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Health and wellness series – Metabolic health products and trends

December 2018

Executive summary

Efforts by public health organizations to raise awareness of digestive health have helped the global market for digestive health products, particularly in developed countries. In addition, growing concerns for preventive health care by older populations in developed countries have increased and will continue to increase sales of digestive health products.

In addition, the growing concern for preventive health care by baby boomers is a factor in the growth of the market for products enriched with probiotics and prebiotics.

Growing health concerns have been responsible for elevating demand for functional food and dietary supplement products over the last few years. Functional health and wellness products continue to be in strong demand across the world as they deliver tangible benefits that consumers are happy to pay a premium for. Specialized food ingredient manufacturers are also enhancing their market presence through expanded production capacities of their existing plants.

Industries continue to be driven by the need for new ingredients offering new functionalities. Consumers will continue to look for products enriched with ingredients that have multiple health benefits, which will drive the industry to adapt and adopt new ingredients.

Introduction

There is a growing demand observed globally, for natural and healthy ingredients. The main reasons for this change are the increased prevalence of diseases related to poor lifestyle habits (overweight, diabetes, chronic disease, etc.) and the resulting decrease in life expectancy. Consumer shift toward healthy ingredients or nutraceuticals is in accordance with the principle of "prevention is better than cure".

Consumer desires and interests can vary significantly across the globe, with age being one of the key determinants of nutritional and psychological needs. Young peopleFootnote 1 will prioritize and buy products that will provide them with functionality. For example, products formulated to give a boost of energy after being eaten or drunk. Oppositely, Baby Boomers want products that help prevent or mitigate conditions that relate to aging.

The agri-food companies have responded to this new trend and have developed a growing variety of new products with instructions and pictures related to health: functional foods. It is not easy to understand the level of consumer knowledge about these foods and the motivations behind the decision to buy or not to buy a functional product compared to one with the same nutritional attributes. In terms of products (besides dietary supplements), the possibilities are wide-ranging: yoghurts, juices, smoothies, snack bars and other types of snacks, beverages, desserts and even baby food provide fertile ground for new product developments.

Future food innovation will be driven by the need to find solutions to some of the big picture issues facing the industry. Food producers will have to meet the dual global challenge of feeding a growing and ageing population, while also responding to an escalating rate of diseases like obesity and type-2 diabetes. Numerous attempts to curb the growing obesity epidemic have failed around the world. As a result, long-term solutions for calorie reduction via healthy lifestyle changes are becoming a necessity.

This report does not attempt to cover the wide range of functional ingredients, variety of conditions or nutritional approaches, but it will provide an overview of the market and consumer trends with regards to functional/fortified products which specifically claim to support a metabolic health.

Overview of the sector

The health and wellness food sector remains as relevant as ever, despite broader economic concerns. Consumers are more than ever seeking healthier lifestyles, a well-balanced diet, and additional functionality and benefits from food and beverages. Consumers demand health and wellness solutions of ever greater specificity, such as products that claim to be beneficial for their metabolic health.

 The largest market for metabolic health products is North America, which also registered stable growth over the review period. Followed Western Europe market and Asian Pacific market, which has and is expected to continue to register strong growth over the forecast period (2018-2022). Medium-sized markets included Eastern Europe, the Middle East, Africa and Latin America, which they continue to show impressive growth rates over the forecast period (2018-2022).

The global metabolic health market, by region, historical and forecast retail sales value in US$ millions – Fixed 2017 exchange rates
Region Category 2013 2017 2018 2022 CAGR* % 2013-17 CAGR* % 2018-22
World Cardiovascular health 8,418.5 8,630.0 8,716.3 9,435.5 0.6 2.0
Digestive health 53,938.5 65,894.6 69,844.0 82,857.3 5.1 4.4
Weight management 112,553.5 121,217.7 126,108.9 150,238.6 1.9 4.5
North America Cardiovascular health 5,224.2 4,891.2 4,869.7 4,915.1 −1.6 0.2
Digestive health 14,002.1 14,376.0 14,867.1 17,168.5 0.7 3.7
Weight management 39,984.4 36,197.0 35,881.2 36,818.8 2.5 0.6
Western Europe Cardiovascular health 1,773.2 1,603.6 1,594.8 1,632.4 2.5 0.6
Digestive health 12,805.0 14,959.4 15,828.2 20,485.9 4.0 6.7
Weight management 36,491.7 36,353.1 37,201.7 40,014.8 −0.1 1.8
Asia Pacific Cardiovascular health 585.7 636.7 673.1 855.7 2.1 6.2
Digestive health 11,207.7 16,278.1 17,734.7 17,613.6 9.8 −0.2
Weight management 12,492.7 16,581.9 18,122.0 25,151.5 7.3 8.5
Latin America Cardiovascular health 405.9 1,052.6 1,122.3 1,547.4 26.9 8.4
Digestive health 6,935.9 8,787.7 9,131.2 11,654.6 6.1 6.3
Weight management 10,016.8 14,958.5 16,561.9 23,636.2 10.5 9.3
Middle East and Africa Cardiovascular health 17.3 20.6 22.0 27.1 4.5 5.4
Digestive health 2,883.2 4,040.0 4,443.2 6,333.0 8.8 9.3
Weight management 5,473.4 8,062.8 9,045.3 13,953.3 10.2 11.4
Eastern Europe Cardiovascular health 105.1 137.2 148.0 167.0 6.9 3.1
Digestive health 4,203.3 5,415.7 5,728.4 7,169.6 6.5 5.8
Weight management 4,613.0 5,635.0 5,926.1 7,385.7 5.1 5.7
Australasia[1] Cardiovascular health 307.1 288.0 286.5 290.9 −1.6 0.4
Digestive health 1,901.3 2,037.7 2,111.2 2,432.1 1.7 3.6
Weight management 3,481.5 3,429.4 3,370.7 3,278.3 −0.4 −0.7

Source: Euromonitor International, 2018

*CAGR: Compound annual growth

1: Australia and New Zealand only

Cardiovascular health

Heart disease remains one of the leading causes of death in the world. The aging of the population (baby boomers and seniors) will increase sales of nutritional supplements and products with features. Overall, heart health-positioned foods and beverages were valued at US$8.6 billion in 2017 at a global level, but the last five years have seen modest growth (0.6% CAGR).

The negative performance of the most mature markets like North America are leading this trend. Consumers are more likely to buy products with claims that are suitable for foods intended for intolerances and specialized diets. Despite the slight decline, there are still opportunities for cardiovascular health-positioned products, since it is widely recognised that a healthy diet is essential to keep under control some of the most important risk factors involved in the development of CVD, such as high cholesterol levels and high blood pressure, as well as overweight and obesity.

