Ingredients and-innovation-issue-2

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ISSUE 02 | 2014
100604 Smart snacking to fill the hunger gap.Redefine the boundaries of innovation.The future of food – The science of success.
Pam Yates
APAC Research Manager
David Jago
Director of Innovation
and Insight
The high protein trend is
strongest in the US, where
new products carrying the
claim soared by over 60%
between 2012 and 2013. One
in four consumers in the US
say that they’re eating more
protein now than a year ago,
indicating a move mainstream
for what was once reserved
for the weight training arena.
26% of consumers in China
and 13% in the UK say that
they’re eating more protein
now than a year ago. For
consumers globally, weight
loss and weight maintenance
are the key benefits sought,
being mentioned as key factors
behind increased protein
consumption by around half
of consumers in China, the
UK and the US. At least a
third of consumers in the
same countries cite appetite
satisfaction as a key factor.
High protein for weight loss or
maintenance resonates well with
consumers, as the ingredients
are simple to understand
(protein + fibre) and the benefits
are tangible. The way products
are delivered is also increasingly
via convenient, everyday
formats – snacks (especially
bars) and dairy products (milk
and yogurts) have seen the
most prolific development. New
products carrying a high protein
claim account for less than 1%
of total food and drink NPD in
Europe and Asia, compared
to 2% in North America, but
consumers everywhere are
rapidly becoming aware of
protein and its benefits.
Protein is now sourced from
diverse ingredients, including
dairy, soy, cereals, rice, pea
and algae. In the longer term
we may look further afield,
to insect protein. More than
half of Chinese consumers
say that they are interested in
trying insect-sourced protein,
compared to one in four
consumers in the UK and
US markets. Responses
are higher for laboratory/
cultured meat or protein.
Another area for future
development will be the growing
seniors population, already
addressed in parts of Asia but
almost ignored in the West.
Convenient, drinkable formats
that are also fortified with
targeted vitamins and minerals
are likely to perform best.
High protein is proving to
be more than just a fad —
will it change the way we eat?
Going against the
grain: using health
and history to promote
the ancient grain Kamut
03
SPOTLIGHTON
SUGAR
As sugar continues
to gain the attention of health
professionals, authorities
and consumers, the potential
introduction of more regulations
controlling ‘sugary’products
is likely.
BROCCOLI
DETOX
Researchers
found that consumption of a
broccoli sprout beverage was
able to increase participants’
levels of excretion of both
benzene and acrolein.
SLIMMING TEAS
Slimming teas
and beauty drinks
are already an active area of
innovation in Asia.
07
07
02
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INGREDIENTS & INNOVATION02
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ISSUE 02 | 2014
Pam Yates
The ongoing focus on health and
wellness coupled with the desire by
many to look more visually appealing
has spurred innovation in products
that deliver these beauty and
slimming benefits. Slimming teas and
beauty drinks are already an active
area of innovation in Asia. RTD tea
has become a recent vehicle for these
health benefits, especially in Japan,
Thailand, Taiwan and South Korea.
Tea is well recognised for its health
benefits, especially the antioxidant
content that has purported health
benefits due to antioxidants’ abilities
to fight free radicals, reducing the risk
of cardiovascular disease and cancer,
and the effects of ageing. More recent
launch activity around polyphenols in
RTD teas has concerned weight loss.
Polyphenols are organic compounds
present in plants and abundant in
many fruits and vegetables. They
hold most of the health benefits of
tea. Consequently polyphenols,
predominately catechins, which
include epigallocatechin-gallate
(EGCG), epicatechin (EC),
epigallocatechin (EGC) and
epicatechin-gallate (ECG), are
often a feature of RTD tea claims.
A notable launch in 2012 was Ito
En Double Actin Catechin jasmine
tea, which claims to reduce fat and
cholesterol absorption.
Asahi has recently launched a tea
called ‘Green tea blend for greasy
meal’. Another product promoted to
be consumed with a greasy meal
was launched in Thailand by Suntory,
Tea+Plus. It claims to have patented
OTPP, which is oolong polymerized
polyphenol extracted from oolong
tea that Suntory claims prevents
fat absorption. OTPP are found in
semi-fermented tea. The RTD tea
is currently extensively advertised
in Thailand, on billboards and
public transport. An advert for the
product, in Thai, clearly illustrates the
message that creates the positive
effect of consuming Tea+Plus after
a fatty meal. A study published
in the ASEAN Food Journal
found OTPP suppressed
hypertriglyceridemia in rats and mice.
It also found OTPP had more of an
effect on fat absorption than EGCG in
mice and rats.
Japan is well regarded in the area
of food and drink innovation. Other
markets will monitor the success
of these new RTD tea innovations
and access their feasibility in
their own market. Thailand is fast
becoming another key market for
functional beverage innovations
that other markets will look toward
for inspiration.
Research into these niche
polyphenols is still reasonably
limited, especially outside of Japan,
but will continue in the hope to
find polyphenols with good health
benefits. The bioavailability of
polyphenols is also a likely area
of study to ensure the bioactive
compounds are not in fact degraded
on consumption.
Slimming and
beauty benefits
of tea continue
to be a focus for
innovation in Asia
Functional teas with polyphenols
LB Oolong Tea with
Polyphenol (Japan)
The first (FOSHU) tea drink launched
by the company. This product contains
apple-derived polyphenol element
(procyanidin) p, for consumers
concerned about their high body fat.
