High oleic canola oils,

a healthy alternative
to palm oil?

Artificial intense sweetener

aspartame declines while
sucralose holds its own
Page 02

Innovation challenges in the

next five years: Read our
experts' views

Page 03

Page 09

DHA as an ingredient in baby

food doubles over the past five
years, globally

SPOTLIGHT

Sugar

ll As sugar continues to gain the

attention of health professionals,

authorities and consumers, the
potential introduction of more
regulations controlling sugary
products is probable.
Page 04

Stephanie Pauk
ll The benefits of omega-3

fatty acids for children

also continues to grow,
with studies finding that
docosahexaenoic acid
(DHA) may improve the
quality of childrens sleep
as well as help improve
childrens reading and
behavior. Given DHAs
role in brain development,
DHA is often found as an
ingredient in baby food;
Mintels research finds 72%
of global food and drink
products that contained
DHA as an ingredient were
in the baby food category
between 2009 and April
2014. In fact, the use of
DHA as an ingredient in
baby food has doubled
over the past five years.
In 2013, 10% of all baby
food contained DHA as an
ingredient compared to only
5% in 2009.
With 23% of US parents
of children younger than
3 worrying that their baby
or toddler isnt getting
enough nutrition, its not
surprising that 65% of
these parents consider
fortification (e.g. added
iron, DHA, etc.) important
in baby food. Although
an increase of product
launches in the baby food

INGREDIENT
OPPORTUNITY:
Chewy brew: how beer
can entice over-55s
to chew gum
ll The majority of dental health

claims are seen in the chewing

gum category, and although the
dental health benefits of chewing
gum are well-established, gum
usage does not enjoy widespread
usage across all age groups. 

Page 04

Don't Miss

Opportunities
exist for products
aimed at adults and
seniors.

Going against the grain:

using health and history
to promote the ancient
grain Kamut
Page 06

category continues to
make parents more aware
of DHA and its benefits for
brain development by using
structural and functional
claims, more needs to be
done to encourage DHA
consumption throughout
life. Emerging research

suggests there are lifelong benefits to consuming

DHA, especially as it
pertains to cognitive
health. In Europe, health
claims for DHA and brain
function are approved by
the European Food Safety
Authority (EFSA), including

a claim for DHA that states

DHA contributes to the
maintenance of normal
brain function which could
be used on products for
seniors.

Communicating energy
claims via packaging

Just half of consumers looking to reduce

sodium check the label
ll Given childrens propensity for sweet and salty
foods, the challenge for manufacturers comes in
formulating products that not only meet the sensory
attributes.

ll How can you alert consumers

to an energy claim in a category
where it is unexpected? Check out
some examples of packaging that
aims to do just that.

Page 04

FOR MORE INFORMATION ON INGREDIENTS & INNOVATION VISIT WWW.MINTEL.COM/IFT

Page 10

INGREDIENTS & INNOVATION

June 22-24, 2014

WWW.MINTEL.COM/IFT

of Americans drink
coffee for a boost of
energy in the morning

High oleic canola oils,

a healthy alternative
to palm oil?
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
1.5 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.

% of global food and drink products

using palm oil*

3%
13

2%
20
11

20

2%
10
20

1%
9
20
0

13
20

5%
12

5%
20
11

20

5%
10
20

4%
9

7%

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

In fact, in 2006 the US Food

and Drug Administration
approved a qualified health
claim for products using

20
0

Dow AgroSciences
has a line of patented
omega-9 oils, including
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 has 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.

2%

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 to use
canola, compared to 7%
of food and drink products
that were using a palm
oil ingredient in 2013.
However, with the palm
oil industry frequently
associated with ethical
and environmental issues,
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.

12

ll With a ban on trans fats

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.

20

Stephanie Pauk

% of global food and drink products

using canola**

26%
of dairy and non-dairy
milk drinkers in the US
worry about GMOs

June 22-24, 2014

INGREDIENTS & INNOVATION

WWW.MINTEL.COM/IFT

34%

58%

of US consumers would
like dark chocolate
versions of candy brands

of US parents want to
see brands commit to
s
non-GMO ingredients

Sucralose sinks aspartame in

the battle of the sweeteners
Laura Jones
ll Across all launches of

food and drink products

containing intense
sweeteners, the use of
sucralose over the past
five years has remained
relatively constant,
featuring in approximately
40% of product launches.
In comparison, the use
of aspartame in new
product launches has
dropped, falling 8% over
the past five years, which
is the greatest decline of all
artificial sweeteners. Of all
sweetened food and drink
products launched in 2009,
40% featured aspartame,
but of the same group of
products launched in 2013
only 32% used aspartame.