Cardiovascular health, top 10 worldwide markets, ranked by 2017 retail sale value, historical and forecast in US$ millions – Fixed 2017 exchange rates
Country Category 2013 2017 2018 2022 CAGR* % 2013-17 CAGR* % 2018-22
United States Cardiovascular health (CH) 5,068.3 4,716.1 4,687.0 4,698.8 −3.8 −1.5
CH - beverages 32.3 27.8 27.0 24.3 N/C N/C
CH - packaged food 5,035.9 4,688.3 4,660.0 4,674.5 −3.8 −1.5
Brazil Cardiovascular health (CH) 269.6 893.3 954.3 1,342.7 4.1 3.8
CH - beverages N/C N/C
CH - packaged food 269.6 893.3 954.3 1,342.7 4.1 3.8
France Cardiovascular health (CH) 396.7 335.7 323.3 297.5 34.9 10.7
CH - beverages N/C N/C
CH - packaged food 396.7 335.7 323.3 297.5 34.9 10.7
United Kingdom Cardiovascular health (CH) 297.1 294.8 304.8 327.7 2.9 5.4
CH - beverages 4.2 4.5 4.6 4.8 4.2 4.8
CH - packaged food 292.8 290.3 300.2 322.9 2.6 5.6
Spain Cardiovascular health (CH) 237.0 217.2 190.9 154.4 −1.8 −0.1
CH - beverages −3.7 −3.3
CH - packaged food 237.0 217.2 190.9 154.4 −1.8 −0.1
Australia Cardiovascular health (CH) 228.6 195.6 191.1 183.8 0.3 3.2
CH - beverages N/C N/C
CH - packaged food 228.6 195.6 191.1 183.8 0.3 3.2
Canada Cardiovascular health (CH) 155.9 175.1 182.7 216.3 −4.1 −3.0
CH - beverages 32.3 38.1 39.2 45.9 N/C N/C
CH - packaged food 123.7 137.1 143.5 170.4 −4.1 −3.0
Italy Cardiovascular health (CH) 179.8 155.1 159.7 179.2 −3.6 3.7
CH - beverages N/C N/C
CH - packaged food 179.8 155.1 159.7 179.2 −3.6 3.7
Finland Cardiovascular health (CH)) 104.0 105.3 108.3 119.4 −2.2 −8.2
CH - beverages N/C N/C
CH - packaged food 104.0 105.3 108.3 119.4 −2.2 −8.2
New Zealand Cardiovascular health (CH) 78.5 92.3 95.3 107.1 −0.2 2.7
CH - beverages 1.7 1.6
CH - packaged food 78.5 92.3 95.3 107.1 −0.2 2.7

Source: Euromonitor International

*CAGR: Compound annual growth

N/C: Not calculable

Example of products

Another approach for cardiovascular health-positioned foods is with heart healthy ingredients like omegas, plants sterols and complex carbohydrates. There is a clear movement towards artificially-fortified foods and beverages with these ingredients to naturally functional foods that contain heart health ingredients like nuts or almonds, which are perceived as healthier options by consumers.

Wegmans Organic riced cauliflower

Launched in United States (2018) and manufactured in Italy by Wegmans Organic. This riced cauliflower product is described as finely chopped cauliflower for sides, soups and classic rice dishes.

The product is branded "heart healthy", can be microwaved and retails in a 16 ounce (oz.) pack, featuring cooking instructions. The manufacturer is targeting consumers who are following their diet. low in saturated fat and cholesterol, Wegman affirms that it fits consumers that want to reduce their risk of heart disease.

Source: Mintel, 2018

Benecol Reduced Fat Margarine with Plant Stanols

Launched in United Kingdom (2017) by Benecol. This vegetarian margarine is said to have a buttery taste, and can be used for spreading, baking, freezing and frying. It retails in a 500 gram (g) pack bearing the Facebook logo.

Benecol Reduced Fat Margarine with Plant Stanols is now available in a newly designed pack. The 60% reduced fat product contains plant stanols, which are proven to lower cholesterol by 7-10%, and can lower the risk of coronary heart disease.

Source: Mintel, 2018

St Hubert Oméga 3 Demi-Sel Tartine & Cuisine Riche en Oméga 3

Launched in France (2017) by St Hubert Ltd. St Hubert Oméga 3 Demi-Sel Tartine & Cuisine Riche en Oméga 3 (Slightly Salted Soft Spread with Omega 3) has been repackaged. It is free from hydrogenated oils and added preservative, and can be used for spreads, cooking and light pastries.

The product is said to be good for health and rich in omega 3, which contributes to the maintenance of normal cholesterol and good cardiovascular functioning. This light product is contains 50% of fat, is enriched with vitamin B1, made from sustainable palm oil, and retails in a 600g large economy pack.

Source: Mintel, 2018

Product launch analysis – cardiovascular health

According to Mintel's Global New Products Database (2018), from 2013 to 2017, a total of 3,100 products claiming (on pack) to have "functional – cardiovascular properties"" were launched in the world. Out of these, 69% of products were new products, new formulation or varieties introduced in the market while the remaining products had been relaunched (in some cases with a new packaging or simply relaunch within the market).

The highest number of launches have occurred in United States and United Kingdom. The United States is the world's largest market for cardiovascular products in terms of retail sales (51.1% in 2017). Since 2013, 33% of new products have been launched in the United States.

Number of new product launches claiming (on pack) to have "functional – cardiovascular properties", by launch type, 2013-2017
Description of this image follows.
Description of above image
  • New packaging: 997
  • New variety/range extension: 956
  • New product: 824
  • Relaunch: 270
  • New formulation: 53

Source: Mintel, 2018

Number of new product launches claiming (on pack) to have "functional – cardiovascular properties", by top ten country, 2013-2017
Country 2013 2014 2015 2016 2017 Total
United States 278 192 201 197 163 1,031
United Kingdom 73 71 118 136 162 560
Spain 40 80 58 71 64 313
France 36 65 54 60 67 282
Brazil 39 50 51 49 49 238
Canada 53 54 42 53 32 234
Italy 28 42 35 58 53 216
Australia 36 25 30 16 10 117
Finland 10 14 8 20 9 61
New Zealand 13 1 14 10 10 48
Total 606 594 611 670 619 3,100
Source: Mintel, 2018

Cardiovascular health positioned beverages remains an underexploited area. Although there are numerous offerings marketed as high in antioxidants and/or with omega-3, drinks with a specific heart health positioning are scarce. While reduced fat and reduced salt products historically dominated heart health, consumers are starting to move to those products with more specific functional ingredients which, for example, lower cholesterol.

New product launches claiming (on pack) to have "functional – cardiovascular properties" by category, top ten country, 2013-2017
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Description of above image
Category United States United Kingdom Spain France Brazil Canada Italy Australia Finland New Zealand Total
Breakfast cereals 292 174 26 40 31 104 9 38 21 12 747
Dairy 63 123 92 81 20 21 30 14 10 7 461
Snacks 176 36 25 25 25 34 35 8 7 3 374
Bakery 104 22 41 25 60 18 37 6 7 1 321
Processed fish, meat and egg products 58 61 34 32 6 12 44 14 0 0 261
Sauces and seasonings 44 12 25 31 15 5 22 3 4 9 170
Juice drinks 61 52 12 4 11 9 5 5 2 0 161
Fruit and vegetables 50 8 9 1 13 6 2 1 1 10 101
Side dishes 27 6 4 1 27 6 9 11 5 3 99
Other beverages 53 6 4 0 7 4 1 3 1 2 81
Total 1,031 560 313 282 238 234 216 117 61 48 3,100

Source: Mintel, 2018

Digestive health

Digestive health products are likely to emerge as a major revenue contributor to the global healthcare sector in the coming years due to the growing prevalence of digestive diseases and rising awareness about the importance of maintaining a healthy gut flora. Rising awareness among consumers about the importance of digestive health is likely to remain the key driver for the global digestive health products market.

Geographically, North America is likely to remain the dominant contributor to the global digestive health products market through the 2017-2022 forecast period.

The increasing availability of healthcare information on the Internet and the increasing emphasis of healthcare agencies on outreach programs to boost healthcare awareness among the population have helped the digestive health products market in developed countries. For example, leading digestive health brand Activia has branched out into soft drinks, launching Activia Nectar in Brazil in 2011, which promotes the benefits of a high fibre intake.

