Market Potential Is Huge

Despite setbacks, food companies continue to work on new functional food products because the market promises to be so lucrative. Opinions as to the value of the market vary considerably. According to PA Technology, the world market in 1995 for this sector was estimated at $US10 billion, and will grow to about $US14.5 billion by the end of the century. Other estimates indicate the potential for these products to comprise 5% of the world food market, which amounts to $US100 billion.

Potter outlined the reasons why development of positive nutrition foods is gaining momentum: "The increasing cost of healthcare; an aging population in most Western countries; government encouragement of self-health maintenance; consumer health awareness and choice; industry seeking new opportunities; scientific evidence of health benefits of certain ingredients; and improvements in technology (ingredients, product and process technology) have all contributed," he said.

Commercial activity is now increasing in many different countries. Ingredient suppliers are identifying and promoting health-enhancing ingredients such as antioxidant vitamins, omega-3 fatty acids, phytochemicals, fiber, oligosaccharides and bio cultures in forms that are compatible with food manufacturing processes.

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