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Heart Health - USPublished by: Mintel International Group Ltd. Published: Aug. 1, 2005 - 95 Pages Table of ContentsIntroduction and Abbreviations Introduction Other relevant reports Definition Abbreviations and terms Abbreviations Terms Executive Summary Heart-healthy products command roughly $18.7 billion Heart health in battle with consumer indulgence Age and obesity major factors driving heart health market Heart health advocates work to reach women Low-fat and fat-free milk lead heart health sales Quaker reaffirms its heart health dedication; General Mills begins it Black consumers key audience for heart health information and products Lack of exercise is “fear factor” among many Heart health concern jumps after 24 and again, after 54 years of age The heart health market will expand and shift Heart health market expected to grow 16%, in current terms, by 2010 Market Drivers Number of heart conditions and awareness of the issue Aging population Figure 1: U.S. population, by age, 2000-10 Obesity Women’s heart health gains attention Figure 2: Deaths and percentage of total deaths for the ten leading causes of death, by gender, 2000 Figure 3: Female population projections, by age, 2000-10 Diet as a key tool for heart health Tendency to exercise regularly Figure 4: Attitudes and behaviors regarding exercise, by age, January-September 2004 Figure 5: Reasons for heart health concern, June 2005 Consumers’ desire to indulge with food Figure 6: Attitudes towards healthful habits, by age, January-September 2004 Research and development leading to new drugs to treat and prevent heart disease Market Size and Trends Market size Figure 7: The heart health market, at current and constant prices, 2000-05 Market trends Figure 8: Noteworthy events affecting the heart health market, 1990-2005 Market Segmentation Overview Figure 9: The heart health market, segmented by product type, 2003 and 2005 Low-fat/fat-free milk Figure 10: Sales of low-fat/fat-free milk, at current and constant prices, 2000-05 Orange juice Figure 11: Sales of orange juice, at current and constant prices, 2000-05 Whole grain cereal Figure 12: Sales of whole grain cereal, at current and constant prices, 2000-05 Margarines and low-cholesterol spreads Figure 13: Sales of margarine and low-cholesterol spreads, at current and constant prices, 2000-05 Soymilk Figure 14: Sales of soymilk, at current and constant prices, 2000-05 Olive oil Figure 15: Sales of olive oil, at current and constant prices, 2000-05 Aspirin Figure 16: Sales of aspirin, at current and constant prices, 2000-05 Egg substitutes Figure 17: Sales of egg substitutes, at current and constant prices, 2000-05 Supply Structure Companies and brands Orange juice sales by manufacturer and brand Figure 18: Manufacturer brand sales of orange juice in the U.S., 2003 and 2005 Whole grain cereal sales by manufacturer and brand Figure 19: Manufacturer brand sales of whole grain hot and cold cereal in the U.S., 2003 and 2005 Margarine/spread sales by manufacturer and brand Figure 20: Manufacturer brand sales of margarine in the U.S., 2003 and 2005 Other heart-healthy product sales by manufacturer and brand Figure 21: Manufacturer brand sales of other heart-healthy products in the U.S., 2003 and 2005 Company profiles Bayer AG Coca-Cola ConAgra Dean Foods General Mills Kellogg Kraft Foods PepsiCo/Quaker Oats/Tropicana Unilever Advertising and Promotion Bayer Consumer Health Division International Kraft/Post PepsiCo/Tropicana Quaker St. Joseph Unilever/I Can’t Believe It’s Not Butter Retail Distribution Introduction Figure 22: U.S. retail sales of heart-healthy products, by channel, 2003 and 2005 Supermarkets Figure 23: U.S. supermarket sales of heart-healthy products, at current and constant prices, 2000-05 Drug stores Figure 24: U.S. drug store sales of heart-healthy products, at current and constant prices, 2000-05 The Consumer Introduction Concern about heart health Figure 25: Concern about heart health, June 2005 Figure 26: Concern about heart health, by gender, June 2005 Figure 27: Concern about heart health, by age, June 2005 Figure 28: Concern about heart health, by household income, June 2005 Figure 29: Concern about heart health, by race, June 2005 Figure 30: Concern about heart health, by region, June 2005 Reasons for