An article titled “In a New Era of Quality, 8 Trends for 2008,” published in the e-newsletter HartBeat (The Hartman Group), features three trends: “Ingredients to Treat Digestion, Sustained Energy and Immunity;” “Consumers Finding Progressive New Ways to Prevent and Control Daily Health Issues [such as for weight management, blood sugar regulation and digestive health];” and “Supplementing Life: A Focus on Healthy Aging, Balanced Energy, Inflammation.” (See www.hartman-group.com/hartbeat/2007-12-19.)
Thoughtful analysis of such trends can provide clues as to why an ingredient gains consumer appeal. The HartBeat article notes that consumer concern about obtaining adequate fiber, protein and balanced essential fatty acids, as well as achieving satiety and reducing inflammation, has led to a growing interest in hemp. Also, concern over digestive health means: “The most active wellness consumers…reach for foods loaded with probiotics, digestive enzymes and lots of fiber to assist and promote digestion.”
Indeed, consumers’ intentions to manage their own health mean good business for many. Nutrition Business Journal’s “2007 Supplement Report” notes the U.S. supplement industry sports $22.5 billion in sales, with a 5% growth rate. The category of “natural & organic foods” has a 13% growth rate, and “function foods” sales are posted at $31.4 billion. TSG, a U.S.-based advisory group, estimates the global market for the “functional food and beverage” area will grow from $59.6 billion in 2004 to $218.5 billion in 2010. (See www.newswiretoday.com/news/28120.)
As encouraging as these “top-line” statistics are, some of the most intriguing ideas and greatest opportunities emerge from niche concepts. Sloan Trends Inc., which quantifies and tracks interest in various subjects through its TrendSense™ trend tracking service, offers “inflammation” as one such example.