Analysis of New Products Containing Pulse Ingredients in the North American Market. Global Analysis April 2014

Transcription

1 Analysis of New Products Containing Pulse Ingredients in the North American Market Global Analysis April 2014 Source: Mintel GNPD, 2014 Source: Mintel GNPD, 2014

2 Search Terms Time Period: Between January 2004 and March 31, 2014 Region: North America Category: Food Ingredient Search: Matches one or more of Lentil, Lentil Flour, Lentil Extract, Chick Pea, Pea Flour, Pea Starch, Pea Protein (concentrate, isolate, flour, rehydrated, hydrolysate, and textured), Pea Fibre, Chickpea Flour, Dried Chick Peas, Common Bean, Borlotti Bean, White Bean (flour, paste and extract), Great Northern White Bean, Pinto Bean (flour, paste, powder and extract), Black Bean, Navy Bean, Red Kidney Bean (paste, powder and extract). Note: The search criteria used the same ingredient listings as in Analysis of New Products with Pulse Ingredients in the North American Market (March 2012 & March 2013) Note 2: All data in this report has been sourced from the Mintel Global New Products Database (GNPD), April

3 Executive Summary There were a total of 2,774 food products released containing pulse ingredients between January 2004 and March 31, 2014 in North America. A total of 2,140 new products (77%) were introduced in the United States (USA) and 634 products (23%) were released in Canada. The top five product categories incorporating pulse ingredients over the period included meal centres (23% of total launches), fruit and vegetables (15%), snacks (12%), soup (12%), and savoury spreads (11%). Fruit and vegetables, meal centres, and snacks also saw the biggest jumps in total launch numbers in the 2013 calendar year, compared to The baby food and dairy categories recorded significant gains as well, growing from 1 to 10 products, and 4 to 26 products, respectively, over the same period. Vegetables (14% of total launches), prepared meals (12%), and dips (11%) are the top subcategories for new products with pulse ingredients over the period. Among the top 20 subcategories, vegetables and prepared meals also recorded the largest increases in the number of new launches in 2013 over 2012, while pasta and rice also saw notable gains from low starting points. Over one-third (35%) of the new products released were positioned as microwaveable. Other leading claims included kosher (26%), low/no/reduced allergen (26%), no additives/ preservatives (24%), gluten-free (24%) and all natural (19%). Products incorporating pulse ingredients are dominated by branded products, which represented 76% of the new releases, whereas only 24% of the introductions were released under a private label. There is no one dominant brand. Trader Joe s (1.4%), Market Pantry (1.1%) and President s Choice Blue Menu (1.0%) were the top three brands. There is no one company that dominates in terms of manufacturing or launching new products with pulse ingredients. Loblaws (2.6%), Target (2.2%), Trader Joe s (2.1%), Kroger (1.6%), Aldi (1.6%) and Campbell Soup (1.5%) were the top companies. 3

4 New Product Releases Containing Pulse Ingredients in North America, January 2004 March 2014 Number of variants Canada USA A total of 2,774 food products were released containing pulse ingredients between January 2004 and March 31, 2014 in North America. 2,140 new products (77%) were introduced in the USA 634 products (23%) were released in Canada. 4

5 Pulse Ingredients in New Products by Category (%), January 2004 March 2014 The top five product categories incorporating pulse ingredients included meal centres (23%), fruit and vegetables (15%), snacks (12%), soup (12%), and savoury spreads (11%). *Note: Items with pulse ingredients in the fruit and vegetable category are predominately in a shelf-stable format (90.5%), which includes canned and dried products, such as bean mixes. Frozen (5.5%) and chilled (4.0%) formats, such as vegetable medleys or salads, represent the remaining products in this category. 5

6 Pulse Ingredients in New Products by Category, January 2004 March 2014 Category Total Baby Food Bakery Breakfast Cereals Chocolate Confectionery Dairy Desserts & Ice Cream Fruit & Vegetables Meals & Meal Centers Processed Fish, Meat & Egg Products Sauces & Seasonings Savoury Spreads Side Dishes Snacks Soup Total Sample As shown above, fruit and vegetables, meal centres, and snacks saw the biggest jumps in total launch numbers in 2013 over The baby food and dairy categories also recorded significant gains, growing from 1 to 10 products (900% increase), and 4 to 26 products (550% increase), respectively, over the same period. The breakfast cereal and chocolate confectionery categories were the only ones to see less new product launches with pulse ingredients in 2013 compared to the previous calendar year. 6

