Comments on: Premiumisation trend in food http://www.cocatalyst.com/blog/index.php/2008/06/16/coffee-premiumisation/ Learning how to create Market Breakthrough Products through targeted Open Innovation and Networking Sat, 12 Mar 2011 05:21:30 +0200 hourly 1 http://wordpress.org/?v=3.0 By: john http://www.cocatalyst.com/blog/index.php/2008/06/16/coffee-premiumisation/#comment-492 john Thu, 30 Oct 2008 13:54:41 +0000 http://www.cocatalyst.com/blog/?p=40#comment-492 Hi Miles, I would say that you are right in general on the importance of the health and wellness trend. In the area of coffee, however, consumers (especially US consumers)don't really believe that coffee can be good for them - "you'd have to change the personification of coffee to make it healthy" - is the kind of verbatim you get. In fact, it's a bit of a let down to talk about health benefits in something many see as an indulgence. So, healthy coffee is a bit of a hard sell, which is a pity as coffee is actually a pretty healthy product with numerous health benefits proven in many studies (once you filter it to get rid of the cholesterol raising oils). If you did want to find a healthy coffee product, you can get chlorogenic acid extracts from coffee with powerful anti-oxidative properties or coffee berry see http://www.coffeeberry.org/ or you can process the coffee specially to increase it's level of antioxidants see http://www.port-trading.com/antioxidant_coffee.html. Ironically the best source of cholorogenic acid is the much maligned Robusta bean. John Hi Miles, I would say that you are right in general on the importance of the health and wellness trend. In the area of coffee, however, consumers (especially US consumers)don’t really believe that coffee can be good for them – “you’d have to change the personification of coffee to make it healthy” – is the kind of verbatim you get. In fact, it’s a bit of a let down to talk about health benefits in something many see as an indulgence. So, healthy coffee is a bit of a hard sell, which is a pity as coffee is actually a pretty healthy product with numerous health benefits proven in many studies (once you filter it to get rid of the cholesterol raising oils). If you did want to find a healthy coffee product, you can get chlorogenic acid extracts from coffee with powerful anti-oxidative properties or coffee berry see http://www.coffeeberry.org/ or you can process the coffee specially to increase it’s level of antioxidants see http://www.port-trading.com/antioxidant_coffee.html. Ironically the best source of cholorogenic acid is the much maligned Robusta bean. John

]]> By: Miles Hember http://www.cocatalyst.com/blog/index.php/2008/06/16/coffee-premiumisation/#comment-491 Miles Hember Thu, 30 Oct 2008 12:31:35 +0000 http://www.cocatalyst.com/blog/?p=40#comment-491 John, it's a stimulating list of Food & Drink trends but I would also want to include some more key consumer trends that have massive impact, in particular Health & Wellness. In the developed markets, this has already become a key strategic driver for mainstream brands, and shows no sign of letting up. What links would you draw out from this trend, as distinct from the others you mention? regards Miles John, it’s a stimulating list of Food & Drink trends but I would also want to include some more key consumer trends that have massive impact, in particular Health & Wellness. In the developed markets, this has already become a key strategic driver for mainstream brands, and shows no sign of letting up.

What links would you draw out from this trend, as distinct from the others you mention?

regards

Miles

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