維持骨骼•關節健康的飲食品市場機會：消費者意識與行動 是由出版商Datamonitor在2009年04月所出版的。
這份英文市場調查報告書包含118 pages 價格從美金3995起跳。
此報告書調查分析關於維持骨骼•關節健康的飲食品市場，並彙整了骨骼•關節障礙增加與各種影響因素，還有維持骨骼•關節健康飲食品市場的成長促進因素•阻礙因素，以及消費者意識與購買行動、食品製造業者的市場機會、建議行動重點等。報告書之內容摘要如下所示。
概要
未來前景
- 說明：為了身體整體的健康而更加重視骨骼•關節的健康
- 動向：由於對健康的關心高漲所以產生了保護骨骼•關節的產品等，對於較高度的營養型態之關心升高
- 動向：伴隨著全球性的高齡化，帶有骨骼•關節問題的消費者人數增加
- 分析：全球性的糖尿病擴大與老是坐著的生活型態：成為骨骼•關節問題原因的社會•生活型態問題
- 分析：對飲食品產品處理帶有複雜情感的消費者•健康狀態當中也有樂觀的存在
- 分析：許多消費者對於支援骨骼•關節健康的食品•營養成分具有高度意識，對於狀態則是以較為樂觀的態度來看待
- 分析：促進骨骼•關節健康的機能性飲食品之相關調製上的感覺課題
- 分析：適當的量•適當類型的維他命•礦物質攝取很重要
- 總論：雖然用於骨骼/關節的健康產品成長率將會鈍化，但預測仍會以良好的程度繼續演變
行動重點
- 行動：只有1個好處無法滿足消費者，因此需要組合複數的健康益處
- 行動：需以年長者層、女性層為目標
- 行動：需使年輕消費者早期了解攝取鈣質的好處
- 行動：產品調製需活用Omega3的人氣
附錄
圖表
Abstract
Introduction
The most developed bone and joint health market by far is the US; the total
market value in the US exceeded $3 billion in 2008, and is expected to
approach $4 billion by 2013. Bone and joint health nutraceuticals is also a
billion dollar industry in China and Japan.
Scope of this research
- Detailed insights and analysis documenting the drivers and inhibitors of
bone and joint health enhancing food and beverages
- Analysis documenting the relative importance consumers place on bone and
joint health and how this varies by socio-demographics
- Strategic conclusions combined with actionable recommendations for all
industry players looking to develop relevant product propositions
- 17 countries covered across Western Europe, South America, North America
and the Asia Pacific
Research and analysis highlights
Many consumers do believe that certain foods can have a positive impact on
long-term and current health. This has helped facilitate wider acceptance of
the term ' functional foods' . Awareness of calcium' s role in promoting bone
health is particularly high, yet many consumers fail to meet recommended
intakes
Over 60% of US respondents considered the "addition of nutrients and other
substances not usually found in that food and beverage, e.g. calcium" to be
either ' very' or ' somewhat appealing' a sentiment only neared in Europe by
Italy (55%). Japanese consumers were among the least attracted
An aging society is a key driver of the intensifying focus (at least in the
health and nutrition community) on bone and joint health as ailments are most
prevalent among older individuals. As consumers get older, they are
increasingly forced to seek solutions to minimize the discomfort caused by
problems such as osteoporosis and arthritis
Key reasons to purchase this research
- Consumer understanding: obtain a detailed understanding of consumer
attitudes and behaviors towards bone and joint health enhancing products
- Market understanding: identify the key bone and joint health growth
markets and product innovation trends in 17 countries across four territories
- Ideation: find inspiration for innovative formulations and product
positioning which takes advantage of consumers' evolving dietary preferences
Table of Contents
OVERVIEW
THE FUTURE DECODED
- INTRODUCTION: Bone and joint health issues are becoming more relevant to
the broader pursuit of health and wellbeing
- There are a number of important characteristics associated with bone
health
- Bone health problems are a huge cost to society, and are more prevalent
than many consumers think
- The three main manifestations of bone and joint health problems are
arthritis, osteoporosis and rickets/osteomalacia
TREND: Intensifying health concerns are driving interest in more sophisticated forms of nutrition such as bone and joint health products
- Considerable importance is being placed upon diet and nutrition in the
pursuit of wellbeing
- Many consumers are highly attentive about making healthy dietary choices
which bodes well for products promoting specific health benefits
- Consumers continue to make concerted efforts to improve their dietary
health
- The growing interest in food labeling highlights the importance of diet
and nutrition to consumers and that shoppers are looking for nutritional
information that is personally important to them
- Consumers are increasingly aware that some foods or beverages can provide
specific health benefits such as improved bone and joint health
- Consumers are turning to functional foods as a preventative measure
against declining health
- Healthy eating behaviors are shifting from principles associated with
' avoidance' to ' inclusion'
- Key takeouts and implications: the deepening link between diet and
