This is the 140th article of "Intestinal Industry"
Editor's note
2019 is about to pass, and this year, challenges and opportunities in the digestive health industry coexist. So, how will the next decade develop and where will it go?
On the last day of this year, we specially compiled the report on the progress and trends of the digestive health market published in WholeFoods magazine. We hope that this article can open a new door to health for readers during the New Year, and at the same time bring some inspiration and help for all industry professionals to open a new chapter in development.
The following is the full text compilation:
2020 is coming, and we will enter a new decade. I'm afraid there is no better time to understand the current situation of the digestive health market and choose new products to fill your shelves. Products that improve the stomach may help your customers achieve all their health goals in 2020.
Digestive health market ushers in the next business opportunity? "The composition of gut microbial flora affects every aspect of our life activities, not only digestive health, but also system health and individual risk of disease."
In fact, over the past decade, studies have shown that trillions of bacteria in the gut affect everything in the body, from nutrient absorption to hormone balance, to pathogens like resisting influenza viruses.
"Most people only know that probiotics help digestive health. However, numerous scientific studies have confirmed that they have other health benefits," said Andrew G. Swick, Ph.D., chief scientific officer of Life Extension, a company that sells supplements and vitamins. "The healthy gut microbial group has benefits for the immune system, metabolism, mood, heart, liver and other organ systems."
In short, more and more people are aware that microbials are driving the growth of the digestive health market, and that this market will continue to flourish over the next decade. Global sales of digestive health products will reach $57.5 billion in 2025, significantly higher than $31.2 billion in 20171, according to a research report by Grand View Research.
Daiwa Health Development Company Vice President Hank Cheatham firmly believes that the future of the digestive health field is promising. He said, "As people realize the link between gut health, overall health, cognitive function and athletic performance, the development prospects are unquestionable. In addition, researchers have just determined the method used to define a healthy microbiome. As the research deepens, the market will continue to grow. This growth is not only reflected in the field of personalized medicine, but is a comprehensive growth."
That is, it is not only probiotics and other microbial nutritional supplements that drive the market. What does this mean? This will be a new opportunity to gain loyal customers. Because many consumers are having headaches with digestive system diseases such as Irritable Bowel Syndrome, gastroesophageal reflux disease, and intestinal leakage, they are eager to avoid the side effects of traditional over-the-counter and prescription drugs while reducing cost pressure.
"According to a report published by the Nature Nutrition Association (NMI), 37% of consumers believe they have digestive health problems," Cheatham noted. "People want to use digestive therapy to alleviate the negative effects of unhealthy diets and stressful lifestyles."
So, a better understanding of this expanding market can help you point your customers in the right direction and improve their health. Based on this, we interviewed leaders in the industry and learned and compiled the following two aspects: the most promising technologies and directions related to probiotics and microorganisms, as well as the research progress on common digestive disease problems.
The future of probiotics: specific functions?
A study published in the journal Frontiers in Pharmacology shows that if every American takes probiotics, health care spending will save about $373 million, sick leave will be reduced by 54.5 million days, and about $1.4 billion in medical expenses and productivity losses per year2. This is simply the effect of protecting against respiratory infections (such as colds or flu) through probiotics that enhance immunity.
As science advances, probiotics used to treat obesity, dental health, diabetes and even heart disease may appear in the next decade. Sam Michini, vice president of marketing strategy at Deerland Probiotics Enzymes, noted: “People are studying the feasibility of various probiotic strains in specific health fields, such as oral health, emotional/cognitive support, cholesterol regulation, etc. Specific functions are the future of probiotics.” Dr.
Swick agrees: “With the advancement of technology, scientists have been able to select specific strains to complete the precise task.”
0 However, in this regard, only a few strains can meet this goal:
enhancement immunity
Swick said: “More than 70% of your immune system is in the gut.” He mentioned Life Extension A complex probiotic product from the company that can improve immunity, which contains five probiotic ingredients that have been studied to improve immunity: Bifidobacteria animal BS01, Lactobacillus plant LP01, Lactobacillus plant LP02, Lactobacillus rhamnosus LR04, and Lactobacillus rhamnosus LR05.
