• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    Contract Manufacturing: Trials & Tribulations of Today’s Supply Chains

    Analytical Testing in Nutraceuticals: Methods and Mindsets to Uphold Quality

    Nutrition and Flavor: Formulating for Modern Product Preferences

    What Do Consumers Know About the Gut Microbiome?

    How Will the European Green Deal Impact Dietary Supplements?
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    Charlotte’s Web Sports Product Line to Undergo NSF Certification Process

    ADM and Benson Hill Partner to Scale High Protein Soy for U.S. Market

    Tazo Transitions to Regenerative Organic Agriculture

    Protein Ingredient Formulated for Chronic Kidney Disease Patients

    IADSA Calls for Addressing Discrepancies in Vitamin C Recommendations
    Exclusives
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    Charlotte’s Web Sports Product Line to Undergo NSF Certification Process

    ADM and Benson Hill Partner to Scale High Protein Soy for U.S. Market

    Tazo Transitions to Regenerative Organic Agriculture

    Protein Ingredient Formulated for Chronic Kidney Disease Patients

    IADSA Calls for Addressing Discrepancies in Vitamin C Recommendations
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    Charlotte’s Web Sports Product Line to Undergo NSF Certification Process

    ADM and Benson Hill Partner to Scale High Protein Soy for U.S. Market

    Tazo Transitions to Regenerative Organic Agriculture

    Protein Ingredient Formulated for Chronic Kidney Disease Patients

    IADSA Calls for Addressing Discrepancies in Vitamin C Recommendations
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    Charlotte’s Web Sports Product Line to Undergo NSF Certification Process

    Caffeine-Free Energy Supplement Linked to Alertness, Fatigue Benefits

    Monk Fruit Sweetener May Have Prebiotic Activity, Study Finds

    People with Low-Fiber Diets Benefit the Most from Fiber Supplements, Study Finds

    Gut Microbiome May Be Part of Link Between Red Meat and Heart Disease Risk
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    BGG World

    Ecuadorian Rainforest

    Aiya America, Inc. (Aiya Matcha)

    Bioenergy Life Science, Inc. (BLS)

    Xsto Solutions
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    BGG World

    Ecuadorian Rainforest

    Aiya America, Inc. (Aiya Matcha)

    Bioenergy Life Science, Inc. (BLS)

    Xsto Solutions
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Online Exclusives

    Top Food Trends for 2012

    Innova encapsulates the trends set to dominate the food and beverage market next year.

    Related CONTENT
    • Global Overview of Naturally Healthy Beverages
    • Health Drivers in the Modern Beverage Marketplace
    • Vitafoods Europe Teams with ESSNA to Tackle Sports Nutrition Challenges
    • Nutrition Industry Optimistic Despite Political Uncertainty
    • Personalized Nutrition Emerging as Important Industry Trend
    Joanna Cosgrove, Online Editor12.12.11
    As 2011 hastens to a close, Innova Market Insights, The Netherlands, recently held a webinar geared to prepare food and beverage formulators and marketers for the 10 trends it believes will dominate the market.
     
    The biggest trend will capitalize on a movement currently in progress: “pure” is the new “natural,” and more marketers are making use of the words “purity,” “pure origin” and “True to Nature” on their labels. “Natural products are becoming the rule rather than the exception in most Western markets, despite ongoing issues with a clear definition of what ‘natural’ encompasses,” explained Lu Ann Williams, head of research at Innova Market Insights. “One way around this has been marketing the ‘purity’ of a product.”
     
    In Europe, labels with E number food additive codes have also been finessed. Ms. WIlliams pointed to the packaging for Unilever’s Becel spread, which originally listed “acidifier (E330)” among its fine print ingredient declaration. On its newly updated, green colored packaging, however, the E number is replaced with commonly understood “acidifier: citric acid,” to present a more natural appearance to consumers, helping them understand that the additive in question wasn’t created “in a science lab.”
     
    According to Ms. Williams, key areas of ingredient development in the pure and natural space are sweeteners and natural colors. “At a recent show we saw a lot of products promoting stevia, agave and coconut sugar as sweeteners,” she said.  “There’s a lot of interest in natural sweeteners and we feel this will continue to be a big trend.”
     
