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Thirst for health benefits drives functional foods growth
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Saturday, 28 March, 2015, 08 : 00 AM [IST]
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Dr R B Smarta
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fiogf49gjkf0d Today the world is focussing on Wellness and Preventive care rather than the traditional Curative approach. An increasing number of consumers have identified the key to their well-being by maintaining good health or improving their present health and/or prevention against future ailments. Such consumers create a demand for food products with enhanced nutrition and associated health benefits.
Paradigm shift in health
Consumers are gradually beginning to accept that certain foods have health benefits that may reduce the risk of disease or other health concerns. Moreover, patients are transitioning from being passive healthcare recipients to active healthcare consumers as prevention is less costly and always better than treatment. Consumers have a greater sense of individual autonomy and an increased interest in wellness, self-education, and self-care. They are now more in tune with Hippocrates’ thoughts of ‘Let Food be Thy Medicine.’
Functional foods, wellness
As a result of the shift in paradigm, food which was traditionally viewed as a means of only providing normal growth and development to an individual is now recognised to provide health benefits which can co-exist with traditional medical approaches to the disease treatment. This has given rise to the functional food industry.
The functional foods are foods which provide benefits beyond basic nutrition and may play a role in reducing or minimising the risk of certain diseases and other health conditions. Functional foods fit into the healthcare bracket which includes various aspects of health right from health maintenance, health promotion to disease treatment.
Functional foods may help reduce disease risk in the population through self-directed lifestyle changes and maintain overall wellness. Prevention and/or treatment of diseases or health conditions with functional foods is relatively economical as compared to conventional methods of treatment. Functional foods should be integral components of established public health programs to reduce the risk of specific diseases.
Wellness trends
Health and wellness is a topic avidly discussed now-a-days, people have become more passionate about everything from daily exercise rituals to healthy foods & supplements. Some of the current wellness trends are:
Trend 1: Microbiome
We’re now beginning to understand that the bacteria which live in our guts (collectively called ‘the microbiome’) are the key to our health. The microbiome allows us as an individual to adapt rapidly to the environment based on the type of food that is available. For example, many of the traits that the microbiome can affect deal with metabolism and the ability to store and use nutrients. The mechanism of action and interaction of microbes with systems in our body may not be very clear yet but extensive research is being carried out. As we know more about microbiome the future of food would involve a personalised dietary prescription, catering to each person’s unique bacterial makeup.
Trend 2: Moderation
Many can benefit from a diet based on moderation, both in the types and quantities of food they consume. Besides etiquette considerations, the benefits of eating in moderation include weight loss, chronic disease management, and the promotion of general health. More and more people are realising that true health is about having balance.
Trend 3: Genetic Testing
DNA blueprint resultant of genetic testing can tell us how well our genes are matched to our present diet and lifestyle, as well as how can we unlock the full potential of our current and future health and wellness. By assessing our genetic profile we can optimise our diet and modify our lifestyle to ‘turn off’ or down-regulate genes that have the potential to cause harm and ‘turn on’ or up-regulate the genes that help to prevent disease. This contemporary genetic testing truly is predictive and preventative medicine at its best. Synchronising the DNA blueprint with diet and lifestyle (also known as nutrigenomics) is the key to the exciting new realm of personalised wellness medicines.
Trend 4: Naturally Healthy / Naturally Functional
Naturally healthy / naturally functional foods / ingredients are those which contain components naturally beneficial to our health. For example soy milk, almond milk and almost all dairy products are naturally healthy / functional whole foods. Such naturally beneficial foods that do not require extra nutrients to be added to them are becoming very popular.
Functional food - Industry Scenario
According to the study by ResearchandMarkets the global functional foods industry revenue was $ 175 bn in 2013 with an annual average growth rate of 15% of the global market for functional foods. Also the functional food market is expected to exceed $230 billion by 2015.
