New Book Defines Strategy for Superfruit Success
New Nutrition Business
June 1, 2008 268 Pages - SKU: CDGQ1799265
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This book provides a checklist for superfruit success that is written as a practical “how-to” guide for:
- food and beverage marketers
- R&D and innovation managers
- Fruit growers, processors and marketers
- ingredient manufacturers
“Successful Superfruit Strategy - How to build a superfruit business” is the answer for every industry professional who has ever wondered how to boost fruit consumption or how to use fruit to target the wellness foods trend.
The authors set out the successful superfruit strategies for:
- beverages
- fresh fruit and ingredients
Their explanation is supported with twelve detailed case studies:
- Case Study 1 Cranberry
- Case Study 2 Pomegranate
- Case Study 3 Blueberry
- Case Study 4 Bilberry
- Case Study 5 Mangosteen
- Case Study 6 Goji
- Case Study 7 Açaí
- Case Study 8 Plum
- Case Study 9 New Zealand blackcurrant
- Case Study 10 Gold Kiwi
- Case Study 11 Watermelon
- Case Study 12 Cherries
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- CHAPTER 1 Fruit: the future of food and health
- Key point summary
- A bright future for fruit
- The halo of health
- Intrinsic healthfulness and naturalness
- Sensory appeal
- Health and convenience - the future of fruit
- Why processed, convenient forms are the driver for fruit
- 5-a-day - failed in fresh but flies in drinks
- CHAPTER 2 The Six Elements of Superfruit Success
- Key point summary
- The importance of the Six Elements
- Element 1: Sensory Appeal
- Element 2: Novelty
- Element 3: Convenience
- Element 4: Control of Supply
- Element 5: Health Benefit
- Element 6: Marketing
- Conclusion
- CHAPTER 3 Superfruit Strategy
- Key point summary
- Marketing - the most important Element
- Markets
- Superfruits are niche
- Pricing strategy - premium or super-premium?
- Health benefit platforms vs health claims
- The health benefit platform
- 1. What benefit can science substantiate?
- 2. In the eyes of the consumer, is this benefit platform credible for
- this fruit?
- 3. What competing fruits are claiming the same benefit?
- 4. What competing products in other categories are claiming the
- same benefit, how successful have they been and why?
- 5. What are the consumer implications for the benefit platform?
- Applying the checklist
- Example 1: Heart health as a potential benefit platform
- Example 2: Digestive health as a potential benefit platform
- The health claim
- Benefit platforms matter more than hard health claims
- A benefit that consumers can feel
- The target consumer
- Technology consumers
- Lifestyle consumers
- Brands with lifestyle appeal
- Mass-market consumers
- CHAPTER 4 Beverage strategy
- Key point summary
- Beverage market: key to superfruit success
- Brand positioning
- Niche marketing
- New category creation
- The benefit platform
- The target consumer
- Packaging strategy
- Pricing strategy - premium or super-premium?
- Marketing communications
- Marketing messages
- Public relations
- Advertising
- Sampling
- Distribution
- Secondary channels
- Direct sales
- Beverages and the Six Elements of Superfruit Success
- Element 1: Sensory Appeal
- Element 2: Novelty
- Element 3: Convenience
- Element 4: Control of Supply
- Element 5: Health Benefit
- Element 6: Marketing
- CHAPTER 5 Fresh fruit strategy
- Key point summary
- Can fresh fruit be superfruit?
- Marketing strategy - key to success
- Brand positioning
- Niche marketing
- New category creation
- The target consumer
- Packaging strategy
- Pricing strategy - premium or super-premium?
- Marketing communications
- Marketing messages
- PR and advertising
- Distribution
- Fresh fruit and the Six Elements of Superfruit Success
- Element 1: Sensory Appeal
- Element 2: Novelty
- Element 3: Convenience
- Element 4: Control of Supply
- Element 5: Health Benefit
- Transforming apples into superfruit using the Six Elements
- Conclusion
- CHAPTER 6 Ingredient strategy
- Key point summary
- Ingredients: an essential focus of superfruit strategy
- Opportunities in food ingredients
- Dietary supplements
- Fruit as an ingredient and the Six Elements of Superfruit Success
- Element 1: Sensory Appeal
- Element 2: Novelty
- Element 3: Convenience
- Element 4: Control of Supply
- Element 5: Health Benefit
- Element 6: Marketing
- Conclusion
- Part II
- Introduction
- Case study 1: Cranberries
- Case Study 2: Pomegranate
- Case Study 3: Blueberries
- Case Study 4: Bilberry
- Case Study 5: Mangosteen
- Case Study 6: Goji
- Case Study 7: Açaí
- Case Study 8: PlumSmart
- Case Study 9: New Zealand blackcurrants
- Case Study 10: Gold kiwi
- Case Study 11: Watermelons
- Case Study 12: Cherries
- List of charts
- Chart 1: Vegetable and fruit consumption Japan, 2004
- Chart 2: General food consumption Japan, 2004
- Chart 3: Individual fresh fruit consumption per capita US, 1995-2005
- Chart 4: Pricing of Unilever’s Knorr Vie shot with equivalent fresh fruit and vegetables
- Chart 5: Pricing of Innocent Drinks’ smoothie compared with equivalent fresh fruit
- Chart 6: Comparison of total number of health-related studies (in vitro, animal and human) between everyday fruits, would-be superfruits and superfruits
- Chart 7: The Nutritional Product Lifecycle
- Chart 8: The Technology consumer
- Chart 9: The Lifestyle consumer
- Chart 10: The Mass-market consumer
- Chart 11: Superfruits in the US - a low volume, high value business with high profit margins
- Chart 12: Premium pricing and brand positioning
- Chart 13: Price comparison of chilled juices in the UK
- Chart 14: Price comparison of pomegranate-containing beverages in the US
- Chart 15: Ocean Spray shelf-stable juices/juice drinks sales history 2003-2007
- Chart 16: Fruit and Nutrition Summary
- Chart 17: Fresh fruit market trends, UK
- Chart 18: Packaging disguises premiums
- Chart 19: Fruitees (fruit in a convenient form) vs apples (fruit in whole, fresh form)
- Chart 20: The superior value-added that an ingredient strategy can create
- Chart 21: Ocean Spray shelf-stable juice drink/blend sales history 2003-2007
- Chart 22: Ocean Spray Craisins sales history 2002-2007
- Chart 23: Foods and beverages featuring cranberry launched in France 2004-2007
- Chart 24: Japanese imports of fresh blueberries (1996-2005)
- Chart 25: Japanese imports of frozen blueberries (1996-2005)
- Chart 26: New food and beverage products using blueberries as an ingredient launched in Japan (1995-2005)
- Chart 27: Comparison of retail prices for goji juices in the US (per litre)
- Chart 28: Price comparison of premium juices available at US Albertsons supermarkets (per litre/32oz)
- Chart 29: Comparative anthocyanin levels - blackcurrant varieties
- List of tables
- Table 1: Health-related studies for a range of fruit
- Table 2: Comparison of superfruits’ and apples’ ranking against the Six Elements of Superfruit Success
- Table 3: Superfruit and health benefit platforms
- Table 4: Examples of health-communications for superfruit products
- Table 5: Japanese ingredients market for fruit extracts used in supplements
- Table 6: Japanese companies are making superfruit a key focus of R&D
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