Superfoods, frequently marketed as the answer to health, are extremely popular. Mintel GNPD (Global New Products Database) has revealed that between 2011 and 2015 there was a 202% increase globally in the number of new food and drink products launched containing the terms “superfood”, “superfruit” or “supergrain”.
In 2015 alone there was a 36% rise in the number of food and drink products launched globally featuring the terms “superfood”, “superfruit” or “supergrain”. In 2015, the US played host to the most “super” food and drink launches (30%), followed by Australia (10%).
The surge in launches comes as a result of strong consumer demand for highly nutritious products. The research reveals that the superfood sensation has spread beyond food and drink. Indeed, while 43% of products launched with the words “superfood”, “superfruit” or “supergrain” in the product description were in the food category between 2011 and 2015 and 11% fell under the drink category, as many as three in 10 (30%) were found in beauty and personal care, while 12% were in the health and hygiene category. A further 4% were in the pet category.
Stephanie Mattucci, Global Food Science Analyst at Mintel, said: “The popularity of ‘super’ products is clear as food and drink manufacturers globally are tapping into a demand for these nutritionally dense ingredients. But superfoods are not only limited to food and drink; they are regularly springing up in the beauty, health and hygiene and pet food aisles as a result of today’s consumers becoming much more aware of what they are putting into and onto their bodies.”
In particular, the trend towards a wheat-free diet has resulted in a growing number of products containing “supergrains”, which are ancient grains such as kamut, spelt and quinoa. Mintel notes that while quinoa and buckwheat have all become household names in recent years, chia is the supergrain (or rather, seed) which has seen the biggest rise in usage. Between 2014 and 2015, there was a 70% increase in the percentage of food and drink products launched containing chia, and the percentage of food and drink products containing teff rose by 31%. Meanwhile, the percentage of food and drink products containing quinoa rose by 27%.
“Desire for healthier, less refined alternatives to wheat has fuelled the rediscovery of ancient grains. Flavourful and nutrient-dense ancient grains have begun to change the negative perception of some carbohydrates by leveraging their nutritional profile and rich heritage. Ancient grains offer an alternative to wheat but also come bundled with functional and nutritional components, and provide new flavours and textures. They are a great way for free-from products to talk about health.” Mattucci said.
“Whilst the number of products containing ancient grains have been rising, next we could see the popularity of sprouting ancient grains. The ancient, accidental process of sprouting, where whole grains are soaked and left to germinate has largely been eliminated by modern processing techniques. There has been a return to this ancient practice, with controlled ‘sprouting’ practices being introduced, as the nutritive advantage of sprouted grains is being recognised. The ancient grain quinoa is leading the comeback of sprouted grains.”
With the UN announcing 2016 the year of the pulse, pulses too have been receiving added attention. Over the past two years, the percentage of food and drink products launched with green split pea has grown by 126%. The percentage of food and drink products containing coral lentils has grown by 62% and the percentage of food and drink products containing yellow split peas has increased by 21%.
“Pulses can be used to add a range of natural health benefits to food and drink products. Additionally, healthy pulses are staples in many ethnic cuisines, offering manufacturers a pathway for product innovation for convenience-seeking ethnic food explorers,” Mattucci added.
Mintel research reveals that super seeds have also seen an uptick in usage. Besides the rise in the percentage of food and drink products containing chia seeds, the percentage containing pumpkin seeds has grown by 27% and the percentage of food and drink products containing sunflower seeds has grown by 22%.
“Some seeds, including chia and pumpkin seeds, offer complete protein, with all nine essential amino acids in the correct ratios. However, a lot of protein from seeds is incomplete. Blending seeds can help improve the quality of protein,” Mattucci noted.
Going forward, turmeric and moringa could be the superfoods to watch. “Turmeric has potential as an ingredient in supplements and functional food and drink products, particularly within products aimed at the growing senior population. Additionally, moringa could be used in anti-ageing beauty food products. Whilst currently the ingredient is used in many beauty launches, the leaves are nutritional powerhouses,” Mattucci said.
Interested?
Read the WorkSmart Asia blog posts about moringa, the superfood and about dates
Superfoods like chia and moringa can be obtained in Singapore
Showing posts with label Mintel. Show all posts
Showing posts with label Mintel. Show all posts
Saturday, 7 May 2016
Sunday, 26 October 2014
Vegetarian and vegan to be increasingly popular in health-conscious ANZ
Mintel's ANZ consumer outlook for 2015 includes observations on vegetarian and vegan food.
