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The Range and Choice of Health Foods in a Health Food Store

The Range and Choice of Health Foods in a Health Food Store

If you’re forever looking for healthy foods for you and your family, and are tired of scouring the grocery store aisles in search of meaningful nutrition which is non-existent, you might want to try going to a health food store instead. You will find that all the nutritious foods you were looking for are to be found there.

And depending on the size of your health food store, you might also find that it carries such things as raw organic foods as well as processed organic foods. Health food stores are also a great place to pick all sorts of things to help you round out your life and make it healthier.

Here, depending not only the literal size of the store, but also in its growth potential as well as the type of health food store it is, you might also be able to find herbs and herbal remedies right alongside your other natural remedies.

With the growing interest in staying healthy and living healthier lifestyles, health food stores are popping up all over the world. This means that the price tags they carried while still being somewhat ridiculously high, are not as wallet-damaging as they used to be. In fact, more and more people can now afford to shop at a health food store without thinking twice about it, and more and more people are turning to this resource to help them get their lives in order.

Over fifty years ago people were still mostly living a healthy lifestyle which included a good rounded diet as well as regular exercise. Healthy, fresh foods were available from just about every corner store and people didn’t have to go out of their way to eat in a healthy manner.

Nowadays if you want to live a healthy lifestyle and still live in the real world, you need to make an extra effort to do so. So you join a gym and scout out the best health food store in your area. Not only that, if you really want to go healthy, you have to not only look for fresh fruits, vegetables and animal products, but you also need to look for these products in their organic form.

This said having a good health food store is so much easier than having to find everything that you need at your local grocery store. For one thing, the range and choice of health foods that you find in normal everyday grocery stores just isn’t the same as what you would find in a health food store.

And for another thing, in a health food store you also have the assurance that there will always be health foods in stock for you to buy. Do you always have that guarantee from your normal grocery store?

Muna wa Wanjiru is a Web Administrator and Has Been Researching and Reporting on Organic Foods for Years. For More Information on Health Food Store, Visit His Site at Health Food Store


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www.healthfitnesssite.com 100 Life Saving Health Food Tips-


Posted by admin on January 9th, 2011 :: Filed under Health Foods
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Health Food Scams

Health Foods
by pheezy

Health Food Scams

Recent infomercials for various health food and supplement “miracles in a bottle” brings to mind the old fable of King Jack, the ruler of Anesthesia:

Content with the state of affairs throughout Anesthesia, but sensing the need to be more in touch with his constituents, King Jack appointed members of his staff to seek out the knowledge from the greatest minds in the kingdom. Upon their return they presented the king with several volumes worth of information. Delighted with the response, yet perplexed with the amount of data collected, King Jack responded with a request to condense the information into a single volume.
After an initial assessment of the condensed version, the king then petitioned to have the information expressed in a single phrase consisting of five words or less. The advisors to the king deliberated for several days and returned with their consensus on the single phrase which best represented the wisdom of the intellects throughout Anesthesia; “THERE AIN’T NO FREE LUNCH.”

It is a “free lunch mentality”, as proclaimed through various marketing channels, that offers physical and mental nirvana through indulgence in commercially available brews, nutriceuticals and medicinal concoctions without legitamite regard for the fundamental principle of pharmocology. Surely if these products have any viable active ingredients, there are certain to be potential complications associated with intoxication or contraindications. Intuitively, a red flag should go up in our heads every time we are confronted with a product that will most certainly have some known and unknown physiological effects. That which is construed as truly pure, or natural is certainly the antithesis of the movement that advocates the mass consumption of food extracts or concentrates held together with binders, suspended in questionable diluents, or encased in synthetically derived gel caps.

Public scepticism over contemporary therapeutic medicine has been a contributing factor to the evolution of a billion dollar health quakery industry. Proponents of the health food culture support what they refer to as a “natural” approach to health and vitality through the use various pills, powders, and potions. Among these products are everything from megadoses of vitamins and minerals to nostrums such as bee pollen, ginseng root, dired algae, and a range of homeopathic products.

