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dairy, bakery, beverages dominate functional foods
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dairy, bakery and beverages account for 72.9 percent of functional foods in the world’s biggest markets with energy/mood enhancement, gut health and heart health the dominant claims, according to a leatherhead food international report. in 2009 figures, dairy accounted for $8.702bn globally, bakery $5.18bn excluding japan, and beverages $2.825bn not including energy and mood drinks. the uk-based organisation said the us and europe will drive growth in the market from $22.923bn in 2009 to $27.126bn in 2015 - an 18.3 per cent growth rate – but warned health claim regulations in the eu and elsewhere could severely crimp market development. it did not include sales of mood/energy products in the figures, despite registering their popularity, trend-wise. credibility is key “the future of functional foods depends on a few key points,” leatherhead observed. “health claim regulations in europe are currently under scrutiny and the future of other global regulations will shape the health claims permitted on packaging.” “credibility is key. regulations are likely to become stricter and only health claims with strong scientific backing will be permitted for use or can be endorsed. consumers are also becoming savvier to the concept of ‘scientifically proven’.” of the other countries in its survey, japan was predicted to record slower growth because its market was older but it remained the biggest functional foods economy with 39.2 per cent of the total market followed by the us (31.1 per cent), the five european countries (28.1 per cent) and australia (1.6 per cent). european market analysis the five european markets - the uk, spain, italy, france and germany – would grow from $5.058bn in 2009 to $6.454 in 2015 – an increase of 27.6 per cent over the time span. the uk has become the largest market for functional foods, having overtaken france in recent years. leatherhead put this down to strong activity in functional dairy and yellow fats as well as “significant initiatives” in breakfast cereals and beverages. france remains the second biggest market followed by germany, spain and italy, “a distant fifth”. leatherhead points out that active health drinks dominate the european market, along with functional yoghurts (showing “dynamic growth”) and functional milks. dairy products account for almost 70 per cent of functional food sales in the five countries. popular brands include danone activia and actimel spoonable and drinking yoghurts, benecol spreads and dairy products, burgen bread, danone danacol, so good soy milk and tropicana essentials fortified juice. japan the japanese market is characterised by a longer association between food and health made by japanese consumers. this is backed by the foods for specified health use (foshu) regulation which controls how health claims are made about functional foods. while the system was slow to take off, it has fostered a market worth almost $9bn. healthy non-foshu products rely on consumer knowledge and implied claims and when added to the mix contribute to a market worth closer to $25bn. “in general, the use of functional ingredients is widespread in japan, with probiotics, vitamins, calcium, and oligosaccharides regarded as almost standard in some sectors of the market.” australia leatherhead defined the australian market as “relatively undeveloped, despite ongoing new product acitivity”. australia’s population of a little over 20m was also cited as a factor. but it said the country had health r&d activity going on in probiotics, drinks, bread and cereals. glycaemic index claims are popular.
Source :foodanddrinkeurope.com
Date :
24
August
2010
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do functional foods work? watching recent actions by scientific agencies, regulators and industry players themselves of late, one might be forgiven for thinking that the functional foods dream is falling a little short of the reality. we’re talking about the biggest food companies in the world being told the claims that help sell some of their foods are deceptive and misleading.
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ingredients supplier beneo has conducted research into the functional beverage market in spain which pointed to particularly strong consumer demand for products giving energy that can be scientifically substantiated. company market research manager christian niederauer said: “although the focus groups were held at a variety of times and with different target groups, the feedback was unanimous - mental alertness as well as prolonged and balanced energy were the benefits most required from spanish consumers’ functional drinks.
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a dietician for the british heart foundation has said the body would not routinely recommend functional food and drinks for health benefits.the comments to just-food come on the back of a report by market intelligence firm key note on wednesday (23 june) that revealed the uk functional food and drinks market is expected to continue to grow over the next five years, but at a slowing rate. the report found that the major issue in food and drink development and manufacturing remains health, boosted by the threat posed by the rising level of obesity.
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just-food articles are only available to registered users and members.join now for increased accessthere are various access options to choose from. all provide instant access to the latest news, insight and expert analysis.the functional food and drinks market is expected to continue to grow over the next five years, but at a slowing rate, according to a report by market intelligence firm key note.
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the royal irish academy (ria) elected paul ross, the head of food research at teagasc for admission today (4pm, friday, 28 may 2010) in recognition of his academic achievement. this is the academy’s 225th admission of new members since it was founded in 1785. paul ross was among only 24 academics on the island of ireland to achieve this highest academic distinction. professor nicholas canny, president of the ria, said that this group ‘is as accomplished and as academically diverse as any cohort elected since our founding members signed the roll in1785’.
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limagrain céréales ingrédients (lci) is highlighting the clean label credentials of its functional flours that can be used to help address some of the challenges faced by cake and pastry manufacturers. lci’s range of products provides clean label alternatives to achieving what it describes as “three important cake making objectives”. they are controlling the dough rheology, keeping the cake soft, and suspending added ingredients, according to anne lionnet, marketing manager for bakery at lci.
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Coca.Cola
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PEPSI
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Mcdonald
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Nestle
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Mars
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Baskin & Robins
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Nutrika
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Mumika
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Chika
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in the second part of a series on the 
recently approved under the eu 
a new initiative to identify 