“Increasingly, consumers are starting to recognise the importance of gut health in overall wellbeing,” Silvi Siddhu, global director of nutraceuticals at Univar Solutions, told Ingredients Network.

The gut plays an essential role in overall health, as having a healthy gut can improve health throughout the entire body, according to Harvard Health. Diet, exercise, stress management, and sleep can affect and promote gut health, according to Johns Hopkins Medicine. Foods high in fibre, probiotics, prebiotics, fermented foods, and a balanced diet can enhance gut health and digestion.

Consumer perceptions of superfoods

“Consumers commonly perceive superfoods as naturally occurring, nutrient-dense foods that offer added health advantages,” Siddhu said. This perception is primarily due to the specific bioactive content of superfoods known for health-promoting benefits, Siddhu added. Foods packed with antioxidants and containing fewer calories may also receive the label.

Blueberries, a rich source of antioxidants, are one example of these, while flax seeds are a source of essential fatty acids. “For some, superfoods can be the first thought that comes to mind when the concept of food as medicine comes into play,” Siddhu said.

While we see quite a few trends in 2024, those rising to the top of the list include cognitive health, women’s health, emotional wellbeing associated with mood, stress, sleep, and anxiety, and gut health and its connection to immune health. “Consumers are increasingly taking a proactive approach to health and wellbeing, contributing to the rise of these trends,” Siddhu added.

Evolving product rollouts

Manufacturers are developing their product offerings and will continue evolving them to cater to these trends and this understanding.

“The importance of the microbiome in overall health is increasingly becoming mainstream, and innovators and manufacturers have realised the potential of applications beyond just ingestibles,” said Siddhu.

Topical prebiotics and probiotics for healthy skin microbiomes are no longer novel. Prebiotic sources are no longer limited to non-digestible carbohydrates, and other promising sources, like polyphenols, are being explored and studied.

“Technology has long played an essential role in developing novel food bioactives and will continue to do so to keep up with consumers’ evolving habits,” Siddhu added.

Making it big in 2024

Several superfoods with gut health claims are expected to dominate manufacturers’ product rollouts in 2024.

• Fermented foods

  The rise in popularity of fermented foods is mainly due to their impact on gut health. Kefir is an excellent example of a fermented food that has gained tremendous popularity in Europe and is now a mainstream product sold in almost every local supermarket.

  Made from salted and fermented vegetables, typically cabbage and Korean radish, Kimchi is a traditional Korean dish that contains probiotics, which are live bacteria that can provide gut health. Miso, sauerkraut, kombucha, and natto are other popular fermented foods that can increase healthy gut bacteria, improving digestion, immunity, and overall gut health.

  Quark, a soft and spreadable cheese made from goat’s milk, sheep’s milk, or a mixture of both, is known for its gut-healing properties. On 19 January, consumers and manufacturers alike celebrated World Quark Day. Widespread in Europe, quark is especially popular in Germany, accounting for almost 50% of total cheese production.

  As for quark’s superfood status, Nestlé’s yoghurt brand Lindahls states it is very high in protein and supports muscle protein synthesis, contains calcium to help strengthen bones and teeth, and is produced via fermentation, which releases beneficial bacteria for improved gut health.

• Source of antioxidants

  Cacao has recently spiked in popularity. The ingredient contains high levels of magnesium, iron, and calcium, and has more antioxidants than blueberries. The product favourite used to make chocolate is also hailed as a prebiotic that helps fuel healthy gut bacteria.

  Black-aged garlic is another ingredient to look out for in 2024, as it contains a unique compound called allicin that converts into antioxidant compounds as it ages. The effect is achieved as the typical white garlic cloves undergo an ageing process over several weeks, making the garlic black, dense, and sticky. Commonly, the ingredient is then added to popular pasta dishes.

• Cost-effective and accessible ingredients

  Oats are a cost-effective, accessible, and simple staple of many cupboards, and their popularity looks set to continue following their inclusion in breakfast options. Providing a range of health benefits, oats are a source of soluble fibre called beta-glucan, which helps reduce cholesterol levels, promote digestion, and regulate blood sugar.

  The common root vegetable ginger, a digestive stimulant, is enjoying renewed interest as consumers seek products that benefit digestive tracts.

Made famous by marketing

However, it is also important for manufacturers approaching new product developments and consumers seeking healthier alternatives to their much-loved foods to know that “superfoods” is a marketing term. The phrase is more useful for increasing sales than providing optimal nutrition recommendations, according to Harvard’s Nutrition Source.

As a result, manufacturers and consumers need to check product claims to see if they reflect the health credentials they seek. For example, one nutritionist Ingredients Network spoke to said they could not comment on any material that may be seen to promote superfoods as it goes against the nutritionists’ code of conduct.