營養補給品・飲料（保健食品）產業的主要趨勢

Abstract

As the global population ages, fast foods become more prevalent and distrust of traditional pharmaceuticals grows, the pressure on the food and drinks industry to provide cost effective solutions for health problems is growing year on year.

Key Trends in Nutraceutical Food and Drinks: Novel ingredients, new applications and future revenue opportunities is a new management report published by Business Insights that provides an in-depth analysis of the regional and global trends in the healthy ingredients sector and the current state of the science behind their efficacy. Utilizing an analysis of over 10,000 products, this report provides practical examples of current ingredient applications and where the future ingredient opportunities may lie and how to exploit them. This report enables you to direct your marketing and NPD strategies to a particular health trend and avoid those ingredients with little or no scientific credibility.

Evaluate and exploit new opportunities from the use of novel nutraceutical ingredients within food and drinks products using the analysis provided in this new report.

Some key findings from this report...

• Confectionery product launches that claim cosmeceutical benefits are likely to grow radically in 2007. Manufacturers will be marketing their chocolate products as a convenient oral delivery format for antioxidants .
• Legislative restrictions are holding back NPD for cardiovascular food and drinks across Europe (particularly the blood pressure market). Despite this, some countries have been granted health/label claims for phytosterols and soy proteins. However, European legislation will become tighter following new cooperation between the EFSA and national food safety authorities.
• The shift from ' soft' to ' hard' claims of health benefits for probiotics in food and drinks is vital if this segment of the gut health market is to keep growing, particularly in the US. Although the health benefits of such food and drinks have been acknowledged in many societies for centuries.
• Dairy and bakery and cereals are the leading categories in the weight control trend with NPD growth of 107% and 108%, respectively between 2002 and 2006.

This new report will enable you to...

• Predict the effects of major health trends on global innovation and NPD in terms of the share of NPD and growth of NPD in each category and region based upon this report' s analysis of Productscan data from over 10,000 product launches and detailed epidemiological data.
• Understand key changes in food and drinks legislation. Identify which regions are updating their regulatory processes and how key companies are ensuring legislative compliance with this report' s analysis of legislative changes by health trend.
• Benchmark leading executives opinions on the functional food and drinks market and key ingredients using this report' s analysis of our proprietary survey detailing the functional industry' s drivers, trends and leading ingredients.
• Create more successful strategies to exploit future health trends using this report' s case study analysis of highly innovative trend leading brands and examples of ingredient launches into the marketplace and key success factors.

Key issues examined in this report...

• European legislative changes. Further harmonization between the European Foods Standards Agency (EFSA) and local bodies will mean that the submission of dossiers for consideration by EFSA will become an important part of product launches in the EU.
• Pharmaceutical safety. The damaging media coverage associated with the anti-inflammatory drug Vioxx is lending credibility to natural ingredient solutions. Vioxx was considered as safe as aspirin and it' s withdrawal will inevitably drive more consumers to functional food and drinks alternatives.
• Demographic changes. As the population ages oral skin care products from mass market companies like Olay are likely to aid the growth of "beauty from the inside" ingredients, foods and drinks.
• Labeling laws impact on product sales. The Food Allergen Labeling and Consumer Protection Act in the US and the FSA imposed "traffic light system" in the UK and Europe are both aimed at helping consumers make informed healthier food choices and will impact on some categories in 2007.

Your questions answered...

• What is the biggest change in Europe influencing functional food and drinks NPD?
• Within each health trend, which food and drink categories are growing the fastest?
• What measures are being introduced globally to promote better heart health?
• Which digestive health ingredients will be making headlines in 2007?
• What is the biggest untapped opportunity for cardiovascular products?
• Who are the major players providing ingredients for each of the key health trends?
• What are the latest novel ingredients being tested for application in food and drinks?

