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Health and wellness series – Pea starch and pea fibre in food, pet, and drink products

November 2018

Executive summary

From January 2013 to December 2017, 2,310 products containing pea starch and pea fibre were launched globally. Out of these, 1,823 were in the food category, 465 were in the pet category and 22 were in the drink category.

The United Kingdom saw the largest number of new food products (236). The United States had the most new pet and drink products, 190 and 8 respectively.

The most common claims for pea starch and pea fibre products released were in the "suitable for" category, which includes claims such as low/no/reduced allergen, gluten free, and no additives/preservatives.

Nestlé lead the pea starch and pea fibre product launches, with 141 released over the five year period.

Canada is ranked fifth in pea starch and pea fibre product launches, however it is expecting growth in related product production from 2018-2022.

Product launch analysis

From January 2013 to December 2017, 2,310 pea starch or pea fibre products were launched worldwide. Europe was the largest country market, receiving 1,521 new product launches. However, the United States (U.S.) was the largest market for pea starch and pea protein products, with a total of 339 products. The majority of the country's products were pet food, such as dry dog food (71), wet dog food (39) and dog snacks and treats (38).

The United Kingdom (U.K.) and France followed behind with 252 and 224 new products respectively. Both had mostly food products, with their top categorization being processed poultry products (91 and 58 respectively), followed by meat products (34) and meat substitutes (24) in the U.K. and canapes (38) and prepared meals (26) in France. With 183 products introduced, Spain was ranked fourth for the periods, with the main products being sweet biscuits/cookies (22), dry dog food (21), and snack/cereal/energy bars (20). Canada was the fifth largest market of pea starch or pea fibre products with 167 new products launched during the five year period. 26 of the products were poultry, followed by 23 in both wet and dry dog food.

New products containing pea starch or fiber, ranked by top 5 regions and their top markets, from 2013-2017
Region Number of launches Top countries
Europe 1,521 United Kingdom (252)
France (224)
Spain (183)
North America 506 United States (339)
Canada (167)
Asia Pacific 144 Australia (50)
New Zealand (23)
China (15)
Latin America 76 Brazil (24)
Colombia (14)
Mexico (12)
Middle East and Africa 63 South Africa (31)
Israel (21)
Morocco (5)
Source: Mintel, 2018

The market for pea starch or pea fibre products increased substantially since 2012, with a compound annual growth rate of 33% for pea fibre, 29% for pea starch and 32% total growth over the period. On average there were 282 pea fibre products and 161 pea starch released from 2012 to 2017.

New pea starch or pea fibre product launches from 2007 to 2017
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Region 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Total sample
Europe 41 46 67 73 89 102 176 254 340 343 408 1,939
North America 9 18 28 26 25 46 66 107 107 98 128 658
Asia Pacific 6 0 3 7 5 6 13 17 31 40 43 171
Latin America 1 1 1 2 2 1 8 4 14 18 32 84
Middle East and Africa 2 4 3 2 3 3 10 13 14 15 11 80
Total sample 59 69 102 110 124 158 273 395 506 514 622 2,932

Source: Mintel, 2018

Overall, from January 2013 to December 2017, the five main subcategories for products containing pea starch or pea fibre included processed fish, meat and egg products, pet food, meal and meal centers, snacks, and baked goods.

Top subcategories for new products containing pea starch or pea fibre, 2013-2017
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  • Poultry products: 294
  • Dry dog food: 192
  • Meat substitutes: 182
  • Meat products: 181
  • Prepared meals: 109

Source: Mintel, 2018

New packaged food and beverage containing pea starch and pea fibre, ranked by top five countries with associated categories and significant subcategories, 2013-2017
Country Categories Subcategories Number of products
United States (339) Pet food Dry dog food 71
Wet dog food 39
Dog snacks and treats 38
Snacks Snack/cereal/energy bars 24
Bean-based snacks 15
Vegetable snacks 9
Meals and meal centers Prepared meals 10
Sandwiches/wraps 7
Pizzas 6
United Kingdom (252) Processed fish, meat and egg products Processed poultry 91
Meat products 34
Meat substitutes 24
Meals and meal centers Pizzas 14
Prepared meals 11
Pet food Dry dog food 6
Dog snacks and treats 5
France (224) Processed fish, meat and egg products Processed poultry 58
Meat products 15
Meat substitutes 14
Meals and meal centers Prepared meals 26
Sandwiches/wraps 6
Pizzas 6
Snacks Hors d'oeuvres/canapes 38
Spain (183) Processed fish, meat and egg products Processed poultry 16
Meat products 15
Meat substitutes 9
Bakery Sweet biscuits/cookies 22
Snacks Snack/cereal/energy bars 20
Hors d'oeuvres/canapes 5
Bean-based snacks 5
Canada (167) Pet food Wet dog food 23
Dry dog food 23
Dog snacks and treats 10
Processed fish, meat and egg products Processed poultry 26
Bakery Bread and bread products 12
Cakes, pastries and sweet goods 5
Source: Mintel, 2018

