Sugar Fast Replacing Fat as the New Evil: GMID ARTICLE

Sugar Fast Replacing Fat as the New Evil

Article | 27 Jul 2012

Sugar is rapidly gaining a bad reputation and is being blamed for rising public health problems such as type 2 diabetes, obesity and even cardiovascular disease. Euromonitor International looks at why the finger is now pointing at sugar and, subsequently, the forecast growth for reduced-sugar products.

Fat reduction is no longer the target

Fat used to be the ingredient to blame. Ingredient companies became obsessed with finding fat replacers, individuals were told to reduce their fat intake, particularly of saturated fats, and consumers sought out reduced-fat products. However, with the rising prominence of the health benefits associated with the Mediterranean diet and many scientific studies highlighting the benefits of polyunsaturated and unsaturated fats, attention is turning away from fats. Even the recent EU article 13.1 health claims are advocating the benefits of mono and polyunsaturated fatty acids and olive oil polyphenols.

What makes sugar bad

Sugar in its simple and natural forms, such as fructose and glucose, increases an individual's glycaemic profile after consumption. A spike in blood glucose levels ultimately leads to the liver having to work harder and having to pump out more insulin. Over time the liver's ability to regulate insulin output declines and as a result an individual can develop insulin resistance and ultimately type 2 diabetes.

Latest developments in the war against sugar

In January 2012, France's Constitutional Council followed Denmark by adopting a new tax on soft beverages (including carbonates, fruit juice with added sugar and flavoured milk drinks) with added sugar and those which have been artificially sweetened. This new law has increased the excise tax to €7.70 per hectolitre in an attempt to reduce obesity. The tax also applies to artificially sweetened soft drinks in a bid to prevent consumers unintentionally increasing their intake of artificial sweeteners, such as aspartame, which potentially have their own health risks.

In the US, New York Mayor Michael Bloomberg proposed to ban the sale of super-sized sugary drinks at stadiums, restaurants and cinemas in 2012. There is some controversy over whether this ban is symbolic or will actually have an impact. The ban does not limit the amount an individual can buy or reduce the size of fizzy drinks bought in the supermarket, but it does undoubtedly point the finger at sugar as a significant contributor to the rising level of obesity in the country.

HFCS – can a single ingredient be to blame?

High fructose corn syrup (HFCS), and similar sweeteners such as glucose/fructose syrup, are increasingly being blamed by numerous health organisations and media sources (such as the 2012 television programme “The Men Who Made Us Fat”) for diet-related public health problems, thus increasing public awareness, which, ultimately, is no bad thing.

The use of these sweeteners on a mass scale began in the late 1970s. Now they are used in a whole range of products including carbonates, bakery, dairy, ice cream and sauces, dressings and condiments.

However, the use of HFCS in particular is decreasing. Consumption has dropped by a million tonnes since 2009, but globally 7.6 million tonnes were consumed in 2011. Just over six million tonnes were consumed in North America and 1.2 million tonnes in Latin America. Conversely, in all emerging markets, consumption increased over the 2005-2010 period, a worrying statistic.

Whilst there is strong consumer backing for the removal of HFCS from products, a study in the renowned American Journal of Clinical Nutrition by Dr John White, an expert in sweeteners but who also has a professional association with the Corn Refiners Association, said that HFCS is not the sole cause of obesity and there is no evidence that high concentrations of HFCS cause metabolic upset, unlike pure fructose. A further study published in Diabetes Care in July 2012 found that consumption of fructose, the main type of sugar found in fruit, within reason, did not significantly affect fasting glucose or insulin.

Given the complexity of our diets, we cannot blame a single ingredient. Nevertheless, there is still a general consensus that the problem with sugar remains too much, too often. This not only affects consumers' perspective on fizzy drinks and confectionery but also fruit, which has long been advocated as a vital part of a healthy diet.

