As more consumers see the value of incorporating fiber into their diet, and manufacturers realize the utility of fiber ingredients, fiber content claims on finished food and beverage products are bound to continue growing.

Consuming fiber through food and beverages affords a level of convenience absent from traditional dietary supplements, says Rob Brewster, president of Ingredients by Nature (IBN; Montclair, CA). Ease of use, encouraging more likely usage, is important when one considers the lack of fiber consumed in a typical diet. “Most Americans do not get enough fiber in their normal diet, but there is also more awareness of the benefits different fibers can deliver for heart, digestive, and gut health,” Brewster explains.

“The greatest demand for fiber comes primarily from nutritional products, baked foods (including bread, pizza crust, and tortillas), as well as nutritional bars,” says Diana M. Nieto, senior manager, business development, Starch-Based Texturizers U.S./Canada, for Ingredion Inc. (Westchester, IL). For these applications, Nieto recommends resistant starches such as Ingredion’s Novelose 3490, an insoluble fiber derived from tapioca. “Besides the fiber contribution, resistant starches have lower water-holding capacity, allowing formulators to replace wheat while lowering the calories and net carbs and, in certain applications, improving texture.”

For formulating products such as drinkable yogurts, smoothies, and snack bars, Brewster recommends citrus fibers. He says: “Citrus fibers have become more popular over the last couple of years because they improve gelling, thickening, stabilizing, and water-binding capabilities more than other available fibers,” adding that they may also support blood glucose and cardiovascular health in addition to digestive health.

Fiber has also become an important tool for sugar reduction. “Soluble fibers, since they can provide some level of sweetness, provide formulators a way to not only build back texture when reducing sugar but also to help round out the overall sweetness of the formulation,” says Nieto. Ingredion’s Versafibe 285, for example, is a soluble corn fiber that can contribute up to 25% sugar reduction in a wide range of applications.

For its part, Ingredients by Nature supplies a functional fiber called MonkFiber derived from the husks of monk fruit. “The charm of MonkFiber is that in addition to providing a healthy dose of dietary fiber, the ingredient has a sweet profile—100 to 250 [times] sweeter than sugar—and contains zero calories,” says Brewster. “This will help appeal to consumers who do not normally like the taste of their fiber products by improving taste without resorting to sugar.”

As demand grows for fiber-rich products, suppliers also want to be able to capture a wider consumer base by accommodating trends such as low FODMAP. Low FODMAP is particularly complementary because of its association with digestive health. For example, Ingredion’s Novelose 3490 is low-FODMAP certified and an easy addition to snack, bakery, and even pasta applications.

“Low FODMAP is a compelling new way for brands to deliver digestive wellness to their consumers and to capture growth in a health and wellness megatrend that’s here to stay, especially given the global pandemic,” explains Ramesh Thiyagarajan, global strategic senior marketing manager, Starch-Based Texturizers, Ingredion. “From Ingredion research, we’ve learned that mainstream consumers currently have minimal awareness of low FODMAP. However, according to the research, once they hear it supports digestive wellness, they then have high purchase interest in products with the ‘low FODMAP’ claim. ‘Low FODMAP’ becomes an immediate shorthand to support an overall digestive wellness. Manufacturers, with minimal investment in educating the consumer, can drive scalable and profitable growth in digestive wellness.”

With their digestive health benefits, certain fibers can also branch off into the burgeoning prebiotic space. “Globally, we are seeing some indication that manufacturers are directionally shifting efforts toward prebiotics. This shift is evidenced by the growth in launches with prebiotic claims since 2018,” says Carolyn Phillips, market insights manager, Ingredion. “Although [new product launches] with fiber claims still overwhelmingly outweigh prebiotic introductions, the former shows a flat growth rate.”

“Prebiotics have a lot of potential, especially as more research is developed. But in association with that research, there needs to be more consumer education about what prebiotics are and do,” adds Brewster.

Articles

Success in the nutrition bar space requires consistent quality and continued innovation, including with fiber.

Fiber competition in the nutrition bar category

Apple cider vinegar is rapidly gaining popularity in consumer health media. Online influencers are touting it as a home remedy for everything from warts to weight loss, and market research firms like Mordor Intelligence expect the global apple cider vinegar market to grow at a 5.4% CAGR through to 2024.

 But are the purported benefits of apple cider vinegar (ACV) scientifically proven? And if so, which ACV products are expected to see the most growth? Here are some of the emerging scientific findings and product sales trends in the ACV space.

Apple cider vinegar is made from fermented apples, making it rich in probiotics. Nicole Avena, PhD, (New York, NY), a research neuroscientist who studies food addiction and early-life nutrition, says that apple cider vinegar’s main role is in supporting gut health.

“We’re able to deduce that fermented products like apple cider vinegar are beneficial for gut health because of past studies on probiotics,” Avena says. “Apple cider vinegar is one of those things that has been touted as a cure-all for everything, but the biggest health benefit that I see is that it’s a probiotic.”

According to the Canadian Digestive Health Foundation, because apple cider vinegar is only loosely strained rather than extensively filtered, many of the other nutrients present in apples are also present in apple cider vinegar, including probiotic bacteria.

 study isolated 168 strains of bacteria present in apple cider vinegar,

genus have exhibited characteristics of probiotics in gene sequencing studies,

 which indicates that the bacteria in apple cider vinegar could have probiotic properties as well.

