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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
Category :
Functional Foods
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from heart-friendly margarines to sugary cereals that strengthen bones, once-demonized foods are being spiked with nutrients to give them a healthier glow — and consumers are biting, even on some that are little more than dressed-up junk food.a report released thursday finds that even in a weak economy, people will pay a premium for products seen as preventing a health problem or providing a good alternative to sodas and empty-calorie snacks.
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an avalanche of scientific evidence may have come down in support of the health benefits of vitamin d but so far, with the exception of the us, this buzz has yet to translate into a market boom. over the past few years scientists have uncovered evidence suggesting that vitamin d is a lot more than just a simple bone health ingredient. studies over the past 10 years have highlighted diverse benefits related to fall prevention and neuromuscular function, immunity, insulin response, and gut health.
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london—frost & sullivan presented its 2008 global food and beverage prebiotics innovation award to marigot ltd. and gtc nutrition for their partnership product concept calcilife™. the prebiotic mineral-based blend combines aquamin® calcified minerals from cork, ireland-based marigot, and nutraflora® prebiotic short-chain fructooligosaccharides (fos) from golden, colo.-based gtc nutrition. deborah cross, an industry analyst with frost & sullivan, said, “the companies have answered the needs of a growing consumer demographic by innovatively targeting nutrition and health within the developing global functional food ingredients market with their science-based combination product.
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early sales figures for densia yoghurt suggest that danone has found a winning niche in the bone health market. danone launched densia in august on the spanish market and early sales indicators supplied by mintel suggest the yoghurt is performing well. carla ogeia lewis, trends and innovation consultant at mintel, told nutra ingredients that densia is enjoying sales numbers that are well above average for the yoghurt category.
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the market for low-fat and reduced-sugar foods rose 6.7 per cent in value in 2007, moving up from a 4.7 per cent rise in 2006, claims a new report from uk market researcher key note. but despite the growth, the researchers anticipate a slow down in the near future as consumers switch to all-encompassing products that are staked on a broader health platform. "this is in large part due to the current trend of consumers being less interested in products sold on a slimming or diet platform and opting for those with wider health benefits," say the report authors.
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cost recovery and the on-going development of a stream-lined, customer-oriented working method led kerry's ingredients division towards a first half 2007, on both sides of the atlantic. the group, whose food ingredients division encompasses application-specific ingredients, flavours and bio-science businesses, reported total revenue of €2.33bn in the six months ended june 30 2007, representing an up-swing of 5.
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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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