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| | August 07, 2007
Growing Plant Sterols
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| | Cholesterol-lowering plant sterols have been experiencing dynamic growth as a functional food ingredient around the world. By Euromonitor International
Although own-label products are becoming increasingly innovative, particularly in Europe, it is still relatively unusual for a new product or ingredient to receive widespread own-label use before it has been tried and tested successfully in the branded market.
Suppliers of plant sterol ingredients are benefitting from the fact that several major retail groups in Europe have chosen to develop their own ranges of cholesterol-lowering plant sterol foods. For the first time consumption of stanol/sterol esters broke the 14,000 tonne mark in 2006, and recent innovation in retailers' own-label ranges in Europe looks set to continue to drive them into the mainstream.
Champion Joins In
The most recent retailer to develop its own anti-cholesterol foods is Carrefour's Champion supermarket chain in France, which launched a range of cholesterol-lowering yoghurts under the Agir Nutrition own brand in October 2006. Agir Nutrition is one of several lifestyle ranges in the Carrefour portfolio, alongside Agir Bio (organic), Agir Solidarité (fairtrade) and Agir Ecoplanète (environmental).
As with several other major retailers in Europe, Carrefour is using the Reducol branded plant sterol ingredient from Canadian company Forbes Medi-Tech.
The ingredient, which is derived from pine wood, was first approved for use in Europe in March 2005 and appeared in an own-label range from Finnish retailer Kesko just two months later. The same ingredient later appeared in own-label milk, yoghurts, yoghurt drinks and spreads from Tesco in the UK (early 2006) and in yoghurts, yoghurt drinks and spreads in Albert Heijn stores in the Netherlands (summer 2006).
Building Ties
Forbes Medi-Tech's position as a leading supplier of plant sterol ingredients in Europe has been cemented by its relationship with the UK's Fayrefield Foods, which makes both the Tesco and Albert Heijn ranges as well as producing its own Heartfelt+ brand of cholesterol-lowering cheese.
In June 2006, Forbes Medi-Tech forged a closer alliance with Fayrefield Foods through the formation of a joint venture business, Forbes Fayrefield, which is owned 51 percent by the Canadian firm and 49 percent by its British partner.
This company is focused specifically on expanding European distribution of finished foods containing Reducol, as well as providing marketing support to help drive consumer demand in the region. As a result of this alliance and its close relations with the retail chains, Forbes Medi-Tech is better placed to compete with leading European suppliers of plant sterols such as Cognis and Raisio.
With finished plant sterol foods performing so well around the world, the market for plant sterol ingredients looks set to continue outperforming the wider ingredient market.
Volumes are forecast to reach over 20,000 tonnes by 2011, based on annual growth exceeding 7 percent per annum. |
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