CBI Product Factsheet:

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1 CBI Product Factsheet: Konjac gum in Europe CBI Market Intelligence Product Factsheet Cloves in Germany 1

2 Introduction Konjac gum and glucomannan are niche products on the European thickeners market, but they have great potential, as they offer valuable functionalities. Increasing availability and application knowledge are the major challenges. Product definition Amorphophallus konjac K. Koch and various other species of Amorphophallus genus are plants commonly known as konjac. Amorphophallus konjac is native to subtropical eastern Asia; from Japan to China, and south to Vietnam and Laos. In other countries such as Indonesia, different (tropical) species of konjac grow. Konjac gum and konjac glucomannan are both obtained from konjac flour, which is the raw unpurified powder from the tubers of various species of Amorphophallus, including Amorphophallus konjac. Konjac gum is obtained from konjac flour through aqueous extraction, while konjac glucomannan is obtained through ethanol extraction. The gum is a water-soluble hydrocolloid with colour ranging from white to light tan. The main component of konjac gum is the high-molecular-weight polysaccharide glucomannan. Konjac is used as a thickening agent and stabiliser in the food industry. Konjac gum is dispersible in hot or cold water, where it forms a highly viscous solution. Konjac performs best in food or beverage formulation with a ph between 4.0 and 7.0. Konjac can also be used as a food and has wide use in food supplements for weight management. However, this CBI Product Factsheet only analyses the market for konjac gum. Refer to CBI Product Factsheet: Natural Ingredients for Anti- Obesity Products in Europe for more information on the market for anti-obesity products in Europe. Codes for konjac gum: Harmonised System (HS): No separate code for konjac gum. Konjac gum is included in (i.e. Mucilages and thickeners from vegetable product, whether or not modified, excluding from locust beans, locust bean seeds, guar seeds and agar-agar) E-number: E425i (konjac gum) and E425ii (konjac glucomannan) Chemical Abstracts Service (CAS) no. for konjac flour: Codex Alimentarius INS No. 425 Product specifications Quality General specifications for food additives including thickeners are defined by the European Commission in Regulation 231/2012 The Joint FAO/WHO Expert Committee on Food Additives (JECFA) has laid down specifications in a monograph Konjac flour (konjac gum) contains 70-90% glucomannan as the main polysaccharide, 8% water, 2% starch, 8% cellulose and 1% ash Most buyers prefer a viscosifying strength of more than 3,000 cps. Make sure your product is pure and has not been adulterated with other cheaper products (such as corn starch). Buyers generally prefer a light colour and minimum odour. Labelling Enable traceability of individual batches. Use the English language and EU measures (e.g. kilograms) for labelling unless your buyer has indicated otherwise. Labels must include the following: o Product name o Batch code o If the product is destined for use in food products o Name and address of exporter o Best before date o Net weight o Recommended storage conditions Organic, Halal and Kosher markings are optional CBI Market Intelligence Product Factsheet Konjac gum in Europe 2

3 Packaging By definition thickeners are hygroscopic and should therefore be packaged in waterproof material, such as paper bags with a plastic (e.g. polyethylene) lining. Enable re-use or recycling of packaging materials by, for example, using bags made of recyclable material (e.g. paper). Buyer requirements What legal requirements must my product comply with? Food safety: Food processors must have a food safety management system in place based on HACCP principles. These systems require companies to demonstrate their ability to control food safety hazards in order to ensure that food is safe at the time of human consumption. Furthermore, products must be traceable throughout the supply chain. If European companies or authorities find out that the safety of your product cannot be guaranteed, they will take the product off the market and will register it in the EU s Rapid Alert System for Food and Feed. Tips: Search in the EU s Rapid Alert System for Food and Feed (RASFF) database to see examples of withdrawals from the market and the reasons behind these withdrawals. Provide technical data on konjac gum and glucomannan to the European Food Safety Authority to support the safety re-evaluation: (Extended Deadline: 31 December 2015) Contamination: The EU has laid down maximum levels of contaminants, pesticides and criteria for microbiological contamination of food. Tips: Use the EU Maximum Residues Level (MRL) database to find out which MRLs are relevant for your product. There, you can find the list of MRLs related to your product. For more information on MRLs, please refer to the EU Export Helpdesk. If your raw materials have been wild-collected, inform collectors about good agricultural collection practices. What additional requirements do buyers often have? Food safety certification: As food safety is a top priority in all EU food sectors, you can expect many players to request extra guarantees from you in the form of certification. Particularly many European food manufacturers require their suppliers to implement a (HACCPbased) food safety management system, such as ISO The most stringent food safety management systems like BRC, IFS and SQF are rarely required by European buyers of konjac gum and glucomannan. In the konjac trade, buyers also require HACCP-based quality management systems, particularly the traceability system, as a guarantee that the konjac gum or konjac glucomannan meets the strict specifications as laid down in European food additive legislation. Buyers must be absolutely certain about this to use it as an additive in their products and label them accordingly. For more information on food safety management systems, please refer to the website of the Global Food Safety Initiative and the Standards Map. Make sure you are informed whether your buyers require certification and which food safety management system they prefer. CBI Market Intelligence Product Factsheet Konjac gum in Europe 3

