Market Research Magazine

8/21/2019 Market Research Magazine

1/12

Don't Miss

High oleic canola oils,

a healthy alternative

to palm oil?

Articial intense sweetener

aspartame declines while

sucralose holds its own

Innovation challenges in the

next ve years: Read our

experts' views

Page 02 Page 03 Page 09

Stephanie Pauk

llThe benefits of omega-3fatty acids for childrenalso continues to grow,

with studies finding thatdocosahexaenoic acid(DHA) may improve thequality of childrens sleepas well as help improvechildrens reading andbehavior. Given DHAsrole in brain development,DHA is often found as aningredient in baby food;Mintels research finds 72%of global food and drinkproducts that containedDHA as an ingredient werein the baby food categorybetween 2009 and April2014. In fact, the use ofDHA as an ingredient inbaby food has doubled

over the past five years.In 2013, 10% of all babyfood contained DHA as aningredient compared to only5% in 2009.

With 23% of US parentsof children younger than3 worrying that their babyor toddler isnt gettingenough nutrition, its notsurprising that 65% ofthese parents considerfortification (e.g. addediron, DHA, etc.) importantin baby food. Althoughan increase of productlaunches in the baby food

DHA as an ingredient in babyfood doubles over the past ve

years, globally llAs sugar continues to gain theattention of health professionals,authorities and consumers, thepotential introduction of moreregulations controlling sugaryproducts is probable.

Page 04

SPOTLIGHTSugar

llThe majority of dental healthclaims are seen in the chewinggum category, and although thedental health benefits of chewinggum are well-established, gumusage does not enjoy widespreadusage across all age groups.

Page 04

INGREDIENT

OPPORTUNITY:Chewy brew: how beercan entice over-55sto chew gum

llHow can you alert consumersto an energy claim in a categorywhere it is unexpected? Check outsome examples of packaging thataims to do just that.

Page 10

Communicating energyclaims via packaging

llGiven childrens propensity for sweet and saltyfoods, the challenge for manufacturers comes informulating products that not only meet the sensoryattributes.

Page 04

Just half of consumers looking to reducesodium check the label

Going against the grain:using health and historyto promote the ancientgrain Kamut

Page 06

category continues tomake parents more awareof DHA and its benefits forbrain development by usingstructural and functionalclaims, more needs to bedone to encourage DHAconsumption throughoutlife. Emerging research

suggests there are life-long benefits to consumingDHA, especially as itpertains to cognitivehealth. In Europe, healthclaims for DHA and brainfunction are approved bythe European Food Safety

Authority (EFSA), including

a claim for DHA that statesDHA contributes to themaintenance of normalbrain function which couldbe used on products forseniors.

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

Opportunitiesexist for productsaimed at adults andseniors.


2/12

2 INGREDIENTS & INNOVATIONJune 22-24, 2014

WWW.MINTEL.COM/IFT

Stephanie Pauk

llWith a ban on trans fatslikely in the US, palm oilsare being used frequentlyto replace trans fats butare high in undesirablesaturated fats. In the lastfive years, although therehas been a small increaseof products using canolaoil and margarine, only3% of food and drinkproducts launched in2013 were found to usecanola, compared to 7%of food and drink productsthat were using a palmoil ingredient in 2013.However, with the palmoil industry frequentlyassociated with ethicaland environmental issues,consumers are expectingbrands to act morally ontheir behalf. High oleiccanola oils can offer asustainable and healthyalternative to using onlypalm oil.

In fact, in 2006 the US Foodand Drug Administrationapproved a qualified healthclaim for products using

canola oil, provided theproduct is included onthe list of eligible foodsand meets the generalrequirements for healthclaims. The claim allowsmanufacturers to statelimited and not conclusivescientific evidencesuggests that eating about1.5 tablespoons (19 grams)of canola oil daily mayreduce the risk of coronaryheart disease due to theunsaturated fat content incanola oil. To achieve thispossible benefit, canolaoil is to replace a similaramount of saturated fatand not increase the totalnumber of calories you eatin a day. One serving of thisproduct contains [x] gramsof canola oil.