These medicinal potions are promoted as having generalized curative or restorative powers for everything from the common cold, chronic fatigue, and sexual disfunction to cancer, heart disease, diabetes, and other assorted chronic diseases. Beyond the question of efficacy, the consumption of such products may indeed preclude the use of scientifically substantiated medical protocol. Promoted with the cooperation of newspapers, magazines, book publishers, multilevel marketing schemes and franchised retail outlets, these concoctions are unregulated and readily dispensed without provisions for gender, individual physiology, or guidance concerning contraindications or toxicity.

Product promotions are based on a distorted logic that attempts to extrapolate a correlation between an outside piece of scientific data, and a health food product. Independent third party testing of some supplements suggest an absence of a viable quality control program as witnessed through product inconsistencies, impurities, degradation, and bacterial contamination.

The Health Food Industry Free Ride

The Dietary Supplement Health and Education Act (DSHEA) of 1994 classifies herbs – and concentrates, extracts, and constituents of herbs – as “dietary supplements” and shelters such products from drug and food-additive regulations. The act transferred the burden of proof of safety from supplement manufacturers to the FDA. This act provides the loophole by which the marketers of dietary supplements can make exaggerated health claims for everything from Bermuda grass clippings to mountain lion urine, and it would be up to the FDA to prove the product unsafe.

Natural Food Better than Processed Food?

The term ‘natural’ has become a catch-word for numerous consumable products ranging from beer to cough remedies.

If you check the tobacco isle in your local grocery store, you will notice some brands of cigars and cigarettes labeled as using “All Natural Tobacco.” In general, a “natural” product is promoted as having an inherent goodness beyond that of its processed counterpart. Theoretically, food that incurs alteration as part of an established food processing protocol is diminished of its vital factors.

The proposition that natural foods are superior to their processed foods is short sighted and void of scientific objectivity. If we define “natural” as that produced solely by nature, not altered, treated, or disguised, then we must renounce years scientific developments in food processing technology that have provided an abundant and wholesome food supply.

* Microbiology as a science, has advanced the technology for the understanding of food-borne bacteria. Microbacterial diseases in unprocessed liquid food products such as milk and fruit juices, have been dramatically reduced, and in some cases eliminated through pasteurization. Due to numerous disease outbreaks, attributable to the consumption of unpasteurized fruit juices, the Food and Drug Administration has mandated the presence of the following warning statement for unpasteurized products:

WARNING: This product has not been pasteurized and, therefore, may contain harmful bacteria that can cause serious illness in children, the elderly, and persons with weakened immune systems.
Food allergy is a serious condition where the body’s immune system reacts to a certain component, usually a protein. The reactions can range from a mild discomfort to a more serious and life-threatening reaction known as anaphylaxis. The process of food oil refining removes the protein which would trigger such reaction, thereby eliminating the inherent dangers of touted natural or cold pressed oils.

Patulin is a toxic and potentially carcinogenic (cancer causing agent) mycotoxin found in apples at varying levels of concentration. In a study designed to compare organic and conventional apple juice, samples of each were purchased and analyzed to determine the concentrations of patulin. The conventional apple juice had patulin ranging from 250 micrograms per liter up to 4,000 micrograms per liter. The organic apple juice had patulin at rates up to 45,000 micrograms per liter. This study suggests that apple processing and concentration of patulin are inversely correlated.

In the final analysis, the accepted definition of what constitutes a natural food may lie somewhere between two opposing extremes of the conservative “mulch munching” devotee foraging for wild edibles, and the more liberal “ballpark frank, junk food junky.”

Toxic By Nature

The natural foods industry has grown largely because of the erroneous notion that naturally occurring substances makes them safer as drugs or medicines than their processed counterparts. A quantitative analytical scrutiny of that which nature has provided reveals the presence of numerous natural toxins:

