Switching to Natural Food and Drinks Ingredients: Emerging Opportunities in Wellbeing, Functional and Specialty Ingredients

Published by: Business Insights

Published: Jan. 1, 2009 - 159 Pages

Table of Contents

Natural Food and Drinks Flavors and Ingredients

Executive summary

Introduction

The natural food and drinks market

Innovation and NPD

Future key ingredients

Conclusions

Chapter 1 Introduction

Summary

Introduction

Definition of ‘natural’

Natural vs. synthetic

Nature-identical

Artificial ingredients

Considerations for the manufacturer

Nature vs. science

The marketing perspective

Definition of use of flavors and ingredients

Chapter 2 The natural food and drinks market

Summary

Introduction

The natural market

The value of the natural food and drinks market

Consumer drivers

Concern about health

Overweight/obesity

Lack of energy

Ageing and beauty

Digestive health

Cognitive health

Heart health

Allergen and intolerance markets

Regulation

Food labeling

Food additives

Current regulatory developments

Regulatory definition of 'natural'

Chapter 3 Innovation and NPD

Summary

Introduction

Natural food and drinks launches

By industry

By category

By region

By flavor

By ingredient

Key players

Wild

Chr Hansen

Frutarom

Treatt

Vitiva

Cadbury Schweppes

Coca-Cola

Danone

Kellogg

Chapter 4 Future key ingredients

Summary

Introduction

Teas

Green tea

Chai

Health benefits of some ingredients used in chai formulations

Opportunities and trends targeted

Key player and product example: Wissotzky Tea

Yerba maté

Health benefits of Yerba Maté

Opportunities and trends targeted

Rooibos

Health benefits of rooibos

Opportunities and trends targeted

Key player and product example: Celestial Seasonings - Hain

Celestial Group

Role of teas in food and drinks development

Florals

Benefits of floral flavors

Jasmine

Health benefits

Opportunities and trends targeted

Key player and product example: Bomba Energia

Rose

Health benefits

Opportunities and trends targeted

Key player and product example: Ito En

Hibiscus

Health benefits

Opportunities and trends targeted

Key player and product example: POM Wonderful

Spices

Generic health benefits

Role in food and drinks development

Indian

Health benefits: garlic

Health benefits: Turmeric

Opportunities and trends targeted

Moroccan

Health benefits: cumin

Opportunities and trends targeted

Haiti

Health benefits: thyme

Opportunities and trends targeted

Caribbean

Health benefits: Nutmeg

Opportunities and trends targeted

Key players and product examples

Mastertaste

Robert Rothschild Farm

Sweet ingredients

Generic health benefits

Trends and opportunities

Opportunities and trends targeted

Role in food and drinks development

Key players and product examples

Bon Vivant Foods, Inc: Xotix Tropical Gourmet Hot Sauce

Divine Foods: PranaBar Energy Bars

Dynamic Health Laboratories: Dynamic Health Juice

Savory ingredients

Generic health benefits

Trends and opportunities

Achiote (Annatto)

Sofrito

Ras-al-hanout

Specialty ingredients

Benefits and trends targeted

Wasabi

Health benefits

Product example

Coffee

Health benefits

Product example

Flavor pairings

Clove and green apple

Thyme and tangerine

Sea salt and smoked tea

Lavender and honey

Cumin and apricot

Wasabi and maple

Key players

Bell Flavors & Fragrances

GSB Flavor Creators

Chapter 5 Conclusions

Summary

Market development of natural food and drinks

Consumer pull

Manufacturer concerns

Trends and future ingredient developments

Ingredients

Teas

Flavors

Future outlook

Index

List of Figures

Figure 1.1: Scope of natural ingredients in food and drink products

Figure 1.2: Science vs nature: marketing perspective

Figure 2.3: US Nutrition Facts food label

Figure 2.4: FSA traffic light food labels

Figure 3.5: Natural food and drinks as a share of total food and drinks launched globally, 2005- 2008

Figure 3.6: Percentage share of natural food and drinks launched globally, by industry, 2005-2008

Figure 3.7: Natural food and drinks as a share of total food and drinks launched, by category, 2005-2008

Figure 3.8: Percentage share of natural food and drinks launched, by category, 2005-2008

Figure 3.9: Percentage share of natural food and drinks launched, by region, 2005-2008

Figure 3.10: Product example: Bassett's Candy - Fruity Babies; Milky Babies

Figure 3.11: Product example: Nestea Enviga Sparkling Green Tea - Green Tea; Berry; Peach

