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1、 1 The Future of Fat Reduction and Replacement in Food and Drinks Evaluating innovative ingredients and technologies and future market opportunity Reference Code: BI00047-007 Publication Date: September 2011 2 About the author Carol Raithatha is the director of Carol Raithatha Limited (www.carolrait
2、hatha.co.uk), a UK based consultancy specializing in advice, training, and project work within the areas of food and drink research, sensory testing, and consumer and product research. She has worked with a range of food and drink manufacturers including Associated British Foods and Cadburys, among
3、many others. Carol has a Bachelors Degree in Food Science from the University of California, a Masters Degree in Applied Biological Sciences from the Massachusetts Institute of Technology, and an MBA from the Open University. She is a Fellow of the Institute of Food Science and Technology, a member
4、of the Society of Chemical Industry, and a Full Member of the Market Research Society. Carol has over 20 years of experience of working in the food and drink industry. Disclaimer Copyright 2011 Business Insights Ltd This report is published by Business Insights (the Publisher). This report contains
5、information from reputable sources and although reasonable efforts have been made to publish accurate information, you assume sole responsibility for the selection, suitability, and use of this report and acknowledge that the Publisher makes no warranties (either express or implied) as to, nor accep
6、ts liability for, the accuracy or fitness for a particular purpose of the information or advice contained herein. The Publisher wishes to make it clear that any views or opinions expressed in this report by individual authors or contributors are their personal views and opinions and do not necessari
7、ly reflect the views/opinions of the Publisher. 3 Table of Contents About the author 2 Disclaimer 2 Executive summary 12 Introduction 12 Market drivers and dynamics 13 New product launches 14 Technical innovations in fat reduction and replacement 15 Conclusions 16 Chapter 1 Introduction 17 Summary 1
8、7 Introduction 18 Fat reduction and replacement opportunities and challenges 18 The importance of healthy foods 19 Market opportunities 20 The reduction and replacement challenge 23 Target fats for replacement 23 Total fat 24 Saturated fatty acids 25 Trans fatty acids 25 Cholesterol 26 Fat types and
9、 levels in food and drinks 26 Functionality of fats in foods 28 The ideal fat replacer 29 4 Scope and structure of the report 30 Methodology 30 Chapter 2 Market drivers and dynamics 32 Summary 32 Introduction 33 Public health and fat consumption 33 Links between fat consumption and health 33 Accepte
10、d risks and associations 33 Developing theories and policies 34 Fat consumption trends around the world 35 Nutrition transition 36 A mixed picture in developed economies 38 Saturated fat and trans fat in developing economies 39 High prevalence of relevant disease and risk factors 40 The rise of obes
11、ity, heart disease, and diabetes 40 Metabolic syndrome 44 Diet and obesity in children 45 Dietary advice/guidelines 46 International guidelines 46 Nutritional advice for disease prevention and at risk groups 47 Recent developments 48 Campaigns aimed at fat reduction 50 Trans fat as an example 50 New
12、 technologies, channels, and partnerships 53 Regulation, claims, labeling, and advertising 54 Permitted levels 54 Fortification of reduced fat products 55 Claims 55 Nutrient content claims 56 Health claims 57 5 Labeling 58 Understanding the importance of labeling 58 Requirements 59 Advertising and m
13、arketing 60 The market potential for reduced fat type foods 61 Health-related food and drink sectors 61 Concerned consumers and governments 63 Opportunities in all geographic regions 63 Chapter 3 New product review 64 Summary 64 Introduction 65 Summary and claim analysis 65 Reduced fat type claim fr
14、equency on new products 65 Breakdown of reduced fat type claims 67 Additional tags on new reduced fat type foods 68 Health-related claims and tags 70 Heart health 70 Cholesterol lowering 72 Weight loss and dieting 73 Category analysis 74 Bakery and cereals 78 Cookies 78 Breads and rolls 81 Breakfast
15、 cereals 83 Crackers 85 Dairy 86 Yogurt 87 Milk 89 Cheese 91 Savory snacks 93 Potato chips 96 6 Other savory snacks 97 Frozen food 98 Ice cream 99 Ready meals 101 Oils and fats 102 Regional analysis 104 North America 106 Europe 109 Asia Pacific 110 South and Central America 112 Middle East and Afric
16、a 112 The role of key food and drink manufacturers 113 General manufacturer strategies 113 Key food and drink manufacturers 114 Nestl 115 Unilever 116 Kraft Foods 119 New products and innovation focus 122 Chapter 4 Technical innovations in fat reduction and replacement 123 Summary 123 Introduction 1
17、24 Categorizing fat replacers 124 Composition 125 Carbohydrate-based fat replacers 125 Protein-based fat replacers 126 Fat-based fat replacers 127 Mixtures/blends 128 Functionality 129 Target for reduction or replacement 130 Innovations in ingredients and technologies 130 7 General fat reduction and
