New Data Supports the Need for Clean-Label Creativity in Dairy Applications

22 Dec 2014 --- More than ever before, consumers are concerned about the ingredients in their foods and beverages. In fact 50% of European consumers and 72% of US consumers agree that a product’s ingredient list must be simple and understandable. Based on this consumer demand for cleaner labels, we as food scientists must get creative with our formulations to meet and exceed consumer expectations.

Let’s look at yoghurt and yoghurt-based products, for example. New data from Innova Market Insights tells us that consumers are purchasing cleaner-label yoghurt products more frequently, regardless of price premiums. In fact, one in three new yoghurt or yoghurt-based products launched last year used a cleaner-label claim, and carried an average 12% price premium. However, in order to achieve cleaner labels, yoghurt manufacturers face hurdles critical to consumer acceptance, including unpleasant off-taste, unappetising colour and inconsistent texture.

Overall, taste is still the deciding factor for consumers when choosing what foods and beverages to buy – and overwhelmingly so. In fact, 89% of consumers say their purchases are determined most by taste. With yoghurt in particular, texture is also a defining characteristic. Based on more new data from Innova, we know that, of more than 14,000 new yoghurt products launched in the past four years, 17% had a texture claim rising on average from 15% in 2011 to 19% in 2014. Top claims include ‘creamy’, ‘thick’ and ‘smooth’.5
 
Interestingly, consumers rarely consider texture unless it’s subpar. They aren’t aware of the pivotal role various stabilisers including gelatine, starches and various hydrocolloids play in formulations – and how difficult it is to obtain that same quality with label-friendly options. For example, the texture consumers expect when eating yoghurt is often made possible by the presence of modified starches.
 
These traditional modified starches have been widely used in yoghurt and yoghurt-based products to yield body and texture and to stabilise the products through shelf life. In fact, one in three new product launches in the yoghurt category since 2011 was made with modified starches. Native starches, which label simply as ‘starch’, can meet demand for cleaner labels but don’t generally stand up to yoghurt’s harsh processing conditions, leaving the texture of the end product unacceptable to consumers.
 
As a result, how do we as food scientists work to develop cleaner-label products whilst continuing to meet long-standing consumer expectations for texture?
 
Due to breakthrough research in ingredient formulations, label-friendly starches now offer the same great texture as modified starches, matching them in terms of functionality. These new clean-label starches enable tolerance to shear, heat and acid – even under extreme conditions like UHT and homogenisation. With high thickening efficiency and texture consistency over time, they provide consumers the creamy texture they crave and expect. 
 
Unlike most native starches, these new functional clean-label starches also help maintain great taste and colour. Their white colour profile doesn’t impart dark colours on the final product, which is important for yoghurt applications where ‘whiteness’ is critical.
 
With all these positive attributes combined, we can confirm that clean-label starches that look, taste and function similarly to modified starches are a viable solution. Yoghurt manufacturers are now able to overcome challenges in preparing cleaner-label products, fulfilling consumer demand for cleaner labels and meeting their sensory expectations.
 
Forward-thinking manufacturers who want to evolve in order to meet consumers’ increasing demand for simpler ingredient lists should partner with ingredient suppliers that have a shared vision: a commitment to clean-label creativity as well as quality products.

By Jim Carr, Director of Applications, Tate & Lyle