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Nuts and seeds see a healthy rise in NPD

The popularity of nuts and seeds in new food and drink products is on the rise around the world, on the back of growing consumer interest in healthy fats and plant-based protein sources.

The use of nuts and seeds in new product launches was up 7% in 2018 compared to a year earlier, with baked goods and snacks leading the way, according to data from Innova Market Insights. Snacking was the top category for new launches containing nuts and seeds during the period, followed by sweet biscuits, and cereal and energy bars. Globally, almonds remained the number one choice for new products, accounting for 26% of all nut- or seed-containing products tracked, followed by peanuts (18%), hazelnuts (16%) and cashew nuts (10%). Sesame seeds were the most popular seed, accounting for 16% of NPD in the category.

According to Eurostat figures, the European Union accounts for about about 40% of global nut imports, and volumes are increasing steadily. Consumers see nuts and seeds as a healthy snack, but these ingredients also respond to demand for foods that are plant-based and recognisably natural. In addition, consumers have embraced the concept of ‘healthy fats’ in recent years, providing an opportunity for relatively high fat foods like nuts and seeds to come to the fore because of their healthy unsaturated fat content.

A growing body of studies has been backed by organisations that represent the nut industry, such as The International Dried Fruit and Nut Council, the Almond Board of California and the California Walnut Commission, all of which use research into nuts’ health benefits in their marketing strategies. The results undoubtedly have played a role in overhauling the former image of nuts as a calorie-dense high fat food, instead making them a go-to ingredient for healthier products. Meanwhile, public health advocates have also helped increase awareness of ‘good fats’ for heart health in particular.

Given their relatively high calorie content, for some it is surprising that a daily 30-gram serving of nuts has been linked to improved weight management. However, research suggests that despite a growing body of research backing their potential as an aid to weight loss, those who are actively trying to lose weight still tend to avoid nuts as a high-calorie food.

According to Innova, gluten free was the most popular positioning for products with nuts and seeds in 2018, perhaps reflecting the use of ground nuts like almonds or peanuts in baked goods to replace wheat flour, while butters made from nuts and seeds can also be used as a binder or filler. With ongoing interest in clean label products, no additives/preservatives featured on 16% of new products, while protein, organic and vegan claims were also prevalent, each featuring on 13% of food and drink launches.