Sucralose has been relatively

successful at creating and
retaining a better image than
aspartame, by endorsing itself as
the only sweetener derived from
sugar.
Laura Jones
Global Food Science Analyst

Aspartames decline in
popularity can be partially
attributed to concerns
over its safety. Aspartame
has suffered from a
considerable amount of
negative publicity over the
years, with reports that it
causes illness and toxic
reactions on consumption.
Although the scientific
evidence supporting these
claims is inconclusive and
regulatory bodies confirm
it is still safe for use by
the general population, it
appears to have fallen out
of favor as a sweetener.
Just under a third of US
consumers claim they try
to avoid aspartame when
buying diet beverages.
The introduction of
sucralose, which debuted
in North America and
Australasia in the 1990s
and was approved in the
EU as a sweetener in
2004, has also contributed
to aspartames demise.
Even though sucralose
undergoes equally
intensive processing as
aspartame, it does not have
the same stigma attached
to it. Sucralose has been
relatively successful at
creating and retaining
a better image than

aspartame by endorsing
itself as the only sweetener
derived from sugar, lending
a more natural image.
As a result sucralose has
been able to position itself
as the lesser evil of the
true artificial sweeteners,
making it a more attractive
alternative to aspartame.
Looking across all intense
sweeteners, acesulfame
K leads the way in terms
of launch activity. Its high
usage can be partially
attributed to it often
being blended with other
sweeteners. However,
as seen with aspartame,
the share of products
using acesulfame K as a
sweetener has declined,
dropping from featuring in
56% of launches in 2009
to 49% in 2013. When
looking at the actual global
market values of intense
sweeteners, sucralose is
now the largest sector. The
estimated market value
of sucralose in 2012 was

calculated at $400 million,

which is up 25% since
2010. The performance of
sucralose in terms of actual
volume sales has displayed
even more impressive
growth, amounting to 4,000
tons in 2012 which is an
increase of 54% from 2010.

reinstating its Alabamabased sucralose plant in

December 2012 to help
meet increased demands.
It was the first factory in the
world to produce sucralose
but was closed in 2009
when operations were
transferred to Singapore.

Continued strong demand

for sucralose is being
prompted by a number
of factors. The obesity
crisis and the rise of type
2 diabetes continues to
fuel demand for healthier
products, while volatile
sugar prices encourage the
use of sweeteners and the
continued negative publicity
around aspartames safety
profile has also worked in
sucraloses favor.

The reopening of the

factory also means that
Tate & Lyle can now supply
customers with powdered
and liquid forms of the
sweeteners from both its
Alabama and Singapore
plants. The worlds second
largest producer of
sucralose, JK Sucralose,
has increased its annual
output of sucralose, from
500 tons to 1,200 tons over
the past few years and it
projects that by 2018 its
output will have grown to
6,000 tons.

Key investments from

major players in the
sweetener industry reflect
this increased demand
and anticipated growth of
sucralose. This includes the
global leader Tate & Lyle

16

15

17
2011

2010

2009

19
2012

32
2013

June 22-24, 2014

INGREDIENTS & INNOVATION

WWW.MINTEL.COM/IFT

INGREDIENT OPPORTUNITY
Spotlight Chewy brew: how beer can entice
on: Sugar over-55s to chew gum
Laura
Jones

Laura Jones

Global Food
Science Analyst

ll As sugar continues to

gain the attention of health

professionals, authorities
and consumers, the
potential introduction of
more regulations controlling
sugary products is
probable. Soda or soft
drinks have been the main
target of regulations
centered on reducing
sugar intake, although
some believe they are
being unfairly targeted
and focusing on a single
source of sugar in the diet
is not a good approach. On
these grounds it is likely
that future regulations
focused around reducing
sugar intake are likely
to encompass a greater
range of high-sugar goods.
Thus, development of
reduced sugar products
is important across all
product categories, not just
sweetened drinks.

