Fear of carbohydrates and decline in popularity of "lite" products are reflected in product development

Valio is considering new ways to pack butter, while Fazer is developing bread with lower amounts of fast carbohydrates

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Today's Finns are no longer interested in low-fat diets and light products in the same way as before, but instead the use of butter is increasing once more.
      An increasing number of people avoid eating pasta, potatoes, bread, and other carbonhydrates.
      More and more people tend to believe that healthy food is the same as additive-free and organic food.
     
These changes in people’s attitudes towards food are indicated by a survey on foodstuffs conducted by the market research company TNS Gallup, which Helsingin Sanomat was allowed to study in advance.
      The survey is to be completed later this week.
      ”As a rule, attitudes towards food change very slowly. Such big changes within a couple of years are major issues population-wise”, says Tarja Pentilä, who is responsible for the food survey.
      The survey was commissioned by foodprocessing companies and retail chains, as facts about consumers’ relationship to food are crucial for them.
      Even this recent information will soon be seen on the shelves of Finnish supermarkets in the form of new products.
     
The dairy products supplier Valio has already seen the same trends in its own sales statistics, reports Executive Vice President Rauno Hiltunen, responsible for fresh dairy products and marketing at Valio.
      ”Lite products were a big trend still five years ago, but now their growth has ground to a halt, while the sales of butter have increased significantly”, Hiltunen continues.
      Following the change, Valio has begun to think over ways to offer other alternatives than just the 500-gramme basic packet.
      The growth in the consumer group that avoids carbohydrates has also been noted at Valio.
      Incidentally, new products have already been developed for this target group, for example protein-rich quark and milk with added protein.
      ”The successfully launched sales of these products came as a bit of a surprise to us. Replacing carbohydrates with proteins is clearly on the increase. The demand for a range of new products is fast approaching over the horizon”, Hiltunen estimates.
     
Even the bakery and confectionery goods manufacturer Fazer has noticed that avoiding carbohydrates has become more common.
      ”Many customers have begun to prefer darker bread, but the trend is also reflected in the decline in the total consumption of bread”, says Product Development Director Heli Anttila from Fazer.
      In the spring, the company introduced new whole grain bread to this targeted group of customers, containing plenty of fibres and seeds.
      Jukka Saarenpää, Market Research Manager at food processing company Atria, would link the decline in the popularity of light products with the increased avoidance of additives.
      ”Light products are being replaced by authentic foods. People are tired of aggressive health enlightenment. Moreover, they have begun to associate "lightness" with additives in a negative sense. At the same time, consumers have developed an increasing appreciation for natural food, which is why fat is also being embraced more easily than before”, Saarenpää continues.
      The food survey conducted by TNS Gallup and other consumption studies are used directly to guide Atria’s product development, according to Saarenpää.
      ”The studies report in which direction products should be modified. On the basis of such reports we can start to develop potential products, which will then be tested among consumers”, Saarenpää adds.
      Atria introduces about 20 to 40 new food innovations annually, Fazer Bakeries launch some 15 to 25 new bread varieties, while the number of Valio’s new products is almost 100.
      The novelties include various flavour alternatives and packing sizes.
     
As companies try to follow consumers’ new preferences and to satisfy the needs of various consumer groups, the ranges of products are bound to become larger.
      ”It is expensive to manufacture and distribute small product groups. We are constantly making efforts to find a suitable product range”, Hiltunen notes.


Previously in HS International Edition:
  Ultra-light food is losing its popularity among Finnish consumers (2.12.2010)
  Grocery stores call for more organic products on their shelves (24.3.2011)

Links:
  Low-carbohydrate diet (Wikipedia)

Helsingin Sanomat