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November 15, 2021 - Although superfoods have been popular in food supplements for several years, there is still growing interest in functional ingredients in the catering industry, especially in the areas of healthy snacks and convenience foods.

Taking advantage of these trends, the supplier and FoodIngredientsFirst discussed the development of the superfood industry, especially how the COVID-19 pandemic has pushed the growing ingredients into the spotlight.

A key factor driving the demand for superfoods is immunity. According to Dr. Stefan Siebrecht, Managing Director of Taiyo, healthy eating is “more than just a trend” today. "During the pandemic, people are looking for immune-boosting food choices and making healthier dietary choices," he explained.

June Lin, vice president of global health and wellness marketing at ADM, said: “Due to COVID-19, 65% of global consumers are more concerned about immunity.”

She pointed out that foods and beverages that are sources of vitamins C, D, A, B12, B6 and other nutrients may be considered "superfoods" by shoppers. 

Taiyo said that superfoods have been popular for many years, but the COVID-19 outbreak has brought additional impetus to this market. "Recent ADM research shows that citrus and dark berries are consumers' flavors associated with immune-supporting ingredients," Lin added.

Super food for emotions? There is also a growing demand for sleep-improving ingredients that help fight insomnia and chronic fatigue, as well as ingredients that support mental health and mood, as well as solutions to hormonal imbalances and menopausal problems, Siebrecht emphasized. 

"The focus has also shifted to a new target group-especially children, who have been affected by the restrictions imposed during the pandemic. This means there is a higher demand for products that help improve the mental health and stability of children and adolescents. ," he explained. 

"Purposeful indulgence provides space for consumer behavior as a way to relieve stress and uncertainty. In addition, nostalgic tastes and applications can remind people of happier times, such as holidays and celebrations with loved ones. "

Lin said that 64% of consumers like to indulge in snacks as part of a healthy diet, and because of COVID-19, 57% of consumers worldwide are looking for foods that boost their mood more often. 

Botanicals improve health Consumers' demand for functional botanicals such as foods, beverages and nutritional supplements continues to increase, Lin urges. 

"Many of ADM's plant extracts, such as acerola, beetroot, and yerba mate, contain vitamins and antioxidants and are considered by consumers to have health benefits," she continued. 

"Specifically, acerola cherries contain vitamin C related to immune function support, beetroot contains key minerals and biologically active substances, and yerba mate contains caffeine, so consumers can focus their attention and reduce fatigue."

In addition, botanicals such as ginger, hibiscus, and carob bring flavor and function. Ginger can be fresh, grated or pickled, and consumers associate it with immune support. At the same time, sour hibiscus is an edible flower that contains phytochemicals and organic acids. Consumers associate it with health attributes and are often infused into lemonade, tea and other beverages. 

Another high-profile ingredient carob is naturally sweet, and its glycemic index is lower than that of sucrose. It is also an excellent choice for adding fiber to support satiety and digestive health.

Lin believes that functional foods are the preferred form of consumption of nutrients because people like the eating experience and the convenience and ease of use of products that suit their active lifestyles. 

"Product developers have the opportunity to create foods and beverages that meet self-health diets, while providing functional attributes that meet other needs, such as supporting intestinal health and immune health. Intestinal health is the two key areas of superfoods. Immune function. "

In addition to the traditional applications Muesli, granola bars and beverages are the "main" superfood applications, Siebrecht has seen more products with clear target groups. 

"These include superfoods for certain health problems, as well as variants for women, the elderly and even children. Here, the trend for more personalized nutrition is already evident."

First, all functional foods must taste good; he pointed out that otherwise, it will be rejected by consumers. 

"However, some superfood ingredients have strong peculiar or bitter taste problems. Therefore, a perfect combination of taste masking agents and natural sweeteners is necessary to ensure consumer acceptance. We always keep in mind that taste is still king."

At the same time, Lin of ADM said that nutritious ingredients can enhance a variety of applications, some of the most prominent categories are ready-to-drink (RTD) beverages, dairy products, snacks and baked goods.

She pointed out that ingredients made from whole foods such as beans and legumes can provide nutrients such as protein, fiber, potassium, iron, and other nutrients that consumers are looking for. 

"In order to supplement these nutritious ingredients, consumers associate fruit flavors with nutrients that may support immune function (such as oranges, lemons, acai berries, and elderberries), which appear in vitamin gums, sodas, protein bars, and yogurt. Smoothies and so on," Lin explained.

Lin emphasized that shoppers are also looking for products that promote self-care. "Consumers are nourishing their physical and mental health with comfort foods that are more beneficial to you, such as crispy black bean flakes, fiber-rich frozen foods, herbal teas and plant-based coffee creamers."

The rise of "smart" combinations Taiyo's Siebrecht believes that the future of superfood ingredients lies in "smart" combinations rather than single elements. 

"For example, we have co-developed prebiotic fruit powders BerryShield Premium and Organic with Asiros Nordic. These powders are rich in antioxidants and are combined with our prebiotic solar fiber. For the CherryShield variant, a very special tart cherry is used, The so-called Stevnsbaer," he pointed out.

At the same time, the company's Sunphenon TH30 is part of its L-theanine series and is made from green tea leaves (Camellia sinensis). "It is believed to have a sedative and therapeutic effect, preventing insomnia, fatigue and chronic fatigue," Siebrecht continued. 

ADM says that botanicals such as ginger, hibiscus and carob have both flavor and function. "In addition, it can reduce stress and improve concentration during work, study or exercise. TH30 is 100% natural, making it one of the few legal L-theanine ingredients in Europe for food and beverages. ."

New strains promote the development of superfoods. Lin emphasized that ADM supports product developers to go beyond health signal tastes and add ingredients with functional benefits, such as microbial strains, dietary fiber and antioxidants. 

“There is evidence that shoppers are increasingly aware of the need for nutritious foods. A survey in March 2021 showed that 44% of global consumers seek functional foods and beverages. We help manufacturers create conditions under harsh processing conditions ( Such as high temperature or pasteurization) and after the entire shelf life can still maintain functional advantages."

ADM's proprietary strain BPL1 (Bifidobacterium animalis subsp. lactis CECT 8145) and its heat-treated version HT-BPL1 can easily be included in many product categories from sports drinks to biscuits. BPL1 has been supported by more than ten years of research and development, and clinical work has proven its positive impact on metabolic health indicators.

In addition, Lin pointed out how organisms are becoming more and more popular with health-conscious consumers, who are aware of the fundamental role of the microbiome in overall health. 

“Consumers are linking microbiome support solutions such as microbial strains with a wide range of benefits. Intestinal health is the most prominent, followed by overall health. Most importantly, people associate the microbiome with supporting immune function, metabolic health, Emotions, mental acuity, and cognitive focus are linked," she concluded.

To contact our editorial team, please send an email to editorial@cnsmedia.com

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