Macro trends in health ingredients

Immune health

There has been a 17% rise in number of people around the world making changes to their diet and lifestyle specifically to improve immunity levels in past year, according to a 2020 FMCG Gurus survey. Michael Hughes, Head of research & insight, FMCG Gurus points out that;

“Concerns about serious health complications arising from COVID-19 are not just associated with consumers from more vulnerable demographics, such as senior citizens or people with underlying health conditions. Instead, across the globe, many consumers are re-evaluating their health and wellness, questioning their vulnerability to disease and illness, and questioning their lifestyles, looking to make fundamental changes in order to minimize the risk of illness.” 5

Europe is the most lucrative market for immunity-enhancing products and leads the way for product launches. 41% of global new food, drink, and healthcare products making an immunity claim in past five years were launched in Europe, followed by 34% in Asia, 10% in North America, and 9% in Latin America, according to Mintel 6

Research shows that the body’s ability to fight infection – and even the efficacy of its response to vaccines7 - is impaired if the individual is stressed or sleep deprived8, and the link between immunity, sleep, and stress is becoming ever more established in consumers’ minds

Manufacturers are beginning to develop immune health products that cater to holistic health concerns However, in past five years, only 5% of global immune supplements made a functional claim relating to sleep or stress management, according to Mintel data, indicating a significant white space for brands.9

US brand Airborne adds L-theanine for immunity and relaxation to its Good Rest berry-flavoured gummies while Zarbee’s makes citrus-flavoured drink powder with elderberry and vitamin C to promote immunity and melatonin for peaceful sleep US brand Koios makes stevia-sweetened drinks that blend nootropics – lion’s mane, panax ginseng root, L-theanine, and coconut MCT oil – for an all-round ‘brain, energy and immunity boost’

Brands must always be mindful of the health claims they can legally make in each market In Europe, for instance, manufacturers can make 12 immunerelated health claims for 10 nutrients: vitamin A, B6, B12, C, and D, and the minerals folate, copper, iron, selenium, and zinc 10

Manufacturers must also be wary of explicitly linking their product to boosted immune health in the context of COVID-19 or risk falling foul of regulators 11 Although EU manufacturers can legally claim the above nutrients contribute to the normal functioning of the immune system if used in certain minimum amounts, there are no authorised EU health claims for a food or supplement that protects against viral infection or boosts immunity against a virus

Looking ahead, elderberry extract and olive leaf extract could be two immunity-enhancing ingredients to watch Both are currently mainly being used in dietary supplements but will increasingly move over into the food and drink space, predicts Reading Scientific Services Ltd (RSSL).12

Holistic health

Taking a holistic approach to health and wellbeing is not a new concept Around 2,000 years ago, the dictum ‘a healthy mind in a healthy body’ formed the basis of the Hippocratic philosophy13 while, in 1948, the World Health Organization defined health as “a state of complete physical, mental and social wellbeing, and not merely the absence of disease and infirmity” in the opening article of its constitution.14

However, holistic health is possibly one of the most defining macro-trends of the current decade,15 accelerated by 2020’s global public health crisis The inhibitive nature of national lockdowns and social distancing measures have taken a toll on many individuals’ emotional wellbeing, placing holistic health at the forefront of their minds

In the UK, 65% of consumers say mental and emotional wellbeing is just as important to them as diet and physical exercise, with only 8% seeing it as less important,16 and this tendency can be seen around the globe FMCG Gurus found that almost as many global consumers plan to improve their general health and wellness (60%) throughout 2021 as those who want to improve specific health outcomes, such as heart health (65%) and immunity (64%).

This presents opportunities for functional food and drink manufacturers to develop products that support emotional as well as physical health

Natural herbs and botanicals that have traditionally been used for their holistic benefits are being offered in new formats, bringing consumers convenience and new consumption occasions Chamomile, for instance, is no longer simply a bed-time herbal tea Australian brand Almo Milk makes almond milk with 'nourishing and calming' chamomile blossom extract and CocoJune making coconut yoghurt flavoured with vanilla and 'soothing' chamomile.

