Consumers increasingly want food that does more than fill them up, and that shift could open new markets for US farmers, according to a report from CoBank's Knowledge Exchange reported by Farms.com. The trend, often called 'food as medicine', reflects growing interest in using diet to support health and possibly to help prevent or manage chronic conditions.
For years, foods sold as healthier stressed what had been taken out: less sugar, fewer calories, fewer artificial ingredients. Now, CoBank says, shoppers look at what a food adds, with protein, fibre, gut health, immunity and energy among their priorities. "Increasingly, they are seeking products they believe can improve their health in both the short and long term," said Billy Roberts, CoBank's food and beverage economist.
Protein is the clearest case. Consumers link it with feeling full, muscle health and lasting energy, CoBank says, and food and drink companies are adding it to meals, beverages, snacks and convenience products. Meat, dairy, eggs, soybeans, pulses and other commodities all supply that protein, so the evolution of protein demand is worth watching for farmers and commodity groups.
Fibre is drawing attention too. Many consumers are trying to eat more of it because of perceived benefits for digestion, gut health, blood sugar and satiety, the report says, which could raise interest in ingredients from grains, fruits, vegetables and pulses. The difficulty for manufacturers is adding meaningful amounts without losing the flavour, texture, convenience and shelf life that shoppers still expect.
CoBank's message to agriculture is that the demand for raw materials behind protein-rich, high-fibre and minimally processed foods may grow as companies look for products with measurable nutritional attributes they can point to on the label.
Photo: Justinc / Wikimedia Commons (CC BY-SA 2.0)
Source: Farms.com
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