Trends in Fermented Foods
Finding and fermenting the opportunities
November 2016
Executive summary (1)
2
•
Fermented foods have been attracting fairly significant attention from health
commentators in recent times and are being championed as delivering nutrition and
digestion benefits. In today’s ‘free from’ world, the association of fermented foods with
improved digestibility of gluten and lactose is also proving particularly important. At
the same time, fermented foods benefit from the twin credentials of being natural and
traditional, two strong drivers in the modern food and drinks industry.
•
Many mainstream food and drinks are made via some kind of fermentation, including
popular alcoholic beverages, yogurts, cheese and bread. However, this report
focuses on more specialty fermented foods, including several local concepts from the
around the world that could be ripe for international expansion.
•
Despite the publicity surrounding fermented foods, there is no across-the-board
dynamism in NPD, with some sectors performing well and others still seeing relatively
low levels of activity. However, there are signs of growth or the potential for growth in
many areas, either in launch numbers or in the regional spread of products.
•
In the fermented vegetables arena, Korean kimchi is attracting increased attention
outside Asia, tapping into interest in all things Korean as well as its fermented
positioning. Meanwhile, sauerkraut activity has also picked up a little in the past
couple of years.
Executive summary (2)
3
•
Natto is a fermented soybean food from Japan that is yet to make a strong impact
elsewhere. It could be a challenging sell outside Japan due to its strong flavor and
odd texture, but is being used in some supplements so has strong health credentials.
Tempeh is another fermented soybean product from Asia that perhaps holds better
prospects in the west thanks to its use as a vegetarian food ingredient.
•
Soy sauce is seeing good growth in NPD, both in its core Asian market and beyond.
The category is segmenting to include more specialties and healthy options. Miso is
also finding increased favor in Europe as part of a movement towards more specialty
Japanese foods.
•
Sourdough breads are performing well throughout the western world and are
expanding beyond the premium bread market and further into mainstream bakery.
•
Kombucha (tea) and kefir (dairy) are two strong fermented beverage concepts that
are attracting diverse and novel innovation with regard to flavor and presentation.
•
Beverages could well be a focus for future innovation, with signs of interest in
fermented juices and carbonates, while an American coffee company is promoting
cultured coffee beans. In addition, the ingredients industry is also exploring
opportunities for the use of fermentation, with sustainability the driving factor.
Background
www.innovadatabase.com
Growing support for fermented foods
•
Fermentation has been used as a method of food preservation for thousands of
years, but for the modern food industry, the twin benefits of flavor and health have
emerged as the strongest selling points and have encouraged suppliers to embrace
the concept as a potential growth opportunity. Supporters of fermented foods make
many claims about the supposed benefits they can deliver:
More digestible
More nutritious
Breaking down gluten and
lactose to make them more
digestible
Making minerals more
bioavailable and increasing
content of B vitamins
More tasty
Creating stronger and more
distinctive flavors
5
More stable
Increasing shelf lives
More safe
Preserving foods and
breaking down some toxic
compounds
Why now?
•
6
There are a couple of key consumer drivers that have prompted the increased focus
on fermentation in recent times. Firstly, the push into all things natural has led to a
growing focus on naturally healthy foods in place of more technical functional foods,
while secondly, many consumers are drawn to the raw, unadulterated diets eaten by
our ancestors and are switching their focus back to traditional production methods.
Back to Nature
Back to the Past
• Many consumers recognize the gut
health benefits of functional probiotic
ingredients but, in the modern
consumer environment, prefer to
embrace products that can deliver
similar benefits in a more natural
way. Not all fermented foods contain
bacteria that are comparative to
added probiotics but they are
generally recognized as delivering
on gut health and without the need
for additional ingredients in the
finished product.
• Tradition is playing a significant role
in modern food and drink
development as more and more
consumers look to the past for
dietary inspiration. Paleo and raw
food diets are increasingly popular
among those who believe that what
our ancestors ate was generally
healthier than the more highly
processed foods of today.
Fermented foods feature a type of
processing that has been used for
thousands of years so they qualify
as traditional.
Some fermented specialties are attracting attention
•
There are a number of important staples of the global food and drinks industry that
are produced via fermentation, e.g. yogurt, cheese, beer and wine. These are so
established that they are not particularly relevant in assessing reaction to fermented
products. Instead, this report focuses on some of the more specialty foods and drinks
around the world that are manufactured via fermentation and that are currently
benefiting, or could potentially benefit, from increased awareness and interest.