Table of Contents

Executive Summary

• Weight control
• Blood sugar
• Digestive health and allergies
• Joint and bone health
• Cognitive health and energy
• Aging and cosmeceuticals
• Cardiovascular health: lowering cholesterol and blood pressure
• Industry survey

Chapter 1 Weight control

• Summary
• Introduction
• Obese and overweight epidemiology
• NPD and innovation
  • Regional analysis
  • Current product overview
• Current ingredients
  • Protein isolates
  • Oligofructose
  • Bitter orange
• Novel ingredient case study - ForsLean and the Sabinsa Corporation
  • The company
  • The ingredient
  • Proof of efficacy
  • Dosage and delivery form
  • Marketing assessment
• Future ingredients
  • Caralluma fimbriata
  • Simmondsia chinensis (jojoba plant ext)
  • Pinoleic acid
• Conclusions

Chapter 2 Blood sugar

• Summary
• Introduction
• Diabetes epidemiology
• NPD and innovation
  • Regional analysis
  • Current product overview
• Current ingredient trends
  • Chromium
  • Cinnamon
  • Glucomannan (amorphophallus konjac)
• Novel ingredient case study - Cinnulin-PF and Integrity Nutraceuticals International
  • The company
  • The ingredient
  • Proof of efficacy
  • Dosage and delivery form
  • Marketing assessment
• Future ingredients
  • Bitter melon
  • Coffea arabica and chlorogenic acid
  • Lipoic acid (potassium-R-lipoate)
• Conclusions

Chapter 3 Digestive health and allergies

• Summary
• Introduction
• IBS epidemiology
• Market value of digestive health food and drinks
• NPD and innovation
  • Regional analysis
• Current ingredients
  • Resistant starch
  • Pro, pre and synbiotics
  • Allergen free foods
• Novel ingredient case study - Beneo Synergy-1 and Orafti
  • The company
  • The ingredient
  • Dosage and delivery form
  • Marketing assessment
• Future ingredients
  • Novel prebiotics
    • Isomalto-oligosaccharides (IMO)
    • Soy-oligosaccharides
    • Xylo-oligosaccharides
  • Cranberry
  • Grapefruit + inulin (prebiotics)
• Conclusions

Chapter 4 Joint and bone health

• Summary
• Introduction
• Osteoporosis epidemiology
• Market value of bone health food and drinks
• NPD and innovation
  • Regional analysis
  • Current product overview
• Current ingredients
  • Glucosamine sulfate
  • Chondroitin
  • Methylsulfonylmethane (MSM)
• Novel ingredient case study - MicroLactin and the Humanetics Corporation
  • The company
  • The ingredient
  • Proof of efficacy
  • Dosage and delivery form
  • Marketing assessment
• Future ingredients
  • Galactolipids (GOPO)
  • Sodium hyaluronate
  • Sulphoraphane (broccoli extract)
• Conclusions

Chapter 5 Cognitive health and energy

• Summary
• Introduction
• Major depressive disorder epidemiology
• Market value of energy food and drinks
• NPD and innovation
  • Regional analysis
• Current ingredients
  • Caffeine
  • ECGC ((-)-epigallocatechin-3-gallate)
  • Coenzyme Q10 (CoQ10)
• Novel ingredient case study - Teavigo and DSM Nutritional Products
  • The company
  • The ingredient
  • Proof of efficacy
  • Dosage and delivery form
  • Marketing assessment
• Future ingredients
  • Creatine
  • Ashwagandha
  • Blueberries
• Conclusions

Chapter 6 Aging and cosmeceuticals

• Summary
• Introduction
• The aging population
• Market value of oral beauty supplements
• NPD and innovation
  • Regional analysis
  • Current product overview
• Current ingredients
  • Coenzyme Q10 (CoQ10)
  • Essential fatty acids
  • Vitamin E
• Novel ingredient case study - Injuv from Soft Gel Technologies, Inc
  • The company
  • The ingredient
  • Proof of efficacy
  • Dosage and delivery form
  • Marketing/company assessment
• Future ingredients
  • Pomegranate extract
  • N-acetylglucosamine
  • Quercetin

