DUBLIN--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/research/l8k29b/functional_foods) has announced the addition of the "Functional Foods: Key Trends by Product Categories and Benefits" report to their offering.
Within the vibrant U.S. functional food and beverage market, weight management and satiety, sports nutrition, and energy are areas showing exceptional activity, in part due to the growth of products and categories targeting breakfast and snacking occasions. As a result, important shifts in brand positioning, benefits and product claims are taking place.
Although one-third of adults say they are watching their diet to lose weight, consumers continue to shun brands and foods focused on weight loss in favor of those promoted as healthy. This has traditional weight loss brands repositioning as they deemphasize weight loss and dieting and address wellness more generally, with impacts across several product categories.
Sports nutritional products are also being reinvented. Sports beverage brands are attempting to find their right footing in the market without being associated with soft drinks and the negative health associations of excess sugar consumption, including obesity and diabetes. They are also avoiding being grouped with energy beverages, which are under intense scrutiny for posing a health threat from high levels of caffeine. Newer market entrants and reformulated iconic brands of sports drinks portray a healthier image, increasingly containing natural ingredients, less sugar and foregoing artificial ingredients. Nutrition bars used by athletes and sports enthusiasts are rapidly evolving from dessert-like sweet foods with added nutrients to more inherently nutritious products, including savory flavor combinations.
To satisfy consumer needs for energy, single minded focus on highly caffeinated drinks is giving way to a wider selection of products that are positioned to offer long lasting energy. Targeting breakfast and snacking, products touting lasting energy benefits span categories including cereal, bars, meat snacks and nuts.
Key Topics Covered:
Chapter 1 Executive Summary
Chapter 2 Consumers, Diet & Health
Chapter 3 Weight Loss, Management & Satiety
Chapter 4 New Era of Sports Nutrition
Chapter 5 Energy: Beyond the Buzz
For more information visit http://www.researchandmarkets.com/research/l8k29b/functional_foods
