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Functional Foods Market Assessment 2010
Key Note Publications Ltd, June 2010, Pages: 122
Functional foods, as defined in this report, principally comprise: fibre-, mineral- and/or vitamin-fortified breakfast cereals and cereal bars; probiotic and prebiotic yoghurts and yoghurt drinks; cholesterol-lowering margarines and spreads; and soya milk. Smaller sectors of the market include functional breads, milk, cheese, eggs and drinks.
The total UK market for functional foods grew by an estimated 9.6% in the year ending October 2009, to a value of £1.46bn. This growth rate was higher than that experienced in 2007/2008 but substantially lower than the estimated 22% growth in 2005/2006. The reduction is accounted for by an apparent peaking in sales of yoghurt drinks and soya milk, after strong prior growth, and gradually declining sales of cholesterol-lowering margarines and functional breads. Strong growth has, however, been shown by probiotic yoghurts and fortified breakfast cereals, allowing positive growth overall.
The trend in recent years has been to add several functional ingredients to individual products, with probiotic, prebiotic and omega-3 yoghurts and yoghurt drinks, or probiotic and cholesterol-lowering yoghurts, some of them containing extra vitamins. After a scientific report extolled their benefits, omega-3 fatty acids have been added to a range of foods, including margarines and spreads, yoghurts and yoghurt drinks, milk, cheese, bread, eggs and soya milk. Additionally, soya has become a more widely used functional ingredient and is included in some yoghurts and spreads.
However, the addition of several functional ingredients has reportedly proved confusing to consumers and some products are now being withdrawn or relaunched. Additionally, doubts have been expressed about some of the health claims made by manufacturers, and the European Food Safety Authority (EFSA) is in the process of evaluating all such claims. Those that are not approved by the EFSA will not be allowed to be used in promotions within the EU until they are modified or better scientific evidence is provided.
This factor, coupled with the recession, which has caused consumers to question any purchases of premium-priced branded foods and drinks where discount brands or retailer own-label alternatives are available, has had an adverse effect on the functional-foods market. Nonetheless, the continued emphasis on healthier eating, and the fact that many functional foods are targeted at age-related health conditions (the UK has an ageing population profile), will support future growth in sales of functional foods.
Over the next 5 years, sales of functional foods are forecast to increase at closer rates to their traditional counterparts, with overall market growth estimated at 4.5% to 6.5% per year. Stronger growth will require new product development in the various market sectors, and this may prove more difficult than in the past, owing to the EU regulations on health claims.
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