There is an increasing backlash against sugar and confusing labels amongst consumers. The result is increasing demand for free from foods and natural ingredients.
Growth in free-from foods
Market intelligence leader Mintel has forecast that the free-from market will reach £673million by 2020, the result of free from food consumers ‘widening their repertoires’. The growth is accompanied by a rise in product innovation, such as gluten, wheat and nut-free cake mixes for the bake at home market (Wow Cake company). Indeed, research shows that ‘12% of new food products launched in the UK in 2015 carried a gluten-free claim, up from 7% in 2011.’
Certainly, consumers are becoming more discerning and well-read on the subject of free-from and healthier foods. Research from ingredients firm Ingredion found that clean-label has ‘moved beyond foods traditionally associated with natural, organic or additive-free’ and over ‘70% of European consumers checked front-of-pack labelling claims and 60% considered ingredients lists’.
All things coconut
Coconut is another fast riser due to its versatility and current popularity as a healthier food alternative to dairy, oil and sugar. Nearly all of it can be used: the flesh, water and milk, as well as the husks and leaves which are used in furnishings and decorations. Coconuts are nutritionally rich with vitamins and minerals and thanks to their rich and creamy milk and flesh, they can be used as a great dairy alternative in baking or thickening.
Coconut water and coconut milk are widely used as a base for many types of beverages, including protein drinks, coffees and smoothies. Lesser known and upcoming products include crisps and crackers, cheese and jams.
Coconut sugar – a sweeter alternative
Having overtaken consumers’ concerns around fat and salt, sugar is increasingly being replaced by a variety of alternatives such as stevia and agave – and now coconut. According to Mintel, coconut sugar is set to become Germany’s newest craze, a third of Germans having stated their desire for naturalness, ‘an important factor when buying sugar and sweeteners’, in a 2015 survey.
Also called coconut palm sugar, coconut sugar is made from the sap of the coconut tree’s flower blossoms. It can be used, instead of regular sugar, in confectionery, baked goods, snacks and breakfast cereals.
Coconut sugar has several promotional pluses: it is said to be more nutritious and lower on the glycaemic index (GI) than sugar and is often marketed as being more sustainable, requiring minimal processing compared to regular cane sugar. This appeals to environmentally-conscious consumers and is suitable for ‘raw’ products.
‘Better-for-you’ beverages
The past decade has revealed two major trends in the beverages world: the decline of carbonated soft drinks and the rise of waters. These changes have inspired innovations such as nutritionally-focused beverages infused with vitamins, probiotics and vegetable extracts. Other innovations include cold-pressed juices and cold brew coffee.
Consumer perceptions
Market research firm Canadean reports that emerging alternatives to milk, plain juices and soy milk are growing faster than those traditional beverages. The research also revealed two additional trends have emerged around consumer perception of ingredient content over health claims. More and more people are paying closer attention to ingredients than to health claims.
Just as Mintel found in Germany, Mr Vierhile noted the consumers who participated in the study said they preferred products naturally high in an ingredient over those fortified with an ingredient. Does this indicate an increase in the savviness of consumers? They are checking labels for natural ingredients and looking for healthy alternatives. There is a significant demand and innovations in these areas are not just rewarded, but increasingly expected.
