25-6 |
Emerging bioactive compounds and global perspective |
C. D. O'DONNELL, Prepared Foods/NutraSolutions.com, Business News Publishing Co., 1050 IL Rte. 83, Ste. 200, Bensenville, IL 60106-1096 As research on ingredient health claims evolves, new products introduced around the world with those ingredients harmonize their marketing claims with the supporting science. The claims in turn serve to educate consumers on the health benefits of particular food or dietary supplement component. Companies increase the chance of a new product's success when knowledge is gained about the market and consumer environment into which the product is being launched. This paper's intent is to review marketing tactics, trends and quantitatively analyze marketing health benefits being applied for various functional food components and dietary supplements around the world. New Product News / Mintel International’s Global New Products Database has tracked over 350,000 new products from around the globe and carries information on their nutritional and ingredient content, as well as marketing claims. Dairy-derived nutraceuticals, nutritional lipids and botanicals are just some of the types of ingredients that will be analyzed as to types of products they are used in and the types of claims applied for them. The review shows that a globalization of the food and nutritional industry has meant more conservative, but also more universally accepted benefits are being touted. Healthful ingredients that achieve their marketing goals in one country may more likely lead to successful products in another.
Session 25, Current status, trends and prospects of nutraceuticals and functional foods
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