By Kimberly J. Decker, Contributing Editor
Mealtime: what a quaint notion. With chaotic schedules and admonitions to “graze" making mincemeat of the three squares, sitting down to an actual meal has acquired the air of nostalgia. But a body’s still gotta eat (or drink), so a wholecategory has arisen to cater to a harried society’s need for easy-to-consume products that take the place of what we used to call breakfast, lunch or dinner. Of course, some of us have been dispatching with mealtime via snacks for years. But in an era that prizes “performance," the market for meal replacements presents an irresistible opportunity to package high-powered nutrition into convenient formats that do the job in a pinch.
The changing face of meal replacement
Meal replacements are nothing new. From Alba 77 and Carnation Instant Breakfast to Slim-Fast, Ensure and the many iterations thereof, products have long promised to deliver nutrition without the tedious prep or consumption time required of traditional meals. What makes contemporary meal replacements different, though, is their mainstream appeal.
“Today, we have a growing population of health-conscious consumers who are constantly on the go," says Sarah Hines, market analyst, Danisco, USA, New Century, KS. “They need—and want—meal replacements more often." Contrast this with the days when meal replacements were relegated to the pharmacy’s “medical foods" shelf or were gulped down glumly by dieters who remained at their desks while coworkers headed to the sandwich shop for a proper lunch.
Today’s meal-replacement consumer actually flaunts his choice, a reflection not only of a schedule that screams, “in demand," but a sign of nutritional savvy, too. “Consumers are more knowledgeable," Hines says. “They constantly question labels and the nutrition facts on many types of products; meal replacements are no exception." In fact, meal replacements may receive heightened scrutiny given the nutritional expectations we place on them.
“Consumers want to make sure they are getting the nutrients they would expect from a full meal," Hines says, “but they also want to make sure that these meal replacements aren’t eating up their entire calorie counts for the day."
Current meal replacements also forge a new path in the creativity with which makers design and promote them. “We are seeing new and innovative ways to market these meal replacements, and innovative ways to sell them, such as through vending machines and concession stands," Hines says. “They can provide a way to boost a consumer’s exercise program, adding extra fuel, building muscle, and in some cases almost acting as a functional food or beverage, as well as a meal replacement."
Bars and beverages are still the standard delivery vehicles, but they’re stretching the boundaries of their respective categories. “Bars and beverages that deliver a specific nutrient have gained traction," says Käti Ledbetter, product development scientist, ADM, Decatur, IL. “An example is an instant stick pack that contains fiber and flavor and can be added to water.
Making calories count
But products that bill themselves as meal replacements still must work overtime to stand apart from all the other bars and beverages filling store shelves. For example, Ledbetter says, “A meal replacement must deliver a balance of protein, fat, carbohydrates and fiber, as well as a balanced combination of micronutrients, as the products must deliver what a person generally would get in a well-balanced meal."
Adds Ram Chaudhari, Ph.D., senior vice president, Fortitech, Schenectady, NY: “Nutrient density is key. The calories are going to be there, but wherever those calories come from, you give much more benefit from a nutritional and meal replacement point of view if you have nutrient-dense calories." That starts with the basic macronutrients, and here again he echoes the call for balance.
“How you get those calories—whether from simple sugars, fat, protein—they must be balanced in such a way that each meets the guidelines for nutrition," Chaudhari says. With all the talk about “empty calories" and unmet fiber needs, for instance, he thinks manufacturers should consider delivering more calories with whole grains and complex carbohydrates than simple sugars. Calorie totals should suit the target audience. “The caloric value depends upon the overall functionality of the meal- replacement product," Ledbetter says. “What is the real consumer goal here: weight loss or muscle building?" Chaudhari suggests deriving 50% to 60% from a combination of complex and simple carbohydrates, 10% to 15% from “biologically active" protein and the remainder from a mix of saturated and unsaturated fat.
As for “diet" or “lite" formulations, Ledbetter says the quantities, again, can vary. “Bars and meal replacement beverages can range from 150 to 300 kcal per serving," she says.
Micromanagers
Macronutrient calories are only part of the picture. “You need micronutrients because those are the cofactors necessary to get the maximum benefit from macronutrients," Chaudhari says. How much to add? A full 100% would be “overload," he says, setting 50% as the absolute top. The optimal level lies between 25% and 30%, he thinks—about what you’d get in a meal—“because you’re going to eat something else besides this one meal replacement throughout the day."
