Download ingredients and additives 2014 and the future

INGREDIENTS AND ADDITIVES
2014 AND THE FUTURE
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
CONSUMER’S EMPHASIS ON
INGREDIENTS’ PROVENANCE AND
HEALTH AND WELLNESS WILL SEE
THEM SEEK FOOD AND DRINKS THAT
PROVIDE HEALTH BENEFITS AND A
NATURAL CLEAN LABEL
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
CONTENTS
MARKET
OVERVIEW
4
LOOKING
TO THE
FUTURE –
2015 &
BEYOND
16
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PREVIOUS
THE BIG
STORIES
IN 2014
7
CONCLUSIONS
24
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MARKET
OVERVIEW
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Protein's recent image overhaul means it is now an ingredient of interest for weightconscious consumers and a wider range of protein ingredients are being utilised
Consumers have widened their use of cooking oils, with oils that provide functional
benefits holding great appeal
Sugar alternatives continue to be looked as sugar gets blamed for the obesity epidemic
In 2013, Mintel predicted that protein and functional foods would be a big focus of
2014, and 2014 innovation efforts have certainly reflected this.
here continues to be an upward trend in the use of protein, driven
by dairy products. There has also been a focus on eating proteins
in smaller amounts throughout the day, and thus protein usage
has increased in both snacks/cereal/energy bars and spoonable
yoghurt categories. Consumers' preference for natural food and
ingredients has kept the focus on “naturally functional ingredients”
that offer intrinsic health benefits.
In 2014, much emphasis was placed on the global overweight
or obese population, estimated by The Lancet to be 30% of the
global population. Protein has earned a role for promoting weight
loss and weight control because of its links to satiety, which helps
consumers feel fuller longer. This message is easily understood
and resonates very well amongst most consumers.
While carbohydrates and sugar have now been given a bad
reputation, as they can cause spikes in blood sugar and have been
linked to obesity, good oils and natural sweeteners have turned out
to be the heroes of the food industry, making headlines in 2014.
Looking forward, naturally functional super foods will continue to
take a front seat as ingredients of choice since health and wellness
is top of mind for many consumers. There is a growing mistrust
about the food industry and as a result, consumers are looking for
foods that are more natural, less processed and made with familiar
ingredients. Manufacturers have started to respond by using more
traditional ingredients, giving clear, complete, accurate descriptions
of products on the front of the pack. Interest in health and wellness
has also led to new ingredients for sodium reduction.
CONSUMERS CONSUMING MORE PROTEIN COMPARED TO LAST YEAR, SELECTED COUNTRIES, AUGUST 2014
Base: Internet users (3,000 aged 20-49 in China; 2,002 aged 16+ in Germany; 1,500 aged 16+ in UK; 2,000 aged 18+ in US)
Source: Lightspeed GMI/QQ Survey/Mintel
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
PRODUCTS WITH HIGH PROTEIN CLAIMS, TOP FIVE SUBCATEGORIES, GLOBAL, 2012-2014
TOP FIVE INGREDIENT-RELATED CLAIMS, GLOBAL, 20122014
2012
2013
2014
Claim
2012
2013
2014
Snacks/Cereal/Energy Bars
11%
12%
14%
No Additives/Preservatives
14%
16%
17%
Meal Replacements & Other Drinks
12%
13%
11%
Low/No/Reduced Allergen
8%
11%
12%
Spoonable Yoghurt
5%
10%
9%
Vegetarian
9%
12%
11%
Meat Substitutes
6%
5%
3%
Gluten-Free
7%
9%
11%
Meat Snacks
6%
4%
4%
Kosher
6%
8%
8%
Source: Mintel GNPD
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Source: Mintel GNPD
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THE BIG
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
The demand for protein creates
opportunities for new protein
sources
Protein continues to be on-trend proving it is more than just a fad.
Consumers in different parts of the
world are consuming more protein in
2014 when compared to 2013. Indeed a
quarter of Chinese and US consumers are
consuming more protein when compared
to last year.
The macronutrient has established itself as
a key ingredient for weight management.
Evidence suggests that high protein
diets are effective for weight loss due
to the satiating effect of protein. Protein
is becoming a more established weight
loss ingredient. Indeed, about one in two
US consumers agreed protein can help
maintain a healthy weight and 43% agreed
protein helps satisfy their appetite while
another 31% agreed protein helps them
snack less.
REASONS FOR EATING MORE PROTEIN, US, UK, GERMANY AND CHINA,
AUGUST 2014
US
% agree
UK
% agree
Germany
% agree
China
% agree
To help maintain a healthy weight
46
47
39
51
To help satisfy my appetite
43
31
25
34
To help build muscle
39
33
44
32
To help lose weight
38
42
47
23
To help maintain muscle mass
32
36
28
23
To help me snack less
31
27
14
26
I am eating more protein in place
of carbohydrates
30
32
46
37
I am following a high protein diet
18
18
24
22
Base: 495 US internet users, 190 UK internet users, 247 German internet users and 783 Chinese internet users
Vegetarian claims, which were the third
highest ingredient-related claim made on
food and drink launches in 2014, have kept
the focus on plant proteins. Soy protein,
not surprisingly continues to be the mostused plant protein. Wheat protein has
benefited from the focus on vegetarian and
flexitarian diets and is often used in meat
substitutes to provide texture. Pea protein
use has also increased largely due to its
hypoallergenic properties that help achieve
a gluten- and soy-free claim.
Protein content is often boosted by
incorporating a protein isolate, concentrate
or hydrolysate in protein supplements or
high protein food and drink products. The
increased use of protein in food has meant
more protein sources are being explored.
Plant proteins and ancient grains have
been used in more launches in 2014 to
provide a range of benefits and to appeal
to consumers who do not eat meat or
dairy. Milk protein continues to be the
main, non-meat based protein. Gluten
and pea protein have increased slightly
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Source: Lightspeed GMI/QQ Survey/Mintel
in food and drink product launches from
2010-2014. Seitan, typically used as a
mock chicken, beef or pork in vegetarian
cooking, is made from the protein portion
of wheat. It is typically used in China,
Russia, and Southeast Asia. Pea protein
is also gaining popularity in the snack
category.
Sprouted grains or germinated grains
have gained attention recently as health
foods due to their improved digestibility
LAUNCHES OF HIGH PROTEIN FOOD AND DRINK PRODUCTS, GLOBAL,
2010-14
Source: Mintel GNPD
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
TOP 10 PLANT PROTEINS IN FOOD AND DRINK LAUNCHES, GLOBAL, 2010-2014
2010
(%)
2011
(%)
2012
(%)
2013
(%)
2014
(%)
Gluten
37
41
41
42
45
Soybean Proteins
21
21
21
20
19
Wheat Protein
9
9
9
10
9
Vegetable Protein Hydrolysate
10
8
8
8
8
Isolated Soy Protein
7
8
7
9
7
Hydrolysed Soy Protein (Food)
10
8
6
7
6
Vegetable Protein
8
7
7
7
6
Soy Protein Concentrates
3
3
3
3
3
Textured Soy Protein
3
2
2
2
2
Pea Protein
1
1
1
2
2
Plant Protein
Source: Mintel GNPD
and nutrition, and they are also sources
of good quality protein. The rise of ancient
grains continues as an alternative to
wheat, often criticised as becoming far
too dominant in modern diets. Glutenfree ancient grains can help boost the
nutritional profile of gluten-free products as
well. Harvesting the grains when they are
still green retains protein, vitamins, and
minerals. A study published in the Journal
of the Science of Food and Agriculture
found that protein quality of freekeh was a
higher quality than that of mature wheat.
Chia, quinoa and buckwheat are some of
the ancient grains leading the growth on a
global basis and are all good sources
of protein.
Khorasan wheat or Kamut, an ancient
relative of modern durum wheat, is
also known for its high protein content,
surpassing conventional wheat varieties
by up to 40% and has a high lipid
concentration. It is high in key vitamins
and minerals and is 2 to 2.5 times higher
in resistant starch when compared to the
traditional wheat.
Chlorella, an algae-derived protein is also
a high-quality source of plant protein,
containing 58 grams of protein per one
hundred grams of weight. Both beef and
chicken are about 24-27 grams and eggs
at 13 grams per 100 grams. Besides
providing a high density of protein, it is
also a complete source of protein with all
nine amino acids. It is also an attractive
protein alternative because of its less
intensive, more sustainable production
methods when compared to conventional
production of animal protein.
HIGH PROTEIN FOOD PRODUCTS
Purely Inspired Nutrition Very Berry 100%
Plant-Based Protein Nutritional Shake, USA
GNPD #2728431
Protein Choices Mango Protein Ice Cream,
Australia
GNPD #2841957
Your Fresh Market Ancient Grain Bagels,
Canada
GNPD #2825679
The protein shake uses a
blend of pea protein isolate,
rice protein concentrate to
deliver a 16g protein per 35g
product.
The ice cream is a guilt
free indulgence with a
protein boost. Low in fat
and high in protein, the
product contains 16.6g
protein per 20g product.
The product is made with a hearty
blend of 11 grains, consisting
sunflower seeds, millets, oats,
cracked wheat, poppy seeds, spelt,
kamut, barley flakes, flax seeds,
quinoa, and cracked rye. It contains
10g protein per 108 g bagel.
Simply Protein Chilli Pea Protein Chips, USA
GNPD #2415483
Mestemacher Protein Bread, Austria
GNPD #2679939
RiteBite Work-Out Gymnasium Bars, India
GNPD #2866725
Simply Protein Chips Chilli
Pea Protein Chips is free
from gluten, dairy and
soy. Each serving of 33g
provide 15g protein, and
highlighted pea proteins on
the front of the package.
This protein bread contains a
protein mix of wheat protein
and pea protein, brown
linseeds, wholemeal rye flour,
soybean meal, soy flour,
wheat bran, golden linseeds,
sunflower kernels, oat fibre
and protein enriched whey powder. It contains 11g
protein per 50g bread.
This energy bars is a
power packed bar made of
soy nuggets, rice crispies,
whole grain rolled oats,
whey protein concentrate,
nuts and soy protein isolate
to deliver 10g protein
per 50g product. The amount of protein, fibre and
vitamins is stated at the front of pack.
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Vegetarian claims is the
third highest ingredient
related claim made on
food and drink
launches in 2014,
keeping the focus
on plant-based
proteins
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Cooking oils that deliver health
benefits
All fats are not bad. In fact, replacement of bad fats, like saturated and trans fats, with
monounsaturated and polyunsaturated fats is good for cardiovascular health.
Sunflower seed oil, palm oil and soybean
oil are the top three cooking oils found
in global food launches from 2010-2014.
Olive oil, soybean oil, canola oil, and
coconut oil maintain their usage in food
and drink launches in the past five years.
Use of palm oil, sunflower seed oil and
rapeseed oil has slightly increased during
this time period.
Omega-3 fatty acids are praised for
their many health benefits. According to
Consumer Attitudes towards Functional
Food and Drink - UK, February 2013, in
the UK, 63% of consumers have heard of
omega-3 and know what its function is. UK
consumers who are knowledgeable about
omega-3s attributed a range of benefits
to consuming omega-3s, with heart health
and blood pressure mentioned the most.
