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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
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