F&S: Food-drug borderline – approach with caution

By Deborah Cross, Frost & Sullivan, 17-Sep-2009

Related topics: State of the market: Insights from analysts, Health claims, Regulation

Manufacturers of functional foods and supplements risk losing time, money and brand integrity if they don't get their marketing story straight. Frost & Sullivan takes a look at the dangers of crossing into the realm of drugs as part of a NutraIngredients series canvassing analyst insight.

Overstepping claim boundaries between functional foods and medical drugs muddies the water, introducing market and consumer confusion.

With an increased focus on preventative healthcare and consumers more actively managing their personal health, they become increasingly interested in products carrying health claims. Consequently, it is essential to ensure they do not misunderstand what they consume.

The main selling point of functional foods is that they could help to prevent future clinical health conditions, which is particularly relevant to younger consumers looking for a better quality of life.

http://www.nutraingredients-usa.com/Regulation/F-S-Food-drug-borderline-approach-with-caution