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NMI on health claims

This article was originally published in The Tan Sheet

Executive Summary

"Fifty-seven percent of all U.S. consumers indicate they are looking for foods that have a specific health claim," according to the Natural Marketing Institute's Health & Wellness Database. Additionally, "about half prefer to buy vitamins/minerals/herbals/dietary supplements that have a specific health claim," the market research and consulting firm reports June 5. "While consumers may lack understanding of the specific health benefits of some nutrients, savvy manufacturers and marketers will use this opportunity for continued education to raise the value of their nutrient-rich products in the eyes of the consumers," NMI President Maryellen Molyneaux suggests...

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