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Current Functional Foods Trends

Current Functional Foods Trends. Luke R. Howard, Ph.D. Department of Food Science University of Arkansas. Functional Foods. “Any food or food ingredient that may provide a health benefit beyond the traditional nutrients it contains” The Institute of Medicines’s Food and Nutrition Board.

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Current Functional Foods Trends

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  1. Current Functional Foods Trends Luke R. Howard, Ph.D. Department of Food Science University of Arkansas

  2. Functional Foods “Any food or food ingredient that may provide a health benefit beyond the traditional nutrients it contains” The Institute of Medicines’s Food and Nutrition Board

  3. Examples of Functional Foods • Natural raw foods • Genetically enhanced raw foods • Fortified foods • Dietary supplements

  4. Top Ten Functional Foods Trends Elizabeth Sloan, President, Sloan Trends, Inc.

  5. Key Trends in Functional Foods Products • Digestive Health • Health benefit/convenience • Feel the benefit • Energy • “Superfruit” • Antioxidants • Weight management • Healthy snacking • Packaging innovation • Bones and movement • Real food nutrition • Mini-managers • Bioavailability • Protein power • Plant-based diets • Gourmet nutrition • Risk awareness • First aid • Kids, Dads and Grandparents • Liquidation New Nutrition Business, 2012 Sloan, Food Tech. 2012, 4:24-41

  6. Consumers Reporting Using Food to Prevent Specific Conditions Hartman group, 2010

  7. Functional Foods are Booming • Eight in 10 Americans are making some or a lot of effort to eat healthfully (FMI, 2011) • 42% are concerned about the nutrient content of foods they buy (FMI, 2011) • Sales of Functional foods and beverages were estimated at $38 billion in 2010 (NBJ, 2011) • Self-treatment of minor ailments, and interest in alternative therapies is at an all time high (Packaged Facts, 2012)

  8. Functional Foods are Booming • 30% of consumers say they always or usually purchase grocery products labeled for improving specific health conditions (e.g., heart, digestive, or blood sugar issues) (Packaged Facts, 2012) • Young adults (18-24 yrs) remain the top users of functional foods and beverages (Mintel, 2009) • Oatmeal and yogurt are the products most frequently purchased for specific health benefits (Packaged Facts, 2012)

  9. New Functional Food Products • About 33% of the best selling products in 2010-11 carried a natural claim (IRI, 2011) • About 25% claimed added nutrients/nutrition, high fiber/whole grain, reduced calories or low-fat/fat-free contents (IRI, 2011) • One in ten made a claim about energy, antioxidants, or trans fat (IRI, 2011)

  10. 1. Real Food Nutrition • 88% of grocery shoppers believe it is important to get their nutrients from foods naturally rich in vitamins/minerals Health Focus, 2010) • 32% of consumers are making a strong effort to eat more foods/drinks that are naturally rich in nutrients (MSI, 2010) • 28% seek foods naturally rich in antioxidants (MSI, 2010) • 28% look for fresh/minimally processed products (MSI, 2010)

  11. 1. Real Food Nutrition • Orange and cranberry juice most popular beverages purchased for nutritional benefits (Packaged Facts 2012) • Antioxidant-rich green tea is the most popular consumed tea in the U.S. (mintel, 2011) • Strongest phytochemical mass market ingredients include polyphenols (anthocyanins, procyanidins), resveratrol, and carotenoids (Sloan 2012)

  12. 1. Real Food Nutrition • 50% of shoppers bought dark chocolate, 47% almonds, 21% Greek yogurt, and 8% coconut water for their “Superfood” properties (FMI, 2011) • Hot new “Superfoods” include; chick peas, lentils, nuts/seeds, cinnamon (FMI, 2011) • Sales of organic food reached $23.4 billion in 2010, 38% of consumers bought organic foods (NBJ, 2011) • Sales of natural foods were $18 billion, 58% purchased pre-packaged foods marked all natural (NBJ, 2011)

  13. 1. Real Food Nutrition • Clean labels are an important product label phrase (Hartman, 2010) • No chemical additive label claims are important to 50% of shoppers, no preservatives are important to 35%, 50% look for natural ingredients on the ingredient listing (FMI, 2011) • Consumers say limiting processed foods is now the third most component of healthy eating after eating more vegetables and fruits (Mintel, 2009)

  14. Review of FDA Label Claims • Natural – is not regulated, but the agency does not object to the use of the term if the food does not include added color, artificial flavors or synthetic substances • Fresh – implies that the food is unprocessed, i.e. is in it’s raw state and has not been frozen or subjected to any form of thermal processing or any form of preservation

