Exotic Ingredients.ppt by suchufp


									Exotic Ingredients
     Greg Aldrich, PhD
   Pet Food & Ingredient
     Technology, Inc.
   Petfood ingredient listings: 1980’s to present
   Premise – What constitutes an exotic ingredient
   Examples of exotic ingredients found in pet foods
   Rationale – Why are we using these ingredients
       Sales & Marketing
       Health & nutrition
   Gaps and (or) cautions
       Dose, toxicity, acceptability
       Product, market, regulations
   Conclusions

    Past to Present: Innovations in
   1980’s                      1990’s
       Corn                        Brown Rice
       Corn Gluten Feed            Chicken meal
       Meat and bone meal          Lamb, lamb meal
       Soybean Meal                Flax
       Animal Fat                  Fish oil
       Wheat bran                  Beet pulp
      Today – Ingredient Listing

   ….. tapioca, jicama, yams, pumpkin,
    flaxseed, alfalfa meal, blueberries,
    cranberries, eggs, peas, parsley,
    artichoke, fennel, kale, rosemary, …….
   ….. Organic Quinoa, Sweet Potatoes,
    Spinach, Parsley, Organic Kelp, Rosemary,
    Vitamins and Minerals
          Ingredient Listing (2)
   …… Coconut Oil, Dried Plasma, Dried Whey, L-
    Arginine, L-Lysine, Inositol, Methylated Sulfur,
    Coriolis Mushroom, Shiitake Mushroom, Maitake
    Mushroom, Garlic, Coenzyme Q10, Beta 1,3
    Glucans, Colostrum, Dried Thymus, Olive Leaf,
    Garlic, Aloe, Pau D’Arco, Birch Bark Extract,
    Propolis, Milk Calcium, Plums, Lactoferrin,
    Lactoperoxidase, Barley Grass, Wheat Grass,
    Desiccated Sea Plankton, Artichoke, etc.
   Common: widely existing, general,
   Novel: new and unusual, being the first of
    its kind
   Exotic: foreign, strange or different in a
    way that is striking or fascinating, enticing
            Novel Ingredients

   Common ingredients in our own [human]
   Not traditionally considered for our pets
   Products often marketed as “holistic,”
    “hypoallergenic,” “exclusionary”
     What is a Novel Ingredient?
   Meats - venison, rabbit, duck
   Carbs - sweet potatoes, millet, tomato
   Fruits - apples, apricots, pomegranates
   Vegetables - spinach, broccoli, collard
    greens, alfalfa sprouts
   Other - cod-liver oil, marigold extract,
    kelp, and shark cartilage
          Historical Perspective

   Trends for the future – last season’s exotic
    ingredient is this year’s novel ingredient
    and next season’s mainstream ingredient
   Examples: Flax, tapioca, potatoes, sweet
    potatoes, pumpkin, venison, tomato
    pomace, green lipped mussel, etc.
    What is an Exotic Ingredient?
   Heretofore exclusive to human foods and
   Beyond novel and customary
   Rare, or seldom found in a particular geography
    or market
   Uncommon in pet foods
       Recent and (or) limited use in pet foods
       Shocking or head-turning
   Stunt, absurd or strange
Examples of Exotic Ingredients (1)

   Meat, Poultry, Fish:
      Beaver, Brushtail (Possum), Unagi (Eel), Wild
       Boar, Sea Cucumber
   Seeds and Fruit:
      Chia, Quinoa, Amaranth, Acai Berries,
       Saskatoon Berries, Black Currants, Goji
       Berries, Yumberry
Examples of Exotic Ingredients (2)

   Vegetables & Roots:
     Bamboo, Bok Choy, Fenugreek Sprouts,
   Oils
       Tea Tree Oil, Krill Oil, Coconut Oil, Sesame
        Oil, Almond Oil, cetyl-Myristoleate
Examples of Exotic Ingredients (3)
   Bacteria, Fungi, Plankton:
       Coriolus Mushrooms, Shiitake Mushrooms,
        and Maitake Mushrooms, Kefir, Plankton
   Herbs Spices and Nutraceuticals:
       Hawthorne Berries, Astragalus, Angelica Root,
        Milk Thistle, Olive Leaf, Pau D’Arco, Birch Bark
        Extract, Propolis, Slippery Elm Bark, Wild Yam
        Root, Boswellia Serrata, Devils Claw, Nettles
       Why Are We Using These

   Sales & Marketing?