    Green & Local
     
    The concept of “green,” though not altogether new, has also taken root and has diversified beyond basic corporate responsibility and sustainability. Innova tracked a dramatic increase in the number of products launched with “ethical claims.” “If we go back to 2005 or 2006 there was basically no interest in this, but it has since skyrocketed and grew 10 times over the next four to five years,” said Ms. Williams. “It hasn’t slowed down at all and we’re going to see a lot more focus on this.”
     
    A newer component of the green trend has been the “ingredientization” of commodities. “We’ve seen more and more materials being tapped—mushroom stems turned into mushroom concentrate that’s used as an MSG replacer; pineapple cores used as a replacement for dietary fiber. This whole idea of doing something with more is going to continue,” said Ms. Williams. She also pointed to an increase in UTZ and FSC Certifications.
     
    The concept of location was cited as another top trend, given the trend of eating locally-sourced food. “Interest in where their foods are coming from has never been higher among consumers,” said Ms. Williams. “This is being driven by an interest in supporting local suppliers, a desire for ethnic-style lines, concerns over the quality and safety of imported products or the demand for authenticity in terms of products from a particular country or origin.” This trend is especially important in the EU where there are compulsory Country of Origin Certification Regulations.
     
    Ms. Williams also asserted that even multi-national companies have begun to adopt local strategies. One early adopting example was SABMiller, which recently launched Impala, a cassava-based beer brewed in Mozambique, billed as an affordable beer “made using locally-sourced raw materials for lower income consumers in Africa.”
     
    On the other end of the pricing spectrum, premium products continue to assert themselves as important brand components. Innova found that a premium treat can be justified as an affordable indulgence during difficult economic times, particularly if it can also encompass a better-for-you-element. In fact, the premium trajectory is still increasing despite uncertain economic times. “We see premium continuing to grow as an important product driver of new product launches,” commented Ms. Williams. “Kit Kat 70% Dark is a great example—it’s fair trade, it’s indulgent, doesn’t cost too much, but still falls into the premium position.”
     
    The Senior Segment
     
    In the realm of consumer-based trends, Innova found the senior segment to be an increasingly important focus. “In 2050 the United Nation estimates there will be 2 billion people over the age of 60—even in the more developed regions this (age range) will increase by 50% over the next 40 years,” Ms Williams said. “There’s a big need for products that cater to this market.”
     
    To that end, companies have begun addressing the needs of an aging population, both in terms of packaging functionality and also in general and specific health concerns. “New EU regulations on labeling should also help seniors by improving the clarity and visibility of nutritional information. Various recent moves have been made in U.S. front-of-pack labeling,” Innova researchers found. “Keywords include ‘easy to open,’ ‘easy to digest,’ ‘reduced acid,’ ‘for strong bones,’ ‘specifically formulated,’ ‘nutritionally balanced,’ ‘improved health,’ ‘easy to read labels,’ ‘lightweight packaging.’”
     
    Inside of the package, specialized nutrition for seniors has also advanced. For example, dysphagia—difficulty swallowing—has become a key issue; 22% of 50+ year olds suffer from the disorder, according to data from Innova.
     
    Prevention & Potential
     
    Outside of the senior set, there has been in increased effort on the part of middle aged consumers to maintain active lifestyles with the purpose of “successful aging” or “extending the middle years.”
     
    In particular, Innova found a big focus on ingredients that assisted in prevention. For example, “elevated homocysteine has been shown to be a risk factor for dementia in older adults. An increased intake of homocysteine-lowering B-vitamins, such as B6, B12, folic acid and riboflavin may be beneficial. Other beneficial ingredients seen featured in products: CoQ10, ginkgo biloba, polyphenols, acetyl-L-carnitine, green tea and DHA (some studies suggest that omega 3 PUFA may reduce the risk of cognitive decline),” Ms Williams said. “Resveratrol has [also] received a lot of attention for influencing the aging process, because in animal studies it has been shown to reproduce many of the benefits of a calorie restricted diet, most importantly activation of SIRT1, a nuclear protein and key regulator of lifespan in several organisms.”
     
