Burgeoning paleo product development spreading out from US, finds Innova

Looking at product launches in the 12 months to September 2015 that featured the word ‘paleo’, Innova Market Insights found Australia accounted for a 16% share of new products, up from almost zero in the previous 12 months. This put it ahead of the 10% market share in Europe over the same period.

The US continues to represent the bulk of paleo new product development, accounting for roughly two thirds, although this has fallen from the 80% recorded 12 months earlier.

'Paleo' Products

Products increasingly feature ‘paleo’ in the name or brand. Examples include:

Julian Bakery (US): Paleo Cookies and  Bars

Paleopure (US): Paleopure Trail Mix

Steve’s Paleogoods (US): Paleobars

The Primal Pantry (UK) Paleo bars

Innova found the total number of launches featuring the word ‘paleo’ had virtually tripled in the past 12 months to more than 300 – although it admitted this was a “very small​” proportion of total global product launches.

Fragmented market

The market is fragmented by product type, said Innova, although cereals, bakery products and snacks account for a combined 56% share, with sports nutrition taking fourth place ahead of dairy and soft drinks.

The concept of the paleo diet is decades old but has enjoyed a revival in recent years. Interpretations and definitions of the diet vary, said Innova, but the essential idea is eating as our Stone Age ancestors would have 10,000 years ago, with a diet of lean meat, nut and fruit and vegetables, with grains, legumes, dairy products and foods high in refined sugar and salt.

Alternative diets

“Interest in naturally nutritious ingredients and a return to basics has also led to a surge in interest in alternative diets and eating habits, bringing awareness of the Paleo Diet to a much wider range of consumers​,” said Innova innovation director Lu Ann Williams.

“Natural ingredients are increasingly in demand, and this has resulted in the arrival of new options in some instances and the revival and updating of some established products in others​.”