Reducol® is a natural way to increase sales of your brand In today’s increasingly health-conscious society, “Functional Foods” and “Nutraceuticals” are areas of rapid growth and significant business potential. In the past decade, there has been a marked attitude shift towards wellness, self-care and a greater recognition of the importance of diet in long-term health. The global market for Functional Foods, defined as “products offering specific health claims only,” has been reported to be valued at $24 billion.