TOP TEN: Health and wellness food trends

Ten emerging trends that are likely to impact new product activity in the nutritionals and functional foods space have been identified by the market researcher, Innova Market Insights.

The Top Ten Health Trends will be presented at this year’s Vitafoods Europe in Geneva (May 10-12) at the Vitatrend pavilion (stand: 1016).

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 skeptical 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” [food plus] platform, despite growth in “passive health” [food minus] launches.

3. New Relaxation Paradigm
While the energy trend has not apparently halted in any way, a counter trend is also emerging, focusing particularly 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.

Other trends to be presented at VitaTrend are:

6. Staying Immune
7. Alternative Protein Sources
8. Healthy Mind, Healthy Body
9. Fiber Triumphs on Gut Feeling
10. Out of the Box Weight Loss

Innova Market Insights reported a 4% decline in the number of “active health” launches tracked in Western Europe in 2010, compared to 2009, despite 25% growth in the number of “passive health” [i.e. “food minus”] launches tracked. Innova also noted 36% growth in the number of products with a health positioning tracked in Western Europe over this period that featured the word “proven.”


Image courtesy of https://www.healthspablog.org

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