BY A.

ELIZABETH SLOAN

Smoothies are a “make-it-yourself” snack for consumers

seeking a variety of health benefits including satiety.
Photo copyright © Ben Fink Photo Inc./JupiterImages

pg 22 04.10 • www.ift.org
 From super-satiating smoothies to mood-enhancing bars, functional foods
are targeting a broadening assortment of consumer health and wellness needs.
H
ealth is on the front burner as
Americans return to tried and
true practices that they believe
will be effective in helping them to
stay fit and healthy. Influenced by
the recession and a new belief that
maintaining their health is a long-
term method of cost control, today’s
“do-it-yourself,” wellness-focused
consumers are turning to functional
foods and beverages in record num-
bers. In 2009, nearly half (46%) of
food shoppers said they were very
concerned about nutrition, up 5%
over 2008 (FMI, 2009). Vitamins
enjoyed solid gains in unit sales in
food, drug, and mass retailers,
including Wal-Mart, up 5.7% for
the year ended (Y/E) 2/10/10 (IRI,
2010a).
Healthful positioning was a
dominant factor in the success of
new foods and drinks that reached
blockbuster sales status in 2009.
Campbell’s Select Harvest soup,
“made with real ingredients and no
artificial or MSG added,” topped
Information Resources Inc.’s (IRI)
Pacesetter list of the most successful
new product introductions in 2009,
with year one sales of $202 million
in food, drug, and mass channels
excluding Wal-Mart (FDMx) (IRI,
2010b). Bud Light Lime ranked sec-
ond with sales of $133 million,
followed by multi-grain Arnold Select
Sandwich Thins, $87 million; Green
Giant Valley Fresh Steamers, $85 mil-
lion; Dreyer’s/Edy’s Fun Flavors, $72
million; Gatorade Tiger/Focus, $65
million; Miller’s MGD 64, $53 mil-
lion; Mountain Dew DEWmocracy, $52
million; Bush’s Grillin’ Beans, $45
million; and Kellogg’s FiberPlus bars
with added antioxidants, $35 mil-
lion (IRI, 2010b).
One in three (30%) of the new
food products on IRI’s Pacesetters
list (criteria for inclusion on the list
is first-year sales in excess of $7.5
million) carried an added nutrient
claim, e.g., calcium, soy, etc.; 23%
made a reduced-calorie claim; and
22% a high-fiber/whole-grain claim
(IRI, 2010b; Figure 1).
U.S. sales of functional foods
and beverages reached $37.4 billion
in 2009, up 2.7% over the prior year
(NBJ, 2010). While down from an
8% gain in 2008, functional
products still outpaced the overall
food industry growth rate of 1.6%.
At $21.6 billion, beverages remain
the largest functional products seg-
ment, up 3%. The $6.7 billion
functional breads/grains category
grew 3%; the $2.7 billion snack food
and $1.8 billion dairy segments were
both up 2%; and the $4.4 billion
packaged/prepared foods sector
rose 1% (NBJ, 2010). Six in 10
adults bought a functional food or
drink in 2009, up from 48% who
did so in 2008 (Mintel, 2009a).
Cereal with a heart-health/choles-
terol claim (chosen by 54% of
consumers) or cereal with a fortified
claim (bought by 52%) were the
most-purchased functional foods in
2009, followed by heart-healthy
margarines/spreads (44%), fortified
yogurt (32%), nutrition bars (29%),
prebiotic/probiotic yogurt (20%),
and eggs with omega-3 fatty acids
(18%) (Mintel, 2009a).
Fifty-eight percent of consumers
said they consumed a functional
food last year in order to supplement
their diet; 38% did so for digestive
health, 36% weight loss, 35% to
04.10 • www.ift.org 23 pg
 Figure 1. 2009 Food and Beverage New Product Pacesetters: Top 15 Benefits strategies for improving their diets.
(% of Total Pacesetters Offering Benefit) From IRI Thus, it’s no surprise that informa-
New or Unique Varieties
New or Unique Recipe
New Flavor Combinations
Improved Process, Superior Process
Convenience (Added Portability/Ready-to-Serve)
Added Nutrients (e.g., soy, calcium)
Improved Flavor/Taste
New Designs, Patterns, Look
Reduced Calories
High Fiber/Whole Grain
Known Brand/New Category
Fresher Taste/Texture
More Natural, Organic
New Texture
Homemade Quality, Extra Care
address a specific health issue, 24%
for an energy boost, 17% for men-
tal focus, and 14% to eliminate
stress (Mintel, 2009a). The top
two reasons for non-use involve the
believability of claims and the per-
ceived higher expense.
