LEADING TRENDS IN THE EUROPEAN FUNCTIONAL FOOD MARKET

Functional foods market is changing rapidly. Now the market has the highest growth. In the European Union food producers try to fit virtually every product under the "functional" definition. In this article we will review major trends in the EU functional foods market and try to analyze them. It is well known that foods fortified with nutritional and disease-preventing qualities are invigorating the world food industry. Health-conscious consumers are driving the demand for products that aim to promote better health, increase longevity and prevent the onset of chronic diseases. With a fast-emerging middle class, more disposable income, and a greater number of working/more educated women in emerging markets, the worldwide potential for functional foods/beverages is unprecedented. Milk formula, energy drinks, probiotic yogurt, juice drinks, sports drinks, cereal, and biscuits were among the top-performing functional global health and wellness food categories in 2014. There is a breakout of the year's top trends driving the market for functional foods and beverages. A review of recent deal drivers, the fastest-growing products and innovation trends can help businesses identify the most promising entry points to this market.