wellness is important for the ongoing popularization of products promoting
bone and joint health benefits
TREND: The number of consumers experiencing bone and joint health problems is growing as the global population ages
- Seniors account for a large proportion of European society and slightly
less in the US
- Growth in Seniors population in Asia Pacific and other emerging markets is
commercially appealing
- An aging population is resulting in an increase of bone and joint health
problems
- Females, especially post-menopausal women, suffer from bone health
problems more than males while ethnicity also influences an individuals' risk
status
- Children and teenagers are also vulnerable groups when it comes to bone &
joint health both in the short-and long-term
- Arthritis is the primary joint health problem and prevalence rates are
escalating across the globe
- Osteoporosis is less common than Arthritis, but the prevalence is growing
- Sufferers of osteoporosis do not consider themselves to be fragile
- Muscle, joint and bone problems account for a large percentage of
long-term ailments worldwide
- Key takeouts and implications: the degenerative nature of bone and joint
health problems means that they will affect Seniors far more than any other
age group
INSIGHT: The global obesity epidemic and sedentary lifestyles are among a number of social and lifestyle issues contributing to bone and joint health ailments
- Global obesity levels are worsening in most countries across the globe
- Studies show that obesity and bone joint health problems are closely
linked to obesity
- Higher calcium intake has been linked with weight benefits
- Sedentary lifestyles also negatively impact bone and joint health while
the nature of the physical activity is also important in developing stronger
bones
- There is a crossover between bone and digestive health
- Key takeouts and implications: a number of issues can lead to a higher
risk for developing weak bones while bone and joint health problems overlap
with a number of other health and wellness themes
INSIGHT: Consumers have mixed feelings about the manipulation of food and beverage products and are also overly optimistic about their health status
- New food production techniques and technologies are often met with
ambivalence and fear
- The negativity towards nutrient-based functional manipulation is less
pronounced than it is towards GM foods
- Just because consumers recognize the broad range of benefits associated
with certain food doesn' t necessarily mean that they think they need them
- Key takeouts and implications: while an increasing proportion of
' nutritionally proactive' consumers are demanding more specific functionality
from their products, consumption barriers still exist
INSIGHT: Many consumers tend to be relatively complacent about bone and joint health despite being highly aware of supporting foods and nutrients
- Consumers do not give bone health the same attention as more high profile
considerations such as heart health and mental wellbeing
- Low awareness and/or complacency, as well as a shorter-term focus on
health, partly explains the lower attention that consumers place on bone health
- Older consumers are more attentive towards protecting bone health although
some unaware of the problem of osteoporosis and unable to change dietary habits
- Consumers are aware of the importance of bone and joint health problems
but some falsely believe that they are untreatable
- Key takeouts and implications: complacency, short-termism,
misunderstanding are all problematic themes associated with maximizing
potential revenues from bone and joint benefitting products
INSIGHT: There are sensory driven formulation challenges associated with functional bone and joint health promoting food and beverages
- Although consumers are making active attempts to eat healthier, they are
generally not willing to do so by compromising sensory benefits
- Key takeouts and implications: despite consumers making active attempts to
eat healthier, they will generally not compromise sensory benefits for
nutrition benefits
INSIGHT: Consuming the correct amount and type of vitamins and mineral is pivotal to improving bone and joint health and this is directs innovation trends in the market segment
- Calcium and vitamin D are generally regarded as the mainstays of healthy
bones
- Vitamin B can impact bone mineral densities
