The functionalisation of food is no longer a niche market that major brands and manufacturers can ignore. Post-pandemic, consumers are not only more interested but also more knowledgeable about what they put in their bodies.

Novonesis will be at this year’s Fi Europe to discuss these key market opportunities, and to help brands formulate strategies that enable them to meet evolving consumer demand within functional foods. Novonesis, which means ‘a new beginning’, is a leading biosolutions supplier and is the result of a combination of Chr. Hansen and Novozymes finalised earlier this year.

Delivering what consumers want

“There is increasing awareness about the gut microbiome, as well as increasing awareness about how to boost overall health through diet and lifestyle changes,” says Julie Broedreskift, head of Novonesis’ functional foods’ business unit. “Busy lives mean that convenience often plays an important role, so people are looking for healthier alternatives on the go.”

With the increased awareness on the link between the microbiome and overall health consumers are requesting unique and targeted solutions that address specific health areas, also in newer categories like mental wellness and healthy ageing.

“Consumers are increasingly looking for foods that deliver specific health benefits in addition to nutrition and taste,” says Kristine Weirum, head of applied r&d at Novonesis functional foods. “However, consumers in different regions are looking for different solutions, and this can be challenging.”

How to tap into these opportunities

For functional ingredient producers, tapping into these opportunities means having access to relevant consumer data, awareness of evolving needs, and an ability to communicate functional benefits in a way that resonates with the consumer.

“You might have technical solutions that can solve the challenges of the consumer or meet their needs,” says Weirum. “But you still need to be able to explain the science behind your product, and ensure that consumers have enough trust in your solutions to want to buy them.”

Another key challenge that will be discussed at Fi Europe is an understanding of volatile consumer trends. These can result in rapidly changing demands for different types of solutions. “Where to place your bets becomes a challenge for producers,” says Broedreskift.

Applying targeted biosolutions

At Fi Europe, Novonesis will also address the kinds of biosolutions that can be applied to create targeted functional ingredients. Formulators need to ensure that any technology selected for a particular product is compatible with standard parameters in the food industry, such as high moisture and temperature environments.

“The assessment of the right food application for a selected technology, including finding the right regional or even local fit between technology and application is absolutely crucial,” says Weirum. “‘Fit for food’ technologies will be those that maintain their efficacy even in harsh application environments.”

Ultimately, functional foods are gaining increasing global attention, both in the scientific as well as the consumer world. Publications on the gut microbiome, as well as specific functional foods, are beginning to slip into the mainstream. This is likely to continue to drive the market. 

“We believe the time is more mature than ever for the functional foods category to gain strong foothold in the market,” says Broedreskift. “Suppliers of functional ingredients will succeed if they manage to combine strong application expertise, solid scientific backing and an extensive understanding of the strongest and most trending consumer needs and challenges.”