New Food Products with Pulse Ingredients Launched in the European Union

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1 MARKET ACCESS SECRETARIAT Global Analysis Report Special Edition Market Intelligence New Food Products with Pulse Ingredients Launched in the European Union January

2 Summary Canada is the largest exporter of pulses in the world, with exports valued at C$2.77 billion in Of that total, C$280.8 million or 10% is exported to the European Union (EU), which is primarily comprised of lentils and kidney beans. Over 64% of Canada s total kidney bean exports are destined for the EU. The EU is a key market for pulse products; it is the second-largest importer of pulses in the world behind India. The EU imported C$1.14 billion of pulses from external trading partners in 2013, with 22.5% of that total coming from Canada. Further, if new product launches are an indication of interest in pulse products, the EU market is offering burgeoning opportunities for exporters. Over the January 2010 to January 2014 review period, a total of 3,593 new products were launched in the EU that utilized some sort of pulse ingredient. The number of launches has grown each year, almost doubling from 2012 to As well, the new products launched within the first seven months of 2014 are already more than what was recorded in all of Pulse ingredients are used across a huge spectrum of food products in the EU, and this versatility presents many opportunities for Canadian exporters to supply this growing market. 2

3 Pulse Trade Overview 3

4 Canadian Exports of Pulses - World C$ millions Exports to the World Total pulses 2, , , , ,766.5 Peas , ,211.3 Lentils 1, , ,175.3 Dried beans, NES* Kidney beans/white pea beans Chickpeas Red Adzuki beans Broad beans/horse beans Pulses, NES* Mung beans Pigeon peas Cow peas < 0.01 *NES = not elsewhere specified Source: CATSNET, August HS code Products are ranked on 2013 values. 4

5 Canadian Exports of Pulses EU28 Exports to the EU28 C$ millions Total pulses Lentils Kidney beans/white pea beans Dried beans, NES* Peas Chickpeas Red Adzuki beans Mung beans Pulses, NES* Broad beans/horse beans *NES = not elsewhere specified Source: CATSNET, August HS code Products are ranked on 2013 values. 5

6 Canadian Exports of Pulses % Exports to the EU28 as % of World C$ millions Total pulses 10.8% 12.5% 10.2% 13.3% 10.1% Kidney beans/white pea beans 69.6% 74.6% 69.2% 66.9% 64.3% Dried beans, NES* 19.4% 19.9% 16.2% 17.8% 26.7% Chickpeas 17.8% 21.6% 16.6% 15.6% 20.7% Mung beans 0.0% 21.7% 13.2% 0.0% 15.3% Lentils 8.7% 11.0% 12.3% 13.2% 8.6% Peas 3.0% 3.2% 2.3% 4.6% 2.4% Red Adzuki beans 0.5% 1.6% 0.4% 1.7% 1.0% Broad beans/horse beans 4.7% 6.1% 3.4% 1.9% 0.0% Pulses, NES* 15.3% 6.4% 0.0% 20.4% 0.0% Pigeon peas % 0.0% Cow peas % *NES = not elsewhere specified Source: CATSNET, August HS code Products are ranked on 2013 values. 6

7 EU28 Imports of Pulses - World Imports from the World (external trade**) C$ millions Total pulses , , ,141.6 Kidney beans/white pea beans Chickpeas Lentils Peas Dried beans, NES* Mung beans Broad beans/horse beans Pulses, NES* Cowpeas Red Adzuki beans Pigeon peas Bambara beans *NES = not elsewhere specified **External trade = from non-eu partner countries Source: CATSNET, August HS code Products are ranked on 2013 values. 7

8 EU28 Imports of Pulses Canada Imports from Canada C$ millions Total pulses Kidney beans/white pea beans Lentils Peas Chickpeas Dried beans, NES Mung beans Pulses, NES Red Adzuki beans Broad beans/horse beans Cowpeas Pigeon peas *NES = not elsewhere specified Source: CATSNET, August HS code Products are ranked on 2013 values. 8

9 EU28 Imports of Pulses % Imports from Canada as % of World C$ millions Total pulses 30.1% 28.4% 25.4% 21.2% 22.5% Lentils 49.1% 51.3% 46.7% 47.5% 49.3% Peas 24.2% 9.9% 30.1% 15.0% 25.9% Kidney beans/white pea beans 33.0% 32.5% 24.9% 23.0% 21.3% Dried beans, NES 15.8% 13.4% 6.7% 12.0% 13.9% Chickpeas 9.6% 10.2% 9.6% 4.4% 7.3% Red Adzuki beans 1.5% 3.8% 4.1% 1.6% 3.3% Mung beans 0.8% 0.0% 0.1% 1.1% 2.4% Pulses, NES 0.3% 0.2% 0.4% 0.0% 1.7% Broad beans/horse beans 1.1% 0.8% 0.8% 0.5% 0.3% Cowpeas % 0.3% Pigeon peas % 0.2% *NES = not elsewhere specified Source: CATSNET, August HS code Products are ranked on 2013 values. 9

10 New Products Analysis 10

11 New Product Search Terms Source: Mintel Global New Products Database (GNPD) Region: European Union United Kingdom, Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Poland, Portugal, Spain, Sweden the Mintel database does not collect new products data on the remaining 11 member countries Product Category: Food Date Published: Between January 2010 and July 2014 Ingredient search matches one or more of: 1. Beans and Bean-Based Ingredients Pinto bean (incl. powder, flour); white bean (incl. paste, flour, extract); black bean (incl. flavour, oil); navy bean (incl. flour); Great Northern bean; Adzuki bean; bean flour 2. Lentils and Lentil-Based Ingredients Red lentil (incl. flour); dark speckled lentil; puy lentil; coral lentil (incl. flour); green lentil (incl. flour); brown lentil; Eston lentil; lentil bean flour 3. Chickpeas and Chickpea-Based Ingredients Chickpeas; dried chickpeas; chickpea flour 4. Peas and Pea-Based Ingredients Yellow split pea; green split pea; marrowfat pea; pigeon pea (incl. flour); yellow pigeon pea; green pigeon pea; black pea; dried peas; pea starch; pea flour; yellow pea flour; pea fibre; pea extract; pea protein 11

