Mintel

Market insight
- Global new GI products
by David Jago,
Director, GNPD Consulting Services
FDIN, Staverton Park,
September 2004
Mintel Group
Mintel and the GNPD
h UK-based publisher of consumer market research
h Consumer Market Reports
h GNPD (Global New Products Database)
hApprox. 400 new food and drink products every day
h50 countries
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Today’s presentation
• Who is marketing “GI foods”, where, how?
– Australia
– Japan
– North America - the low-carb to GI progression
– Europe
• Attributes and positioning of “GI foods”
– fibre-rich, fortified, “free from”, diabetic
• Thoughts for the future
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Australia
• National labelling system
• Early players focus on replacement or substitute
• Main focus on cereals and snack bars
– initially overtly health-oriented
– later more mainstream snack options
• Indulgence-oriented products
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Low GI baked goods
Defiance Foods’ Energy Muffins, Australia
- claimed to be the first GI labelled line (GI c.60 according to variety)
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Low GI cereals
Lowan Whole Foods’ cereals, Australia
- low GI plus 52% of RDA dietary fibre in one bowl (MultiBran)
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Low GI breakfast bars
Norganic Cunchola Breakfast Bars, Australia
- low glycemic, “guilt-free eating on the run”
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Low GI breakfast bars
Freedom Foods’ Hi-Lite Breakfast Bar/Omega Bar, Australia
- low GI, “bowl of cereal in a bar”
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Low GI snacks
Arnott’s Snack Right fruit slices, Australia
- 98% fat-free, low GI, good source of fibre
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Low GI yogurt
Yoplait No Fat Yogurt, Australia
- fat-free, low calorie, low GI
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Low GI ice cream
Norco Light Prestige ice cream, Australia
- low GI and 97% fat-free
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Japan
• Initial focus on cookies, snacks, snack bars
– on-the-go healthy but convenient foods
– primarily targeted to health-conscious women
• Later yogurts, dairy desserts, soup...
• Role of additional health claims - esp. vitamin-/mineral-/fibrefortification
• GI labelling with specific reference to ingredients
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Low GI cookies
Meiji Seika Kaisha’s Perfect Plus sweet potato cookies, Japan
- low GI plus one third RDA of B vitamins
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Low GI cookies
Bourbon Corporation’s GI Dr. chocolate cookies, Japan
- low GI, vitamin-, mineral-, soy protein-enriched
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Low GI cake bar
Ezaki Glico’s Well Body GI Diet Cake Bar, Japan
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Low GI yogurt
Kyodo Milk Industry’s Low GI Yogurt 1 Unit, Japan
- GI 12 (versus 22 for standard product), one energy unit (80kcal) and probiotics
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Low GI yogurt
Kyodo Milk Industry’s Meito GI Fiber / GI calcium yogurt, Japan
- GI 15 and probiotics, plus high fibre or calcium
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Low GI soup
Meiji Seika Kaisha’s Fiber-Rich Vegetable Soup, Japan
- Low GI and 5g dietary fibre per portion
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Low GI ingredient
Hagoromo “healthy aloe dessert” with low GI fructose, Japan
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North America
• A different starting point?
– the low carb phenomenon
• Major brands follow the low-carb trend
• Health-oriented brands reposition around low-carb
• Low-carb becomes low GI?
• Labelling focuses on sugar-free, fructose-sweetened, for
diabetics
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Low carb - a US phenomenon
Low carb introductions, 2001-June 2004
Country
2001 2002 2003 2004 Total
USA
92
99 396 1,181 1,768
Canada
3
11
33 116 163
45
UK
1
0
5
39
22
Rest of the world
0
2
0
20
Total
96 112 434 1,356 1,998
Source: Mintel's Global New Products Database
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Low carb beer - a catalyst?
Michelob Ultra low carb light beer, USA
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Familiar brands carry low carb tag...
Unilever’s Carb Options range, USA
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Existing brands deal with carbs
Nestlé’s Stouffer’s Lean Cuisine meals;
Weight Watchers Smart Ones frozen meals (Heinz)
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Low carb as low GI
CarboRite Foods’ At Last! shake / candy bar, USA
- “to support a low glycemic lifestyle”
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Low GI snack bars
Solo GI Nutrition Bar, USA
- “sustains energy, weight management”
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Low GI cereal
U.S. Mills’ Uncle Sam Cereal, USA
- low glycemic, high in omega-3 & fibre, low sodium
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Low GI sweet spreads and bakery
Fifty50 Foods Low Glycemic peanut butter and cookies, USA
- overtly targeted to diabetics
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Low carb and low GI confectionery
Russell Stover Low Carb and DiabetX confectionery, USA
- latter low glycemic, sugar-free, for diabetics
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Europe
• Main focus on overtly health-oriented products, not mainstream
brands
• Products for diabetics
• Low GI and “GI balanced” foods
• Steady energy release
– for weight control / slimming
– for kids
– for on-the-go snacks
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Low GI cereal
Natudis, Natufood Vitaal GI Crisps breakfast cereal, Netherlands
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Low GI snack bar
Novartis, Céréal Fruit Bar, Belgium
- reduced glcemic index
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Low GI chocolate
Biocentury’s Gluceminus chocolate, Spain
- a “world first”, for diabetes sufferers and those on a low-sugar diet
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GI-balanced snack bar
Wholebake, NRG Flow snack bars, UK
- blend of fast, medium and slow energy release
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Steady energy release for slimmers
Unilever Bestfoods’ Slim-Fast meals, UK
- for “steady energy release”
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Slow energy release for kids
Danone’s Prince Start biscuits
- with slow energy release from 8am to noon
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Sustained energy release...
Frumba Frum’Boost bar, UK
- sustained energy release
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Future
• GI will become a “big issue” (in Europe)
• It will go mainstream
– track consumer awareness: fat
calories
carbs
GI)
• GI will not replace existing dietary concerns
– fat / calories too deeply entrenched, natural / no additives
growing
• It could do well in conjunction with fibre-rich (due for a
resurrection)
• GI will not be a “fad” like fat-free or low-carb
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Email: djago@mintel.com
www.gnpd.com
www.mintel.com
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