心臟保健食品・飲料市場：針對心臟血管保健・降血壓・降膽固醇的新產品開發

Abstract

The heart health food and drinks market has seen continued development and a generation of products targeting specific conditions such as blood pressure and cholesterol reduction, have been the focus of innovation. However, the market is beginning to shift again, this time towards more ‘natural’ heart health products which promote an overall, holistic and everyday approach to heart health. Heart Health Food and Drinks is a new management report published by Business Insights that analyzes the underlying growth drivers for the heart health foods and drinks market, assesses future sales prospects in key geographical markets, reviews the latest innovations trends and offers actionable recommendations for food and drinks manufacturers. It examines the latest actual and forecast data for hypertension and cardiovascular disease prevalence, heart health food and drinks sales values, as well as unique data on product innovations for all the key product groups. Develop more effective strategies for heart healthy food and drinks using this report' s analysis of the development of the market by country and product category.

Table of Contents

Executive Summary

• Growth opportunities
• Innovation and NPD
• Key trends
• Conclusions

Chapter 1 Introduction

• What is this report about?
• The heart health food and drinks market defined
• Report structure
• Research methodology

Chapter 2 Growth opportunities

• Summary
• Introduction
• Cardiovascular disease prevalence
• Hypertension prevalence
• Heart health food and drink sales
• Sales per capita and per key market
• Conclusion

Chapter 3 Innovation and NPD

• Summary
• Introduction
• NPD by condition
• NPD by product category
• Share of heart health food and drink launches
• Product tag analysis
• The evolution of NPD by flavor
• NPD by region
• Key innovators
• Kellogg' s
• Nestlé
• PepsiCo
• Unilever

Chapter 4 Key trends

• Summary
• Introduction
• Tougher regulation over health claims favors prudence over boldness
• General heart health continues to dominate claims
• Condition-specific claims
• Cholesterol reduction
  • Plant sterols
  • Omega-3 fatty acids
  • Antioxidants
  • Dietary fiber
• Hypertension

Chapter 5 Conclusions

• Summary
• Introduction
• Market focus
• Product development
• Promotion
• Index

List of Figures

• Figure 3.1: Percentage share of heart health products launched, by trend, 2004-2007
• Figure 3.2: Percentage growth in heart health food and drinks launched, by category, 2004-2007
• Figure 3.3: Percentage share of heart health products launched in each category, 2004-07
• Figure 3.4: Percentage share of heart health products launched, by category, 2004-07
• Figure 3.5: Percentage share of heart health products launched in each region, 2004-2007
• Figure 3.6: Kellogg' s Kashi Heart to Heart cereals
• Figure 3.7: Nestlé' s NesVita Pro-Heart Probiotic Drink
• Figure 3.8: Quaker Take Heart Instant Oatmeal
• Figure 4.9: Nabisco' s Triscuit baked whole grain wheat crackers
• Figure 4.10: RD Foods' Right Direction Oatmeal cookies
• Figure 4.11: Alixir Cor Pane ai Cereali
• Figure 4.12: Unilever' s Becel Omega 3 plus margarine
• Figure 4.13: Nuttelex' s Pulse Spread
• Figure 4.14: Unilever' s Maya Pro-Activ yogurt drink
• Figure 4.15: 2Tang Green Tea
• Figure 4.16: Kellogg' s Guardián Cereal
• Figure 4.17: Work with Water' s 120/80 blood pressure lowering spring water

List of Tables

• Table 2.1: Prevalence of cardiovascular disease in the 7 major markets, 000' s, 2005
• Table 2.2: Estimated prevalence of hypertension in the five major EU markets, 2005-10
• Table 2.3: Sales of heart health food and drinks, $m, 2006-2010
• Table 2.4: Per capita spend on heart health food and drinks, $, 2006-2010
• Table 3.5: Top 15 product tags on heart health products launched, 2005-2007
• Table 3.6: Top 15 flavors in heart health products launched, 2005-2007