DIGGING INTO INNOVATION & NPD WITH DATAMONITOR CONSUMER

Green tea cereal: The next big nutritional punch at breakfast

Combining natural extracts that promote weight-loss in cereals holds opportunities, says Datamonitor

Green tea has migrated from hot drinks into other foods over the years but has particular promise in breakfast cereal where manufacturers can pack nutritional punch into weight-loss products, says a Datamonitor researcher.

Green tea can be found in a host of food products including breads, biscuits, cakes, through to ice cream and even chocolate. 

Datamonitor Consumer’s latest Innovation Tracking looked into how green tea has muscled into breakfast cereals in South Africa with locally headquartered firm Herbex launching its Slimmers Cereal back in October 2013 – made with green tea and garcinia cambogia extracts. 

Garcinia Cambogia is an exotic fruit native to southern India and south Asia - Indonesia specifically. The ingredient helps the body to burn fat while also preventing new fat from forming. 

Ghina Romani, food and drink researcher at Datamonitor Consumer and lead author of the report, said that use of these extracts in combination in a breakfast cereal was an innovation set to benefit from current global market trends where weight loss concerns were matched with a preference for natural ingredients.

“I think cereal manufacturers should start thinking about adding those natural extracts that are scientifically known for their good properties, like green tea and garcinia extracts, to cereal products, so that it’s not only a cereal with high fiber that keeps consumers fuller for longer, for example, but also has added, natural health benefits,” Romani told BakeryandSnacks.com.

Breakfast cereals best suited for green tea boom

Datamonitor Consumer estimates that the value of the global green tea market will surge nearly 20% by 2017, with volumes set to grow by around 13%. This growth, Romani said, will be driven by continued traditional drinking of green tea, but also use in other products - a concept that remains fairly new to consumers in Europe and North America.

However, while use of green tea extracts can be seen across the broader bakery, snack and cereal sector – in cookies and cakes, for example – Romani said it was the breakfast cereal segment that held the most promise for the extract, due to its nutritional significance.

“Cookies are something you snack on, but it’s not an essential food in your day. Breakfast is a very important meal for most people. Launching breakfast cereals that help consumers lose weight is a growing trend, so using green tea extract in cereal makes sense.”

According to Mintel data, breakfast cereals containing green tea remain a very niche sector but between 2009 and 2013 there was a 63% increase in new products on the market.

Green tea boom, with a dash of garcinia?

Romani said the greatest opportunities were in Europe and North America because the buzz around incorporating green tea into other foods was still something fairly new. 

“The consumer now tends to use more green tea every day and having green tea extract in your basic meal is also a growing trend,” she said.

Using garcinia cambogia extract in combination could prove interesting too, she said, because it is an extract that is widely used in slimming products. While she acknowledged that it may be a lesser known ingredient among consumers, Romani said that using the ingredient could open consumers’ eyes to a new extract that is known for its weight-loss properties.

Related News

Europe's bakery sector saw a lot of innovation in 2013, says Innova, with NPD in cookies, on-pack claims and price surges

Biggest bakery NPD trends in Europe 2013

Sweet potatoes are rich in vitamins and iron so when used in cookies can play into healthy indulgence, says Datamonitor

Sweet potato cookies: The new way to indulge

Cereal makers should consider incorporating black grains into products in China because of the health connotations, Datamonitor Consumer says

Black cereal: How to make a splash in China

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

Half of the slimming products tested proved to be contaminated with banned substances

Regulator: Korea must learn how to slow online dodgy diet pill sales

Researchers say the bread could be used to manage type 2 diabetes and reduce the risk of chronic disease development

Green tea extract promising for low-GI bread: Study

Garcinia cambogia, also known as Malabar tamarind, is a plant native to Southeast Asia and  is increasingly popular as a weight loss ingredient for supplements in developed countries.

Weight loss herbal blocked over testicle damage fear

Green tea and green coffee extract found to slash acrylamide in donuts

Green tea and coffee extract in donuts slashes acrylamide: Study

Industry is striving to bake up healthier breads

The healthy bread loaf: Review

Reduction of pH key to green tea enriched biscuit quality, finds new study

Black tea extract may offer heart benefits

Tea to flavor food products

Weight and mood drive Euro functional food development

Related Products

See more related products

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.