It’s no surprise that curcumin ranks as the most sought-after functional ingredient, with 69% of American consumers eager to try it. This compound, derived from the bright orange spice turmeric, is recognized for its potential in alleviating pain from inflammatory conditions like rheumatism and osteoarthritis, along with other health benefits such as improving memory and reducing depression symptoms.
Curcumin’s impressive reputation propelled it to prominence starting in 2016 when it emerged as a “rising star” in functional food searches on Google. That same year saw a 21% increase in new product launches featuring turmeric. Besides its health benefits, curcumin-enriched turmeric provides a clean label alternative for major food companies seeking natural color options. For instance, Kraft Heinz eliminated artificial colors from its macaroni and cheese in 2016, opting to use turmeric and other natural sources instead.
Following closely is the interest in Omega-3s, captivating 66% of Americans who are keen on this functional ingredient. Since the 1970s, Omega-3 fatty acids have been associated with heart health, while also reducing the risk of depression, enhancing mental well-being, and boosting children’s learning abilities. The global Omega-3 market was valued at $2.04 billion in 2016, with projections indicating a compound annual growth rate of 6.6% from 2012 to 2022. Manufacturers are exploring various methods to incorporate this additive into their products; for example, Mondelez has added algal protein to its Enjoy Life gluten-free baking mixes.
Probiotics have gained significant traction in the food industry, although only 62% of consumers expressed interest in trying them. This lower percentage could be attributed to the fact that many consumers have already sampled them. The first probiotic yogurt was launched in the U.S. in 2005, at which time the beneficial bacteria could not survive in other food products. BCC Research forecasted in 2016 that the probiotics market would reach $50 billion globally by this year. Recently, probiotics have been incorporated into Kellogg’s Special K Nourish line and General Mills’ GoodBelly cereal, as well as tea, coffee, baked goods, ice cream, granola, and bars, as consumers become increasingly health-conscious.
Another functional ingredient gaining attention is ashwagandha, an adaptogen known as Indian ginseng that originates from India. While ashwagandha has found its niche in beverages, it remains less recognized compared to other adaptogens like mushrooms and maca. Despite its relative obscurity, 61% of surveyed consumers expressed willingness to try it.
Protein also garnered positive feedback from 60% of consumers. This interest may stem from the fact that, similar to probiotics, protein has become an expected component rather than a mere enhancement. From plant-based protein to protein-rich meal replacement shakes and bars, Americans are eager to integrate protein into their diets. A Nielsen study revealed that 55% of households consider high protein content a crucial factor when purchasing food for their families.
The rise of functional ingredients has not been without challenges. For example, turmeric has been associated with lead contamination and has faced multiple recalls. Traditional sources of Omega-3s from fish are not suitable for plant-based diets, and Omega-3s derived from microalgae often have a distinct and strong flavor that poses challenges. Similarly, the protein category is not as straightforward as it appears; a Nielsen survey found that many Americans struggle to identify high-protein foods, with 45% to 64% mistakenly believing that beef, chicken, and pork are not rich in protein.
In many instances, consumers may prioritize health benefits over understanding specific ingredients. Manufacturers are aware of this trend. Many of the top five ingredients have become buzzwords featured on product labels. It may still be beneficial for companies to educate consumers about these ingredients and their health attributes to enhance transparency and maximize sales. Product offerings like Citracal Petites with D3 could serve as examples of how to effectively communicate the health benefits of functional ingredients while appealing to health-conscious consumers.