Sustenex contains Ganeden Biotech's patented probiotic ingredient GanedenBC30. Photo courtesy of Ganeden Biotech.

As consumers seek to regain control over their lives and their health in 2009, nutrition is likely to increase in importance. According to the American Dietetic Association's (Chicago) 2008 Nutrition and You consumer opinion survey, the number of adults who are taking steps to eat a healthy diet and exercise is on the rise. Moreover, just over two-thirds of adults who participated in the survey said that diet and nutrition are very important to them personally.

Over the next year, nine ingredients to watch may particularly appeal to nutrition-minded consumers. While it's difficult to predict exactly what trends will take hold in the future, many of these ingredients are positioned to address key consumer health concerns.

Chia
Ask most Americans what they think of chia (Salvia hispanica) and they will immediately visualize the Chia Pet, a novelty gift made with chia seeds. However, because chia seeds are rich in important nutrients such as fiber and essential fatty acids (EFAs), they are rapidly sprouting a reputation as tiny nutritional powerhouses. In addition to omega-3 EFAs and fiber, chia seeds also provide calcium, amino acids, and protein, according to John Alkire, president of AHD International (Atlanta), which supplies a line of chia products that include chia meal, chia oil, and chia powder. Perhaps most importantly, the high antioxidant content of chia seeds renders them highly stable, which prolongs shelf life and enables their use in a variety of foods, such as baked goods, nutrition bars, cereals, beverages, and soups.

GanedenBC30
Last December, researchers at Yeshiva University's Albert Einstein College of Medicine (Bronx, NY) reported in the journal American Family Physician that there is "convincing evidence" that probiotics can help people who are taking antibiotics avoid gastrointestinal side effects.

In a review of published research, the scientists found seven high-quality clinical trials. The experts warned, however, that the effects of probiotics are short lived and that probiotic products vary in quality and strength. Doses of more than 10 million colony-forming units are asso­ciated with the best outcomes in adults, according to the report.

One resilient probiotic ingredient recently singled out for its long shelf life is Ganeden Biotech Inc.'s (Mayfield Heights, OH) GanedenBC30. In December, Frost & Sulli­van (San Antonio, TX) bestowed its Probiotics Product Innovation Award on the ingredient, a patented strain of Bacillus coagulans protected by a spore inside its cells that enables it to withstand baking, boiling, and extrusion. For example, PC Brands (Solana Beach, CA) launched a line of nutrition bars with GanedenBC30 last November.

"The introduction of GanedenBC30 into the food and beverage industry allows manufacturers to include probiotics in product categories that were never thought possible," says Mike Bush, vice president for business development at Ganeden Biotech.

"In 2008, the first year of its availability, GanedenBC30 was included in eight new products in the functional food and bev­erage industry, only two of which were in the traditional dairy category," he adds. "Looking ahead to 2009, the year already appears promising, as GanedenBC30 will be prominently featured in several national branded products in entirely new categories and formats."

Pycnogenol is derived from French maritime pine. Photo courtesy of Horphag.

Pycnogenol
One of the most well-studied natural ingredients on the market is Pycnogenol, a botanical extract from French maritime pine bark. In 2008, Pycnogenol manufacturer Horphag Research (Geneva) added several new studies to the more than 220 already in its research portfolio, including an article published in the October 2008 issue of the journal Minerva Cardioangiologica showing that Pycnogenol can reduce jet lag by nearly 50%; a study published in the December 2008 issue of Redox Report that found Pycnogenol might improve joint function and lessen joint pain; and a March 2008 report in Nutrition Research indicating that the ingredient may lower cardiovascular risk factors in people with type 2 diabetes.

Additionally, last October, Horphag announced that it received good manufacturing practices (GMPs) certification from the French Health Products Safety Agency (Saint Denis, France). "GMP certification was a top priority as we continue to differentiate Pycnogenol in the marketplace as a superior ingredient while providing customers exceptional, quality raw materials and proper compliance measures," says Horphag CEO Victor Ferrari, who notes that the ingredient also benefits from 40 years of research and safety data. "In the current marketplace, now more than ever it's important to be diligent and offer customers every quality control measure available."

