The Low Carb European Comeback

Food and drink products low in carbohydrates have doubled over the past five years.

December 02, 2013

LONDON -- While low carbohydrate diets and products may have peaked around 2004, it seems they may be experiencing a resurgence in Europe, according to new research from Mintel. Indeed, Mintel’s research reveals new food and drink product launches with low-carb claims in Europe have doubled (95%) between 2008 and 2013.

What is more, the most popular categories are those traditionally associated with carbs. In 2013, 10% of new low-carbohydrate food and drink launches were pasta products, 10% baking ingredients or mixes, 9% bread and 8% snack, cereal and energy bars. This year, the top three countries in Europe for new low-carb food and drink product launches are France, Germany and Spain.

“Low-carb diets were made famous with the advent of the Atkins diet, which reached its peak in popularity in 2004. Since then the number of followers of the diet has dropped off and a decline in the launch of low-carb food and drink products has been witnessed globally,” said Laura Jones, a food science analyst at Mintel, in a press release. “Recent launch of low-carb options across Europe [have] started to include a wider range of products normally associated with carbohydrates.”

Furthermore, it seems high protein is aiding the comeback of low-carb with European new product launches in the food and drink category carrying both a low-carb and high protein claim growing by 57% between 2008 and 2013. Indeed, it seems the hype around foods with high protein alone is promoting product innovation, with high protein claims increasingly appearing in a wide range of products. New product launches with high protein claims have tripled over the past five years in Europe with almost three times (260%) as many high protein products launches in 2013 compared with 2008.

“Low-carb products still occupy a relative niche position in the market and although they will never appeal to all consumers, the recent launches of low-carb products in Europe are attempting to widen their appeal,” said Jones.

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