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Flashpoint - Mood-Enhancing Foods and Beverages: The "Fun" in Functional FoodsPublished by: Kline & Company, Inc. Published: Jan. 1, 2009 - 23 Pages Table of Contents
AbstractFunctional foods and beverages are broadly defined as fortified and enhanced food and drink products that offer additional health benefits beyond the basic dietary functions of nutrition and taste.Mood foods represent the latest offshoot of the functional foods trend. Mood foods contain added functional ingredients that that claim to uplift mood, boost mental health, or improve cognitive functions by stimulating brain chemicals known as neurotransmitters. Please Note: the instant online delivery is a Global License. There are a number of foods and drinks that are a part of traditional diets and produce these effects. The influence of diet on neurotransmitter levels points at a direct relationship between food and mood and emotion in humans. From this relationship emerges the concept of mood foods. The mood food concept receives varying levels of awareness and acceptance in different geographical regions. While the regulatory bodies of many countries do not recognize functional food as a distinct product category, some countries, including the United States, do allow claims of additional health benefits in these food and beverage products. These claims are governed by the regulations covering the food and pharmaceutical industries in these respective countries. The mood foods market saw significant activity after the year 2000. The first movers in the market were small and medium-sized companies that capitalized on the popularity of traditional mood-enhancing ingredients. Also entering the market were companies that were prepared to commercialize new ingredients being developed and discovered by research institutes and universities. Research and development activities on mood foods have been growing steadily since the mid-1980s. The growing amount of scientific evidence could help marketers design food and beverage products with proven ingredients and reinforce consumer faith in the efficacy of these products. However, much of the research activity has been from the academic and scientific perspective with little focus on the commercial potential of the concept. Due to the lack of a standard definition of the mood foods category and the nascent global market, the size of the global mood foods industry is uncertain. However, due to a low sales base, the mood foods market will continue to experience a robust growth rate. As food scientists and marketers strive to infuse new ideas and incorporate new benefits, the focus of the functional foods industry is widening beyond the traditionally offered physiological functional benefits. In this context, functional foods and beverages that stimulate mental and emotional wellness emerge as an interesting market niche. While the functional foods industry has focused mainly on physical benefits and health claims, Kline expects that products making mood, emotional, and cognitive health claims to emerge as an important new segment of the food industry. There is opportunity here, but more research needs to be done to find truly efficacious ingredients that are proven to be better than basic functional foods that are naturally sourced and have no special additives but are known to have verified benefits. Please Note: this is delivered as a Zip file. Get Full Details About This Report >> |
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