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Wellness Foods Europe Dairy products
Low fat yet rich
in texture,
Greek yoghurt
proves irresistible
to consumers
The phenomenal rise of Greek yoghurt
in the US looks set to cross the Atlantic as
more and more in Europe realise the potential
of this humble pot that packs a punch.
Rudy Wouters, Vice President BENEO-
Technology Center discusses the market for
Greek yoghurt in Europe and how functional
ingredients, such as chicory root derived dietary
fibre and rice starch can help food producers
make the most of this trend.
To give an idea of the speed of expansion experienced
in the US, “Greek yoghurt brands
such as Chobani and Fage have captured
market share more quickly than almost any
segment in a major food category ever (13
points in the past 3 years). To put this in perspective,
this is more than energy drinks have
captured of carbonated soft drinks in the
past 6 years.” i In fact, leading manufacturers
Danone and Chobani have even opened
yoghurt bars in New York, to promote the
segment still further.
US consumer research gives some insight
into the reasons for this modest dairy
product’s stellar rise to fame: “Consumer
data suggests that the wealthy and educated
consumers – often female – are switching
to Greek yoghurt. These consumers seek out
Greek yoghurt for health qualities (high protein,
low fat, natural) and because it is more
filling. Greek yoghurt is convincing consumers
that yoghurt can be a healthy and convenient
meal option.” ii
Secret of Greek yoghurt’s success > According
to Innova global statistics from 2011,
more than half (52 %) of all Greek yoghurt
4 | Wellness Foods Europe – November 2012

Dairy products Wellness Foods Europe
products launched across the globe carried
a ‘low fat’ claim, more than a third (37 %
and 34 % respectively) carried a digestive
health claim and/or texture claim and 23 %
promoted their natural ingredient properties.
14-16 May 2013
Palexpo | Geneva | Switzerland
The essential ingredients
for a healthy business
By tapping into consumers love of all things
low fat, natural or promoting digestive
health, without losing Greek yoghurt’s trademark
rich, creamy texture, food producers
have been able to attract consumers away
from traditional yoghurts to Greek alternatives
in increasing numbers. This trend looks
set to continue in the US and continue to
grow across Europe, and particularly the UK.
Greek yoghurt growth across Europe > As
can be seen on the global Greek yoghurt new
product launches graph iii , Europe has seen a
progressive increase in the number of these
dairy products being brought to market from
the beginning of 2008 to the end of 2011.
This growth seems set to continue as ‘naturality’
tops the food trends for 2012. According
to Julian Mellentin, director of New
Nutrition Business and author of 10 Key
Trends “one reason naturality is now so important
is that it enables companies to tap
into the concept of ‘naturally functional’
products which do not require health claims
– a real plus-point in today’s tough regula­
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November 2012 – Wellness Foods Europe | 5

Wellness Foods Europe Dairy products
tory environment.” iv This ‘natural’ trend has
seen significant growth year on year across
Europe, with dairy new product launches
that are positioned with a natural message
increasing from just more than 1,000
in 2008, to 1,800 in 2011. v Thus it is wise
for food producers to choose their ingredients
provi ders with caution. Using functional
ingredients from natural sources for Greekstyle
yoghurt products allows food produ cers
to pass these benefits onto their consumers.
BENEO traditionally places a priority on
develo ping its unique rice-derivatives and
prebiotics from the purest of natural ingredients
– rice, and chicory.
UK growth potential > In particular, the UK is
reflecting the US in its growing love of Greek
yoghurt. According to a recent Euromonitor
survey: “In the UK, there has been high
consumption and shift towards continental
yoghurts such as ‘Greek style yoghurts’
(11.6 % growth in 2011)”. The number of
launches by mid August 2012 in the UK is already
double that of the previous year, so this
growth trend looks set to continue throughout
2012 and beyond. Similar to the US, the
UK’s love of Greek yoghurt is focused on the
fat reduced varieties, which is vastly different
to the rest of Europe, where only 20 % of the
launches are labelled ‘fat reduced’.
Low fat, rich in texture – The ‘Greek challenge’
> Traditional Greek yoghurt, or
strained yoghurt, is characterised by a whey
removal step before fermentation which concentrates
the solids. This process gives Greek
yoghurt its characteristically creamier texture
as well as high protein content. Due to this
processing step, Greek yoghurt traditionally
has a relatively high fat content however, fatfree
or low fat varieties are available on the
market. As mentioned earlier more than half
(52 %) of the new Greek yoghurt products
launched worldwide past year carry a low
fat claim. vi With 34 % vii of all Greek yoghurts
launched in 2011 claiming to be creamy,
thick, velvety or smooth, it is no wonder that
combining a rich texture with guilt free indulgence
appears to be a winning formula
with consumers. However a careful balancing
act is required by the food producer if the
fat-free or low fat alternative is to communicate
the same creamy texture and ‘healthy indulgence’
messaging as its full fat equivalent.
Rice starch is characterised by its neutral
taste and small starch granules, which mimic
the feeling of fat globules in the mouth without
altering the original taste of the product.
As a consequence it is one of the preferred
ingredients when it comes to fat replacement
while maintaining an appealing creamy tex­
6 | Wellness Foods Europe – November 2012

