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The first week of May was an exciting one for the European food and dietary supplements industries, as it witnessed two eagerly awaited key events, Vitafoods and Finished Products Europe, being held in Geneva. The occasion would not have been complete without a well-deserved round of awards for the most innovative and promising ingredients and finished products of the year.
The first ever NutraIngredients Awards were bestowed on 6 May 2015 across a total of seven categories: Readers’ Ingredient of the Year, Editor’s Choice Award, Startup Ingredient of the Year, University Research of the Year and the Sport & Energy, Immune and Heart & Brain Finished Products of the Year. In this article, we will look at some of the lucky winners and consider their likely consumer appeal and market potential.
Contrary to common belief, omega-3 is still very much alive and kicking. This is chiefly down to the continuous stream of newly published studies affirming just how beneficial long chain omega-3 fatty acids are for people of all ages, and especially for the very young and the more mature age groups.
Our ingredients data show that global volume consumption of long chain omega-3s added to packaged food and beverages increased by 23% between 2008 and 2013. On the dietary supplements front, global value sales of omega-3-6-9 products (fish and non-fish oils) increased from US$1.5 billion in 2009 to 1.9 billion in 2014. However, it is certainly true that sales growth, both in food and beverage ingredients and dietary supplements, has been slowing in recent years, particularly in Western Europe. Hence, it is important to offer consumers new products that are in tune with their latest concerns.
One of these concerns is environmental sustainability. Consumers are becoming aware that fish-derived omega-3s may not always be sustainably sourced. Wild fish stocks are dwindling, and there is currently a hot debate surrounding krill, which is promoted by many omega-3 ingredients companies as the purest source of omega-3. Krill are tiny crustaceans, which serve as the primary food source for a sizeable proportion of marine life, including many types of fish and marine mammals like whales.
AlmegaPL, Qualitas Health
To get around this problem, EPA and DHA can be produced in ponds and tanks from microalgae. Almega PL, by Texas-based Qualitas Health, which snagged the Startup Ingredient of the Year Award, presents a great example of a microalgae-derived, long-chain omega-3 ingredient that is sustainably produced, vegetarian and uncontaminated by possible pollutants, such as heavy metals. Almega PL manufacture has no impact whatsoever on fragile ocean ecosystems, and the company also emphasises that solar energy is employed as the primary energy source on which the plant is run and boasts zero fresh water during production. A comprehensive sustainability concept such as this is bound to appeal to consumers, who are increasingly concerned not just about their own personal health, but also about that of the planet.
As industry insiders will be aware, besides sustainability, convenience and palatability are of key importance for omega-3 products, and it was the Maris Mix OmegaPassion Pouch Shot, by Imperial-Oel-Import, which impressed the judges on these fronts, and was duly honoured with the NutraIngredients Editor’s Choice Award.
MarisMix OmegaPassion (80mg Omega-3 Fatty Acids and 180mg Green Tea Extract)
The product’s single-serve pouch is composed of two compartments separated by a membrane. One contains juice, the other a powdered omega-3 ingredient. Once the packaging is squeezed, the membrane breaks and, after shaking, the healthy, refreshing drink, which is devoid of any fishy after-taste, can be consumed on the go. This product should appeal particularly to a younger audience, for whom the squeezing and mixing activity adds a fun component to the consumption occasion. The pouches would make a welcome addition to school lunch boxes, not to mention school vending machines.
NutraIngredients’ Readers’ Ingredient of the Year Award went to Jusuru International’s Liquid BioCell, a highly bioavailable collagen-based ingredient that mirrors the composition of human joint cartilage. It is specifically designed to help the body maintain the integrity of its connective tissues, such as the skin and the joints. The product, which is convincingly backed by 37 clinical trials, comes in three incarnations: Liquid BioCell Life, Liquid BioCell Skin and Liquid BioCell Sport.
Liquid BioCell LIFE, SKIN and SPORT, Jusuru International
The global population is ageing rapidly. Already, the world is home to around 600 million people aged 65+, and here comes the real cruncher: Our Countries and Consumers data show that the average discrepancy between life expectancy and healthy life expectancy is seven years. Any product, which helps consumers achieve active, healthy ageing and which can help them to cut down on the number of final years spent languishing in malaise, will be universally well received. In 2014, value sales for bone and joint health prime positioned food and beverages reached US$17.8 billion, which gives a glimpse of just how big the scope is for an ingredient like Liquid BioCell.
As for food and beverage products that are beauty-from-within positioned (and which might quite feasibly benefit from incorporating BioCell Skin), we see the greatest market appeal in Asia Pacific, where these types of products have traditionally been selling well. In 2014, global value sales for products leveraged on this positioning platform amounted to US$326 million, almost 40% of which was generated in Asia Pacific. We predict that value sales for beauty-from-within positioned foods and beverage products will increase by 26% globally over the 2014-2019 review period.
Natural products for the very young are also a promising growth area. The number one health problem in babies and toddlers is ear infection. According to the US Department of Health and Human Services, five out of six children will have suffered from at least one ear infection by the time they turn three, and this is the most common reason parents seek medical attention for their children.
Ear infections usually follow on from a sore throat, as the pathogenic bacteria often migrate into the ear. In most cases, doctors will prescribe antibiotics, but, understandably, many parents would much prefer to avoid giving their babies “hard” drugs and find a less aggressive alternative, especially when it comes to preventing a recurring problem.
The most effective way to prevent colonisation by hostile bacteria is if the vulnerable areas are already firmly occupied by non-disease-causing organisms. This goes as much for the gut as it does for the mouth, throat and the ears, and that is one of the pillar concepts on which the probiotics philosophy is based upon.
It was Stratum Nutrition, NutraIngredients Award winner for Finished Immune Health Product of the Year, which shone in this still relatively under-catered for field of child health. The company managed to collect its trophy for Bactobilis Infant, a probiotic made from the company’s proprietary strain of Streptococcus salivarius, BLIS K12. It comes in a number of formats, including lozenges and a powder that can be administered to the youngest of the young via a pacifier. The probiotic organisms defend the oral cavity, throat, nose and ear from invasion by harmful, infection-causing bacteria. According to the company, studies showed that the product reduced recurring infections to a highly significant degree.
Bactobilis Infant with Streptococcus salivarius, BLIS K12, Stratum Nutrition
Probiotics have no side effects, are completely safe for infants and they key nicely into the natural health trend, which is what consumers are frequently looking for. For children’s products, naturalness and safety are paramount. Parents are highly risk averse when it comes to their offspring, and the motto that prevention is better than cure is hugely attractive when it comes to avoiding painful ear infections.