Report identifies ‘magic food’ superstars

By Shane Starling

- Last updated on GMT

Related tags Nutrition

Pomegranate juice, dark chocolate, berries, walnuts, almonds, ginger, and cinnamon are the “magic food” super stars that have shown the most growth since 2006, according to a Decision Analyst report on ingredient and healthy food trends.

Over-45s are seeking out these foods in ever greater numbers, the report found, compared to 18-45 year olds who tended to view their health as bulletproof”​.

The report found rising interest and faith in whole grains which maintained a “health halo” ​, with interest increasing with age.

Interest in fiber remained virtually unchanged since 2006, while nearly 50 per cent of respondents consumed vitamin and mineral-fortified functional foods and beverages.

This interest was similar across age segments and over-45s and over-65s who had the strongest intention to use dietary supplements, although the rates were slightly less than in previous years.

Antioxidant foods experienced strong growth with four-in-ten frequently consuming “rich in” ​antioxidant foods, compared to only one-in-ten for foods that are only antioxidant-fortified.

“Not surprisingly, the ‘magic bullet’ status of antioxidants makes these ingredients more appealing to the 45+ age segments as they seek out solutions for better health,”​ the report states.

Omega-3s are another ingredient with star status, the report finds.

​Omega-3 has gained ‘rock star’ popularly since 2006, likely given the attention it has received in marketing and medical arenas.” ​Again over-45s are the keenest users, “presumably for its ‘heart benefits’.”

Iron-rich foods were one food group highlighted as having falling interest, although no specific reason is posited, but again, the use of terms like “rich in”​ performed better than terms like “added”.

“Consumers, particularly those in older age segments, are demanding more from their foods as they seek proactive ways to manage their health,”​ the report says.

“If given a choice, these consumers may opt for the product that is rich in or fortified with a key ingredient, not only because it provides a ‘health boost’, but also because it provides the psychological satisfaction of positive lifestyle management.”

It adds: “’Magic foods’ and antioxidants were relatively unknown not so long ago and now they are part of our everyday lives, both in terms of media exposure and medical findings. These ingredients provide additional health benefits that resonate with older age segments, and can provide a point of differentiation for food marketers.”

“The choices for marketers are to either highlight the presence of these ingredients in products, developnew products that include these ingredients (such as dark chocolate or berries), or add these ingredients (such as Omega-3) to existing product lines.”

Related news

Related products

show more

LocVita® D3: Tailored Formulas & Beadlet Solutions

LocVita® D3: Tailored Formulas & Beadlet Solutions

Content provided by INNOBIO Corporation Limited | 11-Mar-2024 | White Paper

LocVita® Vegan Vitamin D3 delivers specially formulated options that are sugar-free and organic, designed to accommodate various dietary preferences and...

Nutriterra DHA Canola for Global Omega-3 Day

Nutriterra DHA Canola for Global Omega-3 Day

Content provided by Nuseed Nutritional | 28-Feb-2024 | Data Sheet

March 3 is Global Omega-3 Day. While almost everyone needs more omega-3, not everyone tolerates marine oil. Nutriterra DHA Canola makes it easy to celebrate...

Go Beyond the Ordinary: Cognitive Health-BacoMind

Go Beyond the Ordinary: Cognitive Health-BacoMind

Content provided by Natural Remedies Private Limited | 27-Feb-2024 | White Paper

Experience the potency of BacoMind®, the #1 branded bacopa with 9 key bioactives for unparalleled cognitive support.

Related suppliers

Follow us

Products

View more

Webinars