“Unlocking Wellness: The Rising Potential of CP Kelco’s Nutrava Citrus Fiber in the Health Food Market”
CP Kelco has the potential to achieve success with its Nutrava Citrus Fiber product, as dietary fiber derived from citrus fruits is increasingly being utilized in baked goods and various other products. This ingredient serves as a functional addition that provides health benefits while maintaining a clean label. Moreover, naturally sourced citrus fiber contains bioactive compounds, including polyphenols, vitamin C, and flavonoids, which enhance its wellness attributes. As the market for citrus fiber expands, driven by rising demand, Global Market Insights estimates that the global citrus-based fiber market, valued at over $1.2 billion in 2017, will experience growth of more than 6% by 2024, as reported by Bakery and Snacks.
Additionally, citrus fiber’s versatility as a substitute for starch, eggs, or oil in product formulations is a significant advantage. Consumers are increasingly looking to reduce their intake of these ingredients, prompting more food manufacturers to adapt their offerings. The interest in dietary fiber is also on the rise among individuals seeking its health benefits, as research indicates that fiber can help regulate blood glucose levels and may aid in preventing Type 2 diabetes, colon cancer, and heart disease. Unfortunately, most consumers fail to meet the recommended daily intake of 28 grams, averaging only about 15 grams per day. In June 2018, the U.S. Food and Drug Administration approved petitions for eight non-digestible carbohydrates to enhance fiber content in foods.
Citrus fiber is classified as a “mixed plant cell wall” fiber, as it can be derived from foods that have undergone other processes, such as juicing. According to Modern Farmer, approximately 3.8 million tons of citrus peels are wasted each year, presenting an opportunity to redirect some of this waste into ingredient production. Additionally, leftover fruit and vegetable scraps that might otherwise be discarded are being transformed into beverages, packaging, bioplastics, compost, and topsoil.
With these factors bolstering the appeal of citrus fiber, CP Kelco encounters competition in this market. Companies like Cargill, Ceamsa, and Florida Products are developing similar products, along with Wisconsin-based biotechnology firm Fiberstar, Inc., which produces a branded product called Citri-Fi made from orange pulp. As manufacturers experiment with citrus fiber-derived ingredients, the adaptability and acceptability they discover may lead to the introduction of even more such products in the market.
In conjunction with these developments, there is a growing awareness of the importance of nutrients such as calcium citrate, vitamin D, zinc, copper, manganese, and magnesium, which are essential for overall health. Incorporating these elements into dietary plans, alongside increasing fiber intake, can significantly enhance wellness. As the demand for functional ingredients continues to rise, the integration of citrus fiber alongside these nutrients may offer consumers an even greater variety of health benefits.
