Increasing media attention is raising the awareness of the benefits of healthy lifestyles; the positive effects of healthy eating and exercise for the entire family on longevity, energy levels and general well-being. According to the 2011 Health and Wellness Insider’s Guide, which researched the latest trends in health behaviour and industry trends, it suggests that the future of healthy food manufacturers have a prosperous future; especially those utilising natural ingredients in snack foods.

According to the research, consumer trends towards healthier lifestyles, combined with the pressures of an ever increasing pace of life, are making big impacts on the popularity of food products. This is being reinforced by public health messages and guidelines for the reduction of health problems as a result of obesity and diabetes.

The research also indicated that as a result of these marketing efforts, more food manufacturing companies were promoting their products as ‘healthy’ and in turn consumers are turning to tried and true food products and ingredients that they know are good for them, including natural ingredients such as fruit and vegetables, nuts, grains and seeds.

This trend has expanded to convenience foods as people on the run are searching for a nutritious snack which is transportable and easy to consume. Consumers are demanding natural ingredients in their snack foods as a result of the associated health benefits.

The report presented by the 2011 Health and Wellness Insider’s Guide also highlighted the fact that there is a growing trend towards the goals of ‘wellthyness’. This is where people’s priorities are changing to value their health and wellbeing above the notions of wealth and status symbols. The changing attitudes of consumers is having a correlating effect on those involved in the manufacture and marketing of food products, including convenience foods.

Snack and convenience food manufacturers are turning to suppliers who are able to provide high quality natural ingredients, such as fruit, that can become the major component in their snack foods. However, there are numerous concerns that manufacturers must take into consideration when accessing their natural fruit ingredients; such as the effect the ingredients will have on the baking process, the flavour that represents the innate qualities of the original ingredients as well as the texture.

Leading natural ingredient suppliers of natural food ingredients which are used throughout the world are utilising a process termed Ultra Rapid Concentration. This procedure ensures that the fruit pieces, flakes and paste retain the natural colours, textures and flavours of the natural ingredients and create low water activity levels for maximum product functionality.