Four in 10 food shoppers (42%)
choose foods for specific medical
purposes; 42% do so to provide a
protective/preventive health ben-
efit; and 35% choose them to
improve their daily performance
(HealthFocus, 2009). More than
half (51%) said they read a label the
1
first time they bought a food prod-
uct (FDA, 2010).
“Retaining mental sharpness as
I age” tops the list of health issues
consumers are extremely/very
concerned about, with 65%
expressing interest for this reason,
followed by heart disease (62%),
cancer (61%), bone health/strength
(61% ), maintaining ability to con-
tinue with normal activity while
aging (59%), eye health (57%),
arthritis (53%), appearance/skin
health (51%), joint health (51%),
pg 24 04.10 • www.ift.org
tion about a product’s fat content is
very important to consumers; in
81%
2009, 58% sought information on
58% trans fat content, and 56% wanted
37% to know saturated fat content and
overall fat content, according to
34% Food Marketing Institute data.
33% Calorie count and salt/sodium con-
30%
tent were very important to 49%
of consumers and sugar/artificial
30% sweeteners very important to 47%.
30% Rounding out the list of concerns
were cholesterol, very important
23%
to 44%, and carbohydrates, very
22% important to 38% (FMI, 2009).
20%
Food products with claims
about fat content again dominated
18% the healthy market segment with
Taste and Variety
16% sales of $46 billion for Y/E
Health and Wellness
12/27/09, down a modest 3%,
15% Convenience resulting from a decrease in milk
14% Other consumption due to high prices
(Nielsen, 2010). Foods that prom-
ised to lower cholesterol lost
and tiredness (50%) (HealthFocus, ground in 2009, with sales falling
2009). 5% to $10.6 billion, likely affected
Globally, vitamin/mineral for- by the increased use of statin drugs
tification, gut health, and energy/ (Nielsen, 2010). Products that
alertness were the top functional made a reduced-calorie claim
food categories for new product enjoyed a 6% sales bump to $11.7
introductions last year; in North billion in 2009; those with sodium
America, digestion, vitamin/min- claims remained flat with sales of
eral fortification, heart health, and $14.9 billion; and the $1.8 billion
energy topped the list in low-carb category fell 5%
2009 (Innova, 2010).
Read on for a detailed
look at the Top 10
Functional Food
Trends of 2010.
Retro Health
Americans continue
to demonstrate their
voracious appetite for “avoid-
ance” foods as they seek to
make choices that are lower
in fat, calories, and sodium
and to refocus on traditional
Yoplait Greek yogurt contains twice the protein
of other leading yogurts, a positioning likely
to appeal to the nearly 40% of consumers who
are attuned to the protein content of foods.
Photo courtesy of Yoplait USA

(Nielsen, 2010).
Whole grains once again topped the
list of the most sought after package
claims as ancient grains continued to
gain appeal among grocery shoppers.
American Culinary Federation (ACF)
chefs named quinoa the No. 1 side dish
for 2010, also citing brown rice, buck-
wheat, barley, and lentils (NRA,
2009a).
Consumers are increasingly attuned
to protein content; it is now very
important to 39% (FMI, 2009). Seven
in 10 adults (69%) made a strong
effort/some effort to eat fortified foods
in 2009, and 39% took that approach
with fortified beverages (MSI, 2009).
Fiber, omega-3 fatty acids, vitamins,
calcium, and antioxidants are the top
five ingredients consumers sought in a
functional food in 2009 (Mintel,
2009a). Dollar sales of foods/beverages
touting an omega-3 claim jumped 42%
for Y/E 12/27/09 (Nielsen, 2010). A
recent review by the American Heart
Assn. will clear the way for omega-6
(AHA, 2010).
Nearly one-third (31%) of consum-
ers are eating more fish and seafood at
home and in restaurants
(Mintel, 2008a). Just over
four in 10 adults plan to
order more baked, grilled,
and broiled items; only 4%
are seeking more deep-fried
foods (Technomic, 2009a).
Sales of French fries have
dropped 14% over the past
five years (Rhynalds, 2010).
Moreover, consumers have
embraced nutrient-retaining
microwave steaming technol-
ogy. Steam-in-bag frozen
vegetables are credited with a
14% jump in the frozen side
dish category for Y/E
12/27/09 (Angrisani, 2010).
Half (47%) of consumers
believe frozen is as nutritious
as fresh (IRI, 2008a).
A package of Pineapple Bites from Chiquita
touts its phytonutrient and antioxidant
content on the front of the package.
Photo courtesy of Chiquita
pg 26 04.10 • www.ift.org
2
Naturally Functional
Delivering health benefits by
blending foods/drinks naturally
high in nutrients and phytochemicals to
achieve an end health benefit—as with
Green Giant’s new Healthy Heart frozen
vegetables, Campbell’s V8 Fusion juices,
or Blue Bunny’s Light Superfruit
yogurts—is clearly the most viable
functional foods strategy.
