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What Will Be the Superstar Ingredients of 2010?

With November already in full swing, Nutrition Business Journal is busy pondering the product, ingredient, regulatory, sales channel and other trends we believe will most impact the global nutrition industry in 2010. I’ll be sharing some of our ingredient predictions this week during a VendorWorks session sponsored by Cognis Nutrition & Health at the 2009 SupplySide West trade show in Las Vegas. The session—titled, “Media Roundtable: Ingredient Trends Hot Off the Press,”—will be held from 9 a.m. to 9:50 a.m. on Friday, November 13, in the Galileo 905 room of the Venetian & Sands Expo.

Below is a sneak peek at some of the ingredient trends likely to be discussed during this session and showcased on the SupplySide West tradeshow floor. Many of these ideas come from NBJ’s recently published 2009 Raw Material & Ingredient Supply issue—as well as from Todd Runestad, who is the science editor for NBJ’s sister publication, Functional Ingredients magazine. More 2010 ingredient trend predictions will be published in the January issue of Functional Ingredients magazine.

Immunity-support ingredients: Even though companies cannot talk about the H1N1 flu virus when talking about their ingredients or products, the current global “freak out” over the swine flu pandemic will benefit all ingredients touting immune-support properties, Runestad said. Such ingredients include antioxidants, beta-glucans and botanicals such as elderberry and echinacea.

Brain boosters: The time appears to be right for new cognitive health products, with everyone from aging Baby Boomers to stressed out professionals to parents of children exhibiting symptoms of Attention Deficit Hyperactivity Disorder (ADHD) showing growing interest in these types of offerings. Many well-known ingredients, including omega-3s, are well suited to cognitive-related products and have been scientifically studied to support everything from mood to mental clarity. In addition, the market continues to see the introduction of new branded ingredients targeted toward brain health and global conglomerates such as Nestle are investing millions into cognitive health research.

Prebiotics—what every probiotic needs: Research continues to emerge demonstrating that probiotics work better when combined with prebiotic fibers, such as fructo-oligosaccharide (FOS), inulin and galacto-oligosaccaride (GOS), said Runestad, who added that he believes GOS could be the “big winner in the year ahead.” That’s because food formulators are beginning to formulate with GOS, which also benefits from the fact that companies can make fiber claims for it.

The quest for fullness: As NBJ explored in our 2009 Sports Nutrition & Weight-Loss issue (which published in September), consumers are increasingly craving weight-management products made with proven ingredients that help them lose weight the old-fashioned way: by eating less. This quest for satiety is benefiting ingredients such as FOS and GOS and leading to opportunities for branded ingredients such as DSM Nutritional Products’ Fabuless, a new patented palm oil and oat mixture that is billed as a “natural way to feel full faster” and that is cropping up in functional yogurts and milks.

Bring on the baobob: People have been saying it’s time for ingredient sales of this African super fruit to begin blooming for a while now, but the regulatory acceptance of baobob in both the European Union and the United States is likely to finally make such predictions a reality, Runestad said. Baobab is already showing up in personal care products, as well as in “beauty from within” dietary supplements and functional foods. Alaffia makes baobab lotions and lip balms, while Korres now offers an $80 Wild Rose Face & Eye Serum that contains baobab tree extract. The ingredient, made from the African baobab tree, is packed with riboflavin, niacin, and vitamins C, A, D and E. Because it is relatively new, baobab is not backed by as much clinical research as some other super fruits.

Hemp time: “Thanks to the boom in medical marijuana dispensaries and the Obama administration saying that it won’t go after medical marijuana, I’m guessing that healthful hemp could see some benefits from its evil twin’s get-out-of-jail-free card,” Runestad said. One hemp pioneer is Manitoba Harvest, which recently launched its Hemp PRO 70, the first water-soluble hemp-protein concentrate. Each 30g serving of Hemp PRO 70 contains 21g of protein and 800mg of omega-3s.

Resveratrol boom continues: Media hype has helped to keep consumer sales of products containing resveratrol growing. According to NBJ estimates, consumer sales of resveratrol dietary supplements alone hit $30 million in 2008. ReserveAge Organics, a finished goods supplement firm specializing in resveratrol sourced from organic grapes, has taken advantage of the resveratrol boom and expanded sales by more than 300% since launching in March 2009. Of course, growing demand for products containing resveratrol, which is one of the many polyphenolic compounds found in red wine, has suppliers scrambling to keep up. According to Matt Phillips, president and COO at Cyvex Nutrition, total production volumes of resveratrol have increased more than 100% in the last year. Cyvex sells an ingredient called BioVin Advanced, which is a red wine extract that is standardized to 5% transresveratrol. BioVin Advanced sales have increased more than 150% in 2009 and are forecasted to grow another 100% next year, Phillips said.

Related NBJ links:

Ingredient Trends Likely to Help Boost Sales in 2010

2009 Raw Material & Ingredient Supply Overview

Top Product Development Trends in Healthy Kids' Market

Related Functional Ingredients magazine links:

Industry resilient, but takes its shots

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