Functional food and beverage makers are fortifying their products with minerals, vitamins and other nutrients to enhance the health benefits of their products. Advances in nutrition science and food manufacturing are pushing the industry towards creating foods that promote optimal health and wellness as well as reduce the risk of chronic diseases from identifying and correcting nutritional deficiencies.
The functional food products are mainly divided into two categories viz. Whole foods and Fortified foods. The popular categories of available functional food products are heart health, cholesterol lowering foods, weight wellness and management, blood sugar maintenance etc. Many multinational giants exclusively or in collaboration with specialised ingredient makers, are already established in the market. Apart from them, smaller participants have also been able to successfully create niches in the market. Its significant potential is likely to attract further investment by food and food technology companies. Moreover, the industry is poised for the emerging healthcare trends, including personalised medicine and greater incentives to reduce medical costs.
Factors encouraging growth & development of functional foods
Advances in food and medical science as well as changing consumer demand, and demographics are responsible for fueling the growth of functional foods market.
1. Increasing health- consciousness
The rapid global growth of functional foods and even nutraceutical industry can be attributed to increasing consumer health-consciousness and desire to stay in healthy condition. Consumers have realised that food plays an important role in prevention and to some extent in the treatment of diseases especially lifestyle diseases.
2. Advancement in research & technology
In recent years, scientific advances have blurred the line between food and medicine, as scientists have identified bioactive food components that can reduce the risk of chronic diseases, improve quality of life and promote proper growth and development. The early nutrition research has resulted in cures for numerous widespread deficiency-based diseases.
Also due to the advances in research & technologies, consumers have learned that food has a greater impact on health than previously known. The advances in technology such as nutrigenomics, proteomics and metabolomics will aid in development & innovation of functional foods.
3. Baby boomer
Different age groups have different functional food preferences and needs. As the baby boomer populace is at an all-time high, also are the age related ailments. This segment of population is ready to spend on a product that contributes to the overall wellness of the individual. This has resulted in increased use of functional foods as they add-value to their well-being and can be customised as per individual needs.
4. Globalisation
Better communications & transport for marketable goods is resulting in a more accessible global market place and an increase in international business opportunities. This, coupled with increased recognition for proprietary patented products, is resulting in a more business-friendly environment for expansion of the industry.
Future scenario
Changing demographics, in particular the ageing baby boomer population is helping to set the foundation for future growth. Healthcare trends, including pharmaceutical investment and research & development into diseases and chronic conditions are rapidly gaining greater significance and are a further source for potential growth. At the same time, inorganic growth in the functional foods industry to date has been largely driven by acquisitions, licensing and partnership agreements.
For the functional foods industry to grow further it is necessary to consider designing products for niche markets, rather than developing products for the whole marketplace. Besides strategically identifying targeted markets, companies need to concentrate their efforts on educating consumers and communicating the health benefits of their products in a way that consumers understand and find credible. Since the supply chain for functional foods is complex, many opportunities exist to partner and collaborate with other stakeholders, especially with government agencies, because consumers place a high level of trust in information sourced from them. Also careful consideration of the competitive landscape and consumer dynamics will help potential investors filter attractive strategic opportunities from trends that may ultimately dissolve.
For successful functional food development, both consumer needs and opportunities originating in life sciences need to be taken into consideration from the earliest phases along with focus on marketing and the regulatory framework.
Sources
Ovidius University Annals of Chemistry Volume 21, Number 1, pp.96-100, 2010, Functional foods – an opportunity to provide health status Mihaela Constandache et. al
http://www.reuters.com/article/2014/04/14/research-and-markets-idUSnBw145944a+100+BSW20140414
International Markets Bureau, Market Analysis Report | DECEMBER 2009, Consumer Trends Functional Foods, Canada
Innovation in healthy and functional foods, CRC Press, Drivers and barriers for marketing functional foods, Ruth D’Souza
(The author is managing director, Interlink Marketing Consultancy)
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