In today’s convenience food sector, value is no longer solely determined by price. A recent report from Tate & Lyle, titled „Enhanced Eating: A healthier future for convenience foods,“ highlights the shifting consumer preferences towards high-quality, healthier ingredients and value for money in the European convenience food category.
The report delves into the emerging trend of Enhanced Eating, which presents opportunities for manufacturers to enhance the nutritional profile of convenience foods. According to industry researchers, consumers in Europe are increasingly prioritizing products that offer health benefits and are made with more natural ingredients. While some consumers still associate good value with lower prices, a significant portion now consider health benefits and natural ingredients as key indicators of value.
Tate & Lyle’s research indicates that over 50% of European consumers are likely to purchase a product if it offers added benefits such as fiber. This presents a clear opportunity for manufacturers to differentiate their products by focusing on nutritional enhancements that align with consumer preferences.
The report also outlines various technical solutions that manufacturers can utilize to boost the nutritional profile of their products. By incorporating specialty ingredients, companies can meet consumer demand for healthier options without compromising on taste, texture, convenience, or value for money.
Kerstin Werner, category development manager for soups, sauces, and dressings at Tate & Lyle, emphasizes the importance of evolving the concept of value in the convenience food sector. She notes that consumers are increasingly aware of the impact of their food choices on their health and well-being, leading them to prioritize products made with high-quality, healthier ingredients.
In addition to ingredient enhancements, the report explores the role of labeling in informing consumer buying decisions. It discusses the impact of nutrition rating systems like Nutri-Score in Europe and non-HFSS (high in fat, salt, and sugar) in the UK on consumer perceptions of value and healthiness.
Tate & Lyle’s food scientists have been collaborating with brands across Europe to capitalize on the Enhanced Eating trend by elevating the nutritional profile of their products. By leveraging their technical expertise, manufacturing capabilities, and range of ingredients for fortification, mouthfeel, and sweetening, Tate & Lyle aims to help manufacturers create healthier and tastier convenience foods that resonate with consumers.
In conclusion, the convenience food category presents a diverse landscape ripe for innovation and nutritional enhancement. With consumer preferences shifting towards healthier options, manufacturers have the opportunity to differentiate their products by focusing on nutritional benefits and high-quality ingredients. Tate & Lyle’s commitment to supporting brands in meeting these evolving consumer demands underscores the importance of adapting to changing trends in the convenience food sector.