市場對於收效快、效果顯著的產品需求漸高，促使營養補充（Nutraceuticals）食品業界朝此方向前進。美國營養補充食品市場在1998～2003年間在能量補給產品的推動下，每年以8.2％的幅度成長，但未來5年健康食品類的增長將會趨緩，而機能性美容食品則將以13.8％的年成長率，帶領整體市場在2008年達到10億美元的規模。

擅長多領域市場分析的英國專業市調公司 "Datamonitor Corporation" （總公司：倫敦），調查分析了美國機能性食品與補給品市場後，出版了一本綜合報告書 "US Functional Food, Beverages and Supplements - Inside-out Health and Beauty"。

報告書內容包括：1998～2003年市場狀況、2003～2008年各類市場調查分析、市場成長機會、活用美容性食品熱潮的建議、以及過去2年新上市的產品資料等。全書含73幅圖表，共160頁，內容綱要摘記如下：

1. 摘要

2. 市場環境

市場規模
市場分類（乳製品、飲料、餅乾等）
健康食品的市場規模
市場動態與牽引要因

3. 產品成分與法規演變

成分
法規動態
美國以外地區法規（日本、歐洲、加拿大、南美洲）

4. 顧客分析

美國消費者人口統計分析
美國消費者健康相關概要
美國消費者的偏好與行為模式
結論

5. 營養補充食品產業動態

產業結構
主要生產企業
伙伴關係與集約化
對生產企業的調查

6. 未來預測

消費者對於防止老化的機能性健康食品要求可見的效果
機能性健康食品較一般營養劑成長幅度大，更為日常所食用
高年齡層消費者對於防止老化的機能性健康食品要求可見的效果，並引出機能性健康食品的風潮

7. 行動點

大幅宣傳健康效果
焦點放在各年齡層的生活方式
尋找JV（Joint Ventures）機會以獲取競爭優勢
將重點放在日常性機能食品與便利性上
研發立即見效的美容食品
焦點放在對老化的憂慮上

As consumers increasingly demand measurable, instant benefits, interest in functional products with short-term, visible effects continues to drive the multi-billion dollar nutraceuticals industry. This report provides a comprehensive analysis of the industry, identifying opportunities for growth and offering recommendations to enable manufacturers to take advantage of the "beauty foods" trend.

Scope of this report

US nutraceuticals1998-2003 industry, with 2003-2008 forecasts of the beverages, bakery, dairy, confectionery, snacks, and supplements markets
Proprietary online survey of 1,002 US consumers and 154 US manufacturers in August 2004
One-to-one interviews with over 30 ingredients companies and industry experts
Comprehensive search of major NPD over the past two years, using Datamonitors Productscan online service

Research and analysis highlights

The US nutraceuticals market increased at a CAGR of 8.2% between 1998 and 2003, driven by strong growth in energy-boosting products. While growth in almost all health-related segments is expected to slow over the next five years, however, functional beauty products are expected to increase at a CAGR 13.7%, reaching nearly $1 billion by 2008.
This burgeoning "beauty foods" trend creates significant opportunities for manufacturers. With consumers never-ending search for quick fixes to a multitude of wellness-related issues, the line between health and beauty needs continues to blur. New concepts in ingestible products can help consumers reach their short-term health and beauty goals.
Beauty concerns are driving growth not only among the Baby Boomer population, but among younger consumers as well. Consumers of all ages tend to fall into one of three distinct groups: Instant Gratifiers, Planners and Regulars, each with their own particular preferences and habits.

Key reasons to read this report

Benchmark the importance of product development "hunches" against the needs of buyers and end-users
Understand functional and fortified market opportunities based on the quantification of US consumer and manufacturer opinions
Make informed NPD and partnership decisions based on unique quantified market sizes for emerging product categories

CHAPTER 1 EXECUTIVE SUMMARY

Hot topic
Market context
Ingredients and regulatory shifts
- Functional Ingredients
- Regulatory Shifts
Consumer focus
Nutraceutical industry dynamics
- Industry structure
- Industry perceptions
The future decoded
Action points

CHAPTER 2 MARKET CONTEXT

Introduction
Key findings
Market size
Market segments
- Dairy
- Bakery and cereals
- Beverages
- Confectionery
- Snacks
- Supplements
Market segment size by health category
Drivers and trends
- The trend towards overall health
  - Consumers are focused on the appearance of health as well as health itself
- An aging population concerned with long-term health and beauty
  - Looking younger
- The increasingly busy consumer wants immediate benefits
  - Longer hours at work have led to hectic and stressful lifestyles
  - An increasing demand for products that can be used "on-the-go"
- Technological advancements have led to more efficacious and 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 are combatting recent controversy
Conclusions

