Author: Mote Chan (WeChat: motechan), with contributions from Bella, Vicky Gan, and Wilbur Zhu.
Source: FBIF Food & Beverage Innovation (ID: FoodInnovation), where you can see the future of the food and beverage industry.
Preface
Recently, major brands have released their financial reports. Many traditional giants have shown varying degrees of decline or slowdown globally or in China, with some even experiencing four consecutive years of decline. Giants often attribute the reasons to "economic slowdown and insufficient consumer demand" or "challenging macroeconomic environment." However, across global and Chinese markets, a batch of rapidly growing new products has emerged, shining brightly against the trend and aggressively eating into the giants' market share. Given the contrast between giants and new products, we must ask: Is the market declining, or are the giants failing? And how are those new products rising against the trend? This article analyzes the overall situation of the food industry from global industry data, reveals the true reasons for the giants' decline, and uncovers the real secrets behind the rise of emerging categories and companies, to find the current growth directions and drivers for the food industry. The article is long; the structure is as follows for readers' preview:
- Giants Are Declining
- Is Demand Really Weakening?
- Who Is Harvesting the Market Against the Trend?
- Innovation: The Path to Longevity
Giants Are Declining
According to Nestlé's data, 2016 sales were CHF 89.5 billion, with real growth of only 2.4% excluding price effects, far below the 5% plan. In 2016, Nestlé's sales in Greater China fell 7.4% compared to 2015. Compared to Nestlé, Coca-Cola is in a worse position. Full-year 2016 sales declined 5.49% year-on-year, and Coca-Cola's global performance has been declining for four consecutive years. Other giants don't seem to be doing much better. Mondelez International's total revenue fell 12% year-on-year, despite the divestiture of JDE; this marks Mondelez's 13th consecutive quarter of decline. Additionally, General Mills and Mars performed poorly, and Hershey even stumbled in the Chinese market. China's traditional giants are even more concerning. Master Kong's overall performance has been declining since 2014, with profits in the first three quarters of 2016 plunging 32%. Furthermore, Uni-President, China Want Want, and Wahaha also hit inflection points in 2014 and have continued to decline since. As for the reasons for the decline, the most common phrases in corporate reports are: "slowing growth in emerging markets and weakening consumer demand."
Is Demand Really Weakening?
It is an indisputable fact that the global economy remains weak. Even emerging markets are seeing slowing economic growth. China's economic growth rate fell from 10.6% in 2013 to 6.7% in 2016. The food industry is also affected. Euromonitor data shows that global food industry growth fell to 1.1%, the lowest in a decade. Kantar data also shows that "China's FMCG market annual sales growth in 2016 was 2.9%, lower than the 3.5% growth in 2015, hitting a new low in nearly a decade." However, despite the slowdown in global and Chinese data, it is still sustained growth, not decline. Nielsen, in interpreting "2017 China Consumer Trends," also stated that "consumption expenditure contributes significantly to GDP growth, at 71%, indicating strong consumption willingness." This means that Chinese consumers' demand has not weakened; on the contrary, it is generally rising. Euromonitor data also shows that some categories are growing rapidly. With consumption upgrading, consumers are pursuing higher quality and healthier food and beverages. Therefore, despite the slowdown, some categories are still growing rapidly.
- Snack Foods: A Trillion-Yuan Market Recent years can be described as a period of explosive growth for snack foods, running counter to the overall food industry growth curve. In the United States, influenced by personalization, faster pace of life, and smaller dining units, "snackification" is becoming a rapidly rising trend. In China, with improved living standards and urbanization, there is also huge growth space for snack foods. Flavored snacks, nut snacks, and mixed dried fruit and nut snacks are the main drivers of snack growth (while sweets, candies, and ice cream continue to decline). Innova Market Insights data shows that the global market share of fruit snack new products has more than doubled, from nearly 8% to nearly 18% now. Fruit snacks are growing at a rate second only to flavored snacks and nuts/seeds snacks. According to Packaging Strategies, the snack market reached $87 billion in 2016 (likely referring to North America), with snack consumption accounting for 51% of all food consumption in the U.S., compared to 40% in 2015. China's snack food market is equally impressive. The retail market size of China's snack food industry was RMB 401.4 billion in 2010, and in 2016 it reached RMB 822.4 billion, with projections of RMB 1,298.4 billion by 2020.
