Julian Mellentin, Director, New Nutrition Business11.01.16
One massive trend underpins the success of almost everything else in the healthy food and beverage market. It’s the key driver of most innovation—from plant-based products to the re-birth of full-fat dairy, the rise of green juices, blueberries, almonds, seaweed snacking and tens (perhaps hundreds) more healthy propositions. This single, most-powerful trend is consumers’ desire for foods and ingredients that are “naturally functional.”
With a natural and intrinsic health benefit, companies can convey a compelling message. Bloggers and journalists love to write about things that are naturally healthy, which creates consumer buzz and interest. When people draw their own conclusions about the benefits of a naturally functional ingredient or product, then a health claim isn’t necessary.
The strongest growth potential of a naturally functional product for 2017 and beyond lies with turmeric, which—having proven its strength in the dietary supplements aisle—is starting the transition into foods and beverages.
With 580 published human studies on its benefits (with inflammation the single-largest ar
With a natural and intrinsic health benefit, companies can convey a compelling message. Bloggers and journalists love to write about things that are naturally healthy, which creates consumer buzz and interest. When people draw their own conclusions about the benefits of a naturally functional ingredient or product, then a health claim isn’t necessary.
The strongest growth potential of a naturally functional product for 2017 and beyond lies with turmeric, which—having proven its strength in the dietary supplements aisle—is starting the transition into foods and beverages.
With 580 published human studies on its benefits (with inflammation the single-largest ar
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