Low fat yet rich in texture, Greek yoghurt proves irresistible to consumers

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Low fat yet rich in texture, Greek yoghurt proves irresistible to consumers The phenomenal rise of Greek yoghurt in the US looks set to cross the Atlantic as more and more in Europe realise the

1 Low fat yet rich in texture, Greek yoghurt proves irresistible to consumers The phenomenal rise of Greek yoghurt in the US looks set to cross the Atlantic as more and more in Europe realise the potential of this humble pot that packs a punch. Rudy Wouters, Vice President BENEO- Technology Center discusses the market for Greek yoghurt in Europe and how functional ingredients, such as chicory root derived dietary fibre and rice starch can help food producers make the most of this trend. To give an idea of the speed of expansion experienced in the US, Greek yoghurt brands such as Chobani and Fage have captured market share more quickly than almost any segment in a major food category ever (13 points in the past 3 years). To put this in perspective, this is more than energy drinks have captured of carbonated soft drinks in the past 6 years. i In fact, leading manufacturers Danone and Chobani have even opened yoghurt bars in New York, to promote the segment still further. US consumer research gives some insight into the reasons for this modest dairy product s stellar rise to fame: Consumer data suggests that the wealthy and educated consumers often female are switching to Greek yoghurt. These consumers seek out Greek yoghurt for health qualities (high protein, low fat, natural) and because it is more filling. Greek yoghurt is convincing consumers that yoghurt can be a healthy and convenient meal option. ii Secret of Greek yoghurt s success > According to Innova global statistics from 2011, more than half (52 %) of all Greek yoghurt 4 Wellness Foods Europe November 2012

Dairy products Wellness Foods Europe products launched across the globe carried a low fat claim, more than a third

consumers love of all things low fat, natural or promoting digestive health, without losing Greek yoghurt s

to Greek alternatives in increasing numbers.

Greek yoghurt growth across Europe > As can be seen on the global Greek yoghurt new product launches graph iii,

beginning of 2008 to the end of 2011. This growth seems set to continue as naturality tops the food trends for 2012.

is now so important is that it enables companies to tap into the concept of naturally functional products which do

1,000s of raw materials, ingredients and innovations Network with peers from 91+ countries Attend 30+ seminar

Pavilions Service Pavilion Register today to save 100 and get fast track entry www.vitafoods.eu.

2 Dairy products Wellness Foods Europe products launched across the globe carried a low fat claim, more than a third (37 % and 34 % respectively) carried a digestive health claim and/or texture claim and 23 % promoted their natural ingredient properties May 2013 Palexpo Geneva Switzerland The essential ingredients for a healthy business By tapping into consumers love of all things low fat, natural or promoting digestive health, without losing Greek yoghurt s trademark rich, creamy texture, food producers have been able to attract consumers away from traditional yoghurts to Greek alternatives in increasing numbers. This trend looks set to continue in the US and continue to grow across Europe, and particularly the UK. Greek yoghurt growth across Europe > As can be seen on the global Greek yoghurt new product launches graph iii, Europe has seen a progressive increase in the number of these dairy products being brought to market from the beginning of 2008 to the end of This growth seems set to continue as naturality tops the food trends for According to Julian Mellentin, director of New Nutrition Business and author of 10 Key Trends one reason naturality is now so important is that it enables companies to tap into the concept of naturally functional products which do not require health claims a real plus-point in today s tough regula Do business with 600 global exhibitors Source 1,000s of raw materials, ingredients and innovations Network with peers from 91+ countries Attend 30+ seminar sessions INCLUDES Visitor attractions include: Seminar Theatre New Products Zone Discussion Forum International Pavilions Service Pavilion Register today to save 100 and get fast track entry PLUS don t Supported by Portfolio includes free entry to Finished Products Europe finishedproductseurope.com Poster Sessions Trend Forecasting Regulatory Advice Industry Insights Tasting Bar miss the world renowned Vitafoods Europe Conference Join us on Search Vitafoods Europe November 2012 Wellness Foods Europe 5

3 tory environment. iv This natural trend has seen significant growth year on year across Europe, with dairy new product launches that are positioned with a natural message increasing from just more than 1,000 in 2008, to 1,800 in v Thus it is wise for food producers to choose their ingredients provi ders with caution. Using functional ingredients from natural sources for Greekstyle yoghurt products allows food produ cers to pass these benefits onto their consumers. BENEO traditionally places a priority on develo ping its unique rice-derivatives and prebiotics from the purest of natural ingredients rice, and chicory. UK growth potential > In particular, the UK is reflecting the US in its growing love of Greek yoghurt. According to a recent Euromonitor survey: In the UK, there has been high consumption and shift towards continental yoghurts such as Greek style yoghurts (11.6 % growth in 2011). The number of launches by mid August 2012 in the UK is already double that of the previous year, so this growth trend looks set to continue throughout 2012 and beyond. Similar to the US, the UK s love of Greek yoghurt is focused on the fat reduced varieties, which is vastly different to the rest of Europe, where only 20 % of the launches are labelled fat reduced. Low fat, rich in texture The Greek challenge > Traditional Greek yoghurt, or strained yoghurt, is characterised by a whey removal step before fermentation which concentrates the solids. This process gives Greek yoghurt its characteristically creamier texture as well as high protein content. Due to this processing step, Greek yoghurt traditionally has a relatively high fat content however, fatfree or low fat varieties are available on the market. As mentioned earlier more than half (52 %) of the new Greek yoghurt products launched worldwide past year carry a low fat claim. vi With 34 % vii of all Greek yoghurts launched in 2011 claiming to be creamy, thick, velvety or smooth, it is no wonder that combining a rich texture with guilt free indulgence appears to be a winning formula with consumers. However a careful balancing act is required by the food producer if the fat-free or low fat alternative is to communicate the same creamy texture and healthy indulgence messaging as its full fat equivalent. Rice starch is characterised by its neutral taste and small starch granules, which mimic the feeling of fat globules in the mouth without altering the original taste of the product. As a consequence it is one of the preferred ingredients when it comes to fat replacement while maintaining an appealing creamy tex 6 Wellness Foods Europe November 2012

