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ePaper created 2016-03-08, 15:44:18 | version 1.34.01
20 | JANUARY/FEBRUARY 2016 | FOOD & BEVERAGE REPORTER www.fbreporter.com By Maria Pavlidou, Head of Communications – EMEA, DSM Nutritional Products H ealth has been widely regarded as a “mega trend” in the food and beverage industry, dramatically changing the way consumers respond to, purchase and consume different products. In Nielsen’s latest Global Health and Wellness report, 49% of global respondents stated that they considered themselves overweight, and half of those surveyed claimed that they are actively trying to lose weight. Consumers’ health goals, which now span beyond weight management and healthier living to managing or preventing specific conditions, are being shaped by diet, alongside exercise. The same report has also revealed that more than a quarter of global respondents (27%) are very willing to pay a premium for products with additional health benefits. Opportunity Food fortification provides manufacturers with the opportunity to positively contribute to the health and wellbeing of consumers, enabling them to easily take in essential vitamins and minerals which may be lacking in the foods they normally eat. Recent studies demonstrate that the majority of adults do not consume the recommended intake of essential micronutrients. Quality ingredient providers can play a key role in improving the situation. Backed by science, they can help address nutritional shortfalls and enable manufacturers to make compelling health claims. Wholegrain baked goods and cereals are perceived as inherently healthy, and therefore fortifying them with additional nutritional ingredients resonates well with consumers. There are a number of vitamins, minerals and other functional ingredients that could be added to cereals and baked goods. For example, oat beta-glucan, a naturally-derived soluble fiber, provides a number of scientifically-proven health advantages. The European Commission has authorized an Article 14.1 health claim for cholesterol reduction and the associated reduced risk of developing heart disease, as well as an Article 13.1 health claim for blood glucose control . Although oat beta-glucan naturally occurs in some foods, it can be a challenge to obtain an adequate amount through a typical modern diet. OatWell® oat beta-glucan provides a convenient way for manufacturers to fortify everyday foods, such as baked goods, and just three grams of oat beta-glucan per day is enough to lower blood cholesterol levels . Dairy & Vitamin D Another popular segment to consider fortification for differentiation is dairy, where demand continues to grow. Dairy consumers are starting to look for customized products that deliver health and wellness benefits that are relevant to them. In particular, fortification with vitamin D is especially recommended for products targeted at elderly populations. DSM submitted a health claim that was recently authorized by the European Commission on the link between vitamin D intake and a reduction in the risk of falling among men and women 60 years of age and older . Vitamin D works particularly well in dairy applications because it is fat soluble and helps to replenish nutritional value that is diminished during the fat reduction process. There are many challenges and opportunities for modern food and beverage manufacturers who want to make health claims on their packaging to stand out to consumers. Continued innovation in food fortification is allowing manufacturers to create products that are not only nutritious, but also convenient, cost- efficient and appealing to consumers in terms of taste and texture. Exploring innovative ingredients such as oat beta-glucan in baked goods and vitamin D in dairy can offer new and interesting ways to appeal to hungry-for- health consumers. OPINION The Future will be Fortified Consumers are willing to pay a premium for foods with additional health benefits.