NUTRACEUTICALS: FAD OR TREND?
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As the U.S. population ages and becomes more health conscious, consumers expect more from their foods than simple nutrition. They expect their food to make them healthier and help them fend off the chronic diseases of aging. Recognizing this trend, players ranging from traditional food and food-ingredient companies to pharmaceutical companies are tapping into this potentially huge market. The search is on to identify food components that confer health benefits and to figure out how to increase those components in the food supply, leading to an exploding market in nutraceuticals and functional foods. "We're seeing the highest levels of interest from the baby boomers and what we call the older boomers—the older segments of the baby boomers," says David B. Schmidt, senior vice president for food safety at the International Food Information Council (IFIC), a nonprofit organization with the mission of communicating science-based information on food safety and nutrition. "They all expect to live to ...