With consumers' never-ending search for alternative therapies to a multitude of health-related issues, manufacturers are introducing a whole host of new food and drink products that promise to help consumers reach their individual health goals, through means of prevention and maintenance. Innovation in Functional Food and Drinks is a new report that provides a rigorous study of the growth, drivers and future market size of the food and drinks market, evaluating and identifying the key ingredients that will take it forward. With our exclusive in-depth industry executive and consumer surveys, together with empirical analysis of product launch data and consumer opinions, Business Insights is uniquely equipped to identify the key issues and strategies allowing competitive edge in this rapidly growing market. This new report will enable you to benchmark your strategy and assess potential markets by identifying the consumer and regulatory factors driving the functional market.
Table of Contents
Innovation in Functional Food and Drinks
Executive Summary
- Consumer drivers
- Market dynamics
- Key ingredients
- Innovation and NPD in functional brands
- Regulatory trends
- Actionable recommendations
Chapter 1
Consumer drivers
- Summary
- Introduction
- Health overview of consumers
- Heart health and cardiovascular disease
- Gut health
- Bone and joint health
- Osteoporosis
- Arthritis
- Cancer
- Mental health
- Alzheimers disease
- Stress
- Vision health
- Energy
- The over-the-counter drug market
- Preferences and behaviors of consumers
- Concern for health
- Consumer belief in functional health product efficacy for specific health concerns
- Influence of health benefits on functional purchases
- Consumer health concerns driving purchases of functional health products
- Combining long-term health maintenance with short-term benefits
- Consumers perceptions of nutrition labeling
- Main drivers and trends
- The trend towards health and well-being
- An aging population concerned with long-term health and beauty
Chapter 2
Market dynamics
- Summary
- Introduction
- Market size
- Trends in functional food and drink formulation
- Joint ventures for branding purposes
- Technological advancements have led to improved taste formulations
- Improving bioavailability
- Improving formulation
- Improving taste and texture
- A shift in marketing focus is creating wider appeal
- Shifting emphasis to address cultural preferences
- Shifting emphasis on health benefits to grow market share
- Stricter regulations
- Key manufacturers
- Manufacturer opinion of the functional food and drinks market
- Top categories for functional products
- Features of functional products
- Manufacturer perceptions of healthy consumers
- Growth of on-the-go products and functional staple foods
- Manufacturer perceptions of consumer interest vs. consumer purchasing behavior
- Manufacturer perception of consumer health activity
Chapter 3
Key functional ingredients
- Summary
- Introduction
- Ingredients companies
- Suppliers
- Full-service providers
- Key ingredients in functional food and drinks
- Growth of the key ingredients
- Antioxidants
- Coenzyme Q10
- Lutein
- Lycopene
- Black cohosh
- Calcium
- Calcium and weight loss
- Calcium and heart health
- Cocoa flavanols
- Fucoidan
- Gingko, ginseng and echinacea
- Glucosamine
- Magnesium
- Omega-3/6 and Polyunsaturated Fatty Acids
- Pine bark
- Probiotics and prebiotics
- Soy isoflavones
- Lecithin
- Whey
- Market opportunity of key ingredients
Chapter 4
Innovation and NPD in functional brands
- Summary
- Introduction
- Innovation in functional ingredients
- Innovation in functional food and drinks
- Innovation in formulation
- Soft drinks with higher level functional benefits
- Innovation in formulation for probiotic drinks
- Innovation in packaging
- Growth of the functional categories
- Dairy
- Bakery and cereals
- Snacks
- Ready meals
- Soft drinks
- Hot drinks
- Functional alcoholic drinks
- Delivery systems
- Foods and drinks