12 0. Overview of Products with Pulse Ingredients 12

13 0. Overview of Products with Pulse Ingredients Launch Totals A total of 3,593 new products were launched in the European Union over the January 2010 to July 2014 period that utilized pulse ingredients. Of these, 40% were totally new products, and 40% were new varieties/range extensions, suggesting a burgeoning interest in using and incorporating pulse ingredients. The EU countries that recorded the most new pulse products were the United Kingdom (with 1,014 products, or 28% of the total launches), France (766 or 21%), Germany (392 or 11%), Spain (348 or 10%), and Italy (207 or 6%). The countries with the fewest new products were Hungary, with just 16 new products over the review period, and Greece with 20. Of the 3,593 products, 35% contained chickpea ingredients, 34% contained pea ingredients, 25% contained bean ingredients, and 14% contained lentil ingredients. The number of products falling under these ingredient categories as a proportion of total launches has remained relatively constant in each year of the review period. *Note: the percentages for each ingredient category will add to more than 100%, as products can contain more than one of these ingredients. Total new products with pulse ingredients Total , ,593 13

14 0. Overview of Products with Pulse Ingredients Launches by Ingredient Chickpea was overwhelmingly the top-most pulse ingredient used by the new launches, appearing in just over 26% of the total products. White beans, black beans, and red and green lentils were also among the top 10, although with far less occurrences. The remaining ingredients found within the top 10 were not pulses in their whole form, but rather, processed pulse ingredients such as flour, and fractions such as fibre, protein and starch, which are used in a variety of final products. Top 10 Ingredients Total Sample Chickpea Pea Protein Bean Flour Chickpea Flour Pea Fibre Pea Starch White Bean Red Lentil Black Bean Green Lentil

15 0. Overview of Products with Pulse Ingredients Launches by Claim The most common claims used by the new launches emphasized the use of pulses as an alternative source of protein, as well as product naturalness, convenience, and a regard for the environment through packaging. Top 10 Claims % of Total (3,593) launches 15

16 0. Overview of Products with Pulse Ingredients Launches by Company The use of pulse ingredients is widespread across manufacturers in the EU the top 10 companies launching products with pulse ingredients over the review period only accounted for 845 of the total 3,593 launches, or 24%. Beyond the top 10, most companies accounted for less than 1% of the total launches, suggesting the diversity of use for pulse ingredients. Launch Type Total Branded ,103 Private Label ,490 Total , ,593 Of the total new products, 59% were launched under a brand name, while 41% were private label. However, private labels are growing their pulse-ingredient products at a faster rate - from 2010 to 2013, private label launches increased by a compound annual growth rate of 49%, compared to 37% for branded. 16

17 1. Peas and Pea-Based Ingredients 17

18 1. Peas and Pea-Based Ingredients Launches by Type A total of 1,223 new products were launched in the EU using pea ingredients over the Jan 2010-July 2014 review period. New varieties/range extensions were the most common launch type overall (41% of the total launches) having surged ahead in 2012 and 2013 perhaps suggesting an increased effort to incorporate pea ingredients within existing product lines. Launch Type Total New Variety/Range Extension New Product New Packaging New Formulation Relaunch Total Sample ,223 18

19 1. Peas and Pea-Based Ingredients Launches by Country France and the UK were the top countries launching products with pea ingredients, each with more than double the number of new products of other EU countries. Country Total Sample France UK Germany Spain Netherlands Denmark Ireland Finland Italy Austria Poland Czech Republic Belgium Portugal Sweden Hungary Greece Total Sample ,223 19

20 1. Peas and Pea-Based Ingredients Launches by Ingredient The top 5 pea ingredients were pea protein (31% of the launches), pea fibre (26%), pea starch (18%), pea flour (10%), and yellow split pea and pea protein hydrolysate, which tied for fifth place with 7% each. It appears that peas are largely used for their fractions, rather than in their whole state. The use of pea-based ingredients has been actively promoted by major pea processors in the EU, including Roquette (France), Cosucra-Groupe Warcoing (Belgium) and Emsland (Germany). 20

21 1. Peas and Pea-Based Ingredients Launches by Ingredient (cont d) Beyond the top ingredients discussed on the previous slide, the remaining pea ingredients only recorded a combined 132 instances among the total new products. Ingredient Total Sample Pea Protein Pea Fibre Pea Starch Pea Flour Yellow Split Pea Pea Protein Hydrolysate Marrowfat Peas Yellow Pea Pea Protein Isolate Dried Peas Green Split Pea Rehydrated Pea Protein Yellow Pea Flour Pea Extract Pigeon Pea Green Pigeon Pea Pea Protein Concentrate Black Pea Textured Pea Protein Pea Protein Flour Pea Peptides Yellow Pigeon Peas Pigeon Pea Flour

22 1. Peas and Pea-Based Ingredients Launches by Category The top categories for products with pea ingredients are largely representative of their use as fractions in a range of finished products, from meat dishes to dairy desserts. Top 10 Categories Total Sample Processed Fish, Meat & Egg Products Meals & Meal Centers Snacks Desserts & Ice Cream Bakery Soup Side Dishes Fruit & Vegetables Sauces & Seasonings Savoury Spreads Other Total Sample ,223 22

