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Customized Report Service – Global demand and trends analysis on soluble fibers in North America and Europe in 2020

July 2020

Note: This report includes forecasting data that is based on baseline historical data.

Market snapshot

Soluble fibers can naturally be found in plant foods in the form of non-digestible carbohydrates, that absorbs water and slows down digestion, to help regulate intestinal functions. Foods rich in soluble fiber include oatmeal, nuts, beans, apples, and blueberries. Consumption of fiber-rich foods does more than just keep bowel movements more regular and healthier but can also help in lowering cholesterol, keeping blood sugar levels stable (controlling diabetes), and in losing weight by keeping you feeling fuller longer without adding many calories to your diet.Footnote 1

This report will focus on soluble fibers that are added in small amounts to foods and beverages including digestive resistant maltodextrin (RMD or maltodextrin), inulin, and fructose oligosaccharides (FOS), which have the benefits of being a fiber and can be used in foods as a bulking agent or a sugar replacement ingredient. Specifically, maltodextrin is a polysaccharide starchy dietary fibre (DF) powder often used as a food additive to improve flavor, thickness, or shelf life; while inulin and FOS are prebiotic DFs known as 'fructans' often used as an alternative sweetener, that feed the good bacteria in the gut and is said to act as an immune system booster (collective web definitions).

In 2019, global demand for these dietary fibers had a total import value of US$519.7 million (402.4 thousand tonnes), with 54.4% consisting of a maltodextrin ingredient, followed by 45.3% of inulin, and 0.3% of FOS imports. Top global import markets were Germany (mostly RMD), the Netherlands (RMD), the United States (US) for inulin, the United Kingdom (UK) mostly for RMD, and Italy (inulin and RMD). European markets were the largest importers for these soluble fibers, whereby the other selected markets in this report such as the US, the Association of Southeast Asian Nations (ASEAN) member states, Canada, New Zealand and Australia have only imported mostly or solely inulin.

In North America, retail sales of related digestive or diabetic/dietetic packaged food products totaled US$4.1 billion in Canada and US$24.3 billion in the US, in 2019. In 2019, the Canadian dairy and soy food sector with digestive health (lactose-free, probiotic) and diabetic/dietetic (sugar free, reduced sugar) product attributes had the largest sales at US$1.7 billion. Meanwhile in the US, the bakery and cereals food sector had the largest sales at US$6.9 billion for its digestive health (source of fiber, gluten-free, added fiber/prebiotic) and diabetic/dietetic (sugar free, reduced sugar) product attributes. As reported in 2018, retail sales of related diabetic/dietetic non-alcoholic beverages totaled US$93.6 million in Canada and US$3.5 billion in the US (also advertised with digestive health consumer benefits claims).

In 17 nations throughout Europe, retail sales of related digestive or diabetic/dietetic packaged food products totaled US$32.7 billion in 2019 and non-alcoholic beverage products totaled US$5.2 billion in 2018. In 2019, top European markets for both food and beverage product sales included Germany, and the UK, followed by Italy for packaged food products and the Netherlands for beverage products. The largest European food sectors for retail sales in these related consumer benefits segments were bakery and cereals, dairy and soy foods, and confectionery products.

Trade overview

In 2019, global demand for various soluble fibers had a total import value of US$519.7 million (402.4 thousand tonnes), which includes maltodextrin (RMD) at a value of US$282.9 million (313.8 thousand tonnes), followed by inulin at US$235.6 million (88.0 thousand tonnes), and FOS at US$1.2 million (730.0 tonnes). These reported values in 2019, showed that maltodextrin and FOS reported losses of −3.5% and −2.9%, respectively; while inulin had a growth of 7.2% over the same period in 2018.

The European Union (EU28), is the largest import market for all these soluble fibers and is the sole market amongst the selected regional areas for the demand for RMD and FOS (other selected regions includes the US, Canada, ASEANFootnote 2, New Zealand, Australia). In 2019, the EU28 had a total import value of US$344.5 million (333.4 tonnes), which represented a 66.4% global market share in the demand for soluble fibers.

In 2019, top global import markets for RMD (HS:1702901200, 1702902700, 17029050) were Germany, the Netherlands, the UK, France, and Spain. Over, 97% of the demand was destined towards the EU28 in 2019, however, experienced a slight decline of −2.8% between 2018 and 2019. Imports to Hungary had the highest growth in the listed top 10 markets (2018-2019) by 6.0%; while imports to Belgium (−16.6%), Ireland (−14.8%), Poland (−12.4%) the UK (−6.9%), Spain (−3.8%), and Italy (−0.4%) have decreased over the same period.

Top 10 markets importing from the world for the demand of maltodextrin, 2018-2019 measured values in US$ million and volume in kilograms
HS codes (1702901200, 1702902700, 17029050): maltodextrins in solid form, not flavored or coloured (kilograms)
Global ranking Market Import value (US$ million) Growth difference (%) (2019/2018) Import quantity ('000 tonnes)
2018 2019 2018 2019
Total - global 293.0 282.9 −3.5 320.3 313.8
1 Germany 68.2 68.4 0.3 88.1 88.4
2 Netherlands 52.9 53.3 0.8 58.0 62.0
3 United Kingdom 46.8 43.6 −6.9 45.8 42.9
4 France 19.7 19.8 0.4 17.5 17.4
5 Spain 18.3 17.6 −3.8 18.0 16.8
6 Poland 17.2 15.1 −12.4 19.2 17.8
7 Italy 13.0 12.9 −0.4 13.9 13.7
8 Belgium 13.6 11.3 −16.6 19.6 18.1
9 Ireland 8.2 7.0 −14.8 7.0 5.8
10 Hungary 5.1 5.5 6.0 4.8 4.7
Subtotal - top 10 262.9 254.4 −3.2 291.9 287.7
*EU28[a] 283.4 275.4 −2.8 310.6 306.9

Source: Global Trade Tracker, 2020

a: European Union

Top global import markets for inulin (HS:110820) were the US, Mexico, Italy, Indonesia, and Germany. According to the chosen selected regions that import from the world for the demand of inulin in 2019, the EU28 represented the largest global market with an import value of US$68.0 million (global market share: 28.9%), followed by the US at US$56.4 million (24.0% share), and the ASEAN at US$32.1 million (13.6% share). In 2019, Canada reported the largest growth of 28.9% between 2018 and 2019 at an import value of US$9.2 million (global market share: 3.9%), while New Zealand reported the largest decrease over the same period of −2.7% at US$3.0 million (1.3% share) and Australia reported a significant growth of 26.6% at US$1.9 million (0.8% share).

Selected markets importing from the world for the demand of inulin, 2018-2019 measured values in US$ million and volume in kilograms
HS code (110820): Inulin (kilograms)
Global ranking (top 3) Market Import value (US$ million) Growth difference (%) (2019/2018) Import quantity (metric tonnes)
2018 2019 2018 2019
Total - global 219.8 235.6 7.2 77,693.4 87,972.4
(3,5,8) EU28[a] 65.3 68.0 4.0 23,784.2 25,713.0
1 United States 54.3 56.4 4.0 17,861.4 20,109.2
(4,11,15) ASEAN[1] 32.1 32.1 −0.2 12,901.6 13,746.5
6 Canada 7.2 9.2 28.9 2,227.1 2,677.0
20 New Zealand 3.1 3.0 −2.7 974.9 1,077.7
24 Australia 1.5 1.9 26.6 530.3 690.9
Subtotal - selected markets (6) 163.5 170.6 4.3 58,279.5 64,014.4

Source: Global Trade Tracker, 2020

a: European Union top markets include Italy, Germany, France

1: Association of Southeast Asian Nations member states top markets include Indonesia, Philippines, Thailand

In 2019, top global import markets for FOS (HS:17026080) were France, the UK, Slovakia, the Czech Republic, and Sweden. Almost, 98% of the demand was destined towards the EU28 (mainly France and the UK) in 2019, however, this EU28 region reported a slight decline of −2.1% between 2018 and 2019. Ireland has joined the import market for FOS in 2019, at a value of US$10,138. Imports to Germany and Hungary in the listed top 10 European markets had the highest growths (2018-2019) by 240.2% and 79.4% respectively, followed by Portugal (40.6%) and France (20.7%) from 2018 to 2019. Meanwhile, imports to the Netherlands (−76.0%), Sweden (−51.2%), the Czech Republic (−36.2%), the UK (−10.7%), and Slovakia (−7.3%) have decreased over the same period, which contributed to an overall decrease in the top ten FOS import markets of −0.8% and −2.1% in the EU28 alone.

