Gut feeling helps drive functional food growth
rewards of consumers who are among the biggest spenders on
functional foods and drinks in Europe.
A new report from Datamonitor shows that UK consumers spend on average £110 (€157) a year each on functional foods. The number of functional food buyers has also more than doubled over the past five years and is set to reach 5 million by 2007.
"The growing popularity of food as medicine products is evidenced in the figures, with an increase of almost 50 per cent in UK sales between 1997 and 2002," said Andrew Russell, author of the report.
The UK, along with Germany (€176) has the highest spending functional food consumers in Europe, while Italy, the Netherlands and Sweden have the lowest.
France, however, has the fastest growing market with the number of functional food and drinks consumers tripling over the past five years and set to grow to almost 4 million by 2007. Total sales will grow by almost €150 million, to €506 million in 2007, forecasts the report.
The rapid growth in the number of functional food consumers shows that the consumer base is expanding beyond consumers with specific medical needs to include those who are merely concerned about future health risks and even those who find that functional foods offer lifestyle benefits, Datamonitor explains.
This is evident in the growth of gut health products across the European market. Unlike those that lower cholesterol or protect bone health, such foods do not target consumers with particular medical concerns. Yet gut health products generated the most sales by value in 2002 (£111 million), and are predicted to reach £159 million in 2007.
This is attributed to the lifestyle benefits offered by such products, which fits in with growing consumer interest in wellbeing and self-medication.
But Russell warns: "This is a real growth market, but if functional food and drinks are going to become true lifestyle products, they must offer more to consumers. As well as definite health benefits, they must meet consumers two other main criteria - they must taste good and be convenient to include in the daily routine."
The growth of functional foods is in sharp contrast to the vitamin and mineral supplement market, currently stagnating in the UK and threatened by the new European food supplements directive.
The report, 'Changing needs in functional food and drinks', is available from Datamonitor.
