Driven by consumer demand, the landscape for digestive health ingredients is being transformed.

The digestive system holds the key to one’s overall health, and it ought to be treated as so. Digestive diseases affect approximately 60 to 70 million Americans annually according to the National Institute of Diabetes and Digestive and Kidney Diseases, while 36.6 million people were told they had a gastrointestinal disease upon primary diagnosis in 2010.

The urgency for products that support digestive health remains, and ingredient suppliers and manufacturers are working on transforming the landscape of the category.

Popular Ingredients

Probiotics are a major player in the quest for optimal digestive health. Ohio-based Kerry Functional Ingredients & Actives offers GanedenBC30, a probiotic bacteria known as Bacillus coagulans GBI-30, 6086, referred to as “a sustainable, naturally occurring, non-GMO (genetically modified organism) ingredient” on the company website.

“The big step forward in recent years has been the emergence of spore-forming probiotics like GanedenBC30,” noted John Quilter, vice president & general manager, Ganeden and Kerry. “Spore-forming probiotics are much more resistant to the extremes of pH, heat, cold and pressure than vegetative probiotic cells, making them a better fit for the fortification of everyday foods and beverages. This has transformed the landscape for probiotics companies, opening up multiple new channels beyond chilled dairy.”

IgY Nutrition LLC, based in Oklahoma, offers IgY Max, an egg-based immunoglobulin which can be formulated as a standalone product or in combination with other ingredients via powder, capsule or chewable.

“There is a recent focus on prebiotics, probiotics and other ingredients, like IgY Max (specifically immunized egg), on improving microbial balance in the GI (gastrointestinal) tract,” explained Susan J. Hewlings, PhD, RD, the company’s chief science officer. “Besides a healthy diet, pre- and probiotics help to address dysbiosis. While probiotics provide beneficial flora, prebiotics may offer an alternative or symbiotic benefit to probiotics to stimulate beneficial bacteria. Probiotic foods were nearly a $7 billion industry in 2013, according to NBJ, and are projected to increase to nearly $10 billion by 2018. The probiotics supplements market, which brought in approximately $1.2 billion in 2013, is expected to almost double in size by 2018.1 The change in focus is driven by the research that suggests that digestive and overall health are driven by a balanced microbiome. Pre- and probiotic ingredients are preferred because they are effective, safe and attainable via supplements and diet.”

In addition, enzymes work in tandem to help with digestion. “The basics are protease, lipase and amylase,” said Mike Smith, vice president of California-based Specialty Enzymes & Probiotics. “Protease digests protein, lipase digests fats and amylase digests starch. These three enzymes are an attempt to mimic the activities of your natural, endogenous enzymes, pepsin and pancreatin. However, more sophisticated blends can increase the efficiency of digestion helping to digest legumes, grains, dairy and other foods.”

Waitaki Biosciences (New Zealand) offers its own kiwifruit powder concentrate, an antioxidant grown in New Zealand—kiwifruit offers various benefits, not only helping with digestion of proteins, but protection from the sun as well.

“Our ActiPhen freeze dried kiwifruit powder concentrate is a premium digestive health enhancer and anti-oxidant, manufactured entirely from New Zealand grown, GMO-free, green kiwifruit (Actinidia deliciosa),” said Sue Finderup, sales manager. “ActiPhen contains a naturally potent proteolytic enzyme, actinidin, which enhances protein digestion. In-vitro studies have shown that actinidin enhances the digestion of a number of different food proteins, including soy, red meat, milk, gluten and gliaden. Phytonutrients and fiber in kiwifruit are not just isolated in the flesh, but are also present in high concentrations in the skin. Kiwifruit grown in New Zealand have built up high levels of sun protection in their skins due to the intense sunlight and low levels of pollution in this part of the world. ActiPhen is produced in our custom designed freeze drying equipment in a processing facility registered with the New Zealand Ministry for Primary Industries (MPI).”

