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市場調查報告書
美國的Food&Beverages（機能性食品&飲料）市場
Functional, Fortified and Inherently Healthy Foods and Beverages: The U.S. Phood Market
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美國的Food&Beverages（機能性食品&飲料）市場 是由出版商Packaged Facts在2007年03月所出版的。
這份英文市場調查報告書包含270 pages 價格從美金3000起跳。
作為消費者產品市場調查的領先企業，同時擁有超過 30 年經驗的美國市調公司 Packaged Facts （總公司：紐約州），針對美國的Food・Beverages（機能性食品・飲料）市場進行詳盡的調查分析，並出版調查報告書 "Functional, Fortified and Inherently Healthy Foods and Beverages: The U.S. Phood Market" 。
本報告書內容包括：美國的健康飲食生活相關動向調查分析、Food・Beverages（機能性食品・飲料）市場的帶動發展因素、主要企業及主要產品、市場佔有率、行銷趨勢、消費者動向、海外市場動向等摘要，以及未來趨勢預測及至2011年為止的銷售預測等。內容綱要摘記如下：
第1章 實施概要
第2章 市場整體趨勢
- 介紹
- 帶動市場發展因素
- 消費者對健康的考慮
- 肥胖症
- 成為攻擊箭靶的食品產業
- 從攝取低碳水化合物開始到均衡營養的飲食生活
- 追求健康的飲食生活
- R&D的角色
- 目標行銷：嬰兒潮世代及之後的世代
- 方便性扮演的角色
- 零售銷售金額・市場佔有率動向
- 市場預測（至2011年）
第3章 「Foods」
- 市場概要
- 競爭趨勢
- 廣告趨勢
- 新產品趨勢
- 品牌介紹
- 消費者動向
第4章 「Beverages」
- 市場概要
- 競爭企業
- Beverages的市場機會
- 2007年的主要企業・主要產品
- 競爭趨勢
- 廣告趨勢
- 新產品趨勢
- 產品介紹
- 消費者動向
- 人口統計
第5章 未來預測
- 市場趨勢・市場機會
- 產品趨勢
- 益生菌的成長
- 全麥麵粉
- Omega 3脂肪酸
- 機能性飲料的成長
- 瓶裝水
- 提神飲料、等
- 海外市場
- 歐洲
- 機能性食品的偏好
- 奈米科技的褒與貶
- 進入歐洲益生菌市場
- 亞洲
- 大豆產品
- 對高齡人口的矚目
- 機能性化妝品
- Omega3脂肪酸的需求擴大
附錄：主要企業的聯絡方式
Abstract
Gauging 2006 sales at approximately $20 billion through all channels,
including mass-market, health/natural, Wal-Mart, and warehouse clubs,
Functional, Fortified and Inherently Healthy Foods and Beverages: The New U.S.
“Phood” Market, a fully updated Packaged Facts report, covers
functional foods and beverages with medically beneficial ingredients-also
known as “phoods” and “bepherages.” Considering health
and wellness as a top criterion driving consumer food choices, the report
examines the full spectrum of packaged foods and beverages that provide a
positive pharmaceutical benefit beyond basic nutrition, including products
that are “inherently healthy” (e.g., oatmeal, whole-grain breads,
cranberry juice, nuts), fortified foods (e.g., orange juice with plant
sterols), and “designer” foods (e.g., soy protein bars, smart
spreads).
It analyzes competitive trends and pinpoints opportunities for current and
prospective marketers, including government regulation of food and beverage
health claims, the development and use of key nutrients in the market, the
impact of the obesity epidemic in the U.S. on consumer food choices, chances
to capitalize on the new Food Guide Pyramid, and the ongoing trend toward more
balanced “eating for health.” The two broad classifications-phoods
and bepherages-are quantified to the marketer/brand share level by Information
Resources, Inc. InfoScan data and further substantiated by extensive
qualitative analysis. The report also documents market size and composition as
well as marketing, new product, and retail trends, with sales forecasts
through 2011. It provides detailed consumer profiles of key demographics,
based on Spring 2006 Simmons Market Research Bureau data, with detailed
breakouts by gender, race/ethnicity, and household composition.