Besides olive oil, canola oil and chia oil
also provide high omega-3 fatty acids.
Canola oil, a type of rapeseed oil, has the
lowest saturated fat content amongst the
most-used culinary oil and less than half
the saturated fat found in olive oil. Canola
oil has 10 times more omega-3s than olive
oil, it is a good source of vitamin E, and is
high in monounsaturated fats. Consuming
more canola oil can help improve and
balance the omega-3: omega-6 ratio,
especially as most people consume too
many omega-6 fatty acids compared to
omega-3 fatty acids.
Coconut oil has gained the attention of the
media lately as a healthy oil, which is often
a contradiction for a solid, saturated fat.
However, with the recent debate around
whether saturated fats are in fact bad for
health and the fact that a large percentage
of the saturated fat found in coconut oil
are medium-chain fatty acids linked to
potential health benefits both working in its
favour. Coconut oil has been popularised
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COOKING OILS USED IN FOOD LAUNCHES, GLOBAL, 2010-2014
2010
2011
2012
2013
2014
Sunflower Seed Oil
11%
11%
13%
14%
16%
Palm Oil
12%
12%
12%
12%
14%
Soybean Oil
9%
9%
8%
9%
8%
Rapeseed Oil
4%
5%
5%
7%
9%
Low Erucic Acid Rapeseed Oil
6%
6%
6%
7%
7%
Olive Oil
4%
4%
4%
4%
4%
Coconut Oil
3%
3%
3%
4%
4%
Source: Mintel GNPD
AS CONSUMERS
EXPERIMENT WITH
A WIDER RANGE OF
COOKING OILS, OILS WITH
FUNCTIONAL HEALTH
BENEFITS HOLD
GREAT APPEAL
and even consider a superfood. Coconut
oil is also being used in processed foods
as it can provide a crisp texture in foods.
Coconut oil also has a high smoke point
and a long shelf-life compared to other
oils. Although grain and seed oils such
as rice bran oil, hempseed oil and chia
oil are still very niche in their usage in
food applications, they show potential as
novel functional ingredients. Rice bran
oil is made from the bran and germ of
rice grains, and is inherently high in the
antioxidants oryzanol and tocotrienols.
Oryzanol blocks the absorption of
cholesterol in the body and tocotrienols are
converted into Vitamin E.
Hempseed oil is rich in polyunsaturated
fatty acids and phytochemicals containing
bioactive compounds such as sterols, as
well as vitamin A,C,E and beta-carotene.
Hempseed oil is promising for wider use
in the food industry. The lipid profile of
hempseed oil is 55% linoleic acid, 16%
alpha-linolenic and 11% oleic acid.
Chia oil contains more omega-3 fats than
chia seeds, and is the vegetable oil with
the highest-known natural percentage
(60%) of alpha-linolenic acid (ALA),
an essential omega-3 fatty acid. Chia
oil offers another vegetarian source of
omega-3. It is also very stable, with its rich
concentration of antioxidants providing
oxidative stability, which in turn protects its
ALA content. Healthy grain and seed oils
will continue to appeal to consumers.
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
FOOD LAUNCHES USING DIFFERENT HEALTHY OILS
Cheddar Snack Mix,
USA
GNPD #2858743
McCain Sweet Potato Super Fries Crinkle Cut,
Australia
GNPD #2810953
Path of life Quinoa & Kale with Garlic, Olive
Oil and Sea Salt, USA
GNPD #2829141
The product contains 60%
less fat than regular potato
chips, and uses healthy
oils such as canola oil,
soybean oil, rice bran oil
and sunflower oil.
The product is a good
source of vitamin A and
is free from cholesterol,
artificial flavours and
preservatives. The fries are
made with canola oil, sea
salt, and the goodness of
100% real sweet potatoes.
The product uses organic
extra virgin olive oil.
Sweet Meet Crispy Apple,
Thailand
GNPD #2821891
Hemp Seed Spread,
Czech Republic
GNPD #2528693
Bellamy’s Organic Ready2Go Vanilla
Children’s Milk Drink, Australia
GNPD #2670843
This product is made with
real fruit and rice bran oil.
This organic product is
a great source of omega
3 and omega 6. It is free
from additives, delta-9Tetrahydrocannabinol
(THC) and GMOs.
This children’s milk drink
contains chia oil. One
serving meets 50% of
child’s daily dairy needs.
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
‘Natural’ based sweeteners retain
a good reputation
Early in 2014, the World Health Organisation (WHO) proposed to half the
recommended daily sugar intake to only 5% of daily energy, equivalent to around 25g
for an adult of normal weight.
The UK organisation “Action on Sugar”
likened added sugars to tobacco, and like
tobacco, they believe that sugar has to go.
According to Sugars and Sweeteners-US,
September 2013, 46% of the respondents
who use sugar and/or sweeteners in food/
drinks or in cooking/baking say they use
low-/no-calorie sugar substitutes because
they are less likely to be concerned about
calories when eating them. About 40% say
using the sugar substitute help them to
lose weight and 32% think they help them
maintain their current weight. Nearly a third
of respondents say they are interested
in all-natural sweeteners, underscoring
the growing popularity of natural sugar
substitutes such as stevia and monk fruit.
Meanwhile, 22% report interest in natural
sweeteners currently not available in the
US, indicating that companies should look
to other countries for natural sweeteners to
extend their brands. This is also supported
by 29% of consumers wanting to try
sweeteners with added benefits and 26%
of consumers wanting to try sweeteners
with vitamins and minerals, respectively.
THOUGH SUGAR IS
NOW KNOWN AS THE
NEW EVIL, SWEETENERS
FROM NATURAL SOURCES
GAIN ACCEPTANCE BY
CONSUMERS
approval in European markets. From a
product development perspective, monk
fruit offers heat stability and versatility.
Jaggery, a concentrated product of date,
cane juice or palm sap, has been used
as a nutritional sweetener in Indian
Ayurvedic Medicine for over 3,000 years.
It is believed to have many functional
properties and more vitamins and minerals
than refined sugars, even though both are
born of the same sugar cane juice.
Agave syrup is also perceived as a healthy
alternative to regular sugar. This is based
on its alleged natural connections and
its low glycaemic index (GI). The GI of
agave is about 30, which is considerably
lower than table sugar at 65 and honey at
around 58, depending on their type. Honey
is often considered an healthy sugar
replacement, capitalising on its natural
origins, some 60% of US consumers think
honey is good for health, even though it
has about the same caloric value as sugar
according to Mintel report, Sugars and
Sweeteners - US, September 2013.
INTEREST IN SWEETENER PRODUCTS, BY AGE, US, JULY 2013
In 2014, nutritive and non-nutritive
sweeteners such as stevia, monk fruit and
jaggery have been popularised by their
interesting back stories, with a long history
of use among indigenous populations. For
instance, the leaves of the stevia plant
have long been consumed in Paraguay
and Brazil as a sweetener and herbal
remedy.
Monk fruit, known as luo han guo in China,
has been used in Asia for generations as
a sweetener and for its healing benefits
in Traditional Chinese Medicine. Like
stevia, monk fruit is gaining popularity as a
non-caloric intense sweetener. It received
GRAS status for use as a sweetener in
2009 in the US; however, it is yet to gain
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Base: 2,000 internet users aged 18+
Source: Lightspeed GMI/Mintel
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Despite the anti-sugar trend, artificial
sweeteners struggle to shake off
consumers’ concerns about their safety.
The artificial intense sweetener sucralose
is the only sweetener derived directly from
sugar, yet like other artificial sweeteners,
there has been a decline in its use in
North America drinks launches in 2014;
from 26% in 2013 to 23% in 2014, while
Acesulfame Potassium has decreased
from 22 % to 18%, and aspartame use
in beverages has decreased from 8% in
2013 to 6% in the same period. Questions
about its safety persist even though these
safety concerns are not substantiated by
any consistent findings and all regulatory
bodies have confirmed its safety.
SUGAR AND SWEETENER USAGE IN NORTH AMERICA DRINK* LAUNCHES,
2010-2014
Sweeteners
2010
2011
2012
2013
2014
White Sugar
42%
38%
37%
32%
33%
Sucralose
16%
20%
18%
26%
23%
Acesulfame Potassium
13%
17%
18%
22%
18%
Aspartame
7%
8%
8%
8%
6%
Stevia Extract
2%
3%
3%
7%
10%
Honey
3%
3%
3%
4%
3%
Agave Syrup
1%
2%
2%
2%
2%
Monkfruit Extract
0%
0%
0%
1%
1%
*Includes alcoholic beverages, carbonated soft drinks, hot beverages, juice drinks, RTDs, Sports & Energy Drinks,
Advantame is a newly approved intense
artificial sweetener derived from vanillin
and aspartame. It is 100 times sweeter
than aspartame and has gained approval
and permitted to be used in Australia, New
Zealand, and only recently, also in the US
and the EU. Consumers may be wary to
trust the safety of advantame due to its
close relationship to aspartame.
other beverages (beverage concentrates, beverage mixes, meal replacements & other drinks)
Source: Mintel GNPD
HEALTHFULNESS OF SUGARS/SWEETENERS, US, SEPTEMBER 2014
According to Sugars and Sweeteners - US,
September 2014, while granulated sugar
is perceived as neither good or bad for
healthy by 48% of US consumers, nearly
a third consider granulated sugar bad for
health. Indeed, there has been a steady
decrease in the use of sugar in US drinks
launches between 2010 and 2014, from
42% in 2010 down to 33% in 2014 as
manufacturers turn to other sweeteners.
Artificial intense sweeteners are not well
accepted by consumers, reflected in the
decrease use in non-nutritive sweeteners.
Consumers’ acceptance of sweeteners
that are derived from natural, plant-derived
sources will mean stevia and monk fruit
will continue to be used in new product
development, while less processed
sweeteners, such as honey and agave
will appeal to consumers due to their
perception of health.
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Base: 2,000 internet users aged 18+
Source: Lightspeed GMI/Mintel
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
DRINKS USING DIFFERENT SWEETENERS
Coca-Cola Life,
Mexico
GNPD #2811659
NutriStart, Oats Crunch Cereal Rich Chocolate
Flavour, South Africa
GNPD #2833903
Suntory, Honey Lemon Drink,
Japan
GNPD #2801437
Low calorie cola is
naturally sweetened with
sugar and stevia and is low
in sodium.
Chocolate cereal suitable
for athletes, gym goers,
and people with active
lifestyle and also for people
looking to control weight
with energy restricted diet.
Sweetened with xylitol and
stevia extract, which the
manufacturer claims has
been shown not to cause a sharp rise or fall in blood
sugar levels and has no bitter aftertaste.
Honey lemon drink is
reformulated with more
Vitamin C. It has a slightly
sweet flavour, sweetened
by honey and has less than
10% fruit juice.
Zico, Coconut Water & Orange Juice Blend,
USA
GNPD #2646395
Evyna Food X’tragin, Bandrek Plus Red Ginger
Flavoured Traditional Health Drink, Indonesia
GNPD #2803901
Bark Thins, Blueberry Quinoa Snacking
Chocolate with Agave, Singapore
GNPD #2852591
Chilled, fresh coconut
water & orange juice
blend. The premium
product claims to naturally
support hydration with
440mg potassium and
other electrolytes including
magnesium, sodium,
calcium, and phosphorus.