Q Energy Wildberry Flavour
Natural Energy Drink Mix Dietary
Supplement (Canada)
An all-natural product described as
the honest energy drink. According to
the manufacturer, this mix is loaded
with quercetin, the most incredible
natural antioxidant that allows the mix
to deliver energy at a cellular level to
simply burn calories.
Suntory, Tokucha (Japan)
Foshu-certified RTD green tea that
contains a polyphenol (Quercetin
glycoside) claimed to activate an enzyme
that breaks down fat. It was found that
through continued consumption, it can
help reduce body fat.
Stephanie Pauk
Global Food Science Analyst
Given children’s propensity for sweet
and salty foods, the challenge for
manufacturers comes in formulating
products that meet not only the sensory
attributes preferred by children and teens,
but also the nutritional needs. Although
the majority of sodium in the American
diet comes from eating out and packaged
foods, only 39% of US adult consumers
who are currently trying to limit their
sodium are doing so by buying fewer
packaged foods, and only 32% are eating
out at restaurants less. In fact, only slightly
more than half (54%) of US consumers
who are limiting sodium look at the
ingredient labels on packaged foods.
Even fewer parents are looking at the
ingredient statements in the snacks they
give their children; 36% of parents with
children aged 12-17 and 41% of parents
with children aged 6-11 say they read the
nutritional labels on the snacks they buy
for their children.
Although 77% of US parents with children
aged 6-17 agree that children learn
snacking behaviours from their parents,
only 41% say they eat healthy to set a
good example for their children. Therefore,
it is important to educate parents about
eating well and limiting sodium, not only
for themselves but for their children as
well. Encouraging parents to make healthy
choices for their children by emphasising
products low in salt and sugar may set
their child up to make healthy choices as
an adult.
Only half of
consumers
looking
to reduce
sodiumcheck
the label
54% of US consumers
who are limiting
sodium look at the
ingredient labels on
packaged foods.
Slimming teas and
beauty drinks are
already an active
area of innovation
in Asia.
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INGREDIENTS & INNOVATION 03
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ISSUE 02 | 2014
Laura Jones
Global Food
Science Analyst
Interest in ancient and
alternative grains has
extended its use outside
just specialist health food
products and into more
mainstream products.
One grain that has been
part of this revival of
ancient grains is khorasan
wheat, trademarked
as Kamut. Product
launches featuring Kamut
are up 78% in the past
two years.
A significant part of the
appeal of ancient grains
is their heritage, which
provides an authenticity
that reassures consumers
given their long history
of use. In the case of
Kamut, even though it
isn’t ancient at all and is
actually the trademarked
brand of an ancient
grain, it still has strong
connections to the ancient
grain it is descended
from. Telling the story of
ancient grains, including
Kamut, as well as
promoting their health
benefits will help better
connect with consumers.
From an overall
nutritional standpoint,
Kamut wheat has a
higher nutritional value
than common wheats.
One of the most notable
qualities is its protein
content, generally
containing 30% more
protein than wheat. Given
the current interest in
high-protein products,
promoting Kamut’s
protein content could
help boost the appeal of
products using the grain.
Work would be required
to change consumers’
mindset in regards to
where to look for protein,
as the awareness among
consumers that grains
can provide protein is
relatively low. Only 13%
of users of rice and other
grains agree that quinoa,
another high-protein
ancient grain, is in fact a
good source of protein.
However, because of
Kamut’s larger seed size
in comparison to wheat,
there is actually less
fibre in Kamut compared
with common wheat.
Combining Kamut with
other higher-fibre ancient
grains, such as spelt, and
using it as part of a blend
will counteract Kamut’s
slightly lower fibre
content and will help add
to the overall nutritional
profile of products
featuring the grain.
Kamut has a wide range
of purported health
benefits; however, a lot
of these still need to be
validated. One area of
health Kamut wheat has
demonstrated potential
in is lowering the risk of
metabolic syndrome. A
recent study published
in the European Journal
of Clinical Nutrition,
was the first human trial
that assessed Kamut’s
efficacy alone against a
range of cardiovascular
biomarkers. The study
participants were spilt
into two groups; for
eight weeks one half
was assigned Kamut
wheat bread, pasta
and crackers, while the
other half was given
the equivalent products
made from semi-whole
grain wheat. Following
the eight weeks, an eight-
week washout period
was observed, before the
groups were swapped
to the other dietary
intervention. The results
were very promising for
Kamut, with a significant
reduction of all metabolic
risk factors, including
a reduction in total and
low-density lipoprotein
cholesterol, and blood
glucose levels recorded
among participants.
Recently, another
theory that replacing
modern wheat with the
Kamut wheat strain was
beneficial in terms of
reducing symptoms of
irritable bowel syndrome
(IBS) was studied.
The study published in
the British Journal of
Nutrition fed moderate
IBS sufferers products
made either from Kamut
wheat or modern wheat
for a six-week period.
Following the dietary
intervention, significant
improvements in IBS
symptoms and the
inflammatory profile,
which is higher in IBS
sufferers, were reported
after the ingestion of
Kamut compared to the
wheat products.
