and to reduce have to adopt a more down anecdotally from escalating health care costs. ‘pharma’ mindset when generation to generation . looking to prove the specific This was the first time health benefits of functional nutritional science was used products. to prove functional food. The Functional market, as a whole, is forecast to be worth over €250 billion by 2023.

Functional Global Value Forecast (€million)

€300,000.0

€250,000.0

€200,000.0

€150,000.0

€100,000.0

€50,000.0

€0.0 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 (f)

Source: Euromonitor Functional Market Forecast 2018 The Functional Market is expected to grow in all regions between 2018 and 2023.

North Western Eastern America Europe Europe +4% +15% +39% Strong growth forecasted across most regions over five year period.

Asia-Pacific and North America are the largest markets.

Less mature markets, such as Eastern Europe, Middle East & Africa and Australasia, all expected to grow significantly.

Latin America Middle East Asia Australasia +23% & Africa Pacific +31% +37% +24%

Source: Euromonitor Functional Market Value Region Forecast (% growth 2018-2023) The market is dominated by three broad functional claims.

Global Value by Functional Claim (€million ) 2018

Weight Management Weight management, digestive health and Digestive Health energy boosting claims make up the majority of Energy Boosting the market. Bone and Joint Health However, as a greater Oral and Respiratory Health number of health & Cardiovascular Health wellness issues impact modern society, there are Brain Health and Memory opportunities with other functional claims. Immune Support

Vision Health

0.0 20,000.0 40,000.0 60,000.0 80,000.0

Source: Euromonitor Functional Positioning Value 2018 HEALTH IS EVOLVING. In the world of health, there are three big movements happening.

From From From Reactive health Physical health Artificial Health to to to Preventive health Holistic health Natural Health

People moving from reactively While physical health has There is a growing desire for dealing with health issues to a dominated in the past, there more natural forms of health more proactive approach. is now much greater focus and wellness; away from on holistic health. synthetic, fake, artificial. Preventing illness rather than responding to it. This involves considering Greater understanding that this and nourishing all human is accessed through diet, elements – mind, body and exercise and general lifestyle. spirt. Health is predominantly viewed through two lenses; science and nature. There is rising energy towards ‘nature’ as a form of wellbeing and illness prevention.

More science More nature

Prescription Supplement Pills Diet, Exercise Medication. & Powders & Lifestyle.

While this form of health This form of health This is a holistic is effective and supported includes vitamins, approach to health, by extensive research and minerals, herbals, which focuses on the trials, there are growing botanicals and many person – body, mind, issues. others; growing in use spirit and emotions – and value. and how they interact • Antibiotic resistance with the environment. • Harsh side effects However, there are • Safety of excessive use question marks around It is a more proactive • Addictiveness effectiveness with approach to health and • Can be high cost multiple studies failing wellness. to find conclusive It is a more reactive evidence. approach to health and wellness. As a result, consumers increasingly prefer foods or drinks as delivery systems over pills or tablets. This presents an opportunity for the functional market.

US: Thinking about health-enhancing ingredients, what would be your preferred consumption format?

Food 75%

Drink 50%

Pill / Tablet 37%

Candy or Gum 18%

Powder 13%

Inhaler 4%

Source: GlobalData 2017 Q4 global consumer survey Functional food & beverage blends science and nature.

Familiar – know it Research - clinical trials. Pleasure – enjoy it Effective - proven health benefits. Functional Accessible – readily available Trust - recommended by Science Nature Convenient – existing behaviours. professionals. Food & Drink Feel good – not taking a pill. Functional food & beverage definition.

Any food or drink with an Health promoting, disease preventing and additional benefit – typically health illness managing are the core benefits of functional promoting, disease preventing or food and drink. illness managing – by adding new With a growing number of health and wellness ingredients and nutrients or more issues facing modern society, this is an important area moving into the future. of an existing ingredient and nutrient jump! Macro influencers are causing health & wellness issues for modern society. These will continue to grow and point to opportunity areas for functional food & beverage.

Macro Health & Wellness Influencers. Issues.

World population growth. Sedentary lifestyle.

Aging population. More pollution.

Rising cost of healthcare. Gut health disorders.

More pressured lifestyle. Mental health problems.

Globalisation. Lack of sleep.

Environmental issues. Increased stress.

Urbanisation. Increase in brain disease

Comparative culture. Beauty pressure.

Tech addiction.

Changing jobs landscape. 3. FUNCTIONAL FOOD & BEVERAGE INNOVATION PLATFORMS What is an innovation platform?

An inspiring start-point for purposeful innovation, rooted in rising consumer needs and cultural shifts. We identified four key areas of focus for functional food and beverage innovation.

Brain health is about protecting the brain and enhancing cognitive function.

BRAIN

Body health is about strengthening the Spiritual health is about caring for body and defending it against the BODY SPIRIT inner wellbeing. environment.

GUT

Gut health is about helping the community of microorganisms in our body flourish. Eight high potential innovation platforms we can tap into, each rooted in an emerging consumer need.

Protect Resilience Smarts

BRAIN

Confidence

Performance BODY SPIRIT Rejuvenation

Defence

GUT

Harmony Three innovation platforms in Brain Health.

Protect Resilience Smarts

BRAIN

Confidence

Performance BODY SPIRIT Rejuvenation

Defence

GUT

Harmony Three innovation platforms in Brain Health.

Brain health is about Protect Resilience Smarts

protecting the This is about This is about This is about helping protect balancing and enhancing brain and against cognitive rebuilding mental cognitive decline. health. performance. enhancing . cognitive function. PROTECT Signals.

Degenerative estimated number of brain diseases people affected by are increasing Alzheimer’s or a related dementia, which is globally. expected to roughly triple by 2050 (Alzheimer's Society GB) Signals.

Degenerative brain diseases Australians diagnosed are increasing with Parkinson's everyday (Deloitte, globally. 2015) Signals.

People are

actively trying global value of the Alzheimer’s Drugs Market by to protect their 2024 – an estimated CAGR growth of 8% between 2018- brain. 2024 (Zion Market Research, 2018) Signals.

People are actively trying to protect their delivers scientifically designed exercises to ‘keep brain. your brain fit and healthy’, particularly as you get older. Protect – what’s happening?

Cultural Consumer Age Context Insight focus Alzheimer’s is knocking

As average life Protection: people 45+ on the door for our age expectancy want to safeguard group…My mum is in her increases, their future. degenerative brain early 70's and she has diseases such as recently taken up bridge Alzheimer’s and Parkinson’s are a because she wanted her rising concern. brain to be sharp and focused.

45-50 year old Dublin Protect – emerging interest areas.

Cognitive Anti- Brain Development Enhance Everyday inflammatories Cognitive Functions Folic acid is vital for brain Plant antioxidants have anti- development and function. DHA Omega-3 prevents inflammatory properties Deficiency causes memory memory decline by boosting which boost blood circulation loss and nerve damage, neural blood flow to improve to improve memory and such as spina bifida in our ‘executive functions’ – prevent cognitive decline, foetuses or long-term how we plan, organise and with particular interest in damage to your central complete tasks. Cucumin nervous system. Pycnogenol extract and Several herbs boost Grape skin or extract Niacin is a vitamin B3 which chemicals in the brain which Rutaceae boosts folic acid production help prevent memory loss, to help prevent Alzheimer’s. particularly Ginseng and Galantamine. Protect – brands that are tapping into this rising need.

Veg of Lund Smoothie Japanese Mint Gum Camano Island Coffee

University of Lund food Japanese mint gum such Camano Coffee advocate scientists developed Veg of as Lotte Xylitol Hani how caffeine and other plant Lund to help people Tsukinikui Mint Gum, uses properties contained in naturally boost their brain Gingko Biloba which has coffee are protective factors health. The smoothies are traditionally been used in against cognitive decline. rich in omega-3 and 6 fats Chinese medicine to Clinical evidence shows how found in potatoes and improve memory retention drinking 3-5 cups of coffee Nordic berries. and cognitive health. decreased risk of dementia by about 65% at late-life. Protect – three functional innovation codes; each offering a unique pathway into this platform.

Prevention Defence Reduction

Increased awareness Naturally building Inflammation causes of brain disease has defence barriers disease and the encouraged people to against cognitive natural aging process want to take decline. of the brain. preventative measures such as Supporting good brain Opportunity with long-term lifestyle health with simple products which focus changes. changes or on naturally reducing supplements to or counteracting people’s meals. inflammation in the brain. Protect – opportunity areas.

Attack Optimal Clinically Inflammation Absorption Proven

Inflammation causes Provide products in a People want products disease and the format they’re most which demonstrate natural aging process optimally absorbed by clinical evidence of the brain. the body. supporting the brand’s claims. Opportunity with For instance, providing a products which focus liquid for optimum This provides a greater on naturally vitamin B absorption. opportunity to connect counteracting with customers. inflammation in the brain. Protect – quantitative performance summary.

REGION GENDER

IRE 81% v 83% 92% 87% 89% average UK 92%

AGE US 91% 18- 35- 50- 85% 93% 90% v 8.4 92% 10 average AUS 34 49 60

TIMEFRAME TOP OCCASIONS TOP CATEGORIES OVERALL PLATFORM RANKING

of people think v 61% this will become 51% 35% st 63% average common within Part of breakfast Hot Beverages 1 the next 2 years POPULARITY 31% 30% FUTURE LIKELIHOOD of people think Mid-morning Dairy-based v 36% more than half of beverages 39% average people will 28% 28% purchase this Before breakfast Cold Beverages Probable product n=235 Protect – supporting verbatim

REASONS TO BELIEVE

We are heading I've no doubt this will This lifestyle of towards an ageing happen. People are supporting and repairing population and so increasingly aware of cognitive function is there should be focus their own brain health already happening. I and want to protect myself use natural on preventing age- themselves. There's remedies to reduce related disease; it will been a lot of focus inflammation and boost be very important. recently brain disease blood flow on a regular such as dementia. basis. 25-34 Female Australia 45-54 Male UK 55-60 Female US

COMMENTARY

• Greater awareness of the causes and effects of brain disease across different markets. • More and more people have seen the effects of brain disease on people they know or in their close family network. • People increasingly want to take preventative measures to protect their brain health, particularly for those 50+

n=235 RESILIENCE Signals.

Modern stress is

eroding mental of all doctor visits are for stress- related issues according to the wellness Journal of the American Medical Association (JAMA Internal Medicine, 2013) Signals.

Modern stress is

eroding mental Number of people suffering with anxiety wellness disorder globally, with more women affected than men (Our World In Data, 2017) Signals.

