Maria Mascaraque, Associate, Health & Wellness Research, Euromonitor International11.01.16
Fortified/functional (FF) packaged food is valued at $159 billion globally in 2016, making it the largest category within the health and wellness industry (H&W). With a rising aging population, increasing concerns about meeting nutritional requirements and a growing desire for naturally functional products, there is strong demand for H&W food items that are aligned to a specific health positioning and offer added value to consumers compared to regular options.
Global business intelligence provider Euromonitor International considers the key functional food trends in the health and wellness industry.
Protein Fortification
An increasing number of products are fortified with vitamins, minerals or fiber, but the real winner is still protein. High-protein foods started out being popular among fitness enthusiasts due to the role they play in muscle repair, but they are now also widely used for their anti-aging, cardiovascular health and mainly weight loss benefits. It is thought that proteins induce satiety and that high-protein diets keep people full for longer; therefore, foods fortified with proteins mai
Global business intelligence provider Euromonitor International considers the key functional food trends in the health and wellness industry.
Protein Fortification
An increasing number of products are fortified with vitamins, minerals or fiber, but the real winner is still protein. High-protein foods started out being popular among fitness enthusiasts due to the role they play in muscle repair, but they are now also widely used for their anti-aging, cardiovascular health and mainly weight loss benefits. It is thought that proteins induce satiety and that high-protein diets keep people full for longer; therefore, foods fortified with proteins mai
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