It is likely that future

regulations focused
around reducing
sugar intake are
likely to encompass
a greater range of
high-sugar goods.
Analyzing the product
sub-categories with no/
low/reduced sugar claims
illustrates that juice and
gum contribute the greatest
number of products. Other
sub-categories known to
be high in sugar, such as
cereals and fruit spreads,
could look to increase
innovation around reduced
sugar alternatives.
Providing low sugar
alternatives will not
only provide options
for consumers actively
trying to lower their
sugar intake but in the
event of any, regulations
being introduced that
target sugary products,
such products would
enable manufacturers
to circumvent these
regulations.

ll The majority of dental

health claims are seen in
the chewing gum category,
and although the dental
health benefits of chewing
gum are well-established,
gum usage does not
enjoy widespread usage
across all age groups.
Usage drops away among
the older generation with
just 22% of over-55s
consuming it, compared to
63% of 25-34s. In the US,
some 21% of participants
use these products for
dental health, 18% use
them to calm nerves and
12% do so to help them
stay awake.

Changing older consumers

perceptions of chewing
gum is a challenging task,
given their association of
gum with bad manners. As
the condition of our teeth
deteriorates with age,
greater care or avoidance
of gum may be necessary
for some older consumers.

However, the inclusion

of healthy and natural
ingredients in gum could
help enhance its appeal,
particularly as 29% of over55s would like to see more
chewing gums with added
health benefits.
To that end, one innovative
and unique idea to
incorporate more natural
and ingredients into gum
could come from an
unlikely source: beer. With
every brew of beer, high
volumes of waste material
are discharged. Part of
this waste is created when
the hops are harvested.
Hops are one of the
main ingredients used
in beer and give beer its
characteristic bitterness,
flavor and aroma. However,
during the harvest, the
hop leaves (also known as
bracts) are discarded.

Only half of consumers

looking to reduce
sodium check the label

discarded. However,
research has shown that
bracts are in fact carriers
of a number of healthful
compounds. Studies have
identified potential areas
of applications for these
healthy constituents,
including dental health
and as a novel source of
antioxidants.
Although more research
is required, some of the
compounds found in bracts
could be used in gums to
improve their health profile,
delivering natural health
benefits.

Stephanie Pauk
ll Given childrens

For more information

go to:
www.mintel.com/ift

In the US alone,
approximately 2,300 tons
of hops are harvested
annually, indicating a
large quantity of bracts

Mentos Pure Fresh Gum with

Green Tea (UK)

Mentos sugarfree gum contains green

tea and antioxidants.

propensity for sweet and

salty foods, the challenge
for manufacturers comes
in formulating products that
not only meet the sensory
attributes preferred by
children and teens, but
meet nutritional needs as
well. Although the majority
of sodium in the American
diet comes from eating out
and packaged foods, only
39% of US adult consumers
who are currently trying to
limit their sodium are doing
so by buying less packaged
foods, and only 32% are
eating out at restaurants
less. In fact, only slightly
more than half (54%) of
US consumers who are
limiting sodium look at
the ingredient labels on
packaged foods.
Even fewer parents are
looking at the ingredient
statements in the snacks
they give their children;
36% of parents with
children aged 12-17

Blitz Naturals Power Gum (Canada)

Sugar-free gum uses the superfruit
pomegranate and raspberries as natural
flavors. It contains no artificial flavors,
colors or preservatives and uses the
naturally derived sweetener xylitol.

Peppersmith Sicilian Lemon Chewing

Gum (Norway)

39%
41%

Made with natural chicle gum, sweetener

xylitol, lemon and peppermint oil. Free
from sugar, artificial flavors, colors and
preservatives allowing it to hold a no
additive/preservative claim.

THE GLOBAL LEADER IN FOOD & DRINK RESEARCH

and 41% of parents with

children aged 6-11 say they
read the nutritional labels
on the snacks they buy for
their children.
Although 77% of US
parents with children aged
6-17 agree that children
learn snacking behaviors
from their parents, only
41% of US parents say
they eat healthy to set a
good example for their
children. Therefore, it
is important to educate
parents about eating well
and limiting sodium, not
only for themselves but
for their children as well.
Encouraging parents to
make healthy choices
for their children by
emphasizing products
low in salt and sugar may
set their child up to make
healthy choices as an adult.

