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MEAT TRENDS Global retail market overview: processed meat, 2018 Food Mega Trends Driving the MEAT Industry Russia has the highest consumption of processed meat. Low consumption markets are expected to struggle for growth Indonesia is forecast to have the strongest value CAGR. Asst.ProfDr Kanithaporn Vangnai Department of Food Science and Technology, Faculty of Agro-Industry Kasetsart University Email: kanithaporn.v@kuth 1 Processed meat products – launched onto the market 2017-2018 Read on mintel.com Processed meat products launched during October 2017-2018 Europe 52% Middle East & Africa 4% (551 Products) (6,662 Products) 8,400 6,279 4,305 Meat Fish Poultry 735 447 333 Asia Pacific 21% (2,679 Products) North America 13% (1,597 Products) Europe Asia-Pacific Latin America 10% 309 339 141 (1,262 Products) 123 Source: www.mintelcom Source: www.mintelcom 157 118 4 Our pick of the most innovative launches in this review Free from nitrites and e
numbers Artisan Finnebrogue Unsmoked Streaky Bacon Rashers only contains natural ingredients and is made from British pork (UK). Slow grown chicken Gårdsand Lerstang Chicken Breast comes from a natural and slow-grown chicken, fed with local feed in Vestfold, Norway, and has lived for 60-70 days (Norway). Meat, poultry and fish meets Mintel Trends Thai-inspired fish in steam bag Hand Cut Fish Fillets with Thai Red Curry Sauce are made with real ingredients and do not contain artificial colours, flavours or preservatives (Australia). The Real Thing Consumers are craving products that come with a stamp of authenticity. Daylesford Organic Rosemary & Thyme Roast Ham has been prepared in a traditional way (eg the pigs were fed on a wild-foraged diet) in very small batches (UK). Moral Brands Consumers dont need to be ethical when the moral brand can do it. Coles Free Range RSPCA Approved Australian Chicken is made from chickens that have room to access outdoors and freedom to
express their natural behaviours (Australia). Help Me Help Myself Consumers are learning new ways to nudge themselves towards better habits. Puresea Sardines in Tomato Sauce is claimed to be a good source of protein, a natural source of omega-3 and lycopene (US). Read on mintel.com Read on mintel.com Transparent Labeling Source: www.mintelcom 7 Source: https://www.ccncom/farmers-cooperative-uses-blockchain-to-trace-meat-through-supply-chain/ 8 Back to basics Source: www.mintelcom 9 10 Processed meat, poultry and fish under threat Processed meat, poultry and fish has an established position on the menu in most households. However, the category continues to be under threat from shifting consumer eating habits. These efforts from producers to boost their moral image are reflected in NPD activity with ethical and environmental claims continuously growing in the category. Dec 2013-Nov 2014 Dec 2014-Nov 2015 Dec 2015-Nov 2016 Dec 2016-Nov 2017 Dec 2017-Nov 2018 20% 15%
14% 13% 12% % of launches Health and environmental concerns have prompted many people to cut back on processed meat. Consequently, this has put significant pressure on suppliers to create – and increase – consumer trust and continued engagement with the category. Europe: processed meat, poultry & fish NPD by ethical and environmental claims, December 2013-November 2018 12% 12% 11% 11% 11% 11% 11% 10% 9% 8% 7% 6% 5% 4% 1% 0% 0% 0% 0% 0% Ethical – env friendly package Ethical – env friendly product Ethical – animal Ethical – charity Read on mintel.com 12 Europe Asia-Pacific Australia (175) New Zealand (26) Thailand (6) 2013 2014 2015 2016 2017 2018 2013 2014 2015 2016 2017 2018 13 14 Natural claims continue to grow steadily in processed meat, poultry and fish Australia (44) Hong Kong (36) Japan (35) Korea (25) Thailand (2) 2013 Base:* no additives or preservatives Read on mintel.com 2014 2015 2016 Source: www.mintelcom 2017
