NutraSolutions
March 2011
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Nutraceuticals in Processed Foods and Supplements page NS3
Beverages Bounce Back page 13
Salad Dressings and Sauces page 23
Soups and Side Dishes page 33
Dairy’s Diversity page 43
Convenience Meals and Processed Meats page 51
Cereals and Cereal Bars page 61
Snacks and Confectionery page 69
Boon in Baked Goods page 77
R&D SeminarsChicago Call for Presentations! page 18
NEW Award for Your Company! Excellence in Innovation pages 11, 42
PRODUCT DEVELOPMENT TRENDS & TECHNOLOGIES FOR FORMULATORS & MARKETERS
S H A R E D VA LU E S – S H A R E D S U CC E S S Brenntag Food & Nutrition North America is one of the most experienced partners within the food industry, offering a reliable supply of high quality ingredients from all over the world. Brenntag provides attractive tailor-made service packages from product development, on-site technical support and innovative logistical solutions, through to marketing and distribution, that sharpen your competitive edge.
manufacturers in a way that achieves market breakthroughs and generates sustainable, profitable growth. It is a task that requires extensive industry contacts, shared experience, a commitment to finding the right ingredients and the ability to anticipate trends.
America ensures that all documentation and safety requirements are met throughout the entire value chain. We constantly monitor product availability and manufacturing capabilities so that you can be assured of receiving consistent, high-quality ingredients.
These partnerships continue to expand with the addition of a full line of Stevia Extracts from Pyure Brands LLC. This exclusive North American distribution partnership enables both companies to offer our customer base additional products to promote health and wellness with cutting edge technology.
Pyure Brands is a market leader in the production and blending of Stevia Extracts to the Food, Beverage, and Nutritional industries. Brenntag North America and Pyure Brands market a product portfolio that includes Pyure Elite (Reb A 98%), Pyure Organic (Reb A 95%+), Pyure Premium (Reb A 60% 80%), Pyure Select (Reb A 40% - 60%), Pyure Stevioside 90%, and Pyure Blends (Maltodextrin and Erythritol blends).
Pyure Brands shares our commitment to food safety & quality, taking the additional step of employing Eurofins laboratories to retest all production lots before shipment to Brenntag for distribution.
Offering the Best in Products We are committed to building bridges between food producers and ingredient
By carefully selecting ingredients from manufacturers that meet our demanding quality standards, Brenntag North
See Food Master-INGREDIENTS, p. 20
Brenntag North America & Pyure Brands – Your Right Choice for Stevia! Brenntag North America 5083 Pottsville Pike, Reading, PA 19605 Phone 610 926 6100 x 3858
[email protected] www.brenntagnorthamerica.com
staff
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PreparedFoods.com NutraSolutions.com FoodMaster.com A Publication of Business News Publishing Co. II, LLC Editorial and Sales Offices 155 N. Pfingsten Road, Suite 205 Deerfield, IL 60106 847-405-4100
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March 2011 A BNP Media Publication Vol. 180, Issue 3
table of contents new product trends 11
Excellence in Innovation Awards Read about a unique opportunity to acknowledge outstanding product development teams and the innovation used to design and launch successful new products, while providing new products and companies with priceless worldwide exposure.
2011 New Products Annual 13
Beverages Begin to Bounce Back Beverages show innovative ingredients, flavors and applications, with functional attributes remaining key. Allnatural is popular, and caffeine is seen in real fruit beverages.
23
Salad Dressings and Sauces Top claims in global sauces and dressings include reduced-calorie, natural and non-allergen, while gluten-free grows notably.
Cover photo by T. J. Hine Prepared Foods’ 2011 New Products Annual highlights the best and most innovative products entering the marketplace
Mustard, garlic and Caesar rank as the top three flavors.
33
Soups and Side Dishes “Soup wars” reaped both negative and positive results, while
in 2010, while examining the major trends and influences
sodium content remains important. Bold flavors drive the rice
impacting food, beverage and nutritional product developers
segment, and brand names still hold sway in side dishes.
and their choice of ingredients. Information, such as sales data and statistics on product characteristics, is evaluated to offer a comprehensive examination of the industry at large. Such information enables product developers to formulate foods and beverages that meet consumer demands.
4
March 2011
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43
Dairy’s Diversity Growth has been noted in low-/no-fat claims, while all-natural and hormone-free are clear winners this past year. Key to new launches are allergen concerns, pre-/probiotics and vitamin/ mineral fortification.
51
Convenience Meals and Processed Meats “Better-for-you” claims grew sizably last year, while whole grains and vegetables remain important. The refrigerated dinner sausage segment is expected to grow.
61
Cereals and Cereal Bars Breakfast is back in 2010, as cereal tallies for new cereal products are at an all-time high. Cereal bars—in all variations—appear to remain strong.
69
Snacks and Confectionery Sail to the Future Chocolate takes a sales dip, while savory snacks go up. Use of whole grains continues to rise, and gluten-free claims act as catalysts for snacks. Also, omega-3 health claims continue to show momentum.
77
Boon in Baked Goods Whole grains gain speed, while allergen-free offerings expand beyond gluten. Consumers still want to indulge, even amid a difficult economy.
97
Abstracts A Muscadine grape extract; keeping fruit flavor fresh; micro-particle sodium salt; and the latest industry news from “The In Box.”
nutrasolutions A Section on Solutions for the Development and Marketing of Nutritional Products. Please see www.NutraSolutions.com for more information.
NS3 Nutraceuticals in Processed Foods and Supplements
Fhej[YjiWdZh[fW_hi ZWcW][Z>W_h"DW_bi WdZIa_d 8ncVi^cZ=CH^hVgZkdaji^dcVgn XdhbZXZji^XVa^c\gZY^Zci Xdbeg^hZYd[HdajW^a^oZY@ZgVi^c! VegdiZ^c[djcYcVijgVaan^ci]Z WdYn#8ncVi^cZ=CHhjeeaZbZcih i]ZWdYnl^i]W^d"VkV^aVWaZ @ZgVi^cl]^X]V^Yh^cegdiZXi^c\ VcYgZeV^g^c\YVbV\ZY=V^g! CV^ahVcYH`^c#8ncVi^cZ=CH^h Xa^c^XVaanegdkZcidWZZ[[ZXi^kZVi *%%b\eZgYVn >W_h09b_d_YWbbofhel[dje h[ZkY[^W_hbeiiWdZ_cfhel[ ^W_hijh[d]j^"i^_d[WdZbkij[h DW_bi0Fhel_Z[i_cfhel[Z ijh[d]j^ Ia_d0H[ZkY[iÓd[b_d[i WdZmh_dab[i HdaYjcYZga^XZchZ[gdb@ZgViZXAiY#
Results from “Prepared Foods’ 2011 R&D Trends Survey: Functional Foods and Beverages” show targeting health conditions range in boldness, while regulatory staffs influence ingredient choices. Also, rising star ingredients shine.
