Vitafoods Europe: Innova to Highlights Functional Food and Beverage Trends

April 29, 2011

With Vitafoods Europe (Geneva) less than two weeks away, now is a good time to check out what Innova Market Insights (Duiven, the Netherlands) will have in store for its on-site market research presentations.

With Vitafoods Europe (Geneva) less than two weeks away, now is a good time to check out what Innova Market Insights (Duiven, the Netherlands) will have in store for its on-site market research presentations.

With continuing struggles to get health claims passed by the European Food Safety Authority (Parma, Italy), Innova has identified increasing European growth in the area of “passive health” claims, compared to a slow decline in “active health” claims for functional foods and beverages. The “passive health” claim growth comes alongside an increase of new product with “proven” claims. The group will discuss these in further depth at the show.

In Geneva, Innova will also present its list of top 10 trends in today’s functional food and beverage market. Innova provided Nutritional Outlook with its top 5 below. The group will be located at Vitafoods Europe stand #1016.

1. “Proven” is the New Buzzword

The few European companies that have successfully navigated the EFSA health claims maze will be keen to highlight their ingredients from this perspective, to encourage a previously skeptical consumer to try out a new functional food product.

2. Return to Softer Claims

A cloud of uncertainty hovering over health claims has resulted in a fall in numbers of food and drinks products launched on an “active health” [food plus] platform, despite growth in “passive health” [food minus] launches.

3. New Relaxation Paradigm

While the energy trend has not apparently halted in any way, a counter trend is also emerging, focusing particularly on creative relaxation beverages.

4. Fruit & Veg Revival

A revival in fruits and vegetables is apparent as manufacturers go back to basics and focus more on the inherent health benefits available. Packaged fruit snacks, fruit smoothies and juice and water blends are all enjoying considerable activity.

5. Joint Health Boosters

There are millions of aging, but active people throughout the world who are looking for ways to enhance their quality of life and retain their lifestyle without joint discomfort. Several dietary ingredients have the potential to benefit joint health.