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Consumers Seek Specific Food/Supplement Health Claims

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By: Sean Moloughney

Editor, Nutraceuticals World

Consumers Seek Specific Food/Supplement Health Claims
The Natural Marketing Institute (NMI), Harleysville, PA, has expanded on one of the key trends it has identified as having a significant impact in 2006. According to NMI’s Health Wellness Trends Database, 2006 will see the continued propagation of specific nutrient platform drivers across food/beverages and nutritional supplements. The desire for specificity is evident, as 57% of all U.S. consumers indicate they are looking for foods that have a specific health claim and about half prefer to buy vita­mins/minerals/herbals/dietary supplements that have a specific health claim. Use of functional foods and condition-specific supplements are also on the rise, showing 5-year compound annual growth rates of 17% and 16%, respectively.

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