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INGREDIENTS AND ADDITIVES 2014 AND THE FUTURE NEXT 2 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 PREVIOUS NEXT 3 INGREDIENTS AND ADDITIVES | 2014 AND THE FUTURE CONTENTS MARKET OVERVIEW 4 LOOKING TO THE FUTURE – 2015 & BEYOND 16 PREVIOUS THE BIG STORIES IN 2014 7 CONCLUSIONS 24 NEXT MARKET OVERVIEW PREVIOUS NEXT 5 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 PREVIOUS NEXT 6 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 PREVIOUS Source: Mintel GNPD NEXT THE BIG STORIES IN 2014 PREVIOUS NEXT 8 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 PREVIOUS 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 NEXT 9 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. PREVIOUS NEXT 10 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 PREVIOUS NEXT 11 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 PREVIOUS 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. NEXT 12 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. PREVIOUS NEXT 13 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 PREVIOUS Base: 2,000 internet users aged 18+ Source: Lightspeed GMI/Mintel NEXT 14 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. PREVIOUS Base: 2,000 internet users aged 18+ Source: Lightspeed GMI/Mintel NEXT 15 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. PREVIOUS NEXT LOOKING TO THE FUTURE – 2015 & BEYOND PREVIOUS NEXT 17 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 PREVIOUS NEXT 18 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 PREVIOUS 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. NEXT 19 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. PREVIOUS NEXT 20 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 PREVIOUS 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. NEXT 21 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. PREVIOUS NEXT 22 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 PREVIOUS NEXT 23 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. PREVIOUS NEXT CONCLUSIONS PREVIOUS NEXT 25 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 PREVIOUS 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. NEXT APPENDIX PREVIOUS NEXT 27 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. PREVIOUS 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%. NEXT 28 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. PREVIOUS 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 NEXT 29 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 PREVIOUS NEXT 30 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 PREVIOUS NEXT 31 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. PREVIOUS NEXT 32 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 PREVIOUS NEXT 33 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 PREVIOUS NEXT 34 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 PREVIOUS NEXT 35 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. PREVIOUS NEXT 36 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 PREVIOUS NEXT 37 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 PREVIOUS NEXT 38 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. PREVIOUS NEXT 39 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 PREVIOUS NEXT 40 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 PREVIOUS NEXT 41 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. PREVIOUS NEXT 42 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. PREVIOUS 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. NEXT 43 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 PREVIOUS NEXT 44 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. PREVIOUS NEXT Disclaimer This is marketing intelligence published by Mintel. The consumer research exclusively commissioned by Mintel was conducted by a Chinese licensed market survey agent (see Research Methodology China for more information). Terms and Conditions of use Any use and/or copying of this document is subject to Mintel‘s standard terms and conditions, which are available at http://www.mintel.com/terms If you have any questions regarding usage of this document please contact your account manager or call your local helpdesk. 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