KEY INTERVIEW: BENEO Takes the Lead From Consumers as it Looks to the Future
08 Dec 2014 --- In a challenging market in which both ingredients producers and food manufacturers are facing strong headwinds, German nutrition solutions company Beneo says it is satisfied with it where it is heading.
In an interview with FoodIngredientsFirst at HiE 2014 in Amsterdam, CEO Dr Matthias Moser highlighted the vast combination of products offered by Beneo, which are often decoupled from the general market, as the main reason why the company continues to stay strong in tough times. However, certain trends are driving the company forward.
“The current super trend is that of blood sugar management, and this is directly related to the worrying increase in non-communicable diseases such as obesity and Type 2 diabetes,” explained Moser. “Until recently these were worries that consumers thought didn’t affect them, but increasingly people know someone who has been diagnosed with Type 2 diabetes and the diseases are coming closer to home.”
He continued: “As people find themselves closer to the issue, they are starting to look for nutritional and health solutions and that is why blood sugar management is becoming one of the most important trends for us.”
Nutrition that supports a balanced blood glucose level plays a crucial role in preventing or delaying the onset of NCDs from early on. Consumers increasingly understand the relationship of blood glucose management to weight management. Thus, food and drinks that have a beneficial influence on the blood glucose response will gain importance.
“Beneo can supply products that modulate the glucose response without compromising on taste, which is a key consideration,” said Moser.
“Another, you could say, mega-trend, is that of ‘natural.’ There continues to be interest in clean label and green label and this will only increase, I think,” revealed Moser. “Particularly gluten-free will become even more mainstream. Not only in baked goods but also in other applications, such as sauces and ready-to-eat meals.
“While free-from products are mainly associated with being gluten-free, it’s important to remember that this stretches into other areas such as sugar and fat. Interest in sugar-free and sugar-reduced products has been revitalized in recent years, allowing it to grow considerable in popularity. All these consumer expectations can actually only be met with speciality food ingredients.”
The natural and clean label market is being driven by and even defined by, consumers. Moser highlights that even if clarity is given by an authority and guidelines made available, consumers have now created their own definitions and will make their decisions at the shelves accordingly. A recent study revealed that two major “natural” consumer definitions can be identified as: using fewer and simpler ingredients – that includes reduced or no artificial colours, preservatives or additives; and food or food ingredients that have a natural and intrinsic health benefit.
Manufacturers increasingly care about using ingredients from natural sources and show strong interest in working with an experienced partner. In doing so, they can master the art of balancing technologies with a cleaner label, as well as great taste and texture, allowing them to create products that offer the same level of appeal to consumers as a product with fewer additives.
However, pleasing such a discerning consumer does not come without its challenges and Moser wastes no time in explaining why the climate for innovation is not positive.
“The regulatory situation is not ideal. It is no secret that interpretation of health claims regulations prevent the market from innovation. EFSA’s approach on health claims (and partially beyond) has had an impact on the manufacturing industry, as well as on the ingredients industry. The biggest impact is a clear reluctance by the food and drink industry to invest in true innovation since it is not clear today if and when they will come to life. Consumer interest groups and nutritionists are also often not up-to-date with research and tend to raise skepticism and even fear towards innovation.
“However, at Beneo, we continue to invest in science and R&D, with some 5% of our turnover dedicated to R&D. We firmly believe that only sound science will allow us to overcome regulatory restriction. Also, you must not restrict innovation to new ingredients, adapting and fine tuning ingredients can also go a long way.”
So what of the future? Well, the future seems bright, and there is certainly a lot for Beneo to be working on. Strategically, Beneo will be looking at protein to grow its’ product offering.
“Protein is a growth platform for us,” said Moser. “We need to define new protein sources and develop new gluten concepts. We are currently in the final stages of the process to launch a range of gluten-based specialties. We also have projects that allow us to utilise our own wheat- and corn-based protein streams.”
“Proteins are not the only answer to our nutritional challenges, but we need to find the right balance to match health and consumer requirements. As such, we would be looking to expand into this area via acquisition or merger in the near future.”
“Also, we have submitted a claim to EFSA that hoping to return a verdict in early 2015. It involves the regularity of digestion by inulin, and it is supported by a meta analysis that confirms added value of our ingredients for nutrition. The positive effect of chicory fructans on bowel motor function is the main story, but other positive effects include diabetes control, heart disease, and weight management.”
Another sector that Moser anticipates will re-emerge is that of prebiotics. More and more peer-reviewed studies show the importance of fermentation in the gut, and there is much interest in the signalling between the brain and the gut, and much work is being done around this. The right nourishment of gut cells is very important for wellbeing. Moser feels that EFSA has a constrained definition and interpretation of this area, but it is nevertheless, one to watch grow in importance again.
For now, The Power of Less is the buzzword at Beneo. Working with what you have to create smart combinations is where Beneo feels its strength lies. By utilizing sound scientific evidence, coupled with existing products, new concepts will evolve.
By Kelly Worgan & Robin Wyers
