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Bone broth - still on trend

Bone broth is made by cooking beef or chicken bones. This releases collagen, amino acids and other nutrients, offering a wide range of nutritional benefits. It is low in carbohydrates and high in collagen, helping meet consumer demand for low-calorie, high protein products. It appeals to consumers looking for proactive approaches to wellness through functional foods. This is why bone broth is very much in tune with some of today’s biggest market trends.

Innova Market Insights has reported over six times as many products marketed as containing “bone broth” in 2017 as in 2015, with a CAGR of 147%.

Bone broth is rooted in a long history of human use and is understood by many consumers as a real food ingredient. As a versatile ingredient it makes an excellent addition to many diets and can be used in a multitude of dishes. It makes the ideal base for ready-to-drink bone broths, bone broth powder mixes, protein enriched instant noodle soups and other nutrient-rich applications.

The increased awareness among consumers to adopt a healthy lifestyle builds a compelling case for using OmniBroth™ BBB Organic in your next RTD bone broth or protein enriched soup.

OmniBrothTM supports the top 5 health claims

Unlike many other sources of protein, OmniBroth™ BBB Organic supports all the top five health claims on bone broth products launched globally from 2014 to 20191.

Top 5 health claims on bone broth products launched globally over the last 5 years, Innova Market Insights.

Top 5 health claims on bone broth products launched globally over the last 5 years, Innova Market Insights.

Bone broth used in new categories

Product launch activity for bone broth is growing in Europe and the US. Western Europe, which accounts for 58% of reported launches is the most active area, but it is far more traditional in focus than the US where growth is occurring, according to data from Innova Market Insights.

Innova Market Insights reports that while the key market category globally for bone broth products is meat, fish and eggs (34%), the fastest growing market sub-categories are juice and juice drinks (up by 500%); meat products (up by 278%), and soup (up by 125%), albeit from very small bases.

Health benefits

The appeal of bone broth is already huge. It is remarkable in the number of consumer needs it meets, real food, clean label, high in protein, low in fat. Bone broth is known as one of the most nutrient rich and powerful foods. All the collagen in the meaty bones is broken down into the broth, enriching it with an abundance of amino acids and other vital nutrients.

It is proven to offer many key health benefits, as the collagen absorbed through the intake of bone broths acts as a building block, renewing body tissue cells, such as skin, bones and joints.

1: Innova Market Insights, 2018

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