With food products claiming that they satisfy hunger becoming increasingly common in the UK and US markets, Euromonitor International has predicted satiety could be the next big health and wellness trend.
Partially, Euromonitor said, the potential of satiety diets lies in the weaknesses of current popular diets with many consumers being turned off by the health problems associated with a high-protein regimes and confused by the complex nature of GI diets. Consumers, Euromonitor suggests, are increasingly seeking diet foods that are filling and enjoyable.
“The timing is right for a new food craze,” the research group said. “This time the industry is looking for a less radical concept that will appeal to a large number of consumers – and high satiety seems to fit the bill perfectly,” Euromonitor said.
A number of manufacturers have responded to this new trend. Quaker has marketed its instant oatmeal as “helping to fill you up and keep you satisfied” and Danone has trumpeted the “lasting satisfaction” offered by Shape low fat yoghurt in the UK. High protein and high fibre products fit the trend well, as they take a long time to digest – keeping you feeling full for longer.
Euromonitor has predicted that food manufacturers will be able to re-package and re-launch a variety of low GI and low carb foods.
“This will throw a life-line to low-carb packaged foods, whose sales grew at a meagre 1% in the US in 2005, as low-carb products are generally high in protein, which takes longer to digest then carbohydrate, and are therefore more satiating,” comments Simone Baroke, health and wellness analyst at Euromonitor International.
Euromonitor also suggested that manufacturers will revamp high-fibre products in the light of the satiety trend. According to Euromonitor’s latest data, between 2002 and 2005 the sales value of high fibre products increased by almost 15% internationally, to US$25bn.
“An opportunity exists here for manufacturers to re-position their high-fibre products in line with the satiety concept, actively helping to fuel its growth,” Baroke commented.
Interestingly, Euromonitor said that satiety foods will also appeal to men, who have traditionally been a difficult demographic to win over to diet foods. “The promise of ‘maximum satisfaction’ may hold the key to success, where ‘diet’ and ‘light’ products have always failed,” Euromonitor suggested.