Mental health positionings poised to edge out immunity as gut health applications expand
Consumers have become pickier about digestive claims as new science unlocks heightened knowledge
11 Oct 2021 --- Yesterday marked World Mental Health Day, drawing attention to the one in four people in the US and UK alone who suffer from some kind of mental health problem each year.
Mood and stress have also become key points for the nutrition industry, with some experts telling NutritionInsight that the ongoing pandemic-driven attention on immunity may soon shift toward brain health – with the gut being a key consideration.
“Immunity was very strong last year, but it has peaked already. This year, it is not maintaining,” details Axel Salomon, Europe sales director of Monteloeder.
“When we were speaking about new products in 2020, I didn’t want to do anything with immunity because that was already the moment, so we should focus on new aspects like sleep and stress. These will last much longer.”
Notably, a 2020 consumer survey from Innova Market Insights revealed that 44% of global consumers had already taken steps to improve their mental and emotional well-being.
Growing research into the gut-brain axis has revealed how ingredients like pre- and probiotics can be key in this space. 
At Vitafoods Europe, Monteloeder promoted its new botanical ingredient for sleep and stress, RelaxPLX.
Pandemic drives mood demands
Uncertainty around the COVID-19 crisis and shifting lifestyles have exacerbated stress concerns. For example, Morgane Maillard, marketing group manager at Lallemand Health Solutions, flags working from home as a point of stress.
“In many parts of the world, we’re still at the home office, and much of the population have an increased need for mental health support,” Maillard continues.
In this space, the company has seen a “huge” demand for its Cerebiome probiotic. Recent launches with the probiotics include a range in partnership with Activ Inside and a separate offering via Apsen Farmacêutica.
“This [B2B demand] demonstrates a need from the consumer, which we are now feeling at an industry level,” she adds.
Meanwhile, Ingredia has also seen a rise in interest for its Lactium, a milk protein hydrolysate that landed US stress claims last year. Cécile Da Cunha, senior brand manager of health and nutrition, notes that currently, the penetration of mood and stress supplements is maintaining its level. 
Lifestyle shifts like working from home have increased stress levels, flags Maillard.
Recognizing market variation
There are some key differences in consumer attitudes toward mood supplements. For example, Da Cunha notes that there is a “huge market” in the US for gut supplements now.
“Traditionally, these consumers would go directly to drugs, but now they are starting to use supplements for stress and anxiety. They understand how stress can impact so many aspects of your life, from your gut to immunity to sleep,” she explains.
She’s also spotted a generational gap, with Generation X being especially interested in hard facts and testing. In contrast, younger generations are more engaged with their sensations and feelings.
“Along with stress and anxiety, gut health is something that is easy to talk to finished product consumers about because you feel it. It is immediately understandable to them, rather than an ingredient for an area they can’t feel.”
New levels of specificity
Mark Lotsch, president of global health and wellness at ADM, adds that there has been an evolution in how gut health is perceived.
“Accelerated by the pandemic, consumers started caring more about gut health, and they’re going a step further with understanding the mechanism. There’s also more of an emphasis on physical and mental well-being and that brings more demand for gut microbiome-improving solutions, both specifically and holistically.”
He explains that previously, consumers might pick up a probiotic yogurt because they were aware of general benefits, but now consumers are looking for clinical backing, which is creating a whole new level of specificity. 
Companies must choose between innovating around a general theme or choosing one key aspect.
Balancing trends with science
The breadth of an ingredient’s targeted areas is also a key consideration for Vicky Davies, global marketing director of performance and active nutrition at FrieslandCampina Ingredients. She explains that the company often debates whether to innovate around one general theme or choosing one key aspect.
“Additionally, there is a tension between what science is needed for a good claim versus what consumers perceive as what they want. Is it consumer preference that’s driving NPD, or is there real scientific evidence for it?”
Davies argues that if something gets big and trendy regardless of the science, people want to buy it. However, consumers still need to trust that what they’re buying will do what it says, making credibility key.
“We always come from a scientific background and always will, but you need to understand how these trends are happening and what consumers are thinking.”
Consumer trust is also a crucial consideration for IFF Health. Vanessa Azevedo, marketing manager for EMEA dairy and probiotics supplements, explains that despite corporate communication about efficacy, probiotics still remain a mystery for lots of consumers.
As a result, the company is pairing probiotics with botanical ingredients gained through its merger with DuPont Nutrition & Biosciences.
“We have a full explanation for how probiotics work, but consumers can have trouble understanding,” says Azevedo.
“In contrast, the botanicals are much more straightforward and recognizable, so we feel that consumers might give it a try when they recognize ingredients. They are also curious about if probiotics will work with them, so this is how we envision expanding this consumer category,” she concludes.
By Katherine Durrell
