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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
Category :
Functional Foods
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products that deliver physiological benefits quickly such as those benefitting gut health or boosting energy – will be the most important trend for 2011, according to a new report. not even the economic slump could dent the digestive health category digestive health, energy and ‘feel the benefit’ take the top three places in the report – ‘10 key trends in food, nutrition & health 2011’, by julian mellentin, the editor of monthly, new nutrition business.
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combating muscle wastage in the elderly through greater understanding of the mechanisms of protein coupled with exercise is the primary focus of a three year research project involving nestlé’s research centre and leading sports nutrition and physical performance research institutes. the global population is expected to increase to 9.1bn by 2050 - up from 6.5bn in 2005; and 21 per cent of people will be over the age of 60 in 2050, compared to 10 per cent in 2000.
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the sports nutrition market in europe is set to surpass the €4bn mark by 2010 and is outstripping growth in north america, a report has said. according to 3a business consulting's sports nutrition and ingredients 2007-2010, there is enormous potential for ingredient suppliers to take advantage of the expanding european market. this news shows there could not be a better time for companies to tap into the market, and pitch their products not just at professional athletes but to normal consumers who are looking to improve their diet and live a healthy lifestyle.
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the eu's nutrition and health claims legislation must give industry the flexibility to invest in r&d to develop healthier foods, warned the president of europe's confederation of food and drink industries (ciaa) at a recent meeting. the ciaa brought together six food companies earlier this year to provide commission officials, meps and member states with an insight into the process of developing health claims and incorporating them into product marketing.
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sales of the total fortified foods market in the us reached almost $18 billion (€20.4bn) in 2001, tripling the sales achieved by the market in 1997, according to a new report by market analysts marketresearch.com. the packaged facts report, the us market for fortified foods: expanding the boundaries , shows that foods and beverages distinctly marketed as fortified with nutrients have enjoyed tremendous popularity in recent years and projections for the future demonstrate continued growth, with retail sales forecast to reach $28.
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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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this week, the latest clutch of research in the just-
manufacturers of 
adm 
spanish firm natraceutical has developed a range of 