Alternative Beverages: Expected to Double in Three Years
Main alternative beverages (Image source: Plant-based water sales predicted to double by 2020 | Beverage Daily) Alternative beverages should be the highlight of beverage industry growth. Also driven by consumers' pursuit of health and seeking alternatives to traditional high-calorie, high-sugar drinks, alternative beverages are becoming increasingly popular. Currently, alternative beverages mainly include plant-based waters and NFC juices. Zenith Global's report shows that global alternative beverage sales surged 21% in 2016, reaching $2.7 billion (Euromonitor estimates $2.2 billion), and is expected to double the overall market by 2020, compared to just $533 million five years ago. Among them, "coconut water" is clearly the star, currently accounting for 96% of the total plant-based water volume. Coca-Cola and Pepsi have also recognized this trend; Coca-Cola acquired coconut water brand Zico, and Pepsi has also been laying out plans, acquiring ONE Coconut Water and Kero Coco Coconut Water. These companies, along with Vita Coco, dominate the global alternative beverage market. In China, we have also seen many coconut water entrants, including Vita Coco introduced to China by Reignwood Group in 2014, which sparked a tropical trend, followed by many new products. The popularity of coconut water has put considerable pressure on traditional coconut juice giant Ye Shu. The NFC juice market also has potential. According to the "Tetra Pak Juice Index" report released on September 19, 2016, "the global 100% pure juice market is showing unprecedented vitality. From 2012 to 2015, functional 100% pure juice products achieved a compound annual growth rate of 31%, and new products with vegetable juice as the main ingredient grew at a CAGR of as high as 43%. 'Natural and healthy' has become the primary factor for consumers choosing 100% pure juice."
Functional Foods: From Oligopoly to Multi-Player Competition
Note: In this article, functional foods broadly refer to health foods, dietary supplements, energy drinks, and other functional foods. The rise of health foods and functional foods is closely related to the increase in consumer income and self-health awareness. Orbis Research data shows that the global health food market reached $183.8 billion in 2015 and is expected to reach $295 billion by 2020. Strategy& predicts that China's health food market will add RMB 100 billion in market size over the next five years; functional foods will exceed one trillion yuan (see figure below). China's health food and functional food market size (Image source: Article "Under Consumption Upgrade, China's Health Food Market Adds 100 Billion Yuan, Industry Awaits Reshuffle and Reform," by Sun Chao, Partner at Strategy&, PwC) Among them, energy drinks have always attracted much attention. Mintel's "Sports and Energy Drinks 2016 Annual Review" shows that energy drinks continue to grow, with the global energy drink market rising 10% in 2015. China's energy drink consumption is growing the fastest, with an annual growth rate of a staggering 25%, nearly four times the U.S. annual growth rate. The rising demand for energy drinks, especially strong interest in natural energy drinks, has stimulated global industry innovation. The number of energy drink products increased by 29% from 2010 to 2015. Traditionally, Red Bull dominated the energy drink category globally. In recent years, competitive challengers have emerged both globally and in China. The functional beverage market has entered an era of multi-player competition, collectively promoting market growth.
Yogurt and Dairy Alternatives: Unlimited Prospects
Yogurt and dairy alternatives are growing rapidly against the backdrop of overall dairy decline. The global dairy market is basically on a downward trend. Euromonitor data shows that global dairy retail sales fell 9% in 2015, and the decline continued into 2016. Below, we introduce yogurt and dairy alternatives separately.
Yogurt
Comparison of milk and yogurt sales in China (Image source: A research firm says China's new rich prefer yogurt | QDaily) Euromonitor data shows that China's yogurt market has experienced a period of high growth. From 2015 to 2016, yogurt sales grew 25.6%, the highest increase in seven years. Meanwhile, in 2016, yogurt sales basically caught up with milk. The yogurt market size in 2016 was about RMB 100 billion, and it will reach RMB 190 billion by 2020. Retail performance of dairy categories by region globally (Image source: What's New in Dairy in 2016: Dairy's Resurrection as a Healthy Snack | Euromonitor. Note: In this figure, the dairy alternatives for Asia are blank, likely due to missing data.) However, the European and American markets show a different trend from emerging markets. Yogurt is slowing in Europe and America, and even declining in the U.S. But it is undeniable that "Greek yogurt" still maintained double-digit growth in the U.S. in 2016. Greek yogurt sales in dollar terms surged from $391 million in 2010 to $3.7 billion in 2015. Maintaining the same growth trend, it is believed that Greek yogurt already holds more than 50% of the yogurt share in 2016, and it is possible that it will drive overall yogurt growth in North America starting in 2017.
