The number of overt functional or “active” health claims in Europe is continuing to fall away in the wake of tightening claims regulations, particularly in the EU. However, on a global basis, functional product launch activity has stabilized, if not grown. Well over 40 % of global food and drinks launches tracked by Innova Market Insights in the first six months of 2015 were positioned on a health platform of some kind. Just 8.4 % were positioned on an “active” or functional health platform, however. The EU situation has necessitated a rethink by companies already in the market. They are often looking to the use of softer claims while benefiting from existing consumer awareness of the potential benefits of certain products and ingredients.