Overview:

This report analyzes the future of salt reduction, assesses existing and future technologies and ingredients to reduce sodium content and provides company analysis and product examples of salt reduced, low salt and no-salt brands.

Salt reduction has become a key issue for consumers, governments, and manufacturers, creating an opportunity and challenge for manufacturers to create reduced salt or sodium offerings. In addition, sodium or salt labeling is likely to become mandatory in most regions. This report analyzes the market context, NPD landscape, new ingredients and technologies and future salt reduction strategies.

Scope of this research

• Understand the key drivers for salt reduction in food and drinks with a specific focus on new developments.
• Evaluate new product launches with reduced salt type claims, and the activities of key food and drink manufacturers leading product innovation.
• Identify and assess new ingredients and technologies which are expanding the boundaries of what can be achieved in salt reduction in food and drinks.
• Analyze innovative tools being used in the research and development of salt reduction solutions.
• Understand the opinions of key stakeholders and the future opportunities and challenges for the food and drinks manufacturers.

Research and analysis highlights

In the industry survey carried out for this report, the six most mentioned (all receiving at least 5% of total mentions) companies/brands thought to be driving innovation within the reduction of salt and sodium in food and drink were the Campbell Soup Company, Nestlé, Unilever, Kraft, Frito-Lay, and Heinz.

Between 2007 and 2010, approximately 3.7% of new ‘reduced salt type’ food and non-alcoholic drinks products listed potassium chloride as an ingredient. 1.6% of all new products between 2007 and 2010 featured a ‘reduced salt type’ claim . This compares to a rate of 7.9% for ‘reduced fat type’ launches, and 5.1% for ‘reduced sugar type' launches.

The categories accounting for the highest shares of new ‘reduced salt type’ food and drinks 2007-2010 were bakery and cereals; sauces, dressings and condiments; and soft drinks. These categories accounted for more than 50% of ‘reduced salt type’ new products in the period between them.

Key reasons to purchase this research

• What are the market drivers for salt reduction and how will these affect salt reduction targets, target market focus, labeling and claims regulations.
• What is the overall rate of NPD with reduced salt type features and which categories have the highest share of low/no salt new products?
• What are the new products and research activities of some of the largest food and drink manufacturers in the area of salt reduction?
• Which new ingredients and technologies are allowing for greater levels of successful salt substitution?
• What are the key opportunities and challenges for manufacturers within the area of salt reduction in food and drinks?

About the author 2
Disclaimer 2
Executive summary 11
Introduction 11
Market dynamics 12
New product review 13
Innovative ingredients and technologies 14
The future of salt reduction in food and drinks 15

Chapter 1 Introduction 16
Summary 16
Introduction 17
The potential for reduced salt food and drink products 17
Health is a key driver 17
Market value, availability and consumer acceptability 19
The role of salt in food and drinks 21
Defining reduced salt 24
Salt vs. sodium 24
Terminology relating to claims 25
Scope and structure of the report 26
Methodology 26

Chapter 2 Market dynamics 28
Summary 28
Introduction 29
Diet, processed foods, and public health 30
Dietary sodium intakes are too high 30
Processed foods are a major contributor to dietary salt intake 31
Increased importance of processed foods 31
Salt and sodium levels within processed foods 34
Salt consumption and public health 36
Demographic changes and relevant consumer segments 37
Increasing numbers of obese and elderly consumers 37
The potential for a ‘reduced salt’ consumer segment 41
Lobbying, campaigns, and regulation 42
Initiatives and voluntary campaigns for salt reduction 42
Global campaigns 42
The Food Standards Agency in the UK 43
US 44
Other regions 45
Legislation vs. self-regulation 46
Regulation – recent and likely developments 47
Permitted levels 47
Claims 48
Labeling 49
Emerging markets 51
Diet, health and the role of processed foods 52
Reduction strategies, public health campaigns and regulation 54

