Natural Products Insider

NOV-DEC 2018

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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116 INSIDER November/December 2018 SupplySide West Preview Gut health and probiotics have been all the rage over the past few years, with copious amounts of new food and beverage products coming onto the market positioning themselves based on their probiotic benefi ts. The missing link in the gut health puzzle is prebiotics, the fuel for the live probiotics that are naturally inside the human body. Prebiotics have only in recent months begun to gain the attention they deserve. With science continuing to build around gut health, and the essential role prebiotics play in ensuring gut bacteria can thrive, it should come as no surprise that the global prebiotic market is projected to grow at a compound annual growth rate (CAGR) of 10.4 percent, reaching US$7.37 billion by 2023, according to Research and Markets. With prebiotics coming in many forms, such as various prebiotic fi bers or resistant starches, as well as more emerging science showing the prebiotic potential of various polyphenolic compounds, it's important to explore which products are naturally rich in prebiotics, what products have been specifi cally formulated to promote a prebiotic benefi t and which direction product innovation is moving in the prebiotic space. Naturally Prebiotic-Containing Foods The natural liquid sweetener and syrup category is the most inundated with natural prebiotic-rich ingredients. Derived from tapioca and corn, the prebiotic isomaltooligosaccharide (IMO) is extracted to make liquid sweeteners, while yacon syrup is an additional example bursting with prebiotic fructooligosaccharide (FOS). Many liquid sweeteners and high-fi ber, sugar-free pancake syrups feature IMO and FOS, promoting their prebiotic benefi ts. Outside of the natural sweetener category, ingredients such as green banana fl our, naturally rich in prebiotic resistant starch, and tiger nuts rich in prebiotic soluble fi ber are beginning to make their way into the baking mix categories. Legume-based pastas such as mung bean or chickpea pasta are also gaining popularity. Konjac noodles, widely promoted for their lack of net carbohydrates and use in weight management, are another prebiotic- rich ingredient. Products Formulated to Incorporate Prebiotics More products are starting to highlight that they contain prebiotic fi bers as part of their marketing messages. Numerous products are in the high- protein, low-carbohydrate space, such as protein bars, protein pancake mixes, protein breads and waffl es, as well as protein ice creams that use prebiotic fi bers as a sugar replacement. This may have originally been undertaken due to prebiotic fi ber's mildly sweet fl avor profi le and ability to boost the fi ber claim of a product while minimizing the need for added sugars. Many of these products, however, will be formulated using the IMO mentioned above. However, IMO requires a much higher dose if it is to have a prebiotic effi cacy. Prebiotic Product Innovation A number of emerging brands have put prebiotics at the forefront of their messages and are paving the way as pioneers in this space. With the establishment of the probiotic category, and consumers already seeking out gut-healthy products, the creation of synbiotic prebiotic and probiotic products is both a health-promoting and smart approach that progressive companies in this space have taken. Currently, some of the standout products are Wonder Drink kombucha, distributed by Pure Steeps Beverage LLC, boosted with prebiotic xylooligosaccharides (XOS); probiotic and prebiotic combined fl avored beverages from GoLive ® ; probiotic and prebiotic Truth Bars that position themselves as though they taste as good as a candy or chocolate bar; and bars such as Rowdy Bar from Rowdy ® Prebiotic Foods or the MicroBiome Bar™ from Food First LLC that focus entirely on their prebiotic digestive benefi ts. Most of the product innovations in the gut health space—inclusive of both products made with the addition of probiotics or prebiotics—have been focused almost exclusively on the digestive health benefi ts. As science continues to unveil myriad areas of health impacted by the gut, more brands will begin to distinguish themselves with more unique positions, such as a focus on the connection between prebiotics and mood. "Travelling Dietitian" Kara Landau is a New-York based Australian Accredited Practicing Dietitian, author and founder/CEO of Uplift Food–Good Mood Food (, a dietitian-created functional food brand focused on the mood- supportive benefi ts of gut-healthy prebiotic fi bers and resistant starches. A previous spokesperson for the Dietitians Association of Australia, and now the media representative for the Global Prebiotic Association (GPA), Landau engages with the media and public, as well as provides nutrition strategy, healthy new product development and media spokesperson services to clients in the food and retail industries. Prebiotics: The New Gut Health Nutrient Driving Product Innovation by Kara Landau, APD/AN Prebiotics at SupplySide West Learn more about prebiotics from Kara Landau during the "Market Opportunities for Prebiotics" Workshop on Friday, Nov. 9 at 2 p.m. at SupplySide West in Las Vegas. Scan Here

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