Consumers are increasingly embracing natural foods and
shunning so-called functional options, it has been
Food and Drink Towers reports that market research has
shown a shift towards natural food as concerns over
artificial additives are raised.
Manufacturers are consequently emphasising health
benefits on packaging, highlighting natural ingredients.
And the website adds that consumers have become
sceptical about functional yoghurt drinks, contributing
to a decline in promotional spending.
Superfoods, however, are proving more popular as their
antioxidant benefits are natural, as opposed to any
scientifically-formulated advantages to be had from
New European Union regulations will see health claims on
all foods placed under close scrutiny, according to the
Earlier this month Talking Retail reported that yoghurt
company Muller had developed a new recipe for its
vitality functional drinks range, placing greater
emphasis on prebiotic and probiotic benefits.