23 1. Peas and Pea-Based Ingredients Launches by Subcategory PEA PROTEIN (374 products) Top 10 Subcategories % of Products Poultry Products 11% Meat Products 10% Meat Substitutes 8% Bread & Bread Products 8% Sweet Biscuits/Cookies 7% Prepared Meals 6% Water-Based Frozen Desserts 5% Sandwiches/Wraps 5% Snack/Cereal/Energy Bars 4% Meat Pastes & Pates 4% PEA FIBRE (317 products) Top 10 Subcategories % of Products Poultry Products 21% Meat Substitutes 15% Meat Products 10% Prepared Meals 8% Snack/Cereal/Energy Bars 5% Pasta 4% Seasonings 4% Non-Individually Wrapped Chocolate Pieces 4% Sweet Biscuits/Cookies 4% Pizzas 3% PEA STARCH (215 products) Top 10 Subcategories % of Products Poultry Products 28% Prepared Meals 15% Hors d'oeuvres/canapés 12% Wet Soup 7% Pizzas 4% Seasonings 3% Sandwiches/Wraps 3% Meat Pastes & Pates 3% Meat Products 2% Potato Products 2% 23

24 1. Peas and Pea-Based Ingredients Launches by Subcategory (cont d) PEA FLOUR (119 products) Top 10 Subcategories % of Products Meat Products 21% Dry Soup 20% Bread & Bread Products 8% Chilled Desserts 6% Dairy-Based Frozen Products 5% Poultry Products 4% Wet Soup 4% Sweet Biscuits/Cookies 3% Baking Ingredients & Mixes 3% Vegetables 3% YELLOW SPLIT PEA (86 products) Top 10 Subcategories % of Products Prepared Meals 27% Wet Soup 16% Vegetables 15% Hors d'oeuvres/canapes 12% Snack Mixes 6% Dry Soup 6% Cooking Sauces 5% Dips 3% Meal Kits 2% Sandwiches/Wraps 2% PEA PROTEIN HYDROLYSATE (86 products) Top 10 Subcategories % of Products Water-Based Frozen Desserts 62% Dairy-Based Frozen Products 21% Pastilles, Gums, Jellies & Chews 10% Shelf-Stable Desserts 2% Cakes, Pastries & Sweet Goods 1% Marshmallows 1% Mixed Assortments 1% Other Frozen Desserts* 1% *No further subcategories used 24

25 1. Peas and Pea-Based Ingredients Launches by Claim Similar to the other pulse categories, those with pea ingredients emphasized features such as naturalness, convenience and environmental consciousness. Top 10 Claims No Additives/Preservatives Microwaveable Ethical - Enviro. Friendly Package Vegetarian Low/No/Reduced Allergen Gluten-Free Ease of Use Low/No/Reduced Fat High/Added Fibre Time/Speed

26 1. Peas and Pea-Based Ingredients New Product Examples Coffee Flavoured Oat Snack Dessert Country: Finland Company: Bioferme, Finland Subcategory: Chilled desserts Launch type: New variety/range ext. Price in USD: $2.00 Claims: Gluten-free; low/no/reduced allergen and lactose; no additives/ preservatives Ingredients: Water, Pea Protein, Fructose, Oats, Rapeseed Oil, Potato Starch, Maltodextrin, Corn Starch, Instant Coffee, Vanilla Flavour, Pectins, Malic Acid, Caramel Food Colour, Stevia Extract, Salt, Souring Culture This 100% plant-based product contains 10g of protein per portion, is free from dairy and soya, and retails in a 200g pack. Buckwheat Bread with Seasame Country: Czech Republic Company: DM Drogerie Markt Subcategory: Bread and bread products Launch type: New product Price in USD: $3.64 Claims: High/added fibre, gluten-free, low/no/reduced allergen, organic Ingredients: Natural Buckwheat ferment* (Buckwheat Flour*, Water, Cornflours*, Pea Flour*, Honey*), Water, Sesame Seed*, Cornflours*, Linseed*, Buckwheat Flour*, Millet Flour*, Soybean Flour*, Sea Salts, Apple Fibre*, Honey* * = product of organic farming This bread is organic-certified and rich in fibre. It is free from gluten and milk, and retails in a 250g pack. Mushy Peas Microwave Pots Country: UK Company: Sainsbury s, UK Subcategory: Vegetables Launch type: New variety/range ext. Price in USD: $1.15 Claims: Ethical-environmentally friendly package, microwaveable, no animal ingredients, vegan Ingredients: Rehydrated Marrowfat Peas, Salt, Sodium Hydrogen Carbonate This product is made with British peas, can be prepared in the microwave in 3½ minutes and retails in a party recyclable 300g pack containing two single-serve pots. 26

27 1. Peas and Pea-Based Ingredients New Product Examples (cont d) Vegetable Grills Country: UK Company: Tesco, UK Subcategory: Meat substitutes Launch type: New packaging Price in USD: $1.54 Claims: Ethical-environmentally friendly package, economy, no additives/ preservatives, no animal ingredients, vegan, vegetarian Ingredients: Vegetables (Carrot, Onion, Corn, Peas, Red Pepper, Green Bean), Dry Potato, Water, Sunflower Seed Oil, Wheat Flour, Gluten, Rye Flour, Salt, Pea Fibre, Onion Powder, White Pepper This product is a par-fried blend of lightly seasoned vegetables and retails in a 340g pack, containing 6 pieces. Pea Pasta Twists Country: France Company: Léa Nature Jardin Bio Subcategory: Pasta Launch type: New variety/range ext. Price in USD: $3.55 Claims: Organic, ethical-charity, ethicalenvironmentally friendly product, Ingredients: Durum wheat semolina, pea flour, parsley powder This organic- and Ecocert-certified product is a source of protein and fibre, and can be cooked in just 5 minutes. It retails in a 250g pack featuring the 1% for the Planet logo. Strawberry & Apple Fruit Peelerz Country: UK Company: Asda Subcategory: Fruit snacks Launch type: New variety/range ext. Price in USD: $0.77 Claims: Children (5-12), low/no/ reduced sugar, vegetarian, no additives/preservatives Ingredients: Apple Puree Concentrate, Apple Juice Concentrate, Powdered Pea Protein, Black Carrot Extract, Strawberry Juice Concentrate, Flavouring Substances, Pectins, Glazing Agent Blend (Shellac, Beeswax, Coconut Oil) This product provides one of the five recommended daily portions of fruit and vegetables. It retails in a 21g pack. 27

