10 Trends Shifting The Way Products Are Being Made

New Hope 360 sat down with market watchers Liz Sloane, Steve French and Doug Kalman, and toured the show floor at SupplySide West in Las Vegas in October, and came away with new insights into consumer demands that savvy companies can use to help direct their new product development efforts.

The "Free-From" Movement Marches On

The “free-from” movement has legs. What was once fat-free or sugar-free has grown to a movement of exclusion diets against unhealthy food ingredients. Lactose. Nuts. Soy. Meat. Market watcher Liz Sloane, at the SupplySide West trade show in Las Vegas Oct. 7, said free-from sales are pegged at $2.6 billion in the U.S. alone (gluten-free comprises 62 percent of that, with the millennials market making up the largest demographic segment), growing at 14 percent a year. What’s more, almost one-third of all consumers have tried some specialized diet or eating approach in the last year, she said.

How Big is Gluten-Free Really?

On gluten-free, Sloane said market estimates regarding the size of the market are all over the map, from Euromonitor pegging it at $486 million in 2013, and Nielsen saying it’s a $23 billion market. Regardless of the raw numbers, both Nielsen and Mintel (which says it’s a middle-ground $10.6 billion market) peg growth at about 16 percent a year. “But half of consumers who bought a gluten-free food or beverage did not know it was gluten-free,” said Sloane. “How do we really assess how big it is and how many people really intend on buying these products? It’s one of the most frustrating markets I’ve ever seen.” That frustration has birthed bearishness, and Sloane said the market is due for a flattening.

Will GMO Labeling Win at the Ballot Box?

In the last year, Gallup and other survey firms have inquired about the GMO issue. They found that about half of all consumers are aware of it. “And they want it labeled,” said Sloane. “Moms are instrumental in driving this.” The number of consumers indicating they would be less likely to purchase a food product if it was labeled that it contained GMOs rose from 63 percent in 2012 to 69 percent in 2013, said French, and almost one-third of consumers say they would stop buying a brand if they learned it has GMOs. That translates to significant volume declines for manufacturers – which is the big reason most mainstream brands oppose labeling. Voters will have the opportunity to weigh in on GMO labeling in the states of Colorado and Oregon come Nov. 4. It remains to be seen whether the alleged consumer desire to label it will change to don’t label it after all after consumers face the barrage of biotech-supported ads telling them their food prices will go up and their local farmers will suffer. We’ll get back to you on that after election day.

Organic = Best of the Best

The flip side of GMOs is organic. Look at it this way: GMOs represent the worst ingredient out there. Organics represent the best. So companies that label that they are GMO-free are essentially saying we don’t have the worst. But organics by definition contain no GMOs, and there is also a passel of other regulations around it vouchsafing the integrity of the entire production process around organic beyond just avoid the worst. According to 2014 unpublished data from the Hartman Group, about three-quarters of all consumers use organic, a number that is unchanged from the year prior. “Millennials and their parents have really upped their interest,” said Sloane. “Every organic category is up – dairy, breads, meats, snacks, condiments – with the exception of beverages, which is only stable at 7 percent growth.”

Transparency & Traceability

The four previous slides represent ethics that are all based on amped consumer sensitivity toward all things that are in the products they consume. In a word, transparency. “It used to be consumers accepted what was in a product. Now they want to know about what’s inside,” said Steve French, managing partner and owner of market watcher Natural Marketing Institute. “They want to know what’s inside, whether your particular product is safe and effective, and where it’s from. You get into the issue of GMOs.” Across generations, nearly seven in 10 consumers are reading labels. “This notion of transparency lends itself to the clean-label trend, which is a macro shift across many industries. Marketing loves this. R&D hates it.”

At the core of this transparency of ingredients trend is clean, minimally processed, with the finished ingredient name one that are easily read and more or less understood. What are consumers checking most? French broke it down to negative and positive items. Atop the negative list are calories, sugar, sodium and total fat. The second tier bad guys are trans fat, saturated fat, high fructose corn syrup. Only after eliminating the negative to consumers then look to the positive: fiber, protein, whole grains, vitamins, omega-3s, protein, probiotics, superfruits. The fastest-growing concerns are the big eight allergens: wheat, soy, shellfish, fish, tree nuts, peanuts, eggs, milk.

It’s also broken down by age bracket, with boomers and matures looking at the content of sugar, high fructose corn syrup, sweetener type, carbohydrates, trans fats and saturated fats, while the millennials tend to look for organic ingredients, vitamins and protein. “The closer you can get to Mother Nature, the better,” concluded French.

ADHD - Can Supplements Help?

