BENEO managing director offers food forecasts

Christian Philippsen, managing director of BENEO APAC highlights the major food trends that shaped the region’s food sector in 2013, and shares expectations for the industry this year – putting in particular focus on energy management, oral health, and fibre enrichment.

Energy management

There is a definite sense that with the rapid economic growth that many Asian economies are experiencing come more hectic lifestyles. Many people in this region are working longer hours and left with less time to prepare balanced meals. Faced with the classic symptoms of mental fatigue and energy drain, many consumers are increasingly dependent on ‘short-fix’ stimulants such as coffee and caffeinated energy shot-style beverages. In 2014, we expect to see more food manufacturers respond to this situation by offering convenient “slow energy” products with alternative carbohydrate ingredients, which help to boost energy in a balanced and longer-lasting way and improve metabolic balance.

BENEO’s Palatinose? is the only low glycaemic carbohydrate that is fully, yet slowly digestible. This means that Palatinose? can provide consumers with balanced, longer-lasting energy in the form of glucose. The ingredient’s technological and nutritional properties make it especially versatile for convenience food applications, ranging from breakfast muffins to energy drinks and even confectionery. It provides balanced energy for increasingly hectic lifestyles whilst contributing to healthy nutrition.

Toothfriendly confectionery

Consumer research conducted by Datamonitor[1] shows that globally, 83% of all consumers see oral health as important to them. In Asia, as consumers are becoming increasingly aware of the detrimental effects of traditional sugars on dental health, demand for so called ‘toothfriendly’ sugar alternatives is growing. This is particularly true in markets like Thailand and Indonesia, where according to Euromonitor research, some 39 % and 72% of consumers respectively are concerned about dental health.

Confectionery manufacturers can cater to this demand by replacing traditional sugars with BENEO’s Palatinose as a toothfriendly functional carbohydrate, which offers producers the opportunity to bring a health dimension to their confectionery ranges. The nutritional and technological benefits of Palatinose make it suitable for use in chewing gum and bubble gum, chocolate and chocolate lentils, chewy candies and jellies.

Fibre enrichment

New product launches with ‘added fibre’ claims increased in 2013[2]. This can be accredited to a growing consumer awareness of the benefits of fibre, which is heavily associated with digestive health and overall well-being. Whilst only 51% of Asian consumers surveyed by BENEO in 2013 purported consuming the recommended amount, research shows that in certain Asian markets, for example Indonesia, a significant number of consumers are actively trying to increase their fibre intake.[3]

Fibre enriched products can cover a wide variety of applications, including cereals, baked goods, dairy products and beverages. BENEO’s prebiotic fibres, inulin oligofructose, have successfully been incorporated into new and existing products to enhance fibre content in many products in the region.

Heading into 2014, manufacturers should consider functionalAdidas