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Strategy Briefing

Hurdles to Health: Prospects for the Food Industry in Replacing Sodium Chloride

48 pages, Jul 2013

US$1,200

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Associations between high sodium intake and raised blood pressure, leading to cardiovascular disease, are accepted. Sodium reduction provides challenges in terms of taste, but governments, retailers & companies are driving efforts to reduce salt intake. Direct or indirect marketing options exist, either by labelling health benefits or by gradually reformulating to maintain taste without alerting consumers. Significant opportunities now exist for companies to reduce sodium using new ingredients.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Low consumer awareness/ motivation to reduce sodium

Consumers are aware of salt intake issues, but place greater emphasis on avoiding sugar and fat. Most consumers can reduce salt added in cooking/at the table, but have little understanding of how much salt they consume in packaged food. Changes to food labelling may highlight this issue. A gap in awareness among consumers aged 15-34 years exists, which could be targeted, as well as marketing towards parents with young children.

Clear communication is essential

Manufacturers communicating with trade associations/government bodies to reformulate for reduced sodium must have clear, open dialogue to attain success and effort recognition, and should reformulate gradually. Always, taste should be key in the marketing mix.

Sodium reduction is a global and a local issue

Initiatives for reducing sodium depend on whether governments are involved. Reduced sodium products are growing quickly in Brazil, the Netherlands, Spain and Argentina, while the UK and the US are following a different approach. Since 2007, Chinese and Indian sodium consumption volumes have increased to a greater extent than in any other countries, along with their increased packaged food consumption.

Label colour may deter consumers

Products marketed as “reduced in sodium” are not widespread, and available mainly in larger outlets, so consumer education may be important. Unusually coloured labels, eg blue, may prevent low sodium products being purchased if consumers in a hurry are not already confident that the taste is maintained in these product options.

Opportunities are both government and industry led

Between countries, identical product may be more or less salty, due to local taste preferences and also government activity. Most sodium is present in bakery, but Asia Pacific consumes it within sauces and condiments. Opportunities exist for companies to develop products in one country and then introduce them in another, but careful decisions should be made in marketing lower sodium products, for example, introducing line extensions or unobtrusive reformulations.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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Introduction

Scope

Key findings

Sodium Chloride and Packaged Food

Sodium chloride: An “original” food ingredient

Packaged food: An important primary c onsumer of sodium

Death from circulatory disease partially reduced by health spending

High prevalence of raised blood pressure in developing nations

Market Reduction Trends

Consumers will pay for health if they see its value

Global health and wellness packaged food expands in 2012

Fastest growing markets: Reduced salt lines growing in volume

Fastest growing markets: Rising retail value for reduced salt foods

UK loses product dominance as Netherlands and Spain innovate

Spain gaining ground in low sodium canned/preserved foods

UK Responsibility Deal sodium strategy: Gradually cutting intake

UK sodium reduction: Progress so far

UK traffic light food labelling system: Clarity of information

Successful reductions in UK bread

US National Salt Reduction Initiative: How low can they go?

I n the US, reduced salt soup has a prominent role

Consumer Perceptions

Reduced salt for “other people”: No high rating for improving health

How concerned are consumers about sodium intake?

Rising awareness with age; but even young Brazilians interested

What do younger consumers avoid? Sodium viewed as acceptable

Taste exploration governs development: A lesser studied sense

Taste interactions: Impact of reducing sodium in processed food

Complications in reducing sodium: “Taste” always trumps “health”

How Are Companies Reducing Salt?

Strategy toolkit: How are companies reducing sodium?

Sodium replacement ingredients struggle on vital functions

Brazil consumes more alternative flavours in “salty” products

PepsiCo: Maintaining taste with proprietary salt crystal technology

Heinz: Sodium reduction by reformulation over time

Private label has lion’s share in lower salt spreadable oils and fats

Potential marketing opportunities

Circulatory-related deaths lead in China

Targeting the world’s largest brands for sodium reduction

Sauces’ popularity in China: Multiple chances to reduce sodium

Strong prospects for market education for reduced salt snacks

Marketing options: Possibilities for sodium reduction in food

Flavour without salt is possible : Innovations for low sodium diets

Conclusion

Conclusions and key developments

Report Definitions

Data parameters and report definitions

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Megatrends

Strategy Briefing

Hurdles to Health: Prospects for the Food Industry in Replacing Sodium Chloride

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Low consumer awareness/ motivation to reduce sodium

Clear communication is essential

Sodium reduction is a global and a local issue

Label colour may deter consumers

Opportunities are both government and industry led

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Sodium Chloride and Packaged Food

Sodium chloride: An “original” food ingredient

Packaged food: An important primary c onsumer of sodium

Death from circulatory disease partially reduced by health spending

High prevalence of raised blood pressure in developing nations

Market Reduction Trends

Consumers will pay for health if they see its value

Global health and wellness packaged food expands in 2012

Fastest growing markets: Reduced salt lines growing in volume

Fastest growing markets: Rising retail value for reduced salt foods

UK loses product dominance as Netherlands and Spain innovate

Spain gaining ground in low sodium canned/preserved foods

UK Responsibility Deal sodium strategy: Gradually cutting intake

UK sodium reduction: Progress so far

UK traffic light food labelling system: Clarity of information

Successful reductions in UK bread

US National Salt Reduction Initiative: How low can they go?

I n the US, reduced salt soup has a prominent role

Consumer Perceptions

Reduced salt for “other people”: No high rating for improving health

How concerned are consumers about sodium intake?

Rising awareness with age; but even young Brazilians interested

What do younger consumers avoid? Sodium viewed as acceptable

Taste exploration governs development: A lesser studied sense

Taste interactions: Impact of reducing sodium in processed food

Complications in reducing sodium: “Taste” always trumps “health”

How Are Companies Reducing Salt?

Strategy toolkit: How are companies reducing sodium?

Sodium replacement ingredients struggle on vital functions

Brazil consumes more alternative flavours in “salty” products

PepsiCo: Maintaining taste with proprietary salt crystal technology

Heinz: Sodium reduction by reformulation over time

Private label has lion’s share in lower salt spreadable oils and fats

Potential marketing opportunities

Circulatory-related deaths lead in China

Targeting the world’s largest brands for sodium reduction

Sauces’ popularity in China: Multiple chances to reduce sodium

Strong prospects for market education for reduced salt snacks

Marketing options: Possibilities for sodium reduction in food

Flavour without salt is possible : Innovations for low sodium diets

Conclusion

Conclusions and key developments

Report Definitions

Data parameters and report definitions

Why buy this report?

Want to find out more about this report?

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