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Summary: Future Functional Ingredients
Novel applications, emerging R&D and new product opportunities

Despite new health claims regulations and vast regional differences in the uptake of functional food and drinks, there remain growth opportunities in the global health market as scientific studies uncover the benefits of emerging and existing ingredients. The discovery of the benefits of new natural ingredients is an important development in the market as consumers become increasingly conscious of what they are putting in and on their bodies.
Future Functional Ingredients is a new management report that provides insights into the applications of functional ingredients within foods, beverages and supplements. The report is spilt into trend specific segments and within each chapter it analyzes the current market drivers, key trends and outlines the potential and growth of the weight control, functional, wellness and natural and exotic food and drink ingredient trends.
Assess the competitive landscape of the functional ingredients market and identify the markets and regions with the greatest potential with this new report...

This new report will enable you to...
• Quantify and target future growth areas with this report’s analysis of epidemiological data of 6 conditions, showing prevalence and growth of key lifestyle diseases, and analysis of the functional food and drinks market value in 8 countries and across 6 categories between 2001 and 2011.
• Improve targeting and the effectiveness of your NPD strategies with this report’s analysis of current major nutraceutical food and drinks segments, including weight control, functional food, wellness, natural and exotic, using Productscan data of over 10,000 products launched between 2004 and 2007.
• Implement best-practice strategies using this reports case studies of current key ingredients used in weight control (hoodia gordonii from Unilever and Phytopharm) and blood sugar management (Pycnogenol).
• Create more effective competitive strategies based on detailed analysis of an industry survey conducted for this report, presenting industry insiders’ opinions on the nutraceutical food and drinks market today and over the next five years.

Key issues examined by this report...
• Changing health claims regulation in Europe. The new Directive requires claims made on food to be either drawn from the European Commission’s list, or to be filed as a proprietary claim with sufficient proof. This will increase NPD costs for manufacturers wanting to make a proprietary claim and will lead to stifled innovation. However, the benefit will be a harmonized field throughout Europe.
• The demand for natural ingredients. Consumers are becoming more concerned about what they are putting in and on their bodies. This has given rise to NPD in ingredients as manufacturers seek natural alternatives to artificial additives such as colors or preservatives, and also to active ingredients.
• The ageing population. The world is getting older, and this is driving the functional food and drinks market as the elderly address increasing health concerns with their diet choices. Furthermore, anti-ageing is a big issue for seniors.

Some key findings from this report...
• The value of the US and European natural (excluding organic) food and drinks market was worth $11.7bn in 2005 and it is expected to reach $19.2bn by 2010. The high consumer acceptance of the natural and exotic trend, as opposed to the functional trend which requires consumer education, indicates that this is a worthwhile area for manufacturer investment.
• Of all wellness food and drinks launched, soft drinks took the highest share (41.9% in 2007), followed by dairy products (13.2%). From 2004, wellness dairy launches have increased due to the emerging beauty yogurt category as well as the increase of digestive health claims.
• In 2005, 39.4m or 5.4% of the world population had type II diabetes, an increase of 0.1% from 2004. The rise of this condition is expected to continue.
• 78.2% of respondents stated that they consider nutraceutical food and drinks as important or very important for future self-medication. 75.0% of industry executives rated supplements as important or very important.

Key questions answered by this report...
• What are current and future market drivers?
• How will changes in consumer demographics affect functional food and drinks market development?
• What are the most promising areas for NPD for manufacturers?
• How will the changing health claims regulations affect the functional food and drinks market?
• What are the key emerging ingredients for functional food and drinks?
• What are possible applications for these new ingredients?
• What are current market trends, and how will they develop over the next five years?

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