People want to strengthen travel for the purpose of promoting mental health & wellbeing through physical, psychological or spiritual activities is resilience worth $639bn and growing twice as fast as general tourism. China and India are top destinations (Global Wellness Institute, 2018) Signals.

People want to strengthen projected value of the global behavioural and mental health mental market by 2028. resilience Projected to expand by 3.4% CAGR over 2018-2028 (Future Market Insights, 2018) Resilience – what’s happening?

Cultural Consumer Age Context Insight focus I want to experience less The pace and Resilience: people 16-45 stress as I’ll feel like I pressure of modern want to thrive despite could be a better person lifestyles have the pressures of increased stress modern life. emotionally and more levels and productive in life in deteriorated people’s mental health. Social general. media has broadened people’s awareness and conversation around mental health.

As a result, people 25-35 year old USA want things which relieve their stress and improve mental wellbeing. Resilience – emerging interest areas.

Calming CBD Ancient Adaptogens Serotonin Boost

Cannabidiol (CBD) is a These are natural herbs that Modern research has naturally occurring compound help the body to adapt to identified several key proteins from the cannabis plant – it is stress. which help the brain produce non-psychoactive – which is serotonin. trending across many Many have been used in categories. traditional ancient medicinal for Patients with anxiety, bipolar centuries. disorder, and depression are It is being used for encouraged to increase their therapeutic benefits to help Particularly interest around intake of SAMe, 5-HTP, DHA with stress levels and general Aryuvedic (ancient Indian Omega 3 and EPA Omega 3. pain-relief. healing) herbs such as Ashwagandha and Holy Basil as effective stress relievers. Resilience – brands that are tapping into this rising need.

Calm, Good Day The Morning Motivator Metta Beverage Chocolate This powdered product is Incorporates adaptogens Blends fair-trade chocolate used a coffee-alternative or with ginseng – a traditional with chamomile flower, in breakfast, and blends Chinese herb used to boost amino acids and other Maca with cacao. These mental clarity. It enhances botanicals linked to releasing antioxidants help relieve the brain’s absorption and tension causing anxiety. anxiety and lower blood levels of dopamine and Chocolate naturally contains pressure. serotonin to naturally fibre and tryptophan which stabilise mood. boosts serotonin. Resilience – two functional innovation codes; each offering a unique pathway into this platform.

Mental Rapid Strength Stability

Helping people to People need immediate develop mental resolutions which strength through stress stabilise their mental management. health in a particularly pressured This relieves symptoms environments. of stress, anxiety and depression. Resilience – opportunity areas.

Comfort CBD Natural Origins Old is new

Maximise the growing People increasingly Growing use of ancient trend of CBD seek natural ingredients herbs and substances to products by blending to relieve their heal modern stress. this ingredient into symptoms of stress, more ‘comfort’ food over synthetically Advocate the power of and drink (e.g. ice- produced adaptogens or these natural ingredients cream, chocolate, treatments. my incorporating the sweets). heritage of Chinese Maximise this space by herbal medicines or the Opportunity exists in using products which Yogi tradition Ayuvedic general through are naturally connected herbs derive from, in matching product to our brain’s chemical your product messaging. formats which production. For enhance its benefits instance, DHA Omega 3 e.g. hot tea matches and EPA Omega 3. the calming properties of chamomile and other herbs. Resilience – performance summary.

REGION GENDER

IRE 86% v 83% 91% 83% 88% average UK 90%

AGE US 87% 18- 35- 50- 88% 89% 82% v 8.4 87% 9.4 average AUS 34 49 60

TIMEFRAME TOP OCCASIONS TOP CATEGORIES OVERALL PLATFORM RANKING of people think v 61% this will become 35% 38% nd 65% average common within Part of breakfast Sweet snacks 2 the next 2 years

POPULARITY 29% 29% After working Specialised sports FUTURE LIKELIHOOD of people think out/exercise nutrition products v 36% more than half of 36% average people will purchase 27% 27% Probable this product Before working Savoury snacks out/exercise n=269 Resilience – supporting verbatim

REASONS TO BELIEVE

I can see people Because younger I believe cannabis is moving on to more people do not like going to be the future. products like this in the drinking as much as When it can be utilized future as they older generations. for it's medically encourage to talk They are also open to beneficial products it about their feelings. more healthy ways to will be more readily destress, like this. accepted to assist in 25-34 Male UK the overall wellbeing of 35-44 Female Ireland day-to-day lives. 18-24 Female Australia

COMMENTARY

• Growing openness to new treatments such as CBD – especially due to greater understanding of the medical benefits CBD provides for people’s mental health. • Although approaches to stress management might differ - awareness of the mental health problem spans across age groups and is clearly affecting people across our different regions. • People are talking more about their mental health, and this is leading to more people wanting to address this issue as individuals, and at a society level.

n=269 SMARTS Signals.

There is greater

societal pressure of UK 16-25 year olds feel under pressure to to achieve. achieve unrealistic goals (Youth Index, 2017) Signals.

There is greater

societal pressure executives globally rated ‘the overwhelmed to achieve. employee’ as an urgent trend in a Deloitte study (Deloitte, 2014) Signals.

People are of people admitted to looking for ways using PCEs (pharmacological to enhance their cognitive enhancement drugs such as Adderall) to smarts. increase memory or concentration (Global Drug Survey, 2017) Signals.

People are looking for ways of students took a ‘study’ drug without a to enhance their prescription while studying at Oxford smarts. (Cherwell, 2016) Smarts – what’s happening?

Cultural Consumer Age Context Insight focus Our society has placed

As our global culture Smarts: people want 18-35 extreme importance on becomes more to optimise their achieving intelligence in competitive culture, intellectual potential. there is huge our advancing world. I pressure on people to believe that perform to their ‘peak’ intellectual abilities. competitiveness will only increase as will the need for and desire to gain ‘superior’ intellect.

25-35 year old Australian Smarts – emerging interest areas.

Natural Nootropics Mental Mushrooms Adaptogenic Enhancer

Nootropics is a broad term Lots of excitement around the Of all the adaptogens, for any substance – either potential of mushrooms to boost Bacopa Monnieri is natural or synthetic – that cognition. considered the most powerful improves brain function. cognition and memory Lion’s Mane is the most studied booster. High interest around natural and has strong evidence to cognitive enhancers such support it as a brain enhancer. The active components as: improve the signalling of L-theanine (often used with Studies have shown that it electrical impulses between caffeine), Acetyl-L- significantly increases nerve the brain, helping to Carnitine and choline – all growth factor which helps to memorise things more easily. natural substances. improve learning and alertness. Smarts – brands that are tapping into this rising need.

WOW Focus Brainiac Kids Mushroom Cups

Europe’s first nootropic drink A yoghurt designed to Coffee with superfood is designed to improve support developing brains mushrooms that aim to cognitive function and lift using a patented awaken your inner genius – brain fog using a combination ‘brainpack’ formula – a they use a mix of of nootropics, taurine and blend of omega-3 DHA, Chanterelles, Chaga and natural caffeine. ALA , choline and three Cordyceps. strains of probiotics. Smarts – four functional innovation codes; each offering a unique pathway into this platform.

Alertness Focus Sharpness Retention

Helping people to feel In a time-pressured Helping people feel We increasingly need alert and ready, society – people want sharp, quick-thinking to retain more and eliminating to find ways which and always ‘on the more information. ‘grogginess’ and help them concentrate ball’. How ‘good’ we are at preventing tiredness. for longer and without this has become a disruption. determining factor of success. Smarts – opportunity areas.

Natural Brain Study / Deadline Boosters Occasion

Focus on natural Huge opportunity to target cognition boosting those in school or college, ingredients, rather than particularly around exam synthetic. They are a time, with something that is better fit with food and naturally boosting to avoid drink. dramatic crashes.

Or employees that regularly must meet strict deadlines. Smarts – quant performance summary.

REGION GENDER

IRE 73% v 83% 79% 76% 78% average UK 78%

AGE US 84% 18- 35- 50- 88% 89% 82% v 8.4 75% 7.6 average AUS 34 49 60

TIMEFRAME TOP OCCASIONS TOP CATEGORIES OVERALL PLATFORM RANKING of people think v 61% this will become 41% 33% th 53% average common within Part of breakfast Sports nutrition 7 the next 2 years POPULARITY 30% 32% FUTURE LIKELIHOOD of people think Mid-morning Cold beverages v 36% more than half of 38% average people will purchase 29% 28% this product Before breakfast Breakfast cereals Plausible

n=231 Smarts – supporting verbatim

REASONS TO BELIEVE

There is already a lot This is already Competition is fierce of pressure on people happening. There are among millennials and with technology. . already drugs out there they are very aware of People will need and that boost students the food/drinks they use everything on focus and help them consume and the offer, including smart- sleep to bring out their benefits of certain drugs and food, and best results. drinks. anything that could boost their brain. 35-44 Male Australia 55-60 Female US 25-34 Female UK

COMMENTARY

• People, especially millennials, feel under intense pressure to succeed or be at the top of their game. This is so evident that older generations comment on this. • A need to succeed is driving people to use study drugs as well as search for new alternatives such as functional food and beverages. • Already people are using foods and beverages to improve their brain performance. Ingredients noted in the verbatims wildly referenced caffeine as well as a few mentions of ginseng.

n=231 One innovation platform in Spirit Health.

Protect Resilience Smarts

BRAIN

Confidence

Performance BODY SPIRIT Rejuvenation

Defence

GUT

Harmony One innovation platform in Spirit Health.

Spirit health is about Rejuvenation This is about caring for helping people inner get better sleep. wellbeing. REJUVENATION Signals.

Lack of sleep is a rising people in the UK wake up not feeling global refreshed (Sealy Sleep Census, 2016) epidemic. Signals.

Lack of sleep is a rising of adults in China take sleeping tablets (Sealy global Sleep Census, 2016) epidemic. Signals.

People are the estimated value of the seeking ‘sleep-health’ industry -bedding, sound, light, temperature, sleeping rejuvenation. aids. (McKinsey, 2017) Signals.

People are downloads worldwide of relax app seeking Calm with over 100 million listens of ‘sleep stories’ – essentially adult rejuvenation. bedtime stories (Calm, 2019) Rejuvenation – what’s happening?

Cultural Consumer Age Context Insight Focus I am usually just wide awake at night and I feel Growing ‘always-on’ Rejuvenation: people 16+ lifestyle and the want to feel like new; I don’t get enough sleep. infiltration of tech in time and time again I might get like 4 or 5 the bedroom, particularly device hours of decent sleep ‘blue-light’, is resulting and then I’d be wide in less hours and poorer quality sleep. awake at 6 AM again. It can be a struggle.

