Nielsen: Functional ingredients to promote the development of the U.S. retail products market-国药励展展览有限责任公司

Nielsen: Functional ingredients to promote the development of the U.S. retail products market

Release time:

2018-11-28 08:40

Source:

来源：Nutraingredients

Compiled by: Tony

The latest Nielsen data shows that Moringa and emerging Ayurvedic ingredients may soon be accepted by consumers, such as stevia and Luo Han Guo. Consumers' concerns about health and wellness when purchasing food and beverages have affected specific areas of grocery stores, especially with growing sales of products without added sugar and items containing stevia or Luo Han Guo.

Stevia & Lo Han Guo Pet

The popularity of natural sugar has become an inevitable trend, and consumer demand has shifted from sugar and other traditional sweeteners (such as sucralose, saccharin, aspartame, and even agave) to emerging natural sweetener ingredients. For the 52-week period ending July 28, 2018, sales in the sugar and sweetener category were down 2.1 percent year-over-year, with unit volume consumers down 3 percent. The category has been declining over the past four years, with dollar sales down 4.5 per cent, consumption per unit of production down 4.1 per cent, and a compound annual dollar growth rate of 1.7 per cent over the past three years.

Health concerns about sugar-containing products have driven the development of natural sweeteners and sugar-free products, including stevia and Luo Han Guo, which have become increasingly popular over the same period. Nielsen product data shows that for the 52 weeks ending April 7, 2018, sales of sugar-free added products continued to grow, including liquid coffee (+ 55%), granola bars (+ 35%), fresh meat (+ 12%), pasta sauce (+ 9%), water (+ 8%) and yogurt (+ 4%).

In fact, sales of products claiming to contain stevia, which carries a natural halo effect throughout stores, were up 17% in the week of August 31, 2018, compared to the same period last year. Sweet products containing stevia do particularly well in the traditional indulgence category, such as frozen desserts, chocolate and fruit drinks. Lo Han Guo is also increasing its use of products such as dairy products, with sales of lactose-free milk using Lo Han Guo increasing by 155 per cent in the 52 weeks to April 7, 2018. Luo Han Guo also achieved market sales growth in other categories, such as cereals (+ 24%) and nutrition bars (+ 20%).

From the market sales of stevia and Luo Han Guo, specific raw materials can drive the growth of various categories of products. One question worth pondering, then, is how do fast-moving consumer goods (FMGG) companies know if a functional ingredient is likely to be a sales growth driver? For example, what could be the next stevia? Nielsen analyzed 30 ingredients to assess each trajectory and plotted them on a grid based on their maturity (or incubation stage). Examples of raw materials analyzed include wintergreen tea, rhodiola, yerba mate, moringa and seaweed, among others.

The rise of Ayurvedic raw materials

As an ancient natural healing system, although Ayurvedic medicine has not yet entered the mainstream market, several raw materials related to Ayurvedic medicine (such as turmeric, South African drunken eggplant and moringa) are showing strong market growth. In recent years, Ayurvedic raw materials have attracted the attention of innovators and consumers, and the number of related products on the market is also increasing.

Among Ayurvedic ingredients, turmeric is the most recognized by consumers and the market for its anti-inflammatory and antioxidant properties. Turmeric earned $11 billion million in sales in 2018 and can be found in over 100 products throughout stores and product sales. Nielsen's research found that 60% of consumers who buy turmeric are to alleviate personal health problems, and 24% buy turmeric to treat conditions. Compared with turmeric, South African drunken eggplant and moringa are also known for their Ayurvedic treatments and are currently in a phase of rapid growth.

Moringa has great market potential

Moringa oleifera is a nutritious green plant, which mainly grows in hot and dry parts of West Africa and South America. At present, it has been introduced and cultivated in many places in China, including Yunnan, Guangdong and Guangxi, Fujian and other places. In the past two years, Moringa has attracted the attention of the market because of its high nutritional value. Various data show that the "market potential" of Moringa is expected to surpass other ingredients with similar positioning, such as South African drunken eggplant, and even catch up with kale. It has the potential to become the next turmeric. However, the current consumption awareness is still relatively low. In the United States, more and more functional products appear in WholeFoods stores, such as KuliKuli packaging bars and protein powders, while Moringa has only 3% household penetration. As Americans continue to explore deeper areas of health and wellness, brands have the opportunity to take full advantage of the benefits of moringa and drunken eggplant by raising consumer awareness and product labeling.

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