Trending interest in functional ingredients
In the midst of a pandemic, individuals are trying to take control of the things they can. Their goals are to remain healthy, have clear minds, and have restful sleep. They could be more inclined to look for meals and drinks with components that would support their objectives.
“Functional products are definitely bringing this idea of taking control of our health to the market,” Laurie Demeritt, CEO of The Hartman Group, Bellevue, Wash., stated in a webinar on September 2.
Even once COVID-19 subsides, the use of functional additives can become more and more common. The global functional food market is expected to increase at a compound annual growth rate of 6.7% between 2021 and 2027, reaching $267.92 billion, up from $177.77 billion in 2019. This is according to Market Research, based in Portland, Oregon.
“At FutureCeuticals, we believe ‘functional ingredients’ go beyond nutrient density and provide specific health and wellness benefits,” stated Ryan Wories, director of marketing for FutureCeuticals, Inc., Momence, Ill., “even though there isn’t an industry-wide definition for them.” “Today’s consumer is looking for functional ingredients that enable them to create personalized regimens to achieve their version of overall wellness and target key body and mind fulfillment based on clinical research.”
2,367 US people between the ages of 18 and 74 participated in an online nationwide survey conducted by The Hartman Group in April. According to the survey, there are differences in how baby boomers (years 56 to 74), millennials (ages 23 to 41), Generation X (ages 42 to 55), and Generation Z (ages 18 to 22) approach functional goals. Generation Zers frequently look for particular qualities, such as better sleep, vitality, bone strength, and digestion.
According to Ms. Demeritt, millennials and Generation Z overindex in the naturally functional beverage market.
“Inherently functional foods and beverages do better than what we call fortified functional foods and beverages: the idea that being inherent is something that sort of is contributed to natural, less processed and fresh,” Ms. Demeritt said.
Fruit for purpose
Fruit and vegetable-based ingredients provide methods for making goods that are naturally functional. Acerola and elderberries are becoming more and more popular.
Berry Immunity, a plant-based protein beverage with a high vitamin C and D content, has been introduced by Remedy Organics, located in Englewood Cliffs, New Jersey. Prebiotics, echinacea, camu camu, elderberry, strawberry, and lion’s mane are among its ingredients.
“I carefully chose a powerhouse of anti-viral ingredients that work synergistically to support the immune system when creating Berry Immunity,” said Cindy Kasindorf, the founder of the brand. “Since 70% of your immune system resides in your gut, prebiotics were a crucial component for additional immune support and gut health beyond superfoods like berries, herbs, and mushrooms.”
A number of whole foods that boost immunity are included in FutureCeuticals’ ingredient portfolio, including açai, kale, spinach, orange, carrot, sweet potato, turmeric, quercetin, and maqui berries.
“We also provide branded solutions, such as Phyto-C,” stated Mr. Wories. The latest product from Van Drunen Farms and FutureCeuticals is called “Phyto-C.” It is an antioxidant complex derived from plants that provides 11 superfoods—including naturally occurring vitamin C and polyphenols—to assist a robust immune system.
He also mentioned that Phyto-C is a great source of vitamin C.
iTi Tropicals, Lawrenceville, NJ, states that 100 grams of acerola contain 20 times the daily recommended quantity of vitamin C. Acerola, also called Barbados cherry, is cultivated commercially and mostly collected in Brazil. According to iTi Tropicals, its unique tangy flavor makes it combine nicely with other juices, especially mango and pineapple juices. Other possible uses include fruit snacks, gummies, jams, jellies, and smoothies.
According to a Hartman Group poll, 52% of participants expressed interest in trying elderberry, while 14% of respondents stated they were already consuming it.
According to Ms. Demeritt, “it just kind of coincided with this general interest in immunity.”
A novel product called Eldermune blends Sunfiber, a soluble prebiotic dietary fiber, with elderberry juice concentrate to enhance the immune system. Eldermune was created by Innovative Natural Solutions (INS Farms), based in Purdy, Missouri. It will be supplied and marketed exclusively by NutriScience Innovations, Trumbull, Conn. Beverages and dietary supplements are examples of potential applications.
You may also like:
Food security in emerging nations: issues and remedies
Are drinks the secret to increasing cannabis use among consumers?
Managing the lack of labour for mushroom picking
When utilizing elderberries or any other functional ingredient, food and beverage manufacturers must to provide evidence to back up their statements. A caution is given in the case of dietary supplements.
Following an investigation by the National Advertising Division of BBB National Programs, which involve businesses, industry experts, and trade associations cooperating in a self-regulatory environment, Vitamin Bounty/Matherson Organics LLC stopped posting on Instagram and Facebook for its Vitamin Bounty Elderberry Immune Support.
The NAD reported on October 13 that the posts included inferred messages on increasing immunity to prevent or treat COVID-19. This assertion was refuted by the NAD, which stated that “it’s more crucial than ever to maintain a robust immune system as restrictions are gradually lifting.” With a potent immune-boosting combination of vitamin C, zinc, elderberries, garlic, and echinacea, our Elderberry Immune Support keeps you safe.