Digestive health continues to be the biggest trend. Its importance to consumers has been underscored by the impressive growth rates of digestive health brands, with sales of even premium brands increasing by 10%-20% during the recession. And yet digestive health still has huge areas of untapped potential in most countries around the world, especially for fibre fortified products and products in the beverage and cereal categories.

Bones and Movement enters our top-10 trends this year for the first time. Its a trend that has been gathering momentum thanks to the increasing number of people over the age of 40, who have more reason to be aware of the health of their bones and joints. Its a niche that is getting bigger fast and its a significant area of opportunity in every continent and one that has not been fully exploited anywhere except in Asia.

The potential of bones and movement has already got the attention of Europes most innovation-minded companies, where the new ultra-restrictive health claims regime may leave bone health as one of the very few permitted claims.

The feel the benefit advantage of the Elations joint health brand means that it is set for sales of million (37 million) in 2010, compared to just million (10 million) two years ago. Offering a benefit that people can feel has been shown to be an incredibly meaningful claim, said a spokesperson for Elations.

Whatever the benefit your brand is offering, its key to make sure there is a clear benefit platform and that consumers can quickly feel or measure or experience the benefit thats how people see theyre getting value for money, Mellentin observes.

Each year since 1995, industry expert Julian Mellentin has forecast and analyzed trends in food, nutrition and health. Each trend analysis in this report includes a short bullet-point summary of the trend and of the key factors we believe can contribute to enduring success

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Jessica
Aarkstore Enterprise
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