Low- and No-Sodium Foods and Beverages in the U.S.
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Low-sodium/salt and no sodium/salt foods and beverages are a major food trend for 2010. Although such foods have been around for decades, most have not met with enthusiastic consumer response because of taste issues or insufficient concern on the part of buyers about the benefits of reducing sodium intake. Consumer awareness of the benefits of reducing salt (sodium chloride) and sodium in the diet is high at the beginning of 2010. In addition, food and beverage manufacturers are leading the charge in renovating familiar and popular products to contain less sodium. Some food and beverage manufacturers are doing this silently and in increments, gradually reducing the salt content of their products without alerting the consumer. Others display the reduced or low-sodium content in banner ads prominently on labels, to call attention to the product containing less sodium than the original.
An estimated 75% of salt in the average U.S. diet derives from processed foods and beverages, and restaurant food. In addition to enhancing flavor, salt plays a critical role in texture and safety of foods, as well as being used as a binder, color developer, fermenting agent and preservative in prepared and processed foods and beverages. The recommended daily intake (RDI) in the U.S. for sodium is 2,300 milligrams (mg) per day (about one teaspoon of salt), but the average U.S. citizen consumes an estimated 3,800 mg of sodium per day. Consumers who eat predominantly processed foods or fast-food restaurant products may easily consume 10,000 mg of sodium per day.
The human craving for salt is natural and necessary, because this is a nutrient essential for maintaining healthy extracellular fluid volume and balance in the body, which are necessary for life. Sodium chloride has a unique taste and efforts to mimic it, such as with potassium chloride, have not been very successful. A major area of activity for suppliers of salt alternatives to manufacturers of the new wave of reduced and low-sodium foods and beverages is research on ingredients and technologies to compensate for reduced salt that will create tasty products.
The U.S. market for low-sodium/low-salt, no sodium/no salt and no sodium or salt added products was estimated at $21.8 billion in 2009. Of this amount, approximately $16.6 billion comprises reduced or low-sodium/salt foods and beverages. Each year, new categories of products with low-sodium/salt or reduced sodium/salt tags enter the market, and between 2002 and 2007, there was nearly a 100% increase in the number of food and beverage products introduced to the U.S. market that had a low-sodium/salt or no sodium/salt claim. From 2005 to 2009, the number of introductions increased only about 2.4%, with the largest number of products--282--introduced in 2007.
Several consumer and health organizations have called for the Food and Drug Administration (FDA) to revisit the 50-year-old ruling that salt is a generally-recognized-as-safe (GRAS) product. These agencies wish to see salt listed as a food additive and/or changes in labeling to warn consumers about salt's association with hypertension. However, large-scale studies on the relationship between sodium and salt consumption have generated mixed results as to the detrimental effects of excessive sodium intake and cardiovascular disease in the general population. It appears that, with the exception of salt-sensitive individuals (who may comprise up to 25% of the population), there is little evidence that dietary sodium raises blood serum sodium. However, 25% of the U.S. population is a lot of people. In addition, evidence is emerging to suggest excess sodium is implicated in the development of kidney damage, osteoporosis and stomach cancer.
Low- and No-Sodium Foods and Beverages in the U.S. discusses key trends affecting the marketplace, notable product introductions, trends driving growth, technological challenges and advances, and consumer demographics. The report profiles major marketers of reduced and low-sodium food and beverage products and suppliers of salt and salt substitutes to food manufacturers, as well as innovative companies in both of these sectors.
Low-sodium/salt and no sodium/salt foods and beverages are a major food trend for 2010. Although such foods have been around for decades, most have not met with enthusiastic consumer response because of taste issues or insufficient concern on the part of buyers about the benefits of reducing sodium intake. Consumer awareness of the benefits of reducing salt (sodium chloride) and sodium in the diet is high at the beginning of 2010. In addition, food and beverage manufacturers are leading the charge in renovating familiar and popular products to contain less sodium. Some food and beverage manufacturers are doing this silently and in increments, gradually reducing the salt content of their products without alerting the consumer. Others display the reduced or low-sodium content in banner ads prominently on labels, to call attention to the product containing less sodium than the original.