Reduced-sugar products set to grow

Euromonitor International predicts this negative perception of sugar will continue. Sales of better- for-you (BFY) reduced-sugar food and drinks are set to enjoy a stronger constant value CAGR over 2010-2015 than reduced-fat food and drinks. This strong growth will lead to reduced-sugar products taking share from reduced-fat products within the BFY category. Globally, BFY reduced-sugar food and drinks accounted for 37% of total BFY sales in 2010. However, this share is set to rise to 39% by 2015. On the other hand, global BFY reduced-fat food and drink products accounted for a 56% share of sales in 2010, with this figure set to fall slightly to 55% in 2015.

Action on Sugar Unlikely to Give Reduced-Sugar Food a Boost: GMID ARTICLE

‘Action on Sugar’ Unlikely to Give Reduced-Sugar Food a Boost

Opinion | 16 Jan 2014

Diana CowlandSenior Analyst - Health and Wellness

For many consumers the start of a new year often equates to a new diet, or an attempt to lead a healthier lifestyle. Not often does it affect the global packaged food and beverage industry. In January 2014, the global campaign Action on Sugar was launched in a bid to reduce the average consumer’s sugar intake through calling on food manufacturers to reduce the sugar content of food and drink products by 30%, primarily through stealth.

This is a similar approach to that taken for salt a few years ago. Stealth reduction, for foods in particular, is the best way for manufacturers to retain their consumer base as consumers are, for the most part, unaware the recipe has changed. However, products which have undergone stealth reformulation will not be classified as reduced-sugar and hence will not give reduced-sugar foods a much-needed boost. Our latest health and wellness research forecasts reduced-sugar packaged food to post a modest CAGR of 2% in constant terms over 2013-2018.

Sugar linked to obesity, Type 2 diabetes, cardiovascular disease and poor oral health

Sugar has come under attack due to its link with obesity, cardiovascular disease, Type 2 diabetes and a deterioration in oral health across all ages. Euromonitor International’s Countries & Consumers data show that globally diabetes affected 660 million people in 2012, with the problem not restricted to developed markets. Heavily criticised “Western diets” are increasingly being adopted in emerging markets, hence driving the prevalence of diabetes in those markets too.

Sugar - more than flavour of the month

The pressure on food manufacturers to reduce the sugar content in food and drink is nothing new, and nor will it be a fad. It has been steadily increasing over the past two years, as noted in our ongoing health and wellness analysis. We have looked at sugar replacing fat as the new evil, the inescapable sugar-fat seesaw, the need for reduced-sugar products and the UK’s saturated fat responsibility deal, at a time when sugar should be the main concern.

Action on Sugar to follow CASH framework

Action on Sugar, led by industry experts, aims to reduce the sugar content of food and drink with added sugar by 30% over the next 3-5 years. The campaign will follow a similar framework to theConsensus Action on Salt and Health (CASH), which has led to the UK industry slashing salt levels by 15% in 10 years.

Focus on hidden sugars

However, the pressure up until now has not been driven by a global campaign. This campaign aims to reduce the ‘unnecessarily high’ levels of sugar in food and drink. It is not just restricted to those foods which are obviously high in sugar, such as confectionery, fruit juice and carbonates, but also includes those which contain ‘hidden sugar’, for example pasta sauces, bread and yoghurt. For example, the sugar content of an average slice of bread can be as high as 3g, while a 150g jar of pasta sauce can contain as much as 13g. This 30% reduction is not a simple task as sugar is used as a flavouring and a bulking agent in foods. Mars, for example, has already stated that after reducing the calorie content of its Mars bars to 250kcal, it does not see how it can further lower the sugar content.

Reduced-sugar food unlikely to witness a large spike in growth

The stealth approach is favoured by manufacturers as many consumers will be unaware that their favourite food and drink products have been altered and will hence continue to buy them. However, this method of reformulation will not result in these products being classified as reduced-sugar.

