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... in the second part of a series on the european market for health and wellness foods and drinks, nutraingredients ... the information below is taken from a series of health and wellness reports published by the market researcher euromonitor in july 2010 ... finland the economic downturn had quite an impact on health and wellness foods in finland, particularly for drinks, which recorded a “large decline” in sales ... consumers are likely to increasingly turn towards functional foods in search of something new ... “the fact that better for you products are now available within all health and wellness areas means that they are no longer perceived as being innovative,” said euromonitor ... the market for health and wellness products in norway was not greatly affected by the tightening economy, with the category outperforming regular food and beverages, which themselves continued to record strong growth during 2009 ... moving forward, health and wellness products will record “steady but slower” growth, partly due to the increasing maturity of the market and partly due to consumer price sensitivity ... russia functional foods are shaking off their niche status in order to enter the mainstream in russia, with consumers increasingly looking for products with added beneficial nutrients

... the belief ‘an apple a day keeps your doctor away’ seems passé as indians now seem to be eating a lot more than just apples to stay healthy! a recent consumer insight report published by datamonitor states that the health and wellness wave is going to be a forerunner in shaping the indian fmcg industry in the years to come ... 6bn, of which, health and wellness foods accounted for $725m ... “a need to stay healthy amidst a hectic lifestyle is driving indians to take more interest in information related to health and wellness, engage in exercise routines and improve the quality of their dietary intake” says rahul ashok, datamonitor’s consultant - consumer markets ... “over the last decade, the demand for health foods in india has been fuelled by the increasing incidence of lifestyle-related diseases, economic uncertainty and the awareness created through the media ... “the new generation of indian women is making conscious efforts to read about health and wellness trends and to make evaluated purchase decisions based on their families’ health needs” adds rahul ... the manufacturers initially toyed with the concept of health and wellness to differentiate their offerings from that of the competitors in a growing market ... however, as more and more companies join the health and wellness bandwagon, the point of product differentiation is fast blurring ... since the health and wellness wave offers a potential for differentiated positioning and even helps in commanding a price premium as of now, many manufacturers often use unsubstantiated claims in their marketing campaigns or product labelling to gain an unfair advantage ... while doing so, it is also going to become important for the companies to focus on creating sustainable and ethical processes for product development and marketing in order to profit from the opportunities in the indian health and wellness sector

... health and wellness foods made up $725m of this ... prosperity tends to be accompanied by a desire to consume more animal products (meat and milk), as well as sugary and fatty foods – which is seen to contribute to rising obesity rates ... but datamonitor consultant rohul ashok, who authored a new report called consumer trends in india: health and wellness foods and beverages, believes lessons are being headed from expanding waistlines ... “over the last decade, the demand for health foods in india has been fuelled by the increasing incidence of lifestyle-related diseases, economic uncertainty and the awareness created through the media,” he said

... foods formulated with resistant starch are effective at lowering the glycemic index of the food despite formulation with high gi ingredients, says a new study ... resistant starch occurs naturally in foods such as unripe bananas and cooked and cooled potatoes, but commercially produced rs ingredients have started to appear on the market in order to allow food manufacturers to incorporate the ingredient into their products ... this has provided the industry with another means to tap into opportunities gleaned from the growing trend for health and wellness foods, with resistant starch fitting squarely into the low-glycaemic food trend, as well as health product positioning such as prebiotic fibre and healthy digestive system claims

... he said the health and wellness sector was typically resilient as consumers were willing to pay premiums for foods that delivered real benefits as it provided them with a measure of control at times where they may feel control was slipping in other areas of their life ... “supplements, personal care, health and wellness foods – so far these are holding up,” he said ... tanda said china was becoming an increasingly important source of demand for healthy foods and supplements, as well as in the supply of key nutrients

... “usually, consumers are not willing to accept functional foods that taste worse than conventional foods ... tapping into health and wellness resistant starch (rs) is so called because of its ability to resist digestion in the small intestine, unlike most other starches ... resistant starch occurs naturally in foods such as unripe bananas and cooked and cooled potatoes, but commercially produced rs ingredients have started to appear on the market in order to allow food manufacturers to incorporate the ingredient into their products ... this has provided the industry with another means to tap into opportunities gleaned from the growing trend for health and wellness foods, with resistant starch fitting squarely into the low-glycaemic food trend, as well as health product positioning such as prebiotic fibre and healthy digestive system claims

the dorset cereals deal yielded a four-fold return on investment for dorset cereals' owner langholm capital, a mid-market buy-out fund backed by unilever and rabobank. langholm has invested approximately gbp3 million in the muesli brand. in 2007, sales of dorset cereals in the uk stood at gbp30 million. bert wiegman, co-founder of langholm, said: "this was already a perfectly healthy and tasty breakfast cereal before we bought it, but the problem was that no one knew about it.

... barry callebaut announces the roll-out of probiotic chocolate to meet consumer demand for health and wellness foods

... this ingredient is targeted primarily at sports and wellness foods and beverages

... for instance, tate & lyle has upped its emphasis on ingredients for the health and wellness foods market