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Kiwi for Irritable Bowel Syndrome (IBS) - Source: Mintel

01-Oct-2015

IBS affects many people and the causes may be quite different for each person. Researchers recently identified Kiwifruit extract, Actazin which uses four-way action to support digestive health and well-being.

Key causes and symptoms of IBS sparks opportunities in vitamins & minerals
Irritable bowel Syndrome (IBS) is a common disorder that affects the large intestine (colon). IBS commonly causes cramping, abdominal pain, bloating, gas, diarrhea and constipation. IBS is a chronic condition that one will need to manage long term. According to International Foundation for Functional Gastrointestinal Disorders (IFFGD), IBS affects between 25 to 45 million people in the United States; this makes up about 10- 15% of the population. In the wider worldwide population, it is estimated that between 1 in 10 and nearly 1 in 4 people; that is between 9-23% of total population has IBS.

It is not known what causes IBS, but a variety of factors plays a role. However, nearly two-thirds of consumers who have treated gastrointestinal (GI) ailments believe food or beverage consumption is a cause of their disorder, In particular, more than a third cite spicy foods and 31% say fatty foods caused their discomfort according to Mintel report Gastrointestinal remedies – US, July 2014. Some 39% consumers addressed stress as a leading cause of GI disorders could provide opportunity for the vitamins and minerals market. Women also tend to identify stress as a culprit in GI health.

Kiwifruit improves bowel function in patients with IBS
New Zealand researchers led by Juliet Ansell have concluded that after four weeks of consuming supplements containing Actazin or Gold kiwifruitderived ingredients increased daily bowel movements by more than one bowel movement per week. The improved regularity and laxation without affecting the stool form can improve IBS symptoms. The researchers from The New Zealand Institute for Plant & Food Research Limited and the University of Otago also commented that an increase of greater than one bowel movement per week in a symptomatic population is considered a clinically meaningful magnitude of effect; the studies are published in Nutrition Research.

Actazin and Gold are powdered ingredients derived from whole New Zealand green (Actinidia deliciosa “Hayward”) and gold (Actinidia chinensis “Zesy002”) kiwifruit from which the skin and seeds are removed and the remaining flesh cold pressed for use in food and dietary supplements. The kiwifruit is a good natural source of Vitamins C and E, potassium, antioxidants and the kiwi-unique enzyme Actinidin. Actazin is believed to support digestive health and well-being with its prebiotics, fibre, polypohenols and enzymes properties.

Recently in August 2015, Anagenix which produces Actazin and distributed in the US by Stratum Nutrition announced that the digestive health ingredient from green kiwifruit has been verified by the NonGMO (non-genetically modified organism) Project as being Non-GMO Project Verified. New Zealand is GMO free by law, but Chris Johnson, Group Managing Director for Anagenix wanted to take a leadership role and ensure that the product aligned with consumer insights and global demand, and chose the Non-GMO Project because they believe they have the most credibility.

Different channels sufferers of IBS seek for help
Mintel report Gastrointestinal remedies – US, July 2014 also suggests that a physician or nurse is the source consumers most commonly rely on for information when purchasing an Overthe-counter (OTC) GI remedy. About one in four consumers (26%) are most confortable approaching their doctors or nurses when it comes to addressing GI remedies. Product label information is also important to 14% of the consumers who have treated GI ailments with OTC products, and another 11% consumers think product description is crucial. Manufacturers can invest in describing the active ingredients in kiwifruit extracts to educate consumers on its benefits with regards to treating IBS. Another 11% sufferers also turn to pharmacists for recommendations.

Source: Mintel