Abstract
Introduction
Against a background of increasing commercial pressures the need to find new
markets and exploit them has never been greater. At the same time changes in
prevailing healthcare thinking with respect to the role of nutrition means
that better nutritional care of patients is increasingly on the agenda of
governments and healthcare professionals alike. Add to that the rise in
diseases (often associated with aging populations) that can be managed
effectively with better nutrition and a burgeoning market segment is being
created.
At present this area is not well addressed; clinical nutrition products tend
to focus on enteral feeding and functional foods neither target this area
presently nor are their benefits specific enough to allow them to do so. But
regulatory guidelines are encouraging healthcare professionals to close the
gap that exists between the recognition that improved nutrition can aid
disease management and recovery and actual practice . Increasingly this means
that they can be marketed to with products that help in this goal.
Key findings
- Nutritional management is a burgeoning market segment which is currently
under-targeted. Few products specifically target this area and crucially
consumers' needs and wants are often overlooked and are not reflected in
product design.
- There is a clear need to promote the role that nutritional management can
play in order to close the gap between healthcare professionals' views about
the benefits of improved nutritional care of patients and actually prescribing
this improved care.
- Hypertension is easily the leading disease area for companies to target.
This is due both the sheer number of sufferers of this disease in Western
countries, but also because of the clear links to diets and the role that
foods can play in helping manage this disease.
Key features of this report
- Provides a unique framework that defines a hot growth area of the market
which is currently largely overlooked by food companies and clinical nutrition
players alike.
- Identifies, sizes and forecasts the patient populations for key diseases
in which nutritional management can play a key role in aiding recovery or
provide ongoing disease management.
- Shows which new ingredients and products, by disease, are most likely to
play a role in nutritional management in the future through reviews of the
latest scientific research.
Use this report to
- Understand exactly where opportunities exist for either current products
within your portfolio or where new product development could help to open up a
new market segment for your company.
- Develop initial marketing plans and strategies based upon the unique
forecast data on the number of disease sufferers and identify areas requiring
further research to develop product specific insights.
- Identify the key areas to target for your company based upon the relative
importance of different disease
Discover
What exactly is nutritional management and how does this differ to both
clinical nutrition and functional foods which are available in retail
channels? What are the most important disease areas, by country, where
nutritional management can play a role in aiding patients to recover from and
manage disease? Which latest products and ingredients are showing the most
potential for providing nutritional management benefits in each of the most
important disease areas? Will retail functional foods start to encroach on
this area and will the latest health claims regulation process in Europe
actually encourage this to happen?
Table of Contents
Executive summary
- Nutritional management: a growth area
- Disease and patient targets
- Key product and ingredient developments
- Marketing issues and strategy
Chapter 1 - Nutritional management: a growth area
- Summary
- Introduction
- Nutrition' s increasingly accepted role in managing disease
- Where does “functional foods” end “nutritional
management” start?
- Opportunities exist for both food and clinical nutrition companies
- Defining nutritional management
- A growing nutritional management audience
- Prevalence rates for key disease areas are increasing
- Government and healthcare policies also encourage a greater focus on
nutrition
- Attractive outcomes will promote future growth
- Marketing approaches will need updating
- Food companies will need to operate differently
- Developing expertise in clinical trials will be crucial
- Top-down marketing approaches and influencing KOLs is necessary
- Healthcare marketing expertise will be required
- Building new sales channels is likely to be a complicated task
- Accounting for channel complexities
Chapter 2 - Disease and patient targets
- Summary
- Disease and therapy selection criteria
- Disease and therapy areas
- Market potential
- A note on modeling techniques used
- Further analysis potential
- Overall prevalence rates and sufferer numbers
- Hypertension offers the largest consumer audience to target
- CVD is the second largest disease area by the number of sufferers
- Of the other higher growth areas osteoporosis has significantly more
sufferers
- In the other low growth areas, three diseases have significant
population numbers
- France: prevalence rates and sufferer numbers
- Germany: prevalence rates and sufferer numbers
- Italy: prevalence rates and sufferer numbers
- The Netherlands: prevalence rates and sufferer numbers
- Spain: prevalence rates and sufferer numbers
- Sweden: prevalence rates and sufferer numbers
- UK: prevalence rates and sufferer numbers
- US: prevalence rates and sufferer numbers
Chapter 3 - Key product and ingredient developments
- Summary
- Introduction
- Research into the area of nutritional management is in its early days
- A note on the diseases covered
- Nutritional intervention in Crohn' s disease
- Latest research on nutrition on Crohn' s disease
- The effects of exclusion diets on Crohn' s disease
- A role for antioxidants managing Crohn' s?
- A need to overcome malnutrition associated with Crohn' s
- Potential product opportunities in Crohn' s
- Nutritional intervention in diabetes
- Latest research on nutrition in diabetes
- Effects of dried sweetened cranberries (with added fiber) on diabetes
- Effects of safflower oil and conjugated linoleic acid on diabetes
- Effects of antioxidants in black tea on diabetes
- Potential product opportunities in diabetes
- Nutritional intervention in food allergies
- Latest research on nutrition on food allergies
- Effects of synbiotics on food allergies (non-human study)
- Nutritional intervention in heart disease/CVD
- Latest research on nutrition on heart disease/CVD
- Contrary to some recent research, vitamin supplementation may help
- Potential product opportunities in heart disease/CVD
- Nutritional intervention in HIV/AIDS
- Latest research on nutrition on HIV/AIDS
- Effects of beta-carotene and vitamin A on HIV/AIDS
- Effects of zinc on HIV/AIDS
- Effects of selenium on HIV/AIDS
- Effects of probiotics on HIV/AIDS
- Potential product opportunities in HIV/AIDS
- Nutritional intervention in hypertension
- Latest research on nutrition on hypertension
- Effects of wholegrains, especially bran, on hypertension
- Effects of flavonoids on hypertension (non-human study)
- Potential product opportunities in hypertension
- Nutritional intervention in IBS
- Latest research on nutrition on IBS
- Effects of synbiotics on IBS
- Nutritional intervention in malnutrition
- Latest research on nutrition on malnutrition
- Malnutrition is a major problem and one that is beginning to be tackled
- Effects of combined testosterone and nutritional supplement on
malnutrition
- Potential product opportunities in malnutrition
- Nutritional intervention in osteoporosis
- Latest research on nutrition on osteoporosis
- Effects of vitamin D and calcium on osteoporosis
- Is vitamin D more important than calcium?
