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The Future of Fat Reduction and Replacement in Food and Drinks



This report is focused on developments related to fat reduction and replacement in food and drinks. It highlights innovative trends and evaluates new ingredients and technologies from. The report provides a unique evaluation of new food and drink product launches that are promoted as having reduced/low/no fat, saturated fat, trans fats, or cholesterol and related claims.

Features and benefits

  • Gain an understanding of the component targets for fat reduction and replacement in food and drinks products.
  • Evaluate market drivers and their impact on opportunities across consumer demographics and global regions.
  • Offers an analysis of new products with reduced fat claims and allows readers to gain an awareness of the important issues.
  • Understand the potential of technical solutions for fat reduction and replacement through identification of emerging ingredients and technologies.
  • Identify the key components of a successful reduced fat food and drink product and evaluate the key challenges and opportunities.


Negative health outcomes and risk factors that have been linked to trends in dietary fat consumption include obesity, coronary heart disease, diabetes, cancer, stroke, depression, and metabolic syndrome. Dietary advice encourages the adoption of ‘healthy’ fats for ‘unhealthy’ fats rather than a focus on overall fat reduction.

Corn starch, maltodextrin, pectin, gelatin, xanthan gum, guar gum, carrageenan, and soy protein were all commonly used ingredients in reduced fat products launched in the period 2008 - 10. Low in saturated fatty acids, sunflower oil was commonly used in new reduced fat foods, appearing in 9.1% of these products.

Fat replacers of the future will need to meet some important criteria, including reducing or replacing the target fat effectively, being available at a cost appropriate to the benefits provided, and being safe and legal with no appreciable side effects.

Your key questions answered

  • What are the key targets for fat reduction in food and drinks in terms of products, consumers, and food components?
  • What are the key drivers behind the trend for fat reduction and replacement in food and drinks and how might these change?
  • Which reduced fat type claims are the most common and why?
  • Which categories and regions are the most important in terms of fat reduction in food and drinks?
  • What are some of emerging technologies that could define future directions?

Table of Contents

About the author

  • Disclaimer


  • Introduction
  • Market drivers and dynamics
  • New product launches
  • Technical innovations in fat reduction and replacement
  • Conclusions


  • Summary
  • Introduction
  • Fat reduction and replacement - opportunities and challenges
    • The importance of healthy foods
    • Market opportunities
    • The reduction and replacement challenge
  • Target fats for replacement
    • Total fat
    • Saturated fatty acids
    • Trans fatty acids
    • Cholesterol
  • Fat types and levels in food and drinks
  • Functionality of fats in foods
  • The ideal fat replacer
  • Scope and structure of the report
    • Methodology

Market drivers and dynamics

  • Summary
  • Introduction
  • Public health and fat consumption
    • Links between fat consumption and health
    • Fat consumption trends around the world
  • High prevalence of relevant disease and risk factors
    • Metabolic syndrome
    • Diet and obesity in children
  • Dietary advice/guidelines
    • International guidelines
    • Nutritional advice for disease prevention and at risk groups
    • Recent developments
  • Campaigns aimed at fat reduction
    • Trans fat as an example
    • New technologies, channels, and partnerships
  • Regulation, claims, labeling, and advertising
    • Permitted levels
    • Claims
    • Labeling
    • Advertising and marketing
  • The market potential for reduced fat type foods
    • Health-related food and drink sectors
    • Concerned consumers and governments
    • Opportunities in all geographic regions

New product review

  • Summary
  • Introduction
  • Summary and claim analysis
    • 'Reduced fat type' claim frequency on new products
    • Breakdown of 'reduced fat type' claims
    • Additional tags on new 'reduced fat type' foods
    • Health-related claims and tags
  • Category analysis
    • Bakery and cereals
    • Dairy
    • Savory snacks
    • Frozen food
    • Oils and fats
  • Regional analysis
    • North America
    • Europe
    • Asia Pacific
    • South and Central America
    • Middle East and Africa
  • The role of key food and drink manufacturers
    • General manufacturer strategies
    • Key food and drink manufacturers
    • New products and innovation focus

Technical innovations in fat reduction and replacement

  • Summary
  • Introduction
  • Categorizing fat replacers
    • Composition
    • Functionality
    • Target for reduction or replacement
  • Innovations in ingredients and technologies
    • General fat reduction and replacement
    • Saturated fat reduction and replacement
    • Trans fatty acid replacement
    • Cholesterol reduction
  • Fat reduction and replacement as a multi-component approach
  • Emerging opportunities in metabolism, satiety, and perception
    • Natural ingredients with benefits for body fat reduction
    • Digestion and satiety
    • Fat perception and preferences


  • Summary
  • Introduction
  • What will make a future successful reduced fat product?
  • Key claims, categories, and regions
    • Claims/fat reduction targets
    • Categories
    • Regions
  • Current and future successful fat replacers
  • Challenges and issues
    • Real technical challenges
    • Consumer expectations and acceptance
    • Is fat reduction and replacement actually leading to improved health?
  • Future opportunities
    • Positive claims
    • Reduced fat in the context of an overall healthier lifestyle and diet
    • The Holy Grail