For more information

go to:
www.mintel.com/ift

of US adult consumers
trying to limit their sodium
intake, buy less packaged
foods

of US parents say they

eat healthy to set a good
example for their children

June 22-24, 2014

INGREDIENTS & INNOVATION

WWW.MINTEL.COM/IFT

Flowers move
from the center of
dining tables to the middle
of our plates
Laura Jones
ll The culinary use of

edible flowers is not a

new custom, dating back
thousands of years in
many cultures. Over the
years their use has gone
in and out of fashion.
Recently, the growing
popularity of edible flowers,
as well as floral ingredients
and flavors, has been
labeled as a culinary trend
to watch. As seen with a
lot of food trends, in terms
of new ingredients and
flavor combinations,
much of the inspiration
has emanated from
restaurants and celebrity
chefs.
Edible flowers are
typically used to decorate
dishes, adding color and
an element of beauty.
Edible flowers can also
add unique flavors to
dishes, from sweet,
floral or citrus flavors, to
slightly spicy, even bitter
flavors. This matches
consumers interest in
new flavor experiences
and willingness to try
new flavors; almost half
of UK diners say they
like to try new dishes
they havent had before,
while an even greater
84% of US restaurantgoers are open to trying
new flavors. This desire
for new, unusual flavor
combinations has
spread to packaged
food and drink products,

for example users of

carbonated soft drinks
(CSDs) and flavored
bottled water would like to
see more flavor innovation.
The use of floral
ingredients, as either
flavors or extracts, in food
and drink products is more
popular than including
whole edible flowers. The
use of floral ingredients
is mostly concentrated
in teas, with jasmine,
lavender and rose teas
the most popular varieties.
However, floral flavors

are starting to emerge in a

greater range of beverages
including ready to drink
(RTD) iced teas and
beverage concentrates,
and also cakes, pastries
and sweet goods.
Elderflower as a flavor in
food and drink products is
one of the on-trend flavors,
particularly in European
product launches.
Experimenting more
with floral flavors in a
wider range of sweet
food products could help
bring excitement to sweet

Europeans' Attitudes Toward Flavors of CSDs, 2013

38%
Spain
41%
Italy

31%
UK

41%
France

29%
Germany

products that sometimes

lack flavor innovation. For
example, their use in sweet
spreads could be explored,
particularly as almost
a quarter of German
consumers expressed
interest in trying flowerflavored sweet spread.
Using floral flavors or
flowers to impart flavors
also follows consumers'
preference for natural
ingredients and would fit
with the growing use of
natural ingredients over
their artificial counterparts.
Behind their pretty faade,
edible flowers may in
fact offer more than
their bright colors and
flavors. Just like fruit and
vegetables offer a vast
array of health benefits,
edible flowers are also
rich in phytochemicals,
which have already
been recognized for
their anti-inflammatory
and antioxidant activity,
suggesting they too
could be utilized for their
potential health benefits. A
recent study explored the
nutritional potential of ten
common Chinese edible
flowers, measuring their
free and bound phenolic
compounds. The findings
published in the April 2014
edition of the Journal of
Food Science supports
the use of edible flowers
as functional ingredients
and encourages further
investigation into their
health benefits.

Trusted. Objective. Essential.

Flower extracts could

be included in food and
drink products to improve
their nutritional profile,
providing a novel source
of phytochemicals,
which could be linked
to delivering a level of
protection against chronic
disease and even help
prevent or slow down
food oxidation given their
antioxidant capacity.

Launch of food and drink products with

flower flavors by sub-category, global,
2012-13

June 22-24, 2014

INGREDIENTS & INNOVATION

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Going against the

grain: Using health
and history to
promote the ancient
grain Kamut

Laura Jones
ll Interest in ancient and
alternative grains has
extended its use outside
just specialist health food
products and into more
mainstream products. One
grain that has been part
of this revival of ancient
grains is khorasan wheat,
trademarked as Kamut.
Product launches featuring
Kamut are up 78% in the
past two years.

