Burgeoning paleo product development spreading out from US, finds Innova

By Vince Bamford contact

- Last updated on GMT

The Primal Pantry brand was launched in the UK in 2014
The Primal Pantry brand was launched in the UK in 2014

Related tags: Innova market insights, Nutrition

Development of products tapping the paleo diet trend has spread out from the US to other parts of the globe in the past year, according to new research.

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

Paleo bars

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​.” 

Related topics: Snacks, Cereal & Cereal Bars, Markets, Health

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3 comments

Paleo Game Board Coming Soon

Posted by Cara Zaller,

Paleo is also about movement and good food that comes from nature.
Check out www.gopaleogame.com
The first Paleo board game will be out in the beginning of 2016.

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Paleo Diet

Posted by ray jay,

Its ever so nice to see people are choosing a healthy lifestyle and trying the Paleo Diet, as it is healthy and the meals are simple.

Get free Paleo Recipe Book: http://simplyptp.com/paleo

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Paleo Diet

Posted by Andrei,

Having a diet you like is the most important thing. I think the Paleo diet is great and I recommend it to anyone. I am seeing and feeling the benefits of the diet for a long time now. Not only have I lost weight, but I feel much more energized, and much better in myself. I think the reason is that whilst the paleo diet may be a diet, I do actually eat much more varied food than I did previously. All I’ve done is taken out the stodge that my body finds hard to digest, and added more types of fruit, veg, and indeed meat.
I’ve now actually taken an interest in cooking paleo meals, which I can guarantee is 100% better than throwing some ready meals in the oven like I used to.
I’ve just reviewed a cookbook that shows exactly this: http://www.illatte.com/paleohacks-cookbook/

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