Tate & Lyle experts identify opportunity for manufacturers as concept of ‘value’ evolves beyond price alone.
LONDON, UNITED KINGDOM, (16th August 2024): Tate & Lyle PLC (Tate & Lyle), a world leader in ingredient solutions for healthier food and beverages, has published a new report which outlines opportunities for manufacturers looking to boost the nutritional profile of convenience foods.
The report, Enhanced Eating; A healthier future for convenience foods, explores the trend - Enhanced Eating - where consumers are looking to incorporate convenience foods like soups, salad dressings and table sauces with enhanced nutritional profiles, like added fibre, into their healthier lifestyles.
Industry researchers have also identified high-quality, healthier ingredients and value for money as the main drivers for consumers in the European convenience food category.
This means that the concept of “value” has now evolved beyond simply being defined by price.
The research found that while a third of European consumers still think good value means that a product is cheaper than similar alternatives, almost half of consumers would class a product as good value if it has health benefits (48%) or is made with more ‘natural’ ingredients (49%)[1].
Brands therefore have an opportunity to grow margins and increase their market share by boosting the nutritional profile of their convenience foods and delivering on the health benefits consumers are looking for. The research shows over 50% of European consumers would likely buy a soup if it had added benefits, like fibre[2].
The report also outlines a range of technical solutions to boost the nutritional profile of a range of products by using speciality ingredients.
According to experts at Tate & Lyle these technical solutions allow products to meet consumer demand for nutritional benefits, without having to compromise on taste, mouthfeel, convenience or value for money.
Kerstin Werner, Category Development Manager, Soups, Sauces and Dressings, Tate & Lyle, said: “Our research shows us that value for money remains very important to consumers, but that the concept of value is evolving. That’s why we refer to “Enhanced Eating”, which means choosing foods that are more nutritious.
“Today’s consumers know that what they eat can have a big impact on how healthy they are and how they feel. That’s why they are prioritising products made with high-quality, healthier ingredients that deliver a balance of taste, texture and nutrition.
“That means more than just taking out salt and sugar and adding in more nutrition; it’s also about building a narrative around a product that connects with consumers.”
The report also takes a closer look at how labelling is informing buying decisions, including nutrition rating systems like Nutri-Score in Europe and non-HFSS (high in fat, salt and sugar) in the UK.
It explains how Tate & Lyle food scientists have been working with brands across Europe to capitalise on the Enhanced Eating trend, elevating its nutritional profile.
“The convenience food category is incredibly diverse,” Werner added. “Across the category, there is an exciting opportunity to innovate and incorporate all the nutritional rewards that consumers are now looking for.
“The good news is that Tate & Lyle can help make that happen. We have technical development expertise, manufacturing know-how and a wide range of ingredients for fortification, mouthfeel and sweetening that can make food healthier and tastier.”
Recognised by our European customers as a leader in global nutrition[3] and partner of choice to many of the leading food and beverage manufacturers in Europe and beyond, Tate & Lyle has leverage its ingredient solutions including PROMITOR® Soluble Fibre, OPTIMIZER STEVIA® Sweetener and SPLENDA® Sucralose, among others, to provided product prototypes to support the industry’s innovation in the convenience sector.
For more information and to download the full report: click here
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About Tate & Lyle:
Supported by our 160-year history of ingredient innovation, we partner with customers to provide consumers with healthier and tastier choices when they eat and drink. We are proud that millions of people around the world consume products containing our ingredients every day.
Through our expertise in sweetening, fortification, and texture, we develop ingredient solutions which reduce sugar, calories, and fat, add fibre and protein, and provide texture and stability in categories including beverages, dairy, bakery, snacks, soups, sauces, and dressings.
We have more than 3,300 employees working in around 58 locations in 39 countries, serving customers across 121 countries. Science, Solutions, Society is our brand promise and how we will achieve our purpose of Transforming Lives Through the Science of Food. By living our purpose we believe we can successfully grow our business and have a positive impact on society. We live our purpose in three ways, by supporting healthy living, building thriving communities and caring for our planet.
Tate & Lyle is listed on the London Stock Exchange under the symbol TATE.L. American Depositary Receipts trade under TATYY. In the year to 31 March 2024, Tate & Lyle revenue from continuing operations totalled £1.65 billion. For more information, please visit https://www.tateandlyle.com or follow Tate & Lyle on LinkedIn, X (Twitter), Facebook or YouTube.
[1] Kantar Profiles / Mintel, August 2022
[2] Mintel 2018, consumer study, Soup - Europe
[3] *Tate & Lyle 2023/2022 Global Brand Equity Survey, conducted by Kadence, Europe (France, Germany, UK)