Dairy products Wellness Foods Europe
ture. For example BENEO’s rice starches
Remyline AX-DR, Remyline DR and Remyline
XS are ideal for providing both body and
creaminess in Greek-style yoghurts, whilst
giving the product a glossy appearance; in
addition, the use of Remyline also reduces
the development of syneresis, ensuring excellent
product stability during shelf life.
Also chicory root derived inulin acts
perfectly as a fat replacer in low fat dairy
products, providing a creamy mouthfeel and
body. This white, odourless, soluble powder
has no off-taste and can stabilise water into a
creamy structure. As BENEO’s Orafti ® inulin
e. g. Orafti ® HPX, delivers a similar mouthfeel
to fat, it helps to reduce the energy content of
food products. It also improves the body of
low fat products, delivering roundness and
creaminess, as well as a better balanced flavour
to a wide range of dairy products, including
dairy desserts, drinks and spreads.
Responding to digestive health trends >
Research from Mintel GNPD shows the
increasing popularity of products that carry
a high fibre claim: “New product launches
in the dairy sector that contained inulin and
carried a high fibre claim grew by nearly five
times the amount from 2010 to 2011.” With
fibre-enriched foods potentially being the
‘next big opportunity’ viii , it is worth remembering
that there are a multitude of different
ingredients which are called ‘fibre’. Various
fibres exist, such as non-starch polysaccharides,
oligo saccharides and lignin, as well as
resistant starch, and not all of them share the
same physiological benefits. A case in point
is BENEO’s Orafti ® inulin. As a soluble prebiotic
fibre, it is not digested in the stomach
or small intestine, consequently reaching the
large intestine intact. Unlike most other dietary
fibres, it is selectively fermented by the
intestinal flora, promoting optimal intestinal
function. It favours bacteria considered to be
representative of a healthy microflora (mainly
bifidobacteria). The concept encompassing
this selective increase is called “the prebiotic
effect” and designates a specific class of colonic
nutrients. With the easy integration of
BENEO’s Orafti ® inulin into many food and
drink applications including dairy products,
these products containing a sufficient amount
of inulin (3 or 6 g/100 g; national legislation
is applicable) can be claimed as “source of
fibre” or “high fibre” respectively.
As a soluble dietary fibre, delivering creaminess
to dairy products, BENEO’s Orafti ® inulin
is ideal for use in Greek-style yoghurt so
that manufacturers increase the fibre content
of their products.
Putting inulin in the mix > The neutral taste
and the fat replacement properties of inulin
ensure that the overall taste and appearance
of Greek-style yoghurt, in particular its
texture and functional benefits, will be improved.
Greek-style yoghurt can be produced via
a straining process, or via the traditional
yoghurt method. The latter non-strained version
is thickened with hydrocolloids and/or
November 2012 – Wellness Foods Europe | 7

Wellness Foods Europe Dairy products
is worth getting in touch with the functional
ingredients’ experts, to see how the creation
of appealing, on trend yoghurts can expand
their market potential still further.
i
Source: UBS Investment Research, Food
Ima ges, ‘The Rise of Greek’, 22 March 2011
ii
Source: UBS Investment Research, Food
Ima ges, ‘The Rise of Greek’, 22 March 2011
iii
Source: Mintel GNPD & Innova db
iv
Source: www.new-nutrition.com “10 Key
Trends in Food, Nutrition & Health 2012”
v
Source: Mintel GNPD
vi
Source: Innova db
vii
Source: Innova db
viii
Source: According to the Naples, NYbased
Product scan Online database of new
products
enriched with milk proteins. Depending on
the manufacturing method the addition of
inulin needs to be adjusted accordingly. In
the case of a non-strained product inulin can
be added at the beginning, together with all
other dry ingredients. In case of the strained
type it is preferable to add the inulin after the
concentration process. In both cases the fat
replacement properties of this prebiotic dietary
fibre are maintained. Alternatively, inulin
(e. g. Orafti ® HSI) can be added at the fruit
preparation stage for fruited versions, or via
the syrup preparation stage for sweet varieties
of Greek-style yoghurt.
The team at the BENEO-Technology
Center is continuously working to improve
further feasible solutions providing nutritionally
profound dairy products which
never theless have the expected creamy and
rich texture. For those food producers looking
to maximise the potential of the low fat
growth in the Greek-style yoghurt segment, it
Product overview throughout the world
Spain: Griego, Greek yoghurt with fruit segments
and fibre claim, with added oligofructose,
launched June 2011
USA: Liberte Greek yoghurt with 0% fat claim
and rice starch added, launched October 2011
Australia: Danone’s Greek style yoghurt, mango
flavoured, with added rice starch, launched
November 2011
UK: Tesco’s Yoo…Greek Thing, is vegetarian
and contains no artificial colours, sweeteners
or preservatives. It is available in two flavours:
with honey sauce and with black cherry compote,
launched July 2012
UK: Danone’s Oykos luxury Greek style yoghurt,
is a creamy yogurt with a layer of fruit.
It is vegetarian and available in the following
varieties: strawberry and peach, launched June
2012
For further information, please contact:
BENEO
Jens Böhm, Marketing Manager
Gottlieb-Daimler-Str. 12
68165 Mannheim, Germany
Telephone: +49 621 421 102
Fax: +49 621 421 160
E-Mail: Jens.Boehm@beneo.com
www.beneo.com
8 | Wellness Foods Europe – November 2012