美國機能性食品市場

Abstract

This report focuses on four major segments within the functional foods market: dairy and margarine, cereal bars and snacks, and bakery. In addition to presenting sales data on a segment-by-segment basis, the report considers a range of topics and trends, including the following:

• Category developments contributing to the healthy competition in this market.
• The segments in which innovation is, and is not, taking place; and where Mintel sees the greatest prospect for future innovation.
• How marketers are conveying their USPs without running foul of regulations.
• Shifts in marketing messages across the board, and why some producers of functional foods don' t market them as such.
• Who buys functional foods (age is a key determinant, but it' s not what you think!), the surprising reasons consumers give for buying functional foods, and who is buying what.
• Which health claims are most prevalent, and which ones are poised to proliferate.
• The ubiquitous ingredient that is under-utilized and under-promoted.

  Table of Contents

  • Scopes and Themes
  • What you need to know
  • Definition
  • Data sources
  • Sales data
  • Consumer survey data
  • Abbreviations
  • Executive Summary
  • Product proliferation, innovation drive market
  • New products, innovation also account for General Mills' leadership
  • Shoppers will pay more for Activia; Benecol, not so much
  • Not all companies equally committed
  • Websites an extension of product packaging
  • More consumers are purchasing functional foods of every type
  • Functional foods are eaten to supplement the diet, not to prevent disease!
  • Presence of products for immunity, brain function will increase
  • Market Size and Forecast
  • Key points
  • Growth in functional market continues to be strong
    • Figure 1: Total U.S. sales and forecast of functional foods at current prices, 2002-12
    • Figure 2: Total U.S. sales and forecast of functional foods at inflation adjusted prices, 2002-12
  • Major increases in product introductions propel market
    • Figure 3: New products with "functional" claims, 2001-07
  • Competitive Context
  • Key points
  • Beverages, dietary supplements, whole foods also offer functional benefits
  • The impact of natural channels
  • Raw foods
    • Figure 4: Natural product supermarket retail sales raw food energy bars, 2005-07
  • Raw energy bars compared to total energy bar sales
    • Figure 5: Natural product supermarket retail sales of energy bars, by raw and non-raw, 2005 and 2007
  • Emerging segments will grow the market
  • "Stealth" functional foods capture a share of sales
  • Segment Performance
  • Sales are volatile, but shares show little shift
    • Figure 6: U.S. sales of functional foods, segmented by type, 2005 and 2007
  • Segment Performance--Dairy and Margarine
  • Key points
  • The most innovative segment
  • Price premiums affect some brands more than others
  • More respondents buy functional dairy
  • Sales and forecast of functional dairy and margarine
    • Figure 7: U.S. sales and forecast of functional dairy and margarine, 2002-12
  • Segment Performance--Cereal
  • Key points
  • Cereals can make health claims, so further investment in functional products unnecessary
  • Sales and forecast of functional cereal
    • Figure 8: U.S. sales and forecast of functional cereal, 2002-12
  • Segment Performance--Bars and Snacks
  • Key points
  • An exemplary delivery system?
  • Sales and forecast of functional bars and snacks
    • Figure 9: U.S. sales and forecast of functional bars and snacks, 2002-12
  • Segment Performance--Bakery
  • Key points
  • Sales figures may underestimate functional "intention" in the segment
  • Value-added will give the competitive advantage needed in commodity business
  • Sales and forecast of functional bakery products
    • Figure 10: U.S. sales and forecast of functional bakery products, 2002-12
  • Retail Channels
  • Key points
  • Food stores dominate; functional foods inappropriate for other channels
    • Figure 11: U.S. sales of functional foods, by retail channel, 2005 and 2007
  • Retail Channels--Food Stores
  • Key points
  • Grocery stores the best channel for many functional foods
    • Figure 12: U.S. sales of functional foods at food stores, 2002-07
  • Market Drivers
  • Key points
  • Diet may reduce risk of most deadly diseases
    • Figure 13: U.S. causes of death, 2004
    • Figure 14: Selected FDA approved health claims, April 2008
  • American diets lacking important nutrients
    • Figure 15: Recommended vs. actual consumption of selected foods
  • Aging trends favor the market
    • Figure 16: Population aged 18 or older, 2002-12
  • In self-care trend, kitchen cabinet becomes medicine cabinet
  • Leading Companies
  • Key points
  • Yoplait innovations drive General Mills' leadership
  • Dannon committed to functional yogurts
  • Kellogg invests in food research, innovation
  • New owners push distribution, awareness for Smart Balance
  • PepsiCo' s functional activity is in beverages
    • Figure 17: Functional food sales of leading companies, 2005 and 2007
  • Brand Share--Dairy and Margarine
  • Key points
  • Yoplait profits from novelty
  • Activia propels Dannon forward
  • Can Eggland' s Best sustain its leadership as value-added private label makes strides?
  • Smart Balance spread benefits from mainstream pricing, but Unilever battles for Take Control