Mothers are also driving the continued concern about their children’s mental and intellectual development and concentration in schools. We’re talking ADHD here - can supplements help? So they’re looking at both the negative and positive in ingredients. “Moms are making a strong effort to have no artificial flavors or colors (in what they buy for their children),” said Sloane. “They’re also looking for supplements like DHA to help with symptoms.”

For years, mothers (and others) have been looking for supplemental solutions to their children’s ADHD issues. While no silver bullet currently exists, research carries on. It has succeeded in identifying various lipids as well as botanicals that can help with a range of cognitive issues – not solving them but potentially ameliorating certain symptoms.

Millennials (Finally) Dig Healthy Ingredients

The big news in healthy ingredients is millennials. That age group, born between roughly 1980 and 2000, seems to be finally coming around to the natural products industry. “Five years ago I would have said millennials have not adopted health and wellness. We’ve just started to see this,” said French.

• Protein: Two of every five consumers are increasing the amount of protein in their diet, whether it’s to help increase energy, maintain muscle mass and strength or to help them manage their weight. “Consumers understand the benefits,” said French. “Consumers don’t buy the ingredient – protein – but the benefit, which is three-fold: energy, muscle, weight.”
• Omega-3s: Sure, an estimated 12 million consumers left the category in the last two years – the misguided concern about prostate health and questions about cardio veracity wiped out large swaths of the over-50 male, and young women stopped hearing the drumbeat about omega-3 benefits. But is it a stall, or are we primed for a rebuild? The national rollout of a PR campaign extolling the “always a good idea” benefits of omega-3s begins in 2015, and we expect to see momentum moving back toward consumers re-embracing the many different forms of omega-3 DHA and EPA.
• Probiotics: The market continues to grow. It was an estimated $28 billion global market in 2011, said French, and estimated to grow at 6.8% CAGR to an estimated $45 billion by 2018. While regulatory bodies to date have strived to keep claims only to digestive health, the tsunami of research on other areas of health and wellness will work to expand official approvals – contingent on science (read: dosage) related to specific strains aligning with marketing on finished products.

#GotCaffeine?

Not so very long ago, the only people looking for a boost in sports performance were serious athletes and bodybuilders. But that’s all changed now as performance has turned on office slobs and energy has become mainstream. “The whole notion of energy has transformed over the last decade,” said French. “Just one huge example is the energy shot in the convenience store. Now when you ask consumers what they’re most concerned about as they age, it’s energy. Energy to do the things I want to do.”

Fitness & The Female Market

Sports nutrition is a $5 billion annual consumer spend. Which sounds like a rich opportunity, until you consider the “fitness nutrition” world. This comprises such non-Olympic sports as using weight machines, stretching, fishing, biking, running, walking, treadmill. Heck, it even includes bowling and billiards. In fact, a person engaged in so-called fitness nutrition even has an official definition – if you are “active” for at least 151 days a year. These people – pretty much everyone this side of couch potatoes – represents a $70 billion/year market. Yeah, baby! Fitness aficionados want protein. They eat nutrition bars – and women consume more than 15 million nutrition bars every year, compared to 12.4 million men. Talk about a major opportunity to start developing nutrition products geared especially for women! Doug Kalman, Ph.D., research director at Miami Research Associates, likes a branded ingredient called KoAct – a unique combination of calcium and collagen that, research shows, increases bone mineral density in a way that is superior to either alone. “To me this makes KoAct an unbelievable ingredient that is not known enough in the market,” said Kalman. “Fifty-five percent of the bar market is females. I see a great opportunity there, not only using protein but with bone-building health.”

Custom Supplement Formats

The biggest increase in supplements intake between 2009 and 2013 is among younger consumers, said French, who have discovered that they have to take care of themselves. “They have actually increased their pill intake by one full type of product. It went from half of millennials who had taken a supplement in the last 30 days. Now it’s almost seven in 10. That’s a huge increase.”

 Of note, these younger consumers want their supplements available in forms other than pills. Polls showed that in 2009, about 30 percent of millennials wanted supplements available in a form other than pills. By 2013, that had risen to fully 50 percent. Related, when asked if they would like it available in “liquid capsules,” what was 26 percent in 2009 grew to 46 percent by 2013. That spells opportunity for marketers and manufacturers looking to target this large demographic group. One lesson here is that one size doesn’t fit all. “Don’t think you can develop a product relevant for the entire population,” said French.

[via new hope 360]

Best Herbs and Supplements for Stress Relief [Infographic]

Tired of living in the age of anxiety? Try one of these gentle, non-addictive remedies.

Chia, Hemp, and Flax: Are You Eating These Super Seeds?

The next big thing in nutrition might be these tiny seeds.