2018 2013 2014 2015 2016 2017 2018 16 Processed meat, poultry and fish promote natural attributes "All-natural, minimally processed" Stop & Shop Meatloaf Mix is a blend or ground beef, pork and veal. This all natural US Department of Agriculture inspected product contains no artificial ingredients (US). "Made with real, simple ingredients" Maple Leaf Prime Chicken Strips are made with natural chicken breast fillets from chickens raised without antibiotics (Canada). "Organic with no chemicals or antibiotics" Wegmans Organic Large Raw Shrimp is farmraised and sourced from sustainable fishery (US). 18 Read on mintel.com Grass-fed meat taps into naturalness Free-from positioned meat, poultry and fish Over the past 12 months, 3% of total processed meat, poultry and fish products launched in North America featured a grass-fed claim. This indicates an untapped opportunity, considering 26% of US red meat eaters think grass-fed is an
important purchasing factor, besides price. Although grass-fed claims for beef are not entirely new, the claim aligns with the trend for naturalness, which is permeating across food and drink innovation at the moment. The image of cattle grazing on lush grassland is well-placed to appeal to consumers who are seeking less obviously processed meats. Florida Raised Local Grass-Fed Beef is made from cows that are raised by Florida farmers, in a free roaming environment and are never confined to feedlots. The USDA-inspected sustainable beef product is also free from artificial ingredients, animal by-products, antibiotics, added hormones and preservatives. Florida Raised Local Grass-Fed Beef (US) Base:1,910 internet users aged 18+ who personally ate red meat in past six months (December 2016) Read on mintel.com Free from gluten, GMOs, artificials Belmont Meats Organic Pure Beef Patties claim to be "the patty with nothing to hide". This product is free from gluten, GMOs,
artificial colours, flavours, allergens and animal by-product (Canada). Free from antibiotics and nitrates Columbus Craft Meats Oven Roasted Turkey Breast is made with turkey raised without antibiotics and added hormones, and is free from nitrites (US). Free from gluten, dairy and antibiotics Foppen Hot Smoked Norwegian Salmon with Black Pepper is sourced from the cold waters of well-established fish farms, and smoked on oak and beechwood according to an authentic family recipe (US). Read on mintel.com Good animal welfare is associated with better quality meat Promoting animal welfare on-pack can convey an image of better quality meat. Applegate Organics Organic Turkey Burgers has been launched in Puerto Rico. This USDA-inspected, organic certified product is sourced from family farms, where the animals are humanely and responsibly raised, allowed to exhibit their natural behaviors, and fed an exclusively organiccertified vegetarian grain diet, without the use of antibiotics.
The turkey burger is free from casein, GMOs and gluten, can be thawed in the microwave oven, and retails in a 16oz recyclable pack containing four units and featuring serving suggestions. Applegate Organics Organic Turkey Burgers (Puerto Rico) http://recipegeek.com/food-talk/foodie-files/pros-and-cons-organic-meat Free hormone Free growth promotants Free antibiotics Free GMO 21 Read on mintel.com Nitrate/Nitrite-free products Substitution of nitrate/nitrite by natural products Uncured Organic Natural curing October 2017 – 2018 * Uncured meat products = 141 * Celery powder = 78 samples * sea salt = 63 samples 23 24 Using sea salt in uncured meat products !! Pink color defect • Occurrence of a pink color on the interior portions of cooked, uncured poultry products • Give the appearance of undercooked or unsafe product • Leads to consumer rejection and thus financial loss to the meat industry • Sea salt: nitrate Æ nitrite 25 Exogenous factors affecting WHC of