concern about heart health Figure 31: Reasons for heart health concern, June 2005 Figure 32: Reasons for heart health concern, by gender, June 2005 Figure 33: Reasons for heart health concern, by age, June 2005 Figure 34: Reasons for heart health concern, by region, June 2005 Figure 35: Multiple reasons for heart health concern, June 2005 Products used to ensure heart health Figure 36: Products used for heart health, June 2005 Figure 37: Products used for heart health, by gender, June 2005 Figure 38: Products used for heart health, by age, June 2005 Figure 39: Products used for heart health, by household income, June 2005 Heart health issues explored by Mintel’s eClips Summary Future and Forecast Future trends Heart health market to take alternative turn List of heart-healthy foods lengthening More gender-specific heart health formulae Heart health marketing at the dentist office Possibility of heart health in a pill could make heart-healthy foods obsolete Government agencies more demanding of heart health manufacturers Market forecast Heart health market Figure 40: Forecast of total U.S. sales of the heart health market, at current and constant prices, 2005-10 Low-fat/fat-free milk Figure 41: Forecast of U.S. retail sales of low-fat/fat-free milk, at current and constant prices, 2005-10 Orange juice Figure 42: Forecast of U.S. retail sales of orange juice, at current and constant prices, 2005-10 Whole grain cereal Figure 43: Forecast of U.S. retail sales of whole grain cereal, at current and constant prices, 2005-10 Margarine and low-cholesterol spreads Figure 44: Forecast of U.S. retail sales of margarine and low-cholesterol spreads, at current and constant prices, 2005-10 Forecast factors Appendix: Trade Associations Appendix: New Product Briefs Aldi: Fit & Active Organic Soymilk Zoe Foods: Zoe’s O’s Whole Grain Flax & Soy Cereal Unilever Bestfoods: Promise Spread Wegmans: Wheat Crunch Cereal Kashi: Heart to Heart Instant Oatmeal Aldi: Goldhen Fit & Active Egg Substitute General Mills: Multi-Bran Chex Minute Maid: Premium Heart Wise Orange Juice Tropicana: Pure Premium Essentials Healthy Heart McNeil: St. Joseph Low-Dose Aspirin Appendix: Research Methodology Consumer Research Sampling & Weighting TechnoMetrica TechnoExpresssm ICR Surveys EXCEL Simmons National Consumer Surveys Greenfield Online Presentation & Definition Further Analysis Trade Research Informal trade research Formal trade research Desk & Internet Research Sources Definitions Forecasts AbstractCoronary heart disease is the single-largest killer of American males and females. About every 29 seconds, an American will suffer a coronary event and about every minute, someone will die as a result. A number of key risk factors of heart disease are prevalent in the U.S., including obesity, diabetes, lack of activity, and stress. Awareness of heart health has grown significantly, with both the media and health advocacy groups publicizing the risks, and encouraging consumers to take action to decrease the threat of heart attack and stroke.While the FDA has approved the use of heart health claims for several food categories including oatmeal (1996), soy (1999) and olive oil (2004), food manufacturers want their brands, not their entire categories, to own heart health. Adding beneficial ingredients such as whole grains, and subtracting detrimental ingredients like transfats, are common tactics. Many players have incorporated some deviations of the phrase “heart health” into the name of their products. Kashi Heart to Heart and Quaker’s new Take Heart Instant Oatmeal are examples of this approach. Over time, consumers’ expectations for heart healthy solutions will increase. Heart health manufacturers will need to cut through the clutter and make heart healthy solutions more simple. Furthermore, they will need to find ways to quantify the positive results of consuming heart healthy products. This report focuses on product categories that were created to address heart health, such as low/no cholesterol margarine and egg substitutes, as well as those categories that are recommended by medical professionals and nutrition experts for heart health, such as olive oil, low/no fat milk and aspirin. The following products/categories are included: This report contains US IRI InfoScan data.
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