The European Approach To Functional Foods

The market for functional foods in Europe continues to encounter barriers.

By Joerg Gruenwald and Alexandra Pearl

It is hard to imagine that the nutraceuticals market is more than a century old and still an area within the food industry that is highly unpredictable. The topic of nutraceuticals has been extensively discussed over the last years and the debate over whether food should become medicinal (“functional”) has yet to be concluded. In Europe the argument regarding the definition of functional food is not clearly defined. Differences in legislation from one member state to another have created obstacles within the internal market.

In addition, the European Federation of Associations of Health Product Manufacturers (EHPM) recently claimed that the Food Supplement Directive presented by the European Commission this May, in its opinion, still contains omissions. The draft Food Supplements Directive defines products and includes a list of vitamins and minerals that can currently be used for the food industry. In addition, it defines labeling issues and provides a scientific risk analysis for setting the maximum permitted vitamin or mineral content of food supplements. This directive should be implemented by 2002 in each member state. However, the EHPM wants the Commission to use a broader definition of “food supplements” and as such, the list needs to be extended, as it currently only includes vitamins and minerals.

Furthermore, dietary supplements in Europe may contain a structure-function claim, but may not refer to a medical condition or disease. This has left the door wide open and it has become a matter of routine for many food manufacturers to add vitamins, minerals, fibers, amino acids and botanicals to new products by not advertising these products with any health claims.

Functional food products have become available in every conceivable industry sector, including preserves, baked foods, beverages, cereals and nutrition bars. Available in supermarkets at present are orange juice with calcium, eggs with omega-3 fatty acids, herbal teas and yogurts fortified with beneficial live cultures.

The current functional food market values for America is estimated at U.S.$17 billion, followed closely by Europe at U.S.$14 billion. The European functional food market has shown steady growth during 1999 (Figure 1), although legislation problems and consumer issues still need addressing. Hurdles to be overcome include a lack of harmonization and regulatory restrictions within the European community. This in effect has meant that many companies have taken a cautious but steady route into the functional food arena. Explosive growth in the U.S. and Asia however, has influenced European manufacturers to believe that the nutraceuticals market will be just as explosive in Europe.

Major differences are noticeable in the types of functional food products that have entered the market so far, which can be explained by the lack of cohesiveness throughout the European community (Table 1). In the U.K., for example, the dominant sector for functional food articles are cereals and nutrition bars, whereas France is focusing on pro- and prebiotic dairy products. Strict rules regarding food labelling legislation and health claims are certainly a factor. According to the Health Food Manufacturers Association there is no legal definition within the European Community, which leads to difficulties when considering European trade. Herbal teas are a good of example of this problem, as they are sold in Germany as a drug, as food in the U.K.and as a dietetic product in Italy.

Furthermore, differences in dietary patterns as well as cultural influences across the European community are important factors that have influenced the nutraceutical market. Health concerns are markedly different between people of various nationalities. For example, most people in the U.K. are concerned with heart disease, while the French are worried about stress and migraines.

Throughout Europe manufacturers have jumped on the functional food train, which appears to have reached a complex destination. As more and more consumers respond to the concept of functional food (Figure 2), the vast majority (69%) seem to prefer the term “functional foods” to describe foods that provide health benefits beyond basic nutrition. Less preferred terms include “optimum foods” and nutraceuticals,” which is disliked by most consumers.

It appears that functional food manufacturers have now decided to embrace the younger generation. This idea is based on the knowledge that healthy eating trends and changes in lifestyle have altered food consumption patterns and encouraged consumers to buy functional foods. It is only natural for a health conscious parent to buy a product that offers health benefits to children as well. The health concerns for children in Europe include tooth decay, lack of energy, bowel disorders, stress, anemia, heart disease and flu. Many parents, when questioned about their ability to influence, through diet, the medical conditions of most concern, felt that they could exert a high degree of control.

Some new products that address these issues are currently being launched across Europe. This includes Nestlé “Neslac,” a probiotic milk for children over 12 months. This product contains probiotic Bifidobacteria bacterial cultures, which are said to stimulate the immune system and to regulate the digestive function. Furthermore, Neslac is fortified with iodine and iron. Another product for babies four months of age is Nestlé “BEBA,” which also contains probiotic ingredients. “BananaMan” and “Buzz Bee Goody Pops” from Nature’s Answer are lollipops fortified with vitamin C, pectin and echinacea. The combination of Vitamin C and echinacea is said to offer immune enhancement and the pectin has been shown to be effective in the temporary relief of sore throats.

Watson recently launched the “Kid’s GO Bar,” a nutrition bar that, according to the company, tastes and looks like candy. The flavors and odors usually associated with vitamins and minerals are masked using new microencapsulation technology. Based on the same idea Watson launched the “Doctor Bone’s Ice Cream” this year in the U.S.

The nutraceuticals market will no doubt make progress in all sorts of different areas. As it consists of a partnership between ingredients, pharmaceuticals and food, it is hard to predict which direction it will take. Many products may be doomed to failure as it is difficult to produce a product that tastes good and is healthy at the same time. It is a fact that many herbal extracts are actually quite bitter in taste and far from appetizing. Increased technology will surely be able to give many research and development departments in major food companies new ideas for the production of innovative and healthy new products.

NW

Dr. Joerg Gruenwald is president and Alexandra Pearl, former editor of International Food Ingredients, is executive consultant of PhytoPharm Consulting, a specialized business consulting company for herbal medicine and dietary supplements. Both authors can be reached at PhytoPharm Consulting, Waldseeweg 6, 13467 Berlin, Germany; 49-4000-8140, Fax: 49-4000-8440. E-mail: [email protected].