Low carb sweeps European market

Much has been said of the rise of low carb in the States, but a new London-based business report says Europe is now a burgeoning market with an estimated 3 million British consumers actively cutting their carb intake.

The Reuters Business Insight report revealed that 95 percent of US and European food manufacturers could not afford to ignore the impact of low-carb dieting on the industry, with the European dieting market forecast to be worth €100 billion in 2007.

Over a quarter of manufacturers surveyed in the report saw the launch of low-carbohydrate foods and drinks as a priority, and were actively investing in the research and development of new products.

"There is no doubt that the consumer's appetite for low-carbohydrate foods is huge," report author Camilla Palmer said.

"With big names entering the market on a daily basis, it is important that the UK food and drink industry realises the potential of the sector."

As American restaurant chains McDonald's, Subway and TGI Friday's all make room for low carb options on the menu, in the UK, supermarket giant Tesco has introduced labelling for consumers who want to check the carb levels of some of their products, while Safeway is considering a similar step, labelling foods which contain less than 10 percent carbs. Sandwich chains such as Benjy's now stock low-carb bars.

Almost two thirds of manufacturers surveyed in the report saw the booming low-carb sector as an opportunity and over a quarter said their companies had already manufactured some form of low-carb product, with 73 percent believing the bakery industry would be challenged.