"Proven" is the new buzzword,” it claims because “The few European companies that have successfully navigated the EFSA health claims maze will be keen to highlight their ingredients.” The term “scientific support" is also said to be becoming increasingly popular.
Last year, there was 36 per cent increase in the number of products with a health positioning that featured the word "proven" tracked in Western Europe compared with the previous year.
Softer claims
The other four top trends to dominate the function foods sector are: A return to softer claims, creative relaxation beverages, a revival in fruit and vegetables and joint health.
A return to softer claims reflects the “Cloud of uncertainty over health claims …. (resulting) … in a fall in products launched on an "active health" platform.” The researchers highlight the increasing popularity of terms such as "low and lightt"
In third place, creative relaxation beverages are a said to be a counter trend to energy drinks.
In fourth place, fruit and vegetable revival reflects manufacturers renewed focus on inherent health benefits.
Joint health boosters is supported by what the company identifies as: “Millions of aging but active people are looking for ways to enhance their quality of life without joint discomfort.”
Occupying the second half of the top 10 health trends list are: Staying immune, Alternative protein sources, Healthy mind, healthy body, Fiber triumphs on gut feeling and New thinking on weight loss.
Active health
The researchers reported a four per cent fall in the number of "active health" launches tracked in Western Europe last year compared with 2009. They described active health launches as referring to functional and fortified products.
Over the same period they noted a 25% growth in the number of passive health launches typified by "food minus" claims.
Meanwhile, only 20% of the fourth batch of generic EU health claim opinions delivered by the European Food Safety Authority (EFSA) in April were successful.