It is sweetened by monk fruit extract and contains
45% fewer calories than orange juice.
Bandrek plus red ginger
traditional health drink
is made from extracts
of selected pure fresh
red gingers, palm sugar,
sugar, effective herbs and
creamer.
Blueberry snacking
chocolate sweetened
with agave. Said to be
indulgent, irresistible
silvers of dark chocolate
bar packed with better-foryou ingredients.
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LOOKING
TO THE
FUTURE –
2015 &
BEYOND
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Consumers favour functional
food products that deliver health
benefits through natural food
Functional foods were a focus in 2014 and this will continue in 2015. According to
Leatherhead Food Research report, Functional Foods – Consumer Health and Wellness
Concerns Drive Growth, 2014, the sales of functional foods in Japan, the US, Western
Europe’s largest five countries and Australia were worth US$43.27bn in 2014.
This represents an increase in value terms
of 26.7% compared with 2009. Japan has
the world’s largest market for functional
foods, but by 2017, the US is expected to
overtake Japan with a potential growth of
almost 35% to US$22.25bn. It was also
stated in the same report that Australians
display a strong preference for food and
drinks marketed on a weight management
platform.
According to Weight Loss and Health
Supplements - China - September 2014,
the top two functional claims in new
launches of weight loss supplements in
China are digestive (18%) and beauty
(16%) claims. It was also noted that
the most-used weight loss products are
beverages (e.g. apple vinegar), dissolvable
products (e.g. weight loss tea, coffee,
fruit and vegetable enzyme) and fibre
powder for meal replacements rather than
over-the-counter (OTC) products. In this
report, 60% consumers favour weight loss
products that are marketed as functional
foods, seen as a beverage product, and
only 45% choose weight loss products in
the form of tablets of capsules.
CONSUMERS ARE
PREPARED TO INVEST
IN THE HEALTH BENEFITS
OFFERED BY FUNCTIONAL
FOOD INGREDIENTS
IN FOOD AND
BEVERAGES
The top five functional claims used on
food and drink launches in 2014 in the US
were slimming, antioxidant, cardiovascular,
GLOBAL FUNCTIONAL FOODS MARKET BY VALUE, 2009 AND 2013
Source: Leatherhead Food Research/Mintel
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
digestive and immunity claims. There has
been steady increase in products launches
making slimming and high satiety claims.
FREQUENCY OF USING WEIGHT LOSS PRODUCTS, CHINA, JUNE 2014
%
In Europe, the top five functional claims
used on food and drink products in 2014
were slimming, digestive, antioxidant,
cardiovascular and bone health. Indeed,
the use of slimming, immune and bone
health claims displayed positive growth
across Europe between 2010 and 2014.
The sharp drop seen in digestive and
gut health claims coincides with the
European Food Safety Authority (EFSA)
not approving health claims for pro- and
prebiotics, except for one claim (yoghurt
cultures improving lactose digestion).
In Asia Pacific, the top five functional claims
made on 2014 food and drink launches
were digestive, antioxidant, slimming,
brain & nervous system and bone health.
Many functional categories have shown
growth. They include slimming, antioxidant,
cardiovascular, immune, brain & nervous
system and bone health.
Consumers are after natural foods
that deliver functional benefits such as
increased energy, bone health, beauty and
slimming. Emerging functional ingredients
to look out for in 2015 and beyond include
moringa oleifera, algae, vitamin K2 from
fermented foods, and curcumin from
tumeric. Moringa oleifera is purported to
be an energizing product that helps with
healing and medical prevention, used
for skin disorder treatment, diabetes,
sleep improvement, relief for anxiety
and depression. It is positioned as being
able to even out blood sugar levels and
reduce recovery time after a workout. It is
better known in the beauty industry for its
links to anti-ageing and slowing down the
ageing process. In the food industry, it is
currently used in herbal tea and vitamin
and supplements, but with increased
awareness, moringa has potential in
other applications such as juice drinks,
especially in countries where it is better
known, such as India.
Spirulina is an algae that has gained a lot
of attention. It is a good source of protein
and is approximately 60% protein on a dry
weight basis, contains several minerals,
including calcium, iron, potassium and
magnesium. Spirulina also contain vitamin
A, C, E and several B vitamins such
as thiamine, riboflavin, vitamin B6 and
folate. Spirulina also offers a non-animal
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Weight loss beverages (eg apple vinegar)
60
Other Dissolvable products (eg. Fruit and vegetable enzyme, diet tea,
weight loss coffee)
56
Fibre powder for meal replacement (eg konjac powder, dietary powder)
50
Tablets/capsules
45
Milk shake for meal replacement
44
Other weight loss products (either oral or external usage)
38
Weight loss oral liquid dosage
35
Base: 872 internet users aged 20-49 who are weight loss product users
Source: QQ Survey /Mintel
FOOD AND DRINK LAUNCHES WITH FUNCTIONAL CLAIMS, BY REGION,
2010 AND 2014
North America
Asia Pacific
Europe
2010
(%)
2014
(%)
2010
(%)
2014
(%)
2010
(%)
2014
(%)
Slimming
17
37
24
33
15
18
Antioxidant
33
20
14
13
16
20
Cardiovascular
20
11
11
11
13
16
Digestive
16
13
24
10
27
24
Functional Claims
Immune
13
6
14
9
11
13
Brain & Nervous System
7
6
7
7
16
17
High Satiety
3
7
3
3
3
3
Bone Health
5
5
8
10
13
17
Prebiotic
5
3
6
1
6
6
Source: Mintel GNPD
alternative source of protein, which could
hold particular appeal in regions already
familiar with algal ingredients. Indeed
when consumers were questioned on their
interest in marine-sourced protein, some
56% of UK consumers, 42% of German
consumers, and 54% of US consumers
have not eaten marine-sourced protein
and are not interested in trying it. However,
in China, only 4% of consumers are not
interested in marine-sourced protein as
many Chinese consumers (71%) have
already tried marine-sourced proteins.
Vitamin K2 is yet to make an impact as
an ingredient. It is present in fermented
foods, particularly cheese and the
Japanese fermented soy, natto. Vitamin K2
is necessary to maintain or restore bone
health. Vitamin K2 is emerging as a key
factor in regulating calcium in the body.
The current interest in fermented foods is
likely to draw attention to Vitamin K2.
The bright yellow colour in turmeric comes
mainly from fat-soluble, polyphenolic
pigments known as curcuminoid. In addition
to its use as a spice and pigment, turmeric
has been used in India for medicinal
purposes for centuries. It is believed to have
anti-inflammatory and antioxidant properties.
Curcumin purported weight loss benefits will
boost its uptake as an ingredient.
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
SUGAR AND SWEETENER USAGE IN NORTH AMERICA DRINK* LAUNCHES, 2010-2014
Ginseng Flavoured Moringa Tea,
Vietnam
GNPD #2289836
Cell-nique Citrus Vanilla Super Green Drink,
USA
GNPD #2849855
Brooklyn Beet Elixir,
USA
GNPD #2815627
The product contains
moringa and is said to
provide protein, vitamins,
beta-carotene and amino
acid to help stimulate
digestion, appetite, sleep,
to increase body resistance
and protect the liver. Also
claimed to be a diuretic
and an antioxidant.
The drink comprises 31
organic super foods,
and is said to be the
equivalent of eight servings
of fruits and vegetable.
It contains spirulina and
ashwagandha.
Sports recovery beverage
that claims to elevate
physical performance and
boost sustained energy.
Contains betalains,
phytonutrient, vitamin
C, magnesium, calcium
and iron. Contains 16g
of Hawaiian turmeric per
serving, known as a superfood for its high levels of
antioxidants
Power of Green Creamy Oat-Based Cereal with
Green Tea, Spirulina & Barley Grass, Finland
GNPD #2850607
Linwoods Low Fat Fresh Milk with Added
Vitamins and Bio Cultures, UK
GNPD #2047716
Herbex Berry Flavoured Sparkling Ice Tea,
South Africa
GNPD #2506157
100% organic instant
porridge which can be
eaten cold or hot. It
contains antioxidants and
chlorophyll, oat flakes,
hemp seeds, lucuma
powder, coconut blossom
nectar powder, spirulina,
barley grass, and matcha
green tea.
Low-fat fresh milk drink with
added vitamins and biocultures contains vitamins
B12, D, E and K2, and is a
source of calcium. Vitamin
D contributes to the normal
absorption of calcium and
maintenance of normal
bones and teeth and vitamin
K2 assists in the maintenance of normal bones.
This low-GI slimming drink
contains a combination of
33 slimming and energising
herbs, including curcumin
and garcinia cambogia. It is
claimed, if used regularly,
it will assist detoxification,
promote digestion and
metabolism, normalise
appetite and assist in fat burning.
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
The chase for natural clean labels
The food scares in the food industry has resulted in consumers mistrusting the food
industry.
Consumers want more natural, less
processed foods with familiar ingredients.
As a result, there has been an emphasis
on greater transparency and the use of
more traditional processing methods.
Consumers are more aware and want
foods that are “wholesome”, “authentic”
and “natural”. About 57% Polish
consumers are concerned about whether
the foods they consumed contain any
artificial additives or preservatives. This
gives rise to the trend that consumers
are looking at food labels, trying to avoid
E-numbers.
FOOD AND DRINK LAUNCHES BY
REGION WITH NATURAL CLAIMS*,
GLOBAL, 2012-14
THE THREE ELEMENTS TO
HELP ACHIEVE NATURAL CLEAN
LABELS ARE AVOIDING THE USE
OF ARTIFICIAL ADDITIVES, SIMPLE
AND FAMILIAR INGREDIENTS
AND USING MINIMALLY
PROCESSED METHODS
Asia Pacific
16%
24%
30%
Rest of the world
17%
22%
29%
Europe
19%
24%
26%
North America
17%
22%
24%
Source: Mintel GNPD
Consumers are also concerned about
the origins of the food they are eating. In
Italy, 48% of consumers agree they would
never buy food that has been genetically
modified. With these concerns, consumers
have driven the food industry to be more
transparent about food ingredients,
demanding more information about
Brominated vegetable oil (BVO) has
recently made the headlines in the US
due to concerns about its safety, as both
PepsiCo and Coca-Cola announced
plans to remove BVO from all of their
products. BVO is a synthetic food additive
that is used as an emulsifier or stabiliser,
especially in citrus flavoured beverages.
ATTITUDES TOWARD HEALTHY LIFESTYLES, FRANCE, GERMANY, ITALY,
SPAIN AND POLAND, Q2 2014
France
Germany
Italy
Spain
Poland
I avoid food and drinks that
contain artificial sweeteners/
additives/preservatives
38%
37%
45%
30%
57%
I regularly check the
ingredients list and/or
nutritional information
contained on the pack
41%
37%
43%
40%
40%
I would never buy food that
has been genetically modified
43%
42%
48%
29%
35%
Base:1,000 internet users aged 16+ in France, Germany, Italy, Spain, and Poland
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2014
no additives/preservatives, organic and wholegrain
provenance, sustainability and processing.
For example, “no additives/preservatives”
claims have increased 3% in global food
and drink launches between 2012 and
2014. In 2014, 17% of global food and
drink launches carry the “no additives/
preservatives claims.

