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March 22, 2010: 02:22 AM EST
Opportunities abound for nutritional product marketers – some researchers forecast the functional food market to top $43 billion by 2013 – as consumers increasingly focus on the health benefits of the foods they consume. But marketers in the US and abroad face a number of challenges, external and internal, in getting their message across to those health-conscious consumers. These include pressures from ever more restrictive government regulators, consumer advocates, and environmentalists. Internally, functional food companies need to establish their position in the emerging industry by cultivating and educating niche-market customers. But before that happens, they need to educate themselves on the marketing opportunities provided by high-profile nutritional ingredients (antioxidants, fiber, omega-3s, probiotics, calcium, etc.). One such opportunity: the US FDA has been easing restrictions on product claims related to cancer risk reduction.
Claudia Dziuk O’Donnell, "NUTRITIONAL Product Opportunities", Prepared Foods, Nutra Solutions, March 22, 2010, © BNP Media
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