Figure 3.12: Product example: Danone Naturalia Yogurt

Figure 3.13: Product Example: Kellogg's Rice Krispies Cereal - with Vanilla Flavor

Figure 4.14: Wissotzky Tea - Rose Chai

Figure 4.15: Celestial Seasonings Rooibos Tea - African Orange Mango

Figure 4.16: Soleution Energy Drink

Figure 4.17: Ito En Aroma Rose Water

Figure 4.18: POM Light Tea - Orange Blossom; Hibiscus Green; Pomegranate Wildberry White Tea

Figure 4.19: Robert Rothschild Farm Gourmet Sauce - Sweet Ham Glaze; Harissa Moroccan Sauce; Tandoori Indian sauce; Plum Garlic Thai Sauce, All Natural Sauce - Horseradish

Figure 4.20: Xotix Tropical Gourmet Hot Sauce - Papaya Tamarind; Jalabanero; Crushed Jalapeno; Mango; Harissa; Passion Fruit

Figure 4.21: PranaBar Energy Bar - Apricot Goji; Apricot Pumpkin; Cashew Almond; Cinnamon Apple; Coconut Acai; Pear Ginseng

Figure 4.22: Dynamic Health 100% Pure Organic Juice - Acai Gold; Goji Gold; Mangosteen Gold; Yumberry Gold

Figure 4.23: Grace's Kitchen Frozen Gourmet Dinners for Two - Duck Leg Confit; Brazilian Seafood Stew; Wild Salmon Cakes; Shrimp Soft Tacos; Pork Piccata

Figure 4.24: Latino Chef Sauce - Adobo Latino; Sofrito; Sun Dried Tomato Chimichurri; Tomato and Cilantro Salsa

Figure 4.25: Ka-Me Snack Mix

Figure 4.26: Jeremiah's Pick Coffee Chocatal Rub - BBQ

List of Tables

Table 2.1: The natural (excluding organic) food and drinks market in Europe and US, by key product categories ($m), 2000-2010

Table 2.2: Number of overweight and obese adults (15+ years old) by country (millions), 2002- 2012

Table 2.3: Percentage of overweight and obese adults (15+ years old) by country (% adult population), 2002-2012

Table 2.4: Consumer survey: the extent to which Europeans feel they have 'lots of energy'

Table 2.5: Oral beauty supplements market value in Europe and US ($m), 2001-2011

Table 2.6: Estimated prevalence of IBS in the seven major markets, 2005-10

Table 2.7: Prevalence of Alzheimer’s disease across the seven major markets, (‘000), 2006-09

Table 2.8: Prevalence of cardiovascular disease in the seven major markets (‘000), 2005

Table 2.9: Market value for the allergen and intolerance food market in Europe and US ($m), 2001-2011

Table 2.10: Market value for the allergen and intolerance drinks market in Europe and US ($m), 2001-2011

Table 3.11: Top 20 flavors in food and drinks that claim to be natural, 2005-2008

Table 3.12: Top 15 ingredients in food and drinks that claim to be natural, 2008

Abstract

• Health benefits. Many natural ingredients have inherent health benefits that are still not fully elucidated by science. This provides opportunities for building consumer confidence, and for proprietary health claims.
• Exotic flavors. Established fruity sweet flavors are declining while exotic flavors and specialty flavors such as Goji are gaining share in use in natural food and drinks. This reflects another current consumer trend for new and exotic flavors.
• Allergen and intolerance markets are growing with a CAGR of 10.5% from 2001 through 2006, which reflects increasing concern about allergy among consumers. This is among the main drivers towards natural food and drinks.
• Healthy Indulgence. A number of natural ingredients such as exotic spices constitute an ideal fusion between indulgence and health and appeal to consumers on two levels.

• Quantify and target future growth areas in natural ingredients based on this report’s global market and statistical data from 2001-11. Including analysis of sales of natural ingredients by category, industry, region, flavor and ingredient in Europe and the US.
• Improve the targeting and effectiveness of your NPD strategy with this report’s analysis of top and fast growth flavors in the natural ingredients market, using data of over 54,000 products launched globally between 2006 and 2009.
• Implement the best-practice strategies of leading innovators in the natural ingredients market using this report’s analysis of key players including Wild, Chr Hansen, Frutarom, Treatt, Vitiva, Coca-Cola, Cadbury Schweppes, Danone and Kellogg.
• Identify the drivers and key issues effecting the natural ingredients market. Including changing regulation in the EU and US and gain insight into how this will impact product formulation and marketing in 2009 and beyond.

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