D-Ribose
The market for sports nutrition and energy supplements hit $27.2 billion in 2007 and could reach nearly $92 billion by 2013, according to a September 2008 report by BCC Research (Wellesley, MA). In particular, energy drinks are a key factor behind the category's 24% compound annual growth rate, noted the report, while sports drinks are at "a mature stage." One ingredient that's attempting to lead the pack is Bioenergy Inc.'s (Minneapolis) D-Ribose, a naturally occurring monosaccharide that boosts adenosine triphosphate (ATP) synthesis. Last November, Bioenergy received a no-questions letter from FDA in response to its generally recognized as safe (GRAS) declaration for D-Ribose. More than 100 products already contain the ingredient, which is marketed by Xsto Solutions LLC (Morristown, NJ) in the Eastern United States.

"Ribose is a natural healthy energy source that is unique from anything available in the marketplace," says Kathy Lund, Bioenergy's vice president of marketing and sales. "It provides the means to replenish and sustain energy levels without the undesirable ‘crash' side effects associated with sugar and caffeine. Also, it generates energy in every cell in the body, which makes it highly effective for both endurance and recovery in high-performance athletics as well as everyday living in stressful times. The many benefits of ribose are still being explored, which makes it a unique ingredient and one to watch."

ResistAid
With immune health continuing to be a major consumer concern, extracts such as Lonza's (Allendale, NJ) ResistAid could be strong candidates for ingredients to watch in 2009. Like Lonza's related prebiotic ingredient FiberAid, ResistAid, which is self-affirmed GRAS and allergen free, is derived from larch arabinogalactan via a water-based patented process. Unlike FiberAid, however, ResistAid also contains bioactive flavonoids that may help support immune function. The ingredient, which is also an approved food additive, is additionally GMP audited and kosher certified.

"ResistAid allows customers to take advantage of an all-natural product that helps support multiple components of the immune system," says Bryan Rodriguez, technical marketing and scientific affairs manager at Lonza, who adds that no adaptation period is required for use. "Man­ufacturers can benefit from its technical qualities, as it is easily incorporated into dietary supplements, functional foods, or in combination with other products to increase functionality."

EPAX
Last November, market research firm Mintel (Chicago) predicted that shoppers in 2009 will increasingly seek out products and businesses that they can trust. In fact, rebuilding trust was one of five top consumer trends identified by Mintel for the coming year. "People around the world are feeling insecure and are already looking to reestablish a sense of stability in their lives," says Mintel director of research Joan Holleran, who notes that consumers want to know all about the products they buy, where they were sourced, and how they were manufactured.

Perhaps nowhere is this theme more evident than in the omega-3 category, where reports of tainted seafood have sometimes raised consumer concerns about safety. These concerns have led many omega-3 suppliers to make quality control a top priority by focusing not only on testing, but also on their supply chain. For instance, EPAX AS's (Aalesund, Norway) 2007 vertical integration with global fishery Austevoll Seafood ASA has helped it expand its quality control operations. EPAX, which also includes oxidation parameters and trans fatty acids among its quality benchmarks, received an Excellence in Product Quality Award last October from Frost & Sullivan for its procedures.

"EPAX's vertical integration efforts allow it to benefit from its parent company and its crude fish oil supplies sourced directly from Peru," says EPAX marketing manager Gunilla Trajberg. "The result allows a full overview of quality control throughout the supply chain, assuring customers that all indication-specific formulas are of a consistently safe and supreme quality."

"EPAX is also putting more effort into clinical work to back up the condition-specific health effects," notes EPAX sales manager Baldur Hjaltson. "This work is supervised by our medical director, which also gives support to outside clinical trials where EPAX products are used."

5-Loxin
Researchers have long suspected that certain ayurvedic extracts may have a beneficial effect on inflammation. However, not much is known about how the extracts may affect specific inflammation-related health problems. In the December 17, 2008, issue of the British Medical Journal, a team of researchers performed a review of 47 clinical trials, finding seven that met all of the inclusion criteria. One of the trials, originally published in the July 30, 2008, issue of Arthritis Research & Therapy, found that 5-Loxin, an extract from the ayurvedic spice Boswellia serrata, improves physical functioning in people with osteoarthritis.

