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HOW NUTRITION CAN BE A
COMPETITIVE ASSET FOR FRESH DAIRY?
Agnès MARTIN, PhD Science & Nutrition Director Europe Dairy
Danone Nutricia Research
THE RAISING CONCERNS OF PUBLIC HEALTH NUTRITION PUT PRESSURE ON
DAIRY BUSINESS
HEALTH THROUGH FOOD IS A NECESSITY
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It is estimated that 1 in 9 people suffer from chronic hunger worldwide
Malnutrition causes 50% of children death.
2 billion people are considered to be overweight or even obese
1 out of 10 people will have diabetes by 2035
THE POLITICAL RESPONSE
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New public health policy & action plan (against obesity, childhood obesity, type 2 diabetes, CV diseases etc)
New nutritional recommendations: free/added sugars intakes (WHO)
New national dietary guidelines
National roadmaps of reformulations, based on industry commitments
New regulations
Tax on sugar level Restriction of marketing to children Front-of-pack labeling School policy, nutritional framework for public procurement for schools
2016 – New national strategy on Childhood obesity
from April 2018 – Taxation on sugary drinks: - no tax for total sugars < 5g/100ml - low tax for total sugars between 5 and 8g/100ml - high tax for total sugars > 8g/100ml Milk-based drinks must contain at least 75ml milk/100ml to be eligible for exemption
2016 – New Eatwell guide: dairy products represent only 8% (vs 12%) of energy intakes
2016 – New recommendation of free sugars intakes (Public Health England) < 5% daily energy intakes (SACN guidelines): - 23-24g/day for 7-10yo children (vs 48g/day current intake) - 27-33g/day for 19-64yo adults (vs 57g/day current intake)
2013 – Traffic lights voluntary labelling
- Green: < 5% total sugars - Orange: 5 to 22,5% total sugars
2017 - Sugar reformulation plan (target: -20% total sugars)
UK TRENDS IN NUTRITION POLICY & REGULATION
2007 – Ofcom regulation on marketing to children
- Only non HFSS food & drinks are eligible
Public health policy
Nutrition recommend
ations
Dietary guidelines
FOP labelling Marketing to children
Taxation School policy Reformulation roadmap
EU EU Childhood obesity plan
EFSA reco on added sugar
intake (2019?)
Consultation on FOP scheme
(nutrition profile) (2017)
WHO EU nutrition profile (2015) &
monitoring tool kit (2017)
EU School Milk Scheme (2016) EU report public procurement for schools / only fresh plain
dairy (2017)
EU annex on added sugars :
-10% @ 2020 vs 2015 (2015)
Belgium Yogurt < 7% added sugar (2016)
-8% added sugars @ 2020 vs 2012
(2016)
France New Plan National
Nutrition Santé
Total sugars < 100g/day
(2017)
2 dairy/day? (2017)
Voluntary synthetic logo
(2018 tbc)
Soft drinks tax (2012)
Subsidies school policy (only plain yogurt)
(2016)
NL Yogurt < 6% total sugar
(2016)
-8% added sugars @ 2020 vs 2015
(2015)
Spain Sugar tax on drinks (2018 tbc)
?-10% added sugars @ 2020 vs 2015
(2017?)
UK UK Childhood obesity plan
(2016)
Free sugars < 5% daily E
(2016)
Dairy <8%E (2016)
Voluntary traffic lights
(2013)
Ofcom regulation (2007)
Sugar tax on drinks
(2018)
School policy Dairy: < 5% added sugar
(2014)
-20% total sugar @ 2020 vs 2015
Yogurt: total sugars <11% (2017)
EU TRENDS IN NUTRITION POLICY & REGULATION
OTHER TRENDS
Ranking of food companies by investors on nutrition assets
DANONE’S NUTRITION
COMMITMENTS
• Local patterns as the cornerstone of our model
• A healthy diet starts with healthy products
• An enjoyable experience represents a key driver for a healthier diet
• With the best we can do, always
• Research is our best ally
• Not alone, but with partners and stakeholders
OUR MANIFESTO EXPRESSES OUR CONVICTIONS & COMMITMENTS
http://danone-danonecom-prod.s3.amazonaws.com/user_upload/danonetemplates_elementinv/Danone_Manifesto_ENG.pdf
THE ALIMENTATION TREE, THE SYMBOL OF OUR STRATEGY
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We want to contribute to develop healthier eating and drinking
habits…
….in the right way for the planet, so it is sustained and protected
The Nutrition Commitments are an enabler of our vision of
alimentation, to encourage healthier choices.
