Light and fat-free products are passé, fortified and vegetarian foods are red hot, and taste rules.
Marketing specialists detailed current trends to incorporate nutrients and health benefits into everyday foods at the Saskatchewan Nutraceutical Network 2001 Update conference in Saskatoon.
Food companies are adding fibre and vitamins to products because people are looking for ways to help the body’s own systems function better, said Linda Gilbert, president of HealthFocus Inc. in Atlanta, Georgia.
Her company tracks consumer attitudes toward health, nutrition and buying trends.
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In 2000, the report found shoppers surveyed had made all the changes they were going to make regarding fat consumption.
People have now shifted to managing their own health.
They are on a “self-medication, self-education” trip, wanting to direct their own lives through their food choices. They are seeking healthier choices to extend and enhance their lives, she said.
The Campbell’s soup campaign promoting “health, harmony and happiness” reflects that move toward living and feeling better. Consumers are looking for foods that boost the immune system, reduce the risk of disease, enhance energy and build strong bones.
Kelley Fitzpatrick, SNN president, said aging baby boomers and increased knowledge of health and nutrition are fueling the popularity of nutraceutical and functional foods.
Her group, funded by the AgriFood Innovation Fund, is a non-profit industry association with 135 members working in market and research promotion and development and regulatory assistance.
Nutraceuticals are supplements sold as pills or powder, while functional foods are those with a health benefit consumed as part of a regular diet.
As one example of fortifying foods, Fitzpatrick cited the case of Emerald Seeds of Regina, which is extracting a soluble fibre from fenugreek. It has linked with Royal Schouten, headquartered in Minneapolis, which will put the extract into energy bars and cookies.
Another example is Tropicana orange juice with added calcium.
“As a woman, I would prefer to purchase orange juice with calcium if it tastes the same as regular orange juice,” she said.
Ian Newton, director of business development and regulatory affairs with Roche Vitamins of New Jersey, said consumers do not believe diet alone will keep them healthy but are making connections between food, diet and health benefits and seeking ways to prevent diseases.
“Consumers are going to a wellness destination,” he said. They are preoccupied with concerns about eyesight, cancer prevention, fatigue, cardiovascular health and arthritis. That is reflected in purchases, with most buying less red meat and tobacco and more fish, grains, pork, white meat and vitamin supplements.
At the conference held Oct. 28-29, Newton said many grocery items are adopting functional food practices and turning away from products with less calories or fat. The new trend represents a $50 billion market in the United States, of which $20 billion are functional foods.
Gilbert cautioned against nutrition being pumped into food at the expense of taste, noting: “Consumers have learned that no fat is no fun.
“You got to want to eat it because it tastes great” she said. “Taste is king, but pleasure is queen.”
She said the greatest potential for growth in functional markets is with foods consumers already buy. Price and convenience must also be considered.
“While better nutrition is a motivating factor, most are not willing to pay more,” said Gilbert.
Marketers also need to market wisely, choosing consumer-friendly names like NutraSweet over Aspartame.
Newton agreed. “People want to participate in the health revolution without making major changes,” he said.
Personal care products will be the next big growth area, said Fitzpatrick.
Cosmetic companies are scrambling to include natural ingredients like essential oils in their products. Borage oil’s use for skin softening is one example.
With such growth among functional foods, Newton predicted more links between pharmaceutical and food companies in future.
Increased scientific evidence of the benefits is also needed, along with examinations of safe dosages and how these components interact with pharmaceuticals.
