18 February 2008 - The global food industry is engaged in a constant pursuit of innovation driven by changing consumer trends. With the rise of the super-fruit realm and the beauty bandwagon, the ever-searching consumer is now demanding a new genre of foods.
These new entrants are 'mood foods'. This new trend from the functional foods sector has a modus operandi, claiming that a person's diet can affect their happiness and general well being. Such a scenario is accomplished by the chemical stimulation of neurotransmitters within the brain, resulting in contentment, more commonly termed "a good mood."
The mode of action of these neurotransmitters is quite ingenious. These agents trigger action, speech, thought and emotion. The diet of a person can alter the production and activity of neurotransmitters. Repetitive experiences with certain classes of food cause the brain to relate specific items with specific emotions. Some of the key illnesses that these foods aim to address include; depression, anxiety, chronic fatigue syndrome, post natal syndrome, schizophrenia, insomnia, pre-menstrual syndrome, ADHD (attention deficit hyperactivity disorder).
History of Mood Foods
Joyce Kilmer said "For nothing keeps a poet in his high singing mood, like unappeasable hunger for unattainable food." As early as 1971, researchers such as Fernstrom and Wurtman recommended that carbohydrate consumption alters the body's amino acid balance, causing an increase of serotonin in the brain. Serotonin regulates sleep, appetite and impulse control and hence plays an important role in the elevation of a downcast mood. Since then, over 30 human studies have been conducted to ascertain the relationship between mood, food and the brain. In 2002, a survey was conducted by the Food and Mood Project, backed by the mental health charity Mind. According to this survey, food is classified into two types, namely 'stressors' and 'supporters'. The stressors group comprised foods such as sugar, caffeine and alcohol, while supporters included water, vegetables, fruit, and omega-3 rich fish oil. The survey participants observed mental heath benefits when consuming supporters, in comparison to consuming stressors.
For centuries, humans have associated the consumption of certain foods with improving a person's general mood and disposition. The English swear by their tea and the kettle's ability to soothe even the most stressful of situations. Chocolate is another such stimulant associated with sensuality. Ice–creams have also gone from being an indulgent to a wholesome pleasure food. These associations spiked the initial interest from academia into studying the potent connection between nutrition, mood and mental health. Since then, numerous research studies advocating the positive effect of certain foods on mood disposition have come forth.
The Chosen Ones: The Ingredient Line –up
Omega-3 Oils: Omega-3 corresponds to one of the fastest growing functional food ingredient segments in the European food industry today. These famed ingredients have now received another feather in their cap, the title of "excellent mood foods". Omega-3 oils block chemicals called cytokines that can cause low mood. Oily fish (salmon, sardines, mackerel, tuna), flaxseed oil, nuts and seeds are all good sources. According to research conducted by the Australasian Research Institute at Sydney Adventist Hospital and the University of NSW, the consumption of omega-3 fatty acids lowers the incidence of depression in adolescents. Europeans consume up to 15 times more omega-6 than omega-3, due to increases in the consumption of processed foods, thereby raising the potential for bouts of depression.
Green Tea: While most of the world is being awakened to the benefits of green tea as an antioxidant and weight management ingredient, countries such as Japan, UK and Australia have realised its potent benefits on mood health. According to research from Unilever, green tea contains L-theanine, which is said to relax the brain. Consumption of 50 mg of L-theanine (equivalent to two-three cups of tea) has stimulated the alpha-brain waves associated with relaxation. By increasing the frequency of these brain waves, the beta-brain waves associated with tension are decreased.
Breads: Research conducted by the Brain and Behaviour Institute at the University of Maastricht in the Netherlands has shown that foods depleted in the amino acid tryptophan will commonly cause depression. Trytophan is a metabolic pre-cursor to the chemical messenger serotonin, and is found in foods such as milk, bread, cheese and bananas, as well as meats like turkey. The depletion of serotonin levels in the brain result in depression and other mental problems.
