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Naturality Poised to Remain Dominant in 2013

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By: Sean Moloughney

Editor, Nutraceuticals World

The influence of “naturality” over food and beverage product development will continue to grow in the coming year, according to the latest edition of New Nutrition Business’s trend-spotting report, “10 Key Trends in Food, Nutrition & Health 2013.”

The new report highlights consumer research conducted by Kampffmeyer Food Innovation, a Germany-based supplier of grain ingredients. The research shows 74% of people surveyed thought that “natural” meant “healthier,” illustrating just how strongly the idea of naturalness is when connected to healthier products. Researchers cited the recent success of products like coconut water, snacking nuts and Greek yogurt.

The report identified and analyzed the 10 major forces that will define the food and beverage industry in 2013. Key trends were naturality, energy, fruits and vegetables, dairy, seniors, healthy snacking, packaging and premiumization, digestive health, weight management and immunity.

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