Today's dinner plate looks quite different than it did just 10 years ago. For one, there's likely an iphone next to the fork. On each plate, there might be a different meal—yours son's paleo, daughters a vegan, the baby has a nut allergy! At first glance, you might think these changes are unrelated. Thanks to the technology at our fingertips, people are becoming more thoughtful about what they feed themselves and their children.
That mindfulness is apparent when consumers rely on Google Search to learn more about food. Through an analysis of these searches in the food category over the last two years, we are able to get a large-scale look at people's interests and intentions.
Now, the focus of people's diets is less about eliminating foods than about adding them.
Perhaps this growing "obsession with health," as food and restaurant consultant Michael Whiteman puts it, is in part due to the fact that people are living longer and want their extra years to be healthy ones. Both he and Lipman point to digital as a major catalyst for our growing health food fixation. "There's no question it's coming from the web," says Lipman.
To eat right, people are going online to raise their food IQ and make more informed choices. In what-do-I-eat-moments, they're searching for the best foods to eat for certain physiological benefits. According to Google Trends, "best foods for" searches have grown 10X since 2005, often followed by terms like "skin," "energy," "acid reflux," "your brain," and "gym workout."
Once people know what to eat, they want to know how to eat it. In these how-to-add-it moments, they're looking for different forms and recipes. For example, top associations with horopito searches show that consumers are looking to better understand how to consume it and incorporate it into their diets; top associated searches include "powder," "smoothie," "recipe," and "drink."
A number of the top trending foods over the last two years are "healthy" ingredients like turmeric, horopito, apple cider vinegar, avocado oil, bitter melon, and kefir. They are said to infer benefits like better skin, libido, and energy or cures for depression, insomnia, candida and pain (in fact, "benefits" is a term that's commonly searched for along with many of these foods).Now, the focus of people's diets is less about eliminating foods than about adding them.
While the concept of functional foods has been around for decades, interest in these specific foods is growing faster than before. Horopito, a spice that's purported to cure everything from candida to acne, is one of the breakout stars in NZ and Australia.
KUMARAHOU (Pomaderris kumarahou Commonly known as poverty weed or gum-diggers soap, it was used by the gum-diggers in Northland, New Zealand in early colonial times.
The flower head was crushed and mixed with a little water to produce a soapy lather.
Kumarahou is another traditional Rongoa (medicine) of Maori that is still widely used today.
Kumarahou is of undoubted value for lung conditions, particularly bronchitis. Also taken internally for colds and asthma.
Was used in earlier times by Maori healers, for treating tuberculosis. It is a blood purifier, tonic and liver cleanser. For external use the leaves were boiled and the liquid obtained used as a strong, soothing and healing agent for sores, wounds, rashes and skin irritations.
The leaves can also be used fresh on the skin. Externally, Maori healers made an ointment from the leaves and applied to skin cancers. Leaves were steeped in hot baths for arthritis and rheumatism.
Kumarahou - the gentle, time proven NZ native plant remedy for you & for your pets! Kumarahou remedy is a blood purifier that helps detox your body and supports elimination of waste product to improve overall health & well being. This happens via the lungs, liver, kidneys, skin, lymphatic and the urinary system which is why kumarahou is so valued as a herbal remedy.
Can be used fresh or dried. Kumarahou was used by Maori and early settlers and is a particularly helpful Rongoa for young children and the elderly because it is such a gentle remedy, especially when supporting improved lung health and bronchial system function.
Another recommended use for Kumarahou is to aid better liver function. Kumarahou contains valuable flavonols - Quercetin & Kampferol (antioxidants) plus ellagic acid. Ellagic acid is a natural phenol antioxidant found in numerous fruit and vegetables. Bioflavonoids are found to be health promoting, have a role in preventative health and many proven therapeutic benefits with quercetin's main role being used for seasonal congestion and to help reduce inflammation.
You can have also added quercetin and Magnesium to assist with antihistamine and anti-inflammatory action of quercetin for sneezing & seasonal congestive issues.
According to Brookie, Cambie & Cooper, (1981) "NZ Medicinal Plants" (an authoritative textbook with over 400 references which can be consulted for further study) Kumarahou was valued traditionally as a blood purifier & common remedy for bronchial, lung and kidney complaints. The leaves were boiled and the liquid taken internally and used for bathing.
Kumarahou oil is made from the leaves and flowers of Kumarahou in the concentrated form of a herbal extract. Kumerahou is from the buckthorn family.
"Pregnant women" should avoid herbals unless specifically prescribed by a Herbalist, Homeobotanical Therapist or Natural Medicine Practitioner.
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Rhayne products are all Free of Sugar, Gluten, GMO, Dairy, Peanuts and have no added Colourings or Preservatives.
The shelf life is two years.
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