If reduced-salt food in the UK – the main focus area for CASH – is used as a predictor of the effect on reduced-sugar food, the prospect is not one of strong growth. As better-for-you products are less appealing due to the fact they are considered less flavoursome, reduced-salt packaged food in the UK recorded a constant value CAGR decline of 1% over 2008-2013, equivalent to a loss of £7 million.

Reduced-sugar beverages will fare better

Whilst stealth is an option for reduced-sugar beverages - Fanta for example has been successfully reformulated by stealth - they will fare better than packaged food as it is less important. Consumers are already turning to low-calorie alternatives, particularly as ‘natural’ sugar replacers such as stevia are increasingly being used by leading manufacturers and smaller players alike. The category is set to record absolute growth of US$4.8 billion over 2013-2018. Nevertheless, no matter whether reformulation is done through stealth or not, in order for Action on Sugar to be fully adopted by manufacturers, consumers will have to lose a little bit of their sweet tooth.

For further insight, please contact Diana Cowland, Senior Health and Wellness Analyst at 

The Booming Low-Carb Trend In Scandinavia

February 2, 2012

Welcome Back Fat: The Booming Low-Carb Trend in Scandinavia

Analyst Insight by Pasi Hannonen

At the end of 2011, the low-carbohydrate high-fat (LCHF) diet suddenly became the hottest food topic in Scandinavia, surprising even industry players and experts. The latest manifestation of this trend has been the extensive media coverage devoted to a general shortage of butter in the build-up to Christmas, particularly in Norway. Beyond the somewhat amusing headlines, however, the LCHF phenomenon is currently shaping parts of the Scandinavian food industry in unexpected ways. 

Butter shortage dominates Norwegian headlines in late 2011

Nobody reading Norwegian or other Scandinavian newspapers towards the end of 2011 could avoid a partly absurd, yet partly serious, news story - The country which tops the United Nations Development Programme's Human Development Index, Norway, was seriously in danger of running out of such a basic commodity as butter.

The local press was full of articles talking about empty shelves, people selling butter online and butter smugglers being caught at the border. The trade press also reported on grocery retailers located on the Swedish side of the Norwegian-Swedish border seeing their sales of butter skyrocket just before Christmas, the peak baking season.

Earlier in 2011, a butter shortage had already been reported in Sweden and Finland but the situation in Norway was perhaps more extreme. A quick solution could not be found by way of importing more butter as Norway, being outside the EU, can – for better or for worse – protect its agricultural produce better than its Scandinavian neighbours. In this instance, increasing butter imports proved challenging as a result of what critics claim is a protectionist trade policy.

Consumers prefer more fat as part of a natural diet

That a rich country like Norway cannot provide its citizens with enough butter is merely a novel footnote. More importantly, what the Norwegian case signifies is a rather interesting, and quite sudden, reversal in Scandinavian eating habits.

For a couple of years now, there have been signs, particularly in Sweden and Finland, that instead of opting for low-calorie foods, more and more consumers are turning to foods that are locally sourced and presumed to be 'natural', essentially avoiding anything they think a food item should not contain.

For example, in Finland, the consumption of butter continually declined over a period of decades from its peak in the 1960s but then started to increase again a couple of years ago. Even with the sudden drastic increase, however, what cannot be forgotten is that per capita consumption remains just a fifth or sixth of what it was two generations ago.

That butter became so popular at the end of 2011 was also due in part to factors such as press and media coverage. In Sweden, for example, the celebrity chef Leila Lindholm has been credited by many with helping support greater consumption of butter at the expense of margarine and vegetable-based spreadable oils and fats, many of which have a low-calorie positioning.

In dairy, the increased consumer interest in fuller-fat food options has also become apparent in cheese, yoghurt and drinking milk. After a couple of years of bubbling under the surface, the trend suddenly exploded in the second part of 2011, exceeding any preliminary 2011 growth forecasts.

