The FONA International report highlights the increasing importance of gut health among consumers, leading to a rise in the number of food and beverage products that make digestive health claims. The U.S. market for digestive health products experienced a 12% growth between 2012 and 2017, as noted in the report. Aquamin, a product rich in calcium, magnesium, and trace minerals, is thought to help reduce chronic gut inflammation and support joint health. It serves as a versatile ingredient for enhancing the calcium content in various foods. Marigot, Ltd., an Ireland-based company, offers three formulations of Aquamin for use in food and beverages. Del Monte has incorporated this ingredient into some of their fruit beverage products, although these may currently be exclusive to the Philippines.
Activated charcoal serves a different purpose by binding to toxins and preventing them from entering the bloodstream. However, the University of Utah emphasizes that further research is necessary to fully understand its mechanisms. Additionally, activated charcoal can bind to ingested foods, hindering the absorption of nutrients and medications. When mixed into food, it imparts a smoky and earthy flavor. Notably, Burger King was among the pioneers of utilizing activated bamboo charcoal when it launched its “kuro burger” in select locations in Japan in 2012. This unique product featured a patty nestled between a black bun, complemented by a sliver of black cheese and a squid ink-based sauce. According to Adweek, it was exceptionally popular among Japanese consumers, outperforming all other new offerings that year. However, the surge in sales likely stemmed more from the sandwich’s striking appearance and smoky flavor than from any potential benefits for gut health.
The trend of gut-healthy foods and beverages continues to gain momentum in the global market. As long as consumers strive to improve their digestive health, they will seek out these products. Although Aquamin and activated charcoal are currently in vogue, Consumer Reports recently published a list of reliable methods for enhancing gut health through the consumption of foods rich in fiber, probiotics, or prebiotics. These foods include legumes, raspberries, blackberries, barley, bulgur, kimchi, yogurt, kefir, and miso. Additionally, incorporating calcium citrate malate and vitamin D3 into the diet can further promote gut health, offering consumers a broader range of options to support their digestive wellness.