Abstract
Summary
Consumers are exhibiting a higher demand for foods and beverages that provide
inherent health in naturally occurring forms as well as those that contain
additional health benefits from added ingredients. This strong desire presents
many opportunities for packaged goods marketers to expand current categories
and/or to create new ones.
Within this new report, Ingredients 2.0 - Convergence of Knowledge and
Function, NMI researchers have sought to provide a clear consumer picture for
marketers. That picture pulls into view consumers' food and beverage purchase
criteria; one that has undergone some changes in the last year due to
turbulent economic pressures. In addition, the writers have explored consumer
awareness and understanding across ingredients and health benefits and discuss
that connection to usage and current market conditions.
For manufacturers and retailers of fortified and/or functional food and
beverage products it will be crucial over the next few years to understand
where consumers' knowledge levels are - what do they understand; and, just
as important, where are their disconnects. Opportunities for future growth
are strong across certain nutrients and health benefits, but some will need
strong educational efforts to maintain interest. Others appear ready to
flourish on their own.
Consumers are checking labels and the list of what they look for on the label
is getting longer; driven by their desire to increase some nutrients while
decreasing others. For example, Ingredients 2.0 examines the growing concern
over sugar and artificial sweeteners, as consumers are trying to decrease
usage of both. Not to be ignored, this subject matter should have food
technologists and marketers concerned for the next several years. In addition,
data and commentary is provided on the avoidance of fats, carbohydrates,
sodium, and allergens as well as the desire to increase nutrients such as
omega 3 and probiotics.
The entire second half of this 100+ page report is dedicated to the
convergence of consumer knowledge and function and market opportunity. How
have supplements and food benefits blurred? What determines how consumers will
choose between the two? Is consumer behavior preceding understanding of the
ingredient; is it driven totally by benefit marketing? What ingredients do
consumers want to add and which are they avoiding? Across fiber, whole grains,
protein, omega 3, calcium, oats, sterols, antioxidants, probiotics,
prebiotics, Vitamin D and others, what is the strength of the market
opportunity? What is the timing and strength of the new markets within weight
management, immunity, inflammation, detoxification, and digestive health?
The data and commentary provided within Ingredients 2.0 - Convergence of
Knowledge and Function will allow the reader to understand the overall market
for functionality and fortification as well as general consumer demand for
taste, value, nutrition, and convenience. Where do these all intersect? More
importantly, how can you capitalize on them? The reader will find key
insights throughout as well as a synopsis in the executive summary. The market
is prime for new growth opportunities, find out where, how strong, and what
they are in this exciting report!
Table of Contents
Introduction
Executive Summary
Definitions
Database Methodology
Health & Wellness Segmentation Model Overview
- NMI' s Health and Wellness Consumer Segments
- WELL BEINGS Summary
- WELL BEINGS at a Glance
- WELL BEINGS Demographic Profile
- FOOD ACTIVES Summary
- FOOD ACTIVES at a Glance
- FOOD ACTIVES Demographic Profile
- MAGIC BULLETS Summary
- MAGIC BULLETS at a Glance
- MAGIC BULLETS Demographic Profile
- FENCE SITTERS Summary
- FENCE SITTERS at a Glance
- FENCE SITTERS Demographic Profile
- EAT, DRINK & BE MERRYS Summary
- EAT, DRINK & BE MERRYS at a Glance
- EAT, DRINK & BE MERRYS Demographic Profile
Industry Sales Review
- U.S. Health and Wellness Industry Sales
- Projected Five-Year Health and Wellness Industry Growth
Food/Beverage Selection Criteria