CHAPTER 3 INGREDIENTS AND REGULATORY SHIFTS

Introduction
Key findings
Ingredients
- Calcium
  - Calcium and weight loss
  - Calcium and heart health
- Antioxidants
  - Overview
  - Coenzyme Q10
  - Lycopene
- Omega-3/6 and Polyunsaturated Fatty Acids
  - Trends in omega-3 formulation
- Glucosamine
  - Trends in glucosamine formulation
- Soy isoflavones
  - Trends in soy isoflavone formulation
  - New studies cast doubt on health benefits of soy
- Black cohosh
- Probiotics and prebiotics
  - Trends in probiotic and prebiotic formulation
  - As the probiotic market grows, other products containing probiotics are likely to enter the market. The US is likely to follow the lead of Europe and Asia where probiotics are now used in cheese and also non-dairy fruit-based drinks. However, US consumers are likely to take some time to associate good bacteria with the new product concepts.
Regulatory Trends
- The Consumer Information for Better Nutrition Initiative
- The Bioterrorism Act of 2002
- Good Manufacturing Practices
- The Dietary Supplements Safety Act (Bill S.722)
International regulations
- Japan
- Europe
- Canada
- South America
Conclusions

CHAPTER 4 CONSUMER FOCUS

Introduction
Key findings
Demographic overview of US consumers
Health overview of US consumers
- Heart health and cardiovascular disease
- Gut health
- Bone and joint health
  - Osteoporosis
  - Arthritis
- Energy
- Other health concerns
  - Obesity and weight concerns
  - Alzheimers, depression and mental health
  - Vision health
  - Tooth and gum health
Preferences and behaviors of US consumers
- All consumers are concerned for their health, especially Instant Gratifiers
- Consumers, specifically Instant Gratifiers, believe that functional health products can assist their health needs
- Instant Gratifiers are more concerned with external appearance
- Consumers purchase functional health products differently
Conclusions

CHAPTER 5 NUTRACEUTICAL INDUSTRY DYNAMICS

Introduction
Key findings
Industry structure
- Finished-product manufacturers
  - Differing climate for innovation and adaptation
  - Differing formulation and packaging constraints
- Ingredient companies
  - Suppliers
  - Full-service providers
Key manufacturers
Partnerships and consolidation
- General Mills and DuPont
- Nestle and LOrealShiseido and Coca-Cola
- Hain Celestial and Cargill
- Procter & Gamble and Pharmavite
Manufacturer survey
- Manufacturers see a continued move towards convenient, on-the-go products and functional staple foods
- Purchasing behavior may affect a shift in formulation of functional health products
- Manufacturers believe consumers are more health-oriented
Conclusions

CHAPTER 6 THE FUTURE DECODED

Introduction
Key findings
Consumers are demanding measurable benefits from functional health products that are directed towards anti-aging health concerns
- Consumers want visible benefits
- Combining long-term health maintenance with short-term benefits
- Consumers are increasingly focused on external appearance as well as health
Despite many innovative nutrient delivery systems developed for use as functional health products, functional versions of staple foods and beverages will drive growth
- Foods and beverages
- Other delivery methods
Aging consumers, coupled with a demand for anti-aging products with visible benefits, are creating a trend for functional health products with beauty benefits.
- "Beauty foods" in the US

CHAPTER 7 ACTION POINTS

Introduction
Key findings
Make functionality clear to consumers and provide positive, upbeat messages of health benefits
Make functionality clear to consumers and provide positive, upbeat messages of health benefits
- Make functionality clear
- Use positive and upbeat messages
Target a wider range of age and lifestyle groups rather than focusing on a single demographic
Look for joint venture opportunities to maximize competitive advantages
- Partner with full-service provider ingredient companies
- Look to joint ventures for innovation
Concentrate on developing staple foods with functional benefits that can be consumed conveniently and fit into busy lifestyles
- Functional staple foods can grow market share
- Improving convenience for an on-the-go lifestyle
- Five key elements to creating a successful functional staple food
- A minimal price premium
- An availability identical to regular products
- A clear, non-threatening benefit
- A product for healthy consumers
- Wide appeal towards all genders and age groups
Develop "beauty foods" that appeal to Instant Gratifiers and target multiple concerns about aging
- Develop beauty foods that appeal to Instant Gratifiers
- Look to successful innovations overseas
- Target multiple concerns about aging