A significant part of the

appeal of ancient grains
is their heritage, which
provides an authenticity
that reassures consumers
given their long history of
use. In the case of Kamut,
even though it isnt ancient
at all and is actually the
trademarked brand of
an ancient grain, it still
has strong connections
to the ancient grain it is
descended from. Telling
the story of ancient grains,
including Kamut, as well
as promoting their health
benefits will help better
connect with consumers.
From an overall nutritional
standpoint, Kamut wheat
has a higher nutritional
value than common
wheats. One of the most
notable qualities is its
protein content, generally
containing 30% more
protein than wheat. Given
the current interest in high
protein products, promoting
Kamuts protein content
could help boost the appeal
of products using the grain.
Work would be required
to change consumers

mindset in regards to
where to look for protein,
as the awareness among
consumers that grains can
provide protein is relatively
low. Only 13% of users of
rice and other grains agree
that quinoa, another highprotein ancient grain, is
in fact a good source of
protein.
However, because of
Kamuts larger seed size
in comparison to wheat,
there is actually less fiber
in Kamut compared with
common wheat. Combining
Kamut with other higher
fiber ancient grains, such
as spelt, and using it as part
of a blend will counteract
Kamuts slightly lower fiber
content and will help add to

Given the current

interest in high
protein products,
promoting Kamuts
protein content could
help boost the appeal
of products using the
grain
Laura Jones
Global Food Science Analyst

the overall nutritional profile

of products featuring the
grain.
Kamut has a wide range of
purported health benefits;
however, a lot of these
still need to be validated.
One area of health Kamut
wheat has demonstrated
potential in is lowering the

risk of metabolic syndrome.

A recent study published
in the European Journal
of Clinical Nutrition, was
the first human trial that
assessed Kamuts efficacy
alone against a range of
cardiovascular biomarkers.
The study participants were
spilt into two groups; for
eight weeks one half was
assigned Kamut wheat
bread, pasta and crackers,
while the other half was
given the equivalent
products made from
semi-whole grain wheat.
Following the eight weeks,
an eight week washout
period was observed,
before the groups were
swapped to the other
dietary intervention. The
results were very promising
for Kamut, with a significant
reduction of all metabolic
risks factors, including
a reduction in total and
low density lipoprotein
cholesterol, and blood
glucose levels recorded
among participants.
Recently, another theory
that replacing modern
wheat with the Kamut
wheat strain was beneficial
in terms of reducing
symptoms of irritable
bowel syndrome (IBS)
was studied. The study
published in the British
Journal of Nutrition fed
moderate IBS sufferers
products made either
from Kamut wheat or
modern wheat for a sixweek period. Following
the dietary intervention,
significant improvements
in IBS symptoms and
the inflammatory profile,
which is higher in IBS

sufferers, were reported

after the ingestion of Kamut
compared to the wheat
products.
Both studies are
encouraging for Kamut;
however given they were
very small studies in
terms of the number of
participants, continued
research and larger
scale studies need to be
conducted to help cement
the findings.
The majority of consumers
recognize the importance
of following a healthy
lifestyle, in the UK nearly
eight in 10 adults put some
effort into their health, while
62% of US consumers

are trying to eat healthier.

Ancient grains, with their
healthy halo, fit well into
this health and wellness
trend. However, even with
consumers intentions of
following a healthy lifestyle,
the majority struggle to
follow healthy habits all the
time. In the UK, of the 77%
of adults who put some
effort into their health, only
20% are strict enough to
ensure they always stay
as healthy as possible,
while 57% go through
phases of being healthy
and getting into bad habits.
This indicates that health is
not what always wins over
consumers.

surveyed indicated menu

items made with whole
grains defines a healthy
menu item and 20%
responded that made with
organic ingredients does.
Offering convenient and
appealing meals that are
naturally better-for-you,
like those heavy in plantbased ingredients and oils,
whole grains, and smaller
amounts of meat will help
consumers branch out
beyond the burger-andfries, drive-thru mentality.

For more information

go to:
www.mintel.com/ift

In the US, 35% of those

54
Spelt

61
Amaranth
65
Sorghum

54
Millet

76
Buckwheat

48
Oats

42
Bulgar

78
Kamut

140
Chia

104
Quinoa

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Brominated vegetable oil is phased out in the US

launches have been in
North America, with 64% of
launches in the US, 17% in
Canada and 9% in Mexico.

Stephanie Pauk
ll Brominated vegetable
oil (BVO) has been one of
many ingredients that has
received attention recently
from citizen activists in the
US due to safety concerns.