Innovation

Creativity can come in many forms—many packaged foods are finding ways to incorporate gut health ingredients into their products.

“Generally, we are seeing tremendous innovation in packaged convenience foods that contain ingredients specifically to promote digestive health,” said Sam Michini, vice president of marketing & strategy with Deerland Probiotics and Enzymes in Georgia. “As one example, Kellogg’s recently launched a digestive health cereal line, Happy Inside, featuring probiotics, a prebiotic and fiber. There’s also a new ice cream line containing probiotics. It’s a great time to be involved in such imaginative product development!”

The Clean Label movement, which is powered by the idea of transparency, has affected the way ingredients and finish products are produced.

“The increase in application of digestive aids into functional food applications is changing the market and interest of the consumer,” observed Mike Petteruti, vice president, Gnosis by Lesaffre (Pennsylvania). “The dramatic reduction in food processing ingredients and excipients and fillers = ‘clean labeling’ has had a positive reception by consumers, and data is suggesting this will have a positive impact on their gut, literally.”

Petteruti added that “the history of our company is in fermentation and micro-organisms, understanding how they can generate beneficial nutrients and how they can be beneficial to the human well being and gut. We have and continue to grow our line of strains—understand[ing] how they individually and in combination with some of our unique nutritional compounds can benefit metabolic and microbiome needs in human care.”

Hewlings noted that the awareness of the importance of digestive health has not only contributed to market innovation, but also helped create a category of functional foods, and spoke on IgY Max’s contribution to the gastrointestinal market.

“IgY Max is an innovative ingredient that utilizes passive immunity,” she said. “IgY Max is from specifically immunized eggs that target 26 of the most common human-relevant pathogens. It supports the role of prebiotics by aiding in immune system function and by decreasing ‘bad’ bacteria. IgY Max is a unique digestive and immune function ingredient that promotes GI health by increasing gut wall integrity, improving bowel function and reducing non-beneficial bacteria adherence. It supports the digestive tract lining, promotes proper microbial adhesion, supports immune system health, supports the body’s natural defenses and promotes proper cytokine balance. IgY Max can exert its activity within the entire length of the GI tract. Due to its mechanism of action, IgY Max is an effective tool to address issues caused by dysbiosis.”

It is technology that enables manufacturers to offer new ways of featuring probiotics in their products, according to Kerry.

“In the U.S.,” Quilter explained, “probiotics were popularized by the dairy category, with more than half of all yogurt sold being fortified with probiotics.2 But novel approaches in probiotic technology are allowing manufacturers to provide probiotic options that consumers want, beyond traditional formats such as dietary supplements and yogurt. Spore-forming probiotics like GanedenBC30 are much more resistant to the extremes of pH, heat, cold and pressure than vegetative probiotic cells, making them a better fit for the fortification of everyday foods and beverages. GanedenBC30 is highly stable and offers up to three years of shelf life. It has a natural protective shell that shields it from both stomach acids as well as food-processing conditions like heat, shear, HTST (high temperature/short time) and HPP (high-pressure processing) pasteurization. This increased stability opens up new avenues of innovation because it means it can be used not just in chilled dairy products, but also in applications such as non-dairy beverages, frozen foods, cereals, baked goods, better-for-you snacks, and even hot drinks.”

He referenced some examples of products that are formulated with GanedenBC30, such as:

• Lola Bars: A range of plant protein and probiotic snack bars

• Rob’s Brands: Vegan Rob’s Probiotic Cauliflower Puffs

• Bigelow: Herb Plus Probiotic, hot beverage tea that supports healthy digestion

• FlapJacked: Probiotic and protein shake with Greek yogurt

• Betty Lou’s: Probiotic bites (nutritional bars) that support digestive health

• Purely Elizabeth: Probiotic granola

• Good Spread: Probiotic unsweetened peanut butter

Smith agreed that probiotics have seen growth—this includes a demand for combination products, such as enzyme-probiotic blends, so much that the company changed its name to help promote that service. “As a true enzyme and probiotics manufacturer, Specialty Enzymes & Probiotics concentrates on providing quality enzymes and probiotics to the various marketing companies and contract manufacturers that produce finished products for consumers,” Smith said. “Our trademark products offer a convenient solution for these companies providing advanced formulas that are already developed. However, if a company would like a custom formula, our technical support team is ready to help.”