Ricin, an extremely toxic lectin found in legumes and fatal to humans, was used as an insecticide at one time. Fortunately, heat destroys the toxicity of lectins.
Chick peas and vetch contain lathyrogens which can potentially cause a crippling paralysis of the lower limbs and may result in death.
Protease inhibitors are widely distributed throughout the plant kingdom, particularly in the Leguminosae and, to a lesser extent, in cereal grains and tubers.
Potatoes contain numerous natural poisons, including solanine, a narcotic-like substance. Solanine is known to cause neurologic and/or gastrointestinal problems. Solanine can build up to toxic levels when potatoes are exposed to sunlight during storage.
Cassava, lima beans, and the seeds of some fruits–apricots and peaches for example, are members of a group called cyanogens, precursors to the deadly poison cyanide. As a point of interest, laetrile is a cyanogen that was mistakenly represented as a cancer cure. While laetrile was effective in killing the cancer cells, it did so only at a concentration lethal to patient.
Broccoli, brussel sprouts, cabbage, cauliflower, mustard greens, radishes, and turnips all contain small amounts of goitrogens (glucosinolates), that can enlarge the thryroid gland and aggravate thyroid problems. Goitrogens are estimated to contribute approximately 4% to the worldwide incidence of goiters in humans.
The most potent natural toxins responsible for human health risks are the mycotoxins. These are toxic metabolites produced by fungi infesting foodstuffs, especially cereals and nuts. Mycotoxins are known to have caused ergotism “St. Anthony’s Fire,”
To avoid poisoning, eat all foods in moderation, choose a variety of foods, and avoid fad diets that advocate single food consumption concept.

Toxicity Through Concentration

Any substance in food may have a degree of toxicity whether naturally occurring or deliberately added. The problem with eating a food concentrate is that it maximizes the amount of a particular hazardous substance. Once again we are faced with the “more is better” mentality. Can an extract from food be more healthful than the food itself? Let us consider fruit juice. A glass of orange juice contains about one tenth as much fiber as an orange and twice the calories. The effects of the juice on the human body are as straight forward as physiology 101.

Fruit juices drive blood sugar levels too high. The rise in sugar calls out extra insulin, which in turns stimulates the appetite. This mechanism is especially bad news for diabetics and for people trying to lose weight. Juice is good food, but it isn’t medicine, and certainly is not better than the whole fruit. Ounce for ounce, orange juice has about as much vitamin C as an orange. The fruit itself contains more of some nutrients, and especially more fiber and photochemical.

The Omega-3 Craze

Derived from eating fish, omega-3s may reduce blood clotting, reduce triglycerides, and make the heart less susceptible rhythm abnormalities. In addition, research has demonstrated that fish oil may help relieve inflammatory symptoms of auto-immune diseases such as rheumatoid arthritis or psoriasis.

Fish oil capsules however, come with potential adverse effects, including an excessive reduction in the ability of blood to clot, increasing the risk of hemorrhagic stroke. The capsule form may also raise cholesterol levels in some individuals. Further more, as pesticide resides concentrate in animal’s fat, fish oil capsules serve as a potential source of concentrated pesticides.

Vitamin Toxicity

Vitamins are categorized as fat-soluble and water soluble. The fat soluble vitamins—A, D, E, and K—generally occur together in the fats and oils of foods. These vitamins are stored in the liver and fatty tissues until the body needs them. It is the capacity to be stored that allows for a potential toxic buildup of fat-soluble vitamins. 25,000 IU daily of vitamin A may cause liver damage or lead to anemia and gout – a form arthritis. The best way to ensure a safe vitamin A intake is to steer clear of supplements and instead to eat foods to obtain it.
Vitamin D is the most potentially toxic of all vitamins. People who take supplements containing vitamin D may easily overdose, not aware that their tissues are building up stockpiles of the vitamin. Overdose of D leads t loss of appetite, nausea, vomiting, diarrhea and serious disorders involving the calcium content of the blood and the distribution of the calcium ion throughout the body.

Cases of vitamin E toxicity are rare, and high doses taken over a short period seem to have no adverse effects. People that take anticoagulant medication risk uncontrollable bleeding when they take large doses of vitamin E.

Vitamin K toxicity can result when supplements of a synthetic version of vitamin K are given, especially to infants or pregnant women. Toxicity induces breakage of the red blood cells and release of their pigment which colors the skin yellow. Vitamin K toxicity also causes brain damage. Because the vitamin K contained in supplements can easily reach toxic levels, it is available as a single vitamin only by prescription.