muscle protein Salt (Sodium Chloride) Improve WHC by swelling myofibrillar proteins Cl- tends to bind to the protein filaments and increase the electrostatic repulsion force Phosphate-free (clean label) products Phosphate alternatives Used in processed meat ?? 27 28 Exogenous factors affecting WHC of muscle protein Exogenous factors affecting WHC of muscle protein Phosphate Alkaline pH, pH >> pI, Increase negative charge Specifically bound with Mg2+ and Ca2+ in protein Pyrophosphate, tripolyphosphate, hexametaphosphate, sodium tripolyphosphate Salt + Phosphate :: strong synergistic effect • • 29 Chloride ions bond to the actin filaments and expand the filament matrix Æ more water could retain in the meat matrix Negative charge of phosphate strong bound with Ca2+ and Mg2+ in actin and myosin molecules Tan et al. (2018) 30 Being precise Meat Enhancement Water Salt Water Salt Phosphate Source: www.mintelcom 31 32 Healthy processed meat
(2018-2019) Reduced fat Low fat meat products launched in the market during 6 months (May-Oct, 2018) GLOBAL Reduced Trans-fat Reduced sodium Reduced calorie Reduced fat Reduced Trans-fat Reduced sodium Reduced calorie Reduced fat Reduced Trans-fat Reduced sodium Reduced calorie Source: www.mintelcom 33 34 Protein (21.9 g/100 g) Protein (22.2 g/100 g) Source: www.mintelcom 35 Source: www.mintelcom 36 Sugar-free Meat products Reduction of sodium content • Important of salt in meat products - Preservation and extension of shelf life - Increased retention of water - Solubilized of muscle proteins • Salt replacers - KCl (salting out effect similar to NaCl) 37 38 Processed meat fortified with vitamin/mineral during 2013-2018 Low sodium meat products launched in the market during 3 years (2015-2017) [Asia-Pacific] 39 40 41 42 43 44 Addition of functional ingredients • Dietary fibers (oat, sugar beet, soy, apple, pea and inulin) • Protein derivatives of
vegetable origin (soy protein, sunflower protein, wheat and maize protein) • Vegetable oils and fish oils • Vitamins and Minerals • Antioxidative compounds 45 46 47 48 Using dietary fibers in fat-reduced meat model system New sensations Source: www.mintelcom 49 50 Source: www.mintelcom Sliced turkey breast with whole black rice Source: www.mintelcom 51 Source: www.mintelcom 52 Internet of Things https://thetakeout.com/tyson-hopes-you-want-to-eat-protein-chips-made-with-up1826538611 Source: www.mintelcom 53 54 55 56 Source: www.mintelcom 57 Source: www.mintelcom 58 Opportunity http://thekatynews.com/2018/03/15/kroger-brings-chef-designed-prepparedo-meal-kits-to-37-select-houston-area-stores/ 59 60 White striping and wooden breast abnormalities affected the meat quality Bailey et al (2015) 61 62 63 64 THANK YOU Asst.ProfDr Kanithaporn Vangnai Department of Food Science and Technology, Faculty of Agro-Industry Kasetsart University
Email: kanithaporn.v@kuth 65
numbers Artisan Finnebrogue Unsmoked Streaky Bacon Rashers only contains natural ingredients and is made from British pork (UK). Slow grown chicken Gårdsand Lerstang Chicken Breast comes from a natural and slow-grown chicken, fed with local feed in Vestfold, Norway, and has lived for 60-70 days (Norway). Meat, poultry and fish meets Mintel Trends Thai-inspired fish in steam bag Hand Cut Fish Fillets with Thai Red Curry Sauce are made with real ingredients and do not contain artificial colours, flavours or preservatives (Australia). The Real Thing Consumers are craving products that come with a stamp of authenticity. Daylesford Organic Rosemary & Thyme Roast Ham has been prepared in a traditional way (eg the pigs were fed on a wild-foraged diet) in very small batches (UK). Moral Brands Consumers dont need to be ethical when the moral brand can do it. Coles Free Range RSPCA Approved Australian Chicken is made from chickens that have room to access outdoors and freedom to
express their natural behaviours (Australia). Help Me Help Myself Consumers are learning new ways to nudge themselves towards better habits. Puresea Sardines in Tomato Sauce is claimed to be a good source of protein, a natural source of omega-3 and lycopene (US). Read on mintel.com Read on mintel.com Transparent Labeling Source: www.mintelcom 7 Source: https://www.ccncom/farmers-cooperative-uses-blockchain-to-trace-meat-through-supply-chain/ 8 Back to basics Source: www.mintelcom 9 10 Processed meat, poultry and fish under threat Processed meat, poultry and fish has an established position on the menu in most households. However, the category continues to be under threat from shifting consumer eating habits. These efforts from producers to boost their moral image are reflected in NPD activity with ethical and environmental claims continuously growing in the category. Dec 2013-Nov 2014 Dec 2014-Nov 2015 Dec 2015-Nov 2016 Dec 2016-Nov 2017 Dec 2017-Nov 2018 20% 15%
