The FONA International report highlights a growing consumer focus on gut health, leading to an increase in food and beverage products that advertise digestive health benefits. According to the report, the U.S. market for digestive products expanded by 12% between 2012 and 2017. One notable ingredient, Aquamin, is rich in calcium, magnesium, and trace minerals, and is believed to help reduce chronic gut inflammation while also supporting joint health. It serves as a versatile ingredient for enhancing the calcium content in various foods.
Marigot, Ltd., an Ireland-based company that developed Aquamin, offers three formulations of this ingredient for use in food and beverages. The company noted that Del Monte incorporates Aquamin in some of its fruit beverage products, which may currently only be available in the Philippines.
Activated charcoal, on the other hand, functions differently by binding to toxins and preventing them from entering the bloodstream. However, the University of Utah emphasizes the need for further research to fully understand its mechanisms. Charcoal can also bind to foods, hindering the absorption of essential nutrients and medications. When included in food, it imparts a smoky, earthy flavor.
In 2012, Burger King became an early innovator by introducing a “kuro burger” featuring activated bamboo charcoal at select locations in Japan. This unique product included a patty nestled within a black bun, complemented by a slice of black cheese and a squid ink-based sauce. According to Adweek, this offering was a tremendous success among Japanese consumers, surpassing all other new products released that year. Nevertheless, the restaurant’s significant sales were likely driven more by the sandwich’s striking appearance and smoky flavor than by any purported gut health benefits.
The trend of gut-healthy foods and beverages is unlikely to diminish in the global market. As long as consumers are interested in improving their digestive health, they will continue to seek out these products. While Aquamin and activated charcoal are currently in vogue, Consumer Reports has recently published a guide on reliable methods for enhancing gut health through the consumption of foods naturally high in fiber, probiotics, or prebiotics. These include legumes, raspberries and blackberries, barley, bran, bulgur, kimchi, yogurt, kefir, and miso.
Incorporating calcium-rich ingredients like Aquamin into diets can be beneficial, as consumers increasingly look for ways to boost their calcium intake while also supporting gut health. As the market evolves, the inclusion of ingredients like Aquamin and activated charcoal reflects a growing awareness of the importance of gut health, making these products appealing to health-conscious consumers.