High oleic soybean andcanola oils can also be usedas a healthier alternativeto trans or saturated fats.High levels of oleic acidand lower levels of linolenicacid and alpha-linolenic

acid make high oleic oilsmore stable than non-hydrogenated vegetableoils. High oleic oils have

high flash points as well aslong fry life and shelf life,which are why they arecommonly used to replacepartially hydrogenatedcooking oils.

Dow AgroScienceshas a line of patentedomega-9 oils, includingtheir NEXERA canolaand sunflower seeds thathave been bred using

conventional methods andare GMO-free. Althoughhigh oleic soybean oilsalso exist, these productshave been developed withbiotechnology, a technologythat has seen more scrutinyrecently. According to Dow

AgroSciences, omega-9canola oils have a clean,light flavor and have asimilar nutritional profileas extra virgin olive oil.

Additionally, since theseoils have improved stability,they can be used withoutpreservatives and aresuitable for clean labelproducts.

High oleic canola oils,

a healthy alternative

to palm oil?

% of global food and drink products

using palm oil*

4%

5%

5%

5%

7%

2009

2010

2011

2012

2013

% of global food and drink products

using canola**

1%

2%

2%

2%

3%

2009

2010

2011

2012

2013

26%of Americans drinkcoffee for a boost ofenergy in the morningof dairy and non-dairy

milk drinkers in the US

worry about GMOs


3/12

3June 22-24, 2014 INGREDIENTS & INNOVATIONWWW.MINTEL.COM/IFT

aspartame by endorsingitself as the only sweetenerderived from sugar, lendinga more natural image.

As a result sucralose hasbeen able to position itselfas the lesser evil of thetrue artificial sweeteners,making it a more attractivealternative to aspartame.

Looking across all intensesweeteners, acesulfameK leads the way in termsof launch activity. Its highusage can be partiallyattributed to it oftenbeing blended with othersweeteners. However,as seen with aspartame,the share of productsusing acesulfame K as asweetener has declined,dropping from featuring in56% of launches in 2009to 49% in 2013. Whenlooking at the actual globalmarket values of intensesweeteners, sucralose isnow the largest sector. Theestimated market valueof sucralose in 2012 was

calculated at $400 million,which is up 25% since2010. The performance ofsucralose in terms of actualvolume sales has displayedeven more impressivegrowth, amounting to 4,000tons in 2012 which is anincrease of 54% from 2010.

Continued strong demandfor sucralose is beingprompted by a numberof factors. The obesitycrisis and the rise of type2 diabetes continues tofuel demand for healthierproducts, while volatilesugar prices encourage theuse of sweeteners and thecontinued negative publicityaround aspartames safetyprofile has also worked insucraloses favor.

Key investments frommajor players in thesweetener industry reflectthis increased demandand anticipated growth ofsucralose. This includes theglobal leader Tate & Lyle

reinstating its Alabama-based sucralose plant inDecember 2012 to helpmeet increased demands.It was the first factory in theworld to produce sucralosebut was closed in 2009when operations weretransferred to Singapore.

The reopening of thefactory also means thatTate & Lyle can now supplycustomers with powderedand liquid forms of thesweeteners from both its

Alabama and Singaporeplants. The worlds secondlargest producer ofsucralose, JK Sucralose,has increased its annualoutput of sucralose, from500 tons to 1,200 tons overthe past few years and itprojects that by 2018 itsoutput will have grown to6,000 tons.

Sucralose sinks aspartame in

the battle of the sweetenersLaura Jones

llAcross all launches offood and drink productscontaining intensesweeteners, the use ofsucralose over the pastfive years has remainedrelatively constant,featuring in approximately40% of product launches.In comparison, the useof aspartame in newproduct launches hasdropped, falling 8% overthe past five years, whichis the greatest decline of allartificial sweeteners. Of allsweetened food and drinkproducts launched in 2009,40% featured aspartame,but of the same group ofproducts launched in 2013only 32% used aspartame.

Aspartames decline inpopularity can be partiallyattributed to concernsover its safety. Aspartamehas suffered from aconsiderable amount of

negative publicity over theyears, with reports that itcauses illness and toxicreactions on consumption.

Although the scientificevidence supporting theseclaims is inconclusive andregulatory bodies confirmit is still safe for use bythe general population, itappears to have fallen outof favor as a sweetener.Just under a third of USconsumers claim they tryto avoid aspartame whenbuying diet beverages.