CHAPTER 8 APPENDIX

Definitions
Supplementary information
How to contact experts in your industry
List of Tables
- Table 1: US functional health products market value by category, $m, 1998-2008
- Table 2: Growth of functional dairy market, $m, 1998-2008
- Table 3: New functional health product introductions, dairy category
- Table 4: Growth of functional bakery and cereals market, $m, 1998-2008
- Table 5: New functional health product introductions, bakery and cereals category
- Table 6: Growth of functional beverages market, $m, 1998-2008
- Table 7: New functional health product introductions, beverage category
- Table 8: Growth of functional confectionery market, $m, 1998-2008
- Table 9: New functional health product introductions, confectionery category
- Table 10: Growth of functional snacks market, $m, 1998-2008
- Table 11: New functional health product introductions, snacks category
- Table 12: Growth of dietary supplements market, $m, 1998-2008
- Table 13: New functional health product introductions, supplements category
- Table 14: Functional foods and beverages market size, by health benefit, $m, 1998-2008
- Table 15: Functional foods and beverages market size, by health benefit, % of total, 1998-2008
- Table 16: Functional food and beverage products, by health benefit
- Table 17: US population by age, m, 1998-2008
- Table 18: Health conditions and nutrients associated with beneficial usage
- Table 19: Consumer awareness of various nutrients, % respondents
- Table 20: Approved language for qualified health claims
- Table 21: US population by age, m, 1998-2008
- Table 22: Prevalence of hypercholesterolemia, m, 2000-2003
- Table 23: Prevalence of hypertension, m, 2000-2003
- Table 24: US prevalence of IBD, m, 1987-2003
- Table 25: Prevalence of osteoporosis and low bone mass by age, m, 2002-2020
- Table 26: Prevalence of overweight and obesity, 2002-2007
- Table 27: Risk factors associated with being overweight and obese
- Table 28: Consumer behavior by age, % respondents
- Table 29: Consumer behavior by gender, % respondents
- Table 30: Consumer health concerns by segment, % respondents
- Table 31: Influence of health benefits on functional purchases, % respondents answering "strong" or "quite strong"
- Table 32: Consumer belief in functional health product efficacy for specific health concerns, by segment, % respondents
- Table 33: Consumer health concerns driving purchases of functional health products by segment, % respondents answering to a "very high" or "high" degree
- Table 34: Consumer purchase of functional health products by segment, % respondents answering "frequently" or "sometimes"
- Table 35: Key manufacturers and new functional food development, 2003-2004
- Table 36: Key manufacturers and new supplement development, 2003-2004
- Table 37: Manufacturer perceptions of consumer nutrient awareness vs. actual consumer response, % respondents
- Table 38: Manufacturer perceptions of consumer purchasing drivers vs. actual consumer response, % respondents
- Table 39: Long-term consumer health concerns by age group, % respondents
- Table 40: Short-term consumer health concerns by age group, % respondents
- Table 41: Consumer interest in functional health products with specific beauty benefits, by segment, % respondents answering "very" and "quite" interested
- Table 42: Beauty concerns and nutrients associated with beneficial usage
- Table 43: US beauty foods, beverages and supplements market value by segment, 2003-2008
- Table 44: Functional benefits definitions
- Table 45: Qualified health claims about cancer risk approved by FDA
- Table 46: Qualified health claims about cardiovascular disease risk approved by FDA
- Table 47: Qualified health claims about cognitive function approved by FDA
- Table 48: Qualified health claims about neural tube birth defects approved by FDA
List of Figures
- Figure 1: Key elements to creating a successful functional food or drink
- Figure 2: US functional health products market value by category, $bn, 2003-2008
- Figure 3: Importance of functional categories, 2003-2008, "very" or "quite" important, % respondents
- Figure 4: 7-Up Plus functional carbonated soft drink
- Figure 5: Health benefits driving the functional health industry, 2003-2008, % respondents answering "strongly"
- Figure 6: Top health concerns, % respondents
- Figure 7: Botox procedures in the US (millions), 1998-2003
- Figure 8: Male-focused dietary supplements
- Figure 9: Manufacturer perception of regulatory effects on industry, % respondents answering "very strong" or "strong"
- Figure 10: The FOSHU logo
- Figure 11: Estimated prevalence of arthritis, 1990 and 2020
- Figure 12: Influence of health benefits on functional purchases, Instant Gratifiers vs. all respondents, % respondents answering "strong" or "quite strong"
- Figure 13: Active engagement in improving external well-being by segment, % respondents answering "very" or "quite" engaged
- Figure 14: Frequency purchase of functional health products, Instant Gratifiers vs. all respondents, % respondents answering "frequent" or "sometimes"
- Figure 15: Shiseido and Coca-Cola joint venture products in Japan, use of packaging and imagery in functional health products
- Figure 16: Manufacturer perceptions of consumer interest vs. consumer purchasing behavior, % respondents answering "strongly interested" and "frequently purchase"
- Figure 17: Manufacturer perception of consumer health activity, % respondents
- Figure 18: Consumer health activity, % respondents answering "very engaged" and "engaged"
- Figure 19: Consumer interest in delivery methods for functional health products, % respondents answering "very" or "moderately" interested
- Figure 20: Functional gums and candies
- Figure 21: Functional oral strips
- Figure 22: Consumer interest in functional health products with specific beauty benefits, Instant Gratifiers vs. all consumers, % respondents answering "very high" or "quite high"
- Figure 23: Key elements to creating a successful functional food or drink
- Figure 24: Imagery in functional foods and drinks in Japan
- Figure 25: Popular beauty foods, drinks and supplements in Europe