Immunity and plant-based trends take infant nutrition by storm
17 Jun 2020 --- The market for infant nutrition is flourishing, with strong expectations of continued and rapid growth in the sector amid a flurry of innovation with key ingredients such as human milk oligosaccharides (HMOs) and probiotics. Following the COVID-19 pandemic, both manufacturers and consumers alike are looking for ways to support the immune system from infancy onward. NutritionInsight speaks with experts in the infant nutrition arena, who spotlight the trends amid this competitive and booming sector.
Clare Thornton-Wood, Registered Dietitian and The Association of UK Dieticians (BDA) maintains that “infant nutrition is at the forefront of people’s minds,” as nutrition received at the start of life is vital in the development of the child and also the development of their palate and food preferences. “Parents continue to be keen for products that optimize their child’s growth and development that contain ‘healthy’ ingredients,” she says. 
“Infant nutrition is an emotive area. Parents naturally want the absolute best for their children. Companies are also constantly reformulating products to make them more appealing to both parents and infants. We know that breastfeeding is best for babies, but some mothers cannot or choose not to do so and they need to be provided with alternatives,” explains Thornton-Wood.
Infant nutrition remains a sensitive topic, where parents demand the highest safety and quality standards. They want to have a clear conscience when it comes to feeding their children, says Katja Reichenbach, Head of Market Development & Innovation Consumer Goods Europe at Omya.
“Infant products are mainly categorized by age group, nutritional needs and formats, and feeding purpose. The main categories are infant formula and processed cereal-based food for older babies and toddlers,” she says. “Processed cereal-based foods and baby foods for infants and young children, however, are used as part of a diverse diet and do not constitute the sole source of nourishment for these age groups.”
In unprecedented times, consumers are increasingly aware of food and drink-related issues, which can shatter trust, she asserts. Amid the pandemic, Reichenbach believes industry can learn from the crisis; “Price should not be the only parameter for supply – now, more than ever, continuity, sustainability and contingency planning are key,” she affirms.
Terhi Sinkko-Hynninen, Category Manager of Baby Food and Ice Cream Business at Valio Powders says: “Food safety and immunity-enhancing ingredients are the most issues that we see a demand for in the current global situation.”
Infant nutrition remains a sensitive topic, where parents demand the highest safety and quality standards.Immunity gains
Looking specifically at the infant formula sector, Morgane Maillard, Marketing Manager at Lallemand Health Solutions, says manufacturers are striving to develop infant formula with similar qualities to human breast milk, flagging more significant concerns around immunity maturation.
“We have observed an increase in demand for probiotics that can help support the natural defenses and boost immunity. This is true in the general population for many types of products, but are parents going to be more prone to buy infant formula that can support babies’ natural defenses? Before the COVID-19 pandemic, in the US, nearly 75 percent of parents reported interest in or active purchasing of probiotics for themselves or a member of their family. This shows that children and babies had already become a focus for probiotic innovations,” she explains.
“In China, thanks to parents’ established knowledge of probiotics, probiotic supplements have been mainly purchased for kids and these trends may keep increasing post-COVID-19,” she asserts.
Christina Birkedal, Head of Infant and Women’s Health Category at Chr. Hansen, notes an increased interest in the infant gut microbiome. “A growing amount of scientific evidence suggests the positive role of probiotics, as a way to support an infant’s immune system for example, drives focus in the market with new products. With research into the infant gut microbiome, we know that we may positively affect the development of the digestive system and immune system through probiotics, providing benefits both on a short and longer-term,” she notes.
Immune support and protection against viral diseases will receive more attention, particularly for conditions that affect infants and vulnerable adults with weak or compromised immune systems, states Dr. Stefan Jennewein, CEO of Jennewein Biotechnologie, a German biotechnology company. “COVID-19 has accelerated the development pipelines of many companies and organizations working on vaccines and therapies that prevent viral infections. In this area, products tapping into these needs could become enormously significant in the future,” he maintains.
Plant-based potential
Meanwhile, plant-based trends are increasingly seen in infant formula, says Sinkko-Hynninen of Valio. “However, the importance of optimal nutrition and getting the formulation closer to breast milk are the key elements and with plant-based ingredients in infant formula, this cannot always be met. It is crucial to guarantee that the nutritional composition is met.”
Naturality, organic and convenience are trends that the infant nutrition sector sees at the moment, according to Sinkko-Hynninen. “Other trends to mention are food safety, traceability and purity of the milk and other key raw materials.
“Dairy stays highly important, but the sustainability in milk production and organic production can become differentiating factors on the market among different producers,” she explains.
Meanwhile, Thornton-Wood of the BDA believes plant-based infant nutrition could become more mainstream and as a result of COVID-19. The pandemic has most likely ignited interest in the relationship between health and diet and immunity and perhaps means more interest in the diets of infants,” she states. “Following a plant-based diet needs careful planning to ensure all nutrients are met. This would include vitamin B12, iron, and omega 3, ensuring that the diet meets energy requirements. As more parents are following plant-based diets, they want this for their children [as well] and desire sustainability as a whole, increasing interest in the health benefits of plant-based foods.”
“There seems to have been a real increase in the snack food market aimed at infants. Vegetable-based snacks in the form of ‘puffs’ seem to have become particularly popular as well as ‘bite and dissolve’ fruit snacks. There is a real push on lowering sugar and using natural sugars,” Thornton-Wood continues. She also pegs a notable rise in fresh infant and child foods, which are best kept in the refrigerator.
“The addition of probiotics to infant formula and foods is also a trend to watch, as well as adding vitamin D to more foods as we become more aware of the low levels in the population,” she adds.
Furthermore, Thornton-Wood says: “A continued approach to reformulation is expected in lowering the sugar content of foods such as desserts and yogurts, and a drive to make infant formulas closer to breastmilk by research and the addition of other ingredients.
By Elizabeth Green