Stable mood
Experts believe that up to 90% of serotonin in the human body is produced in the intestine. Dr. Swick explained: "Clinical and preclinical studies have shown that intestinal microorganisms can regulate emotions and behavior by affecting the complex network connecting the intestine and brain, i.e., the intestinal brain axis.
, and the Lactobacillus Swiss Rosell-52 and Bifidobacterium longus Rosell-17 strains contained in the Florassist Mood Improve product, have positive effects on stabilizing emotions: In two randomized controlled trials, subjects taking these strains showed more obvious stable mood and stress resistance than placebo controls.
, in addition, probiotics also had good effects on regulating maternal mood. Ford, business development manager at AIDP, said: "Clinical data suggest that the probiotic strain Lactobacillus rhamnosus HN001 is beneficial for regulating postpartum mood and anxiety. AIDP's Actazin products have been shown to promote the in vitro growth of HN001. "
Exercise and Fitness
Michini said: "Our probiotic strain Bacillus subtilis DE111 scientifically proves its effectiveness in fitness and athletic performance. He noted that a recent study published in the Journal of Strength and Conditioning Research showed that DE111, combined with appropriate fitness supplements, significantly reduces body fat and improves exercise and fitness results. Another study also confirmed that DE111 can promote tissue recovery and reduce damage caused by exercise3.
Manage weight
Swick, Ph.D., noted: "Many studies have shown that intestinal flora diversity is associated with weight." Although the specific strain of action is not yet clear, Lactobacillus rhamnosus and Lactobacillus gassetres have shown great possibilities for this effect in the current study. ”Highlights of probiotic supplements: diversity? Neil E. Levin, senior manager of nutrition education at
NOW Foods, suggests that no matter whether your customers are choosing a regular probiotic product or a probiotic product with specific efficacy, you should focus on a variety of strain combinations, not just the number of active probiotics.
Divers and quantity are significant for gut health, with a healthy gut having at least 50 to 100 probiotic strains. He noted that NOW Foods’ probiotic products usually offer at least 8 to 10 probiotic strain combinations to help cultivate the diversity of the gut bacteria.
can also be obtained through probiotic-containing foods such as yogurt, kimchi, kombucha and kefir, functional snacks rich in heat-resistant microorganisms (such as Kerry’s GanedenBC30). Some experts also recommend changing the brand or formula of probiotic supplements every few months to introduce new strains to the gut microbiota.
Bluebonnet Nutrition Corporation Senior Director of Research and Development/National Education Department of Bluebonnet Nutrition Corporation, added that it is also important to understand the quality of probiotics and the specific application of each strain. “Gene DNA identification is the only way to ensure you get the most effective probiotic strain.”
She also noted that all probiotic strain formulas from Bluebonnet are recognized and confirmed by the Pasteur Institute, a nonprofit science foundation dedicated to microbial research. She also mentioned, "Based on the different sensitivity of everyone to food, it is also very important to design some food benefits on the label, such as using non-GMO ingredients and not containing most allergens." The tolerance of
digestive juice is also a factor to consider, but Levin believes that there is no need to worry too much. "We all know that probiotic foods do not need a specific delivery system. Fortunately for consumers and manufacturers, many modern probiotics are highly acid-resistant."
Levin Continuing: "Acidally literally means 'acid-like', acidophilus and other common strains such as Bifidobacteria. And it has been proven to be able to be placed in gastric acid for 1 hour under body temperature conditions, and they have a survival rate of more than 90%. This can eliminate the need for enteric film coating for drugs, which contains some controversial ingredients and will increase costs."
Prebiotics Future: It is worth paying attention to
In fact, the health benefits of a balanced microbial flora do not come from the probiotics themselves, but from the short-chain fatty acid produced by these probiotics feeding on indigested dietary fiber. Kyle Krause, product manager for functional dietary fiber and carbohydrates at Beneo, explained: "The fermentation of certain fibers produces short-chain fatty acids, other metabolites and some vitamins. Scientifically, the short-chain fatty acids obtained through this fermentation can directly reach the brain and other organs through the blood, or indirectly by stimulating immune cells, hormones or nervous systems and releasing messengers. Therefore, the gut microbiota will not only affect the health of the digestive system, but also affect the inner health and overall health of the individual."
