What to expect?
The uncertain political and economical situation in both Europe and America means that markets and their currencies will be volatile over the course of this year. Growing expectation and anxiety in response to Brexit and the newly elected president of the USA are bringing uncertainty to the natural health market. Will there be a EU single market, what are the changes, and how will the Commission react to them? The EU Food Law just redently mentioned that, following Prime Minister Teresa May’s 17 January speech, the food industry is bracing itself for the UK leaving the European single market (the so-called ‘hard Brexit’). Decisions are pending, and despite the fact that there will be a transition period, concerns are the order of the day, and continued follow-up of the matter is required.
Personalized nutrition will continue to be the focus of the 2017 nutraceutical market, with several start-up companies already having launched their concepts in 2016. The idea behind personalized nutrition is to provide people with greater ownership of their quality of life.
Another strong trend in this year will be clean label and transparency throughout the food and beverage supply chains. Clean label positioning will become more holistic, allowing consumers’ improved understanding of product properties. Other focuses will be on plant protein and sugar reduction. The impact of sugar taxes will for sure reshape consumers’ choices in the European market during this year, making producers search for alternatives.
A national survey of dietitians (1,700) on “What’s trending in nutrition” predicted that seeds such as chia and hemp, avocado, nuts, fermented foods, and ancient grains will be the top 5 superfoods for 2017. A remarkable rise of curcumin as a trending ingredient is expected due to its stated anti-inflammatory properties. Having proven its strength as a dietary supplement, it is now in focus as a functional product. The increased consumer interest in this culinary ingredient, as reported by Google’s Food Trends, resulted in the emergence of a hipster drink known all around the world as Turmeric Latte.