2013
*Natural claims include: All natural product, GMO-free,
As regulatory bodies debate what the
term “natural” means, consumers and
manufacturers are often left to create
their own definition. Although no universal
definition of natural exists, food and drink
launches with natural claims increased
between 2012 and 2014.
Source: Lightspeed GMI/Mintel
2012
Between 2010 and April 2014, 68% of
food and drink products using BVO have
been in carbonated beverage category
and 16% in the sports and energy drink
category. BVO is not allowed as a food
additive in Japan or in Europe. Indeed,
an interconnected world continues to put
pressure on ingredients to prove their
safety, especially for those that are banned
or restricted in some countries but allowed
in others.
According to Sports and Energy Drinks UK, July 2013, 71% UK sports and energy
drink consumers think that more sports
and energy drinks should be made with
natural colourings and flavours. Natural
colours usage has increased from 2012
to 2014 as a result on the trend towards
clean label. EFSA released a guideline
in December 2013, which took on the
1st January, 2014. Colouring ingredients
sourced from a fruit, vegetable, herb, or
other food that has been used in general
consumption in the EU prior to 1997 must
undergo minimal processing so it stays
as close as possible to its original form.
By retaining characteristic properties
such as pigment content, nutritional
value, and aromatic properties, they will
not be regarded as a food additive and
consequently, do not have to carry E
numbers. This will result in manufacturers
able to declare more products with a
natural, clean label with fewer E numbers.
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
PERCENTAGE OF NATURAL VS ARTIFICIAL COLOURS IN FOOD AND DRINK
LAUNCHES, GLOBAL 2012-2014
Source: Mintel GNPD
FOOD PRODUCTS FEATURING A NATURAL AND CLEAN LABEL
Fleisch-Krone Pork Cutlets,
Germany
GNPD #2821891
Ilumi Tomato and Red Pepper Soup,
UK
GNPD #2821891
I Can’t Believe It’s Not Butter Original
Vegetable Oil Spread, USA
GNPD #2821891
The pork cutlets were
relaunched in Germany
without preservatives
and flavours. It features a
Clean Label logo on the
front.
These ready meals list
ingredients on front-ofpack. It also explains more
complicated ingredients
and their ratio in the
recipes.
The spread is reformulated
with non-GMO sourced
ingredients and no artificial
preservatives.
Panda The Jelly Beans Planet,
USA
GNPD #2821891
Asahi Candy Kitchen,
Japan
GNPD #2821891
Jelly beans that are free
from artificial colours and
use fruit and vegetable
juices and extracts for
colours.
The product uses
flavonoid, anthocyanin,
gardenia and carotenoid
for the different colours
for the different flavoured
candies.
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Ingredients that can help accept
palatability in sodium-reduced
foods
While many countries have implemented with actions to reduce salt consumption
in their populations, the UK has reported the most recent nationwide salt reduction
programme successes.
Salt intake decreased from 9.5g/day in
2001 to 8.1g/day in 2014. It was estimated
the salt reduction led to approximately
9,000 fewer cardiovascular deaths per
year, saving the economy more than ₤1.5
billion per annum.
In China, consumers worry about
consuming too much salt in their diet.
Indeed, 30% of Chinese adults are
concerned about too much salt intake,
according to Trends in health and wellness
– China, May 2014.
The WHO guidelines call for adults to
consume less than 2,000mg sodium (5g
salt) and at least 3,510mg potassium each
day. The attention on salt reduction has
meant major ingredient suppliers have
focused their innovation on ingredients
that assists in reducing sodium. A recent
innovation from Tate and Lyle’s involves
particle size and mouth-feel. Its SODALO® Salt Microspheres uses a patented
technology that turns standard salt crystals
to free flowing crystalline microspheres,
which are smaller, lower density crystals
that efficiently deliver a salty taste by
maximising surface area relative to
volume.
With a lower sodium content and more
balanced content of mineral salts, brown
algae ingredients can be used in bread
and bakery products to replace salt when
flavouring food. Algae contain other active
ingredients as well, including alginates,
polyphenols, vitamins and minerals. It not
MANUFACTURERS
PROACTIVELY REFORMULATE
FOOD PRODUCTS WITH A
LOWER SODIUM CONTENT; AN
INCREASE IS SEEN IN LOW/NO/
REDUCED SODIUM CLAIMS IN
GLOBAL FOOD LAUNCHES
only provides a salt substitute, but also for a
nutritional function for well-being. Italian firm
Valagro has conducted tests that showed
a 50% salt replacement in pizza dough
DIET-RELATED HEALTH CONDITIONS OR RISKS, CHINA, DECEMBER 2013
Base: 3,000 users internet users aged 20-49
Source: QQ Survey/Mintel
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
and had no taste impact. However, the
consumer panel tests also indicated that
the brown algae did impact colour, and half
preferred the pizza without the replacer.
Naturally brewed soy sauce contains
free glutamates which impart an umami
flavour in finished products that use soy
sauce and has been looked at as a tool
for sodium reduction. Salty and umami
taste are in the basic tastes category and
cannot replace each other. However, the
glutamate-added food which has the effect
of umami taste can enhance the flavour
of all ingredients, including the sodium
that is present. This could dramatically
increase pleasantness and an acceptance
of salt-reduced foods. A modified form of
soy sauce may act as a natural flavour
enhancer in frankfurters and help food
formulators reduce sodium levels by
20% without affecting taste. Sodium
reduction levels could be extended to 35%
if potassium chloride is also included in
the frankfurter mix. However, there may
FOOD LAUNCHES WITH LOW/NO/REDUCED SODIUM AS THE CLAIM,
GLOBAL, 2010-14
Global
(%)
North America
(%)
Europe
(%)
Asia Pacific
(%)
2010
19
22
18
16
2011
17
17
18%
16
2012
17
17
17%
17
2013
22
21
21%
24
2014
26
24
26
27
Source: Mintel GNPD
be a concern of introducing soy or wheat
allergen, depending on the raw ingredient
used to produce the soy sauce.
The bad reputation of earlier low sodium
products has led many food companies
to use a more subtle approach to sodium
reduction, as is the case with stealth
reduction. An example is demonstrated by
Kellogg claiming spending 20 years slowly
decreasing the sodium content of its AllBran cereal, for a total cut of 75%.
FOODS USING SALT SUBSTITUTES
Campbell’s chunky New England Clam
Chowder Soup, Canada
GNPD #2846009
Organic Superior Quality Cooked Ham,
France
GNPD #2851999
Spice Islands Garlic Pepper,
Germany
GNPD #2827987
This soup is free from
artificial colours or flavours
and uses potassium
chloride as a salt
substitute.
This cooked ham contains
25% less salt that the
average superior quality
ham on the market.
The product uses a
combination of salt and
potassium chloride.
Garlic pepper contains
Alberger topping flakes.
Harim Hypork Low Sodium Ham,
South Korea
GNPD #2730945
Wild Oats Marketplace Organic Reduced
Sodium Chicken Broth, USA
GNPD #2715853
Michael Season’s Unsalted Boldness Asian
Bar-B-Que Potato Chips, USA
GNPD #2818889
This light flavour product
features a reduction of
30% sodium and contains
added potassium instead
of sodium. This product
uses a vegetable extract
powder for added umami
flavour.
The chicken broth contains
33% less sodium than
other regular product, and
is fat free. The product
uses yeast extract for
flavour enhancement and
reduces the amount of salt.
The potato chips use soy
sauce powder.
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CONCLUSIONS
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Plant-based proteins will be a focus as consumers continue to introduce more protein
into their diets coupled with increased interest in vegetarian options
Opportunities exist for manufacturers to market natural ingredients in food and drinks
that provide health benefits; “naturally functional”
Ingredients with high umami notes are good salt alternatives and will prove to be
effective in reducing sodium in diets
Recent ingredient innovations are poised to provide food manufacturers with the
various tools necessary to ensure products that are better for consumers.
The variety of healthy ingredients emerging, such as plant
proteins and healthy oils, presents exciting opportunities for new
products. additionally, ingredients designed to reduce the amount
of less healthy ingredients, such as natural sweeteners and salt
replacers, offer hope for reformulation.
The high protein diet is not just going to be a fad; consumers seek
to consume more protein in their diets, incorporating protein in
snacks on top of the three main meals usually recommended by
nutritionists. The high protein diet trend will continue in 2015. As a
result, alternative proteins besides animal protein will be called on
for their protein content.
Functional food ingredients have a potentially positive effect on
health beyond basic nutrition, offering additional benefits that may
reduce the risk of disease or promote optimal health. Overall,
consumers are prepared to invest in their health offered by
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functional food ingredients in foods and beverages; for example,
improving heart health, maintaining overall health and wellness,
improving physical energy or stamina, improving digestive health,
improving immune system function, providing higher levels of
satiety and reducing the risk of specific diseases. The benefits of
emerging functional foods, such as the protein and micronutrients
from spirulina, vitamin K2 from fermented foods, and the antiinflammatory properties of curcumin, may appeal to healthseeking consumers.
Consumers emphasize their desire to have food and drink
launches that are less processed and deliver natural and
clean labels that are easy to read and understand. Growing
demands for additive-free foods are changing the global food
and drink industry. Innovative ingredient solutions will continue
to be explored as a way to address consumers’ interest in less
processed foods.
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APPENDIX
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
KEY ISSUES
AN IN-DEPTH VIEW
The following six pieces of analysis are
taken from the Monthly content that is
written by our Global Category expert.
The analysis represents a small proportion
of the content that was written over the
course of the past year and provides an
in-depth view of some of the key issues
our analysts identified.
The selection of pieces date from various
months between January and December
2014.
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Kamut brand Khorasan
wheat an ancient
relative of modern
durum wheat
Khorasan wheat can help boost the fibre and
protein content of wheat based products.

High oleic canola oils
offer functional and
health benefits
Rapeseed oil has become popular recently
and has seen a growth in global food
applications.

Stevia, a zero-calorie
sweetener with
possible additional
health benefits
The demand for more “natural” and authentic
sweeteners continues to encourage the use
of stevia globally.

Moringa, another
superfood emerges
The tiny leaves of the moringa tree, packed
full of nutritious compounds, are gradually
edging their way into food and drink
products.

‘Natural’ colours are
winning the colour
battle
The European Food Safety Authority (EFSA)
provided a definition on classifying colouring
foods.

Soy Sauce - To brew or
not to brew
Naturally brewed soy sauce can reduce
sodium use in different food applications by
up to 50%.
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
KAMUT BRAND KHORASAN WHEAT
AN ANCIENT RELATIVE OF MODERN
DURUM WHEAT
• The large kernelled Khorasan wheat holds a wealth
of nutrients
Highlighting the nutritional qualities of Khorasan
wheat or Kamut will increase its appeal to consumers
• Threshing out the differences between Khorasan
wheat and Kamut
• Use of Khorasan wheat, Kamut continues to grow
in both food and beverages
The large kernelled Khorasan wheat holds a wealth
of nutrients
A heightened interest in ancient grains has seen
consumers’ slowly reverting back to and experimenting
with a wider range of grains. With a slightly unique taste
and texture, and their varied nutritional profiles, ancient
grains offer a refreshing alternative to the modern wheat
grain. Chia, quinoa and buckwheat, are some of the ancient
grains driving this come back. Another ancient grain
labelled as one to watch is Khorasan wheat or Kamut, an
ancient relative of modern durum wheat, believed to have
originated from Egypt’s Fertile Valley.
