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  • 8/8/2019 Feat 0410 Trends

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    BY A. ELIZABETH SLOAN

    pg 22 04.10 www.ift.org

    Smoothies are a make-it-yourself snackfor consumersseeking a variety of health benets including satiety.

    Photo copyright Ben Fink Photo Inc./JupiterImages

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    04.10 www.ift.org pg23

    H

    ealth is on the ront burner asAmericans return to tried and

    true practices that they believewill be eective in helping them tostay t and healthy. Infuenced bythe recession and a new belie thatmaintaining their health is a long-term method o cost control, todaysdo-it-yoursel, wellness-ocusedconsumers are turning to unctionaloods and beverages in record num-bers. In 2009, nearly hal (46%) oood shoppers said they were veryconcernedabout nutrition, up 5%over 2008 (FMI, 2009). Vitamins

    enjoyed solid gains in unit sales inood, drug, and mass retailers,including Wal-Mart, up 5.7% orthe year ended (Y/E) 2/10/10 (IRI,2010a).

    Healthul positioning was adominant actor in the success onew oods and drinks that reachedblockbuster sales status in 2009.Campbells Select Harvest soup,made with real ingredients and noarticial or MSG added, toppedInormation Resources Inc.s ( IRI)

    Pacesetter list o the most successulnew product introductions in 2009,

    with year one sales o $202 millionin ood, drug, and mass channels

    excluding Wal-Mart (FDMx) (IRI,2010b). Bud Light Lime ranked sec-ond with sales o $133 million,ollowed by multi-grainArnold SelectSandwich Thins, $87 million; GreenGiant Valley Fresh Steamers, $85 mil-lion; Dreyers/EdysFun Flavors, $72million; GatoradeTiger/Focus, $65million; Millers MGD 64, $53 mil-lion; Mountain DewDEWmocracy, $52million; Bushs Grillin Beans, $45million; and Kelloggs FiberPlus barswith added antioxidants, $35 mil-

    lion (IR I, 2010b).One in three (30%) o the new

    ood products on IRIs Pacesetterslist (criteria or inclusion on the listis rst-year sales in excess o $7.5million) carried an added nutrientclaim, e.g., calcium, soy, etc.; 23%made a reduced-calorie claim; and22% a high-ber/whole-grain claim(IRI, 2010b; Figure 1).

    U.S. sales o unct ional oodsand beverages reached $37.4 billionin 2009, up 2.7% over the prior year

    (NBJ, 2010). While down rom an8% gain in 2008, unct ional

    products still outpaced the overallood industry growth rate o 1.6%.

    At $21.6 billion, beverages remainthe largest unctional products seg-ment, up 3%. The $6.7 billionunctional breads/grains categorygrew 3%; the $2.7 billion snack oodand $1.8 billion dairy segments wereboth up 2%; and the $4.4 billionpackaged/prepared oods sectorrose 1% (NBJ, 2010). Six in 10adults bought a unctional ood ordrink in 2009, up rom 48% whodid so in 2008 (Mintel, 2009a).Cereal with a heart-health/choles-

    terol claim (chosen by 54% oconsumers) or cereal with a ortiedclaim (bought by 52%) were themost-purchased unctional oods in2009, ollowed by heart-healthymargarines/spreads (44%), ortiedyogurt (32%), nutrition bars (29%),prebiotic/probiotic yogurt (20%),and eggs with omega-3 atty acids(18%) (Mintel, 2009a).

    Fity-eight percent o consumerssaid they consumed a unctionalood last year in order to supplement

    their diet; 38% did so or digestivehealth, 36% weight loss, 35% to

    From super-satiating smoothies to mood-enhancing bars, functional foodsare targeting a broadening assortment of consumer health and wellness needs.

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    pg 2424 04.10 www.ift.org

    Yoplait Greekyogurtcontains twice the proteinof other leading yogurts, a positioning likelyto appeal to the nearly 40% of consumers who

    are attuned to the protein content of foods.Photo courtesy of Yoplait USA

    1

    address a specic health issue, 24%

    or an energy boost, 17% or men-tal ocus, and 14% to eliminatestress (Mintel, 2009a). The toptwo reasons or non-use involve thebelievability o claims and the per-ceived higher expense.

    Four in 10 ood shoppers (42%)choose oods or specic medicalpurposes; 42%do so to provide aprotective/preventive health ben-et;and 35% choose them toimprove their daily perormance(HealthFocus, 2009). More than

    hal (51%) said they read a label therst time they bought a ood prod-uct (FDA, 2010).

    Retaining mental sharpness asI agetops the list o health issuesconsumers are extremely/veryconcerned about, with 65%expressing interest or this reason,ollowed by heart disease (62%),cancer (61%), bone health/strength(61% ), maintaining ability to con-tinue with normal activitywhileaging(59%), eye health (57%),

    arthritis (53%), appearance/skinhealth (51%), joint health (51%),

    and tiredness (50%) (HealthFocus,

    2009).Globally, vitamin/mineral or-

    tication, gut health, and energy/alertness were the top unctionalood categories or new productintroductions last year; in NorthAmerica, digestion, vitamin/min-eral ortication, heart health, andenergy topped the list in2009 (Innova, 2010).Read on or a detailedlook at the Top 10Functional Food

    Trends o 2010.