Both studies are
encouraging for Kamut;
however, given they were
very small studies in
terms of the number of
participants, continued
research and larger
scale studies need to
be conducted to help
cement the findings.
The majority of consumers
recognise the importance
of following a healthy
lifestyle, in the UK nearly
eight in 10 adults put some
effort into their health, while
62% of US consumers
are trying to eat healthier.
Ancient grains, with their
healthy halo, fit well into
this health and wellness
trend. However, even with
consumers’ intentions of
following a healthy lifestyle,
the majority struggle to
follow healthy habits all the
time. In the UK, of the 77%
of adults who put some
effort into their health, only
20% are strict enough to
ensure they always stay as
healthy as possible, while
57% go through phases of
being healthy and getting
into bad habits. This
indicates that health
is not what always wins
over consumers.
In the US, 35% of those
surveyed indicated menu
items ‘made with whole
grains’ defines a healthy
menu item and 20%
responded that ‘made with
organic ingredients’ does.
Offering convenient and
appealing meals that are
naturally better for you,
like those heavy in plant-
based ingredients and oils,
whole grains, and smaller
amounts of meat will help
consumers branch out
beyond the burger-and-
fries, drive-thru mentality.
Given the current interest
in high-protein products,
promoting Kamut’s
protein content could
help boost the appeal of
products using the grain.
Going against
the grain: Using
health and history
to promote the
ancient grain Kamut
Percentage increase in global product launches with
ancient grains, 2012-13
140 104
78
76
65
6154
54
48
42
Chia
Quinoa
Kamut
Buckwheat
Spelt
Millet
Oats
Bulgar
Sorghum
Amaranth
SOURCE: MINTEL GNPD

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ISSUE 02 | 2014
Richard Cope
Senior Trend Consultant
Eating the Numbers
The era of mobile connectivity
has changed our actions and
expectations, creating a more
impulsive, demanding and
self-consciously individual
consumer mindset. Our devices
have empowered us to browse
and buy on-the-go, sped up our
communication exchanges and
given us social media platforms
that allow us to project an
image of ourselves to the world
and engage with the brands
we buy from on something
of an equal footing. We’ve
also been granted access to
information, making us more
analytical as a result and
we’ve quickly graduated from
price comparisons to looking
up nutritional information
on food ingredients (34% of
consumers), using apps that
store our daily calorie intake
(23% of 25-34s) and using
wearable devices to count our
steps and track our sleep (11%
of 25-34s all in Mintel’s Healthy
Lifestyles – UK, January
2013 report).
Hungry for it Right Now
We’re increasingly expecting
the same seamless instant
gratification of online
connectivity to be delivered
on-demand in the real world.
Witness the rise of the 24-
hour gym and click-and-collect
grocery services that are
evolving in to trials of ambient
and chilled food lockers from
Waitrose and a rollout of
collection lockers at transport
hubs from Amazon. The latter’s
ambitions for delivery by drone,
pre-emptive dispatch and the
Dash home barcode scanner
all speak to our increased need
for convenience. Yet more
traditional retail formats have
the potential to offer instant
access – especially amongst
younger consumers: Mintel’s
Non High Street Foodservice
Trends – UK, March 2014
report shows that 22% of 16-
24s would be more likely to use
vending machines if they sold
new or more varied food and
drink choices.
Smart Food
Technology will increasingly
move in to our homes and on
to our bodies, prospects that
consumers are warming to, with
34% open to paying more for
a smart fridge with a barcode
reader (Mintel Fridges and
Freezers – UK, March 2013)
and 40% interested in buying
a wearable device that tracks
heart rate, blood pressure and
movement (Mintel Healthy
Lifestyles – UK, July 2014).
Adoption of these devices and
appliances will be stimulated
as much by the needs of an
ailing, ageing population as by
the early adoption tendencies
of younger consumers, but will
further develop the general
trend towards ‘digital narcissism’
we touched on earlier. Food
companies are also investigating
the possibilities afforded to
them by 3D printing and whilst
the technology currently runs
counter to consumers’ craving
for speed, it does deliver on the
individuality front. We’ve already
seen personalised 3D printed
cosmetics and the technology
has the power to do the same
in food, offering a new menu
of customised nutrition and
flavour combinations.
If you would like to know what
these trends – and others –
mean for your business please
contact Richard Cope to
discuss our event presentation,
project and facilitation services
rcope@mintel.com
@Richard_Mintel
The Future
of Food —
The Science
of Success

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ISSUE 02 | 2014
Sucralose sinks
aspartame in the battle
of the sweeteners
11%
2009
13%
2010
14%
2011
14%
2012
17.5%
2013
Percentage of food and drink products with a low or no sugar
claim that are formulated with sucralose, global, 2009-2013
Laura Jones
Across all launches of food and
drink products containing intense
sweeteners, the use of sucralose
over the past five years has
remained relatively constant,
featuring in approximately 40% of
product launches. In comparison,
the use of aspartame in new product
launches has dropped, falling 8%
over the past five years, which is
the greatest decline of all artificial
sweeteners. Of all ‘sweetened’ food
and drink products launched in 2009,
40% featured aspartame, but of the
same group of products launched in
2013 only 32% used aspartame.