Chapter 7 Cardiovascular health: lowering cholesterol and blood pressure

• Summary
• Introduction
• Cardiovascular disease epidemiology
• Market value of heart health food and drinks
• NPD and innovation
  • Regional analysis
  • Current product overview
• Current ingredients
  • Current cholesterol ingredients
    • Oat fiber (beta-glucans)
    • Soy protein
    • Phytosterols (beta-sitosterols)
  • Current blood pressure ingredients
    • Tripeptides (L-valyl-L-prolyl-L-proline and L-isoleucyl-L-prolyI-Lproline)
    • Casein peptide (C12)
    • Lycopene
• Novel ingredient case study - Reducol and Forbes Medi-Tech Inc
  • The company
  • The ingredient
  • Proof of efficacy
  • Dosage and delivery form
  • Marketing/company assessment
• Future ingredients
  • Future ingredients in the cholesterol market
    • Glucomannan
    • Pomegranate extract
    • Rice bran oil
  • Future ingredients for the blood pressure market
    • Cinnamon
    • Sesamin lignans
    • L-theanine
• Conclusions

Chapter 8 Industry survey

• Summary
• Introduction
• Contributor bio
• The survey
  • Key trends in functional food and drinks
  • Ingredients
  • Selection of ingredients for food and drinks
  • Marketing functional ingredients
  • Future ingredients

Chapter 9 Appendix

• Bibliography
• Index

List of Figures

• Figure 1.1: % growth of weight control food and drinks launched, 2002-2006
• Figure 1.2: % of weight control products launched in each category, 2002-2006
• Figure 1.3: Share of weight control food and drinks launched, 2002 and 2006 (%)
• Figure 1.4: Percentage of weight control products launched in each region, 2005-2006
• Figure 1.5: Balance Bar
• Figure 1.6: Instantaneo
• Figure 1.7: IMG advertising copy for Sabinsa' s ForsLean
• Figure 1.8: Balanced GenaSlim Meal Replacement Powders
• Figure 1.9: Suntory Beautiful Water
• Figure 2.10: % growth of blood sugar food and drinks launched, 2002-2006
• Figure 2.11: % of blood sugar products launched in each category, 2002-2006
• Figure 2.12: Share of blood sugar food and drinks launched, 2002 and 2006
• Figure 2.13: Percentage of blood sugar products launched in each region, 2005-2006
• Figure 2.14: DiabetiTrim
• Figure 2.15: Eat Well Be Well
• Figure 2.16: Kirin Wellfoods Lieta Soup
• Figure 2.17: Advertising copy for INI' s Cinnulin PF
• Figure 2.18: Charantea Ampalaya Bitter Melon Tea
• Figure 2.19: Inner Balance Body Shape
• Figure 3.20: % growth of digestive health and allergen free food and drinks launched, 2002-200675
• Figure 3.21: % of digestive health and allergy free products launched in each category, 2002-2006
• Figure 3.22: Share of digestive health and allergen free food and drinks launched, 2002 and 2006
• Figure 3.23: Percentage of digestive health and allergen free products launched in each region, 2005-2006
• Figure 3.24: Hi-Maize Sainsbury' s bread
• Figure 3.25: Nurture 3 gold
• Figure 3.26: Orafti' s Ideal You Beneo based sweetener
• Figure 3.27: CranBiotic from Futurebiotics, LLC
• Figure 4.28: % growth of bone and joint health food and drinks launched, 2002-2006
• Figure 4.29: % of bone and joint health products launched in each category, 2002-2006
• Figure 4.30: Share of bone and joint health food and drinks launched, 2002 and 2006
• Figure 4.31: Percentage of joint and bone health products launched in each region, 2005-2006
• Figure 4.32: Just 4 Joints
• Figure 4.33: Zeria Shin Royal Zeronto B Fresh
• Figure 4.34: Advertising copy for Humanetics MicroLactin
• Figure 4.35: Litozin Joint Health
• Figure 4.36: FlexMend with Hyaluronic Acid
• Figure 5.37: % growth of cognitive health and energy food and drinks launched, 2002-2006
• Figure 5.38: % of cognitive health and energy products launched in each category, 2002-2006
• Figure 5.39: Share of both cognitive health and energy food and drinks launched, 2002 and 2006
• Figure 5.40: Percentage of cognitive health and energy products launched in each region, 2005-2006
• Figure 5.41: Herbal Energy Pastilles from Swiss Navy
• Figure 5.42: Lacto Tab Q10