Digestive health, top 10 worldwide markets, ranked by 2017 retail sale value, historical and forecast in US$ millions – Fixed 2017 exchange rates
Country Category 2013 2017 2018 2022 CAGR* % 2013-17 CAGR* % 2018-22
United States Digestive health (DH) 11,153.8 11,182.0 11,517.2 13,193.4 0.1 3.5
DH - beverages 17.5 37.0 42.3 64.8 20.6 11.3
DH - packaged food 11,136.3 11,144.9 11,475.0 13,128.6 0.0 3.4
Brazil Digestive health (DH) 4,798.3 6,158.7 6,343.7 8,114.5 6.4 6.3
DH - beverages 4.8 4.9 5.1 6.1 0.5 4.6
DH - packaged food 4,793.5 6,153.8 6,338.6 8,108.4 6.4 6.3
China Digestive health (DH) 2,621.9 5,356.9 6,138.2 2,713.6 19.6 −18.5
DH - beverages N/C N/C
DH - packaged food 2,621.9 5,356.9 6,138.2 2,713.6 19.6 −18.5
Japan Digestive health (DH) 3,747.9 4,410.9 4,560.5 5,248.5 4.2 3.6
DH - beverages 42.3 43.7 43.5 44.6 0.8 0.6
DH - packaged food 3,705.5 4,367.2 4,517.0 5,203.9 4.2 3.6
Canada Digestive health (DH)) 2,848.3 3,194.0 3,349.8 3,975.1 2.9 4.4
DH - beverages N/C N/C
DH - packaged food 2,848.3 3,194.0 3,349.8 3,975.1 2.9 4.4
Russia Digestive health (DH) 2,312.4 3,277.2 3,463.5 4,337.0 9.1 5.8
DH - beverages 7.9 13.1 14.6 23.5 13.5 12.6
DH - packaged food 2,304.5 3,264.1 3,448.8 4,313.5 9.1 5.8
United Kingdom Digestive health (DH) 1,878.1 2,008.4 2,101.9 2,392.8 1.7 3.3
DH - beverages N/C N/C
DH - packaged food 1,878.1 2,008.4 2,101.9 2,392.8 1.7 3.3
South Korea Digestive health (DH) 1,813.4 1,908.8 1,974.6 2,219.7 1.3 3.0
DH - beverages N/C N/C
DH - packaged food 1,813.4 1,908.8 1,974.6 2,219.7 1.3 3.0
Australia Digestive health (DH) 1,744.2 1,843.8 1,906.2 2,180.8 1.4 3.4
DH - beverages N/C N/C
DH - packaged food 1,744.2 1,843.8 1,906.2 2,180.8 1.4 3.4
Turkey Digestive health (DH) 490.9 1,555.4 1,973.4 4,702.3 33.4 24.2
DH - beverages N/C N/C
DH - packaged food 490.9 1,555.4 1,973.4 4,702.3 33.4 24.2

Source: Euromonitor International

*CAGR: Compound annual growth

N/C: Not calculable

Example of products

The market for digestive health products has undergone massive changes over the past several years. In the past, metabolic products tended to focus solely on the benefits of digestive health. However, the market is changing and if they want to remain competitive they need to reinvent their formulas and add new ingredients. The same products now claim other competitive benefits such as: immune support health, women's health benefits, improved nutrient absorption, and even products that help brain and cardiovascular health. Since digestive health problems are more prevalent among older consumers, they account for the majority of sales.

NutraKiwi Pure-Nutra You Er Pei Fang Nai Fen 3

Launched in China (2017), manufacture in New Zealand by New Milk. NutraKiwi Pure-Nutra You Er Pei Fang Nai Fen 3 (Young Children Formula Stage 3) features dietary fibre, and a Tri-Balance formula which has choline, lutein and nucleotide.

According to the manufacturer, dietary fibre helps promote normal gastrointestinal function. The product is halal certified and retails in a 900g pack bearing a QR code. To prepare, seven level scoops of the powder should be added to 210 millilitres (ml) lukewarm water.

Source: Mintel, 2018

Nature's Grain Carb Check Double Fiber Plus Multi-Grain Bagels

Launched in the United States (2017) by Harlan Bakeries. The wholegrain product is free from trans fat and HFCs, contains 20g fiber per bagel compared to 2 grams of fiber in national competitors' plain bagel, and retails in a 14.5-oz. pack of five units.

Nature's Grain Carb Check Double Fiber Plus Multi-Grain Bagels are wholesome bagels with increased fiber, which promotes better nutrition and contributes to digestive health.

Source: Mintel, 2018

Namyang Imperial XO Stage 2 Royal Class Liquid Formula

Launched in the South Korea (2017) by Namyang Dairy Products. Namyang Imperial XO Stage 2 Royal Class Liquid Formula is designed on the basis of breast milk and manufactured with new technology to provide balanced nutrition. It is suitable for babies from 100 days to six months of age, is made with 1A raw milk and retails in a pack containing six 180ml units.

The product is formulated with Hypro SMP, hydrolysis mixed skim milk powder, to promote better digestion, beta-glucan such as Wellmune for supporting the immune system, and patented prebiotics including bifido-oligosaccharide and sialyl-oligosaccharide for digestive health.

Source: Mintel, 2018

Product launch analysis – digestive health

According to Mintel (2018), from 2013 to 2017, a total of 4,378 products claiming (on pack) to have "functional – digestive properties" were launched in the world. Out of these, 66.8% of products were new products, new formulation or varieties introduced in the market while the remaining products had been relaunched (in some cases with a new packaging or simply relaunch within the market). The highest number of launches have occurred in United States, China and Russia. The United States is the world's largest market for friendly-digestive products in terms of retail sales (51.1% in 2017). Since 2013, 24.1% of new products have been launched in the United States.

Number of new product launches claiming (on pack) to have "functional – digestive properties", by launch type, 2013-2017
Description of this image follows.
Description of above image
  • New product: 1,553
  • New variety/range extension: 1,263
  • New packaging: 1,041
  • Relaunch: 410
  • New formulation: 111

Source: Mintel, 2018

Number of new product launches claiming (on pack) to have "functional – digestive properties", by top ten country, 2013-2017
Country 2013 2014 2015 2016 2017 Total
United States 212 209 217 209 190 1,037
China 183 229 223 203 161 999
Russia 64 80 123 69 88 424
Canada 92 88 54 75 72 381
Brazil 54 65 90 72 72 353
Japan 99 85 31 65 68 348
South Korea 59 80 35 61 79 314
Australia 67 42 54 33 53 249
United Kingdom 43 47 30 42 48 210
Turkey 24 7 2 13 17 63
Total 897 932 859 842 848 4,378
Source: Mintel, 2018

Dairy products or baby food products (including baby formula) represented more than 44% of the global digestive health products market in 2017 and are likely to remain the dominant revenue contributor to the market in the coming years.

