Globally, launches of foods with low/no/reduced sodium claims declined 5% over the 2010/2011 period, appearing on just 2% of total food launches in 2011.
Accoring to Mintel’s Global New Products Database (GNPD) Europe remains the most active region in terms of product innovation, covering the same percentage in 2011 (35%) as the year before of new product launches carrying low/no/reduced sodium claims – compared to to 39% back in 2007.
North America follows with 26% share of the global market in 2011 as opposed to 32% in 2010 and 28% in 2007. While APAC comes third covering 19% of new launches in 2011, vs 18% in 2010 and 19% in 2007.
In Europe, 3% of all new food products introduced in 2011 in the UK carried a low/no reduced sodium claim, a higher percentage than other key European markets with the exception of Netherlands, where 9% of all new products had the same claim. For France the figure stood at 2% in 2011; for Spain 1.4%. Italy and Germany were significantly lower, at just 1% each.
When it comes to consumer attitudes, according to Mintel’s research some 54% of US consumers say they limit their use of packaged snacks and other packaged foods because they think they have too much salt or sodium, and 53% are concerned about the amount of salt or sodium in their diets.
In general, 49% of British consumers agree that taste is more important to me than calories in food, while in the US, 60% of restaurant diners typically order what they want instead of what is healthy.
When it comes to products flavoured with a non-sodium or salt alternative, almost half (46%) of consumers in the US think that they don’t taste as good as their traditional counterparts. Similarly in the UK, only a relatively small proportion (22%) of consumers have purchased low salt products, and just 4% of consumers have cut back on table sauces because of health concerns.
Globally in 2011, Snacks (16%) and Sauces & Seasonings (14%) have emerged as the most active categories in low/no/reduced sodium claims. While, in response to concerns from parents towards their young children, the Baby Food category accounted for 12% of new products carrying the claim globally. While Breakfast Cereals and Bakery accounted for 10% and 11% respectively, with 8% in Dairy.
Source: Mintel
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