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10 Trends Spotted at ExpoWest 2013
As a sample of many product trends at Engredea/ExpoWest, our staff noted these themes for 2013.
1. Non-GMO
The biggest takeaway from Engredea/ExpoWest 2013? Non-GMO is no joke. The announcement from Whole Foods Market that it will require all products sold in U.S. and Canadian stores to indicate if they contain GMOs by 2018 could have a significant ripple effect for the industry.
While California’s Proposition 37, which would have labeled genetically engineered products, was defeated in November, the number of finished products at ExpoWest donning Non-GMO Project Verified insignia was sizeable. And the movement shows no signs of slowing down.
The Natural Products Association also recently came out in support of a national uniform standard for labeling GMOs so consumers can make educated decisions about foods they purchase.
2. Kid’s Health Products ‘Grow Up’
Products geared toward a younger demographic were abundant at this year’s Expo West. Savvy manufacturers have recognized that moms are doing the majority of food and household spending for their families, and are often the primary caregivers for children in the home, thus making products supporting children’s health a market with great potential. In addition, with the rising national concern over childhood obesity and malnutrition, it’s no wonder manufacturers are looking to provide healthy and nutritious products for kids.
Further illustrating the power of the growing kid’s market, this year’s winner of Functional Ingredients’ NutrAward for “Best New Finished Product” went to a children’s dietary supplement. Nordic Naturals was honored for its Nordic Omega-3 Jellies, which offer an emulsified, chewable, tutti-fruitti flavored fish oil supplement for children, with 250 mg of EPA and DHA to support healthy brain, eye and immune function.
In addition to supplements, functional foods and beverages for kids were plentiful at the conference. For example, Odwalla introduced Odwalla Bars for Kids—a new line of food bars rich in whole grains, fiber and calcium. Additionally, Seattle, WA-based KalliFoods showcased its new KalliCookies, which are positioned as a healthy snack for kids that is high in protein, 100% natural and contains no preservatives or added sugars.
3. Better Breakfast (in a Bottle)
Countering new breakfast drink products like PespiCo’s caffeinated Mountain Dew Kickstart and Kellogg’s Breakfast to Go shakes, which contain 10 grams of protein and 5 grams of fiber, natural products companies have developed their own versions of the portable breakfast in ready-to-drink formats.
For example, Sambazon has introduced its Blended Breakfast Superfood Smoothie, which combines whole fruits (strawberry, banana and acai), ancient grains quinoa and amaranth, chia and non-GMO verified soy milk to offer 4 grams of fiber and 6 grams of protein per serving.
Additionally, oatmeal lovers strapped for time in the morning can benefit from a growing class of “drinkable oats” products. Campbell Soup’s Bolthouse Farms and PepsiCo’s Naked Juice offer oat smoothies. Simpli OatShakes and Oatworks Smoothies also offer non-dairy, non-GMO varieties.
4. The Kefir Craze
Originated in the Caucasus Mountains of Eurasia, the fermented milk drink kefir has long been a part of this regional diet. However, kefir has crossed over into the mainstream due to its numerous health benefits. A valuable source of multiple probiotic strains to support digestive health and immunity, kefir is also rich in protein, calcium and fiber.
Many exhibitors at Expo West presented new twists on this classic nutritional beverage. For example, Lifeway Kefir introduced freeze-dried kefir melts for children and Frozen Kefir Bars for those looking to get their probiotic fix in a new format. Additionally, Tula’s CocoKefir unveiled a coconut-based kefir for consumers seeking a dairy-free kefir experience.
In order to cash in on this growing consumer trend, some brands within the yogurt market have branched out to include kefir in their product line-ups. For example, The Hain Celestial Group, which has seen success with its Greek yogurt under The Greek Gods brand, launched The Greek Gods Kefir in Plain, Honey, Honey Vanilla and Honey Strawberry flavor varieties.
5. Chia Explodes on the Mainstream Scene
ABC News’ recent report, which named chia the “It Food” of 2013, couldn’t have been better represented on the show floor of Expo West. Recent data from SPINS further attests to chia’s growing power; the market research firm found that chia was the top ingredient across all natural products last year, growing by more than 350%.
Chia in various forms—including whole seeds, powders, drinks, bars, spreads and more—were a popular feature in many hit products at this year’s exhibition, due to chia’s growing reputation as a healthy source of omega 3s, protein and fiber. New products within the category included Mama Chia’s Chia Squeeze vitality snack packs, which combine fruit, vegetables and chia seeds; New York Superfood’s Chia Peanut Butter; and Chia Bars from Health Warrior offering 1,000 mg of omega 3s, 4 grams of fiber and 3 grams of protein in three different flavors.
