Functionally Fortified Products Still Dominate the U.S. Market
Feb 1, 2010 12:00 PM
Nutrition Business Journal's sales estimates for the U.S. functional food and beverage industry are comprised of two product categories: “Functionally fortified” offerings that have had an ingredient added to increase the functionality of the product, such as The Coca-Cola Co.'s Minute Maid Heart Wise orange juice with plant sterols and other added ingredients to help lower cholesterol; and “inherently functional” products that are marketed for the functionality of their original ingredients, such as whole grain bread or Dole's Wildly Nutritious Immunity Blend (which features a combination of pineapple, mango and other frozen fruits said to help support a healthy immune system).
Although the United States has seen growth in the number of inherently functional products on the market, the majority of U.S. functional food and beverage sales are still derived from functionally fortified products. NBJ estimates that about $28 billion to $32 billion of the $37.4 billion in U.S. functional food and beverage sales last year were generated by functionally fortified products. This accounts for 75% to 85% of the total U.S. functional market. Sales of functionally fortified products grew 2% to 4% in 2009, on par with the overall U.S. functional food and beverage category.
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