Low-carb back in vogue in Europe

The holiday period is never a good time to embark on a new diet. However, low-carb diets appear to be making a resurgence, according to new research from Mintel.

While low-carb diets peaked around 2004, new food and drink product launches touting low-carbohydrate content claims doubled between 2008 and 2013 in Europe.

Interestingly, the most popular categories are those most traditionally associated with carbs. Of all new product launches with low-carb claims in 2013, 10% were pasta products, 10% were baking ingredients or mixes, 9% were bread products and 8% were snack, cereal and energy bars.

Despite the French love for baguettes and croissants, France was the top European country for low-carb product launches, accounting for 17% in 2103. Germany and Spain were next, each accounting for 15% of new product launches.

Low-carb claims don’t always appear on their own: high protein is aiding the comeback of low carb, Mintel says, with European new product launches carrying both a low-carb and high-protein claim growing by 57% between 2008 and 2013.

New product launches with high-protein claims have tripled over the past five years in Europe, with almost three times as many high-protein products launched in 2013 than 2008. Snacks are the biggest high-protein growth area, accounting for 24% of all new products with high-protein claims.

As protein’s role in satiety - and therefore weight management - has been recognised, new products carrying high-protein claims have increased significantly: Mintel notes a 164% increase between 2008 and 2013.

“Low-carb products still occupy a relative niche position in the market and although they will never appeal to all consumers, the recent launches of low-carb products in Europe are attempting to widen their appeal,” said Laura Jones, food science analyst at Mintel.

“As well as communicating the low-carb content of the products, the presence or absence of other nutrients is also highlighted, with high-protein claims positioning products as more than just low-carb alternatives.

“Since low-carb products often fall short on producing the same filling effects as their higher-carb alternatives due to the removal of some of the bulky carbohydrate, utilising the satiating power of protein in low-carbohydrate products will help increase the satisfaction of low-carb options, as protein provides a sense of fullness, providing greater satisfaction to low-carb foods which otherwise might be perceived as empty.”

Dairy products have gained increasing attention as a source of natural protein, with milk in particular being named as an ideal sports drink.

“The ‘health halo’ of dairy products relates to the natural goodness of milk, namely its protein, calcium and minerals, which can provide a more nutritionally dense drink than commercial sports drinks. The high electrolyte mineral level of potassium and sodium make it ideal for rehydration,” said Chris Brockman, senior global food and drink analyst at Mintel.

“Continued research will help in the understanding of milk’s role and potential in rehydration, refuelling and repair. And while milk becomes more recognised as a sports drink, there will be more focus on the amount of protein, type of protein and even the ratio of protein like whey and casein. More science-led, milk-based drinks will emerge positioned as a sports drink, possibly with different formulations for pre, during and post exercise.

“However, in order for manufacturers to capitalise on the trend, they will need to address the perception of milk being less refreshing than carbohydrate-based drinks to gain broader appeal.”