 predicts the global influencer marketing industry will be worth $15 billion by next year—and for good reason.

 Effective influencer campaigns can return up to $18 in earned media value per dollar spent.

to call influencer marketing “the biggest breakout star of 2020”.

To leverage influencer marketing effectively, brands need to understand what it involves and what pitfalls to avoid. Here’s a look at the influencer landscape and the key elements of influencer campaigns.

Influencers Offer Great Content, Large Audiences

Influencer marketing has specific advantages. Vivien Garnès, cofounder and co-CEO of influencer marketing agency 

 (Lyon, France), says working with influencers enables companies to raise brand awareness among new audiences. Rather than build an audience from the ground up, companies can borrow an already established audience from an influencer.

“Influencers are expert content creators whose large social media reach will boost brand visibility and product awareness,” Garnès says. “Influencers can also help brands achieve their sales goals through affiliate or promo code campaigns. Creating long-term partnerships with top-performing creators will help brands maximize their return on investment.”

Traits to Look for (and Avoid!) in Influencers

While influencer marketing’s ROI makes it an attractive strategy, Garnès cautions that not all influencers can fulfill their promises. Sorting out good influencers from bad involves digging into the influencers’ data.

“One key factor to be aware of is fake followers,” Garnès says. “Working with influencers who have a high percentage of fake followers will lower your ROI. Social media platforms are doing a lot to combat fake followers, but brands can also turn to influencer platforms that show the percentage of engaged real audiences for each influencer.”

Fake followers are one reason why a large audience isn’t necessarily ideal. Upfluence’s internal data shows that Instagram fitness influencers with fewer than 15,000 followers receive seven times more engagement than influencers with one million followers.

 Furthermore, not every influencer will be a good fit for every brand. Garnès says the right influencer is the one whose audience, niche, values, and content topics are already aligned with the company’s.

There are several free and paid tools available online for finding influencers. Upfluence’s influencer database, for instance, contains over four million influencer profiles, complete with engagement statistics, audience demographics, and each influencer’s location. Influencer marketing firms can also curate a list of qualified influencers.

After identifying an appropriate influencer, the next step is to establish contact. Garnès says this process involves emailing the influencer with a campaign brief detailing the campaign’s parameters and expectations, as well as a compensation offer. There are several ways to pay an influencer, including flat fee, revenue share, or free product. Once an offer has been made and accepted, the final step is to sign a contract.

Author’s note/legal disclaimer: The author is not a lawyer. The source is not a lawyer. The information contained in this article is general in nature and is provided for informational purposes only. It is not legal advice and should not be construed or relied on as legal advice.

Garnès says a typical influencer contract contains certain key elements: the campaign’s start and end date, the number of posts, the content format, the social media channels the influencer will use, and a publication schedule. Furthermore, he says the contract should include an FTC guidelines reminder noting that all sponsored content must be marked as paid advertisements. Garnès says other important contract details include when and how the content will be approved, who owns the content, whether the brand will reuse the content in future campaigns, and how the brand will measure the campaign’s success.

“Brands should state if they don’t want influencers working with competitors or other brands for the duration of the campaign,” Garnès says. “[The contract should also] specify the payment amount, method, and terms, as well as any information the influencer needs to submit before [receiving] payment.”

The fee to hire an influencer will vary from one influencer to the next. Factors that determine the cost of working with an influencer include the volume of content, the influencer’s audience size, and the influencer’s average engagement statistics.

Garnès says the final element of an influencer contract, apart from the date and signatures, is a performance and cancellation clause. This clause will explain how and for what reasons the contract can be cancelled, as well as what happens if the campaign performs poorly.

Influencer marketing has skyrocketed in popularity to become one of the top online advertising strategies for brands across industries. This strategy works because it leverages a preexisting audience, cultivates trust, and feels authentic. Brands that can foster genuine, productive working relationships with influencers stand to see a strong return on investment.

“Influencer Marketing: Social Media Influencer Market Stats and Research for 2021.” 

“The State of Influencer Marketing 2021: Benchmark Report.” Influencer Marketing Hub website. Publihed online February 14, 2021. 

Drenik G. “Influencer Marketing Was the Biggest Breakout Star of 2020; Why Brands That Bank In on This Trend Will Win in 2021.” 

“Industry Report: Fitness & Nutrition.” Upfluence website. Publihed online February 5, 2021. 

Articles

Dos and don’ts when working with influencers

Influencer marketing for dietary supplements: What to know before you dive in

There was a time when beef was king and vegetables were boiled to within an inch of their life. In recent decades, however, meat’s faced some negative associations with health concerns, environmental issues, and climate change. But meat-eaters worldwide aren’t putting down their steak knives anytime soon. According to one organization, people on earth still consume around 350 million tons of meat per year, and global meat consumption is estimated to reach between 460-570 million tons by 2050.

Why? Probably because meat tastes so darn good.

With only 5% and 3% of the world’s population self-identifying exclusively as vegetarians and vegans, respectively

, the plant protein market, and those who serve it, are burdened with a bunch of challenges.

Still, talk to any leading ingredient supplier tasked with encouraging the addition of plant protein to people’s diets, and what they see instead are opportunities. Those opportunities start with the notion that there’s room in the market for everyone—carnivores, herbivores, and especially omnivores.

Merit Functional Foods (Winnipeg, MB, Canada), a solutions-based food ingredients company, is a relative newcomer to the plant protein market, having stepped onto the playing field in the fourth quarter of 2019.

 Company co-CEO Ryan Bracken focuses on where the real market opportunity for growth lies: with flexitarians.

“‘Plant-based’ used to be synonymous with vegan and vegetarian diets, and that’s no longer the case,” he says. “With the rise of flexitarians—those who try to eat more plant-based foods but still consume meat and other animal-based products in moderation—we’re seeing the floodgates open when it comes to consumers making the switch to plant-based products.”

