Salt-reduction campaigns not affecting new product launches, Mintel finds

Campaigns to reduce salt levels in processed foods have had little effect on new product launches of low/no/reduced sodium foods, Mintel says. Research from the market analyst has shown that global launches of foods with low/no/reduced sodium claims actually declined by 5% over the 2010/2011 period, with only 2% of food launches in 2011 sporting sodium claims.

“A large percentage of the global food industry remains wary of the commercial impacts of reducing salt in their products. This anxiety is well founded, with many products positioned as low sodium forced off the shelves prematurely in recent years due to poor sales,” said Chris Brockman, Global Food and Drink Analyst at Mintel.

“Manufacturers struggled to find workable salt substitutes, forcing many to rapidly pull them from the market. Efforts are being made to offer consumers alternatives to sodium. However, existing salt replacements have not caught the imagination of consumers. Consumers are concerned about salt intake, but are not willing to compromise on taste.”

Europe is said to be the most active region in terms of product innovation, with 35% of new product launches sporting low/no/reduced sodium claims in 2011. 26% of North American new product launches carried sodium claims, while in the Asia-Pacific region, only 19% of new product launches carried a low/no/reduced sodium claim.

New Zealand leads the pack in the Asia-Pacific region, with 3% of new food products carrying sodium claims, while Australia follows with 2%. Taiwan, China and Vietnam had the lowest number of sodium claims, with 0.7, 0.5 and 0.4% respectively.

Changing consumer attitudes to low-sodium products could prove difficult. Mintel found that 49% of British consumers say that taste is more important than calories and 46% of US consumers think low-sodium alternatives don’t taste as good as their higher-sodium counterparts. In the UK, only 22% of consumers say they’ve purchased low-sodium products.

“Brands will need to dispel widely held perception about low sodium or salt alternatives to be successful,” Brockman said. “Fortunately, this is possible.

“Many food brands are already introducing step-by-step salt reduction programs that gradually reduce the salt content of their products - a strategy often called ‘stealth health’, as the incremental removal of sodium can be carried out over a period of time to help the consumer to become accustomed to the changed flavour profile, without the need to flag that up prominently on-pack and thus deter consumers who may perceive ‘less taste’.

“Other brands are also steering clear of the health issue by experimenting with different flavour profiles, such as strong spices and vinegars, to enhance taste while eliminating sodium,” said Brockman.