Number of new product launches claiming (on pack) to have "functional – digestive properties", by launch type, 2013-2017
Description of this image follows.
Description of above image
Country Dairy Baby food Cereals Snacks Hot beverages Other beverages Bakery Juice drinks Side dishes Sauces and seasonings Total
United States 166 92 71 143 97 183 72 95 5 10 1,037
China 255 328 128 69 52 10 62 28 9 11 999
Russia 90 48 70 22 44 1 31 18 24 18 424
Canada 237 14 13 25 26 25 6 9 4 2 381
Brazil 33 15 34 35 12 34 67 39 28 9 353
Japan 258 3 0 2 0 11 10 15 7 3 348
South Korea 134 112 3 4 11 7 5 7 3 1 314
Australia 51 40 36 17 31 17 17 7 4 6 249
United Kingdom 21 20 24 19 45 13 6 19 6 10 210
Turkey 20 17 1 6 1 0 8 3 0 1 63
Total 1,265 689 380 342 319 301 284 240 90 71 4,378

Source: Mintel, 2018

Weight management

Weight management related products are undergoing major modifications as consumers move towards healthier lifestyles and increasingly buying nutrient rich foods at the expense of low calorific food related products. Consumers globally are moving towards a more holistic and long-term weight management approach to improve their health.

North America is the world's largest weight management market, accounting for approximately one-third of sales. Despite a high obesity rate in North America, weight loss product sales are on the decline, challenging brand holders to shift their focus from restrictive dieting to active nutrition and satiety. Increased consumption of fast foods in developing countries, such as Brazil, China, India, and others, has driven the problem of obesity, which also created an emerging weight loss and weight management diet market.

Weight management, top 10 worldwide markets, ranked by 2017 retail sale value, historical and Forecast in US$ millions – Fixed 2017 exchange rates
Country Category 2013 2017 2018 2022 CAGR* % 2013-17 CAGR* % 2018-22
United States Weight management (WM) 35,177.7 31,441.8 31,035.9 31,483.6 −2.8 0.4
WM - beverages 12,714.8 10,701.7 10,393.9 10,066.2 −4.2 −0.8
WM - packaged food 22,462.9 20,740.1 20,642.0 21,417.3 −2.0 0.9
United Kingdom Weight management (WM) 8,474.7 8,330.7 8,833.5 9,674.0 −0.4 2.3
WM - beverages 2,390.1 2,551.4 2,917.8 3,330.0 1.6 3.4
WM - packaged food 6,084.6 5,779.3 5,915.7 6,344.1 −1.3 1.8
India Weight management (WM) 4,193.8 7,523.4 8,649.2 13,751.8 15.7 12.3
WM - beverages 5.1 6.4 6.6 7.7 5.8 3.9
WM - packaged food 4,188.7 7,517.0 8,642.6 13,744.1 15.7 12.3
Germany Weight management (WM) 6,123.8 6,454.1 6,635.0 7,284.6 1.3 2.4
WM - beverages 1,532.8 1,763.2 1,834.6 2,175.4 3.6 4.4
WM - packaged food 4,591.1 4,690.8 4,800.4 5,109.2 0.5 1.
Canada Weight management (WM) 4,806.7 4,755.2 4,845.3 5,335.2 −0.3 2.4
WM - beverages 1,042.0 1,043.8 1,066.6 1,180.4 0.0 2.6
WM - packaged food 3,764.7 3,711.4 3,778.6 4,154.8 −0.4 2.4
France Weight management (WM) 4,480.0 4,006.5 3,971.9 4,004.9 −2.8 0.2
WM - beverages 848.7 767.2 764.9 808.3 −2.5 1.4
WM - packaged food 3,631.2 3,239.4 3,206.9 3,196.6 −2.8 −0.1
Japan Weight management (WM) 4,176.6 3,904.5 3,967.3 4,196.4 −1.7 1.4
WM - beverages 1,914.2 1,444.0 1,462.5 1,462.2 −6.8 0.0
WM - packaged food 2,262.4 2,460.6 2,504.8 2,734.1 2.1 2.2
Mexico Weight management (WM) 3,100.0 3,827.5 4,087.6 5,331.7 5.4 6.9
WM - beverages 1,689.7 2,072.9 2,218.0 2,900.9 5.2 6.9
WM - packaged food 1,410.4 1,754.6 1,869.6 2,430.9 5.6 6.8
Brazil Weight management (WM) 3,097.8 3,827.0 4,102.1 5,333.1 5.4 6.8
WM - beverages 1,124.9 1,199.2 1,239.5 1,539.3 1.6 5.6
WM - packaged food 1,972.9 2,627.8 2,862.6 3,793.8 7.4 7.3
Argentina Weight management (WM) 1,121.2 3,631.7 4,469.2 7,896.7 34.2 15.3
WM - beverages 746.9 2,273.8 2,795.8 4,855.3 32.1 14.8
WM - packaged food 374.3 1,357.9 1,673.4 3,041.5 38.0 16.1

Source: Euromonitor International

*CAGR: Compound annual growth

Example of products

Meal replacements are in high demand among young customers because they are perceived to offer more functional benefits and are a healthier source of nutrition than conventional foods. The Millennials are now the largest population group consuming this product, outnumbering the Baby Boomers. Millennials focus on organic food, exercise-friendly related products, and avoiding artificial sweeteners and highly processed foods. With limited incomes, they are likely to favor inexpensive and convenient diet plans and "wholesome" diet products.

OZiva Nutritional meal shake for women

Launched in India (2018), by Zywie Ventures. This vegetarian product provides 28 essential vitamins and minerals that are claimed to help in maintaining healthy hair and skin and retails in a 500g pack, featuring ISO 22000 and GMP (Good manufacturing practice) certifications and directions for use. According to the manufacturer, this product helps to lose weight, improve metabolism and make one feel energetic. It is free from soy, gluten, GMO, trans fat and artificial colours. The product is packed with proteins, multiple vitamins, high fibre and proprietary blend of ayurvedic herbs, providing complete nutrition of a meal while making fat loss and managing weight much easier.

Source: Mintel, 2018

SlimFast SlimCafé

Launched in the United States (2018), by SlimFast. SlimFast SlimCafé Caramel Cappuccino Coffee and Protein Beverage made with real milk, real brewed coffee and Coffeeberry, which is said to be a powerful super fruit extract from the cherry of the coffee plant. It is described to be rich, creamy and delicious, and is claimed to help to lose weight and provide energy for hours. This drink is free from added sugar, and retails in a 15 fluid ounce (fl. oz.) pack. According to the manufacturer, this naturally and artificially flavoured kosher certified product is packed with 10g protein and contains 10g fiber, only 120 calories and 82% less sugar than other coffee and protein beverages.

Source: Mintel, 2018

Glucerna Shake Hunger Smart

Launched in the United States (2018), by Abbott Nutition. Abbott Glucerna Shake Hunger Smart Creamy Strawberry Shake is naturally and artificially flavored and is said to help manage hunger as part of a weight loss plan. This kosher certified product contains Carbsteady which is claimed to include slowly digestible carbohydrates to help minimize blood sugar spikes and is designed for people with diabetes. It contains 0% juice, is suitable for lactose intolerance, is free from gluten and has 15g protein, 3g fibre and 180 calories. This product retails in a pack containing six 10-fl. oz. bottles.

Source: Mintel, 2018

Product launch analysis – weight management

According to Mintel's (2018), from 2013 to 2018, a total of 13,764 products with the claim "functional – slimming properties" were launched in the world. Out of these, 55.1% of products were new products or varieties introduced in the market while the remaining products had been relaunches (in some cases with a new packaging or new formulation).