    • Figure 18: FDMx brand sales of functional dairy and margarine in the U.S., 2005 and 2007
  • Brand Share--Cereal
  • Key points
  • General Mills resting on its whole-grain laurels?
  • Kellogg emphasizes heart health
  • Quaker oatmeal grows cold
    • Figure 19: FDMx brand sales of functional cereal in the U.S., 2005 and 2007
  • Brand Share--Bars and Snacks
  • Key points
  • Fiber One extension pays off
  • Luna loses share, but gains sales
    • Figure 20: FDMx brand sales of functional bars and snacks in the U.S., 2005 and 2007
  • Brand Share--Bakery
  • Key points
    • Figure 21: FDMx brand sales of functional bakery in the U.S., 2005 and 2007
  • Brand Qualities
  • Designated functional brands are novel, trailblazing
  • Innovation and Innovators
  • Key points
  • Functional foods are novel by their very nature
  • Yogurt makers the top innovators with next-generation probiotics
  • Companies begin to address cognitive function...
  • ...and immunity
  • Cardiovascular claims dominate
    • Figure 22: Functional claims in new food product launches, 2002-07
  • Advertising and Promotion
  • Overview
  • Websites promote and inform
  • Women more likely to buy certain foods
  • Easy to understand and to use
  • Consumers are invited to take part in challenges
  • Finding balance
  • Brand-specific advertising and promotions
  • Yoplait Yo-Plus
    • Figure 23: Yoplait Yo-Plus television ad, 2007
  • Eggland' s Best
    • Figure 24: Eggland' s Best television ad, 2007
  • Total cereal
    • Figure 25: Total cereal television ad, 2007
  • Smart Balance
    • Figure 26: Smart Balance television ad, 2007
  • Fiber One
    • Figure 27: Fiber One television ad, 2007
  • Kellogg' s All-Bran
    • Figure 28: All Bran television ad, 2007
  • Functional Food Purchases
  • Key points
  • Shoppers buying more across all food categories
    • Figure 29: Functional foods purchased in past three months, 2006 and 2008
  • Purchase incidence strong among youngest respondents
    • Figure 30: Purchase incidence of functional foods, by age, April 2008
  • Age is a key determinant of inclination to purchase
    • Figure 31: Functional foods purchased in past three months, by age, April 2008
  • Importance of women in the market
    • Figure 32: Functional foods purchased in past three months, by type of food, by gender, April 2008
  • Frequency of Functional Food Consumption
  • Key points
  • Likelihood of daily consumption increases with age
    • Figure 33: Frequency of functional food consumption in the past month, by age, April 2008
  • Attitudes towards Diet and Health
  • Key points
  • Interest and investment in personal health low among youngest demographic
    • Figure 34: Attitudes towards diet and health, by age, May 2006-June 2007
  • Reasons for Eating Functional Foods
  • Key points
  • Functional foods are eaten for general, not specific reasons
  • Health issues and weight loss key to women
    • Figure 35: Reasons for eating functional foods, by gender, April 2008
  • Diet-disease motivations peak in 55-64 group
    • Figure 36: Reasons for eating functional foods, by age, April 2008
  • Functional Foods Opinions and Interest
  • Key points
  • Governmental regulation wanted, communication of benefits needed
    • Figure 37: Opinions towards functional foods, by gender, April 2008
    • Figure 38: Opinions towards functional foods, by age, April 2008
  • Blood pressure, blood sugar and weight management offer future growth potential
  • Figure 39: Functional benefits would like to see in foods, by gender, April 2008
    • Figure 40: Functional benefits would like to see in foods, by age, April 2008
  • Reasons for Not Eating Functional Foods
  • Key points
  • Other supplements, price and disbelief keep functional purchases down
    • Figure 41: Reasons for not eating functional foods, by age, April 2008
  • Race and Ethnicity
  • Functional food purchases
    • Figure 42: Functional food purchase incidence and foods purchased, by race/ethnicity, April 2008
  • Interest in functional foods
    • Figure 43: Functional benefits would like to see in foods, by race/ethnicity, April 2008
  • Reasons for not eating functional foods
    • Figure 44: Reasons for not eating functional foods, by race/ethnicity, April 2008
  • Simmons Cohort Analysis
    • Figure 45: Attitudes towards diet and health, by single cohorts, May 2006-June 2007
    • Figure 46: Attitudes towards diet and health, by married cohorts, May 2006-June 2007
  • Appendix: Other Useful Consumer Tables
  • Functional food purchases
    • Figure 60: Purchase incidence of functional foods, by gender, April 2008
    • Figure 61: Functional food purchase incidence and foods purchased, by household income, April 2008
  • Frequency of consumption
    • Figure 62: Frequency of functional food consumption in the past month, by gender, April 2008
    • Figure 63: Frequency of functional food consumption in the past month, by household income, April 2008
  • Reasons for eating functional foods
    • Figure 64: Reasons for eating functional foods, by household income, April 2008
  • Functional foods opinions and interests
    • Figure 65: Opinions towards functional foods, by household income, April 2008
  • Reasons for not eating functional foods
    • Figure 66: Reasons for not eating functional foods, by gender, April 2008
    • Figure 67: Reasons for not eating functional foods, by household income, April 2008
  • Appendix: Trade Associations