Innovations in Salt Reduction in Food and Drinks: New products, ingredients, and technologies

Date: March 22, 2011
Pages: 194
US$ 2,875.00
Publisher: Business Insights
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)

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Innovations in Salt Reduction in Food and Drinks: New products, ingredients, and technologies
This report analyzes the future of salt reduction, assesses existing and future technologies and ingredients to reduce sodium content and provides company analysis and product examples of salt reduced, low salt and no-salt brands.

Salt reduction has become a key issue for consumers, governments, and manufacturers, creating an opportunity and challenge for manufacturers to create reduced salt or sodium offerings. In addition, sodium or salt labeling is likely to become mandatory in most regions. This report analyzes the market context, NPD landscape, new ingredients and technologies and future salt reduction strategies.

Scope of this research
  • Understand the key drivers for salt reduction in food and drinks with a specific focus on new developments.
  • Evaluate new product launches with reduced salt type claims, and the activities of key food and drink manufacturers leading product innovation.
  • Identify and assess new ingredients and technologies which are expanding the boundaries of what can be achieved in salt reduction in food and drinks.
  • Analyze innovative tools being used in the research and development of salt reduction solutions.
  • Understand the opinions of key stakeholders and the future opportunities and challenges for the food and drinks manufacturers.
Research and analysis highlights

In the industry survey carried out for this report, the six most mentioned (all receiving at least 5% of total mentions) companies/brands thought to be driving innovation within the reduction of salt and sodium in food and drink were the Campbell Soup Company, Nestlé, Unilever, Kraft, Frito-Lay, and Heinz.

Between 2007 and 2010, approximately 3.7% of new ‘reduced salt type’ food and non-alcoholic drinks products listed potassium chloride as an ingredient. 1.6% of all new products between 2007 and 2010 featured a ‘reduced salt type’ claim . This compares to a rate of 7.9% for ‘reduced fat type’ launches, and 5.1% for ‘reduced sugar type' launches.

The categories accounting for the highest shares of new ‘reduced salt type’ food and drinks 2007-2010 were bakery and cereals; sauces, dressings and condiments; and soft drinks. These categories accounted for more than 50% of ‘reduced salt type’ new products in the period between them.

Key reasons to purchase this research
  • What are the market drivers for salt reduction and how will these affect salt reduction targets, target market focus, labeling and claims regulations.
  • What is the overall rate of NPD with reduced salt type features and which categories have the highest share of low/no salt new products?
  • What are the new products and research activities of some of the largest food and drink manufacturers in the area of salt reduction?
  • Which new ingredients and technologies are allowing for greater levels of successful salt substitution?
  • What are the key opportunities and challenges for manufacturers within the area of salt reduction in food and drinks?
Table of Contents
About the author
Executive summary
Market dynamics
New product review
Innovative ingredients and technologies
The future of salt reduction in food and drinks


The potential for reduced salt food and drink products
Health is a key driver
Market value, availability and consumer acceptability
The role of salt in food and drinks
Defining reduced salt
Salt vs. sodium
Terminology relating to claims
Scope and structure of the report


Diet, processed foods, and public health
Dietary sodium intakes are too high
Processed foods are a major contributor to dietary salt intake
Increased importance of processed foods
Salt and sodium levels within processed foods
Salt consumption and public health
Demographic changes and relevant consumer segments
Increasing numbers of obese and elderly consumers
The potential for a ‘reduced salt’ consumer segment
Lobbying, campaigns, and regulation
Initiatives and voluntary campaigns for salt reduction
Global campaigns
The Food Standards Agency in the UK
Other regions
Legislation vs. self-regulation
Regulation – recent and likely developments
Permitted levels
Emerging markets
Diet, health and the role of processed foods
Reduction strategies, public health campaigns and regulation


Summary of ‘reduced salt’ food and drink product launches
New products with high salt/sodium reductions
Category analysis
Category share and activity
Product review by category
Bakery and cereals
Sauces, dressings and condiments
Soft drinks
Savory snacks
Canned food
Ready meals
Baby food and drinks
Regional analysis
Regional activity and share
North America
New bakery and cereal products with ‘reduced salt type’ claims in North America
New ‘reduced salt type’ condiments in North America
Savory snacks with low salt type claims in North America
‘Reduced sodium type’ soft drinks in North America
Traditional brands and products with ‘reduced salt type’ claims in North America
South and Central America
Global brands and ‘reduced salt type’ claims in Latin America
Traditional Latin American products launched with ‘reduced salt type’ claims
Low sodium/salt bakery and cereals in Europe
Traditional European foods with reduced sodium/salt type claim
Reduced sodium type sauces, dressings and condiments in Asia-Pacific
‘Reduced salt type’ type juices in Asia-Pacific
Middle East and Africa
Claim/tag evaluation
Health claims related to reduced salt
Hypertension and blood pressure tags/claims
Logos and seals of approval
Additional tags on new ‘reduced salt type’ foods
The role of key food and drink manufacturers
Companies leading innovation in salt reduction
Campbell Soup Company
Frito-Lay (PepsiCo)
New products and innovation focus


Functionality of new ingredients and technologies
Flavors and flavoring systems
Umami and kokumi
Flavor house solutions
Potassium chloride – recent developments
Bitter blocking
Benefits and potential risks of potassium chloride
Plant based substitutes
Yeast derived ingredients and extracts
Sea salt
‘Clean label’ claims
Structural modifications of salt
Structural/compositional modifications of food
Using aroma to enhance saltiness
Food structure effects
The total food system
Innovative techniques in salt reduction research
Using taste receptors
Sensory evaluation techniques
Future approaches