Aspartame’s decline in popularity
can be partially attributed to
concerns over its safety. Aspartame
has suffered from a considerable
amount of negative publicity over
the years, with reports that it causes
illness and toxic reactions on
consumption. Although the scientific
evidence supporting these claims is
inconclusive and regulatory bodies
confirm it is still safe for use by
the general population, it appears
to have fallen out of favour as a
sweetener. Just under a third of
US consumers claim they try to
avoid aspartame when buying
diet beverages.
The introduction of sucralose, which
debuted in North America and
Australasia in the 1990s and was
approved in the EU as a sweetener
in 2004, has also contributed to
aspartame’s demise. Even though
sucralose undergoes equally
intensive processing as aspartame,
it does not have the same stigma
attached to it. Sucralose has been
relatively successful at creating
and retaining a better image than
aspartame by endorsing itself as the
only sweetener derived from sugar,
lending a more ‘natural’ image. As
a result sucralose has been able
to position itself as the lesser evil
of the true artificial sweeteners,
making it a more attractive
alternative to aspartame.
Looking across all intense
sweeteners, acesulfame K leads
the way in terms of launch activity.
Its high usage can be partially
attributed to it often being blended
with other sweeteners. However, as
seen with aspartame, the share of
products using acesulfame K as a
sweetener has declined, dropping
from featuring in 56% of launches
in 2009 to 49% in 2013. When
looking at the actual global market
values of intense sweeteners,
sucralose is now the largest sector.
The estimated market value of
sucralose in 2012 was calculated
at $400 million, which is up 25%
since 2010. The performance of
sucralose in terms of actual volume
sales has displayed even more
impressive growth, amounting to
4,000 tons in 2012 which is an
increase of 54% from 2010.
Continued strong demand for
sucralose is being prompted
by a number of factors. The
obesity crisis and the rise of type 2
diabetes continue to fuel demand
for healthier products, while
volatile sugar prices encourage
the use of sweeteners and the
continued negative publicity around
aspartame’s safety profile has also
worked in sucralose’s favour.
Key investments from major
players in the sweetener industry
reflect this increased demand and
anticipated growth of sucralose.
This includes the global leader Tate
& Lyle reinstating its Alabama-based
sucralose plant in December 2012
to help meet increased demand. It
was the first factory in the world to
produce sucralose but was closed
in 2009 when operations were
transferred to Singapore.
The reopening of the factory
also means that Tate & Lyle
can now supply customers with
powdered and liquid forms of the
sweeteners from both its Alabama
and Singapore plants. The
world’s second largest producer
of sucralose, JK Sucralose, has
increased its annual output of
sucralose, from 500 tons to 1,200
tons over the past few years and it
projects that by 2018 its output will
have grown to 6,000 tons.
Sucralose has
been relatively
successful at
creating and
retaining a
better image
than aspartame,
by endorsing
itself as the
only sweetener
derived from
sugar.
TRUSTED
OBJECTIVE
ESSENTIAL
SOURCE: MINTEL GNPD

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ISSUE 02 | 2014
Redefine the
boundaries
of Innovation
Ian Hare
Senior Global Trends Analyst
Labelling products by category
is common practice, but
strict boundaries often limit
innovation. Consumers don’t
approach their shopping within
these limits, so why does the
industry? Combining categories
can disturb the market. This
enables brands to grow by
getting consumer attention, and
drive repeat sales by providing a
new role for products
Where are we
seeing blurring?
These 6 cues have been used
by brands across the FMCG
space in order to blur categories
and bring new benefits to their
product ranges.
Flavour and fragrance
Tapping into different taste
or smell sensations, examples
include: non-alcoholic products
which incorporate alcoholic
elements, savoury products
adding sweeter profiles,
and non-food moving into the
food space.
Multi-use
Adding functions or benefits that
are typical of another product
within the same category, or
stretched from another category.
Convenience
Introducing on-the-go elements
can move a food product into
another meal category. This
can be extended to give at-
home products the ability to be
consumed elsewhere.
Format and Packaging
Changing a product’s
presentation can make
the product stand out from
competitors, engage a different
demographic, move the product
into another category or create
a new concept entirely.
Health
As a growing trend, companies
tap into a health-conscious
consumer by using functional
claims or borrowing from other
healthier categories.
Snacking
Bringing snacking into
traditionally non-snacking
categories cuts through and
gets attention, often providing
a different offering from the
original categories.
Case study:
Nestlé’s Milo range
Nestlé’s Milo range is an
example of successful
brand stretch. Retaining its
clear identity has allowed
the brand to move from its
traditional chocolate malt
beverage, right through to
cereal bars. It has kept its
positioning of a healthy brand
– a great source of sustained
energy, vitamins and nutrients
for children, hence retaining
close ties with its core offering.
Consumers are craving
difference. We are seeing
the emergence of a more
adventurous consumer.
— Jane Barnett
Insights Manager – ANZ, SE Asia, India
Milo Ready to Drink · Milo Powder · Milo Energy · Milo Cereal ·
Milo Bars · Milo Cereal bar · Milo Mousse · Milo Oatie bar · Milo Ice Cream
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ISSUE 02 | 2014
Pam Yates
Although the majority of products launched
between 2010 and June 2014 using the
word detox occurred in the beauty and
personal care category (69%), detox
beverages are on the rise. The use of the
word detox to describe a beverage has
increased from 15% of all detox products
launched in 2010 to 22% of all detox
products launched in 2014 as of June.
