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... a report by market research group leatherhead food research has valued the global market for functional foods at us$24 ... 2 billion in 2010, increasing by almost 150% since the company began monitoring the market in 2003 ... the functional food market has also been growing significantly faster than the headline rate of growth of the global food and drink market of around 4% per year ... leatherhead said that changes in consumer diet, lifestyles, awareness and interest in health and wellbeing had helped the growth of the functional food market, with consumers looking for products with the potential to deliver health benefits ... improved research and development in ingredient exploration has also driven the category, generating innovative and diverse products, and increasing the number of new products with functional claims by as much as 28% a year ... the company conducted a survey of over 1500 consumers in the united kingdom, suggesting that functional food consumption is fairly widespread; over a quarter claiming to consume functional products daily and a fifth claiming to consume them fortnightly ... however, just under a third of consumers surveyed claim they do not (and never will) consume functional food products because they do not believe they work ... in fact, when all survey respondents were asked what would encourage them to eat more functional food products the majority stated they would like to see definitive proof, substantiated by independent science, that the product ‘does what it says on the tin’ ... leatherhead said the survey results supported the widely held view that verifiable health benefits are key to driving market growth, and that growth is more likely to come from existing consumers, rather than ‘converting’ those who do not already buy into functional food products ... leatherhead said that ability for the functional foods market to continue to grow is dependant on several factors ... “first, consumers want proof, substantiated by independent scientific research, that functional products deliver the benefits they promise,” said a release from the group

... citing a surge in functional food and drink products on offer in recent months, the division of business information provider, datamonitor, claims that manufacturers are becoming increasingly aware of the value consciousness of post recession consumers ... yet datamonitor envisages that the functional food market will be branching out into various every day products, referring specifically to the khlebnyi dom kefir-based bread launched in russia, which claims to promote health, vitality and beauty, as an example ... removing guilt by adding benefit alongside the notion of value consciousness, datamonitor has explored ‘healthy indulgence’ as a prime driver of functional food and drink demand ... adding a functional benefit to a product usually considered detrimental to health and beauty can remove consumers’ feeling of guilt, according to whalley ... “chocolate or candy with beautifying functional ingredients can make consumers feel as though they are having a treat which is not too detrimental,” he added ... data from a survey carried out by datamonitor in july 2010 demonstrated that while 44% of total respondents from 20 markets considered beauty food and drinks to be appealing, only 33% thought that general functional claims were trustworthy ... whalley therefore warns that skepticism surrounding ‘nutricosmetics’ is still prevelant and that while manufacturers “should be thinking of how they can creatively incorporate functional ingredients into new product types, it is more important that they create effective products that work”

... the korean functional food market hinges on obtaining the nation’s precious ingredient claim approval, but breaking that barrier opens the floodgates to huge market potential, according to an industry expert ... in the second part of our special series on the food and beverage markets in asia, we speak to willy tan, asia executive director of pharmachem, for a glimpse into the state of affairs in korea ... “the asian market in general is moving into functional foods, which is a trend that has picked up strongly over the past few years ... everybody looks to japan for market trends in the region, and this is true of korea too ... but the key difference in the functional food market in korea is that individual ingredients need to be approved to carry health claims, as opposed to japan’s finished product approval process,” said tan ... ” tough regulations according to tan, who represents the us functional ingredient firm pharmachem across asia, the stringent regulatory approval process in korea is both restrictive – in that it prevents all but the most substantiated ingredients from carrying health claims – and flexible – in that once an ingredient is approved it can be used in all product categories, which means there is a wider scope for the ingredient to reach consumers ... in korea, he said, no functional food products are sold without claims, as no one would know what the benefits are ... for functional ingredients to carry a claim in korea, this must be submitted to the korean food and drug administration (kfda), which will evaluate it for efficacy, consistency and safety ... functional food market tan estimates that functional foods in korea make up between 10-20 per cent of the overall food market ... “moving forward, i think the functional food side will begin to see a growth of 20-30 per cent because of an increased awareness and understanding of the functional trend

... an avalanche of scientific evidence may have come down in support of the health benefits of vitamin d but so far, with the exception of the us, this buzz has yet to translate into a market boom ... the us exception with the help of a good word from talk show host oprah winfrey, who told her viewers that adequate intake of vitamin d could be five times the current rdi, market growth has reached triple digits ... using 2009 prices as a base, the market research firm said vitamin d sales have grown from $141 ... ” regulatory barrier lack of media attention and formulation challenges have been put forward as explanations for the lethargy in the vitamin d market but regulation may be the biggest barrier ... ewa hudson from euromonitor said that approval of efsa’s generic claims with regards to vitamin d and immunity is likely to open a new avenue for growth in the functional food market ... while supplements currently dominate the market for vitamin d, functional foods are making a mark ... dairy products like milk and cheese are the most popular vehicle for vitamin d fortification but juices, cereals, and baby food are also getting a look in ... searching food and drink launches in recent years using the mintel global new products database (gndp) suggested that latin america may even be a hot bed of growth

