The increasing awareness among consumers about the correlation between diet and health is revealing prospects for fat alternatives, especially those aligned with the 'natural' and 'healthy indulgence' trends, as highlighted by insights from Mintel. Shedding light on the transformations and consumer-driven shifts shaping the landscape of fat reduction.
Globally, claims of low/no/reduced fat are declining. Consumers are now prioritising health-conscious and indulgent products, seeking "better-for-you" options that do not compromise taste.
Beyond taste, fat content plays a significant role in consumer choices. According to Mintel data, approximately one-third of U.S. consumers and Canadian dairy milk buyers regard fat content as a top consideration.
Despite these considerations, the number of global patents for low- or no-fat food and drink products has dropped by almost 45 percent from 2018 to 2023, with the dairy category experiencing a notable decline in launches over the past five years. In North America, healthier fat claims on dairy products decreased from 21 in 2018 to 13 in 2023 as brands shifted towards more positive functional claims related to protein and fibre.
Innovations in natural fibres, particularly those derived from fruits and vegetables, are emerging as promising fat substitutes. These fibres mimic the taste and texture of fat and address the deficiencies in fibre intake observed in much of the Western world.
Plant-based fats are gaining traction, driven by the growing interest in sustainable ingredients. Closing the taste gap between plant and animal-based products remains a challenge. However, advancements in technology and increased investment in plant-based and cultivated meat alternatives are paving the way for next-generation fats.
read more insights from Mintel HERE