To keep up with demand, Specialty Enzymes & Probiotics also offers enzyme blends for those concerned with gluten sensitivity.

“The current trend for digestive enzymes is to create condition-specific products,” he explained. “Most notably, digestive enzyme blends for dairy intolerance, gluten sensitivity and overall gastro-intestinal health have become a significant part of the entire digestive supplement market. For example, as a result of increasing public concern about gluten sensitivity, we have introduced DPP-IV enzymes blends (dipeptidyl peptidase IV). This can help those individuals with sensitivity to gluten and also protect against hidden gluten in some processed foods. Specialty Enzymes & Probiotics SEBGluten Relief is a powerful enzyme blend that includes seven different proteases.”

Market Status

As mentioned, products in the digestive health field are growing in popularity—being that gastrointestinal issues impact consumers across the age spectrum, the market presents plenty of promise. “One of the most visible and active categories, digestive support products are being sought by more and more adult consumers of all ages,” Michini said. “Digestive wellness used to be considered an issue that was either embarrassing or only a problem for older people. This has changed dramatically. Consumers understand that there are links between stress, poor diet and gastric upset, and they want symptomatic relief as well as long-term support for healthy digestion.

“According to Mintel, in 2018, total retail sales in the U.S. digestive health market were expected to reach nearly $5 billion. This market grew 11.7 percent between 2013 and 2018. Further, 59 percent of adults use OTC (over-the-counter) digestive health products. It behooves manufacturers to keep in mind that the American Gastroenterological Association (AGA) Institute defines good digestive health as a digestive system that has appropriate nutrient absorption, intestinal motility, immune function and a balanced microbiota.”

Hewlings noted that the market for digestive health can be made even more lucrative by stepping back and taking a look at the bigger picture.

“According to the Natural Marketing Institute’s (NMI)/Nielsen’s recently published report ‘Opportunities in Digestive Health,’ this is a U.S. $65 billion market in the United States, and 37 percent of consumers consider themselves to be managing some digestive health issues.

“I anticipate growth in the market for digestive health supplements. Awareness of the connection between gut health and overall health is increasing. Research continues to define what constitutes a healthy microbiome. Consumers are increasingly aware of the connection between probiotics and digestive health. The result is increased in demand: global sales of probiotics foods and supplements are predicted to grow to $42 billion in 2016, up 48 percent from 2011. Globally, the market is expected to grow 6.8 percent every year until 2018.3 Sales of pre and probiotics are up 18 percent in 2016 compared to 2015. Food insensitivities such as gluten-intolerance and celiac disease also drive consumer demand.4 Sales of food products for gluten sensitivity are estimated to reach $14.4 billion in 2016, according to NBJ.”

However, when compared to other international markets, some argue that the U.S. has room for improvement, which can occur as long as education is in place.

“The market for digestive health ingredients in the U.S. we believe is in early stages, when compared to markets like Asia where gut health has always been very central to overall wellbeing,” Finderup pointed out. “Western markets, and the U.S. in particular, have only relatively recently started to understand this idea. Continued growth in this area will require a concerted effort on the part of marketers to educate consumers in an area that can be complex.”

Research

Some studies on digestive health may prove difficult. “There are not many well-controlled, double-blind clinical studies on digestive enzymes,” Smith explained. “Those studies that exist tend to be anecdotal. The reality is that it is difficult to demonstrate the effect of enzymes within the gastrointestinal system without significant invasive techniques. There is some very ingenious in-vitro research. TNO Nutrition & Food Research has some excellent work with their gastrointestinal model TIM-1 that can mimic digestion (www.tno.nl/en).”

