This document summarizes key trends in the functional foods market from 2012-2022. It discusses 10 trends, including a focus on natural and minimally processed foods, energy and digestive health foods, weight management products, and the growth of ancient whole grains. The market for functional foods is expected to reach $49 billion by 2011 and $67 billion by 2016, driven largely by the US and Asia-Pacific regions. Evidence for the health benefits of functional ingredients is important to developing successful products.
2. FUNCTIONAL FOODS
HYPE AND REALITY
B. DAVE OOMAH
PACIFIC AGRI-FOOD RESEARCH CENTRE
SUMMERLAND, BC CANADA
3. Dra. Ma Anaberta Cardador Martínez
Lic. E. Andrea Hernández Arroyo
Coordinadora del Programa Líderes Académicos
4.
5. FOOD AND NUTRITION SECURITY
Governments should intervene
where industry has failed for Micro
Healthier diets: UN food expert nutrients
HEALTH
FFN P
r
i
1960-output
1960-Output AGRI c
FOOD e
CULTURE s
6. UNITED NATIONS HUMAN RIGHTS COUNCIL
Resolution 13/4, Right to Food- A/HRC/19/59
Diets are increasingly energy-dense, rich in sugar, salt and saturated
fats, as many higher fibre foods were replaced by heavily processed
foods
The globalization of food chains
US investment in Mexican food processing industry ($210 million1987
to $5.3 billion in 1999)
Sales of processed foods in Mexico soared at 5 to 10 %/PA from 1995
to 2003.
The resulting rise in soft drink and snack consumption by Mexican
children is at the source of the very high rates of child obesity in the
country.
7. Align Agricultural Policies-Public Health
• Promote local and regional food systems
– Access to healthy, fresh and nutritious foods
• Shift to nutritious diets instead of heavily
processed foods
• Regulate foods high in saturated fats, salt and
sugar
• Overhaul misguided agricultural policies
– “The right to food cannot be reduced to a right
not to starve”
WHO Global Strategy on Food Security
8. THE HEALTH SYSTEM IS UNSUSTAINABLE
16
15.2 GDP (%) 2008
14 GDP (%) 2000
13.4
12
10
9.8
8 8.8 8.4
6 7.2
5.9
GDP 5.1
11.4% -2000 4
12.6% -2008
2
0
U.S. Canada Brazil Mexico
9. CHRONIC DISEASES THREATEN DEVELOPMENT
Of the 2.4 million Americans who died in 2010, 6 in 10 died in one of these
chronic diseases.
Deaths in 2010:
2,436,652
Heart
NCDs-60% global deaths/PA
disease, 24.6
Others , 37.4
2006,CVD Mortality-34% CRD, 5.6
Diabetes, 2.8
IKD, 2.0
Alzheimer's, 3
.2
Cancer, 23.3
Hypertension,
1.1
CRD-Chronic respiratory; IKD-Inflammatory kidney; NCD≥57%
Source: National Vital Statistics Reports, 59, 4, 2011
10. CANADA IS NOT IMMUNE
45% of males & 21% of females over 25 years are
overweight
14% suffers from obesity
100% (!) of women in Canada don’t reach Recommended
Dietary Allowances for Iron, and 50% don’t reach RDA for
folic acid and vitamin A
Canadians consume too much fat and saturated fats
Canadians don’t consume enough fibre (50% of RDA) and
complex sugars
Provinces and territories receive $27-29 billions Canadian
Federal Health Transfer payments (2011-12-13)
From Health Canada, Health Quebec and Statistic Canada, 1990 to 2001
11. HEART DISEASE IN CANADA1
80,000 Deaths from cardiovascular disease (CVD) per
annum
Estimates for Direct/Indirect Cost of CVD2:
Direct (doctors, hospitals, drugs)$7 billion
Indirect (premature death, loss of productivity, disability)
$12 billion
43% of Population (ages 18-74) with elevated blood
cholesterol3:
Females, 43%; Males, 46 %
1 USA numbers approximately 10 x Canada
2 1993, R Moore, Economic Burden of Illness in Canada, Laboratory Centre for Disease Control, Canada.
3 Defined as plasma cholesterol > 5.2 mmol/L. Data from Canadian Heart Health Survey (early 1990's)
12. PREVENTIVE MEDICINE
“ Maintain order rather than correct
disorder.
To cure disease after it has appeared
is like forging
weapons after the war has already
begun”
Nei Jing 200 BC
13. “The functional foods segment is
expected to attain a value of
$49 billion by the end of 2011, and
analysts indicate the market will be
worth more than $67 billion by
2016.”