Pickles and
vegetables
Sauces and
seasonings
Bakery
Beverages
Dairy
Kimchi
Soy sauce
Sourdough bread
Kombucha
Kefir
Sauerkraut
Fish sauce
Dosa pancakes
Kvass
Laban
Natto
Miso
Tempeh
•
7
The reasons behind rising consumer interest in some of these concepts tend to vary;
for example, products such as kimchi and miso are largely benefiting from growing
awareness of Asian foods and their distinctive taste profiles, whereas kefir and
kombucha are also capitalizing on healthy images and sourdough bread is cashing in
on its traditional, authentic status. However, in many cases, fermentation is also an
increasingly important marketing message as consumer awareness starts to grow.
Fermented Vegetables
www.innovadatabase.com
Kimchi attracts more attention outside Asia
•
Kimchi is a Korean side dish comprising pickled and fermented vegetables (often
cabbage and onions) with added seasonings. Overall levels of NPD have remained
low but relatively steady at 20-30 products annually over the past few years and
launch activity remains heavily focused on Asian markets. However, activity outside
Asia appears to be picking up a little as consumer awareness increases. Although
this is most likely a knock-on effect from the growing presence of Korean concepts in
the foodservice arena, many western suppliers do specify the fermented nature of
kimchi so its production method is still important to its promotion.
Kimchi Launches*, 2010-2016 (YTD)
35
Rest of the World
30
Asia
# of products
25
20
15
10
5
0
2010
2011
2012
2013
* classified under pickled condiments/chutneys and vegetables
9
2014
2015
2016 (JanSep)
Western kimchi developments do flag fermentation…
‘Lactic fermented’ and
‘probiotic’
Eimealt Homemade Kimchi
(Norway, Jun 2016)
10
‘Fermented’
Yutaka 100% Natural Traditional
Korean Kimchi
(United Kingdom, Jun 2016)
‘Fermented’ and ‘live’
Zed Squared Fermented Foods
Smoked Kimchi
(Canada, Jan 2016)
…while Asian products use more diverse ingredients
Turnip
Kanghwa Tojong Sunmoo
Turnip Kimchi
(South Korea, Sep 2015)
11
Kohlrabi
Bibigo Ong Kim’s Kohlrabi
Kimchi
(Vietnam, Jul 2016)
Chinese cabbage
Fat Kid Chinese Cabbage Kimchi
(China, Jun 2016)
Kimchi is also finding diverse use outside pickles
•
Kimchi has become such an established concept across Asia that it also appears as
an ingredient or flavor in other finished foods. Particularly strong areas include
prepared noodles, soups and cooking sauces but it has also featured as a flavor in
such diverse categories as prepared fish and savory/salty snacks.
Nissin Menya Spicy Kimchi
Noodles
(Malaysia, Aug 2016)
12
Orion Wavy Potato Chips with
Kimchi Flavor
(China, Jun 2016)
Sealect Pink Salmon Mixed with
Kimji
(Thailand, Jul 2016)
Sauerkraut activity picks up
•
Sauerkraut comprises finely cut, fermented cabbage and is similar to kimchi but
generally plainer, without the added seasonings. It is traditional to East European and
Germanic cuisine but is already more established than kimchi on the wider
international stage, with just half of all launches coming from European markets over
the past few years. Launch numbers remain low and there has been some
fluctuation, but 2015 and 2016 to date have seen slightly inflated levels of activity,
perhaps in response to the increasingly positive focus on fermentation.
Sauerkraut Launches*, 2010-2016 (YTD)
60
# of products
50
40
30
20
10
0
2010
2011
2012
2013
* classified under pickled condiments/chutneys and vegetables
13
2014
2015
2016 (JanSep)
More flavors are being added to sauerkraut
Bacon
Real Quality Mild Sauerkraut with
Smoked Bacon
(Germany, Feb 2016)
14
Cranberries
Babushkin Pogrebok Sauerkraut
with Cranberries (and carrots)
(Russia, Jan 2016)
Champagne
Hengstenberg Mildessa
Champagne Sauerkraut
(Netherlands, Mar 2016)
Can natto move beyond supplements in the west?