20-35 year old Dublin Rejuvenation – emerging interest areas.

Bedtime Indulgence Nature’s Sedatives CBN Slumber

A lot of traditional ‘late- Using classic, natural CBN is the lesser known night treats’ (chocolate, forms of sedation to evoke cannabinoid, but evidence ice-cream, cookies) a deeper sleep state. suggests it is a powerful infused with ingredients sleeping aid which can that promote sleepiness. Honey, valerian, help to prolong sleep. lavender and magnolia Many products being bark are well known and CBN products are still at infused with melatonin, being used as part of the oil and supplements CBD, magnesium and L- many sleep-aid products. stage with research theanine and glycine. ongoing. Rejuvenation – brands that are tapping into this rising need.

Chewpod Sleep On Sleep Well Dream Bars Demand Vanilla or chocolate milk Organic bars that Fast-acting sleep aid gum drink made with jersey milk, encourage vivid dreaming designed for those with natural honey and made with nervine herbs sleep issues or with jet leg. valerian root designed to (chamomile, lavender, Blend melatonin and 5- be consumed 30 minutes lemon balm) and rich in HTP with a patented before bedtime for better potassium, magnesium, Fastactiv delivery. sleep. tryptophan, choline and theobromine. Rejuvenation – four functional innovation codes; each offering a unique pathway into this platform.

Sleep Sleep Sleep Sleep Faster Deeper Longer Vividly

Getting to sleep There are four sleep Remaining asleep for Growing interest quicker and with less stages. longer – this is an around the area of effort. important area as ‘lucid dreaming’ and Deeper sleep is about people aren’t getting how it can improve Eliminating ‘tossing moving through these adequate amounts of happiness, creativity and turning’, stages undisrupted, sleep. and mood generally. particularly those with resulting in higher insomnia or anxiety. quality sleep. Research has shown that blue light impacts melatonin development and thus people are sleeping for shorter periods. Rejuvenation – opportunity areas.

Target the Champion Sleep pre-sleep CBN. balance occasion. Opportunity to bring Modern life and tech attention to this lesser is disrupting sleeping Sleep products are known cannabinoid patterns. specifically targeting through food and the 30-60 minutes beverage innovation. Opportunity for before bed. products to help maintain the circadian rhythm (falling asleep and waking up at similar times everyday) and improve sleep cycles. Rejuvenation – quant performance summary.

REGION GENDER

IRE 78% v 83% 89% 83% 86% average UK 84%

AGE US 93% 18- 35- 50- 87% 86% 84% v 8.4 86% 8.9 average AUS 34 49 60

TIMEFRAME TOP OCCASIONS TOP CATEGORIES OVERALL PLATFORM RANKING of people think this v 61% will become 47% 35% th 56% average common within the Before bedtime Hot beverages 5 next 2 years

POPULARITY 33% 35% Late evening snack Dairy-based beverages FUTURE LIKELIHOOD of people think v 36% more than half of 34% average people will purchase 19% 25% Probable this product After working Cold beverages out/exercising n=260 Rejuvenation – supporting verbatim

REASONS TO BELIEVE

Today a lot of people Technology is vastly Insomnia and general already have trouble impacting our sleeping tiredness is becoming sleeping and aren’t patterns and habits. We more prevalent. I have often feel sluggish through waking up refreshed heard of melatonin and the day. This product CBN in supplements so and so if an easy appeal to those that don't solution presents itself have enough time to get a I think it would work. it will be widely popular proper 8 hours of sleep. 45-54 Female UK 25-34 Male AUS 18-24 Male US

COMMENTARY

• It is clear from the research that sleep is growing as a hot topic. There is greater awareness and understanding of the importance of sleep. • More hectic lifestyles coupled with a growing use of technology is resulting in less sleep and poorer sleep quality • There is a strong appetite towards ingredients and products that aid sleep; as well as an openness to the ‘pre-bedtime’ occasion • Because of the rapid growth of CBD, there is little resistance to CBN

n=260 One innovation platform in Gut Health.

Protect Resilience Smarts

BRAIN

Confidence

Performance BODY SPIRIT Rejuvenation

Defence

GUT

Harmony One innovation platform in Gut Health.

Gut health is about helping the Harmony This is about community of enhancing the connection microorganisms between gut and brain. in our body flourish. HARMONY Signals.

Emerging research suggests a strong of the body’s serotonin connection between is estimated to be produced in the the gut and the digestive tract (HHS, brain. 2015) Signals.

Emerging research suggests a strong A Truncal Vagatomy (procedure which removes part connection between of the Vagus nerve, which connects the brain and gut) the gut and the lowers the risk of Parkinson's by 40% (American Journal of brain. Neurology, 2017) Signals.

People are looking for ways to nourish is becoming a more prominent term in the gut health their gut and conversation to describe the way the gut and the brain ‘talk to’ each brain. other (Scientific America, 2015) Signals.

People are looking for of British people prefer to manage their mental ways to nourish health with holistic remedies and 35% of their gut and those aged 18-34 (Eos brain. Scientific, 2019) Harmony– what’s happening?

Cultural Consumer Age Context Insight focus The whole second There continues to be a Harmony: people 25+ brain thing is very lot of momentum behind want to feel perfectly ‘Gut health’ generally in sync. yogic as well. There within wellness culture. is a real yoga People now understand connection there and that physical health and the idea of your mental health are intrinsically linked. energies and everything linked. More scientific research is focussing on the connection between gut 35-50 year old Dublin and brain health. Harmony – emerging interest areas.

Psychobiotics Ancient Remedies Prebiotics

Term used to refer to live Fermented foods help kill Galactooligosaccharide (GOS) bacteria that have a mental pathogens linked to gut is a prebiotic which supports gut health benefit. disease, nourish bacteria associated with microbiota which support serotonin. There is evidence that Butyrate encourages cellular cell production in the brain. GOS reduces anxiety in a similar repair in the brain, potentially way to medication. leading to better mental Quinine, vinegar, health. kombucha, fu-tsai, Prebiotics generally support our tempeh and miso all stress related responses to life Natural Yogurt, Kumis, Kefir traditional fermented foods with garlic, black peppercorns are thought to be established which strengthen the gut. and Jerusalem artichokes are Psychobiotics due to their natural sources. bacterial strains. Harmony – brands that are tapping into this rising need.

Uplift Hi! Happy Inside V8 Vegetable Juice

Offer cook books and menu Kellogg’s US launched new Parkinson’s patients are options which enhance gut cereals containing fibre, encouraged to drink over a health. Their Vanilla prebiotics and probiotics. litre of V8 juice a day. It’s Supplement contains Enriching your gut in these packed with antioxidants prebiotics & probiotics ingredients will support and fibre which help which boost serotonin production of the amino alleviate common symptoms production. It can be taken acids and microbiome of Parkinson’s; low blood as a supplement, with which support brain and pressure, dehydration and cereals or in baked goods. mental health. constipation. Harmony – four functional innovation codes; each offering a unique pathway into this platform.

System Mood Digestive New Sync Boost Peace ‘Biotics

Asserting more The brain and body Gut issues such as Psychobiotics, control over the way work in unison. IBS are increasing bacteria that we feel – our mood, worldwide. positively impacts our general levels of People are looking for mood, and stress or happiness is health solutions that Reducing gut postbiotics, the an empowering improve both, at the inflammation helps to outputs of beneficial sentiment for most same time. relieve gut discomfort gut bacteria, are people. which, in turn, helps emerging and exciting to reduce mental fields of ‘biotics. Being able to eat stress. certain foods that help do this is more It is a harmonious appealing than taking loop between brain medication. and gut health. Harmony – opportunity areas.

Education & Lifestyle Investigate Postbiotics Application Integration ‘Psychobiotics’ Next

Highlight the Experts are quick to This is a new and Isolating the outputs of importance of the gut- remind people that interesting area of ‘biotics beneficial gut bacteria and brain connection. there is ‘no magic pill’ that taps into the gut-brain using them as an for gut health. connection. ingredient is an emerging This takes the field. general benefits of There is a varied Currently brands are gut health to the next opportunity for brands hardly tapping into the level, but the as consumers will mood-boosting power of opportunity is want to incorporate a certain strains of bacteria. relatively new. range of different gut/brain health Brands that can get to promoting products here first, have a into their diet. chance to really stand out. Harmony – performance summary.

REGION GENDER

IRE 80% v 83% 87% 88% 87% average UK 88%

AGE US 92% 18- 35- 50- 86% 89% 84% v 8.4 87% 8.8 average AUS 34 49 60

TIMEFRAME TOP OCCASIONS TOP CATEGORIES OVERALL PLATFORM RANKING of people think v 61% this will become 47% 41% rd 66% average common within Part of breakfast Breakfast Cereal 3 the next 2 years

POPULARITY 36% 31% Mid-morning Dairy-based foods FUTURE LIKELIHOOD of people think v 36% more than half of 40% average people will purchase 31% 28% this product Probable Before breakfast Dairy-based beverages n=243 Harmony – supporting verbatim

REASONS TO BELIEVE

We are more aware of People are becoming We're already seeing how the Human body more aware of mental more research into works and the benefits of health problems, probiotics and gut antioxidants & importance therefore people will health along with the of a "Healthy gut" as part be more open to new rise of products like of general good health. The convenience of a ideas regarding mental kombucha and snack bar format would health and how to aid probiotic drink flavours make this product very it, such as this. in supermarket shelves desirable. 45-54 Male Ireland 25-34 Female UK 25-34 Male Australia

COMMENTARY

• Gut health remains a hot topic in the general conversation about health and wellness. It is an area of passion for many. • Consumers are becoming increasingly more familiar with gut health from product messaging and offerings like kombucha and probiotics. • This is making consumers open to new applications for gut health. • Additionally, addressing mental health has come through as a high priority across the research. People are receptive to natural ways to manage this.

n=243 Three innovation platforms in Body Health.

Protect Resilience Smarts

BRAIN

Confidence

Performance BODY SPIRIT Rejuvenation

Defence

GUT

Harmony Three innovation platforms in Body Health.

Body health is about Confidence Performance Detoxify

strengthening This is about This is about This is about enhancing beauty. bone and joint defending the body and maintenance. against the negative defending it effects of against the urbanisation. environment. CONFIDENCE Signals.

In an increasingly comparative culture, beauty is Of UK consumers feel inadequate when they highly prized. compare themselves to others online (Globaldata, 2017) Signals.