—CompaniesandMarkets.com
14. The global functional foods
market is expected to reach
nearly $30 billion by 2014
Leatherhead Food Research
15. DRIVERS OF FUNCTIONAL FOODS MARKET
• The U.S. - largest world functional foods market
(35- 50% global sales). Asia-Pacific- second
biggest market.
• U.S. and Asia-Pacific = ¾ of the current functional
foods markets.
• The top 20 functional food companies =70% U.S.
market, mostly multinationals. Smaller players
create niche markets.
16. 10 KEY TRENDS IN
FOOD, NUTRITION &
HEALTH 2012-REALITY
17. TREND 1: NATURALITY – A TREND THAT’S POWERING
SUCCESSFUL INNOVATIONS
• “NATURALLY FUNCTIONAL” needs no health claims
• A strategy that makes premium prices possible
• 0g trans fat
• Gluten-free
• Additive-free
• Casein-free
• Lactose-free
• MSG free
• Onion free
• Porcine-free
• Soy-free
18. TREND 1: NATURALITY – A TREND THAT’S
POWERING SUCCESSFUL INNOVATIONS
Select Harvest soups made with “real ingredients” reduced sodium to 480mg from
initial levels of 700-800mg.
Salt reduction was a major emphasis in the 2010 US Dietary Guidelines. The FDA
recommends no more than 2,300mg of salt/day, but most Americans consume about
3,400mg a day –from restaurant food and packaged goods such as canned soups.
19. TREND 2: ENERGY – HUGE UNTAPPED POTENTIAL
80 mg caffeine
Green tea extract
20. TREND 3: DIGESTIVE HEALTH
3m bottles/day; Mexico-3rd largest market 25m loaves $75m, 2009
21. TREND 4: FEEL THE BENEFIT – THE MOST
POWERFUL MARKETING TOOL
“Drop a jeans size”
Rational benefits
Rational & Emotional (self-confidence) benefits
22. TREND 5: WEIGHT MANAGEMENT – WHERE SUCCESS REQUIRES SERVICE
Special K-the world’s biggest
weight management brand;
10% growth in 2010 US market
Fat burning
Calorie burning
Satiety
23. WEIGHT
MANAGEMENT
SUCCESS
Helps to reduce body fat
Central Lechera Asturiana
Fuente Natural de Salud
Retail sale-$79 M 2007
24. TREND 6: MOVEMENT – MUSCLE, BONE AND JOINT HEALTH
Sarcopenia solution
takes the biscuit
25. TREND 6: MOVEMENT – MUSCLE, BONE AND JOINT HEALTH
World’s biggest bone health
brand pushes into daily dose
26. WHO NEEDS HEALTH CLAIMS WHEN YOU
HAVE FRUIT & VEGETABLES?
Science + marketing = superfruit & supervegetable
Benefits-digestive health, immunity, satiety, sports recovery,
glucose uptake, insulin response, energy and mood
27. TREND 9: DAIRY – SCIENCE BOOSTS ITS
“NATURALLY HEALTHY” ADVANTAGE
Many fruits and vegetables can use health claims in Europe
5% acerola berry content delivers 30% RDA of vitamin C/100g bottle
vitamin C health claim Europe; $11-14m Germany 2011
28. TREND 10: GOOD GRAINS – SET FOR GROWTH
Oats and heart health Whole grains -”good carbs”- low GI
“Ancient grains” lend a health halo
29. ANCIENT GRAINS FOR MODERN HEALTH
• Ancient grains from Latin America have experienced a resurgence and are popular
locally as well as globally.
Brazil: Levitta Sementes Gergelim e Quinoa:
Crispy Bar with Sesame and Quinoa
Mexico: Branli Granola Breakfast Cereal with Amaranth Brazil: Wickbold Light Wholegrain
Bread with Quinoa
29
30. ANCIENT GRAINS RESURFACE
• The return of ancient grains has resulted
not only from awareness of their
nutritional properties, but also from their
unique flavors.
• Consumers demand for health and variety
can be met.
30
31. PREVENTIVE MEDICINE
“To have developed medicines for
diseases, administer … is
comparable to the behavior of those
who begin to dig a well after they
are thirsty.”
