FUNCTIONAL FOODS

HYPE AND REALITYB. DAVE OOMAH

PACIFIC AGRI-FOOD RESEARCH CENTRE

SUMMERLAND, BC CANADA

Dra. Ma Anaberta Cardador Martínez

Lic. E. Andrea Hernández Arroyo

Coordinadora del Programa Líderes Académicos

FOOD AND NUTRITION SECURITY

HEALTH

AGRI

CULTURE

FFN

FOOD1960-output1960-Output

Prices

Micronutrients

Governments should intervenewhere industry has failed forHealthier diets: UN food expert

UNITED NATIONS HUMAN RIGHTS COUNCIL

Resolution 13/4, Right to Food- A/HRC/19/59

Diets are increasingly energy-dense, rich in sugar, salt and saturated fats, as many higher fibre foods were replaced by heavily processed foods

The globalization of food chains

US investment in Mexican food processing industry ($210 million1987 to $5.3 billion in 1999)

Sales of processed foods in Mexico soared at 5 to 10 %/PA from 1995 to 2003.

The resulting rise in soft drink and snack consumption by Mexican children is at the source of the very high rates of child obesity in the country.

Align Agricultural Policies-Public Health

• Promote local and regional food systems– Access to healthy, fresh and nutritious foods

• Shift to nutritious diets instead of heavily processed foods

• Regulate foods high in saturated fats, salt and sugar

• Overhaul misguided agricultural policies– “The right to food cannot be reduced to a right

not to starve”

WHO Global Strategy on Food Security

THE HEALTH SYSTEM IS UNSUSTAINABLE

15.2

9.8

8.4

5.9

13.4

8.8

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U.S. Canada Brazil Mexico

GDP (%) 2008GDP (%) 2000

GDP11.4% -200012.6% -2008

CHRONIC DISEASES THREATEN DEVELOPMENTOf the 2.4 million Americans who died in 2010, 6 in 10 died in one of these

chronic diseases.

Deaths in 2010:

2,436,652

Source: National Vital Statistics Reports, 59, 4, 2011

Heart disease, 24.6

CRD, 5.6

Diabetes, 2.8IKD, 2.0

Hypertension, 1.1

Cancer, 23.3

Alzheimer's, 3.2

Others , 37.4

CRD-Chronic respiratory; IKD-Inflammatory kidney; NCD≥57%

NCDs-60% global deaths/PA

2006,CVD Mortality-34%

CANADA IS NOT IMMUNE

45% of males & 21% of females over 25 years are overweight

14% suffers from obesity

100% (!) of women in Canada don’t reach Recommended Dietary Allowances for Iron, and 50% don’t reach RDA for folic acid and vitamin A

Canadians consume too much fat and saturated fats

Canadians don’t consume enough fibre (50% of RDA) and complex sugars

Provinces and territories receive $27-29 billions Canadian Federal Health Transfer payments (2011-12-13)

From Health Canada, Health Quebec and Statistic Canada, 1990 to 2001

HEART DISEASE IN CANADA1

80,000 Deaths from cardiovascular disease (CVD) per annum

Estimates for Direct/Indirect Cost of CVD2:Direct (doctors, hospitals, drugs)$7 billion

Indirect (premature death, loss of productivity, disability)$12 billion

43% of Population (ages 18-74) with elevated blood cholesterol3:

Females, 43%; Males, 46 %

1 USA numbers approximately 10 x Canada2 1993, R Moore, Economic Burden of Illness in Canada, Laboratory Centre for Disease Control, Canada.3 Defined as plasma cholesterol > 5.2 mmol/L. Data from Canadian Heart Health Survey (early 1990's)

PREVENTIVE MEDICINE

“ Maintain order rather than correct disorder.

To cure disease after it has appeared is like forging

weapons after the war has already begun”

Nei Jing 200 BC

“The functional foods segment isexpected to attain a value of$49 billion by the end of 2011, andanalysts indicate the market will beworth more than $67 billion by 2016.”—CompaniesandMarkets.com

The global functional foodsmarket is expected to reachnearly $30 billion by 2014Leatherhead Food Research

DRIVERS OF FUNCTIONAL FOODS MARKET

• The U.S. - largest world functional foods market (35- 50% global sales). Asia-Pacific- second biggest market.

• U.S. and Asia-Pacific = ¾ of the current functional foods markets.

• The top 20 functional food companies =70% U.S. market, mostly multinationals. Smaller players create niche markets.

10 KEY TRENDS IN

FOOD, NUTRITION & HEALTH 2012-REALITY

• 0g trans fat

• Gluten-free

• Additive-free

• Casein-free

• Lactose-free

• MSG free

• Onion free

• Porcine-free

• Soy-free

TREND 1: NATURALITY – A TREND THAT’S POWERING

SUCCESSFUL INNOVATIONS

• “NATURALLY FUNCTIONAL” needs no health claims

• A strategy that makes premium prices possible

TREND 1: NATURALITY – A TREND THAT’SPOWERING SUCCESSFUL INNOVATIONS

Select Harvest soups made with “real ingredients” reduced sodium to 480mg from initial levels of 700-800mg.

