Todayís youth-driven culture has spurred consumers to learn more about the role antioxidants, vitamins and other substances have on keeping the youthful appearance of skin.
Marketing products for digestive maladies can be difficult, when the public is still becoming educated on the subject. Ingredients such as soluble and insoluble fiber, prebiotics and probiotics and resistant starches can be incorporated into foods to help the more than 70 million Americans with bowel disorders.
Diabetes is a disease best managed by diet and exercise. Items such as the glycemic index, fiber, slowly digestible carbohydrates, omega-3s and good nutrition are tools that consumers can use to manage or prevent ìMetabolic Syndromeî and type 2 diabetes.
New research offers ingredient insights into commercial opportunities for the design of nutritionals. Proanthocyanidins in cacao for diabetes; resveratrol, almonds and conjugated linoleic acid for weight management; prebiotics for bone health and omega-3s for eye and cognitive health are just some of the topics covered.
Although vitamin D and calcium are the mainstay ingredients for osteoporosis prevention, studies show formulators would be wise to also consider vitamin K2, phosphorous, magnesium, prebiotics and soy.
The marketplace is increasingly populated with a wide range of branded ingredients formulated into supplements and foods. While it can be a smart marketing strategy, crucial factors such as partnership characteristics and distribution channels require careful consideration.
The
nutritional lipids arena continues to be dominated by the omegas. Within the
family, product developers are looking at the benefits provided by
docosahexaenoic acid (DHA) and eicosapentaenoic acid (EPA) from marine sources
and those of alpha-linolenic acid (ALA) from plant sources. While
cost often governs why a specific ingredient is chosen for certain
applications, nutritional attributes also play a role. The following summarizes
recent related published research in scientific literature that supports
benefits provided by each category of omega-3s, followed by new product
activity and trends in the marketplace.
The case for consuming a diet high in fiber long has been established in scientific journals and, consequently, it is an integral part of dietary guidance for Americans. Arguably, however, fiber may have been upstaged or overshadowed by its carbohydrate cousin, whole grains. The whole grains health claim momentum and affiliated new product launches might suggest that the days of fiber as a single major attraction may be over, fading into a background of whole grains and overall product (ingredient) functionality.
Most
know that “low-carb” diets are out. With concerns over a higher risk of damaged
arteries and heart attacks that could accompany certain low-carb diets, their
popularity has waned so much that Atkins Nutritionals Inc. experienced
financial difficulty back in mid-2005. However, research continues to show
substantial clinical support for including higher amounts of protein,
especially from plant sources, into the diet. Additionally, 41% of consumers
are seeking foods high in protein, according to the Natural Marketing
Institute’s (NMI) 2005 Health & Wellness Database. (See chart “Protein
Profiles.”)
Towards
the end of 2006, Clif Bar introduced Luna Elixir, a product targeting women
that provides a goodly dose of calcium and iron, among other nutrients. The
product is unusual in the advice it gives the user to vary its sweetness by
adding various amounts of water, but not unusual is the fact that it touts the
presence of antioxidants. Indeed, in the year 2006, the Mintel Global New
Product Database (GNPD) recorded some 703 new foods and dietary supplements
that referred to antioxidants. (See the chart “A Profile of Antioxidant Products.”)
This is a 400% increase from five years earlier in 2001, when the GNPD recorded
176 new foods, beverages and dietary supplements mentioning antioxidants.
According to SPINs, a market research and consulting firm for the natural
products industry, the sale of consumer products with carotenoids and/or
antioxidant formulas increased 11% to $90.9 million in 2006 over the previous
year’s sales (data from SPINSscan Natural and Conventional Channels, Natural
Supermarkets (>$2MM) and Conventional FDM, excluding Wal-Mart).
Sugar and spice is not always so nice for the 20.8 million people who have diabetes, about 30% of whom are undiagnosed. Just the right balance of foods in controlled amounts eaten during carefully timed meals and snacks is vital for living well with diabetes. For another 41 million who are pre-diabetic, following the same basic guidelines improves their chances of remaining diabetic-free or delaying its start or severity.
Addressing health concerns such as vitality, immunity, weight, cardiovascular and digestive health is what successful ingredient manufacturers are focused on. This section showcases reader service items that dovetail nicely with consumer priorities.
With age, the body’s protection against internal and external stressors begins to break down slowly. Scientific evidence suggests restricting caloric intake will increase longevity, but even more can be accomplished with functional ingredients.
Using ingredients to enhance a product’s health appeal requires careful consideration, noted speakers at the 2005 Prepared Foods R&D Applications Seminars event. Here is a look at pre-blends, CoQ10 and whey proteins.
Healthful benefits continue to be a marketing angle for natural and organic products, but a new consideration may lure those consumers as well. Foods produced with ethical considerations in mind, such as fair trade products, could be positioned for quick growth.
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