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beauty-enhancing ‘functional foods’ gain momentum
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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. it explains that ‘value consciousness’ makes consumers more likely to assess a product’s total worth in relation to its cost, rather than simply seeking out the cheapest option. consumers therefore see paying slightly more for a product which is significantly superior to a rival as ultimately more cost-effective. consumers trust big brands for complex science “functional benefits are a big ‘value-added’ concept because consumers trust the big brands more than private labels when it comes to complex science in product formulation”, said mark whalley, consumer analyst at datamonitor. “in a way, it is comforting to pay more because they [the consumers] believe it has a better chance of working” he added. when it comes to beauty claims, datamonitor predicts that soft drinks and water of the ‘functional beverages’ category will lead the way. according to whalley, consumers have become conditioned to the concept of drinks as a ‘potion’ which can be formulated to have ‘niche attributes’ such as the ability to benefit the skin. in the us, for example, an anti-aging drink has recently been launched which claims to purify the body with its vitamins, amino acids, electrolytes and antioxidant resveratrol. yet datamonitor envisages that the functional food market will be branching out into various every day products, referring specifically to the khlebnyi dom kefir-based bread launched in russia, which claims to promote health, vitality and beauty, as an example. “consumers have become more likely to purchase ‘alternative’ breads with various added seeds, so are clearly responsive to interesting product formulations” added whalley. removing guilt by adding benefit alongside the notion of value consciousness, datamonitor has explored ‘healthy indulgence’ as a prime driver of functional food and drink demand. adding a functional benefit to a product usually considered detrimental to health and beauty can remove consumers’ feeling of guilt, according to whalley. “chocolate or candy with beautifying functional ingredients can make consumers feel as though they are having a treat which is not too detrimental,” he added. noting the difficulty of marketing these types of products as being ‘overtly healthy’, whalley added that “perception will change over time if the products work”. data from a survey carried out by datamonitor in july 2010 demonstrated that while 44% of total respondents from 20 markets considered beauty food and drinks to be appealing, only 33% thought that general functional claims were trustworthy. whalley therefore warns that skepticism surrounding ‘nutricosmetics’ is still prevelant and that while manufacturers “should be thinking of how they can creatively incorporate functional ingredients into new product types, it is more important that they create effective products that work”.
Source :foodanddrinkeurope.com
Date :
18
November
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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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.
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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 