The water-soluble vitamins–B vitamins and vitamin C– are easily absorbed by the body and just as easily excreted in the urine. Foods never deliver toxic doses of the water-soluble vitamins, but the large doses concentrated in some vitamin supplements can reach toxic levels. Women who exceeded 2 grams of vitamin B6 daily (a touted cure for the symptoms of PMS), were reported to have experienced numb feet, accompanied by lost sensation in their hands, and an inability to work.

Since the first report of vitamin B6 toxicity, researchers have seen toxicity symptoms in more than 100 women who took vitamin B6 for more than five years. The potential toxicity of vitamin B6 is yet another reason why people should not self diagnose and self-prescribe vitamins for their own illnesses.

Among his contributions to science, Linus Pauling, is credited for research on the beneficial effects of vitamin C. Since Dr. Pauling first published his book claiming that large doses of vitamin C will prevent or cure colds, many studies have been conducted that have refuted this claim. Currently there is no objective scientific study that supports the notion that a cold can be prevented or cured by taking this vitamin. Large doses taken during a cold however may ease some of the symptoms because vitamin C serves as a mild antihistamine.

Toxic levels of vitamin C can produce diarrhea, cause nutritional imbalances, deprive tissues of oxygen, interfere with the action of vitamin E, and may produce kidney stones. Vitamin C supplementation at any dosage is dangerous for people with an overload of iron in the blood. Vitamin C increases iron absorption from the intestine and releases iron from storage.

Medicinal Herbs

At least 25% of the medicines prescribed by physicians in this country today are based on active ingredients in plants. It is the recognition of the life giving properties of botanicals that has had such a strong influence on the environmental initiative for rain forest preservation. To reiterate an earlier statement, a herbal or botanical product that contains useful constituents is likely to have some harmful ones as well. A few of the more noteworthy for their toxicity are as follows:

Belladonna
Any part of the deadly nightshade plant; a fatal poison.
Chaparral
This herbal product is made from ground leaves of the creosol bush. It has been found to cause acute toxic hepatitis.

Comfrey
Contains cancer-causing chemicals

Echinacea
Has not been proven effective in preventing disease and is not recommended for long-term use, since the practice may actually depress the immune system.

Ginkgo biloba
An extract of a tree of the same name, claimed to enhance mental alertness, but not proved to be effective or safe.

Ginseng
A plant containing chemicals that have stimulant drug effects. Ginseng abuse syndrome is a group of symptoms associated with the overuse of ginseng, including high blood pressure, insomnia, nervousness, confusion, and depression.

Hemlock
Any part of the hemlock plant, which causes severe pain, convulsions, and death within 15 minutes.

Horse chestnut leaf
Has been associated once with hepatitis.

Kombucha
Proclaimed as a treatment for everything from AIDS to cancer but lacking scientific evidence and FDA approval. Also known as Manchurian tea, mushroom tea, or Kargasok tea.

Sassafras
Root bark from the sassafras tree, once used in beverages but now banned as an ingredient in foods or beverages because it contains cancer-causing chemicals.

Sweet clover
Source of coumarin.

Blue-Green Algae
Spirulina, a blue-green algae is said to be a rich source of protein and vitamins, effective at treating such conditions as obesity, alcoholism, herpes, diabetes, arthritis and cancer. While the plant does contain 65 to 70% protein, white fish is a less expensive alternative at 97% protein. Chicken and beef come in at 75 to 80% protein.

Numerous investigations into the nutrient value of spirulina show that the high vitamin B12 content is attributed to contamination with insect or animal fecal matter. These results are not unexpected as spirulina is extracted from open lakes and ponds with little washing prior to being dried. In addition, some strains of spirulina have toxins that can cause nausea, diarrhea and throat infections.

Cancer Fraud

Unsound products for prevention and cure of cancer comprise a large segment of today’s medical fraud. When people hear of exciting research reports that hint at cancer prevention, they want to apply the findings right away. One very popular supplement marketing ploy involves the claim that the medical establishment has suppressed information on their particular medicinal concoction. The strong desire for control over cancer makes consumers vulnerable to those who would victimize them for profit. Just a few of the more blatantly fraudulently promoted products include beta-carotene, phytochemcials, kombucha, laetrile and vitamin megadose.