Roxlor International 1013 Centre Road Suite 106 Wilmington, DE 19805
p. 302-778-4166 f. 302-999-8155 e.
[email protected] www.roxlor.com
Visit PreparedFoods.com for editorial archives, educational webinars, video presentations, and more.
new product trends Structural Changes in How Americans Eat & Drink
The NPD Group has been tracking how Americans Eat and Drink for over 30 years. Understand the structural changes that occur today and in the future. Identify new opportunities based on current trends as well as think about how consumers behave which will help interpret other research you may have. Click on
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New Product Trends Videos
Successful Product Strategies for Launching Functional Foods
Functional Foods may seem like the logical way to move into Health & Wellness. Learn common factors experienced by both successful and unsuccessful entries into this marketplace. Gain insights into a number of factors that drive this market and enhance your probability of success with new functional foods products. Click on
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NutraSolutions
March 2010
www.PreparedFoods.com
Nutritional Product Opportunities
Food Policy page 15
Sauces/Dressings page 31 page 41
How have the trends changed since last year?
Take a look at last year's archived New Products Annual issue from March 2010 to compare. Click on "Issue Archives" to get started.
page NS3
Meals
New Product Trends Videos
PRODUCT DEVELOPMENT TRENDS & TECHNOLOGIES FOR FORMULATORS & MARKETERS
Dairy Products page 51
Are you surprised at what you've found? Share your comments or ideas with us on:
Soups/Side Dishes page 63
Baked Goods page 73
Cereals/Health Bars page 79
Beverages page 85
Salty Snacks/ Confectionery page 93
Global Snacks
Click on
page 100
Find Prepared Foods archived issues @
R&D Seminars— East Educational Seminars pages 9, 116
Nominations Now Being Accepted! 2010 Spirit of Innovation Awards pages 13, 120
PF March Cover.indd 1
PreparedFoods.com
3/3/10 10:19:13 AM
Issue Archives
³My challenge was to reduce sodium in our new line of healthy flatbread pizzas. I was amazed at the quality of the better-for-you options, and chose a Sargento reduced sodium shredded cheese in a portion-pack for the meal kit…without sacrificing taste!
´
GO! Get creative with flavorful, better-for-you ingredients at: SargentoFoodIngredients.com
Make it your ingredient.™
editorial views
Competitiveness
SAVE THE DATE! Join us at Prepared Foods’ 29th annual New Products Conference, September 11-14, 2011, at The Ritz-Carlton in Naples, Fla. It is the food and beverage industry’s premier event, where R&D, new product developers, marketing and executive management professionals gain valuable insights into new food and beverage products and trends from around the world. The 2011 New Products Conference will be laser-focused on the latest consumer and culinary trends, health and wellness, innovation, demographic research, international trends and more!
Excellence In Innovation Awards Enter your new product, and you could win a hotel stay at The Ritz-Carlton in Naples, Fla., complimentary registration to Prepared Foods’ New Products Conference and a specially designed crystal award to proudly display. That’s not all ... your product will receive recognition on-site at the New Products Conference and will be featured in editorial coverage in Prepared Foods, after the event! Visit www.ExcellenceInInnovationAwards.com for complete information.
Make plans to attend now! Prepared Foods’ 2011 New Products Conference has arranged a special rate of $189 plus tax per night for attendees at The Ritz-Carlton in Naples, Fla. Make plans now to ensure availability. Register today and save $300! For more information, visit PreparedFoods.com/npc or contact Marge Whalen at 847-405-4071 or
[email protected].
The 2010 Dietary Guidelines for Americans have just been released. They rightfully will receive much attention and will be hugely impactful in years to come. This column is not about the Guidelines, however; it’s about competitiveness. I recently was listening to a CNBC news interview of Michael Porter, professor, Harvard Business School, who was introduced as a “competition and strategy guru.” Indeed, I still have one of my favorite business articles, “What is Strategy?” which Porter wrote for the NovemberDecember 1996 issue of Harvard Business Review. In it, he starts by writing, “Companies must be flexible to respond rapidly to competitive and market changes.” He says operational effectiveness is essential for superior performance, but not sufficient (for business success); a company can outperform rivals, only if it can establish a difference that it can preserve; and “strategic positions can be based on customers’ needs, customers’ accessibility, or the variety of a company’s products or services.” In his CNBC segment titled, “U.S. Competitiveness Problem?” he suggests our nation’s fundamental issue is competitiveness, not creating jobs or the budget deficit. “You can’t create jobs…[and] you can’t ultimately deal with the budget deficit unless you are competitive.” Although Porter has been feeling better about America’s competitiveness, he said “business as usual” no longer works. It is too simplistic to think that if a company makes a profit, that is a good enough contribution to society. Some of the biggest market opportunities come when companies take on profound issues of the day, he said. He was challenged to clarify what he meant. Porter had used the food industry as an example of what he was trying to say. “For decades, the [food industry’s] goal was to get consumers to eat as much as possible; to fill foods with sugar and salt, so products would be liked,” he said. Now, companies are thinking about nutrition. “It’s a different way [to make a profit] that’s also aligned with social needs.” Prepared Foods’ E-dition feature, “Analyzing the Guidelines,” by Steven Steinborn (on www. PreparedFoods.com), provides an overview of the 2010 Dietary Guidelines for Americans. I firmly believe there’s an important role for truly indulgent products in a healthy diet. However, the Guidelines also can be viewed as an outline of formulation challenges that open marketplace opportunities, or as a way to achieve “profits, but with a purpose.” I guess this column is about the Guidelines, after all.
Claudia Dziuk O’Donnell Chief Editor
[email protected] www.PreparedFoods.com
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March 2011
9
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© 2010 Cargill, Incorporated
When you choose Cargill Salt to help you in sodium reduction, you get more than just quality ingredients. Not only do we offer products like Alberger® brand salt, Premier™ potassium chloride and SaltWise® sodium reduction system, we also have the food application expertise to help develop the right options for your food and beverage products. To learn more about how Cargill can help you reduce sodium without compromising taste, call 1-888-385-SALT or visit www.cargillsalt.com. collaborate
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2011 Excellence in Innovation Awards
Submit Now!
