BENEO-Orafti Witnesses Increased Demand for Prebiotics

Even with the implementation of a cross industry price increase (due to hikes in energy and raw material cost) during the latter part of 2007, BENEO-Orafti is encouraged by food manufacturers’ growing demand and interest in prebiotics.

07/04/08 BENEO-Orafti has said that it has witnessed increased demand for prebiotics by food manufacturers as consumer demand rockets.

Now well into 2008 BENEO-Orafti is witnessing the growing success of digestive health within the food & drink industry. Digestive health has been proclaimed the biggest segment of the functional food market, accounting for 68% of sales of approved functional foods in Europe and 64% in Japan last year. These unpredicted figures clearly highlight that the market for gut related products continues to rise.
 
Even with the implementation of a cross industry price increase (due to hikes in energy and raw material cost) during the latter part of 2007, BENEO-Orafti is encouraged by food manufacturers’ growing demand and interest in prebiotics.
 
“The price increase has not affected the demand for prebiotics as consumers are willing to pay a price premium for products with added health benefits”, says Tim Van der Schraelen, Marketing Manager at BENEO-Orafti “Manufacturers remain committed to developing well balanced food products that offer consumers additional health benefits like those related to gut health. Consumers truly understand the importance of a healthy digestive system and will spend accordingly to reap the benefits”.
 
Manufacturers of health ingredients have already submitted a large number of health claim petitions to the European Commission in preparation for the onset of the pan-European legislation. Consumer demand for digestive health products has resulted in digestive health themed petitions being amongst the largest categories submitted.
 
“At BENEO-Orafti we have submitted five health claim petitions to the European Commission for consideration”, said Wim Caers, Manager Regulatory Affairs. “These are to ensure that when Orafti inulin and oligofructose are included in functional food products the following types of claims can be made: ‘promotes a balanced microflora’, ‘promotes digestive health’, ‘increases calcium absorption’ leading to ‘increased bone strength’ (OraftiSynergy1) and ‘stimulates your body’s natural defenses’. We will continue to submit petitions as new scientific evidence becomes avaliable to support our partners.”
 
The future of prebiotics remains extremely positive, with many sectors now reaping the benefits that prebiotics have to offer. The dairy, bakery and cereals sectors continue to be the most successful with dairy accounting for nearly 50% of prebiotic products currently on the market (Source: www.innovadatabase.com). The bakery and cereal sector is also experiencing growth thanks to a number of breakfast cereal manufacturers using prebiotics as a way of promoting the “feel good factor” to the consumer, or adding extra fibre to biscuits and bread products. Latest launches include Wild Animal Crunch cereal from Kellogg’s, which is being distributed in the USA, Nestlé Choco Snack de Morango (biscuits) in Brazil and Cranberry Citrus Oat Crunch Biscuits in Canada.