32. FOOD PREVENTS HEALTH CONDITIONS
Diabetes 58
Overweight 57
High cholesterol 56
Digestive disorders 48
Cancer 46
Cardiovascular 42
High blood pressure 41
Mental health 28
Osteoporosis 27
0 10 20 30 40 50 60 70
%
33. WOMEN’S WELLNESS CONCERNS
Weight control 51
Physical health 44
Energy level 42
Nutrition/Diet 41
Vision/Eyecare 41
Osteoporosis/Bone health 39
Arthritis/Joint health 38
Breast cancer 36
Stress 35
Heart disease 28
Colds/Flu 26
Aging 24
Reproductive cancer 23
Alzheimer's disease/memory 22
Menopause 20
34. CONSUMERS INFORMATION SOURCE
Books/Magazine 71
Doctor 53
Friend/Relative 51
Media (TV, newspaper) 38
Product Label 34
Advertisement 29
Pharmacist 28
Internet 19
Nutritionist/Dietician 15
Store Display 14
Healthcare Provider 13
Manufacturer 12
35. WHAT IS A FUNCTIONAL FOOD?
A functional food is similar in
appearance to, or may be, a
conventional food, is consumed as part
of a usual diet, and is demonstrated to
have physiological benefits and /or
reduce risk of chronic disease beyond
basic nutritional functions.(Health
Canada, Policy Paper Nov. 98)
36. FUNCTIONAL FOODS-ALIMENTOS FUNCIONALES
Those foods that encompass potentially healthful
products, including any modified food or
ingredient that may provide a health benefit
1
beyond the traditional nutrients it contains.
Alimentos que abarcan productos
potencialmente saludables, incluyendo cualquier
ingrediente o alimento modificado, que puede
proporcionar un beneficio a la salud, mas alla de
1
los nutrientes que contiene.
1: Yale Health Network
38. GLOBAL PREVALENCE OF MICRONUTRIENT DEFICIENCIES
Vitamin A, anemia and zinc deficiencies in children under 5 (WHO-3 point system)
1billion “food impoverished” people
39. MICRONUTRIENT-FORTIFIED CROP DEVELOPMENT
Crop Micronutrient Baseline (μg/g) Target (μg/g) Release
Beans Iron 50 94 Congo & Rwanda
Cassava Provitamin A 0.5 15.5 Nigeria-Zambia
Maize Provitamin A 0.5 15 Zambia (2012)
Pearl millet Iron 47 77 India (2010)
Rice Zinc 16.6 24 Bangladesh (2013)
Rice (polished) Iron 2 6.5 China
Sweet potato Provitamin A 2 32 Uganda
Wheat Zinc 25 33 India & Pakistan
4 billion people survive on corn, wheat and rice
40. CROP IMPROVEMENT FOR HEALTH BENEFITS
Crop Vitamin Improvement Reference
Lettuce Folate 5.4x Nunes at al. (2009)
Tomato Folate 25x Diaz de la Garza et al. (2007)
Tomato β-carotene 10x Davuluri et al. (2005)
Carrot Ketocarotenoids 70% conversion Jayaraj et al. (2008)
Maize β-carotene 169x Naqvi et al. (2009)
Maize Ascorbate 6x Naqvi et al. (2009)
Mustard greens Vitamin E 6x Yusuf & Sarin (2007)
41. A SUPER-VEGETABLE REVOLUTION
RELATIVE PERCENTAGES OF GLUCORAPHANIN PER SERVING (3OZ OR 85G) OF
CRUCIFEROUS VEGETABLES, INCLUDING BROCCOLI
Evidence that phytochemicals actually provide health benefits is required in developing
good product that integrate plant science with human nutrition.
EVIDENCE OF HEALTH BENEFITS CRUCIAL
42. DIET MODIFIES CVD RISK FACTORS
• The common Brazilian dietary pattern- combination of
rice and black beans source of high fiber protects against
obesity.
• Cross-sectional analysis of 4,202 young Brazilian adults
high fiber intake (64.6 ± 7.6 g/day)
• Low levels of total, LDL and HDL cholesterols, and
systolic and diastolic blood pressure
• Markers of beneficial healthy trend regarding CVD risk
factors.