Chapter 3 New product development 56
Summary 56
Introduction 57
Summary of ‘reduced salt’ food and drink product launches 57
New products with high salt/sodium reductions 58
Category analysis 61
Category share and activity 61
Product review by category 64
Bakery and cereals 64
Sauces, dressings and condiments 70
Soft drinks 73
Savory snacks 77
Canned food 78
Ready meals 80
Baby food and drinks 81
Regional analysis 82
Regional activity and share 82
North America 84
New bakery and cereal products with ‘reduced salt type’ claims in North America 84
New ‘reduced salt type’ condiments in North America 85
Savory snacks with low salt type claims in North America 86
‘Reduced sodium type’ soft drinks in North America 87
Traditional brands and products with ‘reduced salt type’ claims in North America 88
South and Central America 89
Global brands and ‘reduced salt type’ claims in Latin America 89
Traditional Latin American products launched with ‘reduced salt type’ claims 90
Europe 91
Low sodium/salt bakery and cereals in Europe 91
Traditional European foods with reduced sodium/salt type claim 93
Asia-Pacific 94
Reduced sodium type sauces, dressings and condiments in Asia-Pacific 94
‘Reduced salt type’ type juices in Asia-Pacific 96
Middle East and Africa 97
Claim/tag evaluation 98
Health claims related to reduced salt 98
Hypertension and blood pressure tags/claims 98
Logos and seals of approval 100
Additional tags on new ‘reduced salt type’ foods 101
The role of key food and drink manufacturers 102
Companies leading innovation in salt reduction 103
Campbell Soup Company 104
Nestlé 107
Unilever 109
Kraft 110
Frito-Lay (PepsiCo) 111
Heinz 113
New products and innovation focus 114

Chapter 4 Innovative ingredients and technologies 115
Summary 115
Introduction 116
Functionality of new ingredients and technologies 117
Ingredients 119
Flavors and flavoring systems 119
Umami and kokumi 120
Flavor house solutions 121
Potassium chloride – recent developments 122
Bitter blocking 125
Benefits and potential risks of potassium chloride 126
Plant based substitutes 127
Yeast derived ingredients and extracts 128
Sea salt 129
‘Clean label’ claims 131
Technologies 132
Structural modifications of salt 132
Structural/compositional modifications of food 133
Using aroma to enhance saltiness 133
Food structure effects 134
The total food system 136
Innovative techniques in salt reduction research 137
Using taste receptors 137
Sensory evaluation techniques 139
Future approaches 141

Chapter 5 The future of salt reduction in food and drinks 142
Summary 142
Introduction 143
Key stakeholders 143
Policy makers and regulators 144
Consumers 145
Manufacturers 145
Challenges and opportunities for the future 146
Challenges 146
Good taste and appropriate communication 146
Safety and shelf-life 147
Public health considerations 148
Opportunities 149
Key categories 149
Key regions 151
Specific consumer segments 151
New ingredients and technologies 154
Conclusions 156
Appendix 157
Scope 157
Methodology 157
Primary research 157
Secondary research 157
Glossary/Abbreviations 158
Bibliography/References 159

