Valley Cottage, NY -- (SBWIRE) -- 10/06/2017 -- 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.

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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.