Healthy ingredients have always been important, but for years consumers walked a fine line between “healthy” and “not damaging to your health.”
The ingredient industry has been challenged by consumer opinion, some of which has been seasoned by strong marketing for food, beverages, snacks and confections that provide some health benefits, but that are also made with unhealthy ingredients that diminish the foods’ overall health value.
For years, simpler metrics like calorie count or reduced sugar led the march to healthier eating. Now, truth in labeling is pushing the industry to provide proof-of-performance and substantial-control studies to show an ingredient’s health benefits – or the lack of a benefit.
As the pandemic continues to plague the United States, consumer demands for healthier foods are intensifying and we expect to see companies increasingly replace unhealthy ingredients to help ensure that consumers get the best foods for their overall health.
The healthy food movement is here to stay, and we will all be healthier for it. Moving forward, the key will be for food and beverage manufacturers to lead the way with ingredients that have multiple benefits.
One of the ongoing challenges for both the ingredient industry and manufacturers is to educate consumers. The demand for healthy, safe, natural, organic and plant-based ingredients is on the rise. Also, the increasing vegan population is driving the increase in demand for healthy ingredients.
Additionally, food and beverage makers will increasingly assess their products for specific benefits such as bone health and gut health, as well as for overall nutrition. Companies also will be paying more attention to promoting sustainability; reducing the use of hormones and antibiotics; adopting “grass-fed,” “free-range” and “cage-free” livestock practices; and reducing animal cruelty.
Overall, we are moving in a smart and responsible new direction. And every day, all over the world, industry is accelerating innovation to deliver great flavor that consumers love.