MTA Olinto, Eur J Nutr DOI 10.1007/s00394-011 0213-4
43. BEAN-FREE DIET PREDICTS MORTALITY
• 225 all-cause deaths were identified among
38,007 person-years, for 6.5 years follow-up
(2820 men +2950 women-Taiwanese survey of
hyperglycemia, hyperlipidemia and
hypertension)
• Beans favored metabolic syndromes in men,
waist circumference and HbA1c in women
• Bean-free diet increased hazard ratio for all
cause mortality among women
W-C Chang et al. 2012 Public Health Nutrition 15 (4), 663-672
44. HEALTHY EATING IS NOT COSTLY
• A healthy diet is not associated with income
or total food expenditure
• $1 increase in fruit and vegetable expenditure
is associated with a 0.005% decrease in HbA1c
• $1 increase in fast food expenditure increases
HbA1c (0.011%)
• *HbA1c is a proxy for long-term blood glucose
levels
D Maxwell et al. 2010 Household food expenditures & management of type II diabetes
50. LOCAL TO GLOBAL-NATURAL TO COMMERCIAL
$10.88m $32.76m $16.44m
US market shares - Latest 52 weeks ending Oct 2, 2011
51. AGRICULTURE CONTRIBUTION
Provide products and technologies for the
production of high quality, diverse and
healthy, affordable food in sufficient quantities
Improve human health and wellness and optimize
natural resource at the same time
Unravel the benefits of crop components
(metabolites) in preventing or reducing the risk of
diseases.
52. Practice preventive medicine
Listen to your body’s proteins
Be pro-active about your health
Lose weight
Get exercise
Wear sensible shoes
Keep a regular schedule
Get enough sleep
Eat your vegetables
Lic. E. Andrea Hernández Arroyo Coordinadora del Programa Líderes Académicos
The Secretary-General‘s 22-member High-Level Task Force on Food Security has now updated the Comprehensive Framework for Action so that it explicitly addresses food and nutrition security with a focus on links between agriculture, food systems and nutritional outcomes.
Between 1961 and 2009 Globally, diets became increasingly energy-dense and rich in sugar, salt and saturated fats, as many higher fibre foods were replaced by heavily processed foods. Second, the globalization of food chains leads to a shift from diets high in complex carbohydrates and fibre to diets with a higher proportion of fats and sugars. The globalization of food chainsFor instance, following the entry into force of the North American Free Trade Agreement, United States companies massively increased investments in the Mexican food processing industry (from $210 million in 1987 to $5.3 billion in 1999) and sales of processed foods in Mexico soared at an annual rate of 5 to 10 per cent in the period from 1995 to 2003.53 The resulting rise in soft drink and snack consumption by Mexican children is at the source of the very high rates of child obesity in the country
Human Rights Council In the report, undernutrition, micronutrient deficiency and overnutrition are different dimensions of malnutrition that must be addressed together through a life-course approach. Existing food systems have failed to address hunger, and at the same time encourage diets that are a source of overweight and obesity that cause even more deaths worldwide than does underweight. A transition towards sustainable diets will succeed only by supporting diverse farming systems that ensure that adequate diets are accessible to all, that simultaneously support the livelihoods of poor farmers and that are ecologically sustainable. Women, the principal caregivers of young children, must be enabled to make informed and autonomous decisions about food and feeding so that young children can enjoy the right to a level of nutrition that supports adequate growth, health and development. Consistent with this requirement, the Voluntary Guidelines to Support the Progressive Realization of the Right to Adequate Food in the Context of National Food Security (Right to Food Guidelines) recommend that States ensure that changes in the availability of and accessibility to food supply do not negatively affect dietary composition and intake, and that States support dietary diversity and healthy eating patterns, including breastfeeding.2 Agrifood companies also have a responsibility to respect the right to adequate food. They must avoid infringing upon this right, and seek to prevent any adverse impact their activities might have on the enjoyment of this right.3 And the United Nations system itself must ensure that nutrition is taken into account in all relevant policy areas.how food systems can be made to ensure the right to an adequate diet for each individual.The role of agrifood systems: from increasing production to ensuring sustainable diets―sustainable diets‖, defined as ―diets with low environmental impacts which contribute to food and nutrition security and to healthy life for present and future generations.Undernutrition and micronutrient deficiency One in seven people on a global level are still hungry. About 34 per cent of children in developing countries, the most common symptom of chronic undernutrition.5a large number of people suffer from micronutrient deficiencies. Vitamin A deficiency affects at least 100 million children,Overweight and obesityOn average, a 10 per cent increase in NCDs results in a loss of 0.5 per cent of gross domestic product (GDP). Finally, unhealthy diets increase the risks of cancers of the breast, colon, prostate and other organs. Low intake of fruits and vegetables, for instance, increases the risks not only of cardiovascular diseases, but also that of gastrointestinal cancers.The Secretary-General‘s 22-member High-Level Task Force on Food Security has now updated the Comprehensive Framework for Action so that it explicitly addresses food and nutrition