Market Trends of Functional Flour Industry
Increasing Consumption of Nutrient-enriched Foods to Improve Overall Health
The increasing demand for nutrient-enriched foods due to the hectic lifestyle of people and the rising awareness of the health benefits of these foods among them is predicted to drive market growth. This has led the consumer interest in diet and health, which increased the demand for functional foods. The prevalence of obesity is growing in all developed countries globally. Therefore, consumers are inclined toward foods containing functional ingredients to reduce the risk of certain health conditions such as obesity, weight management, diabetes, and cardiovascular diseases. The hectic lifestyles and increasing stress have contributed to the prevalence of such health disorders. According to WHO (World Health Organization), in 2022, obesity affects more than one billion people worldwide, including 650 million adults, 340 million adolescents, and 39 million children and the figures are still rising. By 2025, approximately 167 million people - adults and children - will be less healthy due to being overweight or obese.
In general, people tend to consume meals three to four times a day. This has created a negative impact on people's health. The growing awareness and shift in eating habits have led to a trend of eating smaller meals during the day. These factors have given a boost to healthy foods and the replacement of meals with healthy biscuits, snacks, and energy or protein bars. Also, the growing trend of on-the-go snacking is becoming extremely popular among children, owing to their need for regular meals, while adults prefer them due to their busy lifestyles. Other factors, such as growing disposable income, ease of carrying, and increasing health concerns, are also augmenting the market growth.
North America Holds the Major Share
Functional flour is gaining popularity for its cost-cutting, nutritional benefits, thickening, texture, and taste enhancements. However, the trend of gluten-free and clean labels is the primary factor driving the market. North America dominates the market with a high awareness of product efficiency and the demand for premium products. New trends in the United States functional bars reveal that the demand for functional food products has been increasing in the country. The fortification of granola/ muesli bars and food products with omega-3 fatty acids, calcium, fiber, and others has been trending in the United States marketplace. Approximately 6% to 7% of the United States population are gluten-intolerance which implies that 20 million people in the United States are gluten-sensitive. As a result, over 20% of United States consumers opted for gluten-free products.
The increase in consumption of nutritive convenience and fortified food and the growing health awareness is leading to increased consumption of healthier diets, thereby driving the market. As the healthcare expenditure pattern in the country is growing each day, therefore, consumers in the country are adopting preventive healthcare measures, such as eating nutritious food. This factor is further driving the overall sales in the country. However, the growing influence of western culture has boosted the demand for high-protein and nutrient foods.
