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Topping $1 billion five years ago, sales reached $1.797 billion this year, and will reach an estimated $1.994 billion in 2014, according to Nutrition Business Journal. The market, for certain, is bloated.
August 19, 2013
6 Min Read
Swelling like your belly after an all-you-can eat buffet, the digestive-health market continues to grow. Topping $1 billion five years ago, sales reached $1.797 billion this year, and will reach an estimated $1.994 billion in 2014, according to Nutrition Business Journal. The market, for certain, is bloated.
Sixty to seventy million Americans are affected by digestive diseases, including chronic constipation, peptic ulcer, inflammatory bowel disease (IBD), irritable bowel syndrome (IBS), gastroesophogeal reflux (GERD) and gastrointestinal (GI) infections, according to the National Institute of Diabetes and Digestive and Kidney Diseases. This isn’t even counting the swollen masses suffering from allergies, intolerances and general indigestion. One in 133 Americans has celiac disease (according to the National Foundation of Celiac Awareness, fueling a gluten free-for-all that’s expected to reach $6 billion by 2017, according to the Institute of Food Technologies.
Probiotics continue to dominate the market (can anyone remember anything Jamie Lee Curtis did before Activia?), while an increased understanding of the brain and immune-gut connection, prebiotics and enzymes increase opportunities for sales. Heather Thompson, global marketing communication at Stratum Nutrition, a Novus Intl. business in St. Charles, Missouri, gives us her gut feeling on the market’s future.
Fi: What are your projections for growth in the digestive-health category for the coming year?
HT: Digestive health is one of the most rapidly growing categories globally. We anticipate continued double-digit growth in the sector over the next several years.
Fi: Where do you see emerging opportunities in this sector?
HT: Consumers are looking for natural, non-pharmaceutical ingredients to support their digestive health. Consumers are becoming more aware of the challenges of processed and nutrient-deficient foods.
Fi: What are the biggest challenges to this sector?
HT: Education and strong scientific support. There are so many different symptoms for “digestive issues” that people have – and the common response seems to be “IBS” from physicians. How does that help make it better? Of course it is irritable! In developing digestive-support products, the product needs to try to choose how it is addressing these various issues – it can’t simply do it all.
Fi: What’s going on in terms of ingredient science in this category?
HT: Many companies are investing in scientific studies for ingredients that have strong historical use. Stratum and Anagenix are currently performing a double-blind, placebo-controlled study on Actazin, the all-natural kiwifruit powder.
Fi: How does your ingredient fit into the overall digestive-health category?
HT: It’s a perfect fit. Actazin is a whole fruit powder with no additives or chemical processing. It has a long history of use, and the benefits from kiwi fruit’s nutritional profile, including vitamins, fiber and phytonutrients, provide exceptional support for digestive health.
SELECT SUPPLIERS
Anderson Global Group, LLC
VitaFiber
VitaFiber isomalto oligosaccharides are the premier ingredient in many of the fastest-growing nutritional-bar and beverages products in North America. In addition to being a prebiotic, unlike other fiber products, VitaFiber is soluble, has a sweet taste and has been clinically shown to cause no gastro-intestinal distress while consuming up to 60 grams per day.
949-502-4773
Irvine, California
www.andersongg.com
BioNeutra North America Inc.
VitaFiber IMO
VitaFiber IMO is a unique prebiotic fiber with inherent low-calorie sweetness that effectively promotes digestive health. Due to its excellent tolerability compared to other fibers, it is ideal for general use as well as for sufferers of IBS and other GI ailments. BioNeutra exclusively holds FDA and HC approvals.
780-466-1481
Edmonton, Alberta, Canada
www.bioneutra.ca
BENEO, Inc.
BENEO Fibres: Orafti Inulin;
Orafti Oligofructose
BENEO’s functional ingredients are derived from chicory roots, beet sugar, rice and wheat and help to improve the health, taste, texture and nutritional value of a product. Through a unique chain of expertise BENEO actively supports the development of more balanced and healthy food products.
973-867-2140
Morris Plane, New York
www.beneo.com
Capsugel
DRcaps or customize your dosage form
Capsugel’s DRcaps capsules are acid-resistant and can delay release of probiotics until the time is right. Capsugel is a global leader in innovative dosage forms and solutions for the healthcare industry. We offer a comprehensive array of products and services, from hard gelatin, liquid-filled, soft-gel, and vegetarian capsules, to formulation support and development.