The introduction ofsucralose, which debutedin North America and

Australasia in the 1990sand was approved in theEU as a sweetener in2004, has also contributedto aspartames demise.Even though sucraloseundergoes equallyintensive processing asaspartame, it does not havethe same stigma attachedto it. Sucralose has beenrelatively successful atcreating and retaininga better image than

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 JonesGlobal Food Science Analyst

34% s

152009

162010

172011

192012

322013

of US parents want tosee brands commit tonon-GMO ingredients 58%

of US consumers would

like dark chocolate

versions of candy brands


4/12

INGREDIENTS & INNOVATION4June 22-24, 2014

WWW.MINTEL.COM/IFT

llAs sugar continues togain the attention of healthprofessionals, authoritiesand consumers, thepotential introduction of

more regulations controllingsugary products isprobable. Soda or softdrinks have been the maintarget of regulationscentered on reducingsugar intake, althoughsome believe they arebeing unfairly targetedand focusing on a singlesource of sugar in the dietis not a good approach. Onthese grounds it is likelythat future regulationsfocused around reducingsugar intake are likelyto encompass a greaterrange of high-sugar goods.Thus, development ofreduced sugar productsis important across allproduct categories, not justsweetened drinks.

Analyzing the productsub-categories with no/low/reduced sugar claimsillustrates that juice andgum contribute the greatestnumber of products. Othersub-categories known tobe high in sugar, such ascereals and fruit spreads,could look to increaseinnovation around reducedsugar alternatives.

Providing low sugaralternatives will notonly provide optionsfor consumers activelytrying to lower theirsugar intake but in theevent of any, regulationsbeing introduced thattarget sugary products,such products wouldenable manufacturersto circumvent theseregulations.

Laura

Jones

Global Food

Science Analyst

Spotlight

on:Sugar

Only half of consumers

looking to reduce

sodium check the label

Stephanie Pauk

llGiven childrenspropensity for sweet andsalty foods, the challengefor manufacturers comesin formulating products thatnot only meet the sensoryattributes preferred bychildren and teens, butmeet nutritional needs aswell. Although the majorityof sodium in the Americandiet comes from eating outand packaged foods, only39% of US adult consumerswho are currently trying tolimit their sodium are doingso by buying less packagedfoods, and only 32% areeating out at restaurantsless. In fact, only slightlymore than half (54%) ofUS consumers who arelimiting sodium look atthe ingredient labels onpackaged foods.

Even fewer parents arelooking at the ingredientstatements in the snacksthey give their children;36% of parents withchildren aged 12-17

and 41% of parents withchildren aged 6-11 say theyread the nutritional labelson the snacks they buy fortheir children.

Although 77% of USparents with children aged6-17 agree that childrenlearn snacking behaviorsfrom their parents, only41% of US parents saythey eat healthy to set agood example for theirchildren. Therefore, itis important to educateparents about eating welland limiting sodium, notonly for themselves butfor their children as well.Encouraging parents tomake healthy choicesfor their children byemphasizing productslow in salt and sugar mayset their child up to makehealthy choices as an adult.

INGREDIENT OPPORTUNITY

Chewy brew: how beer can entice

over-55s to chew gum

Laura Jones

llThe majority of dentalhealth claims are seen inthe chewing gum category,and although the dentalhealth benefits of chewinggum are well-established,gum usage does notenjoy widespread usageacross all age groups.Usage drops away amongthe older generation with

just 22% of over-55s

consuming it, compared to63% of 25-34s. In the US,some 21% of participantsuse these products fordental health, 18% usethem to calm nerves and12% do so to help themstay awake.

Changing older consumersperceptions of chewinggum is a challenging task,given their association ofgum with bad manners. Asthe condition of our teethdeteriorates with age,greater care or avoidanceof gum may be necessaryfor some older consumers.

However, the inclusionof healthy and naturalingredients in gum couldhelp enhance its appeal,particularly as 29% of over-55s would like to see morechewing gums with addedhealth benefits.

To that end, one innovativeand unique idea toincorporate more naturaland ingredients into gumcould come from anunlikely source: beer. With

every brew of beer, highvolumes of waste materialare discharged. Part ofthis waste is created whenthe hops are harvested.Hops are one of themain ingredients usedin beer and give beer itscharacteristic bitterness,flavor and aroma. However,during the harvest, thehop leaves (also known asbracts) are discarded.

