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... mintel: sharp rise in new products in 2009/10 however, there were signs that the market was picking up, with the number of new products launched on a bone health platform rising sharply in 2009/10 with firms expanding beyond dairy, beverages, cereals and bakery into a range of products from calcium-enriched popcorn snacks to canned fruit salad with calcium-enriched fruit juice, said mintel trends and innovation consultant carla ogeia lewis ... several delegates also expressed concerns about how the nutrient profiling clause in the health claims regulation would impact the bone health market, given that some dairy products (where bone health claims are the most prevalent) might in future be prevented from making claims owing to their high fat or salt content ... market opportunities as for target markets, there were distinct groups to focus on, including young people, menopausal women, the ageing population in general and people with a dairy intolerance, said purac market development specialist willy van arkel ... major launches in the last three years included calcifort - a dairy drink from fieslandcampina with calcium and vitamin d; activ ossia - a dairy drink from spanish dairy firm clesa containing calcium and inulin/oligofructose for improved calcium absorption; and densia (pictured) - a calcium and vitamin d-enriched yogurt from danone targeting women aged 40+