888-783-6361
Greenwood, South Carolina
www.capsugel.com
Deerland Enzymes
ThioZyme®YD
Formulated to support optimal digestive-tract function by promoting a normal population of yeast, such as Candida, in the gut. The enzyme-based formula includes natural ingredients made up of peptides, essential oils and chelators.
PreforPro
A novel prebiotic that supports the growth of healthy bacteria in the gut through a mechanism that is not fiber or starch-based. PrefixPro addresses the drawbacks of typical prebiotics on the market; it’s effective in small doses (mg quantities) and works across a broad range of probiotics.
Dairylytic™
Formulated with lactase and protease enzymes, Dairylytic is a dual functioning blend designed to break down the lactose associated with intolerance, as well as make milk proteins that could cause an immune response easier to digest and absorb.
Glutalytic™
Glutalytic is uniquely designed to break down gluten proteins faster and more efficiently than traditional DPPIV supplements by attacking the peptide bonds in two ways, both from the ends and from within.
800.697.8179
Kennesaw, Georgia
www.DeerlandEnzymes.com
Flavex Naturextrakte GmbH
Ginger CO2-Extract
Ginger’s active components, the gingerols and the essential oil, have a carminative, pungent, stimulant effect and therefore can be used for antiemetic and anti-inflammatory treatments. Thanks to the adjustable selectivity of CO2-extraction, Flavex is able to deliver extracts with customized ratios of volatile flavor and pungent components.
+49 68 35 91 950
Rehlingen-Siersburg, Germany
www.flavex.com
Fruit D’Or
Cran Naturelle Organic
www.fruit-dor.ca
Gnosis USA Inc.
Saccharomyces boulardii (Biooptima ™)
Saccharomyces boulardii is a non-pathogenic yeast with probiotic properties used as a preventive and therapeutic agent for diarrhea and other gastrointestinal disorders. Supplementation may be useful for controlling diarrhea associated with antibiotic use and consumption of unusual foods while travelling. Saccharomyces boulardii colonizes the intestinal mucosa, leading to GI microflora modulation.
(215) 340-7960 x100
Doylestown, PA 18901
www.gnosis-bio.com
Lallemand Health Solutions
Lacidofil®, S.boulardii, Protecflor®, Lafti®L10
Strains : L.rhamnosus Rosell-11, L.helveticus Rosell-52, B.subtilis Rosell-179, L.brevis HA-112, L.salivarius HA-118, L.plantarum HA-119, L.acidophilus HA-122
Close to a century of probiotic expertise in the selection, development, production and marketing of probiotic strains and formulations with the Institut Rosell and Harmonium International has resulted in these latest ingredients that address antibiotic associated diarrhea, traveler’s diarrhea, IBS, gastro-intestinal well-being, and acute diarrhea.
+33 5 62 74 55 55
Montreal, Canada
www.lallemand-health-solutions.com
Maypro Industries, LLC.
BB536®
Japan’s leading clinically proven dairy-free probiotic. This proprietary strain of bifidobacterium longum is one of the most shelf stable strains in the world, with stability guaranteed from 24-48 months. Supported by close to 50 human studies, BB536 is the closest in composition to the naturally occurring bifidobacteria present in an infant’s digestive tract.
Benegut®
A patented extract of the Perilla frutescens leaf containing Vicenin 2 and rosmarinic acid shown to help normalize bowel function, maintain normal digestion and prevent and improve gut regularity. A double-blind randomized placebo-controlled study showed that 80 percent of participants reported a substantial improvement in gastrointestinal discomfort after four weeks.
914-251-0701
www.maypro.com
National Enzyme Co.
BioCore digestive-enzyme products
www.nationalenzyme.com
Stratum Nutrition
& ESM Technologies
ACTAZIN™ kiwi-fruit powder
ACTAZIN™ is a whole-fruit kiwi powder providing the nutrients of NZ green kiwifruit. The premium NZ kiwifruit is nutrient dense with natural vitamins and minerals. ACTAZIN also utilizes its whole fruit fiber, unique kiwi enzymes, polyphenols and prebiotics to help support digestive health.
888-403-5039
St. Charles, Missouri
www.StratumNutrition.com
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