Top 10 marketsimporting from the world for the demand of fructose-oligosaccharides (FOS), measured values in US$ dollars and volume in kilograms, 2018-2019
HS code (17026080): inulin syrup obtained directly by hydrolysis of inulin or oligofructoses, in dry state (kilograms)
Global ranking Market Import value (US$) Growth difference (%) (2019/2018) Import quantity (kg)
2018 2019 2018 2019
Total - global 1,226,195 1,187,521 −2.9 1,408,431 729,995
1 France 604,018 728,841 20.7 964,041 468,884
2 United Kingdom 247,872 221,419 −10.7 140,671 137,337
3 Slovakia 57,169 53,000 −7.3 37,800 37,826
4 Czech Republic 79,814 50,958 −36.2 46,552 28,816
5 Sweden 70,276 34,332 −51.2 25,970 13,125
6 Germany 6,963 23,688 240.2 1,598 16,895
7 Netherlands 96,597 23,181 −76.0 55,332 14,609
8 Portugal 10,308 14,489 40.6 1,682 2,534
9 Ireland 0 10,138 0 1,622
10 Hungary 3,777 6,776 79.4 2,367 3,150
Subtotal - top 10 1,176,794 1,166,823 −0.8 1,276,013 724,798
EU28[a] 1,188,134 1,163,642 −2.1 1,163,642 722,741

Source: Global Trade Tracker, 2020

a: European Union

Retail sales - digestive, diabetic/dietetic foods and beverages in North America and Europe

Canada

In 2019, retail sales of packaged food products containing claims with digestive health and diabetic/dietetic consumer benefits in Canada totaled US$4.1 billion, with related non-alcoholic drink beverages valuing US$93.6 million in 2018. These specialized food sectors have been growing at a CAGR of 3.8% between 2015-2019, while the drink sector with sugar free, reduced/no added sugar benefits has been decreasing in retail sales value by a CAGR of −4.7% between 2015-2018.

In Canada, the dairy and soy food sector with digestive health (lactose-free, probiotic) and diabetic/dietetic (sugar free, reduced sugar) claims had the largest sales at US$1.7 billion, followed by sectors such as bakery and cereals with related consumer benefits (source of fiber, gluten-free, added fiber/prebiotic, sugar free, no added sugar) at US$870.3 million, and meat with digestive health (gluten-free) claims at US$589.2 million in 2019. Smaller digestive or diabetic/dietetic food segments in order of retail sales size included confectionery, pasta and noodles, savory snacks, and syrups and spreads. All segments within these related food categories have been growing at moderate CAGRs (2015-2019), at the exception of the diabetic/dietetic non-alcoholic beverage sector.

Digestive and diabetic/dietetic food and non-alcoholic beverage products in Canada, historical retail sales value in US$ millions - fixed 2010 exchange rates
Sector Consumer benefits segment (product attribute) 2015 2018 2019 CAGR* % 2015-2019
Total - packaged food 3,522.2 3,927.4 4,086.3 3.8
Dairy and soy food Digestive health (lactose-free, probiotic) 1,348.2 1,501.9 1,565.9 3.8
Diabetic/dietetic (sugar free, reduced sugar) 151.5 170.9 178.8 4.2
Subtotal - dairy and soy food 1,499.7 1,672.8 1,744.6 3.9
Bakery and cereals Digestive health (source of fiber, gluten-free, added fiber/prebiotic) 651.6 746.8 784.1 4.7
Diabetic/dietetic (sugar free, no added sugar) 72.5 82.2 86.2 4.4
Subtotal - bakery and cereals 724.1 829.0 870.3 4.7
Meat Digestive health (gluten-free) 519.0 572.3 589.2 3.2
Confectionery Diabetic/dietetic (sugar free, no added sugar) 508.8 557.6 575.4 3.1
Pasta and noodles Digestive health (gluten-free) 138.2 157.0 164.7 4.5
Savory snacks Digestive health (gluten-free) 68.5 76.1 79.4 3.7
Syrups and spreads Diabetic/dietetic (sugar free) 10.7 12.2 12.8 4.5
Total - non-alcoholic beverages (diabetic/dietetic - sugar free, reduced/no added sugar) 108.1 93.6 n/a −4.7

Source: GlobalData Intelligence Center: Consumer, 2020

*CAGR: Compound Annual Growth Rate

n/a: not available

United States

In 2019, retail sales of packaged food products containing claims with digestive health and diabetic/dietetic consumer benefits in the United States totaled US$24.3 billion, with related non-alcoholic drink beverages valuing US$3.5 billion in 2018. These specialized food sectors have been growing at a CAGR of 1.8% between 2015-2019, while the drink sector with both diabetic/dietetic (sugar free, reduced/no added sugar benefits) and digestive (gluten-free) claims have been increasing in retail sales value by a CAGR of 6.4% between 2015-2018.

In the US, the bakery and cereals packaged food sector with digestive health (source of fiber, gluten-free, added fiber/prebiotic) and diabetic/dietetic (sugar free, reduced sugar) claims had the largest sales at US$6.9 billion, followed by sectors such as dairy and soy food with related consumer benefits (lactose-free, gluten-free, probiotic, sugar free) at US$6.3 billion, and confectionery products with diabetic/dietetic (sugar free) and digestive health (gluten-free) claims at US$4.8 billion in 2019. Smaller digestive or diabetic/dietetic food segments in order of retail sales size included seasonings, dressings and sauces, savory snacks, savory and deli foods, soups, ice cream, meat, syrups and spreads, pasta and noodles, prepared meals, and fish and seafood. All segments within these related food categories have been growing at moderate CAGRs

(2015-2019), at the exception of declines within the digestive dairy and soy food (−0.2%) and the digestive meat (−1.2%) sectoral categories.

