Food manufacturers are adapting to the way women view their health and wellness. In the US, women spend more than $125 billion a year on nutrition and $40 billion a year on alternative therapy. The food manufacturers have recognized the change in women’s attitudes towards their health and are changing some of the most basic foodstuffs to reflect these interests. For decades, Kellogg’s positioned Special K cereal as a way to help ‘curb calories.’ They now have repositioned it as a food that ‘encourages empowerment and an active lifestyle.’
In another example, Nessta Life producers of nutrition bars and cookies now promote their products as having vitamins and minerals ‘needed for each life stage of womanhood,’ while Luna bars, which are marketed directly to women, offer the promise of assisting women ‘to obtain more of the nutrients lacking in their current diets.’ Even the popular Matcha Tea and powders that are well-known for antioxidants are now being put into snack bars produced by the likes of Pamela’s products.
When it comes to food and beverages, Julio Lopez, nutrition research and innovation manager at Archer Daniels Midland Co. (www.adm.com) in Chicago notes, “women now favor clean, clear and transparent labels and ingredients of natural origin. Some of the most popular ingredients in the women’s health space are calcium, plant-based proteins, vitamin D, folic acid, fiber, DHA, plant sterols and plant-based extracts with antioxidant and anti-inflammatory properties,” he says.