Evolving consumer preference for natural products with enhanced stability continues to drive demand for the flavonoids known as anthocyanins – antioxidant compounds that are found naturally in a number of foods – according to a new report by Fact.MR.

 

Anthocyanins are the pigments that give red, purple, and blue plants their rich colouring, and the new report associates surging adoption of anthocyanin in F&B products with the impact of vibrant colours on consumer perceptions. 

 

According to Fact.MR’s latest study, demand for anthocyanins is likely to surpass 398,000kg this year (up from 383,000kg in 2018), with the prevalent use of additives in the food and beverage industry providing a substantial fillip to sales of this type of flavonoid. 

 

The clamour for clean products

 

Key influencing factors for the rise in demand for anthocyanins included what the report’s authors describe as a paradigm shift from synthetic to natural colours, alongside an increasing clamour for natural and clean products. The study also explores the escalating demand for functional food with significant health benefits.

 

The report also unveils that growing propensity of the new-age consumers for cognitive well-being is encouraging them to switch to healthy alternatives, which is likely to pave new avenues for intensified proliferation of anthocyanin into food supplements.

 

Anti-oxidant, anti-inflammatory properties

 

“Use of anthocyanin in pharmaceutical and specialty drugs is also scaling by considerable figures, owing to its benefits apropos of coronary heart diseases and cardiovascular disorders,” observed a Senior Analyst at Fact.MR. “With well-established anti-oxidant and anti-inflammatory abilities, anthocyanin is also gaining steady prominence in skin care and dermatological applications.”

 

As per the study, fruits remain the richest source of anthocyanin, followed by vegetables. Some of the commonly available fruits and vegetables rich in anthocyanins include raisins, blackberries, blueberries, black grapes, purple cabbage, eggplant, purple cauliflower, plums, and purple potatoes.

 

Demand from bakery and confectionery dominates

 

Use of anthocyanin in the bakery and confectionery segments is likely to witness a significant spike, with estimated sales worth 176 tons in 2019. This upswing in demand for anthocyanin can be attributed to the rising inclination of bakery and confectionery enthusiasts towards enhanced aesthetics. 

 

Dairy and beverage industry remains the second most lucrative end use on the back of increased use of anthocyanin in fermented milk, flavoured beverages, and so on.

 

Sales of anthocyanin via direct sales channels remain bullish, wherein manufacturers establish direct contact with the buyer and sell their products with personalised approaches. Sales of anthocyanin via direct sales are scaling considerable heights, as manufacturers utilise the immense scope available for detailed product demonstration and focus on long-term customer retention. Online channels are trailing the former in terms of lucrativeness, on the back of associated convenience to choose from a myriad of options.

 

A fragmented landscape

 

The anthocyanin market represents a fragmented landscape, with tier 1 players accounting for nearly 15-25-per-cent of revenue share. According to the report, the market is characterised by the widespread presence of regional players, which further intensifies the competition level in the global market landscape. The anthocyanin market is likely to witness a massive influx of new and emerging players with a vision of capitalising on the growing demand for natural colours over synthetic ones.

 

Sales of anthocyanin are likely to thrive across the key regions of North America, driven by rising proclivity for natural food colorants by the ‘health-sensitive’ demographic. Europe is likely to be the second-largest market in terms of demand for anthocyanin and is likely to retain its lucrativeness, on the back of bolstering preference for naturally-derived antioxidants.

 

Manufacturers’ constant pursuit for growth is making them focus on extensive product developments and innovations in line with evolving customer needs. Moreover, manufacturing companies are reorganising their advertising and marketing strategies to foray into niche segments and enhance their customer outreach.

 

Fact.MR’s report envisages that anthocyanin market is poised to expand at a CAGR of more than four per cent over the 2019–2027 study period.

 

To access the full report, visit: https://www.factmr.com/report/2467/anthocyanin-market