Jacquelyn Schuh, product marketing director, protein nutrition solutions, ADM (Chicago), agrees that by promoting a flexitarian lifestyle approach, brands can help ease people into more plant protein consumption by “starting small.” She suggests, “This could be offering hybrid foods or beverages that may not be purely plant-based, such as a dairy product that blends traditional dairy with plant proteins, or a black bean burger with dairy-based cheddar cheese on top.”

Yadunandan Dar, director, platform and business development, plant-based protein, U.S./Canada, at Ingredion Inc. (Westchester, IL), points to data indicating that most consumers eating plant-based products are flexitarians or people eating plant-based foods part-time for health or sustainability benefits. “This data is important, as these consumers typically substitute animal protein–based meals with plant protein–based meals, or in some cases add plant-based protein to normal meals to increase protein content,” he says.

And there’s more good news, according to Schuh: “There’s certainly room for new plant proteins in the market, as consumer demand is booming. Our research shows that consumers have a higher affinity and are willing to pay a price premium for alternative products that have more plant proteins and wholesome ingredients on the label. In the consumers’ eyes, the more plant proteins, the better.”

Aurelie Mauray, PhD, market manager for pea and new proteins, Americas, Roquette (Geneva, IL), discusses how innovation is driving further usage. “The plant-based meat market is growing rapidly, showing a proliferation of formats, textures, and flavors on store shelves.”

In February 2020, Roquette expanded its Nutralys plant protein line with a specialty pea protein ingredient that helps reduce salt in plant-based meats. According to a press release, “Beyond new tastes and new textures that allow for delicious culinary experiences, Roquette [with Nutralys L85M] will now offer its customers the ability to create plant-based meats with less salt in order to meet consumers’ demands and expectations when managing their daily sodium intake.”

Mauray advises the new ingredient is “readily available for the EU market, and we are working on geographic extension for the Americas.”

For those customers and consumers looking beyond the well-established plant proteins like pea and soy, there’s room to educate and space to innovate. Schuh says her company’s proprietary research (ADM Outside Voice) found that the type of plant protein in a product is important to 88% of global plant consumers, with 92% of U.S.-based plant consumers feeling the same way.

“While mainstream plant protein sources like soy continue to grow in popularity, options like wheat and other wholesome ingredients like chickpea, navy beans, and quinoa are expanding in global use,” states Schuh. “This is being driven in part by consumer curiosity in an expanding range of plant protein sources and variety, in addition to reaching individual nutrition goals or motivational pursuit of a ‘healthy living and healthy aging’ lifestyle.”

According to Schuh, ancient grains are also emerging solutions for alternative offerings thanks to the health benefits linked to fiber and whole grains. She shares that 66% of U.S. consumers are likely to pay more for a product with ancient grains.

Bracken is especially keen on the growth potential of canola protein, given his claim that Merit is the first-to-market in the world with its line of food-grade, non-GMO Puratein canola protein. He realizes there’s educating to be done about this innovative offering, and his company has started that process.

He says, “When you say ‘canola,’ most people—whether they’re in the industry or not—immediately think of canola oil.” But, according to Bracken, the canola oil seed contains substantial amounts of unique proteins that provide exceptional functionality. He cites two main proteins in canola as napin and cruciferin. Napin, he explains, is a highly-water-soluble albumin protein that has excellent whipping and foaming capacity, while cruciferin is a globulin with gelation and emulsification properties.

“As a new offering to the marketplace,” says Bracken, “canola protein is a white space generating a lot of excitement—especially for formulators.” Merit Functional Foods, says Bracken, has begun commissioning and producing its canola product and is excited to start collaborating with brands interested in utilizing canola protein in applications such as dairy alternatives, meat alternatives, baking and batters, and more.

There’s another reason for Bracken’s excitement. “By using canola as a source of protein, we’re creating an entirely new value-added revenue stream for growers in Western Canada, which was previously limited to the extraction and sale of canola oil.”

Ingredion’s Dar believes that innovation and development of new plant-based proteins with desirable flavor and texture characteristics are strong for target applications such as meat alternatives, dairy alternatives, and protein-enriched beverages. “Further developments include protein bases with increased consumer appeal, such as fava beans, lentils, and chickpeas,” he says.

His point about flavor and texture is well-taken, as that’s been one of the plant protein category’s main challenges.

Schuh says the same. “Beyond plant protein type, innovations around color, taste, and texture are ever-expanding and becoming more nuanced.” She adds that “Creating an alternative-protein application is like piecing together a puzzle. It’s important to see the entire picture first to help establish a game plan that will result in delicious, appealing offerings.”

Bracken agrees. “What’s critical is that plant-based products must meet the demands of consumers. No longer can there be a trade-off in taste, nutrition, or texture,” he says.

Dar is realistic when he advises that “although significant advances have been made, some barriers remain in overcoming taste and texture challenges in multiple plant-based applications.” But, he adds, “There is growing adoption of plant-based diets by more and more consumers in many types of food products, in part because of the availability of a variety of plant-based foods with significantly improved taste than was available just a year or two ago.”

ADM has been a leading supplier in this space for decades. Many recent innovations focus on solving texture challenges specific to meat alternatives, such as chicken and seafood, which are growing categories in plant-based, says Paula LaBine, marketing director for baking, milling, and starch, ADM.

Last September, ADM added two new versatile ingredients to its portfolio: a wheat protein and a textured wheat protein, both originally launched in ADM’s Prolite Line and now rebranded under ADM’s PurelyNature line. Says LaBine, “We’re thrilled with how positively our PurelyNature wheat proteins have been received since launching this fall. Our customers appreciate how easy it is to use the new wheat proteins in formulation and processing on top of addressing texture challenges to meet consumers’ expectations for plant-forward applications.” In addition, LaBine states that the products deliver the right balance of taste, texture, and functionality—factors that are important as “our research finds that while more than 70% of consumers rate protein from plant sources as healthy, taste remains the number-one barrier for purchase behavior.”