Top companies

Within the last five years, the United States saw the most pea starch or pea fibre containing products, most of which were dry dog food (71), wet dog food (39) and dog snack and treats (38). The United Kingdom and France followed behind with food products, such as poultry products, 91 and 58 respectively for the two countries. Spain and Canada have sweet biscuits (22) and poultry products (26) marginally leading in their markets.

New product launches containing pea-starch or pea-fibre, by major companies in top five markets, 2013-2017
Countries Companies Subcategories Number of products
United States Blue Buffalo (26) Dry dog food 12
Dry cat food 7
Wet dog food 6
Mars (23) Wet dog food 21
Dry dog food 2
Mars Petcare (21) Wet dog food 21
United Kingdom Tesco (28) Processed poultry 16
Meat products 4
Meat substitutes 4
Asda (24) Processed poultry 8
Meat products 4
Prepared meals 4
Wal-Mart (24) Processed poultry 8
Meat products 4
Prepared meals 4
France Zaphir (21) Processed poultry 19
Sandwiches/wraps 2
Marie (19) Hors d'oeuvres/canapes 15
Prepared meals 4
Carrefour (16) Processed poultry 4
Fish products 3
Meal kits 2
Spain Champion Petfoods (17) Dry pet food 5
Masale Productes (16) Dry dog food 3
Biocentury (10) Snack/cereal/energy bars 2
Canada George Weston (26) Prepared meals 7
Processed poultry 5
Bread and bread products 4
Loblaws (23) Prepared meals 7
Processed poultry 5
Pasta 3
James & Sons (15) Processed poultry 9
Fish products 3
Hors d'oeuvres/canapes 2
Source: Mintel, 2018

Product claims

Within the "suitable for" claim-category, 740 were food products, 298 were pet products and 20 were drinks. In the natural category, 604 were food products, 307 were pet products, and 6 were drinks. The following three categories followed the same pattern with mostly food products, followed by pet products and drinks. 559, 452, and 425 food products were released for the categories respectively. New pet product launches were 80, 151, and 170 for the categories respectively, followed by 8, 2, and 6 drink products.

New pea starch or pea fibre containing products, by top five claims in major categories, from 2013-2017
Top five claim categories Top five claims Number of products
Suitable for Low/no/reduced allergen 780
Gluten free 549
No additives/preservatives 400
Social media 251
Vegetarian 240
Natural No additives/preservatives 731
Low/no/reduced allergen 453
Gluten free 292
Social media 184
Ethical - environmentally friendly package 173
Convenience Ease of use 272
Microwaveable 244
No additives/preservatives 230
Low/no/reduced allergen 188
Ethical - environmentally friendly package 147
Ethical and environmental Ethical - environmentally friendly package 394
No additives/preservatives 248
Low/no/reduced allergen 218
Gluten free 149
Ethical - animal 130
Positioning Social media 337
Low/no/reduced allergen 267
No additives/preservatives 210
Gluten free 185
Premium 178
Total sample 2,310

Source: Mintel, 2018

*Functional: Products claiming benefits beyond their nutritional value

Market sizes

The table below focuses on the top product categories that pea-starch and pea-fibre products are often, but not necessarily an ingredient in. Of the five countries with the most new products containing pea starch or pea fibre from 2012-2017, the United States had the largest market for each of the top related products, with steady growth rates for the next five years.

Meat substitutes are forecasted to be the fastest growing industry related to pea starch and pea fibre in all of the top markets from 2018-2022.

