SSW08: Functional Food Trends

Elizabeth Sloan, president of Sloan Trends, Inc., reviewed functional foods trends and market data in “Uniquely Functional Foods: What’s Ahead?” According to Sloan, the No. 1 group of functional food users are between the ages of 18 and 24. People in this age group are also the most frequent healthy snackers. Currently, the top functional foods are those that address heart health. For the coming year, Sloan offers the following top 10 trends: body fat; kids at risk; primature market; circulation/stroke/artery health; naturally functional/mainstreaming of phytochemicals; satiety; baby “kaboomers”; vitality; Gen Y; ailments of aging.

Sloan noted that the primature market targeting post-menopausal women is a “huge missed market,” and foods that address sarcopenia (the loss of lean muscle mass, strength and function as we age) has “mega market potential.”