T
he Excellence in Innovation (EII) Awards are a unique opportunity to acknowledge outstanding product development teams and the innovation used to design and launch successful new products, while providing new products and companies with priceless worldwide exposure. Co-sponsored by Prepared Foods and the American Egg Board, the EII Awards recognize innovative new products introduced nationally (commercially) during 2010-2011, as well as the inspirational teamwork and creativity that made these new products possible. The EII Awards are steeped in a deep history of recognizing landmark food and beverage product launches, while rewarding true excellence in innovation, which Prepared Foods began over eight years ago. The Excellence in Innovation Awards will be presented in two categories: Retail and Foodservice. The winners will receive their awards during the EII Awards Ceremony at Prepared Foods’ New Products Conference. There, 1st place winners will also offer a presentation on the strategies involved in creating the winning product and the challenges the product development team had to overcome. The Excellence in Innovation Awards ceremony will precede the Awards reception on Monday evening, September 12, 2011. This visual presentation will highlight the teams’ major accomplishments and innovative aspects of the product. All 1st, 2nd and 3rd place winners will receive crystal awards in recognition of the honor. The six winners are encouraged to provide samples of the products, so that the 250 attendees of the New Products Conference are given the opportunity to taste the award-winning new products. Winners also will be recognized with a feature article in Prepared Foods, appearing in the October 2011 issue of the magazine. The Excellence in Innovation Award nomination is not intended to divulge any proprietary or confidential com-
pany or product information. The information provided is only intended to allow the judges enough description to differentiate between many innovative product development teams and their exciting new products. To submit a nomination for the 2011 Excellence in Innovation Awards, and for information on past award winners, go to PreparedFoods.com and click on “Excellence in Innovation” on the left-hand menu, under “Events.” Nominations in the appropriate category (Retail or Foodservice) must include a summary of the product; its innovative qualities; and the product development team and the challenges they had to overcome in formulating the product. More than one nomination per company is allowed; however, only one product may be submitted per ballot. The deadline for entering an Excellence in Innovation Award nomination is June 24, 2011. Winners will be notified in July 2011.
The New Excellence in Innovation Awards ■
Award acknowledges outstanding product development teams. No proprietary information is requested. ■ Two categories: Retail and Foodservice. ■ Winners announced at the New Products Conference and featured in a Prepared Foods cover story. ■ Deadline to enter: June 24, 2011. ■
www.PreparedFoods.com
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March 2011
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2011 New Products Annual beverages
Beverages Begin to Bounce Back ■ ■ ■ ■
Innovative ingredients, flavors and applications. Functional attributes are key. All-natural is popular. Caffeine in real fruit beverages.
William A. Roberts, Jr., Business/New Media Editor
F
ollowing a rather lackluster 2009, when new beverage introductions plummeted nearly by half, the number of new beverages appearing on U.S. store shelves increased slightly in 2010. Notable gains in carbonated soft drinks, fruit/flavored still drinks, juices and malt/other hot beverages more than offset some significant declines in energy drinks, flavored water and beverage mixes. That said, fruit/flavored still drinks, RTD (iced) coffee, malt/other hot beverages and coffee (a very small segment, in terms of introductions) were the only segments that even approached their 2008 numbers. Perhaps most notable among the segment declines from 2008 were the number of energy drink introductions. Per the Mintel Global New Products Database (GNPD), this segment hit a high of 328 new products in 2008; dipped by nearly two thirds to hit 110 in 2009; and plummeted to 62 in 2010. Men have traditionally been the primary target audience for energy drink manufacturers, and according to a July 2010 Mintel report, nearly 20% of U.S. men consume the beverages. However, that report also notes 11% of American women consume energy drinks. While this is far from a huge market penetration, it indicates there is room to grow and diversify. The past year saw a number of energy drinks around the globe target women, including a jelly drink promising beauty benefits and formulated with digestive fiber, collagen, hyaluronic acid and vitamins, which purportedly “support beauty from the inside out.” Hyaluronic acid was found in several beverage introductions in Japan, in fact, including that beauty-oriented
jelly drink Forte RN from Shiseido, Konjac Zero bush tea or redbush tea, proved one Calorie Grape Juice jelly of 2010’s hottest trends in the tea drink from Family Mart and a protein drink powindustry, benefiting from a healthder from DHC, which ful positioning—with antioxidant also added the ingredient to a range of protein properties 50% more potent than diet shakes. those of green tea. In North America, functional energy drinks have yet to embrace such cosmeceutical applications. A pair of introductions did aim to benefit the brain and nervous system: Neuro Headquarters added Neuro Sonic Sparkling Vitamin & Herbal Extract Beverage to U.S. beverage shelves. The lightly carbonated product incorporated L-theanine and caffeine to “put the brain into overdrive,” promising to improve focus while at work and school. Caffeine, along with taurine, was likewise a key addition to the NOS Energy Shot Coca-Cola released in Canada. The company noted the product was developed “for periods of increased mental and physical exertion” and promised to temporarily restore alertness or wakefulness. Vuka LLC attempted to merge the energy drink trend with health in its “intelligent energy” drinks. Described as a beverage for “people who drink energy drinks, coffee and other caffeinated beverages, but are also health conscious,” the developers incorporated all-natural ingredients.
Rooibos tea, also known as red tea,
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[email protected] Still Recovering Caffeine was absent from EPIX Grape Flavor Hydrating Drink from Neoalimentos S.A. de C.V., in Mexico. Low in sugar, the all-natural beverage aimed to hydrate the body and help muscles recover from exercise. Unlike some energy drinks, its ingredient legend was somewhat sparse: water, glucose, fructose, citric acid, malic acid, sodium citrate, potassium citrate, calcium nitrate, magnesium, vitamin C and natural flavor. All-natural did prove a popular positioning for energy drink introductions in the U.S. in 2010. Reed’s Natural Energy Elixir Drink contained 25% fruit juice, plus nine beneficial ingredients: ginger (described as a powerful antioxidant that increases metabolism, elevates mood, improves digestion and nutrition absorption); green tea; ginseng; goji; açai; camu camu (a Superfruit with what is claimed to be the highest concentration of vitamin C of any plant); jiaogulan (promising to help reduce stress); L-theanine; and B vitamins. Unlike most energy drinks, Reed’s product did not incorporate stimulants, other than the naturally occurring caffeine from green tea; instead, Reed’s sought to “increase basic health and energy levels and not to run the individual down,” claiming to get the consumer going naturally. While Reed’s may have been aiming for the unique, there were a number of energy drinks that positioned themselves as natural or organic: The Healthy Beverage Company’s Steaz Energy Berry Flavored Energy Shot claimed to be an organic fuel for the body, mind and soul, incorporating green tea, yerba mate, açai, guarana and B vitamins, as well as 150mg of caffeine. The same company added Steaz Diet Energy Organic Fuel Energy Drink in Mexico, featuring fair trade-certified green tea, Guayaki yerba mate, Sambazon açai fruit and guarana. Some of 2010’s biggest energy drink news, however, came from the promise of an introduction set to hit the market in 2011. Nestle USA and Jamba Juice Company are developing a line of ready-todrink energy beverages to launch in the Northeastern U.S. in early 2011. The line is expected to feature real fruit juice boosted with caffeine and will be available in three flavors: pomegranate blueberry, strawberry banana and crisp apple, each with no preservatives or artificial flavors, trans fat or high-fructose corn syrup (HFCS). While the omission of HFCS was among 2009’s stronger trends in carbonated soft drinks (CSD), the pace of such introductions appeared to slow in 2010. Canada saw Blue Sky Beverage introduce Blue Sky Cola Flavored Natural Soda formulated without HFCS, artificial colors, preservatives or caffeine, while in the U.S., Supervalu omitted the sweetener from the Blueberry Açai Soda addition to its Wild Harvest Natural line. The latter was sweetened with cane sugar and also noted it was caffeine-free. For that matter, caffeine and sugar were both absent from Duane Reade’s Seltzer Lemon Lime under its DR Delish brand. Flavored with natural ingredients, the product was also free of calories and sodium.
