The Market for Nutraceuticals

• The Product
  • The Term "Nutraceutical"
  • Roots of the Nutraceutical Concept
  
  
• Development of a Market for Nutraceuticals
  • Regulatory Uncertainty
  • Lack of Patent Protection
  • Scientific Evidence Regarding the Relationship Between Diet and Health
  • Food is a Better Source of Nutrients Than Supplements
  • Change in Health Care Delivery Systems
  • Consumer Concerns and Attitudes
  • Growing Acceptance of Alternative and Complementary Medicine
  • Factors Encouraging Manufacturer Participation
  • Sales Estimates of Nutraceuticals
  • The Regulatory Environment
  • Regulating Related Products
  • Marketing and Promotion of Nutraceuticals
  
  
• The Consumer Environment
  • The Population is Aging
  • Awareness of Nutrition
  • Consumer Confusion and Skepticism
  • An "Elite" Consumer
  
  
• Industry Structure
  • Food Companies
  • Pharmaceutical Companies
  
  
• Scope and Methodology

Chapter Two: The Product

• Evolving Nutritional Concerns
  • Current Environment Favors Nutraceuticals
  
  
• Definition and Focus
  • Definition of Nutraceutical Foods and Beverages
  • Focus on Processed Foods and Beverages
  
  
• Related Terms and Products
  • Functional Foods
  • The Term Originated in Japan
  • Phytochemicals
  • Designer Foods
  • Pharmafoods
  • Fortified Foods
  • Medical Foods and Foods for Special Dietary Use
  • Foods Versus Drugs
  • Other Terms
  
  
• Language, Culture, and Nutraceuticals
  • Roots of the Nutraceutical Concept
  • Food Fortification is a Modern Idea
  • Folk Wisdom versus Medical Science
  • Communicating the Nutraceutical Concept to the Public
  
  
• Some Substances That Provide Nutraceutical Benefits
  • Antioxidants
  • Vitamins
  • B Vitamins
  • Niacin
  • Minerals
  • Dietary Fiber
  • Amino Acids
  • Fatty Acids
  • Phytochemicals and Botanicals
  
  
• Beneficial Bacteria
  • Selected Nutraceutical Products Currently Marketed

Chapter Three: The Emerging Nutraceuticals Market

• Impediments to Development and Growth of a Market for Nutraceutical Foods and Beverages
  • Regulatory Uncertainty
  • Lack of Patent Protection
  • Concerns of Public Health and Consumer Advocates
  
  
• Factors Favoring Development and Growth of a Market for Nutraceutical Foods and Beverages
  • Scientific Evidence Regarding the Relationship Between Diet and Health
  • Food is a Better Source of Nutrients Than Supplements Are
  • Impact of Biotechnology
  • Change in Health Care Delivery Systems
  • Consumer Concerns and Attitudes
  • Increasing Cost of Health Care
  • Factors Encouraging Manufacturer Participation
  
  
• Sales Estimates of Nutraceuticals: In the Millions and Billions
  • Sales and Success Rates in Related Categories
  
  
• Industry Structure
  • Many Types of Participants
  • Participants are Secretive about their Strategies
  • The Competitive Situation
  • Pharmaceutical and Small Food Companies Will Lead the Way
  • Food Companies
  • Pharmaceutical Companies
  • Bioengineering Firms
  • Strategic Partnerships
  • The Global Market
  
  
• Distribution
• Marketing and Promotion
  • Communicating Scientific Findings to Consumers
  • Is the American Heart Association Selling Out?
  • Recommendations from Health Care Practitioners
  • The Media
  • Sponsorships
  • Consumer Education at the Retail Level

• The Regulatory Structure
  • Federal Trade Commission
  • Regulatory Activities of the States
  • Regulation Within the Food Industry
  • Regulating Nutraceuticals
  • Role of the Nutrition Labeling and Education Act in the Development of a Market for Nutraceuticals
  • Regulating Related Products
  
