Transcript Current Functional Foods Trends

CURRENT FUNCTIONAL FOODS
TRENDS
Luke R. Howard, Ph.D.
Department of Food Science
University of Arkansas
Functional Foods
“Any food or food ingredient that may
provide a health benefit beyond the
traditional nutrients it contains”
The Institute of Medicines’s Food and Nutrition Board
Examples of Functional Foods




Natural raw foods
Genetically enhanced raw foods
Fortified foods
Dietary supplements
Top Ten Functional Foods Trends
Elizabeth Sloan, President, Sloan Trends, Inc.
Key Trends in Functional Foods Products










Digestive Health
Health
benefit/convenience
Feel the benefit
Energy
“Superfruit”
Antioxidants
Weight management
Healthy snacking
Packaging innovation
Bones and movement
New Nutrition Business, 2012










Real food nutrition
Mini-managers
Bioavailability
Protein power
Plant-based diets
Gourmet nutrition
Risk awareness
First aid
Kids, Dads and
Grandparents
Liquidation
Sloan, Food Tech. 2012, 4:24-41
Consumers Reporting Using Food to
Prevent Specific Conditions
% of Consumers
ADHD
Sensitivity to irritants
Menopause difficulties
Autoimmune disorders
Hyperactivity
Osteoporosis
Memory/mind health
High blood pressure
Eating disorders
Food allergy/sensitivity
Heart or CVD
Cancer
Digestive disorders
High cholesterol
Overweight
Diabetes
Hartman group, 2010
18
20
21
22
24
27
28
41
42
42
42
46
48
56
57
58
Functional Foods are Booming




Eight in 10 Americans are making some or a lot of
effort to eat healthfully (FMI, 2011)
42% are concerned about the nutrient content of
foods they buy (FMI, 2011)
Sales of Functional foods and beverages were
estimated at $38 billion in 2010 (NBJ, 2011)
Self-treatment of minor ailments, and interest in
alternative therapies is at an all time high
(Packaged Facts, 2012)
Functional Foods are Booming



30% of consumers say they always or usually
purchase grocery products labeled for improving
specific health conditions (e.g., heart, digestive, or
blood sugar issues) (Packaged Facts, 2012)
Young adults (18-24 yrs) remain the top users of
functional foods and beverages (Mintel, 2009)
Oatmeal and yogurt are the products most
frequently purchased for specific health benefits
(Packaged Facts, 2012)
New Functional Food Products



About 33% of the best selling products in 2010-11
carried a natural claim (IRI, 2011)
About 25% claimed added nutrients/nutrition, high
fiber/whole grain, reduced calories or low-fat/fatfree contents (IRI, 2011)
One in ten made a claim about energy,
antioxidants, or trans fat (IRI, 2011)
1. Real Food Nutrition




88% of grocery shoppers believe it is important to
get their nutrients from foods naturally rich in
vitamins/minerals Health Focus, 2010)
32% of consumers are making a strong effort to
eat more foods/drinks that are naturally rich in
nutrients (MSI, 2010)
28% seek foods naturally rich in antioxidants (MSI,
2010)
28% look for fresh/minimally processed products
(MSI, 2010)
1. Real Food Nutrition



Orange and cranberry juice most popular
beverages purchased for nutritional benefits
(Packaged Facts 2012)
Antioxidant-rich green tea is the most popular
consumed tea in the U.S. (mintel, 2011)
Strongest phytochemical mass market ingredients
include polyphenols (anthocyanins, procyanidins),
resveratrol, and carotenoids (Sloan 2012)
1. Real Food Nutrition




50% of shoppers bought dark chocolate, 47% almonds,
21% Greek yogurt, and 8% coconut water for their
“Superfood” properties (FMI, 2011)
Hot new “Superfoods” include; chick peas, lentils,
nuts/seeds, cinnamon (FMI, 2011)
Sales of organic food reached $23.4 billion in 2010,
38% of consumers bought organic foods (NBJ, 2011)
Sales of natural foods were $18 billion, 58%
purchased pre-packaged foods marked all natural
(NBJ, 2011)
1. Real Food Nutrition



Clean labels are an important product label phrase
(Hartman, 2010)
No chemical additive label claims are important to
50% of shoppers, no preservatives are important to
35%, 50% look for natural ingredients on the
ingredient listing (FMI, 2011)
Consumers say limiting processed foods is now the
third most component of healthy eating after eating
more vegetables and fruits (Mintel, 2009)
Review of FDA Label Claims


