Abstract
This report focuses on four major segments within the functional foods market: dairy and margarine, cereal bars and snacks, and bakery. In addition to presenting sales data on a segment-by-segment basis, the report considers a range of topics and trends, including the following:
- Category developments contributing to the healthy competition in this market.
- The segments in which innovation is, and is not, taking place; and where Mintel sees the greatest prospect for future innovation.
- How marketers are conveying their USPs without running foul of regulations.
- Shifts in marketing messages across the board, and why some producers of functional foods don' t market them as such.
- Who buys functional foods (age is a key determinant, but it' s not what you think!), the surprising reasons consumers give for buying functional foods, and who is buying what.
- Which health claims are most prevalent, and which ones are poised to proliferate.
- The ubiquitous ingredient that is under-utilized and under-promoted.
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