Consumers are now looking beyond basic nutrition and towards condition-specific functionality in their purchases, according to an IFIC survey.
The International Food Information Council (IFIC) commissioned a web-based national survey of US adults and found consumers overwhelmingly believe food and nutrition play the greatest role in maintaining or improving health. The key now is for functional food manufacturers to bridge the marketing or consumer awareness gap so as to further tap into this market potential. After all, based on the findings that consumers understand the link between food and health, they must also be purchasing accordingly.
"Consumers may not be able to tell you exactly what nutritional components they're seeking when they shop for fruits and vegetables or fish, but they can tell you why they're doing it," said IFIC director of health and nutrition, Wendy Reinhardt Kapsak. "It's because there's a strong food and health benefit connection at work. "The sample size of this survey was 1,000 adults, with the research conducted between April 10 and 24, 2007.
The survey is an annual event and this year there was an all-time high of 92 percent of respondents able to link specific food and health benefits, such as calcium for bone health. "Our survey results show the American public is receptive and eager to receive nutrition information about specific foods and their health benefits," said Reinhardt Kapsak. "They want to make wiser choices about what kinds of foods they eat based on a desire to improve their overall well-being and their physical health. "While 75 percent of the respondents indicated they believe nutrition is the key factor in maintaining and improving good health, another 85 percent agreed that certain foods have health benefits that go beyond basic nutrition and may reduce the risk of some diseases.
"The majority of Americans are interested in learning more about food and health relationships, and in consuming components, such as antioxidants, whole grains, fiber, probiotics, omega-3 fatty acids, soy, among others for their health benefits…," said Reinhardt Kapsak. "The next step is motivating consumers to fit these foods into their diet so that they improve their health and sustain it for a lifetime." Food manufacturers can play a role in this through their marketing and packaging of functional foods, as well as by means of any accompanying campaigns to spread consumer awareness. Health claims have also been useful in getting this message across to consumers, although this labeling right has been notoriously difficult to come by for food companies.
This is the fifth edition of the survey, which was also fielded in 1998, 2000, and 2002, and 2005. The survey is planned to be fielded again in 2009.
By Clarisse Douaud, 10 Oct 2007, Nutra Ingredients Europe
Thursday, October 11, 2007
Consumers want 'simple' when seeking health, Mintel
Conflicting information on what constitutes healthy living has fuelled consumer demand for simpler, more informed approaches to food choices, according to a report by Mintel.
Consumer surveys conducted by the market researcher have revealed that people's attitude to health differs greatly, and this is naturally also reflected in the products they purchase - if any - in pursuit of a healthier lifestyle. In fact, although eating well features heavily as a contributor to health for older Americans, younger consumers may not even consider food as important when it comes to maintaining health. Most people at this life stage look to exercise, achieving a work/life balance, and managing stress and social lives as key, said Mintel. However, when it does come to the link between food and health, choices are further complicated by the "waxing and waning of what's hot and what's not in the nutrition world".
"Against a backdrop of rising obesity in America, consumers are increasingly skeptical about what constitutes healthful choices. From low fat to no fat, and from no carbohydrate to high protein, consumers have been subject to shifting science, conflicting research and public health policy debate," writes Mintel in Attitudes Towards Healthy Living - US - September 2007.
Inadvertently, these very public nutrition and health debates have fuelled demand for simpler, more informed approaches to food choice and life itself. The rise in demand for local and organic foods, coupled with an increase in new product launches with ethical claims (since 2002), is evidence that consumers are redefining how they look at diet, and subsequently health, it said. According to the Trust For America's Health, obesity rates in 2006 actually rose in 31 states. In 22 states, the rates rose for the second consecutive year, in spite of significant publicity about the problem and subsequent public attention to the issue. As a result, some 85 percent of Americans now believe that obesity is an epidemic. Yet Mintel's research showed that many Americans still do not show much interest in matters related to health.
Whites were found to show the least interest, with just over half of people surveyed saying that they place "significant value" on their health. In contrast, more than two thirds of blacks felt the same. Overall, Mintel survey respondents identified sleep, diet and exercise as factors that contribute most to health. A growing population of baby boomers has led to the creation of a new trend: the search for longevity and vitality. This, said, Mintel, has given rise to a host of new products aimed at meeting this goal.
"Anti-aging products are now no longer restricted to anti-wrinkle creams for women. Men are the new target in anti-aging everything, and everything is now a delivery medium for anti-aging and vitality. From juice and teas to age-specific supplements, Boomers are the hot new health target." In addition, sales of heart and bone health supplements are booming, resulting in the success of the specialty supplement category within the supplement business. Looking into the future, Mintel identifies cosmaceuticals as a "noteworthy" trend to shape health ideals. A growing number of companies, it said, are producing food-based products for a beauty target. These products focus on issues relevant to an aging population, such as vitality, skincare, mental agility and general wellbeing.
