Mintel admits that its definition leaves a degree of ambiguity on several levels: it is not a foolproof means of determining which products are included; manufacturers have difficulty meeting government requirements for stating claims and consumers are confused in a couple of areas. They may not understand the claim itself and, furthermore, may be unclear on exactly how much needs to be consumed to derive the functional benefit.
Despite this wealth of confusion, consumer interest in healthier lifestyles leaves the category with plenty of promise, much of it unfulfilled thus far. The science of food and nutrition is heralding a variety of new compounds claiming to address a swathe of health issues. Interestingly, while the government seems primarily concerned with combating obesity, consumers are looking for answers to a variety of health woes, be it heart health, cancer prevention or joint pain relief. In spite of this, manufacturers must confront a troubling fact: the marketplace's inherent skepticism about product claims.