The growing awareness about following a healthy lifestyle is one of the major factors for the emergence of fortified foods and beverages. The fortified foods market consists of a wide range of product lines ranging from cereals to baby foods, making the market one of the most difficult ones to track and analyze with precision. The global market for vitamin fortified and mineral enriched foods and beverages is expected to grow at a double digit rate over the next six years.

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Some of the factors which are driving the market for vitamin fortified and mineral enriched foods and beverages include growing health concerns among people and the trend of eating ready to eat meals (packaged food) due to busy schedules, among some other factors. However, regulatory issues in the food and beverage industries across the globe are acting as one of the major factors inhibiting the growth of the market. Product development to explore new applications will lead major companies to attain sustainability and ensure success in the near future.

Earlier the major sources of vitamins and minerals were by means of pills but the vitamin fortified food market seems to have a promising future. Major food and beverage companies since then are relying on continuous product development. It is proving to be fruitful with easy acceptance by the consumers. However, the global market is highly fragmented and complex, yet a profitable one.

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Some of the major companies operating in the global market for vitamin fortified and mineral enriched foods and beverages include Abbott Laboratories, Campbell Soup Company, The Coca Cola Company, H.J Heinz Company, Kellogg Company, PepsiCo/Tropicana, The Proctor & Gamble Company and so on.

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