An estimated 75% of salt in the average U.S. diet derives from processed foods and beverages, and restaurant food. In addition to enhancing flavor, salt plays a critical role in texture and safety of foods, as well as being used as a binder, color developer, fermenting agent and preservative in prepared and processed foods and beverages. The recommended daily intake (RDI) in the U.S. for sodium is 2,300 milligrams (mg) per day (about one teaspoon of salt), but the average U.S. citizen consumes an estimated 3,800 mg of sodium per day. Consumers who eat predominantly processed foods or fast-food restaurant products may easily consume 10,000 mg of sodium per day.
The human craving for salt is natural and necessary, because this is a nutrient essential for maintaining healthy extracellular fluid volume and balance in the body, which are necessary for life. Sodium chloride has a unique taste and efforts to mimic it, such as with potassium chloride, have not been very successful. A major area of activity for suppliers of salt alternatives to manufacturers of the new wave of reduced and low-sodium foods and beverages is research on ingredients and technologies to compensate for reduced salt that will create tasty products.
The U.S. market for low-sodium/low-salt, no sodium/no salt and no sodium or salt added products was estimated at $21.8 billion in 2009. Of this amount, approximately $16.6 billion comprises reduced or low-sodium/salt foods and beverages. Each year, new categories of products with low-sodium/salt or reduced sodium/salt tags enter the market, and between 2002 and 2007, there was nearly a 100% increase in the number of food and beverage products introduced to the U.S. market that had a low-sodium/salt or no sodium/salt claim. From 2005 to 2009, the number of introductions increased only about 2.4%, with the largest number of products--282--introduced in 2007.
Several consumer and health organizations have called for the Food and Drug Administration (FDA) to revisit the 50-year-old ruling that salt is a generally-recognized-as-safe (GRAS) product. These agencies wish to see salt listed as a food additive and/or changes in labeling to warn consumers about salt's association with hypertension. However, large-scale studies on the relationship between sodium and salt consumption have generated mixed results as to the detrimental effects of excessive sodium intake and cardiovascular disease in the general population. It appears that, with the exception of salt-sensitive individuals (who may comprise up to 25% of the population), there is little evidence that dietary sodium raises blood serum sodium. However, 25% of the U.S. population is a lot of people. In addition, evidence is emerging to suggest excess sodium is implicated in the development of kidney damage, osteoporosis and stomach cancer.
Low- and No-Sodium Foods and Beverages in the U.S. discusses key trends affecting the marketplace, notable product introductions, trends driving growth, technological challenges and advances, and consumer demographics. The report profiles major marketers of reduced and low-sodium food and beverage products and suppliers of salt and salt substitutes to food manufacturers, as well as innovative companies in both of these sectors.
- CHAPTER 1: EXECUTIVE SUMMARY
- Scope of the Report
- Report Methodology
- Overview
- The Confusion Between Sodium and Salt
- Sodium is Essential for Health
- Recommended Sodium Intake Amounts
- Roles and Uses for Salt in Foods and Beverages
- Most Sodium in U.S. Diet Derives from Prepared, Processed and Restaurant Foods and Beverages
- The Connection Between Dietary Sodium/Salt and Hypertension
- The Other Side of the Story
- High Salt Intake Linked with Resistance to Blood Pressure-Lowering Drugs
- Will the FDA Regulate Salt Content in Food and Beverages?
- Study Shows Voluntary Salt Restrictions Are Not Enough
- Grocery Manufacturers Association Suggests Regulatory Changes on Sodium Labeling
- New York City Implements Salt Reduction Requirements
- Who Will Lead the Reduced/Low-Sodium Foods Charge-Consumers, the Government or Food Manufacturers?
- The Market
- The Low-Sodium/Salt Market is Difficult to Quantify
- Low-Sodium/Salt and No Sodium/Salt Foods and Beverages Held 2.8% of Total U.S. Food and Beverage Market in 2009
- Number of Low-Sodium/Salt and No Sodium/Salt Foods and Beverages Introduced to the U.S. Market Increases 9% from 2005 to 2009
- Low-Sodium Foods Are the Leading Category of 2009 Product Introductions in the U.S.
