Foods fortified with nutritional and disease-preventing qualities are invigorating the U.S. food industry. Health-conscious consumers are driving the demand for products that aim to promote better health, increase longevity and prevent the onset of chronic diseases.
Careful consideration of the competitive landscape and consumer dynamics will help prospective investors filter attractive strategic opportunities from trends that may ultimately fizzle. In the report linked below, PriceWaterhouseCoopers has created an initial guide to the functional foods arena, while also identifying potential areas of opportunity and consideration for companies seeking entry.