4 Sustainability: European buyers expect you to apply a sustainable production system including environmental management and good working conditions. They generally include these topics in their audits and consider implementation of basic environmental management (e.g. based on the ISO14000 standard) and adherence to the principles of the International Labour Organisation a minimum requirement. Specific sustainability standards can differ significantly between buyers. : Ensure that you comply with the principles of the ILO and that your production system has a minimal impact on the environment. Consider developing company policies to explicitly address sustainability. These policies can serve as a basis for implementation of internationally recognised environmental management systems later on. Religion: European buyers commonly require certificates for compliance with Kosher and Halal requirements. This enables the food and beverage industry to use the ingredient in products targeted at a wide consumer group including Muslims and Jews. Obtain Halal and Kosher certificates. Often this does not require changes in your processes. Refer to the Halal Authority Board or your certifier of choice for more information. Documentation: Buyers appreciate well-structured product and company documentation. Buyers generally require detailed Technical Data Sheets (TDS) and Material Safety Data Sheets (MSDS). These data sheets must provide specifications which are as detailed as possible to verify whether the product meets requirements for use as konjac gum (E425i) or konjac glucomannan (E425ii). Make sure that you have documentation (e.g. certificate of analysis, MSDS, food safety management certificates) available upon request. Prepare your TDS and MSDS in compliance with annex II of EU Regulation No 1907/2006. Representative samples: Your sampling method should result in lot samples that represent what you can deliver in the quantities, quality and lead time as specified by the buyer. Delivery terms: Pay attention to strict compliance with delivery terms as agreed upon with your buyer. Familiarise yourself with international delivery terms. Website: European buyers look for credible suppliers. You can improve the perceived credibility of your company by developing your website accordingly. Yizhi (China) is a konjac products supplier (including konjac gum) with a website that serves as a good example: CBI Market Intelligence Product Factsheet Konjac gum in Europe 4

5 What are the requirements for niche markets? Certified sustainable: Although many European buyers require their suppliers to address sustainability, only a few of them require corresponding certificates. For example, demand for organic certified konjac gum and glucomannan is still very small. Tips: Only consider certification of organic, Fairtrade or otherwise sustainable production if you specifically target the niche market for these products. In that case, you will have to comply with requirements in the EU Council Regulation 834/2007. Visit the ITC s Standards Map for more information on certification schemes for sustainable production. Trade and Macroeconomic statistics Imports As mentioned above, konjac gum and glucomannan are included in the HS code (i.e. Mucilages and thickeners from vegetable product, whether or not modified, excluding from locust beans, locust bean seeds, guar seeds and agaragar). The graphs below present an overview of this larger product group including konjac gum and glucomannan, carrageenan and alginates amongst others. Figure 1: European imports of Selected Thickeners 1, in millions Figure 2: Developing country suppliers of Thickeners to the EU, in millions Selected Source: Eurostat (2015) Source: Eurostat (2015) 1 Selected Thickeners refers to muligaces and thickeners from vegetable product, whether or not modified, excluding locust beans, locust bean seeds, guar seeds and agar-agar CBI Market Intelligence Product Factsheet Konjac gum in Europe 5