By Lorraine Heller, 5 Oct 2007, Nutra Ingredients Europe
Consumer surveys conducted by the market researcher have revealed that people's attitude to health differs greatly, and this is naturally also reflected in the products they purchase - if any - in pursuit of a healthier lifestyle. In fact, although eating well features heavily as a contributor to health for older Americans, younger consumers may not even consider food as important when it comes to maintaining health. Most people at this life stage look to exercise, achieving a work/life balance, and managing stress and social lives as key, said Mintel. However, when it does come to the link between food and health, choices are further complicated by the "waxing and waning of what's hot and what's not in the nutrition world".
"Against a backdrop of rising obesity in America, consumers are increasingly skeptical about what constitutes healthful choices. From low fat to no fat, and from no carbohydrate to high protein, consumers have been subject to shifting science, conflicting research and public health policy debate," writes Mintel in Attitudes Towards Healthy Living - US - September 2007.
Inadvertently, these very public nutrition and health debates have fuelled demand for simpler, more informed approaches to food choice and life itself. The rise in demand for local and organic foods, coupled with an increase in new product launches with ethical claims (since 2002), is evidence that consumers are redefining how they look at diet, and subsequently health, it said. According to the Trust For America's Health, obesity rates in 2006 actually rose in 31 states. In 22 states, the rates rose for the second consecutive year, in spite of significant publicity about the problem and subsequent public attention to the issue. As a result, some 85 percent of Americans now believe that obesity is an epidemic. Yet Mintel's research showed that many Americans still do not show much interest in matters related to health.
Whites were found to show the least interest, with just over half of people surveyed saying that they place "significant value" on their health. In contrast, more than two thirds of blacks felt the same. Overall, Mintel survey respondents identified sleep, diet and exercise as factors that contribute most to health. A growing population of baby boomers has led to the creation of a new trend: the search for longevity and vitality. This, said, Mintel, has given rise to a host of new products aimed at meeting this goal.
"Anti-aging products are now no longer restricted to anti-wrinkle creams for women. Men are the new target in anti-aging everything, and everything is now a delivery medium for anti-aging and vitality. From juice and teas to age-specific supplements, Boomers are the hot new health target." In addition, sales of heart and bone health supplements are booming, resulting in the success of the specialty supplement category within the supplement business. Looking into the future, Mintel identifies cosmaceuticals as a "noteworthy" trend to shape health ideals. A growing number of companies, it said, are producing food-based products for a beauty target. These products focus on issues relevant to an aging population, such as vitality, skincare, mental agility and general wellbeing.
By Lorraine Heller, 5 Oct 2007, Nutra Ingredients Europe
Functional ingredients could boost the drinks sector
Functional mixers and natural ingredients could give the UK drinks market a shot in the arm, a report has said.
Mintel's On-trade Soft Drinks 2007 said an emerging trend in consumers aged 20 to 30 is to offset alcohol intake - especially excessive amounts - by consuming fortified health beverages and organic food. This "detox/retox" mix could even be added to an alcoholic beverage through ingredients such as milk thistle, to help counteract hangover symptoms, Mintel said. The report points out two crucial steps for beverage makers and ingredients suppliers, who can take advantage of the trend by either offering detox specific products filled with functional ingredient.
Companies could also follow Mintel's advice and use natural ingredients to boost the body's hydration as a mixer which can be drunk with alcohol. Mintel's message also adds support to an increasing trend for companies looking to add nutraceuticals to drinks to help boost consumer health and well- being. UK ingredient company Coressence will have its flavanol-rich Evesse Juice added to a line of organic drinks aimed at improving vascular health. Indeed, Provexis launched its tomato-based Sirco drink in UK supermarket chain Tesco, Waitrose and Sainsbury's in January 2006, and reported sales of the first three months of £140,000 (c €205,000).
According to a report by drinks company Britivic and market researcher Nielsen, the market for functional drinks enjoyed value growth at 18 per cent in 2006. The report added that consumers were shunning processed drinks in favour of pure and natural drinks. Well-being drinks, those which offer health benefits beyond basic nutrition, is the third fastest growing drinks category and has now reached £841m in value. Functionailty is becoming the buzz word for all types of drink sectors. Last week the global functional dairy drinks market was predicted to see 600m litres consumed reach €6,250m in value, according to Zenith International.
By Alex McNally, 2 Oct 2007, Nutra Ingredients Europe
Mintel's On-trade Soft Drinks 2007 said an emerging trend in consumers aged 20 to 30 is to offset alcohol intake - especially excessive amounts - by consuming fortified health beverages and organic food. This "detox/retox" mix could even be added to an alcoholic beverage through ingredients such as milk thistle, to help counteract hangover symptoms, Mintel said. The report points out two crucial steps for beverage makers and ingredients suppliers, who can take advantage of the trend by either offering detox specific products filled with functional ingredient.
Companies could also follow Mintel's advice and use natural ingredients to boost the body's hydration as a mixer which can be drunk with alcohol. Mintel's message also adds support to an increasing trend for companies looking to add nutraceuticals to drinks to help boost consumer health and well- being. UK ingredient company Coressence will have its flavanol-rich Evesse Juice added to a line of organic drinks aimed at improving vascular health. Indeed, Provexis launched its tomato-based Sirco drink in UK supermarket chain Tesco, Waitrose and Sainsbury's in January 2006, and reported sales of the first three months of £140,000 (c €205,000).