It’s not just the ingredients that are new. Innova Market Insights shared data during a webcast hosted by 

last fall that provided some snackable tidbits about the plant protein market. For example, when Innova surveyed global consumers in 2019 and asked, “Which claim do you prefer when buying alternatives to meat and/or dairy?,” six in 10 global respondents preferred the marketing term 

. Product marketing reflects this, with Innova reporting that average annual growth in global food and beverage launches with claims such as “plant-based,” “100% plant,” or “plant power” rose by a 57% CAGR between 2015 and 2019.

Innova’s data, pulled from its Innova Database, also supports the idea that plant protein innovation is moving beyond the established categories, noting growing numbers of product launches containing plant protein especially in these categories, from 2015 to 2019, in the U.S.: dairy/dairy alternatives (+21%) and supplements (+18%), not surprisingly—but also bakery (+9%), snacks (+9%), and cereals (+4%).

The Innova Database also tracked the fastest-growing plant-based proteins in global meat- and dairy-alternative product launches from 2017 to 2019 (based on those categories with 20 or more new product launches in 2019), and fava bean protein came in on top (+439%), followed by hemp protein (+369%), rice protein (+105%), and potato protein (+38%). Pea protein, already one of the most popular plant proteins, demonstrated its staying power at 67% growth.

“Consumer acceptance of plant-based alternatives lies in the sensory experience, including aroma, appearance, taste, texture, functionality, and cooking attributes,” says Schuh. ADM’s research finds that 50% of flexitarian consumers agree that meat alternatives need taste improvements, and more than 20% say that texture needs to be improved. Plus, 70% of global plant consumers report taste and nutrition as equally important.

Suppliers are stepping up to solve problems. “At ADM, we focus on enhancing a product’s entire sensory experience well before the first bite or sip is taken,” Schuh asserts.

“While early adopters of the plant-based movement may have been more forgiving of a plant-based product’s taste,” says Merit’s Bracken, “today the consumer base has significantly grown, and with that growth has come the expectation of good taste and texture and the ability to move to a plant-based diet without trade-offs.”

The good news is that with the promise of improved tastes and textures, consumers may be more willing to try new forms of plant protein.

Bracken is betting that canola protein will appeal to a broad base in broad applications. “Whether it be whipping and foaming functionality for plant-based ice creams, or gelling characteristics in plant-based burgers, canola protein offers unique functionality to provide that meat- or dairy-like experience that consumers are seeking,” he says.

For his customers, Bracken adds, “Whether reformulating or developing a new plant-based or protein-fortified beverage, our high-quality plant proteins are game-changers as a result of our proprietary extraction technology and unique purification process.”

Schuh looks to plant protein diversity as another way to move the plant protein category mainstream. She advises that formulators can help the process along by blending the lesser-known plant proteins with recognizable ones. “Our research shows,” she says, “that 68% of U.S. flexitarians prefer a blend of two or more plant proteins in meat alternatives, and 52% prefer a blend in dairy alternatives.

” As an example, her company has ingredients that combine pea protein with chickpeas or navy beans, incorporated into a wide variety of food applications.

“Plant protein blends not only boost protein content and achieve dietary diversity, but specific combinations also may help round out taste and texture,” states Schuh.

As the plant protein market continues to grow, companies are making sure they’re able to keep up with the demand through new, state-of-the-art manufacturing plants.

For example, Ingredion opened a new facility last September to manufacture pulse protein isolates and related products in South Sioux City, Nebraska. Dar says pea protein isolate and pea starch are the first ingredients being produced there because the North American market presents significant demand for both ingredients.

“Currently, the market imports most of its pea isolate and pea starch from overseas, with only very limited domestic supply. Ingredion’s U.S.-based facility will help fulfill the strong demand for a domestic supply of pulse protein isolate and starch, providing a significant improvement in supply chain as well as improved sustainability due to local sourcing and manufacturing,” Dar says.

Merit Functional Foods announced the official opening of its 94,000-sq-ft plant-protein facility in Winnipeg, Manitoba, Canada, in February of this year. According to a press release, the project is the first commercial facility in the world with the capability to produce food-grade canola protein. It will have the flexibility to also produce pea protein.

As a new company in the space, it was important to Merit to find the right location to produce plant-based proteins with a scalable operation. Winnipeg fit the bill for a number of reasons. As a Canadian company and proud founders who are Manitobans, Merit wanted to support its local community, according to Bracken.

But the choice to build in Winnipeg was also a strategic decision considering its proximity to the company’s raw materials. Says Bracken, “All of our non-GMO pea and canola are grown right here in Western Canada.” In addition, he says, “Winnipeg, Manitoba, utilizes sustainable hydroelectric power sources for water, power, and natural gas, which helped us support our project’s utility requirements, in addition to a high-quality source of water.”

Last but not least, the area provides access to skilled labor, notes Bracken, as well as plant-based food innovation support through regional universities and applied research centers.

Merit isn’t the only company keen on the benefits of Manitoba.

Roquette’s Mauray notes that in this booming plant protein market, the less-visible plant protein ingredient suppliers faced the challenge of making large-quantity protein ingredients available. Roquette answered that challenge with plans for increased capacity for pea protein with its brand-new pea-processing plant in Portage la Prairie, Manitoba. Says Mauray, “This ensures a reliable supply to North American customers.” Sometime in 2021, she advises, Roquette will have the largest capacity worldwide, having a combined pea-processing capacity of 250,000 tons of peas per year between France and Canada. According to news reports, the plant expects to be at full capacity in 2022.

“Sustainability and high-performance ingredients are our main pillars for developing new protein solutions to become the long-term leader in plant protein specialties for human nutrition and a reliable partner for our customers,” states Mauray.

“Performance-based plant ingredients are one part of successful development. Our application centers located in all major regions support product development for local customer expectations,” says Mauray. “You would be amazed at how differently plant-based burger patties can be formulated depending on where the product is to be launched.” As an example, she advises that consumer expectations for texture in a plant-based burger in the U.S. are for more firmness versus what those in the European Union are interested in.

