CBI Product Factsheet: Chia seeds in the EU and EFTA

Transcription

CBI Product Factsheet:
Chia seeds in the EU
and EFTA
‘Practical market insights into your product’
Chia seeds are becoming increasingly popular in the EU / EFTA
region due to their nutritional- and health-related properties. They
are used as a food supplement and are popular in vegetarian and
gluten-free diets. Additionally, they are used in the bakery
industry as an ingredient in bread or as a topping. Due to
legislative limitations, their use in large industries is still
restricted, but potential market opportunities in Europe are
abundant.
Product definition
Chia is a plant originally known as Salvia hispanica and is native to Southern
Mexico and Guatemala. The original colour variations of chia seeds are speckled
brown / white. They have a faint nutty aroma and a free flowing texture. Chia is
grown commercially for its seed, which is rich in omega-3 fatty acids and can be
used as a flavour additive in food, as a nutritional supplement and as a base for
beverages, mainly in Mexico and the Southwestern United States. Its nutritional
properties are similar to those of sesame and chia seeds are therefore becoming
significantly popular in other markets. Chia seeds are primarily produced in
Mexico, Argentina, Guatemala, Bolivia, Ecuador, Nicaragua and Australia.
There is no specific Harmonised System (HS) or other codes applicable to chia
seeds.
Product specification
Quality
General
 Avoid long delays between harvesting and transportation of chia
seeds. Chia seeds should also be free from sand, stalks, plant
debris and other foreign materials.
 Some of the most important quality factors concerning chia
seeds are: moisture content, uniformity of seeds, purity and
quantity of damaged / mouldy seeds. Chia seeds should also be
free from aflatoxins. Aflatoxin contamination is known to be a
problem for many producers, and buyers monitor this aspect
closely.
 Prevent adulteration and contamination by foreign materials (e.g.
dust) by keeping facilities and equipment clean.
 Ensure proper storage and transportation (see ‘Packaging’).
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: marketintel@cbi.eu • www.cbi.eu/disclaimer
Source: Original Chia
Organic
 Comply with organic standards for the production of chia seeds: avoid use of
synthetic pesticides, use only natural fertilisers, natural control of weeds, full
traceability, internal control system, etc.
Labelling
 Ensure traceability of individual batches.
 Use English for labelling purposes, unless your buyer has indicated otherwise.
 Labels must include the following:
o Product name
o Manufacturer’s lot or batch code
o Whether or not the product is destined
for use in food products
o Declaration of allergenic substances
o Name and address of exporter
o Product’s country of origin
o Shelf life: Best-before date / use-by
date
o Net weight / volume in metric units
o Recommended storage conditions
Source: Original Chia
 Foodstuffs containing Chia (Salvia
hispanica) should be labelled as ‘Chia (Salvia
hispanica) seeds’. Additional labelling of pre-packaged Chia (Salvia hispanica)
seed is required to inform the consumer that the daily intake should not
exceed 15 g.
Organic: Name / code of the inspection body and certification number.
Packaging
 Chia seeds are transported as break-bulk cargo in 25 kg
polypropylene (PP) bags. Buyers might have specific
packaging requirements, such as the use of paper bags
instead.
 When chia seeds reach Europe, they are re-packed in
quantities of 250 / 500 mg, for instance (for private
customers), or 25 kg (for commercial customers).
 Organic chia seeds should remain physically separated from
conventional seeds.
 Ensure preservation of quality by:
o Thoroughly cleaning the holds or containers before loading
the seeds.
o Protecting the cargo from moisture during loading, as to
avoid mould, spoilage and self-heating.
o Ensuring appropriate temperature, humidity / moisture
and ventilation conditions during transportation.
o Protecting the cargo from pests such as beetles, moths,
etc.
Source: KETEPA
Source: Sadaf
Legislative requirements
Contaminants in food: The EU has laid down
maximum levels of contaminants in food, and
this also applies to ingredients such as chia
seeds.
Considerations for action:

For more information, read the CBI study
on EU legislation: Contaminants in food.
Maximum Residue Levels (MRLs) of
pesticides in food: EU legislation has been laid
down to regulate the presence of pesticide
residues (MRLs) in food products.

If the chia seed has been treated with
pesticides, verify that residues remain
within limits. For more information, consult
the specific EU legislation: Maximum
Residue Levels (MRLs) of pesticides in food.
Additives, enzymes and flavourings in food: 
The EU has set a list of permitted flavourings and
requirements for their use in foodstuffs intended
for human consumption, which includes chia
seeds. This is particularly relevant to food
manufacturers. However, insight into this
legislation can help you to understand their
requirements.
Familiarise yourself with the concerns of the
end-users of your products by checking EU
legislation on Additives, enzymes and
flavourings in food.

