16 Dec 2016 --- As 2016 draws to an end, the nutrition industry is looking ahead at some of the upcoming trends that look set to innovate the market in the coming year.

The low FODMAP diet is certainly one of those, and has already started to make ripples in the nutrition world. Big and small players alike are starting to mold the market from its infancy, into something that looks set to parallel the “gluten free” market.

Today NutritionInsight takes a deeper look into the low FODMAP movement, exploring who the consumers are, which companies are already dominating the space, and what impact the diet and products might have over the course of 2017.

What is a low FODMAP diet?

The low FODMAP diet reduces or excludes foods high in FODMAPs. FODMAP is an acronym for Fermentable, Oligosaccharides, Disaccharides, Monosaccharides And Polyols, a collection of short chain carbohydrates and sugar alcohols, which can be found in natural foods and in food additives. These include:

lactose
fructose in excess of glucose
Fructans and Galacto-oligosaccharides
Sorbitol, Mannitol, Maltitol, and Xylitol

These carbohydrates span across a large range of food products, from natural foods such as garlic and onion, to processed foods like confectionery products.

It’s the consumption of these carbohydrates that have been associated with causing the common symptoms of irritable bowel syndrome (IBS), such as excessive wind (flatus), abdominal pain, bloating and distension, nausea and changes in bowel habits (diarrhea and or constipation).

Research has shown that following this diet can significantly reduce symptoms of digestive discomfort for some people living with digestive sensitivities, and the efficacy of the low FODMAP diet is supported by more than 30 clinical studies.

Who can the Low FODMAP diet benefit?

Like the coeliac and gluten intolerance market, the percentage of the population living with IBS is sizable, meaning there is a huge amount of people set to benefit from the low FODMAP diet becoming more popular.

Speaking with NutritionInsight, Tim Mottin, Director of FODMAP Friendly says, “Research tells us that around 10-20% of the population have IBS, but up to 80% of these are undiagnosed.”

The undiagnosed 80% could be those who see the biggest benefits of the FODMAP friendly rise. Not only will the health improvements associated with the diet be of benefit, but also because the increase in general conversation about IBS will help people better understand their symptoms, and remove the embarrassing stigma associated with the stigma.

“Many people don’t seek medical care for their symptoms,” explains Mottin,“It is thought that this is due to either not recognizing symptoms, thinking that their symptoms are normal or they are too embarrassed to talk to someone about them.”

Mottin goes on to stress the importance of raising awareness of IBS, saying, “Approximately 75% people who have IBS will find a significant improvement in symptoms with the implementation of the low FODMAP diet.”

The Surge in Low FODMAP Diet Awareness

Although originally developed by a research team at Monash University in Melbourne in 2005, the low FODMAP diet’s gain in popularity has really ramped up over the last couple of years.

According to Innova Market Insights data, the launch of FODMAP products is up 35% in the US from 2015 to 2016 YTD.

Discussing the growing popularity of the low FODMAP diet, Mottin says, “A diet low in FODMAPs is gaining significant momentum around the world with universities and medical institutions in America, Europe and the United Kingdom beginning to research its implementation and effectiveness. However many community members in these countries still remain unaware.”

“Those who have heard of the diet report hearing about it from their doctor (GP or specialists), friend and relatives or the internet,” he adds.

Mottin continues, “While in Australia many Dieticians have an extensive knowledge base in the Low FODMAP diet, in other parts of the world many people report finding it difficult to locate a health professional who is educated enough to support them.”

However, Steven J Singer, Founder & CEO of FODY Food Co, a company specializing in low FODMAP foods, doesn’t think it will be long until complete global awareness is achieved.

Talking with NutritionInsight, Singer says, “The FODMAP trend is catching on and more media are writing about it, more gastroenterologists are advising their patients, and more dietitians are teaching their clients.”

Geographically, Singer explains that his company will focus on promoting products and general awareness in North America, with Europe, especially the UK and potentially Australia staying on the radar - given the market opportunity.

“As more and more consumers become aware of the benefits of the low FODMAP diet, we feel there is an opportunity to offer certified foods that help in all stages of their diet.”

The increased global awareness of IBS and low FODMAP food is where some medical professionals think the food industry has a big role to play.

Julie Thompson, Dietitian and Diet Adviser to The IBS Network told NutritionInsight, “The food industry has a vital role in increasing awareness of IBS.”

“They can help the safe management of IBS by promoting the importance of people getting a diagnosis from their doctor and receiving appropriate treatment from healthcare professionals, such as Dietitians.”

However, Thompson is keen to stress that a low FODMAP diet should be treated as a medical treatment, not simply as a “fad diet”.

“Unfortunately, over the past few years the growth of the gluten-free food industry has been due to many people believing that by swapping to a gluten-free diet is healthier - this is certainly not the case,” she stresses.

“It would be detrimental to people’s health for the low FODMAP diet to become the new fad diet. The FODMAP diet is a specific treatment for a medical condition and needs to be viewed as such by consumers.”

The Innovation of Low FODMAP Products

With the low FODMAP diet popularity set to grow, it’s the innovation of FODMAP friendly products that will be the most exciting area of the FODMAP trend, and 2016 has already brought some of the big players into the sector.

Most recently, Nestlé Health Science revealed ProNourish, a drink specially designed for people with digestive sensitivities. It’s the first US nationally distributed product of its kind designed and marketed specifically to be low in FODMAPs.

Explaining some of the challenges faced by consumers with IBS, Barbara McCartney, ‎Regional Business Head, Consumer Care, Nestle Health Science, tells NutritionInsight, “A diet low in FODMAPs is meant to be an elimination diet for people with digestive discomfort.”

