Here is what i found - relavent to the question !
Best wishes
M.SundaraRajan
http://www.primaryinfo.com
Functional Foods and Canadian Market Trends:
Source:http://www.herbalgram.org/wholefoodsmarket/herbclip/review.asp?i=43513
Fitzpatrick K. Functional foods find fertile ground in Canada.
Functional Foods & Nutraceuticals. Apr 2002:18-20.
Fitzpatrick K. The top 10 trends in functional foods. Canadian Natrual
Health Retailer. Sept/Oct 2002:24-29.
The first article, "Functional foods find fertile ground in Canada,"
gives an overview of the Canadian functional foods and natural health
products industries. In September 2001, the Natural Health Products
(NHP) Directorate of Health Canada proposed a broadening of the
definition of NHPs to include products that are likely to include
"homeopathic preparations, substances used in traditional medicine,
minerals or trace elements, vitamins, amino acids, essential fatty
acids or other botanical-, animal- or microorganism-derived
substances." The author states that most foods are unlikely to fall
into this expanded definition. However, she says that "the term
functional foods has been used extensively in Canada to describe foods
with demonstrated physiological benefits and [they are] capable of
reducing chronic disease risk."
The Nutrition Business Journal (NBJ) "estimates that Canada's total
nutrition industry in 2000 was almost US$4 billion." This number
includes supplements, natural and organic foods, natural personal care
products, and functional foods (these contain "additives for health
benefit"). NBJ says that there has been a 5-7% overall growth in these
four markets with Canada's industry representing 3% of the global
market in 2000.
While a 1998 estimate puts the Canadian industry at about 120
companies, this figure doesn't include the smaller companies that
produce and distribute NHPs, functional food ingredients, and
nutraceuticals. Many of these smaller companies are start-ups that
enter the industry as part of farm or coastal diversification
strategies.
The manufacturing sector is by far the fastest growing of the
industry, followed by the food and food ingredient sector; 70% of
these manufacturers import their ingredients, etc., and 65% export
their products, most of which are dietary supplements and herbal
products. This growth is partially due to the fact that Canada's
natural resources are a great source for wild herbs, NHPs, and
cosmetics. Many of these are essential fatty acids (EFAs) supplements.
The natural resources and the "regulatory liberalisation being
instigated by Health Canada" suggest that the country will continue to
be a "major player" in the industry well into the future.
The second article, "The top 10 trends in functional foods," outlines
some of the leading trends in the up and coming Canadian industry.
Canada's nutritional, NHP, and functional foods industries have grown
and received more attention over recent years due to factors such as a
rise in scientific research validating the safety and efficacy of
their products; increasing media coverage; rises in the nutritional
knowledge of consumers, their interest in "natural" solutions to
health problems, their awareness of the relationship between diet and
disease, and their expectation that food should do more than provide
"simple nutrition;" and the demands of an aging population that cares
more about preventing chronic disease than ever before.
The first trend is a growing emphasis on self-treatment. The author
says that this is due to consumers' diminishing confidence that their
diet satisfies their full nutritional needs. This trend is seen in the
fact that more consumers are, to some extent, choosing foods based on
their health benefits.
The next trend is the rise in condition-specific products. The most
popular of these are products to control stress, enhance energy,
eliminate or lessen fatigue, control weight and cholesterol, and ease
joint and arthritis pain. Over the past several years, consumers have
become more willing to try foods with vitamins, dietary fibers, and
proteins as well as foods with no or less fat, sugar, cholesterol, and
sodium. This trend can be seen in the growing popularity and
availability of soy products and the growing awareness of their
cardiovascular benefits. Public awareness of omega-3 fatty acids and
the positive effects of pre- and probiotics are also expected to
increase over the next few years, as will the popularity of products
containing these ingredients.
The third trend is lifestyle enhancers which are the most popular
products, and many of these products aim at reducing stress and
fatigue and enhancing energy levels. "Energy beverages are being
customized to fit the needs of various subgroups such as gender, age
and?sports." These products include vitamin and mineral-enhanced
beverages, fortified water, and infused beverages. In the future,
fortified teas, ices, and juices will continue to rise in popularity.
Nutrition bars are another product available to fit any consumer need,
the most popular of these have high protein and are enriched with soy,
vitamins, and minerals. Stress and sleep-oriented products such as
teas and candies with chamomile or valerian are also growing in
popularity.
Sports market crossover products are fourth in the list of trends.
These products are developed to increase short and long term energy,
aid in recovery from fatigue, increase lean muscle mass, and burn fat.
The market for sports-oriented meal-replacements and liquid nutrition,
as well as for bars, powders, and beverages will continue to grow.
Vegetarianism is the fifth trend. The growing number of Canadians
adopting vegetarian lifestyles is due to several factors including
health concerns as well as concern for animal and environmental
welfare. This trend has led to an increase of interest in and
availability of soy, soy-related, and other dairy and meat replacement
products.
Gender and age positioning is number six on Fitzpatrick's list.
Seventy-five percent of Americans believe that each person's
nutritional needs are different, a belief that is also held by many
Canadians. Increased interest in female health issues have led to the
development of many functional food products that contain nutrients of
interest to women. The most important female health concerns are heart
disease, breast cancer, bone and joint health, and fatigue. Products
are also aimed at men who are concerned about high cholesterol,
cancer, high blood pressure, weight control, and diabetes. The most
popular products for men are supplement powders and nutrition bars.
Due to the aging the baby boomer population, many products are
tailored to specific stages in life and conditions such as arthritis,
high blood pressure, obesity, high cholesterol, fatigue, and poor
eyesight.
Number seven is weight, satiety, and appetite suppressant products. As
overweightness and obesity are growing epidemics in North America, the
popularity of weight loss products (mostly pills and liquid
meal-replacements) is higher than ever. Three-quarters of shoppers say
their purchases were influenced by their desire to lose or control
weight. These products include those that are low in fat and calories,
high in protein, and contain little or no sugar.
Natural and organic products are number nine on the list. Many
consumers feel that natural or organic foods are better than
traditional ones. The fastest growing categories include snacks and
candy, cereals, dairy, and frozen foods. Soy products and those high
in protein are also quite popular. Consumer concern about genetically
modified organisms and the "lack of consistent and understandable
labelling present on food products" are both factors that have
influenced the growth of this category.
The tenth and final trend is the growth of non-traditional food
markets. These are specialty foods and beverages that prevent, treat,
or improve physical condition. The most popular products are for eye
and dental health. The first category includes products with lutein
and the vitamins A and E; while the second features products such as
sugar-free gum and candies for oral pain, sore throats, and nighttime
relief. Due to the increased awareness about the relationship between
diet and skin health, many products contain vitamins, minerals, and
herbs that benefit the skin.
Consumer demand; the growing number of pharmacists, chemists, and food
processing companies (and thus a need for more raw materials and
ingredients); and the open Canadian regulatory system will all help
Canada become a major global player and give consumers greater access
to healthy, safe and high quality functional food products.
?Stacy Elliott |
