Promoting a heart-healthy diet
In part three of Functionality Rules we focus on food and beverage products that promote cardiovascular health.
An in-depth look into the functional food and beverage market reveals the areas of the body and mind society is focused on. Want something to boost brain power? Check. Looking to calm an irritated stomach? No bother. Whatever health benefits consumers seek from this segment, they should be able to find them – including products that promote better heart health.
Matters of the heart
It makes sense consumers are increasingly seeking out such products – cardiovascular disease is, after all, the leading cause of death worldwide, and people in general have been paying more attention to their health and wellness following the COVID-19 pandemic. And in terms of what goes into these products, we’re seeing more focus on omega-3 fatty acids, protein, vitamins and minerals.
Three is a magic number
In particular, omega-3 fatty acids are proving very popular, with the global market expected to rise to $8.6 billion by 2025 – up from $4.1 billion in 2019. Today, it’s easy to spot ‘omega-3’ on many a food or beverage label, and it’s clear why: with a 2020 Mintel report revealing more than 1,800 food products released that year had been fortified with omega-3 oils.
Ingredients for a happy body and mind
Aside from omega-3 fatty acids, magnesium is also considered good for heart health. And, unlike, omega-3 fatty acids, magnesium is a lot more palatable in beverages, giving manufacturers more opportunity to include it in a greater number of products. Other natural ingredients that come to mind include fibre and calcium, both of which feature heavily in the functional food and beverage market.
What’s next?
Though heart health is a functional area that has successfully captured consumer attention, demand for heart-healthy beverages appears a little slow compared to demand for other functional beverages. Though that’s not to discount the rising popularity of products like soya milk, unsweetened almond milk and a host of other plant-based milk alternatives . All of which are gaining more attention for their heart-friendly properties. However, food products will likely continue leading in this particular segment. Especially when you consider the world’s ageing population and that consumers aged 50+ rate heart health as the no.1 benefit they want from food products.
In part four, we will turn to matters of the gut. Specifically, our growing interest in food and beverage products that support our digestive systems – think prebiotics, postbiotics, kombucha, kimchi and more. See if you agree with our take by subscribing to SIGnals Update, our exclusive bi-weekly newsletter.
- May 05, 2022