- Omega 3 has been proven to aid consumers with rheumatoid arthritis, but
not osteoarthritis
- Vitamin K can play a big role in improving bone health
- Vitamin C is more often associated with immune health, but can also be
beneficial for bones
- Key minerals such as magnesium and phosphorous work synergistically with
calcium and vitamin D to increase bone mineral content
- Glucosamine can be used in conjunction with other nutrients to aid both
bone and joint health
- Collagen hydrolsate and silicon may be the next big ingredient in
improving joint health
- Eating soy foods has been known to reduce fracture rate
- Probiotic and prebiotic and prebiotic formulations have the potential to
branch out into new areas including bone health
- Fruit and vegetables high in alkaline content may boost bone health
- Alcohol consumption can potentially help and hinder bone health depending
on quantity and type of alcohol consumed
- A healthy bone diet also includes avoidance or moderation of certain
dietary factors while diet alone cannot definitely safeguard a person from
osteoporosis
- Key takeouts and implications: though calcium is arguably the most
effective nutrient for building and maintaining bone density, there are others
that may help improve bone strength too
CONCLUSION: The growth rate of bone/joint health products is expected to slow, but remain at healthy levels
- The emergent consumer trend of embracing nutraceuticals meant that growth
in the market value of bone and joint health products was particularly high
between 2003 and 2008
- Growth in the dairy food sector is particularly strong in the four BRIC
countries
- Key takeouts and implications: the potential for growth in the market
exists, but manufacturers must be able to turn popular dairy products into
nutraceuticals to maximize appeal
ACTION POINTS
ACTION POINT: Combine health claims together because single benefits are no longer sufficient enough for consumers
- Create products which are not restricted to just bone/joint health problems
ACTION POINT: Target Seniors and females with bone and joint health products
- Offer Seniors calcium-based products which have traditional flavors and
are easy to prepare
- Embrace the trend of creating products which embrace femininity
ACTION POINT: Help ensure that young consumers understand the benefits of calcium consumption from an early age
- Formulate foods such as breakfast cereals with vitamin D and position them
for kids to aid bone development
- Follow the lead of innovative products which are creating interest in the
bone health category
ACTION POINT: Leverage the popularity of omega 3 to formulate products which solve joint health problems
- Consumers increasingly know what omega 3 is, so make sure they know that
your products contain it
- Try to make omega 3 synonymous with joint health
APPENDIX
- Definitions
- Methodology
- Further reading and references
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Consumer survey: the importance that individuals attach to diet and
nutrition in creating a feeling of wellbeing or wellness, in 15 countries
across Europe, Asia Pacific, South America and the US, by country, 2008
- Table: Consumer survey: the influence of health on food and beverage
product choices, in 15 countries across Europe, Asia Pacific, South America
and the US, by country, 2008
- Table: Consumer survey: the propensity to take active steps to eat more
healthily more or less often, in 15 countries across Europe, Asia Pacific,
South America and the US, by country, 2008
- Table: Consumer survey: agreement that some specific foods or beverages
can reduce the risk of getting specific diseases and diminish the effects of
current health problems in the US, by age, gender and dietary attitudes and
behaviors, 2008
- Table: Senior population (millions) in Western Europe and the US by
country, by country, 2002-2012
- Table: Senior population (millions) in Asia Pacific and emerging markets,
by country, 2002-2012
- Table: The number of people (in millions) who suffer from arthritis, in 17
countries across Europe, Asia Pacific, South America and the US, by country,
2003 - 2013
- Table: The number of adults (millions) who suffer from osteoporosis in the
US, Russia and Brazil, by country and age, 2003-2013
- Table: The number of adults (millions) who suffer from osteoporosis in
Western Europe (1), by country and age, 2003-2013
