Targeting the Consumer Bulls-Eye

This year in Chicago, kids, Hispanic consumers, and pets were among the market segments being targeted by food industry suppliers. For example, Virginia Dare’s new agua fresca beverages Cantaloupe Lemonade and Nutty Caramel Bar will appeal to Hispanics. Vegetable Juices Inc.’s culinary blends include chipotle in adobo and sriracha. Cargill announced its new child nutrition initiative and results of its “Gatekeeper Purchase Drivers” study. The company reported that parents are more likely to look for family-friendly vs kid-specific foods. Besides foods targeted to Hispanics and youths, six other broad megatrends appeared to resonate across this year’s Annual Meeting & Food Expo.

Natural Solutions
Mintel’s “Color and Flavors: the Move to More Natural” presentation reported that 54% of consumers look for all-natural packaged foods, and 47% prefer to eat foods without artificial additives. The trend toward natural includes natural forms of traditional nutrients. Natto offered natural vitamin K₂ menaquinone-7 for bones and heart health. Nexira showcased natural marine magnesium and natural acerola for vitamin C. Choline, potassium, and amino acids—such as Milk Specialties’ Instantized Branched Chain Amino Acids with higher than average leucine levels—were other fast-emerging added-value nutrients. And Glanbia Nutritionals’ Opisol 3000 new egg replacement systems, containing whey protein concentrate and milled flaxseed, replaced eggs in baked goods.

Natural, no-MSG flavor enhancers were another hot category. Lee Kum Kee featured its double-fermented soy sauce with no MSG and Yeastock, a yeast extract with more than 20% natural glutamic acid for a strong umami effect. Plant and fruit extracts continued their popularity. Briess Malt & Ingredients Co. displayed all-natural sweeteners such as white sorghum and tapioca syrups. GMO-free, malt-free, allergen-free, and gelatin-free were other new directions, and for the first time, third-party certifications were also displayed for many free-from ingredients.

The U.S. Dept. of Agriculture’s Agricultural Research Service in Tucson, Ariz,  reported that olive powder helped control E. coli and two known carcinogens in hamburgers. A new process by Milne Fruit Products heats fruit to reduce the  microbial load then uses a vacuum microware to dry. BactoCease NV is a vinegar-based natural ingredient for intervention of Listeria monocytogenes and other pathogens in meat/poultry.

Whole Food Ingredients
Seeds, nuts, and beans were the whole-food functional superstars at this year’s annual meeting. The Almond Board reported that almonds are now the most recognized nut for health, beauty, and energy, and pistachio nuts are linked to reduced risk of metabolic syndrome, diabetes, heart disease, lower body weight, and safer pregnancies. Chia and azuki beans were popular new ingredients. New flour varieties such as pea, chickpea, and rice were showcased in gluten-free applications. ADM’s gluten-free pancakes were made with a sorghum flour mix.

Vegetable flavors—especially celery, beet, and cucumber—blended with juice, smoothies, and teas are in vogue, according to Innova Market Insights. Globally, red tomato, cucumber, elderberry, beetroot, and white peach are trending up; acerola, kiwi, milk chocolate, hazelnut, and root beer are down. Treatt’s new pineapple Treattarome^® flavor is produced from freshly crushed pineapple. Vegetable Juice’s Inc.’s Purple Sweet Potato Concentrate created a beautiful purple ginger lemonade. Blended with cucumber or lettuce juice, the refreshing drink had a lower calorie level. Lastly, herbs, spices, and honey are among the next superfoods, according to Innova. Pomegranate is the top global super-fruit flavor followed by acai and lychee.

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Texture
From new whipped-style fruit ingredients to Loeb’s Onion Crunch^® and natural texturizers created with plum or pistachio nuts, texture was the big buzzword for 2013. BASF featured cupcakes with Spongolit^® aerating  emulsifiers for excellent cake texture and volume and Lamequick^® whipping concentrates for smooth, appealing icing. ADM featured mini egg rolls fried crisp with a blend of high oleic soybean oil and NuSun^® sunflower oil.