Digestive and diabetic/dietetic food and non-alcoholic beverage products in the US, historical retail sales value in US$ millions - fixed 2010 exchange rates
Sector Consumer benefits segment (product attribute) 2015 2018 2019 CAGR* % 2015-2019
Total - packaged food 22,611.0 23,818.6 24,264.4 1.8
Bakery and cereals Digestive health (source of fiber, gluten-free, added fiber/prebiotic) 5,452.6 5,798.7 5,943.2 2.2
Diabetic/dietetic (sugar free, reduced sugar) 866.3 926.8 952.1 2.4
Subtotal - bakery and cereals 6,318.9 6,725.5 6,895.3 2.2
Dairy and soy food Digestive health (lactose-free, gluten-free, probiotic) 5,660.5 5,693.7 5,618.6 −0.2
Diabetic/dietetic (sugar free) 662.1 700.6 718.8 2.1
Subtotal - dairy and soy food 6,322.6 6,394.3 6,337.4 0.1
Confectionery Diabetic/dietetic (sugar free) 4,661.1 4,793.3 4,773.3 0.6
Digestive health (gluten-free) 65.8 69.9 70.3 1.7
Subtotal - confectionery 4,726.9 4,863.2 4,843.6 0.6
Seasonings, dressings and sauces Digestive health (gluten-free) 2,071.9 2,279.9 2,364.6 3.4
Savory snacks Digestive health (gluten-free) 1,147.7 1,421.7 1,559.4 8.0
Savory and deli foods Digestive health (gluten-free) 612.2 650.3 660.7 1.9
Soups Digestive health (gluten-free) 527.3 567.5 581.5 2.5
Ice cream Diabetic/dietetic (no added sugar) 369.1 394.1 488.9 7.3
Digestive health (lactose-free) 19.3 20.2 19.8 0.7
Subtotal - ice cream 388.3 414.3 508.7 7.0
Meat Digestive health (gluten-free) 261.3 246.9 249.3 −1.2
Syrups and spreads Diabetic/dietetic (sugar free) 117.3 127.6 131.6 2.9
Pasta and noodles Digestive health (gluten-free) 75.4 84.7 88.7 4.1
Prepared meals Digestive health (gluten-free) 25.6 26.5 27.0 1.3
Fish and seafood Digestive health (gluten-free) 15.5 16.3 16.5 1.6
Total - non-alcoholic beverages 2,903.3 3,495.0 n/a 6.4
Soft drinks Diabetic/dietetic (sugar free, no added/reduced sugar) 1,776.4 2,183.1 n/a 7.1
Soft drinks Digestive health (gluten-free) 1,126.8 1,312.0 n/a 5.2

Source: GlobalData Intelligence Center: Consumer, 2020

*CAGR: Compound Annual Growth Rate

n/a: not available

European Union (19 nations)Footnote 3

In 2019, retail sales of packaged food products containing claims with digestive health and diabetic/dietetic consumer benefits in 19 nations out of the EU28 (including the UK and the combined Slovak Republic) totaled US$32.7 billion, with related non-alcoholic drink beverages valuing US$5.2 billion in 2018. These specialized packaged food sectors have been growing at a CAGR of 2.9% between 2015-2019, while the drink sector with both diabetic/dietetic (sugar free, reduced/no added sugar benefits) and sometimes digestive (gluten-free) claims have been increasing in retail sales value by a CAGR of 11.5% between 2015-2018.

Top EU19 nations in 2019, with the largest market sizes in retail sales packaged food values were Germany, the UK, Italy, Spain, and Finland. The largest markets for related non-alcoholic beverages included the UK, Germany, the Netherlands, Spain, and Italy. All top five nations in both the food and beverage sectors grew at moderate CAGRs, at the exception of Italy (−0.3%) and Belgium (−4.3%) of which have reported declines in CAGRs within the diabetic/dietetic and digestive beverage by categorical sector between 2015 and 2018.

Top 10 - EU19 market sizes of digestive and diabetic/dietetic packaged food, historical retail sales value in US$ millions - fixed 2010 exchange rates
European Union nation 2015 2016 2017 2018 2019 CAGR* % 2015-2019
1. Germany 5,041.3 5,208.4 5,331.7 5,507.2 5,657.7 2.9
2. United Kingdom 4,353.1 4,457.6 4,559.5 4,750.4 4,922.5 3.1
3. Italy 4,093.9 4,144.2 4,221.9 4,328.9 4,424.8 2.0
4. Spain 3,469.2 3,523.5 3,584.9 3,685.2 3,788.2 2.2
5. Finland 2,848.3 2,913.2 2,938.5 3,025.1 3,124.1 2.3
6. France 2,381.0 2,429.4 2,484.5 2,556.0 2,636.4 2.6
7. Netherlands 2,020.5 2,094.3 2,163.0 2,254.5 2,354.5 3.9
8. Austria 906.7 951.5 990.8 1,040.5 1,080.8 4.5
9. Sweden 839.01 860.12 884.03 910.24 938.11 2.8
10. Hungary 631.8 656.2 675.8 711.1 746.6 4.3
Total - EU19 nations 29,149.1 29,893.4 30,575.5 31,629.7 32,653.3 2.9

Source: GlobalData Intelligence Center: Consumer, 2020

*CAGR: Compound Annual Growth Rate

Top 10 - EU19 market sizes of digestive and diabetic/dietetic non-alcoholic beverages, historical retail sales value in US$ millions - fixed 2010 exchange rates
European Union nation 2015 2016 2017 2018 CAGR* % 2015-2018
1. United Kingdom 1,213.5 1,350.7 1,458.0 1,934.3 16.8
2. Germany 639.6 715.1 739.9 860.7 10.4
3. Netherlands 355.7 380.0 340.3 380.7 2.3
4. Spain 252.9 248.8 264.6 365.4 13.1
5. Italy 317.6 305.7 319.6 314.6 −0.3
6. Denmark 153.7 172.0 198.9 250.0 17.6
7. Finland 183.8 194.6 198.4 237.1 8.9
8. Sweden 125.6 144.5 164.3 225.0 21.4
9. France 137.1 116.8 114.1 161.9 5.7
10. Belgium 127.5 114.3 109.1 111.6 −4.3
Total - EU19 nations 3,779.3 4,031.7 4,221.8 5,237.7 11.5

Source: GlobalData Intelligence Center: Consumer, 2020

*CAGR: Compound Annual Growth Rate

In the top five EU19 nations, the bakery and cereals packaged food sector with digestive health and diabetic/dietetic claims had the largest sales at US$6.4 billion, followed by sectors such as dairy and soy food with related consumer benefits at US$5.8 billion, and confectionery products with diabetic/dietetic and digestive health claims at US$4.2 billion in 2019. Smaller digestive or diabetic/dietetic food segments in order of retail sales size included savory snacks, oils and fats, savory and deli foods, prepared meals, ice cream, seasonings, dressings and sauces, pasta and noodles, soups, syrups and spreads, and meat.

Top 5 - EU19 digestive and diabetic/dietetic packaged food products in 2019, retail sales value in US$ millions - fixed 2010 exchange rates
Sector Consumer benefits segment Germany United Kingdom Italy Spain Finland
Total - packaged food 5,657.7 4,922.5 4,424.8 3,788.2 3,124.1
Bakery and cereals Digestive health 978.7 1,281.5 2,088.2 688.3 289.8
Diabetic/dietetic 99.5 390.0 66.2 490.3 13.9
Subtotal - bakery and cereals 1,078.2 1,671.5 2,154.4 1,178.6 303.7
Dairy and soy food Digestive health 968.4 1,188.6 642.6 732.5 2,196.9
Diabetic/dietetic 16.4 6.3
Subtotal - dairy and soy food 968.4 1,204.9 642.6 738.8 2,196.9
Confectionery Diabetic/dietetic 1,566.1 698.8 536.2 548.7 136.9
Digestive health 742.4 3.7 8.2 0.2 3.0
Subtotal - confectionery 2,308.5 702.5 544.5 548.8 139.9
Savory snacks Digestive health 73.1 595.5 182.2 327.7 4.0
Oils and fats Digestive health 985.6 8.9 65.4
Savory and deli foods Digestive health 57.0 49.3 71.5 574.5 64.7
Prepared meals Digestive health 81.5 179.5 263.5 8.9 233.2
Ice cream Digestive health 37.3 112.6 41.8 252.4 30.9
Diabetic/dietetic 24.4 32.7
Subtotal - ice cream 37.3 137.1 41.8 285.1 30.9
Seasonings, dressings and sauces Digestive health 46.1 221.0 141.8 78.7 221.0
Pasta and noodles Digestive health 14.3 39.8 293.7 3.9
Soups Digestive health 51.0 23.7 74.8
Syrups and spreads Diabetic/dietetic 61.5 2.5
Digestive health 7.6 20.8
Subtotal - syrups and spreads 7.6 61.5 23.3
Meat Digestive health 23.4 35.5
Source: GlobalData Intelligence Center: Consumer, 2020

