The FONA International report highlights the increasing significance of gut health among consumers. As a result, there is a rising trend in the number of food and beverage products that promote digestive health benefits. According to the report, the U.S. market for digestive products experienced a 12% growth from 2012 to 2017.
Aquamin, which is rich in calcium, magnesium, and trace minerals, is believed to help reduce chronic gut inflammation and promote joint health. It is seen as a versatile ingredient for fortifying foods with calcium, including calcium citrate with vitamin D. Marigot, Ltd., the Ireland-based company responsible for developing Aquamin, offers three formulations of this ingredient for use in various foods and beverages. Marigot has noted that Del Monte is incorporating Aquamin into certain fruit beverage products, although these may currently only be available in the Philippines.
While Aquamin focuses on enhancing gut health, activated charcoal serves a different purpose by binding to toxins and preventing them from entering the bloodstream. However, the University of Utah has emphasized that further research is necessary to fully understand its mechanisms. Activated charcoal can also attach to ingested foods, potentially hindering the absorption of nutrients and medications. When included in food, it imparts a distinct smoky and earthy flavor.
Burger King was an early adopter of activated bamboo charcoal, introducing the “kuro burger” at select outlets in Japan in 2012. This unique offering featured a black bun, a patty, a slice of black cheese, and a squid ink-based sauce. According to Adweek, the product was extremely popular among Japanese consumers and outperformed all other new items launched that year. However, the surge in sales was likely driven more by the sandwich’s striking appearance and smoky flavor rather than any associated benefits for gut health.
The trend of gut-healthy foods and beverages shows no signs of waning in the global market. As consumers continue to prioritize digestive health, they will actively seek out these products. Although Aquamin and activated charcoal are currently in vogue, Consumer Reports has recently compiled a list of established methods for enhancing gut health through foods that naturally contain fiber, probiotics, or prebiotics. These foods include legumes, raspberries, blackberries, barley, bran, bulgur, kimchi, yogurt, kefir, and miso. Additionally, incorporating calcium citrate with vitamin D into one’s diet can further support digestive health and overall well-being.