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1、超级水果食尚超级水果食尚 Super Fruits Food FashionFirmenich Aromatic China May.2007AgendaAgenda目录目录Market Needs Market Needs 市场需求市场需求 Super Fruit TrendsSuper Fruit Trends超级水果趋势超级水果趋势 Super Fruits IntroductionSuper Fruits Introduction超级水果介绍超级水果介绍 What is superfruit What is superfruit 何为超级水果何为超级水果 What kind of be
2、nefit What kind of benefit 何种具有功效何种具有功效 Positioning of different super fruits Positioning of different super fruits 定位定位 Market Product Market Product 市场产品市场产品Market Needs Market Needs 市场需求市场需求Incorporating Fruit Incorporating Fruit 摄取摄取水果水果 The changes we have seen in the fruit based beverage marke
3、t, in recent The changes we have seen in the fruit based beverage market, in recent years, has been one of remarkable growth. Not only for fruit based product years, has been one of remarkable growth. Not only for fruit based product themselves, but also for all products associated with fruit. This
4、halo effect has themselves, but also for all products associated with fruit. This halo effect has resulted from the increase awareness of the health benefits associated with resulted from the increase awareness of the health benefits associated with fruit and the consumer attraction to this “ wellne
5、ss” , along with their desire fruit and the consumer attraction to this “ wellness” , along with their desire for novel experiences and reaching out for the exotic. This is a sector that is for novel experiences and reaching out for the exotic. This is a sector that is definitely still on its growth
6、 part of the curve. definitely still on its growth part of the curve. 近几年来我们都关注到的变化是以水果为基料的饮料市场呈现良近几年来我们都关注到的变化是以水果为基料的饮料市场呈现良 好的发展。好的发展。 现在更多不止是水果基料的产品本身，现在更多不止是水果基料的产品本身， 还有所有与还有所有与 水果有关的产品。水果有关的产品。 这种趋势主要是由消费者对水果健康功效意识这种趋势主要是由消费者对水果健康功效意识 的增强来和消费者对身心健康趋势的热忠而推动的。同时消费者的增强来和消费者对身心健康趋势的热忠而推动的。同时消费者 也
7、渴望新奇，异域的体验。也渴望新奇，异域的体验。 该趋势仍然保持着它的增长势头。该趋势仍然保持着它的增长势头。Market Needs Market Needs 市场需求市场需求Incorporating Fruit Incorporating Fruit 摄取水果摄取水果 It is generally recognized that eating fruit and vegetables is the It is generally recognized that eating fruit and vegetables is the best way of incorporating the
8、se foods into our diet, but best way of incorporating these foods into our diet, but consumers find it difficult to adjust their diets to include enough consumers find it difficult to adjust their diets to include enough of these items. Consequently this has led to an opportunity for of these items.
9、 Consequently this has led to an opportunity for manufactures to present these “good” foods in various forms of manufactures to present these “good” foods in various forms of beverage.beverage. 总体来说，直接食用水果和蔬菜是含概入我们膳食结构最总体来说，直接食用水果和蔬菜是含概入我们膳食结构最 好的方法。好的方法。 但是消费者发现食用足够量的蔬菜和水果较为但是消费者发现食用足够量的蔬菜和水果较为 困难。
10、困难。 结果，提供给制造商良好的机会在不同的饮料中呈结果，提供给制造商良好的机会在不同的饮料中呈 现这些好食品。现这些好食品。Market Needs Market Needs 市场需求市场需求Incorporating Fruit Incorporating Fruit 摄取水果摄取水果 The truest to the whole fruits are clearly the 100% fruit juice The truest to the whole fruits are clearly the 100% fruit juice products,but fruitproducts
11、,but fruit-juice containing and even fruit flavored products juice containing and even fruit flavored products have gained consumer respect by association. This has been have gained consumer respect by association. This has been particularly so in recent times when even those bearing the name, but p
12、articularly so in recent times when even those bearing the name, but no actual fruit, are fortified with other ingredients to deliver positive no actual fruit, are fortified with other ingredients to deliver positive health effects. health effects. 最能代表的最能代表的100%100%的果汁，但含果汁产品和果味的产品由于的果汁，但含果汁产品和果味的产
13、品由于 和健康水果有联系也能得到消费者的推崇。尤其是最近，和健康水果有联系也能得到消费者的推崇。尤其是最近， 一些产品可能只是有水果的名称而无真实的水果，也可通一些产品可能只是有水果的名称而无真实的水果，也可通 过强化功能性的成分而传达积极健康的功效。过强化功能性的成分而传达积极健康的功效。健康“健康“Super Fruit”Super Fruit” 随着健康意识的增 强，“Super Fruit” 例如诺丽， Acai,mangosteen and pomegranate 受到广泛的青睐。超级水果产品上市 2002. 1月- 2006. 3健康“健康“Super Fruit”Super Fr
14、uit”Although drinks are the main application, superfruits have appeared in applications like sauces and pet products as well. 尽管饮料是主要的应用领域，超级水果也出现在了调味料和宠物产品中。健康“健康“Super Fruit”Super Fruit”Innovative selection创新的选择 New drinks featuring more unusual fruits are being seen across markets. Prune, pomegra
15、nate, noni,mangosteen, aronia, and acai are some of the hottest upcoming super fruits. 采用与众不同水果的新饮料在不同市场已经出现， 例如：青梅， 石榴，诺丽， 山竹，爱莎伊等都是最热门的超级水果。健康“健康“Super Fruit”Super Fruit”Innovative selection创新的选择Flavor innovation in the soft arena is rampant and diverse. 在软饮料舞台上，口味的创新是变化多样的。In the field of new and
16、 less known fruits , flavors such as pomegranate, acai and dragon fruit are finding increased applications, as demonstrated on this flavor application matrix. 在新的和鲜为人知的水果领域， 风味例如：石榴，爱莎伊和火 龙果的产品在市场上增加了。健康“健康“Super Fruit”Super Fruit”Look further whats next? 看得更远 下一步？ Get ready for Superfuits! Get ready for Superfuits! 超级水果：超级水果： We all know that fruit is good for us, but within the fruit We all know that fruit is good for us, but wit