  15. FDA Nutrient Health Claims

  16. FDA Nutrient Content Claims

  17. FDA Health-Related Statements or Claims • Nutrient content claims – indicate the presence of a specific nutrient at a certain level • Structure and function – describe the effect of dietary components on the normal structure or function of the body • Dietary guidance – describe the health benefits of broad categories of foods or diets and do not refer to a disease or a health related condition • Qualified health claims – convey a developing relationship between components in a diet and reduced risk of disease, as reviewed by the FDA and supported by the weight of credible scientific evidence available • Health claims – confirm a relationship between components in a diet and reduced risk of disease or health condition, as approved by FDA and supported by significant scientific agreement

  18. Scientific Evidence is Lacking for Many Health Claims • FDA has issued warning letters to many companies over various health claims and is now requiring pre-approval for certain claims • FTC has recently settled class-action lawsuits with Dannon, Kellogg’s and Nestle over health claims

  19. Strength of Evidence for Functional Foods Currently on the U.S. Market Hasler, J. Nutr. (2002) 132:3772-3781

  20. Dietary Supplement Label • “This statement has not been evaluated by the FDA. This product is not intended to diagnose, treat, cure, or prevent any disease” • Structure/function claim • Manufacturer is responsible for ensuring the accuracy and truthfulness of these claims – not approved by FDA

  21. 2. Mini-Managers • 58% of shoppers swapped for healthier versions of the same foods half the time (FMI, 2010) • 56% switched to whole-grain bread, 42% to whole grain pasta, and 39% to whole grain rice (FMI, 2011) • 52% replace less healthy choices with different foods • 46% purchase new health products (FMI, 2010) • Largest avoidance market included low-fat/fat-free ($46 billion), reduced calorie ($10.4 billion) and low sodium/low salt ($10.0 billion) (Nielson, 2011)

  22. 2. Mini-Managers • Foods consumers try to avoid (FMI, 2011) Trans and saturated fats – 59% Fat content – 56% Salt/sodium – 52% Calories – 48% Chemical additives – 47% Artificial sweeteners – 47% High fructose corn syrup – 44% Cholesterol – 43% Sugar – 42%

  23. 2. Mini-Managers Consumers are snacking more on healthier items (Technomic, 2012) • Trail mixes • Natural and organic snacks – no trans fat and antioxidant-rich • 67% of consumers eat granola, cereal or breakfast bars, while only 28% are users of energy/diet/nutrition bars

  24. 2. Mini-Managers Energy Bar Use (Mintel, 2012) • Snacks – 59% • Overall wellness – 50% • Meal replacement – 35% • Protein – 35% • Lose weight – 27% • Muscle recovery – 25% • Enhance metabolism – 23% • Control blood sugar – 16%

  25. 3. Buying in to Bioavailability • More than 25% of the best selling foods in 2010-11 carried an added vitamin/nutrient claim (IRI, 2011) • About half of food shoppers are very concerned about the nutrient content of their food (FMI, 2011) • Vitamin/mineral health claims on labels are very important to 37% of grocery shoppers (FMI, 2011)

  26. 3. Buying in to Bioavailability Consumers believe: (FMI, 2011) • Calcium is effective for bone health – 55% • Omega-3s are effective for heart health (38%), skin (25%) and brain health (23%) • Fiber is important for colon health (50%) and weight loss (28%) • Over half of consumers say building bone density is an important consideration when buying food

  27. 3. Buying in to Bioavailability • 55% of consumers would like more clinical proof surrounding the bioavailability of nutrients in fortified foods (French, 2011) • 42% are concerned that their body does not absorb enough of the nutrients in supplements (French, 2011) • Magnesium is the fastest growing mineral supplement in the U.S., and is the third most popular ingredient in hearth-healthy foods/drinks (NBJ, 2011) • Look for new foods containing magnesium, vitamin D and calcium aimed at bone strength/health

  28. 4. Protein Power • 40% of consumers are making an effort to eat more protein and say a high protein claim is very important on a food label (IFIC, 2011; FMI, 2011) • Consumers rank protein as the fifth most important component of healthy eating (Mintel, 2009) • 65% of adults believe that protein helps build muscle, 39% say that it helps you feel full, 39% believe it is beneficial for aging, and 34% believe that it aids with weight loss (IFIC, 2011)

  29. 4. Protein Power • 69% of those trying to lose weight are trying to consume more foods/beverages that promote satiety (MSI, 2010) • 53% of adults want more satiating functional foods, and 44% seek functional beverages that offer satiety (Mintel, 2009, MSI, 2010) • Expect high-protein sports nutrition powders/drinks to move mainstream

  30. 5. Plant-Based Diets • Consumers recognize vegetables, fruits, pulses, whole-grain breads and beans as naturally-rich foods (MSI, 2010) • 45% of consumers bought foods/beverages that were labeled high in fiber (Packaged Facts, 2012) • According to American Culinary Federation chefs, ancient grains, flatbreads, whole-grain bread/rolls and vegetable chips are hot foods/ingredients for 2012 (NRA, 2011)

