Tailored solutions to address evolving consumer needs [Interview]

Demand for personalised nutrition is surging across the board. Growing consumer knowledge about the importance of targeted support for the gut microbiome for example is creating new opportunities in prebiotics, probiotics, and postbiotics. Interest in natural trending ingredients like protein, fibre and botanicals are also driving new tailored nutrition products.

At this year’s Fi Europe, Paula Limena, vice president of marketing, global health, and wellness at ADM will be on hand – along with her team – to help brands understand these trends and identify solutions that meet specific consumer needs.

Interest in health and wellness ingredients

“This is an interesting moment for health and wellness ingredients in general,” says Limena.  “Consumers are taking a more proactive approach to health benefits in their day-to-day foods. There have been a lot of conversations around overall wellness, with a focus on products deemed better-for-you.”

As a result, consumers are increasingly interested in natural ingredients they feel can help them maintain a particular lifestyle. There are also different patterns and practices to watch out for. Intermittent fasting for example is a trend that encompasses a range of dietary habits, including plant-based diets.  

“We can also see specific growth categories,” says Limena. “Dairy for example is a big category that is responding to consumer demand for enhanced digestive health. Demand for brain health and memory enhancing ingredients is also growing.”

Healthy ageing is another macrotrend that is only set to expand due to ageing populations and an increased focus on staying active at every life stage: the United Nations (UN) General Assembly declared 2021–2030 to be the UN Decade of Healthy Ageing. When it comes to nutrition, this means reducing sugar and salt intake, focusing on healthy ingredients such fibres, and vitamins, and taking a proactive approach to the major lifestyle changes to improve health span, favouring health-focused alternatives. This is where dietary supplements and functional food and beverages will have a great impact on active agers.

A key focus on women’s health

Women’s health concerns very much overlap with these macrotrends. Nonetheless, there is also an opportunity for formulators to drill down and focus on specific concerns. “One of these is bone health,” says Limena. “This is a key concern for women’s health across all stages of life. This need can be targeted with ingredients such as phytoestrogen, as well as combinations of vitamins D3 and K2.”

Limena and her colleagues are also seeing increased interest in personalised approaches to dealing with specific life challenges. During menstruation for example, many women experience symptoms that include bloating, which can in turn affect mood.

“What we are seeing is growing demand for specific supplements that help women in their day-to-day management of their lives,” she says.  “We created, with one of our partners, a gummy pack product that addresses issues such as satiety, bloating and fibre intake.”

Limena also points out that menopausal women will number over one billion by 2025. This is not a niche consumer group anymore. Here again, brands can target specific symptoms such as bone health, microbiome dysbiosis, hot flushes and associated stress, and ADM can help identify the most appropriate ingredients.  

Another important development is the fact that biotics are becoming part of women’s health lexicon. “We know that women are the number one demographic target audience for understanding the benefits of probiotics,” says Limena. “They are also keen to learn more about prebiotics and postbiotics.

“We recently proposed a holistic solution that combined a bioactive with probiotics. It was notable that women expressed more interest in the combined solution than the one just containing the bioactive. They want the extra benefit, and the holistic approach with bioactives that they know in combination with microbiome solutions, shows that the products have an actual holistic approach to support their microbiota.”

Target solutions for specific nutritional needs

ADM’s portfolio of ingredient solutions is designed to help manufacturers meet these needs and keep ahead of evolving trends. “A key element of our solutions is their flexibility,” says Limena. “Our prebiotics for example can very easily be integrated into any food and beverage matrix, while postbiotics for metabolic health can help brands address multiple areas of concern across global populations.”

Limena also notes that company is constantly looking to the future to ensure that industry can address evolving consumer needs. This involves looking at emerging opportunities across different regions and targeting solutions according to cultural needs.

“A good example of this is our focus on the Middle East,” she says. “We realised that we need to create a portfolio of solutions that specifically address the needs of populations across parts of Africa, Asia and the Middle East, aligning nutrition support with their cultural values and practices, that may impact their health during the holidays.”

 Certifications, such as Halal, are just the beginning of it, say Limena.  ADM’s goal is to enrich the conversation around the health and wellness benefits of our tailored solutions, and make the best out of our portfolio to support people and cultures around the globe, supporting health pathways whenever is needed.

“Ramadan, as an example, is a period of fasting and reflection, whilst it is also a celebration of food. Consumers have specific needs when they break their fast in terms of satiety, glucose spike management, triglycerides support, and mental focus. At ADM, we are ready to deploy those conversations and innovate with brands on dietary supplements and functional food and beverages to ensure our clients may access the best-in-class ingredients to deliver the values and attributes that resonate with their audience. “