A. Elizabeth Sloan

With a global industry approaching $50 billion in sales, functional foods epitomize the old saying, “health equals wealth.” And a new “do-it-yourself” approach to health, a widespread belief that healthy eating is a better way to manage illness than medication, and a crossover effect from dietary supplements to foods are sending the demand for fortified, functional, and medical foods soaring!

Fig. 4—Cold Fusion Foods’ new Protein Juice Bars are one of the most innovative, high-protein, nutrition-directed treatsSize and Scope
The global functional foods market is estimated to be $47.6 billion, up from around $30 bi…Fig. 1—U.S. functional food sales. From NBJ (2002)



Fig. 2—Fortification by product category. From Datamonitor (2001)

Fig. 3—Claims that consumers rank extremely/very important on food labels. From HealthFocus (2001)

Fig. 6—Health conditions the general population is trying to manage or treat. From NMI (2002)Fig. 7—Other health conditions the general population is trying to manage or treat. From NMI (2002

Fig. 9—Health concerns that fortified-food buyers say they are very/somewhat concerned about. From STS (2001)


Fig. 13—Methods that consumers claim are extremely/very successful in managing weight. From NIM (2002)


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