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Functional Foods Make Up 36% of the U.S. Nutraceuticals Market

Digestive health and beauty are the leading trends in functional foods, according to “2019 Nutraceutical Market Assessment.” Probiotics and prebiotics are being added to cereal and plant-based yogurts for digestive health. Collagen is being added to oats and functional food bites to promote skin and joint health.

Digestive health is a significant functional food trend in 2019. The industry has largely been driven by demand for probiotics and fiber over the past five to ten years but is beginning to see a rise in demand for prebiotics and fermented products. Some companies have announced new digestive-friendly functional food products to support this trend.

In late 2018, Kellog introduced “Hi! Happy Inside” cereal that features fiber, probiotics, and prebiotics as ingredients. Dannone’s future innovations will include products such as Good Plants. These are plant-based yogurt with probiotics and will be sold under the company’s Light & Fit brand.

According to new products containing collagen are being introduced expanding the nutraceutical product family to include beauty offerings.

The U.S. market has only recently caught on to the value of beauty-based nutraceutical products, which have been popular in Asia for several years. Collagen leads the way in this trend due to its skin and joint health properties. Some companies have announced new collagen-based functional food products:

This Bar Saves Lives, Los Angeles, announced its first foray into the functional food space with the launch of Collagen Bites. From Purely Elizabeth company in Boulder, CO, new Collagen Protein Oat Cups combine grass-fed collagen, nuts, and seeds with organic oats, coconut sugar, coconut oil, quinoa, and amaranth.

Increasingly the trend for both millennials and baby boomers is to try to avoid traditional medicine by living a healthier lifestyle with the help of vitamins and supplements, but they would rather eat or drink these products than take yet another pill. It would be ideal if products could be personalized to deliver their daily requirements in one bar or powder drink mix.

Convenience and portability, as well as innovative delivery, are pushing materials to stick packs and pouches. But there are many nutritional bars and even snack chips on the market with new entries practically every week. One “drink” manufacturer’s powder needs no water, you can let it dissolve in your mouth.


Download your FREE 20-page Executive Summary below, or, PMMI members can download the entire report here.

Looking for an answer to your nutraceutical packaging challenge? Make plans to visit PACK EXPO Las Vegas, Sept. 23-25 for the latest materials and machinery.

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