A recent study published in the journal
Cancer Prevention Research found that
daily consumption of a half cup of a
broccoli sprout beverage could improve
participants’ ability to increase the rate
of their excretion of benzene, a known
carcinogen, and acrolein, a lung irritant.
According to the researchers, high levels
of air pollution in China contributed to
substantial exposure to airborne pollutants
that can lead to lung cancer and other
diseases. In a 12-week randomized
clinical trial, 291 participants from Qidong
in China, near Shanghai, were recruited
to consume either a placebo or a broccoli
sprout beverage with standardized levels
of glucoraphanin and sulforaphane.
Researchers found that consumption of a
broccoli sprout beverage that contained
600µmol of glucoraphanin and 40µmol
of sulforaphane was able to increase
participants’ levels of excretion of both
benzene and acrolein, by 61% and 23%,
respectively. Participants who consumed
a placebo beverage did not experience a
change in excretion of those compounds.
Researchers suggested that daily
consumption of a broccoli sprout beverage
could be an effective yet inexpensive
method to improve detoxification of
pervasive toxic air pollutants.
Broccoli sprouts
are explored as a
detox ingredient
Broccoli used in healthy beverages
Vcare Green Juice
(Hong Kong)
A beverage mix made with 26 kinds
of healthy vegetables to help delay
ageing, improve qi, along with other
health benefits.
Vega One Natural
All-In-One Nutritional
Shake (USA)
A plant-based dietary supplement
that provides 50% of the daily
intake of vitamins and minerals.
Forager Project Greens
Raw Juice (USA)
An organic, cold pressed juice that
uses sprouted broccoli along with
other fruits and vegetables.
Savse Broccoli, Pear,
Spinach, Kale, Kiwi,
Lemon & Banana Nutritious
Raw Smoothie (UK)
A blend of crushed vegetables
and fruit juices that has been cold
pressed to preserve nutrients to
give the body a deep cleanse.
Spotlight
on:Sugar
Laura Jones
Global Food ScienceAnalyst
As sugar continues to gain the
attention of health professionals,
authorities and consumers, the
potential introduction of more
regulations controlling ‘sugary’
products is likely. Soda or soft
drinks have been the main
target of regulations centred on
reducing sugar intake, although
some believe they are being
unfairly targeted and focusing
on a single source of sugar in
the diet is not a good approach.
On these grounds it is likely
that future regulations focused
around reducing sugar intake
are likely to encompass a greater
range of high-sugar goods. Thus,
development of reduced sugar
products is important across
all product categories, not just
sweetened drinks.
Analysing the product sub-
categories with no/low/reduced
sugar claims illustrates that juice
and gum contribute the greatest
number of products. Other
sub-categories known to be
high in sugar, such as cereals
and fruit spreads, could look
to increase innovation around
reduced sugar alternatives.
Providing low-sugar
alternatives will not only
provide options for consumers
actively trying to lower their
sugar intake but in the event
of any regulations being
introduced that target ‘sugary’
products, such products would
enable manufacturers to
circumvent these regulations.
Just half a cup
of broccoli sport
beverage can show
improvements.

WWW.MINTEL.COM
ISSUE 02 | 2014
How can brands help
consumers make healthy
choices?
One clear result of this has been
the growing use of front of pack
nutritional information. Though
not new, such information is
increasingly being found on new
launches and efforts are afoot to
make this information striking,
visual but simple to understand.
This ease of understanding is
very important, as one 16-24
year-old female reported:
“I think the detailed nutritional
information on the back of
a product can be confusing,
especially if I don’t understand
some of the units, but I think
colour-coded ‘traffic wheels’ on
the front of a product are really
useful, and I often look to them
first when deciding whether or
not to buy a product – they grab
my attention immediately.”
It is these colour-coded nutrition
indicators that are now really
taking off, particularly in the
UK where recently the UK
Department of Health issued
guidelines to help brands ensure
that the nutritional graphics that
they are using are consistent
and can enable a consumer
to accurately compare and
contrast the nutritional content
of equivalent products within a
category. It has been estimated
that those businesses signed up
to the Department of Health’s
new guidelines account for over
60% of food sold in the UK.
The link between food and
health is equally important
in China. When asked about
the most important factors
contributing to a healthy lifestyle,
45% of Chinese respondents
associate being healthy with a
balanced diet. However, less
than one in 10 consumers
consider taking supplements
(vitamins, minerals, etc) or
traditional Chinese nourishment
product (bird’s nest, ginseng,
etc.) important. This indicates
that the majority of consumers
recognise the importance of
sticking to good consumption
habits in order to prevent health
problems, rather than relying
on taking health supplements.
However, in this market brands
have been slow to leverage this
in on-pack-claims. For example
over the past 12 months food
launches in China have been
half as likely to make an on pack
“healthy” claim than in the US.
This is in part due to the number
of food security issues that have
occurred in the country. This has
led to alternative claims such as
‘hygienically produced’ as used
by Cheng Kang Pure Soy Milk.
Can packaging help to
make us healthier?
