“Curcumin and Other Functional Ingredients: Exploring Consumer Trends and Health Benefits”
It’s no surprise that curcumin ranks as the most sought-after functional ingredient, with 69% of American consumers eager to try it. Found in the vibrant orange spice turmeric, curcumin is recognized for its anti-inflammatory properties that provide pain relief for conditions like rheumatism and osteoarthritis. Additionally, it boasts health advantages such as improving memory function and alleviating symptoms of depression.
Curcumin’s reputation soared in 2016 when it emerged as a “rising star” in functional food searches on Google. That year also saw a 21% surge in new product launches featuring turmeric. Beyond its health benefits, curcumin-infused turmeric offers a clean label option for major food brands seeking natural color alternatives. For instance, Kraft Heinz eliminated artificial colors from its macaroni and cheese in 2016, opting for turmeric and other natural sources instead.
Omega-3 fatty acids are the second most popular functional ingredient, capturing the interest of 66% of Americans. Traditionally associated with heart health since the 1970s, Omega-3s also contribute to reducing depression risk, enhancing mental well-being, and boosting children’s learning abilities. The global Omega-3 market was valued at $2.04 billion in 2016, with expectations of a compound annual growth rate of 6.6% from 2012 to 2022. Manufacturers are exploring various methods to incorporate this additive into their products, such as Mondelez’s use of algal protein in its Enjoy Life gluten-free baking mixes.
Probiotics have gained significant traction in the food industry, although only 62% of consumers expressed a willingness to try them. This lower interest might stem from the fact that many have already experienced them. The first probiotic yogurt was launched in the U.S. in 2005, and at that time, the beneficial bacteria could only survive in specific products. According to BCC Research, the probiotics market is anticipated to reach $50 billion globally by this year. Recently, probiotics have appeared in Kellogg’s Special K Nourish line and General Mills’ GoodBelly cereal, along with a variety of other products as consumers increasingly focus on health.
Following probiotics is ashwagandha, an adaptogenic herb from India, also known as Indian ginseng. While these botanicals are carving a niche in the beverage industry, ashwagandha remains relatively unknown compared to other adaptogens like mushrooms and maca. Nevertheless, 61% of surveyed consumers indicated they would be interested in trying it.
Protein has also garnered a favorable response from 60% of consumers, possibly because, similar to probiotics, it has transitioned from being a nice-to-have to an essential component in diets. From plant-based proteins to protein-rich meal replacement shakes and bars, Americans are enthusiastic about integrating protein into their diets. A Nielsen study revealed that 55% of households consider high protein content a significant factor in food purchases.
Despite the growing interest in functional ingredients, challenges persist. For instance, turmeric has been associated with lead contamination and has faced several recalls. Traditional Omega-3 sources from fish pose challenges for those following a plant-based diet, while Omega-3s derived from microalgae encounter acceptance issues due to their strong taste. Additionally, the protein category is not as straightforward as it seems. A Nielsen survey indicated that many Americans struggle to identify high-protein foods, with 45% to 64% mistakenly believing that beef, chicken, and pork are not high-protein sources.
In many cases, consumers may prioritize health benefits over understanding specific ingredients. Manufacturers recognize this trend, as many of these top five ingredients have become buzzwords showcased on product labels. Companies may still benefit from educating consumers about these ingredients and their health properties to enhance transparency and maximize sales.
Furthermore, in the realm of nutritional supplements, consumers often wonder “calcium citrate how much to take” as they seek to optimize their health. This inquiry reflects a growing awareness of the importance of dietary supplements, complementing the rising trend of functional foods.
