Sugar free drinks stand on the air, but the protagonists “erythritol” are being challenged


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既要健康无负担又要甜蜜纵享,是新生代抛给行业关于“甜”的难题。但好在人类对“甜”永远有更高的追求,新原料新技术新科学接连涌现,能够在一次次更好的平衡健康和享受的试炼中,不断向代糖前浪们发起挑战,朝着更完美的“甜味”进阶。
With the health anxiety of the younger generation, “reducing sugar” has become one of the most correct trends in the beverage industry.
 
According to the intelligent research consulting report, the market scale of sugar free beverage increased from 1.66 billion yuan in 2014 to 11.78 billion yuan in 2020, with an annual growth rate of 38.69%, far exceeding the total growth rate of the beverage industry.
 
But for sugar free drinks, is subtraction enough?
 
Obviously, comments such as “bad” and “light” everywhere on social platforms tell us that subtraction is not enough. Consumers don’t want the burden of sugar, but they can never get rid of the idea of “sweet”.
 
It is a difficult problem for the new generation of beverage industry to enjoy both health and sweetness. In the face of the sweet habit that consumers can’t give up, the innovation and breakthrough of sugar reduction technology must be the important driving point of the industry in the future.
 
Popular with sugar free drinks,
But erythritol is not the only positive solution to
 
Behind the popularity of sugar free drinks, sugar substitutes ushered in explosive growth
 
After more than ten years of market cultivation, sugar free beverage has finally reached its peak. With the explosion of sugar free drinks, the key upstream sugar substitute industry also took advantage of the wind and ushered in explosive growth. According to public information, the share prices of a number of related listed companies rose sharply.
 
At present, the common sugar substitutes on the market include erythritol, sucralose, acesulfame, aspartame and stevioside, among which erythritol has become a hot rookie with the help of popular products and natural low calorie advantages.
It can also be seen from the growth rate of the output of the sub categories that the CAGR of erythritol from 2015 to 2019 is 29.9%, and the growth rate is obviously faster than that of artificial sweeteners such as aspartame, acesulfame and sucralose. Among the three types of artificial sweeteners, sucralose increased significantly, with CAGR of 18.9% from 2015 to 2019, followed by Acesulfame (9.8%) and aspartame (- 14.1%) with negative growth.
 
Behind the scenes, more problems emerge
 
According to the data, the global erythritol market in 2019 is about US $225.6 million, about RMB 1.579 billion. At present, it is not easy to shake the sugar or sugar substitute industry. What’s more, in front of erythritol, there are several mountains to be solved.
 
The first is cost. Among the mainstream sweeteners, erythritol is very low in sweetness. Compared with the high sweetener whose sweetness is hundreds of times higher than sucrose, erythritol costs 4-6 times to reach the same sweetness level. The price of erythritol has doubled compared with the beginning of this year, from 16000 yuan / ton to 32000 yuan / ton, and the quotation of individual manufacturers even exceeded 40000 yuan / ton. What’s more, they began to sell erythritol by way of bidding.
 
Rising market demand also poses new challenges for erythritol production capacity. At present, there are only 4-5 erythritol manufacturers with a certain production scale, and the total capacity is limited. Even if several erythritol manufacturers are actively expanding production, the capacity is far from meeting the future market expectations.
 
In addition, when all kinds of food begin to be free of saccharification, the daily intake of sugar substitutes of consumers is also a problem worthy of attention. Even erythritol, which has a high degree of trust at present, is suspected to have potential health risks. Studies have shown that excessive erythritol intake will have the risk of bowel sounds and diarrhea. The upper limit of tolerance for adults and children is 0.78 g and 0.71 g per kg body weight respectively. In order to ensure that children can also eat safely, the European Food Safety Agency recommends that the maximum content of erythritol in each food or drink is 0.6 g / kg body weight [1].
 
After several iterations, the evolution of glycogen has no end
 
Since the first generation of sweetener saccharin came out in 1879, the sweetener has developed to the sixth generation. From focusing on safety, to focusing on functionality, to focusing on taste, cost performance and source, human pursuit of “sweet” has been evolving, and standards are constantly updated.
Just like the previous iterations, as long as consumers’ demand for “sweet” is still there, the business of sugar substitute will never end. After erythritol, there is a new answer.
Insight into consumers,
What are the core demands of the next generation of “sugar free”?
 
