food mega trends driving m e a t t r e n d s the meat industry · 2019-04-12 · food mega trends...
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Food Mega Trends Driving the MEAT Industry
Asst.Prof.Dr. Kanithaporn Vangnai
Department of Food Science and Technology, Faculty of Agro-Industry
Kasetsart University
Email: [email protected]
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M E
A T
T
R E
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S Russia has the highest consumption of processed meat. Low consumption markets are expected to struggle for growth. Indonesia is forecast to have the strongest value CAGR.
Global retail market overview: processed meat, 2018
Read on mintel.com
Processed meat products – launched onto the market 2017-2018
Europe 52% (6,662 Products)
Asia Pacific 21%(2,679 Products)
North America 13% (1,597 Products)
Latin America 10%(1,262 Products)
Middle East & Africa 4%(551 Products)
Source: www.mintel.com
8,400 6,279 4,305 Meat Fish Poultry
Processed meat products launched during October 2017-2018
735 447 333
339 141
118
309
157 123
Europe
Asia-Pacific
Source: www.mintel.com 4
Our pick of the most innovative launches in this review
Free from nitrites and e numbersArtisan Finnebrogue Unsmoked Streaky Bacon Rashers only contains natural ingredients and is made from British pork (UK).
Slow grown chickenGårdsand Lerstang Chicken Breast comes from a natural and slow-grown chicken, fed with local feed in Vestfold, Norway, and has lived for 60-70 days (Norway).
Thai-inspired fish in steam bagHand Cut Fish Fillets with Thai Red Curry Sauce are made with real ingredients and do not contain artificial colours, flavours or preservatives (Australia).
Read on mintel.com
Meat, poultry and fish meets Mintel Trends
The Real ThingConsumers are craving products that come with a stamp of authenticity. Daylesford Organic Rosemary & Thyme Roast Ham has been prepared in a traditional way (eg the pigs were fed on a wild-foraged diet) in very small batches (UK).
Moral BrandsConsumers don't need to be ethical when the moral brand can do it. Coles Free Range RSPCA Approved Australian Chicken is made from chickens that have room to access outdoors and freedom to express their natural behaviours (Australia).
Help Me Help MyselfConsumers are learning new ways to nudge themselves towards better habits. Puresea Sardines in Tomato Sauce is claimed to be a good source of protein, a natural source of omega-3 and lycopene (US).
Read on mintel.com
Source: www.mintel.com7
Transparent Labeling
Source: https://www.ccn.com/farmers-cooperative-uses-blockchain-to-trace-meat-through-supply-chain/8
9 Source: www.mintel.com 10
Back to basics
Processed meat, poultry and fish has an established position on the menu in most households. However, the category continues to be under threat from shifting consumer eating habits.
Health and environmental concerns have prompted many people to cut back on processed meat. Consequently, this has put significant pressure on suppliers to create – and increase – consumer trust and continued engagement with the category.
These efforts from producers to boost their moral image are reflected in NPD activity with ethical and environmental claims continuously growing in the category.
Processed meat, poultry and fish under threat
Read on mintel.com
12%11%
4%
0%
13%
11%
6%
0%
12%11%
7%
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11% 11%
8%
0%
12%
14%
9%
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5%
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15%
20%
Ethical – env friendly package
Ethical – env friendly product Ethical – animal Ethical – charity
% o
f lau
nche
s
Europe: processed meat, poultry & fish NPD by ethical and environmental claims, December 2013-November 2018
Dec 2013-Nov 2014 Dec 2014-Nov 2015 Dec 2015-Nov 2016 Dec 2016-Nov 2017 Dec 2017-Nov 2018
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13 14
2013 2014 2015 2016 2017 2018
Europe Asia-Pacific
Australia (175)New Zealand (26)
Thailand (6)
2013 2014 2015 2016 2017 2018
Natural claims continue to grow steadily in processed meat, poultry and fish
Base:* no additives or preservatives Read on mintel.com 16Source: www.mintel.com
Australia (44)Hong Kong (36)Japan (35)Korea (25)
Thailand (2)
2013 2014 2015 2016 2017 2018 2013 2014 2015 2016 2017 2018
Processed meat, poultry and fish promote natural attributes
"All-natural, minimally processed"Stop & Shop Meatloaf Mix is a blend or ground beef, pork and veal. This all natural US Department of Agriculture inspected product contains no artificial ingredients (US).
"Made with real, simple ingredients"Maple Leaf Prime Chicken Strips are made with natural chicken breast fillets from chickens raised without antibiotics (Canada).
"Organic with no chemicals or antibiotics"Wegmans Organic Large Raw Shrimp is farm-raised and sourced from sustainable fishery (US).
Read on mintel.com 18
Florida Raised Local Grass-Fed Beef (US)
Grass-fed meat taps into naturalness
Over the past 12 months, 3% of total processed meat, poultry and fish products launched in North America featured a 'grass-fed' claim. This indicates an untapped opportunity, considering 26% of US red meat eatersthink grass-fed is an important purchasing factor, besides price.
Although grass-fed claims for beef are not entirely new, the claim aligns with the trend for naturalness, which is permeating across food and drink innovation at the moment. The image of cattle grazing on lush grassland is well-placed to appeal to consumers who are seeking less obviously processed meats.
Florida Raised Local Grass-Fed Beef is made from cows that are raised by Florida farmers, in a free roaming environment and are never confined to feedlots. The USDA-inspected sustainable beef product is also free from artificial ingredients, animal by-products, antibiotics, added hormones and preservatives.