68%

17%

1%

As discussed in the Mintel

trend, Factory Fear,
consumers are becoming
more wary of whats going
into their food. Many
consumers rely on labels
for product information,
with 85% of US consumers
thinking that food
packaging should include
information on health and
nutritional characteristics
of the product. In fact, 54%
of men and 65% of women
in the US claim to read the
nutritional or ingredient
labels on food products
before they buy them.

in others like genetically

modified ingredients and
artificial food colors.

However, many consumers

are overwhelmed by the
information available. In
the US, 64% of consumers
think there are so many
health claims for food that
it is confusing, 29% think
claims are hard to find,
and only 38% trust what
companies say on food
product labels.

Fewer than 200 products

have been launched using
BVO since 2010. However,
the majority of these

Confusion and fear of

the unknown continue to
drive interest in simplified
labels and more natural

10%

BVO is a synthetic food

additive that is used as
an emulsifier or stabilizer,
particularly in citrus flavored
beverages to evenly
distribute oil-based citrus
flavors in water-based
solutions.
PepsiCo had previously
removed BVO from
Gatorade formulas in 2013
and announced in May
2014 that they will work on
removing BVO from their
other products as well. In
a similar move, Coca-Cola
also announced plans to
remove BVO from all of
their products by the end
of 2014, and will replace
BVO with sucrose acetate
isobutrate and glycerol
ester of rosin.

sports and energy drink

category.

Since 2010, 68% of food

and drink products using
BVO have been in the
carbonated beverage
category and 17% in the

BVO is not allowed as a

food additive in Japan or
in Europe, further raising
questions and doubts over
the ingredients safety in the

2%

2%

minds of US consumers.
An interconnected world
will continue to put pressure
on ingredients to prove
their safety, especially
for those that are banned
or restricted in some
countries, but allowed

An interconnected
world will continue
to put pressure
on ingredients to
prove their safety,
especially those
banned or restricted
in some countries or
allowed in others
ingredients. As of April
2014, 16% of global food
and drink launches carried
no additives/preservative
claims, up slightly since
2010. However, looking at
the top five countries using
no additive/preservative
claims, usage of this claim
is more widespread in
the US, UK, and India. In
the US and India, 19% of
food and drink products
launched in 2014 featured
a no additives/preservative
claim, while 29% of
launches did in the UK.

For more information

go to:
www.mintel.com/ift

June 22-24, 2014

INGREDIENTS & INNOVATION

WWW.MINTEL.COM/IFT

Meet the Analysts

What are some of the biggest challenges or drivers shaping innovation in the next five years?
Packaged bread
is falling out of
favor. What can it
do to reinvigorate
the category?

Pam Yates

ll Incorporating ontrend ingredients like

ancient grains, seeds and
superfruits will create more
excitement in the category.
Many customers have
moved away from bread
due to the popularity of lowcarb, high-protein diets,
thus low carb high-protein
bread could also appeal.
Some of the trending

Packaged bread
is falling out of
favor. What can it
do to reinvigorate
the category?

Nirvana Chapman

ll Packaged bread could

try a few different routes
to regain traction among
consumers. First, take
advantage of consumer
interest in the abundance
of nature's offerings and
include not only whole and
varied grains, but nuts,
pulses and even vegetable
additions. This will help

Packaged bread
is falling out of
favor. What can it
do to reinvigorate
the category?

Stephanie Pauk

ll With carbohydrates,
especially sugar, being
blamed for a host of health
conditions, packaged bread
is caught in the crossfire.
The backlash from todays
latest low-carb diets
(Paleo diet, Gluten-free)
have demonized bread as
part of a larger attack on

Packaged bread
is falling out of
favor. What can it
do to reinvigorate
the category?

Laura Jones

ll We continue to see
packaged breads falling
out of favor, struggling to
shake off a lingering carb
consciousness. More
recently, it has been hit
by the rising popularity
of gluten-free products
which has seen more
consumers voluntarily
cutting bread, from their
diets. Reshaping bread's
image requires a revamp
of its nutritional value, as

ingredients like ancient

grains also contribute to
protein. Leveraging the
current attention vegetables
are experiencing could
also help generate more
interest. Highlighting that
bread could contribute to
a serving of vegetables
could offer consumers
more reasons to consume
bread. Smaller, more
artisan-style offerings
are needed to capture
changing consumer needs.
The increasing snacking
culture means packaged
loaf bread has less appeal;

formats like wraps and

brioche. Other ingredients
that have health appeal like
oats and wholegrain should
not be forgotten. And lastly,
events like the World Cup in
Brazil can generate interest
in new flavors and types
of bread products black
bean flat bread or corn
bread?

