Perhaps one of the slowest-developing trends, but also one that offers opportunities for strong niche brands founded on good science, relates to foods for brain development, cognition, sleep and stress - a grouping which is often called Mood Food. Science that can demonstrate benefits is important for any food or food ingredient to be able to compete in the nutrition business, but it's also true that "wellness" concepts are the ones that appeal most to consumers and it is skill in branding and marketing which decides whether a product will succeed in the marketplace. Without good marketing no product can succeed, no matter how good the science behind it is.
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