- Consumption of Healthy Nutritious Foods in Maintenance of a Healthy
Lifestyle
- Food & Beverage Label Monitoring
- Items Most Often Checked on Label
- Minimalism: A Short Ingredient List
- Top Attributes for Food/Beverage Selection
- Top Attributes for Food/Beverage Selection by Segment
- Consumer Concern Over Reducing Certain Ingredients in Their Diet
- Avoidance of Carbohydrates
- Avoidance of Fats
- Avoidance of Fats - Trended
- Limiting Sodium
- Avoidance of High Fructose Corn Syrup
- Monitoring Sugar Content
- Usage of Low and No Sugar Products On the Rise
- Sweetener Usage
- Trended Attitudes Toward Artificial Sweeteners
- Drivers of Usage of Artificial Sweeteners
- Usage of Artificial Sweeteners - Trended
- Usage of Artificial Sweeteners by Segment
- Low Glycemic Products: Awareness & Usage
- The Perceived Link Between Preservatives, Pesticides and Food Allergies
- Avoidance of Toxins
- Avoidance of Specific Food Ingredients Due to Dietary Concerns
- Desire and Usage of "Free-From" Foods
Convergence of Knowledge and Function
- The Blurring of Supplements and Food
- The Desire for "Supplemented" Foods
- Crossover Products: Beverages, Bars, and Beyond
- When Behavior Precedes Attitude: Long-term or Short-Lived Success
- Willingness to Use Foods to Prevent High Cholesterol and Intestinal
Irregularity-Trended
- Consumer Usage of Food/Beverages vs. Supplements to Prevent/Treat Health
Conditions
- Preferred Supplement Forms: Crossing Over to Food Formats
- Fortified/Functional Food/Beverage Use Trending Up
- Functional Food/Beverage Usage by Segment
- Drivers of Functional/Fortified Food/Beverage Use
- Blurring of Usage Drivers for Vitamins/Minerals and Functional/Fortified
Foods
- The "Value" of Functional Foods
- Functional Foods/Beverages: Barriers & Believability
- Branded Ingredient
Ingredient Understanding and Opportunities
- Growth of Ingredient Recognition
- Ingredient/Nutrient Understanding Still Lacking
- Perceived Nutrient Deficiencies
- Ingredients Consumers Would Like to Add to Their Diet
- Fiber and Whole Grains: Deficiency, Monitoring, Usage
- Fiber vs. Whole Grain Perceived Benefits
- Fiber Benefit Understanding by Digestive Managers
- Association of Fiber with Digestive Health Benefits-Trended
- Global Fiber Food and Supplement Product Launches, 1999-2008
- "Added Fiber" Food/Beverage Global Launches By Category
- Whole Grain Benefit Understanding by Heart Managers
- Desire and Usage of High Protein Foods
- Protein Benefit Understanding by General Population and Weight Managers
- Benefit Understanding of Weight Relevant Food Ingredients
- Association of Fiber and Protein with Weight Management Benefits-Trended
- Consumers' Pursuit of Immune Boosting Foods/Beverages
- Knowledge of Ingredients Associated with Immune Support
- Inflammation Management
- Growth Opportunities for Inflammation Market
- Knowledge of Ingredients Associated with Inflammation Reduction
- Desire for Omega 3 Enriched Foods vs. Use of Omega 3 Supplements
- Desire for Omega-3 Enriched Foods by Segment
- Usage of Heart-Healthy Foods/Beverages
- Usage of Heart Health Specific Supplements
- Calcium Revisited: A Two-Fold Benefit for the Heart
- Knowledge of Ingredients Associated with Heart Health
- Association of Oats and Omega 3' s with Heart Health Benefits-Trended
- Global Omega 3 Food and Supplement Product Launches, 1999-2008
- Awareness of Plant Sterols-Trended
- Global Plant Sterol Food and Supplement Product Launches, 1999-2008
- Detoxification and Digestion: Generational Opportunities
- Knowledge of Ingredients Associated with Digestive Health
- Probiotics vs. Fiber for Digestive Health
- Awareness of Probiotics-Trended
- Desire for Probiotic Enriched Foods vs. Use of Probiotic Supplements
- Global & U.S. Probiotic Food/Beverage and Supplement Product Launches,
1999-2008
- Vitamin D Opportunity
- Vitamin D Use Among Generations and Segments
- Benefit Understanding of Vitamin D Among General Population
- Benefit Understanding of Vitamin D Among Generations
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