Exciting opportunities to enhance nutritional value of convenience foods
Value is no longer solely determined by price in the convenience sector, according to a report from Tate & Lyle, Enhanced Eating; A healthier future for convenience foods.
Exploring the trend – Enhanced Eating – which outlines opportunities for manufacturers looking to boost the nutritional profile of convenience foods, industry researchers also identified high-quality, healthier ingredients and value for money as the main drivers for consumers in the European convenience food category.
Tate & Lyle’s report found that while a third of European consumers still think good value means that a product is cheaper than similar alternatives, almost half of consumers would class a product as good value if it has health benefits (48%) or is made with more ‘natural’ ingredients (49%) (source: Kantar Profiles / Mintel, August 2022)..
Tate & Lyle sees an opportunity for manufacturers to grow margins and increase their market share by boosting the nutritional profile of their convenience foods and delivering on the health benefits consumers are looking for. The research shows over 50% of European consumers would likely buy a soup if it had added benefits, like fibre (Mintel 2018, consumer study, Soup – Europe).
The report also outlines a range of technical solutions to boost the nutritional profile of a range of products by using speciality ingredients.
According to experts at Tate & Lyle these technical solutions allow products to meet consumer demand for nutritional benefits, without having to compromise on taste, mouthfeel, convenience or value for money.
Kerstin Werner, category development manager, soups, sauces and dressings, Tate & Lyle, noted the value of the research in showing that value for money remains very important to consumers, but that the concept of value is evolving.
“That’s why we refer to “Enhanced Eating”, which means choosing foods that are more nutritious,” she added. “Today’s consumers know that what they eat can have a big impact on how healthy they are and how they feel. That’s why they are prioritising products made with high-quality, healthier ingredients that deliver a balance of taste, texture and nutrition.
“That means more than just taking out salt and sugar and adding in more nutrition; it’s also about building a narrative around a product that connects with consumers.”
The report also takes a closer look at how labelling is informing buying decisions, including nutrition rating systems like Nutri-Score in Europe and non-HFSS (high in fat, salt and sugar) in the UK.
It explains how Tate & Lyle food scientists have been working with brands across Europe to capitalise on the Enhanced Eating trend, elevating its nutritional profile.
“The convenience food category is incredibly diverse,” Werner added. “Across the category, there is an exciting opportunity to innovate and incorporate all the nutritional rewards that consumers are now looking for.
“The good news is that Tate & Lyle can help make that happen. We have technical development expertise, manufacturing know-how and a wide range of ingredients for fortification, mouthfeel and sweetening that can make food healthier and tastier.”
