According to research reports by Mintel Global New Products Database (GNPD) there has been a 202% increase in the number of new food and beverage products recently launched containing components termed , “superfruit” ,“supergrain”or “superfood” between 2011 and 2015.
The report also published information showing a 70% increase in the number of food and drink products containing chia between 2014 and 2015. Research and Markets also reported that the global markets for functional food which has grown consistently is projected to exceed 304.5 billion by 2020.
What is driving consumer demand for products enriched with functional food?
Is this worth paying attention to?
This article seeks to answer these two questions.
While there are many functional foods out there this article is focused on shedding light on only 3 poised to change the food and beverage industry in the coming years.
In recent years there has been a lot of excitement around turmeric. Mintel GNPD reports a 359% increase in launches of hot beverages containing turmeric in Europe between 2013 and 2017. The increase in demand for products containing turmeric is not unfounded. Different scientific studies highlighting the health benefits of turmeric have been published.
Specifically, curcumin a compound found in turmeric has been studied for its anti-inflammatory properties and treatment of related diseases. Several studies have also investigated its anti-cancer activities. While publications continue to emerge shedding light on the health benefits of turmeric, locals in different parts of the world have used turmeric for centuries to treat a wide array of diseases. As the scientific community continue to understand the molecular basis for curcumin’s activity in the human body and the wide array of pathways it interacts with to combat diseases, we can only expect the demand for products containing turmeric to increase.
Moringa – Compared to turmeric, Moringa oleifera is not as popular in the US. Kuli kuli was the second company to introduce nutritional bars enriched in moringa to the US market. Now more startups are incorporating this plant into their products, these includes Remedy Organics and Feramoringa.