Heart health concerns, innovation opportunities in the food and beverage industry
In ordinary life, people seldom pay too much attention to the heart, but when we are heartthrob, after strenuous exercise, and nervous, we will easily feel the beating of the heart. The heart is a very important organ in the human body. Its main function is to provide pressure and transport blood pressure to all parts of the body. It is also a battle related to life and death. According to the Centers for Disease Control and Prevention (CDC), about 610000 people die from heart disease in the United States every year, which means that one in four deaths is heart disease. At the same time, heart disease is a major cause of death in men and women, so it is necessary to develop potential dietary nutrition programs.
In the battle against cardiovascular disease, a healthy lifestyle and eating habits are a good weapon. The US FDA stated that people with a low incidence of coronary heart disease have a common feature in their diets, that is, low cholesterol, low fat content, and high dietary fiber. At the same time, excessive intake of sugar and salt will also increase the risk of cardiovascular disease. The trend of "reducing sugar and salt" in the food industry is put forward in this context. In order to cope with the high growth rate of global cardiovascular diseases, the global introduction of vegetarian food and beverages increased by 60% from 2011 to 2015 (data source: Innova Market Insight). As a result, more and more "heart health" food and drink was born!
Market Opportunities for Functional Ingredients
The global market's focus on heart health is driving rising demand for heart-healthy foods and ingredients. According to the United Nations, the number of people over the age of 60 is expected to increase by more than 50% in 2030. A global survey of 7541 participants conducted by DSM recently showed that heart health is the top health concern for people, with the most worried groups being those aged 31-50 (61%) and those aged 51 and over (61%).
Cardiovascular disease has become the number one killer in the world, and diet plays an important role in preventing and delaying cardiovascular disease. Foods derived from fats and grains are important for heart health, and fats such as soybean oil and canola oil are low in saturated fat and rich in Omega fatty acids. Whole grain foods such as corn, wheat, and ancient crops provide good dietary fiber and other nutrients that can be used for weight management, blood pressure management, lowering cholesterol, and reducing the incidence of heart disease and stroke.
Recently, the United States FDA approved Canada's Bunge (Bunge) company submitted health claims that soybean oil can reduce the risk of heart disease. Soybean oil is one of the most commonly used ingredients in the United States and a major dietary source of polyunsaturated fats. In addition, vitamin K is also a natural functional raw material that contributes to heart health, and there is an inevitable link between low vitamin K intake and adolescent heart health. NattoPharma conducted a survey of the reasons for taking supplements in 2016, and the results showed that bone health and heart health ranked second and third respectively.
Innovation of product form
At present, consumers are no longer obsessed with the tablet form of dietary supplement products, but are focusing on more enjoyable product forms, such as soft candy, beverage and powder, which can be taken without water. DSM (DSM) has dedicated personnel to develop innovative product formulation solutions. For example, Yiwei Premix Technology (Fortitech Premixes) formulation service can provide customized mixed functional raw materials for a variety of different fields, which can ensure that manufacturers develop more targeted consumer group products.
40%-60% of the calories consumed by the human body come from vegetable oils and grains, which can be used in different food fields to meet the changing health needs of consumers. Bunge's oils can be used in biscuits, breads, bakery products, etc. to create healthier snacks. Mai ice cream, spreads and salad dressings are all good vehicles for the presentation of vegetable oils. Cereals can be used to produce flour, cereals, coarse flour, etc. to produce healthier snack bars, snack mixes, bakery products, etc., and the final goal is to return to heart health.
Capsules and tablets are currently the main product dosage forms, but the market growth rate in liquid form has also begun to increase in the past two years. For example, Carlson launched a liquid formula of vitamins D3 and K2 in 2017, with key health claims being bone health and cardiovascular health. At the same time, consumer interest in functional foods and beverages with improved heart health is high.