Chia, hemp, and flax … it’s been said that these tiny seeds are the next big thing in nutrition. If you’ve ever searched for a healthy smoothie recipe or healthy breakfast recipe, chances are you’ll find at least one of these seeds listed in the ingredients. So, why is there so much hype around these “super seeds” and how do we know which ones to include in our diets?

Seeds have been deemed “nutritional powerhouses” by health experts and for a good reason. It’s no wonder: seeds deliver as much protein as nuts (and in some cases more) and all three of these seeds deliver heart-healthy alpha-linolenic acid (ALA), the plant-based omega-3 fat, also found in walnuts. All three of these seeds listed below are packed with healthy oils, fiber, disease-fighting minerals and enzymes, antioxidants, and proteins. Each one of these tiny wonders has its own unique nutritional value and can be easily incorporated into just about any recipe without changing its taste or texture.

Here are 3 super food seeds that will add a nutrient-packed punch to your diet:

Chia Seeds

What is it? You may have heard of them first as the seeds that grow toy Chia pets, but chia seeds are actually an ancient super food used by Aztec warriors to increase energy and stamina on the battlefield.

Why is it good for you? In addition to being an excellent source of fiber, antioxidants, and protein, chia is very rich in omega-3 fatty acids. Integrative Nutrition visiting teacher Dr. Andrew Weil suggests they may have even more so than flax. Not to mention that this tiny seed may have over three times more calcium than milk! Chia also forms a gel when added to liquid and absorbs ten times its weight in water making it an excellent source of hydration.

Try this Chia Chocolate Tapioca Recipe for a delicious and simple way to enjoy Chia seeds. 

Hemp Seeds

What is it? Hemp seeds come from the same Cannabis species as marijuana, but don’t worry about testing positive for drugs after consuming these seeds—the minuscule amounts of tetrahydrocannabinol (THC) found in hemps seed make them perfectly safe to incorporate in your healthy diet.

Why is it good for you? Hemp seeds contain all the essential amino acids—something uncommon in plant protein sources. This means that hemps seeds are a fantastic protein supplement for people on a plant-based diet. They’re also chock-full of fiber and packed with other nutrients, such as omega-3 and omega-6, vitamin E, B vitamins and folic acid.

Start your morning off right by blending a tablespoon of hemp seeds into your oatmeal or your post-workout smoothie for an extra hit of protein and nutrition.

Flax Seeds

What is it? This seed comes from the flax plant and has been celebrated for centuries for its health benefits by people all over the world.

Why is it good for you? Flax seeds are rich in Alpha-Linolenic Acid (ALA), an essential fatty acid and powerful anti-inflammatory. Some studies show that due to their anti-inflammatory properties, flax seeds may help to prevent heart disease and reduce certain types of cancers.  They are also an excellent source of dietary fiber, lignans, calcium, potassium, and magnesium, among other nutrients. To get the most out of your flax seeds, try grinding them first—this will make them easier for you to digest and absorb all the nutrients.

Just sprinkle ground flax seeds into cereals, baked goods, smoothies, and yogurt for an extra boost of vitamins and minerals.

Which seeds do you add in your diet?

[via Wellness Today]

10 Supplements for a Good Night's Rest

When you’re caught up in the daily whirlwind called life, it can be hard to fully unwind at day’s end, which in turn makes a good night’s sleep elusive. By some estimates, 40 million Americans suffer from chronic sleep problems, and it’s no wonder. We all can name countless stress culprits: work-related pressures, relationship issues, and simply not being able to keep up with the to-do list. So you toss and turn at night, wake up tired, and then fuel your systems with caffeine, which not only puts you on edge but further interferes with getting solid shut-eye.

What’s a modern-day worker bee to do? It’s essential to learn to mindfully manage stress and create evening rituals that help you unwind, but a number of supplements can also help dial down body and brain after a hectic day.

Buffer stress. For decades, B-complex vitamins have been recognized as stress busters, in part because they provide some of the building blocks for calm-inspiring neurotransmitters, such as serotonin. Large amounts of vitamin B6 in the afternoon or evening can cause vivid, sleep-disrupting dreams, so take in the morning. In addition, omega-3 fish oils lessen anxiety, and a new study found that they can ease feelings of stress, as well.

Dose: High-potency B-complex containing 25–50 mg each of vitamins B1, B2, and B3, once daily; plus 1–2 grams omega-3s daily.

Calm down. Simply sipping a warm cup of any decaffeinated tea can relax you, but make it a cup of chamomile tea and the benefits grow. Prefer a concentrated approach? Two recent studies found that chamomile extracts reduced anxiety along with depression. (Don’t take chamomile if you have ragweed allergies.) If you need something stronger, try L-theanine, a green tea extract that boosts the activity of brain waves linked to calmer feelings and relaxation. Another option is gamma-aminobutyric acid (GABA), an amino acid and calming neurotransmitter that helps the brain filter out distractions.  Some formulas combine both L-theanine and GABA; they’re safe to take together.

