Digestive health-based products is the primary focus of food products marketed around the world for an added health benefit – except in the United States, according to NutraIngredients-USA.Com.
Citing research from Mintel’s Global New Products Database (GNPD), the report said between 2005 and 2009, a total of 2,861 new products were launched claiming to promote digestive health. This is over 163% more than the next most popular category – cardiovascular health – which saw 1,089 new product launches during the same period.
The countries covered in the analysis include the US and Japan, as well as a range of European countries.
In contrast to all other markets tracked, the United States was the only country not to list digestive health as the top product claim. The US had cardiovascular health products in the top category.
The figures provided to NutraIngredients-USA.com reveal the following top ten health claims made on global food and beverage launches since 2005:
- Digestive health (2,861 products)
- Cardiovascular health (1,089)
- Immune system (807)
- Vitamin/mineral fortified (692)
- Bone health (456)
- Reduced cholesterol (426)
- Added calcium (321)
- Added fiber (314)
- Brain and nervous system (308)
- Beauty benefits (206)