Americans Lay Claim To Low-Carb Title

Newswise — The low-carbohydrate trend sweeping United States is exactly that—a trend virtually ignored by the rest of the world, according to research from Mintel International Group and presented recently at the Institute of Food Technologists Annual Meeting and Food Expo.

In 2003, 396 low-carb products were introduced in the United States, Mintel reports. The number of low-carb products appearing over the same period outside North America and the United Kingdom? Zero.

"In the rest of the world, there has been a lot of negative press about the concept of low-carb diets," says David Jago, director of GNPD Consulting Services for Mintel. "There are also economic and cultural obstacles."

In simple terms, Japanese diners won't forego rice, Italians wouldn't think of giving up pasta, and the French won't surrender their bisques.

In 2004, 1,181 new low-carb products have been introduced in the United States, according to Mintel. Only 16 came out in Canada, 39 in the United Kingdom, and 20 elsewhere worldwide.

Mintel doesn't interpret this to mean people outside of the States are apathetic about the connection between health and food. They simply take a different approach.

Jago and his associate, Lynn Dornblaser, identified several worldwide food trends based upon Mintel research on products introduced in the past year worldwide. They are:

· Accentuate the positive benefits of foods. Food that adds benefits like fortified vitamins are taking off.· Target the health needs of older consumers. "This brings up a tough marketing problem. . .people don't want to be told they're old," Jago said.· Focus on balance and well-being. Dornblaser noted that foods in Europe rarely make a single health-claim. Instead, they present a variety of health benefits.· Consider beauty both inside and out. Health and beauty claims, such as containing antioxidants for improved skin.

Host site of the Mintel presentation, the IFT Annual Meeting and Food Expo is the world's largest annual food science and ingredient conference, delivering comprehensive, cutting-edge research and opinion from food science-, technology-, marketing- and business-leaders. Now in it's 64th year, the IFT Annual Meeting and Food Expo July 12-16 in Las Vegas attracted 19,565 attendees and 950 exhibiting companies.

The 2005 convention is July 16-20 in New Orleans.