Natural – is not regulated, but the agency does not
object to the use of the term if the food does not
include added color, artificial flavors or synthetic
substances
Fresh – implies that the food is unprocessed, i.e. is in
it’s raw state and has not been frozen or subjected
to any form of thermal processing or any form of
preservation
FDA Nutrient Health Claims
“High”, “Rich-in”, or Excellent Contains 20% or more of the DV per RACC
Source Of”
“Good Source”, “Contains”,
or “Provides”
10-19% of the DV per RACC
“More”, “Fortified”,
“Enriched”, “Added”,
“Extra”, or “Enriched”
10% of more of the DV per RACC
“Antioxidant”
• An RDI must be established for each of the
nutrients that are the subject of the claim
• Each nutrient must have existing scientific
evidence of antioxidant activity
• The level of each nutrient must be sufficient to
meet the definition for “High”, “Good Source”,
or “More”
FDA Nutrient Content Claims
Nutrient
Free
Low
Reduced/Less
Calories
Less than 5 cal per 40 cal or
RACC and per
less per
labeled serving
RACC
At lease 25%
fewer cal per RACC
than an
appropriate
reference food
Saturated
fat
Less than 0.5 g
saturated fat and
trans fatty acids
per RACC and per
labeled serving
1 g or less
per RACC
and 15% or
less of
calories from
saturated fat
At lease 25% less
saturated fat per
RACC than an
appropriate
reference food
Sugars
Less than 0.5 g
sugars per RACC
and per labeled
serving
Not define
At lease 25% less
sugars per RACC
than an
appropriate
reference food
FDA Health-Related Statements or
Claims





Nutrient content claims – indicate the presence of a specific nutrient
at a certain level
Structure and function – describe the effect of dietary components
on the normal structure or function of the body
Dietary guidance – describe the health benefits of broad categories
of foods or diets and do not refer to a disease or a health related
condition
Qualified health claims – convey a developing relationship between
components in a diet and reduced risk of disease, as reviewed by
the FDA and supported by the weight of credible scientific evidence
available
Health claims – confirm a relationship between components in a diet
and reduced risk of disease or health condition, as approved by
FDA and supported by significant scientific agreement
Scientific Evidence is Lacking for Many
Health Claims


FDA has issued warning letters to many companies
over various health claims and is now requiring preapproval for certain claims
FTC has recently settled class-action lawsuits with
Dannon, Kellogg’s and Nestle over health claims
Strength of Evidence for Functional Foods
Currently on the U.S. Market
Functional
food
Bioactive
component
Health
benefit
Type of
evidence
Strength
of
evidence
Recommended
amount
Regulatory
status
Fortified
margarines
Plant
sterol and
stanol
esters
Reduce
total and
LDL chol.
Clinical
trials
Very
Strong
1.3 g/d for
sterols,
1.7g/d for
stanols
Health claim
Psyllium
Soluble
fiber
Reduce
total and
LDL chol.
Clinical
trials
Very
strong
1g/d
Health claim
Soy
Protein
Reduce
total and
LDL chol.
Clinical
trials
Very
strong
25g/d
Health claim
Whole oat
products
ß-glucan
Reduce
total and
LDL chol.
Clinical
trials
Very
strong
3g/d
Health claim
Hasler, J. Nutr. (2002) 132:3772-3781
Functional
food
Bioactive
component
Health
benefit
Type of
evidence
Strength of
evidence
Recommended
amount
Regulatory
status
Cranberry
juice
Proanthocyanidins
Reduce
UTI
Small # of
clinical
trails
Moderate
300 mL/d
Conventional
food
Fatty fish
(n-3) fatty
acids
Reduce
TG,
reduce
hearth
disease
Clinical
trials,
epidemiol.s
tudies
Strong
2/wk
Qualified
health claim for
dietary
supplements
Garlic
Organosulfur
compounds
Reduce
total and
LDL chol.
Clinical
trials
Moderate
600-900 mg/d
Conventional
food or dietary
supplement
Green tea
Catechins
Reduce
risk of
various
types of
cancer
Epidemiol.
studies
Weak to
moderate
Unknown
Conventional
food
Functional
food
Bioactive
component
Health
benefit
Type of
evidence
Strength of
evidence
Recommended
amount
Regulatory
status
Spinach,
kale, collard
greens
Lutein/
zeaxanthin
Reduce risk
of AMD
Epidemiol.
Weak to
moderate
6 mg/g
Conventional
food or
dietary
supplement
Tomatoes
and
processed
Lycopene
Reduce risk
of prostate
cancer
Epidemiol.
Weak to
moderate
Daily
Conventional
food
Cruciferous
veg’s
Glucosinolates, indoles
Reduce risk
of various
types of
cancer
Epidemiol.
Weak
3 or more
Serv/wk
Conventional
food
Fermented
dairy
Probiotics
Support GI
health,
Boost
immunity
In vivo and
in vitro
studies,
limited clin.
data
Weak
Daily
Conventional
food or
dietary
supplement
Dietary Supplement Label