28 2. Lentils and Lentil-Based Ingredients 28

29 2. Lentils and Lentil-Based Ingredients Launches by Type There were 506 new products launched in the EU with lentil ingredients over the Jan 2010-July 2014 review period. Completely new products and new varieties/range extensions are the most common launch types. Each of these categories saw their launch numbers double in 2013 compared to 2012, and appear to be on track to see further growth in % 6% 5% 3% Launch Type Total New Product New Variety/Range Extension New Packaging New Formulation Relaunch Total % New Product New Variety/Range Extension New Packaging New Formulation Relaunch 29

30 2. Lentils and Lentil-Based Ingredients Launches by Country The UK and France saw the most launches with lentil ingredients, representing 37% and 21% of the new products, respectively. However, the new launches recorded in Ireland and Germany are accelerating quite quickly. Country Total Sample UK France Ireland Germany Italy Spain Netherlands Czech Republic Finland Portugal Sweden Poland Austria Belgium Greece Denmark Hungary Total Sample

31 2. Lentils and Lentil-Based Ingredients Launches by Ingredient Red lentil was the most popular lentil ingredient used among the 506 new launches with 208 instances, followed by green lentil (165) and lentil flour (71). Top 5 Lentil Ingredients 31

32 2. Lentils and Lentil-Based Ingredients Launches by Ingredient (cont d) Beyond the top 5 lentil ingredients discussed on the previous slide, puy lentil and black gram were also relatively popular in terms of use. Ingredient Total Sample Red Lentil Green Lentil Lentil Flour Brown Lentil Coral Lentil Puy Lentil Black Gram Dark Speckled Lentils Red Lentil Flour Black Gram Flour Green Lentil Flour Coral Lentil Flour Gram Pulse Flour Eston Lentils Red Lentil Semolina

33 2. Lentils and Lentil-Based Ingredients Launches by Category Meals and meal centres (comprised of subcategories such as prepared meals and meal kits) was the most popular category for products with lentil ingredients, followed closely by soup. This may demonstrate the versatility of lentils in their use as supplementary ingredients within almost any dish. Top 10 Categories Total Sample Meals & Meal Centers Soup Fruit & Vegetables Side Dishes Snacks Bakery Processed Fish, Meat & Egg Products Baby Food Sauces & Seasonings Savoury Spreads Other Total Sample

34 2. Lentils and Lentil-Based Ingredients Launches by Subcategory Vegetables, prepared meals, and wet soup were the top three subcategories (although in varying orders) for products with any of the top 5 lentil ingredients, save for lentil flour. Lentil flour was used most prominently in bean-based snacks, dry soups and bread items. RED LENTIL (208 products) Top 10 Subcategories % of Products Wet Soup 37% Vegetables 22% Prepared Meals 9% Stuffing, Polenta & Other Side Dishes 6% Dry Soup 5% Baby Savoury Meals & Dishes 5% Rice 3% Hors d'oeuvres/canapes 2% Salads 2% Dips 2% GREEN LENTIL (165 products) Top 10 Subcategories % of Products Vegetables 28% Prepared Meals 19% Wet Soup 14% Salads 13% Stuffing, Polenta & Other Side Dishes 4% Meal Kits 4% Meat Substitutes 3% Snack Mixes 3% Rice 2% Hors d'oeuvres/canapes 2% 34

35 2. Lentils and Lentil-Based Ingredients Launches by Subcategory (cont d) LENTIL FLOUR (71 products) Top 10 Subcategories % of Products Bean-Based Snacks 25% BROWN LENTIL (24 products) Top 10 Subcategories % of Products Vegetables 46% CORAL LENTIL (22 products) Top 10 Subcategories % of Products Vegetables 27% Dry Soup 15% Prepared Meals 21% Wet Soup 18% Bread & Bread Products 13% Savoury Biscuits/Crackers 11% Pasta 8% Cooking Sauces 7% Baking Ingredients & Mixes 4% Chilled Desserts 3% Fish Products 3% Sweet Biscuits/Cookies 1% Wet Soup 8% Salads 8% Pastry Dishes 8% Cooking Sauces 4% Dry Soup* 4% *No further subcategories used Prepared Meals 18% Meal Kits 14% Stuffing, Polenta & Other Side Dishes 9% Baby Savoury Meals & Dishes 9% Salads* 5% *No further subcategories used 35

36 2. Lentils and Lentil-Based Ingredients Launches by Claim The vegetarian claim appeared on 38% of the new launches with lentil ingredients, emphasizing the use of lentils as an alternative protein source. Top 10 Claims Vegetarian Microwaveable Ethical - Environmentally Friendly Package No Additives/Preservatives Perhaps surprisingly, microwaveable and environmentally friendly package rounded out the top three claims, with high/added fibre and gluten-free each appearing on less than 10% of the launches. Organic Ease of Use Time/Speed Low/No/Reduced Allergen High/Added Fibre Gluten-Free