4 Dairy products Wellness Foods Europe ture. For example BENEO s rice starches Remyline AX-DR, Remyline DR and Remyline XS are ideal for providing both body and creaminess in Greek-style yoghurts, whilst giving the product a glossy appearance; in addition, the use of Remyline also reduces the development of syneresis, ensuring excellent product stability during shelf life. Also chicory root derived inulin acts perfectly as a fat replacer in low fat dairy products, providing a creamy mouthfeel and body. This white, odourless, soluble powder has no off-taste and can stabilise water into a creamy structure. As BENEO s Orafti inulin e. g. Orafti HPX, delivers a similar mouthfeel to fat, it helps to reduce the energy content of food products. It also improves the body of low fat products, delivering roundness and creaminess, as well as a better balanced flavour to a wide range of dairy products, including dairy desserts, drinks and spreads. Responding to digestive health trends > Research from Mintel GNPD shows the increasing popularity of products that carry a high fibre claim: New product launches in the dairy sector that contained inulin and carried a high fibre claim grew by nearly five times the amount from 2010 to With fibre-enriched foods potentially being the next big opportunity viii, it is worth remembering that there are a multitude of different ingredients which are called fibre. Various fibres exist, such as non-starch polysaccharides, oligo saccharides and lignin, as well as resistant starch, and not all of them share the same physiological benefits. A case in point is BENEO s Orafti inulin. As a soluble prebiotic fibre, it is not digested in the stomach or small intestine, consequently reaching the large intestine intact. Unlike most other dietary fibres, it is selectively fermented by the intestinal flora, promoting optimal intestinal function. It favours bacteria considered to be representative of a healthy microflora (mainly bifidobacteria). The concept encompassing this selective increase is called the prebiotic effect and designates a specific class of colonic nutrients. With the easy integration of BENEO s Orafti inulin into many food and drink applications including dairy products, these products containing a sufficient amount of inulin (3 or 6 g/100 g; national legislation is applicable) can be claimed as source of fibre or high fibre respectively. As a soluble dietary fibre, delivering creaminess to dairy products, BENEO s Orafti inulin is ideal for use in Greek-style yoghurt so that manufacturers increase the fibre content of their products. Putting inulin in the mix > The neutral taste and the fat replacement properties of inulin ensure that the overall taste and appearance of Greek-style yoghurt, in particular its texture and functional benefits, will be improved. Greek-style yoghurt can be produced via a straining process, or via the traditional yoghurt method. The latter non-strained version is thickened with hydrocolloids and/or November 2012 Wellness Foods Europe 7

is worth getting in touch with the functional ingredients experts, to see how the creation of appealing, on trend yoghurts can expand their market potential still further.

5 is worth getting in touch with the functional ingredients experts, to see how the creation of appealing, on trend yoghurts can expand their market potential still further. i Source: UBS Investment Research, Food Ima ges, The Rise of Greek, 22 March 2011 ii Source: UBS Investment Research, Food Ima ges, The Rise of Greek, 22 March 2011 iii Source: Mintel GNPD & Innova db iv Source: 10 Key Trends in Food, Nutrition & Health 2012 v Source: Mintel GNPD vi Source: Innova db vii Source: Innova db viii Source: According to the Naples, NYbased Product scan Online database of new products enriched with milk proteins. Depending on the manufacturing method the addition of inulin needs to be adjusted accordingly. In the case of a non-strained product inulin can be added at the beginning, together with all other dry ingredients. In case of the strained type it is preferable to add the inulin after the concentration process. In both cases the fat replacement properties of this prebiotic dietary fibre are maintained. Alternatively, inulin (e. g. Orafti HSI) can be added at the fruit preparation stage for fruited versions, or via the syrup preparation stage for sweet varieties of Greek-style yoghurt. The team at the BENEO-Technology Center is continuously working to improve further feasible solutions providing nutritionally profound dairy products which never theless have the expected creamy and rich texture. For those food producers looking to maximise the potential of the low fat growth in the Greek-style yoghurt segment, it Product overview throughout the world Spain: Griego, Greek yoghurt with fruit segments and fibre claim, with added oligofructose, launched June 2011 USA: Liberte Greek yoghurt with 0% fat claim and rice starch added, launched October 2011 Australia: Danone s Greek style yoghurt, mango flavoured, with added rice starch, launched November 2011 UK: Tesco s Yoo Greek Thing, is vegetarian and contains no artificial colours, sweeteners or preservatives. It is available in two flavours: with honey sauce and with black cherry compote, launched July 2012 UK: Danone s Oykos luxury Greek style yoghurt, is a creamy yogurt with a layer of fruit. It is vegetarian and available in the following varieties: strawberry and peach, launched June 2012 For further information, please contact: BENEO Jens Böhm, Marketing Manager Gottlieb-Daimler-Str Mannheim, Germany Telephone: Fax: Jens.Boehm@beneo.com 8 Wellness Foods Europe November 2012

Sugars reduced and fibre enriched products with Actilight and Maltilite : Innovation in dairy products and snacks

Sugars reduced and fibre enriched products with Actilight and Maltilite : Innovation in dairy products and snacks by Dr Anne Wagner, SYRAL, Vice President Innovation, Marckolsheim, France Price, taste,