Dr Benjamin Punchard
Global Packaging
Insights Director
Consumers are
increasingly aware of
the importance of a
good diet with sugar
newly taking over from
fat in the role of number
one bad guy. But rather
than ditch processed
foods, usually the
main source of fat and
sugar in most diets,
consumers are looking
to brands to help modify
their consumption
for the better without
turning their backs on
branded goods.
Salmon and Dill
Ready Meal for
Steaming
This ready meal from
Albert Heijn features the
Gezondere Keuze (Healthy
Choices) green logo which
indicates products from
the Food Pyramid with less
saturated fat, sugar and or
salt, and sometimes more
fibre than other products
in the same product group.
The retailer also uses a
blue logo for less healthy
foods such as snacks,
beverages and sauces
with less saturated fat,
sugar and or salt than
similar products, but are
not eligible for the Healthy
Choices green logo.
2 Goat’s Cheese
and SunBlush
Tomato Risotto
Bakes with Red
Pesto Dressing
Sainsbury’s Taste the
Difference Risotto Bakes
feature the company’s
‘traffic light wheel’.
Though this is simple
and easy to understand
some consumers have
found that the number
of interpretations of
traffic light labelling
can confuse and make
direct comparisons
between similar products
difficult. For this reason
Sainsbury’s is phasing
out the wheel in favour
of a consistent voluntary
system which is being
implemented by the UK
Department for Health.
In addition to retailers
brands such as Mars and
Nestlé have also signed up
to this initiative.
Strawberry
Flavour Drinking
Yoghurt
Selection Pâturages
P’tit Yab Saveur Fraise
(Strawberry Flavour
Drinking Yoghurt) uses
a very simple traffic light
system on front of pack.
There is also a small
graphic to explain that red
means more and green
means less. This multipack
features four portions and
claims to be a source of
calcium and Vitamin D.
This product is suitable for
children and the nutritional
information is based on
this group.
Hereford Beef
Peppered Grillsteaks
The nutritional information
on Waitrose Hereford
Beef Peppered Grillsteaks
follows the new voluntary
guidelines from the UK
Department of Health. The
guidelines do enable some
differences between brands
which can help enable
some differentiation whist
maintaining the ability for
consumers to make direct
comparisons. According
to the UK Department
of Health businesses
signed up to the guidelines
account for more than 60%
of food sold in the UK.
40%of UK consumers
consider products
marked as low fat,
fat-free, low sugar
or sugar-free as
healthy.
85%of US consumers
agree that it’s
important for
packaging to
communicate
nutrition information.
92%of Chinese
consumers agree
that there should
be clearer labelling
of ingredients
and additives on
packaging.

WWW.MINTEL.COM
ISSUE 02 | 2014
77%of Chinese
consumers agree
that it is worth paying
a premium for food
that can help improve
my health (e.g.
organic vegetables,
imported milk)
despite its high price.
Apple and Strawberry
Fruit Desserts
Consumers are looking to
brands to help them portion
food to understand and
take control of their intake
of ‘bad’ fats and sugar as
well as ‘good’ vitamins and
minerals. Here Carrefour
Kids Fruissy Pocket Pomme-
Fraise (Apple & Strawberry
Fruit Desserts) retail in four
pouches. Each 90g pouch
contains no added sugars,
flavourings or preservatives
and provides the equivalent
of one portion of fruit.
Homogenised
Toned Milk
In remote India packaging
is helping to address health
concerns by enabling the
preservation of nutritious
foods. For example Amul
Moti from the Gujarat
Cooperative Milk Marketing
Federation is an affordable
flexible milk pouch with
added Vitamins A and D.
This pack enables the
UHT treated milk to stay
fresh without chilling for
90 days. As such this
product can reach and
provide a nutrient source
to consumers in remote
and milk-deficient areas of
the country.
Can packaging go
further to support
health?
In India novel packaging is
supporting consumer health
in other ways. In a country
with poor supply chains and
little access to refrigeration,
particularly in rural areas,
access to some high-nutrition
foods can be difficult.
Recognising this need, the
Gujarat Co-operative Milk
Marketing Federation has
developed “Amul Moti”, a
pouch containing UHT milk.
The smaller 200ml size means
that the product is affordable
to most, but more importantly
is an ambient product that has
an increased 90-day shelf life.
This means that nutritious milk,
with added Vitamin A and D
can be made available in rural
and milk-deficient areas of the
country.
It’s not just our own health that
concerns us when buying food
to eat. Sold in the US, This
Bar Saves Lives is a snack
bar with a bold charitable
claim. Each pack has the
clear message “this bar saves
lives” emblazoned on the pack
along with a window to enable
the consumer to see the
product and African inspired
patterns to reinforce this
unique positioning. The brand
has partnered with Edesia
Global Nutrition Solutions,
Save the Children and Ananse
Village to donate lifesaving
food supplies to children in
need. For every bar sold, the
brand’s partners produce and
deliver “Plumpy’Nut” to areas
in need. This is a high-energy
therapeutic food which is
packed with nutrients for the
treatment of severe acute
malnutrition (SAM) in children
without enough food to eat.
