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Fiber For Digestive Health Opportunities, Strategies And Case Studies

New Nutrition Business
October 1, 2010
91 Pages - SKU: CDGQ2846015

Abstract Table of Contents Search inside this report Related Reports

Products that make a virtue of their fiber content are being launched in ever-increasing numbers. Branded food and food ingredient companies are finding that when it comes to fiber, the most effective avenue of appeal to consumers is the digestive benefits of fiber intake.

However, knowing how many products have been launched is much less useful information than understanding which strategies companies have adopted, which ones work and which don’t, and why.

This report aims to enable any company that is thinking about how to market products with fiber as a benefit to:

Decide what is the most appropriate strategy in your category - for example, will you go for a “fiber makeover” or become an “expert brand”?.
Be clear what are the risks and how to reduce those risks
Identify how to increase your chances of success and generate higher sales volume and/or higher profit margins.

A concise 55-page description of the strategies and trends relating to products with fiber for digestive health sets out:

the core consumer group for fiber for digestive health and their motivations
fiber’s five advantages as an ingredient, including its relative advantages in regulatory terms
the five steps to creating a successful brand with fiber for digestive health as its core benefit
successful fiber-digestive health strategy in breakfast cereals, bakery and dairy as well as in new high-opportunity segments such as beverages and meals
which marketing techniques are most effective and why

This practical analysis is supported over the following 18 pages by five detailed case studies, all illustrated with supermarket sales data.

This report has been written in our trademark opinionated, data-rich style to provide executives in marketing and technical roles with real-world insights that can be applied in any setting.

Additional Information

ABOUT THE AUTHOR

Authored by Julian Mellentin, editor of New Nutrition Business. Julian is an independent consultant with 15 years’experience of the fiber-digestive health market. He is also co-author of The Functional Foods Revolution: Healthy people, healthy profits?, the first-ever book on the business of functional foods, now translated into Japanese, and with Peter Wennström of Commercialising Innovation: The Food & Health Marketing Handbook.

COMPANIES AND BRANDS

Barleymax
Bimbo
Calpis Fibe-Mini
Cargill Barliv
Danone Activia
General Mills Fiber One
GoodBelly
Goodness Superfoods
Hero ActiFruit
Innocent Drinks
Kellogg’s All-Bran
Kellogg’s Fiber Plus
Kellogg’s Raisin Bran
Kellogg’s Special K
National Starch
Nestlé
Next Foods
Post Cereals
ProViva
Quaker Oats
Sunsweet Ones
Sunsweet PlumSmart
Tate & Lyle
Yakult

CONTINENTS/COUNTRIES/REGIONS

ASIA PACIFIC
Australia
Hong
Kong
India
Indonesia
Japan
Korea
Malaysia
Taiwan
Thailand
CENTRAL & SOUTH AMERICA
Mexico
EUROPE
Denmark
Finland
France
Germany
Italy
Netherlands
Spain
Sweden
Switzerland
UK
NORTH AMERICA
Canada
US

1. Executive Summary
2. Digestive health - the biggest opportunity for fiber: 2.1 Digestive health the biggest growth opportunity in food and beverages; 2.2 Increasing - and untapped - consumer need for products that address digestive health; 2.3 Probiotic market the trailblazer in recession-defying digestive health market; 2.4 Digestive health the strongest benefit platform for fiber; 2.5 Constipation - the most common gut complaint; 2.6 Fiber’s health benefits
3. Fiber’s five advantages: Advantage 1: Better technology, better taste; Advantage 2: Consumers need more fibre; Advantage 3: An ingredient that’s easy for consumers to accept and a benefit they easily understand; Advantage 4: A “feel the benefit” promise; Advantage 5: Regulation
4. Which fiber strategy is right for your business?: 4.1 Strategy 1 - the fiber make-over (low risk, low return); 4.2 Strategy 2 - an expert brand strategy (high risk, high return)
5. Targeting the digestive health consumer - where to position yourself in the market: 5.1 Mass market versus niche?; 5.2 Positioning fiber for digestive health; 5.3 Early adopter rationale
6. Marketing communications strategy: 6.1 The importance of a clear message; 6.2 Resolving confusion; 6.3 Communicate good taste; 6.4 Should you communicate to health professionals?; 6.5 “Fiber” - a label that packs more power than prebiotics and wholegrains; 6.6 Feel the benefit
7. Five rules for success: 7.1 Be an expert brand; 7.2 Feel the benefit; 7.3 Establish the benefit with a clinical study; 7.4 Offer the right taste for the target consumers; 7.5 Ingredient, benefit and product format must match
8. Fiber opportunities and challenges by category: 8.1 Breakfast cereals; 8.2 Bakery; 8.3 Dairy; 8.4 Beverages: fiber’s fruit opportunity; 8.5 Meals
9. Case studies: Case study 1: General Mills’ Fiber One - renovating a brand; Case study 2: Kellogg’s Fiber Plus - risking a new brand; Case study 3: Sunsweet PlumSmart - reinventing a traditional drink; Case study 4: Hero ActiFruit - an innovative daily dose of fruit and fiber; Case study 5: Goodness Superfoods and Barleymax - commercialising a new fiber
CHARTS AND TABLES: Chart 1: Good trend triangulation reveals the white space opportunity for fiber-digestive health products; Chart 2: The top four health issues that affect consumers personally; Chart 3: Ageing populations drive digestive health market growth in Asia as well as Europe and the US; Chart 4: The nutritional product life cycle - how it works; Chart 5: Lifestyle consumers, a key segment for health brands; Chart 6: New fiber-digestive health concepts must begin in the lifestyle segment; Chart 7: Fiber with mass-market appeal; Chart 8: Conceptual framework and analyses for making healthier choices; Chart 9: Recession-proof digestive health - the rise and rise of Fiber One; Table 1: “Added fibre” products, global launches 2005 and 2010; Table 2: “High fibre” products, global launches 2005 and 2010; Table 3: Fiber One Oat & Chocolate bar Ingredients & Nutrition Facts; Table 4: Fiber One Yoghurt Ingredients & Nutrition Facts; Table 5: Fiber One Original Ingredients & Nutrition Facts; Table 6: Kellogg’s Fiber Plus Chocolate Chip Bar Ingredients & Nutrition Facts; Table 7: Kellogg’s Fiber Plus Cereal Ingredients & Nutrition Facts; Table 8: PlumSmart Ingredients & Nutrition Facts; Table 9: Digestive 1st nutrition facts and ingredients panel

Fiber For Digestive Health Opportunities, Strategies And Case Studies

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