In terms of activity in the own-brand functional foods
and beverages category, Santiago Vega, senior manager of nutrition marketing at Westchester, Ill.
The market success of functional foods
is widely recognized to depend on consumer acceptance of the products as part of their daily diet.
Campaigns should not be about over claiming the benefits but about educating the consumer about the importance of a healthy balanced lifestyle and the role of functional foods
in helping the consumer to achieve this.
Finally, and perhaps most importantly, people who purchase one functional food
item are very likely to purchase others.
Table 1 lists some of the nutrients and food ingredients that have a scientific basis for functional food
development and highlights those that have been approved for health claim labelling in the US.
Recombinant protein technology offers significant potential for the future development of value-added functional food
and NHP products.
Whoever is first to identify and provide what consumers want will profit from functional foods
, but if the past is any indication, it won't be farmers.
This would better enable manufacturers to communicate the particular benefits of the functional food
In the purest sense, functional foods
are simply foods and beverages with biologically active compounds that provide health benefits beyond basic nutrition and may prevent disease, explains Clare Hasler, Ph.
Consumers are preferring heart and other health condition-specific functional food
supplements due to various health issues associated with chronic conditions.