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“feeling the benefit” guides 2011 trends
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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. “a ‘feel the benefit’ effect is the underpinning of the success of energy drinks and products for digestive health,” the report observes. “these are among the top consumer health concerns – and all consumers’ top concerns relate to problems where delivering a tangible effect is critical for product credibility.” “lack of a quick and easy-to-feel effect can inhibit success. this has been a particular problem for products fortified with omega-3s, which provide no readily measurable effect, and brands that promise healthier skin have the same challenge.” the presence of this attribute in digestive health products has leant the category a certain resilience, mellentin observed. “products for digestive health have recently proven themselves to be almost recession-proof, even when selling at premium prices. it has become clear that while consumers are willing to economise in some areas, maintaining good digestive health is one area where committed consumers remain loyal to brands that they can trust, even when they are premium-priced. this is a testament to the power of ‘feel the benefit’.” rounding out the top ten trends were: fruit: the future of food and health weight management naturally healthy and ultra-convenient packaging and premiumisation antioxidants immunity bones and movement
Source :foodnavigator.com
Date :
16
December
2010
Category :
Rest
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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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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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