Demand for functional food expanding

According to industry experts, demand for functional foods continues to grow rapidly. Functional foods have gained global momentum with the US market leading the way. Medicine.net defines functional food as, “A modified foodstuff that claims to improve health or well-being by providing benefit beyond that of the traditional nutrients it contains. Functional foods may include items such as cereal, bread, beverages fortified with vitamins, herbs, and nutraceuticals.” In the US, it started with the addition of vitamins to breakfast cereals.

Currently, shelf space will not be allocated to cereals without some functional benefit be it added vitamins, protein or dietary fibre. Consumers increasingly understand the need for certain nutrients and are looking to get them in different ways. Protein is at the forefront with rapidly escalating growth as a functional food ingredient. Thanks to its versatility, it is in great demand throughout the whole spectrum of consumers from children to sportsmen the elderly. To read more, click HERE.