Just Relax One soft drink introduction managed to borrow a page from some energy drink launches, by promising a relaxation benefit.
March 2011
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See Food Master-INGREDIENTS, p. 123
2011 New Products Annual beverages specific consumption guidelines: Day Flight was tto reduce stress on daytime flights, while Night Non-alcoholic Beverage Introductions Flight was to ensure a peaceful period of sleep on F 2010 2009 2008 2007 2006 a red-eye or international overnight flight. Beverage concentrates 59 76 89 110 94 Nevertheless, functional soft drinks remained Beverage mixes 76 107 209 214 294 something of a niche market in the U.S. and Carbonated soft drinks 168 135 198 166 175 ccould well hold potential for future development, Coffee 7 8 4 18 20 eespecially when considering how functional attriEnergy drinks 62 110 328 161 198 bbutes have been a boon to such other segments as jjuice, water and energy drinks. Not that the U.S. Flavored water 81 140 229 151 159 iis completely devoid of functional CSDs—Hibix Fruit/Flavored still drinks 144 94 120 123 149 Corporation did add Ooba Sparkling Hibiscus, C Juice 180 131 220 233 199 hhigh in vitamin C and “a super antioxidant to Malt/Other hot beverages 75 35 79 129 74 hhelp maintain cardiovascular function.” Plus, Meal replacements/Other drinks 49 70 83 87 56 Bellibevies introduced a CSD designed to benefit B RTD (iced) coffee 27 15 29 28 20 consumers after enjoying alcoholic beverages. c RTD (iced) tea 120 81 189 135 138 Afterparty Hangover Recovery Drink promised A Sports drinks 67 34 81 49 29 every vitamin and mineral that alcohol depletes e Tea 2 1 12 0 4 from the system, as well as an herbal blend to f Total sample 1,117 1,037 1,870 1,604 1,609 hhelp detoxify the body and supercharge the liver; eelectrolytes for rehydration; and a natural pain New products, new formulations and new varieties/range extensions released in the U.S. during each calendar year. Search generated on January 4, 2011. rreliever to battle any headache. Source: Mintel GNPD Florida Brewery did add botanical and naturral ingredients to its CasCal Crisp White Soda Drink, an all-natural soda with hints of apricot, D magnolia and pear. Indeed, all-natural launches were abunMary Jane’s Soda attempted to bring the functional benefit dant in 2010, with Izze extending its range of sparkling to the CSD segment with Relaxing Soda, a natural blend beverages with Sparkling Birch Drink, an all-natural beverof kava extract and passionflower said to have a calming age formulated with birch extracts; Kristian Regale adding effect. Similarly, Next Generation Beverage’s Serenity a Sparkling Orange Juice Beverage, an all-natural sparkling Zen Beverage claimed to “enhance a Zen experience and juice drink made according to Swedish recipes; and Hotlips promote relaxation.” Relaxing benefits appeared to be introducing Black Raspberry Soda, made with all-natural something of a craze during 2010, with Peaceful Remedies ingredients locally sourced from near its headquarters in introducing Relaxzen shot-sized calming drinks, intended to Portland, Ore. Santa Cruz Natural took the natural soda calm the consumer during air travel. The two varieties had
Signs of Growth
See Food Master-INGREDIENTS, p. 60
16
March 2011
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See Food Master-INGREDIENTS, p. 109-112
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PREPARED FOODS
SAVE THE DATE! August 2-3, 2011, Hyatt Regency O'Hare
"Great range of topics available"
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DON’T MISS THE KEYNOTE ADDRESS! The Making of Soaring Successes and Cheerless Failures in Products for Health Speaker: Bob Jones, Principal, Scientia Advisors LLC Arguably the biggest single trend in the food industry today is products positioned for health. However, foods and beverages with nutritional benefits have had mixed results when it comes to enticing consumers. There are no silver bullets; strategies that have worked spectacularly well for one product line or company often flounder with others. From years of experience within the food industry, Bob Jones will explore factors that have helped new products soar in the marketplace and offer insights into how to use these understandings in the development of wellness products that will succeed in the marketplace.