Number of new product launches claiming (on pack) to have "functional – slimming properties", by launch type, 2013-2017Footnote 2
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  • New packaging: 4,501
  • New variety/range extension: 4,034
  • New product: 3,545
  • Relaunch: 1,383
  • New formulation: 301

Source: Mintel, 2018

Number of new product launches claiming (on pack) to have "functional – slimming properties", by top ten country, 2013-2017
Country 2013 2014 2015 2016 2017 Total
United States 638 687 645 582 407 2,959
United Kingdom 414 350 478 309 410 1,961
India 407 426 352 300 393 1,878
Brazil 370 303 394 243 263 1,573
Argentina 152 318 266 211 186 1,133
Mexico 190 250 245 230 189 1,104
France 218 218 226 157 101 920
Canada 160 245 169 157 94 825
Germany 124 192 168 120 177 781
Japan 139 108 129 111 143 630
Total 2,812 3,097 3,072 2,420 2,363 13,764
Source: Mintel, 2018

The market is increasingly oriented towards offering products that are customized for the age of the consumer. These products are advertised to offer age-appropriate nutrition, as well as to cover the different specific energy needs of each consumer according to their lifestyle. Meal replacements are the most important category in terms of sales. However, this category is growing more slowly due to the growing popularity of dairy products and protein snack products.

New product launches claiming (on pack) to have "functional – slimming properties" by category, top ten country, 2013-2017
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Country Dairy Snacks Bakery Other beverages Meal centers Cereals Sauces and seasonings Desserts and ice cream Carbonated soft drinks Hot beverages Total
United States 317 577 155 390 362 205 108 171 120 34 2,962
United Kingdom 310 269 143 121 259 83 123 77 118 53 1,962
India 77 461 233 55 6 232 149 9 20 326 1,880
Brazil 353 118 312 113 85 58 47 83 14 28 1,574
Argentina 141 29 198 109 12 10 51 93 101 24 1,133
Mexico 210 109 162 40 16 99 34 84 51 22 1,106
France 198 103 94 26 72 92 48 54 42 52 922
Canada 198 151 41 46 44 53 41 30 57 17 828
Germany 164 57 44 109 53 44 36 9 37 25 783
Japan 48 77 32 98 48 1 26 17 58 14 630
Total 2,016 1,951 1 414 1 107 957 877 663 627 618 595 13,780

Source: Mintel, 2018

Key functional ingredients

The products positioned primarily as beneficial for metabolic health may contain one or several of the following ingredients, among others.

Prebiotics and probiotics

Consumers have become increasingly interested in consuming probiotics to boost their gut health, driving interest in probiotic-containing functional beverages. Probiotics and prebiotic have become such a hot industry topic that the combination thereof is appearing in a growing array of products.

Growing awareness of health is the prime driver of the market. The growing menace of conditions such as constipation, diarrhea, inflammatory bowel disease and others is the second most important driver of the market. The rise in risk factors such as growing intake of sugar and fat rich junk foods, sedentary lifestyles, and others are indirectly resulting in high demand for the prebiotics.

Prebiotics

Although consumers have embraced the concept of supplementing with healthy bacteria (probiotics), the word "prebiotic" is still largely unknown to consumers, and they often confuse it with probiotic. Prebiotic insiders insist that despite the sharp drop in sales, the category could take off in the next few years as more consumers begin embracing the health benefits of prebiotics. According to Euromonitor International, the global prebiotics market will reach $7.11 billion by 2022. The global prebiotics market is expected to generate a CAGR growth of greater than 8 % by the end of forecast period of 2022.

Example of products
Mead Johnson Enfamil Infant Formula Milk Drink Stage 1

Launched in the China (2017), by Mead Johnson. Mead Johnson Enfamil Ying Er Pei Fang Ye Tai Nai 1 (Infant Formula Milk Drink Stage 1) features 'Zhi Yan 360 Nutrition' that contains docosahexaenoic acid, choline and US, Europe and China patented formula with a unique blend of prebiotic and polydextrose.

The ready to drink product is suitable for babies from newborn to six months of age, and retails in a 1.06 litres (L) pack bearing a QR code and containing six 177ml units which have six layers to block sunlight, oxygen and moisture and a anti-oxidant steel sheet for a solid seal.

Source: Mintel, 2018

Lion Botanical Tonics Blood Orange & Ginger Prebiotic Dandelion Tea

Launched in the United States (2017), by Emrays Gourmet. Lion Botanical Tonics Blood Orange & Ginger Prebiotic Dandelion Tea is said to be refreshing and restorative. This product is made with dandelion, which is an ancient, magical, homegrown super plant, and comprises wild-crafted dandelion leaves, roots and flowers and 18% juice. It is described as a tantalizing whole plant botanical tonic, bitter, tasty and equally healthful, and is claimed to help skin, digestion and liver. The product retails in a 10-fl.-oz. bottle.

Source: Mintel, 2018

Abbott Similac Gain IQ Stage 3 Growing Up Milk

Launched in Singapore (2017), by Abbott Laboratories. Abbott Similac Gain IQ Stage 3 Growing Up Milk has been repackaged and is now available in a 2,400g carton containing four 600g packs. The halal certified product is for one years onward and is said to be scientifically formulated with the changing nutritional needs of a growing child in mind and has a unique blend of natural RRR vitamin E, lutein plus DHA to support brain and eye development, and Immunity ingredients to support children's overall mental and physical development.

Source: Mintel, 2018

Product launch analysis – prebiotics

According to Mintel (2018), from 2013 to 2018, a total of 3,805 products with the claim "prebiotic" were launched in the world. Out of these, 64.5% of products were new products or varieties introduced in the market while the remaining products had been relaunched (in some cases with a new packaging or new formulation).

Number of new product launches claiming (on pack) to have "prebiotic", by launch type, 2013-2017
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  • New product: 1,549
  • New variety/range extension: 833
  • New packaging: 753
  • Relaunch: 376
  • New formulation: 179

Source: Mintel, 2018

Number of new product launches claiming (on pack) to have "prebiotic", by top ten country, 2013-2017Footnote 4
Country 2013 2014 2015 2016 2017 Total
China 104 141 106 87 98 536
United States 91 83 76 72 79 401
Vietnam 85 40 33 37 59 254
United Kingdom 18 33 28 39 55 173
India 34 43 36 21 37 171
Mexico 27 32 34 27 20 140
Brazil 14 22 22 31 38 127
Russia 14 18 20 34 30 116
Germany 16 42 13 24 21 116
Canada 23 30 18 24 8 103
Total 693 865 640 678 814 3,690
Source: Mintel. 2018

The prebiotics have a greater association with foods such as baby food, pet food, dairy products, bakery products, weight loss products, etc. Thus a growth of these food segments has a linear growth effect on the market for prebiotics.

New product launches claiming (on pack) to have "prebiotic" by category, top ten country, 2013-2017
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Country Baby food Pet food Dairy Other beverages Bakery Snacks Breakfast cereals Juice drinks Desserts and ice cream Hot beverages Total
China 276 38 149 15 10 6 8 0 1 10 536
United States 86 108 28 55 14 38 20 5 14 2 401
Vietnam 182 0 64 5 2 0 0 0 0 1 254
United Kingdom 18 147 1 0 0 1 0 4 0 1 173
India 55 23 4 13 16 25 12 2 3 1 171
Mexico 64 17 14 4 15 1 4 15 0 0 140
Brazil 22 92 1 1 3 0 0 1 0 0 127
Russia 47 35 11 0 2 6 7 1 0 1 116
Germany 8 97 0 0 0 0 6 0 0 2 116
Canada 6 60 4 5 5 13 0 0 0 0 103
Total 1,214 1,181 428 177 141 135 108 63 38 28 3,690

Source: Mintel, 2018

Probiotics

The global market for probiotic ingredients in 2017 was valued at US$31.9 billion and it's projected to exceed US$50 billion by 2026, according to Euromonitor International. Asia is the leading territory driving the global market and sales are expected to reach $19.2 billion by 2022, with a CAGR of 8.3 percent (Euromonitor International). China, India and Japan are cited as the primary drivers of the Asian market and in China, infant formula is projected to be a key growth driver of the probiotics market through 2023.