These probiotic fibers play a key role in benefiting the growth and reproduction of gut bacteria. Michael Bush, CEO of Prenexus Health and executive director of the International Probiotics Association (IPA), said, “While you can get enough prebiotics from food (onions, garlic, artichokes, bananas, barley, oats, soy and apples are all good sources of inulin and other soluble fiber and resistant starch), it is difficult for most people to supplement enough from their diet alone.
Dietary fiber is of great significance to human health, but only 5% of Americans can achieve the recommended intake, so supplementing prebiotics is necessary, which can help the beneficial bacteria in the gut grow better.”
In addition, Cheryl Myers, Director of Science and Education, EuroPharma, Director of Science and Education, Cheryl Myers It is pointed out that "prebiotic supplements need continuous supplementation to work better - this is exactly what probiotics need to flourish."
Fortunately, there is no shortage of ingredients on the market that can work by adding small doses to functional foods and beverages. For example, Orafti inulin and fructose obtained from chicory root fibers can be easily added to foods and beverages without compromising the taste.
Krause notes: "These products have been proven to aid digestion and selectively promote the growth of beneficial microbiota, and also have the effect of promoting regular bowel movements and promoting calcium absorption to enhance bone health. BENEO's probiotic fibers also have a positive effect on weight management. These positive effects will undoubtedly improve people's quality of life."The xylosaccharide (XOS) contained in the PreticX component in the product profileary of
AIDP also shows health care effects. " Compared with other high doses of prebiotics that feed all bacteria, PreticX can selectively feed beneficial bacteria without feeding harmful bacteria, which in turn makes the gut bacteria significantly change to the beneficial ratio. Therefore, PreticX has a huge advantage. "
She noted that a clinical trial found that taking 2 grams of PreticX per day significantly increased the number of Bifidobacteria in the Bacteroidetes without increasing the number of Lactobacillus in the Firmicutes. This suggests that PreticX may improve the human metabolic response and body mass index by regulating the ratio of Bacteroidetes to Firmicutes.
Consumers who are sensitive to starch or fibrous prebiotics can consider adopting emerging phage technology. Michini suggests: "Phaes are tiny bundles of DNA or RNA wrapped in the protein shell." Phages are rich and diverse – the number of phages in the human body is 10 times that of bacteria. The role of phages is to replace a specific bacteria.
Like the PreforPro products produced by Deerland, these phages are a dual-acting prebiotic. They can destroy the cell walls of harmful bacteria, thus providing nutrition and space for the growth of beneficial bacteria. More importantly, even a small dose (15 mg) PreforPro works, and the product does not cause bloating or bloating due to the absence of a fermentation process. "
Antioxidants like anthocyanins extracted from berries can also be considered prebiotics. "Many studies have shown that flavonoids are essentially a prebiotic that regulate a healthy balance of beneficial bacteria in the gut." In addition, the researchers also looked at how gut microorganisms metabolize berry flavonoids into metabolites with significant health benefits. ”
In addition, consumers can also consider using prebiotic products with IgY Max ingredients to help build healthy bacteria, especially during illnesses, such as the Daiwa GastroHealth product produced by Daiwa Health Development.
Cheatham said: “This multivalent antigen-specific IgY product comes from specially immune egg cells to target the 26 most common human-related pathogens. It acts as a prebiotic to maintain the function of the immune system, reducing ‘harmful’ bacteria while keeping beneficial bacteria alive. In addition to positively changing the composition of the intestinal microbiota, IgY Max helps the digestive tract mucosa, promotes microbial attachment, promotes immune system health, the body's natural defense function and appropriate cytokine balance. ”
Digestive Disease: Help Signal!
Chronic digestive problems, including inflammatory bowel disease , acid reflux and food intolerance, are painful, mad and unspeakable. In most cases, long-term use of prescription and over-the-counter medications can also have side effects that cannot be underestimated. The latest BMJ magazine published a wake-up study that excessive use of proton pump inhibitors (PPIs) for treating heartburn, ulcers and acid reflux can cause a 17% increase in the risk of premature death 4.