Liquid Shots Dominate, but Other Formats Grow

Rikka Cornelia, product manager for the Martin Bauer Group (Secaucus, NJ), says that apple cider vinegar is most commonly sold in liquid form and consumed directly in small amounts or diluted into other liquids. However, as more brands are entering the ACV space, this trend is beginning to change.

“We’re seeing more innovative delivery vehicles being launched due to the recent availability of powders, such as Martin Bauer Group’s unfiltered organic apple cider vinegar powder,” Cornelia says. “The most popular applications for apple cider vinegar powder are gummies and capsules.”

Brands like EBYSU Nutrition (Champlain, NY) and New Nordic (Malmö, Sweden) are now offering apple cider vinegar products in the form of vegetarian capsules and gummies. Meanwhile, Vermont Village (York, ME) is currently selling RTD apple cider vinegar shots in single-serving packets, and functional drink brand Squeeze Dried (Carlsbad, CA) offers two flavors of freeze-dried ACV powder stick packs. As the ACV market continues to grow, expect product formats to diversify further.

Source and Filtration Method Determine Quality

Avena says that quality control is an important consideration. While the fact that ACV is fermented does help to destroy some natural contaminants, she notes, consumers want to know that the product they’re buying doesn’t contain impurities.

“For brands, choosing organic apple cider is important because that allows you to eliminate a lot of impurities and mitigate problems,” Avena says. “It’s also important to consider where the apples are being harvested. If they’re coming from the United States or from another country with high standards, and if they’re coming from an organic farm, that’s helpful because consumers can take confidence in that. And certainly, the filtration process is important.”

Consumers perceive apple cider vinegar to be natural, familiar, and pure, Avena notes, but the products on the market don’t always meet consumer expectations regarding quality. One 2005 product testing study carried out in response to a report of an adverse event involving apple cider vinegar tested eight tablet brands for pH level, component acid content, and microbial growth. The study authors found that pH level, acid content, and tablet size varied widely across brands. They also found that several products had inaccurate labels, made inconsistent dosing recommendations, and touted unsubstantiated health claims. The study concluded that the quality of the products tested is questionable.

 For brands seeking to offer ACV products, quality control, substantiation of health claims, and product standardization should be important priorities.

ACV Products Can Vary in Acid Type and Concentration

Cornelia says that spiking can introduce other acids and compounds into apple cider vinegar products, including non-naturally derived acids. She notes that common assay methods are not enough to validate the integrity of apple cider vinegar products. A more robust identity testing process is needed for ACV that includes full testing of both the source vinegar and other ingredients.

“Common titration methods don’t provide specific enough data to differentiate which acids are actually in an ACV powder,” Cornelia says. “We [at Martin Bauer Group] tested a batch of apple cider vinegar powder with 9.7% acetic acid by the titration method, when, in fact, other acids were present.”

Martin Bauer Group’s analysis used high-performance liquid chromatography to determine that the sample in question contained 7.2% acetic acid. Furthermore, the chromatography test detected trace amounts of malic acid that the titration method missed. The actual acid content determined by chromatography was 7.4%, compared to the 9.7% acid content determined through titration.

Cornelia says that brands looking to do identity testing on ACV should use high-performance thin-layer chromatography (HPTLC) in addition to an HPLC assay technique to derive an accurate chemical profile of incoming raw ACV. This combination of techniques can determine whether an ACV product has been fortified with other acids.

“HPTLC is an FDA-recommended method for verifying the identity of incoming raw materials. It should be more widely used to identify and separate components of a mixture, such as vinegar, and to confirm the vinegar is actually derived from apples and not synthesized from methanol, acetaldehyde, or ethylene,” says Cornelia.

Avena says that the media hype around ACV has run ahead of the science, and further research is needed to support health claims that are often made about it. Apple cider vinegar has been promoted in consumer health media and by brands as a weight loss stimulator, a natural remedy for diabetes, a blood pressure modulator, a gut health supplement, an immune support product, and even a skincare ingredient. There are a few small-scale studies that provide a limited degree of substantiation to some of these health claims, but Avena says that there are no major research papers, no landmark clinical trials, that push ACV over the top. While consumer media has given ACV a “health halo” that has resulted in consumers using it for everything from acne to warts, Avena says the best scientific support for ACV indicates that it may have probiotic properties. Until more clinical trials have determined ACV’s actual health benefits, brands would be wise to stay within the bounds of science and position ACV responsibly.

Mordor Intelligence. “Apple Cider Vinegar Market – Growth, Trends, and Forecast (2020-2025).” Published online December 24, 2019. Accessed at: 

https://www.mordorintelligence.com/industry-reports/apple-cider-vinegar-market

Canadian Digestive Health Foundation website. Cook D. “Apple Cider Vinegar for Digestion. What’s the Deal?” Published online October 15, 2018. Accessed at: 

https://cdhf.ca/health-lifestyle/apple-cider-vinegar-for-digestion-whats-the-deal/

Stornik A et al. “Comparison of cultivable acetic acid bacterial microbiota in organic and conventional apple cider vinegar.” 

Haghshenas B et al. “Potentially probiotic acetic acid bacteria isolation and identification from traditional dairies microbiota.” 

International Journal of Food Science & Technology, 

Hill LL et al. “Esophageal injury by apple cider vinegar tablets and subsequent evaluation of products.” 