According to a report by drinks company Britivic and market researcher Nielsen, the market for functional drinks enjoyed value growth at 18 per cent in 2006. The report added that consumers were shunning processed drinks in favour of pure and natural drinks. Well-being drinks, those which offer health benefits beyond basic nutrition, is the third fastest growing drinks category and has now reached £841m in value. Functionailty is becoming the buzz word for all types of drink sectors. Last week the global functional dairy drinks market was predicted to see 600m litres consumed reach €6,250m in value, according to Zenith International.
By Alex McNally, 2 Oct 2007, Nutra Ingredients Europe
Russia enters the beauty food market
A Russian producer of healthy food products has announced the release of its first beauty drink aimed at improving skin using a blend of antioxidants and minerals.
Wimm-Bill-Dann, a producer of healthy and functional food products announced its release of Neo Beauty, a range of dairy products specifically designed to improve skin, nails and hair. The company claims that Neo Beauty is an industry first in Russia, illustrating Russia's first foray into the growing trend for beauty foods and nutricosmetics spreading from the Far East, in particular the current market leader Japan. Neo Beauty contains the company's 3D Regeneo formula - a blend of aloe vera, anti-oxidants, minerals and vitamins - which the company claims has a healing, strengthening and regenerating effect on hair, skin and nails.
The range consists of a probiotic drink and a drinking yoghurt, available in a variety of flavours. Neo Beauty joins Wimm-Bill-Dann's range of functional products that include a dairy drink enriched with complex lactose cultures and a dairy drink Bio-Vit with bifidus cultures.
"We believe that the market for functional products in Russia will grow in value terms by around 40-50 per cent per year over the next few years, as consumers seek tasty and healthy products that help them manage busy lifestyles" said Grant Winterton, director for marketing and innovation at the company.
Although the functional foods market in Russia is smaller than in more developed markets in Western Europe, it is not insignificant. According to Euromonitor, the market has grown consistently from 2000-2005, with both analysts and local manufacturers identifying fortified mixed juice and dairy drinks as a major opportunity. Strong growth in the sector is expected to continue, and by 2010 total sales of fortified/functional dairy products are expected to reach US$121 million. Forces for market growth identified by the market research company include rising disposable incomes, development is retail opportunities such as the growth in supermarkets and dedicated health and wellness stores.
The release of a fortified beverage specifically designed to enhance beauty from one of Russia's leaders in the functional foods category indicates the increasing complexity of the market and the country's first attempt to tap into the trend for nutricosmetics and beauty foods. Currently the market is growing worldwide involving many of the big players. For example, in 2002 Nestle and L'Oreal, the world's largest companies in food and cosmetics respectively, joined forces to create Inneov, a creator of nutritional supplements with cosmetic applications. In addition Coca Cola has developed Yokuasa Purun for the Asian market. Fortified with cysteine, hyaluronic acid, ceramide, vitamin C and biotin, the milk-based beverage should be consumed last thing at night to promote beauty during sleep.
By Katie Bird, 27 Sept 2007, Nutra Ingredients Europe
Wimm-Bill-Dann, a producer of healthy and functional food products announced its release of Neo Beauty, a range of dairy products specifically designed to improve skin, nails and hair. The company claims that Neo Beauty is an industry first in Russia, illustrating Russia's first foray into the growing trend for beauty foods and nutricosmetics spreading from the Far East, in particular the current market leader Japan. Neo Beauty contains the company's 3D Regeneo formula - a blend of aloe vera, anti-oxidants, minerals and vitamins - which the company claims has a healing, strengthening and regenerating effect on hair, skin and nails.
The range consists of a probiotic drink and a drinking yoghurt, available in a variety of flavours. Neo Beauty joins Wimm-Bill-Dann's range of functional products that include a dairy drink enriched with complex lactose cultures and a dairy drink Bio-Vit with bifidus cultures.
"We believe that the market for functional products in Russia will grow in value terms by around 40-50 per cent per year over the next few years, as consumers seek tasty and healthy products that help them manage busy lifestyles" said Grant Winterton, director for marketing and innovation at the company.
Although the functional foods market in Russia is smaller than in more developed markets in Western Europe, it is not insignificant. According to Euromonitor, the market has grown consistently from 2000-2005, with both analysts and local manufacturers identifying fortified mixed juice and dairy drinks as a major opportunity. Strong growth in the sector is expected to continue, and by 2010 total sales of fortified/functional dairy products are expected to reach US$121 million. Forces for market growth identified by the market research company include rising disposable incomes, development is retail opportunities such as the growth in supermarkets and dedicated health and wellness stores.