* Beta-carotene. While research has established a correlation between between diets rich in beta-carotene and a reduced cancer risk, an exact mechanism by which beta-carotene might prevent cancer has not been established. Though there is no conclusive evidence that beta-carotene has any effect on cancer, the supplements are still being sold as anticancer agents.

* Phytochemicals. As a relatively new isolate, phytochemical interactions with body systems are not fully understood. Some appear to act as weak carcinogens. Others mimic steroid hormones.

* Kombucha. Promoted as a cancer preventer, arthritis reliever, and baldness cure, this tea is derived from yeast and bacteria. A report in a recent medical journal told of two women who drank an extra strong brew and had to be rushed to the emergency room with a life threatening acid condition of the blood. One woman died, the other woman was resuscitated following cardiac arrest. The Center for Disease Control has asked physicians to be on the lookout for serious side effects in their patients who make and drink kombucha.

* Laetile. Laetrile is registered with the U.S. Patent Office for the treatment of “disorders of intestinal fermentation.” This compound is chemically related to amygdalin, a substance found naturally in the pits of apricots and various other fruits. Since fruit seeds are natural sources of cyanogens, good number of patients treated with laetrile developed signs of cyanide toxicity. The Laetrile following started with a pharmacist-physician who developed one concoction after another for the treatment of serious diseases, especially cancer. It continued with his son, a self-imagined scientist, who spent many years in college but failed to earn any graduate degree. A man who earned his fortune from gun-running and a catholic newspaper columnist promoted it as a persecuted drug that cured cancer. After it was dubbed “vitamin B-17,” an army of health food devotees promoted Laetril, along with vitamins and diet, as nature’s answer to cancer.

* Vitamins. There is not a single responsible study demonstrating that large doses of any vitamin or mineral have ever prevented cancer in a human. The American Cancer Society recommends that the diet include in its variety some foods rich in Vitamins A and C, but it specifically does not advocate supplements, let alone megadoses.

As long as there remain crippling and fatal diseases, there will undoubtedly be individuals eager to offer “alternatives” to scientific treatment and large numbers of desperate individuals willing to purchase them.

How To Tell The Facts From The Myths

You know your being scammed when you see…

1) Anecdotes and testimonials to support claims. Assuming the testimonial has any authenticity, how can anyone tell if a cure or remission is specifically due to cause and effect, or if it is due the placebo effect, coincidence, or spontaneous improvement.

2) Illegitimate credentials and degrees, or credentials outside their professed area of expertise. The late Carlton Fredericsk had a Ph.D. and was referred to as Dr. Fredericks in his radio nutrition shows. His Ph.D. however was not in a health science but in the field of radio communications.

3) Natural vitamins are preferable to synthetic ones. The human body does not distinguish between the so-called natural vitamins and the their synthetic counterpart. In either case the chemical composition is the same. To reiterate an opening statement, and without going into laborious data, the synthetic vitamin is more likely to be manufactured under stricter quality control, and hence offers a more consistent product.

4)The persecution complex. A great many supplement and/or methodology promotion will incorporate a statement about a greedy, closed medical establishment that shuns his or her products from fear of competition.

5) The false contention that most diseases and symptoms are due to a faulty diet and can be treated with proper nutrition. No amount of any kind of nutritional supplementation can change a genetic predisposition to develop disease. No amount of supplementation can reverse the role of excessive intense, intermittent sun exposure resulting in melanoma. Aside from deficiency diseases such as ricketts, beri beri, or scurvy, there is little legitimate evidence that most diseases and symptoms have any significant relation to diet.

6) Food processing or storage is claimed to destroy foods’ nutritional quality. It is erroneous to make such an all encompassing statement concerning processed foods. Milk is processed to the extent that it is pasteurized. Foods processed with vitamins C and E preserve food quality by preventing oxidation.

