A Taste of Wellness for Savoury and Snacks
Givaudan
Consumers are progressively purchasing healthier foods in their quest to reduce their overall fat intake. However, as fat replacer producers have learned, consumers' taste buds often supersede their drive for healthy living. General disappointment with the lack of taste of fat-free products is causing a restraint in the demand for fat replacement ingredients and threatening revenues for producers.
According to a new report by Frost & Sullivan , an international strategic market consulting firm, and entitled "U.S. Fat Replacers Markets," the total market dipped to $399m in 2000 following declining sales of fat-free products and negative publicity about Olestra. Positive growth should resume quickly as demand for low-fat and reduced-fat foods continues to drive market expansion.
Olestra was introduced with great expectations. However, clinical tests found that its consumption reduced absorption of nutrients and caused abdominal symptoms in some consumers. The market for Olestra plummeted, and now producers must manage possible backlash against similar products.
According to Brad Watkins, Frost & Sullivan analyst, "Consumer awareness of the possible side effects of Olestra has negatively affected the sales of Salatrim, another fat-based fat replacer."
The industry must take a long-term approach to the development of new fat replacers. Too many fat replacers and fat-free products have been introduced without fully understanding the important roles of fat in foods or taking enough time to better recognise consumer preferences.
Source: Frost & Sullivan