Personalization hits infant nutrition industry as regional differences come to the fore

03 Dec 2020 --- As every lactating parent produces unique breast milk that evolves across their child’s babyhood, personalization and regional considerations are a key element of narrowing the gap between infant formula and breast milk. NutritionInsight continues its conversation with industry experts about the diversifying demands of infant nutrition. 

“The future might bring more focus on personalization based on the mother, considering that the nutrient composition in breast milk is different interpersonally [between women] and intrapersonally [changes every day]. The possibilities of personalization in infant formula are endless,” says Tom de Leeuw, technical manager of infant nutrition at Vaneeghen.

The composition of human milk is very complex, diverse and specific to each mother, emphasizes Sophie Nicolas, marketing manager early life nutrition at FrieslandCampina Ingredients. 

Human milk oligosaccharide (HMO) components illustrate this diversity, as there are over 200 distinct HMO structures identified today. 

Another difference between breast milk and formula is immunoglobulin, points out Morgane Maillard, marketing manager of Lallemand Health Solutions. Additionally, breastfed babies are better able to digest milk, ensuring better gut development and function. 

“We know that when choosing infant formula, parents are looking for products that are closer to breast milk. Ingredients such as milk fat globule membrane (MFGM), lactoferrin and prebiotics can help to bring infant formula closer to the composition of breast milk,” explains Angela Rowan, NZMP’s development manager for infant nutrition marketing and business.New choices allow parents to select formulas based on their infants’ needs.

Building on personalization success
Personalization in infant nutrition is very difficult to achieve when the formula in a can is the same every feed and every day, remarks Rowan. 

Nonetheless, there is a much broader range of infant formula choices and baby snacks for parents now than for previous generations. For example, Gerber recently rolled out tailored subscription-based food boxes for babies, coupled with nutritional education.

“New choices allow parents to select formulas based on their infants needs and their preferences, such as health benefits, preferred format, country of origin, ‘natural’ features and even the channel that they purchase their products from, with e-commerce on the rise for formula,” Rowan continues.

Meanwhile, de Leeuw notes that personalized infant nutrition has already existed in some form for quite a time. Examples of categories include:

• Products that support infants with a specific need: Hypo-allergenic formula, anti-reflux, comfort formula or goat milk formula may help prevent cramps, excessive crying or regurgitation.
• Different stages: Preterm, infant, follow-on and growing up formulas and milks are a classic and institutionalized personalization based on an infant’s age. 
• Geographical personalization: Offerings are developed according to dynamics and adapting nutrients centered on local habits and deficiencies.

Location, location, location
Regional considerations are also important to ensure that infants in each country are receiving the right nutrition for their needs. 

“Over the last years, a certain degree of personalization in early life nutrition has emerged on a regional level thanks to studies initiated to gain insights into the dietary imbalances of infants, especially in developing countries,” says Nicolas.

She notes that HMO levels and composition vary between mothers or during the course of the lactation. One major difference is whether women are “secretors” of the most abundant HMO, 2’-fucosyllactose (2’-FL).

Potential in the Chinese market
In October, Quantum Hi-Tech Biological (QHT) researchers found that Chinese mothers are less likely to secrete 2’-FL than North and South American populations but more likely than African populations. 

“Over the last five years, the number of infant formulas supplemented with HMOs, 2’-FL in particular, has tripled, especially in Western Europe and North America,” explains Nicolas.

However, she notes that the potential for HMO supplementation in China will depend on the development of the local legislation framework. Currently, HMOs are not authorized in China.

Meanwhile, Rowan observes that the supplements industry is growing, especially in China, which includes products targeting pregnant women and young children. 

Additionally, Chinese parents are currently prioritizing elements such as naturality and brain health. “We know that parents have a range of different purchase motivators, and so they will choose infant formula based on what ingredients it includes and benefits,” she underscores.The potential for HMO supplementation in China depends on regulatory breakthroughs.

Addressing iron
Various regions may also differ in terms of deficiencies. One study in Southeast Asia commissioned by FrieslandCampina found that 14 percent of children aged between 0.5 and 13 years old were suffering from iron deficiencies.

“In developing countries, iron-fortified complementary foods have been commonly adopted as an approach to address these deficiencies. Most of the iron from these supplements passes unabsorbed into the infant colon, where it can promote the growth of entero-pathogens and increases the risk of diarrhea, particularly in poor hygienic conditions,” explains Nicolas.

Therefore, personalized nutritional solutions that can lower the iron dose while maximizing iron absorption are now being considered. Nutrients such as galacto-oligosaccharides (GOS) have also been shown to enhance iron absorption, she adds. 

Each child has a unique gut
Another element that shapes children’s microbiota is the environment that they are raised in. Maillard of Lallemand explains that children growing in rural areas are less prone to develop allergies in contrast with city-raised children growing in an overprotecting and sanitized environment.

Additionally, the mode of birth has a major impact on the microbiome from the very beginning. 

“Vaginal delivery will transmit more friendly bacteria passed on by the mother’s vaginal flora compared to cesarean delivery (C-section), where the baby acquires its first bacteria from the skin microbiota,” she explains.

While C-sections have been on the rise around the world, there are major regional differences. While over 40 percent of South American babies are delivered via C-sections, this drops to just 7 percent in Africa. 

Lallemand is addressing rising C-section rates with its Lacidofil, which is a combination of L. rhamnosus Rosell-11 and L. helveticus Rosell-52. 

Two studies showed that Lacidofil can help prevent vagina microflora imbalance and reduce opportunistic pathogens for mother and child in the case of C-sections. Lallemand is addressing rising C-section rates with its Lacidofil probiotic blend.  

Convenient delivery formats
Lallemand is also addressing diversifying demands with a host of delivery formats. This ensures proper delivery to babies and young children as well as proper survival of the bacteria during the complete shelf-life of the finished products.

Manufacturers can propose ready-to-market probiotic formulations in different convenient formats such as bulk powder, room-stable chewable tablets with natural flavors, sachets, sticks and drops.

“For children with gut discomfort, such as occasional diarrhea, a dual-chamber sachet can combine probiotics with a rehydration salt, just to name one combination. Additional ingredients such as vitamin D, HMO, FOS and inulin can create positive interactions with certain probiotic strains,” Maillard concludes. 

In the first part of NutritionInsight’s Special Report on infant nutrition, the experts discussed how the infant nutrition industry is reflecting other trends trailblazed in the adult market, including immunity, plant-based and organic.

By Katherine Durrell