營養補充（免疫力與活力）：飲料食品的新市場機會・成分・革新

Abstract

A growing number of products in the food and drinks sector are being marketed as providing consumers with immune health and vitality benefits. These products are designed to help individuals cope with the stresses and strains of modern life. Products claim to protect and defend the immune system, help maintain vitality and inner balance, and reduce or alleviate stress levels. There is a growing perceived need for food and drink that can meet these requirements, linked to an increasing prevalence of autoimmune diseases in leading economies and more consumers looking to reduce stress experienced on a daily basis. Promoting Immune Health and Vitality is a new management report published by Business Insights that analyzes the growing importance of immune health and vitality products. Analysis is centered on key brands and how these are meeting the more advanced demands of today' s consumers within an increasingly crowded market for food and drink with positive health benefits. Identify key trends within immune health and vitality product marketing and assess the potential for these trends to develop with this new report.

Table of Contents

Executive Summary

• Market drivers and growth opportunities
• Innovation and NPD
• Key trends in immune health and vitality
• Conclusions

Chapter 1 Introduction

• Research methodology
• The immune health and vitality market defined
• Report structure

Chapter 2 Market drivers and growth opportunities

• Summary
• Introduction
• The prevalence of autoimmune diseases
• The issue of stress
• Market development

Chapter 3 Innovation and NPD

• Summary
• Introduction
• Innovation by positioning
• Innovation by product category
• Regional analysis
• Product tag and flavor analysis
• Product tags
• Flavor trends
• Innovation profiles of key companies
• Danone
• Coca-Cola
• Kraft Foods

Chapter 4 Key trends in immune health and vitality

• Summary
• Introduction
• Trends in active ingredient use
• The wide range of active ingredients
• Developing ingredient use
  • Probiotics and prebiotics
  • Antioxidants
  • Glucosamine
• Stress reduction
  • GABA
  • Theanine and other anti-stress ingredients
• Targeting by age and sex
• Products for older consumers
• Cultivating female consumers
• Targeting children
• Developing needs-specific ranges

Chapter 5 Conclusions

• Summary
• Introduction
• SWOT analysis
• Demand for immune health and vitality products
• Product development
• Ingredient development
• Outlook
• Index

List of Figures

• Figure 2.1: Extent to which consumers have taken active steps to reduce stress levels over the past year (%), US & Europe, 2006
• Figure 3.2: Percentage share of immune health and vitality products launched, by positioning, 2004-2008
• Figure 3.3: Percentage of immune health and vitality products launched in each category, 2004-2008
• Figure 3.4: Percentage of immune health and vitality products launched, by category, 2004-2008
• Figure 3.5: Percentage share of immune health and vitality products launched, by region, 2004-2008
• Figure 3.6: La Serenisima Actimel and DanActive Weekly Pack
• Figure 3.7: Minute Maid Enhanced Juice, Cell Defence and Anti-Ox, Diet Coke Plus Vitamins and Dasani Plus
• Figure 3.8: Kraft Post LiveActive and On The Go drink mixes
• Figure 4.9: Nestlé LC1 Protection, Nurture Milk, Kashi Vive, Parmalat WellB
• Figure 4.10: Minute Maid Active and Hansen' s Fizzit with glucosamine
• Figure 4.11: Japanese GABA-enriched products
• Figure 4.12: Yakult Lemoria, Aqua Therapy Minaqua, Nestlé Club
• Figure 4.13: Aohata green perilla dressing and Calpis Fine Support Smooth Walkin
• Figure 4.14: Luna and YoMommy
• Figure 4.15: Dannon Danimals, Capri Sun Juice Drink, Y Water Wellness Waters, Crayons Fruit Juice Drink, Balance Water for Children
• Figure 4.16: Rachel' s Vitality, Fruit2O Immunity, Dole Wildly Nutritious, Spava Fortified Coffee, Barilla Alixir
• Figure 5.17: SWOT analysis of immune health and vitality sector

List of Tables

• Table 2.1: Estimated prevalence of autoimmune-related diseases in the seven major pharmaceutical markets, 2006
• Table 2.2: Functional food & drink market value ($m), Europe and US, 2001-2011
• Table 2.3: Sales of energy food and drinks, ($m), Europe and US, 2001-2011
• Table 3.4: Top 15 product tags on immune health and vitality products launched, 2005-2008
• Table 3.5: Top 15 flavors in immune health and vitality products launched, 2005-2008
• Table 4.6: Key immune health and vitality ingredients and positioning
• Table 4.7: New generation of needs-specific functional food and drink ranges