Market appears hungry for fill-you-up foods

It may sound like an oxymoron but foods claiming to 'satisfy hunger' could be the next big thing, according to market researcher Euromonitor International, which notes their increased presence in US and UK markets. "With many consumers now turned off by health scares associated with high-protein eating and confused by the nutritionally 'complicated' nature of GI diets, the timing is right for a new food craze," Euromonitor predicted. "This time the industry is looking for a less-radical concept that will appeal to a large number of consumers — and high satiety seems to fit the bill perfectly."

Manufacturers such as Quaker in the US have already recognised the potential of this new trend. Its instant oatmeal carries the line, 'helping to fill you up and keep you satisfied' on the strength of its high-fibre properties. Danone in the UK has introduced a 'Lasting Satisfaction' extension to its Shape low-fat yoghurt brand. Ingredients manufacturers will also benefit from the satiety trend as demand increases for thickening agents such as guar gum that can be employed as 'satiety-enhancers.' High-protein and high-fibre products would also fare well and manufacturers would be able to repackage and relaunch a wide variety of their low-GI and low-carb foods, as they also sit well in the high-satiety group.

"This will throw a lifeline to low-carb packaged foods, whose sales grew at a meagre one per cent in the US in 2005, as low-carb products are generally high in protein, which takes longer to digest than carbohydrates, and are therefore more satiating," said Euromonitor analyst, Simone Baroke.

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