Demographic data and other studies point to the importance of whole foods--grains, fruits, vegetables and judicious protein choices--to help avoid the ravages of cardiovascular disease, cancer and a multitude of other illnesses that plague mankind. However, convenience, taste and even economics lead consumers to choose diets of prepared foods, enhanced with supplements, to meet their dietary and medicinal needs. In response, researchers strive to identify individual healthful compounds that can be added to diets, and companies work to identify compounds--backed by sound science--that will attract customers.
Food and dietary supplement companies recognize this. In the 2004 Prepared Foods R&D Trends: Functional Foods and Beverages Survey, marketers and those in R&D ranked cardiovascular health at the top of a list of ingredients and health conditions offering a business opportunity.