Market Trends: Science is Core
Food has long been an integral part of lifestyle but with the onset of functional foods, food takes on a new spin. Food is no longer just fuel to sustain us. People are seeking alternatives to costly medication and through food and hope to obtain a longer healthier life. Legislative changes surrounding health claims afford greater product differentiation through claims substantiation for certain food ingredients. Additionally, initiatives by the FDA and the FTC to curtail false and misleading claims have led to increased research on the effects of herbal/botanical substances for structure/function claim substantiation. The importance of this is the variety of healthy food choices available to the educated consumer by way of scientific advancement.