Non Commercial Technical Sessions Featuring: • Healthful Formulations
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• Nutritional Beverages & Foods
• Baked Goods
• Confectionary & Desserts • Breakfast Cereals, Snacks & Bars
• Proteins
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2011 New Products Annual beverages Vintage Cola V Beverage natB Select Alcoholic Beverage Categories urally sweetu 2010 2009 2008 2007 2006 ened with Beer 336 70 214 95 82 cane sugar; c Cider 13 6 5 6 4 both products b were free of w Flavored alcoholic beverages 37 26 33 53 59 gluten and g Fortified/Other wines 9 7 9 2 2 caffeine. c Total sample 395 109 261 156 147 Ta m p i c o New products, new formulations and new varieties/range extensions released in the U.S. Beverages, during each calendar year. Search generated on January 4, 2011. meanwhile, Source: Mintel GNPD was w quick to boast about b the fortification of its Tampico Plus line. a step further with its certified-organic With the 100% recommended daily allowSparkling Mango Lemonade, a mangoance of vitamin C per 8oz serving that is flavored sparkling beverage from conalmost ubiquitous among juices, Tampico centrate, containing 11% juice. Likewise Plus also qualified as an excellent source adding the organic certification were of vitamins A and E, under the FDA’s NatureLand Products in Canada with its food labeling guidelines and, per the comPureiän Springs Cranberry Flavored Soft pany, was compliant with school beverage Drink; Taunusgold Getranke’s Organic guidelines for U.S. high schools. The prodKoala Cola Soda under its The Organimals uct was available in three flavor varieties: brand (a range of soft drinks sweetened citrus, mango and tropical. with agave syrup and “free of granulated Campbell Soup introduced V8 sugar, phosphoric acid, artificial flavors, V-Fusion + Tea Vegetable & Fruit Drink sweeteners, genetically modified organwith Tea Extract, a raspberry-flavored isms or gluten,” per GNPD); and Zevia’s beverage blending nine vegetables and Canadian introduction of a Lemon Lime fruit juices from concentrate with other Natural Diet Soda, one of an increasnatural flavors and green tea extract. ing number of beverages sweetened with Ocean Spray added its first Fruit & Veggie stevia. juice this year, with every 8oz glass conHealthier takes on CSDs will be almost taining two full servings of fruits and vegessential for the segment to maintain its etables. Campbell noted each 8oz glass strength, as health concerns over the drinks of the V8 product provided a combined have led to advertising restrictions and serving of fruit and vegetables, though nearly a complete eradication of the bevwith only 50 calories. In addition to the erages from schools around the country. raspberry variety, the Campbell range As such, one of the prime demographics also included pomegranate green tea and consuming CSDs, namely children and pineapple mango tea. teenagers, is being directed to fruit juice Mango could be found in a smoothie and other beverages perceived as healthier. from Beyond the Bean. The company’s Juices have particularly benefited from Sweetbird Mango & Orange Smoothie these moves, as schools around the country featured 100% ethically sourced fruit and have replaced any number of CSDs with no added sugar, while being 99% fat free. these beverages in their vending machines. Suitable for vegans and vegetarians, the However, some of the more interesting product was free from dairy, preservalaunches in the past year were products tives and genetically modified organisms. unlikely to make their way into these locaThe same was true of Ouhlala Gourmet’s tions. Trader Joe’s, for instance, added Ouh...làlà! Buddy Fruits Pure Blended Sparkling Clementine Flavored Juice Fruit To Go, an all-natural, sugar-free, Beverage, a blend of white grape juice and apple- and “multifruit”-flavored juiceclementine juice concentrate. Promising to-go, which was also available in apple, 84% juice with no artificial flavors, colors banana, cinnamon and strawberry. or preservatives, the line also included a
Beer Brewing
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See Food Master-INGREDIENTS, p. 109-112
2011 New Products Annual beverages Unlike the CSD segment, functional ingredients have made strong headway into juices and juice beverages. Nextfoods’ Goodbelly Kids brand, for instance, added a probiotic fruit drink with cherry flavor, multivitamins and calcium. Containing 30% juice from concentrate, the drink is formulated for children over 12 months, to support healthy digestion and strengthen immunity. Each serving of the dairy-, soy- and wheat-free beverage contains 10 billion live and active cultures. Meanwhile, Juice Bowl Products’ JB’s Juice Bowl Tomato Juice added vitamin C and other ingredients to its 100% tomato juice. Likewise enriched with vitamin C, Kirkland Signature Bolthouse do Brasil Bom Dia Mora Açaí con Mora Azul (Açai Berry with Blueberry Juice) was added to Mexican store shelves courtesy of Importadora Primex. Açai could also be found in Vita Coco Coconut Water with Açai & Pomegranate in the U.S. from Paraipaba Agroindustrial, which claimed the drink contained more electrolytes than leading sports drinks and 15 times the potassium, to keep the body properly hydrated and to prevent cramping. One of the segment’s most popular ingredients in recent years found its way into relatively new territory, with POM Wonderful’s launch of POMx Antioxidant Recovery. Capitalizing on the naturally occurring polyphenol antioxidants from the Wonderful variety of pomegranate, POM’s take on sports drinks aimed to speed muscle recovery, reduce sore-
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ness and neutralize free radicals. The company noted a placebo-controlled, double-blind crossover study demonstrated that when subjects consumed a daily dose of POMx, they experienced over 30% less strength loss, as well as 28% less muscle soreness as compared to the placebo. (The University of Texas at Austin research was published in the March 2010 issue of Medicine & Science in Sports & Exercise.) Functional benefits have proven particularly popular among teas introduced in North America. Supervalu’s Wild Harvest Organic Fair Trade True Green Tea was not only 100% organic, traditional Wuyuan green tea; it promised 185mg of flavonoid antioxidants, to fight toxins and free radicals in the body. Also in the U.S., RC Bigelow introduced the first tea with probiotics. Its Herb Plus Lemon Ginger Tea with Probiotics promised to support healthy digestion and maintain a healthy balance in the digestive tract. Herbal tea has long been consumed to aid digestion, but the new product enhanced the traditional properties of licorice root and ginger with probiotic bacteria. The range also included Wild Blueberry & Açai plus Antioxidant vitamins A and C for a healthy immune system; Cranberry & Ginseng plus B vitamins and choline for memory enhancement; and Pomegranate & Blueberry with omega-3 for heart health. Another tea, Loose Leaft Tulsi Tea from Organic India, promised stress relief and revitalization benefits. Tulsi,
2011 New Products Annual beverages the company claimed, promotes strong immunity and stamina, while enhancing calmness and clarity. Such functional benefits were not exclusive to loose-leaf teas, however, as a number of ready-to-drink (RTD) teas and other beverages sought to increase their appeal. In Mexico, Function: House Call Lemongrass Green Tea from MD Drinks featured vitamins A, B complex, C and E; antioxidants; and the powerful macronutrients chlorella and beta glucan to help keep the immune system healthy. Some of tea’s biggest news, however, centered around a CSD giant bringing a blended tea from Japan to American audiences. Coca-Cola is importing Sokenbicha, an unsweetened tea aimed at consumers open to alternative health remedies. Available at Whole Foods Markets, the tea is Coca-Cola’s largest tea brand in Japan and, in the U.S., will initially appear in five flavors, including green tea and a blend of cinnamon and ginger. The beverage is among the rare few to promise it benefits a healthy spleen, and the teas are “authentically brewed in Japan” and endorsed by one of Japan’s leading wellness experts, Nihondo.