•
Natto is a traditional Japanese food made with fermented soy beans. It has a
powerful smell, strong flavor and slimy texture so it is a challenging product to
present to customers that are unfamiliar with the product. However, a lot of Japanese
people claim to eat it for its health benefits and this is a strong selling point. In fact,
the only new natto products launched outside Asia over the past few years have been
dietary supplements with a specific focus on health and it remains to be seen if
natto’s health profile can lead to interest from the wider mainstream food industry.
Outside Asia, retail NPD surrounding
natto is still limited to supplements…
Bmtbraun Natto NKCP Extract of
Natto Bacillus Cultures
(Denmark, May 2016)
15
…but in Japan, natto features as a
meal component
Takano Okame Natto Fermented
Soybeans with Shiso & Seaweed
(Japan, May 2016)
Tempeh: a meat substitute with greater potential?
•
•
Tempeh is another fermented soybean product from Asia that could benefit from
strong health messages. Originating in Indonesia, it is made using a special culturing
and fermentation process that binds the soybeans into a cake form and is a staple
source of protein for many Indonesians. Meanwhile, its similarity to tofu is making it
increasingly popular as an ingredient in vegetarian meat substitutes and it is in this
format that it is most familiar to consumers outside Asia.
Annual NPD in products based on or containing tempeh is low, with just 13 such
products introduced in 2015, of which 7 were launched in Asia (including three new
savory snacks products comprising tempeh chips) and 6 in West Europe and North
America (all meat substitutes). The use of pulses as snack bases suggests that the
western world could be open to new healthier snack bases so it will be interesting to
see if the Indonesian tempeh-based snacks could inspire western snack producers.
Tempeh
Asia:
Tempeh is used as a mainstream meal
component and as an ingredient in
processed foods
16
North America/West Europe:
Tempeh only features as a meat
substitute for vegetarian cooking
Some western firms tap tempeh’s meat-free profile
Lightlife Smart Patties Meatless
Garden Vegetable Burger Made
with Tempeh
(United States, Jul 2016)
17
Hobbit Food For Freedom
Tempeh
(United Kingdom, Nov 2015)
Candle Café Chili Tempeh
Vegetable Empanada
(United States, May 2016)
Tempeh pushes into Indonesian snacking
Keripik Tempe Ketumbar: Tempeh
Chips
(Indonesia, Aug 2016)
18
Hagkenfarm Imos Chef Keripik
Tempe Rasa Pedas: Tempeh
Chips with Spicy Flavor
(Indonesia, Jan 2015)
Pasar Cikini Keripik Tempe Oven:
Oven Baked Tempeh Chips
(Indonesia, Aug 2016)
Fermented Sauces & Seasonings
www.innovadatabase.com
Good growth in soy sauce launches
•
Soy sauce is a well-established condiment made by fermenting soybean paste. It is a
core part of Asian cuisine and has already more than made its mark in other parts of
the world. Global soy sauce launches increased at a CAGR of 24% over 2010-2015
to peak at 549 introductions (although NPD has been slower in 2016 to date). Asia
dominates, accounting for almost two-thirds of total launches, ahead of West Europe
with 14%. The latter is one of the fastest growing markets in terms of NPD, however,
with introductions rising at a CAGR of 35% over 2010-2015, compared with 23% in
Asia.
Soy Sauce Launches*, 2010-2016 (YTD)
600
# of products
500
400
300
200
100
0
2010
2011
2012
2013
* named in product brand in the sauces and seasonings category
20
2014
2015
2016 (JanSep)
Segmentation already prevalent in soy sauce
•
There is little to no attention paid to the fermentation aspects of soy sauce in terms of
product promotion (although a few products in Asia claim to double or twice ferment
to achieve a richer flavor). Instead, the focus is on adding value, which means that
the category has segmented over the years to include different shades of soy sauce
and soy sauces with added flavors. It is interesting that West European activity
appears to be more highly segmented than in Asia, with higher penetration for
specific varieties, perhaps due to an inherently premium positioning for the product.
Penetration of Specific Soy Sauce Types in Asia and West Europe, 2015
30
Asia
% of launches
25
West Europe
20
15
10
5
0
Light, dark, medium, mature, etc.