- Table: The number of adults (millions) who suffer from osteoporosis in
Western Europe (2), by country and age, 2003-2013
- Table: The number of adults (millions) who suffer from osteoporosis in
Asia Pacific (1), by country and age, 2003-2013
- Table: The number of adults (millions) who suffer from osteoporosis in
Asia Pacific (2), by country and age, 2003-2013
- Table: Consumer survey: the propensity of European citizens undergoing a
long-term medical treatment
- Table: Prevalence of obese population aged 15 years and above, including
urban and rural populations, in Western Europe, Brazil and the US, by gender,
2003 - 2013
- Table: Prevalence of obese population aged 15 years and above, including
urban and rural populations in seven different Asia Pacific countries, by
gender, 2003 - 2013
- Table: Consumer survey: the amount of attention paid to gluten content in
food, in 15 countries across Europe, Asia-Pacific, South America and the US,
by country, 2008
- Table: Consumer survey: the appeal of adding nutrients and other
substances not usually found in that particular food and beverage, in 15
countries across Europe, Asia Pacific, South America and the US, by country,
2008
- Table: Consumer survey: the percentage of males and females who found the
addition of nutrients and other substances in food and beverages very
appealing or somewhat appealing
- Table: Consumer survey: the amount of attention paid to bone health, in 15
countries across Europe, Asia-Pacific, South America and the US, 2008
- Table: Consumer survey: attention given towards various functional food
related concerns including bone health, in 15 countries across Europe, Asia
Pacific, South America and the US, 2008
- Table: Consumer survey: US shopper' s awareness and consumption of
nutrients that have health boosting credentials
- Table: Consumer survey: top-of-mind considerations when thinking about food
- Table: Industry survey: ingredients expected to become increasingly
popular, 2008
- Table: Market value of bone/joint health products (US $ millions) in
Europe, the US, Russia, Brazil and the Asia Pacific region, by country,
2003-2013
- Table: Market value of dairy food (US $ millions) in Europe, the US,
Russia, Brazil and the Asia Pacific region, 2003-2013
- Table: Market value of milk (US $ millions) in Europe, the US, Russia,
Brazil and the Asia Pacific region, 2003-2013
FIGURES
- Figure: Initiatives such as the International Bone and Joint Decade
reflect the intensifying focus on a health and wellness need state which
presents industry players with numerous opportunities
- Figure: Bone health is the most specific, tightly defined functional food
and beverage trend
- Figure: An ageing population is the key driver of the market for products
which address bone and joint health problems
- Figure: Diet and nutrition is one of six dimensions associated with the
broader notion of wellness
- Figure: More than three quarters of consumers consider diet and nutrition
to be an important factor in creating a feeling of wellbeing
- Figure: There is little variation in the importance attached to diet and
nutrition by age cohort
- Figure: Health considerations have a significant amount of influence on
food and beverage choices made by consumers across the globe
- Figure: Health considerations have a significant amount of influence on
food and beverage choices
- Figure: Intensifying health concerns lead to more considered choices
governed by a heightened reliance on food labels to ascertain the broader
benefits can be attained from purchase and usage
- Figure: US consumers recognize a broad range of health benefits associated
with specific food and beverages but reducing the risk of diseases and
diminishing health problems ranks lower compared to specific benefits such as
improving heart or digestive health
- Figure: A nutritional continuum helps pinpoint the role of functional food
and drinks such as mood foods and the types of functional food formulations
- Figure: The growing interest in mood food products reflects the broader
trend towards ' positive nutrition'
- Figure: Japan has the highest proportion of Seniors in the population
which explains why the country is a global market leader in products developed
specifically for aging consumers
- Figure: As a percentage of population, Russians have the most joint health
problems, while countries with aging populations such as Japan and Germany