In the US alone,approximately 2,300 tonsof hops are harvestedannually, indicating alarge quantity of bracts

discarded. However,research has shown thatbracts are in fact carriersof a number of healthfulcompounds. Studies haveidentified potential areasof applications for thesehealthy constituents,including dental healthand as a novel source ofantioxidants.

Although more researchis required, some of thecompounds found in bracts

could be used in gums toimprove their health profile,delivering natural healthbenefits.

For more informationgo to:www.mintel.com/ift

Mentos Pure Fresh Gum with

Green Tea (UK)

Mentos sugarfree gum contains greentea and antioxidants.

Bli tz Naturals Power Gum (Canada)

Sugar-free gum uses the superfruitpomegranate and raspberries as naturalflavors. It contains no artificial flavors,colors or preservatives and uses thenaturally derived sweetener xylitol.

Peppersmith Sici lian Lemon Chewing

Gum (Norway)

Made with natural chicle gum, sweetenerxylitol, lemon and peppermint oil. Freefrom sugar, artificial flavors, colors andpreservatives allowing it to hold a noadditive/preservative claim.


of US parents say theyeat healthy to set a goodexample for their children41%

of US adult consumerstrying to limit their sodiumintake, buy less packagedfoods

39%

THE GLOBAL LEADERIN FOOD & DRINK RESEARCH

It is likely that future

regulations focused

around reducing

sugar intake are

likely to encompass

a greater range of

high-sugar goods.


5/12


Trusted. Objective. Essential.

Flowers move

from the center of

dining tables to the middle

of our plates

Laura Jones

llThe culinary use ofedible flowers is not anew custom, dating backthousands of years inmany cultures. Over theyears their use has gonein and out of fashion.Recently, the growingpopularity of edible flowers,as well as floral ingredientsand flavors, has beenlabeled as a culinary trendto watch. As seen with alot of food trends, in termsof new ingredients andflavor combinations,much of the inspirationhas emanated fromrestaurants and celebritychefs.

Edible flowers aretypically used to decoratedishes, adding color andan element of beauty.Edible flowers can alsoadd unique flavors todishes, from sweet,floral or citrus flavors, toslightly spicy, even bitterflavors. This matchesconsumers interest innew flavor experiencesand willingness to trynew flavors; almost halfof UK diners say theylike to try new dishesthey havent had before,while an even greater84% of US restaurant-goers are open to tryingnew flavors. This desirefor new, unusual flavorcombinations hasspread to packagedfood and drink products,

for example users ofcarbonated soft drinks(CSDs) and flavoredbottled water would like tosee more flavor innovation.

The use of floralingredients, as eitherflavors or extracts, in foodand drink products is morepopular than includingwhole edible flowers. Theuse of floral ingredientsis mostly concentratedin teas, with jasmine,lavender and rose teasthe most popular varieties.However, floral flavors

are starting to emerge in agreater range of beveragesincluding ready to drink(RTD) iced teas andbeverage concentrates,and also cakes, pastriesand sweet goods.Elderflower as a flavor infood and drink products isone of the on-trend flavors,particularly in Europeanproduct launches.

Experimenting morewith floral flavors in awider range of sweetfood products could helpbring excitement to sweet

products that sometimeslack flavor innovation. Forexample, their use in sweetspreads could be explored,particularly as almost

a quarter of Germanconsumers expressedinterest in trying flower-flavored sweet spread.Using floral flavors orflowers to impart flavorsalso follows consumers'preference for naturalingredients and would fitwith the growing use ofnatural ingredients overtheir artificial counterparts.

Behind their pretty faade,edible flowers may infact offer more thantheir bright colors andflavors. Just like fruit andvegetables offer a vast

array of health benefits,edible flowers are alsorich in phytochemicals,which have alreadybeen recognized fortheir anti-inflammatoryand antioxidant activity,suggesting they toocould be utilized for theirpotential health benefits. Arecent study explored thenutritional potential of tencommon Chinese edibleflowers, measuring theirfree and bound phenoliccompounds. The findingspublished in the April 2014edition of the Journal ofFood Sciencesupportsthe use of edible flowersas functional ingredientsand encourages furtherinvestigation into theirhealth benefits.