Product launch and trend analysis - soluble fiber ingredients in North America and Europe

Products containing maltodextrin

Mintel indicates that there were 13,700 food and drink products containing maltodextrin that were launched into the North American retail stores between the period of January 2015 and end of June 2020 (including new variety/range extension, packaging, formulation or relaunched) products. Canada launched 3,287 new products and the United States introduced 10,413 new products. In particularly, out of a total sample of 13,700 products, Canada domestically manufactured 1,295 (42.0% or 544 of these Canadian products that were launched domestically) of these maltodextrin products and the United States manufactured 2,375 (85.3% or 2,025 of these American products that were launched domestically). Other top manufacturers for these products launched throughout North America were Mexico (181), China (142), Thailand (115), Germany (61) and Italy (41).

Number of maltodextrin products launched in North America and Europe, total product item count (41,440); January 2015 to June 30, 2020
Description of this image follows.
Description of above image
2015 2016 2017 2018 2019 2020 (January to June 29)
Europe (27,740) 5,355 5,119 4,965 5,065 4,920 2,316
United States (10,413) 1,808 2,091 1,921 2,022 1,763 808
Canada (3,287) 739 702 466 677 440 263

Source: Mintel, 2020

The top three North American parent companies to launch new maltodextrin products over the last 5.6 years were Aldi or the Aldi Group (1,066), PepsiCo (538), and General Mills (535). Top brands were Great Value (270) launched throughout North America, along with American brands Kroger (225), and Meijer (163). Whereby, more specifically the top brands launched in Canada were PC President's Choice (91), Great Value (90) and Western Family (82). Other top brands (not including Kroger and Meijer) launched in the US for maltodextrin products were Great Value (180), Giant Eagle (136), and Pringles (93).

Most products containing maltodextrin were distributed within supermarkets by 53.7%, mass merchandise/hypermarkets (23.2%), and club stores (4.2%). Other distribution launch types included drug/natural and health/department/ convenience/gourmet stores, internet/mail order, and specialist retailers. The largest sub-category was potato snacks by 7.1%, followed by prepared meals at 4.9%, poultry products at 4.3%, and corn-based snacks at 4.3%.

Among these 13,700 North American maltodextrin products, top ingredient claims were natural (10,244), soy-derived (5,246), and vegetable based (3,993). Other related products within the top 30 claims included fat free (15.6%), wholegrain (5.1%), source of dietary fibre (5.0%), high oleic (4.2%), fat reduced (1.1%), reduced lactose (0.7%). Top flavours included unflavoured/plain, chicken, cheese (cheddar), chocolate, barbeque, roasted/toasted, garlic, spice/spicy, and beef.

These North American products containing maltodextrin came in a powder format (2.7%), liquid (2.6%), cup/tub (0.8%), stick (0.6%), spread (0.5%), and granules (0.4%). Top package types consisted of flexible, flexible stand-up pouch, tub, tray, carton, flexible sachet, jar, bottle, skinpack, and can packaging standards.

Launch analysis of maltodextrin food and drink products throughout North America, displaying by attribute type and product item count (January 2015 to June 30, 2020)
Attribute type Top 10 attribute claims (product item count)
Launch Type New variety/range extension (5,536), new packaging (4,266), new product (2,712), relaunch (1,093), new formulation (95)
Top companies Aldi/Aldi Group (1,066), PepsiCo (538), General Mills (535), Wal-Mart (510), Nestlé (480), Kroger (412), Frito-Lay (346), Kraft Heinz (317), Kellogg (270), H-E-B (256)
Top brands launched Great Value (270), Kroger (225), Meijer (163), Giant Eagle (136), Pringles (111), Signature Select (92), Trader Joe's (91), PC President's Choice (91), Western Family (82), Co-op Gold (77)
Store launch type Supermarket (7,353), mass merchandise/hypermarket (3,174), club store (576), drug store/pharmacy (543), natural/health food store (477), internet/mail order (443), department store (356), specialist retailer (233), convenience store (148), gourmet store (87)
Sub-category Potato snacks (971), prepared meals (671), poultry products (590), corn-based snacks (583), snack/cereal/energy bars (529), meal replacements and other drinks (486), meat products (428), meal kits (427), seasonings (424), nuts (363)
Ingredient claim Natural (10,244), soy derived (5,246), vegetable based (3,993), soybean oil derived (3,932), artificial (2,980), enriched (2,923), palm oil derived (2,576), fat free (2,140), organic (959), coconut oil derived (928), wholegrain (704), source of dietary fibre (681), high oleic (578)
Flavour component Unflavoured/plain (1,067), chicken (878), cheese (691), chocolate (599), cheddar cheese (576), barbeque/barbacoe (513), roasted/toasted (475), garlic (382), spice/spicy (364), beef (350)
Format type Powder (364), liquid (360), cup/tub (110), stick (82), spread (63), granules (48)
Package type Flexible (5,968), flexible stand-up pouch (1,313), Tub (1,053), tray (998), carton (869), flexible sachet (723), jar (645), bottle (556), skinpack (516), can (332)
Total sample size 13,700
Source: Mintel, 2020

Mintel indicates that there were 27,740 food and drink products containing maltodextrin that were launched into European retail stores between the period of January 2015 and end of June 2020 (including new variety/range extension, packaging, formulation or relaunched) products. European countries domestically manufactured 10,087 of these launched maltodextrin products (36.4%). Top European countries launching these maltodextrin products were Germany (4,408), the UK (4,329), France (2,387), Spain (1,805), and Poland (1,741). Top European manufacturers of these products were the UK (1,955 or 45.2% of their domestic supply), Germany (1,811 or 41.1%), France (798 or 33.4%), Italy (691 out of 1,498 launched or 46.1%), and Belgium (656: launching 584 maltodextrin products). Other non-EU top manufacturers for these products launched throughout Europe were Thailand (211), the US (163), China (88), Vietnam (88), and Israel (58). Canada was the 8th largest non-EU country, manufacturing 23 products containing maltodextrin; whereby Australia (10) and New Zealand (8) were the 11th and 12th largest non-EU markets, respectively.

The top three European parent companies to launch new maltodextrin products over the last 5.6 years were Aldi or the Aldi Group (1,489), Lidl (1,487), and Nestlé (1,123). Top brands were Pringles (342), Knorr (242), and Tesco (236). More specifically, the top brands found in the top 10 overall European brands launched in Germany were Bofrost (29), Pringles (22), and Tic Tac (22). Top brands that were launched in the UK for maltodextrin products were Tesco (150), Asda (141), and Pringles (54); while France's top brands within the top 10 were Pringles (36), Carrefour (25) and Knorr (15).

Most products containing maltodextrin were distributed within supermarkets by 55.5%, mass merchandise/hypermarkets (20.0%), and internet/mail orders (8.4%). Other distribution launch types included drug/pharmacy/department/natural and health food/convenience/gourmet stores, specialist retailers, and direct selling operators. The largest sub-category was meat products by 6.7%, followed by potato snacks at 5.8%, prepared meals at 4.5%, meal replacements and other drinks at 4.2%, and poultry products at 3.6%.