Brands are getting involved
in other more novel ways. In
Zambia Kit Yamoyo (“Kit of
Life”) is an anti-diarrhoea kit
containing 4g/200ml sachets
of Oral Rehydration Salts
(ORS), Zinc, Soap and an
instruction leaflet. Here the
challenge was efficient and
affordable distribution. This is
where Coca-Cola came in. The
packaging was designed to
be a measuring cup to ensure
correct use of the product, but
also shaped so that it could sit
between bottles of Coca-Cola
during transport. This enabled
the product to leverage the
distribution chains that Coca-
Cola had already developed to
access those harder to reach
parts of the country.
The high protein trend
that started in the US
is continuing this year,
what effect do you think
this will have in Asia?
We have already started to
see an increase in launches
making a high protein claim
in some countries in Asia. In
2013 there was a 40% growth
in food and drink launches
making a high protein claim
in China. In the US the
understanding by consumers
that protein contributes to the
increased feeling of satiety,
means consumers understand
the benefits of protein –
benefits that resonate well with
consumers. Communicating this
benefit will be key in how well
the high protein trend does in
Asia. In China one opportunity
for high protein claims is plant
protein drinks, a segment that
continues to have double-digit
growth. Plant protein drinks are
widely consumed and provide
an ideal vehicle for additional
protein from traditional plant
sources such as soy, walnut,
peanut, or by combining with
dairy protein. The recent entrant
of ancient grain milks provides
another protein source and
contributes to texture. Texture
is already acceptable and often
desirable property of beverages
in Asia so ancient grain milks
could have a broad appeal.
What is one ingredient
that you think has had
an impact on the food
industry recently?
One ingredient or compound
that comes to mind is
polyphenols, included in many
Ready to Drink products
in Japan and Thailand,
and promoted as reducing
fat absorption. The main
polyphenols are sourced from
tea, but apples and onions
are emerging sources. Tea
in Asia is commonly drunk to
aid the digestion of fat. The
recent inclusion of polyphenols
at a higher concentration is
being claimed to have been
scientifically proven. Some
recent examples in Japan
include Suntory’s Tokucha
Green Tea, and Coca-Cola
Karadasukoyakacha Healthy
Body Tea W; both are Food
for Specified Health Users
(FOSHU) certified. The Coca-
Cola product also includes
indigestible dextrin, another
ingredient used in many drinks
in Japan to aid in reducing
fat and sugar. The fact large
manufacturers are using
polyphenols indicates they are
already having an impact on
the food industry.
Q&A with
Pam Yates
In 2013
there was a
40% growth
in food and
drink launches
making a high
protein claim in
China.
In China one
opportunity for
high protein
claims is plant
protein drinks,
a segment that
continues to
have double
digit growth.
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ISSUE 02 | 2014
Laura Jones
Snacking has become
increasingly popular and an
ingrained, almost universal part
of daily eating patterns, with
98% of UK adults snacking
between meals daily. Even
though almost half (47%) of
UK consumers say they prefer
snacks that are healthier than
those which are high in fat/
sugar, looking at the top five
snacks consumed in the UK
shows traditional junk foods
such as confectionery, crisps
and sweet biscuits/cake/
pastries are still popular
snack choices.
Healthy snacking needs to
be encouraged amongst
consumers, as when snacking
is done right it may in fact aid
weight loss. The challenge for
producers of healthy snacks
is to balance health with
taste and satisfaction, while
remaining competitive on the
price front. One example of
a unique snacking solution
proving to be very popular is
from the UK-based company
Graze, an online healthy
snacking company that delivers
four individually packaged
nutritious snacks by post at
one time. Subscribers to Graze
are given the flexibility to pick
and choose snacks and with
some 75% of UK snackers
rating taste as the most
important factor when choosing
which snack to buy, allowing
consumers to tailor their own
snack box contributes to the
appeal of the concept. The
snacks are also boxed in small
portion-controlled packages,
which are convenient for on-
the-go consumption and help
to keep portion sizes in check.
Another consideration in the
design of healthier snacks
is how a food feels in one’s
mouth and how this impacts
a consumer’s perception of
calorie and overall volume
intake. A recently published
study in the Journal of
Consumer Research
researched the link between
the mouthfeel of a food and
the quantity consumed.
One of the studies involved
participants consuming hard,
rough or soft, smooth pieces
of brownies. The results
showed that when the calorie
content was a focus, study
participants consumed more
of the hard, rough textured
brownies, compared with the
soft samples. In contrast when
individuals did not have to
focus on calorie count they
consumed more soft-textured
brownie bits. This shows that
people link foods with rough
textures or hard consistencies
to fewer calories, meaning
dieters are more likely to pick
crunchy foods over soft snacks
because of their perception of
being less detrimental to their
waistlines. A denser texture
which requires more chewing is
linked to a lower calorie count
in consumers’ minds.
However, this perception
does not always match with
reality, for example when
comparing potato chips and
some crackers both are more
calorific than smoother soft
foods such as Greek yogurt,
cottage cheese and oatmeal.
This research highlights the
importance of communicating
the calorie content of all
snacks and not leaving it up to
consumers’ perceptions based
on texture, as different textures
automatically alter consumers’
calorie estimates and overall
consumption. Guidance in terms
of portion sizes is also required
to help consumers keep their
calorie intake in check.