Journal of the Academy of Nutrition and Dietetics, 

ACV’s natural and uncomplicated ingredient profile has consumers saying, “How do you like them apples?”

Apple cider vinegar: The science and the trends

It’s been some time since probiotics were just “good gut bugs”; now we nurture our microbiomes in the interest of everything from improved immune and mental health to clearer, healthier skin.

 forecasted growth of $883.97 billion in the probiotic-cosmetic market over the next four years—a CAGR of more than 7%—as accelerating demand for “natural” beauty drives up sales.

But might skincare formulators be wiser to cut out the middleman (or middle microbes, as it were) and design products that deliver what make probiotics so valuable in the first place—that is, postbiotics?

After all, it’s these bioactive byproducts of probiotic metabolism—not the bacteria themselves—that effect improvements in our skin’s condition.

So perhaps that’s why Anurag Pande, PhD, vice president, scientific and regulatory affairs, Sabinsa (East Windsor, NJ), calls postbiotics “the next addition to the probiotic formulation family. Instead of using probiotic cells in skincare, we can confer benefits using the same strains’ metabolites.”

Paula Simpson, beauty-market expert and founder of Nutribloom Consulting, certainly endorses that strategy. “Postbiotics’ potential microbial-balancing, antioxidant, and immunomodulatory properties can have a positive effect on both our inner and outer health,” she says.

But while a nutrition-minded segment of the public is finally catching on to postbiotics’ role in systemic and gut health, the compounds’ relationship to glowing skin remains mainly the province of skincare and wellness professionals. As Simpson concedes, “The consumer hasn’t been fully introduced to postbiotic beauty.”

Once they are, they’ll learn that the benefits begin with the skin’s microbiome.

As Simpson explains, “The skin is the largest organ of the body and controls water and nutrient loss while also preventing infection from harmful substances that would otherwise enter it.” Probiotic microbes living on the skin—the skin’s microbiome—also protect against pathogens, participate in the immune response, and support skin metabolism.

Prebiotics help “fuel” these beneficial probiotics, and when the latter metabolize their fuel via fermentation, they create postbiotic metabolites that remain on the skin to “offer a source of nourishment, modify metabolic reactions on the skin, and help suppress the overgrowth of bacteria or other pathogens harmful to it,” Simpson says.

She classifies postbiotics into five broad types: nutrients like B vitamins, vitamin K, and some amino acids; short-chain fatty acids that help balance the gut’s pH and render it inhospitable to pathogens; bacteriocins, or naturally antimicrobial peptides that also suppress undesirable bacterial growth; carbohydrases that help probiotics digest fibers; and hydrogen peroxide, which helps squash the growth of yeasts like 

Pande adds that while each probiotic strain generates its own mix of metabolites, “these compounds can positively affect the host’s own metabolic pathways and microbiome, and yield benefits related to immunomodulatory, antimicrobial, or even antioxidant functions.”

Which explains why they’re a perfect fit for skincare. And indeed, Pande sees postbiotics’ most significant opportunities as actives in formulations that target inflammation, attenuate the signs of aging, protect against pollutants, and promote the skin microbiome itself—all of which, he says, “are people’s main skin concerns today.”

So why aren’t postbiotics making a splash at Sephora? They may be, as existing probiotic skincare formulations “already contain postbiotic ingredients as lysates or extracts,” Simpson points out. “Remember, the natural decomposition of the formulations also gives rise to postbiotics.”

Alas, we don’t know precisely which of these coincidental postbiotics actively support our skin’s health and microbiome. But that will change. As research isolates and identifies individual metabolites’ mechanisms of action, Simpson predicts, “We should see an evolving postbiotic beauty market.”

A roster of studies is already strengthening its scientific support.

 showing that three months’ application of a gel containing a postbiotic peptide improved subjects’ symptoms of alopecia areata versus placebo.

,” she continues, “showed that microbe viability isn’t essential to increasing systemic oxytocin levels in support of skin wound healing, and that the postbiotic lysate metabolite of 

 alone is sufficient to boost systemic oxytocin levels and improve wound-repair capacity.”

Pande notes that internal research at Sabinsa found its branded postbiotic ingredient LactoSporin, a metabolite of 

 MTCC5856, effective at combating skin pathogens like 

“Similarly, studies on oxidative stress led to our exploring LactoSporin’s antioxidant capacity and found it to have significant activity against inflammation and inflammatory enzymes like collagenase, which are responsible for the collagen breakdown in skin that leads to wrinkle formation,” he adds.

The team determined that the postbiotic can even induce hair growth via stimulation of hair papilla cells, and further research points to further dividends, including defense against pollutants and UV-induced skin damage. “There are quite a lot of benefits and a variety of applications, both cosmetic and nutritional,” Pande says.

Another plus for postbiotics: Unlike probiotics, they needn’t be live to be active.

Notes Pande, “While the skin’s microbiome is a target for improving its health, the use of live probiotic cells poses limitations in formulation, storage, and shelf life.”

Postbiotics, by contrast, don’t, and present a wider variety of application options, more economical dosing, and “a lack of the regulatory hurdles involved in formulating with live probiotic cells,” Pande says, adding that his company’s LactoSporin retains its efficacy through manufacturing and storage.

