On the rise: feel-good foods

The sale of "feel-good foods" that consumers believe offer a myriad of health benefits, from lowering cholesterol to stopping osteoporosis, is booming in Britain.

But nutritionists warn that some well-being products - most of which target three health conditions: gut health; heart health; and bone health - are overpriced and filled with extra sugar.

They point out consumers can get most of the same benefits simply by eating a normal healthy diet.

Andrew Russell, who wrote the report for market analysts Datamonitor, said: "This is a real growth market but, if functional food and drinks are going to become true lifestyle products, they must offer more to consumers. As well as definite health benefits they must meet consumers' two other main criteria - they must taste good and be convenient to include in the daily routine."

He said claims made by the manufacturers of feelgood foods are regulated by the EU - with some having to rewrite their marketing after being caught out exaggerating the health-giving properties of their products.

For example, the manufacturers of foods enriched with calcium are allowed to claim their product " contains calcium, which is important for healthy bones" but cannot state that it "contains calcium, which prevents osteoporosis".

Mr Russell said: "I think it's a pretty good thing for consumers if they don't have to choose between pie and chips or brown rice and fish. Diseases of affluence - like obesity, diabetes and high blood pressure - are on the increase, so it's good if people are at least being made aware of their need to take care of themselves."

But nutritionist Natalie Savona said many of the feelgood products contained extra sugar that cancelled out their health benefits, adding: "If we frankly were not so lazy, and took the time to eat proper fresh food and do a bit of exercise, we wouldn't need all these things. Nature provides all the nutrients we need in fresh and unadulterated food."

Kath Dalmeny of the Food Commission, an independent watchdog, added that many of the claims made for "feel-good foods" were misleading. "All foods are functional so this is just a marketing ploy to allow companies to sell heavily branded and expensive products," she said.