7) Fructose is preferable to other forms of sugar. The delusion that fructose is an acceptable form of sugar is quite prevalent in many nutritional circles. Nearly all simple sugars are metabolized quickly and disrupt insulin levels which contributes to most chronic illness. Do not be mislead. Avoid fructose just like you would table sugar as they both cause similar problems. Do not be fooled by products that claim to contain “all natural” sweeteners. Added ingredients like brown sugar, raw sugar, fruit sugar, honey or maple syrup are treated no differently from table sugar once they enter the bloodstream.

8) Practitioners who use computerized questionnaires to diagnose nutritional deficiencies. Nutritional deficiencies are diagnosed by appropriate medical tests and examination, not by computers. Any computer used for this purpose is likely to be programmed to recommend supplements for virtually everyone.

9) Outrageous claims are couched in pseuscientific terms or jargon. Some examples from actual magazine ads:

- Subjects who used _________experienced an extraordinary 3860% greater total fat loss than subject who used a placebo.

- ______ is better than any ephedrine based fat burner with its precise combination of pharmaceutical pure 1R,2S Norephedrine HCI, Yohimbine HCI, and Caffeine. The incredibly potent 1F, 2S Norephedrine HCI has been shown in vertebrate studies to be the most thermogenic ephedrine type alkaloid. In one study, only amphetamine itself was more potent!

- A new breakthrough scientific discovery has uncovered the unique substrate activity that controls the key “genetic-marker” shown to regulate muscle growth and fat loss. Now think of the possibilities in new muscle growth. Imagine being able to supply your body with the very substrates that trigger muscle growth, fat loss, and even immune system enhancement. Pseudoscience provides easy answers, dodges skeptical scrutiny making us victims of credulity. Practitioners of pseudoscience purport to use scientific methodology, while in fact they are faithless to its nature.

Tze Khit is one of the directors and also a personal trainer from Personal Trainers Singapore (http://www.pt.com.sg), the LARGEST & most POPULAR personal training company in Singapore.


Article from articlesbase.com

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Posted by admin on December 11th, 2010 :: Filed under Health Foods
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Health Food Online

Health Food Online

Health Food Online

With the advent of internet, it is no more a difficult task to get what you desire delivered at your door stop. You can have the access even to a health food shop from your home itself. Thanks to these shops that one can now buy favorite health food products from internet.

Do you seem to be on the verge of breaking New Year’s resolution to maintain the diet properly? Well! It might be tough to look for the health food products in your grocery store every time as it carries such things as raw organic foods and sometimes even the processed organic foods. Health food stores are the best places to get all sorts of things to help you and make your life healthier. Now practically, it is indeed arduous to look for the perfect health food shop. But there is one solution which can bring you back in the game by the letting you find the right health food products for your body. Have you ever tried visiting a health food shop online?

The best part about the specialized shop is that you get to select from the range of the foods right at one place. It keeps the collection of herbal foods too, that is very much wholesome to health and giving boost to your resolution. It becomes even easier when you find a health food store online. There are a good number of benefits of such stores as you do not need to go anywhere else. Just relax in your home and visit the website that fetches you exactly what you want. You will various options to select from. The packets are available in several sizes to suit you to the best.

Hence, finding the health food products are no more a problem now. The world of internet has some of the great health food shop that you can select as per your interest and ease. Once you visit a website, select what you want and place the order, it gets dispatched to the delivery department and from there it is sent to your door step. Isn’t it that easy? Thus there is no need to get stuck in the traffic on the way to the shop and even after reaching waiting at the cash counter for your turn. All these things are the things the past now, if you take the advantage of the present technology.

Moreover, it is not tough at all, if you are aware of Internet, it’s just like a child’s play for you. Thanks to the innovations in the technology, the world seems so smaller. Now you can access your favorite health food store and grab the desired health food products right from the comforts of your home.

Kerry. S is a Web developer and has the flair for researching on health food products. For more Information on health food store, visit HealthyLifeStore.co.uk


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Posted by admin on November 30th, 2010 :: Filed under Health Foods
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Innovations In Mood And Mind Health Food And Drinks: Growth Opportunities, Effective Product Strategies And Evolution In Npd

Innovations In Mood And Mind Health Food And Drinks: Growth Opportunities, Effective Product Strategies And Evolution In Npd

As is the nature of the food and drink business, emerging sectors such as mood/mind health have the ability to create a buzz among curious consumers and the potential to spark inspiration and interest from manufacturers/retailers.

