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As
readers will know, we have been promoting the "Mood Food"
concept back in the early nineties, firstly as a restaurant directory
and then as the name of this publication. It seems that others have
now joined the party. Birdseye were the first with their brand of
that name and we now have research group Datamonitor with their
latest release :
Opportunities
in Mood Foods & Boosting Mental Performance:
Consumer
Attitudes and Behaviors
Using a broad range of nutrients,
bioactives and botanicals to positively affect consumers' cognitive
performance and mental wellbeing
Reference Code:
DMCM4664 Publication Date: March 2009 Opportunities in Mood Foods
& Boosting Mental Performance: Consumer Attitudes and Behaviors
DMCM4664/ Published 03/2008
OVERVIEW
Catalyst
Mood foods have become
increasingly popular in recent years as consumers embrace 'emotional
management' strategies that include 'purpose driven eating'. A
category of food and beverages based on ingredients that make
individuals happier, calmer, livelier and even more intelligent, is
potentially compelling proposition for consumers who are becoming
more aware of protecting their mental wellbeing. The opportunity
exists for both conventional and functional food and beverages.
Summary
_ Intensifying health concerns
are driving interest in more sophisticated and effective forms of
nutrition such as mental wellbeing products. This explains why
functional mood foods are now emerging.
_ Declining economic wellbeing,
tension, stress and a lack of vitality are common themes in modern
consumer lifestyles which potentially enhance the appeal of mood
foods. Consumers are increasingly indulging and turning to functional
antidotes promoting emotional wellbeing and mental performance
benefits. Strong opportunities are particularly apparent in females
and younger consumers but also aging populations.
_ In addition to sensory driven
formulation challenges associated with functional mood foods, lack of
trust in general and specific nutritional claims is an ongoing
inhibitor preventing the adoption of functional mood foods reaching
critical mass. Industry players should also recognize that a negative
stigma associated with emotional health is a potential barrier to
mood food adoption and the nature of product communications.
_ A number of established and
emerging mood food ingredients potentially represent future growth
opportunities. In response, manufacturers and retailers must embrace
'informative marketing' tactics to educate a wider audience about the
benefits of mood foods. Targeting specific consumer segments,
locations, occasions in order to fully leverage the unique and highly
relevant benefits of mood food will also assist in growing the market.
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