37 2. Lentils and Lentil-Based Ingredients New Product Examples Coral Lentil, Carrot and Veal Meal Country: France Company: Picard Subcategory: Baby savoury meals Launch type: New variety/range ext. Price in USD: $3.01 Claims: Microwaveable, babies & toddlers (0-4) Ingredients: Coral Lentil (Cooked) (Water, Coral Lentil, Sunflower Seed Oil), Water, Carrot, Veal (French), Potato, Onion, Extra Virgin Olive Oil This product contains soft pieces of food and is suitable for babies from 18 months of age. This product can be heated in a microwave and retails in a 230g pack. South Indian Stew Country: Sweden Company: Spoons Subcategory: Prepared meals Launch type: New variety/range ext. Price in USD: $6.45 Claims: No additives/preservatives; all natural product; high/added fibre, low/no/reduced fat, sodium, allergen, lactose; microwaveable; vegetarian; gluten-free; vegan; ease of use; no animal ingredients; social media Ingredients: Water, Red Lentil, Tomato, Carrot, Potato, Cauliflower, Onion, Peas (Green), Coconut (Coconut Derived, Flakes), Spices (Indian, Mixed), Garlic, Salt, Peppers, Olive Oil This product is said to be a healthy taste of the world. 400g single-serve pack. Lentils Salad Country: Spain Company: Grupo Alimentario Argal Subcategory: Salads Launch type: New variety/range ext. Price in USD: $2.13 Claims: Cobranded Ingredients: Brown Lentil, Cooked Ham [Boneless Ham, Water, Salt, Maltodextrin, Stabilizers (Carrageenan, Pentasodium Triphosphate], White Sugar, Flavouring Substances, Spices, Sodium, Isoacorbate, Sodium Nitrate, Carrot, Piquillo Pepper (Roasted), Corn, Onion (Fried), Cheese and Cheese Products (Full Fat Pasteurised Milk, Salt, Lactic Ferments, Rennet), Olive Oil, Vinegars, Salt, Flavouring Substances This product retails in a 200g pack. 37

38 2. Lentils and Lentil-Based Ingredients New Product Examples (cont d) Lentil and Pumpkin Tajine Country: France Company: Le Bonheur est dans le Pot Subcategory: Cooking sauces Launch type: New variety/range ext. Price in USD: $4.25 Claims: Organic, gluten-free, low/no/ reduced allergen, ethical-enviro. friendly product Ingredients: Cabbage*, Tomato*, Pumpkin*, Green Lentil*, Onion*, Apricot (Dry)*, Sunflower Seed Oil (Virgin, Cold Pressed)*, Sea Salts (Unrefined), Sage*, Celery * = from organic farming This organic and Ecocert-certified product is 100% vegetable based, naturally free from gluten and retails in a 380g jar. Smooth Vegetable Soup Country: Finland Company: SOK, Finland Subcategory: Wet soup Launch type: New variety/range ext. Price in USD: $2.61 Claims: Low/no/reduced allergen and lactose, microwaveable Ingredients: Carrot, Water, Red Lentil, Parsnip, Cream (Lactose Free), Celery, Onion, Cheese and Cheese Products, Vegetable Stock (Yeast Extract, Carrot, Leek, Black Pepper, Onion, Lovage, Salt, Glucose, Corn Maltodextrin, Smoke Flavourings, Rapeseed Oil), Garlic, Chili Pepper, Parsley, Oregano, White Sugar This soup is rich in puréed vegetables, softened with lactose-free cream and cheese, and retails in a 300g pack. Spanish Style Rice and Vegetables Country: United Kingdom Company: Ilumi, UK Subcategory: Prepared meals Launch type: New product Price in USD: $4.23 Claims: All natural, ease of use, glutenfree, low/no/reduced allergen, microwaveable, on-the-go Ingredients: Butternut Squash, Water, Yellow Pepper, Red Pepper, Onion, Tomato, Brown Rice, Olive Oil, Red Lentil, Vegetable Stock (Water, Onion, Leek, Carrot, Tomato Puree, Parsley, White Pepper, Bay Leaf), Garlic, Lemon Juice, Cornflours, Wild Ride, Tomato Puree, Parsley, White Sugar, Sea Salts, Chili Pepper, Smoked Paprika, Curcumin, Black Pepper, Chili Powder This product retails in a 350g pouch. 38

39 3. Beans and Bean-Based Ingredients 39

40 3. Beans and Bean-Based Ingredients Launches by Type There were 921 new products launched in the EU with bean ingredients over the Jan 2010-July 2014 review period. 13% 4% 4% 40% New variety/ range extension New product New packaging New varieties/range extensions and completely new products were the most common launch types by far, accounting for a total of 364 (40%) and 363 products (39%) respectively over the period. 39% New formulation Relaunch Launch Type Total New variety/range extension New product New packaging New formulation Relaunch Total

41 3. Beans and Bean-Based Ingredients Launches by Country France saw the most overall launches of products with bean ingredients with 24%, followed by the UK (22%). Greece, Hungary and Denmark saw the fewest new products, each representing less than 1% of the launches. Country Total Sample France UK Spain Germany Italy Ireland Netherlands Poland Sweden Belgium Portugal Austria Czech Republic Finland Greece Hungary Denmark Total Sample

42 3. Beans and Bean-Based Ingredients Launches by Ingredient Bean flour was the most prominently used ingredient among the new launches with a total of 380 instances (used by 41% of products), followed by white bean (203 or 22%), black bean (191 or 21%), pinto bean (105 or 11%) and adzuki bean (48 or 5%) Top 5 Bean Ingredients Adzuki Bean Pinto Bean Black Bean White Bean Bean Flour *Note: Percentages will add to more than 100% as products can contain more than one of the ingredients listed. 42

