Fruit ingredients shows super European growth

The UK led the charge in western Europe with 22.1% of products fruit-based, representing a quarter of all fruit ingredient launches in the region, Innova said in the report commissioned by German firm, Paradise Fruits.

Meanwhile in Eastern Europe, Russia dominated with fruit-based releases accounting for 16.6% of the total, followed by Hungary at 15.8% and Poland with 13.5%.

“UK consumers are conscious about what they eat and about the ingredients in their food and this trend is gradually working its way across the globe,”​ said UK-based Paradise Fruits sales director Richard Horsley.

“In Russia, consumers are becoming more food literate and there is high demand for products with a sweet taste profiles.”​

Super, fruit...​

A significant proportion of new launches were found in traditional ‘healthy’ categories, including dairy (13.2%), but baby food recorded the highest annual 5-year growth rate between 2008 to 2013 of 38% (CAGR).

Almost half of all cereal launches contained fruit (47%) in 2013, but the category had a low annual growth rate of 9% compared to spreads (21%) and confectionery (19%). Overall, confectionery accounted for 12.7% of fruit ingredient launches and bakery 12.1%.

Horsley explained, “Fruit ingredients are never there to replace fresh fruit.”​

“Manufacturers are very aware of what consumers want and are simply making sure they are in the best position to support the market with a range of formats to support different demographics.”​

“The increase in confectionery is mainly within the chocolate category which appeals to consumers’ indulgent nature. There is a distinct divide between consumers who want healthy products and those who want to indulge. Fruit adds both taste and texture to confectionery as well as an element of goodness.”​

No lemon​

Consumer palates are evolving with lemon the top ranking fruit flavour found in 28.2% of products. Apple ranked second in 14.7% of products and strawberries a close third (12.8%). Grape had the highest annual growth rate at 24%.

“The emergence of lemon and grape as top generic flavours was a surprise but demonstrates consumer desire to try different things - we’ve already seen it with superfruits,” ​said Horsley.

The study found 18.4% of all products with fruit ingredients contained ‘no additive/preservative’ claims. Clean label claims (no additives or preservatives and organic) and free from claims (allergy and gluten free) dominated the top 5 passive health claims. Low fat claims were fifth at 7.1%.