DANONE, FOCUSING ON HEALTHY CATEGORIES
Most of our products for the general population are belonging to food categories recommended
for daily consumption in dietary guidelines
THE DANONE NUTRITION COMMITMENTS
Full version AVAILABLE ON DANONE.COM
For each commitment, we share:
6 COMMITMENTS
Healthier food choices
Responsible practices
Public health challenges
DEVELOP PRODUCTS THAT ENCOURAGE HEALTHIER CHOICES
1. Continuously improve the nutritional quality of our products By 2020, 100% of our products will reach our nutritional targets, which are based on our publicly available standards. This will help us optimize the nutrient density of our products to meet the needs of our consumers. In Africa, given the specificities of eating practices and product ranges available in the region, Danone aims to reach the Danone nutritional Targets by 2025, achieving intermediary targets in 2020.
THE DANONE NUTRITIONAL TARGETS 2020
Principles • Specific populations • Frequency of consumption
(daily vs occasional) • Maximum threshold for
energy & nutrients to limit (saturates, sugar)
• Minimun threshold for nutrients to encourage (protein, calcium)
• Minimal overal nutritional quality/100g (Rayner score )
THE DANONE NUTRITION TARGETS: dairy example
THE DANONE NUTRITION TARGETS: dairy example
THE DANONE NUTRITION TARGETS: dairy example
Projections at 2020 Scope: Danone sugared dairy products (weigthed by volumes)
o Compliance: 100%
o Sugar reduction (vs 2015)
• Total sugar: -5 to -6% (-4% to -10%*)
• Added sugar: -9 to -10% (- 8% to -14%*)
*depending of country baseline and product portfolio composition
DEVELOP PRODUCTS THAT ENCOURAGE HEALTHIER CHOICES
2. Design healthier alternatives relevant for consumers
By 2020, top Danone brands will contribute to providing healthier alternatives in consumer diets.
NUTRICHOICES
WHY
•Reach an ‘healthier alternative’ positioning
WHAT
•Analyze local consumption dynamics & identify real alternatives
HOW
•Using a scientific & robust method (collaboration with Dairy LS - Biometrics & external expert)
Outputs alternatives, association
Probability &Potential substitution nutritional balance
Source of data: Food & drinks diaries (≥4 days, quantified,
full diet)
Statistical analysis of daily consumption, per moment, per individual
OUTPUTS EXAMPLE
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DAIRY
APPROACH:
Public health & dietary context: calcium deficiencies, sugar moderation,
convenience of snacking
NutriChoices to identify snack alternatives: hot beverages sugared & non-
sugared, pastries & cakes, crackers, cookies, flavoured & regular milk
Nutritional comparison of alternatives
ACTIVATION:
design yoghurt snack as credible, healthier alternative
position & communicate as a healthier choice
launch “Month of the Healthy Snack” activation
scientific outreach:
• Congress presentations (FENS, SLAN) + article (2017)
• Part of LATAM expert workshop & CESNI/IDCS book on diet methods
-2
1
3
21
…
…
RAYNER SCORE
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PROPOSE RELEVANT LOCAL APPROACHES TO PUBLIC HEALTH CHALLENGES
3. Further reinforce our expertise on the understanding of local nutrition practices and public health contexts
By 2020, in Danone’s top businesses, we will have implemented and published outcomes of research programs supported by local experts to understand eating and drinking habits and food cultures.
