Fruit ingredients remain popular
22008 = 100%
• Fruit ingredients in product launches tracked have shown a healthy growth rate in Europe, +22.0%.
• In 2013, the penetration* of fruit ingredients was 27%.
CAGR: +22.7%
*percentage of new products with fruit ingredients among all product launches tracked.
100%
133%146% 154%
177%
231%
100%
130%155%
170%
204%
265%
0%
50%
100%
150%
200%
250%
300%
2008 2009 2010 2011 2012 2013
Development of fruit ingredient launches in EuropeEurope Globally
Top regional distribution of fruit ingredients in Europe
3
• The United Kingdom (24.9%) sees almost a quarter of all new product launches tracked with fruit ingredients in Western Europe.
United Kingdom, 22.1%
Germany, 14.9%
Netherlands, 8.3%France, 8.2%
Spain, 7.9%
Italy, 4.3%
Belgium, 3.3%
Denmark, 3.0%
Other, 14%
Product launch share of products tracked with fruit ingredients - Western Europe (2013)
Top regional distribution of fruit ingredients in Europe
4
• Russia (16.6%), Hungary (15.8%) and Poland (13.5%) together see over half of all the product launches tracked with fruit ingredients in Eastern Europe.
Russia, 16.6%
Hungary, 15.8%
Poland, 13.5%Ukraine, 8.8%
Macedonia, 4.5%
Czech Republic, 4.3%
Greece, 4.2%
Romania, 3.7%
Bulgaria, 3.5%
Slovenia, 2.9%
Slovakia, 2.9%Estonia, 2.8%
Other, 8.3%
Product launch share of products tracked with fruit ingredients - Eastern Europe (2013)
Top category distribution of fruit ingredients in Europe
5
• The categories with the most product launches tracked with fruit ingredients in 2013 are dairy (13.2%), confectionery (12.7%) and bakery (12.1%).
Bakery, 14%
Confectionery, 13%
Dairy, 13%
Sauces & Seasonings, 10%
Baby Food, 7%
Ready Meals, 7%
Desserts & Ice Cream, 6%
Cereals, 6%
Spreads, 5%
Hot Drinks, 4%
Other category, 8%
Product launch share of products tracked with fruit ingredients - by category (2013)
Top categories of fruit ingredients based on 2013
6
• 47% of all cereal product launches tracked, contain fruit as an ingredient. • The highest average annual growth rate (CAGR) from 2008 to 2013
is tracked for baby food: +38%.
47% 46%
41% 41%
30% 29%
0%
10%
20%
30%
40%
50%
Cereals Spreads Desserts & IceCream
Baby Food Dairy Confectionery
Product launch share of products tracked with fruit ingredients - by category (2013)
CAGR08 - 13 +9% +21% +11% +38% +15% +19%
Product examples with fruit ingredients in Europe
7
Katjes Grun-Ohr Hase: Marshamallows with Fruit Gummies (Germany,Jul 2013)Marshmallows with fruitgummies in a plastic bag.
Ingredients: Apple, elderberry
ConfectioneryFruit Snack for Babies Bakery
Iglo Cocoa Germknodelwith sour heart (Austria,Dec 2013)cocoa yeast dough with a fruity-fresh Vistula heart and crispy cocoa crumbs
Ingredients: Apricot
FruchtBar (Germany, Jan 2014)
Description: 100% organic fruit crispiesfeaturing orange, carrots, apple and mango. The product provides an innovative vege+fruit+grainscombination. The product is also organic and contains no added sugar.
Top fruit types used as ingredients in Europe
5.5%5.6%5.9%6.0%
8.5%10.2%
12.8%14.7%
28.2%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
ApricotRaisinCherryGrape
RaspberryOrange
StrawberryApple
Lemon
Top fruit ingredients in European product launches tracked (2013)
8
• For European product launches tracked with fruit ingredients, lemon is present in 27.4%. This means 1 out of 4 products with fruit as ingredient contains lemon.
• Apple is in a distant second place compared to lemon: +14.7%. • Grape shows the highest average annual growth rate from 2008 to 2013: +24%,
compared to other fruit ingredients in the top 10.
Product examples with fruit ingredients in Europe
9
StrawberryAppleLemon
Bas Bas Dezert na BaziZita sa Sljivom i Limunom: WheatDessert Bar with Plum & Lemon (Serbia, Sep 2013)Wheat based dessert bar with plum and lemon
Ingredients: lemon peel, natural-identical lemon flavor
Frootz Apple High Fruit Buttons (United Kingdom, Sep 2013)Description: Five sachets of high fruit apple sweetened buttons made with apple juice, packed in a cardboard box.
Ingredients: Reconstituted fruit juice from concentrate (76%) (apple, lemon)
Organix Baby Food: Strawberry & Banana Porridge (United Kingdom, Mar 2014)Ingredients: Rice flour 55%, maize flour 36%, banana flakes 6%, freeze dried strawberry powder 3%,
Top health claims
18.4%16.3%
12.2% 11.9%
7.1%
0.0%
2.5%
5.0%
7.5%
10.0%
12.5%
15.0%
17.5%
20.0%
NoAdditives/Preservatives
Allergy Gluten Free Organic Low Fat
Top 5 passive health claims on product launched tracked with fruit ingredients in Europe (2013)
10
• 18.4% of products with a fruit ingredient carry a no additives/preservatives claim. • Clean label claims (no additives/preservatives and organic) and free from claims
(allergy and gluten free) dominate the top 5 passive health claims.
Health claims product examples in Europe
11
OrganicGluten/ Allergy freeNo Additives/Preservatives
Kiddylicious Apple Crisps (Spain, Mar 2014)Description: Four yummy bags of bite sized crunchy slices of real apple.
Claims/Features: No additives or salt. Whole portion of fruit inside each bag. 1 of your 5 a day.
Beauty Sweeties Fruit Confection: Finest Fruit Confection with 81% Fruit Content, Coenzyme Q10, Aloe Vera, Biotin(Germany, Jan 2014)Claims/Features: 81% fruit content, coenzyme Q10, Aloe Vera and Biotin make these fruit confections unique. Gluten-free. Lactose-free. No gelatine.
Landgarten Schoko Beeren-Mix In Dreierlei Schokolade: Chocolate Berry Mix (Austria, Dec 2013)
Claims/Features: Certified organic.
Ingredients: organic blueberries 3%, organic raspberries 3%, organic strawberries 3%,
Thank you for viewingPresented by Innova Market Insights & Paradise Fruits (www.paradise-fruits.de)
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