Innova Market Insights has identified 10 emerging trends from the first half of 2011 that will impact on new product activity in nutritional and functional foods.
1. ‘Proven' is the new buzzword
The few European companies that have successfully navigated the EFSA health claims maze will be keen to highlight their ingredients from this perspective, to encourage a previously sceptical consumer to try out a new functional food product.
2. Return to softer claims
A cloud of uncertainty hovering over health claims has resulted in a fall in numbers of food and drinks products launched on an ‘active health' platform
3. New relaxation paradigm
While the energy trend has not halted, a counter trend is emerging, focusing on creative relaxation beverages.
4. Fruit & veg revival
A revival in fruits and vegetables is apparent as manufacturers go back to basics and focus more on the inherent health benefits available. Packaged fruit snacks, fruit smoothies and juice and water blends are all enjoying considerable activity.
5. Joint health boosters
There are millions of aging but active people throughout the world who are looking for ways to enhance their quality of life and retain their lifestyle without joint discomfort. Several dietary ingredients have the potential to benefit joint health.
6. Staying immune
7. Alternative protein sources
8. Healthy mind, healthy body
9. Fibre triumphs on gut feeling
10. Out-of-the-box weight loss