Barnett said the Australian almond industry had produced from 10,000 tonnes in the past 10 years to 78,000 tonnes in 2013 as Paleo and vegan consumers shunned dairy and soy in favour of nut and seed milks. "Almond milk has experienced growth of 93% and oat milk has risen 38%. New grain milks including quinoa, coconut and blends of different nuts and seeds are also increasing in popularity. The percentage of products with vegan and no animal ingredients claims have doubled, from 3% in 2009 to 6% in 2014. Conversely, vegetarian claims have increased at a similar rate, increasing from 4% to 9% in the last five years,” she said.
“Sourcing of food and drinks that consumers are increasingly demanding are leading to worldwide shortages. Furthermore, consumers are less trusting of big business and need to be assured that they are not being misled about sourcing or processes. Consumers will be buying less packaged foods, will demand more organic produce for a reasonable price, and will move beyond the supermarkets and towards farmers markets and the like if they can’t get what they want. Reduction of chemicals and additives is crucial, and the use of processes such as cold pressed and raw food will be more in demand.
“Detoxing, and in particular juice detoxes, have been increasing in popularity, off the back of numerous celebrities who advocate the fasts as a way to cleanse the body of impurities. Vegan, raw food diets are becoming much more mainstream, and ‘wellness warriors’ preaching their lifestyle choices are gaining more momentum and notoriety. While the extreme lifestyles have of course attracted some criticism, they have also gained support, which they have capitalised on.”
Barnett added that quitting sugar is the latest global trend, one that is particularly strong in Australia. "This trend is driving increased interest in natural sweeteners like stevia. According to Mintel’s GNPD low/no/reduced sugar claims have also increased, from 6% in 2009 to 8% in 2014," she said. “In 2015, there will continue to be huge interest in superfoods and more ‘alternative’ diets and lifestyles, but the issue will be sourcing. With quinoa and kale experiencing shortages, Australians will need to look elsewhere for their superfood benefits. Predictions are that cauliflower, brussel sprouts and amaranth will become some of the most in-demand superfoods for 2015.”
People are becoming more informed about their health and are increasingly seeking out superfoods free from chemicals and additives, locally and seasonally sourced, observes Mintel.
“In 2014, we saw health becoming increasingly important in ANZ, and consumers are seeking out new ways to get healthier – a trend set to become even more important in 2015. Information and public health campaigns from governments about the importance of a healthy diet and exercise regime, along with personalities in mainstream and social media is creating sub groups of people subscribing to new lifestyles and diets, think Paleo, Vegan, Organic, Raw, Dukin and Atkins," said Mintel’s Senior Trends & Innovation Consultant Jane Barnett.
"Every month or so there seems to be a ‘superfood’ to end all superfoods, and consumers are buying them in droves, leading to world shortages of foods including kale and quinoa. In 2015, consumers will increasingly seek out natural options and local (according to Mintel’s Global New Products Database [GNPD] all natural product claims in new products have increased from 4% to 8% over the last 5 years) seasonal produce will only become more popular,“ said Barnett.
“In 2014, we saw health becoming increasingly important in ANZ, and consumers are seeking out new ways to get healthier – a trend set to become even more important in 2015. Information and public health campaigns from governments about the importance of a healthy diet and exercise regime, along with personalities in mainstream and social media is creating sub groups of people subscribing to new lifestyles and diets, think Paleo, Vegan, Organic, Raw, Dukin and Atkins," said Mintel’s Senior Trends & Innovation Consultant Jane Barnett.
"Every month or so there seems to be a ‘superfood’ to end all superfoods, and consumers are buying them in droves, leading to world shortages of foods including kale and quinoa. In 2015, consumers will increasingly seek out natural options and local (according to Mintel’s Global New Products Database [GNPD] all natural product claims in new products have increased from 4% to 8% over the last 5 years) seasonal produce will only become more popular,“ said Barnett.
Barnett said the Australian almond industry had produced from 10,000 tonnes in the past 10 years to 78,000 tonnes in 2013 as Paleo and vegan consumers shunned dairy and soy in favour of nut and seed milks. "Almond milk has experienced growth of 93% and oat milk has risen 38%. New grain milks including quinoa, coconut and blends of different nuts and seeds are also increasing in popularity. The percentage of products with vegan and no animal ingredients claims have doubled, from 3% in 2009 to 6% in 2014. Conversely, vegetarian claims have increased at a similar rate, increasing from 4% to 9% in the last five years,” she said.
“Sourcing of food and drinks that consumers are increasingly demanding are leading to worldwide shortages. Furthermore, consumers are less trusting of big business and need to be assured that they are not being misled about sourcing or processes. Consumers will be buying less packaged foods, will demand more organic produce for a reasonable price, and will move beyond the supermarkets and towards farmers markets and the like if they can’t get what they want. Reduction of chemicals and additives is crucial, and the use of processes such as cold pressed and raw food will be more in demand.