security with a focus on links between agriculture, food systems and nutritional outcomes.For example, the provision of fortified foods (enriched to improve nutritional content) may be necessary, where local production is insufficiently diversified and incapable of supplying the full range of foods required for adequate diets.The role of agrifood systemsWe have created obesogenic environments and developed food systems that often work against, rather than facilitate, making healthier choices.38 The transformation of agrifood systems plays a major part in this trend.Agricultural policies In comparison, too little was done to improve the availability and affordability of pulses such as lentils or pigeon peas, or of fruits and vegetables, for instance by reducing post-harvest losses and improving marketing through better transport infrastructure connecting farmers to consumers.What was the result? Between 1961 and 2009, while fruit and vegetable production increased 332 per cent, world oilseed production increased by 610 per cent and meat production increased 372 per cent.40 This was associated with shifting diets. Over roughly the same period (1963–2003), developing countries increased the amount of calories they consumed from meat (119 per cent), sugar (127 per cent) and vegetable oils (199 per cent), and industrialized countries also increased vegetable oil consumption (105 per cent). Globally, diets became increasingly energy-dense and rich in sugar, salt and saturated fats, as many higher fibre foods were replaced by heavily processed foods.41In 2000, 306 kcal were consumed per person per day, about a third more than in 1962, and caloric sweeteners by then also accounted for a larger share of both total energy and total carbohydrates consumed.42Any society where a healthy diet is more expensive than an unhealthy diet is a society that must mend its price system. This is even more imperative where the poorest are too poor to feed themselves in a manner not detrimental to their health.Second, the globalization of food chains leads to a shift from diets high in complex carbohydrates and fibre to diets with a higher proportion of fats and sugars. As a result of this ―nutrition transition,‖ disease patterns shift away from infectious and nutrient-deficiency diseases toward higher rates of coronary heart disease, non-insulin dependent diabetes, some types of cancer and obesity.It has also led many consumers to shift towards an increased consumption of staple grains, meat and dairy products, vegetable oil, salt and sugar, and a lower intake of dietary fibre.The globalization of food chainsFor instance, following the entry into force of the North American Free Trade Agreement, United States companies massively increased investments in the Mexican food processing industry (from $210 million in 1987 to $5.3 billion in 1999) and sales of processed foods in Mexico soared at an annual rate of 5 to 10 per cent in the period from 1995 to 2003.53 The resulting rise in soft drink and snack consumption by Mexican children is at the source of the very high rates of child obesity in the country.States should protect the right to adequate food by adopting measures that reduce the negative impacts on public health of the existing food systems. Moreover, States should discharge their duty to fulfil the right to adequate food by taking immediate measures to progressively make a transition to more sustainable diets.The WHO Global Strategy on Diet, Physical Activity and Health refers to the need to rethink fiscal and agricultural policies to align them with public health concerns (paras. 41 (2) and (4)).But it is high time to recognize the real tension that exists between a strategy that promotes processed foods, enriched with nutrients to the point that diets become medicalized, and a strategy that promotes local and regional food systems, as well as a shift towards foods that are less heavily processed and thus more nutritious.The Special Rapporteur concludes that current food systems are deeply dysfunctional. The world is paying an exorbitant price for the failure to consider health impacts in designing food systems, and a change of course must be taken as a matter of urgency.
The region of the Americas has the highest health expenditure with an average of 11.4 and 12.6% GDP in 2000 and 2008, respectively. Per capita expenditure on health is high elsewhere and considered to be unsustainable in the future.
“Natural” is no longer a trend that you can follow to deliver growth for your business – it’s simply a basic requirement of being in business.
sodium,” and cut the sodium in its premium Select Harvest soups made with “real ingredients” to about 480mg from initial levels of 700mg to 800mg.For 20 years food and beverage companies have been focusing on how to reduce the levels of those components which nutritionists have concluded are worst for their health: sugar, fat and salt. But reducing these key components can also change the taste and mouth-feel of foods significantly. And however much academics and nutritionists might wish it otherwise, there remains a huge cohort of consumers who want foods and beverages to taste the way they want them to taste, consequences be damned. So food marketers and formulators continue to struggle with the issue of balancing taste with meeting unending pressure from health advocates.Salt reduction was a major emphasis in the 2010 US Dietary Guidelines. The FDA recommends no more than 2,300mg of salt per day, but a 2010 report by the federal Institute of Medicine noted that most Americans consume about 3,400mg a day – ingesting much of it from restaurant food and packaged goods such as canned soups.
