The lines between foods and dietary supplements continue to blur and more extensive use of bioactive ingredients is clouding the picture. Foods are becoming increasingly nutritionally functional and delivering the health benefits once reserved for supplements. Additionally, many supplements/bioactives are being delivered in food form--chews, beverages, bars, baked goods, etc.
Consumers are looking for solutions to their health and wellness needs and condition-specific bioactives and foods are key future trends, particularly as they become open to receiving supplemental nutrition in the form of food versus supplements or medications.