The process of elimination

THE ‘free-from’ movement has been present in Western markets for some decades now, and Asian markets are showing similar signs of adopting the trend, which has been largely driven by consumers seeking to eliminate certain ingredients from their diets entirely. Individuals are becoming more aware of common food ingredients, including dairy, gluten, sugar, and fat, and a perceived relationship between undesirable problems and the culinary culprit. These consumers cannot take in certain ingredients without experiencing adverse effects, whether that be a food allergy, intolerance or physiological concern, such as an effect on metabolic rate.

Furthermore, health-conscious consumers are also turning to diets free from dairy, sugar and gluten, as a way to shed pounds, lower cholesterol and prevent chronic diseases. Although the Asian free-from market is still an emerging one, lessons can be learned from the vastly increasing popularity of dairy- , gluten- and sugar-free products in developed markets. The challenge for Asian food manufacturers will be how to incorporate free-from claims into popular food stuffs, without compromising on the textures, tastes and appearance of the original products.

As the consumer’s understanding of allergens, ingredients, and their functions begins to increase, food manufacturers would be wise to consider launching ‘free-from’ lines, or eliminate common allergens in existing products. With Asia’s rapidly growing middle class, projected to account for two-thirds of the world’s middle class population by 20301, more Asians are expected to pursue diets that meet their individual requirements.

BENEO is able to support food manufacturers throughout the process of free-from claim product creation. Its connected chain of expertise commences with laboratory stage guidance on nutritional science and recipe formulation, to assistance concerning regulatory affairs and on-site support, right through to the supermarket shelf, with customers benefiting from BENEO’s marketing experience, including market intelligence, consumer insight and creative concepts.