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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.

With the increase of people caring about the quality of food they consume, there has also been an increase of interest on how certain food makes people feel. Some nutrients provided by certain foods are not sufficiently produced by the human body and, therefore, we turn to other sources for them.  Others, we might not consume enough of and obtain them from supplements and vitamins. Most of these foods will claim to help reduce stress, improve one’s sleep and boost their moods.
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Brands are becoming more innovative when it comes to producing meat and dairy alternatives with plant-based claims. Consumers can choose from a bigger variety of plant-based options that uses innovation to closely replicate common meat and dairy products. Overall, the annual growth of meat and dairy launches with plant-based claims is 19% (CAGR, 2017-2021).
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A continued rise in fermented food launches has been noted, with a growth of +21% (Global, CAGR 2017 – 2021). The process of fermentation acts to both boost a product’s shelf life and nutritional value, with probiotics highlighted as primary function for fermented foods. Consumers are taking steps to improve immunity by incorporating beneficial bacteria in the form of probiotics and fermented foods, as they believe a healthy digestive system can help boost the immune system.
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Consumers are ready to pay more for free-from food and beverages, as products free from allergies – such as gluten and lactose – are considered as major attribute of “clean” eating.  “Palm oil-free” and vegan claims are fastest growing claims in recent product innovations. Such free-from claims are commonly found in product launches from bakery, snacks and dairy. Adding to that, health benefits like “fat-free”, “sugar-free” and “calorie-free” are also gaining importance.
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Consumers are becoming increasingly conscious about the kinds of ingredients they are consuming. Although the goal to reduce sodium intake becomes more important to consumers, it cannot be achieved through reducing table salt alone. Therefore, the food industry continues to launch cooking solutions that reduce the sodium content. Sauces and Seasonings are one of the fastest growing food categories between 2017 and 2021 globally.
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With more people working from home and eating at home due to the COVID-19 pandemic, there has been an evolution of the breakfast occasion. Breakfast products are becoming more snackable through new sizes, shapes and packaging. Convenient on-the-go formats and one-size portions allow a quick meal for one.
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