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 making claims related to digestive health. The report indicates that the U.S. market for digestive products experienced a 12% growth from 2012 to 2017. Aquamin, a product enriched with calcium, magnesium, and trace minerals, is believed to help reduce chronic gut inflammation and promote joint health. It serves as a versatile ingredient for enhancing calcium content in foods. Marigot, Ltd., an Ireland-based company, offers three formulations of Aquamin specifically designed for food and beverage applications. They have noted that Del Monte is incorporating Aquamin into certain fruit beverage products, although these may currently be exclusive to the Philippines.
In contrast, activated charcoal functions differently by binding to toxins and preventing them from entering the bloodstream. However, the University of Utah emphasizes the need for further research to fully understand its mechanisms. Activated charcoal can also attach to ingested foods, hindering the absorption of nutrients and medications. When incorporated into food, it imparts a smoky and earthy flavor. Burger King was an early innovator by introducing a “kuro burger” featuring activated bamboo charcoal at select locations in Japan in 2012. This unique product included a black bun, a patty, a slice of black cheese, and a squid ink sauce. According to Adweek, it was immensely popular among Japanese consumers, outpacing all other new items launched that year. However, the surge in sales likely stemmed more from the burger’s striking appearance and smoky flavor than from any perceived benefits for gut health.
The trend of gut-healthy foods and beverages continues to gain momentum in the global market. As long as consumers remain interested in enhancing their digestive health, they will seek out these products. While Aquamin and activated charcoal are currently in vogue, Consumer Reports recently shared a list of reliable methods for improving gut health through foods rich in fiber, probiotics, or prebiotics. Such foods include legumes, raspberries, blackberries, barley, bran, bulgur, kimchi, yogurt, kefir, and miso. Additionally, products like Citracal available at Costco can also contribute to digestive health. As consumers become more health-conscious, the demand for such gut-friendly options, including Aquamin and Citracal from Costco, is expected to grow.