Flower extracts couldbe included in food anddrink products to improvetheir nutritional profile,providing a novel source

of phytochemicals,which could be linkedto delivering a level ofprotection against chronicdisease and even helpprevent or slow downfood oxidation given theirantioxidant capacity.

Launch of food and drink products withower avors by sub-category, global,2012-13

Europeans' Attitudes Toward Flavors of CSDs, 2013

41%France

29%Germany

41%Italy

38%Spain

31%UK


6/12


WWW.MINTEL.COM/IFT

Laura Jones

llInterest in ancient andalternative grains hasextended its use outside

just specialist health foodproducts and into moremainstream products. Onegrain that has been partof this revival of ancientgrains is khorasan wheat,trademarked as Kamut.Product launches featuringKamut are up 78% in thepast two years.

A significant part of theappeal of ancient grainsis their heritage, whichprovides an authenticitythat reassures consumersgiven their long history of

use. In the case of Kamut,even though it isnt ancientat all and is actually thetrademarked brand ofan ancient grain, it stillhas strong connectionsto the ancient grain it isdescended from. Tellingthe story of ancient grains,including Kamut, as wellas promoting their healthbenefits will help betterconnect with consumers.

From an overall nutritionalstandpoint, Kamut wheathas a higher nutritionalvalue than commonwheats. One of the mostnotable qualities is itsprotein content, generallycontaining 30% moreprotein than wheat. Giventhe current interest in highprotein products, promotingKamuts protein contentcould help boost the appealof products using the grain.Work would be requiredto change consumers

mindset in regards towhere to look for protein,as the awareness amongconsumers that grains canprovide protein is relativelylow. Only 13% of users ofrice and other grains agreethat quinoa, another high-protein ancient grain, isin fact a good source ofprotein.

However, because ofKamuts larger seed sizein comparison to wheat,there is actually less fiberin Kamut compared withcommon wheat. CombiningKamut with other higherfiber ancient grains, suchas spelt, and using it as partof a blend will counteractKamuts slightly lower fiber

content and will help add to

the overall nutritional profileof products featuring thegrain.

Kamut has a wide range ofpurported health benefits;however, a lot of thesestill need to be validated.One area of health Kamutwheat has demonstratedpotential in is lowering the

risk of metabolic syndrome.A recent study publishedin the European Journalof Clinical Nutrition, was

the first human trial thatassessed Kamuts efficacyalone against a range ofcardiovascular biomarkers.The study participants werespilt into two groups; foreight weeks one half wasassigned Kamut wheatbread, pasta and crackers,while the other half wasgiven the equivalentproducts made fromsemi-whole grain wheat.Following the eight weeks,an eight week washoutperiod was observed,before the groups wereswapped to the otherdietary intervention. The

results were very promisingfor Kamut, with a significantreduction of all metabolicrisks factors, includinga reduction in total andlow density lipoproteincholesterol, and bloodglucose levels recordedamong participants.

Recently, another theorythat replacing modernwheat with the Kamutwheat strain was beneficialin terms of reducingsymptoms of irritablebowel syndrome (IBS)was studied. The studypublished in the BritishJournal of Nutritionfedmoderate IBS sufferersproducts made eitherfrom Kamut wheat ormodern wheat for a six-week period. Followingthe dietary intervention,significant improvementsin IBS symptoms andthe inflammatory profile,which is higher in IBS

sufferers, were reportedafter the ingestion of Kamutcompared to the wheatproducts.

Both studies areencouraging for Kamut;however given they werevery small studies interms of the number ofparticipants, continuedresearch and largerscale studies need to beconducted to help cementthe findings.

The majority of consumersrecognize the importanceof following a healthylifestyle, in the UK nearlyeight in 10 adults put someeffort into their health, while62% of US consumers

are trying to eat healthier.Ancient grains, with theirhealthy halo, fit well intothis health and wellnesstrend. However, even withconsumers intentions offollowing a healthy lifestyle,the majority struggle tofollow healthy habits all thetime. In the UK, of the 77%of adults who put someeffort into their health, only20% are strict enough toensure they always stayas healthy as possible,while 57% go throughphases of being healthyand getting into bad habits.This indicates that health isnot what always wins overconsumers.

