Ketogenic diets are continuing to gain attention, opening up more opportunities in KETO. And the number of product launches continues to rise. Most new product launches in keto are in the snack and bakery categories, followed by sauces and seasonings. Products in these categories can innovate by catering to the new keto diet versions showing up, such as plant-based and vegan. According to Mintel GNPD, vegan claims have accounted for 36% of new keto-related product launches over the past five years. The ingredients for vegan and plant-based keto foods tend to have high fiber and be high in monounsaturated fats, which can help round out keto diet nutrition concerns. Manufacturers should be sure to use ingredients that consumers will recognize on the label.
Additionally, packaging claims can help position products for those following a keto diet. Use caution – “Keto” may be seen as a medical diet, and medical and health claims are closely watched by the FDA and FSIS. Calling out the number of carbs per serving can be an effective way to highlight the product’s keto-diet suitability. If there is a clear definition, a “net carb” claim can work well, too. Another option is to bring attention to good or excellent sources of protein – just be aware of other statements that might be required in conjunction with this, and always follow food labeling regulations.
Keto products for meal occasions can offer dieters convenience, helping them stay on track. While foodservice brands are working on keto-friendly menu items, retail has seen fewer than 100 global keto product introductions in the last five years in the categories of side dish, meals, and meal centers, or processed fish/meat/egg products. Meaning there is still plenty of growth opportunities in KETO. Vegetables can further enhance keto meals, providing fiber and some protein alongside healthy fats and low sugar.
By: Rachel Stefaniw
IFPC Lab Manager