    And with the increased focus on ingredients comes an increased demand for the science to back up the claims. “When we look at the regulatory environment in Europe, this will have a lot of legs for a long time,” said Ms. Williams. “EFSA’s article 13 generic claims will be published in a union list in 2012—this offers a big opportunity. Being able to put that your product is supported by a scientifically tested claim gives a lot of trust to your consumers.
     
    An ingredient claim/positioning currently gaining a lot of traction in the EU is immune health and its correlation to vitamin C. “After EFSA accepted the claim that vitamin C could be linked to maintenance of the normal function of the immune system there was a huge uptick in use of products,” said Ms. Williams. “Regulations enable consumers to realize that they aren’t wasting their money.”
     
    Consumers are also paying attention to the ingredient label, especially as it relates to potentially detrimental attributes like trans fats and sodium. “Governments around the world are putting a lot of pressure on food companies as it relates to obesity and related health problems like diabetes,” said Ms. Williams.
     
    The final trend set to impact 2012 is the increased quest for protein. Connected to weight loss and satiety, Ms. Williams said much of the new protein technology is driving the category in new directions with an eye on stability, for example promoting plant-based proteins instead of poultry. “Meat-free alternatives are more prolific,” she said. “Consumers get protein; look at the interest in Greek yogurt and hummus.”
     
    To watch the Innova Market Insights webinar, follow this link. 
    Related Searches
    • Sweeteners
    • Natural Colors
    • Tea
    • Research
    Related Knowledge Center
    • Vitamins
    • Regulations
    • Sweeteners
    Suggested For You
    Health Drivers in the Modern Beverage Marketplace Health Drivers in the Modern Beverage Marketplace
    Global Overview of  Naturally Healthy Beverages Global Overview of Naturally Healthy Beverages
    Vitafoods Europe Teams with ESSNA to Tackle Sports Nutrition Challenges Vitafoods Europe Teams with ESSNA to Tackle Sports Nutrition Challenges
    Nutrition Industry Optimistic Despite Political Uncertainty Nutrition Industry Optimistic Despite Political Uncertainty
    Personalized Nutrition Emerging as Important Industry Trend Personalized Nutrition Emerging as Important Industry Trend
    Nutrition Companies See Health Claims Regulation as Top Challenge in Europe Nutrition Companies See Health Claims Regulation as Top Challenge in Europe
    Kefir Flourishes in Fermented Dairy Kefir Flourishes in Fermented Dairy
    Health, Convenience & Choice Drive Fruit Snacks Product Development Health, Convenience & Choice Drive Fruit Snacks Product Development
    ‘Clean Supreme’ Leads Innova Market Insights’ Top Trends for 2017 ‘Clean Supreme’ Leads Innova Market Insights’ Top Trends for 2017
    Safe & Common Sense Solutions for Weight Management Safe & Common Sense Solutions for Weight Management
    The Future Is Coming … The Future Is Coming …
    Bell Hires New Director of Operations Bell Hires New Director of Operations
    Yogurts & Dairy Beverages Lead Protein Boom Yogurts & Dairy Beverages Lead Protein Boom
    Clean & Green Clean & Green
    Regulatory Concerns Shifting Focus in Digestive Health NPD Regulatory Concerns Shifting Focus in Digestive Health NPD

    Related Features

    • Consumer Trends | Functional Foods & Beverages | Healthcare Trends | Herbs & Botanicals | Natural/Organic | Regulations | World Markets
      Global Overview of  Naturally Healthy Beverages

      Global Overview of Naturally Healthy Beverages

      Euromonitor outlines key trends in a crowded and competitive market for health-positioned drinks.
      By Hope Lee, Senior Beverages Analyst, Euromonitor International 06.02.17

    • Consumer Trends | Energy | Functional Foods & Beverages | Healthcare Trends | Sweeteners
      Health Drivers in the Modern Beverage Marketplace

      Health Drivers in the Modern Beverage Marketplace

      New product activity continues to accelerate as companies look to differentiate their products from strong competition.
      By Lu Ann Williams, Director of Innovation, Innova Market Insights 06.02.17

    • Vitafoods Europe Teams with ESSNA to Tackle Sports Nutrition Challenges

      In June 2016, the EU declared there was no need for specific sports nutrition regulation.
      05.08.17