In an increasingly comparative of global consumers say that culture, beauty is social media has made them more self-conscious about highly prized. their appearance (Globaldata, 2017) Signals.

People want to radiate of global sales in beauty and confidence. personal care in 2017 (Euromonitor, 2017) Signals.

People want of Irish people say they to radiate would consider having ‘enhancement’ (botox, fillers, confidence. plastic surgery etc.) treatment in the future (Thérapie Clinic Survey, 2018) Confidence – what’s happening?

Cultural Consumer Age Context Insight focus It is there already, there

As social media has Confidence: people 18-45 are filters on everything. exploded, so too has want to always It has been there since comparative culture. present the best version of themselves the beginning of time Faced with it will always be there, it unattainable beauty standards, people are is just more prevalent left feeling inadequate now with the social and so, are constantly searching for ways to media stuff. enhance their appearance.

35-50 year old, Dublin Confidence – emerging interest areas.

Revitalise Collagen Age-old Secrets Light & Bright

One of the critical building Ancient ingredients from Chinese Growing trend towards lighter blocks of the tone and and Indian medicine are skin, particularly in some parts production of skin in the body, experiencing refreshed popularity of Asia. Mintel reported a 100% collagen starts naturally for their anti-bacterial, anti- increased in the number of declining in women’s mid 20s hypersensitive, anti-inflammatory products containing the - giving products which properties. ingredient glutathione, a skin restore this huge potential. lightening ingredient, between New evidence is emerging about 2017-2018. the use of Centella Asiactia as a treatment for stretch marks, while Vitamin B12 is also emerging Schisandra herbs have been as a hot ingredient for its ability used for the treatment of crows to deliver ’rosy skin’. feet. Confidence – brands that are tapping into this rising need.

Wild Friends Collagen Fat Burning Soup with Qu Puteh Almond Butter Miso, Vegetables and Seaweed An ingestible powdered drink Made with collagen peptides made from L-Gluthione, to provide a “nutrient boost” Fat burning claim comes collagen, apple stem cell, to the much-loved snack. from wakame seaweed grape, rose and argan. Marketed as the ‘ultimate win which contains high levels Glutathione has been win’ – delicious and good for of fucoxanthin, which proven to whiten the skin hair, skin and nails coupled with guarana is when ingested. said to burn and remove stocked fat. Confidence – four functional innovation codes; each offering a unique pathway into this platform.

Skin Body Fat Skin Skin Elasticity Burning Brightening Lightening

Giving the Helping to reduce Illuminating the skin Changing to appearance of bloat, burn stubborn to appear bright and appearance of skin smooth, supple and fat and feel instantly radiant tone, to become youthful skin - no slimmer. paler. matter what your age. Confidence – opportunity areas.

Appetite for Complexion Algae Change

As environmental Varying beauty ideals impact becomes see people looking to increasingly important modify their skin colour to consumers, algal i.e. lighter in Asia, ingredients like darker in the West. fucoxanthin present Ingredients such as an opportunity. glutathione and DHA traditionally used in topical products represent an opportunity for manufacturers. Confidence – performance summary.

REGION GENDER

IRE 74% v 83% 82% 84% 83% average UK 86%

AGE US 90% 18- 35- 50- 85% 85% 70% v 8.4 79% 7.9 average AUS 34 49 60

TIMEFRAME TOP OCCASIONS TOP CATEGORIES OVERALL PLATFORM RANKING

of people think v 61% this will become 43% 28% th 67% average common within As part of breakfast Specialised sports 6 the next 2 years nutrition products

POPULARITY 32% 27% Before breakfast Breakfast cereals FUTURE LIKLIHOOD of people think v 36% more than half of 33% average people will purchase 28% 27% this product After working Dairy-based Plausible out/exercising foods n=247 Confidence – performance summary.

REASONS TO BELIEVE

“As a society we are constantly striving to be “It contains organic “Younger people are more aesthetically appealing almonds which will far more critical of and more desirable. Using appeal to people, collagen has been themselves than an external, at-home, collagen product instead of proven to benefit skin for previous generations expensive and invasive a long time and the ever were” injections would likely be the pearls sound totally next step in beauty intriguing and very relevant to radiance.” 25-34 Female IRL maintenance and standards.” 18-24 Female AUS 45-54 Female IRL

COMMENTARY

• There is a clear consensus from the research that social media culture has played a significant role in shaping the comparative culture we live in today and people are far more critical of themselves as a result. • Among both men and women there is a clear desire to counteract the signs of ageing • There is a feeling that a lot of beauty products currently on the market are ‘fads’ or ‘gimmicks’

n=247 PERFORMANCE Signals.

The world’s Americans over the age of population is 50 are expected to have or be at risk of developing ageing. osteoporosis in 2020 (NCBI, 2004) Signals.

The world’s was the number one population is cause of years lived with a disability in Ireland in ageing. 2017 (Health Data, 2017) Signals.

People are searching for ways of consumers are to maintain looking to increase their intake of vitamins and performance over minerals to improve joint and bone health time. (NCBI, 2017) Signals.

People are searching for ways are exercising more in to maintain attempt to improve their bone and joint performance over health, globally (FMCG gurus, 2019) time. Performance – what’s happening?

Cultural Consumer Age Context Insight focus You need to treat these things earlier, like it’s too Health and wellness Performance: People 18+ late to treat it when have hit the want to achieve their mainstream, with you’re 60 and you have maximum potential people of all ages osteoarthritis, so it is recognising the importance of something that you have physical exercise in to think of sooner, than. maintaining a healthy body and mind. So it’s a younger stage, rather than older stage, People, both young and old, are investing, and it’s preventative both time and money more so. in maintaining and optimising their bodies. 20-35 year old, Dublin Performance – emerging interest areas.

Algae Properties Herbal Healing K2 for Kids

As people search for more Herbal formulas that target the As parents encourage their kids naturally functional and issue of inflammation could be to live active lifestyles, they also sustainable ingredients, algal an emerging category as people want to make sure their children components are well positioned. look to recover from strenuous are well protected. activity and protect against One ingredient, Astaxanthin some of the wear and tear. Recent research has evidenced claims to be ‘multiple times the importance of vitamin K2 in stronger’ than other antioxidants Ingredients such as curcumin, supporting bone health, by while also delivering tendon bosewellia serrata and cuvitus improving mass and strength support, anti-ageing support, are among the emerging in this but also producing energy for brain health and eye support. space. cell. Performance – brands that are tapping into this rising need.

Nutritious Oatmeal for Premia Astaxanthin– TuMe Anti-inflamatory Seniors infused egg Sports Drinks

Hot cereal containing Compared with a normal Combining the healing Australian oats, pumpkin, egg, the Premia egg has powers of turmeric with the bitter buckwheat, spirulina, omega 9, DHA and natural antioxidants of fibre and vitamin C for busy, astaxanthin to improve curcumin this is the ideal health-conscious seniors bone and joint health. beverage for athletes who are looking for a natural way to repair themselves. Performance – three functional innovation codes; each offering a unique pathway into this platform.

Bone & Joint Joint Anti- Muscle Strengthening Inflammation Recovery

Helping to build strong Offering immediate Encouraging full bones and joints which relief and soothing for recovery for those can withstand the wear those suffering from looking to ‘bounce and tear of every day inflamed bones and back’ from strenuous life. joints. physical activity. Performance – opportunity areas.

Supporting Natural Seniors Enhancement

Less than 1% of NPD 67% would prefer in performance ‘completely’ natural nutrition in 2017, sports supplements catered to seniors. paving the way for With an increasingly herbal ingredients and ageing population, plant-based proteins. there will be a growing innovation opportunity with this segment. Performance – performance summary.

REGION GENDER

IRE 85% 87% 89% 84% UK 88%

AGE US 89% 18- 35- 50- 84% 88% 88% 8.8 AUS 85% 34 49 60

TIMEFRAME TOP OCCASIONS TOP CATEGORIES OVERALL PLATFORM RANKING of people think v 61% this will become 47% 35% th 66% average common within Part of breakfast Breakfast Cereal 4 the next 2 years

POPULARITY 32% 32% Before working Specialised sports FUTURE LIKLIHOOD of people think out/exercising nutrition products v 36% more than half of 40% average people will purchase 29% 30% Probable this product After working Dairy-based out/exercising foods n=255 Performance – performance summary.

REASONS TO BELIEVE

Because so many people No doubt that this are turning away from This is such an easy lactose products and not would be a good that way of combating finding alternatives to bump would fly off the osteoporosis in their calcium intake, issue shelves. All natural particular and one I such as osteoporosis will products and am sure doctors become even more magnesium is prevalent. People will want would recommend. an easy way to improve excellent for joint their bone and joint health aches and pains 45-54 Female IRE without drinking milk 18-24 Female AUS 45-54 Female IRE

COMMENTARY

• There is an understanding that the population is ageing and people are working until they are older and therefore we must be cognisant of bone and joint health. • Calcium and magnesium are both cited as being key ingredients in maintaining bone and joint health.

n=255 DETOXIFY Signals.

As more people live in cities, we of the world population in suffer from the 2016 lived in areas where the WHO air quality negative impacts guideline levels were not of urbanisation met (WHO, 2018) Signals.

As more people live in cities, we In the UK are deficient in suffer from the Vitamin D and at risk of illness associated with negative impacts bones, muscles and cardiovascular problems of urbanisation (British Nutrition Foundation) Signals.

People are looking

to defend against estimated worth of the global air purifier market these rising issues. by 2023 as a result of depleting air quality (Techsci Research, 2018) Signals.

People are looking As of 2018, doctors in to defend against Scotland have been authorized to prescribe these rising issues. nature to their patients as a treatment to reduce blood pressure, anxiety, and increase happiness (NHS Shetland) Detoxify – what’s happening?

Cultural Consumer Age Context Insight focus Well, people are investing in As the number of Detoxify: People want 18-55 people living in urban to maintain their air purifiers, people have areas continues to rise health, without allergies and like asthma rapidly, there is an compromising on their and stuff, people have now increased awareness lifestyle. of the negative impacts got monitors in their houses of city living. and they can tell you when there’s certain levels that People are making a conscious effort to are high in your local ensure that their body; environment, so that from their skin to their definitely already is a thing. lungs are protected - looking to skincare, air purifiers and blue-light glasses to defend against these negative 20-35 year old, Dublin effects. Detoxify – emerging interest areas.

