Kerry targets growth in Asia Pacific as demand for functional ingredients and protein increases  

12 Sep 2018 --- Kerry has this year for the first time exhibited at Vitafoods Asia, which concludes today in Singapore, signaling an increased focus on Asia Pacific. According to the taste and nutrition company, this comes in response to growing demand for functional foods and beverages in the region, with ingredients targeting immunity, digestive health and protein intake especially likely to resonate with Asian consumers.

“We believe the functional ingredients market for foods, beverages and supplements is well primed for continued growth in Asia. This is due to a rising population, growth in disposable incomes and, most importantly, an increasing consumer interest in functional products with clear health benefits and great taste,” comments Brian Nevin, Senior Business Development Director, Asia. “For example, we see lots of innovation in this space, with a proliferation of healthy, exciting, portable and contemporary snacks being launched.”

At Vitafoods Asia, Kerry featured two of its functional ingredients, GanedenBC30 probiotics, which help to support digestive health, and Wellmune, a proprietary baker’s yeast beta glucan clinically proven to support immune health.

“Since we now have two branded, functional ingredients, that have science behind them, we see particular opportunities in the Asian market. By 2050, 25 percent of the Asian market will be over the age of 65,” Laura Collins, Business Development Specialist, GanedenBC30 & Wellmune, tells NutritionInsight at the show. “The average Asian consumer [is more aware of] health concerns – including digestive health, immune health, protein benefits and protein intake.”

“Kerry can now offer more functional ingredients within these spaces to address these need states. We have consumer studies among the Asian population which show that our Wellmune offering can support their immune health,” she says.
 
“Our Ganeden ingredient can support digestive health and then we also have a full protein offering, in the area of dairy and plant proteins,” she continues. “As a taste and nutrition company, Kerry is well equipped to get over taste hurdles of plant proteins.”
 
Focus on proteins
The company also highlighted its premium protein range including plant-based ProDiem and dairy-based Ultranor proteins, as well as its TasteSense taste modulation technology.
 
“Several 100 million people in Asia by 2025 will be over the age of 80. The things that will drive this market are mobility, digestive health, cognition as well as general health in the elderly. Protein has a big role in maintaining muscle mass, even in healthy people,” John Reilly, VP Business Development, Protein at Kerry, tells NutritionInsight. “Dairy and plant proteins play a key role in helping the aging population to retain muscle mass and to remain healthy and mobile.”

There is a growing demand for vegan proteins. However, these come with three challenges: taste, nutrition and functionality, he says.

In the nutrition space, most plant-based proteins are challenged in terms of their amino acid profiles, which are well below those of dairy and soy. These challenges can be addressed by using a blend of proteins.

What Kerry has done with the Prodiem range, is to look at combining various sources of vegetable proteins, specifically pea and rice, to deliver a product with a PDCAAS of 1.

“This is important since consumers are not just looking for proteins, they’re looking for nutritional proteins,” he says.

To address taste aspects, Prodiem utilizes its TasteSense brand which combines natural botanicals and fermented ingredients to create natural flavors to mask any bitter notes.

As for the third challenge – functionality – Reilly touts the company’s Prodiem technology as being able to ensure texture aspects.

Ongoing protein potential
R&D into protein alternatives is ongoing at Kerry, which is not surprising perhaps considering the growth potential of this market.

“There are lots of products in the marketplace [that have potential],” Reilly notes. “The challenge for Kerry is that this is not our primary business. Sunflower protein is starting to appear, but this also has challenges in its amino acid profile. We hear about hemp protein as well. We are interested, but they come with challenges: they have anti-nutritional aspects, fibers, as well as other components for which we need a partner [to work with.]”

Another new player on the protein scene could be fish protein, which could be more acceptable in the Asian market rather than the European market.

“Fish protein has a health halo effect,” he says, making it interesting to Kerry to look into further.

By Robin Wyers in Singapore and Lucy Gunn