IFF launches probiotic innovations for gut health and beauty-from-within

05 May 2023 --- As consumer demand and awareness of digestive health and nutricosmetics continues to grow, IFF is launching new solutions based on its Howaru probiotic ingredient. The company has developed new concepts to address limited menopause product offers. 

NutritionInsight sits down with Benjamin Milhau, regional marketing lead EMEA at IFF Health, to discuss the company’s latest innovations it will showcase at next week’s Vitafoods trade fair.  

“We will focus on digestive health, with a new Howaru blend to support gastrointestinal well-being, as well as women’s health solutions supporting beauty-from-within (skin and hair) and menopause – including developed combo products to help provide relief for some of the most commonly experienced symptoms,” says Milhau.

“We will highlight our finished formats capabilities through innovative samples, such as flavored stick packs for immune health or sugar-free chocolates for digestive support, that aim to provide our customers with turnkey solutions.”

Demand for probiotic products is driven by healthy aging, immunity and beauty-from-within as companies advance in formulations, formats and applications.

IFF developed Howaru GI Complete, a blend of probiotic strains, to help improve overall gastrointestinal well-being. Digestive health support
Functional gastrointestinal symptoms affect 40% of people worldwide, Milhau explains.

To create a solution for food supplements that would help improve overall gastrointestinal well-being, IFF developed Howaru GI Complete, a new blend of clinically studied probiotic strains.

“In a recent consumer perception study, participants have evaluated the probiotic blend efficacy on symptoms related to diarrhea, abdominal discomfort, bloating, gas and constipation,” continues Milhau. “Of all participants, 85% reported improvement in overall gastrointestinal well-being after 30 days.”

He also notes that 63% of European probiotic supplement consumers are women. The “Women’s Health market grew 1.5 times faster than the food supplements market in the EU, making women’s health a dynamic and in-demand market segment that requires targeted solutions.”

Recently, IFF successfully scaled the production of a strict anaerobic probiotic strain. With the new microbiome solution, the company established the safe and efficient production of a newly-discovered, proprietary, gram-negative Akkermansia probiotic species.

Where health meets beauty
The beauty-from-within market is expanding as consumers increasingly target nutrition and beauty simultaneously. Nutricosmetic producers respond by incorporating younger consumers from both sexes, investing in R&D and making products more convenient.

Beauty is the sixth food supplements category in the EU concerning sales and growth rate and projections show that it’s not slowing down, says Milhau.

Beauty is the sixth food supplements category in the EU and projections show that it’s not slowing down, says Milhau.“With the rise of holistic beauty, the line between health and beauty is blurring. Consumers are searching for multi-benefits products, backed by science.”

At Vitafoods booth C80, IFF will present the Howaru probiotic strain, which Milhau notes is “tested for its support for skin health, as well as for immune health, bringing new findings to the forefront at the intersection of food, functional ingredients and the gut-skin axis.”

He adds that IFF’s latest development, Kera-Biome, includes probiotics together with keraGEN-IV, “a natural keratin supported by a new human clinical study ingredient that benefits from positive consumer evaluation – especially for hair – and contains a wholefood form of vitamin C, well-known in Europe for its role in collagen formation.”

Menopause solutions “lack innovation”
Although the supplement industry is increasingly talking more directly about women’s health issues, such as menopause, experts argue that (para-)menopause products must become a more encompassing category with multiple options and alternatives.

Supplement solutions for menopause are generally limited and lack innovation, agrees Milhau, even though a “staggering one billion women will face menopause by 2025.”

“Menopause needs a new approach, which starts with changing the narrative on the discussion about menopause, raising awareness and offering tailored products targeting specific symptoms associated with this stage of life.”

IFF will launch six concepts tailored to the most prevalent symptoms related to menopause; hot flashes, night sweats, mood swings and vaginal health.

Milhau adds these concepts were “co-developed with perimenopausal and menopausal women to address their essential needs and improve quality of life. These products are based on effective, high-quality, trusted ingredients, including probiotics and botanicals that provide complementary benefits.”

By Jolanda van Hal

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