Naturally Functional Foods

Gone are the days of seeking simply taste, no matter the form. Today, the consumer wants more, they want a benefit that lasts longer than a mouthful. Similarly, innovative value-added food products need to perform on a variety of levels and ‘fit’ seamlessly into a consumer’s day to day life. Food products need to deliver multiple consumer benefits such as convenience, high in protein and aligned to an authentic and ethical story.

Of all of the megatrends out there, ‘naturally functional’ continues to be the queen of all trends. Above anything else, consumers want the food and beverages they choose to provide a benefit (which they perceive) that is pure, natural and intrinsic to the food itself. Foods such as dates (natural sugar) to oats (naturally sustaining) to chia seeds (natural protein) are widely accepted by consumers as being carriers of a natural benefit and do not need scientific health claims to be communicated.

Functional foods are highly nutritious and associated with multiple health benefits. Sometimes referred to as nutraceuticals, these ingredients go beyond daily benefits but tick boxes to improve health too.

Examples include fruits, vegetables, nuts and seeds. Take turmeric for example; the Antioxidant, anti-inflammatory, and anticancer properties, improvement of brain function, and control of diabetes (Journal of Functional Foods).

“The movement towards a more whole foods/functional food diet is important for our health and wellbeing because certain whole foods contain benefits that help to fight off disease, regulate our weight, support heart health and regulate blood pressure, improve cognitive/mind function, promote healthier skin- improving our body image and energy levels.”

Byron Bay naturopath, nutritionist and founder of Preventative Health Solution, Grace Hawkins (pictured) says that the trend is gaining further popularity as a result of the pandemic creating hyper-awareness around our health and wellness and lack of it. But it is also a reflection of becoming more conscious of the environment and the whole foods movement in supporting it.

But even before 2020, consumers were fueling the US $267B trend seeking specific healthy ingredients; starting with Fibre, followed by vitamin D, calcium, nuts/seeds, and whole grains (Food Technology Magazine). Meanwhile, “fresh” remains the most sought after foods by 77% of consumers.

This month we will get to know functional foods that are gaining momentum in the food world.

SEAWEED

Seaweed has been used around the world for thousands of years with prominence in Asian diets. And while there are 10,000 species of seaweed, you may recognise varieties including nori, dulse, arame, wakame, kelp and spirulina. Seaweed contains a broad range of minerals from calcium to iron. Today, the market size is estimated to be valued at 16.7 billion with a projected compounding annual growth rate of 12.5% (Seaweed Cultivation Market). Meanwhile the benefits to the planet with cultivation requiring a small set up resulting in minimal harm to the seabed and resources. It is even providing new opportunities for small-scale fishing communities in developing countries.

Here in Australia, Dr Pia Winberg is leading the research and development as the founder of PhycoHealth, a Tasmanian startup producing seaweed infused edible goods.

 

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