18、 replacement 131 Fat-based substitutes and analogs 131 Thickeners/gelling agents/texturizers 136 Proprietary blends 144 Structural/formulation/process changes to fat and food 145 Saturated fat reduction and replacement 148 Raw material source and breeding 149 Fractionation and blending 151 New fat s
19、ubstitutes and ingredient applications 152 Trans fatty acid replacement 153 Palm oil 154 Interesterification and blending 157 High oleic, mid oleic, low linolenic oils 159 Cholesterol reduction 160 Fat reduction and replacement as a multi-component approach 161 Emerging opportunities in metabolism,
20、satiety, and perception 162 Natural ingredients with benefits for body fat reduction 163 Digestion and satiety 164 Fat perception and preferences 165 Chapter 5 Conclusions 167 Summary 167 Introduction 168 What will make a future successful reduced fat product? 168 Key claims, categories, and regions
21、 168 Claims/fat reduction targets 169 Categories 170 Regions 172 Current and future successful fat replacers 173 Challenges and issues 174 8 Real technical challenges 175 Consumer expectations and acceptance 175 Is fat reduction and replacement actually leading to improved health? 177 Future opportu
22、nities 179 Positive claims 179 Reduced fat in the context of an overall healthier lifestyle and diet 180 The Holy Grail 181 Appendix 182 Scope 182 Methodology 182 Primary research 182 Secondary research 182 Glossary/abbreviations 183 Bibliography/references 184 Chapter 1 184 Chapter 2 Error! Bookmar
23、k not defined. Chapter 3 Error! Bookmark not defined. Chapter 4 Error! Bookmark not defined. Chapter 5 Error! Bookmark not defined. 9 Table of figures Figure 1: Manufacturer and consumer roles in creating the reduced fat market 21 Figure 2: Examples of potential higher fat food products within major
24、 categories 27 Figure 3: Functions of fats in food and drinks 29 Figure 4: Fat and carbohydrate intake in nutrition transition 37 Figure 5: A selection of books about trans fats available at Amazon UK 52 Figure 6: Codex Alimentarius conditions for fat-related nutrient content claims 56 Figure 7: Sai
25、nsburys front-of-pack multiple traffic light labeling 59 Figure 8: Share of reduced fat type claims for new products, 200810 68 Figure 9: New single serve reduced fat type products 69 Figure 10: Products with heart health claims and ticks/seals of approval 71 Figure 11: New reduced fat type products
26、 claiming to be cholesterol-lowering 72 Figure 12: New reduced fat type Weight Watchers-branded products 74 Figure 13: New reduced fat digestives 79 Figure 14: New cookies targeted towards kids with no trans fat and no cholesterol 80 Figure 15: New low fat bread products 82 Figure 16: Examples of ne
27、w reduced fat type breakfast cereals form Kelloggs 84 Figure 17: New low fat, low sugar, and low salt breakfast cereals 85 Figure 18: New reduced fat type Nabisco crackers 86 Figure 19: New non-fat yogurts 87 Figure 20: New “natural“ and reduced fat type yogurts containing rice starch 89 Figure 21:
28、New 1% fat milks 90 Figure 22: New reduced fat milks with functional ingredients 90 Figure 23: New reduced or low fat and low sodium cheeses 92 Figure 24: New reduced fat PepsiCo/Frito-Lay savory snacks 94 Figure 25: New “no trans fat“ savory snacks containing high levels of oleic vegetable oil 95 F
29、igure 26: New “healthy“ and low or “reduced fat type“ potato chip-style products 96 Figure 27: New reduced fat savory snacks based on a traditional theme 98 Figure 28: Breyers low fat ice cream made using the “cream press system“ 99 Figure 29: A selection of new “reduced fat type“ ice creams contain
30、ing polydextrose 100 Figure 30: New frozen ready meals with 0g trans fat claims 101 Figure 31: New non-fat cooking sprays 103 Figure 32: New cholesterol-free ghee products 103 Figure 33: Proportion of reduced fat products among all food and non-alcoholic drink launches, by region, 200810 105 10 Figu
31、re 34: Regional share of food and non-alcoholic drink launches, 200810 106 Figure 35: Examples of novel North American reduced fat product launches 108 Figure 36: New Marks the FAO/WHO consultation cited above mentions those from malnourished populations and women of reproductive age. 25 Saturated f
32、atty acids The term “saturated“ refers to the chemistry of the fatty acids within the triglyceride, which may be saturated, monounsaturated, or polyunsaturated. The actual targets of most official dietary advice are the fatty acids rather than fats. Fats which are solid at room temperature generally
33、 contain a high proportion of saturated fatty acids. Fats higher in saturated fatty acids are usually derived from animal sources, although some plant sources (such as palm, coconut, and cocoa) also provide saturated fatty acids. Increased consumption of saturated fatty acids has been linked with in