also suffer
- Figure: Bone Density Testing is increasingly commonplace as the technology
becomes more accessible and the prevalence of bone ailments increases among
aging consumers
- Figure: A number of issues lead to additional risk of developing weaker
bones
- Figure: In most countries, less than one in five consumers are highly
concerned about gluten content
- Figure: Fears over new techniques and technologies, and anything
considered to be "unnatural" or artificial, influences the negativity shown
towards genetically modified foods
- Figure: Opinion is heavily divided in most countries about the relative
appeal of enhanced food and drinks
- Figure: The older consumers are, the less likely they are to find
additional functional ingredients appealing
- Figure: Bone health is the least important consideration for consumers
globally when compared to other benefits attained from consumption of
functional foods and drinks
- Figure: Consumers in most countries are somewhat more attentive to bone
health than they are inattentive, but attention is negative in some of the
bigger markets
- Figure: Information relating to bone and joint health is often overlooked
when choosing products
- Figure: The older consumers get, the more likely they are to pay a "high"
or "very high" amount of attention to their bone health
- Figure: The ' pleasure principle' of food and beverage consumption drives
experimentation and engagement in food and beverage choices - albeit against a
backdrop of ongoing preferences for traditional flavors as well
- Figure: Sensory benefits heavily influence consumer choices which is why
it is vital that bone & joint health benefits are carefully communicated in
relation to the enjoyment factor
- Figure: Functional drinks has become an increasingly popular category for
products containing Vitamin D
- Figure: Innovative products which are high in calcium are appearing in the
dessert category, but all prefer to focus on other benefits such as protein,
fiber or probiotic content
- Figure: The recommended levels of calcium and Vitamin D depend on the age
of the consumer
- Figure: Though there is a gradual growth in launch numbers year-on-year,
there is a lack of functional products which tout Vitamin B content
- Figure: Food and beverage manufacturers have not been active in
formulating and/or promoting products which use omega 3 to improve joint health
- Figure: In the 2003 - 2008 period, omega 3 has mostly been used in
personal care products when touting joint health benefits
- Figure: Despite being linked to potential bone health benefits, the number
of functional products which use Vitamin K has decreased from 2003 - 2008
- Figure: Product launches of bone health products containing Vitamin C
declined in 2008 following steady growth in the five years previous
- Figure: Glucosamine has become an increasingly popular ingredient for
non-alcoholic beverages like functional drinks and milk
- Figure: Glucosamine is mainly found in non-alcoholic beverages which can
aid bone and joint health
- Figure: While collagen hydrolysate is far from a well-known ingredient,
the joint health benefits it can provide may make it increasingly important in
the future
- Figure: Calcium and probiotics can be combined to formulate products which
are good for both bone and digestive health
- Figure: Per capita spend on bone/joint health products in 2008 is highest
in the US and Japan
- Figure: In Europe, it is in Italy where market value growth has been
highest
- Figure: Brazil' s status as an emerging economy is compounded by forecast
growth from 2008 - 2013 at higher levels than all other countries
- Figure: China is a market with both a high market value and high growth
for bone/joint health products
- Figure: Products are becoming more versatile by offering a number of
health benefits or incorporating convenience for consumers
- Figure: Industry players are becoming more aware of the need to
specifically target females and Seniors with products delivering bone and
joint health benefits
- Figure: Breakfast cereals aimed at kids often contain vitamin D to aid
bone development
- Figure: Manufacturers are creating innovative products for kids which
contain high doses of calcium
- Figure: Innovative products are highlighting omega 3 content, but usually
citing brain or cardiovascular benefits, rather than joint health
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