Abstract
Introduction
In food and drink, preventive health is a growing trend where consumers make
intentional food and drink choices to protect against the onset of ill health
and/or alleviate symptoms of illnesses or diseases. Increasingly, consumers
want to sustain their mind and body' s highest possible capacities and
potential through ' looking well' and ' living well' . Linked to this, there is
wider recognition of the links between dietary choices made in earlier parts
of the life course, and levels of health and wellness experienced later on.
Important consumer drivers for preventive health food and drinks include the
aging of the population and the obesity epidemic. Both of these drivers are
important because they encourage consumers of all ages to use their diet to
plan ahead, to try and achieve not just a long life, but a healthier one. This
longer term view about preventive health gives a new twist to the ' you are
what you eat' concept (' you will be what you eat now' ), and means that
consumer interest in preventive health food and drinks products will continue
to grow in the future, giving manufacturers strong market opportunities within
this trend.
This report examines which preventive health trends, and which regions,
consumer groups, and product categories have shown growth up to 2008, and
evaluates which are best placed for growth over the next five years. Examples
are given of recent product launches to show how manufacturers have been
driving each of the preventive health trends forward. Overall, the report
offers guidance as to how to maintain your existing product portfolio, as well
as suggestions for expansion into new categories, new regions and/or new
preventive health trends.
Key findings
- 1. Heart health is the overall leading trend in preventive health food and
drinks products, with a 34.8% share of NPD in 2008.
- 2. Growth trends between 2005 and 2008 in food and drinks products
offering preventive health benefits include brain and mental health (from 7.6%
to 13.1%) and digestive, defense and immunity (from 8.5% to 12.2%).
- 3. In a survey for Business Insights, industry executives ranked weight
management as likely to be the most important trend over the next five years.
- 4. Soft drinks is the leading category in all preventive health food and
drinks, with a 30.4% share of product launches in 2008.
- 5. North America is the leading region for innovation and NPD in all
preventive health food and drinks, with a 41.0% share in 2008.
- 6. Latin America is emerging as an important region for new product
development in preventive health food and drink, with its share of NPD rising
from 3.3% in 2005 to 6.6% in 2008.
Key features of this report
- Analysis of the three main elements of the preventive health trend: body
beautiful (skin and beauty and weight management); body health (heart,
digestive, defense and immunity, wellness, physical energy and vitality, bone
and joint, virility); and mind and mood health (brain and mental, stress and
relaxation).
- Evaluation of the key consumer and manufacturer drivers behind each of the
three preventive health trends.
- Regional analysis showing growth opportunities for increased sales in each
of the three preventive health trends.
- Draws on 4,903 product launches that took place globally between 2005 and
2008 in the overall preventive health trend.
Use this report to
- Understand how the range of preventive health food and drinks products
recently launched fit together and relate to each other.
- Prompt your marketing and NPD teams with product and marketing ideas from
around the world.
- Evaluate whether you should be looking beyond your current food and drink
product portfolio for future opportunities.
- Set goals and objectives for your company' s new food and drink product
development pipeline.
- Understand each regional market in terms of key consumer drivers,
innovation and NPD as well as the future growth potential of each preventive
health trend on a regional market basis.
- Inform your sales team and/or export department by prioritising the
geographical markets best suited to your current range of food and drink
products.
Discover
- What are the current trends and sub-trends within preventive health food
and drinks?
- Which categories of food and drinks are significant within which
preventive health trend?
- Who are the most significant consumers for preventive health food and
drinks?
- How does the market in preventive health food and drinks vary by region?