Nearly nine in 10 shoppers (88%)
say it is very important to eat foods nat-
urally rich in nutrients; 53% say that it
is very important to consume fortified
foods (HealthFocus, 2009). Delivering
electrolytes naturally in sports drinks,
e.g., with coconut juice, is among the
hot new “naturally functional” trends.
Antioxidants remain a kingpin in
naturally functional foods; 53% of
adults bought a food/drink for antioxi-
dants in 2009 (Packaged Facts, 2009).
The American Heart Assn. does not
recommend use of antioxidant vitamin
supplements, but consumers continue
to strongly associate antioxidants with
heart health benefits and also to make
health linkages with antioxidants and
cancer, free radicals, aging, and skin,
according to the
Sloan Trends
TrendSense™ model
(Sloan, 2010).
Interest in phy-
tochemicals
reached mass mar-
ket status in 2008
(Sloan, 2010). Eight
in 10 consumers
(80%) believe phy-
tochemicals help
with existing health
problems, 74%
believe they reduce
risk of disease in
the long term, and
56% think that they
can replace some
drugs (HealthFocus,
2009). Flavonoids
and polyphenols are
currently the
strongest mass mar-
ket phytochemical
ingredients;
 carotenoids, resveratrol, and
anthocyanins are the next up-and-
coming wave (Sloan, 2010).
Enhancing bioavailability by mix-
ing phytochemicals is the latest
new formulation direction.
Again this past year, ACF
ranked superfruits—açai, goji
berry, mangosteen, and purs-
lane—11th overall on their hot list
(NRA, 2009a). Superfruit shots
like Pom Wonderful’s POMx Shot
represent an exciting new direction
in product development. Spices/
seasonings will be the next genera-
tion of superfoods (Sloan, 2010).
Food/drinks with pulp or real
fruit additions, e.g., Fruit2day with
“real fruit bits,” represent another
new trend. Flower syrups/essences
and flower aromas, e.g., lavender,
orange blossom, and rose, are
healthy culinary and confectionery
trends.
Lastly, sales of food products
carrying a natural claim reached
$22.8 billion in 2009, up 4% vs
2008 and outselling organics by
more than four to one in mass
channels (Nielsen, 2010). Organic
sales growth dropped 2.1% in tra-
ditional channels and 4.3% in
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natural channels, but still totaled
$6.2 billion. Private-label/store-
brand organics grew to capture
24% of category sales (Nielsen,
2010).
3
Functional Fill-ins
Slightly fewer than one-third
(31%) of consumers feel that
snacks are an important part of a
healthy eating plan; 40% are look-
ing for snacks that go beyond basic
nutrition (Lyons, 2010). Perhaps
most exciting for the healthy snack
segment is the fact that young
adults—those ages 18–24, fol-
lowed by those ages 25–34—are
now regularly making the most-
frequent healthy snack choices
(Mintel, 2008b). Healthier snacks
continue to outpace indulgent
snacks, with 2009 sales volume up
1% while indulgent snack volume
fell 1%. Overall, sales in the snack
category fell 1% (Lyons, 2010).
Grain led the list of the fastest-
growing wellness attributes in the
snack category last year, followed
by low-fat, low-sodium, and low-
calorie. In 2010, 57% of consumers
are looking for snacks with no trans
fat, 48% low-fat, 44% low-sugar,
and 43% whole-grain/low-
sodium/low-calorie. An impressive
62% are looking for added nutri-
ents in their snacks, up 19% over
2008 (Lyons, 2010).
Trail mixes, sugarless gum, dry
fruit snacks, sensible salty snacks,
and picante sauce were other bright
spots in the snack market.
Indulgent products including choc-
olate-covered salty snacks,
refrigerated/frozen appetizers/
snack rolls, upscale salty snacks,
and toaster pastries also performed
well in the marketplace, suggesting
opportunities for marketers with
more-healthful versions of such
offerings (Lyons, 2010). Candy and
gum sales were up 4.3% for Y/E
PowerBar Protein Plus Bites offer a new twist on
sports nutrition and provide a snack option with
added value.
Photo courtesy of PowerBar
12/29/09 (NCA, 2010).
While healthier candies (e.g.,
sugar-/gluten-/allergy-free, all-
natural/organic) are racking up
strong sales around the globe, the
functional segment is exploding.
Candies focused on boosting
immunity/energy, aiding digestion
with prebiotics/probiotics, easing
sore throats, promoting sleep,
assisting with weight control/sati-
ety, and supporting skin care are
coming on strong. Candy makers
around the globe are formulating
sweet treats with antioxidants,
fruits/vegetables, flowers, smooth-
ies, real juice, and yogurt (Innova,
2010).