Many Americans try to get rid of the use of proton pump inhibitors.
Michigan Medical School survey found 79% of patients are concerned about the side effects of PPI, even if they may not necessarily tell the specific side effects, 83% try to stop taking medication without a doctor’s guidance.5. If consumers look for you to seek a natural solution to digestion, it is important to advise them to consult their physician before deciding whether to stop the medication. But natural treatments for gastroesophageal reflux disease (GERD) and inflammatory bowel disease (IBD) can coexist with over-the-counter medications.
Myers said: “Some consumers choose to take over-the-counter medications with natural products for one to two weeks and then slowly quit over-the-counter medications. Once inflammation, especially the most common 5-LOX inflammation in inflammatory bowel disease, can be controlled or eliminated by natural products, the effect of symptom relief will be more sustainable and will not be accompanied by the side effects of over-the-counter medications.”
Heartburn, acid reflux, or gastroesophageal reflux disease
Myers points out that proton pump inhibitors can pause the production of gastric acid and are commonly used to treat acid reflux and heartburn, but if used for a long time, it can have some side effects on the users, such as increased susceptibility to food poisoning, increased prevalence of osteoporosis and other infectious diseases.
Levin explains: “Gastric acid is a natural barrier, and low pH will hinder the growth of most organisms and thus prevent microorganisms from entering the body together with food or liquids. If the stomach acid level is too weak, the food cannot be digested reasonably and the immune barrier will be damaged. "More importantly, it is estimated that about half of the people taking antacids have insufficient gastric acid, which causes them to have indigestion (and also fail to provide a proper immune barrier). Clinical nutritionists realize that the time for heartburn after a meal is worth exploring. Delayed heartburn is a reminder that tells us that stomach acid is too weak to digest food, especially protein. "In this case, he recommends using betaine hydrochloride to supplement the acid and pepsin produced by the stomach (the main digestive enzyme of the stomach ). "The two best ingredients to fight heartburn and gastroesophageal reflux disease are d-limonene and sea buckthorn," said
Myers. d-limonene is a clinically tested citrus oil ingredient that covers and protects the stomach wall and mucosa from potential damage to gastric acid without affecting gastric acid production and supports healthy gastrointestinal motility, transporting food to the next stage of the digestive system. ”
She noted that in one study, 19 patients with mild to moderate heartburn symptoms or gastroesophageal reflux disease were asked to stop taking over the counter or prescription drugs and instead take d-limonene. On the 2nd day of taking it, 32% of the subjects were relieved. After 14 days, 89% of the subjects' symptoms disappeared.
Myers explained: “Sea buckthorn works in another way, which has a protective effect on the stomach and helps prevent and treat gastric ulcers. It can also repair the mucosa of the digestive tract. ”
Levin added: “Similar methods to protect the esophagus include the use of licorice glycyrrhizin extract (DGL). Licorice has been shown to maintain the appropriate concentration of the gastric juice-producing compounds, which may provide a better barrier between the fragile esophagus and acidic stomach contents. "
Inflammatory bowel disease
Myers said: "One of the most effective plant medicines for treating irritable bowel syndrome or other digestive problems is frankincense (Boswellia). This drug fights inflammation of 5-lipoxygenase (5-LOX). Inflammation of the small intestine and colon may be one of the pathogenic factors of irritable bowel syndrome and other diseases, and frankincense is able to prevent inflammation caused by the 5-LOX cascade and is therefore a valuable ‘ally’.
For example, if a person with Crohn's disease takes one of frankincense or mesalazine (a drug commonly used to treat Crohn's disease, ulcerative colitis and irritable bowel syndrome), it was found that frankincense showed the same treatment effect as the drug, and had no dangerous side effects. "An alternative is Zinc L-carnosine," said
Levin. It can comprehensively protect the gastric mucosa and promote gastrointestinal health. Several clinical studies have shown that taking 150 mg of zinc levar carnosine per day can significantly relieve symptoms of stomach discomfort within 8 weeks. "
Food sensitivity or intolerance
Michini said: "Broad spectrum enzyme mixture is a blessing for people with indigestion. It helps to better digest ingredients such as fat, carbohydrates and protein in food. Please recommend supplements containing specific enzymes for customers who claim to be food sensitive.