7 Pulse Ingredients in New Products by Sub-category (%), January 2004 March 2014 This graph depicts the top 10 sub-categories for new food products using pulse ingredients. Vegetables (14%), prepared meals (12%), and dips (11%) are the top three sub-categories. 7

8 Pulse Ingredients in New Products by Subcategory, January 2004 March 2014 Top 20 Subcategories Total Vegetables Prepared Meals Dips Wet Soup Stuffing, Polenta & Other Side Dishes Sandwiches/Wraps Meat Substitutes Meal Kits Bean-Based Snacks Dry Soup Hors d'oeuvres/canapes Snack/Cereal/Energy Bars Corn-Based Snacks Rice Table Sauces Pasta Bread & Bread Products Cakes, Pastries & Sweet Goods Sweet Biscuits/Cookies Salads Others Total Sample Among the top 20 subcategories, vegetables and prepared meals recorded the largest increases in the number of new launches in the 2013 calendar year over 2012 (at 94 and 51, respectively), while pasta and rice also saw notable gains from low starting points. 8

9 Pulse Ingredients in New Products by Launch Type (%), January 2004 March 2014 The majority of the new launches (44%) were new varieties/range extensions, followed by new products (40%), and those that were newly packaged (12%). 9

10 Pulse Ingredient Product Releases, by Top 30 Claims, January 2004 March 2014 Claim Number of Percentage Products of Products Microwaveable % Kosher % Low/No/Reduced Allergen % No Additives/Preservatives % Gluten-Free % All Natural Product % Organic % Low/No/Reduced Transfat % High/Added Fiber % Ethical - Environmentally Friendly Package % Ease of Use % Low/No/Reduced Fat % Vegan % Vegetarian % No Animal Ingredients % Low/No/Reduced Cholesterol % GMO-Free % Time/Speed 233 8% Social Media 179 6% Low/No/Reduced Sodium 153 6% Wholegrain 149 5% Premium 124 4% Convenient Packaging 108 4% High Protein 99 4% Low/No/Reduced Lactose 92 3% Ethical - Environmentally Friendly Product 83 3% Low/No/Reduced Calorie 82 3% Economy 70 3% Low/No/Reduced Saturated Fat 68 2% Ethical - Charity 64 2% Over one-third of the new products released were positioned as microwaveable (35%). Other leading claims included kosher (26%), low/no/reduced allergen (26%), no additives/ preservatives (24%), gluten-free (24%) and all natural (19%). Note: Brands may use more than one claim in describing the product. 10

11 Top 5 Claims Used in New Pulse Ingredient Products by Category, January 2004 March 2014 Category Microwaveable Kosher Low/No/ Reduced Allergen No Additives / Preservatives Gluten- Free Total Sample Meals & Meal Centers Fruit & Vegetables Snacks Soup Savoury Spreads Side Dishes Bakery Processed Fish, Meat & Egg Products Sauces & Seasonings Dairy Baby Food Breakfast Cereals Desserts & Ice Cream Chocolate Confectionery Total Sample Microwavable was the top claim for the categories of meal centres; fruit and vegetables; soup; side dishes; and processed fish, meat and egg products. Kosher was the leading claim among savoury spreads; breakfast cereals; and desserts and ice cream. Low/no/reduced allergen was the top claim for the snacks; bakery; and sauces and seasonings categories. No additives/preservatives was the number one claim for baby food, while gluten-free was the leading claim used by dairy products. 11

12 New Products Containing Pulses by Top 20 Brands, January 2004 March 2014 Brand Number of Products Trader Joe's 39 Market Pantry 29 President's Choice Blue Menu 28 President's Choice 25 Bush's Best 25 Great Value 21 Kroger 21 Amy's 21 Archer Farms 20 Beanitos 18 Tribe 17 Wegmans 16 Gardein 16 Summer Fresh Salads 14 Weight Watchers 14 Old El Paso 14 Sabra 14 Daiya 14 Eden Organic 13 Van Camp's 13 Others 2382 Total 2774 Products incorporating pulse ingredients are dominated by branded products, which represented 76% of the new releases, whereas only 24% of the introductions were released under a private label. There is no one dominant brand. Trader Joe s (1.4%), Market Pantry (1.1%) and President s Choice Blue Menu (1.0%) were the top three brands for new launches between January 2004 and March 31,