Although half (50%) of con-
sumers are trying to control
portion size when snacking, two-
thirds of those with household
incomes of $55,000 or less cut
back on 100-calorie portion packs
(IRI, 2009b). With 39% looking
for snacks that satisfy a specific
craving and 29% seeking to satisfy
immediate hunger, satiety for
weight loss and snacking is a natu-
ral fit for snack positioning (Lyons,
2010). Half (53%) of adults want
weight-control food products
focused on satiety (Mintel, 2009a).
Lastly, healthful restaurant
snacks represent an enormous
untapped market, ranking third on
the hot list for quick-service opera-
tors in 2010 (NRA, 2009b). In
quick-service outlets, the average
snack price is $3.53, rivaling
breakfast at $3.89 (NPD, 2009a).
4
Prime Timers
There are currently 100.7
million Americans age 50 or
older; 31 million adults will turn
age 65 in the next decade.
Ironically, use of functional foods/
beverages declines with age,
although when they do use them,
older consumers tend to consume
them more regularly (Mintel,
2009a). Eight in 10 (79%) of those
ages 18–24 used functional foods/
drinks in 2009 vs 41% of those
ages 55–64
and 37% of
those 65+.
Older adults
also are the least
likely to believe in phy-
tochemicals and to use
fortified foods
(HealthFocus, 2009). They
are the heaviest users of dietary
supplements. Seniors are twice as
likely as the rest of the population
to consume omega-3s, vitamin E, and
calcium; they are heavy users of vita-
mins C, B-12, and B complex and of
herbals and antioxidants (Packaged Facts,
2008).
“To address a specific health concern” (cited
by 46%) is the top reason consumers age 65+ buy
a functional food, followed by “to supplement my
diet” (41%), and weight loss/digestion (28%) (Mintel,
2009a). Margarine/spreads with heart/cholesterol claims
are the functional food most purchased by older consum-
ers, followed by cereal with cholesterol claims/fortified
cereal. Yogurt with a cholesterol-lowering claim was a distant
third (Mintel, 2009a).
In fact, lowering cholesterol is the top benefit those 65+ say
they would like in a functional food (cited by 78%). Other
desired benefits include immunity (cited by 66%); digestion and
lower blood pressure (each cited by 65%); maintaining a healthy
weight (64%); and promoting healthy blood sugar levels (61%)
(Mintel, 2009a).
Retaining mental sharpness tops the list of health concerns
for those 50+, followed by avoiding heart disease, preventing high choles-
cancer, maintaining bone health/strength, and preserving the terol, one-third
ability to continue with normal activity. Eye health, arthritis, from osteoporosis,
skin health, joint health, and tiredness are other concerns and one in five from
(HealthFocus, 2009). diabetes (IRI, 2008b).
Six in 10 of those age 65+ suffer from arthritis, half from Eye and gastrointestinal
problems were the biggest
Kashi’s Heart to Heart Waffles formulated with green tea, white tea, and grape seed deliver a gainers in self-reported condi-
benefit likely to be sought by older consumers. Photo courtesy of Kashi Co. tions in this age group over the
past two years (HealthFocus,
2009). As baby boomers confront a
greater risk of heart attack and stroke,
ingredients such as cocoa flavanols,
which increase circulation and prevent dan-
gerous clots, will find a receptive audience.
Older adults are the most likely to be on a
special diet. Of those 65+, 38% are on a low-fat
diet, 34% low-salt, 28% low-sugar, and 26% high-
fiber (IRI, 2008b). Half of those ages 55–64 have
hypertension, two-thirds of those 65+ are hypertensive
(AHA, 2010a).
Those 50+ are the fastest-growing group of exercisers.
pg 30 04.10 • www.ift.org
Walking is their most popular sport; weightlifting
the fastest-growing (NSGA, 2009). While older
adults index among the lowest for use of sports/
energy drinks, liquid nutritional supplements,
and nutrition bars, they’re as likely to select
foods for energy and sport as those ages
18–29 (HealthFocus, 2009).
Boomers are nearly twice as likely
as the rest of the population to be
overweight and to be currently
trying to lose weight (Harris
Interactive, 2008). They’re
more likely to restrict their
diet to lose weight, mak-
ing portion-controlled
and high-satiety
products well
suited for this
group.
Products to promote body toning are now crossing
over from the sports nutrition category and are right on
target for boomers whose muscle tone isn’t what it used
to be. No doubt that products to prevent age-related
muscle loss (sarcopenia), which causes frailty and falls,
will be another promising functional food/drink mar-
ket segment.
5
Chemical Warfare
Serious concerns about chemicals, additives, pre-
servatives, and artificial colors in foods are
mounting. In fact, 30% of consumers cite chemicals in
foods as the most important food safety issue today,
compared with 52% who name bacteria (IFIC, 2009).