Spotlight on Eye Health Proving Anti-Pollution Claims Let the Light In

The digital era has put eye- As concerns around pollution grow Increasingly high-pressured health in the spotlight as people people will become increasingly demanding office-based jobs are spending an increasing concerned with identifying and means people today are amount of time per day on evidencing claims for anti pollution spending less time outdoors. screens. ingredients. The effect of this is a deficiency in vitamin D. Functional beverages enriched Early research has suggested that with lutein and zeaxanthin and boysenberries and broccoli Products which can restore targeted at eye health have sprouts will become two such this Vitamin D, in a convenient begun to gain traction in Asia. ingredients. way for the time pressed worker present huge Detoxify – brands that are tapping into this rising need.

vitaminwater: shine BerriQi Liquid MacuView Supplement for Healthy Water enriched with Lung Function A buttermilk drink from the vitamin D which enhances Netherlands containing egg the absorption of calcium Made with boysenberry yolks enriched with lutein and phosphorus and aids in extract and claims to help and zeaxanthin may help the maintenance of health repair damaged lung tissue improve eye health. bones and teeth. and to reduce inflammation and mucus production Detoxify – three functional innovation codes; each offering a unique pathway into this platform.

Vitamin D Lung Protect Eye Boost & Repair Shield

Giving people the Offering restoration Relieving and restorative effects of and protection of the protecting the eyes sunshine; supporting lungs will ensure easy from the strain felt as lung function and breathing for those a result of increased cardiovascular health living in urban areas. time in front of blue- - without having to light-emitting screens. step outside. Detoxify – opportunity areas.

Pollution Screen Time Protection Safety

As air pollution As technology continues continues to increase, to permeate our lives, there is an our screen time will opportunity for inevitably increase products which can representing an protect against the ill opportunity for products effects of pollution. which protect against eye strain Detoxify – performance summary.

REGION GENDER

IRE 55% v 83% 69% 57% 63% average UK 64%

AGE US 74% 18- 35- 50- 67% 67% 46% v 8.4 59% 5.6 average AUS 34 49 60

TIMEFRAME TOP OCCASIONS TOP CATEGORIES OVERALL PLATFORM RANKING of people think v 61% this will become 41% 37% th 50% average common within As part of breakfast Cold beverages 8 the next 2 years

POPULARITY 32% 29% Before breakfast Specialised sports FUTURE LIKLIHOOD of people think more nutrition products v 36% than half of people 28% average will purchase this 29% 24% product After working Hot beverages Plausible out/exercising n=271 Detoxify – performance summary.

REASONS TO BELIEVE

Yes, this sounds Even if in 30 years time, we've People will have to very likely. City living all moved onto electric, no invent something like emission vehicles, there could is very appealing this product to improve still be forest fires, freak desert however pollution is storms that blow over from the how they would live in an issue, coupled Sahara, volcanic eruptions etc., this polluted with eye strain from so why not help your lungs with environment. a drink infused with devices!” boysenberry (one of my fave berries, btw) 55-60 Female AUS 35-44 Female IRE 45-54 Female UK

COMMENTARY

• There is growing awareness around climate change and the negative impact of higher levels of urbanisation • Pollution, eye-strain and sunlight deficiency are all issues that people living in urban areas can relate to • While this platform didn’t resonate as strongly as the others, there was still high appeal for solutions to modern city living

n=271 4. INNOVATION PLATFORM TESTING SUMMARY We used a hybrid model which incorporated prediction market and online survey techniques.

What is a prediction There are two key predictive market? metrics:

Captures the collective wisdom of an 1. The prediction likelihood index audience by asking participants to bet is the probability of an outcome tokens on outcomes. happening based on participants’ collective betting. Questions are designed to measure the likelihood of possible outcomes. 2. The strength meter summarises the ‘intensity’ of the positive and Participants are asked to make a negative betting activity. judgement on how a specific group of people will behave, rather than providing individual preferences. Participant Profile

Age Country Social Class

57% 18-24 6%14% 25% 26% 25-34 13%27% 30% 35-44 14%27% 23% 26% 13% 45-54 10%22%

55-60 5%10% Australia Republic of Ireland UK US AB C1 C2

Sample size n=638 Key findings.

1. 2. 3. 4. High Brain Health Morning High Probability Relevance Focus Adoption

5 of the 8 Platforms The top 3 Platforms 7 of the 8 Platforms For 7 of the 8 surpass the Probable all had elements are expected to see Platforms, people threshold of 85%+; relating to brain products released expect over 50% of with the other 3 health / mental that will be the target group to falling into Plausible wellbeing: consumed in the adopt the products 61%+ morning (mainly as mentioned. • Protect 89% part of breakfast). • Resilience 88% • Harmony 87% Platform prediction likelihood summary.

Not Probable Possible Plausible Probable Under 35% 35% - 60% 61% - 85% Over 85%

Protect 89%

Resilience 88%

Harmony 87%

Performance 87%

Rejuvenation 86%

Confidence 83%

Smarts 78%

Detoxify 63%

30% 40% 50% 60% 70% 80% 90% 100% Top five platforms by prediction likelihood.

89% 88% 87% 87% 86% Top fives platform by top categories.

1. Hot beverages 1. Sweet snacks 1. Breakfast cereal 1. Breakfast cereal 1. Hot beverages

2. Dairy based 2. Specialised sports 2. Dairy-based foods 2. Specialised sports 2. Dairy based beverages nutrition nutrition beverages 3. Dairy-based 3. Cold beverages 3. Savoury snacks beverages 3. Dairy-based foods 3. Cold beverages Top fives platforms by top occasions.

1. Part of breakfast 1. Part of breakfast 1. Part of breakfast 1. Part of breakfast 1. Before bedtime 2. After working out / 2. Mid-morning 2. After working out / 2. Mid-morning exercise 2. Late evening exercise snack 3. Before breakfast 3. Before breakfast 3. Before working out 3. Before working out / exercise 3. After working out / / exercise exercise 5. WHERE TO FROM HERE? Understanding the platforms – they present both ‘close-in’ and ‘further-out’ opportunities.

Act Later.

Act Soon.

Act Now.

Within 1 year. 1-3 years. 3-5 years. Platform direction – they can inform and inspire across a number of different areas

Messaging Packaging

NPD Hero Ingredients

Partnerships Formulation Screening for your business – is it of relevance to my business and what is the likelihood of it happening?

Detoxify - BODY Resilience - BRAIN Performance - BODY

Confidence - BODY

Rejuvination - Protection - SPIRIT BRAIN Gut - Harmony Smarts - BRAIN How to make the most of this study?

Work with us! APPENDIX

1. CASE STUDIES 2. ONE-PAGE PLATFORM SUMMARIES 3. GLOSSARY CASE STUDIES Radicle Snacks United States

Cognitive boosting and memory enhancing nootropic bars. Natural snack bars made with antioxidants, polyphenols and natural nootropics to boost cognitive functioning, protect memory and detox the system.

Target Area: Brain

Innovation Platform: Protect

Target Group: 25+

Active Ingredients: Curcumin, Piperine, luteolin, Rhodiola Rosea, Ashwagandha, Hovenia Dulcis

Messaging Visual Identity Communications Language Functional Claims from Radicle Snacks: Radicle emphasises Packaging is clean Clear informative • Plant-based that their bars are and not busy to language explains • Whole foods made naturally with strengthen the the benefits of the • Nootropics Curcumin reduces whole ingredients emphasis on individual ingredien • Craft cognitive impairment and ‘seasoned’ with natural, un- ts of each bar. • Season “Bringing together the nootropics. processed • Nutrition and increased best of science with ingredients. Emphasis is placed • Research neurotransmitters They heavily on the brand being the purest of nature.” highlight scientific Each bar is named family owned and associated with evidence and their for its benefit – that the bars are memory formation. lack of processed detoxbar, focusbar, produced in small ingredients. memorybar. batches.

They claim their bars are specifically adapted to certain activities. RECESS UNITED STATES

Recess is a sparkling water infused with hemp extract and adaptogens for balance and clarity. Hemp extract and adaptogens help our body adapt to stress, heighten energy, and boost endurance.

Target Area: Brain

Innovation Platform: Resilience

Target Group: Millennials

Active Ingredients: Hemp Extract, American Ginseng, L-theanine, Schisandra

Messaging Visual Identity Communications Language Functional Claims from RECESS: Recess highlight Understated, Ensure customers • Calm that their products minimalist, fresh are aware of the • Cool “We all have too many help cut through the healing properties • Collected noise of everyday Colourful yet simple of the drink by • Easy drinking Hemp replenishes the tabs open in our life with its calming design on a clean describing the • Mental cannabinoid system, browsers and in our ingredients. pack. ingredients in detail performance making it a go-to for brains. That's why we and their benefits. • Stress relief Calm Sedate palette • Balance dealing with a variety of made Recess: each Cool backs up the Recess have an imbalances. can is a moment to Collected relaxing ethos of easy-going nature. Easy drinking the brand. Their social reset and rebalance” Mental performance presence offers Stress relief Their flavours are in nuggets of Balance hip yet unexpected information around i.e. Blueberry Chai relaxation with a hint of wittiness behind them. Nightfood United States

Ice Cream formulated by sleep experts Everybody knows what you eat before bed matters. Nightfood’s macro-nutrient and ingredient profiles are optimised by sleep science experts to ensure you’ll get a proper night sleep after enjoying this night-time indulgence.

Target Area: Spirit

Innovation Platform: Rejuvenation

Target Group: 25+

Active Ingredient: Minerals and amino acids that research suggests can support sleep quality.

Messaging Visual Identity Communications Language Functional Claims from Nightfood: Nightfood makes it Nightfood comes in Playful • Revolutionary clear that their a traditional 1 pint Fun • Sleep experts ‘Nightfood delivers product is backed (473 ml) cartons so Light-hearted • Crave monsters by scientific sharing is optional. • Satisfying seriously delicious research while still They have an active • Permission 80% of at-home ice night-time ice cream being crave-worthy Pastel and subdued social media • Nutrition cream consumption that’s both sleep and fun. colours presence and are • Nighttime quick to site the • Sleep-friending happens in the hours expert and Quirky food development • Research before bed. cravemonster ‘cravemonster’ awards they have illustrations on won and the media approved!’ every pack. ‘buzz’ they have gathered. Gutsii Australia

Functional Prebiotic Dark Chocolates. Chocolate/shake form - funky and convenient snack foods that save you time, taste great and heal your gut.