... stressing plants to induce their natural defences could lead to a new range of functional foods enriched with a plant's natural defensive compounds, phytoalexins ... writing in the journal of agricultural and food chemistry , the usda researchers state that phytoalexins have been largely ignored as nutritional components in human foods ... “we propose a new area within functional food research called phytoalexin-enriched foods that utilize induced plant compounds or phytoalexins created either pre- or post-harvest that have been traditionally viewed only as plant defensive compounds, but have beneficial health effects,” wrote lead author stephen boue ... global functional foods the phytoalexin-enriched foods could soon be adding to the growing functional food market, expected to be worth about €175 billion by 2012, according to euromonitor international data ... in a global health and wellness market, the researcher puts at €450bn, functional foods are the fastest growing sector and second in value to naturally healthy foods (€155bn), both now and in 2012 ... by 2012, better-for-you foods (€140bn) will be the third highest selling category, followed by vitamins and food supplements (€60bn); organic (€24bn); botanicals (€22bn); slimming products (€8bn); food intolerance products (€6bn) and sports nutrition products (€2 ... phytoalexins science “phytoalexin-enriched foods would be defined as foods with health-promoting activities based on phytoalexins and would be a subclass of functional foods,” wrote boue and his co-workers ... “these phytoalexin-enriched functional foods would benefit the consumer by providing ‘health-enhanced’ food choices and would also benefit many underutilized crops that may produce phytoalexins that may not have been considered to be beneficial health-promoting foods,” they concluded ... source: journal of agricultural and food chemistry published online ahead of print, asap article , doi: 10

... new beneo group combines orafti, palatinit and remy as it eyes up opportunities in the functional food market

... ift expo is bridging the gap between dietary supplement ingredients and mainstream food manufacturers, with companies who once focused on nutrition in a capsule now looking to supply functional food ingredients ... cognis nutrition & health and lycored are two such examples of companies well-established in the us dietary supplement ingredients market, but edging into new territory so as to expand their client base into the growing category of value-added foods ... while the us functional food market is said to lag behind that of europe, both companies say there is no question it will catch up ... "we are investing a lot in the functional food industry in advance," udi alroy, vice president of global marketing and sales, told nutraingredients-usa ... "our goal is to make lycopene a mainstream functional food ingredient ... "we're getting into functional foods in the us because it will become main stream," cognis vice president dave eckert told nutraingredients-usa ... "our focus this year is these three key ingredients for the functional food arena," said eckert ... " however, the company has already made headway into the us functional foods market because its lycopene ingredient also acts as a colorant and thereby potentially enhances foods on two different levels ... despite testimony that the north american market for functional foods is less developed than the european one, the sheer size of the us market is already making it the place to be for healthy ingredients makers ... market researcher global industry analysts recently predicted in a report that the functional food and beverage market will reach $109bn by 2010 - with the us, europe and japan accounting for approximately 90 percent of this global consumption of functional food and beverage

... analysts of the japanese functional food market, paul yamaguchi and associates, have recently released a report that sheds light on the $8 ... according to the company the japanese nutritional supplements market has demonstrated a steady growth of an average of 16 per cent a year for the last 10 years, with the growth rate picking up since 2000 and accelerating to more than 20 per cent a year ... such expansion in the japanese nutritional supplement market, claims paul yamaguchi, can be explained through a variety of factors to include the popularity of western botanicals, herbal and non-herbal products, eased regulatory restrictions, a rise in the aging population and the prevention of lifestyle diseases ... the report explains that although japan has been slow to recover from an overall economic downturn, its nutritional supplement market has been growing steadily over the last 10 years

... signs that the functional food market is gaining ground were revealed this week when the uk food standards agency announced it is considering a 'novel food' application by a food manufacturer to market 'milk and yoghurt type' products with an ingredient that lowers cholesterol ... under the fsa's 'openness policy' the novel food application dossier is made available for public comment ... companies wishing to sell a novel food in the european union are required under the european commission novel foods regulations to submit an application in the member state where they wish to market the food - the food is then assessed for safety

... danisco is to produce an enzyme derived from seaweed, also known as hox, in a bid to reinforce its position in the functional food market ... scientists at the institute believed that hexose oxidase could have uses in a number of areas, including as a food ingredient, but as the content of hexose oxidase in seaweed is so low, establishing a profitable production based on seaweed extracts was initially a problem for danisco ... it has been approved by the us food authorities, and similar approvals are expected shortly in europe and elsewhere ... "we have great expectations for the enzyme and regard it as yet another important part of our efforts to develop danisco's leading position within functional food ingredients," added kjaergaard