Creating Concepts

AS CONSUMERS in Asia Pacific become more confident about spending, F&B manufacturers are mulling over what new concepts will work in the coming year. This competitive setting means food technologists must be ready to come up with creative concepts that will really work, and they need to know. As part of our annual Outlook, which is meant to assist our readers determine what trends will influence purchasing decisions in the coming year, FPMJ sought insights from industry observers and players. This year, we asked our five-member panel what product concepts are expected to succeed in 2011, the flavour differentiations that will be on the shelves across the region, and the role that natural and organic ingredients will play. On our panel is someone who can provide market overviews and a pulse on consumer choices in the region: Sydney-based Katrina Diamonon, Asia Pacific Consumer Insight analyst for Datamonitor Group, a world-leading provider of premium global business information. The remaining members of our panel are from leading players in the functional ingredients industry: Dr Ram Chaudhari, senior executive vice president and chief scientific officer of Fortitech, is well respected for his role in developing science-based nutrient premixes and fortification ingredients. Simone Bouman is market unit manager, Food Division, for Purac Asia Pacific, which is well known for its extensive portfolio of natural food ingredients in the field of preservation, fortification and taste enhancement solutions. Eran Shani is regional marketing manager for Asia/Pacific, Africa and the Middle East at Solbar Industries, a global leader in specialty soy proteins and soy isoflavones. Udi Alroy is vice president, Global Marketing & Sales, with LycoRed, which specialises in bulk, added-value nutrients for use in the dietary supplement; functional food and beverage; and nutricosmetic industries.

Catering to Consumers

Katrina Diamonon. As consumers in the Asia-Pacific region become increasingly time poor, food and beverage products that facilitate on-the-go consumption will be highly sought. Packaging designs and consumption formats that can be readily consumed in the car, on the train or at the office will be valued by consumers who no longer have the time to prepare nutritious meals at home. Conversely, products that allow consumers to make quick, simple meals at home will also flourish in 2011. More consumers are rediscovering the joys of cooking and are seeking meal solutions that enable them to indulge in this. Expect pre-prepared and part-prepared meal kits to improve in quality, sophistication and popularity in the near future.

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Ram Chaudhari. From what we are seeing through visits and premix sample requests to the Fortitech.com website, there seems to be an ongoing interest in the areas of obesity, anti-aging, bone health and energy enhancement. In particular, obesity has truly reached global epidemic proportions and the demand for weight management products will continue to gain momentum. Within this category of products, a factor that will contribute to their differentiation is the inclusion of a variety of fibres to aid in satiety. Additionally, those that incorporate ingredients, such as capsaicin that purportedly contributes to thermogenesis (fat burning) will be popular, as well as the newest rising star in the weight management market, conjugated linoleic acid (CLA). Studies conducted on CLA have supported its ability to decrease body fat whilst preserving muscle tissue.

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Simone Bouman. Growing consumer knowledge and demand for healthier foods are proving to be the main market driversZoom Huarache 2K4 Kobe