October 2, 2024 – In the US, starch ingredients are preferred for their functionality in improving texture and offering clean-label, plant-based solutions across various foods and beverage categories. Innova’s 360 research in food and beverage trends highlights valuable insights about consumer preferences and innovations in starch ingredients.
Starch Product Launch Trends
The launch rate of food and beverages containing starch in the US has fluctuated over the past three years. However, the bakery category has experienced a significant rise in starch launches over the past five years, followed by ready meals and side dishes, and confectionery.
Corn starch dominates as the primary starch ingredient, with tapioca and potato starch following closely. In the past year, potato starch has been prominent across various product subcategories, while corn starch leads in bakery and dairy-based ice creams. Texture claims such as crispy, tender, and creamy are top in launches, while gluten-free and no additives are key clean label claims. Additionally, sugar-free and no added sugar claims have emerged in starch-containing products, reflecting a consumer interest in healthier options.
Top Trends in Action
Several trends from Innova’s annual top food and beverage trends of 2024 align closely with the growing use of starch ingredients. Starch is increasingly found in plant-based products, enhancing texture, moisture, and shelf life, addressing the need for improved texture. Notably, 3 in 10 US consumers say this would make plant-based foods more appealing. With half of US consumers considering plant-based foods for health benefits, starch innovations with clean claims are on the rise, reflecting the food and beverage trend ‘Plant-based: The Rise of Applied Offerings,’ where consumers are adapting familiar dishes with plant-based alternatives.
In categories like bakery, ready meals and side dishes, starch is paired with health claims such as protein, fiber, and free-from claims, emphasizing veganism and functionality. More than 1 in 2 consumers in the US are willing to compromise on indulgence for healthier options, highlighting a shift where health and indulgence are combining. This reflects the food and beverage trend ‘Indulging in Health,’ where brands limit unhealthy ingredients like sugar and use natural ingredients, making healthy products more appealing without compromising on taste.
Bakery Trends
There has been a 3% rise in bakery launches with starch ingredients over the past five years. Two-thirds of cakes, pastries and sweet goods, and half of baking ingredients and mixes, and sweet biscuits/cookies launches containing starch ingredients, have been growing since 2019.
In the US, corn starch leads in starch ingredients, featuring in 77% of bakery launches, while tapioca starch appears in 15% of bakery product launches. However, the use of wheat starch is waning. Within the bakery category, gluten-free and no additives are the top growing healthy claims, with plant-based and ethical human claims gaining attention. No added sugar claims are also emerging, reflecting consumer concerns about sugar.
Ready Meals and Side Dishes Trends
In the US, 4 in 10 ready meals and side dishes launches contain starch ingredients. The number of potato product launches with starch ingredients doubled in 2023 as compared to 2019 as a percentage of all potato product launches. Growth is evident across sandwiches, pizza, prepared salads, instant noodles, and pasta launches containing starch.
Tapioca starch use has notably increased over the past year. Plant-based, vegan, and ethical packaging claims are also rising, alongside rising protein and GMO-free claims. This reflects consumer demand for healthier, more sustainable, and ethically produced ready meals and side dishes, aligning with evolving dietary preferences.
What’s Next in the US Starch Trends?
In the US, consumers are increasingly prioritizing natural ingredients as part of their pursuit of healthier lifestyles. Brands can tap into this food and beverage trend by integrating real ingredients and no additives claims into product development, aligning with the demand for cleaner, healthier options.
Reducing sugar and incorporating natural sweeteners in starch-containing products is another opportunity to meet consumer preferences for lower-sugar alternatives. Additionally, with half of US consumers open to 100% plant-based foods for health reasons, plant-based products with starch can emphasize health benefits while maintaining indulgent flavors and textures. As the market continues to evolve, brands that balance health and indulgence in food and beverages are likely to lead in the starch market.
This article is based on Innova’s Now & Next in Food & Beverage with Starch Ingredients in the US report. Find out more about this report by booking a demo or reach out to us using our Contact Form.