Just over four in ten grocery shoppers (44%) say no
chemical additives claims are very important, up 7% in
2009 over 2008; 34% of shoppers ranked no preserva-
tives as very important, up 6% (FMI, 2009).
Globally, no additives/preservatives leads the list of
better-for-you claims; in the United States, this claim
ranks third, behind natural and organic (Innova, 2010).
Antibiotics and hormones used on poultry and live-
stock—considered a serious health hazard by more than
one-third (36%) of shoppers—saw the biggest increase
in consumer concern levels in 2009, up 9% over 2008
(FMI, 2009). Sales of products with no hormone/anti-
biotic-free claims—a $2.2 billion category—fell 2% for
Y/E 12/27/09, more a reflection of milk pricing than
an indicator of a shift in consumer preferences
(Nielsen, 2010).
One-quarter (25%) of shoppers believe that
biotechnology and genetically modified organ-
isms pose a serious health risk, up 5% in
2009 vs 2008. In 2009, 31% of shoppers
stopped purchasing certain food items
due to safety concerns—up from
27% in 2008 (FMI, 2009).
Half of shoppers (51%) are
extremely/very concerned
about flavor enhancers such
as monosodium glutamate
(MSG), and 44% are
concerned about arti-
ficial flavors
(HealthFocus,
2009).
Calories
 operators did so (NRA, 2009a, b).
Massachusetts is among the first
states to require training of restau-
rant employees to help prevent
allergic reactions (Elan, 2010).
Concern over chemicals
migrating from packaging is poised
to be another explosive issue as
microwave steamer technology
gains in popularity and brings
HappyBaby’s HappyMelts
foods into closer contact with
contain only real yogurt packaging. Bisphenol A has already
and fruit—no artificial been banned in Connecticut,
flavors, preservatives, or Washington, Minnesota, and
genetically engineered Wisconsin; bans are pending in
ingredients, which
positions them to appeal Illinois, California, Maryland,
to the growing number of Massachusetts, and Oregon.
consumers who are Lastly, 58% of consumers are
concerned about food not at all or not too comfortable
additives. Photo courtesy
of Happy Baby
with food grown or raised outside
of the U.S. (FMI, 2009). Three-
quarters (73%) are very/extremely
from added ingredients are an concerned about foods from China;
extremely/very important concern for Southeast Asia, the figure is
to 51% of shoppers. Eight in 10 51%, Mexico 49%, and India 43%.
American Heart Assn. recommend
treatment of these risk factors with
prescription medications. Although
medical authorities now approve
use of a lower-fat diet for children,
low-fat kids’ foods have not yet
become an industry norm.
One in three children is over-
weight, and one in five is obese.
Perhaps most surprisingly, one in
seven pre-schoolers is obese, which
indicates a clear need for infant and
toddler foods positioned to address
this situation (AAP, 2010). And the
pressure will get greater still.
Recent AAP physician guidelines
call for monitoring calcium and
blood pressure in children begin-
ning at age three and taking a lipid
profile between the ages of two and
eight (AAP, 2010).
Not surprisingly, two-thirds
(67%) of mothers of children under
age 12 monitor their child’s diet
very closely, up 11% since 2004

consumers tried to consume fewer
added sugars in 2009; 68%
attempted to consume less high
fructose corn syrup (HFCS)
(HealthFocus, 2009). Nielsen
reports that sales of HFCS-free
products reached $13 billion in
2009, up 28% vs the prior year
(Nielsen, 2010).
Wariness about artificial sweet-
eners continues to grow; 45% of
consumers are very/extremely
concerned about ingesting them
(HealthFocus, 2009). Six in 10
consumers (62%) who check the
ingredient listing on foods look for
a description of the sweetener con-
tent, just behind those who check
the fat profile (IFIC, 2009).
In 2009, sales of gluten-free
products rose 16% over the prior
year to $1.7 billion (Nielsen,
2010). One in 10 consumers (11%)
look for allergen information on
labels; 16% of those who check the
ingredient listing do so (IFIC,
2009). Three-quarters (74%) of
ACF chefs ranked gluten-free as a
hot issue for restaurants in 2010;
54% of quick-service restaurant
6
(MSI, 2008a). Moms are making a
Ailing Adolescents strong effort to limit caffeine
As America raises its first (56%), sugar (37%), HFCS (37%),
generation of overweight trans fat (36%), low-/no-calorie
kids, the demand—not only
for more-healthful products
for children, but also for
products that will help pre-
vent and perhaps even treat
risk factors for serious dis-
eases later in life—will
escalate. One in 10 children
is already afflicted with a
chronic ailment (Van Cleave
et. al., 2010).