- Other delivery methods
- Gums and sweets
- Oral strips
- Tinctures and drops
- Oral sprays and mists
- Nutrient patches
Chapter 5
Opportunities and threats in regulation
- Summary
- Introduction
- Regulatory trends in the US
- The Consumer Information for Better Nutrition Initiative
- Opportunities
- Threats
- The Bioterrorism Act of 2002
- Issues with the regulation
- Good Manufacturing Practices
- Threats of the GMP regulation
- The Dietary Supplements Safety Act (Bill S.722)
- Japan
- Opportunities
- Costs of FOSHU approval
- Europe
- Threats
- Opportunities
- Other regulations
- Canada
- South America
- Australia
- Conclusions
Chapter 6
Actionable recommendations
- Summary
- Introduction
- Marketing the functionality
- Broadening the target audience for functional ingredients
- Men
- Families
- Younger consumers
- Targeting both younger and elderly consumers
- Find the right functional supplier
- Convenient functional foods
- Five key elements to creating a successful functional staple food
- An availability identical to regular products
- Finding the right partner/supplier
- A clear, non-threatening benefit
- Benefit specificity for the target group
- "Own" the benefit
- Appendix
- Definitions
- Index
List of Figures
- Figure 1.1: Influence of health benefits on functional purchases, Instant Gratifiers vs. all respondents, % respondents answering "strong" or "quite strong"
- Figure 1.2: Active engagement in improving external well-being by segment, % respondents answering "very" or "quite" engaged
- Figure 1.3: Frequency purchase of functional health products, Instant Gratifiers vs. all respondents, % respondents answering "frequent" or "sometimes"
- Figure 1.4: Percentage of interviewees wanting nutritional information on the label in each country
- Figure 1.5: Consumers awareness of nutritional information
- Figure 1.6: Consumers trust in nutritional claims
- Figure 1.7: Would the claim rich in calcium lead you to buy the product?
- Figure 1.8: Top health concerns, % respondents
- Figure 2.9: 8th Continent Light Soymilk
- Figure 2.10: Importance of functional categories, 2005-2008, "very" or "quite" important, % respondents
- Figure 2.11: Health benefits driving the functional health industry, 2005-2008, % respondents answering "strongly"
- Figure 2.12: Manufacturer perceptions of consumer interest vs. consumer purchasing behavior, % respondents answering "strongly interested" and "frequently purchase"
- Figure 2.13: Manufacturer perception of consumer health activity, % respondents
- Figure 2.14: Consumer health activity, % respondents answering "very engaged" and "engaged"
- Figure 3.15: Suppliers and full-service providers
- Figure 3.16: Popularity and market opportunity of key ingredients in the US, Europe & Japan
- Figure 3.17: % growth in terms of product launches of the key ingredients, 2003-2005
- Figure 3.18: POM Wonderful 100% Pomegranate Juice
- Figure 3.19: Eclectic Organic Water
- Figure 3.20: CocoaVia Chocolate Chew
- Figure 3.21: Joint Juice Glucosamine Dietary Supplement
- Figure 3.22: Well & Active Probiotische Molke Drink
- Figure 3.23: Market opportunity of key ingredients, importance vs. application
- Figure 3.24: Market opportunity of key ingredients, current market value vs. potential market value
- Figure 4.25: Innovation in functional ingredients, 2003-2005
- Figure 4.26: Innovation vs. growth of product launches containing key ingredients
- Figure 4.27: Zeria Chondrobi Noshuku Eki Junko
- Figure 4.28: Defense Effervescent Supplement Drink
- Figure 4.29: % growth of functional categories in terms of new product launches, 2001-2005
- Figure 4.30: % of dairy product launches with functional benefits, 2001-2005
- Figure 4.31: Becel Pro-Activ Diat-Joghurtdrink - Original
- Figure 4.32: Bravo! Pro Slammers Milk
- Figure 4.33: % of bakery and cereals product launches with functional benefits, 2001-2005
- Figure 4.34: Sara Lee Whole Grain White Bread
- Figure 4.35: % of snacks product launches with functional benefits, 2001-2005