43 3. Beans and Bean-Based Ingredients Launches by Ingredient (cont d) Beyond the top 5 discussed on the previous slide, the remaining 10 ingredients included in this search occurred a total of just 31 times among the new launches, with 5 of those ingredients actually recording no instances of use over the time period. Ingredient Total Sample Bean Flour White Bean Black Bean Pinto Bean Adzuki Bean White Bean Flour Navy Bean Pinto Bean Powder Pinto Bean Flour Great Northern Bean White Bean Paste White Kidney Bean Extract Navy Bean Flour Black Bean Oil Black Bean Flavor

44 3. Beans and Bean-Based Ingredients Launches by Category Meals and meal centres was by far the most common category for new products with bean ingredients, representing more than one-third of the total launches. However, the fruit and vegetables category recorded stronger growth in the number of launches over the full years of , with 56%. Top 10 Categories Total Sample Meals & Meal Centers Fruit & Vegetables Bakery Soup Snacks Sauces & Seasonings Desserts & Ice Cream Side Dishes Processed Fish, Meat & Egg Products Dairy Other Total Sample

45 3. Beans and Bean-Based Ingredients Launches by Subcategory Among the 380 products with bean flour as an ingredient, the most prominent subcategory was sandwiches and wraps followed by bread and bread products. However, for products using actual beans (white, black, pinto, adzuki), the top two subcategories were vegetables and prepared meals, with wet soup also popular. BEAN FLOUR (380 products) Top 10 Subcategories % of Products Sandwiches/Wraps 33% Bread & Bread Products 32% Chilled Desserts 5% Pastry Dishes 5% Cakes, Pastries & Sweet Goods 5% Hors d'oeuvres/canapés 5% Spoonable Yogurt 2% Dairy-Based Frozen Products 2% Fish Products 1% Seasonings 1% Other Frozen Desserts 1% Bean-Based Snacks* 1% WHITE BEAN (203 products) Top 10 Subcategories % of Products Vegetables 50% Prepared Meals 18% Wet Soup 8% Salads 5% Baby Savoury Meals & Dishes 3% Dry Soup 2% Cakes, Pastries & Sweet Goods 2% Meal Kits 1% Sweet Biscuits/Cookies 1% Pickled Condiments 1% *12 subcategories shown as 4 tied for 10 th place. 45

46 3. Beans and Bean-Based Ingredients Launches by Subcategory (cont d) BLACK BEAN (191 products) Top 10 Subcategories % of Products Prepared Meals 31% PINTO BEAN (105 products) Top 10 Subcategories % of Products Prepared Meals 22% ADZUKI BEAN (48 products) Top 10 Subcategories % of Products Vegetables 40% Vegetables 15% Vegetables 20% Prepared Meals 13% Cooking Sauces 12% Salads 9% Wheat & Other Grain-Based Snacks 7% Wet Soup 5% Meal Kits 4% Meat Substitutes 4% Meat Products 2% Potato Products 2% Wet Soup 17% Stuffing, Polenta & Other Side Dishes 12% Cooking Sauces 7% Sandwiches/Wraps 6% Salads 3% Meal Kits 2% Meat Substitutes 2% Corn-Based Snacks 2% Wet Soup 13% Meat Substitutes 8% Bean-Based Snacks 8% Rice 6% Bread & Bread Products 4% Dry Soup 4% Stuffing, Polenta & Other Side Dishes 2% Meat Products 2% 46

47 3. Beans and Bean-Based Ingredients Launches by Claim The convenienceoriented claim of microwaveable was the most commonly used by new launches with bean ingredients, appearing on 272 of 921 products. No additives/ preservatives was the second-most popular, and environmentally friendly packaging was also prominent. Top 10 Claims Microwaveable No Additives/Preservatives Ethical - Environmentally Friendly Package Vegetarian Ease of Use Time/Speed Low/No/Reduced Allergen Organic Gluten-Free High/Added Fibre

48 3. Beans and Bean-Based Ingredients New Product Examples Tuna Bean Salad Country: Germany Company: Natsu Foods Subcategory: Salads Launch type: New variety/range ext. Price in USD: $4.00 Claims: n/a Ingredients: White Bean (White Bean, Waters, Salt, Vitamin C (Food Acids, Antioxidants)), Celery, tuna in oil (14%) (Tuna, Rapeseed Oil, Sunflower Seed Oil, Salt), Yellow Pepper, Tomato (Cubes), Rapeseed Oil, Carrot, Red Pepper, Parsley, Lime Juice, Salt, Peppers This product consists of salad with white beans, fresh vegetables, tuna and vinaigrette dressing, and retails in a 250g pack. Vegetable Cream with Beans Country: Hungary Company: Univer Product Subcategory: Savoury vegetable spread Launch type: New product Price in USD: $1.55 Claims: No additives/preservatives Ingredients: Egg Plant, Waters, Paprika, Tomato Concentrate (Concentrate), White Bean, Onion, Rapeseed Oil (Fined), White Sugar (Sugar Based), Modified Starch, Salt, Lactic Acid (Edible, Food Acids), Black Pepper (Grated), Bay Leaf, Smoke Flavourings This product is said to be ideal for toast, is free from preservatives and flavour enhancers, contains lycopene and retails in a 160g pack. Beetroot Patties Country: Sweden Company: Ekko Gourmet Subcategory: Meat substitutes Launch type: New packaging Price in USD: $7.21 Claims: Gluten free, low/no/reduced allergen, no animal ingredients, organic, social media, vegan Ingredients: Kidney Bean (Organic), Beetroot (Organic), organic oatmeal (not pure oats), Onion (Organic), Adzuki Bean (Organic), Carrot (Organic), Caper Buds, Tomato (Pure), Beetroot Juice (Waters, Organic White Sugar, Organic Vinegars, Organic Spices), Vinegars, Salt, Black Pepper These patties were produced using local vegetables and are free from soya. 48

