Are Pulses the real Superfoods?

A Relook at the Nutritive and Economic Values of Pulses in Processed Foods

(Originally published in Global Milling on October 1, 2012)

As 2016 is declared International Year of Pulses (IYOP / IYP / IYP2016) by the UN, this column attempts to briefly highlight some of the emerging portends in global health and consequent changes dietary patterns along with the opportunities for the food processing companies through better utilization of pulses to augment their product portfolio.

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Globally, pulses are important sources of protein for vegetarians and non-#vegetarians alike and are essential ingredients in everyday food. Beyond consumed in traditional forms (#whole, #split or #flour), pulses play an important role in the food processing sector as easily available and economic sources of protein, dietary fiber and starch. Though numerous studies worldwide proved superiority of pulses over other competing sources for the above nutrient components, utilization of pulses in #processed foods remains relatively limited.

Reasons that may perhaps be holding the major food processing companies from investing in #R&D to bring new and innovative products to the market include varied preferences from consumers in different markets, technology available for #milling and #fractionation of components, its costs vs benefits and importantly, the estimated market potential for #novel food products made incorporating pulse #fractions.

Portends in global health and changing dietary patterns

Many technological breakthroughs fueled primarily by the industrial revolution resulted in enormous growth in incomes, economic prosperity and population longevity across the globe. But as a report by #WHO points out, non-communicable diseases (#NCD) have taken over the communicable diseases (e.g. malaria) as the major cause of deaths in this century. Cardio-vascular diseases (#CVD) including stroke emerged at the top among the deadliest. Both developing and developed countries face huge challenges of varying degrees from more non-obvious but dangerous health related conditions leading to coronary diseases particularly diabetes.

Others include #sedentary lifestyle, physical and mental stress, lack of physical activity, #malnutrition, #obesity etc. As these diseases started conquering the world, people started their quest for solutions through medicines that paved way for huge growth in global pharmaceutical sector. As incomes grew, so did the share of consumption of processed foods across the world.

However, as years passed, governments worldwide especially in developed countries, started realizing the true hidden cost of public health risks such as obesity and diabetes and their dangerous consequences in demographic, economical and public health fronts. Similarly, as medical and nutritional experts started emphasizing on prevention than cure, the world’s quest for “health through food” presented greater opportunities that are not only attractive in terms of return on investments but invaluable good image and reputation for the companies such as #Nestle, #Danone, HJ #Heinz and #DSM etc.

Global Business of Healthy Foods

In line with the emergence of the #life-style related health problems globally, leading companies fine-tuned their products to fulfill the needs of the consumers. Diet #beverages having less calories, foods containing low fat, low-Sodium, low-sugar and foods rich in fiber, minerals, vitamins and protein are best examples for this. Worldwide trends in all the markets show greater prospects for healthy foods as about 68% of #Canadian and #American consumers consider nutrition an important factor while purchasing food products. A report on food processing sector in #Middle-East reveals that almost a third of all new product introductions had health or nutritional claims of some sort.

New products with “low or reduced #fat” claims out of the total new products released in 2010 accounted for about 5% in #UAE, 4.5% in #Saudi Arabia and 4% in #Egypt. One must note that there are numerous other health propositions that can be included in the processed foods. A similar trend is shown in the Indian baby food market by #Datamonitor that products with “high #protein” and “no trans fat” claims accounted for nearly 11% each out of the total new product launches in 2008. These numbers prove that awareness about health and #wellness among majority of the global #middle-class and above socio-economic categories mostly living in the #urban areas (consuming a higher proportion of processed foods than their #rural counterparts) is definitely growing. There are opportunities waiting to be capitalized by innovative products and solutions for the companies worldwide.

Using Pulse fractions to enrich and differentiate products

Enhancing the protein profile of foods that are typically rich in carbohydrates (e.g. noodles, pasta and a wide variety of #grain-based breads) presents enormous opportunities particularly in countries that not only face huge protein malnutrition problem but a sizable health-conscious population. China is moving well ahead in using pulse fractions particularly #starch, in making traditional noodles and vermicelli. These kinds of variants are suitable for markets where consumers are typically calorie-conscious but less willing to make any compromise in taste, texture and appeal of their traditional foods.

Developing countries (e.g. India and Indonesia) with their huge middle-class population and impressive economic growth are very attractive markets in the present and in future as consumption of processed foods is directly correlated to income growth. Products that are customized to these large markets can become instant success and help any company gain a strong foothold in these markets.

The Canadian International Grains Institute (#CIGI) is a pioneer institution involved in utilizing pulse #fractions into making reformulated pastas, noodles and #vermicelli without affecting their original traditional taste, texture and importantly optimizing cost of production with value and premium it would derive in the market place if commercially produced. For example, the reformulated pasta with 25% lentil #flour qualifies to be labeled “Good source of protein” under the health laws in Canada, which traditional pasta made of 100% durum wheat cannot claim in the market place.

Health, Pulses and Associated Business Opportunities

Numerous research projects across the world prove that pulses are to be included to make any food healthy. Some of the properties of pulses that can be claimed on the labels of food products are given below.

Consumers Have the Last Word

One must look at the above facts not simply as claims but valuable opportunities for #innovation and product differentiation as health is becoming an indispensable factor influencing consumer purchase decision making w.r.to processed foods across the world. Multinational companies are increasingly customizing their offerings according to the specific cultural, habitual, social and economic needs and preferences of the key markets and differentiating their offerings from their competitors through health claims. For example, in 2006, Nestle launched a variant of noodles in India #enriched with pulses and whole wheat (dal atta) or #fortified to enhance the protein profile of the typically #carbohydrate dense food. However the same company witnessed decline in sales when it tweaked its noodles in 1997 to a new formula, which the consumers did not like forcing it to revert to the old style again in two years.

Similarly, #Dupont Nutrition recently introduced its #High-Fibre variant of bread with high emphasize on consumer sensory qualities.

It is critical to match their preferences in taste, nutrition and importantly cost because changing consumer behavior is not easy and takes huge amounts of time, money and efforts and of course without any guarantee of a change. Hence success or failure of a product depends on the consumers’ acceptance.

While there are differences in the scope, value, size and prospects for each segment mentioned above in different markets, taking a customized approach for each market and sub-segments therein will be the key to success for any processed food product and company.

Pulses, by their virtue of being wholesome, nutritious and healthy, are really the "Super-Foods" and make perfect ingredients waiting to be taken full benefit of.

For more info:

Saskatchewan Pulse Growers (Saskpulse) www.saskpulse.com
Pulse Canada www.pulsecanada.com
Global Pulses Confederation (GPC) CICILSIPTIC  www.cicilsiptic.com 
India Pulses And Grains Association (IPGA) www.ipga.co.in
www.iyp2016.org 

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- Read: https://globalmilling.com/a-relook-at-the-nutritive-and-economic-values-of-pulses-in-processed-foods/#sthash.3UEzvSz0.dpuf 
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