Stricter Legislation Blocks Polyphenol Uptake as Functional Ingredients
Strategy to Tackle New Health Claims Regulations Imperative - New Analysis from Frost & Sullivan
(PRWEB) January 10, 2004
Traditionally employed as natural food colouring agents, the recent identification of anti-oxidative properties in polyphenol extracts has highlighted their potential as functional ingredients. But even as the polyphenol industry moves to explore opportunities in the functional food market, new and tighter legislation being considered for health claims present a possible roadblock to rapid market expansion.
Frost & Sullivan Food Programme Manager Anna Ibbotson explains, “Although stricter regulations, currently under draft circulation in Europe, will provide clear guidelines to the industry participants, they could force manufacturers to run costly clinical trials and submit extensive product dossiers.“
“This will enhance the competitive position of those companies that can afford such trials, but companies without sufficient research resources may experience a reduction in marketing opportunities if they are no longer able to claim the health benefits of their products,” she adds.
As EuropeÂ’s population ages, market growth will be sustained by rising demand for products with antioxidant and, by extension, anti-ageing properties. Research confirming a range of health benefits including protection against cancer and cardiovascular diseases, anti-inflammatory activity and better immune function is expected to further advance the uptake of polyphenols.
In the search for ‘cleaner’ and ‘safer’ foods, consumers are displaying a preference for natural ingredients. As natural alternatives to synthetic colours, demand for polyphenols is set to grow. They are expected to find wider use in both new product formulations and as replacements for synthetic ingredients in existing products.
Based on these trends, revenues for the overall European polyphenols market in 2003 are estimated at $99 million. Antioxidant properties are set to position green tea flavonoids, red fruit anthocyanins, grape polyphenols and olive polyphenols at the head of market expansion.
Beverages are poised to represent over half of end-product applications in 2003, with polyphenols being used both as colouring agents and as functional additives. Other food applications covering dairy products, confectionery, bakery and cereals are likely to account for 40 percent of the market with the share of polyphenol extracts used to produce fortified foods expected to increase over time.
“To create customers’ purchase intention towards end applications containing polyphenol ingredients, it is crucial to educate consumers on the health benefits polyphenols provide,” advises Ibbotson.
Continuous consumer education is seen as key developing the fledgling dietary supplements segment, as health claims for the end products themselves are prohibited.
Industry participants are currently grappling with intensifying competition and severe price erosion caused by the entrance of non-European manufacturers into the market. “As new competitors enter, it is important for existing market participants to upgrade their competitive position from price-driven to quality-driven competition,” concludes Ibbotson.
Title: European Polyphenols Market
Code: B261
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