Salt reduction was a major emphasis in the 2010 US Dietary Guidelines. The FDA recommends no more than 2,300mg of salt/day, but most Americans consume about 3,400mg a day –from restaurant food and packaged goods such as canned soups.

TREND 2: ENERGY – HUGE UNTAPPED POTENTIAL

80 mg caffeineGreen tea extract

TREND 3: DIGESTIVE HEALTH

25m loaves $75m, 20093m bottles/day; Mexico-3rd largest market

TREND 4: FEEL THE BENEFIT – THE MOST

POWERFUL MARKETING TOOL

Rational benefits

Rational & Emotional (self-confidence) benefits

“Drop a jeans size”

TREND 5: WEIGHT MANAGEMENT – WHERE SUCCESS REQUIRES SERVICE

Special K-the world’s biggestweight management brand;10% growth in 2010 US market

Fat burningCalorie burningSatiety

WEIGHT

MANAGEMENT

SUCCESS

Central Lechera AsturianaFuente Natural de SaludRetail sale-$79 M 2007

Helps to reduce body fat

Sarcopenia solution takes the biscuit

TREND 6: MOVEMENT – MUSCLE, BONE AND JOINT HEALTH

World’s biggest bone health brand pushes into daily dose

TREND 6: MOVEMENT – MUSCLE, BONE AND JOINT HEALTH

WHO NEEDS HEALTH CLAIMS WHEN YOU

HAVE FRUIT & VEGETABLES?

Science + marketing = superfruit & supervegetableBenefits-digestive health, immunity, satiety, sports recovery, glucose uptake, insulin response, energy and mood

TREND 9: DAIRY – SCIENCE BOOSTS ITS

“NATURALLY HEALTHY” ADVANTAGE

Many fruits and vegetables can use health claims in Europe

5% acerola berry content delivers 30% RDA of vitamin C/100g bottle vitamin C health claim Europe; $11-14m Germany 2011

“Ancient grains” lend a health halo

TREND 10: GOOD GRAINS – SET FOR GROWTH

Oats and heart health Whole grains -”good carbs”- low GI

ANCIENT GRAINS FOR MODERN HEALTH

• Ancient grains from Latin America have experienced a resurgence and are popular locally as well as globally.

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Mexico: Branli Granola Breakfast Cereal with Amaranth

Brazil: Levitta Sementes Gergelim e Quinoa:

Crispy Bar with Sesame and Quinoa

Brazil: Wickbold Light Wholegrain

Bread with Quinoa

ANCIENT GRAINS RESURFACE

• The return of ancient grains has resulted not only from awareness of their nutritional properties, but also from their unique flavors.

• Consumers demand for health and variety can be met.

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PREVENTIVE MEDICINE

“To have developed medicines for diseases, administer … is comparable to the behavior of those who begin to dig a well after they are thirsty.”

FOOD PREVENTS HEALTH CONDITIONS

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Osteoporosis

Mental health

High blood pressure

Cardiovascular

Cancer

Digestive disorders

High cholesterol

Overweight

Diabetes

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WOMEN’S WELLNESS CONCERNS

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35

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51

Menopause

Alzheimer's disease/memory

Reproductive cancer

Aging

Colds/Flu

Heart disease

Stress

Breast cancer

Arthritis/Joint health

Osteoporosis/Bone health

Vision/Eyecare

Nutrition/Diet

Energy level

Physical health

Weight control

CONSUMERS INFORMATION SOURCE

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71

Manufacturer

Healthcare Provider

Store Display

Nutritionist/Dietician

Internet

Pharmacist

Advertisement

Product Label

Media (TV, newspaper)

Friend/Relative

Doctor

Books/Magazine

WHAT IS A FUNCTIONAL FOOD?A functional food is similar in appearance to, or may be, a conventional food, is consumed as part of a usual diet, and is demonstrated to have physiological benefits and /or reduce risk of chronic disease beyond basic nutritional functions.(Health Canada, Policy Paper Nov. 98)

FUNCTIONAL FOODS-ALIMENTOS FUNCIONALES

Those foods that encompass potentially healthful products, including any modified food or ingredient that may provide a health benefit beyond the traditional nutrients it contains.1

Alimentos que abarcan productospotencialmente saludables, incluyendo cualquieringrediente o alimento modificado, que puedeproporcionar un beneficio a la salud, mas alla de los nutrientes que contiene.1

1: Yale Health Network

Science of Functional Food Evolution

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GLOBAL PREVALENCE OF MICRONUTRIENT DEFICIENCIES

Vitamin A, anemia and zinc deficiencies in children under 5 (WHO-3 point system)

1billion “food impoverished” people

MICRONUTRIENT-FORTIFIED CROP DEVELOPMENT

Crop Micronutrient Baseline (μg/g) Target (μg/g) Release

Beans Iron 50 94 Congo & Rwanda

Cassava Provitamin A 0.5 15.5 Nigeria-Zambia

Maize Provitamin A 0.5 15 Zambia (2012)

Pearl millet Iron 47 77 India (2010)

Rice Zinc 16.6 24 Bangladesh (2013)