    Retro HealthAmericans continueto demonstrate their

    voracious appetite or avoid-ance oods as they seek tomake choices that are lowerin at, calories, and sodiumand to reocus on traditional

    strategies or improving their diets.

    Thus, its no surprise that inorma-tion about a products at content isvery important to consumers; in2009, 58% sought inormation ontrans at content, and 56% wantedto know saturated at content andoverall at content, according toFood Marketing Institute data.Calorie count and salt/sodium con-tent were very important to49%o consumers and sugar/articialsweeteners very important to 47%.Rounding out the list o concerns

    were cholesterol, very importantto 44%, and carbohydrates, veryimportant to 38% (FMI, 2009).

    Food products with claimsabout at content again dominatedthe healthy market segment withsales o $46 billion or Y/E12/27/09, down a modest 3%,resulting rom a decrease in milkconsumption due to high prices(Nielsen, 2010). Foods that prom-ised to lower cholesterollostground in 2009, with sales alling

    5% to $10.6 billion, likely aectedby the increased use o statin drugs(Nielsen, 2010). Products thatmade a reduced-calorie claimenjoyed a 6% sales bump to $11.7billion in 2009; those with sodiumclaims remained fat with sales o$14.9 billion; and the $1.8 billion

    low-carb category ell 5%

    81%

    58%

    37%

    34%

    33%

    30%

    30%

    30%

    23%

    22%

    20%

    18%

    16%

    15%

    14%

    New or Unique Varieties

    New or Unique Recipe

    New Flavor Combinations

    Improved Process, Superior Process

    Convenience (Added Portability/Ready-to-Serve)

    Added Nutrients (e.g., soy, calcium)

    Improved Flavor/Taste

    New Designs, Patterns, Look

    Reduced Calories

    High Fiber/Whole Grain

    Known Brand/New Category

    Fresher Taste/Texture

    More Natural, Organic

    New Texture

    Homemade Quality, Extra Care

    Taste and Variety

    Health and Wellness

    Convenience

    Other

    Figure 1. 2009 Food and Beverage New Product Pacesetters: Top 15 Benets

    (% of Total Pacesetters Offering Benet) From IRI

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    pg 2626 04.10 www.ift.org

    A package ofPineapple Bites from Chiquitatouts its phytonutrient and antioxidant

    content on the front of the package.Photo courtesy of Chiquita

    2(Nielsen, 2010).

    Whole grains once again topped thelist o the most sought ater packageclaims as ancient grains continued togain appeal among grocery shoppers.American Culinary Federation (ACF)ches named quinoa the No. 1 side dishor 2010, also citing brown rice, buck-wheat, barley, and lentils (NRA,2009a).

    Consumers are increasingly attunedto protein content; it is now veryimportant to 39% (FMI, 2009). Sevenin 10 adults (69%) made a strong

    eort/some eort to eat ortied oodsin 2009, and 39% took that approachwith ortied beverages (MSI, 2009).Fiber, omega-3 atty acids, vitamins,calcium, and antioxidants are the topve ingredients consumers sought in aunctional ood in 2009 (Mintel,2009a). Dollar sales o oods/beveragestouting an omega-3 claim jumped 42%or Y/E 12/27/09 (Nielsen, 2010). Arecent review by the American HeartAssn. will clear the way or omega-6(AHA, 2010).

    Nearly one-third (31%) o consum-ers are eating more sh and seaood athome and in restaurants(Mintel, 2008a). Just overour in 10 adults plan toorder more baked, grilled,and broiled items; only 4%are seeking more deep-riedoods (Technomic, 2009a).Sales o French ries havedropped 14% over the pastve years (Rhynalds, 2010).

    Moreover, consumers have

    embraced nutrient-retainingmicrowave steaming technol-ogy. Steam-in-bag rozenvegetables are credited with a14% jump in the rozen sidedish category or Y/E12/27/09 (Angrisani, 2010).Hal (47%) o consumersbelieve rozen is as nutritiousas resh (IRI, 2008a).

    Naturally Functional

    Delivering health benets byblending oods/drinks naturally

    high in nutrients and phytochemicals toachieve an end health benetas withGreen Giants new Healthy Heart rozenvegetables, Campbells V8 Fusion juices,or Blue Bunnys Light Superfruityogurtsis clearly the most viableunctional oods strategy.

    Nearly nine in 10 shoppers (88%)say it is very important to eat oods nat-urally richin nutrients; 53% say that itis very important to consume ortied

    oods (HealthFocus, 2009). Deliveringelectrolytes naturally in sports drinks,e.g., with coconut juice, is among thehot new naturally unctional trends.

    Antioxidants remain a kingpin innaturally unctional oods; 53% oadults bought a ood/drink or antioxi-dants in 2009 (Packaged Facts, 2009).The American Heart Assn. does notrecommend use o antioxidant vitaminsupplements, but consumers continueto strongl