Digestive Health Leads Trends, Says NNB

New Nutrition Business names digestive health as the top health trend in its '10 Key Trends in Food, Nutrition & Health 2010' report.

'[Digestive health...s] importance to consumers has been underscored by the impressive growth rates of digestive health brands, with sales of even premium brands increasing 10 to 20% during the recession,' says NNB.

Forecasted by industry expert Julian Mellentin, the report says that digestive health still offers 'huge areas' of opportunity in many countries, especially in fiber-fortified products, beverages, and cereals.

Bone health...s market muscle is also growing, notes NNB. For the first time, Bones and Movement ranked on NNB...s top-10 list, thanks largely to the growing 40-plus age population. 'It...s a niche that is getting bigger fast, and it...s a significant area of opportunity in every continent'”and one that has not been fully exploited anywhere except in Asia.'

As evidence of the category...s potential, NNB says that the Elations joint health brand is anticipating sales of $55 million this year, compared to $15 million in sales two years ago.

'The potential of bones and movement has already got the attention of Europe...s most innovation-minded companies, where the new, ultrarestrictive health claims regime may leave bone health as one of the very few permitted claims,' the report states.

Other top-10 trends Mellentin cites are energy, superfruits, antioxidants, weight management, and healthy snacking. He also names microtrends, in protein powder, children...s nutrition, probiotics, immunity, omega-3, and beauty. For more information, visit New Nutrition Business here .