A daily serving of fruit and vegetablesV8 V-Fusion + Energy is an extension of the fastest-growing sub-line in the V8 portfolio: blends of fruit and vegetable juices that offer a daily serving of each. V8 adds green tea extract, giving 80mg of caffeine per serving, comparable to existing regular energy drinks and about as much as a regular cup of coffee. The drinks have 50 calories, provide an excellent source of B vitamins and don’t contain added sugar. They are sweetened with sucralose.CONSUMERS LINK VEGES AND ENERGY
It may be a different story in countries in South America and Asia where packaged bread is relatively new. One example is Mexico, where the Bimbo brand, which dominates the packaged bread market, has made a huge success with high fibre breads such as Pan Integral and Bimbo DobleFibra, the latter selling 25 million loaves in 2009, worth $75 million (€57 million) at retail.Bimbo’s breads brought a new point of difference to the bread market. But it is also worth noting that this brand had the advantage of being a trusted brand with a dominant position in the market.It’s also worth noting that Mexico is very well-established for probiotics for digestive health. Yakult sells three million bottles a day there – around a billion bottles each year – and it is Yakult’s third-biggest market, worldwide, after Japan and Korea. Moreover Yakult is just one of many dairy digestive health brands on the Mexican market. So Bimbo had the advantage of talking to consumers who are already educated and informed about digestive health but for whom there was no non-dairy digestive health product available. Sales of consumer brands such as Yakult or Activia, or even products such as laxatives, are a useful indicator for whether there’s a potential market for your non-dairy high-fibre product.
Marketing ‘miracle’ brands takes more than just the right messageWhat should be the focus of your healthy brand? Rational benefits? Emotional benefits? Or both? The case studies of Activia (page 5), Wonderful Pistachios (page 21) and Special K (page 8) illustrate the criteria for choosing one of these three approaches and how good choices, well executed, can create huge sales growth even during economic hard times. Kellogg Special K, like Activia, has depended on a rational message – the promise that people who follow the Special K eating plan will “drop a jeans size”. It’s a very clear promise and while consumers can’t exactly “feel the benefit” in the way that Activia’s consumers can, Special K has cleverly made it possible for them to “measure the benefit” with their own clothing size. It’s a strategy that has worked well, propelling Special K to the status of the world’s biggest weight management brand. In the US market the brand even managed 10% growth in 2010, a year in which many lesser brands were focused on discounting and money-off deals. In 2011 Special K has added a focus on emotional benefits, encouraging women to focus on self-confidence, courage and pride in themselves and not just a jeans size or numbers on a scale. The goal is to remind women of “the positive emotional benefits that come from reaching weight management goals.”
The promised benefitPhilosophically and scientifically there are three possible approaches to weight management:1. Fat burning2. Calorie burning3. Satiety (triggering the feeling of fullness so that someone eats less).
Sarcopenia – or muscle wastage – is a condition that affects everybody to a greater or lesser extent as they age. It’s a worry because it impacts on a person’s strength, which can put someone at a greater risk of having a fall and breaking a bone. With people increasingly living for longer in developed countries it is a health problem that threatens to reach epidemic proportions. “Someone in their 20s, if they eat whey protein or beef protein, will get as much benefit from either. Someone in their 60s will get almost 100% of the protein from whey protein, because it’s easily absorbed. But they’ll probably get only about 60% of the benefit of eating the protein from the beef.”Protein supplements would, therefore, appear to be the answer
Print advertising for Densia says: Are your bones as strong as you think? Only 50% of women take the recommended amount of calcium. From the age of 45 your bones need more calcium every day (1,200mg). Now, for you to be able to get the calcium you need, Danone presents Densia, with DOUBLE THE CALCIUM of traditional yoghurt and vitamin D to help improve its absorption. Malaysian-born movie actress Michelle Yeoh, star of films such as Crouching Tiger, Hidden Dragon and Memoirs of Geisha, is the face of the Anlene brand in Malaysia. . .Anlene Concentrate is a low fat, ready-to-drink UHT milk, which has five times as much calcium as regular milk, providing a dose of 500 mg of calcium per 110ml pack (regular milk contains around 110mg of calcium per 100ml). In addition, the product contains vitamin D, zinc, phosphorous and magnesium, which enhance its effectiveness, as well as vitamins A, B1 and B2. A simple graphic communicates the benefit that each small pack contains as much calcium as four glasses of milk.The current average calcium intake in the Malaysian diet is 300 – 500 mg per day, which is far below the recommended daily intake of between 800 – 1,000 mg per day,”