Ice-cream: Perhaps the most soothing of all food is ice-cream. Scientists have now confirmed what our grandmothers claimed all along, nothing soothes troubled waters like ice-cream from a tub. The feeling of well being caused by consuming ice-cream has been related to the presence of the neurotransmitter anandamide, a cannabinoid chemical that attaches to specific brain receptors (Drewnowski et al 1994). This part of the brain helps in creating a mellow, calm feeling.
Chocolate: However the star of the mood food line-up is that of chocolate. Having always been termed a comfort food, research has now elevated its status to that of a psycho-active food. In 1999, Gibson and Desmond conducted research into why chocolate is such a sought after product to create positive emotions. It was discovered that in addition to containing anandamide like ice-creams, this humble bar is also loaded with other positive neurotransmitters such as oleolethanolamine and N-linoleoylethanolamine, caffeine and theobromine. All these chemicals were detemined to have active psychological effects. Additionally chocolates are rich in tryptophan. This essential amino acid forms a rate-limiting step in the production of the mood-modulating neurotransmitter serotonin, which is known to diminish anxiety. It has also found use in the treatment of pre-menstrual syndrome (PMS), due to its rich content of magnesium which lowers progesterone levels. Chocolate contains the amino acid gamma-aminobutyric acid (GABA) that is said to reduce anxiety.
The Industry Scenario
The future of mood foods has never looked merrier, with the big players such as Unilever, Nestlé, Yakult and Glico all jostling for a piece of this mood food pie. The industry has awakened to this trend and is heavily investing in research, innovations and belligerent marketing to stay one step ahead of the game. In 2002, the Scottish ice-cream maker Mackie's launched a mood-enhancing low calorie ice cream flavoured with the essence of a native Alaskan orchid, which claims to make people happy.
In November 2006, Nestlé announced an investment of around $4 million a year over a five year period, for research into the relationship between nutrition and the brain. The research is being conducted by .Ecóle Polytechnique Fédérale de Lausanne (EPFL), one of the two Swiss Federal Institutes of Technology, and will study the role of nutrition in children's brain development. Additionally, it also aims to identify ways of retarding the age-associated decline of mental capabilities, which should help to address diseases such as Alzheimer's.
Another example is the New-Zealand based company Hort Research. Hort Research is a pioneer in the field of food-mood research. The company has invested into a long term mood-food programme, which aims to determine if the consumption of certain fruits have a positive effect on mood and mental well-being. Riding on its new healthy image, Coca-Cola's adult smoothie business has also introduced the omega-3 fatty acid docosahexaenoic acid (DHA) to its soy-milk product Odwalla, with claims supporting healthy brain development.
Yakult and Unilever are also using ingredients such as GABA, phosphatidyl serine (PS), or L-theanine, while flaunting their cognitive benefits. Unilever has introduced an intense marketing campaign, touting the benefits of its green tea as a mood food in the UK market. However, one of the most successful mood food products has been that from Ezaki Glico, namely its stress-reducing "Mental Balance Chocolate GABA.". The product's first year sales of $50 million surpassed all forecasts. Currently, these companies are creating a market worth at least $100 million in retail sales, which grew 20 per cent last year (New Nutrition Business Magazine 2007).
Conclusion
The quest for a diet promising the combined effects of health and intelligence with the right dose of happiness is one that seems to be finally reaching its desired market position. While the significance of the mood food trend is something that only time and markets will define, it must be admitted that interest in this segment is on the increase. The global research being conducted by huge corporations such as Unilever and Nestlé is proof of this fact. With the flourishing growth of the functional foods sector within a time period of less than 3 decades, there is constant space for niche applications within this sector. However it must be considered that mood foods are an emerging trend. This segment could very well just be another passing fad unless these products pass health claims. While there is abundant research backing these foods, it appears so far to be quite subjective and generalised. However, the ultimate assessment for all ingredients will depend on their overcoming basic marketing difficulties, like price pressures, raw materials, ingredients and complex health claims. The market for mood food products is relatively young and the timing is right to initiate the successful development of this niche market sector. Strategically positioned brands and increased consumer awareness will also help to propel mood food market participants into the right arena, to take these trendy niche foods into a fully-fledged market.