Food Business News - September 3, 2019 - 22

Study finds more consumers
are using food as medicine

Manuka honey is
generating buzz among
health-conscious
consumers.
WEDDERSPOON

they need to think about what other
needs their consumers are expressing.
You go to any trade show, and right on
the banner on the booth for any product
will be either 'contains' or 'does not contain.' Those callouts are a way for those
new entrants to say, 'We're not like the
traditional products.'"

©MAVOIMAGES - STOCK.ADOBE.COM

'Superfood' or super hype?

CHICAGO - It's never been a secret that a
nutritious diet influences general health.
In decades past, however, most consumers took a reactionary approach to health
needs, seeking medicine to treat specific
conditions and only changing dietary
habits when faced with a direct threat to
their well-being. Now, a growing proactive health movement is driving consumers to treat food as a means to prevent,
manage and possibly even reverse certain
conditions.
Darren Seifer, a food and beverage
industry analyst for The NPD Group, said
food used to be about taste, enjoyment
and sustenance.
"Today, there's more of an expectation that each mealtime can be an
opportunity to do something good for
me," he said. "What we see is an increase
in the number of people who are trying
products to make themselves better in the
long term."
Approximately 80% of consumers have adopted a "food as medicine"
approach to eating, according to Nielsen,
and The NPD Group found a quarter of
U.S. adults are actively trying to manage
their health through food. In addition to
seeking healthier and more natural foods,
people increasingly are cutting out foods
they think could have a detrimental effect
on their long-term health. Dairy, sodium
and sugar are the most commonly avoided

22

Food Business News

foods, with more than half of U.S. consumers cutting back on sodium and 80%
looking to avoid or limit sugar, according
to data from the International Food Information Council Foundation.
This avoidance doesn't mean people
don't allow for indulgence. Consumers

'People increasingly reaching out for
"silver bullet" foods and ingredients
to magically counter their lifestyle
choices is a reflection of the current
"instant gratification" beliefs - that
some foods can undo lifestyle damages
and instantly heal or cure.'
- Kantha Shelke, Corvus Blue, L.L.C.

still go for that burger or sweet snack.
Overall, however, they're prioritizing
long-term goals with their eating practices. As a result, drawing attention to
the potential health benefits of food and
beverage products is the new industry
standard, and free-from labels and ingredient callouts have become the cost of
entry for new products.
"It forces the industry to keep itself
on its toes," Mr. Seifer said. "You have
these longstanding brands, and they
need to protect that, but at the same time

Ingredients like fiber, whole grains,
plant protein, omega-3 fatty acids and
probiotics still attract health-conscious
consumers. As interest in medicinal foods
grows, unfamiliar foods that may be perceived as exotic also are picking up steam.
Consumers and companies often call them
"superfoods." Though the term lacks a scientifically based or regulated definition, it
has become a catch-all for nutrient-dense
ingredients that are thought to possess
special potential benefits.
"It might be because consumers have
been eating traditional foods for a long
time, and they didn't see the benefits from
them as much," Mr. Seifer said. "I also
think that consumers are looking for something new all the time, particularly younger
generations. They stress variety in the
things that they eat and drink, and they're
a little more willing to try things out."
Among the emerging medicinal
foods NPD tracks, consumers are most
interested in trying foods like elderberries,
which are believed to relieve colds and
fight the flu, and ashwagandha herb (also
known as Indian ginseng), which is believed to act as a sedative. Interest also is
growing in the perceived healing benefits
of manuka honey, as well as reishi mushrooms, which are thought to improve the
immune system.
So-called superfoods often are nutritious, but the term is more useful for
driving sales than describing healthfulness. While medicinal foods claim a variety of benefits, Kantha Shelke, principal
and founder of food science and research
firm Corvus Blue, L.L.C., said many of
those claims have not been scientifically
proven.
"There is limited scientific evidence
that elderberries, reishi mushrooms, manuka honey, Indian ginseng and the like
September 3, 2019


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Food Business News - September 3, 2019

Table of Contents for the Digital Edition of Food Business News - September 3, 2019

