Market experts agree that the development of weight management food and beverage products that promote satiety offer great potential for future market growth. Functional products tend to command a premium over standard products, making weight management products the most profitable opportunities.
According to the
International Food Information Council (IFIC), 88 percent of US consumers are aware of an association between fiber and its ability to provide a feeling of fullness, while 80 percent are aware of that same relationship relative to protein. IFIC also found that protein and fiber are among the top three nutrients consumers look for when choosing foods.
The industry is taking note of these trends and responding quickly. New products carrying a weight management claim increased 7.5 percent in 2008. Products carrying an "added protein" claim increased 81 percent in the first six months of 2009 versus the same time period a year ago.
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