“Detoxing, and in particular juice detoxes, have been increasing in popularity, off the back of numerous celebrities who advocate the fasts as a way to cleanse the body of impurities. Vegan, raw food diets are becoming much more mainstream, and ‘wellness warriors’ preaching their lifestyle choices are gaining more momentum and notoriety. While the extreme lifestyles have of course attracted some criticism, they have also gained support, which they have capitalised on.”
Barnett added that quitting sugar is the latest global trend, one that is particularly strong in Australia. "This trend is driving increased interest in natural sweeteners like stevia. According to Mintel’s GNPD low/no/reduced sugar claims have also increased, from 6% in 2009 to 8% in 2014," she said. “In 2015, there will continue to be huge interest in superfoods and more ‘alternative’ diets and lifestyles, but the issue will be sourcing. With quinoa and kale experiencing shortages, Australians will need to look elsewhere for their superfood benefits. Predictions are that cauliflower, brussel sprouts and amaranth will become some of the most in-demand superfoods for 2015.”
Thursday, 16 October 2014
More foods globally carry a vegetarian or vegan claim
Mintel has found that 12% of global food and drink products launched in 2013 carried a vegetarian claim, up from 6% in 2009. Further to this, 2% of global food and drink launches carried a vegan claim in 2013, up from 1% in 2009.
Laura Jones, Global Food Science Analyst at Mintel, said, “Globally, the outlook for the meat alternative market is positive and will continue to be driven by an emerging consumer trend towards meat reduction on a part-time basis, also called flexitarianism, entailing increased consumption of plant-based foods without completely cutting out meat. Indeed, many meat-reducing consumers have adopted a flexible attitude, choosing to limit meat, rather than eliminate it entirely. Launches of vegetarian and vegan products echo manufacturers desire to communicate the suitability of their products to the widest range of consumers.”
“Plant-based and other vegetarian protein sources align with consumer interest in reducing red meat consumption and growing interest in vegetarian products. Indeed, consumers are shifting towards more plant based diets,” Jones added. Despite this, in 2013 less than 1% of food and drink products launched globally carried both a ‘vegetarian’ and ‘high-protein’ claim, Mintel said.
In addition to the rise of vegetarian protein sources, there has also been considerable growth in the number of chocolate and sugar confectionery products launched carrying a ‘vegetarian’ or ‘vegan’ claim. Whilst just 4% of chocolate or sugar products launched in 2009 carried a vegetarian claim, this rose to 9% in 2013. The proportion of these products launched with a vegan claim similarly rose from 1% in 2009 to 2% in 2013.
Further to this, the number of chocolate and sugar confectionery products using a glazing agent boasted even larger growth with 32% of these products carrying a ‘vegetarian’ or ‘vegan’ claim in 2013, up from 13% in 2009.
“Among chocolate and sugar confectionery products there is increasingly demand for vegetarian ingredients, reflected by the increasing use of both vegetarian and vegan claims on new product launches. Ingredients will continue to be scrutinised by consumers and manufacturers need to be responsive and proactive to quell any consumer concerns.” Jones said.
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| Source: Mintel. |
Laura Jones, Global Food Science Analyst at Mintel, said, “Globally, the outlook for the meat alternative market is positive and will continue to be driven by an emerging consumer trend towards meat reduction on a part-time basis, also called flexitarianism, entailing increased consumption of plant-based foods without completely cutting out meat. Indeed, many meat-reducing consumers have adopted a flexible attitude, choosing to limit meat, rather than eliminate it entirely. Launches of vegetarian and vegan products echo manufacturers desire to communicate the suitability of their products to the widest range of consumers.”
“Plant-based and other vegetarian protein sources align with consumer interest in reducing red meat consumption and growing interest in vegetarian products. Indeed, consumers are shifting towards more plant based diets,” Jones added. Despite this, in 2013 less than 1% of food and drink products launched globally carried both a ‘vegetarian’ and ‘high-protein’ claim, Mintel said.
In addition to the rise of vegetarian protein sources, there has also been considerable growth in the number of chocolate and sugar confectionery products launched carrying a ‘vegetarian’ or ‘vegan’ claim. Whilst just 4% of chocolate or sugar products launched in 2009 carried a vegetarian claim, this rose to 9% in 2013. The proportion of these products launched with a vegan claim similarly rose from 1% in 2009 to 2% in 2013.
Further to this, the number of chocolate and sugar confectionery products using a glazing agent boasted even larger growth with 32% of these products carrying a ‘vegetarian’ or ‘vegan’ claim in 2013, up from 13% in 2009.
“Among chocolate and sugar confectionery products there is increasingly demand for vegetarian ingredients, reflected by the increasing use of both vegetarian and vegan claims on new product launches. Ingredients will continue to be scrutinised by consumers and manufacturers need to be responsive and proactive to quell any consumer concerns.” Jones said.
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