In turn, this helped to depress local production of butter across much of Scandinavia as supplies of cream became increasingly stretched in the face of generally falling production levels. According to the Swedish Dairy Association, there has been a 15% drop in milk production in Sweden over the past 20 years.

LCHF debate boils over in Finland

The Finnish word for a low-carb diet, karppaus, became such a household term in 2011 that the Research Institute for the Languages of Finland decided to include it in its forthcoming 2012 edition of Kielitoimiston sanakirja, the Dictionary of Modern Finnish.

Other features of the current trend include the January 2012 launch of a special low-carb magazine in Finland, LCHF topping Google's list of the fastest growing food searches in Sweden and a heated debate in Finland.

On one side of the debate, the authorities continue to promote a traditionally defined 'healthy diet'. On the other side, low-carb fanatics are even accusing supporters of a diet traditionally regarded as healthy as being part of a nutritional conspiracy. According to the local press, some traditional experts no longer even want to take part in the debate using their own names.

All that said, while LCHF has become a household term in Finland, according to a 2011 survey, only 6% of Finns follow such a diet. As such, while extremely vocal, advocates of the diet are very much in the minority.

Low-carb alternatives enter baked goods and ready meals

The ability of such a vocal minority to have a significant impact on the Finnish food industry, however, became more and more apparent as 2011 progressed. There are reports, for example, that bread sales have been suffering as a significant proportion of the population reduces its consumption.

To counteract this downward trend, the bakery Perheleipurit launched its low-carb bread Karppinen – a Finnish name but also linked to the term karppaus – in mid-June 2011. Sales had reportedly exceeded one million units by the end of October 2011, making the product a rather unique success. Today, the Karppinen product family consists of four different variants while the larger rival bakery Vaasan has launched Vaasan Minihiilari (mini carbohydrate) bread in an effort to better compete.

Low-carb alternatives are also being launched in ready meals in Finland, of which overall per capita consumption in Finland is already very high. Snellmanin Kokkikartano launched low-carb ready meals in 2011 while the leading companies Saarioinen and HK Ruokatalo are planning to do the same in early 2012. At the same time, sales of eggs are reportedly also increasing while meat consumption in Finland reached an all-time high in 2011. This is quite a remarkable achievement in a country with an increasing number of vegetarians.

Experts disagree on the long-term impact

How long the LCHF diet will remain in the spotlight across Scandinavia is debatable. Some experts view LCHF as a passing trend, and emphasise the potentially harmful impact of consuming too much fat. On the other hand, a leading local industry player has expressed the opinion that the trend is now at its peak but it might have a longer-term impact after the initial hype fades, particularly among men.

While food trends (not least the Atkins high-protein diet so popular in the US a decade ago) come and go, what remains clear from Euromonitor International research is that the winners will be those companies which actively listen to consumers and adapt their product portfolios the quickest to changing dietary trends and preferences. A good example of this is the innovative launch of low-carb bread from Perheleipurit. 2012 is sure to see more packaged food companies jumping onto the LCHF bandwagon across Scandinavia.

Posted on February 2, 2012 at 06:00:39 AM in Articles, Consumer Foodservice, Europe, Fresh Food, Health and Wellness, Ingredients, Packaged Food

Comments

"While food trends (not least the Atkins high-protein diet so popular in the US a decade ago)"
This sentence tells me you haven't done your due diligence. Atkins was never a "high" protein diet and if you'd actually read the book, which you should do before making comments about it, you'd know that. Excess protein in the diet is converted to carbohydrate for storage purposes. Atkins knew that would never, ever recommend a high protein intake. He said eat protein, eat fat, keep your carbs down to 100gm a day (get them from healthy vegetables) and stop eating before you are full. Eat slow, chew throughly. This is what Atkins said. You should know what you are talking about before putting things in print.

A note to your readers who might be interested in such things: These so called Low Carb Alternatives are no such thing. Studies have been done that show a rise in blood sugar followed by insulin (of course) after ingestion of low carb pasta and breads. Don't be fooled if you care about such things. They are simply false advertising.

