"HEALTHY" SWEETS!-EMERGING MARKET TREND

Sugar confectionery industry was predicted to be on a declining growth trajectory after the huge outcry against the products churned out by this sector for its supposed role in the health front world over. Many manufacturers tried to make products without lowering the sugar levels by adding some nutrients here and there to make them more acceptable to the health conscious consumers but that ploy also does not seem to be working as relentless pressure from food authorities and critics is building against them to moderate their products in terms of calories. Even the combined voluntary commitment by the food industry in the US to reduce 1.5 trillion calories from their products within 5 years came about due to public campaigns against this industry. It is against this background that the so called "healthy sweets" category of products are emerging in the market with increasing frequency.

The idea of marrying "healthful" and "sweets" might seem like an oxymoron, particularly here at the largest U.S. gathering of candy makers, where a dizzying selection of sweets had attendees bouncing on the trade show floor like kids going wild on Halloween. But such products are becoming more common, manufacturers said, as the industry tries to strike a balance between feeding the public's desire for indulgence and responding to government pressure to fight obesity. State and local lawmakers increasingly are pushing junk-food taxes and other fat-fighting measures. And in recent months First Lady Michelle Obama's "Let's Move" campaign against childhood obesity has made headlines with increasing frequency.

Food companies are listening. An alliance of major manufacturers this month said the companies would roll out more-healthful options, reduce portion sizes and lower calories in some existing products. The Healthy Weight Commitment Foundation — a coalition of more than 80 companies including Mars, Hershey and Nestle USA — vowed to cut 1.5 trillion calories by the end of 2015. (The companies, however, haven't released specifics on what these new products would be or what existing products would become slimmed down.) The political pressure may be having some effect. For the first quarter of 2010, two of the three fastest-growing confectionary product segments were sugar-free diet candy and sugarless gum, according to data compiled by Information Resources Inc. and the National Confectioners Assn.

In the rush to flood the market with sweets containing less sugar and more non-sugar sweeteners, the industry must be cautioned with regard to the health consequences of such products. The situation needs careful monitoring considering that sugar-free products are growing at a fast pace enticing more and more consumers, trying to "have their cake as well as eat it", with low resolve to shun sweets from their diet. Non-sugar sweeteners are, after all, intended for consumption by health compromised people like diabetics and weight watchers and what consequences their use in regular foods for normal consumers may be imponderable. Hence the need for caution.

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com

EXPANDING "HEALTH FOODS" PORTFOLIO AND QUESTIONABLE "CLAIMS"

Health food industry is a multi billion dollar globally established business that exploits the desire of human beings to look and feel healthy and happy by consuming their specially designed food products. It is a paradox that more a consumer becomes aware of health and nutrition larger will be business for the food industry that churns out so called health foods! Food industry does not realize that all foods manufactured by them should be healthy and special foods are needed only for those suffering from one or the other ailments in life. To what extent the industry will go to exploit the health sentiments for garnering an extra buck is illustrated by a recent illuminating report.

"Hardly a week goes by without an announcement telling consumers to eat a certain food to avoid cancer or heart disease, or live longer. Even statistics from the US, the home of fast-food, show a major decrease in soft drink and fast food sales. The food industry is a business like any other, and the more nutrients, vitamins and minerals forced into an everyday product, the better its chances of being on every office desk come the end of the week. Here we list some of the known, unknown and bizarre products to consider adding to food today to attract the more health-conscious buyer".

Some of the ingredients like Seaweed, Wheat grass, Spirulina, Hemp, Coconut water, Cocoa, Blueberries, Quinoa, etc are known to have some or the other health supporting properties, consumed for long by many localized populations in some parts of the world. But many of them have not been studied in depth for use as an ingredient in different food recipes and under different processing conditions. The so called GRAS list of additives evolved by FDA of the US for human consumption is frequently used by the industry while quoting isolated literature information to support health claims for the final compounded final product. It is ironical that chemical additives used in foods need to be safety tested before clearing for food use, but the substances covered under GRAS are freely used by the industry with no restriction whatsoever. Ultimately there is no substitute to consumer vigilance and opting for foods with balanced nutritive content and minimum processing aids.

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com