“New stars in ingredients” tap into consumer familiarity and acceptance, says Innova Market Insights

23 Mar 2020 --- “A Star is Born” ranks eighth among Innova Market Insights’ Top Ten Trends for 2020 , highlighting how the food industry continues to experiment with novel and unusual ingredients to move them into the mainstream. This trend is driven by rising consumer familiarity and acceptance of the potential health benefits of these rising products. The market researcher reveals that some are relatively slow to emerge, as exemplified by prebiotics, which have been around for many years but have only just begun to enter the mainstream.

“A star ingredient is one that offers benefits that consumers value and can ‘carry’ a product in terms of marketing. It has to have a big enough impact on the product to demonstrate those benefits,” Lu Ann Williams, Director of Innovation at Innova Market Insights, tells FoodIngredientsFirst.

“Think about turmeric that provides color and flavor in addition to any other benefits; pre- and probiotics that provide a valued health benefit; pea protein that is an alternative to animal protein; and stevia which provides natural sweetness. All of those look great on a label; the benefits are clear and can be understood. Consumers need to be familiar with the ingredient and also accept it,” she explains.

Innova Market Insights reports a 20 percent global growth for food and beverage launches with prebiotics – a special dietary fiber that supports healthy gut probiotics –  in 2018 versus 2017, next to a further rise of over 13 percent for 2019. Prebiotics feature across a range of food and drinks launches, with 2019 NPD including oat cereals in the US and the UK, soft drinks in Australia and confectionery in China.

Consumer familiarity with star ingredients is key to a winning formulation.Highs for cannabis
At the other end of the scale, one of the most high-profile ingredients in recent months has been the relative newcomer cannabis/cannabidiol (CBD), which is seen to have high potential as a disruptor. “If an ingredient provides enough margin, it can be accepted by a smaller niche and still be viable. I think CBD falls into that group for now,” says Williams.

Consumers are becoming more familiar with CBD, giving companies the potential to make products featuring it into a “hot new thing” in 2020. They are also increasingly aware of its benefits, with a 2019 Innova Consumer Survey naming pain relief, reducing anxiety/distress and promoting relaxation as the top three benefits of cannabis/CBD ingredients. This has led to new product launches, such as mood-uplifting chocolate, relaxation tea, sleep aid gummies and nootropic bars.

Furthermore, the majority of consumers appear to be open to accepting cannabis/CBD as an ingredient and the figure of 59 percent globally rises to 71 percent in the US and 85 percent in India, according to Innova Market Insights reports. NPD was very modest until 2017 and then started to jump in 2018 before seeing exponential growth in 2019. This remains concentrated in North America and Western Europe, however, with these two regions accounting for 97 percent of the total.

Perhaps not surprisingly, supplements lead CBD launches, with over half of the 2019 total recorded by Innova Market Insights, but NPD is now evident across a whole range of food and drinks products, led by soft drinks and confectionery.

Ashwagandha seedpods in the winter.Ayurvedic tradition gains market foothold
Less familiar ingredients with low awareness but seeing strongly rising NPD include ashwagandha, the botanical herb best known for its role in traditional ayurvedic medicine. It has a wide variety of claimed benefits, with stress and anxiety reduction perhaps the best known. However, products with ashwagandha are most likely to be launched with an energy/alertness positioning, notes Innova Market Insights. Launch numbers have risen sharply from a low base, accelerating further in 2019 with supplements and sports nutrition the leading applications. 

The US leads in the commercial application of ashwagandha in food and beverage launches. In fact, Innova Market Insights reports that the number of food and beverage launches tracked in the US is three times higher than those reported in India, ashwagandha’s country of origin. Its growth in popularity in the adaptogens arena is also driving activity and the industry is likely to grow familiarity through more novel applications in accordance with consumer demands for products satisfying convenience and taste criteria.

By Benjamin Ferrer

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