Emerging Ingredients in Food and Drinks: Growth Opportunities in Flavors and Formulation by Product Category

NEW YORK, Nov. 8, 2010 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Emerging Ingredients in Food and Drinks: Growth opportunities in flavors and formulation by product category

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Especially in the major market countries, more consumers are looking to buy food and drinks products comprised of ingredients that they perceive to be healthy. For many consumers, food and drinks products made with natural ingredients fall into this category, with artificial ingredients being perceived as inherently unnatural and unhealthy.

This report analyzes the ways manufacturers have been responding to the consumer drivers of naturalness and health. These include using natural ingredient formulations which offer benefits of nutritionally rich, quality calories. It examines leading and newly emerging ingredients in each of the major food and drink categories, identifies developing trends within these categories and give examples of recent product launches. Also included are findings from an exclusive international survey of industry executives.

Key features of this report

• Analysis of the fastest growing claims in newly launched food and drinks products for 2008-2009.
• Analysis of sales values for the natural and organic food and drink market in the US and Europe.
• Identifies emerging ingredients, and analyzes product applications and marketing strategies in NPD, drawing on data from the ProductScan Online NPD tracking service.
• Category analysis, identifying leading and emerging ingredients and developing ingredients trends for each of the major food and drink categories.
• Illustrated examinations of key product introductions and innovations.

Scope of this report

• Understand how manufacturers are formulating existing and new products to meet consumer demands for natural and healthful food and drink.
• Understand how each of the major food and drinks categories are changing in terms of ingredient formulations.
• Get up to speed on emerging novel ingredients and the benefits they offer consumers.
• Consider whether you should be looking beyond your present product portfolio for emerging opportunities.
• Prompt your marketing and NPD teams with product and marketing ideas from around the world.
• Set goals and objectives for your company's new product development pipeline.

Key Market Issues

• Regulatory pressures on manufacturers are firmly in the direction of making food and drinks products healthier. Trends in food and drink ingredients labeling regulations are also becoming more restrictive.
• In developed markets, as the proportion of consumers interested in natural and healthful food and drinks increases, so will sales of products with naturally nutritionally rich and quality calorie content.
• In developed markets, concerns about natural and healthful ingredients will fit in with consumers concerns about food and drink ethics – increasingly, healthful will also mean ingredients that are responsibly sourced in terms of social and environmental sustainability.
• The idea of more gourmet and exotic products will also chime with consumers' increasing concerns for natural and healthful ingredients – the idea of having premium and/or novel nutritionally rich, quality calories will catch on.
• The staying power of emerging, novel ingredients will largely depend on meeting consumer demands in terms of taste, provenance and efficacy.

Key findings from this report

• 'Natural' was the top claim in food and drink product launches, with a share of 9.24% in 2008 rising to 10.03% in 2009.
• Between 2008 and 2009, soft drinks were the leading category in terms of their share (60.7% in 2009) of products launched with an innovative ingredient formulation, followed by confectionary.
• Manufacturers are driving bakery and cereal ingredient formulations forward by specifying provenance of key ingredients including wheat and garlic, and by specifying the genus of wheat varieties and of other key ingredients such as seeds.
• Probiotics remain a key ingredient theme in the dairy category and had a rising ingredient share in the period 2008-2009.
• A key theme in soft drink ingredient formulations between 2008 and 2009 was more natural ingredient formulations.
• One strategy used by manufacturers of confectionary products to offer benefits of calorie quality and nutritional value is fortification with vitamins and minerals.

Key questions answered

• What are the emerging ingredients trends across each of the major food and drinks categories?
• How are the major multi-national manufacturers responding to consumer demands for natural and healthful, quality calorie ingredients?
• What are the newly emerged novel ingredients and how are they being marketed?
• Which factors effect the commercial success of novel ingredients?
• How are longstanding, established ingredients in each of the major food and drinks categories doing in the light of the trend toward natural and healthful ingredients?