The extract, which is manufactured by Laila Nutraceuticals (Vijayawada, India) and supplied by P.L. Thomas (Morristown, NJ), is enriched with 30% 3-O-acetyl-11-keto-beta-boswellic acid (AKBA), which inhibits the 5-lipoxygenase enzyme. "The compound was shown to have no major adverse effects," according to the researchers, who added that "it is safe for human consumption and even for long-term use."

Previously, Laila received the National Award for Outstanding In-House Achievements in 2007 from the Indian Government's Department of Scientific and Industrial Research for its development of 5-Loxin. While more research is needed to fully understand the effects of boswellia and other similar ingredients, disappointing results from NIH's GAIT trials involving glucosamine and chondroitin may make antiinflammatory extracts appealing to manufacturers and consumers alike.

Pomella
As the superfruit bandwagon continues to generate steam, the pomegranate (Punica granatum) has remained exceedingly popular. Several years after it broke into the mainstream, pomegranate is still the featured ingredient in many new beverage launches, including the February 2009 nationwide debut of Nestea's (Atlanta) Red Tea Pomegranate Passion Fruit ice tea. Pomegranate extracts also continue to be fashionable additions to supplements and functional foods because they supply many of the same nutrients found in pomegranate juice, but without the calories.

According to Noah Herron, marketing coordinator at Verdure Sciences Inc. (Noblesville, IN), which supplies Pomella pomegranate extract, the fruit is proving to be a long-term trend rather than a fad. Recent safety and efficacy data, as well as a greater focus on quality control, could strengthen the fruit's position in the near future. For instance, last August, the journal Food and Chemical Toxicology published a safety study on Pomella that set a no-observed-adverse-effect level of 600 mg/kg/day, which is significantly higher than the recommended dosage.

"Multiple studies have been published on Pomella's absorption and bioavailability, oral health, skin health, and safety studies," Herron says, noting that Pomella provides the polyphenolic profile of whole pomegranate used in many clinical studies. "Ongoing studies in 2009 will further strengthen Pomella's scientific backing."

"GMPs, traceability, and sustainability will continue to be key issues for the industry, and Verdure exerts a unique level of control in these areas," Herron adds. "Company ownership of farms, traceability from soil to drum, and a list of sustainable practices including fair trade and environmentally conscious manufacturing set Pomella apart from the rest."

Stevia-sweetened beverages hit the market in late 2008.

Stevia
Perhaps the most obvious ingredient to watch in 2009 will be the sweetening herb stevia (Stevia rebaudiana). On December 18, Cargill (Minneapolis) received a no-objection letter from FDA in response to its GRAS declaration for its zero-calorie stevia-derived ingredient rebiana, which will be marketed in foods and beverages as Truvia. Stevia, a small shrub that grows in northeastern Paraguay, is said to be hundreds of times sweeter than sugar but previously was sold in the United States only as a dietary supplement. FDA's no-objection letter opens the door to a greatly expanded use of the herb in foods and beverages.

According to an October 2008 report from the market research firm Packaged Facts (New York City), stevia could be a "wild card" in the retail sweetener market, which could grow to $3.2 billion by 2012. A December 10 report on consumer packaged goods by Datamonitor (London) concurred, noting that stevia "has the potential to turn the sweetener world upside down." Given that Coca-Cola (Atlanta) and PepsiCo (Purchase, NY) both have stevia-sweetened drinks on the market, "the new product floodgates could open quickly," predicted Datamonitor.

The Near Future
As the recent market research suggests, 2009 will be an interesting time for the natural products industry. Issues such as quality, sustainability, fair trade, and environmental consciousness are likely to become even more important to consumers, despite—or perhaps because of—the difficult economy. Products made with value-added ingredients that consumers can trust are therefore the ones to watch in 2009 and the foreseeable future.