Table of Contents
Executive summary
- Understanding the preventive health trend
- Beauty from within
- Targeted/site specific food and drinks
- Performance enhancing preventive health
- Survey results and conclusions
Chapter 1 Understanding the preventive health trend
- Summary
- Introduction
- Defining preventive health
- Key features in the success of preventive health food and drink products
- Regulatory contexts in the major markets
- The Japanese context
- The US context
- The EU context
- Key trends in preventive health food and drinks
- Structure of this report
Chapter 2 Beauty from within
- Summary
- Introduction
- Consumer drivers
- Skin and beauty preventive health
- Eczema
- Market potential
- Key ingredients
- Weight management preventive health
- Overweight and obesity
- Market potential
- Key ingredients
- Innovation and NPD in beauty from within
- Key categories in skin and beauty preventive health
- Soft drinks
- Confectionery
- Key categories in weight management
- Soft drinks
- Bakery and cereals
- Lead regions in beauty from within
- Coca-Cola System of Japan
- Cadbury Japan Ltd
- Future trends in beauty from within
Chapter 3 Targeted/site specific preventive health
- Summary
- Introduction
- Consumer drivers
- Market potential
- Self-diagnostic testing kits
- Supplements
- Key areas in site specific preventive health
- Heart health
- Digestive, defense and immunity health
- Key ingredients
- Bone and joint health
- Osteoporosis
- Arthritis
- Key ingredients
- Innovation and NPD in targeted/site specific health
- Key categories in preventive heart health
- Bakery and cereals
- Dairy
- Snacks
- Key categories in preventive digestive, defense and immunity health
- Key categories in bone and joint preventive health
- Lead regions in targeted/site specific preventive health NPD
- Leading companies in targeted/site specific preventive health
- Kraft
- Unilever 99
- Future trends in targeted/site specific food and drinks
Chapter 4 Performance enhancing preventive health
- Summary
- Introduction
- Consumer drivers
- Key areas in performance enhancement
- Brain and mental health
- Key ingredients
- Stress and relaxation
- Depression and anxiety
- Stress
- Wellness
- Market value of wellness products
- Key features and ingredients
- Physical energy and vitality
- Market value of physical energy and vitality products
- Key ingredients
- Virility
- Key ingredients
- Innovation and NPD in performance enhancement
- Key categories in preventive brain and mental health
- Key categories in stress and relaxation preventive health
- Key categories in wellness
- Key categories in physical energy and vitality
- Soft drinks
- Sauces, dressings and condiments
- Key categories in virility
- Lead regions in performance enhancement NPD
- Brain Twist, Inc.
- Regeneration USA, LLC
- Future trends in performance enhancement
Chapter 5 Survey results and conclusions
- Summary
- Introduction
- Leading categories overall
- Leading regions overall
- Survey results
- Key marketing targets
- Preventive health categories
- Company influence in all preventive health innovation
- Regions that lead in all preventive health food and drinks NPD
- Innovation leaders
- The future of preventive health food and drinks
- Targeted/site specific preventive health
- Beauty from within
- Performance enhancing preventive health
- All preventive health food and drinks
- Nutrigenomics
- New twist to ' you are what you eat'
- Index
List of Figures
- Figure 1.1: Preventive health trends
- Figure 1.2: Features important to the success of a preventive health food
and drink product
- Figure 1.3: Scientific and natural approaches
- Figure 1.4: Share of food & drinks launched in each preventive health
trend (% share), 2005-2008
- Figure 1.5: Key trends in preventive health food and drinks over the next
five years
- Figure 2.6: Life expectancy at birth (years), 1950-2010
- Figure 2.7: Delays in age of first childbirth by country (years), 1970-2005
- Figure 2.8: Tione Srl' s Aqua Therapy soft drink
- Figure 2.9: Spry Dental Defense System Sugarfree Green Tea Gum
- Figure 2.10: Fancl White Advance Drink EX
- Figure 2.11: Works With Water Beauty Spring Water
- Figure 2.12: Stacker 2 Diet & Energy Shot
- Figure 2.13: Fat Burner
- Figure 2.14: Beanitos 100% Black Bean Chips
- Figure 2.15: Share of skin health and beauty preventive health food and
drinks launched, by category (% share), 2005-2008
- Figure 2.16: Anti-Ageing Water
- Figure 2.17: Medizinischer Zahnpflege Kaugummi Zuckerfrei (Sugarfree
Medical Dental Care Chewing Gum) Fuer Kinder (For Kids)
- Figure 2.18: Dental V6 + Strong Teeth with Fluor Spearmint Sugarfree Gum
- Figure 2.19: Share of weight management products launched, by category (%
share),
- Figure 2.20: Muscle Milk Light Nutritional Shake
- Figure 2.21: Haba Lohas Club Cookie varieties
- Figure 2.22: Minute Maid Yasai to Kajitsu no Kenko Recipe Beauty Mix
