Targeting Lifestyle Health Issues Through Food and Drinks

Table of contents
About the author
Disclaimer

Executive summary
Market drivers
Everyday health
Women’s health
Healthy aging
What this means for manufacturers

Chapter 1 Introduction
Summary
The hazards of modern life
Optimizing diet for health
What is a healthy diet, anyway?
Just a bit more fruit and veg
Limited pharma impact
Preventive health via food and drinks
About this report

Chapter 2 Market drivers
Summary
Introduction
Modern lifestyle pressures
Less quality sleep
Rising stress
Sedentary lifestyles contribute to chronic disease, including obesity
Poor eating habits: too much of the wrong foods, not enough of the right ones
How changing socio-demographics are playing a role
With aging often come more health issues
Meeting old age in good health is key to life quality
Increasing wealth and a "Westernized" diet
Consumers in developing economies have even more incentive to invest in their health
Those who can afford to will always try to buy better health outcomes
Urbanization brings mixed blessings
City living positively correlates with a number of medical conditions
Government policy shifts to "lifestyle" diseases
Focus now on NCDs as infectious and parasitic diseases decline
NCDs are costly
Overall shift to prevention, not treatment
Food and beverages are being targeted
Society's new solutions
Japan and functional food
The US is the largest functional foods market
New claims register in Europe brings further clarity
BRIC markets hampered by over-regulation

Chapter 3 Everyday health
Summary
Introduction
Energy-boosting
Energy drinks growth
Demand for healthy energy
More effective sleep provides more energy
Natural healthy alternatives
Ingredients watch: better energy
Tummy troubles
"Gut health" is one of the more established functional health claims
The market pioneer, Yakult, still has big plans
Gut health and probiotics appearing in categories beyond dairy
New indications demand solutions
Lactose intolerance is often self-diagnosed
Gluten intolerance is also on the rise
Ingredients watch: gut health
New uses for probiotics, but a struggle to get claims approved
Fiber marches on, but a new twist is colon health
Industrialized lifestyles are making allergy and asthma worse
Managing respiratory health through diet
Example products
Ingredients watch: respiratory health
Oral health
Existing claim areas in food and beverages
New claim areas that could translate into food and beverages
Acid versus enamel
Healthy gums
Ingredients watch: dental health

Chapter 4 Women's health
Summary
Why target women specifically?
Health at every age
Opportunities in female health
Women want beautiful, healthy skin, at all ages
Helping problematic skin
Keeping skin beautiful
Example products
Ingredients watch: skin health and beauty
Countering PMS
Ingredients watch: PMS
Example products
Women at greater risk of UTIs
Ingredients watch: UTI
Pregnancy and the demand for better health
Can food help with discomfort during pregnancy?
More serious complications
Example products
Menopause
Ingredients watch: menopause
Example products
A note on men's health, and specifically hair loss

Chapter 5 Healthy aging
Summary
Introduction
Helping mid-lifers with healthy aging
The world is getting older: this is a sizable and growing potential audience
A healthy mind...
Maintaining cognitive function is a key worry for most
Ingredients watch: cognitive function
Example products
…in a healthy body
Bones fragility
Ingredients watch: bone health
Example products
Joint health
Ingredients watch: healthy joints
Example products
Muscle mass declines, but awarenll low
Ingredients watch: strong muscles
Example products

Chapter 6 What this means for manufacturers
Summary
Introduction
Some lessons from the "big three" functional categories
Lessons to be learned from the beverage category
Lessons to be learned from the bakery and cereals category
Lessons to be learned from the dairy category
Future direction for innovation
More targeted products
Less delineation between food and pharma
Progression instead of clear demarcation
An opportunity to add value
New competition, new collaborations
Getting more scientific with claims
Consumers doubtful about claims?
Is the pharma model right for food?
Trend towards harmonization – but conforming to applicable regulations is increasingly costly
Beyond official or "hard" claims
How to capitalize on this opportunity
What you should be thinking about: a starter checklist
The checklist
Make your mission health?
Your proposition
Some ideas
Strategy ideas
Marketing ideas
Product ideas

Appendix
Scope
Methodology
Secondary research
Glossary/abbreviations
Bibliography/references
Chapter 1
Chapter 2
Chapter 3
Chapters 4 and 5
Chapter 6