• Figure 5.43: Teavigo advert released from DSM
• Figure 5.44: Firefighter EMS from Firefighter Brands LLC
• Figure 5.45: Herbonic from Maharishi Ayurveda Corporation
• Figure 5.46: Natural Factors from Natural Factors Nutritional Products, Inc
• Figure 6.47: % growth of cosmeceutical food and drinks launched, 2002-2006
• Figure 6.48: % of cosmeceutical products launched in each category, 2002-2006
• Figure 6.49: Share of cosmeceutical food and drinks launched, 2002 and 2006
• Figure 6.50: Percentage of cosmeceutical products launched in each region, 2005-2006
• Figure 6.51: DermaSilk from Cesmedex
• Figure 6.52: Injuv advert for Soft Gel Technologies, Inc
• Figure 6.53: Inaba Shiwa from Inaba Foods Ltd
• Figure 7.54: % growth of cholesterol and blood pressure reducing food and drinks launched, 2002-2006
• Figure 7.55: % of cholesterol and blood pressure reducing products launched in each category, 2002-2006
• Figure 7.56: Share of cholesterol and blood pressure reducing food and drinks launched, 2002 and 2006
• Figure 7.57: Percentage of cholesterol and blood pressure lowering products launched in each region, 2005-2006
• Figure 7.58: Perfect Foods from Garden of Life
• Figure 7.59: Glenny' s Naturals Soy Crisps
• Figure 7.60: Tesco' s Reducol fortified milk product
• Figure 7.61: Vegetables every morning from Ajinomoto
• Figure 7.62: Beauty drink "Yokuasa Purun" from Coca-Cola
• Figure 7.63: Reducol raw ingredient from Forbes Medi-Tech Inc
• Figure 7.64: Reducol branding from Forbes Medi-Tech Inc
• Figure 7.65: Perfect Meal from Garden of Life
• Figure 7.66: Heart Oil from Tropical Nutrition Co Ltd
• Figure 7.67: Kellogg' s Smart Start Healthy Heart Cereal Bars
• Figure 7.68: Kanebo Kurogoma Milk Soft Candy from Kanebo Foods
• Figure 7.69: C2 Cool & Clean
• Figure 8.70: Demographic groups that purchase supplements for each health issue
• Figure 8.71: Level of impact health issues will have on growth of supplement sales over the next years
• Figure 8.72: Rating of health trends as drivers of sales growth for food and drinks manufacturers over the past year
• Figure 8.73: Sales growth potential health trends offer food and drinks manufacturers over the next 5 years
• Figure 8.74: Features important to the success of a nutraceutical product
• Figure 8.75: Ingredients that are currently most commonly used in food and drinks targeting a particular ailment
• Figure 8.76: Ingredients that will experience an increase in use in food and drinks targeting a particular ailment over the next 5 years
• Figure 8.77: Factors that are the most important in the selection of nutraceutical ingredients for food and drinks
• Figure 8.78: Important factors for a successful launch of a novel nutraceutical ingredient to market
• Figure 8.79: The most important forms of marketing for the launch of a novel nutraceutical ingredient in food and drink products

List of Tables

• Table 1.1: Number and percentage of overweight and obese adults by country, 2005-2010 (% adult population)
• Table 2.2: Prevalence of Type 1 & 2 diabetes in the 7 major markets, 2004-2005
• Table 3.3: Estimated prevalence of IBS in the seven major pharmaceutical markets, 2005- 10
• Table 3.4: Sales of gut health food and drinks, (US$,m), 2005-2010
• Table 4.5: Prevalence of osteoporosis in men and women over 50 across the seven major markets, 2005
• Table 4.6: Sales of bone health food and drinks, (US$,m), 2005-2010
• Table 5.7: Prevalence of major depressive disorder/anxiety in the seven major markets, 2005
• Table 5.8: Sales of energy food and drinks, (US$,m), 2005-2010
• Table 6.9: Population over 60' s, (m), 2005-2010
• Table 6.10: Oral beauty supplements consumer spending in Europe and the US (US$m), 2005- 2010
• Table 7.11: Estimated prevalence of major cardiovascular diseases, hypertension and hypercholesterolemia in the seven major markets, 2004
• Table 7.12: Sales of heart health food and drinks, (US$,m), 2005-2010
• Table 8.13: Top 10 ingredients executives think will be important in food and drinks development in the health trend over the next 5 years