What are Functional Foods?
All foods are functional, as they provide taste, flavour, texture or nutritive value. Within the last ten years, however, the term functional food has been adopted and has a different connotation:
'A functional food may be defined as a food having health promoting benefits and/or disease preventing properties over and above its usual nutritional value'
Functional foods encompass a broad range of products, ranging from foods generated around a particular functional ingredient (e.g. stanol-enriched margarines), through to staple everyday foods fortified with a nutrient that would not normally be present to any great extent (e.g. folic acid fortified bread or breakfast cereals).
The Functional Foods Market
Sales of functional food and drink in the UK have experienced tremendous growth, with an increase in sales of 523% over period 1998 to 2003 at current prices. Mintel also forecasts that the market for functional foods will increase by 106%, to reach a market value of 1,720 million by 2007.
Estimated and Forecasted Market for UK Functional Food and Beverage Products 1998 to 2007
Consumer Attitudes to Functional Foods
IGD research found that 65% of respondents believed that certain foods have health benefits that go beyond basic nutrition, which can reduce the risk of developing some ailments and conditions, just like a medicine. However fewer consumers believe that certain foods can treat (54%) or can cure (40%) some ailments and conditions, just like a medicine.
Only a third of consumers claimed to have ever bought a functional food, this included products such as Yakult, Benecol, Flora ProActiv, Actimel, Müller Vitality yoghurts and Tropicana Pure Premium Calcium.
Current Situation
Consumers are becoming more ‘health aware’ and are interested in what they eat and its relationship to health. Many have gone beyond looking to food simply to maintain their normal health; they are now seeking to optimise their performance, health and wellness in addition to reducing the risk, or delaying the onset, of some diseases such as cardiovascular disease, cancer and osteoporosis. In addition populations are ageing, disposable income is increasing and there is a desire for convenience. This has set the scene for increased demand and therefore development of functional foods.
Health Claims
Health claims are statements about the beneficial effect of a food or its ingredients, on health. Companies manufacturing functional foods want to communicate the benefits of their products and see the most effective route as making a health claim.
In December 2006 the European Commission published a new regulation on health (and nutrition) claims. This was in light of scientific advances, technological innovations in the food sector and the demand from consumers and industry alike to set a new legislative framework on the use of health claims. The regulation allows some well established health claims to be made; other claims under go scientific assessment to ensure that consumers are not misled by claims and that all such claims are substantiated. Additionally, nutrient criteria are being developed to limit the foods that may carry health claims.
Claims that a food can treat, prevent or cure a disease (medical claims) are still prohibited.
Future
The Regulation will help ensure that consumers receive accurate and meaningful information and the food industry will be able to use scientifically substantiated claims as a marketing tool for their products. The creation of a Regulation at EU level also allows industry to compete fairly across all EU member States.