- U.S. Leads World in Number of Low-Sodium/Salt and No-Sodium/Salt Product Introductions for Previous Three Years
- Marketers and Suppliers
- The Leading Marketers of Low-Sodium/Salt Foods and Beverages
- The Leading Suppliers
- The Retail Environment
- Supermarket Shoppers Respond to the Recession
- The Three Stages Employed by Shoppers to Decrease Food Expenditures
- The Cost Savings and Health Advantages of Eating at Home
- The Consumer
- Limiting Sodium is Not Among the Top Five Dietary Efforts Exercised by Consumers, According to IFIC
- However, Survey by the National Grocers Association Finds Sodium Among the Top Five Food Concerns of Consumers
- If You Stock It, They Will Buy
- Product Introductions and Trends
- Technology Challenges to Salt Reduction or Replacement
- Salt is Unique
- Strategies for Salt Reduction and Replacement
- Efforts of Flavor Developers
- Umami
- Taste Enhancers
- U.S. Food Manufacturers Ramp Up Sodium Reduction Programs
- CHAPTER 2: SODIUM OVERVIEW
- Key Points
- The Confusion Between Sodium and Salt
- Sodium is Essential for Health
- Recommended Sodium Intake Amounts
- Table 2-1: Dietary Reference Intakes for Sodium
- Calls to Reduce RDI of Salt
- Average Sodium Consumption Levels in the United States and Selected Other Countries
- Table 2-2: Recommended Daily Intake for Salt and Sodium in Selected Countries
- Roles and Uses for Salt in Foods and Beverages
- Salt is an Important Source of Iodine
- The Many Sources of Sodium in Prepared and Processes Foods
- A Note About Sea Salt
- Comparison of Sodium Content in Unprocessed Versus Processed Foods
- Table 2-3: Sodium Content in Selected Unprocessed Versus Processed Foods
- Most Sodium in U.S. Diet Derives from Prepared, Processed and Restaurant Foods and Beverages
- Lawsuit Against Denny’s Raises Restaurateurs’ Awareness About Consumers’ Sodium Concerns
- The Top 20 Individual Food Sources of Sodium in the American Diet
- Table 2-4: Top 20 Individual Food Sources of Sodium in the American Diet (determined by frequency of consumption combined with sodium content)
- Table 2-5: Leading Categories of Food Contributing to Sodium/Salt in Home-Prepared Meals
- The Connection Between Dietary Sodium/Salt and Hypertension
- The Other Side of the Story
- Who is Salt Sensitive?
- More Data on the Effect of Sodium on Blood Pressure
- High Salt Intake Linked with Resistance to Blood Pressure-Lowering Drugs
- Sodium, Blood Pressure and Children
- More Studies Cast Doubt on the Connection Between Sodium and Hypertension as well as Hypertension and Death
- Salt and Cancer
- Regulatory Issues
- Will the FDA Regulate Salt Content in Food and Beverages?
- The Importance of Iodine
- FDA Holds Hearing on Regulating Salt Content in Food
- Study Shows Voluntary Salt Restrictions Are Not Enough
- The Feasibility of Regulating Sodium Intake Through Public Policy
- The United Kingdom Sets Deadlines for Salt Restrictions
- UK Manufacturers Respond to Government Salt Restrictions
- UK Subway Stores Reduce Salt Levels
- AMA Says Government Intervention May Be Necessary to Reduce Sodium Intake
- The Salt Institute's Position
- Grocery Manufacturers Association Suggests Regulatory Changes on Sodium Labeling
- New York City Implements Salt Reduction Requirements
- Reaction to New York City's Salt Reduction Plan
- Labeling Overview and Nomenclature
- Provide the Facts: Nutritional Information Requirements
- FDA Regulations for Sodium Content Claims
- Table 2-6: FDA Regulations for Sodium and Salt Nutrient Content Claims
- Products That Are Exempt
- What Is the Definition of “Healthy” When Used on a Food Label?
- Health, Nutrient Content and Structure/Function Claims
- Significant Scientific Agreement Health Claims
- Qualified Health Claims
- Nutrient Content Claims
- Structure/Function Claims
- AHA’s Heart-Check Mark
- Table 2-7: American Heart Association Heart-Check Mark Usage Criteria
- Sodium and Salt Replacement Strategies
- Who Will Lead the Reduced/Low-Sodium Foods Charge-Consumers, the Government or Food Manufacturers?