Holistic health is also manifesting itself through the rise in beauty ingestibles Cosmetic and personal care products are moving away from seeking to improve or change individuals’ appearance towards enhancing internal and external well-being

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The number of edible products and supplements making beauty claims thanks to their use of collagen – particularly hydrolysed collagen and collagen peptides – has risen significantly in the last five years, according to Mintel, as consumers look for foods that improve skin health and appearance from the inside out 18

New York brand Kalumi makes protein bars with marine-based collagen to promote hair, skin and nail health while Beauty Food makes cookies and nut butters with collagen

Adaptogens and nootropics

The trend for holistic health is also driving interest in adaptogens and nootropics, ingredients that are said to naturally boost mental focus and emotional wellbeing

Once niche buzzwords of the wellness world, these ingredients are slowly becoming mainstream concepts, particularly among younger consumers Adaptogens claim to be botanical substances that support the body by restoring balance and helping people cope with physical and mental stress, while nootropics are said to improve cognitive function such as memory, alertness, and focus

Although neither term has a legal definition, analysts predict adaptogenic and nootropic ingredients will gain traction in coming years, particularly as they are embraced by major CPG companies 19 So, which are some of the most promising adaptogens and nootropics?

L-theanine

L-theanine is a non-protein amino acid found in green tea leaves that is thought to impact serotonin, sleep hormones and other neurotransmitters, and big manufacturers have embraced the ingredient In 2016, Coca-Cola launched L-theanine-enriched ‘Sleep Water’ under its Glaceau brand in Japan while in September 2020, PepsiCo launched Driftwell, a non-carbonated ‘enhanced water’ with 200 mg of L-theanine for sleep and relaxation, in the US

One recent study, which found L-theanine has the potential to promote mental health in the general population with stress and cognitive impairments, suggested a dosage of 200 mg a day 20

Mushrooms

Popular adaptogenic mushrooms, many of which are staples of traditional Chinese and Ayurvedic medicine, include lion’s mane, chaga, reishi, turkey tail, cordyceps, and shiitake

British start-up, Fungtn makes a range of low-alcohol (0.5%) craft beers brewed with a blend of adaptogenic mushrooms that allow people to enjoy the flavour of beer without the hangover.

Under the brand NeonMind, Canadian company Flourish Mushroom Labs blends coffee with extracts of functional mushrooms and other Ayurvedic botanicals, to offset coffee’s caffeine crash while US brand Deux adds a health halo to its indulgent cookie dough, Immunity x Pumpkin Spice, by adding chaga and cordyceps and other nutrients

Adaptogenic mushrooms tend to have an earthy, umami-rich flavour profile that may require masking depending on the application and amount used, although some have naturally sweet notes that can be accentuated in ice cream, beverage, and bakery applications

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Hops

The bitter resins and essential oils in the flowers of the hop plant (Humulus lupulus) have been linked to sedative and relaxing effects 22 Although firmly associated with beer, hops could find their place in alcohol-free beverages as they allow the growing number of mindful drinkers to relax and unwind in social occasions 23 A survey by IWSR found that 95% of Spanish consumers are trying to reduce their alcohol intake while half of Australians have drunk or would consider drinking low- or no-alcohol products 24

Brazilian brewery Araucária launched H2OP, a calming hop-infused water while US company Hoplark sells a brewed blend of tea and hops in ‘relax packs’ Austrian company Snoooze, founded by a former Red Bull executive, is a sleep-aid drink with natural sedative ingredients such as lemon balm, valerian, and hops

Cannabidiols

The calming properties of CBD are well-established in consumers’ minds, making it an ingredient-to-watch Nielsen predicts that, by 2025, the legalised hemp-derived CBD food and beverage market could be a $6 billion-industry in the US 25

CBD is being embraced in many formats from gummy sweets to soft drinks and has even made its way into sports nutrition products US brand Floyd’s of Leadville makes a recovery protein with 250 mg of CBD to reduce post-workout muscle soreness

However, the ingredient faces regulatory hurdles in markets around the world 26 Manufacturers should actively communicate about the product’s safety and legality to reassure consumers, distinguishing it from the recreational (and often illegal) drug cannabis, which contains the psychoactive component THC.

Some manufacturers are leveraging the relaxing associations of cannabis without making explicit claims of CBD content, thus avoiding any regulatory pitfalls US beverage brand Recess, for instance, positions its relaxing drink around the inclusion of hemp extract (among other ingredients) but does not specifically mention CBD

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Gut health

Around one-quarter of consumers globally suffer from lower digestive health issues27 and, in recent years, public interest in gut health and the microbiome has grown The popularity of probiotic supplements and traditional fermented food and drink such as kimchi and kefir reflects this, but consumers are also searching for microbiome benefits in new and convenient formats.

