Difficult economic conditions have not substantially slowed the expansion of functional foods. Marketers and retailers continue to introduce new products, and more consumers continue to try them. In order to maintain the momentum, functional foods players will need to continue expanding into new benefit areas. They will also need to navigate an increasingly active FDA, which promises to scrutinize claims more closely.
This report focuses primarily on four well-established segments within the functional foods market: dairy and margarine, cereal, bars and snacks, and bakery. It provides:
- A look at the broader health and wellness context in which functional foods compete - An examination of demographic factors impacting the functional foods market and different marketing opportunities that exist at different life-stages - Analysis of major trends in new product development and examples of innovation across functional benefit areas - An overview of key themes in category marketing and advertising - Discussion of the potential impact of a more active FDA
