SPECIAL REPORT: Eating ‘The Next Big Thing’ – Mainstreaming of Nutrition

Due to decreases in price, and increased consumer knowledge in health and nutrition, there is a demand for our foods to be the best they can be. Research from Innova Market Insights has found that previously specialist product portfolios are expanding into new categories, while some major manufacturers are launching products in new domains.

 

Here are a few foods and ingredients which have gained popularity in recent times:

 

B vitamins
Each B vitamin has a distinct function, claims include ‘reduction in tiredness’ and ‘support for normal energy metabolism’ (vitamin B6 and B12, respectively). However, they all work together to maintain health and vitality. As B vitamins are water soluble and therefore not retained by the body, it is important that we take in enough of these through diet or supplementation. These nutrients can be found in a variety of places, including foods, drinks and topical treatments.

 

Now, vitamin B complexes are being used more in sports nutrition products: “You see these ingredients becoming increasingly prevalent in fat burners and also in focus and energy products, which is a surprising new area for sports nutrition brands to be looking at,” Dominik Mattern, Business Development Manager Sports Nutrition at Capsugel – an innovative provider of oral dosage products to health and nutrition brands, told the World of Food Ingredients.

 

But will this trend continue? “I think the mainstreaming of the market will continue for at least the next 3-4 years, as more shelf space for these type of products is made available in the market and there is more investment into these retailing channels,” adds Mattern.

 

Chia
Chia is a “whole grain” food. These seeds are among the most nutritious foods on the planet, containing fiber, protein, omega 3 fatty acids and various micronutrients.

 

They are also being added to bodybuilding powders, such as the Blitz whey protein from Agro Bolivia: “This is a higher quality whey protein than just whey only, and can be absorbed faster,” co- founder Marcos Beaumont told NutritionInsight.

 

Chia’s stalks were used as a hardy food staple alongside maize in Mayan and Aztec cultures. However, as Beaumont notes, this ”forgotten superfood” from South America, is now gaining momentum in global markets. Thanks to savvy marketing strategies, and chia’s inherent versatility as a nutritional additive, chia has now become a desirable product attribute in cereals, crackers, and more.

BeMindFuel launched their chia seed dessert sachets in Berlin, Germany last April and have recently expanded their range to five flavors: “On our one-year anniversary, we are hoping to break into the UK market,” co-founder Dario Maritano told NutritionInsight.

 

Hemp
Hemp seeds are the edible part of the hemp plant (Cannabis sativa L). They are small, round, and have a light nutty flavor. Hemp seeds can be added to salads, desserts, yogurts, cereals, and breads. They can also be pressed for oil, milled into protein powder, roasted or shelled and made into hemp foods. These foods will be rich in omega 6 and omega 3, essential fatty acids that have heart health and anti-inflammatory benefits. Hemp seeds can be turned into butter, milk, and protein powders.

 

According to The Hemp Industries Association (HIA), a non-profit trade association consisting of hundreds of hemp businesses, retail market research data for hemp food and body care products in the United States is estimated at US$200 million in 2014.

 

Having identified a lack of European-wide guidance values, the European Industrial Hemp Association (EIHA) requested nova-Institute to evaluate and propose new scientifically derived values for delta 9-tetrahydrocanabinol (THC) content in hemp. The nova-Institute 2015 report noted that only three countries in Europe – Germany, Belgium and Switzerland - have applied guidance values or limits for THC in food produce.

 

Coconut
In the past, coconut had the poor reputation to be high in saturated fats. However, now its products (such as water, sugar, oil, flakes and flour) are becoming a normal feature on our food shelves.

 

In the US, young coconut water is gaining popularity among athletes, health enthusiasts, and celebrities. In the UK, coconut oil and water are also gaining popularity.

 

With this widespread addition to food products, does this mean that coconut oil is a good ingredient to use? “That depends,” according to dietician and spokeswoman for the Academy of Nutrition & Dietetics Kim Larson.

 

“Occasional use in baking or recipes is fine in limited quantities. I would not recommend it as a primary oil source for all your cooking and baking needs because it may have negative health effects, just like any other saturated fat.”

 

“Although debates continue, the recommendation to limit saturated fat has not changed. The 2015 Dietary Guidelines recommends keeping saturated fat under 10 percent of your total daily calories and the American Heart Association recommends less than 7 percent.”

 

“Should you add coconut oil to your diet? The short answer is no. Will it improve your health? The long-term effects are unknown. Stay tuned.” Larson states.

 

Manuka honey
Historically Manuka honey has been used medicinally for aiding sore throats, skin conditions and digestion. Although formerly considered an “old wives’ tale,” Manuka honey has now integrated into mainstream medicine.

 

Manuka honey is from the nectar of the Manuka bush (Leptospermum Scoparium), which can be found almost exclusively in New Zealand. It has a unique naturally occurring agent that maintains its anti-bacterial properties despite exposure to heat and light, making it distinct from other honey. This property is named the ‘Unique Manuka Factor’ (UMF). Manuka is easy to incorporate into meals and snacks that help form a healthy diet. For example, it can be added to breakfast smoothies, drizzled over muesli and leafy salads, or used as a natural sweetener in cooking.

 

Manuka containing products are rich in amino acids, B vitamins and calcium. Therefore, it is unsurprisingly used as a key ingredient in many products such as juices, hot drinks, as well as candies.

 

Manuka honey is at the core of many product ranges. Comvita is the largest manufacturer and marketer of this uniquely New Zealand resource. Rashda Ali, General Manager, told NutritionInsight: “Although we are not allowed to make claims about Manuka honey, that doesn’t seem to diminish consumer interest. Demand for Comvita Manuka Honey is strong, reflecting the strength of our brand and the trust consumers place in us. Backed by the UMF trade mark, our products have consistently passed testing by consumer advocate groups, confirming their authenticity and high quality.”

 

Seaweed
Sea vegetables such as seaweed have become much more of a mainstream product in European diets recently, and can now be found in local supermarkets.

 

Around the world, seaweed is becoming a more typical snack. Touted as a healthier alternative to chips, sheets of dried and roasted seaweed are seasoned and packaged like crackers.

 

Seaweed (and specifically nori, the kind usually used for seaweed snacks) is a cocktail of nutrients, including high levels of vitamins A and C, and calcium. It is vegan-friendly as it's one of the only natural, non-animal sources of vitamin B12, which is essential for many cognitive and bodily functions.

 

In addition, sea vegetables tout particularly high amounts of potassium, selenium, iron, and magnesium. These levels are unrivaled by land vegetables, as these minerals are especially concentrated in seawater.

 

The rich iodine content offers EU Approved Health Claims for seaweed.

 

Eat Balanced Ltd in Scotland has used seaweed as a nutritional salt replacement in their Pizza Power Kids Range: "Seaweed is a really exciting ingredient for us,” Katie Sillars, Sales and Marketing Director at Eat Balanced Ltd told NutritionInsight. “Not only does it substantially reduce the sodium levels, but it also adds essential minerals.”

 

“We've been running Eat Balanced for 4 years, and over this time period we've seen a growth in both interest, understanding and acceptance of the health benefits of seaweed in a food product.” 

 

Children may not be quite ready for this ingredient, however: “As our Pizza Power Kids range are designed for kids, we will continue to use the ‘health by stealth’ concept for seaweed, as currently children up to the ages of 16 are likely to reject any promotion of seaweed in their pizzas. However, parents and caterers are excited to read about it.” 

 

So will they be using seaweed again in future food products? Time will tell, according to Sillars.

 

Mainstream products can get boring, over-used and become un-original. However, with developments in nutrition and health, the movement from fad to on-trend will continue for some time to come.