Rice (polished) Iron 2 6.5 China

Sweet potato Provitamin A 2 32 Uganda

Wheat Zinc 25 33 India & Pakistan

4 billion people survive on corn, wheat and rice

CROP IMPROVEMENT FOR HEALTH BENEFITS

Crop Vitamin Improvement Reference

Lettuce Folate 5.4x Nunes at al. (2009)

Tomato Folate 25x Diaz de la Garza et al. (2007)

Tomato β-carotene 10x Davuluri et al. (2005)

Carrot Ketocarotenoids 70% conversion Jayaraj et al. (2008)

Maize β-carotene 169x Naqvi et al. (2009)

Maize Ascorbate 6x Naqvi et al. (2009)

Mustard greens Vitamin E 6x Yusuf & Sarin (2007)

A SUPER-VEGETABLE REVOLUTION

EVIDENCE OF HEALTH BENEFITS CRUCIAL

Evidence that phytochemicals actually provide health benefits is required in developing good product that integrate plant science with human nutrition.

RELATIVE PERCENTAGES OF GLUCORAPHANIN PER SERVING (3OZ OR 85G) OF CRUCIFEROUS VEGETABLES, INCLUDING BROCCOLI

DIET MODIFIES CVD RISK FACTORS

• The common Brazilian dietary pattern- combination of

rice and black beans source of high fiber protects against

obesity.

• Cross-sectional analysis of 4,202 young Brazilian adultshigh fiber intake (64.6 ± 7.6 g/day)

• Low levels of total, LDL and HDL cholesterols, and

systolic and diastolic blood pressure

• Markers of beneficial healthy trend regarding CVD risk

factors.

MTA Olinto, Eur J Nutr DOI 10.1007/s00394-011 0213-4

BEAN-FREE DIET PREDICTS MORTALITY

• 225 all-cause deaths were identified among 38,007 person-years, for 6.5 years follow-up (2820 men +2950 women-Taiwanese survey of hyperglycemia, hyperlipidemia and hypertension)

• Beans favored metabolic syndromes in men, waist circumference and HbA1c in women

• Bean-free diet increased hazard ratio for all cause mortality among women

W-C Chang et al. 2012 Public Health Nutrition 15 (4), 663-672

HEALTHY EATING IS NOT COSTLY

• A healthy diet is not associated with income or total food expenditure

• $1 increase in fruit and vegetable expenditure is associated with a 0.005% decrease in HbA1c

• $1 increase in fast food expenditure increases HbA1c (0.011%)

• *HbA1c is a proxy for long-term blood glucose levels

D Maxwell et al. 2010 Household food expenditures & management of type II diabetes

Anti-Toxin Activity

Food Chem Toxicol. 2008, 46(5):1817-1824

Food Chem Toxicol. 2008, 46 (2):797-802

Phytother Res. 2005, 19(9):796-800

Anti-Inflammatory

Arch Intern Med. 2004, 164(12):1334-1340

N Y Acad Sci. 2004, 1028:481-486

Fitoterapia 2001, 72(3):288-290

Immune System Boost

Phytomedicine 2007, 14(11):739-746

Mol Cell Biochem. 2004, 260(1-2):103-110

Brain Protection

Phytother Res. 2006, 20(9):742-747

BMJ 2005, 331(7531):1515-1518

Brain Res. 2003, 965(1-2):130-136

Betalains from Opuntia Ficus-Indica

TriVita Inc. www. nopaleasite02.com

Opuntia-los Alimentos Foncionales Mexicana

C. Gallegos-Vázquez et al. 2012, Fruits, 67 (2), 109-120

Hibiscus Sabdariffa - Jamaica

HS polyphenolic extracts

reduce serum uric acid

levels in oxonate-induced

rats.C-Y Kuo et al. 2012, J

Functional Foods 4, 375-381

Consumption of HS

aqueous extract reduces

oxidative stress in healthy

subjects.T Frank et al. J Sci Food Agric

(2012) Daily consumption of (3) HS tea lowers

blood pressure in pre-and mildly

hypertensive adults.DL McKay et al. 2010, J Nutr, 140, 298–303

Brazilian Experience Guarana

LOCAL TO GLOBAL-NATURAL TO COMMERCIAL

$10.88m $32.76m $16.44m

US market shares - Latest 52 weeks ending Oct 2, 2011

AGRICULTURE CONTRIBUTION

Provide products and technologies for theproduction of high quality, diverse andhealthy, affordable food in sufficient quantities

Improve human health and wellness and optimize natural resource at the same time

Unravel the benefits of crop components (metabolites) in preventing or reducing the risk of diseases.

Practice preventive medicine

Listen to your body’s proteins

Be pro-active about your health

Lose weight

Get exercise

Wear sensible shoes

Keep a regular schedule

Get enough sleep

Eat your vegetables

“A NATION WITH HEALTHY POPLE IS A WEALTHY NATION”

Pacific Agri-Food Research Centre (PARC)

Agriculture and Agri-Food Canada

4200 Highway 97, Box 5000

Summerland, BC Canada V0H 1Z0

Tel: (250) 494-6399

Fax: (250) 494-0755

Email: oomahd@agr.gc.ca

CONTACT

MUCHO GRACIAS