    • Nutrition Industry Optimistic Despite Political Uncertainty

      Nutrition Industry Optimistic Despite Political Uncertainty

      Nearly nine in 10 surveyed said they felt positive about the future sales and profitability of their businesses.
      05.04.17

    • Personalized Nutrition Emerging as Important Industry Trend

      Individualized dietary guidelines, wearable technology, and genetic testing will all factor in the future of personalization.
      05.04.17

    Loading, Please Wait..
    Trending
    • First Day Life Shuts Down Children's Behavioral, Cognitive Health Claims Following Challenge
    • Study Examines Vitamin K2 Content In Cheese
    • Chenland Nutritionals Self-Affirms GRAS For Cumin UP60 Ingredient
    • Pycnogenol Evidenced To Have Skin Benefits In Dermatology Study
    • ADM And Benson Hill Partner To Scale High Protein Soy For U.S. Market
    Breaking News
    • Charlotte’s Web Sports Product Line to Undergo NSF Certification Process
    • ADM and Benson Hill Partner to Scale High Protein Soy for U.S. Market
    • Tazo Transitions to Regenerative Organic Agriculture
    • Protein Ingredient Formulated for Chronic Kidney Disease Patients
    • IADSA Calls for Addressing Discrepancies in Vitamin C Recommendations
    View Breaking News >
    CURRENT ISSUE

    July/August 2022

    • A Growing Herbal Products Market Still Faces Formidable Threats, Challenges
    • Analytical Testing in Nutraceuticals: Methods and Mindsets to Uphold Quality
    • Nutrition and Flavor: Formulating for Modern Product Preferences
    • Contract Manufacturing: Trials & Tribulations of Today’s Supply Chains
    • How Will the European Green Deal Impact Dietary Supplements?
    • What Do Consumers Know About the Gut Microbiome?
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Charlotte’s Web Sports Product Line to Undergo NSF Certification Process
    ADM and Benson Hill Partner to Scale High Protein Soy for U.S. Market
    Tazo Transitions to Regenerative Organic Agriculture
    Coatings World

    Latest Breaking News From Coatings World

    Valspar Reveals Fresh Lineup of New Shades in 2023 Colors of the Year
    Evonik Grows Strongly in 1H 2022
    PPG Chairman and CEO Joins Disability:IN Effort to Advance Disability Inclusion
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    BD Recalls Intraosseous Products Over Multiple Issues
    Rapid Medical Expands U.S. Portfolio
    MMS Holdings Partners With Lindsay Goldberg
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Almac Invests $65M to Expand North American HQ
    Pace Appoints Nisheet Gupta as EVP and Chief Financial Officer
    West Pharmaceutical Makes Strategic Investment in Latch Medical
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Arkay Chairman Emeritus Howard Kaneff Has Died
    Nutricosmetics Market to Hit $13.7 Billion by 2030
    Estée Lauder Pledges 100% Electric Fleet of Vehicles by 2030
    Happi

    Latest Breaking News From Happi

    Odor Elimination with Prickly Pear Extract or Persimmon Juice
    Photocurable Resin for Nails and Artificial Nails
    Hair Product Patented by L’Oréal
    Ink World

    Latest Breaking News From Ink World

    Flexible Packaging Market Expected to Reach $102.8 Billion by 2031: AMR
    Evonik Enjoys 31% Growth in 1H 2022
    Sun Chemical Returns to Labelexpo Americas 2022
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Hybrid Software joins The Flexo Xperience Center
    Flexo Wash LLC and Mike Potter celebrate 20 years
    Colordyne hosts open house featuring hybrid print technology
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Focke & Co. to Host Destination: Your Hygiene Hub on August 31
    Exports Dominate Chinese Trade of Tissues, Hygiene Products and Wipes
    Freudenberg to Present Friction Inserts for Wind Energy
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Study Results Released for Abbott's Concussion Blood Test
    Bone Growth Stimulators Market to Top $3B by 2030
    Surgalign, RTI Settle Lawsuit Over OEM Biz Sale
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    eMagin Corporation Announces 2Q 2022 Results
    Zebra Technologies’ Emission Reduction Targets Validated by SBTi
    Identiv Delivers Impressive 41% Year-over-Year Growth in RFID Business

    Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login