Posted by: Chironl | February 5, 2012 at 07:12 PM

The Atkins diet was widely perceived to be a high protein diet, and was widely reported as such at the height of its popularity some 10 years ago.

The point of the article (or any Euromonitor article for that matter) is not to advocate a diet or another, just to tell that a certain amount of population in certain countries is increasingly maintaining a certain diet because they believe it is beneficial for their effort to lose weight. Writing about what happens on the market should not be taken as an endorsement for any products.

Posted by: Lydia Gordon | February 7, 2012 at 10:58 AM

Was "low carb/high fat diet" only a temporary diet of late detected nature/hunters? This is news to me - thank you!

Posted by: Goran van Den Buske | February 17, 2012 at 06:15 AM

The high interest in LCHF diets in the Nordic countries is indeed very interesting. There is certainly e lot of evidence emerging on the role of these diets to treat obesity.

Authoritative organizations have for the last two decades put huge emphasis on reducing fat consumption, mainly the consumption of saturated fats. This may indeed have diverged our attention from the important role of many other nutrients such as carbohydrates, proteins, antioxidants, vitamins and minerals. Furthermore, the message to reduce dietary fat may have stimulated manufacturers and consumers to select foods that are potentially harmful.

- See more at: http://blog.euromonitor.com/2012/02/welcome-back-fat-the-booming-low-carb-trend-in-scandinavia.html#sthash.NC49O2TI.dpuf

Researchers find green banana flour offers gluten-free pasta solutions

Researchers find green banana flour offers gluten-free pasta solutions

Source: Food Navigator 25-06-2012

US 25-06-2012

 

Researchers discovered that flour milled from green bananas could help solve the issue of how to create cheap but good-tasting gluten-free pasta.

In the Journal of the Academy of Nutrition and Dietetics, a team of Brazilian researchers revealed that a newly developed gluten-free pasta product made from green banana flour may offer a low cost, low fat solution for people who follow a gluten-free diet. According to the researchers, tasters found the new green banana pasta more acceptable than regular whole wheat pasta.

The researchers said that the green banana product had reduced the fat content and increased the protein value when compared to the whole-wheat pasta. The modified pasta decreased fat content by over 98%. The large reduction in fat is particularly important to patients with celiac disease, because many gluten-free products compensate for the removal of gluten with high levels of lipid content.

The team used 50 taste-testers who did not have celiac disease and 25 celiac disease patients to compare the pastas. In both groups, the modified pasta was better accepted than the standard in aroma, flavor, texture, and overall quality, indicating that the product can possibly be commercialized to a wider market than just those with celiac disease, the researchers noted.

Barilla addresses health concerns with gluten-free launch: PSFK

Barilla addresses health concerns with gluten-free launch - 28th October 2013

“The dry pasta, rice, and noodles market is very fragmented, with many brands fighting for supremacy. One of the category’s leaders has developed a newgluten-free pasta line, which has the potential to appeal beyond people affected by celiac disease to those who feel a gluten-free diet is healthier.”

For more information see Mintel’s Dry Pasta, Rice, Noodles and Ancient Grains—U.S., February 2013.

What We’ve Seen

• Pasta remains a popular dinner item, with more than four in five respondents consuming pasta in the past three months, according to Mintel’s Dry Pasta, Rice, Noodles and Ancient Grains—U.S., February 2013. But the pasta segment is considerably smaller when it comes to gluten free offerings and so can support product growth in that segment.
• Health is an increasingly important concern for shelf-stable meal buyers. Yet, it is challenging for manufacturers to portray such meals as fresh, nutritious products. Gluten-free trends are being hailed as the healthier solution to breads and pastas made with wheat gluten, and so are gaining traction with a wider consumer base.
• Barilla now has joined the gluten-free category with the launch of its Gluten Free Pasta line, touting convenience, versatility, and flavor.  Addressing flavor could help the line succeed with finicky eaters, as most consumers are not yet completely comfortable with the taste of gluten-free pasta, according to Mintel’s February 2013 report.