Khorasan wheat is very similar in appearance to common
wheat but is distinguishable by its large kernels, which
are twice the size of conventional wheat, and its rich nutty
flavour. Khorasan wheat is higher in key vitamins and
minerals; including B and E vitamins, magnesium, selenium
and zinc, than common wheat and its level of resistant
starch, which is said to hold a range of health benefits, is
2 to 2.5 times higher. It is also known for its high protein
content, surpassing conventional wheat varieties by up to
40% and with its high lipid concentration. As such it is a
high energy wheat, making it a good source of energy for
active people.
Outlining the differences between Khorasan wheat
and Kamut
Confusion can sometimes arise when discussing Kamut
and Khorasan wheat. The two are in fact the same grains
but just different varieties, with Kamut being the new,
trademarked variety of the original Khorasan wheat. The
story goes that Khorasan wheat was reintroduced to
modern times post the Second World War by an American
airman who took a handful of grains from an Egyptian tomb
and mailed them to his family in Montana, USA. Over time
another Montana farmer acquired a jar of these ancient
kernels and from there the grain was cultivated and the
company ‘Kamut Khorasan’, who now hold the trademark
for Kamut, was created.
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In an attempt to preserve the unique characteristics of the
original grains plucked from the Egyptian dessert, Kamut
Khorasan drew up a set of criteria to distinguish their
heirloom variety of Khorasan wheat from other varieties
that may have become contaminated with other wheat
plants over the years. Any wheat wishing to be sold as
Kamut must adhere to the following criteria:
•
•
•
•
•
Grown in line with certified organic standards
Contain 12 – 18% protein
Be 99% free of contamination by modern wheat varieties
98% free from all signs of disease
Have a selenium content between 400 and 1,000 parts
per billion
• Not be used to mislead consumers as to the percentage
of Kamut in a product
• Cannot be mixed with modern wheat in pasta
Failure to meet the above stipulations means the
trademarked name Kamut cannot be used and instead the
wheat will be classified as the ancient Khorasan grain rather
than its heirloom variety Kamut.
Use of Khorasan wheat, Kamut continues to grow in
both food and beverages
The use of both Khorasan wheat and Kamut as an
ingredient has continued to grow, with 34% of all food and
beverage launches using the ingredients during the past
five years occurring in 2013. The overall usage of Khorasan
wheat and Kamut is still relatively low, featuring in less
than one percent of product launches globally, showing it
still has considerable potential to grow. (See Figure 1)
The majority of launches of food and drink product with
Khorasan wheat and Kamut occurred in the US, with
30% of launches, while Italy is the second biggest user,
accounting for 22% of all product launches in 2013.
Kamut’s popularity amongst Italians is due to its similarities
to Durham wheat, which is the type of wheat pasta is
traditionally made from. Kamut displays similar physical
characteristics, with less elastic dough than typical bread
dough making it is easier to roll into pasta shapes. It even
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
smells and tastes very similar to Durham wheat. (See
Figure 2)
Franz Twenty-Four Bread (US)
Organic Franz bread, used 24
Products using Kamut and Khorasan wheat
grains and seeds, including a
mix of ancient grains with one
being Kamut flakes.
Michael Angelo’s Anicnet Grain
Kamut Pasta (US)
Kamut Wheat Futtuccine Pasta
claims to be a healthy, delicious
ancient grain pasta made from
Kamut Khorasan wheat, which is
higher in protein, fibre, minerals
and amino acids than regular
modern wheat. Pasta holds high
With one of the criteria for using the Kamut brand being
that it must be grown in line with certified organic
standards, unsurprisingly organic claims were the top claim
that featured on products launched with Khorasan wheat
and Kamut. This was followed by high/added fibre and
wholegrain claims. (See Figure 3)
protein, high fibre and organic claims.
A study conducted by the International Food Allergy
Association looked at the suitability of Kamut for
individuals who had severe wheat allergies. The study
found that 70% of study participants were able to eat
foods containing Kamut with no adverse reaction or only
had a minor reaction to foods made from Kamut. Products
formulated with Kamut could look to increase consumers’
awareness about the potential of Kamut as an alternative to
conventional wheat-based products. Having a wheat allergy
can significantly limit dietary choices, therefore kamutbased pastas and breads could be positioned as suitable
alternatives. This could prove particular popular amongst
Italians, with most eating pasta daily.
Kirkland Signature Whole Grain
Cereal (Canada)
Whole Grain cereal is a medley
of whole grain oats, kamut,
spelt and brown rice. The cereal
holds a wholegrain claim.
Sarchio Organic Kamut Fusilli
Pasta (Italy)
Organic pasta made with kamut
wheat promotes its high fibre
content and also holds no
additives/preservatives and
GMO-free claims.
Figure 1: Launch of food and drink products with Khorasan wheat and Kamut, global, 2009-13
Source: Mintel GNPD
Date
% of product launches 2009-13 by year of launch
2009
12
2010
15
2011
17
2012
22
2013
34
Figure 2: Launch of food and drink products with Khorasan wheat and Kamut, by country, 2013
Source: Mintel GNPD
Country

% of product launches
USA
30
Italy
22
Canada
17
France
9
UK
4
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Figure 3: Launch of food and drink products with Khorasan wheat and Kamut by claim type, global, 2013
Source: Mintel GNPD
What it Means
• Highlighting the nutritional qualities of Khorasan wheat or Kamut will increase its appeal
to consumers
• Look to Khorasan wheat or Kamut to boost the fibre and/or protein content of wheatbased products
• Communicate Kamut’s potential as an alternative to wheat-based products for wheat
intolerance individuals
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
HIGH OLEIC CANOLA OILS OFFER
FUNCTIONAL AND HEALTH BENEFITS
• Don’t forget about omega-9s!
High oleic canola oils can offer a sustainable and
healthy alternative to using only palm oil
• Monounsaturated fats, including omega-9s,
are heart healthy
• Omega-9 canola oils offer healthy and stable oils
to replace trans fats
Don’t forget about omega-9s!
Cocinero Sunflower and Extra
Virgin Olive Oil (Argentina)
Omega-3 fatty acids are often praised for their many health
benefits, which are well known amongst consumers. In the
UK, 63% of consumers have heard of omega-3s and know
what their function is. Additionally, UK consumers who
are knowledgeable about omega-3s attributed a range of
benefits from consuming omega-3s, with heart health and
blood pressure being mentioned the most.
A mix of sunflower and extra
virgin olive oil that provides
omega 3, 6 and 9 fatty acids.
Omega-9 are monounsaturated
fatty acids that help increase
good cholesterol and lower
bad cholesterol to help prevent
Attention is also turning to the importance of balancing
the ratio of omega-3 and omega-6 fatty acids as well
as the importance of other unsaturated fatty acids,
including omega-7 and omega-9. Omega-9 fatty acids are
monounsaturated fatty acids that are considered nonessential, as the body is able to create them in sufficient
quantities but consuming sources high in omega-9s may
offer health benefits. Oleic acid is the most common source
of omega-9s in the diet and is found in canola oil, olive oil,
nuts, and avocados.
health problems.
Barro Minas Pure Ojon Shampoo
(Brazil)
Ojon oil shampoo that is a rich
source of omega-6 and omega-9
to help hydrate hair while giving
it a brilliant shine.
Health benefits of omega-9 promoted across
categories
Doña Papa de Arcos Potato
Matis MatiSpa Detox Body Scrub
Crisps with Garlic and Parsley
2 (France)
(Portugal)
A detoxifiying body scrub that
Potato chips made with high
contains active oils rich in
oleic sunflower oil. According
omega-9 for a toning effect to
to the manufacturer, high
leave the skin smoother, more
oleic sunflower oil provides
toned and glowing.
cardiovascular benefits due to
its high omega-9 content, which
helps reduce cholesterol.
Monounsaturated fats, including omega-9s, are heart
healthy
As nutritional sciences have progressed to embrace certain
fats, monounsaturated fats (MUFAs) and polyunsaturated
fats (PUFAs) have been accepted as a healthy fats. Indeed,
these healthy fats are a large part of the Mediterranean diet.
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Studies in recent years have also shown that
monounsaturated fatty acids, including omega-9s, are
beneficial for health. A recent review of studies published
in Nutrition Reviews found that canola oil can help reduce
total cholesterol levels and low-density lipoprotein (LDL)
cholesterol levels as well as improve insulin sensitivity.
Another study presented at the American Heart
Association’s EPI/NPAM 2013 Scientific Sessions found
that monounsaturated fats from canola oil may help
reduce abdominal fat, which is a risk factor for metabolic
syndrome. Participants who consumed canola or higholeic canola oils daily for four weeks reduced their belly
fat by 1.6% compared to participants who consumed a
flax/safflower oil blend. Given the small size of the study,
additional research will be needed to determine the
mechanism for weight loss on a high-MUFA diet.
In fact, in 2006 the US Food and Drug Administration
approved a qualified health claim for products using
canola oil, provided the product is included on the list of
eligible foods and meets the general requirements for
health claims. The claim allows manufacturers to state
“Limited and not conclusive scientific evidence suggests
that eating about 1½ tablespoons (19 grams) of canola oil
daily may reduce the risk of coronary heart disease due to
the unsaturated fat content in canola oil. To achieve this
possible benefit, canola oil is to replace a similar amount of
saturated fat and not increase the total number of calories
you eat in a day. One serving of this product contains [x]
grams of canola oil.”
Omega-9 canola oils offer healthy and stable oils to
replace trans fats
High oleic soybean and canola oils can also be used as a
healthier alternative to trans or saturated fats. High levels
of oleic acid and lower levels of linolenic acid and alpha-
linolenic acid make high oleic oils more stable than nonhydrogenated vegetable oils. High oleic oils have high flash
points as well as long fry life and shelf life, which are why
they are commonly used to replace partially hydrogenated
cooking oils.
Dow AgroSciences has a line of patented omega-9 oils,
from their NEXERA™ canola and sunflower seeds that have
been bred using conventional methods and are GMO-free.
Although high oleic soybean oils also exist, these products
have been developed with biotechnology, a technology
that seen more scrutiny recently. According to Dow
AgroSciences, omega-9 canola oils have a clean, light flavor
and have a similar nutritional profile as extra virgin olive
oil. Additionally, since these oils have improved stability,
they can be used without preservatives and are suitable for
clean label products.
With a ban on trans fats likely in the US, palm oils are
being used frequently to replace trans fats but are high in
undesirable saturated fats. In the last five years, although
there has been a small increase of products using canola
oil and margarine, only 3% of food and drink products
launched in 2013 were found using canola compared to
7% of food and drink products that were using a palm oil
ingredient in 2013. (See Figure 1)
The palm oil industry has been frequently associated with
ethical and environmental issues. As discussed in the trend
Greenfluencers, consumers are expecting brands to act
morally on their behalf. High oleic canola oils can offer a
sustainable and healthy alternative to using only palm oil.