21
Referencing other flavors besides 'soy sauce'
Real diversity as Asian soy sauce market segments
Double fermentation
Lee Kum Kee Double Deluxe Soy
Sauce (double fermented)
(China, Jul 2016)
22
Added flavor
Kikkoman Fragrant Soy Sauce
with Fresh Shaved Dried Bonito
(Japan, Oct 2016)
Children’s products
Heinz Fresh Soy Sauce for Baby
(with reduced salt and no
preservatives)
(China, Nov 2016)
Western suppliers focus on flavor and authenticity
Amora Korean Ginger Soja Sauce
(France, Apr 2016)
23
Organic Tamari Soy Sauce
(United Kingdom, May 2016)
Maruso Ghost Pepper Soy Sauce
(United States, Sep 2016)
Soy sauce health focus differs in Asia and Europe
•
The soy sauce market has also seen some interesting development as regards
healthier options. Notably, the health focus varies from region to region, with Asian
markets seeing a strong focus on low sodium developments in 2015, while
Europeans are more focused on organic and gluten-free positioning. No
additives/preservatives claims are also strong in both regions.
West Europe
Asia
Organic
27% of new products in 2015
Low sodium
10% of new products in 2015
Gluten-free
21% of new products in 2015
24
Regional health targets for soy sauce
Western focus on gluten free and organic
Lee Kum Kee Gluten Free Light
Soy Sauce
(Netherlands, Apr 2016)
25
Baule Volante Tamari Organic
Soy Sauce
(Italy, Jul 2016)
Asians look to salt
Marukin Natural Fermented Low
Salt Soy Sauce
(Japan, Feb 2016)
Miso is strongest in Asia and West Europe
•
Miso is a traditional Japanese seasoning created from the fermentation of soybeans
with salt and koji fungus and sometimes added rice or barley. The resulting paste is
used in soups, sauces, spreads and pickles.
There has been significant fluctuation in miso NPD, largely due to highly inflated
activity in Japan in 2014. In general, though, Asia has accounted for between 61%
and 70% of miso NPD since 2011 (focused largely on Japan). North America has
actually seen declining activity in miso products in recent years, but West Europe is a
good growth market, with figures growing since 2013.
•
Miso Launches*, 2010-2016 (YTD)
250
2010
# of products
200
2011
2012
2013
2014
2015
2016
150
100
50
0
Asia
West Europe
* covering the soups and sauces and seasonings categories
26
North America
Rest of the World
Japanese target specific applications of miso sauce
Kikkoman Stir Fry Sesame Miso
Sauce for Cabbage
(Japan, Oct 2016)
27
Lee Kum Kee Twice-Cooked Miso
Sauce for Pork
(Japan, Feb 2016)
Oliver Kobe Dumplings Miso
Sauce
(Japan, Jul 2016)
Increasingly diverse use of miso in other regions
Wet soups join
traditional dried misos
Tideford Organics Brown Rice
Miso Broth with Mushroom, Kale
and Tamari
(United Kingdom, Sep 2016)
28
Miso is being added
to other sauce types
Stonewall Kitchen Organic Honey
Miso Barbecue Sauce
(United States, Jun 2016)
Core miso pastes
segment
Danival Miso Orge (Barley Miso)
(France, Feb 2016)
Are there opportunities for other fermented sauces?
Asian fish
sauce launches
decline, but
flickers of
interest
elsewhere
Regional
expansion of
Worcestershire
sauce
continues
29
Fish sauce is a thin Asian sauce made from the liquid resulting
from the fermentation of fish in brine. Total launches have fallen in
recent years, dropping from a peak of 60 introductions in 2011 to
38 in 2015. The emphasis remains strongly on the core Asian
markets but Asia’s share of NPD dropped from 90% in 2012 to
66% in 2015, suggesting at least some interest from other regions.
Fish sauces launched in other markets are usually linked to
specific authentic cuisines, often using descriptors such as
Vietnamese fish sauce, Thai fish sauce, etc.
Worcestershire or Worcester sauce is a thin fermented sauce with
its roots in the UK. There were a record 34 introductions around
the world in 2015 and this is expected to rise again in the current
year with 33 launches in the first nine months of the year. The
Americas are driving much of the growth in innovation, with North
America leading the way in 2015 ahead of Asia and West Europe,
while Latin America appears to be mirroring its neighbor’s interest
with inflated NPD in 2016 to date. There has been little
segmentation of this category to date.
Fermented Bakery
www.innovadatabase.com
Growing interest in sourdough
•
While most bread products are produced via some kind of fermentation using yeast,
sourdough breads use lactic acid bacteria instead and, therefore, have a mildly sour
flavor not found in traditional breads.