Table of Contents

About the author 2

Disclaimer 2

Executive summary 12

The emerging food and drinks ingredients market 12

Consumer and market drivers of emerging ingredients 13

Bakery and cereals 14

Dairy 15

Soft drinks 16

Confectionery 17

Savory snacks 18

Other food and drinks categories 19

Chapter 1 The emerging food and drinks ingredients market 20

Summary 20

Introduction 21

Definition of ingredients used in this report 21

Natural and artificial ingredients trends in the food and drinks market 22

The value of the natural food and drinks market 25

Key features of NPD 27

Category share of NPD 27

Leading regions in NPD 2007-2009 28

Products launched with an innovation rating 30

Innovative categories in terms of formulation 30

Important consumer groups for ingredients NPD 32

Key emerging ingredients within health and wellness areas over the next five years 33

Factors important for a new ingredient to achieve commercial success 34

Organizations influence on ingredients NPD 35

Structure of this report 36

Chapter 2 Consumer and market drivers of emerging ingredients 37

Summary 37

Introduction 38

Labeling of food and drink ingredients 39

US 40

Europe 40

Japan 41

Health and wellness 42

Food and drinks ingredients safety: nutritional quality, allergies and intolerances 43

Nutritional quality 43

Food and drink allergies and intolerances 45

Skin health and beauty 47

Eczema 47

Beauty 48

Heart health 49

Weight management 50

Digestive health 52

Cognitive health 54

Ethical food and drinks 57

Global travel, migration and novel and exotic ingredients 58

Individualization, gourmet and indulgence 58

The future 59

Chapter 3 Bakery and cereals 60

Summary 60

Introduction 60

Leading ingredients in bakery and cereals 60

Fast growing ingredients in bakery and cereals 63

New directions for wheat ingredient formulations 63

Product example: wheat in Kashi TLC Tasty Little Crackers All Natural Snack Crackers 63

Product example: wheat, honey and raw sugar cane in Kellogg's Nature's Pleasure 64

Product example: rye in Brinker Hamburger Bread 65

Product example: wild garlic in La Viva Knuspergebaeck Mit Wildem Baerlauch Und Bergkaese (Crunchy Crackers with

Wild Garlic and Mountain Cheese) 67

Seeds: an emerging ingredient trend 68

Product example: hemp, sunflower, sesame and flax seeds in Dr. Karg Bio Organic Crisp Bread 68

Product example: Black and white chia seeds in Pro Bar Fruition Snack Bars 69

Future trends in bakery and cereals ingredients 70

Chapter 4 Dairy 72

Summary 72

Introduction 73

Leading ingredients in dairy 73

Fastest growing ingredients in dairy 75

Novel flavors in dairy products 77

Product example: green tea, tomato and carrot in Dairyland Alive Yogurt 77

Product example: pomegranate in Namyang Natural Start Vulgaris Fermented Milk 78

Targeting consumers through specialized ingredient formulations 79

Product example: 'free from' in Soy Free Earth Balance Natural Buttery Spread 79

Future trends in dairy ingredients 80

Chapter 5 Soft drinks 83

Summary 83

Introduction 84

Leading ingredients in soft drinks 84

Leading ingredients losing share 2008-2009 87

Fastest growing ingredients in soft drinks 88

Product example: Botanical extracts in Firefly Fruit Drink with Botanical Extracts 89

Product example: organic botanical ingredients in Tizane 100% Organic Botanical Infusion Elderflower Beverage 91

Product example: organic ginkgo biloba in Cell-nique Organic Super Green Drink 92

Specification of ingredients: an emerging ingredient trend 93

Product example: white grape in BIO Synergy Beauty from Within Water 94

Product example: merlot, syrah and sauvignon blanc grapes in PureBlue SuperJuice 94

Product example: black cherry in North Land Black Cherry Goji Superfruits 100% Juice 95

Future trends in soft drinks ingredients 96

Chapter 6 Confectionery 98

Summary 98

Introduction 99

Leading ingredients in confectionery 100

Leading ingredients in confectionery losing share 102

Fastest growing ingredients in confectionery 102

Product example: organic cocoa in Tohi Chocolat Bio 104

Product example: cranberry and apricots in Cadbury Dairy Milk 105

Product example: pomegranate and passion fruit in Honey Stingers Organic Energy Chews 105

Product example: organic lucuma and goji berries in Navitas Naturals Organic Superfood Chocolate Kit 107

Fortification: an emerging ingredient theme in confectionery 108

Product example: Vitamins and minerals in Frutels Acne Care Chocolate 109

Product example: vitamins and minerals in Atomic Energy Bites Original Energy Soft Chews 110