34、creased blood cholesterol, which is in turn linked to coronary heart disease. Saturated fatty acids and solid fats represent the major current focus for fat reduction and replacement, with guidelines generally recommending that saturated fatty acids should provide no more than about 10% (or less in
35、some cases) of an adults calorie intake. Consumption of saturates is too high in many countries. For example, the government guidelines in the UK are currently that saturated fats should provide less than 11% of total energy intake, but they actually provide about 13% of total energy (BBC, 2010). Tr
36、ans fatty acids Trans fatty acids can be formed during the chemical hydrogenation process used to harden or solidify oils. There are also small amounts of trans fatty acids found naturally in some animal products. Historically, hydrogenation has been used to create spreads and shortening from vegeta
37、ble oils. Hydrogenation and partial hydrogenation can also increase the shelf-life of fats (and the resulting products containing them) by decreasing oxidation and off-flavor formation. Partially hydrogenated vegetable oils and fats can be an important source of trans fatty acids. Current dietary gu
38、idelines for trans fatty acid consumption are very low because of the link between trans fatty acids and decreased good blood lipids (LDL), and increased bad blood lipids (HDL). Convincing evidence that trans fatty acids from commercial partially hydrogenated vegetable oils increase coronary heart d
39、isease risk factors and events is part of the background to the WHO/FAO recommendation that trans fatty acids should make up less than 1% of energy intake (WHO, 2010). 26 Cholesterol Cholesterol is a sterol rather than a lipid. It is a waxy substance occurring in some oils and fats, and is found in
40、animal products, with egg yolks being one of the richest sources. Other dietary sources include meat, dairy products, and shellfish. Raised cholesterol levels are an accepted risk factor for coronary heart disease. Cholesterol is carried in the blood in combination with protein (lipoproteins). The r
41、atio of low density lipoprotein (LDL) to high density lipoprotein (HDL) is thought to be important, with a high LDL to low HDL increasing risk. Cholesterol-lowering drugs are now often prescribed to people in at risk groups. Because cholesterol plays a role in many physiological functions, the body
42、synthesizes cholesterol from other sources (including fats) when dietary intake is low. For this reason, dietary control of cholesterol is not always effective in reducing cholesterol levels in the blood. Even so, most dietary guidelines set limits on cholesterol intake. These limits are not likely
43、to exclude moderate consumption of foods high in cholesterol. The 2010 Dietary Guidelines for Americans (US Department of Agriculture and US Department of Health and Human Services, 2010) state that independent of other dietary factors, evidence suggests that one egg (i.e. egg yolk) per day does not
44、 result in increased blood cholesterol levels, nor does it increase the risk of cardiovascular disease in healthy people. A large American egg now contains about 185 milligrams of cholesterol (Hellmich, 2011). Fat types and levels in food and drinks Many processed foods contain high levels of fat an
45、d saturated fat, making them targets for fat reduction or replacement. Examples of higher fat products can be found within most food and drink categories (see Figure 2). Levels of fat can vary across offerings for the same food type; therefore whether or not a product actually falls within the high
46、fat category will depend on the composition of the product itself and also on relevant guidance and food categorizations within the region where the food is sold. 27 Figure 2: Examples of potential higher fat food products within major categories Snacks Dairy products Bakery and cereals Meats Sauces
47、, dressings and condiments Canned foods cheese, cream, etc. cakes, cookies, etc. creamed soups, puddings, etc. Confectionery chocolate, toffees, etc. mayonnaise, oil, etc. sausages, bacon, etc. nuts, chips, etc. Snacks Dairy products Bakery and cereals Meats Sauces, dressings and condiments Canned f
48、oods cheese, cream, etc. cakes, cookies, etc. creamed soups, puddings, etc. Confectionery chocolate, toffees, etc. mayonnaise, oil, etc. sausages, bacon, etc. nuts, chips, etc. Source: Author analysis BUSINESS INSIGHTS Some of the most common sources of saturated fats are animal based products such
49、as meat, cheese, milk, and butter. Saturated fatty acids are also commonly present in bakery and other products made with palm and coconut oils. Chocolate confectionery is another source of saturated fats. Trans fatty acids are most commonly found in processed foods made with partially hydrogenated vegetable oils and fats. These can include spreads and shortenings, savory snacks, fried foods, and baked goods. Fast and take-out foods are also often associated with a high fat content. In some cases there is evidence to support this belief. For exa