Functional Foods Becoming Mainstream Products in Retail

Functional food and beverages account for around 70% of Nutraceuticals products market. The major functional food ingredients include Vitamins, Carotenoids, Prebiotic, Probiotic, Poly unsaturated fatty acids and proteins. Due to fast paced lifestyles regular food intake does not meet the minimum daily requirement of nutrition for the consumers; to fulfill this consumers are shifting towards nutritional supplements and food with therapeutic functional benefits. Many major food manufacturing companies such as Pepsi co(U.S.), General Mills(U.S.), Nestle(Switzerland) are launching packaged foods fortified with active nutritional ingredients such as Vitamins, Proteins and minerals. For example General Mills , Nature Valley brand offers products high fiber content biscuits, vitamin E added nut bars and protein bars.

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The major benefits of functional foods are prevention of diseases by strengthening the immune system, regulating the health of skin, hair and maintenance of gut health. Protein fortified functional foods are gaining prominence presence in the functional foods market. The increasing consumption of functional foods is also driving the market for functional food ingredient market which is estimated to be around $20 billion in 2015.

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The packaged foods are being marketed touting the functional value imparted or highlighting the functional ingredient used to gain customer attraction. Marketing of packaged food products around product functionality has become a standard practice among manufacturers. As the consumer interest for such functional food products is increasing the demand for packaged foods is set to be robust and gain main share in the retail market. Food and beverage product manufactures are actively innovating and launching products in the category to increase their revenues.

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Categorization of the market:

Based on type:
 Foods
 Beverages
 Supplements

Based on Benefits:
 Health and Wellness
 Disease Prevention
 Fitness
 Beauty

Based on geography:
 Americas
 U.S
 Canada
 Europe
 Germany

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