Shortenings

Shortenings Market - Global Industry Insights,
Trends, Outlook, and Opportunity Analysis,
2018-2026
Shortening is prepared from vegetable oil or animal fat and is solid at room
temperature. Shortening made by hydrogenation of vegetable oils such as Soy, Palm
or Cottonseed are commonly used in applications such as bakery, snacks & savory
products, and confectionery products. Shortening is added to the flour before baking,
in order to prevent lengthening of gluten strands and to avoid formation of tough
matrix. As shortening contains saturated fats, unsaturated fats and trans-fat, it is
enriched in calories. Therefore, most of the companies are changing their shortening
product portfolio towards trans-fat free, to tap potential market of low calorie food.
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Market Dynamics
● Increasing demand for baked goods, globally is creating a conducive
environment for growth of global shortenings market. According to Coherent
Market Insights’ analysis, per capita consumption of bakery products in
Germany, France, and the U.K. was 85.5 kilograms, 71.5 kilograms, and 47.3
kilograms, respectively, in 2017.
● However, availability of alternatives to shortenings such as butter and
stringent government regulations on use of unsaturated fatty acids in food
products are some of the factors restraining growth of the shortenings market.
In 2015, U.S. Food and Drug Administration decided that unsaturated fatty
acids are not considered as a safe food additive, due to health risk associated
with consumption of these. Therefore, companies are focusing on
development of products that are alternative to shortening. Moreover, use of
shortenings in food products is highly dependent on requirement of the final
properties of end products. For instance, some people prefer butter over
shortening as butter offer richer flavor and crispier texture.
● Excessive consumption of high calorie shortening leads to risk of
cardiovascular diseases. Therefore, consumers are shifting their
preference towards low calorie products, which represents immense
opportunity for growth of the low calorie shortening in the global
shortenings market throughout the forecast period.
Market Outlook
● On the basis of form, solid segment accounted for major market share in
global shortenings market in 2017. Multiple advantages of solid
shortenings over liquid shortenings such as ease of handling & storage and
longer shelf life are factors aiding in growth of this segment.
● On the basis of source, plant-based segment was dominant in terms of
share, in the market in 2017. The segment is projected to maintain its
dominance throughout the forecast period. Plant-based shortening is cheaper
as compared to animal based shortening and possesses high shelf stability. It
contains more fat, as a result, it adds more flaky texture to food products.
● On the basis of application, bakery segment accounted for the highest
market share in the market in 2017. Shortenings are preferred in the
manufacturing of bakery products, in order to get crumbly, flaky, and crusty
texture. Therefore, increasing demand for shortenings in the manufacturing of
biscuits, cookies, and various other products is fueling growth of the bakery
segment.
● Owing to bulk availability of raw materials required for shortening such as
palm oil, Asia Pacific is expected to gain major traction in the global market
over the forecast period. ASEAN countries such as Indonesia, Malaysia, and
Thailand are the leading producers of palm oil in Asia Pacific. According to
combined study conducted by Indonesia Palm Oil Producers Association
(Gapki) and Indonesia Ministry of Agriculture, the overall production of palm
oil was 32 million tons in 2016, out of which, 27 million tons of palm oil was
exported. Moreover, according to Gapki, the overall production of palm oil in
Indonesia is projected to reach 40 million tons by 2020. This is one of the
major factors driving growth of the market in the region.
Key players in Global Shortenings Market
● Key players operating in the global shortenings market include Archer
Daniels Midland Company, Cargill Incorporated, Bunge Limited, Wilmar
International Limited., Ventura Foods, LLC, Conagra Brands,
Associated British Foods PLC, and AAK AB.
● Several companies that manufacture shortening are adopting various organic
and inorganic growth strategies, in order to sustain their market position.
Mergers, acquisitions and expansions in various geographies, and new
product launches are some of key strategies followed by major players in the
shortenings market. For instance, in October 2016, Cargill Incorporated
launched five new bakery shortening products under its Regal product line.
The new Regal bakery shortenings include Regal Icing Shortening NH, Regal
Donut Fry Shortening, Regal Puff Pastry Shortening, Regal Cake & Icing
Shortening, and Regal All Purpose Shortening. These products were
strategically launched to meet rising demand for shortening from bakery
industries. Such activities are creating a conducive environment for growth of
the market.
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The research report on shortenings market categorizes the global market by source (Plant Based and Animal Based), by form (Solid and Liquid), by application (Bakery, Snacks & Savory, Confectionery, and Others), distribution channel (Hypermarkets, Supermarkets, Online Stores, and Others)

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