In fact, Simpson suggests, probiotics’ inclusion in skincare formulations “may even increase the viability, potency, and shelf life of probiotic bacteria and synbiotic formulations.” And their greater absorption, delivery, extraction, and overall suitability to cosmetic products “make them attractive and perhaps even more cost-effective ingredients to formulate with,” she says.

But just as every probiotic produces a mix of postbiotic metabolites all its own, every consumer’s skin microbiome is unique. “Thus, formulations may work differently based on individuals’ skin-microflora population, concentration, and activity,” Simpson points out. “So, product claims and consistency could be a challenge. But as industry advances, I’m sure personalized approaches to microbiome beauty will also evolve.”

Being “new arrivals,” Pande adds, “Postbiotics will have to be formulated and tested for long-term stability relative to the actives traditionally used in these categories.”

But that’s all in a day’s work for forward-thinking skincare brands that already consider microbiomal beauty—postbiotics included—the path forward. As Simpson says, “The skin microbiome is a dynamic living shield, and skincare products should work to support skin-microbiota metabolism.”

Technavio report. “Probiotic Cosmetic Products Market by Product, Distribution Channel, and Geography—Forecast and Analysis 2020-2024.” Published February 2020. 

Rinaldi F et al. “Efficacy of postbiotics in a PRP-like cosmetic product for the treatment of alopecia area celsi: a randomized double-blinded parallel-group study.” 

Varian BJ et al. “Microbial lysate upregulates host oxytocin.” 

Exploring the potential of postbiotic beauty

Postbiotic ingredients for skin health. Do they work?

The children’s nutrition market is evolving as discriminating parents educate themselves about product benefits and efficacy. In addition to wanting to give their children the best the market has to offer, parents have their own evolving consumer preferences that come into play when making purchase decisions. Today’s parents are health-conscious, highly informed, and on the lookout for innovative products with better-for-you claims and credibility. For instance, research by the National Retail Federation indicates that Millennials are parents to 50% of children

, and one 2016 Medallia Institute survey found that 75% of Millennials do extensive research ahead of a purchase

Functional ingredients and clean labels will become more important to court these picky parents. Emerging trends and ingredient developments for children’s health and infant nutrition products are driving formulators to give their portfolios another look.

“Better for You” Product Claims Matter to Parents

Today’s new parents and parents-to-be are increasingly aware of health and product claims like “non-GMO,” “organic,” “vegan,” “sustainably sourced,” “no added sugar,” and “clean label.” Tom Druke, marketing director, human nutrition and health, for Balchem (New Hampton, NY), says most parents-to-be are college-educated Millennials who value holistic health.

“Parents want to trust the supplements that they and their children are taking,” Druke says, “which is why they avoid synthetic ingredients and demand products that are responsibly sourced and supported by research. Consumers’ top priorities include no added sugars, no artificial ingredients, and ingredient transparency.”

Balchem’s branded choline ingredient, VitaCholine, is flavorless, which gives product formulators more flexibility by eliminating the need for masking ingredients. VitaCholine, which may provide children with brain health benefits, is available in a variety of formats, including capsules for prenatal supplementation, as well as gummies, powders, and drinks. VitaCholine can also be incorporated in infant formula and child-friendly foods like yogurt and cereal.

Protein-Fortified Foods Appeal to Picky Eaters

American children aren’t consuming enough protein. Ann Marie D. Craig, PhD, is the research and development director for International Dehydrated Foods (Springfield, MO). Craig notes that over 50% of boys and over 60% of girls aged 9-13 aren’t meeting their minimum recommended daily protein intake, and this number jumps to 75% among girls aged 14-18.

While consumers are looking for protein-fortified solutions, Craig says high-protein formulations designed for children also need to take taste, appearance, and familiarity into consideration. “A good way to incorporate more protein into a child’s diet is to present them with items they’re already familiar with, like muffins or pasta. Being able to ‘hide’ chicken in these items also makes for a fun experience while eating. Discerning parents no longer want to dole out snacks with no nutritional value and would welcome a healthy option that allows children to enjoy their protein.”

IDF’s branded CHiKPRO chicken protein isolate is made from all-natural chicken and is free of allergens like soy, gluten, and whey. Craig says chips and snacks are ideal formats for protein fortification and may help meet the nutritional requirements of picky eaters. IDF’s R&D Application Kitchen is experimenting with various recipes, Craig notes, to determine future possibilities for product formats.

Droppers are quickly becoming a popular delivery system for infant health products such as omega-3 docosahexaenoic acid (DHA), arachidonic acid (ARA), vitamin D, and probiotics.

DSM Nutritional Products (Parsippany, NJ) Senior Marketing Manager and Early Life Nutrition Segment Lead for North America Marlena Hidlay says that while the infant-dropper category is still somewhat small at only $30 million per year in combined retail and online sales, droppers are rapidly growing in popularity. Nielsen sales data provided to 

 by DSM shows 38% year-over-year growth in the infant-dropper category.

“DSM will launch a prototype dropper product later this year,” Hidlay notes. “It’s an infant dropper containing key nutrients for infants plus human milk oligosaccharides (HMOs). We’re seeing an increase in the number of infant formulas containing HMOs like 2’-fucosyllactose (2’FL) and lacto-N-neotetraose (LNnT).”

