Mixed emotions

The market for mood foods, which can aid relaxation and increase energy levels, is worth £818M and is expected to have grown by 8.7% by 2011, according to Food Manufacture's new Wellness Foods report, compiled in association with market research analysis firm RTS resource.

The majority of products included in the mood foods category are energy drinks, but there are also breakfast cereals and cereal bars that purport to do a similar job, says the report.

Also available are ranges of teas and infusions with implied benefits, such as boosting energy and aiding sleep.

Some of the main ingredients used in such products include caffeine, taurine, vitamins A, C and E, omega-3, creatine, Co-Q10, green tea, guarana, ginseng and cocoa polyphenols.

However, while the market figures show very positive growth for mood foods, it seems consumers haven't quite grasped the concept. "Consumers are not quite in the mood for mood food!" says Caterina Gerlotto, senior director at Harris Interactive, which compiled Food Manufacture's latest consumer survey. "Half have not heard of mood foods and nearly the same number (44%), when presented with a description, would not want to try them in the future. Plus, an over-whelming 69% would not be prepared to pay a premium for any perceived benefits - of which they are also sceptical (only 3% 'definitely' believe mood foods have an impact on feelings)."

However, according to the survey, over a third of females (36%) are open to trying mood foods. This is encouraging news for manufacturers considering venturing into the mood food sector and is reflected in the Wellness Foods report, which states: "With most of us leading busy lifestyles there should follow an increasing interest in products that help us quickly to change our mood. This can be to relax after a busy day or before we go to sleep; to provide a boost when we are down or low on energy; or to help us to feel positive when life is getting us down."

To order Food Manufacture's Wellness Foods market report, visit: http://www.foodmarketreports.com​ FM

This national poll was conducted online by Harris Interactive on October 17-22, among 1,976 adults aged over 16 years in Britain. For more information, contact Brendan Russell. brussell@harrisinteractive.com 0208 263 5382

Which one of the following statements best reflects your usage and views on eating mood foods?

I have not tried mood foods, and don't have any desire to. 44%

I have not tried mood foods, but would like to. 29%

I have tried mood foods and liked them. 5%

I have tried mood foods and didn't like them. 1%

Not sure. 21%

Which one of the following statements best applies to you?

I would be prepared to pay a premium price for mood foods. 1%

I may be prepared to pay a premium price for mood foods. 10%

I would not be prepared to pay a premium price for mood foods. 69%

Not sure. 20%

Which one of the following statements best reflects your opinion on what product types mood foods should fall into?

Mood foods should not include

products that are high in fat, sugar or salt. 41%

Mood foods should include all product types irrespective of whether they are considered

healthy or not. 22%

Not sure. 37%

Which one of the following statements best represents your belief about the effectiveness of mood foods on your feelings?

I believe that mood foods

definitely have a positive effect

on your feelings. 3%

I believe that mood foods may

have a positive effect on your feelings. 29%

I do not believe that mood foods

have a positive effect on your feelings. 31%

Not sure. 37%

Comparing mood-enhancing supplements with mood foods, which of the following statements best applies to you?

I would not buy either mood

foods or mood supplements. 46%

I would rather buy mood foods

than mood supplements. 19%

I would buy both mood foods

and mood supplements. 8%

I would rather buy mood

supplements than mood foods. 5%

Not sure. 22%