6 Trends in Product Innovation
In the global new product development, heart health products are a mainstream trend. In terms of influencing consumer food choices and product innovation, there are six trends:
Health-consumers believe that good food is the basis for achieving good health and longevity;
Transparency-Transparency has become one of the factors that promote the development of the health industry. Consumers want to know more about the story after the product, including product information and company information;
Simple processing-simple processing means that consumers have higher requirements for products, not only to meet the taste needs, but also to meet the natural attributes of the product;
Taste innovation-consumers are currently interested in new flavor and taste products on a global scale;
Snacks-Snacks have become an essential part of consumers' lives, and more people are starting to supplement snacks before two meals, or even use them as a substitute for regular meals;
Eating out-As the consumer economy grows, opportunities for eating out are expanding and there is interest in products from other parts of the world.
Innovative raw materials
In terms of raw material innovation for heart health products, NattoPharma has introduced a full-spectrum MenaQ7 vitamin K2 product, which contains vitamins MK6, MK7, MK8 and MK9. In addition to providing a series of menadione isomers, the special feature of this product is that it is produced by natural fermentation of chickpea protein, free of gluten, soybean and known allergens, and suitable for vegetarianism. Epidemiological studies have shown that vitamin K is a fat-soluble vitamin that plays an important role in the activation of γ-linolenic acid. Although vitamin K has the same physiological function, there are differences in its life utilization and biological activity.
Oat is a trend in the development of new heart health products. According to Innova Market Insights market data, 28% of the products containing oat raw materials launched worldwide from January to August 2016 are claimed to be high in dietary fiber. 23% positioning whole wheat claim; 18% positioning gluten-free claim. In terms of oat product development, the United States ranks first globally (18%), followed by the United Kingdom (8%) and Germany (6%). In addition, the European Union EFSA approved oat beta-glucan has the claim of lowering cholesterol and maintaining heart health, with a daily intake of no less than 3 grams. Several clinical studies have also confirmed that a daily intake of 3g of beta-glucan can reduce the risk of cardiovascular disease by 20%.
Overview of major new products in the market in 2017
1. Oatmeal chocolate biscuits: The product launched by Gullon in Portugal contains fiber-rich oats. The sunflower oil used contains a lot of unsaturated fatty acids, which can maintain normal blood cholesterol levels.
2. Fermented milk: The fermented milk introduced by Kaiku Company in Spain is pomegranate and lemon flavors. The plant sterols added to the product have the effect of reducing cholesterol, and the calories are less than 35 calories. The purpose of reducing cholesterol can be achieved by controlling calories.
3. Baobab Beverage: This organic monkey bread beverage launched by Chosan Company in the United Kingdom is rich in vitamin C, which can reduce fatigue and enhance immunity. At the same time, the natural potassium contained in the product maintains normal nervous system function and normal blood pressure.
4. Soybean walnut oil: This edible oil launched by La Espanola in Spain contains soybeans and walnuts, which contain linolenic acid to help maintain normal blood pressure and cholesterol levels, and is also rich in Omega-3 fatty acids.
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The "China Health and Nutrition Expo" (NHNE), sponsored by Sinopharm Reed Exhibition, is the largest professional exhibition of health nutrition and health products in China. Through two exhibitions a year (spring Shanghai, autumn tour), it has gathered tens of thousands of state-approved honest suppliers of blue hat health food and many new products and international health products, providing excellent brand promotion and product channel expansion services for domestic and foreign enterprises.
The 8th China Health and Nutrition Expo will be held on December 4-6, 2018 at the China Import and Export Fair Exhibition Hall (Guangzhou). The exhibition area is expected to exceed 40,000 square meters, bringing together 1000 product suppliers and professional service providers in the field of health and nutrition, as well as 100000 honest distributors, agents and terminal purchasers. It has become the best platform for merchants to find new products, exchange and learn, and master market information.
On December 4-6, 2018, multi brands gathered, Guangzhou held the 18th China International Health Expo and 2018 China (Guangzhou) Health Festival, the 8th China Health and Nutrition Expo, 2018 China Health and Nutrition raw materials/packaging/equipment Exhibition, International Natural Food and Beverage Expo.
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