Global Functions Coca-Cola has also introduced ideas initiated in the U.S. into Japan. In yet another attempt to incorporate dairy into carbonated soft drinks, Coca-Cola extended its Fanta brand in Japan to include Fanta Moo Moo White. The carbonated, dairy-based soft drink is formulated with lactic acid bacteria and calcium lactate and has 60mg of calcium per 100ml, nearly a third of the daily recommended amount for adults per bottle—a seldom-found positioning in the CSD segment. Similarly trying to capitalize on calcium-enrichment and Superfruits, Suntory added a baobab flavor to its Pepsi brand in Japan. The African baobab fruit promises six times more vitamin C than oranges and twice as much calcium as milk, per the company. Supporting the digestive system was the goal behind a number of launches in the CSD segment, notably Soprole’s launch of Next BioBalance 0% Mango and Orange Sparkling Drink in Chile,
but vitamin and mineral fortification proved a key trend in CSDs around the globe. Silver Ice Beverages introduced Rio Agni Sweetened Carbonated Beverage in India (promising vitamin C); Kirin Beverage added Kirin Lemon with vitamin B6 in Japan; vitamin C was key to Lebediansky’s Frustyle Shchipuchiy Napitok Malinoviy (Sparkling Raspberry Flavoured Drink) in Russia; and Nigerians saw Nigerian Breweries introduce Maltina Classic Non-alcoholic Malt Drink, “rich in essential vitamins and minerals,” including vitamins A, B and C. A coffee introduction in Taiwan took an even more functional approach. Biedermeier Direct Fire Café from Hey Song was an instant coffee with a number of functional ingredients said to improve metabolism and maintain a healthy digestive system. The formulation included a patented brindall berry extract, chromium niacin, citrus extract, green coffee extract and xylo-oligosaccharides. Likewise in coffee, Power Root introduced Cappuccino with Collagen in Egypt. The instant coffee added Marine Matrix Collagen to Colombian Arabica coffee. In Thailand, Montana Marketing Group also incorporated marine collagen, but added mulberry extract (to help reduce blood pressure, per the company), L-carnitine (to “help the metabolism of excess lipid”), garcinia (“to help the excretory system and reduce lipid storage”) and fiber. Also in Thailand, King Coffee Plus Instant Coffee, from Modern Bisnes Trade, was enriched with natural extracts, such as cactus, white kidney bean extract and oligofructose. The cactus extract purportedly suppressed the absorption of carbohydrates and sugar, while the white kidney bean extract was intended to promote “healthy weight management and healthy weight loss.” For more information on beverages, type “beverage formulations,” “beverage ingredients,” “functional drinks,” “natural drinks,” “energy drinks,” “L-carnitine,” “green tea” or “guarana” into the search field at www. PreparedFoods.com.
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2011 New Products Annual
Salad Dressings and Sauces ■
■ ■
PHOTO COURTESY MINTEL GNPD
sauces
Top claims in global sauces and dressings include reduced-calorie, natural and non-allergen. Gluten-free claims grow notably. Mustard, garlic and Caesar rank as top three flavors.
Kat Fay, Senior Analyst, Mintel International Group
S
ince 2007, dressings and vinegar launches have been on the decline. Global dressings and vinegar introductions went from 1,281 launches in 2007 to 1,233 in 2010. However, in observing the segment’s top claims, more natural ingredients, reduced-calorie contents and allergy restrictions stand as primary trends that drive product innovation. From 2008-2010, the gluten-free stance grew by a notable 116.7% in dressings and vinegar. Unilever and Kraft Foods were the two most active mainstream companies to introduce dressings and vinegar items; mustard, garlic and Caesar, respectively, ranked as the top three flavors in global dressings and vinegar.
Trends, Claims and Flavors Gluten-free showed the most robust growth among dressing claims, followed by low-/no-/reduced-allergen, low-/no-/ reduced-calorie, and no additives or preservatives. Dietary and health considerations are generally linked to the salad category, but the decline of the low-/no-/reduced-fat claims likely reflects the fact that taste can be an issue, or consumers are finally warming up to the idea of “good fats” associated with olive oils or avocados, for example. Kosher (+45%), vegetarian (+47%) and premium (+44%) claims also showed some growth between 2008-2010. Allnatural (-7%) and organic (-19%) claims declined slightly during that time period. From 2008-2010, Caesar, Thousand Island and French topped the global flavor trend in the dressings and vinegar segment. Not surprisingly, herb, ranch and honey were not far behind. Because dressings such as ranch and honey are
Extremely hot sauces generally are safe
prominently offered as dipping sauces from sodium concerns, in that they are in many restaurants used in modest quantities, and salt is less for chicken tenders, chicken wings or important to the product’s flavor profile. bite-sized burgDat’l Do-It Fiery Five Hot Sauce Gift Set, ers, their popularity is expected to launched December 2010, contains five continue into the hot sauces, including: Jalapeno, Smokin’ future (see chart Chipotle, Cayenne Hot Sauce, Datil Pepper “Salad Dressing Vi n e g a r Gold Hot Sauce and Habanero Heat Sauce. a n d Flavorings”). The increased prominence of allergies has been fueled by the long-standing peanut restrictions present in most elementary schools. Additionally, high-profile celebrities, such as The View’s Elisabeth Hasselbeck, have drawn attention to their own allergies to foods containing gluten by producing segments that feature gluten-free products. Dressings are no exception, so manufacturers are stepping up efforts to address this consumer segment by offering new flavors that are clearly labeled. One example of such clarity in labeling for consumers who cannot tolerate gluten is Salad Girl Lemony Herb Organic Salad Dressing, which is gluten-free. The versatile dressing is said to be the perfect marinade or dipping sauce for fresh lake trout or walleye. It retails in an 8oz jar. Also available are the following varieties: Blueberry Basil, Savory Strawberry, Crisp Apple Maple, Pomegranate Pear, Curry Fig and Sunny Pear. These products were displayed at the All Things Organic 2009 Trade Show in Chicago.
