Top ten health trends in food launches in Europe

Ten emerging trends that will impact new product activity in the nutritionals and functional foods space have been identified by Innova Market Insights from its ongoing analysis of key trends and developments.

1. ‘Proven’ is the new buzzword: The few European companies that have successfully navigated the EFSA health claims maze are 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 and vegetable 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
6. Staying immune
7. Alternative protein sources
8. Healthy mind, healthy body
9. Fibre triumphs on gut feeling
10. Out-of-the-box weight loss

The fourth batch of generic EU health claim opinions delivered by the European Food Safety Authority [EFSA] in April saw the previous trend of negative opinions continue: 20% successful, 80% unsuccessful. Companies that have managed to uphold health claims so far have been quick to promote this through marketing use of words like ‘proven’ and ‘scientific support’. This trend comes as manufacturers opt for softer or passive claims [eg, ‘low and light’] and the uncertainty around health claims continues.

Innova Market Insights reported a 4% decline in the number of ‘active health’ launches tracked in Western Europe in 2010 [eg, ‘functional’ and ‘fortified’ products], compared to 2009, despite 25% growth in the number of ‘passive health’ [ie, ‘food minus’] launches tracked. The market researcher also noted 36% growth in the number of products with a health positioning tracked in Western Europe over this period that featured the word ‘proven’.