13 New Products Containing Pulses by Top 20 Companies, January 2004 March 2014 Company Number of Products Loblaws 71 Target 60 Trader Joe's 57 Kroger 44 Aldi 44 Campbell Soup 41 Amy's Kitchen 37 Lucerne Foods 34 General Mills 34 Wegmans 33 ConAgra Foods 32 Wal-Mart 32 Bush Brothers & Company 31 Meijer 29 Summer Fresh Salads 28 Tribe Mediterranean Foods 27 Safeway 27 Hain Celestial Group 26 Sabra Dipping Company 19 Kinnikinnick Foods 19 Others 2049 Total 2774 There is no one company that dominates the North American market in terms of manufacturing or launching new products with pulse ingredients. Loblaws (2.6%), Target (2.2%), Trader Joe s (2.1%), Kroger (1.6%), Aldi (1.6%) and Campbell Soup (1.5%) were the top companies over the search period, each with over 40 launches. 13

14 Sample Products Released in North America Hearty Bolognese-Style Tomato Sauce with Vibrant Kale Company La Maison Le Grand Brand Le Grand Category Sauces and seasonings Subcategory Pasta sauces Country Canada Store name IGA Date published March 2014 Launch type New variety/range extension Price US$4.96 Description Claims Ingredients (as listed on pack) Le Grand Hearty Bolognese-StyleTomato. Sauce with Vibrant Kale is made with natural ingredients, and is free from gluten, sugar, preservatives, cholesterol, and GMOs. This microwavable product is ready in three minutes, is suitable for vegans, and retails in a recyclable 300ml pack. No Additives/Preservatives, Low/No/Reduced Cholesterol, Low/No/Reduced Sugar, Microwaveable, Gluten-Free, Low/No/Reduced Allergen, Ethical - Environmentally Friendly Package, Vegan, No Animal Ingredients, GMO-Free Water, tomatoes (tomatoes, salt, basil, calcium chloride from natural source, citric acid from natural source), water, cold pressed olive oil, white beans, kale, textured organic soy protein, garlic, spices, sea salt, fine herbs, lactic acid 14

15 Sample Products Released in North America (cont d ) Maple Bliss Cookie Company Dr. Lucy s Brand Lucy s Category Bakery Subcategory Sweet biscuits/cookies Country Canada/USA Store name Fresh St. Farms Date published March 2014 Launch type New variety/range extension Price US$4.66 Description Claims Ingredients (as listed on pack) Lucy's Maple Bliss Cookie. is free of trans fat, GMO, gluten, peanuts, tree nuts, milk and eggs. The kosher- and vegan-certified product retails in a 156g pack. Kosher, Gluten-Free, Low/No/Reduced Transfat, Low/No/Reduced Allergen, Vegan, No Animal Ingredients, GMO-Free Dr. Lucy's flour blend (gluten-free oat flour, garbanzo flour, potato starch flour, tapioca flour, sorghum flour, fava flour), cane sugar*, soy milk*, molasses*, palm fruit oil, canola oil, olive oil, filtered water, flavouring and citric acid from non-gmo corn, sunflower lecithin, non-dairy lactic acid, baking powder, baking soda, potassium bitartrate, vanilla extract*, salt, xanthan gum, calcium carbonate, annatto extract color, maple syrup*, cellulose gum *Organic product 15

16 Sample Products Released in North America (cont d) Turkey, Red Beans & Rice Puree Company Hain Celestial Group Brand Earth s Best Organic World Foods Category Baby food Subcategory Baby savoury meals and dishes Country USA Store name Babies r Us Date published November 2013 Launch type New product Price US$1.49 Description Claims Ingredients (as listed on pack) Earth's Best Organic World. Foods Turkey Red Beans & Brown Rice Puree is USDA Organic certified and is suitable for stage 2 babies (over six months of age). The baby food is unsweetened and unsalted, contains 45% the daily value for vitamin A, 2g of fibre and 2g of protein per serving. The product is free from artificial flavours, colours and preservatives and retails in a 3.5-oz. BPA-free, convenient pouch. No Additives/Preservatives, Low/No/Reduced Sugar, Organic, Low/No/Reduced Sodium, Babies & Toddlers (0-4), Convenient Packaging Water, organic carrots, organic apple puree, organic red bean flakes, organic ground turkey, organic tomato paste, organic whole grain brown rice flour 16

