Processed foods slightly larger in the North America fortified foods market

With the rising prevalence of nutritional deficiencies, particularly in the developing world, food fortification programmes have taken shape in the form of public health initiatives. Statistical studies have proven that iodine fortification has decreased the incidence of goitre by almost 90%.

Similarly, milk fortified with Vitamin D can reduce the occurrence of rickets in young children, and the fortification of flour, cereal, and bread with Vitamin B can effectively tackle the nutritional deficiencies of Vitamin B. Product manufacturers actively involved in the fortified foods market are experimenting with new technologies that prevent the degradation of Vitamin D from refrigeration and UV light.

Product manufacturers have wholeheartedly adopted discretionary fortification by manipulating dietary values. Discretionary fortification can result in food supply chain inefficiencies or even cause adverse health effects. Therefore, discretionary fortification must only be carried out by properly evaluating the nutritional status of a specific population.

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The basic foods application segment of the global fortified foods market is predicted to be valued at more than US$ 49 Bn in 2017, and should reach just under US$ 94 Bn by the end of the forecast period.

A study conducted in Brazil showed that the lost productivity on account of iron deficiency in the country cost US$ 4 per capita i.e. 9% of the national GDP.

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It is a closely fought battle between processed foods and basic foods in the North America fortified foods market with the former leading by a sliver in 2017. However, this is anticipated to flip by the end of the forecast period with basic foods accounting for about 51% market share by the end of 2027.

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