Industry focus points

Despite these advances, the personalised nutrition sector is currently being held back by technological limitations. Most brands in the space use information from surveys and questionnaires to personalise food or supplements, rather than real time data for each individual Companies that offer truly personalised products currently have barriers that represent a red line for many consumers Microbiome start-up Thryve Inside, for instance, creates personalised probiotic blends but requires consumers to send a faecal sample for analysis

Mintel predicts that the COVID-19 pandemic, which has exposed the vulnerability of certain groups, such as seniors, expectant mums, and chronic disease sufferers to an increased risk of falling seriously ill, will further promote the trend for personalisation However, the category’s biggest breakthrough will come with the development of technology that allows the consumer to look at real-time ‘omic’ data and make truly personalised dietary decisions as a result 47

Spotlight on an industry challenge: Feel or fail?

Bars and RTD beverages are popular formats for many functional ingredients because they can be consumed on-the-go The one-time consumption occasion of snacks and drinks means consumers are happy to experiment with novel ingredients and the product can deliver an instant dose 48 However, this can create formulation problems Julian Mellentin, founder and director of New Nutrition Business pointed out that;

“The difficulty with many of these ingredients is that you need a large dose to feel the effect […] but if you add too much of an active ingredient to food, you could end up with taste problems that need masking. The reason coffee has been nature’s energy drink for hundreds of years is because people feel the benefit. That’s the benchmark; you have to feel the benefit for some things.”49

Brand marketers may wish to choose their wording carefully, so consumers do not expect to feel euphoric after eating a CBD gummy or to instantly fall into a sleep oblivion after drinking a hop-infused beverage That said, many functional products fetch a significant price premium, which could mean many consumers will want to see some sort of ‘return’ on their investment Finnish-American brand Four Sigmatic, which blends coffee with functional mushrooms, challenges consumers to ‘feel the difference, or it’s free’ The slogan conveys the brand’s confidence in its own health claims and encourages curious consumers to try the product

Many consumers are embracing the concept that health and wellness is a long-term goal, built on a foundation of healthy eating, physical activity, and replenishing sleep A balanced diet packed with essential nutrients is therefore important – explaining the popularity of science-backed functional ingredients – but these individuals may not expect to feel an instant effect after consuming a given product

Making ingredients approachable

From cordyceps to reishi, L-theanine to cannabidiol, some of the most on-trend adaptogens and nootropics have relatively unfamiliar and scientific-sounding names. This could alienate some consumers – even those who are interested in the ingredient’s functional benefits.

Trend forecasters at Culinary Tides categorise ingredients according to their approachability; ingredients that are familiar, accessible, and easy to engage with are considered approachable for consumers Culinary Tides classifies turmeric and ginger as highly approachable adaptogens but ashwagandha and chaga mushroom as having low approachability Caffeine is a highly approachable nootropic but rhodiola rosea, panax ginseng, and gingko bilbao are not

However, low approachability does not mean an ingredient has less potential for sustained and rising demand Rather, manufacturers using them should have a clear idea of their target consumer base and tailor communication accordingly Brands should talk about the ingredient’s history of safe use, tying it to specific cultures and traditions to generate interest and increase authenticity.50

How to deliver functional benefits

Ensuring functional ingredients remain active and stable in the final product, delivering benefits to the consumer, is of utmost importance

When sourcing botanicals and natural products, product developers should be aware the level of the active compound can vary depending on country of origin, the part of the plant used and seasonal climate changes, potentially creating batch-to-batch variability Factors such as light, temperature, humidity, time, pH level, and the presence of antioxidants can also affect nutrient content and stability

Knowing these specifications can help brands protect their active ingredients with the right processing and packaging Analytical testing is useful as it reveals how functional ingredients behave in the food matrix

B vitamins, for instance, are highly sensitive to light and so dark or opaque packaging is appropriate. A functional drink high in vitamin C – sensitive to oxidation – could be packaged in a recipient with a small bottleneck to reduce the surface area in contact with air 51 Low temperature and acidity or lyophilisation (freeze-drying) can keep probiotics in a dormant state, thus limiting any metabolic activity that could cause cell death during the shelf life of the product 52

Product format can also impact nutrient availability. Granular forms have less surface area than fine powders and so are less exposed to oxidation Vitamin E premix in granular format has been shown to have higher levels of the vitamin (97%) after three months of storage compared to vitamin E in fine powder form (78%).53