Deerland The company produces enzyme preparations containing three enzyme components - prohydrolase, milk hydrolase and cereal digestive enzymes, which can help consumers digest difficult-to-digest protein peptides (such as proteins in meat or protein powder), dairy products and gluten, thereby alleviating symptoms of indigestion. Cereal digestive enzymes have been clinically proven to reduce IgA and CRP levels and thus improve immunity.”
Intestinal leakage
When inflammatory factors (such as gluten in people with gluten intolerant) and other toxins destroy the inner wall of the digestive tract, creating tiny cracks that cause toxins and wastes in the intestinal tract to leak into the blood, it will cause leakage in the gut.
Intestinal leakage is difficult to cure, but the national cardiovascular science educator Miles Sarill believes that a natural cannabidiol (CBD) ingredient called cannabidiol acid (CBDA) has great potential to accelerate healing. This compound was found in CBD oil, a new raw material for CV Sciences, and is a non-psychoactive precursor of natural cannabidiol. Preliminary animal experiments show that the ingredient helps heal the digestive tract.
Miles Sarill Explained: “Cannabidiol acid cannot pass the blood-brain barrier, so it works in the body with the anti-inflammatory ingredients in 500 other full spectrum oils. Full-spectrum CBD oil has a strong supportive effect on inflammatory response, intestinal barrier, and microbial communities. "
Sales Strategy: Resonating
Speaking of increasing sales of digestive health products, Dr. Swick believes: "It is important to do this well by letting consumers understand the importance of probiotics and how probiotics play a beneficial role inside and outside the intestine. Specifically, it is to let consumers know about the use of specific probiotic strains in special cases and how they assist other interventions. For example, if you are using traditional herbs or amino acids to stabilize your mood, you can also consider using related probiotic products that have been proven by research. ”
Myers also agrees with this view, he believes: “It is also important to print relevant information to explain the connection between gut health and overall health. Other lifestyle and replenishment options available on the promotional page can give consumers some opportunities to think and attract them to return to the store to purchase related products. In addition, stores can also invite spokespersons and experts to talk about the connection between gut health and human health, which may resonate with consumers more than flyers. ”
Michini added: “Don’t be afraid to use illustrations or pictures to introduce the complexities of digestive health, they can better attract customers. The intestine is the main manufacturing facility of the human body, which processes all raw materials from food, beverages, supplements and medicines. This process is ideal for visually describing information, which can be displayed on a whiteboard or other display, or posted on social media. We need to encourage consumers to participate. ”
Reference:
1.GrandView Research, “DigestiveHealth Products Market Size Worth $57.54 Billion By 2025,” GrandViewResearch.com.
2.Lenoir-Wijnkoop,et al. “Probiotics Reduce Health CareCost and Society Impact of Flu-Like Respiratory Tract Infections in USA,” Frontiers inPharmacology.
3.Toohey,et al. “Effects of Probiotic(Bacillus subtilis) Supplementation During Offseason Resistance Training inFemale Division I Athletes,” TheJournal of Strength and Conditioning Research.jscr/Abstract/publishahead/Effects_of_Probiotic__Bacillus_subtilis_.95273.aspx
4.KristinaSauerwein, “Heartburndrugs linked to fatal heart and kidney disease, stomach cancer,” Washington University Schoolof Medicine in St. Louis.
5.Jina Sawani, “Many Americans Are WorriedAbout Taking PPIs and Have Tried Stopping Them Without Doctor Approval,” University of MichiganHealth Lab.
Original link: https://wholefoodsmagazine.com/front-page/a-healthier-new-year-starts-in-the-gut/
Author｜Jennifer Joseph
compiled | Zhang Yanning
review | 617
edited | Cui Xinwei
Finally, I wish you all peace and happiness in the new year and all the best!
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Contact: Hu Xiaohang
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