Among these 27,740 European maltodextrin products, top ingredient claims were vegetable based (9,253), palm or palm oil derived (8,578), and natural (7,447). Other related product claims included source of dietary fibre (7.0%), low fat (3.0%), fat reduced (2.8%), wholegrain (2.5%), fortified (1.3%), gluten-free (0.9%), and high oleic (0.8%). Top flavours included unflavoured/plain, chocolate, chicken, strawberry, cheese, lemon, vanilla/vanilla bean, vegetable, spice/spicy, and barbeque/barbacoa.

These European products containing maltodextrin came in a powder format (5.4%), liquid (4.0%), cup/tub (1.1%), bags (0.9%), cubed (0.8%), coffee mixes (0.7%), and gel (0.7%). Top package types consisted of flexible, tray, tub, carton, flexible sachet, flexible stand-up pouch, jar, composite, bottle, and skinpack packaging standards.

Launch analysis of maltodextrin food and drink products throughout EuropeFootnote 4 displaying by attribute type and product item count (January 2015 to June 30, 2020)
Attribute type Top 10 attribute claims (product item count)
Launch Type New variety/range extension (10,944), new product (9,496), new packaging (4,879), relaunch (1,890), new formulation (531)
Top companies/parent Aldi/Aldi Group (1,489), Lidl (1,487), Nestlé (1,123), Unilever (924), Kellogg (667), Aldi Süd (541), REWE Group (439), Tesco (426), Ahold Delhaize (404), Walmart (377)
Top brands launched Pringles (342), Knorr (242), Tesco (236), Asda (141), AH (131), Tic Tac (130), Deluxe (128), Bofrost (107), Pringoooals (99), Carrefour (98)
Store launch type Supermarket (15,392), mass merchandise/hypermarket (5,536), internet/mail order (2,327), drug store/pharmacy (967), department store (918), natural/health food store (532), specialist retailer (514), convenience store (405), gourmet store (310), direct selling (135)
Sub-category Meat products (1,859), potato snacks (1,618), prepared meals (1,248), meal replacements and other drinks (1,159), snack/cereal/energy bars (1,000), poultry products (990), seasonings (740), sweet biscuits/cookies (691), corn-based snacks (662), dry soup (654)
Ingredient claim Vegetable based (9,253), palm/oil derived (8,578), natural (7,447), rapeseed derived (6,956), soy oil derived (5,041), coconut/oil derived (4,081), source of dietary fibre (1,928), olive oil derived (1,462), organic (1,350)
Flavour component Unflavoured/plain (3,803), chocolate (1,389), chicken (1,230), strawberry (982), cheese (896), lemon (754), vanilla/vanilla bean (722), vegetable (708), spice/spicy (658), barbeque/barbacoa (641)
Format type Powder (1,503), liquid (1,117), cup/tub (306), bags (239), cubed (227), coffee mixes (181), gel (179)
Package type Flexible (10,215), tray (3,556), tub (2,694), carton (2,653), flexible sachet (2,054), flexible stand-up pouch (1,350), jar (1,142), composite (1,072), bottle (843), skinpack (739)
Total sample size 27,740
Source: Mintel, 2020

Products containing inulin

Mintel indicates that there were 1,696 food and drink products containing inulin that were launched into the North American retail stores between the period of January 2015 and end of June 2020 (including new variety/range extension, packaging, formulation or relaunched) products. Canada launched 575 new products and the United States introduced 1,121 new products. In particularly, out of a total sample of 1,696 products, Canada domestically manufactured 291 (40.5% or 118 of these Canadian products were launched domestically) of these inulin products and the United States manufactured 341 (63.9% or 218 of these American products were launched domestically). Other top manufacturers for these inulin products launched throughout North America were Italy (17), Belgium (8), Mexico (7), Netherlands (7) and China (7).

Number of inulin food and drink products launched in North America and Europe, total product item count (6,127); January 2015 to June 30, 2020
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2015 2016 2017 2018 2019 2020 (January to June)
Europe (4,431) 688 697 817 851 883 495
United States (1,121) 207 244 200 170 196 104
Canada (575) 106 112 81 107 111 58

Source: Mintel, 2020

The top three North American parent companies to launch new inulin products over the last 5.6 years were Groupe Danone (125), Aldi Group or Aldi (87), and PepsiCo (64). Top brands were Premier Protein (39), Quaker Chewy (30), and Lily's (26), with all three brands launched throughout North America. Whereby, more specifically the top brands launched in Canada were Quaker Chewy (26), Fibre 1 (15) and PC Blue Menu (14). Top brands launched in the US for inulin products were Premier Protein (36), Lily's (19), and Made Good (16).

Most products containing inulin were distributed within supermarkets by 43.0%, mass merchandise/ hypermarkets (16.2%), and natural/health food stores (13.9%). Other distribution launch types included internet/mail order, drug/club/department/gourmet/convenience stores, specialist retailers, and direct selling operators. The largest sub-category was snack/cereal/energy bars by 35.1%, followed by meal replacements and other drinks at 15.0%, cold cereals at 4.6%, and cakes, pastries and sweet goods at 4.5%.

Among these 1,696 North American inulin products, top ingredient claims were natural (1,220), soy-derived (721), and organic (677). Other related product claims in the top 30, included source of dietary fibre (27.6%), fat free (15.6%), high oleic (8.4%), probiotic (5.5%), gluten free (4.4%), and prebiotic (2.0%). Top flavours included chocolate (dark/black), vanilla/vanilla bourbon, unflavoured/plain, peanut butter, almond, strawberry, coconut, caramel/caramelized, blueberry.

Top formats that these North American products containing inulin came in were liquid format (8.6%), powder (8.4%), cup/tub (4.5%), stick (0.5%), sandwich (0.5%), bags (0.4%), grounded (0.2%), cone (0.2%), and bar (0.2%). Top package types consisted of flexible, tub, bottle, flexible stand-up pouch, and jar packaging standards.

Launch analysis of food and drink products containing inulin throughout North America, displaying by attribute type and product item count (January 2015 to June 30, 2020)
Attribute type Top 10 attribute claims (product item count)
Launch Type New variety/range extension (553), new product (486), new packaging (482), relaunch (161), new formulation (14)
Top companies Groupe Danone/Danone (125), Aldi Group/Aldi (87), PepsiCo (64), Nestlé (56), Post Holdings (50), Premier Nutrition (48), George Weston (47), Kellogg (44), General Mills (41), Kroger (37)
Top brands launched Premier Protein (39), Quaker Chewy (30), Lily's (26), Made Good (20), Vega (17), Great Value (17), Luna (16), Hostess CupCakes (15), Fibre 1 (15), Kroger Greek (15)
Store launch type Supermarket (730), mass merchandise/hypermarket (275), natural/health food store (236), internet/mail order (124), drug store/pharmacy (75), club store (51), department store (45), specialist retailer (34), gourmet store (12), direct selling (7), convenience store (6)
Sub-category Snack/cereal/energy bars (595), meal replacements and other drinks (255), cold cereals (78), cakes, pastries and sweet goods (76), dairy based ice cream and frozen yogurt (70), sweet biscuits/cookies (61), spoonable yogurt (52), bread and bread products (35), plant based icecream and frozen yogurt (dairy alternatives- 30), baking ingredients and mixes (30)
Ingredient claim Natural (1,220), soy derived (721), organic (677), palm oil derived (522), source of dietary fibre (468), wholegrain (295), vegetable based (265), fat free (264), artificial (246), coconut derived (207)
Flavour component Chocolate (375), vanilla/vanilla bourbon (132), unflavoured/plain (118), peanut butter (115), almond (109), dark/black chocolate (84), strawberry (79), coconut (67), caramel/caramelized (64), blueberry (62)
Format type Liquid (146), powder (142), cub/tub (77), stick (9), spread (8), sandwich (8), bags (6), grounded (4), cone (4), bar (3)
Package type Flexible (952), tub (163), bottle (140), flexible stand-up pouch (115), jar (103), carton (87), flexible sachet (58), tray (26), can (15), skin pack (6)
Total sample size 1,696
Source: Mintel, 2020