Food Business News - September 3, 2019
MARKET INSIGHT - Sweetener consumption on downtrend
Contents
FROM THE EDITOR - Corporate social responsibility now embraced as strategic priority
Hershey expands snacking portfolio with acquisition and investments
Minute rice maker Ebro Foods purchases Tilda brand from Hain Celestial
Mick Beekhuizen named c.f.o. at Campbell Soup, replacing DiSilvestro
Smucker caught off guard by sales weakness in quarter
Target unveils new flagship food and beverage brand
Longtime Mars executive joins Danone as growth and innovation leader
Impossible Foods picks Apple exec to lead product management
Hormel overcomes broad-based challenges in third quarter
Del Monte Foods closing four United States facilities
KFC testing plant-based fried chicken in United States
Study finds more consumers are using food as medicine
Paulo Basilio returns as c.f.o. at Kraft Heinz, taking over for David Knopf
Chobani announces several leadership changes; McGuinness named president
WASHINGTON - AG GROUPS APPLAUD PROSPECTIVE U.S.-Japan agreement
INGREDIENT TRENDS - Next-gen flavors in focus
Flavor development at Jelly Belly taps into trends
INGREDIENT INNOVATIONS - Picking a PROTEIN PREMIUM PERFORMANCE
ENDURANCE athletes seek steady supply
BEVERAGE BUSINESS NEWS - Making BROWN beautiful in beverages
NEW FOOD INSIDER
Ingredient Market Trends - Spring wheat harvest expands, corn harvest underway
INGREDIENT MARKETS
SUPPLIER INNOVATIONS
CLASSIFIEDS
MARKETPLACE
Ad index
Food business in the news
Food Business News - September 3, 2019 - MARKET INSIGHT - Sweetener consumption on downtrend
Food Business News - September 3, 2019 - 2
Food Business News - September 3, 2019 - 3
Food Business News - September 3, 2019 - MARKET INSIGHT - Sweetener consumption on downtrend
Food Business News - September 3, 2019 - 2
Food Business News - September 3, 2019 - 3
Food Business News - September 3, 2019 - Contents
Food Business News - September 3, 2019 - 5
Food Business News - September 3, 2019 - 6
Food Business News - September 3, 2019 - FROM THE EDITOR - Corporate social responsibility now embraced as strategic priority
Food Business News - September 3, 2019 - Minute rice maker Ebro Foods purchases Tilda brand from Hain Celestial
Food Business News - September 3, 2019 - Mick Beekhuizen named c.f.o. at Campbell Soup, replacing DiSilvestro
Food Business News - September 3, 2019 - Smucker caught off guard by sales weakness in quarter
Food Business News - September 3, 2019 - 11
Food Business News - September 3, 2019 - Target unveils new flagship food and beverage brand
Food Business News - September 3, 2019 - 13
Food Business News - September 3, 2019 - Impossible Foods picks Apple exec to lead product management
Food Business News - September 3, 2019 - 15
Food Business News - September 3, 2019 - Hormel overcomes broad-based challenges in third quarter
Food Business News - September 3, 2019 - 17
Food Business News - September 3, 2019 - 18
Food Business News - September 3, 2019 - Del Monte Foods closing four United States facilities
Food Business News - September 3, 2019 - KFC testing plant-based fried chicken in United States
Food Business News - September 3, 2019 - 21
Food Business News - September 3, 2019 - Study finds more consumers are using food as medicine
Food Business News - September 3, 2019 - 23
Food Business News - September 3, 2019 - 24
Food Business News - September 3, 2019 - 25
Food Business News - September 3, 2019 - 26
Food Business News - September 3, 2019 - Paulo Basilio returns as c.f.o. at Kraft Heinz, taking over for David Knopf
Food Business News - September 3, 2019 - 28
Food Business News - September 3, 2019 - 29
Food Business News - September 3, 2019 - Chobani announces several leadership changes; McGuinness named president
Food Business News - September 3, 2019 - 31
Food Business News - September 3, 2019 - WASHINGTON - AG GROUPS APPLAUD PROSPECTIVE U.S.-Japan agreement
Food Business News - September 3, 2019 - 33
Food Business News - September 3, 2019 - 34
Food Business News - September 3, 2019 - 35
Food Business News - September 3, 2019 - INGREDIENT TRENDS - Next-gen flavors in focus
Food Business News - September 3, 2019 - Flavor development at Jelly Belly taps into trends
Food Business News - September 3, 2019 - 38
Food Business News - September 3, 2019 - 39
Food Business News - September 3, 2019 - 40
Food Business News - September 3, 2019 - 41
Food Business News - September 3, 2019 - 42
Food Business News - September 3, 2019 - 43
Food Business News - September 3, 2019 - INGREDIENT INNOVATIONS - Picking a PROTEIN PREMIUM PERFORMANCE
Food Business News - September 3, 2019 - 45
Food Business News - September 3, 2019 - ENDURANCE athletes seek steady supply
Food Business News - September 3, 2019 - 47
Food Business News - September 3, 2019 - 48
Food Business News - September 3, 2019 - 49
Food Business News - September 3, 2019 - BEVERAGE BUSINESS NEWS - Making BROWN beautiful in beverages
Food Business News - September 3, 2019 - 51
Food Business News - September 3, 2019 - 52
Food Business News - September 3, 2019 - 53
Food Business News - September 3, 2019 - 54
Food Business News - September 3, 2019 - 55
Food Business News - September 3, 2019 - NEW FOOD INSIDER
Food Business News - September 3, 2019 - 57
Food Business News - September 3, 2019 - 58
Food Business News - September 3, 2019 - 59
Food Business News - September 3, 2019 - 60
Food Business News - September 3, 2019 - Ingredient Market Trends - Spring wheat harvest expands, corn harvest underway
Food Business News - September 3, 2019 - INGREDIENT MARKETS
Food Business News - September 3, 2019 - 63
Food Business News - September 3, 2019 - 64
Food Business News - September 3, 2019 - 65
Food Business News - September 3, 2019 - 66
Food Business News - September 3, 2019 - 67
Food Business News - September 3, 2019 - 68
Food Business News - September 3, 2019 - 69
Food Business News - September 3, 2019 - 70
Food Business News - September 3, 2019 - 71
Food Business News - September 3, 2019 - SUPPLIER INNOVATIONS
Food Business News - September 3, 2019 - 73
Food Business News - September 3, 2019 - CLASSIFIEDS
Food Business News - September 3, 2019 - MARKETPLACE
Food Business News - September 3, 2019 - 76
Food Business News - September 3, 2019 - Ad index
Food Business News - September 3, 2019 - Food business in the news
Food Business News - September 3, 2019 - 79
Food Business News - September 3, 2019 - 80
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