By Denise Purcell

Health and aging concerns and alarming rises in obesity and diabetes continue to drive consumers to seek low-sugar and fortified food and beverage options. According to data compiled by Mintel International Group in December 2003, there has been significant new product activity in three ingredient trends—Vitamins and Minerals, Low-Calorie Sweeteners and Herbal Ingredients.

Market Activity
According to Mintel’s Global New Products Database (GNPD), product introductions containing Vitamins and Minerals, Low-Calorie Sweeteners, and Herbal Ingredients increased by 78.6% from 2001 to 2002, spurred by an explosion in neutraceutical foods fortified with vitamins and minerals. Usage of low-calorie sweeteners, such as sucralose, jumped nearly 50% in the same time period. Herbal ingredients, however, have declined since 2001, possibly due to growing public debate as to their performance claims. The market has experienced a small uptick in product launches during 2003 versus 2002, mostly in the beverage category.

The Consumer
Interest in vitamins and minerals is strongest among 18-24 year-olds, though it declines slowly with age. Younger consumers have also been trendsetters in the herb category, likely a result of the heavy marketing of energy drinks. Interest also rises again after 45. The results are similar with artificial sweeteners among middle-aged and older consumers who may be more concerned with weight management.

Product Trends
Vitamins and Minerals
Snacks, beverages, breakfast cereals and dairy products were among the top categories releasing products fortified with vitamins and minerals. Snacks and beverages alone account for 58% of new product activity, probably due to their convenience and portability. Calcium, vitamin A, and vitamin C are the top fortifiers. Vitamin A has become a popular beverage component, with 44 product introductions in 2002 versus four in 2001. These are primarily sport or energy shakes, juices and waters. This activity may be declining however, with only 14 product launches in 2003 (Jan.-Nov.). In contrast, breakfast cereals fortified with vitamin A appear to be recovering: 40 introductions were rolled-out in 2003 versus 16 in 2002.

Low-Calorie Sweeteners
According to Mintel, low-calorie sweeteners showed a 48.5% increase in new product activity from 2001 to 2002, which was most intense in the confectionery and desserts & ice cream sectors. Though operating from a smaller market share, dessert and ice cream increased 152.2%, and exceeded that rate of gain in 2003 (Jan.-Nov.). A popular sweetener in this segment was acesulfame potassium (ace-k), marketed as Sunette. Confectionery took the lead with new product roll-outs, where isomalt as an ingredient displayed a 750% leap from 2001 to 2002. Sucralose, too, remained a leading sweetener in confectionery and snacks as well as beverages.

Herbal Ingredients
Although herbal ingredients have seen a downturn, interest has not waned. Overall, only a little more than one-quarter of 1,000 adult respondents said they would be less likely to buy a product that contained the four leading herbal ingredients—ginseng, guarana, taurine and ginkgo biloba.

Small percentages said they would be more likely to purchase a product containing guarana (a natural caffeine source) or taurine (an amino acid with detoxifying and antioxidizing effects), but 43% and 45%, respectively, said they were unsure, suggesting an opportunity for increasing awareness of these ingredients.

Consumers aged 18-24 were far more likely to purchase products containing any of the four herbs. Women were more likely to be impacted by guarana and taurine; men by ginseng and ginkgo.

Denise Purcell is managing editor of Specialty Food Magazine.