Trending in nutrition: Healthy aging, dairy innovations and personalization top the list

14 Aug 2019 --- Trends may be pegged as fleeting but they have the lasting ability to shape the industry and promote innovation. NutritionInsight speaks to industry experts on the nutrition trends of the moment, as well as upcoming ones. Healthy aging, personalized nutrition, dairy innovation, natural ingredients and better-for-you positionings, in addition to elimination diets, are topping the list. Consumers have become more aware of what is best for their health and have corresponding demands for clean label, natural and health-promoting ingredients.

“People are more and more aware of the value of nutrition for health. At the same time there is a growing concern over the lack of transparency from many food and beverage companies. People are looking for healthy foods they know they can trust,” says Nard Clabbers, Senior Business Developer Personalized Nutrition at the Netherlands Organisation for Applied Scientific Research (TNO).

“With a wealth of information readily available at their fingertips, individuals nowadays have a better understanding of their own health needs and, as a result, the ways in which consumers are engaging with their wellbeing are evolving,” says Stephane Vouche, Marketing Manager, Consumer Health & Nutrition at Lonza.

Customers are also increasingly aware of the importance of gut health on overall health and cognitive function, as the science of the human microbiome develops. This is driving demand for products that improve digestive wellness including dairy-derived probiotics, says Stephen Gregory, Head of Technical Innovation, NZMP Medical Nutrition and Healthy Ageing at Fonterra.

To identify current trends within the nutrition industry, DSM conducted the Global Health Concerns Study 2019. The survey interviewed over 17,000 people across 23 countries worldwide and revealed that energy is now the number one health concern across Europe, the Middle East and Africa (EMEA), with 67 percent of consumers saying they are worried about tiredness.

With a wealth of information readily available at their fingertips, individuals nowadays have a better understanding of their own health needs.“These results indicate a clear shift in consumer concerns and perceptions of their nutritional and health requirements since 2017, when weight management was found to be the top concern for consumers,” says Maria Pavlidou, Head of Marketing Communications EMEA, DSM Nutritional Products Human Nutrition & Health. 

Healthy aging and dairy
Life expectancy has expanded and the global population is fast growing older. This is contributing to consumers being increasingly aware of the importance of healthy aging and disease prevention. Bone health and mobility are also rising concerns that several industry players have identified as a crucially important market.

“There is an opportunity to provide solutions for this diverse group of consumers that align to current nutritional trends, which include preservation of muscle mass with quality protein, as well as an increasing focus on digestive wellness,” says Gregory.

“Bone health and mobility is also important to our senior consumers to maintain their independence into later life, and this is well served with dairy with its naturally-present calcium and complete protein. With an aging population, comes an increase in disease prevalence, with consumers wanting to increase their ‘health span’ as opposed to their life span. Malnutrition and sarcopenia (age-related muscle loss) are both prevalent amongst the older population and are linked with poor quality of life and worse health outcomes,” Gregory notes.

He says that this presents a good opportunity for dairy to strike the balance between providing compact nutrition, and having a taste and texture that is enjoyable, particularly for the ageing palate.

NZMP Medical Nutrition pegs dairy as a key protein source that remains strong in terms of quality nutrition and application flexibility. “The naturally present branched-chain amino acids are proven to stimulate muscle protein synthesis in the body,” Gregory explains.

“While as recently as five years ago, demand for more protein in diets was linked primarily to bodybuilders and elite athletes, in recent years we have seen a significant ‘mainstreaming’ of healthy, active lifestyles and with it, demand for protein-fortified foods across all customer segments,” he adds. There is a lot of opportunity to provide fortified normal foods as well as supplements with functional ingredients which can be derived from dairy, Gregory notes.

“Dairy, and especially fermented dairy, has shown to be associated with health benefits in many studies. Dairy is simply a high quality food,” says Clabbers. “On the other hand, not all people realize that dairy, which is always seen as the healthy and ‘vegetarian’ option, is also associated with challenges in animal welfare.”

Lactose-free market
Dairy may also be an allergen source for some, which is partly driving the lactose-free dairy market. Nicolas Touillon, Business Director Dairy, DSM Food Specialties, says that the market for lactose-free products is growing at a rapid pace. The perceived health benefits of lactose-free dairy are playing an increasingly prominent role in the strong growth of this category.

“In light of the rapid market growth, it is important that lactose-free dairy producers differentiate themselves to stand out in an increasingly competitive category. There are a number of avenues manufacturers can explore to do so; the perception that lactose-free products are healthy, for instance, makes them the ideal candidate for fortification and additional health claims,” Touillon notes.

Dairy may be an allergen source for some, which is partly driving the lactose-free dairy market.Particularly in medical nutrition, many diseases and medications can cause temporary or chronic lactose intolerance. For this reason it’s important to provide high protein, low lactose, whey-dominant options for a well-supported recovery, Gregory notes.

Recognizing this need, NZMP has developed a low-lactose dairy protein range which includes a highly functional, heat and acid-stable whey protein ingredient for medical applications, as well as a milk protein ingredient with heat stability properties and a creamy flavour, he says. “Both ingredients are a renovation from a patient-led perspective to ensure we provide digestive comfort to our consumers, whether they are sensitive to lactose, or just prefer low-lactose options.”

Personalization and demand for natural, sustainable ingredients
Personalization is becoming particularly prominent in the health and nutrition industry, says Vouche. A Lonza commissioned survey found that the millennial generation is largely open to the opportunities that personalization presents to learn more about their bodies. Respondents were particularly receptive to wearable devices to help manage weight or monitor physical activity or sleep. Across all age groups, over half of those surveyed would be interested in a DNA or home blood test to determine their likely nutritional needs and identify any potential nutrient deficiencies. 

“We are getting better at measuring the health effects of food so that, for the first time, people can actually measure what food does for them instead of having to wait to see the effects,” says Clabbers. “I expect that all this would lead to consumers buying more foods that are known to be healthy. The three most important aspects of food (price, taste and convenience) will always remain important but health will also grow. I definitely see a lot of opportunity for product development in those that I would call ‘processed for health’ or ‘convenient fresh.’”

Clabbers says that whole food, less processed products and more plant-based offerings are leading the way in nutrition trends. “There is a dichotomy between wanting less ultra-processed and more meat alternatives. The latter are very often highly-processed. We probably need new heuristics to determine what we eat, to help people make the ‘right’ choice. Many people are struggling to balance all the aspects that come together in food, like health and sustainability. People could be assisted in that choice based on individual preferences and needs,” he says. 

What’s next
Consumers are becoming more aware of the health benefiting foods and ingredients they can opt for. Nutrition trends are centered around consumer demands for clean label, naturally sourced choices. However certain sectors, such as dairy, maintain their classic appeal due to their significant nutritious benefits. Personalization and sustainability however have an impact across the board. 

By Kristiana Lalou