FrieslandCampina Kievit, one of the leading global manufacturers of food and beverage ingredients, has recently conducted a study into trends and developments in the savoury market to better serve its customers in developing winning consumer products. By using its own exclusive online conversation analysis, as well as in-depth market information, global trends like ‘clean label’ and ‘indulgence’ have been studied with respect to soups, sauces and ready-to-eat-meal kits. Based on consumer behaviour and needs, Kievit developed a selection of promising concepts for its customers and updated its portfolio of fat powders for the savoury market. Soup, sauce and ready-to-eat meal kit manufacturers can benefit from Kievit’s findings and ingredients to win in the market.
“Trends in the savoury market are closely related to global trends in the food and beverage industry,” says Gea de Groot, Global Product Group Manager. “Consumers look for two important things: a clear, clean and comprehensible label, and indulgent experiences”.
Kievit’s research shows that, while two years ago ownership of the topic ‘clean label’ seemed to be reserved for specialists and corporates, consumers nowadays embrace clean label as a trendy lifestyle. They demand clarity on the ingredients of products they consume, enabling them to make conscious choices. “This also means that we see a rise in the use of fresh products in meal kits.”
The same research shows that creaminess is a key driver of consumers’ search for indulgence. “A stunning 39% of online conversations include creamy indulgence. Moreover, we see that people crave experiences in taste and texture, preferably in ways that are Instagram-able,” says Gea de Groot. “We used this insight in our labs to, for example, develop concepts for a spicy carrot souppaccino, a seasoning mix for ready-to-eat soup kits, and creamy chicken, shitake and a Thai Tom Yam soup. These clean label recipes, using our innovative ingredients, satisfy the needs of consumers looking for taste experiences and adventures in texture, without compromising on product transparency. Customers can use these recipes as inspiration to develop market-winning end-consumer products.”
A pair of solutions
FrieslandCampina Kievit’s portfolio includes plant-based and dairy-based ingredient solutions. Both solutions allow brands to leverage trends in their own unique ways. The plant-based solution offers entry into markets that include an increasing number of vegans, vegetarians and a growing focus on an ‘all natural’ lifestyle. The dairy-based solution enables new sensorial experiences that deliver the benefits and goodness of dairy.
While there are many plant-based products in FrieslandCampina Kievit’s portfolio, offering a solution to every challenge, the company has prioritized the Vana-Crema 50D, a palm and dairy-free solution that offers a unique and adjustable sensory profile of whiteness, creaminess and perfectly neutral taste. Its high-oleic sunflower oil base allows for an understandable label, while delivering the creaminess required to leverage the consumer need for indulgence.
FrieslandCampina Kievit’s dairy-based solution, the Vana-Lata CB72B, is a cream-based fat powder that enables cream claims on product labels. This recognizable ingredient delivers unique, indulgent experiences, with high levels of creaminess. Additionally, its increased shelf life of nine months opens up new markets for brands that are looking beyond borders.
To find out more about FrieslandCampina Kievit’s savoury segment, visit the savoury market page on www.Kievit.com.