The benefits of having healthy and well-balanced microbiota in the gut also go beyond digestive comfort with scientists now agreeing that a huge proportion of the immune system lies in the gastro-intestinal tract 28

The desire to boost immune health, triggered by COVID-19, has led to a spike in global probiotic sales, with the category experiencing around 8% growth at the end of summer 2020, reversing a trend towards downwards or flat growth.29

In the US, Nestlé recently launched GoodBe, a chilled snack bar that contains one billion colony-forming units (CFUs) of the Bacillus coagulans probiotic strain. It says this is the amount required to promote a healthy immune system

Probiotic players in Europe face bigger barriers when marketing their products as there are currently no approved health claims for probiotics in Europe However, brands can still leverage the perceived health benefits of gut-friendly probiotics and prebiotics by taking a multi-ingredient approach – a common ‘piggybacking’ strategy 30

Actimel, for instance, adds the vitamins D and B6 to its Immune System Fruit & Veg Cultured Shots in order to enable an immunity health claim but the product’s appeal comes principally from the perceived benefits of the fermented L.casei cultures.

In the UK, Lizi’s Digestive Health granola contains Bacillus probiotics, chicory fibre and linseed. The brand does not make a direct health claim relating to immunity but explains that the granola ‘supports the tummy’s good bacteria’ and that the right gut bacteria are vital for a healthy immune system

Beyond digestive and immune health, a growing field of research into the gut-brain axis suggests the microbiome can also impact mood and mental health 31 One meta-analysis reviewed 24 human trials examining Lactobacillus’ effect on anxiety and found that 22 reported reduced anxiety symptoms at the end of the probiotic treatment compared to placebo controls 32

These scientific findings, combined with consumer desire to nurture mental and emotional well-being, indicates an opportunity for ‘microbiome for mental health’ products

US supplement brand Lifted Naturals makes ‘mood boosting probiotics’ with a variety of strains including L Rhamnosus GG, which it calls a ‘premier player in the bacteria-for-mood game’

Big CPG companies are also eyeing this area with interest. Snack giant Mondelēz International recently bought a stake in Uplift Foods, a start-up that focuses on the ‘mood supportive benefits’ of gut-healthy prebiotic fibres and resistant starches. Its cookies are made with green banana flour and tapioca fibre for prebiotic resistant starch; Jerusalem artichoke for prebiotic soluble fibre; and kiwi fruit for prebiotic flavonoids.

Performance & active nutrition

Valued at $15 6 billion in 2019, the global sports nutrition market is expected to grow at a compound annual growth rate (CAGR) of 8.9% from 2020 to 2027, according to Grand View Research.33

However, brands looking to tap into this booming market should be mindful of the emergence of two related-but-distinct consumer sub-groups

Performance nutrition consumers go to the gym regularly, conduct high-intensity workouts and have specific goals they wish to achieve, such as running a marathon or improving a sprint time. They are well informed about their nutritional needs and take an active interest in functional ingredient specifics such as protein type, quantity, and quality.

Active nutrition consumers enjoy exercise and eating healthily but not in a strict way They incorporate physical activity and healthy food to their daily lives as part of a general, proactive approach to health, and buy sports nutrition products that are positioned as better-for-you options

Active nutrition consumers make up a much larger proportion of the population and, in recent years, have been the driving force behind the evolution of the sports nutrition category, which has seen sports nutrition products, such as protein-fortified yoghurt, become everyday fixtures on supermarket shelves. FMCG Gurus predicts a significant uptick in active nutrition consumers as a result of COVID-19-driven health concerns.34

The sports nutrition category is also being influenced by other macro food trends, such as demand for plant-based, botanical, and clean label ingredients We take a look at each in more detail:

Sports nutrition goes natural

Most US adults aged between 18 and 54 believe energy drinks are too high in artificial ingredients, suggesting a largely unmet demand for clean label sports drinks 35

US brand BodyArmor uses coconut water and natural flavours and colours for its electrolyte- and antioxidant-packed hydration drink, and has received investment from Coca-Cola – an indicator of market confidence in natural-positioned sports drinks.

Even core performance nutrition products, such as single-use energy gels typically consumed during an intense race or workout, are getting natural reformulations Italian brand Veloforte uses real fruit for its ‘kitchen crafted’ energy ‘nectars’. The ingredient list includes unrefined rice syrup, dates, maple syrup, ginger extract, and pink Himalayan salt for a natural source of energy and electrolytes

Sports nutrition goes plant-based

Plant-based products formulated for the sports nutrition market are growing in popularity, with research indicating they may even provide quicker recovery because the naturally present phytonutrients have an anti-inflammatory effect.36

However, manufacturers should consider fortification to ensure the product has an adequate nutritional, amino acid, and digestibility profile compared to conventional animal proteins, such as whey

Plant-based brand Orgain launched a sport line in 2020, blending pea protein with brown rice, chia seeds and botanicals such as ginger and fermented turmeric

Sports nutrition goes holistic

Sports nutrition products have traditionally focussed on physical health, but product developers in the category are embracing a holistic approach that also considers mental well-being 37 When marketed appropriately, such products can appeal to both consumer sub-groups

Ingredients that boost cognitive health appeal to amateur athletes because improved alertness and focus are beneficial to their performance, while active nutrition consumers are drawn to such ingredients because stress and anxiety can diminish general health Spanish brand Atonia meets the former subgroup’s needs with its red berry-flavoured pre-race drink that contains stress-reducing lemon balm.

