Welcome to the healthspan era: Which functional ingredients have the biggest potential? [Interview]

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At Fi Europe, Kathryn Peters, head of industry relations at SPINS, will be answering this question and discussing the importance of nutrition within this trend.

Healthy ageing is not just about longevity. Consumers want to remain active and healthy at every stage of their life and are looking at a range of solutions to support this. There is no doubt that the experience of the Covid pandemic has strengthened this focus on health and wellbeing.

“This is a macrotrend we are seeing, particularly in US, but also globally,” says Peters. “Consumers are trying to figure out what habits they need to develop to help ensure they have a long and healthy lifespan.”

Focus on nutrition and functional ingredients

Nutrition is one component of this trend. Consumers are increasingly aware of the health impacts of some processed foods and are trying to follow a whole-foods diet to provide them with the nutrients they need.

“Consumers want their food to work harder for them,” explains Peters.  “Nutrient density has become a big topic. Consumers might be looking at the relative nutritional benefits of beans versus processed white bread. They are also interested in consuming more protein and trying to stay away from added sugar.”

Peters also notes a growing focus on functional ingredients – for example, to manage symptoms such as stress and anxiety. Adaptogens are proving very popular, while collagen and other ingredients are sought after by different age groups to tackle inflammation.

“Everyone is writing their own personalised version of what works for them, in tune with their own values and lifestyle,” says Peters.   

Adding functional ingredients with minimal processing

The challenge for formulators – and a key topic of discussion at Fi Europe – is how formulators can make these macrotrends actionable. Peters notes that there are lots of things that consumers are doing to tackle stress and anxiety, such as exercise, yoga, and getting enough sleep. There is an opportunity here for formulators to identify ingredients that complement and tie in with these activities.

“We often hear informal claims about how ashwagandha helps people to manage their stress and anxiety,” she says. “Manufacturers need to be looking out for ingredients like that.”

Another thing that formulators could be doing is looking at trends in the supplement sector. Again, Peters believes that ashwagandha is a great example here of an ingredient that can be easily added to functional products, such as cold beverages and teas. Mushrooms are another possibility. 

“Consumers want simple and whole products, but they also want these products to work harder,” she says. “If a manufacturer can easily add a natural, functional ingredient with minimal processing, then this is something that could work.”

Away from processed foods, towards whole foods

At Fi Europe, Peters intends to share examples of how products in the US are tapping into this macrotrend and identify lessons for European ingredients suppliers and manufacturers. She also intends to look at other parts of the world, to explore the variety of ingredients that manufacturers are using elsewhere.

“A key overall message of my presentation will be that food is fundamentally changing,” says Peters. “Consumers are moving away from processed foods, and back towards whole foods. Consumers are demanding more from their products, and manufacturers need to find ways of seeking out ingredients that are minimally processed and better for their health.”

The healthspan macrotrend also encompasses the beauty and self-care sectors, with consumers wanting to look and feel young and energic at every life stage. One interesting lesson from the beauty sector is that consumers prioritise premium brands and are unwilling to cut corners.

“This underlines the importance and potential of this macrotrend,” says Peters. “This mindset of wellbeing, of looking and feeling young, is here to stay.”