Functional foods is a dynamic category – a fast changing space that has been poorly defined in the past. As foods that are fortified with nutritional and disease-preventing qualities that aim to promote better health and well being, prevent the onset of chronic diseases, and increase longevity grow in popularity with consumers, the market offers a wide variety of growth opportunities for potential investors who have the proper industry intelligence and undertake the required due diligence. This new PwC report identifies areas of investment opportunity and consideration for companies seeking entry or growth in the functional foods arena.
Highlights from this PwC publication:
Growth drivers: Consumers increasingly want to achieve health and nutritional benefits with convenience, and without the need to change behaviors or affinities to foods they regularly enjoy. New technologies are enabling the addition of nutrients to food without altering the way consumers “experience” them.
Key categories: The functional foods market can be segmented by food type, or by health benefit. Currently, soft drinks and dairy products dominate by food type, while energy ranks highest by health benefit. Consumer demand for particular functional food benefits may spur growth in other categories.