Beneo Inc. president flags long-term COVID-19 effects on health-conscious consumers

20 Jul 2020 --- Beneo is preparing for the rise of health-conscious consumers to continue in the wake of COVID-19, predicting that this will play a key role in future product development. Jon Peters, President of Beneo Inc., tells NutritionInsight how manufacturers are set to find new ways to strengthen existing products and tap into the rising demand for health and naturality. This follows the company’s attendance at SHIFT20, where its virtual stand revolved around the theme “Healthier Carbs, Healthier Living.”

“At this year’s virtual IFT event, Beneo highlighted how alternative carbs, prebiotic fibers, plant-based proteins and rice ingredients can be used to improve a product’s nutritional profile, as well as its taste and texture. This results in foods and beverages which support a more balanced diet, leading to a healthier long-term lifestyle,” explains Peters.

He is supportive of the virtual meetings and events, noting that they allow for connection with international industry professionals. “This allows us to extend our dialogue at the event to an engaged global audience, at a time when the limiting factors of international travel, such as travel time and cost restrictions, would not have allowed for this to take place in person.”

Peters is also “certain” that the rise of virtual formats, including live interactions for discussion forums, creation of videos or other “interactive journeys,” will lead to a lasting change in the working environment. However, he flags that personal contacts will continue to play an important role in the future. Additionally, haptic experiences like trying out product samples will remain an important factor of trade shows in the industry.

Addressing the larger changes set to result from the pandemic, Peters notes that there is likely to be a continued interest in nutrition for disease prevention. “The impact of the coronavirus on the health and wellness market will be long-term and wide-ranging. This means that the industry will have a lot of opportunities to help consumers improve their diets,” he details. 

He also notes that prevention is paramount. “Not only are people looking at reinforcing their immune system, but the COVID-19 crisis has demonstrated more clearly than ever before that there is a direct link between diet and overall health and well-being.” Specific areas to watch are  products with functional benefits, such as digestive or immune support, or products that can help with dietary-related diseases. 

Beneo believes that replacing sugar with maltodextrin is nothing more than a “label cosmetic.”Addressing blood sugar management
Front and center at SHIFT20 was Beneo’s Palatinose, an isomaltulose touted as meeting consumer demands for alternative carbohydrates. In contrast to more commonly known sugars like sucrose, Palatinose is metabolized in a more gradual way. According to Peters, it helps keep blood sugar levels in balance and thus also the insulin release under control. He also pegs blood sugar management as being an area set for significant growth over the next 12 months. 

“Consumers have learned from the COVID-19 crisis that the progression of the infection has been more severe in obese people, those with constantly high blood sugar levels and some other diseases. This presents an opportunity for manufacturers to develop products that help consumers control their blood sugar levels by using the right ingredients,” he details. 

Ingredient lists often show that sugar is replaced with maltodextrin. However, Beneo believes that this type of replacement is nothing more than a “label cosmetic” and can potentially mislead the consumer. Peters details that maltodextrin can lead to a high release of insulin into the body, which facilitates the storage of fat. “In the long run, this may lead to weight gain, insulin resistance and eventually, diabetes. For Beneo, it is crucial to offer solutions for sugar replacement to consumers that support a healthy lifestyle in a sustainable way.”

A more informed consumer
Today’s consumers have access to a wealth of information at their fingertips and are much more aware of the holistic effect their diet has on their overall health and well-being. Peters explains that instead of relying solely on the brand communications they see adorning supermarket shelves, many people are actively seeking to know more about the products they are consuming. This to aid them in making more ethical and healthier choices, which has also led to the rise of the clean label trend. 

“This trend has also been accelerated by the COVID-19 pandemic, leading to a surge in demand for more sustainable and organic foods. Now, more than ever before, consumers want to make ethical and healthier choices. With one in two consumers looking at the ingredients list on new products before buying, what goes into our food and drink has never been so important,” he explains.

Beneo has been working in partnership with producers, exploring these areas further to help them meet the increasing consumer demand for organic food and drink products. This has led to Beneo recently expanding its chicory root fiber and rice starch ingredient portfolio with two new organic solutions. The launch of the new additions, comprising an organic waxy rice starch and organic chicory root fiber, paves the way for Beneo to strengthen its position on the market.

An emphasis on gut healthToday’s consumers have access to a wealth of information at their fingertips.
Also on Beneo’s radar is the rising demand for ingredients to boost digestive health. As understanding of digestive health grows, more consumers are taking an interest in the intrinsic link between their gut and their overall health and well-being. In particular, they are beginning to understand that a balanced microbiome can positively affect the entire body, notes Peters. 

“The inner defense system is our invisible personal bodyguard and we should look after it well to stay safe and healthy – a fact that needs to be kept in mind beyond the challenging times faced through the pandemic. The inner defense system includes the immune system, a good functioning gut barrier and a balanced microbiota. All of these are linked together and situated in the colon,” he states. 

He continues that prebiotics promote the development of good bacteria such as Bifidobacteria, and they strengthen the inner defense system to help it fight pathogens. “Chicory root fibers inulin and oligofructose are two of three proven prebiotics and the only plant-based prebiotics. A comprehensive body of high-quality studies confirms their health benefits.” 

“With digestive health and the microbiome playing such an important role in strengthening the inner defense system, there has never been a better time for F&B producers to incorporate prebiotics into products to help improve the daily nutrition of consumers,” concludes Peters. 

Gut health was a common theme at SHIFT20, with CometBio also highlighting its clinical trial, which evaluated the gastrointestinal tolerability and prebiotic effects of arabinoxylan. Meanwhile, a presentation from companies including Innova Market Insights and Ingredion explored the rise of the keto trend and the R&D challenges it faces. 

By Katherine Durrell, with additional reporting by Elizabeth Green