  31. 5. Plant Based Diets • 60% of meal preparers are making a strong effort to include more fruits and vegetables at dinner, 42% are attempting to include more whole grains (MSI, 2011) • A serving of fruit/vegetables is a very important claim for 67% of consumers (Health Focus, 2010) • ACF chefs cite acai, goji berry and mangosteen as hot superfruits for 2012, with rambutan, dragon fruit, paw paw, guava and passion fruit identifies as favored exotic species (NRA, 2011)

  32. New Superfruits? Acai Goji berry Mangosteen Dragon fruit Rambutan Paw paw Passion fruit Guava

  33. 5. Plant Based Diets • Trendy produce items for 2012 include; specialty potatoes, fresh herbs, dark bitter vegetables, root vegetables, fresh bean and hot pepper varietals, Asian mushrooms, soybeans, vegetable ceviche, and wasabi peas (NRA, 2011) • ACF chefs cited vegetable/vegetarian as the number one hot appetizer trend for 2012 (NRA, 2011)

  34. 5. Plant Based Diets • Research continues to show potential functional value of plant-based superfoods • Almonds – contain phytosterols, aid satiety and help stabilize glucose levels • Pistachios – may lower cholesterol • Walnuts- are linked to brain health & cancer prevention • Beans – may lower the risk of cognitive deficits IFT, 20012

  35. 6. Gourmet Nutrition • 50% of consumers believe that healthy food should taste good (French, 2011) • Seven in 10 consumers believe that food described as fresh is healthier (Technomic, 2010) • 68% look for freshness descriptors when purchasing foods (Technomic, 2010)

  36. 6. Gourmet Nutrition • Look for the following trends • Frozen meals will be replaced with fresh less processed alternatives • Growth in breakfast foods • Healthy kids meals • Smaller versions of adult meals • Greater availability of locally grown foods • Reduced sodium entrees Hartman, 2010; NPD, 2011; NRA, 2011; IDDBA, 2011;NRA, 2011

  37. 7. Risk Awareness on the Rise • The market for heart-healthy products is shifting from general heart health to risk factor reduction (FMI, 2011) • Concern over heart disease risk factors is growing among younger adults (Hartman, 2010) • 66% of boomers are concerned about high blood pressure, 48% of Gen X and 40% of Gen Y consumers are concerned about cholesterol (Hartman, 2010)

  38. 7. Risk Awareness on the Rise • Look for more foods that improve circulation/heart health • CocoaVia – flavanol-rich supplement • Also look for more products that improve mental acuity/brain health/mental sharpness (Health Focus, 2010) • High blood glucose is the fourth-largest cause of preventable death in America-behind only smoking, obesity, and high blood pressure (Danaei et al., 2009) • Look for foods designed to improve insulin resistance, and control and manage blood sugar (Sloan, 2012)

  39. 8. First Aid • Natural remedies to prevent/treat common everyday aches and ailments • Young Gen Yers are the most likely to believe that functional foods/beverages can be used in place of some medicines (French, 2011) • Look for foods that improve digestive health, boost the immune system, improve joint health, and reduce stress (Hartman, 2010; Health Focus, 2010)

  40. 9. Kids, Dads and Grandparents • Only 40% of kids food/beverage market was positioned as better-for-you in 2010 (Packaged Facts, 2011) • One in eight children have two or more risk factors for heart disease; one in three is overweight or obese (NCHS, 2010) • 37% of men are very concerned about nutrition (MSI, 2010) • 60% are making a strong effort to limit fats, 54% salt-sodium reduction, 49% sugar, and 44% cholesterol (MSI, 2010)

  41. 9. Kids, Dads and Grandparents • One third of the U.S. population is now over age 55 (Packaged Facts, 2011) • Important issues to those 50+ include: retaining mental sharpness, avoiding heart disease, preventing cancer, bone health/strength, maintaining the ability to continue with normal activity as they age and preserving eye health (Health Focus, 2010)

  42. 10. Liquidation • Weight control/nutrition liquids and powders and energy drinks sales increased by 18%, followed by sports drinks (up 11%) ((IRI, 2012) • Energy/alertness, gut health, heart health, immunity, sports/recovery and weight control were the top claims on new U.S. functional beverages in 2011(Innova, 2011) • Calcium, antioxidants, and vitamins/minerals are the top ingredients consumers look for in functional beverages (Mintel, 2010)

  43. 10. Liquidation • Immunity, digestive health, complete days nutrition requirement, lowering cholesterol, and providing energy are the most desired health benefits for functional beverages (Mintel, 2010) • Look for new technologies e.g. high pressure pasteurization and caps that dispense sensitive ingredients at the time of consumption) to gain in popularity (Sloan , 2012)

  44. Conclusions • There is a disconnect between what consumers say and do! • Few health claims have been substantiated for phytochemical-rich foods! • Health-protective effects in in vitro and animal studies often do not translate to humans • Well defined clinical trials are needed to substantiate health benefits observed in in vitro and animal studies • Consumers must understand that functional foods are not a “magic bullet” or panacea for poor health habits

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