NPD in baked goods featuring the term ‘sourdough’ in the product brand has been
increasing in recent years, reaching 88 introductions in 2015 and expected to match
or exceed this again in 2016.
•
# of products
Sourdough Launches*, 2010-2016 (YTD)
100
90
80
70
60
50
40
30
20
10
0
2010
2011
2012
* named in product brand in all bakery categories
31
2013
2014
2015
2016 (JanSep)
Sourdough is spreading further into the mainstream
•
•
The regional focus for sourdough development is strongly centered on West Europe
(55% of global NPD in 2015) and North America (36%), with East Europe and
Australasia the other main areas of activity.
In 2015, 66% of all new sourdough products were ready-made bread products, with
14% being savory biscuits/crackers and 10% bakery mixes. Best growth at present
appears to be coming from finished breads and savory biscuits/crackers.
Sourdough bread and bread products
• As sourdough becomes more popular, this market is diversifying, largely along
the same lines as the standard bread market, e.g. products containing seeds or
ancient grains, while there is still some emphasis of regional types, e.g. French,
Alsatian, Tuscan, Hungarian, etc. In the past, NPD was generally targeted at
the premium end of the market but, in addition, there is now a growing range of
mainstream products available in sourdough formats, e.g. sourdough burger
buns, sliced sourdough bread, etc.
Sourdough savory biscuits/crackers
• New products are generally positioned on a premium platform and tend to
feature added value ingredients, e.g. ancient grains, seeds, flavors, etc.
32
Some moves to push sourdough into the mainstream
Hatting True Brooklyn Style Burger
Bread with Sourdough
(Norway, Aug 2016)
33
Jacobs Utvalgte Luftig og Godt
Burger Buns Baked with
Sourdough
(Norway, Jun 2016)
The Bertinet Bakery White
Sourdough Bread Slices
(United Kingdom, May 2016)
Could ready-made dosas spread to new markets?
•
•
A dosa is an Indian pancake that is traditionally made using batter that has been
fermented overnight. Most dosas are still home-made products but in line with
growing convenience demands, most retail NPD in this category has been focused on
instant dosa mixes, which are simply pancake mixes that can be used immediately.
However, it is still widely accepted that it is best to let the batter ferment overnight
rather than using it immediately. India still dominates NPD, with little evidence of
interest from other countries.
Ready-made dosas are still rare but a few brands have been exploring possible
growth opportunities in crispy, dry dosa products and further developments of this
kind could encourage some international uptake in the future.
Gourmets Delite Ready
Dry Dosa with Panipuri
Flavor
(India, Sep 2016)
Mapple Dry Dosa with
Spanish Tomato
(India, Mar 2016)
34
Fermented Beverages
www.innovadatabase.com
Interest in kombucha is initiated in North America
•
Kombucha is a fermented, slightly fizzy drink made from tea and is positioned very
much on a health platform. Its origins are unclear but it has been traditionally home
brewed in parts of Asia for centuries. The current rise of ready-made kombucha in the
retail market, however, appears to have been initiated by North American suppliers.
In 2015, a total of 113 new kombucha drinks were launched worldwide, with North
America representing 71% of introductions and West Europe 13%. While activity in
North America appears to be leveling off a little, both West Europe and Latin America
have seen higher launch figures in the first nine months of 2016 than in the whole of
2015 so these are increasingly important markets.
•
Kombucha* Launches, 2010-2016 (YTD)
120
# of products
100
80
60
40
20
0
2010
2011
2012
* named in product brand in all soft drinks categories
36
2013
2014
2015
2016 (JanSep)
Spotlight on kombucha
Health
messages vague rather
than
concrete
Really
diverse
flavor
choices
37
There is no proven scientific evidence of kombucha’s health benefits
but many claims have been bandied about surrounding its role in
detoxification and in gut, joint and immune health. While direct health
claims would not meet regulatory approval, suppliers have instead
adopted such descriptors as ‘live’ or ‘raw’, which are popular terms
that many consumers will associate with health. In 2015, 32% of new
kombuchas were described as ‘raw’ and 23% as ‘live’, ‘alive’ or ‘living’.
Kombucha is often flavored and manufacturers have tended to take a
highly adventurous approach to taste, with many different flavors
featuring in this category. Ginger is perhaps the only flavor that has a
consistent presence in NPD, featuring in 14% of all launches in 2015
and 22% in the first nine months of 2016. In general, anything appears
to go when it comes to kombucha flavoring (particularly in North
America), although the emphasis is generally on natural flavor
sources.
