The fortified/functional curve quantifies consumers' readiness to buy functional foods by comparing how much is spent per capita on food and drink to how much is spent on fortified/functional food and drink. The resulting number, 0.84, indicates a clear relationship. The aging populations in North America, Australia/Asia and Western Europe is willing to spend on fortified/functional products that offer preventative health measures, with the greatest success so far in products targeting cardiovascular health.

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