“The market’s going to continue growing. The passion behind the adoption of more plant-based products is undeniable,” says Merit’s Bracken. “The world is hungry for change, and we’re here to make superior plant protein accessible on a global scale.”

ADM’s Schuh sees the market headed in a variety of directions as these solutions work to meet evolving consumer demands. “There will be a greater need for plant protein–forward offerings to also have additional functional claims, such as being fortified with fiber and gut microbiome–supporting ingredients,” she says. “We also anticipate new meat- and dairy-alternative formats to emerge especially as consumer desire expands beyond the bun to shellfish and shrimp, plant-based cheese, and ready-to-eat protein snacks. While new formats and greater accessibility of alternative options pop up, the consistent demand for clean and clear and shorter ingredient labels will not subside.”

Additionally, Schuh says that product developers will need to get creative when developing great-tasting products that also use fewer ingredients. “Next-generation technologies like 3D printing and protein fermentation will also be a major part of driving innovation into the future.”

Ingredion’s Dar advises there are still supply and demand challenges that need to be addressed, such as development of regional supply chains and stability of supply to positively impact the cost equation and ultimately the cost-to-serve. However, he is also optimistic about the future of plant proteins.

He says, “Eating plant-based is a long-term shift in eating habits of mainstream consumers. It is a new way to look at how to meet consumer protein needs without being disruptive to the environment. The demand for plant-based foods and ingredients is expected to continue to grow over the foreseeable future for current ingredients as well as ingredients providing new functionality and benefits over the next five to 10 years, especially as more and more consumers adopt products with improved taste and nutritional balance.”

The World Counts. “Tons of Meat Eaten Globally This Year.” Accessed at: 

www.theworldcounts.com/challenges/consumption/foods-and-beverages/world-consumption-of-meat/story

Reinhart RJ. “Snapshot: Few Americans Vegetarian or Vegan.” Gallup website. Published August 1, 2018.

Press release. “Merit Functional Foods Brings Unmatched Purity, Exceptional Taste to the Plant Protein Industry.” Issued October 10, 2019.

Press release. “Roquette Continues to Improve Plant-Based Cuisine.” Issued February 19, 2020.

Plant Protein: What’s Around the Corner

?” Presentation from Innova Market Insights on November 10, 2020, during 

Press release. “Merit Functional Foods Opens World-Class Plant-Based Protein Facility.” Issued February 9, 2021.

Heppner K. “Roquette Powers Up $600 Million Pea Protein Plant.” Realagriculture. Published January 18, 2021.

Plant protein suppliers are ramping up to meet the coming demand.

Plant Protein: Success is driven by ingredient innovation, technology advances, and keen business strategies

Weight-management ingredient sales slumped last year during the COVID-19 pandemic. SPINS data

 on the 52-week period ending November 29, 2020, show that the mainstream weight-management ingredients category contracted nearly 11%. It seems that weight loss has taken a backseat to other health concerns as the COVID-19 pandemic prompted gym closures and took fitness off consumers’ minds.

However, experts believe this precipitous sales drop should be only temporary. The weight-loss market is expected to recover somewhat when consumers are once again able to go to the gym and participate in team sports without fear of contracting a deadly virus. As vaccinations ensue, and with a return to normalcy somewhat in sight, hopes are high for longer-term growth.

Annie Eng, CEO of HP Ingredients (Bradenton, FL), says the weight-management category is beginning to show signs of uptick. “People are looking forward to being able to roam around in the warm summer weather. Shedding the extra quarantine weight will become a priority once again.”

Until the market recovers, brands still invested in the weight-management space can prepare by promoting research and development. Here’s a look at some of the new studies emerging on weight-loss ingredients. Could these innovations prime the category for success?

New weight-management ingredients are demonstrating benefits for multiple dimensions of well-being. One clinical trial

, a pilot study involving 11 overweight and obese female subjects between ages 22 and 56, examined the effects of the patented fiber-mineral blend SlimBiome on weight loss, mood, gut microbiota, and satiety.

All participants had a BMI between 25 and 35. For four weeks, all participants replaced their normal breakfast and lunch with a GoFigure shake containing 3 g of SlimBiome, a blend of agglomerated glucomannan, oligofructose, and chromium picolinate. Participants also consumed one GoFigure snack bar containing 1.5 g of SlimBiome twice per day. The subjects followed the Eatwell Guide diet, and their total caloric intake did not exceed 1,500 kcal/day.

After four weeks, participants lost an average of 1.9 kg in body mass, decreased their BMI by 0.7, and reduced their waist and hip circumference. The intervention also caused a 1.2% reduction in body fat and a significant increase in self-reported mood scores.

While this pilot study lacked a placebo group, the authors say its findings will inform a future double-blind, placebo-controlled trial on both women and men.

Stephen O’Hara, CEO of OptiBiotix Health PLC (York, UK), SlimBiome’s maker, says a growing body of evidence shows that prebiotic fibers are effective for a wide range of functions related to weight management, including promoting gut and liver health. O’Hara says there is a growing subset of products that emphasizes a wellness-first, lifestyle-driven approach to weight loss, which is a perfect fit for multifunctional blends.

“Functional dietary fibers enhance the activity of bacterial groups to produce bioactive molecules that modulate gut health,” he says. “When used alongside prebiotic fiber, they feed the health of positive bacteria to increase microbiome diversity. Adding a trace mineral like chromium to the mix then creates an action that regulates insulin.”

New research points to the potential promise of adaptogens in the weight-loss market. A 2021 randomized, double-blind, placebo-controlled clinical trial investigated the effects of Gencor’s (Irvine, CA) branded ActivAMP ingredient, a 

 extract backed by multiple studies, on body composition in overweight male and female subjects over age 18.

Subjects received either 450 mg of ActivAMP per day, or a placebo, for 16 weeks. According to the company, the yet-to-be-published study found that ActivAMP caused statistically significant reductions in body weight, BMI, total fat mass, triglycerides, TNF-alpha, and alanine aminotransferase.

