ADM is developing “signaling ingredients” that help consumers make a link between functional foods and health benefits. Dr. Janice Rueda, ADM’s vice president of nutrition science business development, speaks to NutritionInsight about this method of tapping into consumers’ associations between flavor and well-being.

“As people face the widespread ramifications of COVID-19, more are searching for better-for-you foods and beverages they can feel good about consuming,” she notes. 

“With shoppers proactively perusing the aisles for healthier options that support both their physical and mental well-being, we find them gravitating toward signaling ingredients like refreshing citrus and warm, comforting flavors.”

According to ADM, both taste and the way a product makes you feel are primary motivators for larger consumer adoption and consistent buying of better-for-you and functional foods. However, many of these healthier food options do not live up to the important sensory experience.

Therefore, signaling ingredients, such as botanical extracts and flavors like citrus, contribute to a positive eating experience. This is while also triggering almost immediate feelings of well-being, ADM notes. 

Cueing feelings 
Rueda details that citrus fruits are bright and have uplifting, refreshing flavors that cue feelings of happiness and energy.

Meanwhile, warm and comforting flavors are also associated with aspects of health and wellness. “Certain heat-inducing flavors – like cayenne, allspice and cinnamon – can prompt a physiological stress reduction.” 

She explains the connection between flavor and a sense of well-being are most often formed from past experiences. Taste and smell trigger the same brain area wher memories are formed, and flavors can elicit positive emotional responses.

“Citrus flavors also signal to people that the foods and beverages they are consuming include natural ingredients, which can be perceived as being free from artificial flavors, something many consumers look for on a clean label.”

Nostalgia and seeking feelings of comfort through food and beverages has been a hallmark of the COVID-19 pandemic, particularly initially during early lockdown and quarantine phases. Consumers have been looking to create feelings of “the good times” during the uncertain, and often frightening, experiences of 2020. 

COVID-19’s impact
Rueda observes that interest in better-for-you products is accelerating as the global pandemic continues. “People are making food and beverage decisions guided by a desire to proactively support their health through a balanced diet.” 

ADM research has found that 31 percent of consumers are already purchasing more items tailored for health and nutrition, and 48 percent are planning to purchase more of these items in the next six months and beyond.

“We don’t anticipate this concern going away anytime soon, and we know this heightened interest is driving many consumers to seek foods that are seen to support immune function, including nutrient-dense food options.”

NPD in this space has been proliferating, with last week alone seeing moves from Kyowa Hakko, Pharmactive, Arthur Andrew Medical, Phytaphix and Kääpä Biotech. The nutrition industry has also flagged continuous demand for immunity products throughout 2020. 

Citrus’s health halo
Citrus flavors, in particular, can provide a “health halo” to products, according to Rueda. “Many consumers associate benefits to immune function with high levels of naturally occurring vitamin C.”

“Citrus flavors are bursting on the market as consumers seek out more functional beverages and sports drinks with better-for-you positioning. Consumers are looking for nutrient-packed drinks that support the immune system, and they desire more indulgent beverages that meet their health needs.”

According to Innova Market Insights, orange is the leading flavor for supplements launched with an immunity claim between 2015 and 2019. Strawberry, lemon and berry follow. However, with a CAGR of 33 percent, cherry is the fastest-growing flavor for this category. 

Clean labels and natural claims
ADM’s OutsideVoice research revealed that half of consumers prefer foods or beverages that contain natural ingredients that they consider to be beneficial to their health. 

While there is no single definition of a clean label product, many consumers consider natural ingredients a good sign as they search for nutritious foods and beverages.

Last week, an industry roundtable revealed that clean label demands are now a staple for F&B and nutrition products. 

Consumers are also looking for more wholesome snacking to support their health and wellness concerns. According to ADM, 46 percent of consumers look for whole grains on the ingredient label when purchasing bread and bakery products.

Protein is also a key concern, with visible plant protein sources like beans, soy and pea satisfy consumer demand for increased nutrition and energy.

“Our research finds that more than 70 percent of consumers rate protein from plant sources as healthy. Consumers are also seeing snacking as an area to bring more fiber into their diet, providing a great opportunity for product developers to continue positioning snacks as health options with the inclusion of whole-food ingredients,” Rueda concludes.