A downturn in the economy, increasing healthcare costs, an aging population, and mounting interest in attaining good health through diet are all helping to drive consumers' desire for more functionality from their foods. Coupled with an increased desire to take more responsibility for their health, consumers are gravitating toward healthier diets and looking for alternative ways to manage and prevent illness which has resulted in an increased demand for foods with functional health benefits.

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Corporate initiatives to lower sodium, sugar and other not so healthy ingredients in packaged foods/beverages may be a proactive response to mounting consumer demands for more nutritious foods with less negative health implications. Additionally, corporate decision makers are feeling the heat from emerging and imminent government regulations “encouraging” reduction of detrimental health-robbing food components and additives.

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As LOHAS (Lifestyles Of Health And Sustainability) evolves from a hot trend to a fundamental focus and integral strategy for many businesses, LOHAS consumers are now a driving force. The $200 billion+ LOHAS industry is on track to jump to $420 billion in just three years, according to the Natural Marketing Institute (NMI), and the food and beverage market is one key sector where the LOHAS impact is unmistakable and consequential.

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The past 30 years of unbridled consumerism and access to information and technology has created a highly discerning and sophisticated consumer. No longer satisfied with claims made by a manufacturer or service provider, skeptical consumes are now demanding impartial proof and third party verification. Government, industry, non-profits and other entities are all trying to capture consumers' consciousness.

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