Ingredients Fortification Case Study: how the addition of ingredients has redefined products within their own categories
Datamonitor
July 27, 2009 16 Pages - SKU: DFMN2404981
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Introduction
This case study on ingredient fortifications forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how manufacturers are boosting sales of food and beverages with the addition of healthy additives to product formulas.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
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- Datamonitor View
- CATALYST
- SUMMARY
- Analysis
- The majority of ingredient additions focus on health benefits, reflecting consumer demand for positive nutrition
- Consumers are eating and drinking for wellbeing
- Products are incorporating ingredients that target more specific consumer needs
- Consumption habits are evolving as consumers opt for nutrient rich food and beverages that help optimize their performance and reduce the risk or delay the onset of diseases
- Consumers are interested in the benefits of fortified products
- Maintaining or improving health is seen as essential by the majority of consumers worldwide
- Consumers are demonstrating this increased interest in health by consuming more functional products
- Fortification has had a major impact in reinvigorating several categories
- The effect of introducing xylitol to chewing gum demonstrates the importance of ingredients receiving favorable accreditation from respected sources
- The fortification of orange juice with calcium proved a big leap for the category, but consumers are increasingly demanding more from their products
- Omega-3 is finding its way into several types of food and beverages including milk but its inclusion does not guarantee product success
- Fortifying water has resulted in the category having several opportunities for growth
- One of the greatest success stories in recent history is the fortification of yogurts with probiotics
- Looking ahead: future potential
- Industry players are hoping that stevia can arrest the decline in the carbonated beverages market
- Fortifying cereals with fiber and whole grains can leverage the consumer desire for health in the morning
- Conclusion
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Figures
- Figure 1: Consumers are gravitating towards food and beverages which provide them with positive nutrition
- Figure 2: Around three quarters of global consumers believe that health is more important to them now than two years ago
- Figure 3: Europeans are the least likely consumers to purchase functional food and beverages
- Figure 4: Many chewing gums make a particular focus on the addition of xylitol as an ingredient which is good for consumers' oral health
- Figure 5: Though around half of consumers say that calcium has some influence on food and beverage choices, only one in five say it has a high influence
- Figure 6: Only around a fifth of consumers are greatly influenced by omega-3 content when selecting food and beverages
- Figure 7: The majority of consumers take vitamin and mineral content into some consideration when purchasing food and beverages
- Figure 8: The maturity of the market for probiotics in Asia Pacific explains why consumers here are far more likely to consider probiotic content when making food and beverage choices
- Figure 9: A number of soft drinks are now being made with stevia-derived sweeteners
- Figure 10: Consumers in the Middle East are most likely to consider fiber content when choosing food and beverages
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