The functional indulgences category has room for brownies, ice cream

SECAUCUS, NJ. – Nicole Hill, Executive Director, Strategy for MarketPlace, referred to the term functional indulgence in her April 13 presentation at SupplySide East held at the Meadowlands Exhibition Center in Secaucus.

Baked foods and ice cream could play in the category.

“I’m just waiting for Halo Top to come out with a working pint,” Ms. Hill said.

St. Louis-based MarketPlace recently conducted an online survey of 766 consumers who take supplements daily, 309 of whom took immunity supplements in the past 12 months.

Among those who took supplements for immunity, gourmet drinks fared well as 39% said ready-to-drink smoothies appealed to them, followed by RTD shakes at 26%, tea drinks at 25%, sports drinks at 22%, coffee drinks at 22% and soft drinks at 19%. Among foods, the percentages were 38% for chocolate, 33% for ice cream, 27% for brownies, 27% for cookies, 19% for peanut butter cups and 17% for candy bars .

When asked which supplements they would take to improve their immunity, more than 90% said they either strongly agreed or somewhat agreed that they would seek out those containing vitamin C. The percentages were about 85% for vitamin D, more than 80% for zinc, more than 80% for vitamin C. B complex and about 80% for probiotics.

When asked what they would prefer to take daily, almost 30% said bars, which followed pills at almost 70%, gummies at over 40% and drinks at over 30%. Brownies and cookies reached over 20%.

“As far as the functional benefits are concerned, it has to be something that people consume on a fairly regular basis,” Ms. Hill said.

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