Report Methodology
The information in Functional, Fortified and Inherently Healthy Foods and
Beverages: The New U.S. “Phood” Market is based on both primary
and secondary research. Primary research involved on-site examination of the
retail milieu, interviews with marketing, public relations and industry
analysts within the food market and consultants to the industry. Market size
data was derived from Information Resources, Inc. Secondary research entailed
data-gathering from relevant trade, business, and government sources,
including company literature. New product information is gathered via
literature research, personal interviews and data compiled by ProductScan, a
service of Datamonitor. Consumer behavior patterns and data were derived from
Simmons Market Research Bureau' s National Consumer Survey for Spring 2006.
What You' ll Get in this Report Functional, Fortified and Inherently
Healthy Foods and Beverages: The New U.S. “Phood” Market makes
important predictions and recommendations regarding the future of this market,
and pinpoints ways current and prospective marketers can capitalize on current
trends and spearhead new ones. No other market research report provides both
the comprehensive analysis and extensive data that Functional, Fortified and
Inherently Healthy Foods and Beverages: The New U.S. “Phood”
Market offers.
Plus, you' ll benefit from extensive data, presented in easy-to-read and
practical charts, tables and graphs.
How You Will Benefit from this Report
If your company is already competing in the food industry, or is considering
making the leap, you will find this report invaluable, as it provides a
comprehensive package of information and insight not offered in any other
single source. You will gain a thorough understanding of the current market
for functional and fortified foods, as well as projected sales and trends
through 2012. Contributing to that understanding will be a complete analysis
of sales data, and a detailed discussion of the functional and fortified food
consumer based on Simmons data.
This report will help:
- Marketing Managers identify market opportunities and develop
targeted promotion plans for functional foods and beverages.
- Research and development professionals stay on top of competitor
initiatives and explore demand for functional foods and beverages.
- Advertising agencies working with clients in the food industry
understand the product buyer to develop messages and images that compel
consumers to purchase these products.
- Business development executives understand the dynamics of the
market and identify possible partnerships.
- Information and research center librarians provide market
researchers, brand and product managers and other colleagues with the vital
information they need to do their jobs more effectively.
Table of Contents
Chapter 1: Executive Summary
- Scope and Methodology
- Scope of Report
- Two Classifications: Phoods and Bepherages
- Report Methodology
- Overall Market Trends
- Eating for Health
- FDA Holds Hearing on Functional Foods Definition
- Total Phood/Bepherage Sales Estimated at $24.8 Billion
- Figure 1-1: Share of U.S. Phood Sales by Retail Outlet Type, 2006
(percent)
- Sales to Near $39 Billion by 2011
- Phoods
- Four Competitive Paths for U.S. Phood Marketers
- Using Naturally Health-Beneficial Ingredients
- Extending Existing Brands with Fortified Products
- Acquiring Smaller Marketers
- Launching New Brands
- National Consumer Advertising Expenditures
- “High Antioxidants” Coming on Strong
- Product Usage Rates
- Figure 1-2: Household Penetration Rates for Selected Phood
Classifications, 2006 (U.S. households)
- Bepherages
- Three Ways to Compete in U.S. Bepherages Market
- Using Naturally Health-Beneficial Ingredients
