Published by Packaged Facts, Food and Ingredient Trends Addressing Specific Diseases and Other Health Conditions examines the foods and ingredients that target specific health conditions in the US.
Addressing health via nutrition has become a “global phenomenon”, that is now being embraced by North Americans who are following the lead of their European and Japanese counterparts, said the report.
One of the major reasons for this is that consumers are starting to take responsibility for their own health, and they are actively seeking ways to do this via their diet.
‘Commodified’ health
“Health and fitness have become increasingly commercialized and commodified into foods,” wrote Packaged Facts.
The report essentially provides a summary of different health conditions and the foods and ingredients that have been scientifically proven to benefit specific areas of health.
Conditions examined include obesity, heart health, cancer, brain and nervous system health.
Awareness
The report states that consumers are more familiar than ever with the benefits that can be obtained through functional foods – 92 percent of Americans are said to be able to name a food and its health benefits.
Nevertheless, the market researcher highlights the importance of tapping into areas that already benefit from consumer awareness.
“To best take advantage of the market for healthy eating, manufacturers should know that foods targeted to health conditions should be based on ingredients already well-established in consumers' minds as inherently healthy,” it wrote.
“Not understanding on what a food's health benefits are based tends to turn consumers away. Consumers will more readily embrace a product and find it helpful if the ingredients make sense to them.”
Focus for the future
Packaged Facts predicts that a number of foods and ingredients will remain top of consumer minds in the near future. These include:
• Whole grains – targeting cardiovascular disease, cancer and high cholesterol.
• Berries – targeting infection.
• Leafy vegetables – targeting different cancers.
• Probiotics and prebiotics – targeting gut health.
• Fish and omega-3 fatty acids – targeting heart disease and the central nervous system.
• Soy – targeting bone health and osteoporosis.
• Plant sterols and stanols – targeting high cholesterol.
• Fruit – giving that energy boost.
• Green tea and antioxidants – targeting heart disease and cancer.
• Red wine, in moderate consumption – with its resveratrol – targeting heart disease.