14% 13% 12% % of launches Health and environmental concerns have prompted many people to cut back on processed meat. Consequently, this has put significant pressure on suppliers to create – and increase – consumer trust and continued engagement with the category. Europe: processed meat, poultry & fish NPD by ethical and environmental claims, December 2013-November 2018 12% 12% 11% 11% 11% 11% 11% 10% 9% 8% 7% 6% 5% 4% 1% 0% 0% 0% 0% 0% Ethical – env friendly package Ethical – env friendly product Ethical – animal Ethical – charity Read on mintel.com 12 Europe Asia-Pacific Australia (175) New Zealand (26) Thailand (6) 2013 2014 2015 2016 2017 2018 2013 2014 2015 2016 2017 2018 13 14 Natural claims continue to grow steadily in processed meat, poultry and fish Australia (44) Hong Kong (36) Japan (35) Korea (25) Thailand (2) 2013 Base:* no additives or preservatives Read on mintel.com 2014 2015 2016 Source: www.mintelcom 2017
2018 2013 2014 2015 2016 2017 2018 16 Processed meat, poultry and fish promote natural attributes "All-natural, minimally processed" Stop & Shop Meatloaf Mix is a blend or ground beef, pork and veal. This all natural US Department of Agriculture inspected product contains no artificial ingredients (US). "Made with real, simple ingredients" Maple Leaf Prime Chicken Strips are made with natural chicken breast fillets from chickens raised without antibiotics (Canada). "Organic with no chemicals or antibiotics" Wegmans Organic Large Raw Shrimp is farmraised and sourced from sustainable fishery (US). 18 Read on mintel.com Grass-fed meat taps into naturalness Free-from positioned meat, poultry and fish Over the past 12 months, 3% of total processed meat, poultry and fish products launched in North America featured a grass-fed claim. This indicates an untapped opportunity, considering 26% of US red meat eaters think grass-fed is an
important purchasing factor, besides price. Although grass-fed claims for beef are not entirely new, the claim aligns with the trend for naturalness, which is permeating across food and drink innovation at the moment. The image of cattle grazing on lush grassland is well-placed to appeal to consumers who are seeking less obviously processed meats. Florida Raised Local Grass-Fed Beef is made from cows that are raised by Florida farmers, in a free roaming environment and are never confined to feedlots. The USDA-inspected sustainable beef product is also free from artificial ingredients, animal by-products, antibiotics, added hormones and preservatives. Florida Raised Local Grass-Fed Beef (US) Base:1,910 internet users aged 18+ who personally ate red meat in past six months (December 2016) Read on mintel.com Free from gluten, GMOs, artificials Belmont Meats Organic Pure Beef Patties claim to be "the patty with nothing to hide". This product is free from gluten, GMOs,
artificial colours, flavours, allergens and animal by-product (Canada). Free from antibiotics and nitrates Columbus Craft Meats Oven Roasted Turkey Breast is made with turkey raised without antibiotics and added hormones, and is free from nitrites (US). Free from gluten, dairy and antibiotics Foppen Hot Smoked Norwegian Salmon with Black Pepper is sourced from the cold waters of well-established fish farms, and smoked on oak and beechwood according to an authentic family recipe (US). Read on mintel.com Good animal welfare is associated with better quality meat Promoting animal welfare on-pack can convey an image of better quality meat. Applegate Organics Organic Turkey Burgers has been launched in Puerto Rico. This USDA-inspected, organic certified product is sourced from family farms, where the animals are humanely and responsibly raised, allowed to exhibit their natural behaviors, and fed an exclusively organiccertified vegetarian grain diet, without the use of antibiotics.