Maggie McNamara, marketing director for Gencor, says that while Gencor regularly invests capital in clinically researched ingredients, some other weight-management ingredients have shown side effects that could hamper their market growth. She urges weight-management brands to invest in clinically validated ingredients free of side effects. She notes that ActivAMP is supported by two human clinical studies, an animal study, and phytochemical studies showing weight-loss and anti-inflammatory effects.

“An increasing demand for weight-loss supplements has also led to tightened regulations around product safety, manufacturing, and efficacy claims,” McNamara continues. Regulatory bodies, including FDA, continue to keep a close eye on the weight-management supplements space and are known to take action against violative companies.

Red pepper extracts and their active constituent capsaicin have long been present in the weight-management category. Recent research indicates that a proprietary ingredient could be hot in more ways than one.

A yet-to-be-published post-hoc analysis of a randomized, double-blind clinical trial found that Capsimax, a branded capsaicinoid extract, reduced body fat and fat mass by inducing thermogenesis, says supplier OmniActive Health Technologies (Morristown, NJ). Unlike generic capsaicinoid extracts, Capsimax contains concentrated forms of capsaicinoids encapsulated in OmniActive’s patented OmniBead controlled-release coating to prevent oral and gastric burning sensations, the company claims.

Kimberly Smith, chief marketing officer for OmniActive, says previous clinical trials have shown capsaicinoids may be effective at increasing metabolic rate, boosting lipolysis, and reducing caloric intake by curbing appetite. These three functions, Smith says, together form the key to weight loss.

“Capsimax has been shown to boost resting energy expenditure equivalent to 130 kcal/day,” Smith says. “It has also been associated with an increase in free fatty acid and glycerol levels in the blood, an indication of increased lipolysis. It may decrease appetite and reduce caloric intake.”

Effective weight-management strategies often rely on multifaceted approaches, including formulas that influence more than one biological pathway.

Elyse Lovett, vice president of marketing for Nutrition21 (Harrison, NY), says the company’s chromium picolinate ingredient, branded Chromax, has developed a solid research base after 25 years on the market. According to Lovett, Chromax has a more stable chemical structure and a superior absorption profile relative to some other forms of chromium, which enhances the ingredient’s bioavailability by a factor of 15.

“Weight management is a complex benefit area that requires multiple approaches,” Lovett says, “which is why you’re seeing brands pivot to targeting other aspects, like metabolic health. Chromax chromium picolinate is a highly bioavailable form of chromium supported by over 100 research studies, 35 of which are human clinical studies affirming its benefits for weight management, body composition, appetite control, insulin function, and more.”

An ingredient like Chromax offers numerous benefits. One 2018 literature review

 of weight-loss ingredients, diets, and strategies, funded by Nutrition21, found that chromium picolinate aided weight loss while preserving lean body mass. Lovett says Chromax promotes optimal insulin function, which in turn reduces caloric intake and improves carbohydrate metabolism. Recent research also shows Chromax can reduce carbohydrate cravings and has mood-lifting properties, she adds. These effects led Nutrition21 to position Chromax as a metabolic health ingredient early on in the product’s history.

The weight-management market is expected to recover when consumers once again prioritize weight loss. The category’s winners will be brands with scientifically proven ingredients as well as those that focus beyond just weight and on holistic concerns like metabolic health.

Weight-loss brands and ingredient suppliers should lay the groundwork for recovery now by investing in clinical research and seeking out safety, purity, and other certifications. When the pandemic ends, consumers will be looking for credible brands they can trust.

Polyphenol-rich ingredient improves quality of life for overweight subjects in recent study

SPINS Conventional Channel data (Powered by IRI). “Dietary Supplements (Vitamins & Supplements and Herbs & Homeopathics).” Time period: 52 weeks ending November 29, 2020. Channel: U.S. conventional multioutlet comprising grocery, drug, Walmart, mass dollar, military, and club stores. Excludes private-label brands.

Keleszade E et al. “A pilot study to assess the effect of a fibre and mineral formulation on satiety and satiation when taken as part of a calorie restriction diet in overweight and obese women.” 

Willoughby D et al. “Body composition changes in weight loss: Strategies and supplementation for maintaining lean body mass, a brief review.” 

Berry S et al. “Predicting personal metabolic responses to food using multi-omics machine learning in over 1000 twins and singletons from the UK and US: The PREDICT 1 study (OR31-01-19).” 

Ansicar F et al. “Microbiome connections with host metabolism and habitual diet from 1,098 deeply phenotyped individuals.” 

“A double-blind, randomized, placebo-controlled study to assess the efficacy of CitruSlim® on body composition as well as metabolic and hormonal factors in overweight and obese individuals.” Clinicaltrials.gov.

Romain C et al. “Sixteen weeks of supplementation with a nutritional quantity of a diversity of polyphenols from foodstuff extracts improves the health-related quality of life of overweight and obese volunteers: A randomized, double-blind, parallel clinical trial.” 

Are innovative ingredients the key to recovery?

Weight Expectations: The COVID-19 pandemic slowed weight-management supplement sales

As summer approaches and the outdoors presents an opportunity to safely mingle with family and friends (in limited numbers, of course), there is one thing we can expect to find in the cooler besides a frosty brew: a refreshing sparkling water (spiked for adults, alcohol-free for kids and teens). Sparkling water, the artist formerly known as Seltzer, has experienced quite the revival in recent years as more and more products hit the market offering unique flavors and lower calories compared to other soft drinks. What’s driving this surge?

“Marketers deserve a lot of the credit for the sparkling water renaissance,” says Ilana Orlofsky, senior marketing manager for beverage developer Imbibe (Niles, IL). “Seltzer was invented, accidentally, in the mid-1700s, and while some brands maintain the original term, marketers realized that the designation of ‘sparkling’ makes nearly anything feel more sophisticated and premium, even though in this case it’s really just semantics,” she explains. Fast-forward to today, and “many brands have positioned themselves as young, fun, inviting, sexy, and ‘Instagrammable.’ These attributes will remain relevant for years to come and continue to contribute to the growth in this category.”