Dose: Follow label directions for chamomile supplements. For L-theanine, try 50–100 mg up to three times daily. For GABA, take 500 mg one to three times daily, at least one hour apart from food.

Drift off to sleep. Melatonin, the hormone that regulates your circadian rhythm, normally increases in the evening and decreases by morning. It’s a safe sleep aid, but the effective dose varies from person to person. L-tryptophan and 5-hydroxytryptophan (5-HTP), two forms of the same nutrient, are precursors to both serotonin and melatonin. The herb valerian works well when combined with hops to help you sleep—both are mild sedatives.  Don’t take all of these supplements together. If you feel sluggish the next morning, you’ve probably taken too high a dose.

Dose: Take melatonin about an hour before bedtime, and start at a low dose, such as 250–500 mcg. Most people don’t need more than 3 mg (3,000 mcg) nightly, but a few might need 5–10 mg. For L-tryptophan, take 500–1,000 mg before bed; for 5-HTP, try 50–100 mg before bed. For valerian and hops, follow label directions for use.

Supplements to try:

Jarrow Formulas L-Tryptophan provides 500 mg of this amino acid; take on an empty stomach 30 minutes before bed.

Nature’s Way Chamomile Flowers capsules contain 350 mg of dried chamomile buds. NutriCology ZenMind recommends two capsules daily between meals, which provide 550 mg GABA and 200 mg L-theanine per dose.

Solgar 10 mg Liquid Melatonin comes with an eyedropper so you can easily take 5–10 mg (or less) before bed.

[via Delicious Living]

The Best Times to Take Vitamins and Supplements [infographic]

A lot of people understand the crucial role of vitamins and minerals play in helping the body work properly, but did you know timing can boost or diminish their effectiveness?  

Research from Healthspan, a UK vitamins and supplements supplier, makes a compelling case for paying attention to the clock when crafting your supplement routine. The company brought together a number of studies to produce this go-to guide on the best times to take certain vitamins and supplements throughout the day.  

When You Should Take Your Vitamins and Supplements?

Highlights of the research includes that there are some vitamins for which bedtime is a perfect time. For instance, calcium is a perfect example. Calcium is utilized by the body at night, and is a natural muscle relaxant thought to promote sleep. Research shows low calcium levels are associated with disturbed sleep patterns, including the lack of a deep REM sleep phase. Calcium works hand-in-hand with magnesium, which also has a calming effect on both the muscles and nervous system, and may therefore be beneficial in getting a good night’s sleep. I personally don’t use calcium and don’t really recommend you take it if you’re already eating a well-rounded diet. But magnesium is important, and you should take it before bed.

Probiotics are another supplement that can be taken as part of a bedtime regime. These ideally  need to be taken away from food to avoid interference with digestive enzymes and stomach acid. I personally don’t use probiotics unless I’m traveling, since I tend to eat lots of fermented foods when I’m at home.

For many supplements, a meal is necessary for adequate uptake by the body, and this is why you will see “take with food” on many labels. There are a group of vitamins called fat-soluble vitamins, which include vitamins A, D, E & K – these are the type of fats I personally get through using a fat-vitamin packed fish liver oil called “SuperEssentials“. These need fat in order to be absorbed, and therefore should be taken with meals that contain dietary fat.

B vitamins and vitamin C are recommended to be taken with food; in some individuals they can cause stomach acidity and mild nausea if taken on an empty stomach. B vitamins are important for the conversion of food into energy and are therefore best taken early in the day. Typically, if I need a bit of an extra kick or immune system boost during the day, I use a combination of B & C called “Lifeshotz“, and take it about an hour after breakfast.

Iron should ideally be taken on an empty stomach for maximum absorption, and away from other supplements that may affect its absorption such as calcium and vitamin E. First thing in the morning is therefore the best time. Iron supplements can cause stomach upsets in some individuals, in which case it should be taken with a light meal.

Summary

In conclusion, you can see that the timing of when you take your supplements can significantly affect the way in which your body can absorb and utilize your nutrients. While bedtime may be the most convenient option, it may be worth setting some reminders on your phone (e.g. using a Vitamin Reminder phone app) or refrigerator to ensure that you get the full benefits from your supplements throughout the day.

What are your thoughts? What supplements do you take? Do you have questions about my daily supplement protocol? Do you think supplements are a waste of time? Leave your questions, comments and feedback below the infographic!

[via New Hope 360 and Ben Greenfield Fitness]