Target Area: Gut

Innovation Platform: Harmony

Target Group: Female millennials

Active Ingredients: Probiotics, Prebiotics, Antioxidants, vegan protein

Messaging Visual Identity Communications Language Functional Claims from Gutsii: They’re keen to Colourful, Playful, colourful, • Sexy point out the time instagrammable friendly • Guilt-free Founded by a conscious consuming nature packaging for OTG. • Vegan of functional foods Frank and BS free • Good food pioneer and certified Unconventional “Contributes to and tastelessness - comms. • Low carb health coach, Gutsii has flavours names sustainable weight loss, they claim to have • Keto friendly been born with a mission been making their based on famous Instagram posts improves digestion and musicians and to bring the world of products in the form articulating benefits songs e.g. Pink Salt convenience and tasty nourishes good gut of healthy, funky of functional (tasty) and Floyd Rocks ingredients e.g. functional foods bacteria.” convenient. Colours build a probiotics. together. striking and easy- going visual identity around the brand.. SAKARA UNITED STATES

Nutritionally-designed beauty chocolates using plant based collagen. Beauty Chocolates bring new ceramides to the skin cells via the bloodstream, helping the complexion retain moisture, smoothing wrinkles and protecting collagen.

Target Area: Body

Innovation Platform: Confidence

Target Group: 18+

Active Ingredient: Ceramosides™ Phytoceramide

Messaging Visual Identity Communications Language Functional Claims from Sakara: Sakara ensure Sakara highlight Youthful, customers of the • Nutrient density that their products understated luxury scientific research • dark cacao are backed by behind their • Only 1g of sugar science and guided Fresh and floral products by citing • Moisture Clinically proven “Our philosophy is a by spirit. design on a clean their decorated • Smoothing to improve skin combination of cutting pack. “science and • Plant-based moisture, texture, and edge nutrition science advisory council”. • Collagen Sakara looks like a • Elasticity elasticity in 2 weeks and ancient healing high-end lifestyle • Glow brand. Sakara are very with plant-based wisdom.” active on Instagram collagen boost they have a referral service for the ‘Sakara Life’ and are reviewed in many women’s fashion and lifestyle magazines. BerriQi New Zealand

Liquid supplement formulated with anti-inflammatory boysenberry extracts. BerriQi improves lung health by repairing damaged lung tissue and reducing inflammation and mucus production. It was been developed as a liquid supplement and is currently being added into functional drinks in Australia and Asia.

Target Area: Body

Innovation Platform: Defence

Target Group: 18+

Active Ingredient: New Zealand Boysenberry

Messaging Visual Identity Communications Language Functional Claims from BerriQi: Depicted as a The most prominent Scientific language, • Health The improvements natural supplement colour used is a visual aids and • Restoration "BerriQi is which combats the bright purple which explanations are • Scientifically observed with damage done to the matches the used to explain the proven Boysenberry consumption scientifically proven respiratory system boysenberries used benefits of the • Antioxidant were consistently shown in to aid lung health and by urban pollution. to formulate the product. • Anti- three separate in vivo restoration .. it's made product. inflammatory Language is caring • Repair models – acute from New Zealand Cites boysenberry Photography used and empathetic - • Breathe easier prophylactic, chronic boysenberry the new extracts as main is of a young "city life is tough on therapeutic and chronic active ingredient woman jumping in lungs" - to depict superfood" which is anti the air wearing the product as a repair/recovery. inflammatory and white to symbolise solution to can aid against overall wellbeing respiratory issues. cancer and lung and "clean" living. diisease, ONE-PAGE PLATFORM SUMMARIES Protect – platform summary.

PROTECT Veg of Lund Smoothie Japanese Mint Gum Camano Island Coffee University of Lund food scientists Japanese mint gum such as Camano Coffee advocate how developed Veg of Lund to help Lotte Xylitol Hani Tsukinikui Mint caffeine and other plant properties people naturally boost their brain Gum, uses Gingko Biloba contained in coffee are protective health. The smoothies are rich in which has traditionally been factors against cognitive decline. omega-3 and 6 fats found in used in Chinese medicine to Clinical evidence shows how potatoes and Nordic berries. improve memory retention and drinking 3-5 cups of coffee cognitive health. decreased risk of dementia by about 65% at late-life.

Consumer need: Growing areas of interest Protection Cognitive Anti- Brain Everyday Starter Opportunities Insight: Inflammatories Developmen Functions People want to safeguard their future and Plant antioxidants Folic acidt is vital for DHA Omega-3 Fight Inflammation: have anti-inflammatory brain development prevents memory Focus on naturally prolong their independent living. properties which boost and function. decline by boosting counteracting the blood circulation to Deficiency causes neural blood flow to brain’s aging improve memory and memory loss and improve our process. Functional innovation codes: prevent cognitive nerve damage, such ‘executive functions’ Prevention | Defence decline. as spina bifida in – how we plan, Clinically Proven: foetuses or long-term organise and People want clinical Cucumin damage to your complete tasks. evidence supporting Age focus: Tumeric central nervous product claims. 45+ Pycnogenol extract system. Several herbs boost Wild Blueberry chemicals in the Optimal Grape skin or extract Niacin is a vitamin brain which help Absorption: Provide Rutaceae B3 which boosts folic prevent memory loss. products in a format acid production to they’re most help prevent Ginseng optimally absorbed Alzheimer's and Gingko Bilbao by the body e.g. a brain fog. Galantamine liquid for optimum vitamin B absorption. Resilience – platform summary.

Calm, Good Day The Morning Motivator Metta Beverage Chocolate This powdered product is Incorporates adaptogens with Blends fair-trade chocolate with used a coffee-alternative or in ginseng – a traditional Chinese chamomile flower, amino acids breakfast, and blends Maca herb used to boost mental clarity. It and other botanicals linked to with cacao. These enhances the brain’s absorption releasing tension causing anxiety. antioxidants help relieve and levels of dopamine and Chocolate naturally contains fibre anxiety and lower blood serotonin to naturally stabilise and tryptophan which boosts pressure. mood. serotonin. Consumer need: Growing areas of interest Resilience Ancient Spiritual Serotonin Starter Insight: Adaptogens Wellness Boost Opportunities People want to thrive despite the pressures of These are natural There is a growing Modern research has Natural Origins: identified several key Use products which modern life. herbs that help the trend towards body to adapt to spiritual wellness; proteins which help are naturally the brain produce connected to our stress. an important part of serotonin. brain’s chemical this is using food Functional innovation codes: production. Many have been Mental Strength | Stability and drink to Patients with anxiety, used in traditional cleanse the spirit. bipolar disorder, and Holistic approach: ancient medicinal for depression are Chose a product Age focus: centuries. Fermented foods encouraged to format which 18-35 such as kimchi or increase their intake enhances your Particularly interest rejuvelac.and of these. product benefits around Aryuvedic medicinal e.g. Hot tea (ancient Indian mushrooms such SAMe matching the healing) herbs such as chaga or reishi 5-HTP calming properties as Ashwagandha are popular in DHA Omega 3 of chamomile. and Holy Basil as spiritual healing as EPA Omega 3 effective stress well as teas. relievers. Smarts – platform summary.

SMARTS WOW Focus Brainiac Kids Mushroom Cups Europe’s first nootropic A yoghurt designed to Coffee with superfood drink is designed to improve support developing brains mushrooms that aim to cognitive function and lift using a patented ‘brainpack’ awaken your inner genius – brain fog using a formula – a blend of they use a mix of combination of nootropics, omega-3 DHA, ALA , Chanterelles, Chaga and taurine and natural choline and three strains of Cordyceps. caffeine. probiotics.

Consumer need: Growing areas of interest Smarts Natural Mental Adaptogenic Starter Opportunities Insight: Nootropics Mushrooms Enhancer People want to optimise their intellectual Nootropics is a Lots of excitement Of all the Natural Boosters potential. broad term for any around the potential adaptogens, Focus on natural substance – either of mushrooms to Bacopa Monnieri cognition boosting natural or synthetic boost cognition. is considered the ingredients, rather Functional innovation codes: – that improves most powerful than synthetic. brain function. Alertness | Focus | Sharpness | Retention Lion’s Mane is the cognition and They are a better most studied and memory booster. fit with food. High interest around has strong evidence Age focus: natural cognitive to support it as a The active Study Occasion 18-35 enhancers such as: brain enhancer. components Huge opportunity improve the to target those in L-theanine (often Studies have shown signalling of school or college, used with caffeine) that it significantly electrical impulses particularly Acetyl-L-Carnitine increases nerve between the brain, around exam and choline – all growth factor which helping to time, with natural substances. helps to improve memorise things something that is learning and more easily. naturally boosting alertness. to avoid dramatic crashes. Rejuvenation – platform summary.

REJUVENATION Chewpod Sleep On Sleep Well Dream Bars Demand Vanilla or chocolate milk Organic bars that encourage Fast-acting sleep aid gum drink made with jersey milk, vivid dreaming made with designed for those with natural honey and nervine herbs (chamomile, sleep issues or with jet leg. valerian root designed to lavender, lemon balm) and Blend melatonin and L-5- be consumed 30 minutes rich in potassium, HTP with a patented before bedtime for better magnesium, tryptophan, Fastactiv delivery. sleep. choline and theobromine.

Consumer need: Growing areas of interest Rejuvenation Bedtime Nature’s CBN Starter Insight: Indulgence Sedatives Sleep aid Opportunities People want to feel like new; time and time again A lot of traditional Using traditional, CBN is the lesser Pre-sleep ‘late-night treats’ natural forms of known cannabinoid, occasion (chocolate, ice- sedation to evoke but evidence Specifically target Functional goals : cream, cookies) deeper sleep. suggests it is a 30-60 minutes Sleep Faster | Deeper | Longer infused with powerful sleeping before bed ingredients that Honey, valerian, aid which can help promote lavender and to prolong sleep. Champion CBN Age focus: sleepiness. magnolia bark well Opportunity to 18+ known and used CBN products are bring attention to Many products often. still at the oil and this through food being infused with supplements stage. and beverage. melatonin, CBD, magnesium and Circadian L-theanine, Rhythm glycin, Products that help to maintain circadian rhythm, which modern life can disrupt. Harmony – platform summary.

UPLIFT Hi! Happy Inside V8 Vegetable Juice HARMONY Offer cook books and menu Kellogg’s US launched new Parkinson’s patients are packages which enhance your gut cereals containing fibre, encouraged to drink over a litre of health. Their Vanilla Supplement prebiotics and probiotics. V8 juice a day. It’s packed with contains prebiotics & probiotics Enriching your gut in these antioxidants and fibre which help which boost serotonin production. ingredients will support alleviate common symptoms of It can be taken as a supplement, production of the amino acids Parkinson’s; low blood pressure, cereals or in baked goods. and microbiome which support dehydration and constipation. brain and mental health.