17 Sample Products Released in North America (cont d) Gluten-Free Curried Lentil & Vegetable Hand Pie Company Queen of Hearts Baking Brand Queen of Hearts Category Meals & meal centers Subcategory Pastry dishes Country USA Store name Whole Foods Market Date published March 2014 Launch type New product Price US$4.59 Description Claims Ingredients (as listed on pack) Queen of Hearts Gluten. Free Curried Lentil & Vegetable Hand Pie is now available. The microwaveable product retails in a 6-oz. pack. Microwaveable, Gluten-Free, Low/No/Reduced Allergen Crust (corn flour, brown rice flour, butter (cream, salt), eggs, sweet rice flour, potato starch, tapioca flour, apple cider vinegar, xanthan gum), filling (sweet potatoes, onion, coconut milk (coconut milk, water, guar gum), lentils, kale, canola oil and/or olive oil, ginger, garlic, spices, salt) 17

18 Sample Products Released in North America (cont d) Sweet Cinnamon Chickpeas Company The Good Bean Brand The Good Bean Category Snacks Subcategory Vegetable snacks Country USA Store name N/A Date published February 2014 Launch type New packaging Price N/A Description Claims Ingredients (as listed on pack) The Good Bean Sweet. Cinnamon Chickpeas have been repackaged and are now available in a newly designed 6-oz. pack. These crispy, crunchy chickpeas are made with Sumatra Cinnamon combined with a hint of vanilla, and are recommended for snacking or as a topping. This kosher-certified snack is free from nuts, gluten and GMO. The low in fat product was on display at the Winter Fancy Food Show 2014, San Francisco USA. Kosher, Low/No/Reduced Fat, Gluten-Free, Low/No/Reduced Allergen, GMO-Free Roasted chickpeas, evaporated cane juice, expeller pressed safflower or sunflower oil, gum arabic, cinnamon, coarse salt, natural flavors, natural vitamin E 18

19 Conclusion Since the release of the 2013 Analysis of New Products Containing Pulse Ingredients in the North American Market, an additional 641 products were launched in the 2013 calendar year. During this time period, introductions to the Canadian market increased by a slightly faster rate but from a lower base (+136 products, or 971%) than the USA market (+505 products, or 935% growth). Since 2009, Canada has experienced five consecutive years of growth in new product releases containing pulses, and is well-positioned to do so again in Pulses are incorporated across all food categories ranging from soups to dairy to chocolate confectionery. However, three categories (meal centres, fruits and vegetables, and snacks) make up a combined 50% of the new releases across the Jan to March 2014 period. Dips and prepared meals are notable subcategories, appealing to consumers desire for convenience, ethnic tastes, and nutritional concerns. However, in 2013, the vegetables subcategory surged ahead in terms of new launches, as consumers reach for more canned, bagged, or ready-to-eat pulse products to incorporate into their own cuisine. Almost half of the total new releases (44% ) were new varieties/range extensions, which infers that manufacturers are willing to alter formulations and incorporate pulses, to satisfy consumer demand for these types of products. However, completely new products were not far behind (40% of total launches), further suggesting that manufacturers are acknowledging growing consumer interest in new and innovative pulse products. Claim use remained generally consistent as compared to the 2013 Analysis report. Over one-third of the new products containing pulses used the top claim microwaveable (35%), a slight increase over the prior review period (33%). Of the other top claims, the occurrence of kosher increased by 5 percentage points; low/no/allergen increased by 6; no additives/preservatives increased by 2; gluten-free increased by 6; and all natural product increased by 1 percentage point over the prior review period. The leading company, Loblaws, launched 31 new products containing pulses in 2013, far surpassing the prior leading company, Trader Joe s, which only saw 6 new launches in the same year. Of Loblaws 31 new releases, 15 were under its President s Choice Blue Menu brand. 19

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