Nutrition Business Journal is busy pondering the product, ingredient, regulatory, sales channel and other trends we believe will most impact the global nutrition industry in 2010.
Immunity-support ingredients: Even though companies cannot talk about the H1N1 flu virus when talking about their ingredients or products, the current global “freak out” over the swine flu pandemic will benefit all ingredients touting immune-support properties, Runestad said. Such ingredients include antioxidants, beta-glucans and botanicals such as elderberry and echinacea.
Brain boosters: The time appears to be right for new cognitive health products, with everyone from aging Baby Boomers to stressed out professionals to parents of children exhibiting symptoms of Attention Deficit Hyperactivity Disorder (ADHD) showing growing interest in these types of offerings. Many well-known ingredients, including omega-3s, are well suited to cognitive-related products and have been scientifically studied to support everything from mood to mental clarity. In addition, the market continues to see the introduction of new branded ingredients targeted toward brain health and global conglomerates such as Nestle are investing millions into cognitive health research.
Prebiotics—what every probiotic needs: Research continues to emerge demonstrating that probiotics work better when combined with prebiotic fibers, such as fructo-oligosaccharide (FOS), inulin and galacto-oligosaccaride (GOS), said Runestad, who added that he believes GOS could be the “big winner in the year ahead.” That’s because food formulators are beginning to formulate with GOS, which also benefits from the fact that companies can make fiber claims for it.
The quest for fullness: As NBJ explored in our 2009 Sports Nutrition & Weight-Loss issue (which published in September), consumers are increasingly craving weight-management products made with proven ingredients that help them lose weight the old-fashioned way: by eating less. This quest for satiety is benefiting ingredients such as FOS and GOS and leading to opportunities for branded ingredients such as DSM Nutritional Products’ Fabuless, a new patented palm oil and oat mixture that is billed as a “natural way to feel full faster” and that is cropping up in functional yogurts and milks.
Bring on the baobob: People have been saying it’s time for ingredient sales of this African super fruit to begin blooming for a while now, but the regulatory acceptance of baobob in both the European Union and the United States is likely to finally make such predictions a reality, Runestad said. Baobab is already showing up in personal care products, as well as in “beauty from within” dietary supplements and functional foods. Alaffia makes baobab lotions and lip balms, while Korres now offers an $80 Wild Rose Face & Eye Serum that contains baobab tree extract. The ingredient, made from the African baobab tree, is packed with riboflavin, niacin, and vitamins C, A, D and E. Because it is relatively new, baobab is not backed by as much clinical research as some other super fruits.
Alaffia actually has the pure baobab oil as a facial serum for around 10$ and a Skin Renewal Face Cream that contains the baobab extract and oil for around $20. Clinical trails have shown that baobab oil encourages skin regeneration to diminish fine lines and wrinkles.
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