PublishedCHICAGO—New food and drink product launches with "low carb" claims in Europe have increased 95% between 2008 and 2013, suggesting the low-carb trend may be back in action and with support from high-protein claims, according to new market research from Mintel.
Ten percent of new low-carbohydrate food and drink launches were pasta products, 10% baking ingredients or mixes, 9% bread and 8% snack, cereal and energy bars. The top three countries in Europe for new low-carbohydrate food and drink product launches are France (17%) followed by Germany and Spain, accounting for 15% of NPD share respectively.
Research shows high protein is aiding the comeback of the low-carb trend, with European new product launches in the food and drink category carrying both a low-carb and high-protein claim growing 57% between 2008 and 2013.
New product launches with high protein claims have tripled over the past five years in Europe with a 260% increase in high-protein product launches in 2013 compared with 2008, driven by snacks, yogurt and prepared meals. This year in Europe, of total new product introductions making a protein claim, snacks accounted for 24%, dairy 20% and processed fish, meat and egg products 15%.
Protein's satiety benefits constitute as an important component in weight management; research shows new products launched in Europe carrying high-satiety claims grew 164% between 2008 and 2013.
"As well as communicating the low-carb content of the products, the presence or absence of other nutrients is also highlighted, with high-protein claims positioning products as more than just low-carb alternatives," said Laura Jones, food science analyst, Mintel.
In addition, there is also opportunity for further growth for high-protein products—for example, 66% of Polish, 61% of Spanish, 51% of Italian and 51% of German and 48% of French consumers would be interested in trying high-protein bread.
Meanwhile, dairy products are a good source of natural protein that has served as a base for high-protein claims, with milk gaining recognition over the past few years as an ideal sports drink. Indeed, 52% of Italian consumers, 49% of French, 45% of Spanish and 37% of Germans think milk is good to drink during exercise. Meanwhile, 20% consumers in the United Kingdom think milk is good to drink during and after sports activity.