  • Scope
  • Methodology
    • Secondary research
  • Glossary/abbreviations
  • Bibliography/references
    • Chapter 2
    • Chapter 3
    • Chapter 4
    • Chapter 5


  • Table: Industry executives' opinion on the availability and acceptability of reduced fat type food and drink offerings, 2011
  • Table: Obese adults (%), by country, 1995 - 2015
  • Table: Estimated prevalence of dyslipidemia in the seven major markets, 2009
  • Table: Estimated prevalence of hypertension in the seven major markets, 2009
  • Table: Epidemiology of diabetes by region, 2010 - 30
  • Table: WHO population nutrient intake goals
  • Table: Diet food and drink market, Europe and the US ($m), 2006 - 10
  • Table: Use of nutrient content claims on new food and non-alcoholic drink products, 2008 - 10
  • Table: Top 20 claims/tags on new food and non-alcoholic drink products, 2008 - 10
  • Table: Share of 'reduced fat type' launches, by category, 2008 - 10
  • Table: Comparison of overall product launches* versus 'reduced fat type' launches, by category, 2008 - 10
  • Table: Frequency of word appearance of a selection of thickeners/gelling agents/texturizers in ingredients lists of new 'reduced fat type' food and drinks, 2008 - 10
  • Table: Approximate frequency of use of oils with lower saturated fatty acid levels in new 'reduced fat type' products, 2008-2010
  • Table: Industry executives' opinion on the importance of calorie/fat reduction claims
  • Table: Industry executives' opinion on the potential for new reduced fat food and drink products across a range of categories, 2011
  • Table: Industry executives' opinion on the potential for reduced fat food and drink products across global regions


  • Figure: Manufacturer and consumer roles in creating the reduced fat market
  • Figure: Examples of potential higher fat food products within major categories
  • Figure: Functions of fats in food and drinks
  • Figure: Fat and carbohydrate intake in nutrition transition
  • Figure: A selection of books about trans fats available at Amazon UK
  • Figure: Codex Alimentarius conditions for fat-related nutrient content claims
  • Figure: Sainsbury's front-of-pack multiple traffic light labeling
  • Figure: Share of 'reduced fat type' claims for new products, 2008 - 10
  • Figure: New single serve 'reduced fat type' products
  • Figure: Products with heart health claims and 'ticks'/seals of approval
  • Figure: New 'reduced fat type' products claiming to be cholesterol-lowering
  • Figure: New 'reduced fat type' Weight Watchers-branded products
  • Figure: New reduced fat digestives
  • Figure: New cookies targeted towards kids with no trans fat and no cholesterol
  • Figure: New low fat bread products
  • Figure: Examples of new 'reduced fat type' breakfast cereals form Kellogg's
  • Figure: New low fat, low sugar, and low salt breakfast cereals
  • Figure: New 'reduced fat type' Nabisco crackers
  • Figure: New non-fat yogurts
  • Figure: New "naturaland 'reduced fat type' yogurts containing rice starch
  • Figure: New 1% fat milks
  • Figure: New reduced fat milks with functional ingredients
  • Figure: New reduced or low fat and low sodium cheeses
  • Figure: New reduced fat PepsiCo/Frito-Lay savory snacks
  • Figure: New "no trans fatsavory snacks containing high levels of oleic vegetable oil
  • Figure: New "healthyand low or "reduced fat typepotato chip-style products
  • Figure: New reduced fat savory snacks based on a traditional theme
  • Figure: Breyers low fat ice cream made using the "cream press system"
  • Figure: A selection of new "reduced fat typeice creams containing polydextrose
  • Figure: New frozen ready meals with 0g trans fat claims
  • Figure: New non-fat cooking sprays
  • Figure: New cholesterol-free ghee products
  • Figure: Proportion of reduced fat products among all food and non-alcoholic drink launches, by region, 2008 - 10
  • Figure: Regional share of food and non-alcoholic drink launches, 2008 - 10
  • Figure: Examples of novel North American reduced fat product launches
  • Figure: New Marks & Spencer "Count on Usreduced fat chilled products
  • Figure: Noodle products with 'reduced fat type' claims launched in Asia Pacific
  • Figure: New South American products with a "no trans fatclaim or tag
  • Figure: New reduced fat Nestle ice cream products
  • Figure: New reduced fat and "enrichedUnilever spreads
  • Figure: New Unilever 'reduced fat type' mayonnaise products
  • Figure: New lower fat Philadelphia cream cheese
  • Figure: Different modes of categorizing fat replacers
  • Figure: Products made with Olean brand Olestra
  • Figure: A hierarchy of fat replacers, by functionality
  • Figure: Ingredients and technologies for fat reduction and replacement
  • Figure: New functional drinks containing medium chain triglycerides
  • Figure: New 'reduced fat type' products containing tapioca maltodextrin
  • Figure: New reduced fat products formulated with several texturizers, thickeners, or stabilizers
  • Figure: Examples of Egg Beaters products recently launched in the US
  • Figure: A multi-component approach to fat reduction and replacement
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