LAS VEGAS—Consumer interest in wellness and nutraceuticals is affecting how major packaged food and foodservice companies are doing business. In a presentation at SupplySide West, William A. Barrier, Ph.D., vice president, R&D, International Dairy Queen and Orange Julius, and DeAnn Liska, Ph.D., director of nutrition science, The Kellogg Co., discussed how their companies are reacting to the health-and-wellness trends and how they are turning these trends into opportunities.
With the U.S. nutraceuticals food market expected to be worth $43 billion by 2013, this is a trend that cannot be ignored, Barrier said. He compared the “old” food scientist ingredient palette of gums, starches, oils and flavors with the “new,” more-complex palette that includes phytosterols, probiotics, fatty acids, minerals and an ever-growing list of good-for-you ingredients. Orange Julius has applied the new palette to a range of products, including a probiotic smoothie and a white tea smoothie.
The category to watch, Barrier said, is functional milks, including omega-3-fortified milks, cholesterol-lowering milks, milks enriched with vitamins and minerals, and milks targeted to a specific health issue or demographic. “Within the international milk market, functional milks are outpacing all other areas of the market, particularly in Western Europe and North America,” he said.
Liska discussed how the lines between food, nutraceuticals and pharmacy has blurred, yet, she said, “Consumer acceptance and expectations differ, and science, regulatory and quality requirements differ.” One factor consumers do agree on is that flavor is most important for any food product.
“Nutraceutical ingredients provide intriguing options for foods,” Liska said. “But there are many considerations, including the overall nutritive value of the food, consumer perception, and ingredients and label statements.”
Liska further shared insights on the evolution of the market in a video interview.