New science will boost fruit: Science is increasingly uncovering benefits in relation to digestive health, immunity, satiety, sports recovery, glucose uptake and insulin response, energy and mood. Convenient fruit commands a premium: New fruit-and-vegetable-based brands are emerging and growing rapidly – and often selling at premium prices.Health halo: Fruit and vegetables offer a wealth of opportunities to overlap with other trends, lending their “naturally healthy” image to products. Best with strong science: The most successful “superfruit” are those with the most science behind them. Without science, the best use for superfruit is as a source of unusual flavours that differentiate a product.Already linked with health: In a world in which health claims are becoming fewer and the demand for substantiation is increasing, fruit and vegetables have the advantage of an existing strong association with health in the mind of the consumer. Fruit and vegetables are at the heart of corporate strategy for a growing number of companies: • PepsiCo has made “fruits and vegetables” one of its core platforms for growth• Danone and Chiquita have formed a partnership to jointly build a new business in fruit drinks and fruit snacks• Nestlé is working on making fruit a core business platform in selected markets
Dairy-immunity brand DanoneActimel is using a vitamin C health claim Europe. With a 5% acerola berry content ActimelPowerfrucht delivers 30% of the RDA of vitamin C per 100g bottle and makes a clear immunity communication. Industry sources believe that the brand had retail sales of around €8-€10 million ($11-$14 million) in Germany alone in 2011, its first year on the market.
• Strong natural image: Grains benefit from a consumer perception of being “all-natural” and least-processed. Even highly-processed grain-based foods, such as breakfast cereals, have a strong naturally healthy image in consumers’ minds and many grains benefit from a perception of a natural and intrinsic health benefit – such as oats and heart health. • Consumers open to new grains: There’s been a steady increase in the numbers of products launched based on new types of grains and “ancient grains” – people appear to be open to new grains, just as they are open to new fruits and vegetables.• New life for “slow energy”: The large Diogenes weight management study has given renewed life to the concepts of Low GI and “sustained energy” – which is likely to accelerate the trend to use whole grains in product formulation. Because of the quality and scale of the study it is already having an impact on food marketing. Grains benefit from a consumer perception of being “all-natural” and least-processed (see Key Trend 1). As a result, even highly-processed grain-based foods, such as breakfast cereals, have a strong naturally healthy image in consumers’ minds in many markets.In many parts of Europe grains have a traditional association with health – particularly oats and rye in northern Europe. In the US, the bakery and breakfast cereal industries’ communications about the heart health benefits of whole grains have educated American consumers and made “whole grains” the message that the health-conscious look for in the supermarket.People have become used to hearing about the natural and intrinsic health benefits of grains, with oats leading the way with their specific link to cholesterol-lowering. The familiarity of oats combined with this new information about them has been the key to the growth of oats products in recent yearsNEW LIFE FOR “SUSTAINED ENERGY” Whole grains – “good carbs” – and low-GI also connect to slowly rising consumer interest in the idea of “sustained energy”.
Food is used to prevent many health conditions but its reliance declines for treatmentHigh blood pressure (hypertension) was listed as a primary or contributing cause of death for277,000 Americans in 2002.• Among adults ages 20–74, the prevalence of obesity increased from 15.0%(in the 1976–1980 survey) to 32.9% (in the 2003–2004 survey).• Diabetes now affects nearly 21 million Americans – or 7 percent of the U.S. population – andmore than 6 million of those people do not know they have diabetes
Global Prevalence of Micronutrient DeficienciesThis map details worldwide severity of the most common micronutrient deficiencies—vitamin A, anemia, and zinc—using World Health Organization (WHO) children under 5 prevalence data. Severity was coded using a 3-point weighting system based on levels of public health significance cut-offs (low, moderate, and high).Today, nearly 1 billion people are food impoverished. Many millions more have dietarydeficiencies (consumption of low levels of essential proteins, minerals and vitamins) resulting fromrestricted or insufficient diets. This impoverishment will double in the next 15 years. The population isgrowing in areas least capable of supporting agricultural expansion.
Currently four billion people survive primarily on corn, wheat and rice.Other staple food crops are potatoes, cassava, soybean, sweet potatoes, sorghum, millet and grainlegumes.