Chapter 1 159

Chapter 2 160

Chapter 3 165

Chapter 5 172

Table of figures

Figure 1: Major functions of salt in food and drink products 21
Figure 2: Approaches to salt reduction in food and drink 23
Figure 3: The drivers of salt reduction in food and drinks 29
Figure 4: U.S. food grade salt sales, 1989-2009 (000 tons) 31
Figure 5: Life expectancy at birth (absolute), by region 39
Figure 6: Examples of products carrying the Health Check logo 51
Figure 7: Nostromo Basso in Sale (Low in Salt) Tuna with 80% less salt 59
Figure 8: Vegetable drinks with high levels of sodium reduction 59
Figure 9: Salty snacks (peanuts and olives) with 75% sodium/salt reductions 60
Figure 10: Baby and children’s cereal products with ‘reduced salt type’ tags 66
Figure 11: New bread products with ‘reduced salt type’ tags 68
Figure 12: Cookies/bars tagged with ‘reduced salt type’ claims 69
Figure 13: Low sodium/salt seasoning blends 70
Figure 14: New natural and ‘lower in sodium’ type sea salts 71
Figure 15: Wet cooking sauces implying or promoted on flavor development 73
Figure 16: Soft drinks with clearly labeled no sodium claims 74
Figure 17: Sodium free/no sodium diet carbonated drinks 76
Figure 18: ‘Natural’ or ‘healthy’ potato chips with high levels of salt reduction 78
Figure 19: Reduced salt/sodium versions of traditional canned foods 79
Figure 20: ‘Reduced salt type’ ready meals with a healthy or natural image 80
Figure 21: New baby/toddler products with front of pack no added salt type labeling 81
Figure 22: Proportion new ‘reduced salt’ type products launched 2007-2010, by region (% of all
new product launches for the region for the specified year) 82
Figure 23: Regional shares of all new product launches with ‘reduced salt type’ claims or tags,
2007-2010 83
Figure 24: Low/no sodium granola products from North America 84
Figure 25: Reduced salt/sodium condiments launched in the US 85
Figure 26: Low/no salt or sodium snacks in North America 86
Figure 27: Functional drinks tagged with ‘no sodium’ type claim 87
Figure 28: ‘Reduced salt type’ launches of traditional North American products 88
Figure 29: New globally branded products with reduced/low sodium in Latin America 89
Figure 30: Traditional Latin American products with ‘reduced salt type’ claims 90
Figure 31: Muesli/granola products with ‘reduced salt type’ tags launched in Europe 91
Figure 32: New Finnish breads launched with health and sodium content claims 92
Figure 33: Traditional European foods launched with ‘reduced salt type’ claim 93
Figure 34: ‘Reduced salt type’ soy sauces launched in Asia-Pacific 95
Figure 35: Asian pickles and relishes with reduced or low salt 95
Figure 36: New Japanese fruit and vegetable drinks with no added salt 96
Figure 37: Interesting new products from the ME&A tagged as low in sodium 97
Figure 38: New products for consumers with hypertension 99
Figure 39: New cereal products with blood pressure related claims 99
Figure 40: ‘Reduced salt type’ products with heart association/foundation logos 101
Figure 41: Pepperidge Farm Vitality Whole Grain Bread 105
Figure 42: New Campbell’s ‘reduced salt type’ products in Canada, Mexico, and Turkey 106
Figure 43: New Maggi ‘reduced salt type’ products 108
Figure 44: New ‘reduced salt type’ and no salt Knorr and Becel products 109
Figure 45: Recent ‘reduced salt type’ Kraft cracker product launches 111
Figure 46: Lay’s Lightly Salted Chips and Fritos Lightly Salted Corn Chips 112
Figure 47: Heinz Beanz Snap Pots with reduced sugar and salt 113
Figure 48: Practical salt reduction options available to manufacturers 117
Figure 49: A spectrum of salt reduction ingredients/technologies 118
Figure 50: Examples of new products in 2010 containing KCl 123
Figure 51: New US products featuring sea salt 129
Figure 52: Salt reduction in food and drinks – the focus of key stakeholders 143
Figure 53: Reduced salt type ethnic food products in North America 150
Figure 54: Evaluation of salt reduction solutions by naturalness vs. effectiveness 155

Table of tables

Table 1: Industry executives’ opinion of the importance of various 'good for you' health
initiatives 18
Table 2: Industry executives’ opinion on the availability and acceptability of reduced salt food
and drink offerings 20
Table 3: Codex Guidelines on Sodium Content Claims 25
Table 4: Ready meals market value by region ($m), 2009–13 32
Table 5: Top 10 bakery and cereals markets, by value ($bn), 2009–14 33
Table 6: Top 10 savory snacks markets by value ($bn), 2009–14 34
Table 7: Percentage of obese adults by country (%), 1995-2015 38
Table 8: Growth in % of total country population, by age group, 2000-2020 40
Table 9: Diet food and drinks market, Europe and the US ($m), 2006–10 41
Table 10: Industry executives’ opinion on reduced salt market potential by region 52
Table 11: Emerging markets for ready meals by value ($m), 2009 53
Table 12: New products with ‘reduced salt type’ claims/tags, 2007-2010 (% of all new product
launches for the specified year or period) 58
Table 13: Category share of all new ‘reduced salt type’ products 2007-2010 62
Table 14: Proportion new ‘reduced salt type’ products launched 2007-2010, by category (% of
all new product launches for the category for the specified year or period) 63
Table 15: Industry executives’ opinion on the potential demand for new reduced/low salt food
and drink products across a range of categories 64
Table 16: Industry executives mentions of companies/brands driving innovation 103
Table 17: Industry executives’ interest in salt reduction ingredients/technologies 116
Table 18: Estimated prevalence of hypertension across the seven major markets, 2009 153