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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 global sustainability and personal health being important drivers of consumer choices, plant-forward innovation is setting the pace for the wider food industry, as identified by Innova Market Insights’ number two of the Top Ten Trends for 2022: “Plant-Based: The Canvas for Innovation”. This is seen in the use of plant-based colorings, with frequently used coloring ingredients being safflower, beetroot and carrot (Global, 2021), and on the rise coloring ingredients such as sweet potato, apple, and charcoal (Global, CAGR 2017-2021).
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“Shared Planet” is the number one trend leading the Innova Market Insights’ Top Ten Trends for 2022. Consumers now rank planetary health as their number one concern, overtaking personal health, which has been the top priority in recent years. There is now a general acceptance that planetary health is a shared responsibility of both the industry and consumers can play their part in shaping a sustainable and prosperous future.
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As 2022 is approaching, Innova Market Insights released its Top Ten Trends for 2022. “Shared Planet” leads the list, focusing on how both the industry and consumers can play their part in shaping a sustainable and prosperous future. Other key trends expected to influence the food and beverage industry in 2022 are “Plant-Based: The Canvas for Innovation”, “Tech to Table”, “Shifting Occasions” and “Voice of the Consumer”.
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Prepared meals continue to grow as the stay-at-home lifestyles prompted by COVID-19 demand for more convenient home cooking. Global launch activity is driven by trends in plant-based, better-for-you, clean label and environmental sustainability of the product and packaging.
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Consumers seek to reduce consumption of certain ingredients that they perceive to have negative effects on their health or the health of the planet. The industry responds by including ‘free from’ claims to tailor food products to these consumer needs. ‘Free from’ products typically include prominent ‘free from’ claims on front of pack.
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Vanilla remains a classic ingredient in the categories confectionery, bakery, and desserts and ice cream. New flavor combinations including vanilla are being explored in other categories, such as Alcoholic Beverages, Baby & Toddlers, Soft Drinks, Spreads, and Snacks. Alcoholic Beverages is the fastest-growing category for vanilla flavor with an average annual growth of +17% (Global, CAGR 2016-2020).
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