Barilla launch touts convenient, tasty gluten-free offerings

In August 2013, Barilla introduced a new gluten-free pasta line, reported an Aug. 8, 2013, Food Business Review article. The portfolio includes spaghetti, penne, rotini, and elbow varieties. The Gluten Free Pasta line is produced in an Italian facility dedicated to gluten-free production, according to Barilla.

This marks the company’s entry into the gluten-free pasta segment, using products containing a combination of non-GMO corn and rice. Gluten-free pasta does not enjoy the same taste perception as traditional pasta offerings, with only 7% of consumers agreeing that gluten-free tastes as good as regular pasta, according to Mintel research from Dry Pasta, Rice, Noodles, and Ancient Grains—U.S., February 2013.

Focusing on product healthfulness and taste could propel Barilla past the flavor and calorie barriers where other brands have stumbled. However, hesitant users would need to be able to experience the brand’s improvements in taste and texture without immediate product purchase required. As discussed in Mintel’s Dry Pasta, Rice, Noodles and Ancient Grains—U.S., February 2013, two ways for companies to make consumers more comfortable with gluten-free pasta is to hold in-store tastings as well as cooking classes to teach consumers how to achieve the perfect texture and taste when going gluten-free.

Figure 1: Barilla Gluten Free Pastas

  

Source: Mintel/www.barilla.com/gluten-free-pasta

Health concerns encourage consumers’ switch to gluten-free

According to Mintel’s Gluten-free Foods—U.S., September 2013, the pasta and rice segment is one of the smallest when it comes to gluten-free offerings. Therefore, this also is an area with room for growth as many of the products in this segment typically containgluten.

Greater awareness of celiac disease and increased ease of testing will positively impact the gluten-free category. Demand for these types of products will continue to grow, particularly since the only current treatment for celiac disease is a gluten-free diet. Interestingly, almost two thirds (65%) of respondents who are not already required to eat gluten-free favor the trend because they believe it to be a healthier alternative to gluten-containing products, Mintel’s September 2013 report found.

Furthermore, an additional 27% of respondents eat gluten-free specifically to lose weight, despite the lack of research confirming thatgluten-free foods are healthier or promote weight loss. Because consumers associate gluten-free with health, pasta manufacturers should look for ways to further tie their brands to nutrition, such as providing a healthy recipe on the back of the box or emphasizing product attributes with clear front-of-package labeling.

As the appeal of gluten-free food expands beyond those solely with a gluten allergy, an increasing number of manufacturers, like Barilla, are producing gluten-free products that are better-tasting and more nutritious than previous gluten-free options. The dry pasta, rice, and noodle market, as discussed within Mintel’sFebruary 2013 report, is very fragmented. Brands should not only promote the health aspects of gluten-free pasta, but also account for the category’s main drivers of affordability and convenience. This combination of traits will ensure that basic and preferred consumer desires are met.

Figure 2: Reasons for eating gluten-free foods, other than intolerance/sensitivity, June 2013

  

Source: Mintel

What It Means

• Greater consumer awareness of celiac disease, plus an increased interest in nutrition and healthful diets, is positively impacting thegluten-free category. The gluten-free pasta segment is still small and ready for growth, providing manufacturers an opportunity to improve launches and product formulas without oversaturating the market.
• Free, in-store samples could offer consumers a non-threatening avenue to try new gluten-free offerings, overcoming consumer taste concerns for the segment.
• Brands promoting a gluten-free diet should not forget that convenience and affordability drive the dry pasta category. According to Mintel’s Dry Pasta, Rice, Noodles and Ancient Grains—U.S., February 2013 report, 78% of respondents state pasta is an affordable meal. Overpricing gluten-free products could dissuade consumer purchases rather than attract them.