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Nutrition focus: Low FODMAP

May 2019


Food and beverage launches with a low FODMAP claim see significant growth LOW FODMAP PRODUCTS ARE EMERGING

LOW FODMAP CLAIMS APPLIED ACROSS MARKETS

Indexed number of food and beverage launches tracked with a low FODMAP claim (Global, Index 2014=100)

Indexed # of new product launches

3000

2775

2500 2000

+130%*

1500

average annual growth 2014-2018

Fody Mockingbird Trail Mix

1000

Canada, Mar 2018 CLAIMS Certified gluten free. Lactose free. Certified USDA organic. Ecocert certified. Certified Kosher. Low FODMAP.

500 100 0 2014

*Growth from a small base

2 2

2015

2016

2017

2018

Bays Kitchen Jalfrezi Curry Stir-In Sauce United Kingdom, Sep 2018 CLAIMS …Certified by FODMAP Friendly, trading name of FODMAP Pty Ltd of Australia. Compared to many similar stir-in sauces, these sauces are Low FODMAP…


Sauces & seasonings are driving growth of low FODMAP claims TOP CATEGORIES WITH A LOW FODMAP CLAIM

SPOTLIGHT ON SAUCES & SEASONINGS

Top market categories as percentage (%) of food and beverage launches tracked with a low FODMAP claim (Global)

25%

0%

0% Sauces & Seasonings

Bakery

0%

10%

9%

15%

Fody Ketchup

9%

15%

20%

12%

25%

25%

30%

5%

3

2018

35% 25%

% of new product launches

40%

3

2014

40%

45%

Cereals

Dairy

Ready Meals & Side Dishes

United States, Sep 2018 CLAIMS Non GMO project verified. Certified gluten free. Low FODMAP and gut friendly. Certified vegan. Monash university low FODMAP certified…

Histaminikus Krauter der Provence Bio: Organic Herbs of Provence Germany, Nov 2018 CLAIMS …Suitable for histamine intolerance. Suitable for low FODMAP diets. Free from dairy products. Soy free. Suitable for vegans. Organic. No onions. No garlic. No flavor enhancers and artificial additives…


Fastest growing market categories featuring low FODMAP claims Fastest growing* market categories of food and beverage launches tracked with a low FODMAP claim (Global, CAGR 2014-2018)

Sauces & Seasonings

+158%

Cereals Ready Meals & Side Dishes Soup

*Growth from a small base

4 4

+90% +78% +50%


Low FODMAP products often also feature gluten-free claims LOW FODMAP PRODUCTS WITH A GLUTEN-FREE CLAIM

TOP CLAIM ON LOW FODMAP PRODUCTS: GLUTEN-FREE Top positionings as percentage (%) of food and beverage launches tracked with a low FODMAP claim (Global)

100%

29%

25% 32%

40%

44%

45%

60%

50%

80%

25%

% of new product launches

100%

2018

86%

120%

100%

2014

20% 0% Gluten Free

5 5

Vegan

No Additives /Preservatives

Kosher

High/Source Of Fiber

FODMAPPED for You Red Wine and Italian Herbs Tomato Pasta Sauce

Monster Health Food Free and Fruity Muesli

United Kingdom, Nov 2018

Malaysia, Aug 2018

CLAIMS Gluten free. No onion or garlic. Low FODMAP. FODMAP friendly approved food product. 4.0/5 health star rating. No added MSG. No artificial colors, flavors or preservatives…

CLAIMS Suitable for fructose malabsorption and FODMAP diets. […] Made in Australia from at least 97% Australian ingredients. Gluten free. Nut free. Now with chia. Health Star Rating 4.


Grains and vegetables are often used in products with a low FODMAP claim GRAINS & VEGETABLES ARE KEY IN LOW FODMAPPING Top ingredients as percentage (%) of food and beverage launches tracked with a low FODMAP claim (Global) 2018

75%

CLAIMS Delicious snack when you're in a hurry. Gluten free. Low FODMAP. Source of fiber. Health star rating: 2. Nut free. Suitable for vegetarians. Less than 100 calories per serve. No artificial colors, flours or preservatives. Packed with grains including quinoa, amaranth, corn and rice. All butter recipe. Made with real fruit.

30% 20%

25% 20%

40%

25% 21%

36%

50%

50%

50%

60%

Rice Products

Nuts & Seeds

10% 0% Grains

6 6

Vegetable Products

Fruit

FODMAPPED Breakfast Biscuit with 4 Grains, Cranberry, Orange and Vanilla Bean Australia, Jul 2018

70% 50%

% of new product launches

80%

75%

2014

LOW FODMAP BAKERY PRODUCT FEATURING 4 GRAINS

INGREDIENTS Butter (16%) (cream), rice flour, modified tapioca starch, sugar, dried cranberries (6.9%) (cranberry (50%), sugar, sunflower oil), corn starch, vegetable fiber, brown sugar, chickpea flour, psyllium, puffed rice (3.4%), cornflakes (3.4%), soy flour, puffed quinoa (2.3%), orange peel (2.3%), puffed amaranth (1.7%), rice bran cereal, whey powder, emulsifier (soy lecithin), raising agent (e500, e450), vanilla bean powder (0.5%), thickener (e415, e412, e464), salt, lemon oil (0.2%).


Rice: fastest growing ingredient among low FODMAP products +119%* average annual growth of

food and beverages with a low FODMAP claim tracked with rice. (Global, CAGR 2014-2018)

*Growth from a small base

7 7


Low FODMAP claims are increasingly applied across market categories BAKERY Increase in market penetration (2014-2018)

8 8

DAIRY

SNACKS

MEAT SUBSTITUTES

+9%

+6%

Schar Meisterbackers Mehrkorn Glutenfrei: Master Baker Multigrain Gluten Free Bread

Green Valley Creamery Lactose Free Organic Low Fat Yogurt: Strawberry

Fody Kettle Cooked Barbeque Flavored Russet Potato Chips

Austria, Sep 2018

United States, Jun 2018

CLAIMS Gluten free. Wheat free. Lactose free. No preservatives. Rich in fiber. Monash low FODMAP. Green Dot Certified.

CLAIMS Lactose free. USDA organic. Low fat. Lovingly cultured with a carefully crafted recipe. Certified humane, raised and handled. FODMAP friendly…

+15%

Canada, Mar 2018 CLAIMS …Onion free. Garlic free. Lactose free. Low FODMAP. Certified kosher. Certified low FODMAP by Monash University. No trans fat, low in saturated fat and cholesterol free.

+3%

Natura Nuova Alifree FODMAP Medaglioni Alla Parmigiana: Parmigiana Medallions Italy, May 2018 DESCRIPTION …Thanks to a careful search for ingredients with low FODMAP content, Parmigiana Medallions are prepared with hard cheese…


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