New Research Finds A Hike In Use Of Term “Proven” In European Food Health Claims

Market researcher Innova Market Insights reports a 36 percent increase in 2010 in the number of products in Western Europe with health claims that use the word “proven." A possible reason for the increase in the use of the buzzword may be the April release of the fourth set of generic EU health claim opinions from the European Food Safety Authority (EFSA), which seemed more inclined to grant successful opinions to companies that use words like “proven" and “scientific support" in their health claims. But as uncertainty regarding wording continues, manufacturers are choosing softer or passive claims (e.g., “low and light"). Innova identified several other emerging trends affecting new nutritional and functional foods, including relaxation drinks, out-of-the-box weight loss, joint health boosters, etc.