53 countries or zones covered for the collection of dietary & nutritional recommendations & intakes)
NUTRIPLANET TOOL
WHY
•Be community relevant by changing perspectives on the positioning of our category and innovation
WHAT
• Understand alimentation dimensions + eaters’ real-life practices and the reasons behind
HOW
•By working with credible experts & scientific methodologies from food socio-anthropology
FOODSTYLES
With a precise analysis of interactions between:
A 360°ETHNO-SOCIOLOGICAL APPROACH OF A CATEGORY
Sources of data:
OUTPUTS EXAMPLE BUILDING SOLUTIONS IN AFRICA FOR AFRICA
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ELN – Cameroon & Ivory Coast Understand Mums’ food practices and representations (knowledges &
beliefs) regarding their infant feeding
100 interviews/country, 8 months
• Anemia culturally known but no direct link established btw diet and anemia • Existence of current “traditional” treatments built around the color of blood • Middle-class women are worrying by showing precarity (-> purchase in grocery stores not pharmacies)
Education of HCP
Credibility & reputation: 3 publi. in progress
Education tools specially designed for the "mum/spouse/woman”
Product Renovation: - Iron fortification - Turn pack into red color - Price reduction - Distribution extended to
grocery stores
PROPOSE RELEVANT LOCAL APPROACHES TO PUBLIC HEALTH CHALLENGES
4. Contribute to address local public health challenges on which Danone can have a most favourable impact through partnerships
By 2020, in the top 15 countries where Danone operates, we will have contributed to a local public health cause, with relevant actions and programs.
High rate of obesity in children due to bad eating habits
Promote healthier eating habits in children
Eat Like a Champ
6-week program encouraging children to eat more "healthier" foods and fewer "less healthy" foods
Reach to date > 200 000 school children aged 9-10 years
2000 children at baseline, +6 weeks and +12 weeks.
Children consume 3.2% fewer “less healthy” foods and 2.6% more “healthier” foods : These changes equate to children eating two
extra portions of fruit and vegetables and one less chocolate bar a week.
Greater impact in children from low income families.
Local Public Health Challenge
The cause the CBU fights for
Concrete action
Impact measurement
Contents developed with British Nutrition Foundation
Done by Dr. Michael Nelson of PHN Supported by the Children's Food Trust
Eat like a champ program (UK)
ENSURE RESPONSIBLE PRACTICES
5. Develop even more responsible marketing practices, especially to children
By 2020, each country in which Danone operates will have disclosed and embedded a local comprehensive policy on responsible marketing practices. This will include our commitment regarding breast milk substitutes1 .
1Danone Policy for the marketing of breast-milk substitutes
EU PLEDGE REINFORCEMENT
ENSURE RESPONSIBLE PRACTICES
6. Provide the most appropriate product labelling to encourage healthier practices
By 2020, 100% of Danone products will display comprehensive nutritional information to guide consumers, in particular regarding the portion guidance.
• We have voluntarily implemented GDAs
• We are committed to support any
voluntary initiatives which aim to better inform consumers on the global nutrition quality of products: – Interpretative system – Scientifically grounded – Impactful on consumers
NUTRITIONAL INFORMATION ON FRONT-OF-PACK
DAIRY ARE MORE THAN NUTRITION
HEALTH BENEFITS OF DAIRY
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5122229/pdf/FNR-60-32527.pdf
2016
CARDIOVASCULAR HEALTH & DAIRY
http://advances.nutrition.org/content/7/6/1026.full.pdf
2016
YOGURT & HEALTH BENEFITS
• Lactose digestion
• Lower risk of Type 2 diabetes, whatever plain or sugared yogurt (epidemiological studies)
• Better weight maintenance (observational studies)
• Bone development & maintenance (protein , calcium)
• Cardio vascular health: positive results to be confirmed
• Metabolic syndrom: mixed results to be confirmed
• Cancer (colorectal, breast, prostate): inconsistent results
• Allergy & atopic diseases: no evidence Yogurt: roles in nutrition and impacts on health CRC Press, 2017
2017
CONCLUSIONS
NUTRITION: A KEY ASSEST FOR FRESH DAIRY
• Nutritional consistency vs frequency of consumption
– Daily consumption: the best of dairy nutrition
– Occasional consumption: pleasure first with limited « negatives »
• Healthier alternative positioning
• Transparency on overall nutritional quality
• Health benefits of products designed for daily consumption
THANK YOU!