SUCCESS PROSPECTS FOR FUNCTIONAL PRODUCTS

At conferences that I chair, I sometimes ask panellists to pick the functionality concepts they would single out for future market success. Almost all agree that functional benefits will drive faster growth than average, but there is endless debate about which aspects are trends and which others are fads. Most concur, however, that rifle shot specifically targeted products stand more chance than scattergun broad based ranges or multi-purpose offerings. So, how do we develop our functional innovations more effectively ? A recent global study of 21,600 adults across 23 countries by Ipsos provides some useful clues. It found that, compared with vitamins and supplements, consumer interest in food and drink solutions was:

• stronger for digestive health, increased energy, weight loss and healthy blood sugar levels;
• substantial but not as high for heart health, cancer prevention and better immunity;
• weaker for increased brain power, bone and joint health, hormonal balance and eye health.