The release of a fortified beverage specifically designed to enhance beauty from one of Russia's leaders in the functional foods category indicates the increasing complexity of the market and the country's first attempt to tap into the trend for nutricosmetics and beauty foods. Currently the market is growing worldwide involving many of the big players. For example, in 2002 Nestle and L'Oreal, the world's largest companies in food and cosmetics respectively, joined forces to create Inneov, a creator of nutritional supplements with cosmetic applications. In addition Coca Cola has developed Yokuasa Purun for the Asian market. Fortified with cysteine, hyaluronic acid, ceramide, vitamin C and biotin, the milk-based beverage should be consumed last thing at night to promote beauty during sleep.
By Katie Bird, 27 Sept 2007, Nutra Ingredients Europe
Thursday, October 4, 2007
Fabulous Fibers - Delivering the health benefits of ‘nature’s little broom’
Fiber plays many roles in a healthy diet, supporting digestive wellbeing, cardiovascular wellness and a positive glucose response. As consumers become increasingly aware of fiber’s benefits, providers of functional foods and beverages are looking at the health benefits, sourcing options and formulation opportunities.
The market is certainly ripe for growth. Frost & Sullivan’s study, Strategic Analysis of the United States Food Fiber Industry, projects revenues to grow from $193.1 million in 2004 to $495.2 million by 2010. The report also stated: “The appeal for food fiber as an additive is not related to its ability to increase the flavor of foods.”
Instead, it appears interest among manufacturers and consumers is linked to health benefits. “There are several factors driving consumers’ interest in dietary fiber, including lowering cholesterol, reducing body weight and increasing energy,” said Christina Munteanu, food applications specialist, GTC Nutrition. “For example, many consumers are experiencing health-related issues due to high cholesterol levels, which has resulted in an increased demand for products that contain heart-healthy solutions.”
This is not to say there isn’t desire for health with good taste. “Consumers are more aware of the health benefits related to the correct intake of dietary fiber,” said Aida Prenzno, laboratory and R&D director, Gum Technology. “But also, the flavors, texture and presentation of high fiber products have improved over the years, making them more enjoyable to eat.”
Kristina Williams, marketing, Cevena Bioproducts Inc., agreed formulation is becoming easier: “Consumers are increasingly interested in improving their diets. Taste is a very important factor and previously the difficulty was creating high fiber foods that appealed to consumer taste. Because of innovative ingredients, it is now easier to formulate high fiber products without compromising taste. Additionally, fiber is a natural product with multiple health benefits.”
Unfortunately, there is a bit of a disconnect on the health end. “Most consumers know that consuming fiber is good for you; however, not all consumers know that different types of fiber result in different health benefits,” said Chandani Perera, food applications project coordinator, Roquette America. “Not all consumers understand the difference between soluble and insoluble fiber or viscous and non-viscous fiber. Therefore, consumer education is necessary to make them aware of the fibers that bring different health benefits.”
Defining the fiber category—and the affiliated health benefits— therefore falls to marketers and suppliers. Although there is no official list of physiologic functions a compound should possess to meet the definition of fiber, generally accepted actions include an effect on intestinal function and the improvement of blood lipid parameters. Dietary fibers also typically have a reduced caloric value. Health benefits of consuming fiber include aiding in digestion and maintaining heart health. In fact, the American Heart Association Eating Plan suggests eating foods high in insoluble and soluble fiber to promote cardiovascular wellness.
Finnish scientists reported subjects who consume a high-fiber diet have a lower incidence of cardiovascular disease (CVD); and that fiber affects several CVD risk factors (J Cardiovasc Nurs. 2006;21(1):3-8). In one 12-week intervention trial, 30 overweight and obese men supplemented a carbohydrate-restricted diet with soluble fiber (as Konjac, 3 g/d) or placebo (Metabolism. 2007;56(1):58-67). At study’s end, subjects taking additional fiber had significant increases (10 percent) in levels of beneficial high-density lipoprotein (HDL), while their low-density lipoprotein (LDL) levels dropped significantly (14.1 percent). Diet alone only benefited LDL levels, though not to the same degree (-6 percent).
Soluble, viscous fibers work to reduce circulating cholesterol levels by inhibiting bile-acid absorption, forcing the liver to take cholesterol from the blood to synthesize and replace the lost bile. The benefits of soluble fiber are well-studied enough to convince FDA to permit foods with at least 0.75 g/serving of soluble fiber from oats or whole-grain barley to bear the claim, “Soluble fiber from foods such as [oats or barley], as part of a diet low in saturated fat and cholesterol, may reduce the risk of heart disease.”
Oat beta-glucan (6 g/d) was found in a recent study of 75 hypercholesterolemic men and women to significantly reduce total and LDL cholesterol, with the added benefit of fermenting in the colon to produce beneficial butyrate (Nutr J. 2007;6:6). A similar intervention in 38 men with mild to moderate hypercholesterolemia reported 6 g of oat beta-glucan could significantly decrease LDL and total cholesterol levels and increase HDL cholesterol (Am J Ther. 2007;14(2):203-12). Barley beta-glucan has similar effects, according to researchers from the University of Minnesota, Minneapolis (Br J Nutr. 2007 Jun;97(6):1162-8).
