Citation
(2011), "Health trends in food", Nutrition & Food Science, Vol. 41 No. 5. https://doi.org/10.1108/nfs.2011.01741eaa.013
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited
Health trends in food
Article Type: Food facts From: Nutrition & Food Science, Volume 41, Issue 5
The natural food and drinks market grew at an average annual rate of just over 10% in the five years to 2010, to be worth $19.2 billion. Further growth is expected but demand is shifting geographically, finds Business Insights.
Research has revealed that, between 2010 and 2015, the biggest shift for health trends in food and drinks will be from the West towards Eastern Europe and other emerging markets in Latin America and Asia-Pacific.
Digestive health represents an example of a health trend that will shift to new markets over the next few years. Food and drink products targeting digestive comfort are currently focused on the North American market but this trend will move to Europe and Latin America where ‘probiotic’ products are becoming increasingly popular.