Functional F&B industry waves off overconsumption fears amid booming demand

11 Apr 2022 --- As functional F&B becomes more common, some are considering whether consumers are at risk of inadvertently consuming too much of certain nutrients. Continuing their conversation with NutritionInsight, industry experts detail how consumer health can be safeguarded.

Innova Market Insights reports manufacturers are increasingly turning toward functional F&B as consumers look for new ways to bolster their health. Notably, 48% of new food and beverage launches tracked contain a health claim (Global, 2021).

“We often think of ‘good’ and ‘bad’ ingredients but nutrition is a complex science,” says John Quilter, Kerry’s vice president of ProActive Health’s global portfolio.

He continues that it’s often about balance. “An excess of many nutrients is unhealthy – too much vitamin D, for example, can lead to nausea and weakness.” 

Last September, the French Agency for Food, Environmental and Occupational Health & Safety (ANSES) warned that too much vitamin D is as bad as too little. 

Fabian Skärvad, business development manager of Probi’s functional food business, also acknowledges that there is always a risk of overconsumption of certain nutrients.

Countries must continuously refine their regulations surrounding new functional ingredients.Regulation is key
Tina Li, chief commercial officer of Beston Global Food Company, doesn’t believe there is a risk of overly consuming certain nutrients from functional F&B.

“The category is still governed by food safety law, having to comply and disclose full nutritional information. Functional F&B is part of fast-moving consumer goods, where functional ingredients have to be added at a lower level to fit into a daily diet.” 

She continues that health supplements in Australia also have an extra layer of control by the Therapeutic Goods Administrations, where functional ingredients in high dosages are required to be assessed. They also must include dosage instructions on the pack.

“Mitigation is simple; trust and follow the law,” Li emphasizes. 

Poshy Zhang, director of Angel Nutritech’s R&D center, also emphasizes the importance of strict policy.

“Because there are tight standards and complete regulations on the application of functional ingredients, the risk of excessively consuming is very small.”

He continues that different countries and regions need to continuously refine their regulations on adding the new functional ingredients, including safety tests, dosage evaluations and determining applications.

Strain specificity is key
According to Quilter, a more common problem is consumers being misled into thinking that the benefits of a particular product are greater than they actually are.

For example, every probiotic strain is unique, and there are important variations in levels of performance in areas such as survivability, health benefit efficacy and formulation flexibility.

“BC30 is backed by more than 25 published papers supporting safety and efficacy, which can’t be said for many other probiotic products. Similarly, not all beta-glucan ingredients offer the same proven benefits as Wellmune, our immune health ingredient,” Quilter highlights.

Skärvad also notes that consumers are also increasingly aware of the benefits of specific strains in relation to personalized nutrition. “Visibility of trademarks in relation to strains may become even more important.”Nutrition is a complex science, with balance being key. 

Addressing a host of demands
Skärvad also notes that consumers are increasingly aware of how their diet can improve their health, and the COVID-19 pandemic has given functional nutrition priority, especially in the area of immunity. 

“Younger consumers are starting to engage in the healthy aging market as the role of prevention comes to the fore,” he continues.

Fortified products often feature health claims such as digestive and immune health, and lately, Skärvad is also seeing claims targeting mental health, emotional health, physical performance and more across all life stages.

Quilter concludes that transparency, education and honest engagement with consumers are key. “The pandemic has heightened the responsibility of the nutrition industry to communicate honestly and to support education.”

By Katherine Durrell