Consumers driving demand for food formats
As consumers live through uncertain times, they are also challenged to follow healthier lifestyles. Despite their best intentions, consumers can struggle to stick to healthy diet plans, and this is because such eating and drinking habits are associated with compromise. This can prove a challenge for consumers, says Hughes, especially when they turn to indulgent products for moments of escapism in times of uncertainty. “As such, delivery formats need to be convenient and hassle-free so that consumers can easily incorporate products into daily diets in the long-term. This is something that the industry is responding to through convenient product formats and also promoting digestive health claims on everyday products that consumers already turn to regularly.”
There are multiple examples available. Brand owner and nutritionist, Lee Holmes, shares she is noticing the strong presence of prebiotic yoghurts in Australia while Medlin observes probiotics being added to new products, including specialised delivery formats like straws. She further considers the challenges of adding probiotics to unconventional products, noting that there are considerations related to delivering live probiotics via foods and beverages, rather than more traditional supplement formats. Bondoni adds that when the gut health links to probiotics, prebiotics and even multivitamin supplements, current innovations (but also challenges) are around microencapsulation or slow-delivery capsules for release of the bioactive in small or large intestines or colon where you notice most of the microbial activity.
Montgomery summarises that when it comes to developing probiotic products in new formats, working with a supplier that understands stability is key. Often, emerging formats require probiotic formulation expertise to ensure claims are valid through the end of the product shelf life. It's also helpful to work with a supplier that has expertise in some of the other key ingredients needed to make these new formats. “In general, we see a growing demand for probiotics in a wide range of food and beverage formats that traditionally have not been viable. These include products like kombucha, fruit juices or bars that have high water activity,” says Montgomery.
Baumann also shares: “As consumers reach for a dietary supplement, they want something easy to consume and pleasant-tasting while delivering the desired benefits for immune and digestive health and label claims such as plant-based, clean-label, etc. Our customers tell us they face various challenges when developing the next generation of supplement products addressing those preferences.” The most frequently mentioned challenges are related to ensuring the ingredients enable specific health claims like low sugar; delivering on consumer preferences for an optimal sensory experience; finding plant-based ingredients that perform as desired; developing formats that will allow better consumer compliance.
Supplement manufacturers and brand owners looking to deliver the solutions that customers desire should seek savvy ingredient suppliers to help overcome these formulation challenges. Baumann also highlights that brands have begun offering a portfolio of digestive health product formats that better address personal consumer needs and preference, such as gummies. Additionally, product developers are optimising formulations for improved swallowability to enhance patient compliance, appealing to the paediatric and geriatric populations.
Montgomery further shares: “one way formulators can tackle these challenging food and beverage applications is through the use of spore-forming probiotic bacteria, ensuring probiotic viability from formulation through product shelf life. Since many probiotic spores have a protective layer—which allows viability in conditions such as high heat, high water activity or highly acidic ingredients—they've become a more popular choice for formulators looking to develop an application with a low pH, high water activity or long shelf life. Spores like this create an opportunity for brand owners to launch products in on-trend formats such as gummies, fermented teas, bars and snacks, where conditions may not support probiotics from the more established lactic acid bacteria category.”
Looking to the future of prebiotics, Prof. Marotta predicts slow release and mini-drinks may get more spotlight in the future. Ackermann, however, expects to see more companies developing products with novel prebiotic fibres, such as permissible indulgent foods like ice creams, chocolates or crackers. Additionally, coffee offers potential to add functional ingredients, such as prebiotic fibre, allowing consumers to incorporate the supplements into their existing daily routine more seamlessly.
