Originally published October 17 2005
German food industry sees rise in public interest in functional foods
by Mike Adams, the Health Ranger, NaturalNews Editor
At the Anuga exhibition in Cologne, authorities estimate there were 160,000 visitors and 6,300 exhibitors present, overwhelming food industry officials' expectations.
It seems that the industry at large is only just sitting up and taking notice of the functional foods trend.
A small display of health and functional foods products occupied a space at the heart of the K�ln Messe complex, featuring both new developments like Homman Feinkost's Vital mayonnaise salads and brands that have become established over the past couple of years, like Benecol and Alpro.
But despite the interest that these products garnered, Andreas D�rr, account director of food for market researcher IRI, warned that some functional products have had a short life span on the German market.
D�rr explained that there are four main directions for products aimed at promoting health and wellness: less 'bad' ingredients such as fat, sugar or calories; more health-promoting substances like vitamins, calcium or active ingredients; the addition of ingredients or flavours with a healthy image, such as aloe vera, rooibos tea, olive oil; and synergies with over-the-counter (OTC) market.
While there is some crossover with premium quality products, consumers' willingness to spend on health and functional foods is not boundless.
Mads Quistgaard, managing director of Crispy Food, which makes cereal top boxes for dairy producers, noted that the major food companies are preparing themselves and forming an opinion on the subject.
Daniela Reichlin from Familia told NutraIngredients.com that the Swiss maker of the original muesli is reducing fat and sugar levels.
For example, it is no good having a chocolate bar that is good for the stomach, he said, since chocolate is usually bought as an indulgent treat and wellness issues are pushed to the back of the buyer's mind.
Functionality also has no place in occasional products, since eating health-promoting substances just once a month is unlikely to have any effect.
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