According to new research from Mintel, as many as 41% of Italian, 38% of Polish, 35% of German, 32% of French and 21% of Spanish consumers say they enjoy experimenting with ingredients. Consumer appetite is strong and, according to Mintel, there are four key ingredients that are expected to excel in 2018: chaga mushroom, green banana flour, hemp and blue algae. Chaga Mushroom According to Mintel research, consumer interest in ingredients with natural functionality is high and as a result, the chaga mushroom is receiving renewed interest. As many as 73% of German consumers agree that the health-promoting benefits of natural foods such as fruit and vegetables are preferable to the added benefits of functional foods. Meanwhile, 48% of Spanish consumers have used a functional food or drink product containing anti-oxidants. Mintel global food science analyst Emma Schofield says chaga mushrooms are traditionally known as a medicinal mushroom. “Chaga mushrooms are touted as being rich sources of beta-glucans, antioxidants and certain B vitamins. Chaga is conventionally grated into a fine powder and used to brew a beverage resembling tea or coffee; more recently however, chaga has been used in cold drinks, food supplements and healthcare products. Brands looking to turn to chaga mushroom to enhance their products can emphasise the ingredient’s properties as an adaptogen. The term adaptogen is not legally or scientifically recognised, but is touted as being a substance that can help the body cope better with mental or physical stress.” Green Banana Flour Gluten has been thrust into the spotlight in recent years, with the number of products featuring glutenfree claims booming. According to data from Mintel’s Global New Products Database (GNPD), 12% of bakery products launched in Europe in the year to September 2017 carried a gluten-free claim, up from just 6% of those launched in the year to September 2013. Taking advantage of this trend is green banana flour, whose use in food and drink products is starting to take off, according to Mintel GNPD. “Green bananas are simply unripened yellow bananas; however, from a nutritional perspective, they are very different. Green banana flour is gluten-free and rich in resistant starch and, as a result, it is emerging as a fibre-rich, clean label, grain-free flour,” Schofield says. Hemp Aspirations for healthier and ‘cleaner’ lifestyles are motivating consumers to include more vegetables, nuts, seeds and grains into their diets. More than one-in-four (28%) consumers in Germany say they are incorporating more protein into their diet compared to a year ago, while 23% say they are incorporating more vegetarian foods, such as soya burgers and vegetarian sausages, into their diet compared to a year ago. “Hemp seeds have been ignored for a long time, but the ingredient is said to contain a complete set of amino acids and a similar total protein content to soybean,” Schofield says. “It also contains micronutrients such as vitamin E and omega acids. As a result, hemp is emerging as a clean label plant protein ingredient that could thrive in plant-based, free-from and high protein innovations.” Blue Algae While once the taste of food was the first priority when it came to innovation, the rise of social media has spurred a rise in innovations that look striking too. As a result, colours (particularly natural colours) are receiving greater attention. “With the exception of a few examples such as blue cheese and blueberries, blue colours aren’t associated that positively with food and drink, however, more blue-coloured foods are beginning to emerge,” Schofield says. “The superfood spirulina provides colour with health and can be used to provide a blue colour in food and drink. Blue spirulina is making its way into cold-pressed juices, protein powders and even lattes.” services and automatic replenishment. Companies and retailers can leverage technology to establish new levels of efficiency, such as customised recommendations, cross-category pairings and resourceful solutions that save consumers time, effort and energy. Opportunities exist for companies to tempt consumers by creating products, suggesting combinations of goods and other options across consumer categories that make shopping more efficient and affordable for customers. Science Fare…Technology is being used to engineer solutions for our stretched global food supply. A technological revolution is playing out in manufacturing as some forwardlooking companies are developing solutions to replace traditional farms and factories with scientifically engineered ingredients and finished products. In 2018, technology will begin to disrupt the traditional food chain as enterprising manufacturers aim to replace farms and factories with laboratories. While lab, cultured or synthetic food and drink is only just emerging, technology could eventually be used to design food and drink that is inherently more nutritious, which could extend the consumer audience for scientifically engineered food and drink beyond environmentally conscious shoppers to reach consumers who are concerned about ingredient consistency, efficacy and purity. In 2018, Mintel foresees opportunities for manufacturers and retailers to help consumers regain trust in food and drink, and to relieve stress through balanced diets as well as memorable eating and drinking experiences. There also is an exciting new chapter dawning in which technology will help brands and retailers forge more personalised connections with shoppers, while enterprising companies will use scientific engineering to create an exciting new generation of sustainable food and drink. Mintel is the world’s leading market intelligence agency. www.mintel.com www.foodtechnology.co.nz 7
FT-Annual Directory 2018-eMag
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