The COVID-19 pandemic has triggered consumers’ interest in immunity and vitality and the question is whether this will continue in The New Normal.
Proteins delivering building blocks for muscle and bone tissue and boosting the immune system are at hand. Solutions for improving health and immunity are being developed. Healthy indulgence with the focus on added proteins, probiotics, healthier fats, gluten-free products and the use of natural products is a dominant trend that is expected to continue, even when the coronavirus is under control. Since plant-based is related to healthy aspects of food, vegetarian and vegan alternatives are hot.
Interest in health supporting foods and drinks, the so-called vital foods, is not a hype but an fast-growing trend.
Vital foods, a health perspective
Based on the above defined consumer needs, food ingredient manufacturers are challenged to deliver innovative functional ingredients to support the actual or perceived value of vital foods.
Over the past years this has been a quest for many of them as health claims have to come with substantial clinical evidence.
However, should the food industry thus withhold innovative functional ingredients from the market place?
In that case consumers will lack the possibility to consume food with perceived health aspects and the society as a whole will miss out on possible solutions to increase overall health and decrease health related costs!
