The market for health foods or “nutraceuticals” seems to be slowing down after the flourishing 1990s. This is due to false marketing that promote products with health benefits that are not in line with reality. In the United States, Danone was fined several tens of millions of dollars following a consumer complaint about the benefits of Actimel. European regulations ensure that advertising deemed misleading is eradicated.
All the companies on this market are industry heavyweights, therefore, there is extreme competition. The global nutraceutical market is worth 200 billion US dollars according to Eurasanté.
The general problem for the sector is to justify a price difference to consumers. For example, a Bifidus yoghurt is twice as expensive as a classic yoghurt.
Consumers, with the help of the European authorities, are resisting. The European Food Safety Authority (Efsa), which is responsible for examining claim files, has so far investigated 1,750 of the 4,200 cases selected, where the result was 85% negative.
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