COVID-19 shifts consumer mindsets toward functional foods for good, says Danone exec

24 Mar 2021 --- COVID-19 has made immunity benefits a huge factor in the choices people make about the food they eat, according to Dr. Miguel Freitas, vice president of scientific affairs at Danone North America.

Freitas sits down with NutritionInsight to discuss how probiotics can help with immunity, which of them are truly beneficial for health and spotlights a study Danone is funding on the COVID-19 and probiotics link.

“I believe consumer mindsets have shifted, and because of COVID-19, consumers will start taking more care of their body and specifically of their immune system. I do not think this will go away soon,” he notes.

“In 2021, consumers want to know ‘How does this make me more resilient?’ and ‘Does it support my health now and in the long term?’” 

Probiotics for health
Freitas emphasizes probiotics’ potential for immunity, which, he says, is often overlooked or misunderstood.

“While the usual suspects of vitamin C and D are touted to support immunity – one critically important component of immune health is probiotics.”

“The health of the immune system is the top priority motivating the use of supplements and functional foods, with probiotics among the most sought-after ingredients consumers are looking to increase in their diet,” he supports.

Dr. Miguel Freitas, vice president of scientific affairs, Danone North America.Even when functional benefits are prioritized, consumers still desire taste and “real food” cues – which makes probiotic yogurt more appealing than supplements, Freitas continues. 

This will not slow down in a post-pandemic era. As COVID-19 becomes controlled and consumers move forward in their lives, probiotics will still remain important components of the diet. “Looking ahead, probiotics are expected to reach US$65 billion by 2024,” Freitas anticipates.

The pandemic’s impact
Moreover, the importance of the microbiome in health and disease has also gained more recognition amid COVID-19. 

“Understanding the microbiome holds great promise thanks to advances in the field of microbiology, which strives to create and program organisms to perform desired tasks. The next generation of probiotics should be selected for their ability to complement gut microbiome deficiencies or imbalances.” 

“In the nea) future, we can conceive that each of us will be able to consume bacteria or specific probiotics that can help improve health or detect risk factors for different disorders at the earliest possible moment, therefore reducing the risk of developing a particular disease,” he notes.

For example, the recent discovery of key gut microbiota-derived metabolic end products will facilitate the design of this new generation of functional foods, Freitas says. 

“The more widespread use of gut microbiota profiling will also make it easier to identify the individuals most likely to benefit from such functional foods and dietary guidance.”

Identifying beneficial probiotics?
Freitas says that not all fermented and cultured products are true probiotics. Without clinical studies, people might not be getting the benefits they seek.

“Not all probiotics are created equal. There are many companies out there selling probiotic products that are dubious in their quality and make various unsubstantiated claims.”

Most of the products found in the market are advertised to improve the structure or function of the body. 

COVID-19 has made immunity benefits a huge factor in the choices people make about the food they eat, says Freitas. These are considered structure-function claims, and the US Food and Drug Administration (FDA) only requires that the company has scientific support for those claims. 

Given that the FDA does not have to approve any of these claims, it is easy for companies to make those claims without being monitored, Freitas argues. 

“That is not the case for Danone North America. The probiotic products we commercialize, and specifically Activia, have been studied in different clinical trials for over 20 years – with our science publicly available on our websites and on a medical literature database,” he highlights.

“My best advice for consumers is to do their research online using credible sources, but also check the producer’s website for what the studies are on the specific product and on the specific strains. 

“I would also advise consumers to check the product label if the producer lists the full strain name of the probiotic,” he adds.

Danone’s functional foods
Freitas has studied two major probiotics foods in his career, Activia and DanActive, both carried by Danone North America.  

Activia is a brand of yogurt with billions of live and active probiotics. It includes a signature probiotic culture, Bifidobacterium lactis DN-173 010/CNCM I-2494, plus four additional live cultures.  

“Our research shows that Activia may help reduce the frequency of minor digestive discomfort when consumed twice a day for two weeks as part of a balanced diet and healthy lifestyle,” he says.

Regarding the immune system, certain probiotics such as the ones in DanActive can help support the immune function, Freitas stresses. 

For example, it can improve the oxidative burst capacity of monocytes, important cells for the proper function of the immune system. By doing this, these probiotics increase the capacity of these monocytes to protect us against different environmental stresses. 

Microbiome link to COVID-19
Researchers at Rutgers University have launched the US’s largest prospective study of health care workers exposed to COVID-19. 

The study includes a series of clinical trials, including a first-of-its-kind investigation exploring the link between the microbiome and the severity of COVID-19.  

The new microbiome study is funded by Danone North America and Activia, one of the company’s leading probiotic brands. 

One of the goals of the study is to understand what is happening in the microbiome to determine the possibility of harnessing some of those organisms as new probiotics or look at the metabolites to develop a pre- and probiotic strategy. 

“Although further investigation is needed, understanding how probiotics and prebiotics work in our body can give us additional insights on new approaches to managing COVID-19. The study is currently at its midpoint and we should have results later this coming year,” Freitas concludes.

By Kristiana Lalou