While superfoods have been popular in food supplements for a few years, the F&B industry is still seeing a rising interest in functional ingredients, particularly within the healthy snacking segment and convenience foods.

Tapping into these trends, suppliers discuss with FoodIngredientsFirst how the superfoods sector is shaping up, and particularly how the COVID-19 pandemic has catapulted rising ingredients into the spotlight.

One crucial factor driving the demand for superfoods is immunity. According to Dr. Stefan Siebrecht, managing director at Taiyo, healthy eating is “more than a trend” today. “During the pandemic, people were searching for immune-boosting food options and making healthier dietary choices,” he explains.

June Lin, vice president, global marketing for health and wellness at ADM, says, “65% of global consumers are more concerned with immunity because of COVID-19.”

Food and beverages that are sources of vitamins C, D, A, B12, B6 and other nutrients may be perceived by shoppers as “superfoods,” she notes. 

Superfoods have been on trend for many years, but the COVID-19 outbreak has given this market an extra boost, says Taiyo.“Recent ADM research indicates citrus and dark berries are flavors consumers associate with ingredients that support immune function,” adds Lin.

Superfoods for mood?
There is also a growing demand for sleep-improving ingredients that help fight insomnia and chronic fatigue, as well as ingredients that support mental health and mood, and solutions for hormonal imbalances and menopausal issues, stresses Siebrecht. 

“Focus has also switched to a new target group – children, in particular, have suffered as a result of restrictions imposed during the pandemic. This means there is a higher demand for products that may help improve mental health and stability in both children and teenagers,” he explains. 

“Purposeful indulgence has secured a space in consumer behavior as a way to alleviate stress and uncertainty. Plus, nostalgic flavors and applications can remind people of happier times, like holidays and celebrations with loved ones.”

According to Lin, 64% of consumers enjoy indulgent treats as part of a healthy diet, and 57% of global consumers have sought out mood-boosting foods more regularly due to COVID-19. 

Botanicals elevate health
Consumer demand for functional botanicals to foods, beverages and nutritional supplements continues to increase, urges Lin. 

“Many of ADM’s botanical extracts, such as acerola, beetroot and yerba mate, contain vitamins and antioxidants and are associated by consumers with trending wellness benefits,” she continues. 

“Specifically, acerola contains vitamin C, which is associated with immune function support, beetroot contains key minerals and bioactives, and yerba mate contains caffeine and is associated by consumers with improved focus and reduced feelings of fatigue.”

Additionally, botanicals like ginger, hibiscus and carob bring both flavor and function. Ginger can be fresh, ground or pickled, and is associated by consumers with immune support. Meanwhile, tart hibiscus is an edible flower that contains phytochemicals and organic acids that consumers associate with wellness attributes, and is often infused in lemonade, tea and other beverages. 

Another spotlighted ingredient, carob, is naturally sweet with a lower glycemic index than sucrose. It is also a great option for added fiber to support satiety and digestive health.

Lin believes that functional foods are a preferred format to consume nutrients because people enjoy the eating experience and the convenience and ease of products that fit their active lifestyles. 

“Product developers have the opportunity to create foods and beverages that satisfy eating for self-care while delivering functional attributes that address other needs, like support for gut health andImmune health and gut health are two critical areas for superfoods. immune function.”

Beyond traditional applications 
Muesli, granola bars and beverages are “major” superfood applications, but Siebrecht sees more varied products with defined target groups. 

“These include superfoods for certain health issues, as well as variants targeting women, elderly people and even children. Here, the trend for more personalized nutrition is already visible.”

First and foremost, all functional food must taste good; otherwise, it will be rejected by the consumer, he notes. 

“However, some superfood ingredients have issues with strong off-notes or bitterness. Good combinations of masking flavors and natural sweetening solutions are therefore necessary to guarantee consumer acceptance. We always have in mind that taste is still king.”

Meanwhile, Lin at ADM says nutrient-dense ingredients can enhance various applications, and some of the most prominent categories are ready-to-drink (RTD) beverages, dairy products, snacks and baked goods.

Ingredients made from whole foods, like beans and pulses, can provide nutrients like protein, fiber, potassium, iron and other nutrients consumers are looking for, she notes. 

“To complement these nutrient-dense ingredients, fruit flavors that consumers associate with nutrients that may support immune function – like orange, lemon, açai and elderberry – are popping up in gummy vitamins, sparkling waters, protein bars, yogurt smoothies and much more,” Lin explains.

Shoppers are also seeking products that promote self-care, Lin underscores. “Consumers are nourishing their physical and emotional well-being with better-for-you comfort foods, such as crunchy black bean chips, fiber-forward frozen treats, herbal teas and plant-based coffee creamers.”

“Smart” combinations rise
Siebrecht at Taiyo believes the future of superfood ingredients lies in “smart” combinations instead of single elements. 

“For example, the prebiotic fruit powders BerryShield Premium and Organic that we have developed together with Asiros Nordic. These powders are high in antioxidants and combined with our prebiotic Sunfiber. For the CherryShield variant, a very special sour cherry was used, the so-called Stevnsbaer,” he notes.

Meanwhile, the company’s Sunphenon TH30 is part of its L-Theanine range and is made from green tea leaves (Camellia sinensis). “It is considered to have a calming and healing effect, and prevent insomnia, fatigue and chronic fatigue,” continues Siebrecht. 

Botanicals like ginger, hibiscus and carob bring both flavor and function, says ADM.“Furthermore, it can reduce stress and increase the ability to concentrate while working, studying or playing sports. TH30 is 100% natural, making it one of only a few legal L-Theanine ingredients for food and beverages in Europe.”

New strains boost superfoods arena
Lin stresses that ADM supports product developers in going beyond health-signaling flavors to incorporate ingredients that have functional benefits, such as microbial strains, dietary fiber and antioxidants. 

“Evidence suggests that shoppers are gaining awareness of the need for nutrient-dense foods. When surveyed in March 2021, 44% of global consumers sought functional foods and beverages. We help manufacturers create products that will retain functional benefits after harsh processing conditions like high heat or pasteurization and throughout the shelf life.”

ADM’s proprietary strain BPL1 (Bifidobacterium animalis subsp. lactis CECT 8145) and its heat-treated version, HT-BPL1, are easily incorporated into numerous product categories, from sports drinks to cookies. BPL1 is backed by more than a decade of R&D, with clinical work demonstrating positive effects on measures of metabolic health.

Furthermore, Lin notes how biotics are becoming increasingly popular with health-conscious consumers aware of the microbiome’s foundational role in holistic wellness. 

“Consumers are linking microbiome-supporting solutions like microbial strains to a wide range of benefits, with gut health the most prominent and overall well-being following closely behind. On top of that, people connect the microbiome to supporting immune function, aspects of metabolic health, mood, mental acuity and cognitive focus,” she concludes.

By Elizabeth Green