FCOJ Autumn report

Price action in FCOJ has been generally positive with higher prices seen over the last couple of months.  It is mostly a weather related rally, with damage to fruit being seen in exporter countries around the world.   Conditions have generally been good in Florida for harvest and fruit development, but that is about the only place where generally good conditions are reported.  The market is on edge even with the good current conditions as the state is in the hurricane season and the season is approaching its peak.  Florida has been lucky so far.  It has avoided the storms that have moved into the Gulf.  People and agriculture farther west in the Louisiana area have not been nearly as fortunate as there has been widespread damage there.  But Florida has gotten by and has just been brushed by a minor system that brought a decent amount of rain, but no big winds and not really all that much heavy rain to citrus groves.  The season will soon reach its peak and then the chances for a deadly and damaging storm will be much less.

Brazil has not been so lucky with the weather.  The country suffered from a freeze event that hurt many crops.  Coffee was damaged as were winter grains crops like the winter corn and winter wheat.  Citrus was also severely damaged and a lot of fruit loss is suspected.     The damage to the citrus crop is big news for international buyers.  Brazil is the largest exporter of FCOJ in the world so the big loss of oranges will hurt its international trade and will raise prices generally around the globe.  Europe will be very hard hit as Europe has imported a lot from Brazil over the last several years but might not be able to get as much juice and will be paying higher prices for the juice it does get as the year moves on.  Brazil has also been an exporter to the US so prices will be creeping higher there as well.

Florida can supply wheat missing from imports from Brazil, but will also have to service the European demand so demand for FCOJ from Florida could be very high and prices might go too high for the US market.  People here and in Europe might turn more to vitamins to cover the losses in the FCOJ market supply.

Mexico would be able to help offset the losses from Brazil but the country has had weather problems of its own.  Northern growing areas have been in drought this year and production has suffered.  Central and southern Mexico are in generally good condition but the drought in the north has cut the overall production back at least a little bit.  This will impact Mexico’s ability to export at a time when everyone will be looking for FCOJ.  So, the outlook for higher prices remains intact for now and New York futures traders will be looking to extend buying in the market on any price setbacks.

Protein

What if you could give consumers the same, refreshing experience of a morning glass of juice while also helping them squeeze in the many health benefits of protein, too? Here Joe Katterfield, Sales Development Manager, Health & Performance Nutrition at Arla Foods Ingredients, explains why protein and juice are perfect partners.

‘Kitchen Medicine’ and the rise of functional beverages

Arla Foods Ingredients recently worked with Health Focus International on a global consumer study to identify the impacts of the COVID-19 pandemic on the way we eat and shop for health. One of the trends it highlighted was ‘kitchen medicine’ – a heightened interest in nutrition and an increased willingness to pay a premium for functional health through diet.

The proportion of people globally opting for foods and beverages that provide protective, preventative health benefits grew to 17% by October 2020, up from 12% at the start of the year, while those choosing products for specific medicinal purposes grew from 9% to 12% over the same period. The number of people taking vitamins, minerals and supplements once a week or more for general health also grew, from 45% to 62%. The study also found that consumers are willing to pay up to 10% more for foods and beverages which provide immunity benefits.[1]

Among the categories to benefit from this trend are fortified and functional beverages, the global market for which is forecast to grow to USD 125 billion by 2025, at a CAGR of 5.1%.^[2]

The mainstreaming of protein

While the past year and a half has of course seen surging demand for immune health benefits, over the longer term, there has been another big nutrition story. Protein-fortified products used to be primarily the concern of the sports nutrition sector, but have gone on to achieve huge popularity with mainstream consumers. This has happened for several reasons – a growing body of scientific evidence for protein’s health benefits (in areas like satiety, weight loss and muscle growth), positive media coverage, and high-protein diets like keto and paleo.

The focus on consuming the right amount of protein has never been higher and consumers are now used to seeing high-protein versions of their favourite products. This includes the beverage category, where high-protein and source of protein claims increased by 8.6% between 2015 and 2020.^[3]

Protein – reinforcing juice’s feel-good reputation

Juices of course have a traditional association with wellness. They can be an ideal way to replenish the body’s sugar reserves, while delivering vitamins, minerals and the many other healthy ingredients in fruit and vegetables.

However, media headlines about the effects of excessive consumption on dental health and diabetes risk have increased consumer caution around high-sugar choices, leaving manufacturers looking for new ways to keep juice’s feel-good reputation alive and well. This is creating new demand for innovative functional beverages, and protein-enriched juice drinks represent a particularly exciting opportunity in the sector. Like juices, protein has a powerful association with health, and unlike some beverage ingredients, it doesn’t set alarm bells ringing – in fact it’s likely to increase appeal.

