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April 18, 2008: 12:00 AM EST
69 percent of Americans are incorporating foods into a preventative lifestyle, while 27 percent are utilizing food as a treatment to manage a pre-existing health condition, says a report in Food Technology, quoting the Food Marketing Institute. 36 percent are trying to reduce the risk of developing a health condition, follow a doctor’s advice (30 percent) or manage/treat a specific condition on their own (25 percent). Food Technology says a healthy household is the top food trend in the US, with 57 percent of shoppers trying harder to eat healthier. A total of 53 percent of adults are controlling their diet, 61 percent of these for weight, 36 percent cholesterol, 22 percent blood sugar, 18 percent high blood pressure, and 14 percent diabetes. Babies and young children also drive healthier household eating. Popular choices include DHA for brain and eye development and probiotics for digestive health. Twenty-eight percent of parents say they have an overweight child and one in eight children have two or more risk factors for heart disease later in life. Mothers now see healthy food as the most important issue after immunity and growth/development. The second main trend is the switch to superfoods, followed by the changing weight loss market — projected to grow from $58 billion to $69 billion by 2010 — as consumers shift to managing weight via smaller portions, specific food restrictions, and light/low-fat and super-satiating foods. Next is demand for specific foods by aging baby-boomers, followed by a switch to proactive lifestyles, with consumers opting for fortified foods and beverages. The sixth main trend is a drive to simpler, more-natural foods. Organic food and beverages sales grew 13 percent in 2007 and are expected to continue at double-digit growth through 2010. Next is healthier snack options, with two-thirds of consumers trying to eat snacks with more nutrition, 63 percent looking for lower-calorie favorites, and one-quarter looking for 100-calorie snack packs. Eighth is greater focus on allergies for the 70 million Americans suffering from a digestive ailment, especially gluten allergies. Foods carrying a digestive health/probiotic claim reached $712 million in 2007. Energy maintenance is the ninth trend, with 55 percent of adults eating food for energy several times a week, 48 percent to increase their stamina/physical endurance, 46 percent to wake up, 43 percent to improve mental alertness and 40 percent to stay awake. Tenth is the increasing range of outlets for health foods, with convenience stores leading the way.
Liz Sloan, "The Top 10 Functional Food Trends in America", Food Technology, April 18, 2008, © Institute of Food Technologists
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