- CHAPTER 3: THE MARKET
- Key Points
- The Low-Sodium/Salt Market is Difficult to Quantify
- A Note About "Low" and "No" in Product Claims
- Low-Sodium/Salt and No Sodium/Salt Foods and Beverages Held 2.8% of Total U.S. Food and Beverage Market in 2009
- Figure 3-1: U.S. Low-Sodium/Salt and No Sodium/Salt Foods and Beverages, Share of Total Market, 2009
- Leading Low-Sodium Content Product Categories
- Number of Low-Sodium/Salt and No Sodium/Salt Foods and Beverages Introduced to the U.S. Market Increases 9% from 2005 to 2009
- Table 3-1: U.S. Product Reports with Low-Sodium/Salt or No Sodium/Salt Content Claims, 2005-2009
- Figure 3-2: U.S. Product Reports with Low-Sodium/Salt or No Sodium/Salt Content Claims, 2005-2009
- Table 3-2: U.S. Product Reports with Low-Sodium/Salt Content Claims, 2005-2009
- Figure 3-3: U.S. Product Reports with Low Sodium/Salt Content Claims, 2005-2009
- Table 3-3: U.S. Product Reports with No Sodium/Salt Content Claims, 2005-2009
- Figure 3-4: U.S. Product Introductions with No Sodium/Salt Content Claims, 2005-2009
- No/Low-Sodium/Salt Tags/Claims Double from 2002 to 2007 then Decrease from 2007 to 2009
- Table 3-4: U.S. Product Introductions with Low-Sodium/Salt or No Sodium/Salt Content Claims, 2002-2007
- Low-Sodium Foods Are the Leading Category of 2009 Product Introductions in the U.S
- Reshuffling of Leading Categories in the Low-Sodium/Salt Sector from 2007 to 2009
- U.S. Product Introductions with Low-Sodium/Salt Content Claims, by Category, 2007
- Table 3-5: U.S. Product Introductions with Low-Sodium/Salt Content Claims, by Category, 2007
- U.S. Product Introductions with Low-Sodium/Salt Content Claims, by Category, 2008
- Table 3-6: U.S. Product Introductions with Low-Sodium/Salt Content Claims, by Category, 2008
- U.S. Product Introductions with Low-Sodium/Salt Content Claims, by Category, 2009
- Table 3-7: U.S. Product Introductions with Low-Sodium/Salt Content Claims, by Category, 2009
- Functional Drinks Are the Leading Category Among U.S. No-Sodium/Salt Products in 2009
- Table 3-8: U.S. Product Introductions with No sodium/Salt Content Claims, by Category, 2009
- The Low-Sodium Soup Success Story
- U.S. Low-Sodium Soup Market Levels Off After Spate of New Product Introductions
- Table 3-9: U.S. Sales Data for Select Brands of Low-Sodium Soup, Year-end 2008 and Year-end 2009 (in millions of dollars)
- Breakfast Foods Lead the Low-Sodium/Salt Baked Goods Sector
- U.S. Leads World in Number of Low-Sodium/Salt and No Sodium/Salt Product Introductions for Previous Three Years
- CHAPTER 4: MARKETERS AND SUPPLIERS
- Key Points
- The Leading Marketers of Low-Sodium/Salt Foods and Beverages
- Table 4-1: Reports for Low-Sodium/Salt and No Sodium/Salt Products, by Company, January 1, 2007 through December 31, 2009
- Table 4-2: Reports for Low-Sodium/Salt and No Sodium/Salt Products, by Company, 2009
- Table 4-3: Reports for Low-Sodium/Salt Products, by Company, January 1, 2007 to December 31, 2009
- Table 4-4: Reports for No Sodium/Salt Products, by Company, January 1, 2007 to December 31, 2009
- Table 4-5: U.S. Low-Sodium/Salt and No Sodium/Salt Foods and Beverages: Leading Marketers and Selected Brands, 2009
- Competitive Profile: ALDI, Essen Germany
- Company Overview