Consumers are moving beyond digestive health and are beginning to seek probiotics for a variety of other health concerns including oral health and weight control making it one of today's most versatile ingredients for the industries. Consumers are using probiotics to target specific health concerns and are becoming more interested with the number and strain types of the bacteria. With that, companies have the opportunity to differentiate themselves by broadening their probiotic portfolio to appeal to a variety of specific health concerns.

In Europe, consumers have a positive attitude towards probiotic products. Germany dominates the probiotic products market followed by U.K. and France, respectively. Europeans are aware of the health benefits of eating live bacteria, and they have also associated lactic acid bacteria with gut health.

The North America probiotics market size will grow with a CAGR of 6% between 2019-2022 due to a rise in the consumption of dairy products and the natural tendency to take supplements. High risk for digestive problems in the region due to intake of antibiotics, consumption of processed food and poor consumption habits should drive industry growth. Growing consumer inclination towards healthy eating lifestyle and interest by middle aged population to maintain good digestive health should drive product demand.

Probiotics by type and regions, ranked by 2017 retail sale value, historical in US$ millions – Fixed 2017 exchange rates
Region Category 2013 2014 2015 2016 2017 CAGR* % 2013-17
World Probiotics 29,432.3 30,405.3 29,092.3 30,298.4 31,924.3 2.1
Probiotics by dairy-based yoghurt 24,907.8 25,305.8 23,686.1 24,600.4 25,657.5 0.7
Probiotics by milk formula 4,510.1 5,085.1 5,393.5 5,685.2 6,253.5 8.5
Probiotics by powder milk 14.3 14.2 12.5 12.6 13.0 −2.4
Probiotics by organic cereal bars 0.1 0.1 0.2 0.2 0.2 18.9
Asia Pacific Probiotics 11,742.6 12,890.4 13,809.1 15,341.7 16,500.8 8.9
Probiotics by dairy-based yoghurt 9,543.2 10,039.0 10,317.3 11,517.9 12,218.9 6.4
Probiotics by milk formula 2,186.0 2,838.1 3,480.0 3,812.0 4,269.7 18.2
Probiotics by powder milk 13.4 13.3 11.8 11.8 12.2 −2.3
Western Europe Probiotics 5,605.7 5,493.8 4,610.5 4,393.5 4,338.2 −6.2
Probiotics by dairy-based yoghurt 5,069.4 4,946.6 4,153.5 3,930.9 3,864.4 −6.6
Probiotics by milk formula 535.3 546.2 456.3 461.9 473.1 −3.0
Probiotics by powder milk 0.9 0.9 0.8 0.7 0.7 −6.1
North America Probiotics 4,242.8 4,327.1 4,423.8 4,709.5 4,900.0 3.7
Probiotics by dairy-based yoghurt 4,140.5 4,231.0 4,338.7 4,626.3 4,814.6 3.8
Probiotics by milk formula 102.2 96.1 85.1 83.3 85.4 −4.4
Latin America Probiotics 4,593.0 4,525.9 3,496.3 3,070.5 3,186.0 −8.7
Probiotics by dairy-based yoghurt 3,555.2 3,559.7 2,702.4 2,341.8 2,422.3 −9.1
Probiotics by milk formula 1,037.7 966.2 793.9 728.7 763.7 −7.4
Eastern Europe Probiotics 1,286.4 1,224.8 941.8 970.9 1,118.2 −3.4
Probiotics by dairy-based yoghurt 970.9 919.7 699.1 717.1 823.7 −4.0
Probiotics by milk formula 315.4 304.9 242.5 253.6 294.2 −1.7
Probiotics by organic cereal bars 0.1 0.1 0.2 0.2 0.2 18.9
Australasia Probiotics 1,039.5 1,013.1 880.8 882.9 909.6 −3.3
Probiotics by dairy-based yoghurt 1,021.9 993.2 859.2 858.8 881.2 −3.6
Probiotics by milk formula 17.6 19.9 21.6 24.1 28.4 12.7
Middle East and Africa Probiotics 922.4 930.2 930.1 929.4 971.5 1.3
Probiotics by dairy-based yoghurt 606.6 616.5 615.8 607.7 632.4 1.0
Probiotics by milk formula 315.8 313.7 314.2 321.7 339.1 1.8

Source: Euromonitor International, 2018

*CAGR: Compound annual growth

Example of products

Due to the presence of many international players investing in the probiotics market for product & application portfolio development the market will develop significantly in coming years. However standardized labeling, demand for efficient packaging, and low product shelf life are restraining the probiotics market industry growth.

Norr Skyr Organic Matcha Tea Skyrr

Launched in the United States (2017), by New Nordic Dairy. Norr Skyr Organic Matcha Tea Skyrr is made with fresh whole milk from grass-fed cows and a splash of matcha from the finest shade grown tea leaves.

According to the manufacturer, matcha is potent in antioxidants and amino acids, and has been cherished as an ingredient for health by Japanese monks for 800 years. The kosher and United States Department of Agriculture (USDA) Organic certified product is crafted in America, features 14g protein and 4g milk fat, and is free from GMO and anything artificial. It retails in a recyclable 5.3-oz. pack featuring the FSC logo.

Source: Mintel, 2018

Bd Farm Paris Creek Biodynamic Organic Natural Swiss Yogurt

Launched in Australia (2017), Bd Farm Paris Creek. Bd Farm Paris Creek Biodynamic Organic Natural Swiss Yogurt has been relaunched with a new brand name, previously under B.d. Farm Paris Creek, and in a newly designed packaging. This pot set yogurt is free from gluten, artificial flavours and preservatives, contains live probiotics, and is a good source of calcium. The product is suitable for vegetarians, and retails in a 1 kilograms (kg) pack featuring the Facebook and Twitter logos, and the ACO seal.

Source: Mintel, 2018

Danone Activia Blueberry Probiotic Yogurt

Launched in Canada (Edmonton, 2017), Danone. Danone Activia Blueberry Probiotic Yogurt has been repackaged. This product with 2.9% milk fat contains B.L. Regularis probiotics that contribute to a healthy gut flora, and is made with vitamin D fortified skimmed milk. It retails in a recyclable 650g pack featuring a consumer competition.

Source: Mintel, 2018

Product launch analysis – probiotics

According to Mintel (2018), from 2013 to 2018, a total of 1,883 products with the claim "probiotic" were launched in the world. Out of these, 67.3% of products were new products or varieties introduced in the market while the remaining products had been relaunched (in some cases with a new packaging or new formulation).

Number of new product launches claiming (on pack) to contain "probiotic", by launch type, 2013-2017
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  • New product: 725
  • New variety/range extension: 542
  • New packaging: 413
  • New formulation: 135
  • Relaunch: 68

Source: Mintel, 2018

Number of new product launches claiming (on pack) to contain "probiotic", by top ten country, 2013-2017
Country 2013 2014 2015 2016 2017 Total
United States 52 43 47 71 68 281
Canada 7 31 35 41 40 154
China 12 36 21 28 55 152
Peru 1 40 20 28 21 110
Colombia 23 14 23 19 25 104
Vietnam 35 17 16 14 13 95
Russia 24 20 19 10 10 83
South Africa 16 16 18 9 15 74
Argentina 10 33 17 1 2 63
India 12 15 10 8 14 59
Total 295 406 367 400 415 1,883
Source: Mintel, 2018

Dairy takes the largest share, accounting for 60 percent of the food and beverage product launches containing probiotics, followed by baby food and healthcare products. Desserts, sports nutrition, and fermented foods are also becoming a target for innovation. Probiotic beverages are the second-largest digestive health market segment, behind probiotic supplements, but beverages are the fastest-growing segment. These include kombucha and kefir brands.

