The world according to Sloan Trends, www.sloantrend.com
Remember when fish oils were just a glimmer in Captain Ahab's eye? Or fibre before the new food pyramid helped launch its renaissance? What if you were in on the ground floor, developing — and profiting from — these now lucrative markets? With our 2009 trends special issue, Fi points the way ahead with a passel of natural bioactives worth a look for your next functional-product launch in foods, supplements, beverages and cosmetics. Read it and reap!
Body fat is the new target for weight management and anti-ageing. Thirty per cent of consumers (ages 18 to 24) equate calories from fat with increased body fat. Ingredients that improve body muscle tone and build lean-muscle mass are expected to be in high demand in mainstream markets.
Kids at risk
Primature (prime + mature) market
Circulation, stroke & artery health
Inevitable ailment of ageing
Naturally functional, or the mainstreaming of phytochemicals
br /> Phytochemicals are reaching mainstream market status. Others, such as anthocyanins and carotenoids, are perfectly positioned for success among very health-conscious and condition-specific shoppers.
Y is the ?(x) of health
- Diabesity — nutrition for blood-sugar management
- Melamine-free — certification almost certain
- No-junk promises
- Vitamin D — sunny days ahead
- Hot or not — consumer habits are changing
- Sustainability — word as good as gold
- Product combinations — matches made in heaven?
- Cosmeceuticals — ageing, schmageing
- Omega-3s — the Swiss Army Knife of ingredients
- Synbiotics — probiotics and fibre
- Vitamin K2 — untapped markets
- Condition-specific — health claims rule the future
- Gluten-free — sales soar
- Resveratrol — synergy is the new byword
- GMPs — ready or not
- Whole-food connectivity — keep it simple
- Superfruits — hop on the cart
- Lesser evil — bigger profits
- Stevia — from raids to riches
- Algae — one man's pond scum …
- Technology — micro for macro benefits
- Sports nutrition — winners and losers
- The economy — survival of the fittest One in eight American children has one or more risks for heart disease, the incidence of high blood pressure has tripled in a decade and 10 per cent of teens have high cholesterol. Preventing diseases later in life for their children is a top-three concern for moms. Products to reduce these risks are welcome. Although 44 per cent of women in the US are post-menopausal, there are virtually no products directed at this life stage. Heart disease, stroke, osteoporosis, depression/anxiety, periodontal disease, insomnia, reduced metabolism/weight gain, dry eye, dry mouth and UTIs are among the long list of concerns. Products that aid in circulation, improve artery elasticity and health, help prevent platelet aggregation, and reduce LDLs and inflammation will be a must for ageing boomers, especially African Americans and Hispanics. With one third of the population over age 55 and another 31 million turning age 65 over the next 10 years, conditions will move center stage — look into products that address sarcopenia (muscle wasting), periodontal disease, dynapenia (loss of strength), diverticular disease, and irritable bowel. Satiety and appetite suppression is a new tool in the war on weight. Hold-me-over foods have found a stronghold in the afternoon and early-evening snack categories, including snacks that address satiation, sustained energy and blood-sugar control. As Gen-Yers enter the parenting age, the number of households with children under the age of six will explode. Products such as specially formulated follow-on milks, calorie-controlled meals, and snacks that support brain and vision development are very ripe for development. Those 50+ are the fastest-growing exercisers. While they may scoff at highly caffeinated energy drinks, they are interested in foods and beverages that help with energy and vitality, without the extreme buzz. America's Gen-Yers are the heaviest users of functional foods and are the most likely to try a new healthy food or beverage, especially if it contains vitamins and minerals, and helps provide energy.