- Effects of dietary versus supplemental calcium on osteoporosis
- Effects of carotenoids on osteoporosis
- Effects of vegetarian diets on bone density
- Potential product opportunities in osteoporosis
- Nutritional intervention in wound healing
- Latest research on nutrition on wound healing
- Poor nutritional status can delay the healing process
- Nutrients required for wound healing and their roles
- Potential product opportunities in wound healing
- Will competition come from retail products?
- Could functional foods encroach on nutritional management?
- Are any functional foods currently targeting this area?
- Functional foods are not currently targeting nutritional management
- But some products might be suitable for targeting nutritional management
- Might regulation actually encourage competition?
- In the future functional foods will have better substantiated claims
Chapter 4 - Marketing issues and strategy
- Summary
- Introduction
- A need to establish the Nutritional Management space
- Top-down marketing strategies
- Influencing the key opinion leaders is crucial
- Marketing should be aligned with a top-down approach
- Targeting KOLs means undertaking pharmaceutical style research
- Consumer perceptions and needs
- Consumers' needs are often overlooked
- Patients' needs are similar to everyday consumers'
- Better tasting products can improve patient outcomes
- Snacking may actually be beneficial for many hospital patients
- Aligning propositions with consumer needs
- A greater focus on sufferers' needs is required
- Great scope for further research into nutritional management preferences
exists
- Branded food items may well have a role to play
- Channel issues
- Education will be key in targeting hospital channels
- Residential care is also a major channel to address
Chapter 5 - Conclusions
- A need to promote the role of nutritional management
- The key targets for nutritional management
- Hypertension, cardiovascular disease, osteoporosis and diabetes are
major targets
- Quickly filling gaps in marketing competencies will be crucial
- Upfront integration of research, marketing strategy and product design
will be key
Appendix
List of Figures
- Figure 1.1: Defining the nutritional management space
- Figure 1.2: Examples of products that offer nutritional management: Abbott
Nutrition' s Glucerna range and Nestle Nutrition' s Boost range.
- Figure 1.3: The European legal framework defining the nutritional
management space
- Figure 2.4: Disease prevalence 2008 (% total population), growth in
sufferer numbers (CAGR 2008-2013) and forecast suffers number 2013 (actual)
- Figure 3.5: New potential areas of product innovation to help provide
nutritional management of Crohn' s disease
- Figure 3.6: New potential areas of product innovation to help provide
nutritional management of diabetes
- Figure 3.7: New potential areas of product innovation to help provide
nutritional management of heart and cardiovascular disease
- Figure 3.8: New potential areas of product innovation to help provide
nutritional management of HIV/AIDS
- Figure 3.9: New potential areas of product innovation to help provide
nutritional management of hypertension
- Figure 3.10: New potential areas of product innovation to help provide
nutritional management of food allergies
- Figure 3.11: New potential areas of product innovation to help provide
nutritional management of osteoporosis
- Figure 3.12: New potential areas of product innovation to help provide
nutritional management of wound healing
- Figure 4.13: Top-down marketing strategy: aligning targeting of opinion
leaders with product uptake and consumer reach in Nutritional Management
- Figure 5.14: Overall assessment of nutritional management potential by
selected disease
List of Tables
- Table 1.1: Number of sufferers by major nutritional management disease,
2008-2013
- Table 2.2: Disease prevalence 2008 (% total population), growth in
sufferer numbers (CAGR 2008-2013) and forecast suffers number 2013 (actual)
- Table 2.3: Core nutritional management disease prevalence in France,
2008-2013
- Table 2.4: Core nutritional management disease prevalence in Germany,
2008-2013
- Table 2.5: Core nutritional management disease prevalence in Italy,
2008-2013
- Table 2.6: Core nutritional management disease prevalence in the
Netherlands, 2008-2013
- Table 2.7: Core nutritional management disease prevalence in Spain,
2008-2013
- Table 2.8: Core nutritional management disease prevalence in Sweden,
2008-2013
- Table 2.9: Core nutritional management disease prevalence in the UK,
2008-2013
- Table 2.10: Core nutritional management disease prevalence in the US,
2008-2013
- Table 3.11: Area of potential benefits of specific ingredients by disease
area as indicated by recent research, 2009
- Table 3.12: Number of product launches in the last year making indirect
nutritional management function claims versus number making explicit nutrient
claims, major West European countries and the US, July 2008 - July 2009
- Table 3.13: Number of nutritional management function claims by claim
area, number of and as percentage of all products launched, major West
European countries and the US, July 2008 - July 2009
- Table 3.14: Number of nutrient content claims, by type, major West
European countries and the US, July 2008 - July 2009
- Table 4.15: Percentage of people aged 65 or more living in old age
institutions, major West European countries and the US
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