Healthy and addictive, young people’s simple and crude view of sweetness
 
The most direct reason for choosing sugar free drinks lies in young people’s health anxiety and appearance anxiety. Dr. clove’s national health insight report shows that young people’s health self rating is far lower than that of the previous generation, so they began to pay attention to health preservation behavior early, and “sugar free” is the first step to put it into practice.
 
On the other hand, the trouble is that despite the need for health, young people also attach great importance to the taste, taste and experience of food and drinks. Sufficient and healthy “addiction” is the direct weapon to hook consumers.
 
Feedback to the product level, consumers’ preference for the product is usually to feel which drink tastes better, more natural and more memorable. How to achieve the ideal “good drink” of consumers is a test of the formula developers’ understanding and mastery of the existing and new technologies: how to fully mobilize the multiple senses of consumers and meet the multi-dimensional needs of consumers for “addiction”?!
 
“ “Sweet addiction” is a complex and comprehensive experience
 
Some people may think that the sweet temptation is to stimulate the brain to produce dopamine, which makes consumers feel happy. But from the perspective of sensory science, consumers pay more attention to sweet “addiction” behavior.
 
Each sweet taste corresponds to different product carriers, different time and space, different scenes and emotions. The interactive feelings between consumers and the product – from opening the package to drinking, through the whole experience of vision, hearing, smell, taste and touch – are the conditions for “addictive” hedonic factors.
 
 
That is to say, consumers’ addiction to sweet is composed of two aspects: on the one hand, “from the bottom up”, that is, from seeing, hearing, drinking and feeling, including multi sensory and multi touch stimulation from food; On the other hand, “top-down”, including food cognition, emotion and memory, will further affect consumers’ pleasure cognition. For example, the drinking experience of sugar free drinks should be matched with consumers’ cognition and memory of “whole sugar” as far as possible, so that consumers will think that they are “good”.
 
In a word, to find “sweetness” to please consumers, we should not only be satisfied with simply adding sweetness, but also jointly stimulate the blissful points in the brain in more dimensions, so that the brain’s cognition of sugar free can match the memory of whole sugar, so as to finally realize the experience of “addictive” enjoyment.
 
Sugar free beverage upgrade,
From the tip of the tongue to the brain?
 
Another way to reduce sugar: from the perspective of overall flavor
 
One of the most critical factors to consider when replacing sucrose is, of course, sweetness. But just having “sweetness” should not be all that sugar free drinks have. Through the study of brain operation mechanism, we can find that the high preference of beverage is not a specific smell or taste, but the result of brain perception of the overall flavor.
 
For sugar free drinks, the effect will be more significant if we start with the three core elements to improve the sugar free defects.
 
Insight into this key point, known as “the first person of neuro sweetness flavor”, is the name of the first of its kind. It proposes a whole solution for sugar reducing / sugar free beverages Development — Proust ™ Proust nerve sweet flavor can not only increase sweetness, speed up sweetening, sweeten the tongue, and eliminate peculiar smell, but also enhance the aroma and mellow taste while optimizing the sweetness, and continuously stimulate the brain’s bliss from the touch of taste, aroma and taste, and achieve the “perfect sucrose flavor”.
Proust ™ Based on the interdisciplinary research and exploration of neuroscience, gastronomy and food chemistry, as well as the comprehensive screening of natural brain euphoria molecules, ibisi brings a new perspective beverage sugar reduction scheme, which can not only give low sugar food and beverage the same pleasant flavor, but also realize the clean label, and help the cost optimization of product formula.
Except Proust ™, The products of nerve flavour flavor also include TasteAroma ™、 Zestaroma ™、 SteviAroma ™ At the same time, ibisi also provides African bamboo taro extract – somatone products. The whole range of products can be synergy with flavors, high sweeteners, fiber and textural agents, significantly reducing costs and providing the perfect sweetness and overall flavor.
Syllogism of grass planting: from liking to craving to aftertaste
 
In the overall flavor scheme, olfaction, especially postnasal olfaction, is actually very important, but it is often the most neglected part. Postnasal olfaction plays an important role in the chain of brain flavor perception and recognition, which determines 80% of the flavor perception.
 
The Proust flavour solution proposed by Yi is different from that of the traditional nose flavor before “smelling the scent”, but it can complement the nose aroma after “drinking in the fragrance”, effectively enhance the brain flavor perception link, accelerate the flavor recognition, and help establish the grass planting mechanism from preference to desire to aftertaste, thus creating a pleasant experience.
 