Growing areas of interest Consumer need: Harmony Psychobiotics Ancient Prebiotics Starter Remedies Opportunities Insight: Galactooligosacchari Butyrate encourages Awareness: Highlight Fermented foods de (GOS) is a People want an all inclusive solution. cellular repair in the the importance of this help kill pathogens prebiotic which brain, potentially connection. linked to gut disease, supports gut bacteria leading to better nourish microbiota associated with Functional innovation codes: mental health and Psychobiotics: which support cell serotonin. There is Clarity | System Sync | Fortitude resolving symptoms Currently brands are production in the evidence that GOS of dementia and hardly tapping into the brain, and reduce reduces anxiety in a Parkinson’s. mood-boosting power pain and dehydration similar way to Age focus: of certain strains of experienced by medication. 25+ Yogurt and other Parkinson’s patients. bacteria. fermented milk are Prebiotics generally the longest Quinine support our stress Postbiotics on the established Vinegar related responses to horizon Psychobiotics. Pickle juice life. Isolating the outputs Kombucha of beneficial gut Kumis Fu-Tsai Garlic bacteria and using Kefir Tempeh Black peppercorns them as an ingredient Natural Yogurt Miso Artichokes is an emerging field. Aged cheese Lassi Confidence – platform summary.

Wild Friends Collagen Almond Fat Burning Soup with Miso, Qu Puteh Butter Vegetables and Seaweed An ingestible powdered drink Made with collagen peptides to Fat burning claim comes from made from L-Gluthione, provide a “nutrient boost” to the wakame seaweed which collagen, stem cell from apple, much-loved snack. Marketed as contains high levels of grape, rose and argan. the ‘ultimate win win’ – delicious fucoxanthin, which coupled with Glutathione has been proven to and good for hair, skin and nails. guarana is said to burn and whiten the skin when ingested. remove stocked fat.

Consumer need: Growing Areas of Interest Confidence Revitalise Age-old Light and Starter Insight: Collagen Secrets Bright Opportunities Ancient ingredients Since a lot of South Appetite for Algae People want to always present the best version One of the critical from Chinese and Koreans find As environmental of themselves building blocks of the Indian medicine are translucent skin impact becomes tone and production experiencing aspirational, more increasingly important of skin in the body, refreshed popularity brands are to consumers, algal Functional innovation codes: collagen starts for their anti-bacterial, considering the use of ingredients like naturally declining in anti-hypersensitive, glutathione in their fucoxanthin present an Elasticity | Fat Burning | Brightening | Lightening women’s mid 20s - anti-inflamatory product with Mintel opportunity. giving products which properties. reporting an increase restore this huge of +100% in the Complexion Change Age Focus: potential. New evidence is number of products Varying beauty ideals emerging about the containing the see people looking to 18-45 Females use of Centella ingredient between modify their skin Asiactia as a 2017-2018. colour i.e. lighter in treatment for stretch Asia, darker in the marks, while Vitamin B12 is also West. Ingredients such Schisandra herbs emerging as a hot as glutathione and have been used for ingredient for its ability DHA traditionally used the treatment of to deliver ’rosy skin’. in topical products crows feet. represent an opportunity for manufacturers. Performance – platform summary.

Nutritious Oatmeal for Premia Astaxanthin– TuMe Anti-inflamatory Middle Aged Seniors infused egg Sports Drinks Hot cereal containing Australian Compared with a normal egg, the Combining the healing powers oats, pumpkin, bitter buckwheat, Premia egg has omega 9, DHA of turmeric with the natural spirulina, fibre and vitamin C for and astaxanthin. antioxidants of curcumin this busy, health-conscious seniors. is the ideal beverage for athletes who are looking for a natural way to repair themselves. Growing Areas of Interest

Consumer need: Advantages Herbal Healing K2 for Kids Starter Performance of Algae Opportunities Herbal formulas As parents As people search that target the encourage their Supporting for more naturally issue of kids to live active Seniors Insight: functional and inflammation could lifestyles, they also Less than 1% of sustainable People want to achieve their maximum potential be an emerging want to make sure NPD in performance ingredients, algal category as people their children are nutrition last year, components are look to recover well protected. catered to seniors. Functional innovation codes: well positioned. from strenuous With an increasing Bone and Joint Strengthening | activity and protect Recent research population this could One ingredient, Anti-Inflammation | Muscle Recovery against some of has evidenced the be a opportunity. Astaxanthin the wear and tear. importance of claims to be vitamin K2 in Natural ‘multiple times Age Focus: Ingredients such supporting bone Enhancement stronger’ than as curcumin, health, by 67% would prefer 18+ other antioxidants bosewellia improving mass ‘completely’ natural while also serrata and and strength but sports supplements delivering tendon cuvitus are among also producing paving the way for support, anti- the emerging in energy for cell. herbal ingredients ageing support, this space. and plant-based brain health and proteins. eye support. Detoxify – platform summary.

vitaminwater: shine BerriQi Liquid Supplement MacuView Water enriched with vitamin D for Healthy Lung Function A buttermilk drink from the which enhances the absorption Made with boysenberry Netherlands containing egg of calcium and phosphorus and extract and claims to help yolks enriched with lutein and aids in the maintenance of repair damaged lung tissue and zeaxanthin may help improve health bones and teeth. to reduce inflammation and eye health. mucus production

Consumer need: Growing Areas of Interest Detox Spotlight on Proving Anti- Let the Starter Insight: Eye Health Pollution Claims Light In Opportunities People want to feel like they are in a position to The digital era has As concerns around Increasingly high- Pollution Protection thrive in their modern lifestyles. put eye-health in pollution grow pressured As air pollution the spotlight as people will become demanding office- continues to increase, people are increasingly based jobs means Functional innovation codes: there is an opportunity spending an concerned with people today are for products which can Vitamin D Boost | Lung Protect & Repair | Eye increasing amount identifying and spending less time protect against the ill of time per day on evidencing claims outdoors. The Shield effects of pollution. screens. for anti pollution effect of this is a ingredients. deficiency in Functional vitamin D. Screen Time Safety Age Focus: As technology beverages enriched Early research has 18-55 continues to permeate with lutein and suggested that Products which can our lives, our screen zeaxanthin and boysenberries restore this Vitamin time will inevitably targeted at eye and broccoli D, in a convenient increase representing health have begun sprouts will way for the time an opportunity for to gain traction in become two such pressed worker products which protect Asia. ingredients. present huge potential. against eye strain GLOSSARY Glossary: Brain

5-HTP | an amino acid that your body Bacopa Monnieri | considered the most Lion’s Mane | is the most studied naturally produces. Your body uses it to produce powerful cognition and memory booster of the mushroom and has strong evidence to support it serotonin, a chemical messenger that sends Adaptogens. as a brain enhancer. signals between your nerve cells. DHA Omega 3 | an Omega 3. Together, Maca | plant that grows in central Peru and Acetyl-L-Carnitine (ALC) | used as a DHA and EPA may help reduce inflammation used as an Adaptogen. It lowers blood pressure nootropic that improves mood, learning, and and your risk of chronic diseases, such as heart which relieves anxiety. memory. disease. Mushrooms | all types of edible Adaptogens | a nontoxic substance and EPA Omega 3 | an Omega 3. To reduce mushrooms contain varying degrees of protein especially a plant extract that is held to increase cellular inflammation, you need more EPA than and fibre. They also contain B vitamins as well the body's ability to resist the damaging effects DHA. as a powerful antioxidant called selenium, which of stress. helps to support the immune system and Galantamine | is an alkaloid that has been prevent damage to cells and tissues. Examples ALA | An Omega 3 fatty acid. Some studies isolated from the bulbs and flowers of several are Chaga, Chanterelles and Cordyceps. have suggested it may help prevent certain different plants. It's used to treat mild to kinds of cell damage in the body. moderate confusion (dementia) related to Nootropics | a substance that enhances Alzheimer's disease. cognition and memory and facilitates learning. Antioxidants | chemicals that fight a process in your cells called oxidation. Gingko Biloba | The therapeutic Omega 3 | fatty acids essential to the properties of the ginkgo plant are said to include body's health. Acts to lower the levels of cholesterol and LDL (low-density lipoproteins) in Aryuvedic medicine | is one of the treatment for blood disorders and memory the blood. (LDL cholesterol is the "bad" world's oldest holistic (“whole-body”) healing problems, enhancement of cardiovascular cholesterol.)Produced naturally and found in systems. It was developed more than 3,000 function and to improve eye health. plant sources. years ago in India. Ginseng | traditionally used for a number of Omega 6 | Along with omega-3 fatty acids, Ashwagandha | one of the main medical conditions. Ginseng is used to boost omega-6 fatty acids play a crucial role in brain Aryuvedic herbs and an "adaptogen" to help the mood, improve concentration and mental function, and normal growth and development. body cope with daily stress, as well as a general performance. tonic. Holy Basil | used in Ayurvedic medicine as an “adaptogen” to counter life’s stresses. Holy basil is commonly used to help with anxiety and stress. Glossary: Brain

SAMe | compound found naturally in the body. SAMe helps produce and regulate hormones and maintain cell membranes. People generally use SAMe to treat osteoarthritis, liver disease and depression.

Serotonin | acts as a neurotransmitter, a type of chemical that helps relay signals from one area of the brain to another.