Over the past four years (since 2006), the sector has experienced significant changes, as more and more people show an interest in purchasing products to suit/improve their mood, improve mental acuity and target specific concerns (related to wellbeing and mental health). Products such as confectionery, bakery and soft drinks are traditionally perceived as indulgent, but recipe reformulation, re-branding and a change in marketing strategy can help to target mood/mind health. A change in strategy can introduce existing products to new potential target audiences, retail and distribution opportunities.

Key features of this report

• Analysis of sales values and volumes for the functional food and drink market in Europe, the US and Asia-Pacific.
• Evaluation of the drivers behind the changing functional food and drink market (becoming more health-centric, niche and specific to individual health concerns) with a focus on moods/emotions and mental health.
• Coverage of 18 categories (under the mood food/mental health heading) including soft drinks, baby food, ready meals, snacks and dairy.

Scope of this report

• Understand each regional market in terms of absolute size as well as the future potential of each type of product.
• Evaluate the potential of sub-categories by comparing new product launches, maturity of market etc within the global food and drink sector.
• Inform your sales team and/or export department by prioritising the geographical markets best suited to your current range of products.
• Evaluate whether you should be looking beyond your current product portfolio for future opportunities within the functional food and drink market.

Key Market Issues

• Over the past four years, the sector has experienced significant changes, as more and more people show an interest in purchasing products to match/improve their mood, improve mental acuity and target specific concerns (related to wellbeing and mental health).
• Consumers are likely to grow increasingly bored of the standard ‘energy drink’ flavors which have to date been (in the most part) limited to fruit flavors, as more and more products are brought to market. An emerging ingredient, the schisandra berry, has not yet made a major appearance in this market but this is expected to change in the next 12 to 18 months as more new products are developed in line with growing market opportunities.
• Justifying a premium price in hard financial times is essential to long-term success and brands that have credible support for the bold health claims they are making in relation to improvements of mind/mood health should be able to justify their existence to their target audience (people who are looking to food and drink as prevention rather than cure).

Key findings from this report

• The functional food and drink sector is experiencing consolidation in established markets such as the UK and US, and holds massive growth potential in ‘emerging’ countries including China, India and Russia.
• The maturation of the functional food and drink market in countries such as Japan has paved the way for the introduction of more niche and health-specific products such as those targeting moods, emotions and mental health.
• Over the next three to five years, antioxidants will become even more important to the mood/mind health food and drinks market. Already gaining ground across other food and drink categories as a result of growing consumer understanding of their importance to a healthy diet (food and drink PR, marketing and advertising campaigns are primarily responsible for this growing understanding), antioxidant-rich ingredients such as cherries, pomegranates, blueberries and more exotic berries such as acai will feature more regularly in mind/mood NPD.

Key questions answered

• Which moods are addressed by recent food and drink product launches?
• What are consumer perceptions of the impact of food and drink on mood/mental health?
• Can food and drink products compete against/sit alongside the pharmaceutical industry’s mental health drugs?
• What are the most exciting new product launches from around the world and what is so great about them?