Dairy Alternatives
Dairy alternatives and plant protein beverages have different definitions, but currently both basically refer to soy milk, almond milk, oat milk, coconut milk, etc., and can generally be considered the same category. However, in a literal sense, dairy alternatives can also include non-cow milk categories such as goat milk and camel milk, so dairy alternatives have a broader meaning. Califia Farms' Almond Milk product (Image source: Califia Farms — The Dieline - Branding & Packaging Design | thedieline) BCC Research's report shows that the global dairy alternative beverage market is expected to grow from $5.8 billion in 2014 to $10.9 billion by 2019, expanding at a CAGR of 13.3%. The Asia-Pacific region already held 50.4% of the global share in 2013. According to Technavio market research, almond milk is the fastest-growing category, with a CAGR of about 15% in the coming years. DuPont's marketing strategy manager Mo Xiaoyan pointed out: "Over the past 10 years, the sales revenue and volume of China's plant protein beverage market have achieved CAGRs of 24.4% and 21.3%, respectively. In 2015, the annual growth rate of sales revenue will be 28%. It is expected that by 2019, China's plant protein beverage market will reach about RMB 159.4 billion."
On one side are declining giants; on the other side are growth data. Who is driving market growth?
Who Is Harvesting the Market Against the Trend?
The strong growth of sub-categories also creates conditions for the birth of the next food giant. Correspondingly, the rise of some companies is also promoting the growth of their categories. These rising stars, rising against the trend, shine especially brightly amid the industry slowdown. It is these rising new products that are aggressively harvesting the market share of traditional giants.
- New Products Rising Against the Trend
Snack Category: Three Squirrels
Snacks are already a red ocean globally and in China, but in China, snack giants have emerged in recent years. Three Squirrels, Bestore, Be & Cheery, and Lai Yifen have carved out a bigger space in this red ocean. Their models differ, and their growth often carries the halo of "online" or "new retail" concepts. However, their common feature is the selection of "high-quality products," with full innovation in product, packaging, and user experience, giving the traditional snack industry a new look. Among these emerging snack companies, the one with the shortest establishment time and fastest growth is undoubtedly Three Squirrels. On January 11, 2017, Three Squirrels announced that its 2016 annual sales exceeded RMB 5.5 billion, with net profit of RMB 263 million. However, the company was founded less than five years ago. Its growth rate is almost doubling every year. "Internet," "e-commerce," "youthfulness," and "word-of-mouth marketing" are all keywords describing Three Squirrels' success. Zhang Liaoyuan said, "Three Squirrels' success lies in stepping on the rhythm of internet development at every step." Three Squirrels' growth history is undoubtedly closely related to the era of e-commerce rise, which brought a complete transformation in consumer shopping patterns. In the book "Squirrel Dad and Three Squirrels: The Road to Internet Brand IP and Personification Operations" (by Shu Niannian), the father's judgment of the times is described, which in retrospect is undoubtedly a very accurate judgment:
He conducted long-term research on brands like Shazi Guazi, Qiaqia, and Lai Yifen. These brands were born almost every ten years.
In the 1980s, when China's reform and opening-up began, no one dared to do business on the street. The bold Nian Guangjiu made Shazi Guazi a roaring success;
In the 1990s, supermarkets were just rising in China. Qiaqia packaged products in small bags and placed them in supermarkets, solving the randomness of bulk snacks and bringing convenience to people;
After 2000, chain operations appeared in the Chinese market. Lai Yifen opened offline chain stores, bringing consumers more convenient purchasing methods and more professional services.
These new industries born every decade continuously refresh and subvert the sales models of the food industry. But now the internet era has arrived. In Zhang Liaoyuan's view, the rise of online shopping will inevitably change people's lifestyles. Three Squirrels' "marketing" is often talked about. However, Zhang Liaoyuan said: "Marketing 150 points, but the product must also achieve 100 points!" Consumers who have purchased Three Squirrels products generally share the same feeling: compared to ordinary similar products, Three Squirrels products are of better quality, and the packaging design is more youthful. For example, macadamia nuts come with a "nut cracker," and wet wipes are provided. Many details exceed user expectations, allowing Three Squirrels to continuously gain loyal customers through repeated purchases and trigger word-of-mouth spread. Three Squirrels' growth momentum, comprehensive investment in supply chain and R&D, and the beginning of offline layout strategy show us the possibility of it growing into a 10-billion-yuan, or even global 100-billion-yuan, enterprise.
