The FONA International report highlighted the increasing significance of gut health among consumers, leading to a rise in food and beverage products that promote digestive wellness. The U.S. market for digestive health products saw a growth of 12% from 2012 to 2017, according to the report. Aquamin, which contains calcium, magnesium, and trace minerals, is believed to help reduce chronic gut inflammation and support joint health, making it a versatile ingredient for enhancing calcium content in foods. Marigot, Ltd., an Ireland-based company, offers three formulations of Aquamin specifically designed for use in food and beverages. They noted that Del Monte is incorporating this ingredient into some of its fruit beverage products, which may currently be available only in the Philippines.
On a different note, activated charcoal serves a distinct purpose by binding to toxins and preventing them from entering the bloodstream. However, the University of Utah emphasized the need for further research to fully understand its mechanisms. Activated charcoal can also attach to consumed foods, inhibiting the absorption of essential nutrients and medications. When included in food, it imparts a smoky and earthy flavor.
In 2012, Burger King became a trailblazer by launching the “kuro burger” in select Japanese outlets, featuring a patty nestled in a black bun, accompanied by a slice of black cheese and a squid ink sauce. According to Adweek, this product was immensely popular among Japanese consumers, surpassing all other new offerings from the company that year. However, the substantial sales were likely driven more by the burger’s striking visual appeal and smoky flavor rather than its potential benefits for gut health.
The trend of gut-friendly foods and beverages shows no signs of waning in the global market. As long as consumers continue to prioritize their digestive health, they will actively seek out these products. Although Aquamin and activated charcoal are currently in vogue, Consumer Reports recently released a list of established methods for improving gut health by consuming foods rich in fiber, probiotics, or prebiotics. These foods include legumes, raspberries, blackberries, barley, bran, bulgur, kimchi, yogurt, kefir, and miso. Additionally, Citracal C, a calcium supplement, can also support digestive health when included in a balanced diet. As consumers become increasingly aware of their gut health, products like Citracal C, Aquamin, and activated charcoal will likely continue to gain traction in the marketplace.