Greater
concern for food fortification a public health initiative
With
the rising prevalence of nutritional deficiencies, particularly in
the developing world, food fortification programmes have taken shape
in the form of public health initiatives. Statistical studies have
proven that iodine fortification has decreased the incidence of
goitre by almost 90%. Similarly, milk fortified with Vitamin D can
reduce the occurrence of rickets in young children, and the
fortification of flour, cereal, and bread with Vitamin B can
effectively tackle the nutritional deficiencies of Vitamin B. Product
manufacturers actively involved in the fortified
foods market are experimenting with new technologies that
prevent the degradation of Vitamin D from refrigeration and UV light.
Discretionary
fortification nothing but a marketing gimmick
Product
manufacturers have wholeheartedly adopted discretionary fortification
by manipulating dietary values. Discretionary fortification can
result in food supply chain inefficiencies or even cause adverse
health effects. Therefore, discretionary fortification must only be
carried out by properly evaluating the nutritional status of a
specific population. Increased fortified food intake, especially
amongst a non-target audience could possibly lead to nutrient intake
above the recommended or permissible limit. Excessive intake of
fortified products can be one of the reasons for indigestion or
genomic alteration.
Focus
on basic foods instead of processed foods in the fortified foods
market
The
basic foods application segment of the global fortified foods market
is predicted to be valued at more than US$ 49 Bn in 2017, and should
reach just under US$ 94 Bn by the end of the forecast period. The
yoghurt and others sub-segments have the largest contribution to the
fortified foods market with the former alone being approximately
2/5th of the basic foods segment in terms of value. The highest CAGR
is anticipated to be in the basic foods segment as milk and milk
products are rich in calcium and are perfect to combat vitamin D and
calcium deficiency across the globe. Therefore, fortification of
basic foods is far more critical than that of processed foods in the
fortified foods market. Yoghurt fortification is poised to witness a
robust CAGR of 6.7% from 2017-2027, meaning that key stakeholders in
the fortified foods market would do well to target this segment with
customised strategies.
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Fortification
measures could reduce the economic burden of iron deficiency
A
study conducted in Brazil showed that the lost productivity on
account of iron deficiency in the country cost US$ 4 per capita i.e.
9% of the national GDP. A sustainable fortification initiative
implemented properly would cost much less than avoidable losses by
way of anaemia and needs to be a priority for both regional as well
as national governments in countries where this poses a problem.
Processed
foods slightly larger in the North America fortified foods market
It
is a closely fought battle between processed foods and basic foods in
the North America fortified foods market with the former leading by a
sliver in 2017. However, this is anticipated to flip by the end of
the forecast period with basic foods accounting for about 51% market
share by the end of 2027. Milk and milk products fortified with
Vitamin D are critical in the North America fortified foods market
and the basic foods segment is expected to push past US$ 20 Bn by the
end of the decade long study. Margarine fortification is also gaining
substantial traction and companies actively involved in the fortified
foods market would do well to take this into cognizance.
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