In a six-week controlled study, mean LDL levels fell by 15 percent in the 5 g high-molecular weight (HMW) barley beta-glucan group, 13 percent in the 5 g low-molecular weight (LMW) group, and 9 percent in the 3 g HMW and LMW groups. And a study investigating the use of soluble fiber from Plantago ovata husk found it could significantly increase HDL levels and decrease LDL levels (Am J Clin Nutr. 2007;85(4):1157-63).
Insoluble fiber also plays a role in heart health, as USDA researchers reported increasing the amount of whole grains and insoluble (whole wheat and brown rice) and soluble fiber (barley) helped reduce systolic and diastolic blood pressure in adults (J Am Diet Assoc. 2006;106(9)1445-9).
That said, insoluble fiber may be better known for its impact on digestive health, working to promote regular bowel movements and prevent constipation, and moving toxins through the colon in less time. Researchers have suggested its ability to speed transit time in the colon and to balance pH in the intestines may help prevent colon cancer (J Epidemiol. 2006 May;16(3):125-35).
Soluble (viscous) fibers, such as pectins, gums, mucilages and beta-glucans, benefit gut health by forming gels in the stomach, slowing flow and increasing nutrient absorption. In addition, beneficial polysaccharides, such as fructooligosaccharides (FOS), act as prebiotics, supporting the growth of beneficial gut bacteria. When FOS reach the colon, they are used by bifidobacteria for growth. NutraFlora® (from GTC Nutrition) short-chain FOS (scFOS®), has been shown to have beneficial effects on mineral absorption and gut health via fermentation in the intestines (Bifidobacteria Microflora. 1990;10(1):65-79) (Am J Clin Nutr. 2004;80:1658-64). This fermentation process produces short-chain fatty acids (scFAs).
“scFAs promote protective effects on the gut and host, such as increased gut integrity enhanced immunity through pathogen inhibition, improved normal bowel function, and improved nutrient metabolism and absorption, without adverse effects,” said Coni Francis, Ph.D., R.D., senior manager of science, marketing and technical services, GTC Nutrition.
Roquette offers NUTRIOSE®, a food dextrin with high fiber content, that also works as a probiotic. “NUTRIOSE ferments progressively in the large intestine, releasing short-chain fatty acids and improving gut health,” Perera said. “It also hinders the growth of potentially pathogenic bacteria and increases the number of beneficial bacteria in the gut.” Larch Arabinogalactan (LAG), as FiberAid® from LONZA, a naturally occurring, soluble dietary fiber extracted from the larch (L. occidentalis) tree offers a concentrated form of arabinogalactan.
Joanne Slavin, Ph.D., R.D. lead researcher, and professor, Department of Food Science and Nutrition at the University of Minnesota, Rochester, said LAG has broad health benefits, including serving as a prebiotic for beneficial gut bacteria and aiding bowel habits. A more-appealing consumer health benefit of fiber is its link to weight loss. “One of the most important trends in the health area is calorie management and the obesity issue when you’re talking about most fiber,” said Mike Bailey, executive vice president of sales and marketing, International Fiber Corp. “Insoluble fiber is zero calories per gram, while soluble has some calories, but they’re certainly tied in with satiety. There are a lot of studies showing inverse relationship in total fiber and calories. If people get more fiber in the diet, they consume fewer calories.”
For example, a study from the University of Texas, Austin, matched 52 overweight/obese adults with 52 normal weight adults and assessed differences in dietary components (J Am Diet Assoc. 2006 Jun;106(6)833-40). Overweight/obese subjects consumed more total fat, saturated fat and cholesterol and less carbohydrate, complex carbohydrate and dietary fiber than normal weight subjects. In fact, reported intake of dietary fiber was inversely related to percent body fat without and with control for confounding factors; fruit intake was also inversely related to body fat. Similar findings were reported by researchers from the University of Rhode Island, Kingston, in which overweight and obese patients received hypocaloric diets with or without fiber-rich whole grain cereals (J Am Diet Assoc. 2006;106(9):1380). While weight loss was similar, the diet that included the added fiber had greater effects on total fat and helped sustain weight loss.
By forming viscous gels, soluble fibers delay carbohydrate digestion and absorption, helping to maintain circulating blood glucose levels, dampen fluctuations in glycemic response and increase insulin sensitivity, while also extending feelings of satiety. “Taken before meals, Viscofiber [a soluble fiber from barley and oat] combines with water to form a soft gel in the stomach, creating a feeling of fullness to help promote weight loss,” Williams said. “Viscofiber also moderates glucose (sugar) absorption in the body to reduce cravings, helping the body utilize nutrients longer and providing more energy. This combination of effects is proven to help dieters achieve and maintain their desired weight.”
Turning Desires to Reality
All of these health benefits have found their way into media reports, which Allan Buck, director R&D, ADM, said has attracted greater interest at retail. “Most consumers have heard they need more fiber for a variety of reasons, and the easiest place to look is on the nutritional panel,” he said.
On those labels, many consumers are finding label claims promoting higher levels of fiber. FDA allows products that are low in fat and contain least 20 percent of the daily value for fiber—about 5 g—per reference amount to promote themselves as “excellent” sources of fiber; “good” sources must contain at least 10 percent, or 2.5 g, per serving.