Ensure compliance with EU legislation on
Hygiene of foodstuffs (HACCP).
Novel Food: The Novel Food Regulation covers 
foodstuffs that are newly developed by industry,
but also natural foodstuffs or ingredients which
were not consumed to a significant degree within
the EU before 15 May 1997. This was the case
for chia seeds until 2009, when it was approved
as a novel food. Nonetheless, there are still
limitations to its use in the food industry. Read
more under ‘Market trends’.
Learn about the legislation for chia seeds
and the Novel Food restrictions still
applicable to this product.
Hygiene of foodstuffs: Food business
operators shall put in place, implement and
maintain a permanent procedure, or procedures,
based on the HACCP (Hazard Analysis and
Critical Control Points) principles. This also
applies to the import of food to the EU and
export from the EU.
Non-legislative requirements
Food safety management: Buyers commonly
require that their suppliers have a quality / food
safety management system in place. 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.
Regulation (EC) 834/2007 on organic
agriculture: The EU has established
requirements on the production and labelling
requirements with which an organic product of
agricultural origin must comply in order to be
marketed in the EU as ‘organic’.
Fair Trade: FLO International is the leading
standard-setting and certification organisation

Suppliers can apply a basic HACCP system.
However, if they aim to supply food
manufacturers more directly, it is necessary
to have a certified food safety management
system recognised by the Global Food
Safety Initiative, such as ISO 22000, BRC
or IFS: Food Safety Management Systems.

Visit the website of the Global Food Safety
Initiative for more information.

In general, chia seeds which enter the EU /
EFTA market are certified organic; this is
expected by most buyers. Find out more
about Organic production and labelling.

Make sure that your organic certification is
harmonised with EU / EFTA legislation.

Before jumping into Fairtrade certification,
make sure that you assess (in consultation
with your potential buyer) whether this
for Fairtrade. Products which carry the Fairtrade
label indicate that producers are paid a Fairtrade
Minimum Price. Other fair trade standards
available in the European market are Fair Trade
Ecocert and IMO’s Fair for Life.

label has sufficient demand in your target
market and whether it will be cost beneficial
for your product.
Although FLO certification is the leading fair
trade certification scheme in Europe, you
can also check out other schemes such as
IMO’s ‘Fair for Life’ and Ecocert Fair Trade.
Market trends
Healthy properties of chia seeds at the
centre of attention.

The growing demand for chia seeds in
Europe accompanies a general consumer
interest in healthy diets. According to
industry sources, chia seeds are most
popular in countries such as the
Netherlands, Germany, the UK, and those in
the Scandinavian region.

The most significant health benefit which
drives the market for chia is its high omega3 fatty acid content. In general, the positive
prospects for chia accompany the upward
development of the Omega-3 market.

According to IFAU, the global Omega-3
market (foods, beverages and food
supplements) was estimated at € 5.6 billion
in 2012, with a forecasted growth of 1520% until 2015.



Popularity among vegetarian consumers

Chia seeds are also a source of fibre, rich in 
numerous vitamins & minerals and are
naturally gluten-free. These characteristics
make it ideal for vegan / vegetarian diets,
thus creating further consumer interest. In
Europe, vegetarian and vegan consumers
represent a growing population. In Italy, for
instance, 10% of the population is estimated
to be vegetarian. In Germany and
Switzerland, around 9% of the population
does not eat meat. However, vegans still
account for less than 1% of the total
population in most European countries.
Chia seeds for gluten intolerant population

The gluten-free aspect of chia seeds also
creates a strong interest among consumers
suffering from gluten intolerance (celiac
disease) or those who simply avoid gluten
intake. The prevalence of celiac disease in
Europe ranges between 0.5% and 1.0% of
the total population, with the highest
incidence in Ireland, Italy and Sweden.
Global sales of gluten-free foods are


Promote the various applications and health
properties of chia seeds. Make sure to
provide your buyer with accurate product
specifications and composition.
Make sure your product characteristics and
quality match your target market and enduser in terms of:
o Taste and odour
o Purity level & uniformity
Stay informed on the news for Supplements
and Nutrition trends in the EU market by
visiting the Nutraingredients website. Take
advantage of the vast amount of information
on the growing Omega-3 market and
promote your product’s properties
accordingly.
Stay informed on the vegetarian market
trends in the EU. For more information visit
the European Vegetarian Union’s (EVU)
website which is an umbrella organisation
for vegetarian societies and groups in
Europe.
Explore your opportunities in this niche
market by staying informed on the Glutenfree food applications and legislation
developments. You can visit the Gluten Free
website for information on the various
gluten-free products and companies.
If you have the opportunity, attend events
which reveal market opportunities
stemming from this condition. There are
various trade shows and exhibitions in
expected to reach US$4.3 billion by 2015,
according to a recent analysis by
Datamonitor, thus indicating growth
opportunities for products such as chia
seeds.
Legislative developments

Chia seeds have only recently been allowed 
in the EU market. In 2009, a decision of the
EU Commission authorised chia seeds to be
placed on the market as a novel food
ingredient. However, the initial licensing was 
limited to baked products subject to a
maximum content of 5%, which represented
a major restriction for the use of this
product in large-scale industries.