In the US, 35% of those

surveyed indicated menuitems made with wholegrains defines a healthymenu item and 20%responded that made withorganic ingredients does.Offering convenient andappealing meals that arenaturally better-for-you,like those heavy in plant-based ingredients and oils,whole grains, and smalleramounts of meat will helpconsumers branch outbeyond the burger-and-fries, drive-thru mentality.

61

Amaranth

65

Sorghum

76

Buckwheat

78

Kamut

104

Quinoa140

Chia

42

Bulgar

48

Oats

54

Millet

54

Spelt

Given the currentinterest in highprotein products,promoting Kamutsprotein content couldhelp boost the appealof products using thegrain

Laura Jones

Global Food Science Analyst

Going against thegrain: Using health

and history to

promote the ancient

grain Kamut




7/12



8/12


WWW.MINTEL.COM/IFT

Stephanie Pauk

llBrominated vegetableoil (BVO) has been one ofmany ingredients that hasreceived attention recentlyfrom citizen activists in theUS due to safety concerns.

BVO is a synthetic foodadditive that is used asan emulsifier or stabilizer,particularly in citrus flavoredbeverages to evenlydistribute oil-based citrusflavors in water-basedsolutions.

PepsiCo had previouslyremoved BVO fromGatorade formulas in 2013and announced in May2014 that they will work onremoving BVO from theirother products as well. Ina similar move, Coca-Colaalso announced plans toremove BVO from all oftheir products by the endof 2014, and will replaceBVO with sucrose acetateisobutrate and glycerolester of rosin.

Since 2010, 68% of foodand drink products usingBVO have been in thecarbonated beveragecategory and 17% in the

sports and energy drinkcategory.

BVO is not allowed as afood additive in Japan orin Europe, further raisingquestions and doubts overthe ingredients safety in the

minds of US consumers.An interconnected worldwill continue to put pressureon ingredients to provetheir safety, especiallyfor those that are bannedor restricted in somecountries, but allowed

in others like geneticallymodified ingredients andartificial food colors.

Fewer than 200 productshave been launched usingBVO since 2010. However,the majority of these

launches have been inNorth America, with 64% oflaunches in the US, 17% inCanada and 9% in Mexico.

As discussed in the Minteltrend,Factory Fear,consumers are becomingmore wary of whats goinginto their food. Manyconsumers rely on labelsfor product information,with 85% of US consumersthinking that foodpackaging should includeinformation on health andnutritional characteristicsof the product. In fact, 54%

of men and 65% of womenin the US claim to read thenutritional or ingredientlabels on food productsbefore they buy them.

However, many consumersare overwhelmed by theinformation available. Inthe US, 64% of consumersthink there are so manyhealth claims for food thatit is confusing, 29% thinkclaims are hard to find,and only 38% trust whatcompanies say on foodproduct labels.

Confusion and fear ofthe unknown continue todrive interest in simplifiedlabels and more natural

ingredients. As of April2014, 16% of global foodand drink launches carried

no additives/preservativeclaims, up slightly since2010. However, looking atthe top five countries usingno additive/preservativeclaims, usage of this claimis more widespread inthe US, UK, and India. Inthe US and India, 19% offood and drink productslaunched in 2014 featureda no additives/preservativeclaim, while 29% oflaunches did in the UK.

Brominated vegetable oil is phased out in the US

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


68% 17% 10%

2% 2% 1%


9/12


What are some of the biggest challenges or drivers shaping innovation in the next ve years?

Meet the Analysts

Packaged breadis fal l ing out offavor. What can itdo to reinvigoratethe category?

llIncorporating on-trend ingredients likeancient grains, seeds andsuperfruits will create moreexcitement in the category.Many customers havemoved away from breaddue to the popularity of low-

carb, high-protein diets,thus low carb high-proteinbread could also appeal.Some of the trending

ingredients like ancientgrains also contribute toprotein. Leveraging thecurrent attention vegetablesare experiencing couldalso help generate moreinterest. Highlighting thatbread could contribute toa serving of vegetablescould offer consumersmore reasons to consumebread. Smaller, moreartisan-style offeringsare needed to capture

changing consumer needs.The increasing snackingculture means packagedloaf bread has less appeal;

formats like wraps andbrioche. Other ingredientsthat have health appeal likeoats and wholegrain shouldnot be forgotten. And lastly,events like the World Cup inBrazil can generate interestin new flavors and typesof bread products blackbean flat bread or cornbread?

