What's happening in 2005?

Tom Vierhile, executive editor of Productscan Online, said that he is hopeful that food companies will turn their attention to looking at producing more healthful foods in 2005, although he acknowledged that they have a difficult job to do in terms of keeping everybody happy.

He added that even if companies don't launch healthy ranges, he thinks they will be trying to direct attention towards the nutrients in their foods to send out a positive message. Otherwise, he noted, consumers will start to have a negative image of food.

Vierhile said that the dairy industy has managed - with a large degree of success in 2004 - to suggest that its products are healthy by focussing attention on cultures and their health benefits.

"Smoothies and other dairy products have sold well without a lot of marketing because they taste good and are healthful and can be an easy way, for example, to get fruit into your diet,"​ he said.

He also thought that ready-to-eat fish products would take off in 2005, as more consumers start to understand the health benefits of fish, boosted by the qualified health claim given to omega-3 earlier this year.

Whole grains were also singled out by Vierhile as a probable leading nutrition trend next year. This assertion was backed up by Dansico, who said they expect that consumer demand for healthy, whole grain products will increase when the new dietary guidelines come into action, which recommend increased consumption of these foods.

The guidelines will also state that most should up their intake of vitamin E, calcium, magnesium, potassium and fiber, and adults should should additionally stock up on their vitamin A and C. Therefore, offering plenty of opportunities for manufacturers of supplements and functional foods to expand their wares in 2005.