Almonds shaping European consumer choices
Almonds are emerging as a key ingredient to meet the demands of European consumers who are prioritising health and wellbeing.
A new report from Innova Market Insights (EU Health Trends Report, released April 2024) reveals that, aside from basic needs, European consumers spend the most on health and wellbeing.
This focus has driven attention towards three key areas: clean labels, healthy indulgent snacks, and plant-based products, all of which are categories where almonds shine as an ideal ingredient.
According to the Innova findings, consumers are equating ‘health,’ with natural. Almonds, as a naturally whole food, tick many of the boxes that consumers associate with natural ingredients and support manufacturers in developing products that meet these growing consumer demands.
In highlighting three key natural health trends Innova also provided recommendations on how almonds can deliver for manufacturers.
With clean labels, Innova finds more than half (55%) believe that selecting natural foods is the optimal approach to maintaining a healthy diet.
The analysts add:
· 57% of European consumers report being very conscious of ingredients that may be harmful to their health.
· 26% aim to reduce artificial ingredients in their diet.
· Consumers also said that the top four attributes which make a snack healthy are all-natural attributes (no additives/preservatives, no artificial ingredients, unprocessed, natural ingredients/clean label).
Not only are consumers moving away from artificial ingredients, they are also actively prioritising natural ingredients for their health benefits – 66% of European consumers believe that natural foods deliver sufficient nutrients for a healthy balanced diet.
“For food manufacturers looking to rethink products using natural ingredients that also offer health benefits, almonds are an ideal solution.
“We’re seeing a clear shift in consumer preferences towards natural, recognisable ingredients that provide inherent health benefits,” says Dariela Roffe-Rackind, European director, at the Almond Board of California. “Shoppers are scrutinising product labels and moving away from artificial additives in favour of wholesome, plant-based food and drinks. With their pure and simple makeup of healthy fats, plant-based protein, fibre and essential nutrients, almonds can help manufacturers deliver the natural, healthy products consumers are demanding.”
While consumers seek healthier options, they’re not willing to compromise on indulgence. Thirty-two percent of European consumers believe that using natural ingredients is the best way to make indulgent food and beverage categories healthier.
Almonds are a versatile solution for manufacturers looking to develop healthier indulgent snacks as they are naturally clean label and bring a health halo to products without compromising on taste and texture. For example, Almonds are the number one ingredient choice for chocolate inclusions globally, with consumers believing they make chocolate more nutritious (86%) and healthier (81%)[2]. Moreover, almond butter and other almond-based ingredients can add a luxurious richness and creamy texture to snacks, making them more satisfying and indulgent while appealing to health-conscious consumers.
The concept of “natural” also applies to plant-based products, with 31% of European consumers wanting to see more natural and fewer artificial ingredients in these items.
Almonds play a crucial role in plant-based innovation. According to Innova Market Insights, almond protein is on the watch list for emerging plant-based proteins, with plant-based launches containing almond protein having grown by 30% in Western Europe over the past four years.
Almonds’ protein content (over 20g protein per 100g) and versatility make them ideal for plant-based innovation. Almonds offer a pure, unadulterated source of plant-based protein that aligns perfectly with consumer demands for clean, minimally processed ingredients.
Roffe-Rackind concludes: “As the cost of living continues to rise, Innova research shows that consumers still prioritise their health. They are looking for natural, plant-based indulgences that are good for them. Almonds are a great solution, helping product developers create versatile, nutrient-dense foods, rich in taste and texture that meets consumer needs.”