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2011 New Products Annual sauces garnishes and ingredients in complex, fromscratch recipes. Consumer packaged goods that directly comFlavor (inc. blend) 2010 2009 2008 Chg. 2010 pete with condiments can be found throughv. 2008 (%) out the supermarket: in the refrigerated secUnflavored/Plain 422 318 276 52.9 tion (dips); the salad dressing section (along Caesar 61 41 45 35.6 with mayonnaise); the spice/seasonings secThousand Island 37 24 31 19.4 tion (grilling rubs); and the international/ethnic Ranch 27 19 32 -15.6 foods section. Raspberry 34 17 26 30.8 While variety can generate confusion, it can Honey & Mustard 28 28 22 27.3 also stimulate experimentation, trial and purFrench 30 30 19 57.9 chase. Consumers looked to the well-stocked Apple 17 26 23 -26.1 shelves of supermarkets for a range of interestWine (Red) 11 27 19 -42.1 ing choices. Of all condiment sales, 97% took Herb 15 22 25 -40.0 place in supermarkets. The $1.3 billion ethnic sauces segment Note: Numbers of New Product Introductions saw steady increases prior to the recession, Source: Mintel GNPD and growth accelerated in 2008 and 2009, reaching 4.8% in 2009, driven by the appeal of salsa and soy sauce, and is expected to reach $1.4 The Sauce Market billion in 2011. Meat sauces, a $930 million segment in A certain degree of confusion is inherent in the condiments 2009, was among the fastest growing of any segment, and sauces market. Different segments are employed in very fueled by successful performance of barbecue sauces, distinct food applications. While condiments most often in particular; in 2011, meat sauces are projected at just accompany sandwiches, burgers, fries and grilled meats, over $1 billion. they are also frequently used as dips, spreads, seasonings,
Salad Dressing and Vinegar Flavorings
See Food Master-INGREDIENTS, p. 7
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2011 New Products Annual sauces Sales by Segment Natural Supermarket Sales of Condiments, by Segment, March 2010 and March 2008 2010* $Million % Salsa 17.8 34.3 Meat, fish and ethnic sauces** 12.1 23.3 Soy sauce and tamari 7.8 15.0 Mustard and ketchup 6.9 13.3 Pickles, relish and horseradish 4.6 8.9 BBQ sauces 1.6 3.1 Hot sauce 1.1 2.1 Total 51.9 100.0
2008* Growth Share Change $Million % 2008-10 (%) % Point 15.7 36.7 13.4 -2.4 9.3 21.7 30.1 1.6 6.3 14.7 23.8 0.3 5.7 13.3 21.1 0.0 3.8 8.9 21.1 0.0 1.2 2.8 33.3 0.3 0.8 1.9 37.5 0.3 42.8 100.0 21.3 -
pace with the overall condiments market. The catch-all segment, “other sauces,” grew 8.4% in 2009, faster than any other segment, while growth is expected to slow a little in 2011 (+7.8%). Hot sauces dominate, though even the most successful brand names (Frank’s, Tabasco) are comparatively small players.
Populations Influence Market
Asian populations tend to be quite positive about purchasing condiments of an ethnic or Asian persuasion; their population increase should support further growth in Asian condiment sales. This bodes well for consumption from an ever-increasing range of Asian cuisines, which are already enjoying broadening acceptance in mainstream American dining. Perhaps ironically, Hispanics under the age of 45 decidedly do not buy Mexican sauces, likely cooking much more
* 52 weeks ending March 22, 2008, and March 20, 2010. ** Includes shelf-stable sauces and marinades, such as cocktail sauces, meat and fish marinades. Also includes shelfstable “simmer” or cooking sauces. Does not include Whole Foods Market, private label items, bulk PLU items or olives. Source: Mintel/SPINS
In comparison to other condiment segments, ketchup and mustard occupies the middle ground, in terms of annual sales growth. With over 5% of the FDMx condi7/7/10 mentMicroThermics_halfpage_02.07.10.eps market, the segment is a household staple09:05:00 that kept
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2011 New Products Annual sauces from scratch. Home food preparation is a tradition maintained by younger Hispanics more than older members of the group; Hispanics aged 45+ tend to be assimilated into a broader range of culinary flavors, and their consumption of most condiments, including Mexican sauces, parallels the total sample.
■ Expand product lines to include items that can make low-sodium, or at least lower-sodium claims, especially in sub-segments, such as soy and other Asian sauces. ■ Disseminate recipe/serving messages on labels and bottles, and in point-
of-sale locations, advertising and promotions, emphasizing the flavor impact of a truly small amount of a condiment.
Diversity in Flavors and Brands Ethnic sauces deliver much-needed variety for the increasing number of
The Sodium Quandary When consumers were asked to report the top two nutritional claims important to them, rating 37 and 35%, respectively, were “MSG-free” and “low-sodium/sodiumfree.” This represents a serious challenge to condiments marketers. Consider the following single-serving information from assorted condiments products: Suree Fish Sauce contains a whopping 55% of the U.S. daily value of sodium in a 1tbsp serving; Mt. Olive Baby Dills (1 pickle serving) come in at 14%, and Grey Poupon Mustard at 5%, per 1tsp serving. In fact, as monitored by Mintel’s GNPD, “low-sodium” and “MSG-free” claims are conspicuously absent among the top 10 product claims across condiments segments. But, the concern for manufacturers should be that consumers are starting to realize nutritional facts panels and typical serving sizes are often unrealistically small. For example, a half slab of ribs is typically bathed in barbecue sauce, not just dabbed with 2 tbsp. Similarly, a single baby dill pickle is a modest snack for most. Consumers may be quietly cutting back on condiment usage, as sodium fears influence their behavior, and manufacturers may need to reformulate, reposition or otherwise pro-actively take note—or, the market may experience less than stellar growth in the coming years. Only the “other sauces” segment is generally safe from sodium concerns: an extremely hot sauce is generally used in quantities more modest than 1 tsp, and salt is unimportant to the product’s flavor profile. Hot sauce manufacturers should attempt to reach out beyond the extreme-flavor-loving male and talk to a larger audience about the product’s ability to deliver an abundance of taste, without large amounts of sodium, via a very small serving. For producers of condiments in all other segments, a few alternatives should be considered: See Food Master-INGREDIENTS, p. 82
www.PreparedFoods.com
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2011 New Products Annual sauces meals cooked at home. Mexican sauces, especially salsa, enjoy popular acceptance and dominate the segment; they are mainstream foods, at this point. Asian sauces, led by the well-established Kikkoman brand and smaller players in Chinese, Thai and Indian cuisine, also add spice to the mix. Tostitos, the main brand that couples a forceful presence in the chips section with another on the salsa shelf, operates at an advantage and is the single largest brand, as a result. Mexican cuisine’s inclusion of legumes as an ingredient and the tomato base of most of the sauces mean Mexican dishes made at home often include a healthy dose of vegetables. Similarly, Asian stir-fries often incorporate fresh vegetables. Use of ethnic sauces could increase with marketing directed to “better-for-you,” easy and flavorful cooking at home. Similarly, salsa’s reputation as a healthy snack with good nutritional value can and should be exploited. Six out of 10 consumers use tortilla chips, and whole-grain, organic and otherwise healthier chips are seeing growing demand, according to Mintel’s “Salty Snacks—U.S., August 2009.” Coupled with such chips and fresh, lean taco fillings, salsa should see even greater success. Frank’s RedHot Hot Sauce and Frank’s Original Cayenne Pepper Sauce are the only brands that show growth in share in 2009-2010. The Frank’s brand marketing places a strong
emphasis on wing recipes and contests, as well as tail-gating usage; the website offers up suggestions to spur usage. Sports tie-ins help communicate to the male consumer, many of whom favor hot sauce. Private labels gained share, but private label and brand names combined could not achieve even half the sales numbers of other companies. Hot sauce, in general, appeals to collectors, has many websites for devotees and enjoys a macho, extreme image. It is a very “special” specialty food, and restaurant- and chef-label products mix with odd, often racy souvenir bottles from cities known for spicy cuisine. Kat Fay is a senior analyst with Mintel International, a consumer, media and market research company with offices in Chicago and London. Mintel’s Global New Products Database (GNPD) is the company’s source of global product intelligence. This article draws from the Mintel report, “Condiments—U.S., July 2010.” Please visit http://reports.mintel.com for more information or call Mintel at 312-932-0400. For more information on sauces, dressings and condiments, type “dressings,” “sauces,” “marinades” or “dips” into the search field at www.PreparedFoods.com. Or, type “Marinades and Rubs,” for an exclusive Prepared Foods’ E-dition article on the subject.