EVIDENCE OF HEALTH BENEFITS CRUCIAL“Naturally higher in glucosinolates (glucoraphanin).Glucosinolates are a natural nutrient found in plantswhich have been shown to be beneficial to health.”At the UK’s Institute of Food Research,Richard Mithen has already carried outtwo human studies, one involving subjectswith early signs of prostrate cancer and theother involving subjects considered to be at amoderate risk of cardiovascular disease.The results have yet to be published, butMithen says they are positive. Indeed, fundinghas already been secured to stage a largerversion of the cardiovascular study – a clearsign that the outcomes of the first study were inBeneforté’sfavour.“One of our goals is to increasevegetable consumption and we have two waysto do that. One is to make vegetables lookand taste better so people eat more of thosevegetables. And the other is: where we canimprove the nutritional value of vegetables, wedo that as well.” The potential exists to do this, says Mithen.“I think there are plenty of opportunitiesfor fresh produce to take a similar approach.There are compounds in citrus, in carrots, inonions. Most fruit and vegetables have thesesecondary metabolites in them.”
The common Brazilian dietary pattern- combination of rice and black beans source of high fiber protects against obesity. In a cross-sectional analysis of 4,202 young Brazilian adults, their diet showed high fiber intake (64.6 ± 7.6 g/day) associated with lower levels of total, LDL and HDL cholesterols, and systolic and diastolic blood pressure markers of beneficial healthy trend regarding CVD risk factors.
*HbA1c is a proxy for long-term blood glucose levelsAbstractObjective: To evaluate the associations with chronic disease risk and mortality of the consequences of bean-free diets in Taiwanese adults with regard to gender. Design: A sub-sample of the National Health Interview Survey (NHIS) in 2001 agreed to physical examination in the subsequent year. This group then took part in the Taiwanese Survey of Hyperglycaemia, Hyperlipidaemia and Hypertension (TwSHHH) in 2002. Setting: Individual records were linked to the eventual death files from 2002 to 2008. Subjects: Up to the end of 2008, a total of 2820 men and 2950 women were tracked by death registry over the 6·8 years of follow-up. Results: Among 38 077 person-years, an average follow-up 6·5 years, 225 all-cause deaths were identified. Generalized linear models showed beans to be favourable for metabolic syndrome (other than for fasting glucose) in men; in women, beans were favourable for waist circumference and HbA1c. Cumulative logistic regression models for the effect of a bean-free diet on metabolic syndrome scores according to the Taiwanese-modified National Cholesterol Education Program-Adult Treatment Panel III (NCEP-tw) gave adjusted odds ratios of 1·83 in men and 1·45 in women. Cox regression models for the bean-free diet showed an increased hazard ratio for all-cause mortality among women (1·98, 95 % CI 1·03, 3·81) but not men (1·28, 95 % CI 0·76, 2·16). Conclusions: A bean-free diet may play a role in developing the metabolic syndrome in both genders, and is a significant predictor of all-cause mortality in Taiwanese women but not men.
$1 expenditure in fast food increases blood glucose levels 3 folds compared to expenditure in fruit and vegetable
Mexican contribution to functional foods-acidic cactus pears los alimentosfuncionalesTwenty-one accessions from the Hidalgo and Zacatecas states of Mexico weredescribed using 27 variables. Discussion. Can1 was related to plant productivity,while Can2 comprised mainly fruit quality traits. Both of these traits are of primary interestfor human utilization and have had a clear effect on domestication. Clusters did not match the actualtaxonomic classificationXoconostles or acidic cactus pears (Opuntia spp.) are fruits prized for theirfleshy and acidic mesocarp; they are morphologically different from cactus pears which are sweet, juicyand seedy.Our investigation describes the main cultivars of xoconostles with horticultural value for humanconsumption in Central Mexico; it contributes to the elucidation of their morphological relationships.
Coconut water continues to defy the sluggish economy, with sales jumping by more than 100% to at least $110 million in the year to September 2011. ATHLETES DRIVE SALESFactors that have quickly broadened the appeal of coconut water include the discovery by the workout crowd that it is a great natural source of electrolytes such as potassium and magnesium, just like formulated sports drinks.They’re very different nutritionally, but the addition of coconut milk in skin-care products, for instance, and an overall increase in awareness of the benefits of coconuts definitely will benefit coconut water,
Practice preventive medicine instead of diagnostic because chronic diseases have overtaken infectious diseases as the leading killer.Listen to your body’s proteins so that you will know what is going on at the cellular level. Subtle changes precede many diseases including cancer. Be pro-active about your healthLose weightGet exerciseWear sensible shoesKeep a regular schedule Get enough sleepEat your vegetables.