position bread as more of

a well-rounded nutritious
food which includes
protein, healthy fats, and
antioxidants rather than
just a basic carbohydrate.
Additionally, consider
selling smaller loaf sizes.
As households evolve
to include more single
person households, or
households where one or
more members might have
an allergy, a half or quarter
loaf of bread is of higher
value to the consumer who
would be able to pay less

for the loaf and also be

less likely to throw it out if it
molds before they can finish
it. Lastly, packaged bread
could look toward sprouting
as the next frontier in
adding excitement to
bread. Sprouted grains
are shown in preliminary
studies to have enhanced
health benefits above and
beyond their unsprouted
counterparts, making this
an area worth investing
for health conscious
consumers.

carbohydrates. In order
to overcome this negative
impression, packaged
bread should focus on
improving its image by
incorporating ingredients
with a health-halo, such
as ancient or sprouted
grains. Taking the if you
cant beat em, join em
approach, consider making
bread an indulgence by
focusing innovation on
more premium and artisan
products that emphasize
taste and high quality.

well as greater innovation

around flavor and formats.
Incorporating healthful
ingredients, such as ontrend ancient grains, seeds,
sprouted grains, nuts,
legumes and vegetables,
can help to improve bread's
image. Also, given most
users of sliced bread
think it contains too many
artificial preservatives,
manufacturers should
look to replace artificial
preservatives with
natural alternatives.
Communicating the
absence of artificial
preservatives can be
leveraged as a unique

Is gluten-free just
a fad?
ll For some consumers,
yes. Although they may
be avoiding gluten in their
diet, not all gluten-free
consumers understand
what gluten is. Also
influencing consumers are
the messages on glutenfree products with claims
that make the impression
that gluten-free products
are healthier. In the last
three years, gluten-free

selling point. Innovation

around flavor and new
formats of bread and bread
products is another way
to inject some life back
into the somewhat stale
bread market. Typically,
bread products are quite
safe and 'boring', and
could afford to turn to the
fresh and artisanal sector
for inspiration, which has
recently delivered us
cronuts and duffins.

Is gluten-free just
a fad?
ll The continued growth
of gluten-free claims
indicates it is more than a
fad. Previously, gluten-free
was mostly consumed by
people having to choose
gluten-free options due to
medical-related concerns
such as celiac disease, but
more recently consumers
are looking for ways to
make themselves feel
better less stressed and
more energy. Gluten-free
diets are advocated by

Is gluten-free just
a fad?
ll Gluten-free claims
are already lasting longer
than I had personally
anticipated. It's clear
that some people don't
necessarily understand
what gluten is and are
following gluten-free diets
because they want to lose
weight or because their
favorite celebrity does it.
However, in the meantime,
the category has evolved
to include foods that often

products were more likely

to use natural claims, such
as no additive/preservative,
all-natural, GMO-free,
organic, and vegan, further
perpetuating the myth that
gluten-free products are
better for you. For others,
eating gluten-free will be a
life-long habit, especially as
the rate of celiac disease
and non-celiac gluten
sensitivities diagnoses
increase, consumers will
become more aware of
and interested in gluten-

Is gluten-free just
a fad?
ll The gluten-free craze
looks set to stay. Glutenfree foods have witnessed
a rapid increase in demand
globally, as awareness and
understanding of celiac
disease and other glutenrelated health issues has
grown. However, glutenfree products are not just
sought out by people who
have to follow glutenfree diets due to medical
conditions. The glutenfree market benefits from
actual and perceived
needs, with a large portion

FOR MORE INFORMATION ON INGREDIENTS & INNOVATION VISIT WWW.MINTEL.COM/IFT

many health advisors, so

consumers are tempted to
try it. Gluten-free products
are now less expensive, but
taste is always king recent
gluten-free offerings also
have a more acceptable
taste and often incorporate
ancient grains and seeds.

taste the same, if not better,

than their gluten filled
counterparts. As long as
gluten-free product prices
remain competitive and
gluten continues to be
implicated in myriad health
conditions well beyond
celiac disease, it won't be
fading anytime soon.
.

free foods, keeping these

products on the market.
A customizable and
individualistic approach
to health and wellness will
continue to drive the freefrom market, with glutenfree products being just one
of many free-from products
available.

of consumers either
diagnosing themselves as
gluten-intolerant or opting
for gluten-free products
because of their perceived
health benefits. Gluten-free
has become very trendy,
with celebrity endorsements
as a healthier diet and a
way to lose weight. Glutenfree products also fit with
consumers desire for
more customized dietary
solutions that are better
tailored to their individuals
needs. As long as glutenfree products deliver on
taste and value, glutenfree won't be disappearing
anytime soon.