Manufacturers can blend omega-9 canola oil, which is a
liquid, with small amounts of palm oil fractions in order to
create shortening to be used in bakery applications, which
will improve the product’s fat composition by reducing
levels of saturated fats.
Figure 1: Percentage of global food and drink products using selected oils, 2009-13
*palm oil ingredients includes Palm Oil and all child ingredients, Palm Olein, Palm Kernel Oil and all child ingredients, Palm Kernel Olein, Palm Kernel Stearin,
Red Palm Oil, White Palm Oil, Palm Kernel Oil and all child ingredients, Palm Oil Margarine, Palm Fat
**canola includes Low Erucic Acid Rapeseed Oil and Canola Oil Margarine
Source: Mintel GNPD
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Stevia, a zero-calorie sweetener with possible additional health benefits
• The emergence of stevia into new markets has not been as
straightforward as first assumed. However the demand for
more ‘natural’ and authentic sweeteners continues to motivate
its use
• Stevia use continues to grow globally, and investments from
some large food and drink companies are positive signs for the
ingredient becoming more mainstream
• Revelations that stevia contains nutritionally beneficial
compounds could see stevia-based sweeteners in the future
combine functional health benefits alongside calorie-free
sweetness
“In the future, stevia-based sweeteners may be able to
combine functional health benefits alongside of their offer of
calorie-free sweetness”
Ironing out stevia’s issues
Overcoming stevia’s sour notes continues to encourage wider use of the
sweetener
Stevia’s impressive surge in use in new markets has not come without
its challenges, with some issues still being ironed out. Initially, its biggest
struggle was to satisfy from a taste perspective, with its bitter aftertaste
rejected by many consumers. However through breeding, improved
extraction methods and new production processes, including fermentation
which produces the desirable minor steviol glycosides, stevia’s taste is
improving all the time. Also concerns around cost and questions around
its ‘natural’ status in some European markets have been barriers to its
uptake.
Product launches using stevia extract increased 732% between 2009 and
2013 globally, after finally gaining approval for the ingredient for use in
the US in 2008 and Europe in 2011. This has resulted in a considerable
increase in launch activity in both North America and Europe of products
using stevia, at the expense of launches in Asia Pacific. In 2009, 64% of
food and drink launches using stevia extract as an ingredient occurred in
the Asia Pacific region, down to only 37% in 2013. While North America
doubled its share of launches in 2013 compared to 2009, and almost
a third of stevia food and drink launches came out of Europe in 2013,
considerably up from only 2% in 2009. (See Figure 1)
However, encouraged by the distrust of artificial sweeteners, and the
demand for more natural products, the use of stevia based sweeteners
has grown in spite of the barriers it has and continues to work through.
In only a few years, stevia has become one of the most talked about
zero-calorie sweeteners, positioned as the top healthy alternative to sugar.
The stevia plant used as sweetener for centuries in Paraguay, Brazil and
Japan has finally made an impression outside these regions, as a ‘natural’
low-calorie sweetener.
Greater product availability has spurred consumer interest in the ‘natural’
sweetener stevia. For example, between two-fifths and a half of European
consumers note that sweets with natural sugar alternatives, e.g. stevia,
appeal to them. Meanwhile around a third of UK consumers who
drink fewer carbonated soft drinks do so due to worries about artificial
sweeteners, pointing to demand for more products to use sweeteners like
stevia. (See Figure 2)
Figure 1: Percentage of food and drink launches with stevia extract and all child ingredients by region, 2009 vs. 2013
Region
% of launches
2009
2013
Asia-Pacific
64
37
Latin-America
22
8
North America
11
22
Europe
2
32
Middle East & Africa
1
2
Source: Mintel GNPD
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Stevia’s profile has also been raised by notable food and drink companies,
including Coca-Cola, Danone and Pepsi-Co, formulating with stevia
extract. Coca-Cola’s recent launch of Coca-Cola Life in the US and the UK
is a strong signal to the rest of the food and drink industry of stevia going
mainstream. It also indicates that for companies to remain competitive in
the market, focussing on calorie reduction across the board is crucial and
that stevia is a likely candidate in helping achieve a reduction in sugar and
calorie content. (See Figure 3)
Lipton Citrus Ice Green Tea
(Australia)
Ice tea is low in calories, contains
no preservatives, artificial colours
or sweeteners, uses sugar and
the ‘natural sweetener’ stevia leaf
extract.
High profile launches of products featuring stevia extract
Heinz Tomato Ketchup (UK)
Tomato ketchup has been launched
with 50% less sugar and 25% less
salt than regular Heinz Tomato
Ketchup. It is made with stevia,
described as sweetener from a
natural source.
Danone Bio Aloe & White Peach
Yoghurts (Japan)
Reduced sugar yogurt uses a blend
of sugar and stevia to sweeten the
yogurt.
Currently the success of stevia has come from its sweet glycosides,
which are up to 300 times sweeter than sugar. However, the stevia
plant contains other active compounds which are thought to offer other
nutritional benefits, which in the future could help raise its perception of
health in consumers’ minds. A variety of polyphenols found in the stevia
plant have demonstrated antioxidant and even antibiotic potential. A study
published in the Journal of Diabetes and its Complications, investigatedthe
antioxidant, anti-diabetic and renal protective properties of stevia
redaudiana bertoni. Polyphenols and fibre were extracted from the stevia
plant and supplemented to the diet of diabetic rats. The results generated
suggest that stevia leaves had a significant role in alleviating liver and
kidney damage in the diabetic rats, as well as inducing a hypoglycaemic
effect by reducing blood glucose and insulin levels. The supplement also
improved the antioxidant status of the rats.
For now stevia will remain popular as a no-calorie, ‘natural’ source of
sweetness. However as more evidence reveals stevia’s full nutritional
benefits, work to retain these active compounds during the extraction
process could mean in the future stevia based sweeteners may be able to
combine functional health benefits alongside their reduced offer of caloriefree sweetness.
Figure 2: Interest in sweets with natural sugar alternatives (e.g. stevia), Europe, 2014
Base: Internet users 16+ who have eaten sweets in the past 6 months (France - 1,529, Germany - 1,620, Italy - 1,692, Poland - 1,667, Spain - 1,653)
Source: Lightspeed GMI/Mintel
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Figure 3: Healthfulness of sugars/sweeteners, US, September 2014
It is good for health
It is neither good nor bad for
health
It is bad for health
%
%
%
Granulated sugar
10
48
31
Honey
60
27
5
Agave
22
36
9
Stevia
18
36
15
Monk fruit
14
26
7
Coconut sugar
20
34
8
Sucralose
5
26
30
Saccharin
5
24
47
Aspartame
5
23
46
Erythritol
4
19
22
Xylitol
6
21
24
High-fructose corn syrup
5
23
58
Base: 2,000 internet users aged 18+
Source: Mintel
This is an excerpt from Sugars and Sweeteners – US – September 2014: Figure 61. See full figure.
THE ANALYST’S VIEW
• Consumers will continue to seek ‘natural’ sugar alternatives in an attempt to reduce sugar
consumption but satisfy their sweet tooth.
• Investments from large multinational companies in formulating with stevia signals the ingredient
is set to establish a more commanding positioning on the sweetener landscape.|
• Sugar substitutes, including stevia need to work on enhancing their health image to continue to
appeal to health conscious consumers.
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Moringa, another superfood emerges
• The shift away from overly processed food products has been
driven by a desire for naturally healthy foods
• Moringa trees, touted as another nutritional powerhouse
• The tiny leaves of the moringa tree are packed with nutritious
compounds, are gradually edging their way into food and drink
products
“The nutritional content of the moringa leaf is enhanced
significantly during processing, with claims suggesting some
nutrients increase ten-fold compared with the fresh leaves”
The real food revolution
The typical modern diet relies heavily on over processed, nutritionally
sparse but often energy dense food and drink products, that over-deliver
on a calorie front but under-deliver on nutrition. Consumers’ desire to led
healthier lifestyles continues to turn them away from processed foods.
(See Figure 1)
Indeed, 34% of consumers in the UK say they buy organic products
because they are free from chemicals and pesticides, meaning they are
better for them, according to Organic Food and Drink – UK - October
2013. Meanwhile, some 43% of US consumers plan on eating less
processed foods this year, according to American Lifestyles 2014:
Looking Forward – US - April 2014. The gradual shift away from overlyprocessed foods has given rise to various diets, including the paleo diet,
raw-food diets and juice cleanses, all built around fresh, raw and nutritious
ingredients.
Consumers also show a growing preference for naturally healthy foods
as opposed to overly fortified products. This highlights the value of
using naturally sourced functional ingredients where possible in fortified
products. (See Figure 2)
New superfoods are constantly making headlines. The list of
supercharged food and ingredients continues to grow, with products
from coconut water, brussel sprouts, dark chocolate, oatmeal, green
tea and kimichi all gaining popularity. All these products fit under the
umbrella of functional foods. Although no universal definition exists for
functional foods, typically functional foods are defined by the presence of
physiologically active nutritional compounds that provide health benefits
over and above basic nutrition. This encompasses both inherently or
naturally functional products to highly formulated products, of which
superfoods fall under the naturally functional division.
Another day, another superfood
One of the recent superfoods gaining attention as of late is moringa.
Isolated from the moringa or ‘miracle’ tree, the leaves of the trees are said
to be the ultimate source of nutrients. India’s ancient Ayurveda medicine
claims moringa trees can prevent up to 300 diseases. The leaves have
a long-list of supposed benefits that improve well-being, from boosting
immunity, lowering blood pressure and managing blood glucose levels, to
alleviating stress, fighting fatigue, improving digestive health and providing
an energy boost. Its benefits are not just limited to the inside - it is also
said to be a tonic for hair, nails and skin.
Figure 1: I am prepared to change my lifestyle to be healthier, Europe, 2014
Base: internet users 16+, 2,000 each in France, Germany, Italy, Poland, and Spain
Source: Lightspeed GMI/Mintel
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
The use of moringa derived ingredients has been concentrated in
beauty and personal care products with 96% of all launches in the past
year coming from this category group, with skincare and hair products
accounting for the majority of launches. Meanwhile, food and drink
products using the ingredients have only emerged in recent years. (See
Figure 3&4)
Iyarkai Herbal Soups (India)
Herbal soup range which includes
a Moringa soup.
Moringa is often used in skincare products because of its links to antiageing and slowing down the ageing process. Its anti-ageing potential
is linked to the plant hormone zeatin, of which the moringa trees contain
several thousand times more than any other known plant.
Moringa, a tool against the fight against malnutrition
The tiny leaves of moringa certainly pack a lot in. Gram for gram some
of the standout features of the leaves include its vitamin C content that is
seven-times higher than oranges, four-times the calcium and two-times
the protein than milk, four-times the vitamin A than in carrots and three
times the potassium than in bananas. Every part of the tree is valuable,
including the bark, roots and flowers. However the processing of the
leaves of the trees, which once harvested are washed then naturally
shade-dried, is when the nutritional content of the leaf is enhanced
significantly, with some claims suggesting some nutrients increase ten-fold
compared with the fresh leaves.
The use of moringa in food and drink products is a very recent occurrence,
with moringa powder or extracts appearing in only a select range of hot
teas, juice drink and powered supplements.
