Features

Predictions by the World Health Organisation say that by 2015, over 2.3 billion of the adult population will be overweight and more than 700 million will be obese. The problem is no longer confined to high-income countries as low and middle-income countries are now also at risk.

In contrast to this over-all trend, there is a growing proportion of the population who are becoming more health conscious and concerned about their weight, so are demanding alternative food products that will help them lead a healthier lifestyle. Yves Servotte, member of the executive board of the BENEO-Group reviews the latest trends and observations and highlights the innovative opportunities the group’s ingredients can offer food manufacturers.

This article is available in full in the November / December 2009 issue of Nutraceuticals Now

Recent studies show that eating the right kind of chocolate on a regular basis can impart a whole host of benefits on both mind and body. The benefits of the daily consumption of antioxidant flavanols are well documented in the areas of cardiovascular health, cognitive function and the immune response.

However, recent breakthroughs are pointing to the effectiveness of these powerful compounds in protecting the skin against the harmful effects of UV radiation. The best news is that one company has succeeded in developing a process, which preserves the activity of these cocoa flavanols in chocolate. In fact, Barry Callebaut’s patented ACTICOATM chocolate is the only chocolate with a guaranteed minimum content of antioxidant flavanols.

Barry Callebaut has developed a unique process to preserve these compounds in the best possible form: the finest quality chocolate.

This article is available in full in the November / December 2009 issue of Nutraceuticals Now

Over the past 30 years, the number of people who are overweight or obese has increased sharply. Latest projections from the World Health Organisation indicate that globally in 2005, approximately 1.6 billion adults were overweight and at least 400 million were obese. Looking ahead, these numbers are predicted to rise to 2.3 billion overweight and more than 700 million obese adults by 2015. It is therefore not surprising that market demand for weight loss formulations is high. Pharmaceuticals have traditionally been the first choice for overweight consumers looking to reduce their body weight and, according to official reports, the drug treatment market for obesity will increase more than five-fold over the next eight years, reaching 2.7 billion US-Dollars in 2016. However, consumers are becoming wary about the possible side effects of drug-based treatments and increasing numbers of people are looking to natural agents such as herbal remedies for convincing alternatives. One advantage of herbal preparations is that they are generally well tolerated.

Three different approaches to slimming strategies are well known: The first is to reduce ingestion by influencing the glycemic index, suppressing the appetite and inducing a feeling of satiety. The next method is based on reducing food assimilation by decreasing fat and glucose resorption. The final approach works by increasing the burning of body fat and inhibiting body fat formation. Here, physical activity plays an important role in terms of metabolism activation, and reaching and maintaining a healthy body weight. Today, more and more innovative herbals are becoming available for each of the three slimming strategies. These can be used individually or in combination to achieve the desired outcome. Frutarom Ltd has selected special extracts such as Finomate®, Fenulife® from Fenugreek, and extracts of green coffee bean, algae and apple for efficient weight loss programs.

This article is available in full in the November / December 2009 issue of Nutraceuticals Now

Chronic diseases including heart disease, Type II diabetes, many cancers, some dementias and acute/ chronic gut disorders are a major and growing societal and financial concern. Moreover, an increasingly obese and ageing population means there is greater prevalence of chronic disease. While pharmaceuticals have made an enormous impact on the treatment and prevention of disease during the 20th century, increasingly there is recognition that the next generation health model will comprise both preventative life style and therapeutic entities. Here, food can play a significant role. It is fair to say that in recent times foods have been dominated by stories that are not especially positive – for example the press over transmissible infections, GM foods, BSE, pesticides, preservatives all portray food science and technology in a poor light. However, this is far from the overall truth.

Hippocrates, the father of modern medicine said ‘Let food be thy medicine’ two-and-a-half thousand years ago. This is the basis of the ‘functional foods’ concept whereby dietary ingredients are used for purposes over and above their normal nutritional value. In other words, a functional food is ‘a dietary component that may exert physiological aspects on the consumer which may eventually lead towards justifiable health claims.’ Whilst many of the purported health advantages remain to be determined, it is the case that functional foods have huge commercial and possible biological, significance. The Global Market Review of Functional Foods estimates that by 2013 the worldwide functional food market will reach a value of at least US $90.5bn. Should this potential be realised, then it is important that the approach is underpinned through thoroughly rigorous scientific validity and testing. Should all this come together, then the opportunities for tackling major causes of human morbidity and mortality are enormous.

So, how can a food be more functional than it already is? This may involve one or more of the approaches: fortification through the addition of components seen as desirable such as vitamins or minerals; increasing levels of certain components native to the food, for example enhanced dietary fibre composition; the removal of deleterious compounds such as the extraction, or destruction, of pathogenic bacteria and/or their toxins; and tailoring of the product through replacement of indigenous components including the replacement of fats with emulsified carbohydrates that have a similar technological aspect to the food.
The first generation of functional foods emerged at the end of the 1980’s and largely involved deliberate dietary fortification with organic and inorganic micronutrients. This was rapidly complemented by an explosive increase in the health food market and the current popular use of supplements as part of the daily routine. The concept has now moved heavily towards gastrointestinal function and in particular the impact of gut bacteria. In fact, it is thought that around 60% of the current functional foods market comprises of products that aid digestive health. The biological and clinical importance of resident gastrointestinal microflora in humans is becoming increasingly recognised. Modulation of the human gut microflora towards a more beneficial composition has probiotics and prebiotics as a principal focus. The former are live microorganisms in the diet that are said to improve health, while the latter are specific nutrients for beneficial bacteria indigenous to the gut. These and many other functional food topics are reviewed in the various volumes of the Food Science and Technology Bulletin: Functional Foods published annually by the International Food Information Service.