Alternative Beverage: Vita Coco
The biggest star in alternative beverages is undoubtedly "Vita Coco," which has been blowing a refreshing breeze globally since 2006. First, look at its data:
In 2006, Vita Coco rose rapidly, dominating the North American Tetra Pak coconut water market.
In 2009, Vita Coco led the industry with a market share of over 60%.
In 2014, Vita Coco cooperated with Reignwood Group to enter the Chinese market and achieved sales of RMB 100 million in 2015.
In 2016, Vita Coco's global performance reached $1 billion (as reported by Bloomberg), accounting for nearly half of the global share. Hu Weibin, China regional manager of Indonesia's Sanyu, known as "Coconut Uncle," described the reasons for coconut water's explosion in North America in the FBIF R&D WeChat group (link): Why did coconut water become popular in the U.S.? Coconut water was actually packaged in Tetra Pak in Brazil as early as 1994. By the late 1990s, Southeast Asian canned coconut water was already available in the U.S.
But why didn't it become popular until around 2008? Three-piece cans, aluminum cans, or glass bottles of coconut water in the U.S. were always specialty local products sold in Asian supermarkets. They didn't taste like coconut water at all; they tasted more like sugarcane water or water chestnut water, and the ingredient lists weren't clean.
It wasn't until Tetra Pak coconut water came to market that mainstream American consumers noticed coconut water as a product that met their needs. First, the ingredients are clean; second, the packaging meets environmental demands.
Moreover, when coconut water was initially promoted in the U.S., it first appeared in yoga studios and gyms, presented to the mainstream public as a natural sports drink, emphasizing natural hydration, electrolyte replenishment, and low calories.
This image promotion took at least three years to lay the groundwork in the U.S. Then, Vita Coco invited various celebrities as endorsers and shareholders, turning coconut water into a trendy drink with a celebrity halo, and that's why it became popular. Coconut water's first wave of popularity was due to the elements of natural sports drink + trendy drink. In summary, Vita Coco's success factors include: the product meets health concepts, packaging meets convenience and environmental demands, and celebrity-endorsed marketing, all contributing to its status as a trendy drink.
Functional Beverage: Monster
Monster Energy is a high-energy drink produced by Hansen Natural, and it is one of the few energy drinks that can compete with Red Bull in recent years. Huang Hai, vice president of Frees Fund, commented in the article "The Secret of Blockbuster Snacks That Cross Economic Cycles" (link) that Monster is "the most brilliant company in the U.S. food industry in the 21st century." The article describes Monster's growth: "Monster Beverage's stock price rose from $1.36 in 2004 to $160.78 in 2016, an increase of 117 times, making it the highest growth stock in the U.S. over the past decade. In the U.S. beverage market, Monster, as a new brand of the 21st century, holds a market share (39%) second only to Red Bull (43%)." Although its growth in the U.S. slowed significantly in 2016, it does not hinder Monster's strong performance globally. In 2016, Monster Energy's global sales reached $3 billion, up 12% from 2015; gross margin was as high as 63.7%. Monster's story begins with "an unknown company acquired by an obscure South African businessman." However, the most important factor in its success is strategic transformation. "Hansen's Natural," a regular juice and soda producer, began to realize that "selling sugar water behind popular trends is doomed." Therefore, in 1997, Hansen decided to transform into the energy drink market and launched a product called "Hansen Energy Drink." However, the first functional beverage did not succeed, and after five years of struggle, they realized they had to break away from the brand recognition associated with the original company name, even abandoning their own company name, and finally "Monster Energy" was born. A series of subsequent strategies led "Monster Energy" step by step to the pinnacle of energy. Summarizing Monster's main success factors: First, a visionary and bold transformation: as early as 1997, they boldly tested the waters in a field that was not widely recognized. They conducted market trials earlier and actively adjusted strategies. Second, a highly impactful name and an impressive brand image. Third, sponsoring the coolest sports, emphasizing "unleash the beast," which is more in line with American culture, successfully creating an attachment that attracts young consumers. Fourth, Coca-Cola acquired 16.7% of Monster Beverage, allowing Monster to leverage Coca-Cola's powerful global distribution network, rapidly expanding globally and achieving "purchase convenience."
