Mintel research demonstrates how consumer demand for more nutritious food is inspiring new product innovation.
Technology and innovation are influencing trends in the food and beverage industry.
Pushing Boundaries
New product introductions in the health food space are pushing boundaries, demonstrating the growing consumer demand to restore nutrition to processed foods. Market analysts at Mintel showcased the pace of this innovation, and the trends driving these new offerings at this year’s Vitafoods Europe 2015, held in Geneva, Switzerland May 5-7.
Laura Jones, global food science analyst with Mintel, presented her examination of the shifting finished product landscape and how new technology, a push toward natural and traditional ingredients, and the growing significance of sustainable supply chains are transforming the food and beverage industry.
Inhalable Innovation
Certain noteworthy product launches may not have taken the market by storm just yet, but they may reveal a glimpse of what healthy consumers will gravitate toward in the future.
Inhalable goods are entering the market place, riding the popularity of vaping, or use of e-cigarettes. With these products you can get the flavor sensation or effects of an active ingredient, without the fat, calories or sugar.
An example of an inhalable treat is Le Whif
Chocolate, a powdered chocolate that provides the flavor experience of chocolate without the calories.
Similarly, a caffeine-infused vape stick, Rush Energy Vapor, provides an alternative delivery format for sugary energy drinks and shots.
Challenging Taste Buds
The trend of molecular gastronomy is influencing product launches, according to Ms. Jones. At home molecular gastronomy kits provide consumers the chance to explore new flavors in unconventional formats. In addition, the overall interest toward food and where it comes from has motivated more consumers to take their dining experience into their own hands, and get more active in the kitchen. At home molecular gastronomy kits enable consumers to experience more exciting eating experiences in the comfort of their own home.
“Traditionally, molecular gastronomy was just for the highly adventurous, but we know that consumers in general are now becoming more adventurous with their food,” Ms. Jones stated. “The products that they’re after offer new flavor sensations.”
The AROMAFORK, from Molecule-R, is a fork that transforms the way users perceive flavor. A capsule sits in the base of the fork’s handle, which emits a scent and influences the flavor of the food being consumed. According to the company, the fork can either mask the flavor of less enjoyable foods (think broccoli that tastes like passion fruit), or be used in combination with food flavors to create a more complex eating experience.
Ms. Jones suggested this product might be useful for aging consumers. As senses wane with age, a molecular gastronomy fork could help increase the flavor experience of food, and help elderly consumers with loss of appetite or achieve other nutrition goals.
Vinegar Style Drinks
“As consumers move away from sugar—we all know that sugar is the #1 enemy at the moment—we see them avoiding traditional carbonated soft drinks,” Ms. Jones noted.
Fermented tea drinks like kombucha have made great strides in the U.S. in recent years. For reference, in 2013 only 8% of male consumers 18-34 years of age said they had tried kombucha. By 2014 nearly half (48%) had tried it, according to Mintel research, demonstrating its rise in consumption.
The popularity of kombucha has opened doors for beverages where vinegar is a key ingredient. Ms. Jones explained that in some Asian cultures drinking vinegar has traditionally been used for energy and health, and this trend is spreading to more mainstream use.
The problem of food waste is a massive issue globally and consumers are becoming more environmentally conscious. The United Nations Environment Programme and the World Resources Institute estimated that about one third of all food produced worldwide is wasted, which equates to about $1 trillion dollars in lost resources.
“Rather than put the onus back on consumers, companies are trying to think of ways to reuse and reduce,” explained Mintel’s Ms. Jones. One way companies are doing this is by introducing new products utilizing the waste or byproducts generated in food processing.
Kona Red Hawaiian Superfruit, for example, uses the fruit of the Hawaiian coffeeberry, which is usually discarded when harvesting coffee beans. The fruit of the bean is dried and used to create an antioxidant-rich beverage. It is also available in powdered stick packs to be blended in water or other beverages.
Riding the acclaim of the Mediterranean diet, Ovivo organic olive leaf supplements and drinks use the leaf of the olive tree, which is typically discarded when harvesting olives or producing olive oil. Olive leaf is used to support immunity, offering antimicrobial support. It also has indications for hypoglycemic and cardiovascular health, according to the company.
Nutritious & Processed
Consumer interest in nutrition and clean label foods is causing a ripple effect across the packaged food and beverage sector. Manufacturers are responding by restoring nutrition to processed foods.
The use of fruits and vegetables in the snack category is indicative of this trend, according to Ms. Jones. As an example, she pointed to Sneakz Organic Chocolate Veggie Milkshake, which offers a full serving of vegetables in every drink box. The shake includes carrots, sweet potatoes and spinach, and is free from GMOs, antibiotics and synthetic hormones.
Using sprouted grains, seeds and beans in products is another way food manufacturers are increasing the nutritional profile of snacks. Sprouted whole grains, Ms. Jones explained, increased the bioavailability of nutrients and supports digestion. Way Better Snacks is harnessing this traditional processing technique with its line of sprouted chips.
Cold pressed and high pressure processed juice is also breathing new life into the fruit juice category, which Ms. Jones said has seen a decline due to concerns over high sugar content. This processing technique allows manufacturers to include a no additives/preservatives claim; offers benefits for flavor and nutrition; and provides a “premium” element to products, she explained.
Artisan cold-pressed juice from Project Fresh was introduced in 2014, and promoted as “organic, cold-pressed craft juice” in flavors like Spicy Maple Lemonade, Carrot Apple Ginger Blend, and Whole Deep Beet Blend.
Future Innovation
So what’s next in the evolving world of food and nutrition?
Ms. Jones predicted that innovation around non-meat-based protein would be a growing area of interest. With the growing global population and issues like food security and water resources becoming major international concerns, alternative protein sources will become vital to survival. The rise in consumers who identify as “flexitarian” or semi- vegetarian also presents a huge opportunity for alternate protein introductions.
In the past year the company Beyond Meat has garnered a great deal of attention for its lab-grown, plant-based meat patty, which is backed by investor Bill Gates.
There is also much speculation about whether insect protein will take off in the market, but a poll from the United Nations Food and Agriculture Organization (FAO) seems to indicate consumers are still squeamish about the idea. FAO found three quarters of survey respondents in the U.K., U.S. and in Germany were not interested in trying insect protein. However, 52% of those polled in China said they haven’t tried insect protein, but would be interested in it.
Algae protein, Ms. Jones noted, may be a more palatable protein alternative to keep an eye on looking ahead.
3D printing is an area of food technology that consumers and manufacturers alike are excited about. Big food producers such as Hershey and Barilla have already dipped their toe into the 3D pool, and Ms. Jones expects more innovation using this technology in the future.
In 2014, Barilla used a crowdsourcing platform to host a contest where individuals submitted 3D renderings of new pasta designs. Winners of the contest included a pasta in the shape of a rose that “blooms” in boiling water; a pasta in a vortex pattern that resembles a Christmas tree; and a full moon shaped pasta with craters, which was designed to improve the interaction between sauce and pasta.