The emergence of health conscious consumers with a proactive approach of ‘prevention over cure’ and the development of nutritional science has driven the growth of functional foods. The dairy sector currently dominates the functional food market in terms of size and growth. Functional soft drinks are the most successful after dairy, with cereals, drinks and baked products also having major roles.

The changing focus of the food science and industry perspectives towards diet and health means that good research is needed to substantiate health claims. There is also a need for hypothesis driven evidence on the health benefits of food components, so as to understand mechanisms of effect. Today, consumers are more likely to choose functional foods if they have valid explanations of effect.

This issue of Nutraceuticals Now is devoted to the science of functional foods. It has brought together leading authors to review sections that are of much current interest. These include functional food perspectives in various countries, and overviews of major ingredients. It is a timely and first rate collection of the latest functional foods news.

Professor Glenn R. Gibson
Professor of Food Microbial Sciences University of Reading, UK

Endorsing the power of events

The world is in the throes of an obesity epidemic. Projected to be a bigger threat to life than AIDS and malaria combined, obesity is quickly becoming the most severe global health-care crisis.

But it’s not an irreversible situation. Yes, the onus is on the individual to take reasonable control of their diet but a commitment by the industry to produce healthier food is also essential. This means there is huge opportunity for everyone with any link to the sector to get on the innovation train and develop products that meet these requirements.

However, in the current economic climate, both money and time are precious. Things aren’t as they once were when it comes to new product development (NPD). Gone are the days of hopping on plane after plane to visit potential partners across the globe. Every penny spent needs to be justified and each and every result evaluated. Companies therefore need to find the most cost-effective and efficient ways of making inroads into the industry.

But it’s easier said than done. It’s all very well creating an advertisement or doing a bit of sampling here and there, but does this always have the desired effect? This industry is more complex than most and often a more robust approach to communication is required. Victory lies in the correct and balanced application of the marketing mix, and the role that exhibitions play in a business-to-business campaign should not be underestimated, particularly in an industry like this. However, exhibition organisers can’t rest on their laurels. To guarantee a successful event, they need to ensure that added value is delivered at every opportunity.

People are often skeptical of exhibitions, believing them to be rather costly. However, what the critics might not be aware of is that visiting highly-targeted exhibitions with a genuine strategy for success in mind can bring tangible results as well as offering real networking opportunities.

The key to the success of exhibitions like Vitafoods International and Finished Products Expo is simple: potential. With a specialist approach, the exhibitions offer research, communication and face-to-face networking, meaning there is a wealth of opportunity out there for companies to explore.

At the 2008 shows, for example, almost 400 companies exhibited, offering visitors an unparalleled opportunity to learn about the exciting new and innovative ingredients taking the markets by storm. As Kevin Prudence from DSM Nutritional Products put it: ‘I have been coming to Vitafoods for as many years as the exhibition has been running – as either an exhibitor or a visitor – and I am always inspired by how the show evolves. Every year, as the market changes, Vitafoods International expands and moves forward so it is a great place to keep up with industry changes. The networking potential is vast too, so meeting with customers and colleagues as well as forging new relationships is easier than ever before.’

The opportunity to meet with a whole host of key industry players and experts can be found in one of the brand new visitor attractions set to take place at the show. This year, experts from EAS will be running free tailored advisory sessions providing information on the very latest regulatory and strategic advice to assist companies looking to enter the functional foods market, health claims, novel foods and labeling requirements. The communication opportunities that surround exhibitions are also essential for both manufacturers and suppliers looking to ‘do business’. Unlike consumer industries where the messages are simpler and the concepts are easier to comprehend, in the nutraceutical market, complexities abound and it is much simpler for both parties to communicate face-to-face in a neutral environment, where all angles and eventualities can be explored. Speaking directly to technicians to gain an understanding of the product and hearing the benefits from those closely involved in the NPD process saves a significant amount of time and money.

But it’s not just about the research aspect. The sociable nature of exhibitions like Vitafoods International and Finished Products Expo lend themselves well to networking. In this market, competition is fierce, so the more opportunities there are to meet with suppliers and thrash out ideas, the better the chances of creating a product with a significant competitive advantage. Exhibitions play on the five senses and these elements combined are what make events such a powerful tool in the marketing mix.

And that is why events like Vitafoods International and Finished Products Expo are so critical within the business-to-business marketing mix, and this year is no exception. Over 8,000 trade visitors are expected to gather in Geneva to see more than 450 exhibitors from across the world. No doubt there will be some serious negotiating, buying and learning going on.

Chris Lee
Event Director, Vitafoods International and
Finished Products Expo 2009