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Emerging Ingredients for Health

2015 USA Report from HealthFocus International

Consumers’ desire for naturally functional foods and beverages continues to drive interest in ingredients with intrinsic health benefits. Research from HealthFocus related to 50 functional ingredients and the benefits consumers associate with them, helps companies to identify opportunities and develop compelling communications.

This primary research study of 1,000 U.S. consumers from October 2015, evaluates the awareness and the benefits linked to 50 ingredients, including herbs, spices, grains, flours, seeds, superfoods, and other unique ingredients. Consumer understanding of these functional ingredients is profiled to reveal how many shoppers are aware of each ingredient, how many understand the potential benefits, and uncover which functional benefits (e.g., physical energy, concentration, weight management, immunity, digestive health, etc.) are connected with each ingredient.

The study also determines how open consumers are to trying new ingredients, and discovers the benefits each of these unique ingredients provides to consumers. Within the study certain target markets for new, unique ingredients are also revealed — determining which consumers are seeking out these ingredients and which consumers are willing to pay a premium for them. Below is a list of the 50 ingredients explored within the study.

  1. Acai
  2. Bee pollen
  3. Cacao
  4. Goji berries
  5. Camu Camu
  6. Kale
  7. Moringa
  8. Spirulina
  9. Wheatgrass
  10. Coconut oil
  11. Maca
  12. Cinnamon
  13. Turmeric/Curcumin
  14. Fennel
  15. Chia seeds
  16. Flaxseed
  17. Hemp seeds
  18. Guarana
  19. Yerba mate
  20. Matcha green tea
  21. Amaranth
  22. Barley
  23. Quinoa
  24. Spelt
  25. Sprouted grains
  26. Farro
  27. Millet
  28. Freekeh
  29. Buckwheat
  30. Black/forbidden rice
  31. Coconut palm sugar
  32. Agave
  33. Cane sugar
  34. Monk fruit
  35. Almond flour
  36. Banana flour
  37. Coconut flour
  38. Rice flour
  39. Oat flour
  40. Ancient grain flour
  41. Whole-wheat flour
  42. Legume flour
  43. Cricket flour
  44. Pea protein
  45. Rice protein
  46. Soy protein
  47. Whey protein
  48. Fermented foods/beverages
  49. Botanicals
  50. Seaweed/algae-based ingredients

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HealthFocus specializes in understanding consumer attitudes towards health and nutrition and helping to apply those insights to brand development and innovation. The HealthFocus Global Database on Consumers and Healthy Living is the largest available on shopper health and nutrition. The syndicated HealthFocus Trend Survey, conducted in the U.S. and 40 other markets, is the most in-depth, up-to-date study of its kind.





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