Shortenings Market Rising Trends and Demands In Food Industry 2017-2025

Posted by Pareesh on June 11th, 2018

Shortening is prepared from vegetable oil or animal fat and is solid at room temperature. Shortening made by hydrogenation of vegetable oils such as Soy, Palm or Cottonseed are commonly used in applications such as bakery, snacks & savory products, and confectionery products. Shortening is added to the flour before baking, in order to prevent lengthening of gluten strands and to avoid formation of tough matrix. As shortening contains saturated fats, unsaturated fats and trans-fat, it is enriched in calories. Therefore, most of the companies are changing their shortening product portfolio towards trans-fat free, to tap potential market of low calorie food.

Market Dynamics

Increasing demand for baked goods, globally is creating a conducive environment for growth of global shortenings market. According to Coherent Market Insights’ analysis, per capita consumption of bakery products in Germany, France, and the U.K. was 85.5 kilograms, 71.5 kilograms, and 47.3 kilograms, respectively, in 2017.

However, availability of alternatives to shortenings such as butter and stringent government regulations on use of unsaturated fatty acids in food products are some of the factors restraining growth of the shortenings market. In 2015, U.S. Food and Drug Administration decided that unsaturated fatty acids are not considered as a safe food additive, due to health risk associated with consumption of these. Therefore, companies are focusing on development of products that are alternative to shortening. Moreover, use of shortenings in food products is highly dependent on requirement of the final properties of end products. For instance, some people prefer butter over shortening as butter offer richer flavor and crispier texture.

Excessive consumption of high calorie shortening leads to risk of cardiovascular diseases. Therefore, consumers are shifting their preference towards low calorie products, which represents immense opportunity for growth of the low calorie shortening in the global shortenings market throughout the forecast period.

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Market Outlook

On the basis of form, solid segment accounted for major market share in global shortenings market in 2017. Multiple advantages of solid shortenings over liquid shortenings such as ease of handling & storage and longer shelf life are factors aiding in growth of this segment.

On the basis of source, plant-based segment was dominant in terms of share, in the market in 2017. The segment is projected to maintain its dominance throughout the forecast period. Plant-based shortening is cheaper as compared to animal based shortening and possesses high shelf stability. It contains more fat, as a result, it adds more flaky texture to food products.

On the basis of application, bakery segment accounted for the highest market share in the market in 2017. Shortenings are preferred in the manufacturing of bakery products, in order to get crumbly, flaky, and crusty texture. Therefore, increasing demand for shortenings in the manufacturing of biscuits, cookies, and various other products is fueling growth of the bakery segment.