Wellness Foods - December 2007 - (Page 11)

T he paradigm shift from foods to ingredients in the focus on wellness has reached its “tipping point.” Independent market analyst Datamonitor (www.datamonitor.com), London, notes “the 65 percent of consumers who are trying to eat more healthily are no longer focused solely on reducing food intake or on moderating their consumption of perceived ‘dietary evils’ such as fats, sugars and salts.” Datamonitor’s research further shows a trend toward “positive nutrition” is emerging: Consumers are “actively seeking nutrient-rich fresh, organic and functional food and drinks.” So-called superfoods and beverages, rich in specific nutrients and phytochemicals such as anti-oxidants, are promoted as able to improve health and/or prevent disease. According to research provided by Lu Ann Williams, senior analyst for Innova Market Insights (www.innovadatabase.com), Duiven, Netherlands, satiety and appetite suppressants could be the next “magic bullets.” She also cites as big trends “super ingredients” – the “exotic and extreme fruits and extracts.” Yet, conversely, “super simple” will be more important to consumers than “super premium.” Other ingredient trends Williams cites involve “those which address memory, cognition, skin and beauty.” One carryover trend from last year is the huge jump in gluten-free products. The designation was extended to multiple categories, including beverages. Moreover, the number of launches of glutenfree products continues to climb, along with sales which are approaching $750 million per year. Omega oils are finding their way into a broader spectrum of products, too, and via a number of different sources. Catching up to odorless and flavorless microencapsulated salmon oil are omegas from micro-algae, krill, flax and chia. As omega oils such as DHA and EPA enter the food chain in dairy products, orange juice, cereals, bread and soups, a rush of research is linking the oils to more and more health benefits. In addition to heart health, omegas are proving helpful to immune function, vision, mental health, cognition and even improved outcomes for high-risk pregnancies. The native American cranberry was one of the earliest recognized superfruits. PHOTO: Ocean Spray ITG. Last Year’s Trends Still Strong There’s little sign of slowdown for previous ingredient stars, especially soy and omega oils. According to a report by Soyatech LLC (www. soyatech.com), Bar Harbor, Maine, increasing demand for protein will drive up world soyprotein production more than 7 percent per year by 2010, to nearly 4 million metric tons, translating to almost $4 billion. Other reports show double-digit growth for soy foods and ingredients on a global scale. Go With Your Gut Probiotics have been on the cusp, still primarily associated in consumers’ minds with yogurt and yogurt beverages. But last year saw them segue to other dairy items, such as cheese, then make the jump to bars, breakfast foods and even chocolate. Three things are pushing the probiotics trend: the recognition of gut health’s importance to health concerns such as obesity management and cancer prevention; a decades-old tradition of gut health- More — lots more — on the Web There’s much more to read about trends at www.WellnessFoodsOnline.com. You’ll find “Wellness for the Soul,” a web-exclusive article on green trends in manufacturing wellness products, short videos plus expanded trend reports and research, including the following. • “Healthy Snacking,” by Datamonitor wellnessfoodsonline.com/Datamonitor_HealthySnacking • “How much fat? The desire to moderate fat intensifies,” by Datamonitor wellnessfoodsonline.com/Datamonitor_How much fat • “Trends in Food Allergies and Intolerance,” by Mintel wellnessfoodsonline.com/Mintel_FoodAllergies • “Trends in Organics,” by Mintel wellnessfoodsonline.com/Mintel_Organics Food Processing’s Wellness Foods™ www.wellnessfoodsonline.com December 2007 | 11 http://www.datamonitor.com http://www.innovadatabase.com http://www.soyatech.com http://www.soyatech.com http://www.wellnessfoodsonline.com http://www.wellnessfoodsonline.com http://www.wellnessfoodsonline.com/Datamonitor_HealthySnacking http://wellnessfoodsonline.com/Datamonitor_How http://www.wellnessfoodsonline.com/Mintel_FoodAllergies http://www.wellnessfoodsonline.com/Mintel_Organics http://www.wellnessfoodsonline.com

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Wellness Foods - December 2007 Well Noted Healthbites New Ingredient Profiles Wellness Trends in 2008 On the Shelf Expert Opinion

Wellness Foods - December 2007

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