Taurine | a type of amino acid found in many foods and often added to energy drinks. Taurine has been shown to have several health benefits, such as a lower risk of disease and improved sports performance Glossary: Spirit

5-HTP | an amino acid that your body Lavender | Herb recognised as a relaxant Potassium | Natural mineral that has naturally produces. Your body uses it to produce and general mild sleep aid. antioxidant which shown to be linked with better quality sleep. serotonin, a chemical messenger that sends plays an important role in preventing signals between your nerve cells. Tryptophan | Amino acid that turns into a Glycine | Amino acid and neurotransmitter B vitamin called niacin. Niacin plays a key role in Cannabidiol (CBD) | A naturally that is important for many functions. Research creating and regulating serotonin and melatonin occurring compound from the cannabis plant – it has shown higher levels help speed up sleep, levels which balances wake-sleep cycles. is non psychoactive and is being used for increase sleep efficiency and promote deeper therapeutic benefits in many different formats. sleep. Valerian Root | Herb native to Asia and Europe which is used to promote relaxation and Cannabinol (CBN) | A minor L-theanine | Amino acid found in tea encourage better sleep. cannabinoid from the cannabis plant that has leaves. It has been shown to improve the quality been linked to helping with sleep of sleep – not by acting as a sedative, but by lowering stress and promoting relaxation. Chamomile | A herb that comes from the daisy-like flowers of the Asteraceae plant family. Magnesium | Essential mineral that has a It is a calming natural remedy that is often used widespread role in the body. It increases GABA to reduce anxiety and promote sleep. which encourages relaxation and sleep. Research has shown insomnia is often a Choline | A macronutrient that is important symptom of magnesium deficiency. to many different body functions. It is particularly linked to improving energy levels and sleep Magnolia Bark | A flowering tree native to cycles. China, it works as anxiolytic to reduce stress and can act as a sedative which improves sleep. Device blue light | Light which is emitted from phones, tablets and laptops. Exposure Melatonin | Hormone released by the pineal suppresses the production of the sleep hormone gland that regulates wake-sleep cycles. It melatonin more than other types of light which signals to the body when it is time to sleep and can have a negative effect on sleep quality. levels stay elevated throughout sleep. Glossary: Gut

AIP Diet | a relatively new a diet that is Inulin | a type of soluble fibre found in many Prebiotic | Prebiotics are compounds in designed to heal the gut by reducing plants like garlic and chicory root. It is often also food that induce the growth or activity of inflammation created by autoimmune conditions. used as a supplement for prebiotic and digestive beneficial microorganisms. It mainly includes eating meat and vegetables. health purposes. (Prebiotic) Fibre | is a non-digestible Antioxidant | substances that can prevent Lactic Acid Bacteria | an order of part of foods that goes through the small or slow damage to cells caused by free radicals, bacteria often found in milk products and intestine undigested and is fermented when it unstable molecules that the body produces as a fermented foods. They produce lactic acid as a reaches the large colon. reaction to environmental and other pressures. product of carbohydrate fermentation. Psychobiotic | is a term used in Bioavailability | describes the ability of a Microbiome | the collection of microorganisms living in or on the human body. preliminary research to refer to live bacteria that, to have an active effect on the body once when ingested in appropriate amounts, might entering circulation. i.e the ability for probiotics confer a mental health benefit by affecting to reach the gut intact. Mycobiome | mycobiota, or fungal microbiota of the host organism. microbiome, is the fungal community in and on Fermentation | In food it broadly refers to an organism i.e. the human body. Serotonin is a chemical that any process in which the activity Serotonin | of microorganisms brings about a desirable has a wide variety of functions in the human Polyphenols | a chemical linked to change to a foodstuff or beverage body. It is sometimes called the happy chemical, antioxidant benefits which can be found because it contributes to wellbeing and naturally in sources like red wine and green tea. happiness. FODMAP DIET | a diet low in fermentable The historically important chemical class of carbs known as FODMAPS which is clinically tannins. refer to food ingredients or recommended for the management of irritable Synbiotics | bowel syndrome (IBS). dietary supplements combining probiotics and Post-biotic | re non-viable bacterial prebiotics in a form of synergism products or metabolic by-products from probiotic Fructooligosaccharides (FOS) | a microorganisms that have biologic activity in the soluble fibre and a prebiotic which is naturally host. sourced from foods like bananas, asparagus, Vagus Nerve | the longest cranial nerve. It and artichoke. runs all the way from the brain stem to part of Probiotic | Probiotics are live the colon. Galactooligosaccharides (GOS) | microorganisms intended to provide health are prebiotics derived from lactose, a natural benefits when consumed, generally by ingredient in cow’s milk. improving or restoring the gut flora. Glossary: Body

Astaxanthin | Occurs An antioxidant found Fucoxanthin | A natural substance in algae, which claims to be ‘multiple times sourced from brown seaweed such as wakame stronger’ than other antioxidants while also and hijiki said to offer a variety of health benefits delivering tendon support, anti-ageing support, including fat burning. brain health and eye support.

Glutathione | An antioxidant which plays A naturally Boswellia Serrata | an important role in preventing oxidative occurring anti-inflammatory. damage to the skin and has also been associated with skin lightening ability. Boysenberry | An edible fruit said to help repair damaged lung tissue and to reduce Lutein | Believed to block blue light from inflammation and mucus production. reaching the underlying structures in the retina, thereby reducing the risk of light-induced Centella Asiatica | A plant which has oxidative damage that could lead to macular been successful in treating stretch marks when degeneration. applied to the skin topically and more recently in food products Schisandra | Used as an "adaptogen" for increasing resistance to disease and stress, increasing energy, and increasing physical Collagen| The main structural protein found performance and endurance. in skin and other connective tissues. Vitamin B12 | A vitamin important for the Curcumin| Curcumin is the key active normal formation of red blood cells and the ingredient in turmeric with powerful anti- health of the nerve tissues. A deficiency can inflammatory effects. lead to anaemia and permanent nerve and brain damage. Cuvitus | A cucumber extract powder Zeaxanthin | Similar to Lutein, zeaxanthin is ingredient manufactured by XSTO an antioxidant best known for supporting the Solutions to aid muscle and joint health. clearance of free radicals in your eyes. THE BORD BIA FUNCTIONAL FOOD & BEVERAGE INNOVATION PLAYBOOK REFERENCES References:

Facts for the media. Retrieved from https://www.alzheimers.org.uk/about-us/news-and-media/facts-media

Deloitte Access Economics. (2015). Living with Parkinson's Disease. Deloitte Access Economics. Retrieved from https://shakeitup.org.au/wp-content/uploads/2011/07/Living-with-Parkinsons-27082015-FINAL.pdf

Global Alzheimer’s Drugs Market Expected to Reach USD 5.66 billion By 2024: Zion Market Research. (2019). Retrieved from https://www.globenewswire.com/news-release/2018/07/26/1542579/0/en/Global-Alzheimer-s-Drugs-Market-Expected-to-Reach-USD- 5-66-billion-By-2024-Zion-Market-Research.html

Nerurkar A, Bitton A, Davis RB, Phillips RS, Yeh G. When Physicians Counsel About Stress: Results of a National Study. JAMA Intern Med. 2013;173(1):76–77. doi:10.1001/2013.jamainternmed.480

Ritchie, H., & Roser, M. (2019). Mental Health. Retrieved from https://ourworldindata.org/mental-health

(2018). Retrieved from https://globalwellnessinstitute.org/wp- content/uploads/2018/11/GWI_GlobalWellnessTourismEconomyReport.pdf

High Rate of Disability Across the World to Create a Greater Potential Need for Behavioural Health Services. (2019). Retrieved from https://www.futuremarketinsights.com/press-release/behavioral-health-market

Prince's Trust. (2017). The Princes's Trust Macquaire. Retrieved from http://www.princes-trust.org.uk References:

Deloitte. (2014). The overwhelmed employee Simplify the work environment. Deloitte. Retrieved from https://www2.deloitte.com/insights/us/en/focus/human-capital-trends/2014/hc-trends-2014-overwhelmed-employee.html

GDS 2017 results released! | Global Drug Survey. (2019). Retrieved from https://www.globaldrugsurvey.com/past-findings/gds2017- launch/results-released/

Revealed: Oxford’s addiction to study drugs | Cherwell. (2019). Retrieved from https://cherwell.org/2016/05/13/revealed-oxfords- addiction-to-study-drugs/

Sealy; Loughborough University. (2016). The Sealy Sleep Census. Sealy. Retrieved from http://www.sleep- census.com/media/PDF/Sealy%20Sleep%20Census%20final%20report.pdf

Investing in the growing sleep-health economy. (2017). Retrieved from https://www.mckinsey.com/~/media/mckinsey/industries/private%20equity%20and%20principal%20investors/our%20insights/investing %20in%20the%20growing%20sleep%20health%20economy/investing-in-the-growing-sleep-health-economy.ashx press — Calm Blog. Retrieved from https://www.calm.com/blog/press

(2016). Retrieved from https://authors.library.caltech.edu/56514/5/nihms669675.pdf References:

Vagotomy and Parkinson disease A Swedish register–based matched-cohort study. (2017). Retrieved from http://Vagotomy and Parkinson disease A Swedish register–based matched-cohort study

Justin Sonnenburg, E. (2015). Gut Feelings–the "Second Brain" in Our Gastrointestinal Systems [Excerpt]. Retrieved from https://www.scientificamerican.com/article/gut-feelings-the-second-brain-in-our-gastrointestinal-systems-excerpt/

50% of millennials would pick CBD oil over prescriptions for mental health. (2019). Retrieved from https://www.openaccessgovernment.org/cbd-oil-over-prescriptions-for-mental-health/63618/

TrendSights Analysis: Image Consciousness; Exploring consumers’ attitude... (2016). Retrieved from https://www.globaldata.com/store/report/cs0053ts--trendsights-analysis-image-consciousness-exploring-consumers-attitudes-towards- image-and-beauty/

Beauty Survey 2017: Key Insights and System Update. (2017). Retrieved from https://go.euromonitor.com/WP-171024- BeautyandPersonalCareSurvey.html

McGettigan, G. (2019). Confidence boosters or chasing perfection? The rise of cosmetic surgery in young Ireland | IMAGE.ie. Retrieved from https://www.image.ie/beauty/beauty-real-cosmetic-surgery-ireland-124247 References:

(US), O. (2004). The Frequency of Bone Disease. Retrieved from https://www.ncbi.nlm.nih.gov/books/NBK45515/

Ireland. (2017). Retrieved from http://www.healthdata.org/ireland

Nutrition and osteoporosis prevention for the orthopaedic surgeon A wholefoods approach. (2017). Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5508855/

FMCG Gurus: Global joint and Bone Health, 2019

Ambient (outdoor) air quality and health. (2018). Retrieved from https://www.who.int/news-room/fact-sheets/detail/ambient-(outdoor)- air-quality-and-health

Diet, n., Ba, N., Nutrition Science Webinars Nutrients, s., Nutrients, F., Healthy, s., & events, C. Government advice on vitamin D - British Nutrition Foundation. Retrieved from https://www.nutrition.org.uk/healthyliving/helpingyoueatwell/vitamind.html

Global Air Purifier Market 2023 Size, Shares & Forecast | TechSci Research. (2018). Retrieved from https://www.techsciresearch.com/report/global-air-purifier-market/3073.html

Carrell, S. (2019). Scottish GPs to begin prescribing rambling and birdwatching. Retrieved from https://www.theguardian.com/uk- news/2018/oct/05/scottish-gps-nhs-begin-prescribing-rambling-birdwatching Thank you…