Specifically, before tasting the drink, people can smell the strong aroma through their nose (nose aroma) to attract the attention of the brain, win the initial preference of consumers, and make people willing to drink it; After drinking into the mouth, the delicious beverage has pleasant taste, taste and aroma after nose, which makes people have the desire to swallow; After swallowing, the pleasant aroma behind the nose causes “aftertaste” in the brain. From preference to desire to aftertaste, it can reach the golden curve of beverage drinking, so that consumers are willing to be planted with grass.
 
Introduction of brain, sweetness science, opening a new world of “sugar reduction”
 
In the past, we focused on the physical and chemical aspects of sugar substitutes. However, with the continuous upgrading and progress of technology and science, our understanding of sensory science has gradually become clear. Maybe the next battlefield of sugar reduction should be in the brain.  

Just as ibisi uses a new perspective of neurology to cut into the sugar reduction track, we believe that when this sophisticated and complex new world of sweetness science opens, the next round of wonderful war of sugar substitute has just begun.
Seeing it all, Proust will meet with you in Shanghai FIC, booth number 21V11/21U10. The latest sugar reduction technology will be released in m1-03 conference room from 13:30 to 16:30 on June 9.
reference:
European Food Safety Agency (2015) proposed to extend the safety scientific opinion of erythritol (e968) as a food additive. EFSA journal 13 (3): 4033. Ministry of the interior: 10.2903/j.efsa.2015.4033, ISSN 1831-4732
Reprint or join the community: Cherry (wechat: 15240428449);
Business cooperation: Amy (wechat: 13701559246).
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From May 19 to 21, 2021, the 7th f · fbic 2021 global food and beverage Innovation Conference held by foodaily daily food was successfully held in Shanghai Baohua Marriott Hotel. The conference gathered 1653 product decision makers to experience and appreciate 2400 + SKU strictly selected innovative products at home and abroad, listened to and learned 87 theme innovation sharing from 134 experts and teachers from different fields, and witnessed the announcement of the third Isee innovation award on the evening of May 19. The following is in-depth media coverage of the event:
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Read the original
Sugar free drinks stand on the air, but the protagonists “erythritol” are being challenged
种草三段论:从喜好到渴望到回味,关键串联点——嗅觉
 
在整体风味方案中,嗅觉,尤其是鼻后嗅觉——其实非常重要但往往是最容易被忽视的一环。在串联大脑风味感知识别链路中,鼻后嗅觉占据重要地位——它决定了80%的风味感知。

 
伊比西提出的普鲁斯特香精解决方案不同于只解决“闻到的香味“的传统鼻前香精,而是补充了能解决“喝进去香”的鼻后香气,有效增强大脑风味感知链路,加速风味识别,帮助建立从喜好到渴望到回味的种草机制,从而创造出愉悦体验。
 
具体来看,品尝饮料前,通过鼻子闻到浓郁香气(鼻前香气)引起大脑注意,赢得消费者初步喜好,使人愿意喜欢喝进去;喝入口腔中,美味饮料在口中拥有愉悦口感、味道和鼻后香气,使人产生吞咽渴望;吞咽后,愉悦的鼻后香气在大脑中引起“回味”。从喜好到渴望到回味,达到饮料饮用的黄金曲线,让消费者心甘情愿被种草。
 

攻略大脑,甜味科学开启“减糖”新大陆
 
人类对于寻找完美蔗糖替代物的热情一直没有磨灭,过去我们把视角放在研究代糖的物理和化学层面,但随着技术和科学的不断升级进步,对于感官科学的认知也逐渐清晰,或许减糖下一步攻克的战场该放在大脑了。 

正如伊比西用神经学的新视角切入减糖赛道,我们相信,当这门精密复杂的甜味科学新大陆开启,代糖的下一轮精彩战争才刚刚开始。
百闻不如一见,伊比西将携普鲁斯特神经甜感香精 与您相约上海FIC,展位号21V11/21U10。更有同期最新减糖技术发布会,尽在6月9日13:30-16:30,M1-03会议室。

参考文献:
欧洲食品安全局(2015年)关于建议延长赤藓糖醇(E968)作为食品添加剂使用的安全性科学意见。EFSA期刊13 (3): 4033. 内政部:10.2903/j.efsa.2015.4033, ISSN 1831-4732.

转载或加入社群:Cherry(微信:15240428449);
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