Smart snacking to fill the hunger gap
80%
78%
75%
75%
68%
Fresh fruit and
vegetables
Crisps/nuts/
bagged snacks
Sweet biscuits/
cake/pastries
Bread/toast/
sandwiches
Confectionery
Kar’s Sweet ‘n Salty
Snack Mix (USA)
The box contains 24
portion-controlled serving
sized packs, to help control
portions and perfect for
on-the-go consumption.
Kellogg’s Special K
Fruit Crisps (Canada)
The portion-controlled bars
which are packed in two
per pack claim to assist in
achieving and maintaining
a healthy body weight
Goodness Me Fruit
Nuggets (New Zealand)
Fruit snack for children
are portion-controlled into
eight separate packs,
ideal for a snack.
Snacks eaten
between meals,
UK, October 2013
SOURCE: MINTEL
excerpt from Consumer
Snacking, UK
January 2014

WWW.MINTEL.COM
ISSUE 02 | 2014
Laura Jones
Global Food Science
Analyst
The proliferation of
Japanese cuisine has
seen the emergence
of a number of new
ingredients and flavours
in Western cuisine. As
discussed in Mintel’s
Emerging Flavours and
Ingredients Report,
June 2014, which
profiles emerging food
and beverage flavours,
ingredients and cuisine
types, Japanese
ingredients feature
strongly. Along with
ponzu sauce, shichimi
togarashi and seaweed,
yuzu is another
Japanese ingredient that
is starting to be accepted
in Western cuisine.
Yuzu is a citrus fruit with
an intense flavour and is
considered the Japanese
equivalent of lime in
Thai cuisine. Its punchy
flavour is described as a
mix of lemon, mandarin
and grapefruit.
The bold flavour of yuzu
fits with consumers’
desire for their tastes
to be challenged with
new, edgy flavours. As
discussed in Mintel’s
Sense of the Intense
trend, consumers want
flavour combinations
which not only surprise
but complement one
another. Yuzu is one of
the many new flavours
that offers a new exotic
taste but like a lot of
the herbs, spices and
fruits making their way
into more mainstream
products, it also provide
an element of health and
well-being. One yuzu
fruit contains three times
more vitamin C than
one lemon and it is also
purported to rejuvenate
maturing skin, activate
cell and fat burning
effect, maintain healthy
blood flow and is said
to aid in relaxation and
recovery of muscular
aches.
Tracking the launch
activity of food and drink
products containing
yuzu, Japan still leads
the pack accounting
for over three quarters
of global launches in
the past three years.
Excluding Japan from
the search reveals
that gradually yuzu’s
use is growing in other
countries. Of all food
and drink launches
containing a yuzu
ingredient between 2009
and 2013 outside of
Japan, a third occurred
in 2013 alone.
The yuzu fruit itself
is often hard to come
by, particular outside
of Japan, and is still
relatively expensive.
This explains why yuzu
juice and not the fruit is
appearing most in food
and drink launches,
with almost 60% of all
launches of products
with a yuzu ingredient
between 2010 – 14
containing yuzu juice.
Innovation with yuzu has
been greatest among
sauces and seasonings,
with yuzu-inspired
dressings, vinegars,
cooking and tables
sauces the most active
category.
Innovating around less
sweet-flavoured CSDs
would not only help
bolster a more positive
image of health, but
would better cater to
adults’ tastes. Mature
palates grow beyond our
innate preference for
sweet tastes, becoming
more accustomed to
and appreciative of
sour and bitter tastes.
Innovation around more
adult-friendly flavours is
also important, given the
ageing demographic in
most regions globally.
Japanese citrus
delight yuzu,
tipped as a
flavour to watch
Launch of
food and drink
products with
yuzu, by category,
global*, 2010-14**
14%
Sauces and
Seasonings
12%
Other Beverages
11%
Bakery
9%
Juice Drinks
7%
Dairy
8%
Desserts and
Ice Cream
5%
Meals and
Meal Centres
5%
Sugar and Gum
Confectionery
5%
Sweet Spreads
7%
Carbonated
Soft Drinks
*Note: Global includes all
countries bar Japan, **Note:
2014 includes January to July
SOURCE: MINTEL GNPD
Williams-Sonoma
Yuzu Ginger
Finishing Sauce
(USA)
Classic Japanese
inspired reduction
made from yuzu and
other Asian citrus
fruits, spiced with
ginger, sake and
shallots.
Waitrose Lemon
and Yuzu Eton
Mess (UK)
Eton Mess consists
of lemon and yuzu
curd and is described
as “seriously tangy”
Marks & Spencer
Yuzu & Passion
Fruit Yoghurt
(Ireland)
Yoghurt launched
under ‘Summer of
Flavour’ brand is
made with yuzu,
described as a
distinctive tart
yellow citrus that
combines the taste
of mandarin orange
and grapefruit.
One yuzu
fruit contains
three times
more vitamin
C than one
lemon and
it is also
purported to
rejuvenate
maturing
skin, activate
cell and fat
burning
effect,
maintain
healthy
blood flow.
The bold
flavour of
yuzu fits with
consumers’
desire
for their
tastes to be
challenged
with new,
edgy
flavours.

WWW.MINTEL.COM
ISSUE 02 | 2014
GO TO MINTEL.COM
Ingredient science, patent insight and supplier search
Latest ingredient data and emerging trends
Fastest-growing ingredients by market
Top trends by ingredient group
Detailed ingredient data sheets
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