Rising demand for better-for-you foods drives innovation

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Rising demand for better-for-you foods drives innovation

There’s a lucrative market for functional foods in Canada due to an increasing demand for foods that promote health and wellness. Today, food processors have significant opportunities to develop new products catering to gut-friendly, low-FODMAP (fermentable oligosaccharides, disaccharides, monosaccharides and polyols), spike-free or anti-spike, glucose-management-related, and GLP-1-compliant foods.

One of the trends everyone is talking about is gut-friendly foods that “positively impact the gut microbiota and help improve gut health,” as explained by Sylvie Leung-Yinko, MSc, RD, senior manager, Scientific Affairs – Nutrition and Health, Danone Canada.

Leung-Yinko highlights a variety of gut-friendly foods, including vegetables such as artichokes and asparagus, fruits like bananas and apples with the skin on, and fermented foods (e.g. kefir and kimchi). She particularly emphasizes the role of probiotic yogurts in supporting gut health, stating, “Probiotic yogurts are a reliable way to bolster gut health, as they contain live micro-organisms that offer proven health benefits.”

Each service of Activia, from Danone, provides more than 109 CFU Bifidobacterium lactis, a probiotic that contributes to maintaining a healthy balance of gut flora.
According to a recent Activia report, Canadians have a gut score health of below 50 per cent. Fifty-six per cent experience gut upset symptoms such as bloating at least once a week. Moreover, 43 per cent want to improve gut health, and 93 per cent consider gut well-being when choosing foods to eat.

Low-FODMAP

Irritable bowel syndrome (IBS) is a functional gut disorder where those suffering experience abdominal pain, cramping, constipation, diarrhea, gas, or bloating.
“IBS can be complicated,” admits Kelsey Moore, RD, Canadian Digestive Health Foundation (CDHF) in Oakville, Ont. “IBS trigger foods are different for every individual.”

Third-party certifications assure consumers the products have been rigorously evaluated and can be trusted to perform as claimed. Photo © Fody Foods

Third-party certifications assure consumers the products have been rigorously evaluated and can be trusted to perform as claimed. Photo © Fody Foods

Moore explains that several common foods are known to potentially exacerbate symptoms.

“Typically, foods containing sugars that are easily fermented and not properly absorbed in the gut, known as high FODMAP foods, tend to be the most common trigger foods for those living with IBS.”

Oligosaccharides are found in foods like garlic, onion, wheat, and legumes. Disaccharides are in dairy products containing lactose, although Moore points out that not everyone who experiences lactose intolerance is suffering from IBS. Monosaccharides are found in things like honey and apples, and whole polyols are in some artificial sweeteners, fruits and vegetables. Aside from high FODMAP foods, other common triggers for IBS include caffeine, alcohol, and fried or spicy foods.

Fody Foods, Montreal, Que., offers a wide range of IBS-friendly products free from these common triggers.

“We are thrilled to announce our partnership with the Canadian Digestive Health Foundation, a leading authority on digestive health in Canada, and to receive their certification,” says Steven Singer, CEO and founder at Fody Foods. “This collaboration marks a significant milestone for us in our commitment to empowering individuals to make informed choices and enjoy their favourite foods without worry.”

Fody has also received CDHF certification for its bestselling Mild Salsa, Medium Salsa, Marinara Pasta Sauce, and Tomato Basil Pasta Sauce.

“Consumers can trust that Fody Foods’ products have undergone rigorous evaluation, offering reassurance for those managing IBS and digestive sensitivities,” assures Moore.

 

Health-conscious consumers want foods that promote their well-being. Photo © House of Tigernut

Health-conscious consumers want foods that promote their well-being. Photo © House of Tigernut

Glucose management

According to the Consumer Perceptions to Nutrition Labelling and the New Front-of-Pack Symbol in the NOW Industry study by Canadian Health Food Association (CHFA), 89 per cent of women and 90 per cent of those aged 55 and over are especially attuned to the amount of sugar they choose to purchase.

“Canadians are indicating that sugar content is a crucial factor in their purchasing decisions, and it is clear the market is prime for innovation in this area,” says Lynsey Walker, VP of marketing and communications at CHFA, Toronto.

“As consumers become increasingly health-conscious, the focus on maintaining stable blood sugar levels is not just a trend but a movement toward better health and wellness,” she adds. “Spike-free or anti-spike foods, glucose-management-related foods, and GLP-1-compliant foods are all designed to prevent rapid spikes in blood sugar.

These foods’ key characteristics are that they are high in fibre, healthy fats, and protein, resulting in a low glycemic index and helping individuals maintain stable blood sugar levels over time. These foods resonate strongly with consumers seeking options to meet their health goals, catering not only to individuals with diabetes or insulin resistance, but also to those pursuing overall wellness and weight management.”

Walker points out some key factors for food and beverage manufacturers to consider. “While Health Canada and the Canadian Food Inspection Agency (CFIA) do not permit claims around glycemic index, due to lack of recognized testing methodology for each food, or terms such as anti-spike, GLP-1-compliant, and spike-free, manufacturers can capitalize on this trend by developing and marketing products with minimal sugar content.”

Over at House of Tigernut in Toronto, the team creates products using tiger nuts, also known as earth almonds, yellow nutsedge, and chufa nuts. The name tiger nut is misleading because it is not a nut but a tuber from the Cyperus esculent plant. Tiger nuts are naturally high in insoluble fibre and low in sugar.

“Our range includes tigernut flour for baking, tigernut beverages, tigernut granola, cookies, and raw or roasted tigernuts,” says Michael Mosuwaifo, founder and owner of House of Tigernut. “Each product is crafted to retain the natural goodness and flavour of tigernuts, providing a wholesome and versatile addition to any diet. Our products can be considered anti-spike due to their low glycemic index. Tigernuts release energy slowly, preventing sharp spikes in blood sugar levels, which is beneficial for maintaining steady energy levels and overall metabolic health. This makes them an excellent choice for individuals looking to manage their blood sugar levels naturally.”

Manufacturers who find ways to make gut-friendly, low-FODMAP, spike-free, anti-spike, glucose-management-related, or GLP-1-compliant foods will be rewarded with new customers and a potential increase in sales. It’s worth investigating.

This article was originally published in the Aug./Sept. 2024 issue of Food in Canada.


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