FrieslandCampina Kievit studies savory market
By using its own 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 behavior and needs, Kievit developed a selection of concepts for its customers and updated its portfolio of fat powders for the savory market.
Gea de Groot, global product group manager, said trends in the savory market are closely related to global trends in the food and beverage industry.
“Consumers look for two important things: a clear, clean and comprehensible label, and indulgent experiences,” de Groot said.
Clean label
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 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,” de Groot said.
“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, shiitake 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.”
Pair of solutions
FrieslandCampina Kievit’s portfolio includes plant-based and dairy-based ingredient solutions. 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.
While there are many plant-based products in FrieslandCampina Kievit’s portfolio, the company has prioritized the Vana-Crema 50D, a palm and dairy-free product that offers an adjustable sensory profile of whiteness, creaminess and neutral taste. Its high-oleic sunflower oil base allows for an understandable label, while delivering the creaminess and indulgence consumers are looking for.
FrieslandCampina Kievit’s dairy-based solution, the Vana-Lata CB72B, is a cream-based fat powder that enables cream claims on product labels. Additionally, its increased shelf life of nine months opens up new markets for brands are looking beyond borders.