Live and raw descriptors are frequently used
Nature’s Way Organic Raw
Kombucha Living Superfood Drink
with Pomegranate & Apple Flavor
(Australia, Oct 2016)
38
Revive Kombucha Solar Yerba
Maté Brew Raw Ginger Energy
(United States, Jun 2016)
Equinox Kombucha The Living Tea
Infused with Wild Berry
(United Kingdom, Jul 2015)
Flavor choices can be adventurous
Rise Kombucha with Rose &
Schizandra Flavor
(Canada, Jun 2016)
39
Humm Organic Blueberry Mint
Kombucha
(United States, Aug 2016)
BluePrint Organic Kombucha
Raise the Roots with cold-pressed
beet, carrot and ginger
(United States, Jul 2016)
Kvass is yet to move beyond Russian heartland
•
•
•
•
40
Kvass is a fermented beverage made from black bread or rye bread and is traditional
to Russia and Eastern Europe. Like kombucha, it can be mildly alcoholic and is
sometimes classified as an alcoholic beverage and sometimes as a soft drink.
A total of 12 new kvass drinks were launched worldwide in 2015, down from 20 in
2014, with a further 8 introduced over January-September 2016. NPD has tended to
fluctuate and Eastern Europe (Russia in particular) continues to dominate activity.
Unlike kombucha, there is also little interest in developing more flavored lines. There
have been some products that are flavored with horseradish but traditional kvass still
dominates.
Other parts of the world are yet to embrace this concept but as fermentation
continues to impact on consumers, it could be another product with future potential.
Fermented Dairy
www.innovadatabase.com
Kefir launches surge in 2015
•
Kefir is a fermented milk drink that originated in the Caucasus and is fermented using
kefir ‘grains’, which combine lactic acid bacteria and yeast. The drink contains
probiotic bacteria, is low in lactose and is also said to aid digestion. It has a fizzy
mouthfeel and has been described by Lifeway Foods as ‘the champagne of dairy’.
Total launches of kefir reached a peak of 172 in 2015 and could near this level again
by the end of 2016. Introductions have risen at a CAGR of 16% since 2010, but there
was a 43% increase in 2015 alone as NPD surged. Eastern Europe, the traditional
home of kefir, continues to lead the way, representing 45% of total introductions in
2015, ahead of North America (27%) and West Europe (20%). All three regions
continue to see good growth in activity.
•
Kefir* Launch Numbers, 2010-2016 (YTD)
200
# of products
150
100
50
0
2010
2011
2012
2013
2014
* named in product brand/description in drinking yogurt/fermented beverages and yogurt
42
2015
2016 (JanSep)
Organic penetration is strong in kefir
•
A total of 22% of all new kefir products launched in 2015 were also positioned as
organic, well above the 7% penetration for drinking yogurts and fermented beverages
as a whole. This demonstrates a strong focus on organic sourcing as kefir suppliers
look to add extra ‘tradition’ and health value to their products.
Penetration of Organic NPD in Selected Dairy Categories, 2015
0
Kefir
Total Drinking Yogurt/Fermented Beverages
Total Dairy
43
5
% of launches
10
15
20
25
Spotlight on kefir
Some
adventurous
flavor
choices
Starters and
yeasts
Goat milk
kefir
44
Flavor choices in the kefir market can be fairly adventurous as
suppliers look to set their products apart from more everyday yogurt
drinks. Fruit flavors dominate, but there has also been some more
interesting NPD using the likes of honey and mint flavors to deliver a
more natural and traditional positioning or choosing flavors inspired by
desserts to give a more premium and indulgent feel.
There has recently been increased interest in the provision of kefir
‘grains’, yeasts or starters so that consumers can ferment their own
kefir at home. Over January-September 2016, launches of such
products have already almost doubled from the total launches seen in
2015, albeit still at low levels (9 introductions).
In line with kefir’s positive image regarding lactose and digestion, it is
perhaps not surprising that some suppliers have launched kefir
varieties based on goat milk, which has a similarly positive image with
many consumers.
