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... the uk market for functional foods on a bone health platform grew 6 ... 8% in the year to march 2010, but at just £38m, it still represents a niche part of the £556m functional foods market, according to new data from kantar worldpanel ... on a global level, meanwhile, the market for bone health food and drink products has remained stubbornly flat at around $2 ... 1bn over the last decade, according to leatherhead food research (lfr) market intelligence manager chris brockman, who presented the data at an lfr conference on bone health yesterday ... uk, was engaging consumers, given that osteoporosis prevention was not top of mind for many shoppers and functional foods in the bone health arena also offered no immediate benefits, unlike products such as probiotics ... mintel: sharp rise in new products in 2009/10 however, there were signs that the market was picking up, with the number of new products launched on a bone health platform rising sharply in 2009/10 with firms expanding beyond dairy, beverages, cereals and bakery into a range of products from calcium-enriched popcorn snacks to canned fruit salad with calcium-enriched fruit juice, said mintel trends and innovation consultant carla ogeia lewis ... indeed, the number of new bone health launches in 2009 (508) was more than double the figure for 2008 (252), while there had already been 367 new products in the first eight months of this year, suggesting that 2010 would be a record year, she said ... health claims: 'strong' or 'normal' bones? there was also encouraging news on the regulatory front, with bone health ingredients - notably calcium and vitamin d- faring well under the eu health claims regime, in sharp contrast to most other functional food ingredients ... that said, many delegates at the conference were concerned about the neutral wording of the approved claims in this area - 'calcium contributes to the maintenance of normal bone structure' (article 13

... early sales figures for densia yoghurt suggest that danone has found a winning niche in the bone health market ... danone launched densia in august on the spanish market and early sales indicators supplied by mintel suggest the yoghurt is performing well ... instead of focusing on the burgeoning bone health market for children, densia is aimed at older consumers ... consumers prefer not to be reminded of their age so danone has opted to talk discreetly about vitality and bone density ... ogeia lewis said densia can attract older women indirectly because they are already big yoghurt consumers and are aware of bone health issues ... market landscape this sort of product is well established in asia but has not yet made any major inroads in europe