Eating for wellness: Meeting consumer needs with plant-based and better-for-you solutions

27 Sep 2023 --- The food industry is addressing the challenges and opportunities of sourcing, processing and distributing their products sustainably and ethically. They are also responding to the growing consumer demand for plant-based and wellness-oriented solutions, such as non-GMO soy, probiotics, sugar reduction and personalized nutrition.

Companies are also exploring new areas of innovation and product development to meet consumers’ nutritional needs and preferences. 

Representatives from a range of companies talk to Food Ingredients First about how they leverage their consumer intelligence teams, market research and supplier partnerships to offer solutions in areas such as sodium and fat reduction, gut health, positive nutrition and plant-based alternatives.

Sourcing challenges
Midey Gonzalez, global innovation director, modulation at IFF, explains that in sourcing, processing and distributing its food products, they encounter challenges and opportunities with a focus on minimizing environmental and social repercussions. 

“One significant opportunity lies in optimizing our supply chain to ensure that raw materials and production facilities are near where the ingredients will be utilized.” 

ADM works directly with farmers to adopt advanced farming practices that help reduce emissions, sequester carbon into the soil and protect water quality.

“We help our customers deliver on consumers’ evolving needs and preferences through our quality ingredients derived from natural sources – including plant proteins, wholesome ingredients, botanicals and more,” says June Lin, global VP of marketing, health & wellness at ADM.

Minimalistic, short, supply chains can help reduce carbon emissions. This comes at a time when conscientious consumption is driving consumers’ purchasing decisions. 

“Many consumers are seeking out quality ingredients and aim to purchase foods and beverages that reflect their values, both nutritionally and environmentally, while also gravitating toward ingredient labels they deem as ‘closer-to-nature,’ featuring claims like non-GMO, organic, vegan, plant-based and gluten-free.” 

She details that plant-based and wholesome ingredients, in particular, are capturing consumers’ attention and are growing in importance. 

Future initiatives
Lin adds that ADM is seeing increased calls for locally sourced ingredients and non-GMO solutions – particularly in the alternative protein space. 

“We continue to invest in new capabilities and facilities that support desires for local sourcing, in addition to supporting dietary diversity through more availability to quality plant protein sources.”

“For example, we expanded our non-GMO soy capabilities in Europe, including advancing capacity at our Straubing, Germany facility and acquiring SojaProtein in Serbia, where we opened a new extrusion facility.”

“We also recently announced the opening of our new Protein Innovation Center in Decatur, Illinois.” Plus, launched this year, we have new textured pea protein ingredients grown, sourced and produced in Europe and non-GMO. Moreover, earlier this year, we opened a more than US$30 million microbiome production facility in Valencia, Spain.

Meanwhile, IFF is developing new technologies in response to the growing demand for wellness-oriented solutions.

“One notable solution is IFF Flavorfit, a versatile portfolio designed for sugar reduction and taste modulation,” Gonzalez says.

According to the business, the technology addresses various sugar reduction modulation needs, from allowing a cleaner and more natural sweetness to masking off-notes in products with artificial sugars and even enhancing fullness and texture when it comes to mouthfeel, particularly in dairy and beverages.

“Another innovation milestone within the wellness space at IFF is finalizing our IFF Digital Health app for customer demonstration. The end goal of this prototype is to show how brand owners can offer personalized wellness solutions to consumers, providing them with convenient access to healthy food and beverage options and behavioral coaching, thereby increasing the chance of positive lifestyle changes.” As consumers become more health-conscious, they are increasingly drawn to foods that are made from plants.

Keeping up with trends
According to Victoria Black, application development specialist at Foodology by Univar Solutions, the company uses many different resources to keep up with the latest trends and developments in nutrition, health, and wellness fields, from leveraging consumer insights and market research to staying abreast of trends on social media and news outlets. 

In the same vein, IFF remains “at the forefront of nutrition, health, and wellness,” using its proprietary trend & foresight tool, Panoptic, to study and identify the most impactful shifts and dynamics affecting the industry’s short-, mid-and long-term future.

“The Panoptic tool unites synergetic disciplines of trends, consumers and market experts across the entire IFF organization. Through this, we can generate intelligence and insights to inspire and drive future-proof creation and innovation for growth,” Gonzalez explains.

Lin from ADM says that the company’s work is “fueled by the overarching macro trends” driving demands for nutrition together with health and wellness, including food security, health and well-being and sustainability. 

“Through our global knowledge network and supply chain, we align our portfolio and capabilities to these macro trends and are continuously looking for next-generation opportunities, partnerships and investments to bring new solutions and technologies to the fore,” she details.

2023 concepts
Black from Univar explains that in 2023, Foodology by Univar Solutions launched its “Wholesome Cravings” campaign, “all about consumers and formulators indulging in favorite bakery, snacks, dairy and beverages while using healthier, more nutritious ingredients.”

“Our Wholesome Cravings concept aims to inspire manufacturers to incorporate well-chosen, functional ingredients such as prebiotics, fibers, proteins, and sodium alternatives into bakery, dairy, and beverage products to deliver an improved nutritional profile. This also includes promoting gut and immune health,” she details. 

Moreover, in tandem with its Wholesome Cravings campaign, the Foodology by Univar Solutions team at the Chicago Food Solution Center has also launched finished food prototypes, such as prebiotic dietary fiber gummy dots and indulgent reduced sugar double chocolate chip muffins.

Shoppers are gravitating toward ingredient labels they deem as ‘closer-to-nature.’“Some exciting new areas we are focusing on include sodium and fat reduction solutions, improved gut health, and positive nutrition,” she underscores.

IFF has launched concepts this year that focus on acrylamide reduction, fiber enrichment, plant-based alternatives and sugar reduction. 

 Meeting nutritional needs
Gonzalez of IFF explains that the company’s portfolio of ingredients and solutions is tailored to the increasing demand for health-focused food and beverages.

She says these solutions are backed by clinical studies that showcase their benefits in areas like metabolic health, cognitive function and overall performance.

“We’ve assembled dedicated consumer intelligence teams to stay ahead of the curve. They dig deep into consumer insights and market trends, which our market experts then analyze. These insights inspire and drive future-proof innovation, ensuring our offerings resonate with consumers.” 

“For example, nearly 70% of food and beverage companies have reduced sugar content in their products and sugar levels have decreased by almost 10% in the past three years, so the industry is clearly evolving.” 

“Knowing this, we can take a strategic approach to sugar reduction, one that doesn’t sacrifice the taste experience consumers crave.”

Black notes that just within the last year, Univar has launched new supplier partnerships that have enhanced its protein portfolio offerings to include a diverse selection of dairy and plant proteins, such as dairy proteins and powders from Leprino Nutrition, PurePro textured soy protein concentrates, and ICL Rovitaris textured pulse proteins. 

“Our culinary team based out of our Chicago Food Solution Center is also pivotal to inspire and support new product developments that meet the nutritional targets of our customers, suppliers, and consumers. Not only does the Foodology by Univar Solutions team develop and innovate products, but we consciously create concepts that are also good for the body with a focus on both healthy reduction (like reduced sugar, fat, and sodium) and healthy enhancement (like added protein and fiber).”

“For example, at the IFT FIRST 2023 trade show, we showcased prebiotic gummy dots, vegan bratwurst, and high protein flavored water.”

By Marc Cervera

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