Table of Contents :
Table of Contents
Innovations in Mood & Mind Health Food & Drinks
Executive summary 8
Introduction to moods foods and mental health 8
Drivers behind the evolution of the mood food market 9
NPD analysis by region, flavor and sub-category 10
Leading global trends in mood food 11
Conclusions and success strategies 12
Chapter 1 Introduction 14
Summary 14
What is this report about? 14
Report methodology 15
Report structure 18
Chapter 2 Drivers behind the evolution of the mood/mind health market 20
Summary 20
Introduction 21
Self-prescription 21
Food not supplements 22
Depression treatments: medicinal versus nutritional 23
Top five disorders targeted by anti-depressant medication 24
Top five anti-depressant sales and total value 25
Medication through nutrition 27
The food and mood project survey 27
Beneficial nutritional self-help strategies 28
Responses to health claims 30
Ingredients innovation 32
Green super-ingredients 34
Essential fatty acids for memory enhancement 36
Lifestyle targeting 39
R&D and scientific breakthroughs 40
Maturation of the global functional market 43
Global functional food and drink market growth to 2012 43
Functional food and drink market value 44
Chapter 3 NPD analysis by region, flavor and sub-category 48
Summary 48
Introduction 49
Regional analysis 49
Asia Pacific 50
Europe 54
Latin America 58
Middle East & Africa 62
North America 65
Case study: HealthShots 69
Flavor analysis 70
Top 20 flavors in mind/mood health food and drinks 70
Top 20 fastest growing flavors in mind/mood health food and drinks 72
Top 10 future flavor forecast in the mind/mood health food and drink market 75
Product tag analysis 76
Top 20 tags on mood/mind food and drinks 2006-2009 76
Focus on antioxidants 77
Sub-category analysis 79
Growth of mind/mood food and drinks NPD by sub-category 79
Diversification in NPD type between 2006 and 2009 80
Chapter 4 Leading global trends in mood food 84
Summary 84
Introduction 85
Celebrity endorsement 85
Repositioning traditional products 86
Daily dosing 87
Premiumization 88
Convenience 89
Wholesome image 91
The organic debate 92
Diet aids 95
Indulgence 96
Chapter 5 Conclusions and strategies for success 100
Introduction 100
Strategies for success 101
Actionable conclusions for marketing 102
Actionable conclusions for NPD 104

List of Figures
Figure 2.1: Beneficial nutritional self-help strategies 29
Figure 2.2: Products with ‘green’ ingredients 36
Figure 2.3: Awareness versus availability of selected cognitive health ingredients 40
Figure 2.4: Global functional food and drink market growth, (%), 2002-2012 43
Figure 3.5: Share of mind/mood food and drinks NPD, by region (%), 2006-09 50
Figure 3.6: Black O-Pium energy drink with reishi mushroom introduced in Singapore in 2006 51
Figure 3.7: Mind and mood food and drinks launched in Asia Pacific 52
Figure 3.8: Balance Water brand targets women and children with flower essences 54
Figure 3.9: Mind and mood food and drinks launched in Europe 56
Figure 3.10: Lucozade range 58
Figure 3.11: Mind and mood food and drinks launched in Latin America 60
Figure 3.12: Three new flavors in the EQ range of tablets to make any drink into an energy drink 61
Figure 3.13: Mind and mood food and drinks launched in Middle East and Africa 62
Figure 3.14: Potion Herbal Remedy Energy Shots 65
Figure 3.15: Mind and mood food and drinks launched in North America 68
Figure 3.16: HealthShots: Brain Refresh, Men’s Edge & Sustained Energy 69
Figure 3.17: Share of mind/mood food and drinks, by sub-category (%), 2006-09 80
Figure 3.18: Share of mind/mood food and drinks, by type (%), 2006-09 81
Figure 4.19: Healthy convenient products with mind/mood benefits 91
Figure 4.20: Organic products with mood/mind benefits 94
Figure 4.21: Diet aids with mind/mood benefits 96

List of Tables
Table 2.1: Top five disorders targeted by anti-depressant medication, by country (%), 2007-2008 24
Table 2.2: Top five anti-depressant sales and total value, by country (0), 2007-2008 25
Table 2.3: Top five anti-depressant sales and total value, by country (0), 2007-2008 (cont) 26
Table 2.4: Functional food and drink market value in Europe, the US and Asia Pacific ($m), 2002–12 44
Table 3.5: Top 20 flavors in mind/mood health food and drinks, 2006- 2009 72
Table 3.6: Top 20 fastest growing flavors in mind and mood health, 2009 73
Table 3.7: Top 20 tags on mood/mind food and drinks 2006-2009 76
Table 3.8: Growth of mind/mood food and drinks by sub-category 2006-2009 79 

 For More information please contact :

http://www.aarkstore.com/reports/Innovations-in-Mood-and-Mind-Health-Food-and-Drinks-Growth-opportunities-effective-product-strategies-and-evolution-in-NPD-38030.html

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Posted by admin on October 28th, 2010 :: Filed under Health Foods
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