Research: Almonds Preferred Over Other Nuts in Global New Products

24 Oct 2013 --- New research by Innova Market Insights shows that almonds are the number one nut in new food products worldwide, having grown 148% since 2005. In fact, consumers worldwide report almonds as the nut they eat most often as an ingredient in other foods such as chocolate, cereals, and bakery items—and manufacturers have taken notice.

According to Innova Market Insights research, almond product introductions globally grew faster in 2012 (9.7%) than all food (5.3%) and nut (7.1%) introductions. In Europe almond introductions (from 2011 – 2012) increased by 24%; versus nuts at 19% and food at 13%. Europe continues to be the leading region for almond introductions, with a share of 45% of global introductions. The growth in almond introductions in Europe outpaced the top five nuts, with almonds included in 37% of all nut introductions in the region.

Innova Market Insights’ research shows that the unique attributes of almonds are helping fuel this increase in new products. More and more, manufacturers are leveraging almonds’ origin, texture and nutritional profile directly on product labels to up the consumer appeal. Descriptors such as “almond crunch” and “California-grown” are more commonly appearing on new product labels, differentiating themselves from competitors and contributing to almonds maintaining the top spot amongst other nuts.

“Snacks are a hot category when it comes to innovation, and almonds continue to be a popular ingredient choice for global product developers,” said Lu Ann Williams, head of research at Innova Market Insights. “We’ve seen a substantial global increase in the number of almond snacks in the past year, highlighting exotic flavor and texture combinations, and a lot of crunch that consumers crave.”

Whether it’s the satisfying crunch, versatility or nutritional profile, consumers want new products that include almonds. The Almond Board of California’s Global Perception study (2013) queried consumers worldwide and discovered what they really think about almonds:
• Globally, 75% of respondents associate almonds with being natural, great tasting and nutritious.
• Globally, almonds are the nut most associated with confectionery and bakery, with more than 25% of respondents selecting almonds for each category.
• Nearly half (47%) of consumers worldwide report a willingness to pay more for a product containing almonds.

“Consumers are looking for products that are natural and healthy but also fit with their increasingly busy and on-the-go lives,” said Kate Thomson, Director, Insights and Strategy for Sterling-Rice Group. “Our consumer research shows that almonds’ nutritional profile and portability really fit the bill.”

And what consumers want, manufacturers want to deliver: almonds’ unique flavor profile and wholesome appeal resulted in increased global almond introductions in key volume-driving categories, including confectionery (40%), bakery (23%), snacks (12%), cereals (13%) and desserts and ice cream (6%). The growth in snack products is especially significant in that it greatly outpaces all new nut introductions (13%) in this category.[5]

This growth trend also mirrors consumer demand in these categories,[6] particularly in almond chocolate introductions which have grown a staggering 113% in the last five years (2007 to 2012).[7] Further research revealed that two-thirds of consumers worldwide stated they are more likely to buy chocolate with almonds than without; consumers also choose almonds as the number one ingredient to include in their ideal chocolate bar.[8]Clearly, almonds and chocolate make a perfect, tasty pair.

“Such positive association coupled with growing global demand underscores a huge opportunity to innovate with the nut that consumers continue to choose for nutrition and taste,” said John Talbot, Vice President, Global Market Development, at Almond Board of California. “The almond industry invests in research that helps us continually improve measures of safety and sustainability, resulting in a strong and stable supply year over year. Product manufacturers can remain confident that California Almonds are an ideal ingredient for wide-ranging product innovation.”