27 Jun 2012 In search of satiety

Satiety is a concept that increasingly resonates with consumers, a concept that emphasises the positives of fullness and is a move away from the negatives of dieting.

“Wellness has become a part of consumers’ everyday lives in a variety of ways,” said Lynn Dornblaser, Director of Innovation & Insight at Mintel, in a presentation, “Approaches to Weight Management”, at the IFT Food Expo in Las Vegas this week.

In fact, 42% of Americans strive for balance when it comes to their health, and they are starting to understand that healthy means many different things — from getting enough sleep, to riding a bike to work, to eating more fruits and vegetables.

Moderation has become the key to living well for 98% of consumers. But while moderation, diet, and exercise seem to be well understood, consumers are still not necessarily following through.

Given the obesity epidemic, “weight management is the single most important health and wellness issue facing the nation,” said Mintel’s David Jago, Direcotor of Innovation and Insights.

And food manufacturers are taking notice; there has been an increase in active health positioning of products to aid in weight control. Americans are using products that increase satiety, enhance metabolism, and block fat to aid in weight management.

“There has been a shift away from dieting to lose weight towards dieting to maintain weight,” said Dornblaser. This demonstrates that consumers are increasingly seeking balance and health management and not a “quick fix”.

Overall, Mintel sees the concept of satiety gaining ground, especially using high fibre and protein claims.

For example, General Mills’ Fiber One Bar provides 20% of the daily recommended fibre as a way to maintain fullness longer. And this is ringing true with consumers; the popular product had $149 million in sales in 2010. Other products are combining fibre and protein to enhance the message of satiety and healthiness. Take Life Choice Foods’ Wellness Bar, which contains fibre, protein, vitamins, and minerals.

“Staying fuller longer really does resonate with consumers,” said Dornblaser.

Given this, manufacturers are starting to expand beyond cereal-based products with fibre and satiety claims. Baxters’ Stay Full canned soup was launched in the UK and claims to balance carbs, increase protein, and keep you full longer. Although sales for the product have been slow, they are building and Mintel expects to see more products like this one introduced in the marketplace in the near future.

Additionally, Mintel expects to see the idea of “stealth health”— or building better nutrition into various products — increase over the coming year. “The focus is shifting to the positives of fullness and away from the negatives of dieting,” concluded Dornblaser.