“This statement has not been evaluated by the FDA.
This product is not intended to diagnose, treat, cure,
or prevent any disease”
Structure/function claim
Manufacturer is responsible for ensuring the
accuracy and truthfulness of these claims – not
approved by FDA
2. Mini-Managers





58% of shoppers swapped for healthier versions of the
same foods half the time (FMI, 2010)
56% switched to whole-grain bread, 42% to whole
grain pasta, and 39% to whole grain rice (FMI, 2011)
52% replace less healthy choices with different foods
46% purchase new health products (FMI, 2010)
Largest avoidance market included low-fat/fat-free
($46 billion), reduced calorie ($10.4 billion) and low
sodium/low salt ($10.0 billion) (Nielson, 2011)
2. Mini-Managers

Foods consumers try to avoid (FMI, 2011)
Trans and saturated fats – 59%
Fat content – 56%
Salt/sodium – 52%
Calories – 48%
Chemical additives – 47%
Artificial sweeteners – 47%
High fructose corn syrup – 44%
Cholesterol – 43%
Sugar – 42%
2. Mini-Managers
Consumers are snacking more on healthier items
(Technomic, 2012)
 Trail mixes
 Natural and organic snacks – no trans fat and
antioxidant-rich
 67% of consumers eat granola, cereal or breakfast
bars, while only 28% are users of
energy/diet/nutrition bars
2. Mini-Managers
Energy Bar Use (Mintel, 2012)
 Snacks – 59%
 Overall wellness – 50%
 Meal replacement – 35%
 Protein – 35%
 Lose weight – 27%
 Muscle recovery – 25%
 Enhance metabolism – 23%
 Control blood sugar – 16%
3. Buying in to Bioavailability



More than 25% of the best selling foods in 201011 carried an added vitamin/nutrient claim (IRI,
2011)
About half of food shoppers are very concerned
about the nutrient content of their food (FMI, 2011)
Vitamin/mineral health claims on labels are very
important to 37% of grocery shoppers (FMI, 2011)
3. Buying in to Bioavailability
Consumers believe: (FMI, 2011)
 Calcium is effective for bone health – 55%
 Omega-3s are effective for heart health (38%),
skin (25%) and brain health (23%)
 Fiber is important for colon health (50%) and
weight loss (28%)
 Over half of consumers say building bone density is
an important consideration when buying food
3. Buying in to Bioavailability




55% of consumers would like more clinical proof
surrounding the bioavailability of nutrients in fortified
foods (French, 2011)
42% are concerned that their body does not absorb
enough of the nutrients in supplements (French, 2011)
Magnesium is the fastest growing mineral supplement in
the U.S., and is the third most popular ingredient in
hearth-healthy foods/drinks (NBJ, 2011)
Look for new foods containing magnesium, vitamin D
and calcium aimed at bone strength/health
4. Protein Power



40% of consumers are making an effort to eat
more protein and say a high protein claim is very
important on a food label (IFIC, 2011; FMI, 2011)
Consumers rank protein as the fifth most important
component of healthy eating (Mintel, 2009)
65% of adults believe that protein helps build
muscle, 39% say that it helps you feel full, 39%
believe it is beneficial for aging, and 34% believe
that it aids with weight loss (IFIC, 2011)
4. Protein Power



69% of those trying to lose weight are trying to
consume more foods/beverages that promote
satiety (MSI, 2010)
53% of adults want more satiating functional foods,
and 44% seek functional beverages that offer
satiety (Mintel, 2009, MSI, 2010)
Expect high-protein sports nutrition powders/drinks
to move mainstream
5. Plant-Based Diets



Consumers recognize vegetables, fruits, pulses,
whole-grain breads and beans as naturally-rich
foods (MSI, 2010)
45% of consumers bought foods/beverages that
were labeled high in fiber (Packaged Facts, 2012)
According to American Culinary Federation chefs,
ancient grains, flatbreads, whole-grain bread/rolls
and vegetable chips are hot foods/ingredients for
2012 (NRA, 2011)
5. Plant Based Diets



60% of meal preparers are making a strong effort
to include more fruits and vegetables at dinner,
42% are attempting to include more whole grains
(MSI, 2011)
A serving of fruit/vegetables is a very important
claim for 67% of consumers (Health Focus, 2010)
ACF chefs cite acai, goji berry and mangosteen as
hot superfruits for 2012, with rambutan, dragon
fruit, paw paw, guava and passion fruit identifies
as favored exotic species (NRA, 2011)
New Superfruits?
Acai
Goji berry
Rambutan
Paw paw
Mangosteen
Dragon fruit
Guava
Passion fruit
5. Plant Based Diets