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2011 New Products Annual soups/side dishes
Soup and Side Dishes ■ ■ ■ ■
“Soup wars” reaped mixed results. Sodium content is important. Bold flavors drive rice segment. Brand names still have clout in side dish segment.
Bill Patterson, Mintel International
T
his time last year showed good growth in many of the soup and side dish markets, as the recession was helping boost sales of categories that are seen as basic staples and everyday simple foods. But, the recession could only help these markets so far, and the combined impact of consumers’ needs for frugality, self-inflicted market damage by soup manufacturers and creeping private label have dampened sales figures.
Soup Woes The ready-to-serve (RTS) soup segment is still hurting from the advertising war between Campbell and General Mills. The ads, which called out suspect ingredients in each competitor’s soups, appears to have succeeded mainly at reminding consumers, already wary of added sodium in processed foods, that the soup aisle should be approached with caution. There does appear to be a market for healthier soups—given that the Select Harvest launch was a success by itself. However, the rest of the RTS segment and the soup category, as a whole, suffered. Condensed soup has suffered from some of the same negative perceptions as RTS soup, most notably the perception—and in many cases the reality—of excessive sodium content. In this environment, Campbell, the dominant condensed soup leader, has lowered sodium levels in more than 90 soup varieties since 2005, in many cases with the use of sea salt. These efforts, however, have not entirely insulated the condensed soup segment from rising health concerns and have not brought growth to the market.
Ramen, which accounts for more than half of dry soup sales, into the popularity of zesty has driven nearly all dry soup flavors with its new Fiesta segment sales growth. While convenience and value pricing Rice, which is seasoned rice has made ramen a popular meal with corn and bell peppers choice among time-starved and budget-conscious young adults, and can be microwaved in sales growth could not be sus60 seconds. tained in 2010. This is an indication that low prices have not entirely shielded ramen from concerns about sodium content that have plagued the soup category, as a whole. Many ramen, dry soup and bouillon products are particularly high in sodium, and leading brands have not been as aggressive as RTS wet and condensed soup competitors in providing low-sodium alternatives.
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Zesty Rice Rises Dry rice continues to dominate the rice segment, accounting for just over 50% of sales. Rice mixes also comprise a sizable portion of the segment, with 2010 sales of some $535 million (36% share). While sales of rice grew nicely in 2008, this growth tailed off in 2009, and sales fell in 2010. The sector benefited from consumers looking for convenient and cheap ways to feed the family; however, the beneficial impact of the recession has now waned.
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2011 New Products Annual soups/side dishes Branding the Way Store Brand Buying Behavior, by Type of Side Dish, March 2010* Q: You mentioned that you buy store brands for each of the following side dishes. Which of the following statements applies to you?
Regular dry rice Instant or ready-to-serve rice Rice mix/Flavored rice Couscous/Tabouli/Other wheat or grain salad item Macaroni and cheese Canned baked beans Refrigerated baked beans Refried beans Pasta mix Instant mashed potatoes Au gratin, scalloped or other potato mix Frozen potato dishes Prepared salad Stuffing mixes Refrigerated side dishes
Base Have always bought store brand # % 406 28 274 21 256 20 114 22
Buy store brand more with the recession % 28 30 32 29
Expect to stay with store brands when the recession ends % 29 35 34 38
Expect to switch to named brands when the recession ends % 4 7 5 8
None of these % 11 8 9 4
247 288 131 210 363 306 252
23 19 18 21 22 20 19
32 35 36 34 33 29 32
33 31 33 31 29 33 37
6 5 8 5 6 7 7
7 10 5 8 10 11 6
200 443 243 282
22 39 21 29
32 22 30 29
33 24 32 27
5 5 6 6
10 9 11 9
Source: Mintel; * base: adults 18+ with Internet access who buy store brands of the these products
In Mintel’s latest rice report, many of the rice brands saw sales declines, with a couple of notable exceptions being Knorr Lipton Fiesta Sides and Zatarain’s. Of all the brands in the segment, these two had the highest increases, and the link between the two is that they offer bolder flavors than traditional white rice. Old El Paso is looking to tap into the popularity of zesty flavors with its new Fiesta Rice, which is seasoned rice with corn and bell peppers and can be microwaved in 60 seconds or less. Based on Mintel’s exclusive consumer survey, these marketers are taking a smart approach to the market, as 24% of Hispanics said they are eating more flavored rice compared to a year ago.
Key Points: Mac and Cheese Having benefitted from frugal consumption during the recession, the dry macaroni and cheese segment is at its highest point since 2004, up from a low of $643 million in 2006. The sector has been boosted by innovations, like Kraft’s microwaveable Easy Mac—the original version of which has helped sustain the segment over the years. Licensed characters are a big part of this segment, but they sometimes have short popularity cycles and are susceptible
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www.PreparedFoods.com
to the ever-changing loyalties of children. This is simply a fact of the market, and manufacturers need to recognize that the “character of the moment” will likely continue to have an ever-shorter shelflife. Marketing will need to become increasingly nimble to stay relevant.
Organic and Natural New introductions of wet soups, both RTS and condensed, have outnumbered those of dry soups over the last five years by three or four to one, a margin which equates, roughly, to the market share relationship between the two forms. While the total number of soup launches fell slightly in 2010, the decline was the result of a 30% drop in dry soup launches. The number of wet soup launches held steady. Dry soup brands may be missing an opportunity to introduce new products that improve health perceptions and expand the selection of flavor experiences. Convenience and ease of preparation (microwaveable and ease-of-use) continue to dominate the list of packaging claims and, collectively, have appeared on the packages of well over half of new soup products launched in the last five years. Where manufacturers have reacted to consumer needs
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2011 New Products Annual soups/side dishes Souping It Changes in Taking Soup to Work/School in Recession, by Household Income, September 2010* Q: “In the last couple of years (i.e., over the recession)…”
I increased the occasions when I took soup to work/school, and I am still doing it. I increased the occasions when I took soup to work/school, but now I am doing that less often. I decreased the occasions when I took soup to work/school, and I have not increased it since. I decreased the occasions when I took soup to work/school, but I have increased it since. There was not much change in the occasions I took soup to work/school.
All 387 %
