Meeting consumer demand for natural ingredients is a critical concern for all product developers. James Street, marketing director at Prinova Europe, discusses possible solutions to sourcing and distribution headaches, and looks at what the future holds for natural ingredients.
Sponsored by Prinova
“Global macro consumer trends have been developing in the ‘natural’ space for some time. The challenge lies across sourcing for sure, and businesses must ensure compliance with regional regulations. Manufacturers and brands also need to make informed decisions around labelling and messaging, as well as the look and feel of the product.
“Taste is of course key across all food and drink sectors. Consumers do not simply buy products for functionality, but for a taste experience as well. The challenges continue around plant-based and meat-free product development, with the consumer demand for great taste, the correct texture, and the nutritional values. At Prinova, we work through our technical teams to help customers meet these requirements.”
“Having a vertically integrated sourcing, product management, supply and quality team ensures that Prinova can give customers security, stability, and confidence of supply in a currently volatile marketplace. The long-term relationships built with our manufacturers around the world enabled us to secure supply, guide customers and meet demand.
“Working with customers to develop new products for consumers is our technical sweet spot, and is, we believe what sets us apart. All these functions, combined with a lead-in from marketing with global macro trendsight, helps us focus on emerging opportunities, and present concepts proactively to customers, while at the same time utilising our network to source, approve and supply new and on trend ingredients.”
“We source and supply over 2,000 ingredients globally, covering everything from vitamins and hydrocolloids to amino acids and proteins. At Fi Europe, our product managers are market leading and will be on hand to share their expert insight to the market, and guide delegates to a winning solution for them.
“Coupled with our range of branded ingredients, EAAlpha, Alphatea, Enduracarb and Plantguard, we will be highlighting functional ingredients that meet consumer trends around food waste reduction, shelf-life extension, taste maintenance and health and wellness factors. We will also answer challenges from developers when it comes to manufacturing processes.”
“All food and drink categories are of course important to us. However, with the continual growth in functional, nutrition, and natural, coupled with the predicted growth trajectory from vegan and plant-based, we see these as great areas for focus and our branded ingredients fit right in here. Helping customers to maximise opportunities within these areas will be key.”
“That using the power of our Prinova network can hep secure their supply chain and provide confidence in uncertain and testing times. We will be showcasing - through an interactive touchscreen - how the journey with Prinova from concept idea to completion and value creation can be a smooth one. As well as our market-leading position in categories such as vitamins, amino acids and sweeteners, we are also experts in categories such as hydrocolloids, plant proteins and acidulants.”
“For ‘foodies’, which I think covers most people who work in this industry, food and drink is always exciting. This year however, I’m sure the focus will be around health and wellness, a greener life, functionality, and plant based. These innovations will be great to see. Fortified food and beverage innovation and well-balanced plant-based natural food and drink solutions will also be of interest, as the focus from consumers is moving in this direction. This is often connected to a perception in the market of helping drive sustainability as well.”
“The future of food and drink remains exciting and innovative, even in challenging times. A key element of Prinova’s approach going into 2023 and 2024 will be translating global macro trends into real concepts. This is at the heart of what we do. We are already seeing the continued growth in plant-based, a growing focus from consumers on food waste reduction and an eagerness for functional natural food and drink. These will continue to evolve as economic and global events evolve as well.
“Trusted suppliers and manufacturers will continue to be preferred in uncertain times, and traditional, local tastes and nostalgic treats will remain on trend. But food and drink is about sociability and making memories. It is vital that we as an industry react quickly to inspire our consumers at every point in their daily lives. Nutrition and functionality in plant-based, taste, and mouthfeel will continue to trend, because consumers want functional and nutritional guilt-free foods and drink products that taste great.”
Interview with James Street, marketing director at Prinova Europe
