Ingredients marketing to rise over condition marketing in 2011

Europe’s new stringent health claims regime will see marketing efforts concentrated around ingredients such as probiotic strains rather than any purported health benefits, according to the Beneo Group.

The Belgian firm suggested the claims clampdown may see many products forced into a ’commodity trap’.

“With 80 per cent of 2010’s health claims refused by the European Food Safety Authority (EFSA), the major challenge for 2011 and beyond will be how will manufacturers differentiate their products to stand out from the crowd?” Tim Van der Schraelen, Beneo marketing and communication manager, asked rhetorically.

“Manufacturers will have to rethink their products to a certain extent, if they don’t want to fall into the commodity trap.”

He said 2011 was shaping up to be an interesting year as the industry came to grips with the new claims landscape.

“I can see a move from benefit led marketing towards ingredients led communication, as the industry continues to find its feet in this new, challenging environment; to give an example we will see more ‘with bifidus bacteria’ and less ‘increases natural defences’ in the near future.”

Nutrient content

Van der Schraelen’s colleague Anke Sentko, the company’s vice president of regulatory affairs and nutrition communication, added the regulatory situation would propel interest in nutrient content claims.

“For those without EFSA sign off, the market will see a move towards the clever reformulation of products to promote nutrient content claims,” Sentko said, especially in the weight management area.

“Combined with consumer demand for weight management products, there will be an increased focus on the caloric value and physiological properties of food and drink products in 2011 and this will mean the rise of sugar replacers and dietary fibres.”

“This will be further driven by the increasing tension between whether we, as an industry, should be countering obesity or catering for it and the fact that those who have ingredients such as sugar replacers, that can do both, will be increasingly sought after in the coming year. In addition, fibre could make a comeback in popularity, as consumers continue to link this with feeling fuller for longer.”

Energy

She also foresaw a shakeup in the energy drink market as the natural trend grows.

“Red bull and similar shot drinks have their place, but consumers are looking for different ways to get longer-term energy boosts,” she observed.

“Combine this with the trend of an ageing workforce and more people looking for that boost to ‘get them through the day’ and I predict that we will see a sharp increase in energy and performance drinks that not only with innovative carbohydrates but also combining fruit and dairy-alternative carriers.”