Functional foods continue to draw heavy demand from consumers.
Food Technology magazine recently listed the top ten trends in the functional food category.
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Retro Health – Consumers are going back to the basics and seeking out foods that are lower in sodium, fat, calories and sugar. Whole grains and protein content are package claims that appeal to shoppers.
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Naturally Functional – Providing foods that are naturally high in nutrients and blending them with phytochemicals to achieve additional benefit is an appealing trend to consumers – think V8 Fusion Juice
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Functional Fill-ins – Shoppers, especially in the 18 – 35 age group, want snacks that offer more than just a sugar rush and provide a healthy alternative. Examples include nuts, trail mix, dry fruit, etc.
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Prime Timers – Caters to the age 50+ market who are looking to lower cholesterol, improve mind function and maintain bone health amongst other benefits. Heart-healthy oatmeal and cereal are doing well in this category.
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Chemical Warfare – Chemicals, additives, preservatives and artificial colors are among top food concerns for consumers who are doing what they can to avoid them.
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Ailing Adolescents – Addressing the growing problem of childhood obesity, consumers are seeking out “products that will prevent and perhaps even treat risk factors for serious diseases later in life.” Moms are monitoring their kids’ eating habits and want meals and snacks that provide
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Meddling in Medications – Consumers want an alternative to costly prescription medications and more natural medical solutions. Vitamins, minerals and pre/probiotics speak to these demands.
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Daily Dynamics – Improving daily performance, receiving an energy boost and enhancing beauty and exercise continue to rank high on the list of reasons consumers purchase functional foods and beverages.
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Get the Lowdown – Targeting lower-income shoppers with functional foods geared towards their needs and spending habits allows premium food marketers to tap into the fastest-growing income group.
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Foodservice – Restaurants continue to skew healthier on their menu options by including lower-fat options and kid-friendly items that also make moms happy. Those who label menu items with health claims such as “heart healthy,” see more demand for those items by diners.
