02.28.23
About a quarter of U.S. adults (27%) believe “food can be as powerful as medicine,” and about half of that group would pay a premium for novel bioactive health solutions.
This finding—which presents a new opportunity for functional food and beverage brands to innovate—comes from Brightseed, an AI-driven data and biosciences pioneer on a mission to “illuminate nature to restore human health.”
Brightseed named the most motivated, health-conscious consumers who prioritize nutrition as a proactive health measure—a unique segment of early adopters—as “Bioactivists.”
The company surveyed more than 2,800 U.S. adults in 2022 to explore consumer understanding and awareness of bioactive compounds and their potential for human health. The survey also measured sentiment, interest, and knowledge of health and nutrition.
The Office of Dietary Supplements at the National Institutes of Health has defined bioactive compounds as constituents in foods or dietary supplements, other than those needed to meet basic human nutritional needs, which are responsible for changes in health status
While 62% of general consumers reported they are interested in learning more about bioactives, Bioactivists were significantly more engaged. In addition, half of Bioactivists reported they are dissatisfied with the market’s current natural solutions for health, and more than half (52%) said they would pay more for bioactive-containing products.
“Bioactivists are seeking proactive and preventative health solutions in a very targeted manner, and their heightened awareness on health topics has a direct impact on their evaluation of products and purchasing behavior,” Brightseed VP of Marketing Michelle Masek said. “Our findings show these Bioactivist consumers are hungry to find bioactives on the labels of their trusted brands.”
Recent analysis confirms there has been a “fundamental shift” in the consumer's definition of healthy, where more shoppers today are interested in “the healthy components within” versus removal of the “bad,” like trans fats and added sugars.
Brightseed’s Forager A.I. technology connects bioactive plant compounds and human biology, as academics and industry leaders investigate how bioactives contribute to health and nutrition and consider their role in dietary recommendations.
“Health-conscious consumers are trained to seek out products containing certain label claims, vitamins, minerals, or classes of antioxidants, but our findings show that there’s a huge unmet opportunity to address the needs of Bioactivists who are drilling deeper in the science,” Brightseed’s VP of Bioactives Alina Slotnik said. “Bioactive ingredients are the next generation of health ingredients and a novel way to deliver differentiated benefits.”
Brightseed Bio 01 is a novel hemp fiber ingredient for gut health formulated for use in functional foods, beverages, and supplements. Derived from upcycled hemp hulls and formulated to optimize bioactive content, Brightseed Bio 01 is the only dietary fiber on the market that contains two bioactive compounds, NCT and NFT, that show promise to support gut barrier integrity in preclinical studies, according to the company.
The new certified organic version of Brightseed Bio 01 can be integrated into cereals, granolas, nutrition bars, and functional beverages, providing organic product manufacturers a new option to deliver the benefits of dietary fiber to their consumers.
This finding—which presents a new opportunity for functional food and beverage brands to innovate—comes from Brightseed, an AI-driven data and biosciences pioneer on a mission to “illuminate nature to restore human health.”
Brightseed named the most motivated, health-conscious consumers who prioritize nutrition as a proactive health measure—a unique segment of early adopters—as “Bioactivists.”
The company surveyed more than 2,800 U.S. adults in 2022 to explore consumer understanding and awareness of bioactive compounds and their potential for human health. The survey also measured sentiment, interest, and knowledge of health and nutrition.
The Office of Dietary Supplements at the National Institutes of Health has defined bioactive compounds as constituents in foods or dietary supplements, other than those needed to meet basic human nutritional needs, which are responsible for changes in health status
While 62% of general consumers reported they are interested in learning more about bioactives, Bioactivists were significantly more engaged. In addition, half of Bioactivists reported they are dissatisfied with the market’s current natural solutions for health, and more than half (52%) said they would pay more for bioactive-containing products.
“Bioactivists are seeking proactive and preventative health solutions in a very targeted manner, and their heightened awareness on health topics has a direct impact on their evaluation of products and purchasing behavior,” Brightseed VP of Marketing Michelle Masek said. “Our findings show these Bioactivist consumers are hungry to find bioactives on the labels of their trusted brands.”
Opportunity for Functional Food & Beverage Brands
Brightseed’s findings align with industry research on how consumers are zeroing in on health as a key factor driving the rise of organic, clean label, and functional food and beverage categories.Recent analysis confirms there has been a “fundamental shift” in the consumer's definition of healthy, where more shoppers today are interested in “the healthy components within” versus removal of the “bad,” like trans fats and added sugars.
Brightseed’s Forager A.I. technology connects bioactive plant compounds and human biology, as academics and industry leaders investigate how bioactives contribute to health and nutrition and consider their role in dietary recommendations.
“Health-conscious consumers are trained to seek out products containing certain label claims, vitamins, minerals, or classes of antioxidants, but our findings show that there’s a huge unmet opportunity to address the needs of Bioactivists who are drilling deeper in the science,” Brightseed’s VP of Bioactives Alina Slotnik said. “Bioactive ingredients are the next generation of health ingredients and a novel way to deliver differentiated benefits.”
Brighteed Bio 01 Organic Debuts at Natural Products Expo West
Brightseed will be debuting a new certified organic version of Brightseed Bio 01 to better align with Bioactivists’ desires at Natural Products Expo West (Booth 4379).Brightseed Bio 01 is a novel hemp fiber ingredient for gut health formulated for use in functional foods, beverages, and supplements. Derived from upcycled hemp hulls and formulated to optimize bioactive content, Brightseed Bio 01 is the only dietary fiber on the market that contains two bioactive compounds, NCT and NFT, that show promise to support gut barrier integrity in preclinical studies, according to the company.
The new certified organic version of Brightseed Bio 01 can be integrated into cereals, granolas, nutrition bars, and functional beverages, providing organic product manufacturers a new option to deliver the benefits of dietary fiber to their consumers.
