Nutrient density will exert a ‘growing influence’ on food marketing and product development over the next five years, according to food and nutrition consultancy New Nutrition Business (NNB)[1].
Nutrient dense foods – such as flaxseed – provide more nutrients with lower calories – meaning that their levels of beneficial nutrients (protein, omega 3 fats, fibre, vitamins/minerals and anti-oxidants) are high considering their energy (calories) per serving. Compare these to calorie-dense processed foods such as cakes, candies and sodas that give more calories and few nutrients per bite[2].
The concept of nutrient density was first described almost two decades ago and have formed the basis of health recommendations with increasing supportive science[3]. However, NNB director Julian Mellentin predicts that the idea is one that is coming of age and are very popular in food development and marketing[4].
Flaxseed is naturally rich in healthy nutrients. On average, Canadian flaxseed contains 41% fat, 20% protein, and 28% total dietary fibre. This modest seed is a wealth of nutrition due to its content of three health-promoting components: the omega-3 polyunsaturated fatty acid alpha-linolenic acid (ALA, 20% of dry weight); the plant lignan secoisolariciresinol diglucoside (SDG, 1% of dry weight); and soluble fibre (6% of dry weight).
Flaxseed is included in the list of the most nutrient dense foods. However, it is increasingly common to find foods containing over-processed extracts of flax on the grocery shelf. The goodness of whole flaxseed has been minimized when excessive treatments such as to remove oil or fibre, are used.
The NNB survey shows that the nutrient-dense concept is being led by the US market and presents a real opportunity for flaxseed. This analysis suggests nutrient density has the potential to create a significant value among the 25-30% of ‘most health-active’ consumers – most of which associate plant-based whole foods as nutrient-dense.
NNB further suggests that, in this environment, to develop new products with “sticking power”, food innovators need to ensure that they are truly delivering on the promises they make regarding products that are truly nutrient dense because that’s what the informed consumer wants. Within this definition is also a consumer desire for ‘real’ food and ingredients.
According to NNB, nutrient density links to other benefit platforms such as bioavailability and sustainability, through soil health and regenerative agriculture. Companies are already educating consumers and using nutrient density in connection with sustainability and bioavailability as well as human health – attributes that flaxseed can deliver.
Flaxseed is a great choice for nutrient-dense and bioavailable plant-based ingredients. As the climate changes and consumers look for real whole food without over-processing and negative environment effects, flax is ideal for food manufactures and ingredient suppliers wishing to deliver on these attributes.
[1] New Nutrition Business | 10 Key Trends in Food, Nutrition & Health 2022 (new-nutrition.com)
[2] https://www.hhs.texas.gov/sites/default/files/documents/services/health/texercise/nutrient-dense-foods.pdf
[3] Adam Drewnowski, Victor L Fulgoni, III. (2014). Nutrient density: principles and evaluation tools. Am J Clin Nutr. 99(5): 1223S–1228S. https://doi.org/10.3945/ajcn.113.073395
[4] This information is part of 10 Key Trends in Food, Nutrition & Health, a survey in its 15 years that gauges consumer opinions across five countries.