Home > Market Research > Food & Drink > Switching to Natural Food and Drinks Ingredients: Emerging opportunities :: Business Insights
Natural products are gaining popularity as consumers increasingly avoid artificial additives. Driven by reports about adverse effects of synthetic ingredients such as increasing incidence of allergies or behavioral changes in children, consumers are switching to natural ingredients. At the same time awareness about the functional benefits of natural ingredients is increasing. As a consequence, ingredient manufacturers are increasingly looking to provide natural ingredients as well as natural flavors and colorings to the industry, while end product manufacturers seek to replace artificial additives with natural alternatives. Switching to Natural Ingredients is a new ingredients report published by Business Insights that provides insight into the top flavors and ingredients and trends for the near future. This report also presents and evaluates key players in the area of natural ingredients and their innovation strategies. Discover the areas of opportunity in natural ingredients and understand how these opportunities fit into larger ingredients industry trends with this new report...
Key issues examined by this report...
• 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.
This new report will enable you to
• 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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Table of Contents
Table of Contents
Natural Food and Drinks Flavors and Ingredients
Executive summary 10
Introduction 10
The natural food and drinks market 11
Innovation and NPD 12
Future key ingredients 13
Conclusions 14
Chapter 1 Introduction 16
Summary 16
Introduction 16
Definition of ‘natural’ 17
Natural vs. synthetic 19
Nature-identical 19
Artificial ingredients 20
Considerations for the manufacturer 21
Nature vs. science 24
The marketing perspective 25
Definition of use of flavors and ingredients 27
Chapter 2 The natural food and drinks market 30
Summary 30
Introduction 30
The natural market 31
The value of the natural food and drinks market 31
Consumer drivers 33
Concern about health 33
Overweight/obesity 33
Lack of energy 36
Ageing and beauty 38
Digestive health 40
Cognitive health 41
Heart health 43
Allergen and intolerance markets 45
Regulation 48
Food labeling 48
Food additives 50
Current regulatory developments 54
Regulatory definition of 'natural' 55
Chapter 3 Innovation and NPD 58
Summary 58
Introduction 59
Natural food and drinks launches 59
By industry 60
By category 61
By region 64
By flavor 66
By ingredient 68
Key players 71
Wild 71
Chr Hansen 72
Frutarom 73
Treatt 74
Vitiva 75
Cadbury Schweppes 76
Coca-Cola 78
Danone 80
Kellogg 81
Chapter 4 Future key ingredients 86
Summary 86
Introduction 87
Teas 87
Green tea 87
Chai 88
Health benefits of some ingredients used in chai formulations 89
Opportunities and trends targeted 90
Key player and product example: Wissotzky Tea 90
Yerba maté 91
Health benefits of Yerba Maté 93
Opportunities and trends targeted 94
Rooibos 94
Health benefits of rooibos 94
Opportunities and trends targeted 95
Key player and product example: Celestial Seasonings - Hain
Celestial Group 95
Role of teas in food and drinks development 96
Florals 97
Benefits of floral flavors 98
Jasmine 99
Health benefits 99
Opportunities and trends targeted 99
Key player and product example: Bomba Energia 100
Rose 101
Health benefits 101
Opportunities and trends targeted 101
Key player and product example: Ito En 102
Hibiscus 103
Health benefits 103
Opportunities and trends targeted 103
Key player and product example: POM Wonderful 104
Spices 105
Generic health benefits 106
Role in food and drinks development 107
Indian 109
Health benefits: garlic 109
Health benefits: Turmeric 110
Opportunities and trends targeted 111
Moroccan 111
Health benefits: cumin 112
Opportunities and trends targeted 112
Haiti 113
Health benefits: thyme 113
Opportunities and trends targeted 114
Caribbean 114
Health benefits: Nutmeg 115
Opportunities and trends targeted 115
Key players and product examples 115
Mastertaste 115
Robert Rothschild Farm 116
Sweet ingredients 118
Generic health benefits 118
Trends and opportunities 119
Opportunities and trends targeted 123
