Top Ten Nutrition Trends for 2008

Top 10 Nutrition Trends

By Janet Helm, Chicago Tribune

In 2008, expect to see a flood of new food products boasting their ailment-specific benefits — everything from fighting colds to cancer, from easing arthritis to wrinkles.

But the predicted growth of “value-added” foods is just part of the picture. Besides touting what they have, foods will be bragging about what they don’t have.

“Artificial” is out and “authentic” is in.

Here’s a look at the top 10 nutrition trends that we predict will shape how we eat this year.

1. Junk-Free Foods: The Mintel Global New Products Database predicts companies will be more aggressive in removing additives, preservatives, artificial colors or flavors and “otherwise unknown ingredients” from products to have “clean labels” and to make junk-free claims. Expect to see more products with ingredient labels that read like “a home recipe rather than a chemist’s shopping list.”
2. Naturally Nutrient-Rich: Even though sales of pumped-up foods and beverages have been soaring, a backlash against heavy fortification may be brewing. Lynn Dornblaser, a new products analyst for Mintel, predicts that people will be seeking more natural sources of nutrients. This desire for authentic nutrition is what drove the popularity of pomegranates and made the acai berry the king of all “superfruits” in 2007.
3. Ethical Eating: Growing concerns about the environment, animal welfare and fair trade are fueling companies to declare their commitment to these issues on food labels. Foods and beverages with an ethical positioning doubled this year, according to Mintel. With “eating green” predicted to be even bigger in the coming year, stay tuned for a wide range of eco-labels, ranging from carbon footprint and food miles to wild-caught and dolphin-safe. Consumer Reports is keeping track of and evaluating these earth-friendly food labels, which now total 147 (greenerchoices.org).
4. Phytonutrients: Move over antioxidants, the next frontier in nutrition is phytonutrients, according to Elizabeth Sloan, a food trends analyst and owner of Sloan Trends Inc. These natural plant compounds with names that don’t exactly roll off your tongue — polyphenols, flavonoids, quercetin, lycopene, lutein and anthocyanins — are about to go mainstream, Sloan predicts. Studies suggest phytonutrients have disease-fighting properties that are even mightier than vitamins and minerals.
5. Better-for-Your-Kids Foods: Worries over childhood obesity and the influence of marketing to kids have forced a new generation of children’s foods. A positive nutritional profile will be the “cost of entry” for getting into the kids’ market, said Dornblaser. She predicts more fruit snacks that actually contain fruit, juice drinks with less sugar and more organic foods for kids.
6. Inner Beauty: A big trend in Europe, beauty foods may soon be luring U.S. consumers. Beauty-from-within products (dubbed nutricosmetics or cosmeceuticals) are claiming to erase wrinkles, give you shinier hair and even make your lips look fuller. A collagen-injected marshmallow in Japan promises the plump without the pain. Borba Skin Balance waters at Sephora stores started it all in the United States. Look for a new beauty drink next year from Coca-Cola and L’Oreal called Lumae’.
7. Brain Food: Certain food compounds — from omega-3s in fish oils to flavonoids in cocoa — may have the ability to improve memory, sharpen concentration, and even reduce the risk of Alzheimer’s disease. This year, brain claims nearly tripled, according to Datamonitor’s Productscan Online. Many of these new products are fortified with DHA omega-3, including Breyers Smart! Yogurt (“boost your brain,” it heralds) and Minute Maid Enhanced Pomegranate Blueberry juice that claims to “help nourish your brain.”
8. Being Good to Your Gut: It seems we’ve never been more interested in our intestines. Nearly 200 new products touting digestive health benefits were introduced this year, according to Datamonitor, an online research firm. Some are fortified with fiber and others contain probiotics, those gut-friendly bacteria that are popping up everywhere. Once limited to yogurt, these beneficial bugs are now in cheese, milk, smoothies, juice, snack bars, cereals and soon chocolate. Prebiotics also are predicted to grow — these foods contain a type of fiber that benefits our good intestinal bacteria.
9. Foods With Fullness: With our collective girth getting worse, Americans will remain hungry for foods that can help them lose weight. Some companies are banking on satiety as the new diet buzzword. Some products are already touting the ability to keep you full — Quaker Weight Control Oatmeal, Kellogg’s Protein Water and LightFull Satiety Smoothie. Look for more foods to promote hunger control and showcase their rankings on the satiety index to help dieters stay on track.
10. Eating to Ease Inflammation: Aging Baby Boomers are driving the demand for “joint health” foods and beverages. Store shelves will likely be stocked with more products promising pain relief, either from arthritis or exercise. The popular arthritis supplement glucosomine is already showing up in beverages, including Minute Maid Active orange juice.

Buzzwords for ‘08

• Fresh
• Natural
• Local
• Organic
• No preservatives
• Sugar-free
• DHA Omega-3
• Live and active cultures
• Vitamin D
• Gluten-free

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