Stricter Legislation Blocks Polyphenol Extracts' Uptake as Functional Ingredients; Strategy to Tackle New Health Claims Regulations Imperative.Business Editors LONDON--(BUSINESS WIRE)--Jan. 6, 2004 Traditionally employed as natural food colouring agents, the recent identification of anti-oxidative properties in polyphenol polyphenol Any of various alcohols containing two or more benzene rings that each have at least one hydroxyl group (OH) attached. Many polyphenols occur naturally in plants and some kinds, such as the flavonoids and tannins, are believed to be beneficial extracts has highlighted their potential as functional ingredients. But even as the polyphenol industry moves to explore opportunities in the functional food market, new and tighter legislation being considered for health claims present a possible roadblock to rapid market expansion. Frost & Sullivan Food Programme Manager Anna Ibbotson explains, "Although stricter regulations, currently under draft circulation in Europe, will provide clear guidelines guidelines, n.pl a set of standards, criteria, or specifications to be used or followed in the performance of certain tasks. to the industry participants, they could force manufacturers to run costly clinical trials and submit extensive product dossiers." "This will enhance the competitive position of those companies that can afford such trials, but companies without sufficient research resources may experience a reduction in marketing opportunities if they are no longer able to claim the health benefits of their products," she adds. As Europe's population ages, market growth will be sustained by rising demand for products with antioxidant antioxidant, substance that prevents or slows the breakdown of another substance by oxygen. Synthetic and natural antioxidants are used to slow the deterioration of gasoline and rubber, and such antioxidants as vitamin C (ascorbic acid), butylated hydroxytoluene and, by extension, anti-aging properties. Research confirming a range of health benefits including protection against cancer and cardiovascular diseases Cardiovascular disease Disease that affects the heart and blood vessels. Mentioned in: Lipoproteins Test cardiovascular disease , anti-inflammatory activity and better immune function Immune function The state in which the body recognizes foreign materials and is able to neutralize them before they can do any harm. Mentioned in: Herbalism, Traditional Chinese, Stress Reduction is expected to further advance the uptake of polyphenols. In the search for 'cleaner' and 'safer' foods, consumers are displaying a preference for natural ingredients. As natural alternatives to synthetic colours, demand for polyphenols is set to grow. They are expected to find wider use in both new product formulations and as replacements for synthetic ingredients in existing products. Based on these trends, revenues for the overall European polyphenols market in 2003 are estimated at $99 million. Antioxidant properties are set to position green tea flavonoids flavonoids, n.pl common plant pigment compounds that act as antioxidants, enhance the effects of vitamin C, and strengthen connective tissue around capillaries. , red fruit anthocyanins, grape polyphenols and olive polyphenols at the head of market expansion. Beverages are poised to represent over half of end-product applications in 2003, with polyphenols being used both as colouring agents and as functional additives. Other food applications covering dairy products dairy products dairy npl → produits laitier dairy products dairy npl → Milchprodukte pl, Molkereiprodukte pl , confectionery confectionery, delicacies or sweetmeats that have sugar as a principal ingredient, combined with coloring matter and flavoring and often with fruit or nuts. In the United States it is usually called candy, in Great Britain, sweets or boiled sweets. , bakery and cereals are likely to account for 40 percent of the market with the share of polyphenol extracts used to produce fortified fortified (fôrt  ´fīd),adj containing additives more potent than the principal ingredient. foods expected to increase over time. "To create customers' purchase intention towards end applications containing polyphenol ingredients, it is crucial to educate consumers on the health benefits polyphenols provide," advises Ibbotson. Continuous consumer education is seen as key developing the fledgling dietary supplements Noun 1. dietary supplement - something added to complete a diet or to make up for a dietary deficiency diet - a prescribed selection of foods vitamin pill - a pill containing one or more vitamins; taken as a dietary supplement segment, as health claims for the end products themselves are prohibited. Industry participants are currently grappling with intensifying competition and severe price erosion caused by the entrance of non-European manufacturers into the market. "As new competitors enter, it is important for existing market participants The term market participant is used in United States constitutional law to describe a U.S. State which is acting as a producer or supplier of a marketable good or service. When a state is acting in such a role, it may permissibly discriminate against non-residents. to upgrade their competitive position from price-driven to quality-driven competition," concludes Ibbotson. Title: European Polyphenols Market Code: B261 Sales Contact: This research service is available to purchase from: Frost & Sullivan, 4100 Chancellor Court, Oxford Business Park, Oxford, OX4 2GX, UK. Contact: Noel Anderson, +44 (0) 1865 398621 noel.anderson@frost.com. Background Frost & Sullivan, an international consultancy firm, has been supporting clients' growth for over four decades. Our market expertise covers a broad spectrum of industries, while our portfolio of advisory competencies include strategic consultancy, market intelligence and management training. Our mission is to work with our clients' management teams to deliver market insights and to create value and drive growth through innovative approaches. 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