- Extending Existing Brands with Functional Beverages
- Mergers & Acquisitions
- National Consumer Advertising Expenditures
- Vitamins, Antioxidants Score High in Bepherage Introductions
- Tea Tops Bepherages with Functional Claims
- Product Usage Rates
- Figure 1-3: Household Penetration Rates for Selected Bepherage
Classifications, 2006 (U.S. households)
- Looking Ahead
Chapter 2: Overall Market Trends
- Introduction
- The Intersection of Foods and Pharmaceuticals
- Two Classifications: Phoods and Bepherages
- Exclusions
- Nutraceuticals and Functional Foods
- FDA Holds Hearing on Functional Foods Definition in December 2006
- Health Claims
- Types of Health Claims
- Health Claims That Meet Significant Scientific Agreement (SSA)
- Qualified Health Claims
- Structure/Function Claims
- Nutrient Content Claims
- Medical Organization Logos
- Key Nutrients and Ingredients
- Vitamins
- Minerals
- Dietary Fiber
- Probiotics and Prebiotics
- Soy Protein and Soy Isoflavones
- Omega-3 Fatty Acids
- Herbal and Botanical Ingredients
- Table 2-1: U.S. Phood Market: Key Nutrients and Ingredients, 2007
- Market Drivers
- Consumer Health Concerns
- Obesity: A National Health Crisis
- Food Industry Under Fire
- From Low-Carb Dieting to Balanced Eating
- America on a Diet
- The New Food Guide Pyramid
- Eating for Health
- The Role of Research & Development
- Target Marketing: Boomers and Beyond
- The Role of Convenience
- The Health and Natural Foods Conundrum
- Retail Sales and Market Share Trends
- Methodology for Estimates
- Total Phood/Bepherage Sales Estimated at $24.8 Billion
- Figure 2-1: Share of U.S. Phood Sales by Retail Outlet Type, 2006
(percent)
- Figure 2-2: Estimated Mass-Market Sales of Phoods and Bepherages,
2002-2006 (in million of dollars)
- Table 2-2a: U.S. Phood Market: IRI-Tracked Sales by Product Category,
2005 vs. 2006 (in millions of dollars)
- Table 2-2b: U.S. Phood Market: Share of IRI-Tracked Sales by Product
Category, 2005 vs. 2006 (in millions of dollars)
- Phood Classification Bigger, But Bepherages Growth Faster
- Figure 2-3: IRI-Tracked Sales of Phoods and Bepherages by
Classification, 2005 vs. 2006 (in millions)
- Superior Growth for Most Phood Categories
- Slow and Steady in Cereal, Speedy Growth in Bars
- Bread, Nutritional Liquid/Powder Segments Stagnant
- Olive Oil, Dried Fruit, and Nuts Make Gains
- Dairy Sees Explosive Growth
- Juices, Waters, Teas Join Forces
- Table 2-3: U.S. Phood Market: IRI-Tracked Sales and Share of RTE (Cold)
Cereal, 2005 vs. 2006 (in millions of dollars)
- Table 2-4: U.S. Phood Market: IRI-Tracked Sales and Share of Food Bars,
2005 vs. 2006 (in millions of dollars)
- Table 2-5: U.S. Phood Market: IRI-Tracked Sales and Share of Hot
Cereal/Oatmeal, 2005 vs. 2006 (in millions of dollars)
- Table 2-6: U.S. Phood Market: IRI-Tracked Sales and Share of Fresh
Bread, 2005 vs. 2006 (in millions of dollars)
- Table 2-7: U.S. Phood Market: IRI-Tracked Sales and Share of Olive Oil,
2005 vs. 2006 (in millions of dollars)
- Table 2-8: U.S. Phood Market: IRI-Tracked Sales and Share of Dried
Fruit, 2005 vs. 2006 (in millions of dollars)
- Table 2-9: U.S. Phood Market: IRI-Tracked Sales and Share of
Refrigerated Yogurt and Yogurt Drinks, 2005 vs. 2006 (in millions of dollars)
- Table 2-10: U.S. Phood Market: IRI-Tracked Sales and Share of
Refrigerated Juice, 2005 vs. 2006 (in millions of dollars)
- Table 2-11: U.S. Phood Market: IRI-Tracked Sales and Share of
Cooking/Baking Nuts, 2005 vs. 2006 (in millions of dollars)
- Table 2-12: U.S. Phood Market: IRI-Tracked Sales and Share of
Refrigerated Soymilk, Kefir, and Milk Substitutes, 2005 vs. 2006 (in
millions of dollars)
- Table 2-13: U.S. Phood Market: IRI-Tracked Sales and Share of Bottled
Water, 2005 vs. 2006 (in millions of dollars)
- Table 2-14: U.S. Phood Market: IRI-Tracked Sales and Share of
