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Battered and breaded products have become popular in the past few years due to the increasing consumption of processed foods. Batter and breader premixes are coating systems used in deep-fried products to enhance their flavor, texture and appearance. The coating systems reduce dehydration and support browning in the final product, thereby enhancing its crisp texture and appealing appearance. The rising trend of consuming ready-to-cook meals owing to hectic lifestyles is expected to drive the global market of batter and breader premixes.
The coating systems such as batter and breader premixes are also used for the preservation of the product in a frozen state. The final product yield is increased with the help of coating systems. The demand for indulgent products that also have high nutritional value has increased among consumers, which is driving the development of innovative products such as clean label, low fat, low salt batter and breader premixes.
Key Market Driver -
Rising Demand from Food Service Sector
Key Market Restraint -
Health Concerns Associated with Fried Foods
The rising demand for processed meat and poultry products in quick-service restaurants (QSRs) such as KFC, McDonald’s, and Burger King is expected to be a major driver for the growth of the global batter and breader premixes market. The adoption of fast food culture and demand for ready-to-cook foods across the globe is expected to fuel the growth of the market. The rising demand for nutritious foods in developed countries is expected to provide opportunities for the development of innovative coating systems. For instance, In June 2017, Jungbunzlauer, a Swiss producer of biodegradable ingredients of natural origin, published a research report on the application of ingredients to improve the nutritive value of batters. The research involved the use of Xanthan gum to reduce fat uptake and the use of natural salt replacers to reduce sodium content in batters.
Breaders and batters contain a high amount of carbohydrates. Regular consumption of deep-fried foods can cause health risks such as obesity, heart diseases and diabetes. The rising health consciousness among consumers is expected to hamper the growth of the global batter and breader premixes market.
The key players operating in global batter and breader premixes market are, Kerry Group PLC, Newly Weds Foods, Inc., Blendex Company, LLC, Bowmen Ingredients, McCormick & Co. Ltd., Bunge North America, Inc., House-Autry Mills, Inc., Showa Sangyo Co., Ltd., Coalescence LLC, and Associated British Foods plc.
The global batter and breader premixes market is segmented by type, application and, geography. Batters and breaders are further classified into sub-segments. Based on batter type, adhesion batter is expected to witness strong growth. Adhesion batter is mainly used in QSRs and fast food centres. Breadcrumbs is expected to witness the promising growth among other breader types. Breadcrumbs are mainly used to add crispiness to the products. Breadcrumb coating is applied to chicken nuggets, fish fingers, and pork products.
Meat and poultry segment is expected to witness the sturdy growth as breader and batter premixes have an extensive application in the preparation of ready-to-cook chicken and meat-based products. The rising demand for chicken nuggets, chicken fries is expected to fuel the growth of the market.
Asia Pacific is expected to witness the robust growth of the batter and breader premixes market in forthcoming years owing to the adoption of fast food culture and rapid expansion of QSRs. The key companies are focused on new product launches to meet the growing demand in Asian countries. For instance, In December 2018, Ajinomoto Philippines Corporation introduced a breading mix called ‘Crispy Fry Fish Breading Mix’ in Manila, Philippines. This coating mix helps eliminate fishy smell & minimizes oil splatters while fish frying.
North America is expected to witness strong growth of the market owing to the hectic lifestyles and a rise in the number of restaurants such as Wendy’s, McDonald’s, Subway, Burger King, and Dunkin’ Donuts. According to the United States Department of Agriculture (USDA), the number of QSRs operating in the U.S. grew by nearly 20% in last decade. By the end of 2019, it is estimated that QSRs accounted for approximately 64-70% of all restaurants in the U.S.
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The market has reached maturity in Europe. The demand for nutritious coating systems is increasing among health-conscious consumers of the region. The leading companies are focused on innovative product launches to cater to the growing demand for clean label products. For instance, in January 2019, Bowmen Ingredients, UK, unveiled its new gluten-free product portfolio including, gluten-free crumbs in the global market.
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