Companies in the probiotics market primarily manufacture dairy-based probiotic products such as probiotic yoghurt and probiotic cultured drinks. The dairy-based probiotic products segment in the probiotic F&B market is responsible for the consistent growth of the latter in the overall probiotic products market. New product launches and developments in the probiotics market is the best development strategy adopted by the players to garner a large market share.

Emerging categories in food with probiotics include juice drinks, bakery, chocolate confectionery and savory spreads.

New product launches claiming (on pack) to contain "probiotic", by category, top ten country, 2013-2017
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Country Dairy Baby food Pet food Other beverages Snacks Desserts and ice cream Juice Drinks Bakery Breakfast cereals Savoury spreads Total
United States 106 14 2 52 34 11 15 10 3 12 281
Canada 118 2 0 17 3 2 5 0 0 2 154
China 68 51 31 0 0 1 0 0 0 0 152
Peru 93 12 0 1 0 1 0 3 0 0 110
Colombia 67 16 2 3 0 12 0 3 0 0 104
Vietnam 29 61 0 1 3 0 0 0 0 0 95
Russia 51 22 2 0 0 1 0 0 5 0 83
South Africa 35 18 2 7 1 1 1 0 0 1 74
Argentina 63 0 0 0 0 0 0 0 0 0 63
India 15 3 18 4 0 5 0 0 1 0 59
Total 1,017 351 146 104 66 50 29 26 18 16 1,883

Source: Mintel, 2018

Sterols

Sterols represent a rapidly thriving industry, as the demand for dietary supplements, functional food products, and healthy food ingredients continues to increase predominantly to reduce the level of cholesterol in blood. Also increase in cardiovascular diseases are another reason for growth of the market. The global sterols market, which currently valuates roughly to US$755  million, is expected to take a leap to reach beyond US$1.3 billion by the end of 2022.Footnote 5

While developed countries have the highest geriatric population profiles, developing economies have a substantially large chunk of the population moving to a geriatric population group. Since age remains a primary factor that fosters the susceptibility of acquiring chronic health conditions, an expanding elderly population is poised to continue the optimistic growth prospects for the sterols market over the forecast period.

The high-growth prospect in emerging markets Such as Brazil, China, and India also untapped regions such as Middle East, South East Asia of Asia Pacific provides new growth opportunities for market players within the plant Sterols industry.

More than a quarter of the Japanese population is over the age of 60 years, which is one of the key factors creating a lucrative market for sterol-based product manufacturers in this region.

Rules and regulations in some countries have led to an increase in the consumption of plant sterol in the last five years. For instance, as a plant sterols have been generally recognized as safe (GRAS) by FDA (Food and Drug Association), its addition in a limited amount in many food applications, such as milk, yoghurt, mayonnaise, vegetable oils, coffee, beverages, butter, chocolates, snacks, etc. in many well-developed and emerging countries, such as Finland, Germany, Turkey, Israel, China, Japan, Taiwan, United Sates, Canada, Brazil, Australia and New Zealand, etc.

Examples of products

Flora ProActiv Light Vegetable Spread

Launched in September 2018 in the U.K. by Flora ProActiv. The vegetarian product is described as a 35% low fat vegetable spread with added plant sterols that help filter cholesterol from the body.

It is claimed to be clinically proven by 50 studies to actively lower cholesterol by 7-10% in 2-3 weeks. It features a blend of rapeseed, sunflower and linseed oils, containing omega 3 and 6. and retails in a 500g pack bearing the Heart UK Approved logo. The manufacturer claims to be committed to sustainable palm oil. Flora ProActiv Light Vegetable Spread has repackaged featuring a consumer competition to win a cottage stay.

Source: Mintel, 2018

Sanitarium Weet-Bix Cholesterol Lowering Biscuits

Launched in October 2017 in New Zealand, manufactured in Australia by Sanitarium. Sanitarium Weet-Bix Cholesterol Lowering Biscuits feature the same great taste of original Weet-Bix but with the benefit of 2g of plant sterols per serve which has been clinically proven to lower cholesterol by up to 9% within four weeks, when taken daily. Plant sterols actively lower cholesterol by partially blocking the absorption of LDL cholesterol in the digestive system. The cereal is also low in saturated fat and sugar, high in wholegrains and retails in a 440g recyclable pack with a health star rating of 4.5 out of five stars.

Source: Mintel, 2018

Logicol Buttery Spread

Launched in June 2017 in Australia by Goodman Fielder. Logicol Buttery Spread lowers blood cholesterol and has a rich and creamy taste. The product also contains natural plant sterols, which actively lower the amount of cholesterol the body absorbs, is a source of omega 3, contains 50% less salt than butter and offers 240kJ per 10g serving. This spread retails in a 500g pack.

Source: Mintel, 2018

Product launch analysis – sterols

According to Mintel (2018), from 2013 to 2018, a total of 1,789 products claiming to contain "sterols" were launched in the world. Out of these, 56.2% of products were new products or varieties introduced in the market while the remaining products had been relaunched (in some cases with a new packaging or new formulation). Top manufacturers functioning in the global sterol market capture the market share between 55-65%. These key players are having strong regional as well as global presence.

Number of new product launches claiming (on pack) to contain "Sterols", by launch type, 2013-2017Footnote 6
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  • New packaging: 140
  • New product: 110
  • New variety/range extension: 98
  • Relaunch: 26
  • New formulation: 10

Source: Mintel, 2018

Number of new product launches claiming (on pack) to contain "Sterols", by top ten country, 2013-2017
Country 2013 2014 2015 2016 2017 Total
United Kingdom 9 11 25 14 25 84
China 8 8 11 7 9 43
South Africa 7 6 9 0 3 25
India 2 3 4 4 3 16
United States 6 6 2 2 0 16
Spain 0 5 1 4 6 16
Australia 6 2 3 0 2 13
France 2 4 2 2 1 11
New Zealand 6 0 0 1 3 10
Indonesia 1 3 3 0 3 10
Total 72 73 89 66 84 384
Source: Mintel, 2018

Dairy products, followed by sauces and dressings, will reportedly register robust consumption of sterols. Bakery and confectionary, and beverages are also expected to grow into attractive food segments, accounting for substantially increasing sterol consumption rates. Dietary supplements are anticipated to take over the food industry through 2022, in terms of growth rate. Sterol is used as additives across a wide range of food products such as milk sausages, cold cuts, bakery products, spicy sauces, yogurts, spreads, and margarine.

New product launches claiming (on pack) to contain "Sterols", by top 5 category, top ten country, 2013-2017
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Country Dairy Sauces and seasonings Other beverages Snacks Breakfast cereals Total sample
United Kingdom 94 3 0 4 0 101
China 19 36 0 0 0 58
South Africa 4 0 15 5 4 28
Spain 16 1 0 0 0 19
India 0 12 0 2 2 18
Australia 9 5 0 0 1 17
United States 3 0 6 2 1 16
Finland 11 1 0 2 0 14
Italy 11 1 0 1 0 13
New Zealand 3 7 0 0 3 13
Total Sample 294 90 25 24 12 478

Source: Mintel, 2018

Inulin

The gaining popularity of prebiotic ingredients and rising awareness of the consumer towards low fat products is expected to fuel inulin market demand during the next five years. Carbohydrates such as inulin are considered "prebiotics." European inulin market size was estimated over 125 kilo tons in 2015 and is expected to witness moderate gains over the forecast period. Asia Pacific is likely to witness highest gains of above 10% from 2016 to 2023 owing to increase in functional foods consumption, particularly in China, Australia and India.

