Health is one of the twelve megatrends recently defined by the Future Institute in Frankfurt. It informs all facets of daily life and dominates entire lifestyles. “Physical well-being has grown in importance to be a key resource since the COVID-19 pandemic,” say the futurologists of the institute. Nutrition plays a central role in this. The focus is on plant-based products. “Plant-based alternatives are considered not just good for one’s own personal health, but also for the environment and the entire planet,” according to the researchers.
Various scientific studies have shown that vegetarian and vegan diets offer multiple health benefits. These include less obesity, lower cholesterol, and lower risk of type 2 diabetes and cardiovascular disease. However, an all-vegan diet brings with it the disadvantage of critical supply of certain micronutrients. Among these are vitamins B12, B2 and D, and calcium, iron, selenium, and zinc, as well as the amino acid lysine and certain omega-3 fatty acids. To prevent deficiencies, many plant-based products are fortified with micronutrients. SternVitamin takes this a step further and develops premixes that not only prevent deficiencies, but also meet certain target-group-specific needs, such as strengthening the bones, the immune system or gut health. “Customer interest in micronutrient premixes for plant-based products is growing,” notes SternVitamin Product Manager Dr Christina Mesch. “So together with our sister company Planteneers we have developed further concepts for plant-based drinks that address the current health trend.”
New oat drinks for mental power and the immune system
SternVitalityV and SternDefenceV are new to the product line. SternVitality is for a coffee oat drink with important micronutrients to support mental performance. The vitamins and minerals of the premix reduce tiredness and fatigue, and provide new energy. SternDefenceV was developed for a fruity oat drink and contains vitamins, minerals, and botanicals. B-vitamins are important for antibody synthesis and can act as immunomodulators. Sea buckthorn, vitamins B2, C and E, and the trace elements selenium and zinc protect the cells from oxidative stress, while vitamin D contributes to the growth, maturation, and activity of immune cells.
Strong bones, healthy heart
In addition to these new premix concepts, SternVitamin has also reviewed its existing premixes SternBonesV and SternHeartV and updated them in accordance with the latest science. SternBonesV is for a vanilla oat drink with a combination of vegan vitamin D3, vitamin K2 and calcium which helps maintain bone health. B-vitamins further protect the bones.
Mental stress can negatively affect vascular function and impact heart health. Since flavanol-rich cocoa has been demonstrated to improve blood flow in stressful situations and helps maintain elasticity of blood vessels, SternHeartV is incorporated into a chocolate oat drink. It contains additional vitamin K1 for vascular health and vitamin C, which improves the elasticity of the aorta and raises “good” HDL cholesterol. Meanwhile, B-vitamins contribute to a normal homocysteine metabolism, the formation of red blood cells, muscle function and a strong nervous system – likewise important for heart health.
Healthy ingredients and label transparency are more important to consumers than ever before following the COVID-19 pandemic, concludes a new global survey commissioned by the market research company FMCG Gurus on behalf of BENEO1.
The results show that across the globe consumers are becoming more conscious about their well-being – particularly immunity – as they question their vulnerability to disease and illness. They are also concerned about the environment and whether the virus’ impact has been intensified because of increased levels of environmental damage. As a result of these attitudinal shifts, consumers are looking to purchase food and drink products that increasingly promote well-being and sustain their energy in challenging times, whilst minimising impact on the environment.
Good for you and the environment
Environmental concerns have been heightened as a result of COVID-19. This is in part due to some consumers questioning whether issues such as air pollution have increased respiratory issues, making people more vulnerable to the disease. This concern is being translated into altered buying patterns, with 60 % of consumers now being more attentive to the impact that their food and drink has on the environment.
Increased focus on food and drink products that provide health benefits
Furthermore, the widespread effect of COVID-19 has also resulted in 64 % of consumers saying that they are now more conscious about their immune health. Even consumers who previously deemed themselves to have a good immune system are now questioning their vulnerability to disease and illness. This is having a direct impact on purchasing behaviour, with two-thirds (64 %) of consumers more interested in ingredients, or food and drink products, that provide protective or preventative health benefits. This trend is likely to continue being prevalent in the market for the foreseeable future.
Consumers want natural, sustained energy boosts
In these challenging times, consumers are also looking for ways to fight feelings of fatigue more naturally. In line with this, 34 % of consumers say that they are now more likely to seek out food and drink products that boost energy in a sustained and balanced way. Also, not surprisingly, consumers are looking to improve their mental well-being, with more than half (55 %) saying they are likely to opt for food and drink to boost their mood. However, formulation is key, as consumers look to avoid ingredients deemed detrimental to their long-term health in pursuit of a short-term energy boost. One opportunity arising from this is the appeal of slow-release, low-glycaemic carbohydrates such as Palatinose™ (isomaltulose), with 45 % of consumers believing such carbohydrates are better for their health.
Michael Hughes, Director of Insights at FMCG Gurus, comments: “The results of our latest consumer survey clearly show that beneficial ingredients and label transparency are now more important than ever before to consumers across the globe, as a result of the pandemic. People are exploring topics such as inner defence, staying fit and healthy, blood glucose control, as well as sustained energy and wanting to buy products with proven health benefits. BENEO is well equipped to help manufacturers tap into these key growth areas. The company’s prebiotic chicory root fibres and slow-release carbohydrate offer a range of scientifically proven health benefits that help support long-term health and can be communicated on pack.”
Myriam Snaet, Head of Market Intelligence and Consumer Insights at BENEO, explains: “As concern for the environment continues to gather pace, it is important that we all play our part in promoting sustainable business practices. At BENEO, we actively support sustainable farming, to encourage biodiversity and reduce water pollution and soil erosion. We valorize 100% of our raw material to minimise waste and have reduced our specific energy consumption by 50% over the past 30 years. Looking to the future, we aim to achieve carbon neutrality by 2050, thanks to our recent investments into upgrading and expanding our facilities.”
1Content based on FMCG Guru’s COVID-19 survey, July 2020. Eighteen countries surveyed in July 2020 [Australia, Brazil, Canada, China, Denmark, France, Germany, Indonesia, Italy, Japan, Mexico, Poland, South Africa, South Korea, Spain, UK, USA, Vietnam] and a Country Profile survey conducted across nineteen countries in January 2020.
