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Consumer interest and awareness of sea salt continues to rise, research shows. According to Innova, the number of U.S. sea salt product introductions grew from 1,094 in 2008 to 1,816 in 2009. By comparison, five years ago there were a mere 407 product introductions containing sea salt. Top categories for products made with sea salt were highest in the soup category, followed by salty snacks, breakfast cereals, herb/seasoning products and ready meals. Research by Cargill also showed an increase in the awareness of sea salt among consumers, jumping from 60 percent in 2007 to 87 percent in 2008, a 27 percent increase among all households surveyed. Among meal makers surveyed, awareness grew from 80 to 91 percent. The top reasons consumers said they chose sea salt included its distinct taste, its characteristics, a desire to use sea salt in a specific recipe, and the salt’s overall appeal. The majority of those surveyed by Cargill (64 percent) found sea salt’s “less refined” characteristics to be its most appealing attribute. Nearly half viewed sea salt as having less sodium, and more than 55 percent said sea salt gives food a more intense taste. Seventy-nine percent said they would be interested in purchasing a grocery product made with sea salt, with younger and higher-income consumers having the greatest desire to purchase it. Food marketers who choose to incorporate sea salt into foods products can help satisfy consumers’ growing desire for the great taste of sea salt, while providing an image of a less refined, high-quality ingredient. Sources:
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"A NATURAL" FOR FOOD PROCESSORS:
Cargill sea salts can help marketers emphasize the natural ingredients consumers want. Harvested from the Pacific Ocean and dried by the sun and the wind, Cargill sea salts are made through the power of nature. Click here for more information |