Fortified Food Sales On the Rise

While functional foods and beverages are outselling vitamins and dietary supplements, they will not consume the overall market, according to Euromonitor International (EI).             

In 2006, fortified food and beverage sales were double that of vitamins and supplements. However, according to EI, supplements sales are not slowing by any means.

EI projects that, from 2006 to 2011, functional foods and beverages will see a growth of 34% and, from 2007 to 2012, vitamins and supplements are expected to see 18% growth.

Consumers understand that, although fortified foods and beverages are beneficial, these tasty drinks do not replace what vitamins and supplements supply, EI reports.

According to EI, the bottom line is the fortified foods and beverages market will continue to grow, yet it will not negatively affect the growth of vitamins and dietary supplements, as this market is constantly experiencing its own increase in sales.

Source: MediaPost.com, Functional Foods And Dietary Supplements Can Coexist Happily