Issue: Vol. 33

What does the rise of the mental well-being consumer concern mean for food and supplements brands?

Mental well-being is on the rise; more people than ever struggle with anxiety, stress and depression. The Healthy Marketing Team (HMT) has identified mental well-being as the number one health trend affecting all food and health choices, from supplements to food and beverages. Consumers realize their choices can make a positive impact on their own health and the planet and want to contribute to a better future. They are no longer thinking about their physical health only but are beginning to understand the importance of mental health and how it determines their happiness. In this article, the HMT will dive deeper into how mental well-being is globally influencing the categories Food & Supplements, Sports Nutrition, Plant-based & Climate and Self-care.

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Concerns about dietary supplements

Dietary supplement use is high with consumers turning to dietary supplements for various reasons, such as health and wellness and improved performance. The global market is booming and regulations for oversight of products cannot keep up with the market. Predatory marketing and adulterated products have been reported; yet consumers seem to trust industry. Operation Supplement Safety (OPSS), a US Department of Defense program, provides evidence-based information and training on dietary supplements, and tools to help users make informed decisions. Service Members and the public at large should not have to worry about harmful and potentially dangerous ingredients in supplements: they should be confident that the products they choose will not negatively affect their health, performance or readiness to serve.

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Folate and Its Importance Beyond Pregnancy

Folate is the generic term for vitamin B9, a water-soluble vitamin found naturally in many foods, including dark green leafy vegetables, nuts, and legumes. It is required for DNA replication and as a substrate for various enzymatic reactions involved in amino acid synthesis and vitamin metabolism. The prevalence of folate deficiency is quite variable worldwide. The leading causes of folate deficiency are low intake, malabsorption, or drug use. Patients of all age groups may develop folate deficiency; however, primary age groups include preschool children, pregnant women, and the elderly. Thus, it is essential to consider the conditions associated with altered folate status and their consequences.

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Alternative proteins: Sustainability and regulatory aspects

The protein demand is expected to increase for the next decades. Meat consumption is no more sustainable, with the effect of animal agriculture on emissions, use of water and land resources. Finding alternatives to meat is a way to tackle climate change. Most of the alternative proteins have lower carbon footprint than meat, as shown by LCA studies. Microbial protein and in particular yeast protein, is an interesting option in terms of sustainability. The regulatory pathway to market involves a safety assessment, with the GRAS in the US and the Novel Food regulation in the EU being most common procedures. Political commitment including consumer awareness and education strategies would be key to further develop the alternative protein market.

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“ProFuture”: an EU-funded project on microalgal proteins for the food and feed of the future

Microalgae are tiny microorganisms that carry out photosynthesis and fix CO2 by releasing oxygen. They are rich in valuable nutrients (proteins, essential fatty acids, minerals, vitamin B12), non-competitive for agricultural land and (fresh) water, and are significantly more productive than agricultural plants. However, they are a “niche crop” in the food and feed industry. The EU-funded project ProFuture has the goal of promoting the future use of microalgae in the food and animal feed industry. How this goal can be reached, what obstacles need to be overcome and how the future use of algae could look like will be addressed in this article.

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Still using synthetic preservatives? – Consumer demand and regulatory issues drive innovation and urgency in natural alternatives

Consumers today are increasingly seeking clean label, natural ingredients. This article examines how the shift away from synthetic ingredients is driving innovation throughout the food and beverage industry towards natural, plant-based alternatives and solutions for preservation and shelf life. Natural preservatives are in high demand as regulatory requirements are increasingly banning or discouraging the use of many synthetic ingredients commonly used, such as EDTA. Advancements in R&D have led to the discovery of a variety of botanical ingredients that demonstrate excellent performance as natural preservatives. Many of these have been shown to preserve nutritional and sensory loss prevention just as effectively as synthetics making them ideal for clean label applications while effectively extending shelf life, reducing food waste and financial loss, and preserving food safety and integrity.

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