“Proven” and “Soft” Claims Continue to Dominate in EU – Top Ten Health Trends

Innova Market Insights tracked a 4% decline in the number of “active health” launches tracked in Western Europe in 2010 [e.g. “functional” and “fortified” products], compared to 2009, despite 25% growth in the number of “passive health” [i.e. “food minus”] launches tracked.

4/29/2011 --- 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 [e.g. “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 [e.g. “functional” and “fortified” products], compared to 2009, despite 25% growth in the number of “passive health” [i.e. “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.”

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. The Top Ten Health Trends will be presented at this year’s Vitafoods Europe in Geneva (May 10-12) at the Vitatrend pavilion (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.

Other trends to be presented at VitaTrend are:

6.    Staying Immune
7.    Alternative Protein Sources
8.    Healthy Mind, Healthy Body
9.    Fiber Triumphs on Gut Feeling
10.    Out of the Box Weight Loss

www.innovadatabase.com

Visit Innova Market Insights at VitaFoods booth # 1016