6. Sea Buckthorn: The Other Omega
Praised by Dr. Mehmet Oz of “The Dr. Oz Show” as a “miracle berry” that can help maintain weight, improve skin and aid in digestion, the superfruit sea buckthorn saw growing prominence at Expo West.
Sea buckthorn berries, which come from the sea buckthorn shrub native to Europe and Asia, contains numerous nutrients, such as vitamins A, C, E and K, as well as amino acids, folic acid, fatty acids and beneficial antioxidants. However, more recently sea buckthorn’s palmitoleic acid, or omega 7, content has been peaking the interest of the nutraceuticals marketplace.
For instance, SeabuckWonders has utilized this superfruit’s omega 7 potential within a line of organic, nutricosmetic personal care products that boast benefits for hair, skin and nails, while promoting internal health. Additionally, Europharma introduced Omega 7 Eye Relief, which aims to support those suffering from dry eye, though the product can be used to help moisturize any mucus membranes in the body.
7. Modern Twist on Ancient Whole Grains
It seems quinoa opened the door to modern mainstream culture for ancient grains like amaranth, farro, spelt, millet, buckwheat, sorghum, teff, Kamut and others, which boast high protein content, omega 3 fatty acids and antioxidants.
Alongside a variety of other bread, cereal and granola products, Nature’s Path Organic Foods offers Organic Ancient Grains Granola with Almonds, which contains spelt, Kamut wheat, quinoa and amaranth. The company also recently launched Qi’a, a cereal that touts sustained energy and optimal nutrition combining superfood ingredients chia, hemp and buckwheat to provide an “excellent source” of ALA omega 3s and a “good source” of fiber. Products are organic, vegan, gluten-free and Non-GMO Project Verified.
Meanwhile, Van’s Gluten Free Ancient Grains Waffles contain millet, teff, buckwheat, sorghum, amaranth and quinoa, boasting 32 grams of whole grains and 6 grams of fiber.
8. Protein for the Masses
According to Euromonitor International, protein remains a top ingredient for sports nutrition products, but it is also gaining interest in the mass-market thanks to some high-profile launches like the $1 billion Chobani brand.
Some companies are offering added functional value to products that consumers already view as naturally healthy. For example, capitalizing on the growing popularity of coconut water, Maverick Brands’ Coco Libre introduced Coco Libre Protein at ExpoWest, combining whey and milk protein isolate to create an optimum protein blend. The product also uses ingredients including Dutch cocoa, Madagascar vanilla and real coffee. With 20 grams of protein and no added sugar, Coco Libre Protein is low in fat, high in calcium, contains 22 vitamins and minerals, delivers four electrolytes, and contains 140 calories per bottle.
Appealing to avid athletes and regular consumers looking to lead active lifestyles, FitPro Real Mile Protein, from ProClaim Nutrition, is available in two distinct product lines. The 17-oz. “Plus” line, designed for athletes and workout enthusiasts, contains 40 grams of protein and 250 calories. The 11-oz. “Daily” line, made for active individuals, contains 26 grams of protein and 160 calories. Both products are geared toward enabling healthier protein solutions for the active lifestyle consumer.
9. Transparency & Sustainability
Health and eco-conscious shoppers are spending more on organics, sourcing food products, seeking out non-GMO and buying sustainable “Farm to Table” food products traceable to local/regional farmers and producers, according to the 2013 MamboTrack Annual Natural and Organic Product Survey of 1,003 consumers, from Market Dynamics - Market LOHAS (Lifestyle of Health and Sustainability) and laz pr.
These days it’s imperative for brands to offer transparency in order to engage consumers and keep them buying. Throughout the supply chain, more companies are recognizing consumer interest in their product’s origins.
Notably, Zembrin, developed by HG&H Pharmaceuticals (Pty) Ltd. (Bryanston, South Africa) and commercialized by P.L. Thomas & Co, Inc. (Morristown, NJ), received the Annual Functional Ingredients Magazine Editor's Choice Award for “Most Sustainable Ingredient” at Engredea. The South African-produced Zembrin is an extract of a cultivated elite selection of the indigenous plant Sceletium tortuosum, which for centuries has been used and traded by San hunter-gatherers and Khoi Khoi pastoralists for medicinal, social and spiritual purposes.
Zembrin has been sustainably developed for more than a decade and is the recipient of Africa's first "prior informed consent benefit-sharing agreement" with a South African indigenous community. The terms of this agreement state that six percent of all income from Zembrin will be shared with the San Council, which formally agreed to allocate 50% of their share with the villagers who provided input on plant selection and dosing that were pivotal to the initial research and development on Zembrin.
10. Your ‘Show Source’
For additional news and product launches from Engredea/ExpoWest, visit our Show Source site. And look for continuing coverage of other industry events in future Show Source editions…
By Nutraceuticals World Staff 04.01.13
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