Besides fun and engaging branding, sparkling waters also need enticing flavors that not only scream refreshment but also stir a sense of adventure. According to Orlofsky, based on Imbibe’s proprietary product database, citrus flavors are the most common sparkling water flavor in 2021 so far—but these are not your run-of-the-mill citrus flavors. “They include both sexier/exotic citrus flavors like blood orange, yuzu, and pomelo, and traditional true-to-fruit profiles like grapefruit and lemon/lime/lemonade,” she explains. “We also expect botanicals—which we define as herbs, spices, and floral flavors—to pick up, as they’re still underrepresented in this space, although not all work as well in a carbonated environment.”

Additional unique and refreshing flavors you can spot in the sparkling water category are ginger, basil, and orange blossom—and the list continues to grow. “Other flavors we expect to pick up in water, still and sparkling, are guava, cucumber, lemongrass, and hibiscus,” adds Orlofsky.

Part of sparkling water’s appeal is the healthy halo around water generally, its ability to hydrate, and low sugar and calorie content. Orlofsky explains that while unsweetened products are common in the water segment, in order to deliver the desirable nutritional and sensory profile, natural, non-nutritive sweeteners are important tools for formulators. Imbibe, for example, offers Pre/Sense stevia, a line of flavor maskers called NonSense, and a clean-label ingredient called SweetSense that accentuates the inherent sweetness of non-nutritive sweeteners.

These tools will be particularly important as formulators increasingly choose to fortify their water and create functional beverages. It’s an area ripe for innovation especially because advancements in nutraceutical ingredients allow for a wider range of dosage formats.

“We have seen an increase in inbound inquiries and projects for enhanced or functional water,” says Orlofsky. “We do expect that because there’s such a strong health halo around water, this will become the platform for experimentation with many of the functionals and nutrients that consumers are after.”

The digestive health category, for example, provides a great deal of opportunity as understanding of the gut microbiome increases and more consumers become aware of the many benefits of having a healthy, balanced gut flora.

A variety of innovative functional waters have already come to market fortified with both fiber and probiotics. “For gut health, there’s Hellowater with several fiber-infused SKUs, and Ocean Spray’s B1U line has an ‘I Need Rhythm’ variant with 8 g of corn fiber. The line also has a product fortified with protein, one for immunity, and one for energy,” says Orlofsky. “Karma Water has been a leader in probiotic-rich water and has a line of wellness waters with 110% daily value of seven vitamins. Huzzah, a probiotic seltzer, is a relatively new innovation especially in the non-alcoholic sector for Molson Coors.”

The energy category is also worth looking at as consumers seek healthier ways to get a boost. Natural sources of energy, such as yerba mate, L-theanine, and ginseng, continue to grow in popularity. Caffeine remains popular, and brand owners are recognizing opportunities to provide a healthier delivery vehicle for caffeine. A recent example, Orlofsky notes, is the launch by PepsiCo of Bubly Bounce, a line extension of its Bubly sparkling water, with 35 mg of caffeine.

The functional water market is rich with opportunities. Brand owners can leverage the success of the sparkling water category by building brands and products that evoke the sophistication consumers desire while also providing practical health benefits.

Sparkling water is on the rise, now with a healthy, functional twist.

Bubbling Up: The sparkling water category is growing, particularly for functional beverage applications

We’ve come a long way, baby, from when the grandaddy of sugar substitutes—saccharin—was first discovered in 1879. Saccharin wasn’t widely popularized until the 1950s when short-order cook Ben Eisenstadt and his son Marvin created Sweet’N Low tabletop sweeteners enveloped in the now-memorable pink packets. But saccharin’s journey was not an easy one, facing government bans, almost bans, and reversed bans, all due to alleged safety concerns. The artificial sweetener was joined in the market by its similarly controversy-coated competitors, including cyclamate (banned by FDA since 1969), aspartame, and sucralose, with others later joining the field.

As consumers became more concerned with questions surrounding sugar substitutes and enamored with the notion of “natural” across a number of product categories, marketers became more savvy about pushing zero-calorie, reduced-sugar, clean-label claims specifically in the sweeteners market.

Today, sweetener solutions are led by the natural plant-based sweetener stevia 

which created an alternative to the sugar substitutes of yore. Not without its own controversies, including an initially rocky relationship with FDA seemingly resolved more than two decades ago, stevia has helped drive the surge of the natural-sweeteners category thanks to companies who continue to find ways to make stevia more appealing to consumers through technologies that expand applications, reduce sugar, and improve taste.

Other companies have also developed additional appealing natural solutions, notably those using monk fruit, natural cane, and beet sugar, for example.

A Sweet Spot for Natural-Sweetener Companies

According to Global Market Insights, a global market research and management consulting company, the global natural-sweeteners market is expected to reach $12.5 billion in five years, with a 4% CAGR between 2020 and 2026.

“Governments continue to tighten regulations toward limiting sugar intake,” says Lorraine Niba, vice president of sales, North America, for Israel-based food-tech firm DouxMatok. “As a result, we’re seeing new companies entering the sugar-reduction playing field regularly as there is increased demand for solutions that can help food manufacturers reduce sugar in their formulations and ultimately limit sugar consumption at the consumer level.”

DouxMatok could be considered one of those newer companies. Cofounded in 2014 in Israel by a 96-year-old research chemist, the company started in R&D, working out of a subleased pharmaceutical research lab. But Professor Avraham Baneil was no run-of-the-mill research chemist, having spent 30 years as the managing director of Israel’s National Chemicals R&D Center, followed by his time as an industry consultant to leading sweetener ingredient companies such as ADM (Chicago), Cargill (Minneapolis), and Tate & Lyle (London). His cofounder was his son, Eran Baneil, now the company’s CEO. Today, DouxMatok is known as a global food-tech company on the move.

