Abstract
Never before have consumers been so conscious of the impact of their lifestyle on their health and so exposed to information extolling the virtues of following a balanced and healthy diet. This has resulted in the rapid expansion of the healthy eating market, covering everything from superfoods and organic through to more conventional products that are lower in fat, calories or sugar.
Functional foods offer more than most healthy eating products. Product claims include lower cholesterol, improved gut health, improved immune system, better memory, improved eyesight, even better complexions, but not all believe these claims, and consumers are becoming increasingly sceptical about the benefits that they deliver.
The market has shown strong growth in recent years, although 2007 saw a reduction in growth rates of NPD and promotional spend. This report considers whether 2007 is only a temporary blip on the onward march of functional foods or whether it marks a change in attitudes towards these products by consumers, who are increasingly turning to foods with naturally occurring health benefits.
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