Shelf-Stable Bottled Juice Drink, Blend, or Smoothie, 2005 vs. 2006 (in
millions of dollars)
- Table 2-15: U.S. Phood Market: IRI-Tracked Sales and Share of
Nutritional Liquid/Powder, 2005 vs. 2006 (in millions of dollars)
- Table 2-16: U.S. Phood Market: IRI-Tracked Sales and Share of Fresh
Milk, 2005 vs. 2006 (in millions of dollars)
- Table 2-17: U.S. Phood Market: IRI-Tracked Sales and Share of Fresh
Eggs, 2005 vs. 2006 (in millions of dollars)
- Table 2-18: U.S. Phood Market: IRI-Tracked Sales and Share of
Margarines/Spreads/Butter Blends, 2005 vs. 2006 (in millions of dollars)
- Table 2-19: U.S. Phood Market: IRI-Tracked Sales and Share of
Loose/Bagged Tea, 2005 vs. 2006 (in millions of dollars)
- Table 2-20: U.S. Phood Market: IRI-Tracked Sales and Share of
Refrigerated Tea, 2005 vs. 2006 (in millions of dollars)
- Market Projection
- Sales to Near $39 Billion by 2011
- Figure 2-4: Projected Total U.S. Retail Sales of Phoods and Bepherages:
2006-2011 (in billions of dollars)
Chapter 3: Phoods
- Marketer Overview
- The Competitors
- Different Marketing Thrusts for Food vs. Pharmaceutical Companies
- Phood Patents
- Table 3-1: Selected U.S. Phood Marketers and Products, 2004
- Competitive Trends
- Four Competitive Paths for U.S. Phood Marketers
- Using Naturally Health-Beneficial Ingredients
- Extending Existing Brands with Fortified Products
- Acquiring Smaller Marketers
- Launching New Brands
- Market Segmentation and Demographics
- Whole Grain-the Heart of the Matter
- Health Nuts and Other Inherently Healthy Phoods
- Fast-Growing Food Bars
- Advertising Trends
- National Consumer Advertising Expenditures
- Advertising Positioning
- Kids in the Spotlight
- New Product Trends
- “High Antioxidants” Coming on Strong
- Table 3-2: Number of New Phood Products by Functional Package Tag/Claim,
2004-2006
- Snack Bars Classification Out Front in Functional Claims
- Table 3-3: Number of New Phood Products by Functional Package Tag/Claim
and Product Classification, 2006
- Omega-3 Fatty Acids
- Figure 3-1: “Omega Claims” by Product Classification, 2006
- Another Source of Omega-3s: Flax Seed
- Soy
- Yogurt and Probiotics
- Oils
- Figure 3-2: Number of New Olive Oil Products by Functional Package
Tag/Claim, 2006
- Phytochemicals and Plant Extracts
- Whole Grains
- Figure 3-3: Number of New Phood Products Making High Fiber Claims by
Product Classification, 2006
- Organic Introductions
- Children' s Products
- Portability and Portion Control
- Brand Profiles
- RTE Cereal (Kellogg' s Special K)
- Hot Cereal/Oatmeal (Quaker Take Heart)
- Yogurt/Yogurt Drinks (Dannon DanActive and Activia)
- Chocolates (Mars CocoaVia)
- Nutritional/Intrinsic Health Value Bars (Kraft South Beach Diet Bars)
- Consumer Trends
- Note on Simmons Survey Data and Tables
- Product Usage Rates
- Figure 3-4: Household Penetration Rates for Selected Phood
Classifications, 2006 (U.S. households)
- Product Purchasing Patterns
- Patterns by Age Bracket
- The Gender Skew
- Patterns by Race/Ethnicity
- Geographic Distribution and Local Eating Habits Affect Regional Patterns
- Patterns by Household Income
- Patterns by Household Size
- Demographic Characteristics Favoring Use of Selected Phood Categories
and Brands
- Table 3-4: Household Penetration Rates for Selected Phood
Classifications, 2004-2006 (U.S. households)
- Table 3-5a: Indices for Use of Selected Phood Classifications: By Adult
Age Bracket, 2006 (U.S. households)
- Table 3-5b: Indices for Use of Selected Phood Classifications: By Adult
Age Bracket, 2006 (U.S. households)
- Table 3-6: Indices for Use of Selected Phood Classifications: By Gender,
2006 (U.S. households)
- Table 3-7: Indices for Use of Selected Phood Classifications: By
Race/Ethnicity, 2006 (U.S. households)
