Energy leads EU functional food market, report
Published last month by Business Insight (BI), the report focuses on product labelling, and how this may impact the market success of foods and beverages.
“Food and drink manufacturers do not have to make health or nutrition claims, but growing numbers are choosing this strategy to optimize sales, appeal to health-conscious consumers, and increase their market potential,” writes BI.
Regional leaders
When it comes to functional foods, the report notes that the most successful categories vary between the three regions analyzed, but in Europe and the US, energy leads. In comparison, in Asia, gut and heart health are bigger priorities.
“In the US and Europe, energy is the most valuable functional food and drink category, and will continue to be over the next five years,” notes the report.
“Improving physical performance, mental stamina and boosting everyday energy levels are essentially lifestyle rather than health concerns, but lower energy levels are a byproduct of ill health.”
US ahead
According to BI, the US is the biggest functional food and drink market in the world by value.
By 2012, it is estimated that it will reach $36.7bn, with strong annual growth forecast from 2007.
International labelling?
The Future of Nutrition Labelling for Food and Drinks in Europe was published by Business Insights last month to provide an overview of the nutrition labelling options being considered internationally.
The researcher says that Europe’s new Nutrition and Health Claims Regulation is likely to help move one step closer to an international labelling scheme, but notes that the high level of rejections so far is creating uncertainty in the market.
“The regulation will impact every food and drink company that makes a health/nutrition claim and sells its products in any of the 27 EU member states,” states the report, but adds that “the future is uncertain for manufacturers using any of the 920-plus Article 13.1 claims to date that have been awarded a negative opinion, and for the many companies that have a product on the market that makes a health claim currently not on the approved list”.
The report also notes the high level of rejections for probiotic health claim dossiers, which is likely to have a significant impact on the success of the category in Europe.