One in eight kids has two
or more risk factors for heart
disease; one in 10 teens has
high cholesterol; and 24% of
boys and 16% of girls have at
least one abnormal lipid level
(CDC, 2010). Moreover, the
American Academy of
Pediatrics (AAP) and the
WellKid Power Biscuits, which contain
inulin fiber to help encourage the growth
of good bacteria in the digestive tract,
are an example of a product with a
functional positioning targeted to the
younger set. Photo courtesy of Vitabiotics

pg 32 04.10 • www.ift.org
sweeteners (35%), and artificial colors
(27%).
Thirty-eight percent of moms
report trying to increase calcium in
pre-teens’ diets followed by vitamins/
minerals (36%), whole grains (35%),
vitamin D (33%), vitamin C (33%),
fiber (25%), and omega-3 (20%) (MSI,
2008a). Nearly two-thirds (64%) of
families with children practice some
sort of healthy eating strategy, led by
eating more fruits/vegetables, whole
grains, and low-fat dairy; avoiding trans
fats; monitoring portion sizes and
sugar/sweets; and including more fish/
seafood in their diets (FMI, 2008).
With more than one-quarter (27%)
of the calories consumed by children
coming from snacks, it’s not surprising
that parents are focused on healthier
snack choices (Piernes, 2010). Half
(49%) of parents would like the indus-
try to offer more snacks with added
nutrients; 57% smaller portion sizes;
44% fresh, un-processed items; 37%
low-fat products; and 32% lower-calo-
rie snacks (Lyons, 2010).
Mothers of pre-teens report strong
interest in purchasing beverages that
are specially formulated to build strong
bones (68%), aid in brain develop-
ment/function (65%), provide
vitamins/minerals (64%), strengthen
the immune system (57%), and pro-
mote a healthy digestive tract (51%)
(MSI, 2008b).
7
Meddling in Medications
The rising cost of prescription
and over-the-counter medications
coupled with fear of their side effects
has prompted consumers to look for
more natural medical solutions, includ-
ing functional foods. More than eight
in 10 consumers (84%) believe that
functional foods/drinks are very or
somewhat helpful in preventing or
delaying hypertension (MSI, 2009a).
Two-thirds (64%) of adults would like
to see more cholesterol-lowering prod-
ucts; 54% would like to see more
products to help reduce blood pressure
(Mintel, 2009a).
Eight in 10 food shoppers (83%)
know that whole grains can benefit
their heart; 78% are aware of the ben-
efits of B vitamins and heart health,
70% folic acid, and 45% plant sterols
(Angrisani, 2010). Plant sterols,
omega-3s, omega-6s, calcium, magne-
sium, peptides, potassium, and fiber
remain key heart health ingredients
worldwide (Innova, 2010).
One-quarter (25%) of adults
bought a functional food/beverage for
digestive health in 2009; one in five
(20%) purchased a prebiotic/probiotic
yogurt (Mintel, 2009a). In unaided
research, however, consumers are
Nevella No Calorie Sweetener formulated
with probiotics claims to deliver more
active cultures than yogurt.
Photo courtesy of Heartland Sweeteners

nearly eight times more likely to asso- half (47%) of consumers looking for are an untapped digestive health
ciate dietary fiber with digestive health added fiber in functional foods and opportunity. Low-acid foods such as
than they are to link probiotics with 15% seeking it in functional beverages, the very successful Folgers Simply Smooth
digestive benefits (MSI, 2009). With super fibers and prebiotic ingredients Coffee represent another approach to
 targeting consumers concerned
about their digestive health.
More than 80 million people
suffer from arthritis or some form of
joint pain, so it is safe to predict that
functional joint health products will
be in demand. One in 10 consumers
looks for glucosamine in a functional
food, 12% in a beverage (Mintel,
2009a).
With 1.6 million new cases of
diabetes a year, 57 million adults
with pre-diabetes, and a strong
belief among consumers that blood
sugar swings cause energy loss, crav-
ings, and mood swings, products
that promote healthy blood sugar
levels will be well positioned; 53%
of consumers would like to see more
such products (Mintel, 2009).
022-10 AD SpS mfo US1 FT
Sleep problems regularly plague
nearly 70 million Americans, and
concern about side effects from sleep
pg 36 04.10 • www.ift.org
medications is growing, which sug-
gests that foods and beverages that
help promote sleep represent a
promising market opportunity.
Dreamerz Foods’ Dreamerz™
Chocolate Pillows is one such product
now on the market.
8
Daily Dynamics
Functional foods and beverages
have long been recognized for
their ability to serve as effective life-
style aids—delivering benefits that
range from improving everyday per-
formance to affecting beauty and
exercise routines. Energy is second
only to taste on the list of reasons for
buying a functional beverage
Consumers are seeking out beverages that deliver
multiple benefits like UpBeat! Milk Beverage from
Keller’s Creamery. This refreshing energy beverage with
protein, fiber, calcium, and B vitamins contains just 100
calories. Photo courtesy of Keller’s Creamery
 (Mintel, 2009b). Low-calorie/low-
sugar, sugar-free, naturally
sweetened, all natural, and long-
lasting are all on the list of key
attributes that consumers seek in
energy beverages.