The turkey burger is free from casein, GMOs and gluten, can be thawed in the microwave oven, and retails in a 16oz recyclable pack containing four units and featuring serving suggestions. Applegate Organics Organic Turkey Burgers (Puerto Rico) http://recipegeek.com/food-talk/foodie-files/pros-and-cons-organic-meat Free hormone Free growth promotants Free antibiotics Free GMO 21 Read on mintel.com Nitrate/Nitrite-free products Substitution of nitrate/nitrite by natural products Uncured Organic Natural curing October 2017 – 2018 * Uncured meat products = 141 * Celery powder = 78 samples * sea salt = 63 samples 23 24 Using sea salt in uncured meat products !! Pink color defect • Occurrence of a pink color on the interior portions of cooked, uncured poultry products • Give the appearance of undercooked or unsafe product • Leads to consumer rejection and thus financial loss to the meat industry • Sea salt: nitrate Æ nitrite 25 Exogenous factors affecting WHC of
muscle protein Salt (Sodium Chloride) Improve WHC by swelling myofibrillar proteins Cl- tends to bind to the protein filaments and increase the electrostatic repulsion force Phosphate-free (clean label) products Phosphate alternatives Used in processed meat ?? 27 28 Exogenous factors affecting WHC of muscle protein Exogenous factors affecting WHC of muscle protein Phosphate Alkaline pH, pH >> pI, Increase negative charge Specifically bound with Mg2+ and Ca2+ in protein Pyrophosphate, tripolyphosphate, hexametaphosphate, sodium tripolyphosphate Salt + Phosphate :: strong synergistic effect • • 29 Chloride ions bond to the actin filaments and expand the filament matrix Æ more water could retain in the meat matrix Negative charge of phosphate strong bound with Ca2+ and Mg2+ in actin and myosin molecules Tan et al. (2018) 30 Being precise Meat Enhancement Water Salt Water Salt Phosphate Source: www.mintelcom 31 32 Healthy processed meat
(2018-2019) Reduced fat Low fat meat products launched in the market during 6 months (May-Oct, 2018) GLOBAL Reduced Trans-fat Reduced sodium Reduced calorie Reduced fat Reduced Trans-fat Reduced sodium Reduced calorie Reduced fat Reduced Trans-fat Reduced sodium Reduced calorie Source: www.mintelcom 33 34 Protein (21.9 g/100 g) Protein (22.2 g/100 g) Source: www.mintelcom 35 Source: www.mintelcom 36 Sugar-free Meat products Reduction of sodium content • Important of salt in meat products - Preservation and extension of shelf life - Increased retention of water - Solubilized of muscle proteins • Salt replacers - KCl (salting out effect similar to NaCl) 37 38 Processed meat fortified with vitamin/mineral during 2013-2018 Low sodium meat products launched in the market during 3 years (2015-2017) [Asia-Pacific] 39 40 41 42 43 44 Addition of functional ingredients • Dietary fibers (oat, sugar beet, soy, apple, pea and inulin) • Protein derivatives of
vegetable origin (soy protein, sunflower protein, wheat and maize protein) • Vegetable oils and fish oils • Vitamins and Minerals • Antioxidative compounds 45 46 47 48 Using dietary fibers in fat-reduced meat model system New sensations Source: www.mintelcom 49 50 Source: www.mintelcom Sliced turkey breast with whole black rice Source: www.mintelcom 51 Source: www.mintelcom 52 Internet of Things https://thetakeout.com/tyson-hopes-you-want-to-eat-protein-chips-made-with-up1826538611 Source: www.mintelcom 53 54 55 56 Source: www.mintelcom 57 Source: www.mintelcom 58 Opportunity http://thekatynews.com/2018/03/15/kroger-brings-chef-designed-prepparedo-meal-kits-to-37-select-houston-area-stores/ 59 60 White striping and wooden breast abnormalities affected the meat quality Bailey et al (2015) 61 62 63 64 THANK YOU Asst.ProfDr Kanithaporn Vangnai Department of Food Science and Technology, Faculty of Agro-Industry Kasetsart University
Email: kanithaporn.v@kuth 65
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