“In 2006, just over 10 percent of products with added fiber made a fiber claim,” Bailey noted. “Today, if two products are equal in all else, and one has 2 g of fiber and the other only 1 g, that may impact the purchase decision. The fact that consumers need to increase fiber intake incrementally throughout the day in multiple sources is a real opportunity for industry.”
Adding fiber into multiple products to meet the levels recommended by health organizations is obviously an attractive proposition. However, getting fiber into products can prove challenging. “There are several features critical to success of any dietary fiber ingredient,” said Steve Young of Matsutani, developers of Fibersol-2. “These include solubility, color, flavor, effects on added colors and flavors, water binding or lack thereof, effect on food structure or viscosity, economics (cost per unit of dietary fiber), and ease of use.”
Some companies are turning to gums as a fiber source due to their multitasking properties, according to Prenzno. “Gums also act as stabilizers, texturizers, emulsifiers or binding agents, which can result in a product with better characteristics,” she said. The company is also aiming to aid companies in product development; for example, it offers a particular blend developed for use in nutritional bars that adds fiber while serving as a binder and reducing moisture loss during storage.
Others are promoting the benefits of prebiotic fibers. “Functional benefits include flavor and sweetness enhancement, mouthfeel and texture improvement, and flavor masking,” Munteanu said. Perera added such ingredients may have particular benefits in beverage systems. “Certain gums that add high viscosity may not be suitable for fiber fortification in beverages, but may be used as thickeners at very low levels in other applications,” she said. “Soluble fibers that do not add a high viscosity to the finished product are better in beverage applications to deliver higher loads of fiber.”
Bailey added sometimes the best solution is a blend of sources. “Not one fiber is right for everything—not just insoluble or soluble is right for everything,” he said. For example, he said, bamboo fiber can be great in certain applications that need high insoluble fiber inclusions, because its rounded ends provide a smoother mouthfeel. He also advised formulators to make the most of partnerships with suppliers to leverage expertise. “We know how to use fibers in different applications and help the customer develop more valuable products,” Bailey added. “They know their products and processes and we know our fibers and how they operate under different conditions.”Posted on: 24 Sept 2007, by Heather Granato, Natural Products Insider
Posted on: 24 Sept 2007, by Heather Granato, Natural Products Insider
The market is certainly ripe for growth. Frost & Sullivan’s study, Strategic Analysis of the United States Food Fiber Industry, projects revenues to grow from $193.1 million in 2004 to $495.2 million by 2010. The report also stated: “The appeal for food fiber as an additive is not related to its ability to increase the flavor of foods.”
Instead, it appears interest among manufacturers and consumers is linked to health benefits. “There are several factors driving consumers’ interest in dietary fiber, including lowering cholesterol, reducing body weight and increasing energy,” said Christina Munteanu, food applications specialist, GTC Nutrition. “For example, many consumers are experiencing health-related issues due to high cholesterol levels, which has resulted in an increased demand for products that contain heart-healthy solutions.”
This is not to say there isn’t desire for health with good taste. “Consumers are more aware of the health benefits related to the correct intake of dietary fiber,” said Aida Prenzno, laboratory and R&D director, Gum Technology. “But also, the flavors, texture and presentation of high fiber products have improved over the years, making them more enjoyable to eat.”
Kristina Williams, marketing, Cevena Bioproducts Inc., agreed formulation is becoming easier: “Consumers are increasingly interested in improving their diets. Taste is a very important factor and previously the difficulty was creating high fiber foods that appealed to consumer taste. Because of innovative ingredients, it is now easier to formulate high fiber products without compromising taste. Additionally, fiber is a natural product with multiple health benefits.”
Unfortunately, there is a bit of a disconnect on the health end. “Most consumers know that consuming fiber is good for you; however, not all consumers know that different types of fiber result in different health benefits,” said Chandani Perera, food applications project coordinator, Roquette America. “Not all consumers understand the difference between soluble and insoluble fiber or viscous and non-viscous fiber. Therefore, consumer education is necessary to make them aware of the fibers that bring different health benefits.”
Defining the fiber category—and the affiliated health benefits— therefore falls to marketers and suppliers. Although there is no official list of physiologic functions a compound should possess to meet the definition of fiber, generally accepted actions include an effect on intestinal function and the improvement of blood lipid parameters. Dietary fibers also typically have a reduced caloric value. Health benefits of consuming fiber include aiding in digestion and maintaining heart health. In fact, the American Heart Association Eating Plan suggests eating foods high in insoluble and soluble fiber to promote cardiovascular wellness.
Finnish scientists reported subjects who consume a high-fiber diet have a lower incidence of cardiovascular disease (CVD); and that fiber affects several CVD risk factors (J Cardiovasc Nurs. 2006;21(1):3-8). In one 12-week intervention trial, 30 overweight and obese men supplemented a carbohydrate-restricted diet with soluble fiber (as Konjac, 3 g/d) or placebo (Metabolism. 2007;56(1):58-67). At study’s end, subjects taking additional fiber had significant increases (10 percent) in levels of beneficial high-density lipoprotein (HDL), while their low-density lipoprotein (LDL) levels dropped significantly (14.1 percent). Diet alone only benefited LDL levels, though not to the same degree (-6 percent).