Table of figures
Figure 1: The "holy trinity" of good health
Figure 2: Analyzing drivers
Figure 3: Danish case study: health consequences of physical inactivity
Figure 4: The new, simpler MyPlate graphic replaces MyPyramid in the US
Figure 5: Diets come close to the USDA guidelines on only 2% of days (US data)
Figure 6: Globally. the older population is growing faster than the total population
Figure 7: Adidas ads celebrating Fauja Singh, the oldest marathon runner
Figure 8: Global wealth per adult climbing across all regions
Figure 9: Developing countries are suffering from a rise in NCDs
Figure 10: US surgeon general's Healthy People 2020 initiative
Figure 11: Increasingly favorable perceptions of food technology (US)
Figure 12: New, healthier options in the energy drinks/confectionery category
Figure 13: Inherently healthy energy
Figure 14: Is healthy energy an opportunity for you?
Figure 15: Herbal teas, the go-to category for relaxation and better sleep
Figure 16: Stress relief beyond teas
Figure 17: Example products for healthful sleep
Figure 18: Is sleep or stress an opportunity for you?
Figure 19: Yakult promotes its daily "shots" as part of a healthy lifestyle
Figure 20: Probiotic gut health products available beyond the dairy category
Figure 21: Dr Schär Group offers "expert" advice and a range of gluten-free products
Figure 22: Some innovative fiber-rich products, including those with resistant starch
Figure 23: Is gut health an opportunity for you?
Figure 24: Example products claiming respiratory benefits
Figure 25: Is asthma or allergic rhinitis an opportunity for you?
Figure 26: Dental claims, common now on chewing gum and popping up elsewhere
Figure 27: Early, unsuccessful attempt by GSK in this space, Ribena Toothkind
Figure 28: No dental claims for Tropicana Low Acid for now, but in the future?
Figure 29: Gum disease increasingly a focus
Figure 30: Is dental health an opportunity for you?
Figure 31: Borrowing from the beauty industry
Figure 32: Food supplement ranges also cater to women's age-related needs
Figure 33: Some skin health products
Figure 34: Chocolate mix drink for skin health
Figure 35: Is skin health an opportunity for you?
Figure 36: Growing interest in "food as medicine": The Food Hospital, an illustration
Figure 37: Some products that promise to help with PMS
Figure 38: Is PMS an opportunity for you?
Figure 39: Medical Brands Cranberry Active achieves German registration
Figure 40: Is UTI an opportunity for you?
Figure 41: Products targeting mothers seem to be relatively few and far between
Figure 42: Are mothers an opportunity for you?
Figure 43: Example of products claiming to help with menopause symptoms
Figure 44: Is the menopause an opportunity for you?
Figure 45: Pirobong juice is rich in antioxidants and promises improved mental function
Figure 46: The aronia berry, and range with claimed brain anti-aging properties
Figure 47: Energy products making mental performance claims
Figure 48: Is cognitive function an opportunity for you?
Figure 49: Beverages are again popular, from "all-natural" to pharma-led
Figure 50: Kraft offers nuts for bone health under the Planters brand
Figure 51: Is bone health an opportunity for you?
Figure 52: The first drug that slows osteoarthritis, in lemon-flavor drink form
Figure 53: Medicinal-looking joint health products seem common
Figure 54: Is joint health an opportunity for you?
Figure 55: Some innovative products for healthy muscles
Figure 56: Countering aging's impact on muscle health
Figure 57: Is muscle maintenance an opportunity for you?
Figure 58: Nestlé Nesfluid, withdrawn after one year
Figure 59: "Heart healthy" Cheerios, with whole grain "tick"
Figure 60: Progression from food to pharma
Figure 61: GSK's recent beverage product launches offer added health benefits
Figure 62: Abbott Nutrition sells via healthcare professionals and direct to consumer
Figure 63: Codex Alimentarius claim categories
Figure 64: Danone moves to softer claims for Actimel in the UK
Figure 65: Where are you on the health continuum?
Figure 66: New influencers when it comes to foods to help with health
Figure 67: Kellogg's promotes swimming as part of a healthy lifestyle

List of tables
Table 1: Consumers are interested in foods and beverages that improve health
Table 2: Prevention saves lives, and costs relatively little (selected examples)
Table 3: Some sleep aid and stress-busting ingredients
Table 4: Asthma prevalence through 2016
Table 5: Allergic rhinitis (hay fever) prevalence through 2016
Table 6: Some antihistamine and anti-inflammatory ingredients
Table 7: What a woman's body needs, by age
Table 8: Osteoporosis prevalence through 2016
Table 9: Perceived barriers to functional foods