- Financial Information
- Sodium-Content Products
- Business Strategy
- Competitive Profile: Campbell Soup Co., Camden, New Jersey
- Company Overview
- Financial Information
- Low-Sodium/Salt and No Sodium/Salt Products
- Business Strategy
- Competitive Profile: ConAgra Foods, Inc., Omaha, Nebraska
- Company Overview
- Financial Information
- Low-Sodium/Salt and No Sodium/Salt Products
- Business Strategy
- Competitive Profile: D'oni Enterprises LLC, San Juan Capistrano, California
- Company Overview
- Low-Sodium/Salt Products
- Competitive Profile: General Mills, Inc., Minneapolis, Minnesota
- Company Overview
- Financial Information
- Low-Sodium/Salt and No Sodium-Salt Products
- Business Strategy
- Competitive Profile: The Hain Celestial Group, Inc., Melville, New York
- Company Overview
- Financial Information
- Low-Sodium/Salt and No-Sodium/Salt Products
- Business Strategy
- Competitive Profile: H-E-B, San Antonio, Texas
- Company Overview
- Financial Information
- Low-Sodium/Salt and No Sodium/Salt Products
- Business Strategy
- Competitive Profile: Mom Made Foods LLC, Washington, DC
- Company Overview
- Low-Sodium/Salt and No Sodium/Salt Products
- Business Strategy
- Competitive Profile: Sara Lee Corporation, Downers Grove, Illinois
- Company Overview
- Financial Information
- Low-Sodium/Salt Products
- Business Strategy
- Competitive Profile: Skinny Nutritional Corp., Bala Cynwyd, Pennsylvania
- Company Overview
- Financial Information
- No Sodium/Salt Products
- Business Strategy
- Competitive Profile: Supervalu, Inc., Eden Prairie, Minnesota
- Company Overview
- Financial Information
- Low-Sodium/Salt and No Sodium/Salt Foods and Beverages
- Business Strategy
- Competitive Profile: Texas Sassy Foods, Pawley's Island, South Carolina
- Company Overview
- Low-Sodium/Salt Products
- The Leading Suppliers
- Selected Salt and Salt Alternative/Substitute Suppliers
- Competitive Profile: Cargill Salt, Minneapolis, Minnesota
- Company Profile
- Financial Information
- Products
- Competitive Profile: Clabber Girl Corp., Terre Haute, Indiana
- Company Profile
- Products
- Competitive Profile: Diana Naturals, Antrain, France
- Company Profile
- Products
- Business Strategy
- Competitive Profile: Innophos Holdings, Inc., Cranbury, New Jersey
- Company Profile
- Financial Information
- Products
- Table 4-6: Innophos' Products and Their Applications
- Competitive Profile: Norgrow International Ltd., Kings Lynn, United Kingdom
- Company Profile
- Products
- Competitive Profile: Solbar Industries Ltd., Ashdod, Israel
- Company Profile
- Products
- Competitive Profile: Wixon Inc., St. Francis, Wisconsin
- Company Profile
- Products
- CHAPTER 5: THE RETAIL ENVIRONMENT
- Key Points
- Many Shopping Options
- Supermarket Shoppers Respond to the Recession
- The Three Stages Employed by Shoppers to Decrease Food Expenditures
- The Cost Savings and Health Advantages of Eating at Home
- Consumers Have Concerns About Food Safety
- Consumer Interest Remains Strong in Locally Grown Products and Sustainability
- CHAPTER 6: THE CONSUMER
- Key Points
- Most Consumers Recognize the Health Benefits of Foods and Beverages Beyond Basic Nutrition
- Consumer Attitudes About Health
- But Really, How Concerned Are Consumers About Their Sodium Intake?
