Food as medicine

The link between food and health is nowadays one of the issues consumers are paying more attention to, as a result of an uncertain period given by the COVID-19 pandemic and related sociopolitical tensions around the world. Since the well-established transition to more balanced diets, plant-based and/or minimally processed foods, consumers are looking to food as an important component of their health, both physical and mental. New Year’s trend drawn up by Mintel show just how consumers expect different benefits from food: from the most common weight control and immune system strengthening, to increased cognitive performance and disease prevention. These demands join an existing concept, of food as medicine, referring to the importance of food for an individual’s health in preventing or reducing any symptoms or diseases.

But more specifically, what benefits are consumers looking for?

According to the survey drawn up by Deloitte, most consumers acknowledge the benefits that food can have on physical and mental well-being in an informed way. Of those surveyed, 79% believe that certain foods can provide functional benefits, such as improved mental or physical performance, while 78% feel it can have a preventive function. However, needs from consumers vary widely: according to 43% of respondents, foods should have functionalities for weight control, medical conditions (32%), preventive (39%), immune system strengthening (35%), emotional and/or mental health support (34%), cognitive performance enhancement (21%), and physical performance (13%). Among consumers, needs differ by age: older consumers look to foods that provide support for healthy aging, and in particular memory support. On the other hand, for younger consumers, the important thing is foods that help them stay productive during different times of the day and support their cognitive abilities, optimizing brain function and managing stress levels.

Food claims related to well-being, both physical and emotional, are on the rise. According to Mintel GNPD, in 2022 out of the total number of food launches with functional claims, 32.5% of products promised boost benefits for energy and productivity, followed by products supporting the immune system (21.2%), bone health (18.7%), cardiovascular support (15.2%), antioxidant properties (12.6%), and supporting the celebratory and nervous system (12.2%).

A recent topic influencing consumers’ purchase choice is how information about food’s health properties is communicated. In fact, according to Deloitte’s survey, 62% of consumers pointed out that information about the properties of a product is often conflicting and ambiguous at the time of purchase.

From proteins to fibers: food as medicine

Foods considered as “medicine” can include vitamins and minerals-elements necessary for an individual’s health, and sometimes lacking in modern diets. Likewise, some plant-based foods are believed to prevent and/or reduce diseases such as, for example, cancer (e.g., Broccoli) and diabetes (e.g., fiber-rich fruits and vegetables, whole grains and legumes instead of simple carbohydrates). Vegetables, fruits, beans and grains also boast the presence of antioxidant polyphenols, which support the body in preventing a variety of diseases such as diabetes, dementia and heart disease.

Fiber-which has recently been gaining increasing popularity among consumers-is an essential element in the body’s health. Contained in high amounts inside vegetables, beans, grains and fruits, they promote proper digestion, nourishing beneficial gut bacteria, and aid in the prevention of inflammatory diseases.  Proteins-both from animal and plant sources-contribute to bone and muscle well-being, as well as to the proper functioning of metabolism. More specifically, plant sources of protein, although considered less noble than animal sources because they are generally less rich or incomplete in certain amino acids when taken individually (which is why many traditional vegetarian diets rely on multiple complementary plant sources, e.g., Beans combined with corn in Central America), generally contain much more fiber, less saturated fat and calories than animal sources.

In addition to these macro-categories, other foods are becoming increasingly popular for their beneficial properties-so-called superfoods or functional foods-such as ginger, spirulina, or matcha, which may enjoy antioxidant, energizing, or tonic properties.

To sum up then, functional ingredients are those that provide one or more health benefits and, when included in a food product, enrich it with beneficial properties. Increasingly, products enriched with additional vitamins, minerals, fiber or protein sources can be found on the shelf, having claims related to weight maintenance, concentration, digestive or immune system support. From beverages to snacks and dairy products, this trend affects all categories of food products.