Regulatory concerns shifting digestive health focus

Digestive or gut health has been a key focus for product activity in functional and health foods for many years, but with the tightening up of claims legislation, particularly in Europe, there has been something of a setback in terms of product activity in more recent times

Over 3.2 percent of food and drinks launches recorded by Innova Market Insights carried digestive health claims of some kind in 2014, up from just 2.7 percent five years previously. This indicates that there is still ongoing interest in the sector, particularly in the USA, where the share rose from 3.3 percent to over 3.6 percent. EU launches using a digestive health positioning fell from 2.4 percent to 2.2 percent over the same period, however.

With the claims situation becoming more difficult, companies are also focusing on the use of specific ingredients, such as wholegrains and fibre, which may already be linked with digestive health in consumers’ minds. High-fibre or source-of-fibre claims were used on nearly 3.4 percent of food and drinks launches recorded by Innova Market Insights in 2014, rising to 4.6 percent in the USA. Wholegrain claims were used on 2 percent of global launches, rising to 3.4 percent in the USA.

Wholegrain claims were particularly in evidence in categories such as cereals and bakery products. Bakery products lead globally, accounting for 21 percent of food and drinks launches using this type of claim, although this is equivalent to less than 6 percent of total bakery introductions. In addition, 5.5 percent of bakery launches used wholegrain claims. The two claims combined featured on 9 percent of bakery launches, rising to 16 percent in the USA.

Within the bakery market, biscuits accounted for nearly half of launches using fibre-related claims (excluding wholegrains), ahead of bread. In terms of significance however, bread is a clear leader, with products featuring a high-fibre positioning accounting for 15 percent of bread launches, compared with just over 9 percent in savoury biscuits and just 5 percent in sweet biscuits.

In the biscuits market, probably the key area of activity in high-fibre products in recent years has been in breakfast biscuits, virtually all of which are promoted as high in fibre and/or whole grains, and many of which have variants such as fruit and fibre in their ranges. This started in the UK in 2010, creating a new breakfast biscuits sub-category featuring a raft of new brands. It also heralded a welter of activity in other countries, including Germany, the USA and Australia, as well as a revitalization of existing breakfast biscuit markets in countries such as France and Spain.

“There is clearly still interest in products for digestive or gut health,” said Lu Ann Williams, director of innovation at Innova Market Insights. “This is reflected in ongoing levels of product activity, despite some of the current regulatory issues affecting health claims, particularly in Europe.”

Companies are tending to move to a more general health and wellness positioning for their products, she said. “They are relying more on existing consumer awareness of ingredients such as probiotics and fibre, the health benefits that they offer and the kinds of food and drinks products that they can be found in.”



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