The global inulin market is primarily driven by the following factors: a growing dairy industry, consumers are increasingly buying health-friendly foods, an increase in the number of diabetic patients worldwide and a growing demand for naturally derived ingredients.

The important driver increasing growth in the global inulin market is the growing dairy industry. Inulin is widely used in dairy products like cheese, yogurts, ice-creams, and others. The market value of dairy products in the world is rapidly increasing. Amongst various dairy products, yogurts and drinking yogurts are growing areas of application in which the prebiotics feature is very high. Inulin is mainly used in the dairy products as a texture modifier and as sugar and fat alternatives. In the dairy products, inulin can be used for nutritional and technological functionality. In fact, inulin and oligofructose are among the most widely proven prebiotic fibers available, providing soluble dietary fibers. Growing diary product demand in regions such as Asia Pacific and MEA is likely to force manufacturers to increase beverage production capacity. This factor is likely to positively influence market growth.

As a macronutrients substitute, inulin is mainly used to replace sugar and fat respectively. The growing importance of low caloric sugar consumption in the food & beverages industry is also likely to drive demand. The stable inulin market price trend is expected to aid application development and penetration.

Products fortified with inulin by Fortified/Functional Dairy based yogurt – historical Retail sales value in US$ millions – Current prices – Fixed 2017 exchange rates
Region 2013 2014 2015 2016 2017 CAGR* % 2013-17
World 98.7 99.9 88.4 92.8 103.4 1.2
Western Europe 42.2 43.0 40.9 40.6 41.5 −0.4
Eastern Europe 38.3 36.4 27.3 28.3 33.1 −3.6
Latin America 18.2 20.4 20.3 23.9 28.7 12.1

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Europe was the largest market, accounting for over 40% of the global inulin market share in 2013 and is expected to witness growth due to regulatory support intended for promoting the incorporation of functional ingredients in the regional food and beverage industry. Most European countries have confirmed inulin to be a potent dietary fiber. Many claims have been submitted under the European Union health claims regulations indicating that inulin is effective in lowering the cholesterol and controlling diabetes.

The Asia-Pacific market is anticipated to be the fastest-growing region for the global inulin market. Positive outlook for the dairy industry, capacity expansion of baby food manufacturers like Nestle and Danone, and the increasing demand for infant baby food formula in China and India will be the market drivers for growth in this region.

Example of products

Teecino Chicory Herbal Coffee with Hazelnut

Launched in the U.S. (2017), Teeccino. Teecino Chicory Herbal Coffee with Hazelnut has been repackaged. This medium roast product is slightly sweet and comprises organic herbs, French chicory and buttery hazelnuts enriched by golden roasted almonds, dates and figs. The kosher certified product is 75% organic, contains inulin, a prebiotic soluble fiber that feeds the consumers' gut flora to improve digestion and support the immune system, and can be enjoyed as an energy pick-up and low-calorie snack, as a delicious dessert beverage that wont interfere with sleep, as a nutritious drink for kids, or blended with coffee to reduce caffeine and acidity.

Source: Mintel, 2018

Quaker High Calcium Milk Powder

Launched in Taiwan (2016), by Quaker. Quaker High Calcium Milk Powder with High Iron Formula has been relaunched, and now retails in a newly designed 1,500g pack. This high iron product is specially designed for women and contains double the calcium, vitamin D3, inulin, and iron, and vitamins C and E.

According to the manufacturer: vitamin C helps increase collagen formation, while iron maintains great complexion. Vitamin E helps prevent oxidation, and vitamin D3 helps calcium absorption. Inulin, calcium and vitamin D3 help maintain health. Vitamin A helps bone development.

Source: Mintel, 2018

Nestlé Bliss Plus Apple, Cranberry & Pomegranate Flavoured Low Fat Yogurt Drink

Launched in Singapore (2017), manufacture in Malaysia by Nestlé. Nestlé Bliss Plus Apple, Cranberry & Pomegranate Flavoured Low Fat Yogurt Drink ) contains prebiotic inulin, live cultures, real fruit juice, and natural colours that are obtained from plants or vegetables. This halal certified product retails in a 700g pack bearing the Healthier Choice logo.

Source: Mintel, 2018

Product launch analysis – inulin

According to Mintel (2018), from 2013 to 2017, a total of 516 products claiming (on pack) to contain inulin were launched in the world. Out of these, 52.3% of products were new products or varieties introduced in the market while the remaining products had been relaunched (in some cases with a new packaging or new formulation).

Number of new product launches claiming (on pack) to contain inulin by launch type, 2013-2017
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  • New product: 172
  • Relaunch: 122
  • New packaging: 98
  • New variety/Range extension: 94
  • New formulation: 30

Source: Mintel, 2018

Number of new product launches claiming (on pack) to contain inulin by top ten country, 2013-2017
Country 2013 2014 2015 2016 2017 Total
Indonesia 37 31 48 41 25 182
Brazil 9 5 3 6 9 32
Malaysia 2 10 1 14 4 31
Russia 1 4 12 8 4 29
Vietnam 8 3 7 0 7 25
United States 4 0 7 3 6 20
South Africa 9 5 3 1 2 20
Chile 2 10 0 2 3 17
Australia 1 5 1 6 2 15
Taiwan 2 0 3 2 6 13
Total 91 101 108 111 105 516
Source: Mintel, 2018

Adding inulin and other nondigestible carbohydrates as functional foods serves to meet consumer demands of taste and texture in modern processed foods without adding calories. In a weight-conscious modern world, taste and texture of low-calorie foods often gains more followers than long-term health benefits.

New product launches claiming (on pack) to contain inulin by category, top ten country, 2013-2017
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Pays Baby food Dairy Other beverages Pet food Hot beverages Snacks Bakery Breakfast cereals Juice drinks Chocolate confectionery Total
Indonesia 92 75 8 0 3 2 0 0 0 0 182
Brazil 2 2 3 24 0 0 1 0 0 0 32
Malaysia 13 5 0 0 0 0 0 0 10 3 31
Russia 10 5 0 0 4 5 2 3 0 0 29
Vietnam 19 3 2 0 0 0 1 0 0 0 25
United States 0 0 7 6 7 0 0 0 0 0 20
South Africa 1 0 14 0 0 0 2 1 0 0 20
Chile 0 0 0 0 0 0 11 2 0 0 17
Australia 7 0 0 3 0 4 0 0 0 0 15
Taiwan 3 6 1 0 2 0 0 1 0 0 13
Total 177 111 57 49 26 21 21 17 15 8 516

Source: Mintel, 2018

For more information

This customized report has been prepared for BENEFIQ 2018 Session 5: Health target: Nutrition and mental health – Quebec City, October 2 to 4 2018.

International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.

For additional intelligence on this and other markets, the complete library of Global Analysis reports can be found on the International agri-food market intelligence page, arranged by region.

Resources

Health and wellness series – Metabolic health products and trends
Global Analysis Report

Prepared by: François Thériault, Market Analyst

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