49 3. Beans and Bean-Based Ingredients New Product Examples (cont d) Moinmoin Savoury Steamed Bean Pudding with Mackerel Country: United Kingdom Company: Varo Subcategory: Shelf-stable desserts Launch type: New product Price in USD: $2.62 Claims: No additives/preservatives, microwaveable Ingredients: Water, Bean Flour, Mackerel (Smoked), Vegetable Oils (Vegetable Based), Onion, Green Pepper, Tomato Paste (Paste), Habanero Chili, Prawn (Smoked, Ground), Salt, Spices White Beans with Quail and Thyme Country: Spain Company: Umoh Subcategory: Prepared meals Launch type: New product Price in USD: $6.76 Claims: No additives/preservatives, all natural product, social media Ingredients: White Bean, Onion, Meat Stocks and Concentrates (Defatted) (Leek, Onion, Garlic, Carrot, Beef Bone), Quail Meat, White Wine, Extra Virgin Olive Oil (Olive Oil Derived, Extra, Extra Virgin), Garlic, Thyme, Black Pepper, Salt Farmer s Soup Country: Poland Company: Jeronimo Martins, Poland Subcategory: Wet soup Launch type: New product Price in USD: $1.48 Claims: Microwaveable, no additives/ preservatives, time/speed Ingredients: Water, Vegetables (Potato, Carrot, String Bean, Peas, Red Lentil, Leek, Onion, Green Lentil, Adzuki Bean, Black Eyed Pea), Cereals (Pearled Barley, Pearled Spelt), Extra Virgin Olive Oil, Sunflower Seed Oil, Salt, Spices, Herbs This wholesome product is medium hot, contains only the finest ingredients, is full of flavour and retails in a 210g pack. This product is said to be a 100% natural meal, free from additives. It retails in a 425g pack. This 620g deli soup is made using a modern technology that guarantees full flavour without the addition of preservatives and flavour enhancers. 49

50 4. Chickpeas and Chickpea-Based Ingredients 50

51 4. Chickpeas and Chickpea-Based Ingredients Launches by Type There were 1,262 new products launched in the EU with chickpea ingredients over the Jan 2010-July 2014 review period. Completely new products were the most common launch type each year, accounting for a total of 575 products (46%). 10% 38% 4% 3% New Product 46% New variety/ range extension New packaging New formulation Relaunch Launch Type Total New product New variety/range extension New packaging New formulation Relaunch Total

52 4. Chickpeas and Chickpea-Based Ingredients Launches by Country The UK has seen its number of launches increase steadily each year, and saw the most overall launches by far with 36%. Other than Hungary, Poland and Portugal saw the fewest new products, each representing just 0.6% of launches over the period. Country Total Sample United Kingdom France Germany Spain Italy Ireland Netherlands Czech Republic Sweden Finland Belgium Denmark Austria Greece Poland Portugal Hungary Total Sample

53 4. Chickpeas and Chickpea-Based Ingredients Launches by Ingredient Chickpeas were the most popular ingredient used among the launches with 989 instances, followed by chickpea flour (336) and dried chickpeas (11). 53

54 4. Chickpeas and Chickpea-Based Ingredients Launches by Category Overall, savoury spreads was the most common category for products with chickpea ingredients over the review period, representing 21%. Top 10 Categories Total Sample Savoury Spreads Meals & Meal Centers Snacks Fruit & Vegetables Side Dishes Processed Fish, Meat & Egg Products Soup Bakery Sauces & Seasonings Baby Food Others Total Sample ,262 54

55 4. Chickpeas and Chickpea-Based Ingredients Launches by Subcategory Products broken down by top chickpea ingredients: CHICKPEA (989 products) Top 10 Subcategories % of Products Dips 25% Vegetables 15% Prepared Meals 13% Stuffing, Polenta & Other Side Dishes 9% Wet Soup 8% Salads 5% Snack Mixes 5% Hors d'oeuvres/canapes 3% Meat Substitutes 3% Meal Kits 2% CHICKPEA FLOUR (334 products) Top 10 Subcategories % of Products Hors d'oeuvres/canapes 16% Stuffing, Polenta & Other Side Dishes 11% Baking Ingredients & Mixes 10% Snack Mixes 9% Meat Products 8% Poultry Products 6% Prepared Meals 4% Bean-Based Snacks 4% Cooking Sauces 4% Fish Products 3% DRIED CHICKPEA (11 products) Top 10 Subcategories % of Products Vegetables 64% Dips 18% Snack Mixes 9% Prepared Meals 9% *No further subcategories used Dips and vegetables were the top subcategories for both chickpeas and dried chickpeas, while chickpea flour appeared within a variety of subcategories, including hors d oeuvres, side dishes, and baking mixes. 55

56 4. Chickpeas and Chickpea-Based Ingredients Launches by Claim Health-related claims feature prominently among new products with chickpea ingredients. Vegetarian was the most common claim employed (36%), followed by no additives/ preservatives and environmentally friendly package, each with 27%. Top 10 Claims Vegetarian No Additives/Preservatives Ethical - Enviro. Friendly Package Microwaveable Low/No/Reduced Allergen Gluten-Free Organic Ease of Use No Animal Ingredients Vegan

