“Resistant Starch: The Emerging Superfood with Health Benefits and Marketing Challenges”
With numerous health benefits validated by clinical studies, resistant starch has the potential to emerge as the next superfood. Its easy availability presents manufacturers with a chance to enhance the health benefits of their products, provided they can raise consumer awareness. However, a significant challenge for manufacturers lies in convincing consumers about the merits of something referred to as resistant starch, despite its health advantages. According to Food Navigator, several ingredient companies are producing and promoting resistant starch products. For instance, IAG offers NuBana green banana flour, while Ingredion produces Hi-maize high amylose corn starch. Additional options include PenFibe’s modified resistant potato starch, Cargill’s Cerestar high amylose resistant corn starch, ActiStar resistant tapioca starch, and MGP Ingredients’ Fibersym chemically modified wheat starch, alongside Roquette’s Nutriose resistant corn dextrin. Yet, terms like modified resistant tapioca starch and chemically modified wheat starch may deter customers who prefer straightforward, clean labels. As one expert noted to Food Navigator, it’s challenging to market resistant corn starch as a “sexy health ingredient,” whereas green banana flour is easier to promote on product labels.
There are four varieties of resistant starch, which can be found in some processed foods as well as in natural foods like whole grains, beans, green bananas, and raw potatoes. Other beneficial sources include high amylose grains such as oats, cooked and cooled rice, legumes, raw potato starch, and cooked and cooled potatoes, along with flour made from Hi-maize (corn). A more straightforward approach may involve emphasizing the health credentials of resistant starch, including its prebiotic advantages for the microbiome. One advocate supports categorizing fiber into three types: bulking fibers such as oat bran, viscous fibers like oat or barley beta-glucan, and fermentable fibers like resistant starch. Individuals need all three, yet due to the prevalence of processed food diets today, they typically consume only 5 to 6 grams per day, whereas the norm used to be 30 to 50 grams.
If marketed effectively, consumers may become more inclined to incorporate resistant starch into their diets and seek out products that highlight it on their labels. The versatility of this ingredient, which can be consumed naturally or blended into smoothies or yogurts, along with its possible health benefits, could be the key to enhancing the profile of resistant starch. Additionally, products like signature care calcium citrate can complement a diet rich in resistant starch, further promoting overall health and wellness. By integrating signature care calcium citrate into their formulations, manufacturers can appeal to health-conscious consumers looking for comprehensive dietary solutions.