- Table 3-8a: Indices for Use of Selected Phood Classifications: By
Region, 2006 (U.S. households)
- Table 3-8b: Indices for Use of Selected Phood Classifications: By
Region, 2006 (U.S. households)
- Table 3-9a: Indices for Use of Selected Phood Classifications: By
Household Income Bracket (in Thousands), 2006 (U.S. households)
- Table 3-9b: Indices for Use of Selected Phood Classifications: By
Household Income Bracket (in Thousands), 2006 (U.S. households)
- Table 3-10: Indices for Use of Selected Phood Classifications: By
Household Size, 2006 (U.S. households)
- Table 3-11: Demographic Characteristics Favoring Use of Whole-Wheat,
Multi-Grain, Oat, or Bran Bread, 2006 (U.S. households)
- Table 3-12: Demographic Characteristics Favoring Use of Unsalted or
Unroasted Nuts, 2006 (U.S. households)
- Table 3-13: Demographic Characteristics Favoring Use of Wheat Crackers,
2006 (U.S. households)
- Table 3-14: Demographic Characteristics Favoring Use of Cheerios
(Regular, Honey Oat, Multi-Grain), 2006 (U.S. households)
- Table 3-15: Demographic Characteristics Favoring Use of Old Fashioned
Quaker Oats, 2006 (U.S. households)
- Table 3-16: Demographic Characteristics Favoring Use of Smart Balance,
Benecol, or Take Control Margarine, 2006 (U.S. households)
- Table 3-17: Demographic Characteristics Favoring Use of Total Cereal-Any
Variety, 2006 (U.S. households)
- Table 3-18: Demographic Characteristics Favoring Use of Special K-Any
Variety, 2006 (U.S. households)
- Table 3-19: Demographic Characteristics Favoring Use of Yoplait
Drinkable Yogurt, 2006 (U.S. households)
- Table 3-20: Demographic Characteristics Favoring Use of Dannon Drinkable
Yogurt, 2006 (U.S. households)
- Table 3-21: Demographic Characteristics Favoring Use of Stonyfield Farm
Yogurt, 2006 (U.S. households)
- Table 3-22: Demographic Characteristics Favoring Use of Wheaties, 2006
(U.S. households)
- Table 3-23: Demographic Characteristics Favoring Use of Ensure Liquid
Nutritional Supplement , 2006 (U.S. households)
- Table 3-24: Demographic Characteristics Favoring Use of Smart Start
Cereal, 2006 (U.S. households)
- Table 3-25: Demographic Characteristics Favoring Use of Boost Liquid
Nutritional Supplement , 2006 (U.S. households)
- Table 3-26: Demographic Characteristics Favoring Use of Luna Bars, 2006
(U.S. households)
Chapter 4: Bepherages
- Marketer Overview
- The Competitors
- Opportunities Abound in Growing Bepherage Market
- Table 4-1: Selected U.S. Bepherage Marketers and Products, 2007
- Competitive Trends
- Three Ways to Compete in U.S. Bepherages Market
- Using Naturally Health-Beneficial Ingredients
- Extending Existing Brands with Functional Beverages
- Mergers & Acquisitions
- Soft Drink Marketers Recoup Losses
- Overcoming Juice' s Negative Image
- Divide and Conquer
- Advertising Trends
- National Consumer Advertising Expenditures
- Advertising Positioning
- New Product Trends
- Vitamins, Antioxidants Score High in Bepherage Introductions
- Tea Tops Bepherages with Functional Claims
- Table 4-2: Number of New Bepherage Products by Functional Package
Tag/Claim, 2004-2006
- Table 4-3: Number of New Bepherage Products by Functional Package
Tag/Claim and Product Classification, 2006
- Water
- Fruit Juices and Fruit Drinks
- Energy & Calorie-Burning Drinks
- Milk and Milk Substitutes
- Smoothies
- Probiotics and Prebiotics
- Functional Tea, Coffee, and Now-Beer
- Condition-Specific Bepherages
- Product Profiles
- Juice Blends and Smoothies: Naked Juice
- Energy Drinks: Fuze Beverage
- Bottled Water: Glaceau vitaminwater
- Tea: Coca-Cola/Nestlé' s Enviga
- Fruit Juice: Ocean Spray Cranberry
- Consumer Trends
- Demographics
- Note on Simmons Survey Data and Tables
- Product Usage Rates
- Figure 4-1: Household Penetration Rates for Selected Bepherage