Future trends in confectionery ingredients 110

Chapter 7 Savory snacks 112

Summary 112

Introduction 113

Leading ingredients in savory snacks 113

Fastest growing ingredients in savory snacks 116

Product example: toasted garlic in Stacy's Bagel Chips 116

Product example: lime and nuts in Living Intentions Gone Nuts! Gourmet Seasoned & Sprouted Nut Blends 117

Healthful ingredients: an emerging savory snack trend 119

Product example: Raw vegetables in RawStarz 100% Raw & Organic Chips 119

Product example: flavored seeds in Pumpkorn Organic Shelled Pumpkin Seeds 119

Future trends in savory snack ingredients 121

Chapter 8 Other food and drinks categories 122

Summary 122

Introduction 123

Hot drinks 123

Leading ingredients 123

Product example: Puerh green tea in Numi Organic Tea 124

Product example: Hibiscus in Socal Cleanse Organic Detox Tea 125

Fastest growing ingredients in hot drinks 126

Product example: Licorice in Kawa Taille de Guepe Activ'Plantes Functional Herb Infusion Tea 127

Product example: chrysanthemum in Vykasa Way of Life Ultra Premium Whole Leaf Tea 128

Future trends in hot drinks 130

Ready meals 130

Leading ingredients in ready meals 131

Product example: Einkorn wheat in Sonnentor Risonnos 131

Product example: organic corn in Glutenfreeda's Wheat Free Gluten Free Burritos 132

Fastest growing ingredients in ready meals 133

Product example: wheat noodles in Nagatanien Ramen Pasta 134

Product example: Portobella mushrooms in Crepini Cafe Frozen All Natural Crepes Handmade with Gourmet Filling

Future trends in ready meals 136

Chapter 9 Key players and conclusions 137

Most innovative manufacturers/brands in ingredients NPD 137

Nestle 137

Danone 139

Wild Flavors Inc. 140

Future foods: emerging ingredients trends in food and drink 141

Bakery and cereals 141

Dairy 142

Soft drinks 142

Confectionery 142

Savory snacks 143

Hot drinks 143

Ready meals 143

Barriers to growth opportunities for emerging ingredients 144

Production costs of natural ingredients 144

Novelty and staying power 144

Food ethics verses exotics 144

Regulatory environment 145

Table of figures

Figure 1: Category Share of NPD, global, 2007-2009 27

Figure 2: Leading regions in share of NPD, 2007-2009 28

Figure 3: Please RANK in order the regions which currently lead in ingredients NPD now and in the next five years? 29

Figure 4: Innovative feature, of all products launched with an innovation rating, 2007-2009 30

Figure 5: Category share of innovative ingredient formulation, %, 2008-2009 31

Figure 6: Please rate how IMPORTANT you think the following consumer groups will be for ingredients NPD over the NEXT 5 years 32

Figure 7: Factors influencing the commercial success of new ingredients 35

Figure 8: Influence of organizations on current ingredients NPD 36

Figure 9: Key consumer and market drivers impacting upon trends in food and drinks ingredients 39

Figure 10: Please rate how IMPORTANT each of the following health areas will be in food and drinks NPD over the NEXT 5 years. 42

Figure 11: Glutenfreeda's Wheat Free Gluten Free Instant Oatmeal 62

Figure 12: Kellogg's Nature's Pleasure 65

Figure 13: Brinker Hamburger Bread 66

Figure 14: Knuspergebaeck Mit Wildem Baerlauch Und Bergkaese (Crunchy Crackers With Wild Garlic And Mountain Cheese) 67

Figure 15: Dr. Karg Bio Organic Crisp Bread 69

Figure 16: Fruition Snack Bars 70

Figure 17: Wallaby Organic Down Under Lots of Fruit Low fat Yogurt 73

Figure 18: Naturally Light Yogurt 77

Figure 19: Dairyland Alive Yogurt 78

Figure 20: Namyang Natural Start Vulgaris Fermented Milk 79

Figure 21: Soy Free Earth Balance Natural Buttery Spread 80

Figure 22: Kubus Play! Carrot & Fruit Drinks 86

Figure 23: Firefly Fruit Drink with Botanical Extracts 90

Figure 24: Tizane 100% Organic Botanical Infusion Elderflower Beverage 91

Figure 25: Cell-nique Organic Super Green Drink 93

Figure 26: PureBlue SuperJuice 95

Figure 27: Tru Chocolate 102

Figure 28: Tohi Chocolat Bio Organic Dark Chocolate Bar 104

Figure 29: Cadbury Dairy Milk Cranberry and Granola and Apricot Crumble Crunch 105