Mintel indicates that there were 4,431 food and drink products containing inulin that were launched into European retail stores between the period of January 2015 and end of June 2020 (including new variety/range extension, packaging, formulation or relaunched) products. Over 43% of these products were completely new products being introduced to the market over the 5.6 years. European countries domestically manufactured a total of 1,446 of these launched inulin products (32.6%). Top European markets launching these inulin products were the UK (787), Germany (652), Spain (374), Italy (292), and France (277). Top European manufacturers of these products were Germany (281 or 43.1% of their domestic supply), the UK (185 or 23.5%), Italy (156 or 53.4%), France (135 or 48.7%), and Belgium (103 or 94.5%). Other non-EU top manufacturers for these products launched throughout Europe were Canada (36), the US (35), Australia (6), Israel (5), and China (3). Vietnam, Thailand, and Indonesia all manufactured one inulin product each that was launched in Europe over the 5 year period.

The top three European parent companies to launch new inulin products over the last 5.6 years were Mondelez International/Mondelez (279), Lidl (141), and Nestlé (118). Top brands were Tesco/Tesco Free From (54), Belvita Breakfast Soft Bakes (41), and Asda Free From/Asda (41). More specifically, the top brands found in the top 10 overall European brands launched in the UK were Asda Free From/Asda (41), Tesco/Tesco Free From (24), and LighterLife Fast (21). Top brands that were launched in Germany for inulin products were Made Good (7), Fulfil (4), and Cavalier (4); while Spain's top brands within the top 10 were Kellogg's (2), Made Good (2) and Deluxe (2).

Most products containing inulin were distributed within supermarkets by 44.2%, mass merchandise/ hypermarkets (16.6%), and internet/mail order (15.7%). Other distribution launch types included drug store/pharmacy, natural/health food stores, department/convenience/gourmet/club stores, specialist retailers, and direct selling operators. The largest sub-category was meal replacements and other drinks by 11.8%, snack/cereal/energy bars at 10.4%, followed by sweet biscuits/cookies at 9.4%, cold cereals at 6.5%, and dairy based ice cream and frozen yogurt at 6.3%.

Among these 4,431 European inulin products, top ingredient claims were natural (1,501), source of dietary fibre (1,404), and soy derived (1,104). Other related product claims in the top 30, included low fat (6.5%), fat reduced (5.3%), gluten free (2.1%), and prebiotic (1.2%). Top flavours included unflavoured/plain, chocolate, vanilla/vanilla bourbon, strawberry, hazelnut, coconut, raspberry, cocoa/cacao, apple, almond.

Top formats that these European products containing inulin came in were a powder format (8.6%), liquid (7.1%), cup/tub (7.0%), spread (1.2%), stick (1.2%), soluble/instant (0.4%), bags (0.4%), tablet (0.3%), cone (0.3%) and sliced (0.2%). Top package types consisted of flexible/flexible stand-up pouch/flexible sachet, tub, carton, jar, bottle, tray, composite and can packaging standards.

Launch analysis of food and drink products containing inulin throughout Europe, displaying by attribute type and product item count (January 2015 to June 30, 2020)
Attribute type Top 10 attribute claims (product item count)
Launch Type New product (1,927), New variety/range extension (1,559), new packaging (564), relaunch (299), new formulation (82)
Top parent companies Mondelez International/Mondelez (279), Lidl (141), Nestlé (118), Groupe Danone (77), Tesco (72), Kellogg (71), Aldi Group (65), Walmart (63), Asda (63), PepsiCo (62)
Top brands launched Tesco/Tesco Free From (54), Belvita Breakfast Soft Bakes (41), Asda Free From/Asda (41), Kellogg's (34), Fulfil (27), Cavalier (23), Made Good (21), LighterLife Fast (21), Dream and Joya (20), Deluxe (20)
Store launch type Supermarket (1,958), mass merchandise/hypermarket (734), internet/mail order (697), drug store/pharmacy (262), natural/health food store (245), department store (124), specialist retailer (71), convenience store 42), gourmet store (36), club store (11), direct selling (7)
Sub-category Meal replacements and other drinks (521), snack/cereal/energy bars (463), sweet biscuits/ cookies (415), cold cereals (286), dairy based ice cream and frozen yogurt (280), chocolate tablets (271), cakes, pastries and sweet goods (142), bread and bread products (139), spoonable yogurt (124), chilled desserts (107)
Ingredient claim Natural (1,501), source of dietary fibre (1,404), soy derived (1,104), coconut/coconut oil derived (996),vegetable based (930), palm oil/palm derived (855), rapeseed derived (680), organic (425), wholegrain (335), low fat (287)
Flavour component Unflavoured/plain (875), chocolate (588), vanilla/vanilla bourbon (321), strawberry (307), hazelnut (177), coconut (162), raspberry (122), cocoa/cacao (120), apple (112), almond (106)
Format type Powder (383), liquid (314), cub/tub (308), spread (54), stick (53), soluble/instant (17), bags (16), tablet (14), cone (12), sliced (10)
Package type Flexible (2,021), tub (645), carton (445), flexible stand-up pouch (227), jar (201), bottle (190), flexible sachet (189), tray (172), composite (137), can (36)
Total sample size 4,431
Source: Mintel, 2020

Products containing fructose oligosaccharides

Mintel indicates that there were 28 food and drink products containing FOS that were launched into the North American retail stores between the period of January 2015 and end of June 2020 (including new variety/range extension, packaging, formulation or relaunched) products. Canada launched 13 new products and the United States introduced 15 new products. Canada manufactured four of these FOS products that were launched domestically only and the United States manufactured zero of the FOS products that they launched. Other reported manufacturers for these products containing FOS, launched throughout North America, were South Korea (6) and France (1).

Number of products launched containing fructose oligosaccharides in North America and Europe, total product item count (111); January 2015 to June 30, 2020
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2015 2016 2017 2018 2019 2020 (January to June 23)
Europe (93) 24 19 12 16 19 3
United States (15) 1 5 2 5 2 0
Canada (13) 5 0 0 5 1 2

Source: Mintel, 2020

The top three North American parent companies to launch new FOS products over the last 5.6 years were Worldwide Sport Nutritional Supplements (6), Dymatize Enterprises (4), and Post Holdings (4). Top brands were Pure Protein (6), Dymatize Elite (4) launched in the US, and T&T (4) launched in Canada. The top brands launched in Canada were T&T (4), Nutribar Type 2 Brand (3) and PC Equate Diabetic (2). Top brands launched in the US for FOS products (other than Pure Protein and Dymatize Elite) were Nongshim (1), Designer Whey Sustained Energy (1), and MLO Sports Nutrition (1).

Most FOS products were distributed throughout North America within supermarkets by 32.1%, mass merchandise/hypermarkets (25.0%), and internet/mail order (14.3%). Other distribution launch types included drug/pharmacy/club/natural/health food/department stores. The largest sub-category was snacks/cereal/energy bars by 57.1%, followed by meal replacer and other beverage products at 17.9%, cooking sauces at 10.7%, instant noodles at 7.1%, beverage concentrates at 3.6%, and cakes, pastry and sweet goods at 3.6%.