DSM is also developing several maternal health products. One new product line will be a series of targeted nutrition products for sleep, mood, energy, and other functions tailored for new mothers, the company says. Another product line in development is a postnatal replenishment formula in the form of a convenience product or meal replacement. Most recently, in May 2020, DSM launched its trademarked life’sDHA SF55-O200DS DHA oil, a maternal health supplement containing 550 mg/g of natural triglyceride DHA.

Immune Health a Priority in Special Cases

Immune support is a growing area of focus for infants and children. Jennifer Montgomery, regional probiotics marketing manager for DuPont Nutrition & Biosciences (New Century, KS), says the first two years of life are a critical period of microbiome development. Infants’ immune systems are influenced by a variety of factors like method of birth, antibiotic use, and whether the infant is fed formula or breast milk, which means some situations may warrant probiotic supplementation.

“There is a growing body of research into how early disruptions in the microbiome can influence a child’s likelihood of developing allergies and eczema,” Montgomery says. “Children born by caesarean start out life with a very different microbial composition. Supplementing with certain probiotic bacteria can support digestive and immune health.”

Montgomery expects consumer demand for children’s probiotics to grow in the future. DuPont says it is in the process of expanding its line of Howaru branded Premium Probiotics products and will soon launch new research into the link between probiotics and cognitive health in children. Additionally, the Howaru line will soon offer more product formats that are easier for children to consume, such as oil drops and gummies.

Beyond immune health, probiotics are also gaining popularity for their digestive health benefits. Morgane Maillard, marketing manager for Lallemand Health Solutions (Montreal, QC, Canada), says infants and babies have specific probiotic needs relating to their unique makeup of intestinal microflora. During the first year of life, Maillard says, it’s important for infants to maintain a high proportion of 

“Parents are particularly concerned about their children’s digestive and immune health and are increasingly looking to address this concern with natural, over-the-counter nutritional supplements,” Maillard says. “Ensuring a smooth evolution of microflora from birth up to age three helps to maintain healthy gut development, which promotes healthy immune development.”

Maillard says Lallemand is working to tailor its products for specific life-stage needs. Lallemand has also adapted its product formats to be more baby-friendly, with its trademarked Expert’Biotics range of baby products coming in infant-friendly forms like drops and soluble powders. This range of products is available in single-strain or multistrain varieties and can be combined with other infant health ingredients like human milk oligosaccharides (HMO) or vitamin D.

A lot of innovation is happening in the children’s health market, with product formulations driven by health-conscious parents, children’s picky eating habits, and advancing nutrition research. Moreover, the U.S. Dietary Guidelines Advisory Committee’s 2020 Scientific Report identified several nutritional shortfalls in the diets of American children that dietary changes alone likely cannot resolve

, which will create opportunities for children’s nutrition products to fill the gap as more parents look for creative, trusted ways to meet their children’s nutritional needs.

National Retail Federation website. “NRF Study Finds Millennial Parents Shop Differently than Those from Other Generations.” Published online April 29, 2018.

Medallia website. “Millennials: Your Most Powerful Brand Advocates.” Published online 2016.

Dietary Guidelines Advisory Committee. “Scientific Report of the 2020 Dietary Guidelines Advisory Committee.” Published online July 15, 2020.

Morgane Maillard, marketing manager for Lallemand Health Solutions (Montreal, QC, Canada), says the increased stress experienced by active children and teenagers is creating demand for mental health–support products for these age groups. In response, Lallemand recently rebranded its Cerebiome ingredient, a psychobiotic formula containing proprietary Rosell Institute strains of 

The company says Cerebiome is the first Canadian probiotic to receive Health Canada approval for health claims relating to the gut-brain axis.

Choline Provides a Permanent Brain Boost?

Tom Druke, marketing director, human nutrition and health, for Balchem (New Hampton, NY), says choline has gained traction as a children’s health supplement in recent years thanks to new research into its potential brain-enhancing properties.

“Increased choline intake during the first 1,000 days of life is associated with superior docosahexaenoic acid (DHA) uptake and improved cognitive processing,” he says. “Current research is finding that these cognitive gains may be permanent, giving children a healthy head start for better stress response, memory, and processing speeds.”

DSM’s 2017 Maternal Attitude & Usage study found that mothers who formula-feed prefer infant formula products that are as close to breast milk as possible. This consumer preference has led to the rise in recent years of infant formulas enriched with human milk oligosaccharides (HMO).

Marlena Hidlay, senior marketing manager and Early Life Nutrition segment lead, North America, for DSM Nutritional Products (Parsippany, NJ), says DSM’s April 2020 acquisition of Glycom (Hørsholm, Denmark) has made DSM a leader in the “closer to breast milk” infant formula category.

COVID-19 Pandemic Gives Children’s Supplements a Boost

Like many dietary supplement categories, the children’s supplement market has experienced growing demand during the COVID-19 pandemic. 

 spoke to Francis Lau, PhD, FACN, director of science and regulatory for kids’ supplement brand OLLY, about what traction its products are seeing these days.

How does demand for children’s supplements look in the pandemic?

 The pandemic has accelerated demand for the entire VMS category, and with parents’ growing concerns for their kids during this time, demand for kids’ wellness products has naturally gone up. Immune-boosting supplements and multivitamins, in particular, have seen the biggest lifts in demand.

Which of OLLY’s products are seeing most demand?

Consumers love OLLY Kids Multi + Probiotic, as it provides parents a 2-in-1 solution for their children, and OLLY Kids Sleep for occasional sleep support.