Yogurt: Chobani
Chobani's new product Drink Chobani launched in 2016 (Image source: Dairy Reporter) Since its launch in 2007, Chobani has been on a world-conquering journey. In 2016, it held 50% of the U.S. Greek yogurt market share. Despite the declining trend in U.S. yogurt, Greek yogurt represented by Chobani maintains double-digit growth every year. Greek yogurt sales in dollar terms surged from $391 million in 2010 to $3.7 billion in 2015. In North America, it aggressively seized the yogurt market share of traditional giants Danone and General Mills. Chobani's success is also inseparable from the consumer trend of pursuing healthier and higher-quality products. Chobani precisely positioned itself as high-quality, high-end, and healthy yogurt, filling a huge market gap. Its founder, Ulukaya from Turkey, is as obsessive about the product as Steve Jobs. His compulsive control over every detail completely disrupted the yogurt industry. Where is the disruption? First, starting with an ultimate product. Second, packaging must also be perfect. Third, rejecting traditional channels for Greek yogurt and pushing it to the mass market. Fourth, marketing must also ignite the market, fully leveraging word-of-mouth effects. Fifth, fully controlling supply chain and production, reducing costs, and building barriers. Every step was carefully designed, and a series of combined measures made Chobani one of the most successful food companies in North America in recent years. These successful rising companies and the reasons for their success indicate deep changes in the food industry and consumers.
Irresistible Trends
Different emerging companies represent different categories, but almost all reflect the same market trends: consumption upgrading, premiumization, health, youthfulness, and e-commerce. These trends are also reflected in the sub-categories of giants. Among declining giants, there are also categories or businesses that align with current trends and achieve high growth (including Nestlé's Health Science business, Coca-Cola's high-end yogurt in North America, Mondelez's e-commerce business, etc.). These irresistible trends also reveal one of the reasons for the decline of traditional giants: in the past, emerging markets or traditional channels were the pride of giants' performance growth; now, emerging markets or traditional channels have become a drag on some giants' performance. Only by following the trend can transformation succeed. These trends include comprehensive product innovation and upgrading (product + packaging + marketing) and also mean channel transformation. Behind keywords such as consumption upgrading, premiumization, health, youthfulness, and e-commerce, there may be a bigger secret: the millennial generation has become the main consumer force. They are well-educated, pursue individuality, pay more attention to consumption quality, and are more internet-savvy. They are the main consumers of e-commerce. More importantly, they have sustained income and are rapidly filling the ranks of the middle class. The new generation shows completely different consumption concepts and lifestyle habits from the previous generation. This is the most noteworthy feature of this trend, revealing the most fundamental reason for the giants' decline. At this point, do you still believe that the reason for the giants' decline is "economic slowdown and weakening consumer demand"? The following suggestions may be helpful for food companies seeking long-term growth.
Innovation: The Path to Longevity
Innovate, Innovate, and Innovate Again
Chobani, Monster, Vita Coco, and Three Squirrels represent not only consumption upgrading but also successful companies that stand out through innovation in different sub-sectors. Summarizing their success, besides "founders with foresight and long-term planning," there are common factors worth learning: "Comprehensive Innovation" Innovation is far more than the product itself; it also includes comprehensive innovation and upgrading of packaging, brand image, marketing, and even production and supply chain. For companies, the more important capability should be "continuous re-innovation." Any technology, model, or advantage gained at a certain point may become outdated, forcing companies to continuously gain advantages at more points. This is also why giants cannot rest on past achievements. "Innovation" is a high-frequency word in recent years. However, the most cutting-edge innovation should be "technology."
Technology-Driven Innovation, Breaking the Boundaries of Dreams
R&D is the foundation of an industry, and technology is the foundation of R&D. The birth and rise of a category invariably require technological breakthroughs and large-scale application. Technological progress allows innovation and ideas to break traditional boundaries. From a business perspective, technological breakthroughs and scaled applications are opportunities to seize the market high ground.