Healthy ageing

In 2019, there were 703 million people over the age of 65; by 2050, this is projected to double to 1 5 billion With one in four individuals in Europe and North America set to be aged 65 or over in thirty years, population ageing could become one of the most significant social transformations of the twenty-first century, according to the United Nations 38

Ensuring quality of life into old age – healthy ageing - will become a priority for millions of individuals. Healthy ageing refers to the process of developing and maintaining functional abilities that enable wellbeing in older age Research suggests there are two underlying pathophysiological processes in ageing that can be influenced by diet: low-grade inflammation (also known in this context as inflammageing) and gut dysbiosis

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DManufacturers developing products for seniors could choose nutrients that counteract inflammageing and oxidative stress and rebalance the microbiome. A Mediterranean diet, for instance, which is high in fruit, vegetables, pulses, and olive oil, is known to reduce inflammation and promote gut microbiota, thanks to its high vitamin, polyphenol, antioxidant and high fibre content.40

Improving strength and mental wellbeing are the two most sought-after health objectives among seniors, according to an FMCG Gurus survey,41 and recent product launches have sought to deliver these benefits.

Nestlé’s BrainXpert is a ketogenic drink rich in medium chain triglycerides (MCT) and milk protein said to improve the cognitive function of people with Mild Cognitive Impairment (MCI), a transitional stage between normal ageing and dementia 42

In August 2020, Perennial launched Gut & Brain, a plant-based drink made from pea, soy, and rice protein that is fortified with DHA omega-3 fatty acid, folate, choline, and the vitamins B6, B12 and E. The product also contains prebiotic fibres to promote gut microbiota and cognitive health via the gut-brain axis.

Many sports nutrition products deliver the same nutrients as healthy ageing products and, with careful positioning, brands can appeal to both groups Dairy group Fonterra, for instance, appointed a well-known sports commentator and former Australian Olympic athlete as the brand ambassador for its Bodiology range but the product also targets seniors as an “age-defying solution for joints, bones and muscles”.43

Despite the seismic demographic shift looming and the role nutrition can play in promoting healthy ageing, only 17% of global foods for special medical purposes launched in the past 12 months had a senior claim, according to Mintel, which suggests ample space for future innovation 44

Taste, texture, and mouthfeel should receive particular attention when formulating products for seniors as sensitivity to taste and smell decreases with age 45 Ensuring products are palatable to the target consumer group by including seniors in sensory tests and product evaluation panels is therefore important

Personalised nutrition

Healthy food manufacturers are embracing technological advances to create personalised products that answer the nutritional needs of different consumers

The degree of personalisation can vary, with some brands tailoring products according to general dietary preferences, some to phenotypical data, and others to the individual’s unique microbiome or genome

Founded by a neuroscientist, baby food brand Cerebelly asks parents to fill out a questionnaire about their infant and then creates products tailored to the baby’s current developmental stage It uses wholefood-derived nutrients such as DHA algal oil for cognitive health or spinach-derived iron for motor skills

Other brands create food products based on physiological data gleaned from consumers’ own smart devices Monthly subscribers to MyAir, for instance, complete a nutrition survey and wear a smart watch that records markers for stress MyAir uses this information to create tailored bars containing botanicals that promote mental wellness, such as ginseng and sage extract

Personalising the nutrient profile of products means brands can help individuals achieve very specific personal goals Canadian biotech company Nutrigenomix, for instance, uses genetic testing to personalise nutrition advice for athletes looking to improve their performance and hopeful parents wanting to improve fertility. US firm Virta Health draws up low-carb meal plans for type 2 diabetes sufferers, helping them control blood sugar without medication and even reverse type 2 diabetes Chang Liu, market analyst at Innova Market Insights says that;

“Technology is really driving the innovation around personalised nutrition, not only for food and beverages but also apps. With tech and science breakthroughs, consumers are getting a greater understanding of themselves at a genomic level. The uniqueness of the individual has become even more important when it comes to providing consumers with a solution for the target they want to reach, based on [their] health and body condition.”46