After a few years on the market, a change in
legislation came about in the beginning of
2013, when the use of chia seeds was
expanded to:
o
Baked products: not more than 10%
o
Breakfast cereals: not more than 10%
o
Fruit, nut and seed mixes: not more
than 10%
o
Pre-packaged chia seed as such: not
more than 15 g per day

According to one of the largest chia seed
buyers in Europe, imports in the first half of
2013 already represent a tenfold increase
compared to 2012’s overall figures. Other
industry sources also report their positive
prospects, with exponential growth in client
orders for 2013.

What is seemingly a small legislative step is
in fact a giant leap in terms of market
opportunities for this seed. The growing use
of chia seeds in other applications /
industries (e.g. breakfast cereals, snack
mixes) has been automatically translated
into market growth – in spite of persistent
limitations.
Europe, where the focus is placed on
allergy-free products, such as the Allergy &
Free From Show in London.
For more information on novel food
legislation, you can visit the European
Commission website, designed particularly
for that subject.
Research your target markets and learn
about existing legal provisions. CBI’s
Market Access Requirements database can
be a useful point of departure.
Market channels and segments
Market channels
Figure 1: Trade channels for chia seeds in the EU and EFTA
Developing country
Chia seed
producers




DC
exporters
EU/EFTA market
Traders
(importers,
brokers)
The general trade structure for chia seeds is
not very different from the general structure
for other oilseeds. However, chia seed trade
channels and segments revolve around the
consumer market. This is a segment
directly accessible to end consumers, who
purchase chia seeds almost exclusively at
niche retailers (e.g. health shops). The
seeds are then consumed plain or combined
with other foods (e.g. yoghurt, salads or
oatmeal). Chia seeds are rarely used in the
European food service sector.
Within the food manufacturing industry,
chia seeds are only used for bakery
products, breakfast cereals and fruit, nut &
seed mixes (up to 10% of the product
content). EU legislation still restricts the use
of chia seeds in other large-scale industries.
Both retailers and industries source chia
seeds through traders. A small amount of
chia seeds is also processed by crushing into
chia seed oil, which is also sold mostly by
niche retailers.
Due to the low volumes commanded by the
chia seed market, there is no evident
clustering of trade hubs or processing
industries; most imports are carried out
directly by specialised importers.
Processing
industry (ind.
crushers)
EU/EFTA market segments
Food
manufacturers
Retailers
Packaging
Food service

Traders are certainly the most suitable
entry point for chia seeds, since the
exported volumes are generally small and
are directed to a very specific niche market.

When approaching a trader, make sure to
provide them with the appropriate product
documentation (composition, properties)
and be realistic about the volumes you can
deliver.

Meet specific quality requirements when
targeting the consumer market: uniformity
in colour and shape (whole seeds) and a
high purity level are key.

Comply with sustainability standards
required by your specific segment and stay
up-to-date on developments in this respect.

For examples of various uses and
applications of chia seeds you can visit the
websites of Wellnessmania and
Burgerbread.
Market segments
Chia seeds are mostly used in the food market, where it can be segmented into
consumer market and food processing industry, as explained in the section
above.
Figure 2 describes the main uses of chia seeds in Europe within these two
segments.
Chia seeds can be further segmented into commodity and speciality. However,
chia seeds are not traded as a commodity, thus a distinction within the
speciality segment could be made between conventional and certified chia seeds
(as mentioned in Figure 2). The main certification standards applicable to chia
seeds are described under the ‘Non-legislative requirements’ section of this
factsheet.
Figure 2: Segmentation of chia seeds in the EU and EFTA
Food market segmentation
Consumer market (packaging):
To be consumed plain or mixed with yogurt, oatmeal, salads, etc
Food manufacturing:
Bakery only (novel food restriction)
Commodity
N/A
Chia seeds are not traded as a
commodity
Speciality
Chia seeds are considered as
speciality seeds, either conventional
or certified.

Certification scheme: organic,
fair trade, organic plus
Interesting Sources



For information on the latest market developments in the oilseeds sector,
visit The Public Ledger: publicledger.agra-net.com/oils
For information on novel food and legislative developments, visit the
European Commission’s website:
ec.europa.eu/food/food/biotechnology/novelfood/index_en.htm
Novel Food and Novel Food Ingredients (European Commission):
ec.europa.eu/food/food/biotechnology/novelfood/index_en.htm
This survey was compiled for CBI by ProFound – Advisers In Development
in collaboration with CBI expert Joost Pierrot
Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer

CBI Product Factsheet: Chia seeds in the EU and EFTA

Transcription

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