Among these 28 North American FOS products, top ingredient claims were soy derived (22), natural (22), palm oil derived (17). Other related product claims in the top 30, included high oleic (25.0%), fat free (21.4%), soluble dietary fibre (14.3%), prebiotic (10.7%), source of dietary fibre (7.1%), and low fat (3.6%). Top flavours included chocolate, strawberry, peanut butter, Korean, almond, banana, Bulgogi, sweet and salty, vanilla/vanilla bourbon/vanilla Madagascar, and blueberry.

These North American FOS products reported being in either liquid (14.3%) or powder (3.6%) format. Package types consisted of flexible/flexible stand-up pouch, jar, bottle, and tub packaging standards.

Launch analysis offructose-oligosaccharide food and drink products throughout North America, displaying by attribute type and product item count (January 2015 to June 30, 2020)
Attribute type Top attribute claims (product item count)
Launch Type New variety/range extension (11), new product (10), new packaging (6), new formulation (1)
Parent companies Worldwide Sport Nutritional Supplements (6), Dymatize Enterprises (4), Post Holdings (4), Stella Pharmaceutical (3), Uncle T Food (3), Nature's Bounty/NBTY (3), Nestlé HealthCare Nutrition (2), Nongshim (2), Nestlé (2), Designer Protein (1), Uncle Food (1), Johnvince Foods (1), Le Groupe Jean Coutu (1), George Weston (1), Loblaws (1), Bakerly (1)
Brands launched Pure Protein (6), Dymatize Elite (4), T&T (4), Nutribar Type 2 Brand (3), Nongshim (2), Equate Diabetic (2), Designer Whey Sustained Energy (1), Carnation Breakfast Essentials Grab 'n Go (1), Nestlé Health Science ProNourish (1), MLO Sports Nutrition (1), Personelle Nutri Svelte (1), PC President's Choice (1), Bakerly (1)
Store launch type Supermarket (9), mass merchandise/hypermarket (7), internet/mail order (4), drug store/ pharmacy (3), club store (1), natural/health food store (1), department store (1)
Sub-category Snack/cereal/energy bars (16), meal replacer and other beverages (5), cooking sauces (3), instant noodles (2), beverage concentrates (1), cakes and pastries and sweet goods (1)
Ingredient claim Soy derived (22), natural (22), palm oil derived (17), artificial (9), high oleic (7), fat free (6), soluble dietary fibre (4), enriched (4), soybean oil derived (4), vegetable based
Flavour component Chocolate (6), strawberry (5), peanut butter (4), Korean (3), almond (3), banana (2), Bulgogi (2), sweet and salty (2), vanilla/vanilla bourbon/vanilla Madagascar (2), blueberry (1)
Format type Liquid (4), powder (1)
Package type Flexible (18), jar (5), bottle (3), flexible stand-up pouch (1), tub (1)
Total sample size 28
Source: Mintel, 2020

Mintel indicates that there were 93 food and drink products containing FOS that were launched into European retail stores between the period of January 2015 and end of June 2020 (including new variety/range extension, packaging, formulation or relaunched) products. European countries domestically manufactured a total of 30 of these launched FOS products (32.3%). Those European markets launching these FOS products were Italy (14), France (10), the UK (2), Germany (2), Belgium (1), and Turkey (1). Reported European manufacturers of these products were France (22), Italy (7), Germany (2), Switzerland (1), the Netherlands (1), Greece (1), and the UK (1). The other reported non-EU manufacturer for these launched FOS products throughout Europe was South Korea (3).

The top three European parent companies to launch new FOS products over the last 5.6 years were Otsuka Holdings (10), Nutrition and Santé (9), and Groupe Danone (7). Top brands were Namedsport (4), Nutricia Diasip (4), Gerlinéa Ma Pause (4). The top brands found in the top 15 overall European brands launched in Italy were Namedsport (3), Sammontana Frutti Amo (3), and RacerFit (3). Top brands that were launched in France for FOS products were Aptonia (3), Decathlon (3), and Gerlinéa Ma Pause (2); while the UK's top brand found within the top 15 was Mrs Crimble's (2).

Most products containing inulin were distributed within supermarkets by 30.1%, specialist retailer (20.4%), and internet/mail order (17.2%). Other distribution launch types included mass mechandise/hypermarkets, drug/pharmacy/department/convenience/club stores, and natural/health food stores. The largest sub-category was snack/cereal/energy bars by 52.7%, followed by cakes, pastries and sweet goods at 16.1%, meal replacer and other beverages at 10.8%, spoonable yogurt at 2.2%, and water based frozen desserts at 2.2%.

Among these 93 European FOS products, top ingredient claims were vegetable based (42), natural (42), and soy derived (39). Other related product claims in the top 30, included fat reduced (7.5%), high oleic (2.2%), prebiotic (2.2%), and fortified (1.1%). Top flavours included chocolate, strawberry, banana, vanilla/vanilla bourbon/vanilla Madagascar, coconut, raspberry, biscuit/cookie, unflavoured/plain, dark/black chocolate, and milk chocolate.

These European products containing FOS reported being in a liquid (14.0%), stick (2.2%), cup/tub (2.2%), and powder (2.2%) format type. Reported package types consisted of flexible/flexible stand-up pouch/flexible stick-pack, bottle, tub, carton, and can packaging standards.

Launch analysis offructose-oligosaccharidefood and drink products throughout Europe, displaying by attribute type and product item count (January 2015 to June 30, 2020)
Attribute type Top 10 attribute claims (product item count)
Launch Type New product (39),new variety/range extension (26), new packaging (17), relaunch (9), new formulation (2)
Top companies Otsuka Holdings (10), Nutrition and Santé (9), Groupe Danone (7), +Watt (6), Decathlon (6), Nutricia (5), Sammontana (4), Named (4), AGF Enterprises (3), 4Retail (3)
Top brands launched Namedsport (4), Nutricia Diasip (4), Gerlinéa Ma Pause (4), Aptonia (3), Racer Fit (3), Sammontana Frutti Amo (3), Mrs Crimble's (3), Decathlon (3), +Watt Barrett One (3), +Watt Big Bar (2)
Store launch type Supermarket (28), specialist retailer (19), internet/mail order (16), mass merchandise/ hypermarket (15), drug store/pharmacy (7), department store (4), convenience store (1), club store (1), natural/health food store (1)
Sub-category Snack/cereal/energy bars (49), cake/pastry and sweet goods (15), meal replacer and other beverages (10), spoonable yogurt (2), water-based frozen desserts (2), dairy-based frozen products (2), milk for kids (1-4 years) (2), sports drinks (2), chilled desserts (1), baking mixes and ingredients (1)
Ingredient claim Vegetable based (42), natural (42), soy derived (39), rapeseed derived (30), palm oil derived (24), source of dietary fibre (17), coconut oil derived (11), low fat (9), from cow's milk (9)
Flavour component Chocolate (30), strawberry (8), banana (7), vanilla/vanilla bourbon/vanilla Madagascar (7), coconut (6), raspberry (5), biscuit/cookie (4), unflavoured/plain (4), dark/black chocolate (4), milk chocolate (4)
Format type Liquid (13), stick (2), cup/tub (2), powder (2)
Package type Flexible (67), bottle (13), tub (5), carton (4), flexible stand-up pouch (1), flexible stick-pack (1), can (1)
Total sample size 93
Source: Mintel, 2020

Product examples

Maltodextrin

Splenda 1 gram of fiber per packet Sweetener
Source: Mintel, 2020
Company TC Heartland
Brand Splenda
Sub-category Sweeteners and sugar/artificial sweetener
Country Manufactured in United States, not imported
Related claims Low/no/reduced calorie, high/added fiber, Kosher, diabetic, gluten-free, low/no/reduced allergen
Store name/type Walmart, mass merchandise/hypermarket
Launch type New packaging
Date published April 2020
Price US$4.28
Related ingredients Soluble corn fibre (source of dietary fibre), maltodextrin, sucralose

Splenda 1 Gram of Fiber Per Packet Sweetener has been repackaged with a new design. The kosher certified product is a no-calorie sweetener and is suitable for people with diabetes. It is free from gluten and contains 80 packets per 4.8-ounce. pack.

