SUBSCRIBE

Breaking News on Supplements & Nutrition - EuropeUS edition

Headlines > Consumer Trends

Loading...
Dispatches from Vitafoods Europe 2013

Trend-spotter: The rise of slow-energy

1 commentBy Shane Starling , 17-May-2013
Last updated on 17-May-2013 at 12:53 GMT

There are two speeds when it comes to energy products: Slow and fast, says Mintel trend-spotting guru David Jago.

While ‘fast energy’ like big brand energy drinks remain the big sellers and the world’s biggest functional foods category, new formats are latching onto older concepts like GI and registering with shoppers in areas like sports dairy and breakfast biscuits.

Even regular juices are getting a makeover with European Food Safety Authority (EFSA)-approved energy nutrients like magnesium.

“One of the big drivers has been Kraft with the Belvita breakfast biscuits brand and that has done a lot to really popularise the idea of slow energy release,” Jago said.

“In dairy it is a slightly different story – what we are seeing there is companies pushing a little bit into the sports and performance area using protein.”

“It’s stretching the energy concept a little bit into sports performance and athletics. It’s not quite energy in the same way but it is a different way of looking at it.”

In ‘regular’ energy, Jago said juice brands were talking about energy on-pack.

Subscribe to our FREE newsletter

Get FREE access to authoritative breaking news, videos, podcasts, webinars and white papers. SUBSCRIBE

1 comment (Comments are now closed)

Little Big Shot

Please look at our Product Littlebigshot new healthy energy

Report abuse

Posted by Tracie Sullivan
28 May 2013 | 15h18

Related products

Beauty chocolate: Astaxanthin in functional confectionery

Beauty chocolate: Algatechnologies touts red seaweed for functional confectionery

Efrat Kat

Director of marketing and sales, Algatechnologies

Keeping it clean: 3 botanical chiefs pull adulteration weeds

Keeping it clean: 3 botanical chiefs pull adulteration weeds

Antoine Bily, Naturex global R&D director

Christian Artaria, Indena marketing director, Holger Riemensperger, Frutarom general manager,...

Diet and cancer: Polyphenol trial data suggests significant clinical benefit for prostate cancer

Diet and cancer: Polyphenol trial data suggests significant clinical benefit for prostate cancer

Professor Robert Thomas

Consultant oncologist, Addenbrooke's and Bedford, Cambridge University Hospital

Are doctors seeing the preventative eye health potential of carotenoids?

Are doctors seeing the preventative eye health potential of carotenoids?

James Stringham

Research doctor, University of Georgia

Functional confectionery: What does the future hold?

Which big player will be first on functional confectionery scene?

Adrian Sagman

Vice president of international sales and marketing, Carmit Candy

Food science and technology conference wrap up

IFST conference paints ‘multi-coloured’ picture of food industry

The Institute of Food Science and Technology’s Jubilee conference offered something for everyone involved...

Grey zone around health claims in ‘commercial communication’

You talkin’ to me? The grey zone around health claims in ‘commercial communication’

Georgia Taylor

Marketing and claims advisor , Leatherhead

UK researcher backs supplements for omega-3 intakes

UK researcher backs supplements for boosting omega-3 intakes

Philip Calder

Professor, University of Southamption

Saturated fats may not cause heart disease: Researcher

Saturated fats may not cause heart disease: Researcher

Prof. Philippe Legrand

Director of the biochemistry laboratory, Agrocampus Ouest

GM camelina matches fish oil omega-3 levels

The road to fish-oil equivalent GM camelina

Rothamsted Research has achieved omega-3 levels comparable to fish oil in its first GM...

Russian embargo impact on Arla whey and lactose interests 'minimal'

Russian embargo impact on Arla whey and lactose interests 'minimal': CEO

Henrik Andersen

Chief Executive Officer, Arla Foods Ingredients

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’ Expert warns wannabes

Beverage brand development guru James Tonkin has warned wannabe entrepreneurs that going up against...

'It's business as usual': Davisco Foods on Agropur takeover

'It's business as usual': Davisco Foods on Agropur takeover

Polly Olson

Vice President of Business Development, Davisco Foods International

All diets work if you stick to them: Research

Little difference between diets, it's the sticking that counts: Research

Dr Bradley Johnston

senior scientist, the Hospital for Sick Children's Research Institute

CO YO Coconut Milk Ice Cream alternative dairy

CO YO launches coconut milk ice cream after demand soars for alternative dairy

Start-up company Planet Coconut has seen an increase in demand for its CO YO...

Coffee may hydrate athletes just like water: Researcher

Coffee may hydrate athletes just like water: Researcher

Sophie Killer

Doctoral researcher, Loughborough University

Caffeine in small doses and during training may boost performance

Caffeine taken during training and even in small doses may boost sports performance: Researcher

Sophie Killer

Doctoral researcher in exercise metabolism and performance nutrition

Key Industry Events

 

Access all events listing

Our events, Events from partners...