Functional product is more expensive and sells more

Margarine that helps control cholesterol; yogurt to regulate the bowel; water improves vitality of the skin; and to maintain the health of the muscles and bones. Functional foods arouse interest of multinational and Brazilian companies, which have been registering their products on the national health surveillance agency (Anvisa). Last year the Agency approved 170 of them, a considerable jump compared to eight approved products 12 years ago, when starts the series reported to the value.
In total, the Anvisa, whose license to a functional food or beverage lasts five years, has already given the green light to 720 products (see chart on this page).
The functional, in General, is more expensive than the common product and sales performance also tends to be higher than the market average. In the case of margarine Becel pro-activ, single product of Unilever's portfolio that is functional. This margarine contain phytosterols-substances that help in reducing cholesterol absorption-its performance stands out in the industry.
"While the market of margarine dropped 2.9% in 2012, sales of Becel increased 4% due to the recognition of the product as beneficial to cardiovascular health," says the marketing manager of Becel, Carolina Valim.
While the demand for this product type grows, prices increase. According to Nielsen, the sale of functional yoghurt in the past two years closed in September 2012 increased 4.6% and of non-functional, 2.4%. And the difference in price between them, whereas the same manufacturer, was 37% last year.
In the same period, sales of common rice showed retraction of 3%, while the integral had 14% high. A kilo of rice standard cost R $ 1.93 and the integral, R $ 4.56-136% difference.
An eye on that market, the Brazilian Bioleve launched three months ago with collagen, fiber and vitamins, which promises to "improve the vitality of the skin and prevent premature aging". The company has 2.4% of the mineral water market in the country and plans to launch this year more functional products. "We decided to enter the functional beverages segment because as well as being beneficial to health, is also growing worldwide," says the Bioleve quality Manager, Haroon Guersoni. In the portfolio the drink is not treated as a common water. It is sold in pharmacies, beauty centers and gyms.
France's Danone has two products with functional property claim (probiotics) in its portfolio in Brazil. Are they Actimel and Activia, sold also in other 68 countries. The latter was launched in the country in 2004 and holds the lead, with about 13% of market share in sales of fresh dairy products market, according to the company. Your innovation engine is the Daniel Carasso Research Centre based in Palaiseau, France, where they are more than a thousand scientists in the areas of nutrition and human health.
The competitor Nestle, the world's largest manufacturer of food, are playing their chips and 500 million Swiss francs, applied between 2011 and 2021, in this market. In 2011, the owner of brands such as Nescafe, Maggi and Nest, created the Health Sciences Institute of Nestlé, in the Polytechnic School of Lausanne, Switzerland. So, started an ambitious project, which includes Brazil, to reinforce its presence in the new segment of the food industry that operates on the border between food and medicine.
In Lausanne, 50 researchers in molecular biology, genetics, food and nutrition engineering work in the development of products useful in the prevention and treatment of diabetes, obesity, cardiovascular disease and Alzheimer's disease, for various markets.
"The aging of the world population, the increase in life expectancy and the value of nutrition are factors of growth of this market," says the Director of the Division of Nestle Health Science, Marco Hidalgo. In the country, the company has 18 functional foods in its portfolio; the two latest products developed locally are the child supplement Nutren Kids and Nutren Senior, for people over 60 years, with protein, vitamin D and calcium, beneficial in the maintenance of muscle and bone health.
The health and wellness market moves $ 154 billion, according to Euromonitor International Research. And the Brazil matches the $ 13 billion in sales, 35% of business in Latin America.
"Relevant scientific research in the area of nutrition have led to a series of discoveries of ingredients and health properties that can be added to food," says the Director of functional Vitafoods international food, Chris Lee. The event, whose second edition took place this week in Sao Paulo, showed news as curd with collagen. In this product, the benefit is the partial replacement of fat per protein (see report below on the use of protein in various products). Innovation is proposed by Rousselot, manufacturer of gelatine and collagen for the food and pharmaceutical industries.
The markets with higher growth in sales of functional products are China, Brazil and Saudi Arabia, but the profile of consumption varies according to the population. The age, according to industry analyst of health and well being of Euromonitor, Diana Cowland, is crucial in the nutritional and psychological needs: "Young People with an average age of less than 30 years put more focus in enjoy life, prioritizing foods that increase energy, while older populations, with an average age of 50 years, favor products that improve cardiovascular health."
To support the functionality of a food to the consumer, the manufacturer is required by Anvisa to present studies in the lab and in humans, proving the safety and efficacy of added components. "We have to assess the veracity of the claim, a procedure that takes place in any country," says the special products Manager of Anvisa, Antonia de Aquino.
"The regulation began 12 years-and is required. The idea is to protect the consumer and does not inhibit the market. But, in fact, the industry is unable to meet the requirements and required statements ", says professor Department of USP food and functional food technical consultant of Anvisa, Franco Lajolo.
To circumvent the difficulty and make progress in the development of more complex foods, Lajolo bet on the industry's partnership with the University. "The future is in individualized diet", he says, to consider that the diet has different impact on each genetic subgroup.
The difficulties and expenses for research are seen as barrier by industry, but when Anvisa approves a functional food, its manufacturer is allowed to disclose your differential. An example: the yogurt Activia, Danone, that contains Bacillus "dan regularis" and, according to the research, improves the rhythm of the intestine.
According to market analyst from Nielsen, Claudio Czarnobai, with increased income, there is a widespread migration to higher value-added products. "Among the great speeches that promote the movement of consumers are convenience and indulgence, sophistication, healthiness," he says.