Strawberry Chewy Oat Bars
Source: Mintel, 2020
Company Graze
Brand Graze Super Snackers
Sub-category Snack/cereal/energy bars
Country Market – United Kingdom
Related claims No additives/preservatives, high/added fiber, vegetarian, vitamin/mineral fortified, wholegrain, functional – energy
Store name/type Ocado, internet/mail order
Launch type New product
Date published July 2020
Price US$1.85, £1.50
Related ingredients Oats, chicory roots (source of dietary fibre), infused cranberries, strawberry powder (maltodextrin)

These oat bars contain 50% less sugar than the average cereal bar, provide 97 calories per bar, are enriched with 0.38 milligrams (mg) of manganese per serving to help contribute to normal energy-yielding metabolism, and are made using a recipe with help from kids with tasty real fruit and chewy wholegrain oats. The product is sweetened with chicory root fibre, is described as a strawberry flapjack with puffed oats and natural vanilla flavouring, and is high in fibre. This vegan and vegetarian friendly bar is free from artificial sweeteners, colours, flavours and preservatives.

Inulin

Strawberry Meal Replacement
Source: Mintel, 2020
Company Walmart
Brand Equate Diabetic
Sub-category Other beverages, meal replacements and other drinks
Country Market – Canada
Related claims Kosher, vitamin/mineral fortified, diabetic
Store name/type Walmart, mass merchandise/hypermarket
Launch type New variety/range extension
Date published March 2020
Price US$4.85, Can$6.97
Related ingredients Maltodextrin, milk proteins, fructose, inulin, fructo-oligosaccharides (FOS), sucralose

Equate Diabetic Strawberry Meal Replacement comprises a drink formulated for people with diabetes, and is sweetened with acesulfame-potassium and sucralose. The artificially flavoured, ready to serve product contains 11 grams protein and 225 calories, with 23 vitamins and minerals. It is kosher certified, is made from domestic and imported ingredients and also comes in vanilla flavour.

Apple, Banana, Blueberry Fruit Mousse with Oat flakes, Hisbiscus and Inulin
Source: Mintel, 2020
Company Foodcare
Brand Frugo Dobre Sniadanko
Sub-category Snacks/fruit snacks
Country Market – Poland
Related claims All natural product, no added sugar
Store name/type Lidl, supermarket
Launch type New product
Date published June 2020
Price US$0.33, €0.30
Related ingredients Apple/banana/blueberry puree, oat flakes, lemon juice, chicory inulin, hibiscus extract

This pasteurised 100% natural product does not contain added sugar, contains only naturally occurring sugars, and retails in a 90-gram pack.

Prebiotic Fibre Drink
Source: Mintel, 2020
Company Oriflame, manufactured by Anona
Brand Wellness by Oriflame
Sub-category Other beverages/meal replacements and other drinks
Country Market – Poland and manufactured in Germany
Related claims High/added fiber, gluten free, functional – digestive, low/no/reduced allergen, vegan, prebiotic, GMO free
Store name/type Oriflame, direct selling
Launch type New product
Date published June 2020
Price US$11.54, PLN$47.99
Related ingredients Inulin, FOS, broccoli/kale powder

This prebiotic drink is described as an unflavoured, high in fibre powder drink containing dietary fibre from six vegetable sources: chicory, sugar beet, spinach, green bell pepper, broccoli and kale. Sugar beet fibre is said to contribute to an increase in faecal bulk.

Fructooligosaccharides

Raspberry Flavour Weight Management Shot
Source: Mintel, 2020
Company Holland & Barrett Retail
Brand H&B SlimBiome
Sub-category Other beverages/meal replacements and other drinks
Country Market – United Kingdom
Related claims Functional – other, vegetarian/vegan ingredients, vitamin/ mineral fortified, high satiety, functional – slimming or digestive (pineapple flavor)
Store name/type Holland & Barrett, natural/health food store
Launch type New product
Date published February 2020
Price US$18.36, £14.24
Related ingredients Proprietary blend: FOS, vitamin B12 preparation (maltodextrin)

This product is described as a responsible weight management supplement with a unique vitamin and mineral blend containing glucomannan which is backed by strong scientific principles and clinically proven to aid weight loss. It is said to offer a healthy, hunger-free weight management system; to be an award-winning ingredient that promotes the feeling of fullness for longer, promoting healthy metabolism; contains chromium which is said to maintain normal blood sugar levels to help reduce food cravings and the likelihood of overeating, and contributes to normal macronutrient metabolism; and to feature a trace mineral content that also is claimed to aid the body's use of inulin, helping to metabolise carbohydrate and fat. Also, comes in lime and strawberry and pineapple flavours.

Conclusion

Far outlasting global lockdowns, COVID-19's impact on the economy could shrink global merchandise trade by between 13%-32%, as the majority of governments shut down their borders along with industries in response to the pandemic (analyst views, GlobalData consumer, 20 | April, 2020). Consumer demand for healthier and environmentally safe premium products with the continued desire for a full, impactful flavor, may continue to rise during these tough economic times; as consumers continue to adjust their eating habits at home and have more time to prepare balanced, wholesome, 'guilt-free' (sugar-free, natural, and

better-for-you claim) meals. However, for those affected by economic difficulties (even with government support packages that may come into effect), there will be a need for low-priced, larger bulk pack size products that provide high value-for-money.Footnote 5

Due to global logistics being disrupted by the availability of staff, ingredients and materials, some firms are switching production to alternative categories and are struggling to keep up with demand to meet consumer preferences. Direct-to-consumer (D2C) delivery options facilitated by online technology and service partners are becoming key in this new global pandemic. Additionally, social and corporate responsibility are also important factors for manufacturers to consider, while continuing to maintain valued brand equity in their products, where consumers believe that brands should help them in their daily lives and not exploit the present situation. Involving and engaging consumers in these new strategies can help initiate and achieve these upcoming adjustments in business processes.Footnote 5

Furthermore, reported changes in consumer views are changing often on a weekly basis, due to the uncertainties on the outcome of the COVID-19 situation. The 'new normal' is still unknown at this point, however, surveys are showing that consumers are being mindful on their spending habits (albeit social responsibility), and are often taking a simpler outlook on what they need, while stopping to buy what they feel they do not need. Staple foods that are showing increases in retail sales value are in food categories such as frozen alternatives, pasta and noodles, syrups and spreads, soups, bakery items, and pulses etc. While foods being chosen as non-essential and that are decreasing in sales at the moment include, soft and hot non-alcoholic drinks, alcoholic beverages such as beer/cider/wine and spirits, baby milks, meat, confectionery (especially chocolate), certain dairy, oils and fats categories (to name a few). Overall, the top three key factors currently influencing consumer buying habits are familiarity (59%), time and money constraints (58%), and the impacts on health and well-being (58%) - (GlobalData, April 28, 2020).

Resources

Customized Report Service – Global demand and trends analysis on soluble fibers in North America and Europe in 2020
Global Analysis Report

Prepared by: Erin-Ann Chauvin, Senior Market Analyst

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