For its branded products, Deerland Probiotics and Enzymes invests in in-vitro and human clinical studies. In tests with its probiotic PreforPro for instance, the company found significant results. “ … In response to the growing demand for prebiotics,” Michini said, “the scientists at Deerland developed PreforPro, a unique prebiotic that is not fiber or starch based, is highly effective in small doses (15 mg) and does not exhibit any of the drawbacks of more commonly used prebiotics.

“In-vitro lab testing has shown PreforPro promotes the growth of beneficial Lactobacillus, Bifidobacterium and Bacillus subtilis strains when competing with E. coli bacteria. In a randomized, double-blind, placebo-based clinical study, 36 participants consumed 15 mg of PreforPro daily for 30 days. The results showed that PreforPro affected the microbial population in the gut, substantially enhancing the growth of the beneficial bacteria Bifidobacterium animalis, Lactobacillus delbrueckii and Lactobacillus lactococcus. We also observed a decrease in LDL (low-density lipoprotein) cholesterol for the total study population, and especially for those with excess lipids in the blood. In addition, there was a decrease in IL-4, a cytokine that signals allergic reactions, indicating a decrease in systemic inflammation.”

Biotechnology company Gnosis is interested in a plethora of topics such as:

• Promotion of microbiome diversity

• Reducing digestive discomfort

• Fighting opportunistic gut bacteria/flora balance

• Improving, enhancing nutrient absorption

• Curbing recreational eating/weight reduction

The company pointed out that directly evaluating individuals with tests that help determine genetic deficiencies has seen an increase in interest among consumers.

“The ‘simple’ recruitment for healthy and challenged populations has become much easier. The consumer is more willing to participate in evaluations,” Petteruti explained. “The use of SNP (single nucleotide polymorphisms) testing to detect deficiencies in genetic makeup has assisted in identifying candidates and how to more precisely help them.”

Waitaki Biosciences—who has its eye on the relationship between gut health and chronic disease, including neurodegenerative disorders such as Alzheimer’s and Parkinson’s (known as the gut-brain axis)—has noticed that GI studies have evolved over the years.

In fact, unexpected factors are actually being considered as useful towards a healthy digestive system.

“Research into gut health has moved beyond bowel function and ‘regularity’ to try and gain a more in depth understanding of how the gut microbiome is intricately linked with overall health and wellbeing,” expressed Finderup. “Even aspects such as sleep quality are being investigated as a potential benefit of ‘gut healthy’ ingredients.”

It is important to keep in mind that manufacturers are on an ongoing hunt for the most dependable ingredients—what qualifies one as such would include ease of formulation, along with clear evidence of safety, efficacy and quality.

“With the multitude of probiotic strains available, manufacturers are sorting through options to choose science-backed ingredients that are well positioned and can be efficiently formulated into ‘better for you’ versions of everyday foods and beverages,” said Quilter. “The ingredients that win out are well-studied, branded probiotics, that easily convey a benefit-driven story that consumers can understand and trust. A strong branded functional ingredient should be backed by documented safety, efficacy and quality.” NIE

References:

1 Runestad T. Probiotics are now kings of immune health. NBJ. 2015; Sept:21-24.

2 MarketsandMarkets Probiotic Market, Sept. 2017

3 Deep Dive: Digestive Health 2015: The Gut: Ground Zero for Good Health, Engredea Monograph

4 Ducatelle R, et.al. A review on prebiotics and probiotics for the control of dysbiosis: present status and future perspectives. Animal. 2015; 9(1):43–48.

For More Information:

Deerland Probiotics and Enzymes, www.deerland.com
Gnosis by Lesaffre, www.gnosis-bio.com
IgY Nutrition, LLC, www.igynutrition.com
Kerry Functional Ingredients & Actives, www.ganedenprobiotics.com
Specialty Enzymes & Probiotics, www.specialtyenzymes.com
Waitaki Biosciences, www.waitakibio.com

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