Overcoming issues with taste and mouthfeel

The demand for high-protein products more mainstream consumer groups has increased the importance of delivering great taste and mouthfeel.  As a result, lot of our R&D is now focused on helping manufacturers overcome common challenges relating to the taste, texture and mouthfeel of protein, which can limit its commercial appeal.

One of our solutions in particular is the perfect way to bring the benefits of protein to juice drinks. Lacprodan ISO.Clear is a whey protein isolate developed for the fortification of functional beverages without cloudiness, graininess or off-taste. It has a protein content of 90%, offers high heat stability and is clear in solution, making it suitable for pasteurized or UHT processed juice drinks.

To showcase its potential, we recently launched a new protein-enriched juice drink concept. It shows how manufacturers can use Lacprodan ISO.Clear to deliver the benefits of whey protein isolate in a refreshing, great-tasting juice drink format with no added sugar. It demonstrates how juice drinks fortified with Lacprodan ISO.Clear can be positioned for a variety of markets, for example as a breakfast offering, a post-workout recovery drink, or a beverage for older consumers and medical patients who need extra protein.

Juices containing Lacprodan ISO. Clear taste exactly the way juice drinks should, but with the benefit of high-quality, natural whey protein isolate. It’s also easy to add to existing recipes and works well with almost all juice types, including clear juice drinks. We’ve thoroughly tested these combinations with the commonly used production equipment and parameters used for juice manufacturing to ensure easy implementation into production set-up. Furthermore, the addition of protein to juice drinks can be further enhanced with other health-promoting ingredients such as vitamins, minerals and probiotics.

A new spin on an established favourite

In short, protein can be the perfect way to polish the health halo of juice drinks. It’s also a great strategy for differentiating products, especially in a market where novel functional benefits are increasingly sought by health-conscious consumers. And with ingredients like Lacprodan ISO.Clear it’s now possible to put a new spin on an established consumer favourite without compromising on taste.

Arla Foods

[1] Covid-19 data was collected by Health Focus International in October 2020 with approximately 500 respondents per country. The study covered USA, Brazil, China, UK, Spain and Germany.

[2] Euromonitor International, 2020

[3] Innova Database, 2020

Today’s consumers want a life that is healthier for themselves and the environment, and this journey often starts with food and beverages. Coralie Garcia Perrin, Global Marketing Director-Sweet Taste, Kerry reports for FJF

According to Kerry’s ConsumerFirst research, 87% of consumers are trying to reduce their sugar consumption or consumer sugar in moderation. They are increasingly seeking products with reduced sugar and healthier credentials, challenging manufacturers to respond to demands without sacrificing the tastes consumers have come to love. The pandemic has accelerated this shift in consumer behaviour, with evidence that co-morbidities such as obesity and diabetes can lead to more severe COVID-19 outcomes.

The World Health Organisation (WHO) guidelines recommend that for the prevention of obesity and tooth decay, adults and children alike must keep their consumption of free sugars to less than 10%of their daily energy intake (equivalent to about a dozen teaspoons of table sugar for adults).

Taxation to lower sugar

Meanwhile, some 50 countries or jurisdictions have implemented taxes on sugary drinks to discourage consumption and fight diseases that can be exacerbated by poor diets. Among the latest places to turn to taxation as a means of encouraging healthy habits and fighting obesity-related illness are Spain and Poland, which introduced new sugar taxes in January of 2021.

Most consumers know that excess sugar intake negatively affects personal and public health. However, an increasing number are becoming aware of the negative environmental impact of sugar. Over 1,000 litres of water are needed to produce 1kg of sugar from sugarcane, emitting -042kg of C02. According to new research from Kerry, 49% of consumers are now considering sustainability when buying food and drink, and 62% want companies to take a position on sustainability.

Taste challenges

The creation of low-sugar beverages comes with taste challenges, with consumers demanding that products retain the flavour that they love. It is important for manufactures to get flavour right in order to ensure repeat purchase and foster brand loyalty. Issues around poor mouthfeel, lack of sweetness sensation and increased perceptions of acidity can also impact on the enjoyment of a product.

Manufacturers can employ a number of solutions to tackle these problems, including the use of natural flavour systems and masking systems to increasing the perception of sweetness through flavour tonalities. Kerry’s Tastesense™ is a natural flavour solution that modifies the sweetness and flavour profile, providing for great taste in sugar-reduced beverages, enabling consumers to enjoy the pleasing taste and mouthfeel delivered by sugar, yet without the negative labelling impact. A recent life cycle analysis (LCA) carried out by Kerry showed that our Tastesense solution delivered a 30% reduction in sugar, saving 840 litres of water per 1kg.

Appetite for change

Consumers are actively embracing sugar reduction as a key component of improved nutrition. The global beverage and food industry are making enormous progress in reducing sugar in various products, and these measures are delivering more wholesome products to consumers. However, solutions must also consider the environment – this will help us achieve our goals around health and sustainability together.