NMI: Fiber, Functionality and Fat On the Rise

NMI: Fiber, Functionality and Fat On the Rise

HARLEYSVILLE, Pa.Threegrowing food trends include fiber, functionality and fat, according to theNatural Marketing Institute (NMI), which released new information from itsHealth & Wellness Trends Database.

According to NMI, proprietary quantitative data indicate wholegrain and fiber is a significant growth area and platform for many new productsin several categories and all trade channels; the number of consumers usingfunctional foods and beverages is clearly increasing; and use of fat-free andlow-fat foods has declined 15 percent and 5 percent, respectively, over the pastsix years, while concern with types of fats (e.g., trans and saturated fats) hasincreased.

Almost half of all consumers state that functional foods orbeverages contain specific ingredients that can have a positive effect on aspecific health function, and 25 percent believe that they can be used in placeof some medicines, said Maryellen Molyneaux, president of NMI (www.nmisolutions.com). Product functionality, whether rooted in the use offoods/beverages to deal with specific health issues, or the inclusion ofhealthier ingredients, such as the addition of fiber or the elimination oftrans-fats, will be the foundation for growth for decades to come for manycompanies.