Classifications, 2006 (U.S. households)
- Purchasing Patterns
- Patterns by Age Bracket
- The Gender Skew
- Patterns by Race/Ethnicity
- Geographic Distribution and Local Eating Habits Affect Choices
- Patterns by Household Income
- Patterns by Household Size
- Key Demographics for Selected Categories and Brands
- Table 4-4: Household Penetration Rates for Selected Bepherage
Classifications, 2004-2006 (U.S. households)
- Table 4-5a: Indices for Use of Selected Bepherage Classifications: By
Adult Age Bracket, 2006 (U.S. households)
- Table 4-5b: Indices for Use of Selected Bepherage Classifications: By
Adult Age Bracket, 2006 (U.S. households)
- Table 4-6: Indices for Use of Selected Bepherage Classifications: By
Gender, 2006 (U.S. households)
- Table 4-7: Indices for Use of Selected Bepherage Classifications: By
Race/Ethnicity, 2006 (U.S. households)
- Table 4-8a: Indices for Use of Selected Bepherage Classifications: By
Region, 2006 (U.S. households)
- Table 4-8b: Indices for Use of Selected Bepherage Classifications: By
Region, 2006 (U.S. households)
- Table 4-9a: Indices for Use of Selected Bepherage Classifications: By
Household Income Bracket (in Thousands), 2006 (U.S. households)
- Table 4-9b: Indices for Use of Selected Bepherage Classifications: By
Household Income Bracket (in Thousands), 2006 (U.S. households)
- Table 4-10: Indices for Use of Selected Bepherage Classifications: By
Household Size, 2006 (U.S. households)
- Table 4-11: Demographic Characteristics Favoring Use of Cranberry
Juice/Blend, 2006 (U.S. households)
- Table 4-12: Demographic Characteristics Favoring Use of Ready-to-Drink
Orange Juice with Calcium, 2006 (U.S. households)
- Table 4-13: Demographic Characteristics Favoring Use of Frozen Orange
Juice with Calcium, 2006 (U.S. households)
- Table 4-14: Demographic Characteristics Favoring Use of Soymilk, 2006
(U.S. households)
- Table 4-15: Demographic Characteristics Favoring Use of Ocean Spray
Cranberry Juice/Blend, 2006 (U.S. households)
- Table 4-16: Demographic Characteristics Favoring Use of Northland
Cranberry Juice/Blend, 2006 (U.S. households)
- Table 4-17: Demographic Characteristics Favoring Use of Celestial
Seasonings Herbal Tea, 2006 (U.S. households)
- Table 4-18: Demographic Characteristics Favoring Use of Tropicana
Ready-to-Drink Orange Juice with Calcium, 2006 (U.S. households)
- Table 4-19: Demographic Characteristics Favoring Use of Minute Maid
Ready-to-Drink Orange Juice with Calcium, 2006 (U.S. households)
- Table 4-20: Demographic Characteristics Favoring Use of Minute Maid
Frozen Orange Juice with Calcium, 2006 (U.S. households)
- Table 4-21: Demographic Characteristics Favoring Use of Red Bull Energy
Drink, 2006 (U.S. households)
- Table 4-22: Demographic Characteristics Favoring Use of SoBe Adrenaline
Rush Energy Drink, 2006 (U.S. households)
- Table 4-23: Demographic Characteristics Favoring Use of Arizona Extreme
Energy Shot, 2006 (U.S. households)
Chapter 5: Looking Ahead
- Trends and Opportunities
- Product Trends: What' s Next
- Probiotics Growth Continues
- Whole Grains in a Variety of Formats
- Omega-3 Fatty Acids as Ingredient of Choice
- Spicing It Up
- Bepherages Coming on Strong
- Bottled Water Makes a Splash
- Energy Drinks Broaden in Appeal
- Drink Blends Blur Boundaries
- Research and Development Crucial to Phoods Success
- Regulating the Industry
- Target Marketing: Who' s Next
- Gender and Age Demographics
- Condition-Specific Products
- Looking Abroad
- Europe
- Functional Food Preferences
- Pros and Cons of Nanotechnology
- European Probiotic Supplier Makes Headway in U.S.
- Asia
- Soy-Ready
- Focus on the Elderly
- Functional Cosmetics
- Omega-3 Demand Grows Despite Price Barriers
Appendix: Addresses of Selected Marketers
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