- Limiting Sodium is Not Among the Top Five Dietary Efforts Exercised by Consumers, According to IFIC
- However, Survey by the National Grocers Association Finds Sodium Among the Top Five Food Concerns of Consumers
- If You Stock It, They Will Buy
- Number of People Concerned About Salt Intake Depends of the Demographic
- Table 6-1: Trend 2007 to 2009: Consumer Concern About Salt Intake and Usage of Low-Sodium Versions of Crackers, Potato Chips and Tuna
- Sodium Intake Watchers Skew Older, African American and Female
- Table 6-2: Number and Percentage of Consumers on a Diet and Watching Their Salt Intake and Buying Low-Sodium Foods, 2009
- CHAPTER 7: PRODUCT INTRODUCTIONS AND TRENDS
- Key Points
- Beverages
- Ardea Beverage Co. Introduces Sodium-Free Sodas
- Hydro One LLC Introduces Diabetic Nutritional Beverage With No Sodium
- Skinny Nutritional Corp. Introduces Skinny Water Sport Beverage
- Breads/Cereals/Crackers
- Blue Diamond Growers Introduces New Hint of Sea Salt Natural Almond Nut-Thins
- Manna Organics LLC Launches New Varieties of Its Manna Bread
- Organic Milling Co. Introduces Three New Sodium-Free Nutritious Living Cereals
- Condiments/Dressings/Seasonings
- Compass Minerals Debuts New Line of Specialty Food Salts to U.S. Market
- D'oni Enterprises LLC Launches New Line of Low-Sodium Sauces, Salad Dressings and Mustard
- Drew's All Natural Introduces Line of Organic Dressings Including a Low-Sodium Variety
- Ken's Foods Introduces New Varieties of Ken's Healthy Options Dressing
- Rick's Picks Adds Garlic Dill Pickle Slices to its Line of All Natural Low Sodium the People's Pickle
- Texas Sassy Foods Introduces Low-Sodium Relish
- Meat/Entrees
- Redneck Pepper Inc. Introduces No-Sodium Country Smoked Sausage
- Sara Lee Launches First of Lower Sodium Deli Meats
- Sea Star Seafood Corp. Introduces Beacon Light No-Salt Steam Series Frozen Seafood Fillets
- Tyson Foods Launches Low-Sodium Frozen Entrees
- Wild Planet Foods Launches Salt-Free Sustainably Caught Wild Albacore, Including Salt-Free Variety
- Side Dishes
- Batchelors Launches Heartwise Baked Beans
- Snacks
- New England Herbal Foods LLC Introduces Low-Sodium Danielle Market Crispy Rolls
- Inka Crops S.A. Launches Inka Snack Chips from Peru
- Unique Food Group Ltd. Introduces Joseph Banks Cassava Root Vegetable Chips
- Vermont Smoke and Cure Introduces Beef and Beef & Pork Sticks Made with Sea Salt
- Wai Lana Productions Introduces Sodium-Free Yogi Raw Fruit & Nut Bars
- Wegman's Food Markets Adds No Sodium Snack to Trail Mix Line
- Sauces/Soups
- B. Manischewitz Introduces Line of All Natural Kosher Broth Including Reduced-Sodium Variety
- Campbell Continues Roll-Out of Low Sodium Soups
- Colavita USA LLC Introduces Traditional and Italian Soups with Low Sodium
- Ethnic Cottage Foods Introduces Traditional East Indian Sauces with Low Sodium
- Wan Ja Shan Launches Low-Sodium Sauces
- Vegetables
- Libby's Naturals Introduces Canned Corn with No Salt
- Peas of Mind LLC Introduces Fun Hand-held Vegetable "Fries" for Kids
- Technology Challenges to Salt Reduction or Replacement
- Salt is Unique
- Strategies for Salt Reduction and Replacement
- Potassium Chloride
- Efforts of Flavor Developers
- Umami
- Taste Enhancers
- Hydrolyzed Vegetable Protein
- Monosodium Glutamate
- Soy Sauce
- Yeast Extracts
- Reducing Sodium in Baked Goods
- Table 7-1: Sodium and Calcium Content of Leavening Ingredients
- Manufacturers Develop Strategies for Salt Reduction in Cheese in Response to Salt Restrictions in the United Kingdom
- U.S. Food Manufacturers Ramp Up Sodium Reduction Programs
- Salt/Sodium Reduction Innovation at Selected Suppliers and Research Organizations
- Ajinomoto Food Ingredients
- Blue Pacific Flavors
- Cargill Salt
- ConAgra Food Ingredients
- DSM Food Specialties USA Inc
- Givaudan Flavors
- Griffith Laboratories Co.
- ICL Performance Products LP
- Innophos Inc
- Jungbunzlauer, Inc.
- Mastertaste
- Ninben Co. Ltd./Doshisha Women's College of Liberal Arts
- Prime Favorites
- Purac America Inc.
- Savoury Systems International, Inc
- Senomyx Inc
- Spectrum Foods, Inc.
- Synergy Flavors, Inc
- Top Institute Food and Nutrition
- University College, Cork, Ireland
- Wild Flavors, Inc
- Wixon, Inc
- APPENDIX: COMPANY NAMES AND ADDRESSES
