It is not surprising that, in 2011, “milk and other dairy drinks” was the leading market category for global product launches with a bone/joint health positioning, due to the calcium content in milk.
Fiber fortification has become a real force in the functional foods space, as it is generally accepted that many consumers are not getting enough in their diets on a daily basis.
“Energy and/or Sports Perfor-mance” is an area of health which has seen a wide range of innovative, new product introductions recently, with some products straddling middle ground to satisfy several consumer needs.
New product developments for eye health continue to remain a niche worldwide. However, there was a 14% increase in global product launch activity with an eye-health positioning tracked by the Innova Database in 2011 from 2010.
Stricter claims scrutiny will definitely affect claims revolving around immunity, and it may hasten the search for new immunity-enhancing ingredients and, consequently, dampen new product development.
Global product launch activity tracked by the Innova Database with a weight management positioning has remained relatively stable in recent years, with the same to be said for the low-fat and low-calorie positionings.
Consumer acceptance of food colorants has shifted as attention to coloring ingredients increases. For this reason, there has been a growing demand for colorants in foods and beverages to be “natural.” The legal definitions of what is natural when it comes to color have been a source of confusion for consumers and manufacturers alike.
Researchers from the California Institute of Technology (Caltech) recently discovered that an individual’s internal struggle to choose between healthy and unhealthy food items is based off of neural processes in the brain.
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