The functional food market is estimated at $27 billion in the U.S. with growth expectations of 8.5 – 20% per year according to a recent Pricewaterhouse Coopers report. The media jumped on this new data and turned to nutrition experts to get their take on this segment of the food and beverage industry.
According to prominent and well-respected New York University food scientist Marion Nestle, functional foods are “calorie distractors.” “Functional foods are about marketing not health,” she said. “They delude people into thinking that these things are healthy.”
So wait a minute here. According to these reports I shouldn’t drink vitamin D fortified soy milk or take whey protein after I work out (or anytime as I just drank a shake for lunch). Both are “calorie distractors?” Certainly they are not but, as Nestle says, some foods that fall into “functional” are – baked cheetos fortified with calcium are still just that – baked cheetos. Just like a moldy strawberry can ruin the bunch, foods that are masked as healthy give the entire category of functional foods a bad rap. And that just isn’t fair.
h Tufts University researcher Alice Lichtenstein’s is right on the mark when she states that the biggest problem we have in the U.S. is over-consumption of calories. But, diet products, low calorie products, foods with added fiber – these are all functional foods. And, in today’s society, the majority of the people I know aren’t going to only eat fruits and vegetables and whole grain breads. If I could twist their arms I would but, they want options. They want Hungry Girl’s lower calorie concoctions that satisfy their sweet tooth and serve up a healthy dose of fiber at the same time (thanks to Fiber One – a functional food). My clients want whey protein shakes, lower calorie yogurt, light cheese and high fiber bread. They want convenience, taste and options. And, many want to lose weight. Sure, they can do this on a clean diet but, I have to meet my clients halfway. I have to help them make changes they can live with versus those that won’t last more than a few days. And, that means incorporating lower calorie versions of their favorite foods while making sure they meet their nutrient needs.
Currently, the U.S. has no formal definition of functional foods. They can be regulated as conventional foods, food additives, food supplements, dietary supplements, medicinal foods or foods for special dietary use (Ensure or Enfamil for instance) depending on the health claims that are made.
So, the next time you pick up lower fat peanut butter, fortified anything, high fiber products or low calorie foods or beverages or cheetos with calcium, ask yourself if that particular food enhanced or detracted from your healthy diet. But, don’t tell me the entire category of functional foods is bad just because of a few bad apples.
Right on! Also, "eating clean" is a change that is accomplished overnight. Old habits take years to break, so there has to be compromise 🙂