6 Exports Figure 3: European exports of Selected Thickeners, in millions Figure 4: Destinations of European exports of Selected Thickeners, in millions Source: Eurostat (2015) Source: Eurostat (2015) China dominates the market for konjac gum and glucomannan In 2015, the European market for konjac flour is estimated at around 1,000 to 1,500 tonnes ( million). This includes konjac flour for processing into konjac gum and glucomannan, and konjac flour as food. In 2015, the global production of konjac flour is estimated at 30,000-40,000 tonnes, but is mostly used domestically, e.g. in gels and the slimming industry in Asia. In Europe, konjac primarily enters the market as a gum for thickening. However, the other uses of konjac as a food and as an ingredient in food supplements are increasing. According to industry sources, European demand for konjac gum is under pressure. The blenders use a large part of the konjac gum for the meat industry in Eastern Europe (e.g. Russia). The meat processors there increasingly source konjac gum directly in the countries of origin instead of through European blenders. China and Japan are the main producers of konjac gum and glucomannan in the world. Particularly China supplies a lot of konjac gum and glucomannan to the European market. Other producers of konjac gum and glucomannan include Laos, Vietnam and Thailand. Tropical countries such as Indonesia also have konjac species, but in practice, it is difficult to produce a konjac gum or glucomannan according to EU specifications with these tropical species. Tips: Provide information on applications, functionality and benefits of konjac gum and glucomannan to potential users and distributors. Stay informed on the future developments of the weight management market in the EU, as these developments will dictate developments in the konjac gum markets. Please refer to CBI Trade Statistics for natural colours, flavours and thickeners for more trade statistics. Trends Health benefits as glucomannan (Dietary) fibre: In 2006, following approval by the European Food Safety Authority (EFSA), EU Regulation (EC) 1924/2006 has allowed the claims related to fibre content in foods. Source of Fibre: A claim that a food is a source of fibre, and any claim likely to have the same meaning for the consumer, may only be made where the product contains at least 3g of fibre per 100g or at least 1.5g of fibre per 100 kcal High in Fibre: A claim that a food is high in fibre, and any claim likely to have the same meaning for the consumer, may only be made where the product contains at least 6g of fibre per 100g or at least 3g of fibre per 100 kcal. The approval by EFSA of the nutrition claim concerning dietary fibres will stimulate demand for products such as konjac substantially following the consumer trend towards healthier products and products which have dietary properties. CBI Market Intelligence Product Factsheet Konjac gum in Europe 6

7 Nutrition claims are highly appreciated among European buyers of natural food additives. Make sure you include information about the claim when you market your product in the European market. Approval of health claim: In 2010, EFSA approved the health claim Reduction of body weight and Maintenance of normal blood cholesterol concentrations for konjac glucomannan (not for konjac gum). This allows food manufacturers to put the health claim on labels of their weight management products and promote them more effectively. Inform potential buyers about the health claim and how they can make use of it. Also ensure that your product meets the specifications for konjac glucomannan as laid down in EU legislation. Otherwise, the health claim Fat replacement: Many Europeans consume more fat than is healthy for them. Therefore, demand for products containing less fat is strong. In response, many food manufacturers aim to reduce fat in their products. As they do not want to compromise on taste, they use other ingredients to mask the fat reduction. Konjac gum and glucomannan can offer this function. This trend is expected to continue to shape demand for at least several years, as several European governments have taken policy measures to fight obesity. Raise awareness about the potential of konjac gum and glucomannan for fat replacement and enable easy substitution. Refer to CBI Product Factsheet: Natural Ingredients for Anti-Obesity Products in Europe for more information on the market for anti-obesity products in Europe. Strict measures against adulteration: Adulteration of konjac gum and glucomannan with corn starch is a major concern in the European market for natural thickeners. In response, European laboratories responsible for sample analyses have improved the detection methods of adulterants. Make sure that your konjac gum or glucomannan is not adulterated with any other substance, physical or chemical, and provide detailed specifications in your product documentation. Market channels and segments Market channels Figure 5: Major market channels for konjac gum and glucomannan Collector Agent Distributor Sauces, soups and dressings Processor /Exporter Importer Bakery Farmer Blender Meat Dairy Developing country European market Segments CBI Market Intelligence Product Factsheet Konjac gum in Europe 7