- Figure 4.36: Lowell Sweets SesaKiss Sesame Seed Snack Bar
- Figure 4.37: % of ready meals product launches with functional benefits, 2001-2005
- Figure 4.38: Findus Feeling Great! Spansk Laxpasta
- Figure 4.39: % of soft drinks product launches with functional benefits, 2001-2005
- Figure 4.40: Powerade Power Option
- Figure 4.41: Coca-Cola Soft Drink - Furusato Dayori Kishu-San Ume no Tansan
- Figure 4.42: % of hot drinks product launches with functional benefits, 2001-2005
- Figure 4.43: Rest Health Brown Green Tea Drink
- Figure 4.44: Suntory Cocktail - Macadia Sparkling
- Figure 4.45: Consumer interest in delivery methods for functional health products, % respondents answering "very" or "moderately" interested
- Figure 5.46: Manufacturer perception of regulatory effects on industry, % respondents answering "very strong" or "strong"
- Figure 5.47: The FOSHU logo
- Figure 6.48: General Mills heart healthy symbols
- Figure 6.49: Consumer appeal of functional food and drinks
- Figure 6.50: Oscar Mayer Lunchables Fun Fuel Lunch Combinations
- Figure 6.51: Examples of high and low level convenience
- Figure 6.52: Key elements to creating a successful functional food or drink
List of Tables
- Table 1.1: Estimated prevalence of major cardiovascular diseases and hypertension and hypercholesterolemia in the seven major markets, 2004
- Table 1.2: Prevalence and incidence of Crohns Disease by country, 2004
- Table 1.3: Prevalence and incidence of Ulcerative Colitis by country, 2004
- Table 1.4: Prevalence of osteoporosis in and women men over 50 in the seven major markets, 2003
- Table 1.5: Growth in Rheumatoid Arthritis statistics, seven major markets (000s), 2003-2010
- Table 1.6: Cancer patient statistics across the seven major pharmaceutical markets, 2004
- Table 1.7: Prevalence of Alzheimers Disease across the seven major markets, 2004-09
- Table 1.8: Stress of affluent consumers
- Table 1.9: Estimated prevalence of cataracts, 2003
- Table 1.10: Estimated prevalence of open-angle glaucoma, 2003
- Table 1.11: European self-medication pharmaceutical market, (€m) 2002-2004
- Table 1.12: Per capita spend of OTC drugs in Europe, (€), 2002-2004
- Table 1.13: Consumer behavior by age, % respondents
- Table 1.14: Consumer behavior by gender, % respondents
- Table 1.15: Consumer health concerns by segment, % respondents
- Table 1.16: Influence of health benefits on functional purchases, % respondents answering "strong" or "quite strong"
- Table 1.17: Consumer belief in functional health product efficacy for specific health concerns, by segment, % respondents
- Table 1.18: Consumer health concerns driving purchases of functional health products by segment, % respondents answering to a "very high" or "high" degree
- Table 1.19: Consumer purchase of functional health products by segment, % respondents answering "frequently" or "sometimes"
- Table 1.20: Long-term consumer health concerns by age group, % respondents
- Table 1.21: Short-term consumer health concerns by age group, % respondents
- Table 1.22: Population of over 60s by country, (m), 2004-2010
- Table 2.23: Functional food and drink sales by value ($m), 2004-2008
- Table 2.24: Key manufacturers and new functional food and drink development, 2004-2005
- Table 2.25: Key manufacturers and new functional food development, 2004-2005
- Table 2.26: Manufacturer perceptions of consumer nutrient awareness vs. actual consumer response, % respondents
- Table 2.27: Manufacturer perceptions of consumer purchasing nutrients vs. actual consumer response, % respondents
- Table 3.28: Health conditions and nutrients associated with beneficial usage
- Table 4.29: % of types of innovation within innovative functional products, 2003-2005
- Table 5.30: Approved language for qualified health claims
- Table 6.31: Key growth opportunities in ingredients by consumer group
- Table 6.32: Advantages and disadvantages of the methods food and drinks companies can use to acquire functional ingredients
