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Report: 10 Key Trends in Food, Nutrition & Health 2009

Posted: December 22, 2008

page 4 of 5

Though the ingredients of a product may seem the most important element of this trend, marketing, packaging and consumer education are vital for success, particularly if the product utilizes a new or “unusual” ingredient.

Wheat, gluten, soy, diary, lactose, additives, preservatives, colors, fruit and probiotics are ingredients formulators will have to keep an eye on with this phenomenon.

Fruit: the Future of Functional Food
Fruit and fruit drinks are listed in this report as “the key driver of the future of functional foods.” The heart of this trend is the ability of the market to communicate the benefits of fruit and to capitalize on it as a beneficial ingredient instead of just a flavor.

Ingredients for formulators to watch: fruits that provide benefits such as energy, inflammation reduction, glucose uptake, sports recovery, digestive health and immunity.

Making Parent’s Lives Easier is Key to the Kids Market
New Nutrition Business lists three identified elements for this trend:

  • Something the child will want to eat.
  • Free from “bad” ingredients.
  • Focused and effective communication.