The rate of growth in the global functional foods sector has outpaced that of the mainstream food and beverage market in the past few years. Euromonitor International, Chicago, estimated global sales of functional foods and beverages reached $237 billion in 2013, while U.S. retail sales of functional foods and beverages hit $58.4 billion in 2013. Ultimately, whether the product is a widget or a fortified energy bar, the market is driven by consumer demand.
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