Trendy produce items for 2012 include; specialty
potatoes, fresh herbs, dark bitter vegetables, root
vegetables, fresh bean and hot pepper varietals,
Asian mushrooms, soybeans, vegetable ceviche, and
wasabi peas (NRA, 2011)
ACF chefs cited vegetable/vegetarian as the
number one hot appetizer trend for 2012 (NRA,
2011)
5. Plant Based Diets





Research continues to show potential functional
value of plant-based superfoods
Almonds – contain phytosterols, aid
satiety and help stabilize glucose levels
Pistachios – may lower cholesterol
Walnuts- are linked to brain health
& cancer prevention
Beans – may lower the risk of
cognitive deficits
IFT, 20012
6. Gourmet Nutrition



50% of consumers believe that healthy food should
taste good (French, 2011)
Seven in 10 consumers believe that food described
as fresh is healthier (Technomic, 2010)
68% look for freshness descriptors when purchasing
foods (Technomic, 2010)
6. Gourmet Nutrition







Look for the following trends
Frozen meals will be replaced with fresh less
processed alternatives
Growth in breakfast foods
Healthy kids meals
Smaller versions of adult meals
Greater availability of locally grown foods
Reduced sodium entrees
Hartman, 2010; NPD, 2011; NRA, 2011; IDDBA, 2011;NRA, 2011
7. Risk Awareness on the Rise



The market for heart-healthy products is shifting
from general heart health to risk factor reduction
(FMI, 2011)
Concern over heart disease risk factors is growing
among younger adults (Hartman, 2010)
66% of boomers are concerned about high blood
pressure, 48% of Gen X and 40% of Gen Y
consumers are concerned about cholesterol
(Hartman, 2010)
7. Risk Awareness on the Rise





Look for more foods that improve circulation/heart
health
CocoaVia – flavanol-rich supplement
Also look for more products that improve mental
acuity/brain health/mental sharpness (Health Focus,
2010)
High blood glucose is the fourth-largest cause of
preventable death in America-behind only smoking,
obesity, and high blood pressure (Danaei et al., 2009)
Look for foods designed to improve insulin resistance,
and control and manage blood sugar
(Sloan, 2012)
8. First Aid



Natural remedies to prevent/treat common
everyday aches and ailments
Young Gen Yers are the most likely to believe that
functional foods/beverages can be used in place of
some medicines (French, 2011)
Look for foods that improve digestive health, boost
the immune system, improve joint health, and reduce
stress (Hartman, 2010; Health Focus, 2010)
9. Kids, Dads and Grandparents




Only 40% of kids food/beverage market was
positioned as better-for-you in 2010 (Packaged Facts,
2011)
One in eight children have two or more risk factors for
heart disease; one in three is overweight or obese
(NCHS, 2010)
37% of men are very concerned about nutrition (MSI,
2010)
60% are making a strong effort to limit fats, 54% saltsodium reduction, 49% sugar, and 44% cholesterol
(MSI, 2010)
9. Kids, Dads and Grandparents


One third of the U.S. population is now over age 55
(Packaged Facts, 2011)
Important issues to those 50+ include: retaining
mental sharpness, avoiding heart disease,
preventing cancer, bone health/strength,
maintaining the ability to continue with normal
activity as they age and preserving eye health
(Health Focus, 2010)
10. Liquidation



Weight control/nutrition liquids and powders and
energy drinks sales increased by 18%, followed by
sports drinks (up 11%) ((IRI, 2012)
Energy/alertness, gut health, heart health, immunity,
sports/recovery and weight control were the top
claims on new U.S. functional beverages in
2011(Innova, 2011)
Calcium, antioxidants, and vitamins/minerals are the
top ingredients consumers look for in functional
beverages (Mintel, 2010)
10. Liquidation


Immunity, digestive health, complete days nutrition
requirement, lowering cholesterol, and providing
energy are the most desired health benefits for
functional beverages (Mintel, 2010)
Look for new technologies e.g. high pressure
pasteurization and caps that dispense sensitive
ingredients at the time of consumption) to gain in
popularity (Sloan , 2012)
Conclusions





There is a disconnect between what consumers say and
do!
Few health claims have been substantiated for
phytochemical-rich foods!
Health-protective effects in in vitro and animal studies
often do not translate to humans
Well defined clinical trials are needed to substantiate
health benefits observed in in vitro and animal studies
Consumers must understand that functional foods are
not a “magic bullet” or panacea for poor health habits