Health foods containing moringa
Grenera Moringa Green Tea (India)
Moringa green tea features
antioxidant rich green tea leaves
with nutritive moringa leaves.
Moringa leaves are said to contain
twice more dietary fibre than oats,
four times more potassium than
bananas and twice more vitamins
than carrots. The tea holds a high
protein and high fibre claim.
Bio Sabila Lite Aloe Vera Moringa
Drink (Colombia)
Juice drink contains moringa
extract and aloe vera, promotes it
vitamin C content and claims to be
a healthy, natural and refreshing
drink.
Moringa powders
Aduna Moringa Superleaf Powder
(UK)
Touted as one of the most nutrientdense foods on the planet, aduna
moringa green superleaf powder
can be sprinkled onto salads,
added to soupds or mixed into
smoothies.
Minvita Moringa Superfood Powder
(UK)
Moringa superfood powder is made
from 100% pure moringa leaves,
perfect for spooning into yoghurts,
juices or smoothies.
Figure 2: Health-promoting benefits of natural foods (eg fruit and vegetables) are preferable to the added benefits of functional foods, Europe, 2014
% agree
France
70
Germany
75
Italy
69
Spain
72
Poland
72
Base: internet users 16+, 2,000 each in France, Germany, Italy, Poland, and Spain
Source: Lightspeed GMI/Mintel
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Considerably more research is required to validate the long list of
nutritional benefits linked to moringa, while its anti-ageing attributes are
also lacking solid backing. However, positive signs can be taken from the
investment by a non-profit organisation Trees for Life International, who
have recognised the value of the moringa tree. One of their initiatives is
to encourage the use of the moringa tree and further research into its
benefits as they believe that moringa leaves could provide some of the
essential nutrients often lacking in malnourished populations.
Figure 3: Launch of products featuring moringa ingredient by super-category, Global, Nov 2013 – Oct 14
% of launches
Beauty & Personal Care
96
Drink
3
Food
<2
Health & Hygiene
<1
Source: Mintel GNPD
Figure 4: Use of moringa ingredients in skincare category, Global, Nov 2013 – Oct 14
Moringa ingredient
% of launches
Moringa Pterygosperma Seed Extract
42
Moringa Pterygosperma Seed Oil
15
Moringa Oleifera Seed Oil
25
Moringa Oil/hydrogenated Moringa Oil Esters
9
Moringa Oleifera Leaf Extract
3
Source: Mintel GNPD
THE ANALYST’S VIEW
• Although many of the health benefits of superfoods are unsubstantiated, their success will
continue as consumers seek products that deliver health naturally.
• Nutrient dense superfoods, such as moringa, can be used to improve the nutritional profile of
products that will appeal to consumers seeking natural food solutions.
• Nutricosmetic companies, looking to deliver beauty from the inside out, should evaluate the
potential of moringa as an anti-ageing ingredient.
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
‘Natural’ colours are winning the colour battle
• Natural colours have become the preferred colour choice over
artificial colours, however a focus on more suitable natural
blue options is required
• Use of the natural blue colour spirulina looks set to grow
in the US where its use has recently been extended across
a wider range of food and drink categories outside of just
sugar confectionary and gum
“Replacing artificial blue colours with natural alternatives can
be challenging, however the improved stability and increased
availability of natural blues indicates positive prospects for
natural blue colours”
Natural colours hold the advantage over artificial colours
The rise of natural colours in food and drink products has contributed
to the gradual demise of artificial colours globally. The rate of migration
towards natural colours has been different by region. Europe has led the
way, moving strongly towards natural colours; of all products launched
in Europe in 2012 and 2013 using a colour, almost nine in ten products
used a natural colour. The introduction of the Southampton Six Colours
regulation in July 2010 in Europe, which required products using certain
artificial colours to display a warning, and consumers’ growing preference
for natural ingredients have both simulated the use of natural colours in
Europe. However, all other regions are catching up and natural colours are
now the more popular choice over artificial colours in all regions.
(See Figure 1)
Breaking down the global launches of naturally coloured products in the
past five years, the most popular colours used impart either a yellow,
orange, white or caramel hue. Yellow to orange curcumin was the top
natural colour used, found in over a quarter of naturally coloured products
launched in 2013, while 18% featured the yellow-orange paprika oleoresin
and 17% the white calcium carbonate. (See Figure 2)
• The definition of colouring foods in Europe will help provide
clarity around when a colour can be classified as a food
additive or a food extract with colouring properties, which is
an appealing clean label solution
One of the colours missing from the figure above is blue. Natural blue
food colours are hard to come by, meaning blue colours have a rather
bad reputation as artificial blues, including brilliant blue and indigotine
are heavily relied on. Although there are still challenges when it comes
to replacing artificial blue colours with natural alternatives, the improved
stability and availability of natural blue colours is growing indicating
positive prospects for natural blue colours.
Use of natural blue colour spirulina set to grow in the US
The blue-green cyanobacteria spirulina has become a popular natural blue
colour additive to replace artificial blue additives, with its natural pigments
chlorophyll, which imparts a green colour and the blue pigment phycobilin.
In the US, the Food and Drug Administration (FDA) approved spirulina
as a source of blue colour in sugar and gum confectionary products in
September 2013. However, a recent petition from GNT, an international
colour company, has resulted in an amendment to the colour additive
regulations by the FDA, permitting the use of spirulina concentrate as
a colour additive in a wider application of food and drink products.
Figure 1: Use of colours in food and drink launches by region, 2012 - 13
Source: Mintel GNPD
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
The amendments have greatly expand the use of spirulina extract to
frostings, ice creams, frozen desserts, dessert coatings and toppings,
beverage mixers and powders, yoghurts, custards, puddings, cottage
cheese, gelatin, breadcrumbs and ready-to-eat cereals (excluding
extruded cereals). The means food and drink manufacturers in the US will
now have more options when it comes to creating more vibrant natural
blue coloured products, and also green and purple shades by using
spirulina extract as a base colour.
Examples of spirulina extract used as colouring across range of food and
drink categories
Peters Smurfberry and Vanilla Ice
Cream (Australia)
Colouring foods taking on natural colours in Europe
In Europe, but not the rest of the world, spirulina-based colouring solutions
can be termed as a ‘colouring foods’. Colouring foods refers to food
ingredients that contribute to the colouring properties of foods, including
beetroot juice concentrate, spinach and black carrot concentrate. Their
advantage over traditional natural colours is that they are not selectively
extracted like natural colours are. This means they can be labelled
as a simple ingredient as they are not regarded as food additives and
consequently do not carry E numbers, which makes them an attractive
clean label solution for manufacturers. As a result, the use of colouring
foodstuffs such as spirulina has been increasing over recent years in
Europe, to better match consumers growing desire for natural ingredients.
However, up until recently there was a great deal of confusion in Europe
around what can be classified as a colouring food and when is a colour
considered a food additive requiring an E number versus when is it a food
extract with colouring properties. The European Food Safety Authority
(EFSA) released guidance in December 2013, which provided a definition
and detailed guidance on classifying colouring foods. This took effect on
the 1st of January 2014, although all food products sold in Europe have
until November 29th 2015 to comply. The first part of defining a colouring
ingredient as a colouring food rather than a colouring additive is that
it must be sourced from a fruit, vegetable, herb or other food that has
been in general consumption in the UE prior to 1997. If it passes this, the
colouring food must undergo minimal processing so it stays as close as
possible to its original form, retaining characteristic properties such as
pigment content, aromatic properties and nutritive value.
Blue and white coloured ice
creams use only natural colours
including spirulina extract to colour
the ice cream blue.
Hack Disney Cream Cake
(Germany)
This cream cake uses a range
of natural food colouring stuffs,
including spirulina.
The published guidance does not deal with the labelling of colouring foods
on finished goods; this discussion is ongoing. Currently, a lot of products
simply list the colouring extract without labelling it as a ‘colouring food’.
Reaching a consensus on labelling means in the future communicating to
consumers the presence of colouring foods will be easier.
Nestlé Smarties Ice Cream
Ice cream with chocolate coloured
smarties contains no artificial
colours or preservatives. Spirulina
concentrates is one of the natural
colours used and gives the blue
smarties their colour.
Figure 2: Top Natural Colours used in naturally coloured food and drink launches, Global, 2009 -13
Natural Colour
Curcumin
2009
2010
2011
2012
2013
%
%
%
%
%
22
23
24
24
26
Paprika Oleoresin
16
17
19
18
18
Calcium Carbonate
17
17
17
17
17
Carmine
13
13
14
14
13
Caramel IV
7
6
6
7
7
Gardenia Yellow
7
7
6
6
5
Annatto
4
4
4
4
4
Beet Red
4
4
4
4
4
Monascus Red
4
4
4
4
4
Caramel III
4
4
4
4
4
Caramel I Plain
6
5
4
4
3
Source: Mintel GNPD
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Soy Sauce - To brew or not to brew
• Soy sauce is made by two methods: the traditional brewing
method, or fermentation, and the non-brewed method, or
chemical-hydrolyzation The naturally brewed soy sauce
provides a clean label
• There are many varieties of soy sauce, there is an
opportunity to introduce soy sauce for cooking in the homes if
manufacturers highlight its application as a major ingredient in
cuisines
“No description of soy sauce would be complete without a
celebration of umami, imparted by glutamate. It is a pleasant,
subtle savoury taste that blends well with other tastes to
expand and round out flavours”
Soy Sauce – naturally brewed for a clean label
According to Sauces and Seasonings – China, November 2013, 60% of
Chinese consumers have said they used soy sauces at least once in the last
six months. In the same report, 65% of respondents prize a well-known brand
when it comes to choosing sauces and seasonings. It is also very important to
consumers that sauces do not contain any additives/preservatives, with 60%
of Chinese consumers agreeing they look for no additives or preservatives
when buying sauces and seasonings. (See Figure 1)
Soy sauce is one of the world’s oldest condiments and has been used in
China for more than 2,500 years. It is made from fermenting a mixture of
soybeans, salt and enzymes. It is also made artificially made through a
chemical process known as acid hydrolysis.
Many modern manufacturers artificially break down the soy proteins by a
chemical process known as hydrolysis because it is much faster. Defatted
soy meal, the residue of soybean oil production, is broken down or
hydrolysed into amino acids and sugars with concentrated hydrochloric acid.
This caustic mixture is then neutralized with alkaline sodium carbonate,
flavoured and coloured with corn syrup, caramel, water and salt.
• The flavours and consistencies vary widely between the
naturally brewed soy sauce (transparent, well-balanced taste)
when compared to the chemical hydrolysed version (opaque,
salty, harsh)
Japanese soy sauce is a by-product of fermented soybeans and wheat
mixed with brine. Aspergilus moulds and roasted wheat are added to
cooked soybeans resulting in a mixture called koji. After the moulds are
left to grow over three days, the culture is combined with salt water and
transferred to large vats where Lactobacillus, bacteria that breaks down
sugar into lactic acid, are added. The fermentation process can take up
to six months to complete. The natural brewing method to produce soy
sauce allows a clean labeling.
