MONTREAL (PasseportSanté.net), April 18, 2005 – The functional food trend is here to stay, even though competition from the junk food sector is fierce. On the one hand, consumers are increasingly health conscious and want to take charge of their food, on the other hand, the food industry is on the lookout for this trend.
It was during a lunch meeting1, held as part of the International Food Fair (SIAL)2 of Montreal, that three speakers presented their perception of this expanding market.
What is a functional food?
There is no universal definition of this type of food, also called “nutraceutical” or even, particularly in France, “alicament”. Initially, a functional food was a food modified to have a beneficial impact on health, for example: an egg enriched with omega-3 or orange juice enriched with calcium. “This is still the definition given by researchers,” said Benoît Lamarche, director of the Institute of Nutraceuticals and Functional Foods (INAF).3. “The current trend, however, is to include foods that are particularly rich in beneficial nutrients,” noted JoAnne Labrecque, associate professor at HEC de Montréal.4. For example, broccoli, for its richness in antioxidants, fish, for its high omega-3 content or cranberries for their anti-cholesterol properties.
Demanding consumers
It seems that the consumer is not fooled when offered a “questionable” functional food. “If you put a health claim on a product that is not initially, because it is fatty or has a long list of additives, the health credibility of the food and the intention to purchases decrease, ”explained Ms. Labrecque, based on the results of studies conducted in Quebec, the United States and France.
“In this area, it is indeed essential that the staple food be healthy,” added Mr. Richard Couture, vice-president of research and development at the juice manufacturer Lassonde. The consumer does not want a miracle food with 50 ingredients. He is looking for a simple product, enriched with a healthy ingredient, and, of course, a good taste. In short, a product full of additives enriched in omega-3 will hardly convince buyers that they are getting a good healthy deal, and a snack bar full of good things for the health, but not for the palate, will be shunned.
Overly cautious regulations
The industry is well positioned to meet these challenges, said Couture, but the main obstacle to the commercialization of functional foods, he says, is Canadian regulations. “The rigidity and slowness of legislation are sometimes unjustified. When added ingredients or processing methods have been in use elsewhere for several years, why start all over again and take years to authorize them? he lamented. Cold pasteurization is already used in France, Italy and the United States, but Canadians cannot benefit from it because it is not allowed here! “
Another case that could have been simple if the regulations were not so finicky: orange juice enriched with calcium. “It is not allowed to fortify a food with calcium, unless the production plant is certified according to the standards set for the pharmaceutical industry, which is financially impossible for us,” explained Mr. Couture. On the other hand, Tropicana, a competitor held by Pepsi, which has the means to meet pharmaceutical standards, markets in Canada an orange juice enriched with calcium.
But the future is with functional foods and it is for this reason that Lassonde launched in 2004 a juice enriched in omega-3. “But again, there is no question of enriching this product with fish oil, considered as a supplement. We had to opt for linseed oil, considered to be a food. “
Mr. Lamarche also criticized the slowness of Health Canada. For example, in the United States, but not here, a manufacturer can make a health claim on a product rich in soluble fiber that it helps reduce the risk of cardiovascular disease. “The scientific demonstration of this link has been made and there is no reason why Health Canada should not allow this allegation here”, protested Mr. Lamarche.
A trend that could pay off
It is clear that the industry knows the impact of the dissemination of scientific data. “When the media released our study which concluded that consuming half a liter of cranberry juice per day increased the level of good cholesterol, it had an immediate effect on sales,” explained the director of the company. ‘INAF. Cranberries were also very popular at SIAL: in the form of juice of course, but also in a number of snack bars and, for those who do not like its acid taste, in a strawberry or cherry flavored version!
The words “0 trans fat” and “no saturated fat” were also very present at SIAL, for example on strawberry pies or cookies. New “good fats” were also present: high-end olive oil from California, but also from Australia, and argan oil, produced exclusively in Morocco, which would have nutritional and cosmetics. Nuts, seeds, products fortified with omega-3s and organic foods were also featured in several kiosks, and of course all kinds of cookies, treats and other chocolates.
Even if, as Mr Couture of Lassonde said, “health is the future of food”, the game is far from won. Indeed, Mr. Lamarche of INAF recalled that “from 1972 to 2000 in the United States, the junkfood went from 3 billion to 110 billion US dollars! ”
Françoise Ruby – PasseportSanté.net
1. This luncheon was organized by La Fondation des Gouverneurs http://fond-gouv.qc.ca. It brought together around 120 people working mainly in the food industry, as well as dietitians.
2. This show takes place every two years in Montreal and this year welcomed nearly 700 exhibitors from 37 countries.
3. Benoît Lamarche, Ph.D, is associate professor in the Department of Food and Nutritional Sciences at Laval University. He also holds a Chair in Nutrition, Functional Foods and Cardiovascular Health from the Canada Research Chairs program.
4. JoAnne Labrecque, Ph.D (Cornell), teaches Retail Management (BBA) and Marketing and Distribution (M.Sc) at HEC de Montréal.
