Worldwide sales of foods that claim to foster nutrition, health, weight loss or other advantages are enjoying immense sales. The U.S. accounts for about one-third of the market for such foods, followed by Europe, Japan and the rest of Asia. Many types of food and nutrition products are considered to fall into this broad sector, especially “functional” foods, or foods that are enhanced in some way, such as products heavily fortified with vitamins or minerals.
The tremendous, recent success of Greek yogurts, which are perceived by consumers to have health benefits, is an excellent example of this trend. Consumers have been readily willing to adapt to this yogurt that has a very different, less-sweet taste but is rich in probiotics, which are live bacteria similar to those found naturally in human digestive tracts. Many other foods with added probiotics, including crackers and fortified waters, are now on the market.
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