Soy Sauce is no longer just a condiment; it can be used as a major
ingredent
Shoyu is Japanese-style soy sauce. The recipe was modified to use
an even ratio of soybeans and wheat whilst the traditional Chinese
soy sauces are made with 100% soy. The result is a sweeter, less
harsh flavoured soy sauce. They also tend to be clearer and a thinner
consistency than their Chinese counterparts. Within the Japanese-style
soy sauces varieties are split into dark (koikuchi) and light (usukichi). The
former is more commonly used while the latter is used when colour is
required not to impart to the ingredients. “Less sodium” soy sauce is made
the same way as regular soy sauce, but about 40% of the salt is
Figure 1: Important Qualities to look for during purchase of sauces and seasonings, China, August 2013
Base: 3,000 internet users aged 20-49
Source:QQ Survey/Mintel
This excerpt is taken from Sauces and Seasonings – China, November 2013: Figure 3. See full figure.
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
taken out post-brewing. Usukichi has a more assertive, salty flavour and
a slight sweetness from the addition of mirin, a sweet rice wine. Tamari
is the wheat-gluten free version of the Japanese soy sauce range. With
higher soybean content, tamari has a stronger flavor and is ideally used
as a dipping sauce.
For the Chinese soy sauces, the light version is made from first pressing
fermented soy beans; these are generally more expensive than dark soy
sauce. The light sauces are also known as “fresh” soy sauce and they are
meant to enhance flavours when cooking. When a Chinese recipe calls
for a “soy sauce” you can assume it means light soy sauce. The Chinese
dark soy sauces are darker in colour and thicker in texture, but tend to be
lighter in saltiness. They are generally fermented for a longer period of
time and often have added sugar or molasses, giving them a sweet-salty
flavour and viscous texture.
Chemical soy sauces are made over the course of about two days by
hydrolyzing soy protein and combining it with other flavourings. Their
flavour is far removed from traditional soy sauces with fermented
soybeans. Caramel is usually added to the formulation for its colour,
and the product includes lactic acid, preservatives and mono-sodium
glutamate (MSG).
Different soy sauce products
High Grade Rich Soy Sauce for East
Japan (Japan)
Topvalu Tokkyu Koikuchi Shoyu
Higashi was improved to offer a
milder taste. It is JAS-certified high
grade authentically brewed rich soy
sauce.
25% Less Salt Tamari Soya Sauce
(France)
Lima Tamari Sauce de Soja Réduite
en Sel – 25% (25% Less Salt Tamari)
is a naturally brewed soya sauce
with 25% less salt than regular soya
sauces. This organic certified product
is free from gluten, and is traditionally
used as a flavour enhancer to dishes.
First Grade Light Soy Sauce
Da Wang Yi Ji Sheng Chou (First
Grade Light Soy Sauce) is fermented
according to a Japanese style cold
temperature technique. It has a light
colour and a refreshing taste, and
contains greater than or equal to
0.70g amino acid nitrogen per 100ml
serving.
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Premium Dark Soy Sauce
(Indonesia)
Lee Kum Kee Kecap Jitam
Premium (Premium Dark Soy
Sauce) is made from selected
soybeans and brewed according to
the traditional and natural method.
The rich soy flavour and full-bodied
colour is said to delicately enhance
the flavour and appearance of
various dishes.
Light Soy Sauce (South Africa)
Amoy Light Soy Sauce is claimed
to bring out savoury flavours in
dishes. It can be brushed onto
chicken wings or ribs before putting
in the barbecue, or splashed on
salads. This product is suitable for
vegetarians, and it is not naturally
brewed. Its ingredient listing
include water, soybean, salt, wheat
flour, sugar, caramel, lactic acid, preservatives and flavour enhancers.
Manufacturers can highlight how soy sauce finds its way into many
kitchens at home through easy to follow recipes. Braised chicken is a
slow-cooked simmering dish that encompasses the use of equal amount
of soy sauce and apple cider vinegar in addition with sliced onions,
smashed garlic, brown sugar, and black pepper. The result is a chicken
dish that can be paired with rice. Another good East Meets West recipe
includes a salad dressing that combines soy sauce with sesame oil and
lemon juice. A good barbeque or marinating sauce can be put together
with a mixture of soy sauce, Worcestershire sauce and ginger. Soy sauce
also forms a good marriage with simple home-cooked foods such as fried
rice, steamed fish, and omelet, and it is a cruicial ingredient served with
sashimi.
Natural soy sauce can reduce up to 50% sodium chloride in cooked foods
Besides the process, the differences between brewed and chemically
produced soy sauce translates directly into the taste of the different
varieties of soy sauce.
Natural brewed soy sauce attains a transparent, delicately coloured broth
with balanced flavour and aroma. It provides sweet, sour, salty, bitter
tastes and adds interest to flat-tasting processed foods. The non-brewed
sauces take only two days to make and are often opaque with a harsh
flavour coupled with a chemical aroma.
A study published by the Journal of Food Science, evaluated the use of
naturally brewed soy sauce to reduce the salt in food with results showing
that it was possible to achieve Sodium Chloride (NaCl) reduction in the
tested foods of 50% in salad dressing, 17% in soup and 29% in stir-fried
pork.
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Natural brewed soy sauce contains free glutamates which will impart a
umami flavour in soy sauce and also in the finished products that use soy
sauce. Salty and umami tastes are in the basic tastes category and cannot
replace each other. A study published in the Journal of Physiological
Behaviour, looked at the effect of umami taste on pleasantness of low-salt
soups, findings showed that the glutamate-added food could dramatically
increase pleasantness and an acceptance of salt-reduced foods.
Scientists from University of Illinois are contributing to World Health
Organization (WHO) efforts to fortify condiments and seasonings for use
in emerging countries with widespread micronutrient deficiencies. Vietnam
already has a soy sauce fortification program. Great opportunities exist
for manufacturers to consider formulating soy sauces to target various
demographics. A low salt, naturally brewed soy sauce version fortified with
different vitamins and minerals is a good example on how a generic soy
sauce can be formulated to target different segments with different needs.
Currently, the biggest application for soy sauce is instant noodles, found
in 17% of launches between November 2013 and October 2014. There
seems to be an increased interest in the use of soy sauce in the prepared
meals category as well, increasing from 10% in 2009 to 14% in 2014. This
could be due to the trend East Meets West explores the increase influence
of Asia on the West. (See Figure 2)
It does not comes as a surprise Asia Pacific is still the region that uses
soy sauce the most, however with globalization and people moving to live
in different countries, there is an opportunity for growth in other regions.
Here, we see that there is a slight increase in soy sauce use from Europe,
an increasing from 14% in 2009 to 19% in 2014. (See Figure 3)
Soy sauce is very versatile and can be applied to various applications.
From savoury to sweet, Asian to mainstream, some examples include
bacon/cured meats, beef, bread & rolls, chocolate, cookies & cakes, dry
mixes, jerky, dressings and snacks. (See Figure 4)
Japanese Style Fish & Veg Sushi
(UK)
Boots Shapers Around the World
Japanese Style Fish & Veg Sushi
features different varieties of
sushi and rolls and it comes with
one sachet of pickeld ginger, one
wasabi sachet and one bottle of
low salt soy sauce.
Small Shrimp Tempura Buckwheat
Noodle (Japan)
Acecook Dashi No Umami De
Genen Small Shrimp Tempura
Buckwheat Noodle comprises
small shrimp broth, and has a 30%
reduced sodium content. It contains
calcium and is free from colouring
and preservatives.
High Bran & Seed Bagels (UK)
The Food Doctor High Bran & Seed
Bagels are wholesome designed by
The Food Doctor nutrition experts
to provide a healthy alternative to
white bread. The bagels are high
in fibre, a good protein source, low
in fat, suitable for vegetarians and
kosher certified. A wheat-free soya
sauce is used in this product.
Soup Soy Sauce for Babies (South
Korea)
Products containing soy sauce
Almond Crush Chocolate Bar
(Japan)
Nave S&F Sim Yeong Sun Soup
Soy Sauce for Babies is new to
the range. This sauce comprises
43% of thick soy sauce, featuring
domestic wheat and domestic
soy, and has been seasoned
with brisket and flank, anchovy,
kelp and shitake mushrooms.
Furthermore, this sauce features a reduced sodium content, can be used
to prepare mild and deep-flavoured soup dishes soup dishes, and is
suitable for babies aged 12 months and over.
Chocolate bar is made with 15%
crushed almonds, 16% cookie
crunches and 7% puffed up grain the puff contains soy sauce.
Figure 2: Sub-categories of food and drink launches containing soy sauces, global, Nov 2009-Oct 2014
Nov 2009 - Oct 2010
Nov-2010 -Oct 2011
Nov 2011 – Oct 2012
Nov 2012 – Oct 2013
Nov 2013-Oct 2014
Instant Noodles
24
22
22
21
17
Prepared Meals
10
10
12
11
14
Cooking Sauces
8
7
7
8
9
Hors d’oeuvres/Canapes
5
7
6
6
6
Meat Snacks
4
4
5
5
5
Source: Mintel GNPD
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INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE
Figure 3: Soy sauces in finished food and drink products, by region, Nov 2009-Oct 2014
Nov 2009 - Oct 2010
Nov 2010 -Oct 2011
Nov 2011 – Oct 2012
Nov 2012 – Oct 2013
Nov 2013-Oct 2014
Asia Pacific
71
70
72
67
68
Europe
14
14
16
18
19
North America
11
12
9
12
11
Latin America
3
2
2
3
2
Middle East & Africa
1
1
1
1
1
Source: Mintel GNPD
Figure 4: Applications of Kikkoman soy sauce in action
Applications
Functions of Soy Sauces
Adds colour, balances sweet and smoked flavour
Bacon/cured meats
Contributes savoury flavour and aroma, adds colour, helps blends spice flavours
Beef
Helps blends yeast and grain flavour notes, adds colour
Bread & Rolls
Chocolate
Cookies & cakes
Dry mixes
Rounds cocoa flavor, moderates sweetness; alcohol enhances fruity top notes, contributes colour
Helps blends flavours and adds complexity, tempers sweetness, adds colour
Adds savoury notes and colour; enhances aroma and flavor; granulated forms dissolves easily when prepared at home.
Contributes salt for curing, blends spice flavours, enhances meaty flavours, contributes colour, can enhance or even
replace preservatives
Jerky
Dressings
Snacks
Adds savoury flavor, helps temper vinegar, rounds spice flavours, contributes preservation to cold filled dressings,
adds colour, replaces Worcestershire sauce
Blends flavours of other seasoning ingredients, contributes salt, enhances colour and savoury flavour
Source: The Flavour Handbook – A reference and product guide
THE ANALYST’S VIEW
• The well-rounded flavour of soy sauce may give consumers a more desired flavour profile than
by using salt alone. Recent studies have shown up to 50% salt reduction can be achieved in
processed and cooked foods when using soy sauce because of the umami flavour soy sauce
provides.
• Soy sauce no longer is a condiment limited to the Asia Pacific region. Opportunities exist in
many applications globally for manufacturers to use soy sauce as a salt-reduction ingredient in
recipes.
• The less salt, naturally brewed soy sauce fortified with vitamins and minerals opens up
opportunity for manufacturers to target specific demographics with a clean labelling, e.g. seniors
and children.
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Mintel. The consumer research exclusively
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a Chinese licensed market survey agent
(see Research Methodology China for
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