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Food Formulation and Ingredient Trends: Health and Wellness

February 2013 | 164 pages | ID: F55B9A909C9EN
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Food Formulation and Ingredient Trends: Health & Wellness

Health and wellness will continue to take center stage in 2013 both because persistent high obesity and chronic illness rates demand it and because food and beverage manufacturers seek higher margins that these value-added products can command. Manufacturers of packaged foods and beverages and chain restaurant operators will demonstrate ongoing commitment to improving the healthfulness of their offerings consistent with evolving consumer interest and building on initiatives undertaken over the last several years.

Formulating foods and beverages to address health and wellness concerns is an important area for food processors in 2013 and beyond primarily because consumers are demanding healthier options but also out of concern over meeting the recommendations spelled out in the USDA Dietary Guidelines for Americans, 2010. Delivering against health and wellness objectives also provides a way to enhance competitiveness, particularly in relation to nutrition labeling, increasingly as front-of-pack information.

It is worth noting that consumer perception of health and wellness appears to be undergoing a change from purely personal nutrition and fitness to a view heading into 2013 that considers self in relation to environment and the broader world. As such, local, organic, natural and sustainable are important attributes within the broader context of health and wellness.

Report Scope

The goal of Food Formulation and Ingredient Trends: Health & Wellness is to provide an analysis of the key ingredient trends and formulation approaches anticipated for 2013 that are associated with high profile health and wellness platforms of food manufacturers including more nutritious breakfasts, healthier snacking, alternative protein ingredients, sodium reduction and sweetener selection strategies. The report contains in-depth discussion in each of these areas, with high level focus and findings as follows:

Breakfast’s comeback will continue in 2013, and with it consumer expectations of serious health and wellness benefits associated with one or more of the following: fiber, protein, whole grains, vitamins and minerals, omega-3 fatty acids and antioxidants. Packaged Facts expects continued strong interest in breakfast foods that provide the energy needed to get through the morning without crashing or being hungry, thus continuing to drive interest in high protein and high fiber foods. For this reason, expect to see new whole grain and dairy blends in convenient product formats in 2013. Like the Energizer Bunny, oatmeal’s appeal will keep going and going, both in packaged goods at retail and in food service. Yogurt’s popularity will not wane, with manufacturers planning numerous product launches and yogurt-centric food service outlets opening their doors bright and early in the morning to cater to the breakfast crowd; no longer just dessert and sweet treat eaters.

Snacks as mini-meals and for mindless munching will happily coexist, offering product attributes that address a range of health and wellness concerns in 2013. Nuts, bars, popcorn, cheese, vegetable chips, fresh vegetables, fresh fruit and fruit chips offer more healthful snacking variety packaged to provide greater convenience and portion control.

Consumers aren’t proclaiming to be vegetarians in greater numbers, but more are cutting back on meat and broadening their dietary repertoires to include more plant protein sources. Ancient grains such as quinoa and amaranth, nut butters, nut and seed blends and legumes are all growing in importance, both consumed as is and formulated into processed foods.

Despite periodic rumblings that sodium reduction efforts are misguided and even potentially harmful for the general population, major food manufacturers continue to make progress toward achieving their stated reduction targets both for consumer retail and foodservice product lines. Throughout 2013, Packaged Facts expects ingredient manufacturers will continue to introduce and refine the use of technologies and approaches for reducing the sodium content of processed foods that deliver against both cost and taste expectations. Reshaping salt crystals and use of ingredients to enhance savory character and taste satisfaction are approaches likely to be used more in 2013 in addition to partial substitution with potassium chloride replacers.

Without a doubt, the perfect sweetener is poised to the most sought after and the most despised ingredient simultaneously in 2013 as pressure mounts for reducing total and added sugar content of all foods and beverages. Packaged Facts expects that stevia will see growing competition from monk fruit as a no-calorie natural choice while honey and coconut sugar are likely to outshine agave nectar and its high fructose content when it comes to natural caloric sweeteners. Although some processors are returning to HFCS after reformulating with sugar, anti HFCS sentiment will remain strong in 2013 as evidenced by new product labeling, particularly on food and beverages designed specifically for kids.

Data Sources

The information in Food Formulation and Ingredient Trends: Health & Wellness is based on both primary and secondary research. Primary research included interviews with the Hartman Group, the Kruse Company, Center for Culinary Development, Dairy & Food Communications, Inc., editorial staff of The Packer and Produce Retailer and the National Honey Board in addition to firsthand examination of the retail marketplace. Secondary research involved gathering data from various trade, business and government sources, including company websites and Internet blogs.

