We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

Health-Conscious Americans Are Increasingly Enamored Of Functional Foods

August 16, 2010: 09:48 AM EST
Despite a new product failure rate of 80 percent, sales growth in the $37 million retail functional food category is surpassing traditional foods and beverages in the United States, thanks to rising consumer demand for condition-specific (i.e., energy, digestion, cardiovascular, etc.) foods among health-conscious Americans. Brands will continue to proliferate, but look for a shakeout of “slow movers.” Superfruits are a particular niche to watch, as Americans continue their love affair with exotic fruits – and even not so exotic ones, such as tart cherries – that promise various health benefits. “Consumers are clamoring for new products and are looking to food first for enhanced nutrition and well-being,” an industry adviser tells companies. “Soon, demand will exceed supply. Get busy.”
Jeff Hilton, "Trends in Functional Foods", Food Product Design, August 16, 2010, © Virgo Publishing, LLC
Independence & New Living
Individualism & Self-Expression
Personal Empowerment & Action
Vitality & Better Living
North America
United States of America
Comment & Opinion
Market News
Products & Brands
Research, Studies, Advice
Developed by Yuri Ingultsov Software Lab.