57 4. Chickpeas and Chickpea-Based Ingredients New Product Examples Chickpea Pasta Country: France Company: PFCA Subcategory: Stuffing, polenta and other side dishes Launch type: New product Price in USD: $5.29 Claims: N/A Ingredients: Water, Chickpea Flour, Salt This Chickpea Pasta has been traditionally made. The product can be fried in a pan with salt and pepper, and retails in a 0.42kg pack with two portions. Chickpea Puree with Pepper Country: Germany Company: Sarah Wiener Produkte Subcategory: Sandwich fillers/spreads Launch type: New variety/range ext. Price in USD: $5.34 Claims: Organic, vegetarian, ethical - human Ingredients: Chickpea*, Peppers*, Sunflower Seed Oil*, Sesame Seed Oil*, Water, Sesame Seed*, Luisenhaller low salt, Cumin Seed*, Citrus Fibre, Peppers*, Cayenne Pepper* * = from controlled organic cultivation The product is said to be ideal for quick dips and sauces and to flavour meat, noodle and rice dishes and retails in a 130g pack. The chickpeas are biodynamically farmed and fulfill social and cultural values. Minestrone with Legumes Country: Italy Company: Bofrost Subcategory: Wet soup Launch type: New product Price in USD: $8.64 Claims: N/A Ingredients: Legume Vegetables (Beans, Peas, Pulses, Chickpea, Green Bean, Broad Bean), Potato, Tomato, Cabbage, Carrot, Celery, Spinach, Zucchini, Onion This new product retails in a 1500g pack featuring a recipe suggestion. 57

58 4. Chickpeas and Chickpea-Based Ingredients New Product Examples (cont d) Mediterranean Falafel Country: UK Company: Great Food, UK Subcategory: Stuffing, polenta and other side dishes Launch type: New variety/range ext. Price in USD: $3.38 Claims: GMO-free; gluten-free; halal; kosher; low/no/reduced allergen, fat, and lactose; microwaveable; no additives/ preservatives; vegetarian Ingredients: Chickpea, Vegetable Oils, Onion, Potato Flake, Salt, Sweetened Egg Powder, Garlic Concentrate, Lemon Juice Concentrate, Sodium Hydrogen Carbonate, Coriander (Ground), Cumin Seed (Ground), Parsley (Dry), White Pepper These baked falafels can be enjoyed hot or cold, and retail in a 200g pack. Indian Vegetables for Chicken Country: Finland Company: Findus, Finland Subcategory: Vegetables Launch type: New variety/range ext. Price in USD: $3.42 Claims: High/added fibre Ingredients: Chickpea, Skim Milk, Onion, Tomato (Grilled Tomato, White Sugar, Salt, Calcium Chloride), Pulses, Cauliflower, Spinach, Beans, Cream, Rapeseed Oil, Potato, Pineapple, Coriancer, Salt, Starches and Dextrins, Tomato Puree, Curry, Fenugreek, Garlic, Sunflower Seed Oil, Glucose This soup is ideal for pan-frying and is suitable for chicken, as well as fish, beef and pork dishes. It retails in a 400g pack. Chickpea Mango Vegetarian Spread Country: Germany Company: Naba, Germany Subcategory: Savoury vegetable spread Launch type: Relaunch Price in USD: $2.26 Claims: Organic, vegetarian Ingredients: Water, Chickpea*, Mango Puree (Pure)*, Sunflower Seed Oil*, Honey*, Sesame Seed*, Quinoa*, Soy Grits*, Rock Salt, Curry (Mustard Flour)*, Seasoning*, Lemon Juice Concentrate* * = from controlled organic farming This product is described as exotic and ideal for use in sandwiches, dressings, dips and sauces. It retails in a 140g pack. 58

59 Conclusion The EU is the world s second-largest pulse importer, and a growing market for new products with pulse ingredients that saw 3,593 launches over the January 2010 to July 2014 review period. Since Canada is the largest international exporter of pulses but currently represents just 22% of EU imports, there may be opportunities to further supply this market. Key countries of note are the UK and France, which were the top two EU countries in terms of new product launches overall, as well as within each of the 4 pulse ingredient categories analyzed here. Chickpeas appear to be the most prominently used pulse ingredient among new products in the EU, possibly due to their versatile use in whole form and an already established presence on the market. Chickpeas appear in a range of popular products from spreads and vegetable dishes to meat substitutes. In terms of launch type, the total number of completely new products was almost equal to the total number of new varieties/range extensions (1,441 and 1,437 respectively). This presents opportunities for Canadian manufacturers to export new and unique offerings, but also to supply pulse ingredients that can be incorporated into new formulations of existing product lines within the EU. 59

60 For More Information International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice. Overview of Trade Commissioner Services in the European Union Find a Trade Commissioner For additional intelligence on this and other markets, the complete library of Global Analysis reports can be found under Statistics and Market Information at the following link, arranged by sector and region of interest: ats-sea.agr.gc.ca For additional information on the SIAL Paris exhibition, please contact: Ben Berry, Deputy Director Trade Show Strategy and Delivery, Agriculture and Agri-Food Canada ben.berry@agr.gc.ca 60

61 Questions, Comments? If there are any questions or comments on this report, please contact Global Analysis at Prepared by: Shannon Fraser, Market Analyst The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein. Reproduction or redistribution of this document, in whole or in part, must include acknowledgement of Agriculture and Agri-Food Canada, as the owner of the copyright in the document. Where the reproduction or redistribution includes data and/or graphs from this document, it must also include an acknowledgement of the specific data source(s), as noted in this document. Agriculture and Agri-Food Canada provides this document and other report services to agriculture and food industry clients free of charge. Visit our online library of public reports for more information on this and other markets. 61