Key Drivers
  Consumers Say They Want Healthier Options
  Dietary Guidelines Influence Both Manufacturers and Consumers
  Top Tier Branded Companies Seek Differentiation
  Nutrition Labeling More Competitive
  Nutritional Enhancement is More Profitable
A Look Ahead
  Better Breakfasts
  Sweeteners: Scrutiny & Success
  Salt & Sodium: Love-Hate Relationship
  More Healthful Snacking
  Alternative Proteins


National School Breakfast Program
Whole Grains
    Table 2-1: Examples of Whole Grains from the Dietary Guidelines for Americans, 2010
  Oatmeal: More, and More Innovative
  Whole Grain Blends
  Whole Grain & Dairy Blends
  Fiber Ingredients
  Product Launches Promoting Fiber
  The Power of Protein
    Cottage Cheese
    Milk Matters
  Betting on Greek
    Yogurt Shops—No Longer Just Frozen
    Fighting for Space in the Dairy Aisle
    Table 2-2: Recently Launched Greek Yogurt Products with Breakfast Appeal
  Yogurt Innovation, Beyond Greek
    Authenticity, Simplicity and Quality
    Specific Consumer Targets
  Segmenting Protein’s Appeal
  Nutrient Content Claims for Protein
  Protein Ingredients—Consumers & Processors Seek New Equilibrium
  Protein Enhanced Breakfast Foods


  The Calorie Problem (a.k.a. The Obesity Epidemic)
  Front of Pack Nutrition Label Puts Sugar Front & Center
  Consumers & Sweeteners
    High Intensity Sweeteners
Sweetener Strategies
  Sugar Alcohols
  Honey’s Healthy Halo
    Table 3-1: Consumer Perception of Naturalness of Select Sweeteners (percent)
    Table 3-2: Recent Product Introductions Sweetened with Honey
  Plant-based Sweeteners
    Monk fruit
    Table 3-3: Recent Nutrition Product Introductions Containing Monk Fruit (Luo Han Guo)
    Table 3-4: Recent Beverage Product Introductions Containing Stevia (Reb A)
    Table 3-5: Recent Tabletop Sweetener Product Introductions Containing Stevia (Reb A)
    Table 3-6: Recent Nutrition Bar and Beverage Product Introductions Containing Stevia (Reb A)
    Table 3-7: Various Recent Product Introductions Containing Stevia (Reb A)
    Table 3-8: Recent Product Introductions Containing Agave - Nutritional and Other Beverages
    Table 3-9: Recent Product Introductions Containing Agave - Nutritional and Other Bars
    Table 3-10: Recent Product Introductions Containing Agave - Spreads, Cookies and Other
    Coconut Sugar
A Tough Slog for Added Sugars & HFCS
  Market Maneuvers
    Lunchbox Treats and Snacks
    Table 3-11: Kid-Oriented Snack Product Introductions Flagging "No High Fructose Corn Syrup"


Consumers & Salt
Technological Approaches to Sodium Reduction
  Reshaping Salt
  Collaboration & Hard Core Science
Target Products & Market Successes
  Baking Ingredients
Taste vs. Health
Implications for the Marketplace


Snacking Redefined
Oh, Nuts!
  Nut Snacks Targeting Specific Health Needs
  Portion Control Packs & Convenience Stores
  Hot & Spicy
  Nut Bars
  Popcorn Product Introductions to Watch
Vegetable Snack Chips and Crackers
  Not All Vegetable Snacks are Created Equal
  Seaweed—Not Just for Sushi
  Sprouted Vegetable Snacks
  Table 5-1: Alive & Radiant Foods Kale Krunch Snacks - Key Ingredients by Flavor Variant
  Sweet Potato & Other Root Vegetable Snacks
  Bean Snacks
  Crunchy Pea and Lentil Snacks
Fresh Fruit Goodness—Fast and Fun
  Sliced Apples—Platform for Flavor Discovery
  Squeezable Fruit
  Fruit Chips
  Fruit for Dipping
  Fresh Fruit Yogurt Parfaits
Snack Vegetables—The Next Junk Food?
  Dips as Disguise?
  The Power of Variety
Cheese for Snacking
  Defining Healthier Cheese
  String Cheese


    Consumer Attitudes about Protein
    Nutrient Content Claims for Protein
  Ancient Grains
    Table 6-1: Protein Content of Select Grains and Related Seeds (Without Indication of Protein Quality or Digestibility)
  Quinoa Ingredients
  Opportunities for Quinoa
  Recently Launched Products Boasting Quinoa’s Protein Content
  Amaranth Ingredients and Food Uses
  Opportunities for Amaranth
  Recently Launched Products Containing Amaranth that Flag Protein
  Grain Blends
  Opportunities for Grain Blends
  Recently Launched Products Featuring Grain Blends and Protein
Seeds & Nuts
    Table 6-2: Protein Content of Select Seeds (Without Indication of Protein Quality or Digestibility)
  Recently Launched Products Featuring Seed Blends (with or without nuts)
    Bread Products & Crackers
    Seed Spreads
  Chia Seed Ingredients and Food Uses
  Opportunities for Chia Protein Ingredients
  Recently Launched Products Containing Chia
  Hemp Ingredients and Food Uses
  Opportunities for Hemp Protein Ingredients
  Recent Product Launches Using Hemp Seed for Protein
    Table 6-3: Protein and Fat Content of Select Nuts (Without Indication of Protein Quality or Digestibility)
  Nut & Seed Butters
  Opportunities for Nuts in Protein Enhanced Foods
  Recent Product Launches of Protein Enhanced Foods Featuring Nuts
Pea Protein
  Pea Protein Ingredients
  Pea Protein Ingredient Innovations
  Opportunities for Pea Protein Ingredients
  Recent Product Introductions
Dry Beans & Lentils
    Table 6-4: Protein Content of Select Dry Beans & Lentils
  Bean Ingredients and Food Use
    Bean Dips and Spreads
    Table 6-5: Protein Content of Processed Legume Flours Relative to Other Flours and Whey Powder

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