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Despite a slow down in 2009 sales in the U.S. functional food and beverage market, the pace continued up to 2.7% ($37.4 million) according to the Nutrition Business Journal research. Consumers are still concerned with providing health focused products for their families and this remains a key factor in their decision-making process on food purchasing. According to the report the US functional food and beverage market still maintains a promising outlook in sales for the upcoming years.
Functional beverages are still at the top of the functional category, holding over 50 percent of sales last year. “According to the NBJ, U.S. consumer sales of functional beverages grew 3% to $21.6 billion in 2009, with functional sodas, water, and sports/energy drinks accounting for 63% of these sales and growing 4% to $13.7 billion last year (U.S. Functional Sales Slow, but Category Overall Food Sector in ’09, Nutrition Business Journal). With mass introduction of beverages on the market, the industry has continued to grow as the consumers demand popular products containing ingredients such as L-Carnitine, Caffeine, Vitamin C and Taurine.
Co-founder and partner of Integrated Marketing Group (IMG), Jeff Hilton cited consumer influence on this market and a promising assertion. “People want more control over their health, and these products help provide that control – so all indicators point to consumers continuing to embrace functional foods and beverages,” Hilton stated.
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