Technology: Disrupting and Creating Industries
Historically, aseptic processing and packaging technology brought disruptive changes to the food industry, even creating new industries. The UHT aseptic processing technology was hailed by the Institute of Food Technologists as the most important achievement in food science in 50 years (1989). Tetra Pak is a pioneer in aseptic packaging and processing technology. Thanks to Tetra Pak's technical support, milk sources from Inner Mongolia, China, can be continuously transported to the vast national market. Yili and Mengniu, benefiting from technological progress and Tetra Pak's support, rapidly rose to become the leading dairy companies in China. If the dairy revolution is Tetra Pak's past, then the alternative beverage revolution is another great ongoing revolution. Similar technology has also been applied in the coconut water field. Once opened, coconut water easily changes color, taste, and spoils, which has long limited coconut water to tropical regions. However, Tetra Pak's comprehensive technical support from processing, filling, to packaging allows coconut water to retain more of its original flavor and greatly extend shelf life. The "Tetra Prisma" package, suitable for "on-the-go" drinking and combining many scientific technologies, helped coconut water break into the U.S. market and begin to spread worldwide. Now, the mainstream coconut waters seen on the market—Vita Coco, Zico Coconut Water, Malee Coco, ONE Coconut Water, Kero Coco Coconut—are almost all in "Tetra Prisma" packaging. Tetra Pak has played an indispensable role in the rise of the coconut water category. In addition to aseptic processing technology, freeze-drying, decaffeination, and other technologies have changed the food industry in the past and present. Currently, the integration of the internet, IoT, medicine, biology, and other industries with food is accelerating the evolution of the world's food industry.
Integration of Food with Nutrition, Medicine, and the Internet
The most significant cross-industry integration, and perhaps the most far-reaching, is the combination of food and medicine. With the popularity of precision medicine, on the one hand, ordinary functional foods are advancing to medical foods to prevent and assist in treating specific diseases. For example, Nestlé Health Science, established in 2011, develops medical foods for aging, neurological diseases, infant diseases, obesity, post-surgical recovery, gastrointestinal and metabolic diseases. On the other hand, personalized nutrition solutions based on analysis of individual phenotype and genotype big data are also emerging, such as basic Mosaic Nutrition customized vitamins, mid-range Habit customized meal plans, and high-end Carbon Cloud Intelligent digital health management platform. In 2016, Nestlé even spent $130 million to acquire medical device company Phagenesis and announced cooperation with Samsung to explore the potential of nutrition science and digital sensor technology to develop a new digital health platform, providing consumers with more personalized nutrition, lifestyle, and health advice. Data that pleases Nestlé is that the Health Science business's share in Nestlé has been increasing year by year. This business's sales in 2015 reached about CHF 4 billion, accounting for more than 4% of Nestlé's total revenue. Deeper technological research and cross-industry integration will be major trends in food industry research and will more rapidly and thoroughly disrupt the food industry in the future. This speed may be as fast as e-commerce sweeping the globe, as sudden and unpredictable. For food companies, there is no doubt that to occupy the future high ground, they must stand at the forefront of technology.
The Path to Longevity: Corporate Value and Mission
In his preface to "Built to Last 2: Why Foundations Cannot Last," Jiang Ruxiang said: "What truly convinced me is Collins' emphasis on 'mission' and 'values.' Many great companies were founded with goals nobler than making money. George Merck II, founder of pharmaceutical giant Merck, was always dedicated to curing diseases..." Health, nutrition, naturalness, joy, simplicity—any word beneficial to consumers should not be merely regarded as a hype concept but should be the natural mission of food companies. Health foods and functional foods are increasingly sought after; the rise of natural food and beverages is because people are tired of unhealthy foods; snacks are becoming more popular, even leading to "snackification." It is undeniable that the public's dietary life, nutrition and health, and even physical and mental pleasure will increasingly depend on food companies. For food companies, opportunities and responsibilities coexist. From a business logic perspective, how to find the next "popular ones"? It is nothing more than continuously discovering needs that are truly beneficial to customers and satisfying them. When the mission of all food companies is to continuously provide consumers with better quality, healthier products and bring more joy, why fear the myriad changes in the world?
References
During the writing of this article, 109 reference articles and news articles were consulted, and news related to the annual reports of 27 mainstream companies was collected. Due to space limitations, they cannot all be shown here. This information may be helpful for industry friends interested in researching current food industry trends. Interested friends can contact the author to obtain it. -END-