Fast-forward to 2020, when DouxMatok founded its flagship branded ingredient, Incredo Sugar, a real cane sugar product promising a 30%-50% reduction in sugar. Incredo Sugar earned a “Special Mention” on 

 magazine’s list of “Best Inventions of 2020.”

Niba, who joined DouxMatok from ingredients supplier Ingredion Inc. (Westchester, IL) in January of this year, explains, “Incredo Sugar spent years perfecting the commercialization of its sugar-based sugar-reduction solution, which is not a substitute, and we’re thrilled to now be talking with U.S. consumer packaged goods, foodservice, and emerging brands in the North American market about incorporating our solution into their products.”

SweeGen (Rancho Santa Margarita, CA) is another relatively recent entrant to the natural-sweeteners market, founded about a year prior to DouxMatok. Its website draws you in with mouthwatering photos demonstrating the what-could-be-options for its stevia-based ingredients, branded under the name Bestevia.

Casey McCormick, SweeGen’s director of product development, states that his company’s “ability to produce multiple [stevia] rebaudiosides with unique sensory profiles in the stevia plant is truly revolutionary in sugar reduction.” He adds, “The more rebaudiosides in our portfolio, such as Rebs B, D, E, I, M, and N, the more we can be innovative in collaborations with food and beverage manufacturers.”

In fact, late last year and earlier this year, SweeGen announced the expansion of its natural-sweetener portfolio with the commercial production of Bestevia Reb I and Reb N.

 The company announced that SweeGen has already received an FDA Generally Recognized as Safe (GRAS) “no objections” letter for its Reb I ingredient

SweeGen is expanding its ingredients’ applications, having partnered with Blue California (Rancho Santa, CA) on a new line of beverage alcohol products that doubles down on two trends of interest to consumers: reducing the sugar while improving the flavor and adding functional ingredients. The new collection is called “Don’t Worry, Be Happy,” and, says McCormick, “SweeGen’s hallmark stevia sugar-reduction platform is the key to making the beverages zero- to low-sugar.”

He adds that “each of the nine beverages varies in alcohol beverage volume (ABV), from 5% to 35%, and includes 250 mg of Blue California Specialty Ingredients’ L-TeaActive L-theanine,” an amino acid thought to promote focus, aid in a healthy stress response, and support relaxation.

At the other end of the market, age-wise, are PureCircle and Cargill, both considered to be among the godparents of stevia sweeteners.

PureCircle was first incorporated in 2001, and since then the company has maintained a focused approach to its position as one of the leading producers and innovators in the global stevia market. An April 2020 press release announced an agreement that Ingredion Inc. would acquire a controlling 75% stake in PureCircle. The press release reassured customers that “Sugar reduction is one of Ingredion’s five specialities growth platforms, and Ingredion is committed to invest in growth. Stevia is a core product for the sugar-reduction portfolio.”

The announcement not only reinforced PureCircle’s proud legacy in the stevia market but noted the intent is to expand that legacy by encouraging PureCircle to continue to bring “[its] unrivaled innovation and manufacturing expertise related to stevia.” In addition, said the press release, PureCircle will “leverage on Ingredion’s global go-to-market network, as well as its formulation expertise and broad product portfolio,” leading to “growth synergies as well as significant savings to both [PureCircle and Ingredion].”

, and Andrea Carlson, head of commercial, PureCircle, says, “The results have been strong. Our customers are responding positively to our expanded sugar-reduction toolkit and the wider and deeper formulation expertise now available to them.”

Carlson explains that the deal was the biggest news in a 12-month period for PureCircle and also included channel-approach revisions and leadership alterations. And, she says, “What hasn’t changed is our commitment to bringing the best-tasting stevia ingredients to consumers by working with food and beverage companies to help create healthful, great-tasting foods and beverages.”

Cargill is a business giant, a leader in agricultural, food processing, and industrial products and services. In the sweeteners market, its website lists six broad categories: corn, polyol, specialty, sugar, and zero-calorie sweeteners as well as sugar-reduction solutions. Cargill’s specialty stevia sweeteners are branded under the names EverSweet, ViaTech, and Truvia. Cargill is recognized for bringing Reb A stevia natural sweetener to the beverage market thanks to its partnership with Coca-Cola in 2007. The ingredient launched in 2008, branded as Truvia, was touted by the company as the first natural, zero-calorie, great-tasting sweetener.

Times and tastes have changed, yet Cargill has not wavered in its efforts to develop strong partnerships as well as stay on top of market trends.

To that end, in November 2019, the company announced a joint venture between Cargill and DSM known as Avansya.

 Carla Saunders, senior marketing manager for high-intensity sweeteners, Cargill, calls that joint venture a case of “bringing together two industry leaders to commercialize new technologies, pairing Cargill’s global footprint in sweeteners and large-scale fermentation capacity with DSM’s leading biotech know-how.”

She claims the immediate impact on the marketplace was huge. “We had a long line of customers interested in EverSweet. By partnering with DSM, we were able to bring out our first-of-its-kind, U.S.-based production facility online faster and deliver commercially viable quantities of EverSweet.”

Saunders notes that little more than a year later, “products sweetened with EverSweet are out in the marketplace, and brands are reimagining the possibilities for reduced-sugar products.” She looks forward to the partnership leading to more sweetener platforms and continued innovation.

“The big driver today isn’t all that different than [when] we started this stevia journey more than a decade ago,” says Saunders. “It’s still all about taste.”

It’s hard to imagine anyone who would disagree that taste is not a key driver for this market. In fact, it may be the key differentiator between one ingredient and the next. As palates become more sophisticated, and an increasing number of consumers consider themselves foodies, taste can make or break even a natural-sweetener ingredient.

SweeGen’s McCormick references a December 2020 Mintel analysis that advised that 58% of U.S. consumers agree that taste is one of the top three important factors when purchasing food or drink.

