Supplementation

The Dietary Supplement Health and Education Act of 1994 has certainly introduced a variety of issues for consumers. The FDA certainly has its work cut out for them in the years to come. All legislation aside, it has provided a wealth of products available for any ailment or benefit. According to Sloan, we will see the food industry follow the path of the traditional vitamin supplement business. They offer customized products for men, women, smokers, joggers, osteoporosis, menopause, and children, to name a few. In Europe, vitamin enrichment is quite popular.

Consumers often use dietary supplementation now as part of a functional regimen. Their focus on improving lifestyle and performance and awareness of risk factors extends to this customization. The sports market, especially, seems to take advantage of the market potential for supplemental foods. This area will be discussed later, however.

Health in Foodservice

Sloan (1995) has stated that one only needs to look at the restaurant trade to follow the food trends of the future. This is certainly true in the promotion of nutrition by the foodservice industry. A 1986 article on this very topic has predicted many of the current trends in the restaurant trade. Nutrition in foodservice focuses on promoting menu items that creatively meet consumer needs (Carlson, 1986). The concentration is now on the use of fresher, lighter food; changes in food preparation methods; provision of nutrition information; and special promotions regarding health, diet, and fitness. Chefs are careful not to overemphasize the "healthy" aspect, however, so as not to pigeonhole themselves into one type of menu.

Surveys conducted with chef groups tested chef's food science knowledge, likelihood of using food preparation practices, use of the Dietary Guidelines for Americans, and attitudes toward nutrition in general and the importance of healthful food preparations (Reichler, 1998). Independent chefs scored much lower than educator and corporate chefs. Nutrient composition and effects of cooking were well-at-hand in the groups. Most were confused about fat and cholesterol in the body, however. The attitudes towards positive nutrition practices were quite upbeat though these practices were not often used. Overall, the trend is toward more nutritionally creative menus. The road to this trend must involve education of our chefs and communities.

Sport Bars and Drinks

The sports and fitness industries have seen a boom in recent years. Sports enthusiasts spend extensive time searching for the next best program help or any remedy for their athletic woes. Nutritionally, the latest trends are difficult to pinpoint among the glut of new and recycled products. The one product that seems to "stick out" is the energy bar. Once just a food product for the ultimate health nut, this bar is crossing over into greater consumer possibilities. The famous Powerbar has seemed to frontier the way to the energy bar market. We can now see brand extensions from them like Harvest or new flavors. Other companies, rooted in different markets, have attempted to enter this overcrowded one. Zind describes the newest enhancements as taste, overall eating quality, and health/nutrition profile.

The protein craze has also dominated the sports market as of late. Increased sales of this nutrient reflect the spoutings of dietary gurus and best-selling diet books. The previously-described energy bar is a primary example of a protein packed consumer favorite.

The beverage industry is the biggest market producing the previously-described functional foods (Riaz, 1999). They are also top players in the sports industry. In Europe, and increasingly in the United States, performance or sport beverages, nutritionally loaded beverages, fruit juices, and juices loaded with milk proteins are available at every turn (Katz, 1999)

In general, many opportunities exist for the food industry to market to sports enthusiasts. Nutrition and fitness are being coordinated in facilities across the nation opening up great possibilities for products (and trends).

Other Trends