|
|
|
You can get e-magazine links on WhatsApp. Click here
|
|
|
|
|
|
Low sodium snacks market poised for growth
|
|
Monday, 19 September, 2022, 16 : 00 PM [IST]
|
|
Harsch Koshti
|
With India’s diverse snacking choices and huge population, snacking is very much a part of Indian culture. And snacks are no longer something consumers reach for between meals to quell hunger pangs. A Mondelez International report revealed that 74% of India’s consumers prefer to eat small meals throughout the day over three large meals, with 81% saying they substitute one meal a day with a snack.
Like everywhere else in the world, the pandemic has seen India’s consumers turn to snacks for comfort and indulgence to relieve stress amid uncertainty. Among favourite snacks are chips, salted peanuts, popcorn and fryums, an Indian snack food of mainly potato starch and tinted sago.
But Covid-19 also highlighted the importance of eating healthy and food that is hygienically packed food. This behavioral shift has seen many consumers who want something nutritious switching from traditionally unpackaged oily, salty snacks to healthier protein and energy bars and baked chips.
As consumers transition to the next normal, demand will continue to grow for snacks with innovative flavours and taste that are also good for the body, be it through use of natural ingredients, nutrient fortification or are lower in fat, sugar and salt.
Salt is a universal flavour enhancer, particularly in savoury snacks, as its cost-efficient and readily available. Salt contains sodium which the body needs for healthy nerve and muscle function and proper balance of minerals and water. However, too much sodium can lead to a host of health issues such as high blood pressure, heart disease and stroke. According to World Health Organization (WHO), some 2.5 million deaths globally could be prevented each year if consumers limit salt intake to recommended levels.
On average, the daily salt intake globally is 9g to 12g, double the recommended maximum level by WHO, which pegs the ideal salt consumption per day at less than 5g. Last year, WHO released a new set of global standards for sodium levels in more than 60 food categories, with the new benchmarks showing countries how they to lower their targets and encourage industry to minimise sodium content in processed foods and work toward the WHO goal of 30% reduction in global sodium intake by 2025.
Regulatory authorities across the globe are joining the charge, establishing sodium limits in food or requiring front-of-pack labelling for sodium. In Asia Pacific, declaration of sodium content is required on packaging, with declaration of high-sodium content expected in the near future to help consumers recognise the need to manage their salt intake.
More people are looking at food as medicine and are placing greater focus on health. This has led to more demand and desire for healthy foods, including snacks – snacks that are good for me, good for my family and good for the earth.
But cutting salt is not a simple, straightforward process. Salt is not a single sensation but an overall experience. When salt is reduced by 15 to 30 percent, several things happen: sourness changes, bitterness and off notes increase, and umami is imbalanced.
Food texture is also affected, as salt delivers seasoning homogeneity. In baking products, salt plays a key role in strengthening gluten structure that results in a dough that can hold its shape and produce quality bread.
There is also the issue of food safety. Historically, salt was used to preserve food and prevent spoilage. In hot, tropical Asian countries, this is very important. Many food items stay fresh for long because of salt. For successful reformulation, taste, texture and food safety must be considered. Unless a balance of all these elements is achieved, salt reduction will not be possible.
Beyond these factors, cost can be an issue. As salt is a low-cost ingredient, any measure to reduce it would be costly. There is probably no ingredient cheaper than salt. But what we need to look at is the value that a solution brings to the table. The value of health, the value of positive nutrition. While there might be an increase in cost, the overall value is also much higher.
When looking for the right solution, it’s important for snack brands and manufacturers to consider a solution that can deliver clean upfront salty impact, enhances middle saltiness, adds intensity and taste dimension, succulence and masks bitter aftertaste.
A good solution is also one that can be complemented by natural extracts, dairy flavours and ingredients, and savoury flavours. This will improve the taste perception for a richer overall eating experience with a clean aftertaste. Beyond balancing sodium reduction and taste considerations, the right solution should enable easy application, deliver cost-in-use efficiency, and allow manufacturers to achieve their clean label objectives.
With the snack market in India expected to grow at a CAGR of 12% from 2022-2027, less (salt)can be more when it comes to fulfilling the consumer’s craving for tasty feel good snack foods that fulfill both their emotional and wellness needs.
(The author is marketing director, taste technologies, Kerry Asia Pacific, Middle East & Africa)
|
|
|
|
|
|
|
|
|
|