In 2009, functional sodas,
waters, and sports/energy drinks
racked up sales of $13.7 billion, a
4% increase over the prior year, but
the lowest growth rate since they
that help them to maintain/lose
weight; 54% seek products that
enhance metabolism (Mintel,
2009a). Watch as body-building
protein powders, once targeted
mainly to serious athletes, cross
over to mainstream use.
Meal replacement bars/bever-
ages continue to fill a strong need.
Although most bars (58%) are still
eaten as a snack, 40% are regularly
used as a meal replacement (Mintel,
consumers are now aware of amino
acids; 39% are aware of whey pro-
tein benefits (MSI, 2009).
Nearly one in three (30%)
bought a functional food or bever-
age in 2009 for improving their
appearance/beauty; 38% would
like to see more products that help
make facial skin look younger;
those ages 35–44 were the most
interested (Mintel, 2009a).

came onto the market (NBJ, 2010).
Makers of functional beverages are
serving up multiple benefits in a
single product. Watch for energy
beverages that also offer immunity,
mental acuity, and anti-aging ben-
efits and sports drinks with weight
loss, digestive health, and even
exercise enhancers targeted to spe-
cific dayparts (Innova, 2010).
Nearly half (47%) of functional
food/drink users want more prod-
ucts that enhance memory; 41%
seek offerings that improve mental
focus. In 2009, 17% bought a func-
tional food for mental focus, 23%
purchased a beverage seeking that
benefit. Most important, 62% say
functional foods are very effective
in preventing/delaying normal age-
related memory loss (MSI, 2009).
One in five adults (20%) used a
functional drink to alleviate stress
in 2009; 14% consumed a func-
tional food for that purpose.
Moreover, 44% would like to see
more relaxation/anti-stress options,
including more than half (53%) of
those ages 18–24 (Mintel, 2009a,
b). Half (52%) of consumers associ-
ate tea with relieving stress and
tension (MSI, 2009).
Mood-enhancing foods/bever-
ages are in demand; 31% of
consumers want to see more of
them (Mintel, 2009a). With one-
quarter of dieters reporting mood/
stress a barrier to losing weight,
multi-functional products that
reduce stress and boost energy/
mood should find a receptive audi-
ence (IFIC, 2009).
Nearly two-thirds (64%) of
adults want more functional foods
pg 38 04.10 • www.ift.org
9
2009a). About one in 10 bar con- Get the Lowdown
sumers (13%) eat smaller meals Lower-income shoppers, the
frequently throughout the day; this fastest-growing income
group mostly skews younger group, are projected to generate
(Mintel, 2009c). $84 billion in incremental con-
Sports performance remains a sumer product goods spending over
strong bar market segment: 47% of the next decade (IRI, 2009b).
bar users purchase them to help Despite the size and scope of this
with exercise recovery, 39% to market, however, marketers of
build muscle, and 30% for their healthful products have failed to
protein content (Mintel, 2009d). accord it the attention it deserves.
Nearly six out of 10 (59%) of In 2010, 39% of all U.S. house-
holds are estimated to have total
income of less than $35,000; 20%
Trader Joe’s Shortbread Blueberry Bites provide 53 have incomes of $35,000–$55,000;
mg EPA + DHA omega-3 fatty acids from fish oil per
serving, offering the consumer a blend of store-
and 40% have incomes of more
brand value and healthful product positioning. than $55,000. The average house-
Photo courtesy of Trader Joe’s hold income is $48,000; 60% of
households have income
below that level (IRI,
2009b).
Healthy foods are
very important to 76%
of lower-income con-
sumers (IRI, 2009b).
Half of households with
incomes under $55,000
reported difficulty sim-
ply buying the groceries
they needed last year
(IRI, 2009a). Still, how-
ever, only 38% of
households with incomes
of less than $35,000
reported purchasing
fewer healthy products
(IRI, 2009b).
Concern about eating
more healthfully is grow-
ing among lower-income
consumers; 42% of gro-
cery shoppers in
households with incomes

Jamba Juice Hot Blends are made with organic milk or soymilk and come in four
flavors: Original Spiced Chai Tea, Perfectly Chocolate Chai Tea, Heavenly Green Tea,
and Classic Hot Chocolate. Photo courtesy of Jamba Juice
of less than $35,000 say they are
very concerned about nutrition, up
6% from 2008; in households with
incomes in the range of $25,000–
$35,000, that total was up 14%.
