Breaking News on Supplements, Health & Nutrition - Europe US edition | APAC edition

Read more breaking news



Top 10 nutrition trends include ‘naturality’, energy and joints

By Rod Addy , 04-Jan-2012
Last updated on 04-Jan-2012 at 11:18 GMT2012-01-04T11:18:10Z

Energy will be one of the top nutrition trends for 2012
Energy will be one of the top nutrition trends for 2012

‘Naturality’, energy and muscle, bone and joint health will be among the top 10 food, nutrition and health trends for 2012, according to a report just published by New Nutrition Business.

10 key trends in food, nutrition and health 2012, which is based on interviews with 450 senior executives in global food, beverages and ingredients, suggests the biggest trend will be ‘naturality’. The term refers either to products ‘free from’ artificial additives or to those offering natural and intrinsic health benefits.

The trend has been most successful for beverages and snacks, the analysis claimed. “The naturality trend is behind successes in Greek yogurt in the US, coconut water, almonds and pistachios – and has opened the door to a growing number of successful fruit- and vegetable-based products, which - like dairy - are a credible all-natural food form.”

Energy delivery

Energy delivery will be another top trend, it predicted. The endorsement of caffeine-related energy claims, under the European Food Safety Authority nutrition and health claims regulation, favours the category. “This good fortune will lead many companies to rethink caffeine and we can expect to see a proliferation of products – many based on coffee,” the study claimed.

Muscle, bone and joint health offered considerable potential for manufacturers, according to the analysis. Fonterra’s calcium-fortified Anlene brand is a front runner in the sector although it had been promoted soley in Asian and Australasian markets, rather than Europe, said the report.

Danone shelved its high-dose, calcium-fortified bone health yogurt Densia in France after a disappointing trial in the small town of Brive-la-Gaillarde. However, the company reported “healthy” sales of the product in Spain and Italy.

New Nutrition Business director Julian Mellentin said one reason why Densia may have bombed was because it was trialled “…in a small town in the back of beyond. Health concepts do very well in, say, London and the south east or Paris, but if you were to go to, say, Wales you would never sell well,” he told “Health markets tend to be skewed by up to 25% towards the ‘haves’ rather than the ‘have-nots’.”

Food for seniors

The popularity of bone, muscle and joint health products dovetails with another trend highlighted by the study: nutrition for seniors. This was also pinpointed by a report issued by Innova Market Insights in November.

Mellentin said many emerging nutrition trends were most noticeable and well-developed in foods aimed at consumers aged 50 and over. “If you look at successful health brands, the 50s and over-60s are strongly over-represented.”

Drugstores and pharmacies were underdeveloped markets for selling food and drink to seniors, he said. “It’s where they go to get prescriptions filled. It’s also a way for manufacturers to get around EU health claims legislation. Pharma is the strongest place to take protein products for seniors."

The other macro trends underlined by New Nutrition Business are digestive health, products consumers can feel the benefit of; weight management; fruit and vegetables; opportunities for dairy products and healthy grains.

Related products

Live Supplier Webinars

Polyphenols tipped to become the way to innovate in Sports Nutrition
Orally bioavailable standardized botanical derivatives in sport nutrition: special focus on recovery in post-intense physical activities
Collagen in motion: move freely and keep your injuries in check
Leading manufacturer of gelatine and collagen peptides
Life’s too short for slow proteins. Whey proteins hydrolysates: Fast delivery for enhanced performance
Arla Foods Ingredients
What it Takes to Compete and Win in Today’s Sports Nutrition Market
Sports Nutrition Snapshot: Key regional drivers and delivery format innovations
William Reed Business Media
Gutsy performance: How can microbiome modulation help athletes and weekend warriors
William Reed Business Media
Pushing the boundaries: Where’s the line between ‘cutting edge nutrition’ and doping
William Reed Business Media
Alpha & Omega in Sports Nutrition – Using Omega 3’s and A-GPC to improve performance and recovery.
KD Pharma

On demand Supplier Webinars

High-amylose maize starch may reduce the risk of type 2 diabetes: what does this qualified health claim mean?
Balancing Innovation and Risk in Sports Nutrition Ingredients
Explaining bio-hacking: is there a marketing opportunity for food companies?
William Reed Business Media
Personalized Nutrition – how an industry can take part in shaping the future of Nutrition
BASF Nutrition & Health
Find out Nutritional and ingredient lifecycle solutions and strategies!
Is the time rIpe for I-nutrition?
William Reed Business Media
The Advantage of Outsourcing Fermentation-based Manufacturing Processes
Evonik Health Care
All supplier webinars