Reducing Calories, Fat, and Sodium
Sweeteners were showcased across the Expo floor. Ingredion introduced its Dulcent™ aspartame, sucralose and acesulfame potassium sweeteners. Stevia now ranks in the top five non-nutritive sweeteners in new global product launches. Innova reported that more than 1,100 new products made with stevia were introduced in the last five years. Foods and beverages targeted to children are still untapped areas for stevia product development. Synomyx Inc., has three ingredients with sweet flavor modifying properties; of them, S6973 can be used to restore the desired taste profile of foods and certain beverages with reduced sucrose.

In addition to contributing fiber and ensuring digestive health, prebiotics have the ability to reduce sugar and fat in formulations, serve as humectants, and help mask the bitter flavors of beta-glucan and some sweeteners. Researchers from the Univ. of Colorado replaced dietary fat with herbs and spices such as onion, paprika, and garlic in entrées and side dishes with promising results. The United Soybean Board and Qualisoy announced a $60 million joint effort to expand seed production, cultivation, and geographic availability of high oleic soybeans. AarhusKarlshamn’s Cebes™ LS zero trans confectionery coating fat with 60% saturated fat can reduce saturated fat in the average enrobed candy bar by 25%. Tate & Lyle’s Soda-Lo™ Salt Microspheres can reduce sodium levels by up to 50%.

Condition-Specific
With research indicating that protein should be consumed at moderate levels throughout the day to maximize muscle-building and manage weight, it’s not surprising that protein continued its reign as an Expo megatrend. High-protein applications moved into new categories. The U.S. Dairy Export Council featured a café yogurt frappé drink with 20% of the daily recommended allowance of protein, a savory soft protein-pretzel, a high-protein veggie Asian dumpling, and a high-protein mint cocktail mix. Davisco Foods International showcased its BiPRO whey protein isolate in high-protein hummus and gluten-free peanut butter chocolate chip cookies that delivered 10 grams of protein per serving. ADM displayed a citrus cooler with a 100% fruit juice blend and 7 grams of protein. IDF introduced high-protein chicken powder, chicken broth, and chicken extract.

Safer energy drinks and ingredients were another strong theme. Watson’s Clarity energy beverage was formulated without any caffeine or guarana and contained ingredients for mental clarity and enhanced acuity. Glanbia Nutritionals’ Fatigue Fighter Energy Shots contained natural green tea extract and carnitine for sustained energy. Ribose and Nexira’s natural guarana and natural caffeine were other important energizing ingredients.

Slow-release energizing ingredients such as prebiotics, resistant starch, and novel fibers were other exciting energy-boosting trends as was sustained energy through blood sugar control. BASF introduced an on-the-go, body-shaping beverage powder with Tonalin^® conjugated linoleic acid and Bar Bites with plant sterols. Wild Flavor’s new RPM (repair, performance, mass) factor offered benefits that include decreased recovery time, increased lean muscle mass, and increased performance intensity.

New products encompassing probiotics for mood, perception, weight management, improving blood lipid profiles, and irritable bowel syndrome were also on display. Glanbia Nutritionals showcased cake pops that contained probiotics and gluten-free peanut butter and jelly sandwiches made with bread containing fine-milled flaxseed (which contains omega-3s). The company also exhibited a tropical fruit smoothie highlighting Chromax, VitaCholine and BevGrad XtraThick flaxseed—all of which may help increase cognitive function and deliver omega-3s. Fibers of all kinds—beta-glucan, oat, wheat, cellulose, soy, bamboo, inulin/FOS, and polydextrose—were also featured across the Expo floor.

Glitz and Gourmet
From Icelandic yogurt to Italian granita and white pizza, chefs brought new ingredient solutions to life. ConAgra Mills’ ancient grain flours added  excitement and whole-grain goodness to foods. Bell Flavors & Fragrances served up Peruvian cheese fries, tres leches cupcakes with café de olla frosting, and an Incan cola. Rousselot offered Delights, a confectionary treat comparable to a traditional gummy sweet. And Watson’s Edible Glitter was showcased in a variety of shapes.

A. Elizabeth Sloan, a Professional Member of IFT and Contributing Editor of Food Technology, is President, Sloan Trends Inc., 2958 Sunset Hills, Suite 202, Escondido, CA 92025 ([email protected]).