Happy Halloween: Pumpkin packs a nutritional punch

31 Oct 2019 --- Halloween may be the perfect time to showcase an intricately carved pumpkin, but something much more formidable lurks within – a strong nutritional profile that is. Often discarded as little more than the “guts” of a jack o’ lantern, the flesh of the gourd taps into a variety of important trends within nutrition, including having a high fiber content – key for gut health – as well as a wide variety of vitamins and minerals. Meanwhile, the seeds can help fight magnesium deficiencies, which a top doctor has recently flagged as “one of the most overlooked problems in conventional medicine.”

According to Will Cole, IFMCP, DC, who was named one of the US’s top 50 functional medicine and integrative doctors, as much as 90 percent of people have magnesium deficiencies. This is despite it being the fourth most abundant mineral in the body, spearheading more than 300 biochemical reactions.

“I think people are just starting to catch on to how much magnesium plays a role in keeping the body functioning. Magnesium is an electrolyte, along with potassium and calcium, that helps support the immune system, maintain nerve and muscle function and aids in the production of energy,” he explains.

Cornitos is one of many brands increasingly using pumpkin seeds to access the healthy snacking space.As pumpkin seeds contain 262 mg of magnesium per 100 g, they are considered to be a good source of the nutrient. The seeds also are a good source of zinc, which plays an important role in the absorption of calcium in the bones. 

Further bolstering the benefits of the seed is a recent survey that found an oil-free hydroethanolic pumpkin seed extract alleviated symptoms associated with Benign Prostatic Hyperplasia (BPH). Positive effects of EFLA 940 are said to begin after four weeks of intake. This response was shown to be further augmented over the remaining study period. 

NPD tapping into these benefits are rife, with Cornitos touting its Pop n Crunch Roasted Pumpkin Seeds as being “cholesterol-free and with zero trans-fats. Additional health benefits of high protein, fiber and vitamin E make it suitable for most age-groups.”

The seeds also come in a naturally snackable format, helping appeal to a market that is increasingly lacking time to sit down for a full meal. Indeed, snacking is a central focus of innovation across all food and beverage categories, with a 10 percent average annual growth of global launches with a snacking claim over the past five years (CAGR, 2013-2017).

Carving in
Meanwhile, the flesh of the pumpkin is rich in fiber, which is seeing a renewed interest. According to a consumer survey (2018) conducted by Innova Market Insights, 44 percent of US consumers are increasing their consumption of fiber, with 33 percent of UK consumers doing so. At the same time, a 21 percent average annual growth has been reported in new product launches carrying a fiber claim. 

Newly discovered health benefits are driving fiber applications. When asked for reasons why they are consuming fiber, unsurprisingly, the majority of US consumers (64 percent) listed digestive health, but interestingly weight management (24 percent) and energy (16 percent) also featured.

The squash’s spook-tacular orange coloring comes from its high content of beta-carotene, which is converted to vitamin A in the body. This is vital for immune function, as well as skin and eye health. A controversial study earlier this year found that an adequate intake of certain nutrients, including vitamin A, is associated with a reduction in all-cause mortality when the nutrient source is food, but not supplements. The nutritional profile of pumpkin flesh makes it ideal for baby and toddler food.

The intake of nutrients from a food like pumpkin could also be appealing to consumers who are increasingly suffering from pill fatigue. Additionally, eating whole fruits is the most direct way to tap into the clean label and natural food trend. According to Innova Market Insight, when consumers were asked what characteristics they expected from a natural product, 59 percent expected it “to be healthy” (54 percent Germany; 60 percent UK; 63 percent US).

These benefits have seen pumpkin be used in the baby and toddler category, with Nigerian-based Augustsecrets using the gourd as an ingredient in Jaden’s Fussypops its chocolate-vegetable filled cookies. The labeling reads: “All natural ingredients. No preservatives or artificial colors. Perfect for fussy eaters. Fussypops is a special food creation for children who hardly eat vegetables and whole foods.” 

US company Cerebelly is also harnessing the nutrients in its carrot and pumpkin puree, which is touted as containing “smooth, mellow pumpkin to create a deliciously wholesome puree with just a touch of natural sweetness. Includes a blend of nutrients from ground-up squash seeds, chlorella, and other superfoods.”

By Katherine Durrell