Trends in Low-calorie Food Market: Consumer Awareness Pushing Demand

Rising obesity levels have forced consumers to pay more attention to what they eat. Exercise and yoga are important aspects of maintaining good health and well-being, but what we feed our bodies is also of paramount importance.

The increase in consumer awareness can be gauged from the fact that supermarkets, especially in the developed world, are making more from low-calorie products. Demand for low-calorie products is on an increase, with the market expected to reach nearly US$ 10 Bn by 2019.

Stevia Gaining Traction as a Sweetener

The shift in consumer behaviour can also be witnessed from the growing popularity of stevia—a natural sweetener extracted from plants. Stevia adds little to no calorie to food and beverages, and it is poised to become the preferred sweetener in the near future. According to a recent report , the global stevia market will grow at an annual rate (compound) of 8.5% during 2014-2020 to reach a valuation of US$ 565.2 Mn.

Stevia is being incorporated by majority of the manufacturers in their offerings. Nestle launched its stevia beverage Nestea in 2008. Coca-Cola has close to 45 beverages that use stevia fully or partially as a sweetener. Pepsi also launched its Pepsi True, which contains 30% less sugar and 40% fewer calories.

Rising awareness levels have prompted supermarkets to stock more low-calorie food products and promote them in their stores. According to a recent report by Robert Wood Johnson Foundation (RWJF), between 2009 and 2013, low-calorie food products accounted for nearly 59%, compared with just 41% revenues generated through high-calorie products.

Maltodextrin’s Low-calorie Properties Make it a Preferred Food Additive

The food processing industry is also making key changes in the manufacture of food and beverages. Maltodextrin, a low-calorie food additive, is widely incorporated in the food processing industry, with a recent market research pegging it to reach US$ 3.3 Bn in 2020. The market value of maltodextrin market was estimated to be worth US$ 2.5 Bn in 2014.

Natural Colours Account for 60% of the Food Colours Market

In addition to demanding low-calorie food products, a key trend in consumer behaviour is the curiosity to know the ingredients and their source. Since the study published by the University of Southampton linked certain food additives with hyperactivity in children, the demand for organic, and natural products has witnessed an upsurge. Consumer awareness and subsequent demand for natural food colours has prompted manufacturers to incorporate natural colours in their offerings. It is expected that by 2020, natural colours will account for 60% of the overall food colours market.

Organic has Permeated the Baby Food Market

The current trend for low-calorie and organic food products is also making its impact on the baby food segment. Concerned parents are taking no chances on what they are feeding their children, and they are demanding baby food products that use organic ingredients. This trend is not limited to developed nations with emerging nations of Brazil, Russia, India, and China (BRIC) also witnessing strong demand for organic baby food.

Overall, the market for low-calorie food and beverages is in ascendency, and owing to high demand for these products, the market is expected to witness sustained growth in the future. Leading food and beverage companies are broadening their product offerings in bid to cater to the growing demand for nutritious products.