Base:1,910 internet users aged 18+ who personally ate red meat in past six months (December 2016) Read on mintel.com
Free-from positioned meat, poultry and fish
Free from gluten, GMOs, artificialsBelmont Meats Organic Pure Beef Pattiesclaim to be "the patty with nothing to hide". This product is free from gluten, GMOs, artificial colours, flavours, allergens and animal by-product (Canada).
Free from antibiotics and nitratesColumbus Craft Meats Oven Roasted Turkey Breast is made with turkey raised without antibiotics and added hormones, and is free from nitrites (US).
Free from gluten, dairy and antibioticsFoppen Hot Smoked Norwegian Salmon with Black Pepper is sourced from the cold waters of well-established fish farms, and smoked on oak and beechwood according to an authentic family recipe (US).
Read on mintel.com
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http://recipegeek.com/food-talk/foodie-files/pros-and-cons-organic-meat
Free hormoneFree growth promotantsFree antibioticsFree GMO
Promoting animal welfare on-pack can convey an image of better quality meat. Applegate Organics Organic Turkey Burgers has been launched in Puerto Rico. This USDA-inspected, organic certified product is sourced from family farms, where the animals are humanely and responsibly raised, allowed to exhibit their natural behaviors, and fed an exclusively organic-certified vegetarian grain diet, without the use of antibiotics.
The turkey burger is free from casein, GMOs and gluten, can be thawed in the microwave oven, and retails in a 16oz recyclable pack containing four units and featuring serving suggestions.
Applegate Organics Organic Turkey Burgers(Puerto Rico)
Good animal welfare is associated with better quality meat
Read on mintel.com
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UncuredOrganicNatural curing
October 2017 – 2018** Uncured meat products = 141 ** Celery powder = 78 samples** sea salt = 63 samples
Nitrate/Nitrite-free products
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Subs
titut
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of n
itrat
e/ni
trite
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natu
ral p
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cts
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Using sea salt in uncured meat products !!PPink color defect
• Occurrence of a pink color on the interior portions of cooked, uncured poultry products
• Give the appearance of undercooked or unsafe product
• Leads to consumer rejection and thus financial loss to the meat industry
• Sea salt: nitrate nitrite
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Phosphate-free (clean label) products
Phosphate alternativesUsed in processed meat ??
EExogenous factors affecting WHC of muscle protein
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Salt (Sodium Chloride)Improve WHC by swelling myofibrillar proteinsCl- tends to bind to the protein filaments and increase the electrostatic repulsion force
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PhosphateAlkaline pH, pH >> pI, Increase negative chargeSpecifically bound with Mg2+ and Ca2+ in proteinPyrophosphate, tripolyphosphate, hexametaphosphate, sodium tripolyphosphate
EExogenous factors affecting WHC of muscle protein
EExogenous factors affecting WHC of muscle protein
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Salt + Phosphate :: strong synergistic effect
• Chloride ions bond to the actin filaments and expand the filament matrixmore water could retain in the meat matrix
• Negative charge of phosphate strong bound with Ca2+ and Mg2+ in actin and myosin molecules
Tan et al. (2018)
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Meat Enhancement
WaterSaltPhosphate
WaterSalt
Source: www.mintel.com
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Being precise
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Healthy processed meat (2018-2019)
Reduced fatReduced Trans-fat
Reduced sodiumReduced calorie
Reduced fat
Reduced fatReduced Trans-fat
Reduced sodium
Reduced calorie
Reduced Trans-fat
Reduced sodium
Reduced calorie
Source: www.mintel.com
Low fat meat products launched in the marketduring 6 months (May-Oct, 2018)GLOBAL
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35Source: www.mintel.com
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Protein (21.9 g/100 g)
Protein (22.2 g/100 g)
Source: www.mintel.com
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Sugar-free Meat products RReduction of sodium content
• Important of salt in meat products- Preservation and extension of shelf life- Increased retention of water- Solubilized of muscle proteins
• Salt replacers- KCl (salting out effect similar to NaCl)
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Low sodium meat products launched in the marketduring 3 years (2015-2017)[Asia-Pacific]
Processed meat fortified with vitamin/mineral during 2013-2018
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AAddition of functional ingredients• Dietary fibers (oat, sugar beet, soy, apple, pea
and inulin)• Protein derivatives of vegetable origin (soy protein,
sunflower protein, wheat and maize protein)• Vegetable oils and fish oils• Vitamins and Minerals• Antioxidative compounds
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UUsing dietary fibers in fat-reduced meat model system
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Source: www.mintel.com 49
New sensations
50Source: www.mintel.com
51Source: www.mintel.com
52Source: www.mintel.com
Sliced turkey breast with whole black rice
53https://thetakeout.com/tyson-hopes-you-want-to-eat-protein-chips-made-with-up-1826538611
Source: www.mintel.com54
Internet of Things
55 56
57Source: www.mintel.com
58Source: www.mintel.com
59http://thekatynews.com/2018/03/15/kroger-brings-chef-designed-prepparedo-meal-kits-to-37-select-houston-area-stores/
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Opportunity
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WWhite striping and wooden breast abnormalitiesaffected the meat quality
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63Bailey et al (2015) 64
Asst.Prof.Dr. Kanithaporn Vangnai
Department of Food Science and Technology, Faculty of Agro-Industry
Kasetsart University
Email: [email protected]
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THANK YOU