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NPD in action: Salt reduction

May 2020

High blood pressure is one of the leading causes for heart disease and is often initiated by excessive salt intake. Salt reduction is therefore high on the agenda for consumers and food and beverage companies. Two of the fastest growing market categories for salt-related claims globally between 2015 and 2019 are Snacks and Baby & Toddlers’ products.

Oikia Moomin Organic Original Oat Snacks for Babies from 6 Months Onwards (Finland)
Nuts on Clark Popcorn: Caramelcorn and Cheesecorn Mix (US)
Zumitam Potato Chips with Avocado Oil and Sea Salt (Mexico)
Fairtaste Fair Trade Sun Dried Apricot (Hong Kong)
Organix Organic Melty Cheese Stars for Babies from 7 Months Onwards (Ireland)
Walkers Hint of Salt Olive Oil and Herb Flavour Potato Crisps (UK)
Happy Crumbles Almond and Cranberries Snack (Colombia)
AH Bio Pasta with Sweet Potato, Zucchini and Peas in Tomato Sauce for Toddlers from 15 Months Onwards (Netherlands)
Second Nature Roasted Pistachios (US)
Raffertys Garden Mash Black Bean, Quinoa and Corn for Babies from 8 Months Onwards (Australia)

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Nuts on Clark Popcorn: Caramelcorn and Cheesecorn Mix (US). Caramelcorn and cheesecorn mix in a 141 g plastic packet. Gluten-free. Low sodium. Good source of fiber. 0 g trans fat per serving.

Texture plays a key role in how consumers experience food and beverages and can offer a greater feeling of indulgence. In the plant-based market, texture innovation is key to replicate the eating experience of the meat or dairy equivalent. Creamy is the top texture claim in plant-based food and beverages (Global, 2021), however crispy and crunchy texture claims are rising.
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There has been a shift in wellness trends as consumers nowadays take a proactive and preventative approach to their holistic well-being and look for purpose-driven food and beverages. The industry reacts by launching new products with multiple health benefits such as energy support, promoting sleep, and improving cognitive health.
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Nutrition and sustainability play a bigger role as brands refine the next generation of plant-based foods. Within the snack category, new product launches tracked with plant-based claims are growing with an average annual growth of +57% (Global, CAGR 2017-2021). Since health remains the top reason for consumers to consider plant-based alternatives, these plant-based snacking products often also feature health claims related to the protein and fiber content.
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Due to increasing working and health demands, people want to gain more from their beverage experiences. Where "healthy" beverages used to involve around reducing sugar and calories, nowadays more drinks are launched with added health benefits. Manufacturers are responding by focusing on functional health platforms such as energy, mood, digestive health, brain health and immune health.
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“Upcycling Redefined” is ranked ninth among Innova Market Insights’ Top Ten Trends for 2022. Adopting strategies to use by-products or ingredients that would otherwise be discarded as waste through upcycling creates an opportunity that benefits from reducing food waste. Food and beverage launches with a food waste/upcycling claim are expanding with an average annual growth of +69% (Global, CAGR 2017-2021).
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Natural preservatives are increasingly prevalent in various clean label food and beverages to improve their shelf life. From 2020 to 2021 there has been a year-over-year growth of +6% in global food and beverage launches tracked with natural preservatives. Sauces and seasonings is the major category using natural preservatives in new product launches to enhance quality and shelf life while vinegar is the most used natural preservative (Global, 2021).
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