10

June 22-24, 2014

INGREDIENTS & INNOVATION

WWW.MINTEL.COM/IFT

Communicating energy claims via packaging

Dr. Benjamin Punchard

Global Packaging Insights Director
Benjamin Punchard is
has worked with
Mintels Senior Global
leading multinational
Packaging Analyst who
packaging companies
holds more than eight
and brand owners to
years of international
deliver strategic market
packaging experience.
recommendations.
Over this time he

The go-to solution for a

quick energy boost for
most consumers is a
strong cup of coffee, or
perhaps when playing
sports an energy bar. But
increasingly, consumers
are looking beyond these
staples for alternative
sources of caffeine and
energy, and looking to
the food that they eat to

An obvious strategy is
to reference the known
and Life Wake Up Gum
with Caffeine from Israel
does just that. The use
of coffee bean and coffee
cup imagery on the front
of pack makes very clear
to the consumer the

unique wake up selling

point. However in most
cases consumers are
looking for an alternative
to coffee. So this very
direct referencing could be
focusing too much on the
similarities rather than the
differences.

Awake Chocolate
Caffeinated Milk
Chocolate Bites from
Canada turn to imagery
of a night owl along with
the text AWAKE being
the most prominent front
of pack to suggest staying
up. Each chocolate bite is
said to contain as much
caffeine as a half a cup of
coffee which is illustrated
on the back of the pack

with a diagram equating

each chocolate piece
with half a cup of coffee.
By moving the coffee
reference to back of pack
this is removed from the
point of sale moment but
still allows the consumer
a reference point for
caffeine content that they
will understand.

Mhlhuser Pirates
Passion Orange
Fruchtaufstrich is a
fruit spread that contains
caffeine, retailing in
Germany. Here the front
of pack makes no mention
of energy or caffeine but
still manages to tell the
consumer that this spread
is something different.
The pack has completely
ignored the conventional

graphics associated
with spreads and used
a full body shrink sleeve
to give maximum shelf
impact. The use of tattoolike pictures on the pack
suggest an adult theme
and draw in consumers to
pick up the pack and learn
more with details about
the caffeine content on the
back of the pack.

Lily & Hanna's Raw!

Chocolate Love
Energy Ice Cream is
an intensively satisfying
raw food ice cream with
clear energy positioning.
Here the product flavor
is supporting the energy
claim with Mintel research
showing that 60% of
chocolate users agree
that chocolate is a good
source of energy.

Again, here a thunderbolt

suggests an instant pickme-up but with the core
positioning of the brand
being about minimal
unprocessed and natural
ingredients with careful
hand preparation the pack
graphics are kept to a bare
minimum and suggest a
hand drawn/printed effect.

provide both that instant

energy hit and a slow
release aid to fight fatigue
during the day. But how
can you alert consumers
to an energy claim in a
category where this is
unexpected? Here we
look at several examples
of packaging that aims to
do just that.

In Japan this Nobel

Energy No Tane (Energy
Seed Gum) suggests
an instant and powerful
hit with its energy super
hero cartoon figure with a
battery for a head spitting
out bolts of energy. It may
lack subtlety but it gets the
message across quickly

and efficiently. This use

of non-food forms of
energy (batteries, energy
bolts, etc.) is currently not
widely leveraged in foods
but could offer a widely
recognizable heuristic for
food energy claims and is
likely to see strong uptake
as these claims grow.

With more and more foods

offering an alternative to
coffee for an energy or caffeine
boost it is important for brands
to highlight in store this unique
positioning. Choice of pack
type, color and communication
is going to be key.

12

June 22-24, 2014

INGREDIENTS & INNOVATION

WWW.MINTEL.COM/IFT

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