The functional food
and beverages segment is projected to be the fastest growing segment by application in the North America dietary fibres market.
Yet some retailers are guilty of wanting to drive too much cost out of their own-brand functional foods
and beverages, says Kurt Thorsen, vice president of sales and marketing with Skokie, Ill.
The new functional food
concepts that received the best scores are presented in the table below.
With the Advertising Standards Agency (ASA) banning a Danone advertisement for making claims that don't stand up, it would seem that functional foods
are being criticized yet again.
This slowdown in functional foods
may be in part the result of a general shift towards more natural health through what have been loosely termed superfoods.
Analyses indicated that education plays a significant role in households purchasing healthy and functional food
In some cases health interests appear to be the primary drivers of functional food
development, but in others it may be simply to gain a marketing edge.
Canadian companies produce a wide range of functional food
and NHP products.
The ADA defines functional foods
as "any potentially healthful food or food ingredient that may provide a health benefit beyond the traditional nutrients it contains.
Market, approximately 75% of Americans would consider consuming functional foods
in response to specific conditions such as osteoporosis or cholesterol.
The report notes that during the 1990s virtually every major food corporation launched some form of functional food
initiative--some successful and some not.
The concept of creating a functional food
from scratch is based on the belief that more of a good thing is better.
manufacturers should establish identification and validation standards to help consumers better understand the benefits and risks inherent in their products.
com)-- Future Market Insights (FMI) delivers key insights on the Asia Pacific heart health functional food
market in its upcoming outlook titled, "Heart Health Functional Food
Market: Asia Pacific Industry Analysis and Opportunity Assessment, 2016-2026.
The Future of Functional Food
& Drinks - successful product positioning and claims" provides a comprehensive overview of the functional food
and drink landscape, analyzing the regulatory and consumer drivers to identify the best opportunities and strategies.