Raw rises

28 Apr 2016

As raw food diets are hitting the mainstream, a growing number of “raw”-labelled food and drink products are launching in Europe, and it seems Germany is particularly active when it comes to “raw” food and drink innovation reports Mintel.

Raw rises

As raw food diets are hitting the mainstream, a growing number of “raw”-labelled food and drink products are launching in Europe, and it seems Germany is particularly active when it comes to “raw” food and drink innovation.

New Mintel research finds that Germany is taking the European lead in “raw” launches, having introduced one out of 10 (10.4%) “raw” food and drink products in the region in 2015. This is more than double compared to 2014, when only 4.5% of the total “raw”-labelled products were introduced in Germany. Meanwhile, France – the second biggest player in the European “raw” field – accounted for 8% of product launches last year, followed by the UK (7%) and Finland (5%).

While Germany’s launch activity is currently the highest in Europe, “raw”-labelled products still only accounted for 1% of all natural-positioned food and drink launches in Germany in 2015. Nevertheless, from that small base, “raw” introductions have shot up dramatically last year: out of all “raw” food and drink products launched in Germany in the past four years, almost half (48%) were introduced in 2015 alone.

“The raw diet promotes the consumption of uncooked, unprocessed or minimally processed food and drink as a means of a healthier lifestyle,” said Julia Buech, Food and Drink Analyst at Mintel. “The concept is based on ingredients that have been heated to a temperature below 48°C in order to preserve enzymes and nutrients. While the raw market is still very niche, it offers plenty of opportunities for manufacturers, as the healthy lifestyle trend takes off in Germany.”

The trend towards more natural options has made inroads in the German food and drink sector for some time now, as consumers grow increasingly wary of additives, allergens and chemicals in food.

Indeed, in a 2015 Mintel survey, over one third (36%) of German consumers claimed to avoid food and drinks containing artificial additives or preservatives. What’s more, 20% of Germans said they bought more organic food and drink compared to a year ago, and 16% of German consumer said they were buying more food and drink products made with extra care and attention.

“The raw concept takes sought-after health properties a step further, offering not only the benefits of natural ingredients, but also of a more nutrient-preserving production process,” continued Buech. “The concept of unprocessed foods is attractive not only to strict raw foodists, but also a much wider consumer base looking for healthy products helping them to feel energised and lose or maintain weight.”

Indeed, more than seven in 10 (73%) German consumers say eating fresh fruit and vegetables is a good option for losing or maintaining weight, while 44% say the same about unprocessed food.

Yet, the “raw” label is not only a trend for fresh produce, but also for other foods such as snack bars, chocolate treats and spreads. According to Mintel’s Global New Products Database (GNPD), snacks are the leading category when it comes to “raw” launches, accounting for three in 10 (32%) “raw” launches* in Germany between 2014 and 2015, followed by dairy (18%), chocolate confectionery (12%) and bakery (8%).

Snack bar launches featuring a “raw” label have shot up from 5% of all total snack bar introductions in Germany in 2012 to 15% in 2015. This comes as the “raw” trend seems to hit a nerve with snack bar consumers, as two in five (42%) Germans think that conventional bars are too processed.

Consumer interest in raw chocolate in Germany is also high, as almost seven out of 10 (68%) Germans have either tried or would be interested in trying raw chocolate. This attitude is mirrored in the increased launch activity in Germany. While still accounting for just 1% of total chocolate launches, the share of raw chocolate introductions has increased six-fold (580%) in Germany between 2012 and 2015.

“While raw launches are certainly on the rise in parts of Germany, activity is still under-represented in a number of categories, such as cereals or soups. These white spaces offer future opportunities for both domestic and international brands,” said Buech. “Raw food and drinks will continue to gain attention as consumer interest in ‘living foods’ – as a form of a naturally healthy, high quality diet – is increasing.”

Related tags

Natural

Related news

Nitrite and nitrate alternatives gain ground for processed meat applications

Nitrite and nitrate alternatives gain ground for processed meat applications

14 Jun 2022

As France finalises its review into the health risks of nitrite in cured meats, industry research focuses on the potential substitutes for nitrite and nitrate in processed meats to offer consumers healthy alternatives.

Read more 
Consumers seek ashwagandha-fueled relaxation in beverages

Consumers seek ashwagandha-fueled relaxation in beverages

28 Mar 2022

Ashwagandha has been used in India for centuries, and it is only in recent years that consumers in the US and now Europe are realising its health benefits, with manufacturers starting to add this adaptogen to beverage formulations.

Read more 
Does the home baking boom have longevity?

Does the home baking boom have longevity?

15 Mar 2022

After years of decline, home baking mixes experienced a boom during the Covid-19 pandemic. With the right positioning and claims, such as clean label and plant-based, brands can continue to leverage the trend for home baking.

Read more 
‘Humanisation’ of pets creates opportunities in pet food

‘Humanisation’ of pets creates opportunities in pet food

9 Feb 2022

Clean label, natural, sustainable, luxury and plant-based: The ‘humanisation’ of pets means consumers want premium pet food, and a number of food manufacturers are entering the growing pet food sector to meet their demands.

Read more 
Euromonitor’s top consumer trends in 2022 – and what they mean for the food industry

Euromonitor’s top consumer trends in 2022 – and what they mean for the food industry

7 Feb 2022

From direct-to-consumer e-commerce to upcycled food or functional ingredients for holistic wellbeing, we look at how food and drink manufacturers can leverage some of 2022’s top consumer trends into their portfolios.

Read more 
Mexican brand Sigma launches amaranth-based snack in the US market

Mexican brand Sigma launches amaranth-based snack in the US market

4 Feb 2022

Chocke-Obleas are arriving from Mexico to key markets in the U.S., thanks to multinational company Sigma. The Mexican snack wafer is made with chocolate, artisan wafers and crispy popped amaranth, and the wafers currently come in two flavors: chocolate...

Read more 
World’s largest indoor vertical farm planned for construction in US

World’s largest indoor vertical farm planned for construction in US

1 Feb 2022

Indoor aquaponic farming company Upward Farms is aiming high with its new project to open the world’s largest indoor vertical farming plant in early 2023. The 250,000-square-foot (six-acre) facility will be two to four times the size of the next larges...

Read more 
The rise of baby food delivery

The rise of baby food delivery

30 Jan 2022

Direct-to-consumer baby food companies promise to deliver nutritious, clean label food products that are tailored to babies’ developmental needs straight to busy mums’ doors, and investors are eyeing the category with interest.

Read more 
Less sugar, more fibre: How brands can leverage ‘two-in-one’ reformulation

Less sugar, more fibre: How brands can leverage ‘two-in-one’ reformulation

23 Jan 2022

Combining natural sweeteners with fibres to replace the sweetness and bulk of sugar is a two-in-one reformulation approach that allows brands to make two appealing on-pack product claims: less sugar and more fibre.

Read more 
Codex approves global framework for stevia production

Codex approves global framework for stevia production

21 Jan 2022

Codex Alimentarius has adopted a Framework for Steviol Glycosides approving four different technologies for the production of the sweetener, a move that stakeholders say will ‘benefit the entire stevia industry’.

Read more