Moreover, the attitude of lower-
income consumers is not
substantially different from that of
middle-income consumers, 45% of
whom categorized themselves as
very concerned about nutrition
(FMI, 2009). One-third (31%) of
those in households with income of
less than $15,000 feel their diet
could be a lot healthier; 18% of
those in the $25,000–$35,000
bracket feel that way (FMI, 2009).
Members of lower-income
households are also interested in
healthy products: 57% of those
with household incomes of less
than $50,000 report interest in
products with no trans fats, 55% in
low-cholesterol products, 46%
low-calorie, 48% lower-fat, 54%
lower-sodium, 48% all-natural,
44% low-sugar, and 41% low-carb
(Mintel, 2009e).
pg 40 04.10 • www.ift.org
Shoppers with household
incomes of $30-$59,000 are just as
likely as members of higher-income
groups to prefer to buy foods/bev-
erages with specific nutritional
benefits rather than taking supple-
ments. Within this segment, 50%
say they bought an item for antioxi-
dants, 47% for vitamins/minerals,
40% calcium, 36% fiber, 29% pro-
tein, and 26% omegas (Packaged
Facts, 2009).
Of those with household
incomes of less than $50,000, 80%
have purchased drinks for special
nutritional reasons: 51% orange
juice, 45% cranberry juice, 40%
green tea, 24% pomegranate, 22%
red wine, 19% black tea beverages,
and 16% yogurt drinks (Packaged
Facts, 2009).
Lower-income shoppers will be
the single most important target
audience for private-label products
for the next five years (IRI,
2009b). Store-branded foods/
drinks carrying a health claim
enjoyed impressive growth in
2009, albeit in smaller dollar cate-
gories. Private-label now accounts
for 40% of products with no-pre-
servative claims and one-fifth of
those with natural and fat reduc-
tion claims in traditional channels
(Nielsen, 2010).
For Y/E 12/27/09, sales of
store-branded, GMO-free foods/
beverages in traditional channels
jumped 67% to $60 million; for
gluten-free store brands, sales were
up 62% to $279 million; and sales
of store-brand probiotics climbed
39% to $79 million (Nielsen, 2010).
10
Finally Foodservice
Restaurant operators are
putting more healthful
choices on the menu—something
that consumers say they are crav-
ing. Three-quarters (73%) of adults
say they’re eating healthier away
from home than they did two years
ago (NRA, 2010a).
Nutritionally balanced chil-
dren’s dishes ranked sixth overall
among ACF chefs’ hot trends for
2010; gluten-free food/allergy con-
sciousness ranked ninth; organic
produce was 12th; and fruit/vege-
table children’s side dishes were
20th (NRA, 2009a).
Healthy options in kids’ meals
were the No. 1 hot food trend for
2010 in the quick-service segment,
cited by 72% of all operators
(NRA, 2009b). Energy drinks,
gluten-free products, organics,
sports drinks, smoothies, lower-
calorie offerings, whole-grain
bread, lower-fat items, side fruit,
vegetarian entrees, and entrée sal-
ads also made the Top 25 list.
Nearly two-thirds of quick-ser-
vice restaurant operators are
offering more healthful children’s
choices than they did two years
ago; this is true for 47% of family-
oriented restaurants, two in five
casual restaurants, and one-third of
fine dining establishments (NRA,
2010a).
Foodservice patrons draw a
strong correlation between fresh-
ness and healthfulness. Fresh
ingredients are important when
choosing a healthy restaurant meal
for 49% of diners; lower-fat offer-
ings are important to 39%; more
vegetables important to 29%;
lower-calorie important to 26%;
and made with natural, non-pro-
cessed ingredients important to
23% (Mintel, 2009e). Only 17% of
menu items that use fresh produce
carry a “fresh” descriptor on the
menu, which suggests that foodser-
vice operators are missing an
opportunity to tout healthful prod-
ucts (FRI, 2010).
About one-third of consumers
(34%) regularly try to avoid trans
fat when dining out; 33% practice
portion control; 33% avoid sweets/
desserts; 30% minimize eating
fried foods; 28% cut fat intake;
20% avoid fried foods all together;
19% avoid processed foods; and
17% avoid carbohydrates
(Technomic, 2009a).
Half of consumers who visited a
restaurant with posted nutrition infor-
mation said it had a great impact or
somewhat of an effect on what they
ordered; 34% said it affected where
they dined (Technomic, 2009b). After
seeing nutrition information, 61% of
diners opted for a lower-calorie alter-
native, and 36% chose smaller
portions.
Moreover, if a menu has items
labeled with claims such as “heart
healthy,” 36% of diners say they are
more likely to choose such offerings
(Mintel, 2009e). Healthy dining is also
about adding whole grains, fiber,
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