Premium flavor choices are common
Bio-tiful Dairy Honey & Mint Kefir
Smoothie
(United Kingdom, Jul 2015)
45
Krepko Bio Kefir with Aronija
(aronia or chokeberry)
(Slovenia, May 2016)
Lifeway Organic Kefir Lemon
Meringue
(United States, Aug 2016)
Do-it-yourself kefir with provision of grains and yeasts
Cultures for Health Real Kefir Milk
Kefir Grains
(United States, Apr 2016)
46
Cultures for Health Filmjölk Kefir
Yogurt Starter
(South Africa, Mar 2016)
Yayla Maya Biokefir Mayasi
Organic Kefir Yeast
(Turkey, Apr 2016)
Goat milk kefirs are generally plain and unflavored
Redwood Hill Farm Plain Cultured
Goat Milk Kefir
(United States, Sep 2016)
47
Covalact de Tara Goat Milk Kefir
(Romania, Jul 2016)
Auchan Organic Goat Milk Kefir
(Spain, Nov 2015)
One to watch: Laban
•
The Middle Eastern fermented buttermilk known as laban or leben has the potential
to follow kefir into the premium dairy market if it can draw the attention of western
suppliers. In 2015, there were just 15 laban products launched worldwide and NPD is
still dominated by the Middle East. However, there have been 4 introductions outside
that region in 2016 to date, compared with none in 2012 and 2013. Further support
from North American or European suppliers – as seen with Lifeway Foods in the kefir
category – could help to generate greater consumer awareness and interest.
Laban* Launches, 2010-2016 (YTD)
30
Rest of the World
# of products
25
Middle East
20
15
10
5
0
2010
2011
2012
2013
2014
* named in product brand (laban or leben) in drinking yogurt/fermented beverages
48
2015
2016 (JanSep)
Laban is still aimed at those already in the know
Strong Middle Eastern feel to western versions
Priégola Làban Fermented Milk
(Spain, Aug 2016)
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Lactel Laban Fermented Milk
(France, Jul 2015)
V Soleil All Natural Leben
(Canada, Jul 2016)
What’s Next?
www.innovadatabase.com
Fermented beverages set for diversification
•
Considering the success of kombucha, beverage companies have been looking at
other areas of potential for fermentation and there have been hints of interest in
several new areas. In the juice arena, for example, a few products are now being
described as ‘fermented’, with vegetable juice apparently drawing most attention
(carrot, in particular). Meanwhile, there have also been some ‘fermented’ malt
beverages and carbonates introduced. In 2015, 19 new soft drinks (other than
kombucha or kvass) were described as ‘fermented’ in their product brand, a figure
that had already risen to 27 in the first ten months of 2016.
Torku Bordo
Fermented Black
Carrot Juice
(Turkey, Apr 2016)
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Riedenberger
Brauhaus Pure
Fermented Spelt
Malt Drink with
Cherry &
Chokeberry Juice
(Germany, Feb
2016)
Jiaozhen
Fermented Bitter
Gourd Juice Drink
(China, Jan 2016)
Cultured coffee available in the US
•
•
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There have been a few instances of the kombucha concept spreading its influence
into RTD coffee, but coffee-bucha products remain few and far between. Instead, it
would seem that future fermentation of coffee could focus on the traditional brew
rather than RTD products.
Fermentation of coffee beans is certainly nothing new in the production of coffee but
a new company in the US – Afineur – has taken this a step further by basing its entire
business model around the idea of Cultured Coffee and has flagged up its use of
controlled natural fermentation to deliver coffee that is easier to digest and less bitter,
with a smoother overall flavor. The first cultured coffee beans were launched via the
Kickstarter crowdfunding website and are available via mail order.
Ingredients industry is also embracing fermentation
•
Fermentation is not just impacting on the development of finished food and drinks but
is also having a significant effect on the ingredients industry. Many important new
ingredients that have been introduced in recent years owe their creation to
fermentation. These are generally positioned on cost-saving and sustainability
platforms. Specific examples include:
– Cargill/Evolva: teamed up to develop steviol glycosides via fermentation so as to
satisfy rising global demand without the need to use stevia leaves. (This is
slightly controversial in a market that prides itself on natural sourcing but other
companies, including DSM, are also looking into this so there appears to be
some confidence in its potential.)
– Chr. Hansen: developed a natural carmine coloring via fermentation so it can be
produced without the need to crush cochineal beetles.
– Ajinomoto/T Hasegawa: have allied to develop fermentation technology for the
production of fermentation-derived natural flavors rather than exploiting more
natural resources.
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