   Health & nutrition?
            Sales & Marketing?
   Differentiation (something…any little thing) that
    allows one to be different from the competitor
   Attractive features, benefits, and associations
   Humanization, anthropomorphism
   Variety for pet (owner)
   Elitism (ego - pet food company and pet owner)
   Market niche exploitation
  Alternative Pet Food Segment Performance
    Relative to Total U.S. Pet Food Market:
       2003-2007 (percent, growth rate)
Market                  Share of Total              Average Annual
Classification          Pet Food Sales               Growth Rate,
Total                          100%                      5.3%
Natural*                        6.0                         24.6

Frozen/raw                      0.9                         35.0

Organic                         0.5                         48.1

Refrigerated                   <0.1                           **
* Including organic. ** More than 1,000%.
 Source: Packaged Facts January 2009 Pet Food in the U.S. report.

   Foods containing and (or) featuring
    “exotic” ingredients constitute at most 1-
    2% of the market.
   Volume of $170 to 340 million
   Double digit growth rate
  Percent of U.S. Consumers Who Have Purchased
  Beverage Products in the Last 12 Months Because
        of Special Nutritional Benefits, 2009
    Beverage Products                                                      %
    Any                                                                    80
    Orange Juice                                                           49
    Cranberry Juice/Juice Blend                                            45
    Green Tea Beverages                                                    42
    Pomegranate Juice/Juice Blend                                          28
    Red Wine                                                               23
    Black (Regular) Tea Beverages                                          20
    Yogurt Drinks                                                          19
    Blueberry Juice/Juice Blend                                            16
    Beverages With Acai/Goji/Noni/Mangosteen                               14
Source: Packaged Facts online poll/May 2009 Functional Foods and Beverages in the
U.S., 4th Edition report
Percent of U.S. Consumers Who Have Purchased
Food or Beverage Products in the Last 12 Months
  Because of Specific Nutritional Content, 2009
  Food or Beverage Product                                                 %
  Any                                                                      79
  Antioxidants                                                             53
  Vitamins/Minerals                                                        51
  Calcium                                                                  43
  Fiber                                                                    39
  Protein                                                                  33
  Omega 3/Omegas                                                           29
  Probiotics/Prebiotics                                                    12
  Beta-Carotene                                                            11
Source: Packaged Facts online poll/May 2009 Functional Foods and Beverages in the
U.S., 4th Edition report
             Health & Nutrition
   Exclusionary protein source
   Gluten-free alternative
   Omega 3 alternative
   Other unique fatty acids
   Antioxidants
   Antifungal
   Antibacterial
   Anti-inflammatory
   Anti-carcinogenic
                  Amount in Diet
   Exclusionary diet - meats, seeds and roots –
    could exceed 20%.
       Name on the label .001-3.0%
   Fiber sources such as bamboo, and specialty
    oils, like krill oil - levels up to 3%.
   Fruits, microbials, and herbs - less than 3% and
    are more than likely in quantities of less than
    1/10 of a percent
       The limited inclusion levels for many of these
        ingredients may actually be advantageous
              Gaps (Animal Health)
   No studies in companion animals
       Animal health
       Toxicity
       Long term effects
       Metabolic effects
       Efficacy
       Palatability and (or) acceptability
       Effects on stool quality
       Post-ingestive tolerance.
Gaps – Product, Market, Regulatory

   Lack information on processing effects on the
    active compounds
   Lack ingredient effects on petfood processing
    (e.g. heat penetration, gelatinization)
   Limited regulatory recognition or acceptance
   Limited consumer recognition
   The petfood industry has continued to grow
    because of product innovation, maintaining the
    focus on the best interest of the pet, and
    holding pet owner confidence by being open and
   Some exotic ingredients have the potential to
    provide substantial benefit to pets and pet-
   Well intentioned companies promoting foods
    with exotic ingredients that lack pet-specific
    validation and a legal basis put pets and the
    industry at risk.
                A Call to Action

   Need for published
       Safety and efficacy data
       Complete nutrient/chemical profiles
       Acceptability and tolerance information
       Food processing information
       Purchasing and quality criteria
The End

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