Anthocyanin Market: Growth Favored by Rigorous R&D Investments by Players
Advances in chemical profiling of flavonoids have led the development of antioxidant protective agents against several chronic ailments in recent years. Anthocyanin has been one of the leading emphasized category of flavonoids, where efforts of food researchers have led progress in the epidemiology of anthocyanin, in terms of metabolism and biosynthesis, phytochemical investigations and prevalence in plants. As the demand for natural colorants and additives over synthetic variants continues to spur, anthocyanin has gained widespread acceptance in the global food & beverage industry, post-approval as an effective and healthy additive by international regulatory bodies.
An analytical research study by TMR finds that in 2018, the anthocyanin market was valued at over US$ 500 million, and is estimated to record a Y-o-Y of over 4% in 2019. The anthocyanin market continues to witness growth in line with the continual spending on research and development activities to evaluate the capabilities of anthocyanin. The continually emerging trends in the end-use industries including the food and beverage sector are expected to transform the anthocyanin market.
The increasing transition towards natural food flavonoids and colorants has directed the efforts of food scientists into understanding the efficacy of anthocyanin as a health promoter and in the treatment of diseases. Studies indicate nearly 84 million people in America alone to suffer from cardiovascular diseases – accounting for 1 in 3 deaths. Data from clinical trials have attested the benefits of anthocyanin on the heart and circulatory health, where subjects with the highest anthocyanin intake were 9% less likely to suffer from coronary heart disease.
Key regulations on synthetic food colorants imposed by governing bodies are directing attention of food producers towards natural solutions such as anthocyanin -conventional, natural food colorant. The effective of anthocyanin pigments in terms of its health benefits and the proven anti-oxidant properties, anti-cancer nature, neuro-protective profile, is expected to translate in a healthy demand for the anthocyanin pigments in the near future. With such beneficial attributes, anthocyanin is gaining diverse applicability, not only in the food and beverage sector, but also in the healthcare and pharmaceutical industries.
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Anthocyanin Market: Growth Favored by the Blue Wine Trend
Food manufacturers are shifting their focus towards additives, ingredients, and colorants such as anthocyanin that promote the health profile of food products, in an attempt to cope up with the changing consumer preferences. One such trend observed across the end-use industry is the blue wine trend. Blue is not approved as a wine color in Spain, which resulted in the initial ban of the blue wine. After striding through a number of regulations and red tape, it was passed through, being added into the category of ‘other alcoholic beverages’. Made from grapes, having anthocyanin, the high blue pigment in its skin, the wine gets a natural blue color. Progressing its way into the French market, the blue wine trend is likely to push the growth of the anthocyanin market.
Purple foods are emerging as a popular choice among consumers for both the color and the associated health benefits. The purple food revolution cited across various parts of the world is expected to push the expansion of the anthocyanin market in terms of extraction. Research has revealed that the highest content of antioxidant activity and anthocyanin in tropical purple fruits were java plum followed by sweet potato, tomi-tomi, and Bali grape. As researchers have linked anthocyanin to increased longevity, the purple foods penetration is directly linked to the anthocyanin market growth.
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Anthocyanin – A Natural Dye for Indicator-based Smart Packaging
Use of smart packaging systems for food products has grown in the recent times. Key developments in the smart packaging technology are further widening the scope of applications for the anthocyanin pigments. Food researchers are working on developing new indicator based smart packaging technologies that make use of natural dyes. As the indicators of natural dyes such as anthocyanin prompt the shelf life and quality of perishable foods, the anthocyanin is emerging as a natural dye. As the use of anthocyanin as a natural dye for indicators is likely to aid in accelerating the commercial adoption, this trend would open new opportunities for anthocyanin market players.
Winning Imperatives
The companies operating in the anthocyanin market are focusing on improving the foothold in the food additives industry. Geographical expansions are among the key strategies implemented by the anthocyanin market players in an attempt to achieve business expansion. The production of anthocyanin by the commercial development of plant cell culture is likely to pick pace over the coming years. Primary studies and trials on the regulation of anthocyanin biosynthesis on the enzyme and gene levels are revised, presenting the feasilibility for cloning genes, thereby improving yields of anthocyanin. With no commercial trials for anthocyanin production by the plant cell culture, the intelligent integration of existing strategies could provide a technology for industrial application viable to the current production processes.
MedPalett developed a patented, manufacturing process, together with the University of Bergen, that ensures minimum quantity of 80 mg anthocyanin per MEDOX capsule which is a berry extract developed from New Zealand’s wild Scandinavian bilberries and black currants.
Various efforts have been carried out to develop new analytical techniques for the process of identification and quantification of anthocyanin in plant materials, along with their effects in vivo and in vitro. A number of mass spectrometry (MS) instruments and advances in nuclear magnetic resonance (NMR) have provided an impetus to anthocyanin analysis. These developments are likely to boost the overall growth of the anthocyanin market.
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Anthocyanin Market Competition
At VitaFoods Europe, Naturex showcased Sweoat Brans, an oat beta glucan-based product that provides a range of health benefits which are EFSA-approved. Along with this, the company has showcased the Aronox aronia berry extract that is known to improve certain biomarkers for cardiovascular well-being which include endothelial function and is vital for blood circulation. The event also included a discussion on the benefits of Aronox, in a session that explored the effect of anthocyanin-rich foods on vascular functions, which was a part of the Vitafoods Education Programme.
- Archer Daniels Midland Company, a key player in the anthocyanin market recently announced the acquisition of Ziegler Group, a leading provider of natural citrus flavor ingredients in Europe. The company has also acquired the US-based citrus flavor company—Florida Chemical previously.
- Symrise recently acquired an Italy-based biotech company—Cutech. With this acquisition, the former expanded its expertise in the efficacy of testing of cosmetics ingredients and would open new opportunities for collaboration with scientific institutions. The acquisition would also increase the speed at which novel active ingredients are brought to the market.
- Sensient Technologies recently announced the acquisition of Mazza Innovation Limited in Vancouver which is a leading name in botanical extraction technology. This acquisition marks a significant milestone in Sensient Technologies’ ‘seed to shelf’ strategy to bring innovations across the value chain for organic and natural ingredients.
Among the key players operating in the anthocyanin market Sensient Technologies Corp, Symrise A.G., Archer Daniels Midlands Co., and CHR Hansen A/S held 50% share of the global anthocyanin market in 2018, in turn reflecting their market dominance.
The companies operating in the anthocyanin market are continually extending their capabilities in the key end-use sectors, strengthening their market foothold. Acquisition strategy has emerged as one of the most vital approaches implemented by the anthocyanin market players.
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Analyst Viewpoint
Companies that focus on research and development activities to explore the application scope of anthocyanin will see promising growth prospects. Leading players are focusing on innovative product developments to meet customer requirements, even as putting more efforts in marketing and advertisement activities for increasing their penetration in niche segments. Social media platforms remain potent for increasing the customer base, when used on a large scale.