What is your focus in terms of children and in terms of infants?

We are focusing on kids’ products—as the pandemic disrupted their daily lives, including diet and physical activities, more so than that of the infants.

Which product delivery forms are seeing most demand?

The gummy format is typically preferred for children, as it delivers on both taste and delight, and makes up over 70% of the kids’ VMS category.

What kind of scientific substantiation are parents looking for in kids’ supplements today?

It’s not always specifically about scientific substantiation; it’s a balance of various factors…OLLY formulates all of our kids’ products with scientifically supported ingredients that are both efficacious and safe for children.

How educated are parents in terms of determining which is a quality product?

We find that quality has different meanings depending on the consumer. For some, it’s premium formulations, recognizable ingredients, or brand endorsement via trustworthy sources such as wellness or medical experts, publications, or influencers. If purchasing for children, taste is particularly important, as well as proven efficacy. At the end of the day, if a supplement isn’t a good experience, then kids aren’t going to eat them. At OLLY, we want taking supplements to be something kids look forward to.

How are kids’ brands standing out today?

From on-shelf to in-hand experience, brands are introducing colorful and eye-catching packaging, offering consumer-relevant benefits and fun formats and flavors to capture new consumers. OLLY is particularly known for pioneering solution-based supplements with clear benefits to the consumer, from sleep to immunity and more.

Health-conscious parents are demanding more from children’s nutrition products, driving manufacturers to innovate.

Ingredient innovation is on the rise for children and infant nutrition products, dietary supplements

If it seems as though plant-based proteins have been the big story lately, that’s because they 

 a big story. New data from Meticulous Research

 predicts that the global plant-protein market will ride an 8.1% CAGR upward from 2019 through 2025, ultimately reaching a whopping $14.32 billion in value.

And the drivers behind that growth are, by now, no secret: Consumers increasingly view plant-based proteins as cleaner, greener, kinder, and, in some cases, even healthier choices. At a time when demand for protein is on the uptick in general, those are handy qualities to have.

But plant protein isn’t alone in having them. In fact, dairy proteins can go toe-to-toe with their plant-based brethren on all those counts. And according to category watchers, there’s room enough in the protein pool for all.

Vicky Davies, global marketing director, performance and active nutrition, FrieslandCampina Ingredients (Amersfoort, The Netherlands), is one such category watcher, and her reading of the trends tells her that plant-based is only part of the story.

“Our research shows that while the growth of veganism is grabbing headlines, more young people are choosing a flexitarian diet that lets them combine dairy and plant-based protein sources,” she says. “Plant-based is just one element of the protein picture, and we foresee this trend developing side-by-side with dairy-protein innovation.”

So does Billie Shaffer, senior director, product management, Glanbia Nutritionals (Chicago), adding that plant-based “still represents a small portion of the market and a small proportion of consumer preference for protein sources. Data suggest that dairy-based proteins are still preferred by most consumers.”

Some would even argue that dairy’s healthy halo has never shined brighter, thanks to the widespread attention that the COVID-19 pandemic has focused on the links between wellness and diet.

Notes Lindsey Ormond, RNutr, director of nutrition and research, Milk Specialties Global (Eden Prairie, MN), “The message we continue to see is that COVID has led to an increase in dairy consumption in the U.S.”

For one, dairy protein’s quality—its ability to meet the body’s needs as reflected in its amino acid composition and digestibility—is virtually unrivaled, based on such broadly used quality measures as the protein-digestibility corrected amino acid score (PDCAAS), digestible indispensable amino acid score (DIAAS), and protein-efficiency ratio (PER).

Even better, Ormond adds, “The market demand we’ve seen has shifted to new channels and ways of using dairy proteins to support health benefits like immunity.”

Indeed, immunity’s pandemic-driven popularity has increased interest in bioactive whey-protein fractions like lactoferrin and immunoglobulins, which, Ormond says, can protect against pathogens and favorably modulate gut bacteria. And the gut, she notes, “is a key part of our body’s defense system.”

Further, stress relief and relaxation—two more COVID-related wellness concerns—can improve with help from whey-protein fractions. To wit, the fraction alpha-lactalbumin is naturally rich in the amino acid tryptophan, which influences the brain’s production of serotonin. Serotonin, in turn, “influences mood and plays a key part in the sleep-wake cycle,” Ormond says.

 is a tantalizing prospect for dairy promoters. But as the industry awaits further research, it can celebrate dairy proteins’ already-established benefits, not least of which are those related to sports performance.

“The sports-performance and active-lifestyle segments continue to drive demand for proteins from milk,” Shaffer says, with whey protein being the marquee ingredient in formulation.

Whey protein’s fast, easy digestibility and “unrivaled amino acid profile”—including its rich supply of muscle-building branched-chain amino acids—produce downstream benefits that range from improved endurance and weight control to reduced post-exercise fatigue and better sleep and stress management, Ormond says. Even better, because whey proteins are so nutritionally high-quality, smaller servings can deliver superior results relative to similar servings of lower-quality proteins.

In addition to whey, casein and milk proteins also bring value to sports nutrition, thanks to similarly impressive amino acid profiles, as well as their neutral flavor and excellent stability in beverages.