Is gluten-free justa fad?

llThe continued growthof gluten-free claimsindicates it is more than afad. Previously, gluten-freewas mostly consumed bypeople having to choosegluten-free options due tomedical-related concernssuch as celiac disease, butmore recently consumersare looking for ways to

make themselves feelbetter less stressed andmore energy. Gluten-freediets are advocated by

many health advisors, soconsumers are tempted totry it. Gluten-free productsare now less expensive, buttaste is always king recentgluten-free offerings alsohave a more acceptabletaste and often incorporateancient grains and seeds.


llPackaged bread couldtry a few different routesto regain traction amongconsumers. First, takeadvantage of consumerinterest in the abundanceof nature's offerings andinclude not only whole andvaried grains, but nuts,pulses and even vegetableadditions. This will help

position bread as more ofa well-rounded nutritiousfood which includesprotein, healthy fats, andantioxidants rather than

just a basic carbohydrate.Additionally, considerselling smaller loaf sizes.

As households evolveto include more singleperson households, orhouseholds where one ormore members might havean allergy, a half or quarterloaf of bread is of highervalue to the consumer whowould be able to pay less

for the loaf and also beless likely to throw it out if itmolds before they can finishit. Lastly, packaged breadcould look toward sproutingas the next frontier inadding excitement tobread. Sprouted grainsare shown in preliminarystudies to have enhancedhealth benefits above andbeyond their unsproutedcounterparts, making thisan area worth investingfor health consciousconsumers.


llGluten-free claimsare already lasting longerthan I had personallyanticipated. It's clearthat some people don'tnecessarily understandwhat gluten is and arefollowing gluten-free dietsbecause they want to loseweight or because theirfavorite celebrity does it.However, in the meantime,the category has evolvedto include foods that often

taste the same, if not better,than their gluten filledcounterparts. As long asgluten-free product pricesremain competitive andgluten continues to beimplicated in myriad healthconditions well beyondceliac disease, it won't befading anytime soon..


llWith carbohydrates,especially sugar, beingblamed for a host of health

conditions, packaged breadis caught in the crossfire.The backlash from todayslatest low-carb diets(Paleo diet, Gluten-free)have demonized bread aspart of a larger attack on

carbohydrates. In orderto overcome this negativeimpression, packagedbread should focus onimproving its image byincorporating ingredientswith a health-halo, suchas ancient or sproutedgrains. Taking the if you

cant beat em, join emapproach, consider makingbread an indulgence byfocusing innovation onmore premium and artisanproducts that emphasizetaste and high quality.


llFor some consumers,yes. Although they maybe avoiding gluten in theirdiet, not all gluten-freeconsumers understandwhat gluten is. Also

influencing consumers arethe messages on gluten-free products with claimsthat make the impressionthat gluten-free productsare healthier. In the lastthree years, gluten-free

products were more likelyto use natural claims, suchas no additive/preservative,all-natural, GMO-free,organic, and vegan, furtherperpetuating the myth thatgluten-free products arebetter for you. For others,eating gluten-free will be a

life-long habit, especially asthe rate of celiac diseaseand non-celiac glutensensitivities diagnosesincrease, consumers willbecome more aware ofand interested in gluten-

free foods, keeping theseproducts on the market.

A customizable andindividualistic approachto health and wellness willcontinue to drive the free-from market, with gluten-free products being just oneof many free-from products

available.


llWe continue to seepackaged breads fallingout of favor, struggling toshake off a lingering carbconsciousness. Morerecently, it has been hitby the rising popularityof gluten-free productswhich has seen moreconsumers voluntarilycutting bread, from theirdiets. Reshaping bread'simage requires a revampof its nutritional value, as

well as greater innovationaround flavor and formats.Incorporating healthfulingredients, such as on-trend ancient grains, seeds,sprouted grains, nuts,legumes and vegetables,can help to improve bread'simage. Also, given mostusers of sliced breadthink it contains too manyartificial preservatives,manufacturers shouldlook to replace artificialpreservatives withnatural alternatives.Communicating theabsence of artificialpreservatives can beleveraged as a unique

selling point. Innovationaround flavor and newformats of bread and breadproducts is another wayto inject some life backinto the somewhat stalebread market. Typically,bread products are quitesafe and 'boring', andcould afford to turn to thefresh and artisanal sectorfor inspiration, which hasrecently delivered uscronuts and duffins.