Figure 30: Honey Stingers Organic Energy Chews 106

Figure 31: Navitas Naturals Organic Superfood Chocolate Kit 107

Figure 32: Frutels Acne Care Chocolate 109

Figure 33: Atomic Energy Bites Original Energy Soft Chews 110

Figure 34: Blue Ginger Black Sesame and Sea Salt Multi-grain Brown Rice Chips 115

Figure 35: Stacy's Bagel Chips 116

Figure 36: Gone Nuts! Gourmet Seasoned and Sprouted Nut Blends 118

Figure 37: Pumpkorn Organic Shelled Pumpkin Seeds 120

Figure 38: Numi Organic Tea 125

Figure 39: Socal Cleanse Organic Detox Tea 126

Figure 40: Kawa Taille de Guepe Activ'Plantes Functional Herb Infusion Tea 128

Figure 41: Vykasa Way Of Life Ultra Premium Whole Leaf Tea 129

Figure 42: Sonnentor Risonnos 132

Figure 43: Glutenfreeda's Wheat Free Gluten Free Burritos 133

Figure 44: Crepini Cafe Frozen All Natural Crepes 135

Figure 45: Natural ingredients in Nestle Milkybar 138

Table of tables

Table 1: The 10 fastest growing claims in new products launched (%), 2008-2009 24

Table 2: Value of the US and European organic food and drink market, by country, $bn, 2000- 2010 25

Table 3: The natural (excluding organic) food and drinks market in Europe and US, by key product categories ($bn), 2000-2010 26

Table 4: Key emerging ingredients within health and wellness 33

Table 5: Per capita fruit consumption, European countries and the US, kilograms/person, 2001-2011 44

Table 6: Market value for the allergen and intolerance food market in Europe and US ($m), 2001-2011 46

Table 7: Estimated prevalence of atopic dermatitis across seven major markets ('000s), 2005 47

Table 8: Oral beauty supplements market value in Europe and US ($m), 2001-2011 49

Table 9: Prevalence of cardiovascular disease in the 7 major markets ('000), 2005 50

Table 10: Number of overweight and obese adults (15+ years old) by country (millions), 2002- 2012 51

Table 11: Estimated prevalence of IBS in seven major markets ('000s), 2008–10 53

Table 12: Consumer survey: the extent to which Europeans feel they have 'lots of energy' 55

Table 13: Prevalence of Alzheimer's disease across the seven major markets ('000s), 2007-0956

Table 14: Top twenty leading ingredients in bakery and cereals, ranked by share, 2008-2009 61

Table 15: Top twenty fastest growing ingredients in bakery and cereals, 2008-2009 64

Table 16: Top twenty leading ingredients in dairy, ranked by share, 2008-2009 74

Table 17: Top twenty fastest growing ingredients in dairy, ranked by growth, 2008-2009 76

Table 18: Top twenty leading ingredients in soft drinks, ranked by share, 2008-2009 85

Table 19: Top twenty fastest growing ingredients in soft drinks, ranked by growth, 2008-200989

Table 20: Top 20 leading ingredients in confectionery, by share, 2008-2009 100

Table 21: Top 20 fastest growing ingredients in confectionery, 2008-2009 103

Table 22: Top 20 leading ingredients in savory snacks, by share, 2008-2009 114

Table 23: Top 20 fastest growing ingredients in savory snacks, 2008-2009 117

Table 24: Top 10 leading ingredients in hot drinks, by share, 2008-2009 124

Table 25: Top 10 fastest growing ingredients in hot drinks, 2008-2009 127

Table 26: Top 10 leading ingredients in ready meals, ranked by share, 2008-2009 131

Table 27: Top 10 fastest growing ingredients in ready meals, 2008-2009 133

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Food Ingredient Industry: Emerging Ingredients in Food and Drinks: Growth opportunities in flavors and formulation by product category

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