And because the body absorbs the amino acids in casein and milk more slowly than it does those in whey, product developers are exploring formulation opportunities in targeted sports-nutrition formulations—think overnight-recovery applications.

“Another interesting development,” Davies adds, “is the possibility of combining whey protein and casein for endurance, rather than choosing between them.” Studies show that such blends not only yield a rapid peak in blood amino acid concentrations—similar to whey—but, importantly, sustain high amino acid concentrations later.

“This indicates that whey-plus-casein blends could stimulate improved muscle-protein synthesis,” Davies explains, “benefitting muscle mass, strength, and function—although more research in this area is needed.”

As that research progresses, a broader, and not-necessarily-so-sporty, cohort of consumers is discovering dairy proteins’ benefits, and mainstreaming the sector in the process.

“We’re definitely seeing increased demand for dairy proteins from mainstream consumers,” Shaffer says.

Ormond agrees. “Today’s consumers have changed the protein game tremendously,” she says, driving product innovations beyond the formats, flavors, and textures long popular with traditional users. “A great example is the evolution of the protein-bar market, where we see new textures and inclusions, moderate proteins levels, and alternative flavor profiles.”

Clear beverages—including sparkling RTDs, still waters, and clear ready-to-mix options—offer another evolutionary landscape, thanks to novel dairy-protein ingredients that mix into formulations with crystal clarity.

Notes Barbara Jensen, business development manager, Arla Foods Ingredients (Basking Ridge, NJ), “Many examples of creativity and innovation are emerging in the dairy-protein space,” with launches of dairy drinking yogurts and fermented drinks with a protein positioning growing globally at a 34% CAGR between 2015 and 2019, according to figures from the Innova Market Insights market research database, she says. Such applications now represent 17% of new product launches in the category.

Ormond’s even noticed consumers using protein powders in everyday cooking—from pancake mixes and banana breads to desserts and homemade smoothies. “As their knowledge of protein functions increases,” she predicts, “consumers will use dairy protein to enhance foods’ taste and texture, in addition to getting the renowned health benefits.”

Of course, using dairy protein to enhance foods’ taste and texture is what product developers have been doing for years. And the extent to which they can do so testifies to the protein-ingredient improvements that processors continue to make.

“There’s been a lot of innovation in dairy proteins in key areas critical to food marketers, product developers, and consumers,” Shaffer says. “Protein manufacturers are always seeking new ways to innovate and solve specific processing, textural, shelf life, and flavor issues.”

Fortunately, dairy proteins have a reputation for delivering appealing textures and a clean flavor compared to alternative proteins. “They’re soluble across a wide pH range, too,” Shaffer says, “making them great choices for ease in formulating. And many milk proteins can be further tailored and functionalized to, for example, withstand certain processing conditions and provide stability over a product’s shelf life.”

Adds Ormond, “We’ve also seen improved methods for creating clean-label, UHT dairy-protein beverages that reduce the need for buffering salts and stabilizers, making the finished product appealing to label-conscious consumers.”

And that’s no small matter, as “clean” credentials are an increasingly key factor in consumers’ protein purchase decisions.

Noting the “growing demand for dairy products with a healthy and ‘natural’ position,” Jensen points to Arla Foods Ingredients’ organic MicelPure micellar casein isolate (MCI)—launched this year—as not only the company’s first organic product, but the first organic MCI on the market, she says.

Yet the notion of “clean” is expanding beyond labeling, Davies says, and “Unless clean-label values are embraced holistically, all food industries will become unsustainable.”

“This is important,” she continues, “because we know that agriculture is responsible for 24% of global greenhouse gas emissions, and that dairy accounts for just over one-tenth of that. But the reality is that all protein sources have an impact on the environment.”

Shaffer agrees, adding that a “gray area” clouds ingredient sustainability stories, with some consumers assuming that plant proteins are universally more environmentally sustainable than dairy. “But when one looks at the total supply chain,” she says, “those assumptions may not be the case.”

Why? Because the dairy industry “is making great strides in sustainability, from farm to factory,” she says.

On the farm, environmental stewardship, carbon-neutrality plans, optimized water use, and improved water quality are all common efforts. “And factories are making continuous improvements in preserving energy, recycling, and reducing water use,” Shaffer says. “Some dairy processors have established extensive sustainability programs, including transparency and traceability to the farm level, not to mention pasture-fed and organic offerings.”

FrieslandCampina’s been working with farmers and customers for 20 years to optimize water management, install solar panel and windmills, and “simply leave cows in the meadow longer,” Davies says. The payoff: The company realized the largest greenhouse-gas reduction of any dairy firm over the past five years, she says. “And there’s still a lot of work to do.”

As far as dairy proteins themselves are concerned, Ormond notes that because whey is a byproduct of cheese production, “We’re already turning something that might otherwise be wasted into highly nourishing ingredients.”

Jensen agrees. “The whole concept of whey as an ingredient is based on a circular philosophy of creating value from a byproduct,” she says. And even compared to plant proteins, you can’t get much greener than that.

Meticulous Research report. “Plant Based Protein Market by Type (Soy Protein, Wheat Protein, Pea Protein, Potato Protein, Rice Protein, Corn Protein) and Application (Foods and Beverage, Animal Feed, Nutrition and Health Supplements, Pharmaceuticals) - Global Forecast to 2025.” September 2020.

