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manufacturers of sports nutrition products such as whey-based beverages are missing out on a potentially huge mainstream market, according to uk ingredients firm volac. the firm has published a new report called ‘new opportunities in the sports drink category’, which surveyed interest in whey protein exercise products for recovery purposes amongst 1,001 consumers engaging in \'moderate exercise\'.

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.

adm cocoa is stressing the muscle recovery advantages of chocolate milk as it pioneers the application of its cocoa powders in dairy-based sports recovery beverages. mintel predicted in a june report that the western european market for sports drinks will grow by 4 per cent a year until 2014, and as it strives to capitalise on this trend adm is touting the benefits of its cocoa powder in chocolate-flavoured dairy beverages, as an alternative to “sugar-rich commercial sports recovery drinks”.

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.

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.

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.

spanish firm natraceutical has developed a range of ingredients with different concentrations of the natural antioxidants found in cocoa for food makers looking to enhance the health properties of their products. the cocoanox range, to be launched at food ingredients europe in november, includes a cocoa powder with 12 per cent polyphenols and two extracts of the powder offering 45 per cent or 85 per cent concentrations.

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.

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.