Soluble, viscous fibers work to reduce circulating cholesterol levels by inhibiting bile-acid absorption, forcing the liver to take cholesterol from the blood to synthesize and replace the lost bile. The benefits of soluble fiber are well-studied enough to convince FDA to permit foods with at least 0.75 g/serving of soluble fiber from oats or whole-grain barley to bear the claim, “Soluble fiber from foods such as [oats or barley], as part of a diet low in saturated fat and cholesterol, may reduce the risk of heart disease.”
Oat beta-glucan (6 g/d) was found in a recent study of 75 hypercholesterolemic men and women to significantly reduce total and LDL cholesterol, with the added benefit of fermenting in the colon to produce beneficial butyrate (Nutr J. 2007;6:6). A similar intervention in 38 men with mild to moderate hypercholesterolemia reported 6 g of oat beta-glucan could significantly decrease LDL and total cholesterol levels and increase HDL cholesterol (Am J Ther. 2007;14(2):203-12). Barley beta-glucan has similar effects, according to researchers from the University of Minnesota, Minneapolis (Br J Nutr. 2007 Jun;97(6):1162-8).
In a six-week controlled study, mean LDL levels fell by 15 percent in the 5 g high-molecular weight (HMW) barley beta-glucan group, 13 percent in the 5 g low-molecular weight (LMW) group, and 9 percent in the 3 g HMW and LMW groups. And a study investigating the use of soluble fiber from Plantago ovata husk found it could significantly increase HDL levels and decrease LDL levels (Am J Clin Nutr. 2007;85(4):1157-63).
Insoluble fiber also plays a role in heart health, as USDA researchers reported increasing the amount of whole grains and insoluble (whole wheat and brown rice) and soluble fiber (barley) helped reduce systolic and diastolic blood pressure in adults (J Am Diet Assoc. 2006;106(9)1445-9).
That said, insoluble fiber may be better known for its impact on digestive health, working to promote regular bowel movements and prevent constipation, and moving toxins through the colon in less time. Researchers have suggested its ability to speed transit time in the colon and to balance pH in the intestines may help prevent colon cancer (J Epidemiol. 2006 May;16(3):125-35).
Soluble (viscous) fibers, such as pectins, gums, mucilages and beta-glucans, benefit gut health by forming gels in the stomach, slowing flow and increasing nutrient absorption. In addition, beneficial polysaccharides, such as fructooligosaccharides (FOS), act as prebiotics, supporting the growth of beneficial gut bacteria. When FOS reach the colon, they are used by bifidobacteria for growth. NutraFlora® (from GTC Nutrition) short-chain FOS (scFOS®), has been shown to have beneficial effects on mineral absorption and gut health via fermentation in the intestines (Bifidobacteria Microflora. 1990;10(1):65-79) (Am J Clin Nutr. 2004;80:1658-64). This fermentation process produces short-chain fatty acids (scFAs).
“scFAs promote protective effects on the gut and host, such as increased gut integrity enhanced immunity through pathogen inhibition, improved normal bowel function, and improved nutrient metabolism and absorption, without adverse effects,” said Coni Francis, Ph.D., R.D., senior manager of science, marketing and technical services, GTC Nutrition.
Roquette offers NUTRIOSE®, a food dextrin with high fiber content, that also works as a probiotic. “NUTRIOSE ferments progressively in the large intestine, releasing short-chain fatty acids and improving gut health,” Perera said. “It also hinders the growth of potentially pathogenic bacteria and increases the number of beneficial bacteria in the gut.” Larch Arabinogalactan (LAG), as FiberAid® from LONZA, a naturally occurring, soluble dietary fiber extracted from the larch (L. occidentalis) tree offers a concentrated form of arabinogalactan.
Joanne Slavin, Ph.D., R.D. lead researcher, and professor, Department of Food Science and Nutrition at the University of Minnesota, Rochester, said LAG has broad health benefits, including serving as a prebiotic for beneficial gut bacteria and aiding bowel habits. A more-appealing consumer health benefit of fiber is its link to weight loss. “One of the most important trends in the health area is calorie management and the obesity issue when you’re talking about most fiber,” said Mike Bailey, executive vice president of sales and marketing, International Fiber Corp. “Insoluble fiber is zero calories per gram, while soluble has some calories, but they’re certainly tied in with satiety. There are a lot of studies showing inverse relationship in total fiber and calories. If people get more fiber in the diet, they consume fewer calories.”