Plant proteins may allure consumers with their clean and green attributes, but dairy proteins are increasingly competing on this front, in addition to offering their own undeniable health and formulating benefits.

Dairy proteins still tell a good-news story

Americans are sedentary. That’s a fact. More than 80 million Americans, ages six and older, are physically inactive.

 stated that “the average American adult sits more than at any other time in history.”

And it’s not like we’re paying close attention to what we eat unless you’re counting those who watch as they wash down their oversized double cheeseburger with double gulps of sugary soda. Most of us take in way too many calories and go beyond the recommendations for sugar, sodium, and saturated fats.

 Obesity is pervasive, with government statistics indicating 42.8% of adults over the age of 60, 44.8% of middle-agers, and 40% of young adults aged 20-39 have the disease.

 That doesn’t even take into account the percentage of Americans who are simply overweight.

The statistics are sobering, especially when you consider that heart disease is still the leading cause of death in this country

 and that, in addition to genetics and smoking, poor diet and lack of exercise are among the contributors to heart disease. Genetics aside, this is a problem that’s preventable.

When it comes to heart health, pharmacist and author David J. Foreman sees the role of dietary supplement products focused on two areas: helping to prevent issues in the future and helping people work with their healthcare practitioners to reduce pharmaceutical dosages as a means of ameliorating the side effects of medications typically prescribed.

“These medications come with a price,” says Foreman, “and consumers don’t want to feel bad or have unwanted health outcomes due to their treatments. People are sick and tired of being sick and tired.”

Foreman, who is known as “The Herbal Pharmacist,” says in most cases “dietary supplements are not the full answer for many conditions such as heart rhythm or blood pressure” problems, but that doesn’t mean they shouldn’t have a role. In the case of other heart-related issues—using cholesterol or plaque buildup as examples—supplements can also be a preventative and can help reduce the risk of long-term damage, according to Foreman. He explains that “high cholesterol is not immediately life-threatening” and that for many people high cholesterol can be lowered in a relatively short amount of time through modifications in diet (including the right supplements) and exercise.

There are numerous supplements that are long associated with supporting heart health, including fiber, garlic, magnesium, CoQ10, red yeast rice, and omega-3 fatty acids. Foreman is particularly keen on omega-3s and is also excited about emerging research on vitamin K2, nattokinase, and black seed oil. (Full disclosure: Foreman is a consultant for TriNutra, an ingredient supplier of black seed oil.)

 is an annual flowering plant native to parts of Asia whose extracted black seed oil has been used for centuries to improve health, including lowering blood sugar and cholesterol levels. Thymoquinone, the main active constituent in black seeds, has antioxidant potential and is thought to be the most important component of black seeds.

Earlier this year, a non-randomized published human clinical study

 added to the research that suggests black seed oil also supports healthy blood pressure levels. The study followed 20 healthy patients for a 42-day (six week) treatment period, followed by a washout period of three weeks, then a placebo period for six weeks.

At baseline, the mean systolic blood pressure (SBP) value was 143.5 mm Hg (standard deviation (SD) = 12.6 mm Hg) and the mean diastolic blood pressure (DBP) value was 90.7 mm Hg (SD = 8.5 mm Hg). In the treatment phase, patients received 500 mg daily of TriNutra’s (Harrison, NY) trademarked ThymoQuin cold-pressed black seed oil, which is standardized to 3% thymoquinone.

During the six-week treatment period, subjects experienced a decrease of 11.2% in SBP and 12.2% in DBP. At the conclusion of the trial, after the six-week placebo phase, the mean SBP was 131.0 mm Hg (SD = 13.3 mm Hg) and the mean DBP was 77.9 mm Hg (SD = 12.1 mm Hg). The authors did note several study limitations, including a small study population and a short washout period.

According to Morris Zelkha, cofounder, TriNutra, “There are several studies supporting the functional claim that black seed oil helps to maintain a healthy blood pressure

.” He notes that the main differences between those other studies and the 2020 study was the time it took subjects to respond to supplementation and the different form of placebo. He says, “In our recent study, blood pressure began to drop starting two to four days after beginning to supplement with ThymoQuin. This is significantly better [compared] to the other recent studies, which showed benefits after two to three weeks.”

Further, Zelkha explains how the study accounted for the differences between subjects taking blood pressure medication in addition to being supplemented with black seed oil. All subjects who used blood pressure medication were separated from those who did not, and the results were then measured and reported as a whole group and as two separate groups, he says.

“While those without the medication had a more significant drop in blood pressure levels,” Zelkha says, “the patients under medication had a better response to the ThymoQuin during the washout period.” That being said, he believes there is a need for more studies that look into the effectiveness of his company’s ingredient in the context of drug interactions to better understand how the supplement and the drug work together.

Cardiovascular support is a multipronged, and multi-ingredient, market.

Nutritional Outlook Vol. 23 No. 9

Fiber competition in the nutrition bar category

Apple cider vinegar: The science and the trends

Postbiotic ingredients for skin health. Do they work?

Ingredient innovation is on the rise for children and infant nutrition products, dietary supplements

Dairy proteins still tell a good-news story

Heart health dietary supplement 2020 update

Plant-based delivery systems continue their rise in dietary supplements

Diversity needs improvement in the dietary supplement industry

FDA’s Tave outlines obstacles to dietary supplement market enforcement at CRN’s Virtual Conference

Gummy supplements: Benefits and challenges