Food business marketers believe that consumers desire foods that are convenient; fresh (less-processed and less-packaged); completely natural—with no preservatives (a so-called “clean label”); devoid of a perceived negative (i.e., foods with low levels of fat, salt, and sugar); and healthful. The perception of the food industry is that consumers desire foods that are not only harmless, but also treat problems ranging from heart disease, osteoporosis, and weariness to memory loss. The food categories that improve health are fortified foods, food additives that enhance performance, probiotics, and prebiotics.
Food fortification is a time-honored practice. Milk (fortified with vitamins A and D), bread (fortified with iron and niacin), and salt (fortified with iodine) have been supplemented for decades to replace nutrients believed to be lost during manufacturing. Newer foods fortified with nutrients required by the body to halt the advancement of age-related disorders or improve physical performance attract customer interest and sell well in the current market. For instance, marketers promote a variety of calcium-enriched diets to women who are concerned about osteoporosis. Popularity of performance-enhancing foods. These nutrients include beverages that replenish electrolytes and prolong physical endurance, as well as amino acids and fatty acids that enhance mental acuity and memory. Both probiotics and prebiotics lead to the same outcome. According to studies, a healthy intestinal microbiota makes the host less susceptible to intestinal infections. Probiotics produce this ideal condition by introducing the bacterium directly into the diet, either as a stable culture or because of food fermentation. This method is expensive, and the bacteria frequently do not survive well in meals. Therefore, manufacturers must add 10 to 100 times the required number of microorganisms to allow for viability loss throughout the product’s average shelf life. Prebiotics address the limits of probiotics by supplementing diet with specific nutrients, typically a certain carbohydrate. When consumed as part of a diet, these nutrients “select” for good bacteria in the gastrointestinal tract.