She continues, “The low FODMAP diet includes a two to six-week trial elimination phase, requiring that foods high in FODMAPs are removed. Some challenges include adhering to the elimination phase, knowing when to reintroduce foods that have not caused digestive issues, and feeling confident when picking foods low in FODMAPs.”

McCartney adds, “This can be inconvenient and nerve wracking. Therefore we recommend that consumers consult with a low FODMAP diet knowledgeable dietician to guide them through the process and help simplify the elimination and reintroduction phases.”

“That is why it’s crucial that these patients have products that they know will be low in FODMAPs. Portability and nutrient quality of these products is also important to consider.”

She finalizes, “Products such as ProNourish Nutritional Drink, are not only designed to be compliant with a low FODMAP diet, but are easy to consume on-the-go and provide great nutrition with 15 g protein, is gluten free, suitable for lactose intolerance, just 6 g of sugars and 170 calories per 8 fl oz bottle.”

The Pronourish drink product from Nestle has also been met with praise from FODMAP Friendly, the FODMAP sector’s current and only regulator.

“Products/supplement drinks like Pro-Nourish have further benefit in the acute setting when dieticians are managing patients who are losing weight or malnourished,” says Mottin.

“Most of the products/supplement drinks on the market are high FODMAP and their consumption results in diarrhoea. For patients who are losing weight, it is a real concern that the product that is being prescribed to help them maintain weight has the very side effect that will prevent its efficacy.”

“Having a high calorie product like Pro-Nourish available fills this gap in the market and can only benefit the health of these seriously ill patients.”

Key Players in the Low FODMAP Market

However, Nestle isn't the only one steering the FODMAP ship into the global mainstream. Tim Mottin tells us that, “The world’s first purely dedicated low FODMAP food brand “FODMAPPED for You!” launched some 2 years ago, and has been a savior to many IBS sufferers.”

“They are the leading brand servicing this health sector around the world,” he explains, adding, “Dieticians and Nutritionists in many countries have testified on the positive impact this brand and others which carry the FODMAP Friendly Certification Trademark have made to the daily lives of IBS sufferers.”

And the sector is now seeing newbies start to tap into the growing market. Steven Singer explains how his company FODY Food Co is approaching the opportunity.

“At FODY, we started by focusing on sauces that don’t have garlic and onions, two big culprits for IBS patients,” he says.

“We also have bars and trail mix where there’s no honey, and we even calculated and portioned the nuts to ensure both their great taste and low FODMAP status.”

Singer, whose other company, Glutino, grew alongside the rise of the gluten-free movement, has high hopes for the FODMAP movement. “I saw the rise of the gluten-free diet back when I started Glutino in 1999 - so I see a lot of similarities between that time and that market to today with low FODMAP.”

“Back in 1999, nobody knew what we were talking about - pretty similar today when I mention low FODMAP to people. And there is so much education that is required, to consumers, retailers, and overall – something which too, is eerily similar to gluten-free circa 2000. Of course both diets center around digestive health and nutrition as a solution to medical issues.”

“Everyone has to do their part to let people know there are nutritional ways to feel better,” he stresses, adding, “I think FODY, Nestle, and any other joiners will help drive the market.”

Low FODMAP Regulation & Labeling

As with all food products that claim to offer added health benefits, the low FODMAP claim is subject to regulation and labeling. At present, it is FODMAP Friendly that plays the key regulatory role.

“Foods that are tested and certified as low FODMAP provide the consumer with the reassurance that they can eat a product with confidence and not suffer with abdominal symptoms as a result,” explains Director Tim Mottin.

“The FODMAP Friendly Food program specifically certifies foods as being low in FODMAPs. They are the only registered Certification Trademark in the world for foods low in FODMAPs, which comes with a set of publicly available rules and independent laboratory testing.”

Mottin explains that the major problem consumers face is the ability to read ingredient labels and understand the cumulative effect of ingredients that impact on their FODMAP thresholds.

“Hence the benefit of products which display a certification logo, as this takes the guess work out of supermarket shopping,” he says, adding, “Credibility and the integrity of products are of prime importance to consumers.”

And it seems that the list of certified products is on the rise. “The growth to over 120 certified products demonstrates the market acceptance and demand that consumers will go to in achieving a good quality of life,” he explains.

“The concern would be when products hit the market with claims or statements that are not supported by credible laboratory testing,” Mottin Finalizes.

The Future of the Food Industry & Low FODMAP

The future certainly looks bright for the low FODMAP diet. Talking with NutritionInsight about where the future of FODMAP is going, Barbara McCartney, ‎Regional Business Head, Consumer Care, Nestle Health Science, says that there are many more opportunities that exist for researchers, healthcare practitioners and industry to lead innovations that benefit those central to this sector's growth: people with digestive sensitivities and gastrointestinal disorders.

“In particular, there are opportunities to develop consumer facing products formulated to be low in FODMAPs,” McCartney says.

“Drinks (like the ProNourish Nutritional Drink), nutritional bars and sauces, are some products beginning to hit store shelves.”

“Often, high FODMAP ingredients are ubiquitous in cooking, like the garlic and onions found in tomato sauce or soup. This can make eating in general, challenging. Educating consumers and providing tools for healthcare professionals about where FODMAPs exist, while providing convenient, pre-made alternatives, is currently gaining steam.”

Julie Thompson, Dietitian and Diet Adviser to The IBS Network, is hopeful that consumer insight about IBS will increase.

“By drawing attention to the condition it will help break down the barriers to discussing IBS openly and without embarrassment, this can only be good for those with IBS in the long term,” she says.

“Also, those who have been suffering alone with IBS may be more inclined to seek help from their doctors and from The IBS Network, the national charity supporting people living with IBS.”

Tim Mottin finalizes, “More attention to FODMAP products by the food industry can only benefit the consumer. It highlights foods that people are able to eat safely without fear of symptoms.”

By Hannah Gardiner