HOWARU Restore, a unique probiotic formulation incorporated into dietary supplements and already sold and marketed in 10 countries, has a well-documented ability to replenish intestinal microbiota during gastrointestinal stresses.
Recommended fiber consumption varies by age and gender, but it ranges between 21-38g per day. Considering Americans average roughly 15g of fiber per day, there is clearly room to grow.
The satiating element of fiber has led to its inclusion in a number of weight-management strategies and products, both in the U.S. and abroad. In Germany, for instance, Pronatura’s Inulin Fibre is a prebiotic designed to support weight control when consumed regularly.
Digestive/gut health ranks as the most popular active health positioning, from global product launch activity tracked by Innova Market Insights in 2010, constituting 26.7% of active health* product launches.
An October 2011 report from the Hudson Institute entitled “Better-For-You Foods--It’s Just Good Business” found food and beverage companies with a high percentage of sales in the better-for-you (BFY) category also do better financially.
As marketers of conventional foods, functional foods and dietary supplements pore over data looking for new product opportunities that answer consumer needs, foods and beverages that address health issues, often specific health conditions, come to the forefront.
From enzymes to probiotics and dietary fiber, including prebiotics, consumers are increasingly aware of the importance of these ingredients for immunity and overall wellness.