- Figure 2.23: Recaldent Kamu Power
- Figure 3.24: A-Soy Adult Nutritional Beverage
- Figure 3.25: Egg Beaters Refrigerated Liquid Eggs with Yolk
- Figure 3.26: Heart Healthy Potato Chips
- Figure 3.27: Defense and immunity
- Figure 3.28: Julie' s Organic Lowfat Frozen Yogurt
- Figure 3.29: Chapman' s Yogurt Plus
- Figure 3.30: Bononi Vital Drink
- Figure 3.31: Morinaga Calcium no Tatsujin
- Figure 3.32: Mainichi Honebuto Mitsu no Chikara
- Figure 3.33: Fancl Shokubutsu Umare Calcium
- Figure 3.34: Share of heart health products launched, by category (%
share), 2005-2008
- Figure 3.35: PistachiOats Heart Healthy Cookies
- Figure 3.36: Valio Evolus 2 Jogurtti
- Figure 3.37: Heartfield Food Soy Crunchies
- Figure 3.38: Share of immunity and defense products launched, by category
(% share), 2005-2008
- Figure 3.39: phd Probiotic Health Daily
- Figure 3.40: Boost Kid Essentials Nutritionally Complete Drink
- Figure 3.41: County Line Probiotic Cheeses
- Figure 3.42: Share of bone and joint health products launched, by category
(% share), 2005-2008
- Figure 3.43: Lotte Health Bone Calcium Milk
- Figure 3.44: Nabisco Mister Salty Milk Chocolate Covered Pretzels
- Figure 3.45: Promise Activ Supershots
- Figure 4.46: Minute Maid Enhanced Juices 100% Juice Blend Help Nourish
Your Brain
- Figure 4.47: Yagult Brain Q 148 Energy Drink
- Figure 4.48: Purple Stuff Pro-Relaxation & Calming Elixir
- Figure 4.49: Y Water Wellness Water
- Figure 4.50: Lifeway Kefir Probiotic Wellness Bar
- Figure 4.51: Rush Ginseng Cola
- Figure 4.52: You Are What You Eat
- Figure 4.53: Fertility and sexual function
- Figure 4.54: Sex Drive Energy Drink
- Figure 4.55: MamaJuana Energy Drink
- Figure 4.56: % share of preventive health brain and mental products
launched, by category, 2005-2008
- Figure 4.57: Nerd Energy Drink
- Figure 4.58: IQ Plus Brain Drink
- Figure 4.59: Organic Cow DHA Omega-3 Organic Reduced Fat Milk
- Figure 4.60: ViB - Wave Of Relaxation Functional Drink
- Figure 4.61: Blue Cow Relaxation Drink
- Figure 4.62: Fruta Windsor Te
- Figure 4.63: Annique Shhh Happy Tea
- Figure 4.64: Share of wellness products launched, by category (% share),
2005-2008
- Figure 4.65: Carolinen Wellness Getraenk
- Figure 4.66: Aromatherapeutic Tea
- Figure 4.67: Share of physical energy and vitality products launched, by
category (% share), 2005-2008
- Figure 4.68: Vis Viva Energy Drink
- Figure 4.69: Kewpie Kirakira Genki & Non-oil Chuka Genbaku Kurozu Haigo
- Figure 4.70: Share of virility products launched, by category (% share),
2005-2008
- Figure 4.71: Nexcite Herbal Supplement from Sweden with Love
- Figure 4.72: Be Well Red Teas Get Passionate
- Figure 4.73: Slap Energy 9.0 Multi-Stage Energy Supplement Drinks
- Figure 4.74: Regeneration Anti-Aging Wholefood Bars
- Figure 5.75: Share of categories in all preventive health products
launched (% share), 2005-2008
- Figure 5.76: Share of preventive health food & drinks launched in each
region (% share), 2005-2008
- Figure 5.77: Key marketing targets in preventive health
- Figure 5.78: Key food and drink categories in preventive health
- Figure 5.79: Company influence in innovation in all preventive health food
and drinks
- Figure 5.80: Regions that lead in all preventive health food and drinks
- Figure 5.81: Danone Essensis
- Figure 5.82: Glowelle Beauty Drink Supplement
List of Tables
- Table 1.1: Top 15 product tags on preventive health food and drinks
products, 2005-2008
- Table 2.2: Atopic dermatitis population (' 000s) in the seven major
markets, 2007
- Table 2.3: Oral beauty supplements market value, US Europe & Japan, $m,
2003-2013
- Table 2.4: Oral beauty supplements consumer spending by category in Europe
and the US, $m, 2000-2010
- Table 2.5: Age-standardized estimates for obesity in the 7 major markets,
prevalence (%), for ages 15-100 years
- Table 2.6: Lead regions in beauty from within preventive health NPD, %
share 2005-2008
- Table 3.7: Global sales of supplements ($m), 2007-2012
- Table 3.8: Prevalence of cardiovascular disease in the 7 major markets
(' 000s), 2006
- Table 3.9: Estimated prevalence of IBS in the seven major pharmaceutical
markets, 2008 - 10
- Table 3.10: Lead regions in targeted/site specific preventive health NPD
(% share), 2005-2008
- Table 4.11: Prevalence of Alzheimer' s disease across the seven major
markets, 2007-2013
- Table 4.12: Prevalence of anxiety disorder subtypes across the seven major
markets, 2008
- Table 4.13: Stress of affluent consumers in some major markets
- Table 4.14: Sales of organic food and drink in leading national markets
($m), 2007
- Table 4.15: Sales of energy food and drinks, $m, 2008- 2010
- Table 4.16: Lead regions in performance enhancing preventive health NPD (%
share), 2005-2008
- Table 5.17: The top 10 innovation leaders in preventive health food and
drinks
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