Failures in Functional Foods and Beverages And What they Reveal About Success
New Nutrition Business
May 1, 2009 98 Pages - SKU: CDGQ2263316
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The categories covered in this report are:
- Dairy drinks and yoghurts
- Breakfast cereals
- Water
- Juice drinks
- Soy drinks
The health benefit platforms covered include:
- Weight management (satiety and calorie-burning)
- Heart health (cholesterol-lowering, blood pressure-lowering)
- Bone health
- Joint health
- Beauty and skin
- Energy
- Digestive health
- Brain and eye development
Ingredients featured include:
- Probiotics
- Prebiotics
- Fibre
- Wholegrains
- Plant sterols and stanols
- Green tea
- Omega-3
- CoEnzyme Q10
- Protein
- Soy
- Calcium
- Glucosamine
- Antioxidants
The report is in two parts. Part I is a concise 40-page analysis setting out:
- Which brand strategies are most effective and why
- Which ingredient strategies are most effective and why
Part II consists of 15 detailed case studies which summarise:
- success factors, and common causes of failure
- common lessons for pricing, positioning and marketing
- key lessons in selecting ingredients
- key lessons in communicating benefits
- how to extend an existing brand
- how to create a successful new brand
Each case study is based on interviews with executives at the companies concerned. They speak with considerable frankness about challenges they have encountered. We have set their opinions in the context of our own analysis - which means that we do not always agree with some companies’ self-analysis - to create a template that will be useful to anyone trying to develop a new product with health benefits or devise a strategy in health.
Author Julian Mellentin is an acknowledged international expert on the business of food, nutrition and health - and his insights have been derived from 15 years of dedicated research in the area.
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- Introduction: About this new edition
- Functional foods definition
- What do we mean by failure?
- Executive summary
- Part I: Rules for success
- The Seven Golden Rules for success in functional foods and beverages
- First, get the basics right
- Rule 1: Successful brands are expert brands
- Rule 2: Offer a relevant benefit and be a credible brand
- Offer a credible brand
- Rule 3: Aim for a benefit the consumer can feel
- In hard times products without immediate benefits could see sales fall
- A bright future for satiety and sports?
- If they can’t feel the benefit - show it to them
- Justifying a premium price in hard times
- Rule 4: Remember that an ingredient is not a point of difference
- Rule 5: A future of niches - focus on value, not volume
- Focus on premium pricing in your niche
- Rule 6: Differentiate using packaging design
- Rule 7: Open new categories and segments - don’t be a me-too
- New category creation
- Brand extension or new brand?
- Part II: Case studies
- Cereals
- 1. Novartis Aviva - a “family” of functional foods
- 2. Nestlé’s prebiotic breakfast cereal
- 3. Quaker Oatmeal Nutrition for Women
- Dairy
- 4. Unilever pro.activ blood pressure-lowering dairy drink
- 5. Danone Essensis beauty foods
- 6. Danacol UK - cholesterol-lowering and omega-3
- 7. Delamere Dairy - milk & joint health
- 8. Emmi Lacto-Tab - energy and CoQ10
- Beverages
- 9. Enviga - sales collapse for Coca-Cola’s calorie burner
- 10. Naturally Gorgeous - new benefit not enough
- 11. Unilever Adez soy protein fruit juice
- 12. Minute Maid Heart Wise - a lesson about the crowed world of heart health
- 13. Sirco - heart health puts juice in an ultra-niche
- 14. Danone Activ - water & bone health
- Market failure
- 15. Omega-3 - technology fails to fly as hoped
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