Consumer
food preference and consumption patterns have witnessed dramatic
changes over the past couple of decades around the globe. The change
in diet plans has been influenced by various critical factors such as
the rise in awareness on the health benefits associated with the
consumption of healthy food, increase rate of Internet penetration in
key regions, government initiatives, etc. The ‘clean label’ trend
is one such enduring trend in today’s world, where consumers demand
transparency and simple ingredients in whatever food that they
consume. Owing to this, the starch segment is now being provided in a
clean label format in various regions. As a result, clean label
starch is now finding itself in a wide range of food applications
such as the bakery segment, convenience food segment, snacks and
confectionery segment, and other such key segments.
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Over
the years, some of the key players in the clean label starch market
have been strategizing on innovative their existing as well as new
products which cater to the varying needs and demands of their target
customers. Change in consumer preferences from artificial or
synthetic ingredient-based products to natural and clean label-based
products is one of the key factors increasing the demand for clean
label products. Consumers (food and beverages industry) look for
clean label starch products which are easy to imply as an ingredient
in various food processing applications and provide a differentiated
taste for the food products that are being processed. For instance,
BENEO, considered to be one of the major players in the clean label
starch market, launched a clean label rice starch which helps create
unique textures and excellent product stability even under harsh
processing conditions. Hence, along with the food nutritive factor,
innovation is now considered another prime factor which is driving
the value sales for the clean label starch market.
Clean
label starches are widely used in bakery products, owing to their
property to provide an excellent water-holding capacity and
structure-forming. Clean
label starch also provides uniform adhesion to food products,
and adds a crispy texture, which is the primary requirement in most
products. Clean label starch is also used as an egg replacement, and
hence, reduces the final cost of the end product, which is a key
reason in attracting a lot of new market players to enter this
market, and giving an invitation to innovate new products to the ones
who are already present in the market.
Higher
Manufacturing Cost of Clean Label Products a Hindrance for the Clean
Label Starch Market
Clean
label starch is physically extracted, and no modification is done to
enhance the properties of the starch. Modified starch is
comparatively cheaper, owing to the abundance in availability of raw
materials and low cost of chemicals used for modification. The
physical extraction process is lengthy and costly, and increases the
cost of the end product, which is likely to hinder the growth in the
demand for clean label starch. Manufacturers tend to use ingredients
with low cost to increase profit margins, which is again a setback
for the clean label starch market.
Low
Product Penetration of Clean Label Starch Products in a Majority of
Developing Countries
Though
clean label starch is used on a large scale in developed countries,
its penetration rate is comparatively low when it comes to some of
the developing countries, such those in Asia Pacific or the MEA
regions. These regions have witnessed a higher consumption rate of
dairy and bakery products. Clean label starch is not used on a large
scale in the Asia Pacific region. Instead, manufacturers use modified
starches to maintain the shelf life and quality of these kinds of
products, owing to high profit margins.
Global
Clean Label Starch Market Regional Analysis
On
the basis of region, Europe accounts for a higher value share in the
global clean label starch market in terms of value sales, due to the
ever-rising demand for clean label products, which includes clean
label starch in the region. China has been a dominant region in the
clean label starch market in terms of consumption and production.
North America is expected to post higher growth, with a CAGR of 8.9%
over the forecast period.
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