News
Artisanal trend fuels ingredient innovation
13 Sep 2018Craft and artisanal food and drink launches have seen a global CAGR of 28% over the past five years, according to Innova Market Insights, and suppliers are responding with investment in authentic, clean label ingredients.
![Artisanal trend fuels ingredient innovation](/img/ingnet-logo.png)
Artisanal products suggest small-scale production, but large manufacturers increasingly are looking for ways to tap into consumer interest, either by acquiring craft producers, or by launching their own premium brands. Words like “handmade” and “hand-cooked” have become more widely used, and more companies are calling out the origin or the minimal processing of ingredients, conjuring an image of homely, authentic, wholesome food. The trend can be seen across product categories, from savoury and sweet snacks to breakfast cereals, beverages, ready meals and more.
The beverage sector has seen one of the most pronounced moves toward artisanal production, from premium spirits and craft beer to cold-brewed coffee and artisan tea brands. For example, the world’s largest brewer, Anheuser-Busch InBev, has formed partnerships with several craft beer manufacturers over the past few years, and has even launched a business unit dedicated to dealing with premium craft acquisitions. Meanwhile, in the UK alone, the number of trademarks registered for spirits and liqueurs rose 41% last year, according to the law firm RPC, responding to consumer thirst for artisanal brands.
On the ingredients side, flavour houses have responded to shifting consumer tastes with a range of authentic flavour options, from the exotic to the traditional. However, the trend toward natural and plant-based products is most clearly reflected in two big deals in the flavour sector in 2018: IFF’s acquisition of Israeli firm Frutarom; and Givaudan’s agreement to take a 40.6% stake in French natural ingredients specialist Naturex.
The trend for artisanal ingredients extends to fats and oils too, where functionality is a key challenge. Consumers are attracted to fats associated with home use, such as butter and olive oil, but these come with heat stability and shelf life issues. Therefore, suppliers are looking for ways to give manufacturers – and consumers – the best of both worlds. For example, Bunge Loders Croklaan has introduced a plant-based, clean label liquid margarine intended for both industrial and artisanal bakers, based on virgin oils from wheat germ, corn and linseed. It says the margarine adds a natural golden colour and even structure to baked goods, without the need for additives.
Cocoa is another key commodity ingredient that has attracted interest from major players looking to tap into demand for artisanal products. Mintel has predicted that cold-pressed cocoa could be the next big thing in beverages worldwide after the success of cold-pressed coffee in the US, and it suggests cacao nibs could also see a surge in popularity. In Europe, the market researcher says there is significant interest in cocoa and chocolate products that retain more of the nutritional value of cocoa beans, meaning companies could boost the artisanal appeal of their products by highlighting cocoa content and provenance.
With this in mind, Cargill is among those investing in premium chocolate, having made a €12 million investment in a liquid chocolate production line at its Mouscron facility in Belgium in 2018. It says it aims to offer more quality Belgian chocolate to its global customers in the confectionery, bakery and ice cream industries.
As more manufacturers look to profit from the trend for artisanal and craft foods and drink, their success will depend on several factors – most importantly, the authenticity of their ingredients and processes. Ongoing innovation in clean label, naturally derived and minimally processed ingredients is helping to take artisanal products from niche markets into the mainstream.
Related news
![Could Mexico’s salt-cutting measures extend to reformulation?](/47/pdcnewsitem/12/47/45/th124745.png)
Could Mexico’s salt-cutting measures extend to reformulation?
25 Jun 2024
Mexico’s consumer watchdog has called on food industry to reduce salt in processed products available in the country to reduce cardiovascular diseases.
Read more![Will ASEAN harmonise food marketing rules for children?](/47/pdcnewsitem/12/47/17/th124717.png)
Will ASEAN harmonise food marketing rules for children?
21 Jun 2024
ASEAN Health Ministries and UNICEF release new guidelines on how food and beverage brands should market their products to children to protect them from harm.
Read more![Food scientists uncover new way to preserve nutrient and flavour quality](/47/pdcnewsitem/12/45/35/th124535.png)
Food scientists uncover new way to preserve nutrient and flavour quality
29 May 2024
Researchers have developed a method that guarantees food safety for low-moisture products, such as dried milk, while maximising quality by retaining vitamins, minerals, and flavours, they say.
Read more![Gatorade turns on the tap, introducing alkaline water to its latest product offerings](/47/pdcnewsitem/12/43/14/th124314.png)
Gatorade turns on the tap, introducing alkaline water to its latest product offerings
10 May 2024
PepsiCo’s Gatorade has diversified its product portfolio, launching unflavoured alkaline water and energy drink mixes.
Read more![Plant-based marketing 101: How to create a standout plant-based dairy product](/47/pdcnewsitem/12/42/32/th124232.png)
Plant-based marketing 101: How to create a standout plant-based dairy product
30 Apr 2024
Aurore de Monclin from HMT, the marketing firm that helped rebrand Oatly, shares her tips to create a plant-based dairy brand that stands out from the crowd.
Read more![Balenti adds the benefits of baobab to functional nut butters](/47/pdcnewsitem/12/41/94/th124194.png)
Balenti adds the benefits of baobab to functional nut butters
19 Apr 2024
French startup Balenti uses sustainably sourced, wild-harvested baobab fruit to make its healthy nut butters with functional benefits.
Read more![US legislative push to ban 7 food additives in schools](/47/pdcnewsitem/12/42/04/th124204.png)
US legislative push to ban 7 food additives in schools
17 Apr 2024
Proposed legislation would prohibit the use of seven additives – six artificial colours and titanium dioxide – in food and drink served in US state schools.
Read more![Portugal officially adopts NutriScore](/47/pdcnewsitem/12/41/57/th124157.png)
Portugal officially adopts NutriScore
10 Apr 2024
Portugal has adopted the NutriScore as its official – but voluntary – front-of-pack nutrition label to promote healthy eating, with researchers calling this “a great victory for science and public health”.
Read more![R3PACK Consortium backs BPA ban](/47/pdcnewsitem/12/41/14/th124114.png)
R3PACK Consortium backs BPA ban
9 Apr 2024
The EU-funded research project, R3PACK, urges a ban on Bisphenol A (BPA) and calls for rigorous rules, promoting transparency and prioritising health and the environment.
Read more![Ultra-processed food intake in South Africa at concerning levels, study suggests](/47/pdcnewsitem/12/39/42/th123942.png)
Ultra-processed food intake in South Africa at concerning levels, study suggests
19 Mar 2024
As South Africa considers introducing front-of-pack warning labels and strict marketing limits for unhealthy foods, research has found that low-income South Africans get around half of their calories from ultra-processed foods (UPFs) – “a cause for con...
Read more