Market size, retail values sales in US$ millions for packaged food, beverage, and pet food products for largest markets and categories
Country Category 2012 2017 2018 2022 CAGR* % 2012-2017 CAGR* % 2018-2022
United States Processed poultry 30,274.7 34,605.0 36,100.1 42,230.6 2.7 3.2
Dry dog food 11,368.9 13,384.0 13,869.2 16,154.8 3.3 3.1
Meat substitutes 556.3 698.6 738.0 865.9 4.7 3.2
Meat products 105,027.0 116,236.8 110,170.3 126,861.6 2.0 2.9
United Kingdom Processed poultry 10,968.1 12,142.5 12,655.6 14,186.6 2.1 2.3
Dry dog food 827.1 759.7 722.7 747.4 −1.7 0.7
Meat substitutes 239.5 374.1 407.4 513.1 9.3 4.7
Meat products 25,785.9 28,696.1 27,895.7 31,149.5 2.2 2.2
France Processed poultry 7,403.5 8,427.7 8,558.3 9,330.9 2.6 1.7
Dry dog food 1,237.6 1,347.3 1,365.5 1,498.5 1.7 1.9
Meat substitutes 25.3 66.3 82.2 119.5 21.2 7.8
Meat products 36,325.9 37,080.4 35,822.9 37,114.9 0.4 0.7
Spain Processed poultry 3,480.9 3,679.0 3,672.1 3,613.3 1.1 −0.3
Dry dog food 618.5 634.8 647.3 734.8 0.5 2.6
Meat substitutes 3.1 6.7 7.5 10.3 16.7 6.6
Meat products 14,659.4 14,310.2 13,935.9 13,778.3 −0.5 −0.2
Canada Processed poultry 601.1 696.6 729.2 857.9 3.0 3.3
Dry dog food 529.4 649.1 682.4 814.9 4.2 3.6
Meat substitutes 86.7 108.2 115.8 148.9 4.5 5.2
Meat products 3,187.7 3,591.8 3,634.2 3,836.0 2.4 1.1

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

New product examples

Multi-Purpose Gluten Free Flour Blend
Company J.M. Smucker
Brand Pillsbury Best Gluten Free
Category Bakery
Sub-category Baking ingredients and mixes
Country United States
Launch type New variety/Range extension
Price in US dollars 5.48
Claims Ease of use, Ethical – Environmentally friendly package

Pillsbury Best Gluten Free Multi-Purpose Gluten Free Flour Blend is a blend of rice flour, potato starch, pea fibre, tapioca starch and xanthan gum. It is said to be easy to scoop and store, and is suitable to make cakes, cookies, brownies and muffins. This product retails in a 2-pound (lb.) convenient and resealable pack featuring cooking instructions.

Source: Mintel, 2018

Southern Fried Chicken Breast Steaks
Company Sainsbury's
Brand Sainsbury's
Category Processed fish, meat and egg products
Sub-category Poultry products
Country United Kingdom
Launch type Relaunch
Price in US dollars 2.66
Claims Ease of use, Ethical – Environmentally friendly package

Sainsbury's Southern Fried Chicken Breast Steaks have been relaunched with an improved recipe and a new, 380 gram (g) recyclable pack containing four steaks. The product comprises chopped and shaped Dutch or British chicken breast with added water and pea starch, in a southern fried coating, and can simply be oven cooked in 25 minutes from frozen.

Source: Mintel, 2018

Longkou Vermicelli
Company NSK Trading
Brand Uro Sohun
Category Side dishes
Sub-category Noodles
Country Malaysia
Launch type New product
Price in US dollars 2.33
Claims Halal, Low/No/Reduced cholesterol

Uro Sohun Longkou Vermicelli is nutritious and cholesterol free. The vermicelli is made in an advanced production line and closed manufacture process, and contains high quality green bean and pea starch. The halal certified product is retailed in a 500g pack.

Source: Mintel, 2018

Gluten Free All Purpose Flour Blend
Company Smucker Foods
Brand Robin Hood
Category Bakery
Sub-category Baking ingredients and mixes
Launch type Relaunch
Price in US dollars 5.18
Claims Convenient packaging, Gluten free, Kosher, Low/No/Reduced allergen

Robin Hood Gluten Free All Purpose Flour Blend now has been relaunched with a new formula with xanthan gum, and a new brand name previously under Robin Hood Nutri. This blend of rice flour, potato starch, pea fibre, tapioca starch and xanthan gum is gluten free and is said to be excellent for every baking and cooking requirement such as cakes, cookies, breads and pie crusts. The kosher product retails in a resealable 907g pack featuring the Grip-Lock closure system.

Source: Mintel, 2018

Conclusion

Over the past five years, pea starch and pea fibre has mostly been used in food products, such as processed fish, meat and egg products, meal and meal centre, snacks, and baked goods. The most common claims have been in the "suitable for" category, such as "low/no/reduced allergen" or "gluten-free".

The United States had the largest market for pea starch and pea fibre products over the 2013-2017 period. In addition, the largest category in many of the top five markets reviewed, poultry products, is forecasted to steadily grow and meat substitutes are predicted to grow at an even faster rate for the next five years.

For more information

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Resources

Health and wellness series – Pea starch and pea fibre in food, pet, and drink products
Global Analysis Report

Prepared by: Jonathan Inada, Market Analyst (Coop Student)

© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2018).

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