Role in food and drinks development 123
Key players and product examples 124
Bon Vivant Foods, Inc: Xotix Tropical Gourmet Hot Sauce 124
Divine Foods: PranaBar Energy Bars 124
Dynamic Health Laboratories: Dynamic Health Juice 125
Savory ingredients 126
Generic health benefits 127
Trends and opportunities 127
Achiote (Annatto) 127
Sofrito 130
Ras-al-hanout 132
Specialty ingredients 133
Benefits and trends targeted 133
Wasabi 134
Health benefits 134
Product example 135
Coffee 136
Health benefits 136
Product example 137
Flavor pairings 138
Clove and green apple 139
Thyme and tangerine 140
Sea salt and smoked tea 140
Lavender and honey 140
Cumin and apricot 141
Wasabi and maple 141
Key players 142
Bell Flavors & Fragrances 142
GSB Flavor Creators 143
Chapter 5 Conclusions 146
Summary 146
Market development of natural food and drinks 146
Consumer pull 146
Manufacturer concerns 147
Trends and future ingredient developments 148
Ingredients 148
Teas 149
Flavors 150
Future outlook 151
Index 153
List of Figures
Figure 1.1: Scope of natural ingredients in food and drink products 22
Figure 1.2: Science vs nature: marketing perspective 26
Figure 2.3: US Nutrition Facts food label 48
Figure 2.4: FSA traffic light food labels 50
Figure 3.5: Natural food and drinks as a share of total food and drinks launched globally, 2005- 2008 60
Figure 3.6: Percentage share of natural food and drinks launched globally, by industry, 2005-2008 61
Figure 3.7: Natural food and drinks as a share of total food and drinks launched, by category, 2005-2008 62
Figure 3.8: Percentage share of natural food and drinks launched, by category, 2005-2008 63
Figure 3.9: Percentage share of natural food and drinks launched, by region, 2005-2008 65
Figure 3.10: Product example: Bassett's Candy - Fruity Babies; Milky Babies 77
Figure 3.11: Product example: Nestea Enviga Sparkling Green Tea - Green Tea; Berry; Peach 79
Figure 3.12: Product example: Danone Naturalia Yogurt 81
Figure 3.13: Product Example: Kellogg's Rice Krispies Cereal - with Vanilla Flavor 82
Figure 4.14: Wissotzky Tea - Rose Chai 91
Figure 4.15: Celestial Seasonings Rooibos Tea - African Orange Mango 96
Figure 4.16: Soleution Energy Drink 100
Figure 4.17: Ito En Aroma Rose Water 102
Figure 4.18: POM Light Tea - Orange Blossom; Hibiscus Green; Pomegranate Wildberry White Tea 104
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 117
Figure 4.20: Xotix Tropical Gourmet Hot Sauce - Papaya Tamarind; Jalabanero; Crushed Jalapeno; Mango; Harissa; Passion Fruit 124
Figure 4.21: PranaBar Energy Bar - Apricot Goji; Apricot Pumpkin; Cashew Almond; Cinnamon Apple; Coconut Acai; Pear Ginseng 125
Figure 4.22: Dynamic Health 100% Pure Organic Juice - Acai Gold; Goji Gold; Mangosteen Gold; Yumberry Gold 126
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 129
Figure 4.24: Latino Chef Sauce - Adobo Latino; Sofrito; Sun Dried Tomato Chimichurri; Tomato and Cilantro Salsa 131
Figure 4.25: Ka-Me Snack Mix 135
Figure 4.26: Jeremiah's Pick Coffee Chocatal Rub - BBQ 137
List of Tables
Table 2.1: The natural (excluding organic) food and drinks market in Europe and US, by key product categories ($m), 2000-2010 32
Table 2.2: Number of overweight and obese adults (15+ years old) by country (millions), 2002- 2012 34
Table 2.3: Percentage of overweight and obese adults (15+ years old) by country (% adult population), 2002-2012 35
Table 2.4: Consumer survey: the extent to which Europeans feel they have 'lots of energy' 36
Table 2.5: Oral beauty supplements market value in Europe and US ($m), 2001-2011 38
Table 2.6: Estimated prevalence of IBS in the seven major markets, 2005–10 40
Table 2.7: Prevalence of Alzheimer’s disease across the seven major markets, (‘000), 2006-09 42
Table 2.8: Prevalence of cardiovascular disease in the seven major markets (‘000), 2005 44
Table 2.9: Market value for the allergen and intolerance food market in Europe and US ($m), 2001-2011 46
Table 2.10: Market value for the allergen and intolerance drinks market in Europe and US ($m), 2001-2011 47
Table 3.11: Top 20 flavors in food and drinks that claim to be natural, 2005-2008 67
Table 3.12: Top 15 ingredients in food and drinks that claim to be natural, 2008 69
For full details, please email keithw@cmsinfo.com
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