For example, a study from the University of Texas, Austin, matched 52 overweight/obese adults with 52 normal weight adults and assessed differences in dietary components (J Am Diet Assoc. 2006 Jun;106(6)833-40). Overweight/obese subjects consumed more total fat, saturated fat and cholesterol and less carbohydrate, complex carbohydrate and dietary fiber than normal weight subjects. In fact, reported intake of dietary fiber was inversely related to percent body fat without and with control for confounding factors; fruit intake was also inversely related to body fat. Similar findings were reported by researchers from the University of Rhode Island, Kingston, in which overweight and obese patients received hypocaloric diets with or without fiber-rich whole grain cereals (J Am Diet Assoc. 2006;106(9):1380). While weight loss was similar, the diet that included the added fiber had greater effects on total fat and helped sustain weight loss.
By forming viscous gels, soluble fibers delay carbohydrate digestion and absorption, helping to maintain circulating blood glucose levels, dampen fluctuations in glycemic response and increase insulin sensitivity, while also extending feelings of satiety. “Taken before meals, Viscofiber [a soluble fiber from barley and oat] combines with water to form a soft gel in the stomach, creating a feeling of fullness to help promote weight loss,” Williams said. “Viscofiber also moderates glucose (sugar) absorption in the body to reduce cravings, helping the body utilize nutrients longer and providing more energy. This combination of effects is proven to help dieters achieve and maintain their desired weight.”
Turning Desires to Reality
All of these health benefits have found their way into media reports, which Allan Buck, director R&D, ADM, said has attracted greater interest at retail. “Most consumers have heard they need more fiber for a variety of reasons, and the easiest place to look is on the nutritional panel,” he said.
On those labels, many consumers are finding label claims promoting higher levels of fiber. FDA allows products that are low in fat and contain least 20 percent of the daily value for fiber—about 5 g—per reference amount to promote themselves as “excellent” sources of fiber; “good” sources must contain at least 10 percent, or 2.5 g, per serving.
“In 2006, just over 10 percent of products with added fiber made a fiber claim,” Bailey noted. “Today, if two products are equal in all else, and one has 2 g of fiber and the other only 1 g, that may impact the purchase decision. The fact that consumers need to increase fiber intake incrementally throughout the day in multiple sources is a real opportunity for industry.”
Adding fiber into multiple products to meet the levels recommended by health organizations is obviously an attractive proposition. However, getting fiber into products can prove challenging. “There are several features critical to success of any dietary fiber ingredient,” said Steve Young of Matsutani, developers of Fibersol-2. “These include solubility, color, flavor, effects on added colors and flavors, water binding or lack thereof, effect on food structure or viscosity, economics (cost per unit of dietary fiber), and ease of use.”
Some companies are turning to gums as a fiber source due to their multitasking properties, according to Prenzno. “Gums also act as stabilizers, texturizers, emulsifiers or binding agents, which can result in a product with better characteristics,” she said. The company is also aiming to aid companies in product development; for example, it offers a particular blend developed for use in nutritional bars that adds fiber while serving as a binder and reducing moisture loss during storage.
Others are promoting the benefits of prebiotic fibers. “Functional benefits include flavor and sweetness enhancement, mouthfeel and texture improvement, and flavor masking,” Munteanu said. Perera added such ingredients may have particular benefits in beverage systems. “Certain gums that add high viscosity may not be suitable for fiber fortification in beverages, but may be used as thickeners at very low levels in other applications,” she said. “Soluble fibers that do not add a high viscosity to the finished product are better in beverage applications to deliver higher loads of fiber.”
Bailey added sometimes the best solution is a blend of sources. “Not one fiber is right for everything—not just insoluble or soluble is right for everything,” he said. For example, he said, bamboo fiber can be great in certain applications that need high insoluble fiber inclusions, because its rounded ends provide a smoother mouthfeel. He also advised formulators to make the most of partnerships with suppliers to leverage expertise. “We know how to use fibers in different applications and help the customer develop more valuable products,” Bailey added. “They know their products and processes and we know our fibers and how they operate under different conditions.”Posted on: 24 Sept 2007, by Heather Granato, Natural Products Insider
Posted on: 24 Sept 2007, by Heather Granato, Natural Products Insider
Tuesday, October 2, 2007
Functional ingredients could boost the drinks sector
Functional mixers and natural ingredients could give the
Mintel''s On-trade Soft Drinks 2007 said an emerging trend in consumers aged 20 to 30 is to offset alcohol intake - especially excessive amounts - by consuming fortified health beverages and organic food. This "detox/retox" mix could even be added to an alcoholic beverage through ingredients such as milk thistle, to help counteract hangover symptoms, Mintel said.
The report points out two crucial steps for beverage makers and ingredients suppliers, who can take advantage of the trend by either offering detox specific products filled with functional ingredient. Companies could also follow Mintel's advice and use natural ingredients to boost the body's hydration as a mixer which can be drunk with alcohol. Mintel's message also adds support to an increasing trend for companies looking to add nutraceuticals to drinks to help boost consumer health and well- being.
Well-being drinks, those which offer health benefits beyond basic nutrition, is the third fastest growing drinks category and has now reached £841m in value. Functionailty is becoming the buzz word for all types of drink sectors. Last week the global functional dairy drinks market was predicted to see 600m litres consumed reach €6,250m in value, according to Zenith International.
By Alex McNally,
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