Key stakeholders
Policy makers and regulators
Challenges and opportunities for the future
Good taste and appropriate communication
Safety and shelf-life
Public health considerations
Key categories
Key regions
Specific consumer segments
New ingredients and technologies


Primary research
Secondary research


Chapter 1
Chapter 2
Chapter 3
Chapter 5


Figure 1: Major functions of salt in food and drink products
Figure 2: Approaches to salt reduction in food and drink
Figure 3: The drivers of salt reduction in food and drinks
Figure 4: U.S. food grade salt sales, 1989-2009 (000 tons)
Figure 5: Life expectancy at birth (absolute), by region
Figure 6: Examples of products carrying the Health Check logo
Figure 7: Nostromo Basso in Sale (Low in Salt) Tuna with 80% less salt
Figure 8: Vegetable drinks with high levels of sodium reduction
Figure 9: Salty snacks (peanuts and olives) with 75% sodium/salt reductions
Figure 10: Baby and children’s cereal products with ‘reduced salt type’ tags
Figure 11: New bread products with ‘reduced salt type’ tags
Figure 12: Cookies/bars tagged with ‘reduced salt type’ claims
Figure 13: Low sodium/salt seasoning blends
Figure 14: New natural and ‘lower in sodium’ type sea salts
Figure 15: Wet cooking sauces implying or promoted on flavor development
Figure 16: Soft drinks with clearly labeled no sodium claims
Figure 17: Sodium free/no sodium diet carbonated drinks
Figure 18: ‘Natural’ or ‘healthy’ potato chips with high levels of salt reduction
Figure 19: Reduced salt/sodium versions of traditional canned foods
Figure 20: ‘Reduced salt type’ ready meals with a healthy or natural image
Figure 21: New baby/toddler products with front of pack no added salt type labeling
Figure 22: Proportion new ‘reduced salt’ type products launched 2007-2010, by region (% of all new product launches for the region for the specified year)
Figure 23: Regional shares of all new product launches with ‘reduced salt type’ claims or tags, 2007-2010
Figure 24: Low/no sodium granola products from North America
Figure 25: Reduced salt/sodium condiments launched in the US
Figure 26: Low/no salt or sodium snacks in North America
Figure 27: Functional drinks tagged with ‘no sodium’ type claim
Figure 28: ‘Reduced salt type’ launches of traditional North American products
Figure 29: New globally branded products with reduced/low sodium in Latin America
Figure 30: Traditional Latin American products with ‘reduced salt type’ claims
Figure 31: Muesli/granola products with ‘reduced salt type’ tags launched in Europe
Figure 32: New Finnish breads launched with health and sodium content claims
Figure 33: Traditional European foods launched with ‘reduced salt type’ claim
Figure 34: ‘Reduced salt type’ soy sauces launched in Asia-Pacific
Figure 35: Asian pickles and relishes with reduced or low salt
Figure 36: New Japanese fruit and vegetable drinks with no added salt
Figure 37: Interesting new products from the ME&A tagged as low in sodium
Figure 38: New products for consumers with hypertension
Figure 39: New cereal products with blood pressure related claims
Figure 40: ‘Reduced salt type’ products with heart association/foundation logos
Figure 41: Pepperidge Farm Vitality Whole Grain Bread
Figure 42: New Campbell’s ‘reduced salt type’ products in Canada, Mexico, and Turkey
Figure 43: New Maggi ‘reduced salt type’ products
Figure 44: New ‘reduced salt type’ and no salt Knorr and Becel products
Figure 45: Recent ‘reduced salt type’ Kraft cracker product launches
Figure 46: Lay’s Lightly Salted Chips and Fritos Lightly Salted Corn Chips
Figure 47: Heinz Beanz Snap Pots with reduced sugar and salt
Figure 48: Practical salt reduction options available to manufacturers
Figure 49: A spectrum of salt reduction ingredients/technologies
Figure 50: Examples of new products in 2010 containing KCl
Figure 51: New US products featuring sea salt
Figure 52: Salt reduction in food and drinks – the focus of key stakeholders
Figure 53: Reduced salt type ethnic food products in North America
Figure 54: Evaluation of salt reduction solutions by naturalness vs. effectiveness


Table 1: Industry executives’ opinion of the importance of various 'good for you' health initiatives
Table 2: Industry executives’ opinion on the availability and acceptability of reduced salt food and drink offerings
Table 3: Codex Guidelines on Sodium Content Claims
Table 4: Ready meals market value by region ($m), 2009–13
Table 5: Top 10 bakery and cereals markets, by value ($bn), 2009–14
Table 6: Top 10 savory snacks markets by value ($bn), 2009–14
Table 7: Percentage of obese adults by country (%), 1995-2015
Table 8: Growth in % of total country population, by age group, 2000-2020
Table 9: Diet food and drinks market, Europe and the US ($m), 2006–10
Table 10: Industry executives’ opinion on reduced salt market potential by region
Table 11: Emerging markets for ready meals by value ($m), 2009
Table 12: New products with ‘reduced salt type’ claims/tags, 2007-2010 (% of all new product launches for the specified year or period)
Table 13: Category share of all new ‘reduced salt type’ products 2007-2010
Table 14: Proportion new ‘reduced salt type’ products launched 2007-2010, by category (% of all new product launches for the category for the specified year or period)
Table 15: Industry executives’ opinion on the potential demand for new reduced/low salt food and drink products across a range of categories
Table 16: Industry executives mentions of companies/brands driving innovation
Table 17: Industry executives’ interest in salt reduction ingredients/technologies
Table 18: Estimated prevalence of hypertension across the seven major markets, 2009
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