  
• The Foundation for Innovation in Medicine Nutraceutical Initiative
• The Food and Drug Administration Shows Increasing Tolerance for Alternative Medicines
• Other Government Initiatives
  • The Surgeon General's Report on Nutrition and Health
  • "Dietary Guidelines for Americans"
  • National Cancer Institute's Designer Food Project
  • Eating Right Pyramid
  • "5-A-Day for Better Health"
  • US Public Health Service
  • American Cancer Society
  • National Institutes of Health's Office of Alternative Medicine
  • National Academy of Sciences
  
  
• Regulatory Procedures in Other Countries
  • Japan
  • Europe

Chapter Five: The Consumer Environment

• You Are What You Eat: Mortality Statistics
  • Coronary Heart Disease
  • The Population is Aging
  
  
• Awareness of Nutrition
  • Awareness of Nutraceuticals
  
  
• Alternative Medicine and the Healthy Eating Alternative
  • One-Third of Americans Use Alternative Therapies
  
  
• Will Consumers Pay More for Nutraceuticals?
• Consumer Confusion and Skepticism
  • Consumers Are Overwhelmed by Information Promulgated by the Media
  • Consumers Trust the Media, Distrust Marketers
  • Consumers Want Positive Messages
  
  
• Increasing Acceptance of Synthesized Foods
  • In 1994, Consumers Were Wary of Biotechnology
  • Today, Consumers Are Excited About Biotechnology
  
  
• Demographics and Psychographics
  • An Older, Better Educated, More Affluent Consumer
  • Health-Related Profiles of the 50-Plus Population

Chapter Six: Competitor Profiles

• Introduction
  • Industry Structure
  • Marketers Are Cautious, Especially About Health Claims
  • Brand Equity a Major Concern
  • Acquisitions and Partnerships
  • Marketing Strategy Emphasizes Credibility
  
  
• AMBI Inc
  • Cardia Salt Alternative
  • Clinical Trials
  • Marketing
  • Nutrition
  
  
• Campbell Soup Company
  • Center for Nutrition and Wellness
  • Intelligent Quisine
  
  
• Celestial Seasonings, Inc
  • Nutraceutical Teas
  • Licensing Agreements
  • Strategy
  
  
• Cultor Food Science, Inc
  • Xylitol
  • Strategy
  
  
• Dannon Company, Inc
  • Dannon Light with Added Calcium
  
  
• GalaGen, Inc
  • Entrance Into Nutraceuticals
  • Agreement With Lifeway Foods
  
  
• Ivax Corp
  • Zbar
  
  
• Kellogg Company
  • Functional Foods Division
  • Kellogg Nutrition University
  • Health Claim for Wheat Bran?
  
  
• Land O'Lakes, Inc
  • Participation in the Nutraceuticals Market
  
  
• Mars, Inc
  • Sports Nutrition Division
  
  
• VO2 Max
  • Uncle Ben's
  • Seeds of Change, Inc
  
  
• McNeil Consumer Products
  • Stanol Ester
  • Agreement with Neose Technologies
  
  
• Medical Foods, Inc
  • NiteBite
  • Other Products
  • Strategy
  
  
• Monsanto Company
  • Alliance with General Nutration Companies
  • Calgene
  
  
• Nabisco, Inc
  • The Knox Company
  
  
• Nestlé USA, Inc
  • Clintec Nutrition Company
  • Nestlé Clinical Nutrition
  
  
• Novartis Nutrition Corp
  • Resource
  
  
• Ocean Spray Cranberries, Inc
  • Clinical Studies
  • Marketing
  
  
• Procter & Gamble Company
  • FruitCal
  
  
• Quaker Oats Company
  • Successful Petition to FDA for New Health Claim
  
  
• Ross Products
  • Advera
  • Pedialyte
  • Ensure

Appendix A: New Product Introduction

Appendix B: Regulatory Documents

Appendix C: Names And Addresses

• US Companies
• International Companies
• Organizations