Says McCormick, “Flavors and taste drive purchases across all categories. While the [stevia] rebaudiosides today continue to taste better than the old generation, it’s not enough to just replace sugar in food and beverages.”

McCormick refers to a “design thinking approach” in which he says you need to look at all elements of a product when reducing sugar. “Formulating with flavors for taste modification to balance out flavor and sweetness, or texturants to round out the mouthfeel, coupled with unique stevia and other nature-based sweeteners, is very important to the overall success of product formulations,” he states.

DouxMatok also views sugar reduction as going beyond an ingredient; rather, it is a system that creates a full solution to the taste problem. The company works with a sensory market research firm, a Nielsen subsidiary, to uncover consumer insights based on utilizing the five senses, not just taste. According to Niba, “We conduct external consumer sensory market research and daily sensory tests with a professional tasting panel.” Her takeaway from the research is “not only do we deliver the sweetness levels at 30%-50% reduction compared to traditional white sugar, but consumers actually prefer” products made with the company’s ingredient.

Over at Cargill, Saunders believes the taste gap between sugar and next-generation stevia products has dramatically narrowed.

“The original stevia products were based on a single sweet component, Reb A,” she says. “Those early products struggled with bitterness and linger issues, resulting in real limits on how much sugar you could pull out of a formula. Today, we know there are dozens of sweet compounds in the stevia leaf, and they taste very different by themselves and when used in combination. Our next-generation stevia products are light-years ahead of where we started. Formulators who dismissed stevia even five years ago would be well-served to give our latest stevia sweeteners a second look.”

What Else Do Companies and Consumers Value?

“In addition to taste,” notes Saunders, “the other areas that are increasingly important to our customers and their consumers center on sustainability and traceability.”

When it comes to Cargill’s sustainability program, Saunders is proud of how comprehensive it is. “It includes a detailed agricultural standard, designed to minimize the environmental impact of production practices, as well as ethical requirements that cover worker safety and welfare and prohibit the use of compulsory, convict, or child labor,” she says.

She shares that “every spring, we meet with our growers and review those standards. Every fall, we assure compliance through an independent audit. That attention to sustainable, ethical practices extends to our manufacturing facilities, which are also audited annually by independent third-party organizations.”

And, Saunders adds, “We combine that commitment with unparalleled traceability. Every lot of stevia we sell can be traced back through our supply chain to the farmers who planted the crop and the cooperative where it was grown. These are growers we know and fields we’ve walked.”

PureCircle’s Carlson also highlights the need for sustainability and traceability. She says, “We value sustainable and ethical ingredient sourcing, which is of the utmost importance to our customers. This is why PureCircle has significantly invested in a vertically integrated supply chain. We offer our customers full confidence, integrity, and transparency with our non-GMO stevia ingredients.”

Transparency counts for DouxMatok, too. Says Niba, “We are committed to being transparent with both consumers and potential partners. Any external communications, including Incredo Sugar’s website and social media channels, will focus on that pillar of transparency and education to ensure both individuals and businesses understand the benefits of sugar reduction in the immediate and long-term.”

And no one is discounting technology. SweeGen’s McCormick credits today’s advancements in technology as improving stevia ingredients even from just a few years ago. He says his company’s zero-calorie, non-GMO, nature-based stevia sweeteners are “produced by a proprietary bioconversion process, which enables incredible flexibility and diversity in the sweeteners we can produce.”

He adds that SweeGen’s enzymatic bioconversion of stevia maximizes the efficiency of crop yield, “so we are only producing the specific rebaudiosides that we need and not generating excess byproducts that could go to waste.”

And, of course, shoppers are always, always scrutinizing the product label itself—meaning the ingredient list matters. This is where natural sweeteners have a leg up. Carlson cites Ingredion’s Atlas proprietary research when advising that “consumers across the world continue to rank the ingredient list as the most important driver when selecting packaged foods and beverages, with sugar reduction being one of the most important claims. Plant-based solutions also continue to be preferable to artificial ones, with stevia leading the way.”

“Transparency in nutritional and ingredient labels,” says Carlson, “paired with public demand to reduce the amount of sugars, and preference for simple, plant-based sweeteners, has fueled innovation with stevia leaf ingredients.”

What’s Next for the Natural-Sweeteners Market?

“Natural sweeteners have gained in popularity as consumers continue to move away from artificial sweeteners,” says Cargill’s Saunders. “Almost two-thirds of global consumers (61%) say ‘no artificial sweeteners’ is an extremely or very important statement on food and beverage labels. Nearly a third (30%) say they’d pay more for products made without them.”

As companies continue to uncover the different parts of the stevia leaf, combined with newer technology and tools, newer applications for sweeteners will follow.

Saunders advises, “Our journey with stevia is just beginning. There are more advances on the horizon, and they’re going to bring stevia to categories that previously weren’t able to fully tap into sugar reduction via natural sweeteners.”

She cites dairy as a great example. “Since we made it possible to access Reb M via our EverSweet stevia sweetener,” says Saunders, “the category has been on fire. As more tools and technology come online, tough applications like bakery may be the next space to discover stevia.”

Natural-sweetener companies are hustling to make their ingredients friendlier to use.

Nutritional Outlook Vol. 24 No. 4

Influencer marketing for dietary supplements: What to know before you dive in

Plant Protein: Success is driven by ingredient innovation, technology advances, and keen business strategies

Weight Expectations: The COVID-19 pandemic slowed weight-management supplement sales

Bubbling Up: The sparkling water category is growing, particularly for functional beverage applications

Natural sweeteners: Business developments plus ingredient innovation means exciting times ahead

Can supplement manufacturers and their research convince men to take control of their health?

Beyond the gut: Probiotics’ benefits go body-wide

Your next best idea: Mental health solutions and OTC alternatives?

Private-label wellness sales got a COVID bounce—but can it last?

Respiratory health: Can nutritional ingredients breathe life into the respiratory category?