8 Blenders play a very large role in the European hydrocolloids market and particularly in the market for specific thickening solutions which require blends of different hydrocolloids. Konjac gum and glucomannan are also often used in blends to improve performance. The development of blends in developing countries is emerging. It requires close collaboration with the European food industry (e.g. blending specialists) to develop blends which deliver the required performance in specific applications. Market segments Konjac gum can be blended with modified and unmodified starches to enhance stabilisation and emulsification properties. Konjac gum also interacts synergistically with Carrageenan, Xanthan Gum, Locust Bean Gum and starch. The table below shows some of the major food applications for konjac gum and glucomannan. In most cases, manufacturers use blends of konjac gum or glucomannan with other hydrocolloids. The exact composition of these blends depends on the food formulation and processing methods. Table 1: Major food segments and applications for konjac gum and glucomannan Segment Application Benefits Meat Dairy Sauces, soups and dressings Sausage and meat analogues Frozen dairy desserts (e.g. sorbets), liquid milks and cheese Salad dressings, mayonnaise, ketchup Konjac gum and glucomannan are used for binding water in meat products Konjac gum and glucomannan are used as stabilisers and prevent the development of ice crystals in ice creams and other frozen dairy desserts. In cheeses, konjac gum and glucomannan bind moisture, improve spreading properties and improve mouthfeel. Konjac gum and glucomannan are used as a thickener, increasing viscosity and reducing syneresis (watering out) Bakery Pastries and cakes Produces soft textured products and adhesion for coatings to maintain freshness longer As the aftertaste of konjac gum is relatively strong, products with a strong flavour profile are generally most suitable for the use of konjac gum. Tips: Add value to your products by blending konjac gum or glucomannan with other hydrocolloids such as carrageenan and providing guidance to food manufacturers on the application and processing properties of the blend. Get in contact with blending specialists to develop your own portfolio of blends Refer to CBI Market channels and Segments for natural thickeners for more information. Price In 2015, prices of average quality konjac gum amount to 9/kg. Prices of konjac gum depend largely on quality. Low-quality konjac gum which often has an unpleasant odour and has to compete with substitute thickeners such as carrageenan are available at around 7/kg. High-quality konjac gum with a very high purity and high viscosifying strength costs up to 13/kg. Competition The power is in the hands of the major importers The market for konjac gum and glucomannan is very small as they are quite expensive thickeners, while they offer few additional functionalities compared to other thickeners. CBI Market Intelligence Product Factsheet Konjac gum in Europe 8

9 The European market for konjac gum and glucomannan is dominated by large importers, which translates into decreased power for developing country suppliers. There is a high risk of substitution by cheaper thickeners such as locust bean gum, tara gum and carrageenan. China dominates supplies of konjac gum and glucomannan to the European market. Chinese suppliers are very price competitive. Main sources International trade fairs Food Ingredients Europe & Natural Ingredients (Fi/Ni) and Health Ingredients Europe & Natural Ingredients (Hi/Ni) alternate every year. In 2015, it is Fi/Ni ( Vitafoods ( Anuga ( Alimentaria ( More information CBI market information: Promising EU export markets. EU Expanding Exports Helpdesk go to trade statistics. Eurostat statistical database of the EU. Several queries are possible. For trade, choose EU27 Trade Since 1995 By CN8. Use the guide Understanding Eurostat: Quick guide to easy comext ( for instructions. International Trade Statistics - you have to register CBI Market Intelligence Product Factsheet Konjac gum in Europe 9

10 CBI Market Intelligence P.O. Box AC The Hague The Netherlands This survey was compiled for CBI by ProFound Advisers In Development in collaboration with CBI sector expert Klaus Duerbeck Disclaimer CBI market information tools: November 2015