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'stringent' regulations promote functional food potential
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the korean functional food market hinges on obtaining the nation’s precious ingredient claim approval, but breaking that barrier opens the floodgates to huge market potential, according to an industry expert. in the second part of our special series on the food and beverage markets in asia, we speak to willy tan, asia executive director of pharmachem, for a glimpse into the state of affairs in korea. “the asian market in general is moving into functional foods, which is a trend that has picked up strongly over the past few years. everybody looks to japan for market trends in the region, and this is true of korea too. but the key difference in the functional food market in korea is that individual ingredients need to be approved to carry health claims, as opposed to japan’s finished product approval process,” said tan. “this regulatory process makes korea very different from other markets. there are fewer products on the shelves, but the products that are on them sell very well.” tough regulations according to tan, who represents the us functional ingredient firm pharmachem across asia, the stringent regulatory approval process in korea is both restrictive – in that it prevents all but the most substantiated ingredients from carrying health claims – and flexible – in that once an ingredient is approved it can be used in all product categories, which means there is a wider scope for the ingredient to reach consumers. in korea, he said, no functional food products are sold without claims, as no one would know what the benefits are. for functional ingredients to carry a claim in korea, this must be submitted to the korean food and drug administration (kfda), which will evaluate it for efficacy, consistency and safety. “the government is very protective of the korean people, and wants to make sure that they are not taken in by ambiguous products that can’t be substantiated,” said tan. “kfda has very stringent criteria, and from what i understand, almost 70 percent of dossiers are rejected.” according to the kfda, it takes five months – or more precisely 150 working days – for an ingredient claim dossier to be evaluated. however, tan estimates that in practice, most ingredient approvals take between one and three years because of the supplementary data usually requested by kfda that needs to be submitted. “so it is very difficult to get the function claim, but once you do, the business potential is huge,” he said. functional food market tan estimates that functional foods in korea make up between 10-20 per cent of the overall food market. “moving forward, i think the functional food side will begin to see a growth of 20-30 per cent because of an increased awareness and understanding of the functional trend. companies are beginning to realise this, and they are putting more functional ingredients into more of their products.” according to tan, consumer awareness of functional ingredients is generally prompted by the market leaders in korea. “ingredients start to be recognised because once approval is achieved, one of the big companies – like korea’s cj – usually launches products on the market and will promote its benefits. for example, cj has its tv shopping channel, where they promote their products’ benefits and consumers can then call to purchase them.” leading ingredients and health concerns ingredients that have already gained widespread consumer awareness in korea (even though some of them have only recently gained approval, or may still be limited to dietary supplements) include: ginseng – for vitality and the immune system glucosamine – for joint health saw palmetto – for prostate health cranberry – for urinary tracts infections cla – for weight loss omega-3 – for heart health
Source :foodqualitynews.com
Date :
22
September
2010
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the recent spate of 1000s of e. coli infectionsin europe – with no known treatment – that sprang from contaminated vegetables could be reduced in occurrence and severity by probiotics, in vitro trials demonstrate. there is no cure for e. coli infections such as those that adhere to epithelial cells in the gut (enterohemorrhagic e. coli - or ehec), but probiotic supplier winclove bio industries is highlighting existing non-human research that explores probiotic potential in the area.
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the european food safety authority (efsa) health claims panel says there are no grounds for alteration of its rejection last year of probiotic health claim dossiers submitted by danone and yakult. no cause for change: efsa affirms its rejection of danone and yakult dossiers in separate letters issued last week, efsa’s panel on dietetic products, nutrition and allergies (nda), said assessment of post-opinion comments about the nda’s opinions from danone, yakult and others did not demonstrate causality to, “change the conclusions of the nda panel.
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advances in food technology bring new challenges for allergy sufferers, regulators and industry, finds a new study, as proteins are can be unexpectedly present in functional foods. common food allergens include dairy products, soy, peanuts, tree nuts, sesame, fish, shellfish and eggs. the effects in sufferers range from mild abdominal discomfort to death from anaphylaxis. proteins from food allergens may now added to food and beverage products to given them extra nutritional or functional properties, but their appearance might be changed and consumers might not expect them to be there.
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glaxosmithkline (gsk) has bought uk functional food firm maxinutrition for around £162m, to secure a presence in the protein-based sports nutrition market. the cash deal, which is subject to uk regulatory approval, sees gsk acquire the firm (which makes protein-enhanced functional nutritional products) from darwin private equity and repay maxinutrition’s outstanding debt. gsk describes maxinutrition as europe’s largest sports nutrition company by market share: it has achieved sales growth of around 21% over the last three years, and sales of around £36m for 2009/10.
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functional bread has significant potential but its widespread appeal is some way off due to cost and sensory challenges, claims a datamonitor researcher. consumer analyst at the market research firm, mark whalley, said that the more health conscious consumer will remain the dominant user of added value breads for the foreseeable future. meanwhile, a recent report from the product launch analytics (pla) division at datamonitor said the functional food market could soon branch out into more everyday products, such as bread, which claims related to enhanced health, vitality and beauty.
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anti-ageing drinks and bread promoting health and beauty are amongst products gaining pace around the globe, according to datamonitor\'s product launch analytics. citing a surge in functional food and drink products on offer in recent months, the division of business information provider, datamonitor, claims that manufacturers are becoming increasingly aware of the value consciousness of post recession consumers.
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in the first part of this asia-focused special edition, we look to the innovation hotbed that is japan. japan is well known as the world’s functional foods birthplace when yakult kicked into life there in the 1950s with its little bottles of immune boosting, probiotic drinking yoghurt and is now a global blockbuster brand. since then the market has seen a plethora of functional foods come and go – some of them, like probiotic yoghurt, have gained traction globally while others, like collagen marshmallows, have remained niche.
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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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the uk market for 