llThe gluten-free crazelooks set to stay. Gluten-free foods have witnesseda rapid increase in demandglobally, as awareness andunderstanding of celiacdisease and other gluten-related health issues hasgrown. However, gluten-free products are not justsought out by people whohave to follow gluten-free diets due to medicalconditions. The gluten-free market benefits fromactual and perceivedneeds, with a large portion

of consumers eitherdiagnosing themselves asgluten-intolerant or optingfor gluten-free productsbecause of their perceivedhealth benefits. Gluten-freehas become very trendy,with celebrity endorsementsas a healthier diet and away to lose weight. Gluten-free products also fit withconsumers desire formore customized dietarysolutions that are bettertailored to their individualsneeds. As long as gluten-free products deliver ontaste and value, gluten-free won't be disappearinganytime soon.

Pam Yates

Nirvana Chapman

Stephanie Pauk

Laura Jones



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Awake ChocolateCaffeinated Milk

Chocolate Bites fromCanada turn to imageryof a night owl along withthe text AWAKE beingthe most prominent frontof pack to suggest stayingup. Each chocolate bite issaid to contain as muchcaffeine as a half a cup ofcoffee which is illustratedon the back of the pack

with a diagram equatingeach chocolate piece

with half a cup of coffee.By moving the coffeereference to back of packthis is removed from thepoint of sale moment butstill allows the consumera reference point forcaffeine content that theywill understand.

Mhlhuser PiratesPassion OrangeFruchtaufstrichis afruit spread that containscaffeine, retailing inGermany. Here the frontof pack makes no mentionof energy or caffeine butstill manages to tell theconsumer that this spreadis something different.

The pack has completelyignored the conventional

graphics associatedwith spreads and useda full body shrink sleeveto give maximum shelfimpact. The use of tattoo-like pictures on the packsuggest an adult themeand draw in consumers topick up the pack and learnmore with details aboutthe caffeine content on the

back of the pack.

In Japan this NobelEnergy No Tane (EnergySeed Gum)suggestsan instant and powerfulhit with its energy superhero cartoon figure with abattery for a head spittingout bolts of energy. It maylack subtlety but it gets themessage across quickly

and efficiently. This useof non-food forms ofenergy (batteries, energybolts, etc.) is currently notwidely leveraged in foodsbut could offer a widelyrecognizable heuristic forfood energy claims and islikely to see strong uptakeas these claims grow.

An obvious strategy isto reference the known

and Life Wake Up Gumwith Caffeine from Israeldoes just that. The useof coffee bean and coffeecup imagery on the frontof pack makes very clearto the consumer the

unique wake up sellingpoint. However in most

cases consumers arelooking for an alternativeto coffee. So this verydirect referencing could befocusing too much on thesimilarities rather than thedifferences.

Lily & Hanna's Raw!Chocolate LoveEnergy Ice Creamisan intensively satisfyingraw food ice cream withclear energy positioning.Here the product flavoris supporting the energyclaim with Mintel researchshowing that 60% ofchocolate users agree

that chocolate is a goodsource of energy.

Again, here a thunderboltsuggests an instant pick-me-up but with the corepositioning of the brandbeing about minimalunprocessed and naturalingredients with carefulhand preparation the packgraphics are kept to a bareminimum and suggest ahand drawn/printed effect.

Communicating energy claims via packaging

Dr. Benjamin Punchard

Global Packaging Insights Director

Benjamin Punchard isMintels Senior GlobalPackaging Analyst whoholds more than eightyears of internationalpackaging experience.Over this time he

has worked withleading multinationalpackaging companiesand brand owners todeliver strategic marketrecommendations.

The go-to solution for aquick energy boost formost consumers is astrong cup of coffee, orperhaps when playingsports an energy bar. Butincreasingly, consumersare looking beyond thesestaples for alternativesources of caffeine andenergy, and looking tothe food that they eat to

provide both that instantenergy hit and a slowrelease aid to fight fatigueduring the day. But howcan you alert consumersto an energy claim in acategory where this isunexpected? Here welook at several examplesof packaging that aims todo just that.

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 packtype, color and communication

is going to be key.


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