30 November 2000 Consumers turning to functional foods

Good, old-fashioned healthy eating is on the way out, according to Professor Roy Bickerstaffe of Lincoln University, who has been studying overseas eating trends.

Today's health-conscious consumers want more than just nutritious meals, he says, and they are turning to foods that promise particular health benefits or treat specific health problems.

Professor Bickerstaffe, who heads a molecular biotechnology research group within Lincoln University's Animal and Food Sciences Division, says that in the past the phrase "healthy eating" meant avoiding foods that were deemed "bad" for human health. For example, foods high in fat, sugar and salt.

The healthy food pyramid is an example of this approach.

"Now research shows that today's consumers want increased benefits from what they eat and they are turning to 'functional foods'. Functional foods are those that provide specific health benefits such as those believed to be linked to cancer prevention, cholesterol reduction, immune system enhancement and even the promotion of memory retention."

Foods that are increasing in popularity overseas include low calorie diabetic chocolate to control blood glucose, sugarless gum that encourages the strengthening of teeth, and soy products containing phyto-oestrogens and calcium which counteract some of the symptoms associated with menopause.

"Already in New Zealand we have probiotic foods such as yoghurts which contain health promoting bacteria and products such as fruit drinks with vitamin C and the herb Echinacea to help ward off colds and boost immunity.

"We also have a multitude of new drinks with high caffeine levels promoted to the youth market as energy boosters."

Professor Bickerstaffe has also identified other changes in eating patterns overseas. There is, for example, a growing trend towards eating in groups as a social event. Food is increasingly designed to be shared and eaten in social situations, and food is no longer linked to guilt but tied instead to a give-it-to­-me attitude.

He says there is too a trend towards small bites and skewered food that is easy to eat and can be consumed in a group situation. Wontons, for example, are undergoing a surge in popularity, as is ethnic food in general. In addition, consumers are becoming more adventurous with flavours.

"The trend in America is towards eating out or buying prepared food such as ready-to-go restaurant-style meals that can be cooked at home without further processing. The average American family expects a meal to be ready in 14 minutes and only 50 percent of homes prepare food from scratch."

If your family sits watching television eating dinner out of bowls, there is no need to feel guilty, says Professor Bickerstaffe, it's a worldwide trend for bowls to be replacing plates.

The traditional three meals a day – breakfast, lunch and dinner, at their respective times – is a pattern rapidly disappearing in the United States, he says. Two out of three Americans now eat only two meals a day, with snacks in between. However breakfast remains important for families with school children because of the link between eating breakfast and good academic performance.

"It is important for food producers in New Zealand to be aware of overseas trends," says Professor Bickerstaffe.

"Producers should keep an eye on 'functional foods' that deliver known health benefits. Meat producers, for example, could move towards promoting meat as an excellent source of iron. Probiotic dairy products also look set to increase in popularity as they promote a healthy digestive system."

Wine is another example of a functional food, says Professor Bickerstaffe, as it contains substances that reduce blood platelet aggregation and hence help reduce blood pressure.

He also suggests that vegetable growers should keep an eye out for vegetable products that convey health benefits for cholesterol levels or cancer prevention.

So, what should you, as a consumer, do if you want to keep up with overseas eating trends? The answer is – invite a few friends around, purchase some pre-prepared food, preferably something ethnic like kebabs or wontons, equip all guests with bowls, not plates, and have a good social chat over a glass of health-giving wine. Sounds great doesn't it!

Lynette Hartley, Lincoln University, Canterbury, New Zealand

Ian Collins, Journalist, Lincoln University, Canterbury, New Zealand