A recent article points out that "Nutraceuticals May Be Near Tipping Point in the U.S." While the average American is spending $90 per year on functional (read: health benefiting) foods and beverages to the tune of a whopping $27 billion last year, the Center for Culinary Development and Packaged Facts claim that their research shows the category is about to get much bigger.


"These products have been a huge business in Japan and Europe for years, and their already-impressive growth on this continent is now posed for serious take-off, says the 2008 Culinary Trend Mapping Report on Emerging Health & Wellness."
No surprise so far. Aging Baby Boomers and nutritional concerns have fueled consumer purchases of vitamin-enhanced water, juice and cereal; probiotic-laced yogurt and tooth-whitening gum.
However, the report discussed emerging trends that looked interesting (the article cites five trends, but I counted seven):
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"Huetrition" advances the idea of eating as many colored foods as possible. The natural pigments found in produce are valuable sources of phytonutrients, so this makes sense. Though this is simplistic, the basic concept: eat as many different colored foods as possible to achieve a balanced diet.
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"Beauty" foods and beverages contain antioxidants and collagen as well as skin-improving vitamins and minerals to combat free radicals. The article notes that "foods that combine function and indulgence" are ideal for some consumers. Chocolate truffles, anyone?
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"Smart foods" that are fortified with specific vitamins, amino acids or herbs that stimulate brain function appeal to many mature consumers due to claims of improved mental acuity. Ginkgo biloba anyone?
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"Fill You Up foods" add fiber, protein and essential fatty acids to suppress appetites and hopefully lower those calorie-packing snacks. Fiber rich foods sans bulk, that is.
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"Mood foods" offer full spectrum B vitamins, amino acids and mood-elevating herbs to help elevate moods, and even energize consumers in the mornings and calm them in the evenings.
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"Immunity Enhancers" are foods and beverages fortified with vitamins, antioxidants, probiotics. Every bit helps to ward off pesky colds, flu and a host of other ailments we're all prone to.
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"Digestive Aids" have exploded with probiotics leaving the yogurt aisle and gradually being introduced into other foods. An aging population is perfectly primed for this trend. Not only are aids to digestion appreciated; so is nutrient absorption–a real issue as we age.
Questions:
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Since we all live such fast-paced lifestyles and don't always eat as we should, do you think that the introduction of more nutritional factors in foods/beverages is a real help to supplement our dietary needs?
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Or do you think some will consume or two nutritionally enhanced foods/beverages and expect to get the same benefits as they would in a well-balanced diet?
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Which of the categories above appeal to you? Which don't? Why?
I'd love to hear from you.