Functional foods offer consumers additional benefits over and above the nutritional value they possess. It’s a sector that is both significant and growing – what are functional foods, what makes them attractive to consumers and what does that mean for product developers?
What are functional foods?
Fortified foods to address public health concerns go back to the 1940s. The idea of functional foods dates back to the 1980s when health bodies began to look at the need to address the health of an aging population. Consequently, there is an increasing body of scientific evidence – and public acceptance – that particular foods and food components offer benefits over and above basic nutrition. This led to the idea that foods could be developed to promote health or reduce the risk of disease.
In Europe, functional foods have not yet been defined by legislation. However, the growth of the sector has seen an interest in the development of standards and/or guidelines around these foods. Functional foods typically include those that contain vitamins, minerals, fibre, fatty acids, antioxidants, probiotics or other biologically active substances.
Why are consumers interested in functional foods?
There are a range of figures but the functional food sector is growing strongly, upwards of 20% annually. It reflects a long term increase in interest in the interaction between health and diet which, more recently, has evolved into greater self-awareness and self-management of diet and nutrition.
An increasing proportion of the population recognise the importance of fruit and vegetables in their own – and their family’s – diet. This is extending to include wholegrains, antioxidants and preventative substances too. It’s seen in both the aging population who want to maintain their health through a longer life expectancy but also in millennials who are typically more resourceful in terms of researching and understanding information about their health and decisions.
The rise of healthy convenience?
Beyond diet and choosing the right ingredients, one of the key areas for growth in functional foods has been supplements and snacks. Improvements in food science and processing have enabled product developers to deliver better tasting functional foods. This has been a key factor in driving growth outside of niches like sports nutrition – the wider availability of high-protein bars, for example.
Even though consumers understand the benefits of nutrient-rich foods, that doesn’t stop them looking for a ‘quick fix’. They are willing to pay a premium for a product that delivers nutrition ‘on-the-go’.
What does it mean for producers?
For producers, being able to make functional food claims around the benefits of your product allows you to address a growing and savvy marketplace. The additional benefits can attract a premium price but you need to make sure you balance taste, ingredient costs and the need for specialised manufacturing equipment or techniques.
